Universal & its Demographics

[pumpkinbot343]

This is meant to be for discussing about Universal and its approach to its audience demographics, maybe share news if something interesting pops up.

So I’ve read some criticisms of the parks (mainly Epic Universe) in that it doesn’t really have anything “substantial”* in quality for the “younger crowds” (never mind that it has lands for Nintendo and a Dreamworks property), and that Universal as a whole/in general needs to make “families” a priority as a way to make money and keep up with Disney. So to start it off, is Universal neglecting a demographic and should it put more effort to it?

IMO, now I don’t know what the exact quote was, but I swear I read somewhere from someone at Universal that the Texas park is meant to serve as some sort of “appetizer” for said “younger crowd” so that it could get them ready for the “main” parks (all of the Orlando parks, Hollywood, Japan, etc.)
So I’m pretty sure Universal is mainly a park for “adults/teens”, and that they make a conscious decision to avoid focusing on the family demographic (Nintendo is pretty popular with adults methinks) so that their parks aren’t seen as a bunch of Disney rejects.

*substantial in that it’s a product of quality (like the praised Camp Jurassic) as opposed to just a mediocre play place or attraction.

 

[Eckert]

I think they've gotten better about it over the years while still leaning on their "older crowd/more exciting rides" appeal. Epic Universe is a great example, where a majority of the must see rides (including 3 big coasters) all have a pretty accessible height requirement of 40 inches. Compared to USF/IOA which only have Hippogriff and Trollercoaster for kids under 48.

They are definitely allergic to building major rides with no height requirement though. Even some that don't seem like they need one (Yoshi and Secret Life of Pets).

 

[Mad Dog]

Universal has certainly gotten better at reaching beyond the teen/twentysomethings demographic. The only real gap is with
toddlers and under 7....and I'm not sure Universal even wants that demographic and the pathway clogging strollers that
accompanies it. My feeling is that Universal is content to let Disney dominate that demo, especially since Disney has a stranglehold on
the IP's that young demo loves.

 

[RFRees]

I honestly think it's less about demographics and more about how Universal designs rides. Yoshi only has a height requirement because it has a lap-bar. If Yoshi was at Disney, there'd be no restraint and thus no height requirement.

I can't think of many Universal rides with no restraints (besides maybe Fyre Drill, or Hogwarts Express). There's likely an internal policy at Universal which pushes them away from ride vehicles with no restraints, which then means babies can't ride.

 

[UniversalRBLX]

The only real gap is with
toddlers and under 7....and I'm not sure Universal even wants that demographic and the pathway clogging strollers that
accompanies it.

That demographic comes with the benefit of onsite hotels and grandparents that love to spend money.

 

[lowbudget]

Having recently just taken a vacation to USF with 3 kids 5, 3, and 10 months. There is plenty for kids to do at all 3 parks, but not if your main objective is rides. The 5 year old was able to clear the 40" barrier but we only rode 1 "big kid" ride which was transformers so we could stay together as a family.

We saw shows, met Captain America, Spiderman, spent 80% of our Epic day in HTTYD, experienced different lands, rode a couple lower height requirement rides like one fish two fish, Fyre Drill, and high in the sky. I do wish the main campus had a couple 30" rides of the quality of Fyre Drill, one at each park would be good.

Their target demographic definitely bottoms out at 12 years, but we were able to keep our family well entertained over 3 days.

 

[GAcoaster]

I feel more and more (especially since Epic opened) the imbalance in demographics for Unuversal to older and more “male” has narrowed and is more a perception issue than an actual issue. I really think one of the biggest causes of that mis-perception is HHN. When a park hosts truly adult targeted content, it makes people think that is their only focus (rightly or wrongly). If they created a more family friendly event to take place in another park or a different time it could alter that perception.

It will be interesting to see if the Universal Kids park helps change that perception as well.