Tales on the Bright Side: Beyond Enchanted Kingdom

In the local film Exodus: Tales from the Enchanted Kingdom, a wizard named Eldar appears on screen for a short role – turning the story book open and, eventually, closing it as the movie ends.

While Eldar may not be a household name yet for most Filipinos, his looks and roots would likely ring a familiar - if not magical - bell to those who have experienced Enchanted Kingdom.

The resident wizard of the only world-class amusement theme park in the Philippines, Eldar now seems all set to conquer new worlds as he gets to venture into syndicated comics, television, and by next year, another movie production - the second of a three-movie contract - where he plays his character on the film itself.

"We’re going beyond the boundaries of the park," said Mario Mamon, chairman and president of EK Holdings Inc., the corporate vehicle for the Laguna-based Enchanted Kingdom. "The wizard could provide us an alternative source of revenue and at the same time, enable us to promote the park more."

Mamon led a local consortium that conceptualized and put up Enchanted Kingdom on a 15.5-hectare ricefield in Sta. Rosa 10 years ago. The land was bought from the Armed Forces of the Philippines Retirement and Separation Benefits System (AFP-RSBS) which also invested in the project, seeing a window of opportunity in a new venture amid improving economic conditions then.

Aside from AFP-RSBS, the other partners in the park project are Q Capital, the investment arm of the Que family, the owner of the Mercury Drug chain and Tropical Hut joints; PNB Capital; and some individual shareholders. The Mamon family’s C&H Holdings is the single biggest shareholder in Enchanted Kingdom.

"We felt there’s a market for wholesome family entertainment at this scale. But at that time, we were really bucking all the odds since we’re not cheap and we’re not a priority. On hindsight, it is really providential that we lasted 10 years despite what turned out to be a roller coaster economy," Mamon said.

"One thing that really holds is that Filipinos are mostly fun-loving and very familial," he pointed out. "Because of what we have to offer, we give them the occasion to enjoy and bond, bridging several generations in the process."

Early this month, the number of park visitors has already exceeded last year’s numbers and with the expected influx during the holiday season, park attendance would likely surpass the million-mark for the fourth time in its 10-year history, Mamon noted.

Encouraged by this success and driven by the same vision and determination when they started the theme park, Mamon’s group - like Eldar - will soon embark on a new journey aimed at transforming Enchanted Kingdom into an integrated community.

"Our ultimate objective, aside from bringing the (Enchanted Kingdom) brand into living rooms, is to establish the park as an alternative weekend destination where the whole family can enjoy," Mamon said.

He said under a new master plan for redevelopment with the theme park as anchor, the parking area will be converted into a mini-mall complex with clusters of boutiques, bars, food joints and other sales establishments similar to the Eastwood and Greenbelt projects.

For those who would want to stay overnight, a hotel will be put up with amenities such as a swimming pool, spa, gym and sports facilities. To complete the package, Mamon said they likewise plan to construct a theater or convention center to cater to large gatherings – the meetings, incentives, conventions and expositions market which is a billion-peso a year market in the Philippines.

He pointed out, though, that due to the huge capital outlay needed for the park’s redevelopment, it is likely that they would open up these projects for partnerships or alliances, which could also be both beneficial and complementary to the theme park.

Also in the pipeline, Mamon added, is an animation village to house world-class Filipino artists and breed a new generation of animators to exhibit their craft and conduct interactive sessions with visitors.

Over the course of its expansion, the park will eventually seek accreditation from the Philippine Economic Zone Authority (PEZA) as a tourism zone, which means Enchanted Kingdom and its tenant-establishments would be able to avail of various fiscal incentives from the government such as an income tax holiday and duty-free importation of capital equipment.

The theme park, now the largest contributor to Laguna’s tourism, will likewise expand its facilities with one full hectare reserved for a new ride patterned after Exodus, the movie. The actual set used in the film will be utilized, as visitors navigate a four-wheeled motorcycle crossing over desert sand and raging waters in this adventure-filled ride.

Enchanted Kingdom has tied up with the Revillas’ Imus Productions and Reality Entertainment of the Monteverdes for the movie. Two other projects are in the drawing board, including an animated feature film with the Enchanted characters led by Eldar.

"We hope Exodus would serve as a magnet to draw visitors into the park during the first quarter, building it up through the traditional peak summer season," said Mamon.