Please read some of my earlier posts to get an appreciation of why percentages matter to businesses. For example:
http://forums.wdwmagic.com/threads/a-spirited-perfect-ten.894588/page-402#post-6620382
Or:
http://forums.wdwmagic.com/threads/a-spirited-perfect-ten.894588/page-167#post-6538297
On a more personal level, it's somewhat like purchasing a $50K car.
For a person with $1 million in annual income, a $50K car purchase is something they might do for their daughter's Sweet Sixteen birthday.
For a person with $100K in annual income, a $50K car is a stretch; maybe something to buy when the kids are grown and the mortgage is paid for.
For a person with $10K in annual income, a $50K car is an impossible dream.
"But $50K is $50K. Only absolute dollars matter, right?" Hopefully, we understand that thinking is wrong. It matters because percentage of income matters.
When you apply for a home mortgage, the bank typically decides how much to loan you based on a percentage of income. Both might live in a house, but the person making $1 million a year is likely to have a very different house than the person making $100K per year.
In 2014, Six Flags spent $109 million in capital expenditures for all of its amusement parks. For Six Flags, a $20 million investment in a single roller coaster would be a large investment. Six Flags offers one level of service.
For Disney, $20 million would not even come close to paying for (for example) Seven Dwarfs Mine Train. As a simple roller coaster, Seven Dwarfs Mine Train is
boring! It's all the bells-and-whistles that Disney adds to Seven Dwarfs Mine Train that make it different. However, all those bell-and-whistles are exactly why it costs Disney so much more than Six Flags to build a roller coaster.
Of course, a Six Flags season pass costs less than a one-day ticket at WDW.
That's the point. We don't expect Six Flags to offer a Disney level of service, nor do we expect Disney to offer a Six Flags level of service. In terms of absolute dollars, Disney must spend considerably more than Six Flags in order to provide the higher level of service expected of Disney and, more importantly,
the higher level of service that Disney charges for. Looking at investments as a percentage of Disney's revenue is relevant.
Let's also consider depreciation.
When a company invests in a long-term asset such as a new ride, the cost of that attraction is not recorded immediately against profits. Instead, it is a capital expenditure that is depreciated over time. Disney uses the straight line method of depreciation. In addition, it tends to depreciate its theme parks assets over 25 to 40 years. If, for example, Peter Pan's Flight cost $10 million to build in 1971, Disney might have been recording a corresponding depreciation expense of $250K/year ($10M / 40 years) as recently as 2010.
Similar to home ownership, an attraction such as Peter Pan's Flight has both short-term and long-term maintenance costs. Short-term maintenance includes things like oiling moving parts. These are recorded as operating expenses. Long-term maintenance includes things like replacing the roof. These are recorded as capital expenditures. 40 years later, the cost of replacing the roof on Peter Pan's Flight would be considerably more than what it cost to build back in 1971. It's possible that replacing the roof today would cost more than building the entire attraction cost in 1971. Time takes its toll on most physical assets while inflation comes into play when considering costs.
In 2014, Six Flags recorded
$108 million in depreciation, about
9.2% of revenue.
In 2014, Disney's domestic Parks & Resorts (P&R) segment recorded
$1.117 billion in depreciation, about
9.1% of revenue.
As you can see, both Six Flags and Disney had similar costs as a percentage of revenue but both had wildly different costs in terms of absolute dollars. Disney's domestic deprecation nearly equaled Six Flags' entire revenue for the year!
To understand how businesses are being operated, percentages often are more important than absolute dollars.