Thai theme parks used to conjure up images of fun times among a sprawl of visitors.
Measures to restrict large crowds during the pandemic have dampened the mood at such establishments.
Wuthichai Luangamornlert, managing director of Siam Park Bangkok Co, one of the largest amusement parks in Thailand and home of the world's largest wave pool certified by Guinness World Records, said now is a tough operating environment for the industry.
"But we are committed to keeping Siam Park open as a place of happiness for Thais. The park has a 41-year legacy, and I know my father, the founder of the park, had a dream it would endure," said Mr Wuthichai, the second son of Chaiwat.
He said outbreaks have severely affected the amusement park market. Visitors to Siam Park plunged to 300,000 in 2020 from 750,000 in 2019.
Last year's revenue dropped to 170 million baht from 355 million the previous year.
"The situation was aggravated after the government introduced lockdown measures this year," said Mr Wuthichai.
Government restrictions to curb the spread of Covid-19 closed amusement parks twice this year for 32 days -- once in early January and a second time from April until now.
Siam Park has been open only three months this year, with visitors dipping to 100,000 and revenue falling to 40 million baht.
PROPERTY OFFLOAD
"To try and save the business, our family sold 100 rai of land behind the park to a leading property developer, leaving Siam Park only 250 rai. In the past several years, many property companies contacted us to buy our land, but we held fast. Now we had to cut off a limb to save our life," he said with a face that hides pain.
Mr Wuthichai is also considering new ways to revive the business in the long term after the pandemic is controlled.
A new property project may be developed on the land adjacent to the park, changing the landscape of Siam Park, he said.
"It would be good to have new customers near our park, but we are concerned the loud sounds may disturb residents," said Mr Wuthichai.
"Siam Park may become an indoor amusement park. This requires a relatively large investment and we would have to consider other alternatives including relocation."
Relocation remains the least favourable option, he insisted.
His family is considering diversification to non-tourism businesses, including property development, with which the company has some experience.
The group used to develop property projects for the past several decades, including the Amornphan housing projects in Chatuchak, Lat Phrao and Khan Na Yao districts operated by Amornphan Nakorn-Siam Park Co.
The company also owns a 30-rai plot in Rayong.
For its long-term business pipeline, the company plans to join hands with local partners to develop water and amusement parks in the region, said Mr Wuthichai.
"Our first priority is to revive the business of Siam Park to its previous level over the next 3-5 years," he said.
Mr Wuthichai said running an amusement park is more difficult now than in the past.
Aside from the pandemic risks, customers have higher expectations for service and landscape decorations, similar to what is offered at overseas theme parks.
"Siam Park has confronted a variety of problems since we started operation in 1980. My family never gave up," he said.
"My father, now 83, still has a strong passion and teaches us to be patient. He wants us to conserve Siam Park to be an affordable destination for every Thai as long as possible."
Mr Wuthichai joined Siam Park 25 years ago. He has a master's degree in marketing from Thammasat University and a master's in finance from Chulalongkorn University.
He earned his bachelor's degree with honours in business and economics from the University of Salford in the UK.
Mr Wuthichai has extensive experience in marketing, sales, public relations, finance, and large-scale attraction management.
He led the company through a brand revamp, making the park stand out among many regional attractions.
NEW RESPONSIBILITY
Mr Wuthichai is also involved in public and private sector organisations. He has been president of the Thai Amusement and Leisure Park Association from 2010 to the present.
Mr Wuthichai also holds a number of leadership roles in the Thai Chamber of Commerce, including deputy secretary-general and representative of the National Board of Small and Medium Enterprises Promotion.
People enjoy swimming at Siam Park.
Despite the park's downturn in fortunes, Mr Wuthichai recently received support when he was named by the board of directors of the International Association of Amusement Parks and Attractions (IAAPA) as a second vice-chair. He is slated to serve as first vice-chair of IAAPA in 2023 and lead the association as chair of the board in 2024.
He would be the first Thai and the second in Southeast Asia to sit in this position.
"With this role, we would like to bring our experience and expertise to help develop our industry for continued growth, drawing more interest to theme and amusement parks in Asia, where consumers have high spending power," said Mr Wuthichai.
"We also aim to transfer good practices to our friends in the industry, particularly in terms of safety to have the same standards as those used internationally."