Taming the Mouse

Proceeds benefit the IAAPA Foundation and a scholarship fund at California State University Fullerton to assist the next generation of Hospitality and Tourism professionals.

IN NOVEMBER 1999, Hong Kong signed a US$3.2 billion deal with The Walt Disney Company to create China's first Disney resort. Six years later, when Hong Kong Disneyland opened to the public in a flurry of excitement, the impact on Ocean Park was an afterthought. But instead of withering and closing, as most observers expected, Ocean Park grew into an internationally acclaimed attraction that beat Disney - every year for a decade - in attendance, profitability, creativity and community engagement. Taming the Mouse details the 10 principles that lead Ocean Park Hong Kong to transform its business and, in the face of what seemed insurmountable odds, overtake one of the world's most beloved brands.

TOM MEHRMANN began his career in the theme park industry in 1977 cleaning the grounds at Knotts Berry Farm, an attraction located seven miles from Disneyland. A quarter century later, he built on the lessons learned there - as well as at other parks in the US and Europe - to ensure that Ocean Park Hong Kong did not whither in the shadow of another Disney resort. As the chief executive of Ocean Park Hong Kong from 2004 - 2016, Tom oversaw the attraction's transformation into a leading world-class family-travel destination that welcomes more than seven million visitors annually. A graduate of California State University Fullerton, Tom subsequently launched Universal Studio's first resort in China, Universal Studios Beijing. He is currently the President and Chief Operating Officer (Pacific Rim) of Universal Parks and Resorts.

Michael Switow is the managing partner of Switow Media LLP, a top-tier editorial consultancy that produces intelligent panel discussions and provides full-service book coaching. His in-depth and colourful features explore the launch and growth of major Asian brands, as well as the efforts of international attractions players like KidZania, Lionsgate and Nickelodeon to penetrate new markets. Michael earned a master's degree from Princeton University's School of Public and International Affairs. His second book, Activate the Third Space, presents a clear road map for how every employee, not just those in the C-suites, can take personal responsibility to ensure success. He is the founder of ONE (Singapore), a charity dedicated to Making Poverty History.