Enhancing Theme Park Appeal and Establishing an Off-Peak Visitor Attraction Framework

「In addition to events with popular influencers and entertainers, the Company developed collaborations with IP content to create points of contact with their respective fan bases, and introduced the water activity “Mizunasuletic” as a new summer experience offering.」

「In particular, we are strengthening collaboration with influencers who have strong reach, especially on social media, and seeking to underpin demand during the off-season by attracting highly engaged core fans.」

「In the amusement park business, Nasu Highland Park planned and held highly distinctive collaboration events designed to create new reasons to visit, including events combining stage performances by popular influencers, sales of original drinks and stamp rallies.」

「At Nasu Highland Park, past events were reassessed from the ground up, and the company actively adopted events planned mainly by younger employees, including a collaboration stage with “Shinako,” a Harajuku-style sweets creator known for making sweets that go viral; a stage by “Justistar,” based in Ashikaga, Tochigi Prefecture, whose slogan is “Today, someone’s hero”; and a live performance by “Real Piece,” creators whose catchphrase is “YouTubers who sing and dance and energetically push their creations on people, building everything from nothing.” In addition, seasonal events such as the “Christmas Market” were strengthened, and popular events such as the “Wonderful Fest” for dogs were continued and further enhanced. As a result, visitor numbers exceeded those of the previous year, reaching 500 thousand during the interim consolidated accounting period, up 8.8% year on year.」

「During the first three quarters of the fiscal year, Nasu Highland Park expanded its attractions with the opening of the 2024 season, including “Bat Flyer,” a suspended tandem coaster, and “Dinosaur Research Institute,” a laser attraction. Facilities for visitors with dogs were also expanded, including the opening of a dedicated dog-owner lane following the renovation of the 3D maze and the expansion of the dog run, and numerous dog-breed meetups were held. At Rindoko Family Farm, as part of a campaign for new first graders entering elementary school in April, the company gave away “Rindoru,” a children's currency usable only within Rindoko Lake, helping children learn about the flow and workings of money in an enjoyable way and pursuing initiatives that position the facility as a place of learning as well as recreation. In addition, because the mild winter resulted in little snowfall, the company opened the amusement park on weekends in February, which is normally part of the park's closure period.」

「In the theme park business, the company has worked to create a safe and enjoyable space for visitors accompanied by dogs under the concept “Dogs Are Family,” while attracting visitors through new and renovated attractions, new openings and additional events.」

「At Nasu Highland Park, the company increased the number of attractions that visitors can enjoy with their dogs under the concept “Dogs Are Family,” and held multiple dog-breed meetups and markets that visitors could enjoy with their dogs. At Nasu Kogen Rindoko Family Farm, it also held the popular fireworks display over the lake, offered Japan's first water-based glamping experience and held Halloween events.」

「At Rindoko Family Farm, the “First Experiences Support Book” for children aged 0 to 6 was revamped, and a range of experiential programs was prepared, including animal encounters such as milking and the introduction of “Rindoru,” a children's currency. Many visitors attended. In March 2023, under a business alliance with Nasu Alpaca Farm, the company accepted more than 170 alpacas and opened new facilities, including “Alpaark,” featuring a net adventure course in the alpaca pasture, and glamping accommodations located among the alpaca herd.」

「In the theme park business, the company focused on attracting visitors through an active program of events. It held character and idol events that had previously received strong customer response, as well as “EN FESTIVAL,” a music festival at Nasu Highland Park based on the concept of MUSIC×CAMP×AMUSEMENT PARK. At Rindoko Family Farm, the “First Experiences Support Book” for children aged 0 to 6 was revamped, and a range of experiential programs was prepared, including animal encounters such as milking and the introduction of “Rindoru,” a children's currency. These initiatives attracted many visitors.」

「The company held character and idol events that had previously received strong customer response, as well as “EN FESTIVAL,” a music festival at Nasu Highland Park based on the concept of MUSIC×CAMP×AMUSEMENT PARK. At Rindoko Family Farm, visitor numbers in the first quarter reached a record high, supported by a video tie-up collaboration with the popular YouTube channel “Sansan Kids TV,” an autumn fireworks display, and street-performance and circus shows.」

「At Nasu Kogen Rindoko Family Farm, the company launched “Rindoru,” a children's currency limited to preschoolers that incorporates financial education, as a sequel to the “First Experiences for Children” series launched the previous season. It also introduced “THEO,” an AI oven that uses machine learning to replicate artisans' techniques, and began offering new content, including freshly baked baumkuchen made with Jersey milk.」

「Efforts to attract group visitors after the lifting of the state of emergency in October proved effective, and visitor numbers from October through December reached record highs for 3 consecutive months.」

「In the theme park business, character events featuring Zenkaizer from “Kikai Sentai Zenkaiger,” Precure, the Singing Pirate Crew and others, as well as a public recording event for Girls² (Girls Girls), were held. Although the weather was unfavorable from August through September, the lifting of the state of emergency in October helped monthly visitor numbers reach a record high for October.」

「At Nasu Highland Park, visitor numbers increased as a result of character events and the attraction of approximately 60 thousand school excursion students from the Tohoku region, making a significant contribution to sales.」

「At Nasu Highland Park, the company focused on attracting visitors by bringing in school excursion groups from the Tohoku region and holding shows such as the “Singing Pirate Crew” show. At “TOWA Pure Cottage,” adjacent to the amusement park, the company operated RESORT HOUSE, a vacation-rental business offering renovated villas within the resort area under its management, in addition to conventional cottage-style and glamping accommodations, with the aim of creating an integrated resort facility where guests can enjoy an extraordinary experience. Demand increased during the COVID-19 pandemic because the accommodations are detached houses, unlike large hotels, and total visitor numbers reached 507 thousand, up 73.7% year on year.」

「At Nasu Highland Park, the company focused on attracting visitors by bringing in school excursion groups from the Tohoku region and holding events featuring handheld fireworks and Japanese taiko drums, with infection-control measures in place.」

「At Nasu Highland Park, efforts to attract school excursion groups from the Tohoku region, together with events featuring handheld fireworks and Japanese taiko drums held with infection-control measures in place, led to an increase in visitors from September onward. Monthly visitor numbers in October reached their highest level in the past 12 years. In May 2020, Nasu Kogyo Co., Ltd., the operator of Nasu Kogen Rindoko Family Farm, was brought into the Group, and the company focused on attracting visitors by holding events such as “Heidi's Hill,” a collaboration with Heidi, Girl of the Alps.」

「In the theme park business, operating hours were extended from the usual closing time of 18:00 to 20:00 during the summer holiday period in the peak season, and efforts were made to attract nighttime visitors through illuminations and special nighttime events.」

「During the summer holiday season, the peak period, operating hours were extended from the usual closing time of 18:00 to 20:00, and efforts were made to attract nighttime visitors through illuminations and special nighttime events. In October, the “Obaken Halloween in Nasu Highland Park” event was held in collaboration with Obaken, a haunted-house producer based in Honancho, which had also been well received the previous year. The company also made a concerted effort to attract younger visitors.」

「To enhance the park's appeal, 7 new attractions were introduced, including “Gururi Mori,” which is highly popular at amusement parks nationwide, and “Kyokyoshii Ie,” a mission-based horror attraction.」

「During the first three quarters of the fiscal year, DINO-A-LIVE, which allows visitors to experience the world's first self-supporting bipedal dinosaur, was held as in the previous fiscal year. The company also focused on holding events, including new character shows such as “Kamen Rider,” a circus making its first appearance in Japan from the United States, and “Harajuku Colorful Street,” a collaboration with Asobi System Co., Ltd. In addition, 5 new attractions, including the popular “Gururi Mori,” were introduced to enhance the park's appeal. To attract visitors to the Nasu area as a whole for the park's 40th anniversary, the company conducted area-wide visitor-attraction initiatives, including a campaign offering free admission to guests staying at nearby hotels, and began nighttime operations centered on illuminations during the Golden Week period. As a result of these efforts, admissions grew strongly and visitor numbers reached 405 thousand, up 24.1% year on year.」

「During the cumulative second quarter, we newly held character shows featuring Kamen Rider and PreCure for families, as well as a dance recital following performances by local school wind bands to attract local customers. Although the park normally closes for the winter from the first week of January, we also held a Customer Appreciation Day during the 3-day weekend. These efforts helped maintain strong visitor numbers.」

「During the first quarter of the fiscal year, three new attractions opened simultaneously during the summer holiday season, the peak period, and ON-ART Corporation's “DINO-A-LIVE,” which allows visitors to experience the world's first self-supporting bipedal dinosaur, was held. In October, the “Obaken Halloween in Nasu Highland Park” event was held in collaboration with Obaken, a haunted-house producer based in Honancho, with a concerted effort also made to attract younger visitors.」

「At “NOZARU,” the Company expanded the facilities and increased the number of courses to 12, 1.5 times the previous season's number, while opening 1 month earlier than in the previous season to attract more visitors. It also increased the number of indoor attractions, including “NOBORUNGMA,” a combined facility featuring Japan's first digital bouldering experience and the indoor Extreme Run, and the 7D shooting ride “XD Dark Ride.”」

「We strengthened sales to corporate and group customers and actively sold season passes. We also pursued initiatives to attract visitors in the 2018 season, including actively inviting pet-related events and exhibiting at pet expos as a pet park where visitors can play with their dogs.」

「This season, to strengthen visitor traffic, we focused on corporate partnerships and business-to-business sales. Within the park, we opened attractions and other facilities featuring popular, high-traffic game characters such as “Ultraman” and “Snack World,” which appeal to everyone from children to their parents. We also actively held participatory events, including cosplay and anime events, a water-bubble event and Halloween events, to generate repeat customers.」

「In April of that year, we opened NOZARU, one of Japan's largest adventure parks, using approximately 25 thousand square meters of forest and sloping land adjacent to TOWA Pure Cottage.」

「The 2017 season began on 1 March of that year. To strengthen visitor traffic, we held events featuring the Ultraman series, which is popular with everyone from children to their parents, as well as talk shows featuring the cast. We also strengthened indoor facility-based attractions that visitors can enjoy in rainy weather and newly opened hands-on educational attractions such as the “Rugaking Museum” and the full-body, multisensory “Laser Mission.”」

「The park is normally closed for the winter from mid-January through the end of February, but we prepared to open new attractions and renovate restaurants ahead of the 1 March reopening.」

「We worked to further increase visitor numbers and improve profitability by actively reviewing the pricing structure and conducting promotional activities such as sampling and sales of souvenirs.」

「We will create an attractive space that fosters children's creativity and new perspectives, while making it appealing to a broad range of visitors, including families, students and older people. By generating repeat customers, we will build a sales structure capable of attracting visitors outside the peak periods of Golden Week and the summer holidays.」