Gwangalli Minrak-dong Cheonggu Mart Site Approved for Sale by Busan City
The site of the former Cheonggu Mart located in Minrak-dong, Gwangalli, Busan, is being considered for transformation into a Disney experience center. This area had been neglected for 27 years, but with the recent approval of the sale of public property by the Busan City Council, development discussions have officially begun.
As expectations for this development grow, I personally recall the Marvel experience center that was established in Busan's North Port. Given that it withdrew just one year after its launch despite high expectations for its immersive content, a cautious approach will be necessary for the Disney experience center as well.
‘Prime Land’ to be Developed After 27 Years
The Minrak-dong Cheonggu Mart site is located in an excellent position where one can overlook the famous Gwangalli Beach and Gwangan Bridge in Busan. The city plans to develop this site as a multifunctional cultural facility, aiming to create a significant tourism hub connecting Haeundae and Gwangalli.
Private developers have proposed a five-story Disney experience facility, planning to create media art and various exhibition and experience spaces using global intellectual property (IP). The city is in the process of amending the district unit plan and proceeding with the sale procedures for this cultural facility development. However, since bidders will be selected through the highest bid method, the final confirmation of the Disney experience center is still undecided.
Notably, the sale contract includes a clause that allows the property to be used solely for specific purposes for ten years. This means that the operation of the experience center is guaranteed for the initial ten years, but there is a possibility of changing the use afterward. Therefore, a thorough discussion on whether this site can be maintained as a long-term tourism resource seems necessary.
Reasons Why the Failure of the North Port Marvel Experience Comes to Mind
With the recent news about the Disney experience center, the Marvel Experience held in Busan's North Port in 2017 comes to mind. This Marvel experience center started with high expectations as an immersive space utilizing VR and AR technology. However, unfortunately, it ended operations in less than a year.
There are several reasons for this.
First, accessibility was low. Located in a redeveloped area of the North Port, transportation was inconvenient, making it difficult for visitors to find.
Second, there was a lack of content. It was challenging to continuously provide new content, which made it difficult to maintain interest.
Third, there were issues with the operator. There were instances where the operator gave up on contract renewal due to low profitability.
Personally, I see the underperformance of the Marvel experience center as a cautionary tale. For the Disney experience center not to end as a simple one-time project, thorough planning regarding operation methods and content composition is necessary.
Will the Disney Experience Center Succeed?
The Disney brand holds tremendous influence, but as evidenced by the failure of the Marvel experience center, a cautious strategy is required. Several critical factors must be met for the success of this project.
Continuous content updates are necessary. Experience facilities tend to lose their appeal over time. Therefore, it is crucial to regularly add new content and develop programs tailored to Disney's latest IP.
Additionally, despite Minrak-dong being a popular tourist destination, public transportation accessibility is poor. There is a need to improve transportation infrastructure so that visitors can easily reach the site.
The admission fee policy also needs to be reconsidered. In the case of the Marvel experience center, the high price was cited as an issue, so more reasonable pricing should be implemented to attract more visitors.
Finally, by collaborating with nearby businesses, solutions should be sought to ensure that this project does not simply end as an experience center, but grows alongside the local economy.
The Gwangalli Disney Experience Center: Welcomed, but Caution is Needed
Busan citizens are feeling hopeful about the news of the development of the long-neglected Minrak-dong Cheonggu Mart site. However, given the failure of the Marvel experience center, there are both expectations and concerns regarding the Disney experience center.
In particular, there is concern that the facility might only provide short-term attraction effects since it can change its use after ten years. If the experience center concludes after ten years and the site is converted to commercial facilities, it may be difficult for it to establish itself as a long-term tourism landmark in Busan.
Therefore, to ensure that this project does not merely end as a one-time tourist facility, but develops into a sustainable landmark, thorough planning and execution capabilities are essential. The Busan city government needs to carefully examine and promote this project to ensure it is not recorded as another instance of failure.
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