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ViewsCarnival Corporation History -Part 1From SN Guides[edit] Introduction
Ted Arison entered shipping at a time when it appeared that the world of large passenger ships was ended for ever. He realised however, that there was still an opportunity for passenger ships in the leisure market, provided they met contemporary accommodation standards. Some of the great passenger liner companies tried to switch their ships into the cruise market, without understanding that traditional passenger liners were completely unsuited for full-time cruising. There are always some people who are willing to undertake an uncomfortable holiday for nostalgic reasons or to challenge the elements, by camping or yachting for example. The great majority of people however, expect their holiday accommodation to be not too inferior to the standards they have in their home. In this respect most passenger liners were not fit for purpose. Arison realised that ship’s accommodation needed to be radically improved. In the 1970s a few others followed his ideas and provided modern specialist cruise ships. As a result American cruise passenger numbers rose from 570,000 in 1970 to 1,600,000 in 1985. By contrast the UK market was only offered clapped-out old liners and cruise passenger numbers fell from 150,000 in 1974 to only 100,000 in 1981. In 1982, with Canberra in the Falklands Campaign the number was down to 55,000. Instead of merely offering existing unchanged liners, the Arison’s have provided what passengers want and have consistently grown their Carnival Corporation and in the process have absorbed many of the traditional liner companies. By 2006 Carnival owned the largest fleet of passenger vessels the world has ever seen, carrying almost half of all the ocean cruise passengers.
[edit] Operating Traditional Liners
After WW2 the Empire traffic faded from view, then the Boeing 707 removed both passenger and emigrant numbers, finally container ships took over the carriage of express freight. Liner services were no longer of strategic national importance, so the subsidies were removed and very often given to airlines. Since the end of the nineteenth century, passenger liner operators had been sending ships on cruises during slack trading periods. The shipping companies repeated this old policy, but it was clearly not viable. The standard of living in USA and Europe had markedly increased, but liner accommodation failed to match new standards and expectations. From the end of the 1960s many of the traditional operators decided to abandon the passenger market.
[edit] American Passenger Shipping
A modest cruise business operated from Miami to the Bahamas mainly using pre-war US coastal passenger ships. Public confidence in these vessels was shattered when the 1927 built Yarmouth Castle (ex-Evangeline) caught fire and sank in 1965 with the loss of 88 passengers and 2 crew members. This tragedy is one of the most scandalous incidents in maritime history. The ship was very badly maintained and equipped and the crew were largely incompetent. The first three of the six lifeboats that were launched contained the Captain, senior officers and crew members, but only four of the 376 passengers on the ship. The Captain claimed that he left his ship to seek help!
[edit] Arison's Cruise Revolution
In 1966, the 40 year old Ted sold his aviation business and decided to take early retirement in Miami. Zim asked Arison to be their agent for a small passenger ship they had chartered for two years for operations out of Miami. Arison soon realised that the US cruise companies were in terminal decline. In view of the growing number of vacationers to Florida however, Arison felt that the collective death wish of the US fleet presented him with an excellent opportunity. Israel Car Ferries Ltd, part of the Somerfin Group had placed their new ferry “Nili” on charter to Pan American Cruise Line and she had just arrived in Miami, when Pan American cancelled their agreement, without notice. Arison immediately took over the charter and placed the ship in service as “Jamaica Queen” on 4 and 5 day cruises to Jamaica and the Bahamas. The ship had been delivered earlier that year by Fairfield’s and was 7,851 tons with accommodation for 550 passengers and 120 cars. She had smart modern decor but was somewhat unusual in that none of her cabins had either a window or porthole.
At exactly this time Kloster Rederi had been forced to withdraw their new ferry “Sunward” from a 7 day cruise/ferry service from Southampton to Portugal, Gibraltar and Morocco, because of two major problems. Firstly the Spanish Government had once again closed the border with Gibraltar, but more seriously the service was hit by the after effects of the disastrous seamen’s strike, which had crippled the British foreign trade for six weeks. One of the emergency measures enacted by the British Government was a foreign exchange limitation of only £50 per person. As a result Kloster had a brand new ship, but no passengers.
It is interesting that long range ferries were being built with accommodation that was far superior to the great majority of the ocean liner fleet. Kloster decided to provide additional cruise tonnage on the same basis. Unfortunately his Norwegian middle-managers bitterly resented Arison’s involvement in the business and were constantly seeking to undermine the partnership. They seemed to feel that that dependence upon the services of a non-Norwegian Jew was a blow to their national pride. Towards the end of 1971, with four ships in service, all sailing with very high load factors, they at last realised that under the partnership agreement Arison held a constant pool of passengers’ advance payments. It was clear that he was using this pool to finance his other business activities. They convinced Kloster to cancel the partnership agreement. A very messy divorce then ensued. Kloster expected that Arison would hand over passenger records, all forward bookings and about $6.5 million in deposits. Arison refused to co-operate or hand over the cash and a lengthy legal battle began. As Kloster was unable to trace the deposits, and NCL was without information on existing bookings it was also facing in financial difficulties. Arison’s offices were broken into and the passenger records stolen. It was a very bitter battle with on going repercussions to this day.
[edit] The birth of Carnival
Arison arranged an inaugural cruise for US travel agents. As the ship left Miami the pilot ran her onto a mud bank. Luckily she came off on the next tide. The US travel agents were amused by the incident but distinctly unimpressed with Mardi Gras. The Canadian Pacific two class layout, the large number of small cabins that were without private facilities and the poor general standard of outfit, all compared very unfavourably with Kloster’s smaller modern ships. Arison vowed to change all of these faults, but he could not afford to take the ship out of service for a major refit. A team of workers lived on board and began a rolling programme of modernisation. This activity did not help passenger bookings however and the load factor was only about 60%. At this load level losses began to mount and the company faced severe cash flow difficulties.
Ted Arison approached several cruise operators to form partnerships, but without success. He and the Zonis management team redoubled their efforts to rescue the business. Every cent of expenditure was examined for savings. The rebuilding of “Mardi Gras” with acceptable accommodation was almost complete and most importantly for the American market, a casino had been added. The marketing and sales team launched an aggressively advertised campaign to attract a younger clientele (25-40 year olds) to their “Fun Ship”. Most importantly, Ted’s young, college drop out son Micky Arison took to the road and visited dozens of important travel agents to convince them that the ship was greatly improved and to persuade them to offer Carnival’s product to their clients.
During 1975 Carnival spotted an opportunity following the bankruptcy of Greek Line. Chase Manhattan Bank had foreclosed on that company and was very anxious to sell the two passenger ships it had acquired. A Carnival team quickly established that although Olympia, which had been refitted just prior the bankruptcy, was in the best condition and cleaner, Queen Anna Maria (ex Empress of Britain) had much more potential. All of her passenger cabins had been re-fitted with private facilities and full air conditioning installed. Carnival bought the Queen for $3.2 million. A very good price, considering they paid $6.5 million for the completely unconverted Empress of Canada. The Queen was renamed Carnivale, readied for sea and sent to Newport News for cleaning, new soft furnishings and replacement of rat damaged furniture and fittings before entering service on 7 February 1976.
In the autumn of 1977, the SAFMARINE/ Union Castle liner S A Vaal came on the market. She was a most unlikely candidate for cruise duties. Although she was 32,697 tons, she was designed to carry vast amounts of cargo and only 728 passengers, many in extremely small cabins. What impressed Zonis however was the space available. In addition both the Union Castle crew and office staff knew of the great work done by Carnival on their two CP ships, and they wanted S A Vaal to go to a good home. Zonis telephoned Ted Arison and urged him to act quickly to buy the ship. Without seeing her, he bought S A Vaal for a bargain $3 million.
Festivale re-entered service on 31 August 1978. She was now able to accommodate 1,432 passengers and had a wide range of new public rooms. She was the largest and fastest cruise ship operating in the Caribbean and was an instant success.
Despite the company’s stronger financial position, Carnival still continued to cut every cost to the bone. In June 1978, when the FBI busted the Miami organised crime rackets of the International Longshoremen’s Association, Carnival was the only cruise company not paying protection money, providing the mobsters with free tickets and employing the union’s high priced dockside services front companies. As the Carnival management explained, they could not afford to pay the mob. In 1979, with all three of Carnival’s ships making excellent profits and the dispute with NCL settled out of court, Ted Arison appointed his son Micky as President and he became Chairman. The Arisons also decided that it was time to build their first new ship.
[edit] Carnival's first newbuildings
In the aftermath of the 1970s world-wide recession many shipyards were desperate for work and a number of governments came to their rescue by providing guarantees to banks to provide construction finance until the ship was registered. Carnival was the first US based company to use one of these schemes to build a cruise ship. The specific arrangements were established with the Danish authorities and involved the $100 million ship being delivered to a Danish company, which entered into a special five year charter, after which time she was transferred to Carnival. No details of these financing arrangements were given when Ted Arison announced the new order. The news caused a sensation in the industry, as Carnival itself was not worth $100 million The naval architects for the new ship were the British firm Technical Marine Planning, who had carried out survey and conversion design work for Carnival on their three second hand purchases. They were subsequently taken over by Carnival and renamed Carnival Corporate Shipbuilding. The company’s headquarters is still in London, near Tower Bridge. They are employed on all of the group’s shipbuilding programmes. The interior designer was Joe Farcus who has worked on all subsequent Carnival Cruise ships. The Carnival operational staff also played a much greater part in the design development than was usual in traditional shipping companies. The new ship was named Tropicale. She was much larger than the ferry-based ships operated by Carnival’s rivals. The company’s clientele were US middle-income wage earners and their families. The designers knew that these heartland people would not relish anything pretentious, bourgeois or trendy. Neither were they to be subjected to floating Las Vegas glitz. Nor were they to be short changed – the standard cabins were bigger than those provided in the up-market Royal Viking Line ships. The aim was to project and fulfil the company’s Fun Ship concept, so that the passengers thoroughly enjoyed their vacation and were eager to come back for more. The ship fully met these objectives.
The new ships were enlarged and improved versions of Tropicale. The first, named Holiday, was also built by Aalborg Waerft in Denmark. With the addition of 17 metres in length, 1.7 metres in beam and 0.5 metres draught it was possible to add an additional accommodation deck, increasing passenger capacity by 398 berths. The other two ships, Jubilee and Celebration, were built by Kockums in Sweden. They were very slightly longer but by changing the internal layout they were able to accommodate 500 more passengers than Tropicale. Holiday is 46,052 grt and the two Swedish built are 47,262 grt each. All three ships were financed by ship mortgage loans.
[edit] Public floatation of Carnival's shares
After much debate the Arisons decided in 1987 that in order to finance their ambitions for Carnival, they needed to take the company public. They approached Wall Street Merchant Banks, who had difficulty understanding the dynamics of the cruise industry, but had no problem in appreciating the value of a business that was making 30% profit on turnover and because all trading was conducted offshore had no liability to US taxes. The financiers groomed Carnival for the floatation. The Initial Public Offering (IPO) of 20% of Carnival’s shares was a huge success and raised $400 million. This valued the entire business at $2 billion. Not bad going for a company that 13 years earlier had been bought by Ted Arison for $1. In addition to the $400 million raised by the IPO, Carnival now had access to the corporate loan market that is available to quoted companies. Carnival had a greatly enhanced war-chest. One of the Arison’s first moves was to order three giant cruise ships from Finland.
[edit] Increased hostility with rivals
At the same time as Carnival was surging ahead, Royal Caribbean was also facing a critical situation. RCCL had been founded by three Norwegian shipowners – Skaugen, Wilhelmsen and the London based Gotass-Larsen. The company’s constitution required unanimous agreement from all three shareholders. This became increasingly difficult to achieve especially as the young Arne Wilhelmsen and the Skaugens strongly disliked each other. After Gotass-Larsen was sold to the US group, International Utilities, its new owners tried to stop the constant bickering and start to move RCCL forward again, but every major decision required endless negotiation and compromise. RCCL began operations with three 18,500 grt, 880 passenger cruise ships, called Song of Norway, Nordic Prince and Sun Viking, which were delivered 1970/72. At the time of their delivery these ships were industry leaders, but that was the entire fleet. Each year the entire profits were distributed to the three shareholders and no funds were retained for expansion. Eventually it was agreed in 1978 to extend Song of Norway by 26 metres to increase her tonnage to 23,005 grt and her passenger capacity to 1,196. After prolonged haggling Nordic Prince was similarly extended in 1980, but agreement was never reached to enlarge Sun Viking. With NCL taking delivery of Norway and Carnival’s announcement of their order for Tropicale, RCCL at last placed an order for their Song of America. She was delivered in 1982 and was 37,584 grt with capacity for 1,414 passengers, but was immediately eclipsed by Carnival’s three new 47,000 tonners. The RCCL shareholders eventually agreed to proceed with a long considered plan to build the much larger Sovereign of the Seas. At 73,192 grt and a passenger capacity of 2,282 she was the largest passenger vessel in service in the world when she was delivered in 1987. Ted Arison was an invited guest at the arrival of Sovereign in Miami. At the party, Jack Seabrook, the Chairman and CEO of International Utilities began to chat and secretly arranged a further meeting. It transpired that Seabrook was fed up with the behaviour of the other shareholders and wanted to get out. The Arisons were not excited by the proposal as they felt that they would merely be buying market share, nor were they interested in simply taking over the Gotaas-Larsen shares as they would inherit the same minority problem. After considerable manoeuvring, the Skaugens also agreed to sell their holding to Carnival, provided that the Wilhelmsens were given a 40 day right of first refusal to buy the shares at the same price. The sum involved was $550 million and everyone thought it was way beyond the ability of the Wilhelmsens to raise that amount. They were wrong however, Arne Wilhelmsen and Richard Fain, the Gotaas Larsen Managing Director persuaded Jay Pritzker, the head of the immensely wealthy family that owned the Hyatt hotel empire, (amongst other investments) to provide the finance needed to supplement the amount that Wilhelmsen could borrow from US Finance Houses. Jack Seabrook was annoyed and Micky Arison was outraged when Richard Fain first slowed the flow of bid information to Carnival in favour of Pritzker, then left Gotaas-Larsen to join the Wilhelmsen buy-out team as prospective Chairman and CEO of Royal Caribbean. Fain then successfully masterminded the completion of the highly complex buy-out legalities involved (covering about 250 individual companies in the Royal Caribbean group) against a very tight deadline. A long term effect was that the transaction created a lasting enmity between Micky Arison and Richard Fain. It also created a lasting hostility between all levels of management in Carnival and Royal Caribbean. Another consequence was that Royal Caribbean began the second phase of its life loaded with debt. The final remarkable outcome was the size of the funds involved in the very public fight between Carnival and the Wilhelmsen faction, convinced Nico Van Der Vorm, the representative of the owners of Holland America Line, to resume discussions on a sale of their business to Carnival.
[edit] Holland America
In 1902 the American railroad tycoon, John Pierpont Morgan established the International Mercantile Marine Company in an effort to create an Atlantic travel monopoly. As part of this activity IMMC obtained control of NASM, but the entire IMMC enterprise was unsuccessful and the Dutch regained control of the company in 1916. It continued as a successful, diversified, independent shipping company until the 1970s when it started to incur heavy operational losses. Many operations were sold off and the business was eventually reduced to being solely an operator of cruise ships in the American market. In line with this change, its operational headquarters was moved to Seattle to concentrate on the Alaska market. In 1987 the Arisons were developing plans to create a separate brand in the high-end, luxury sector of the cruise market. The Carnival naval architects were working on designs for three appropriate ships. The Arisons felt however, that the purchase of an established business would be a sounder way to achieve their objectives. Holland America Line was their first choice. Micky Arison began talks with Kirk Lanterman, the HAL president, who was very enthusiastic, but the line’s owner Nico Van Der Vorm was not interested. He had just bought Home Lines and was buying Windstar. He was growing the business, not selling it. The following year however, at the time when the Carnival take-over of Royal Caribbean began to look unlikely to succeed, Lanterman approached Micky Arison and suggested a return to discussions with HAL. Lanterman was very keen to escape from the situation where he worked directly for Der Vorm and he helped to structure an acceptable Carnival proposal. Three weeks after Wilhelmsen had secured Royal Caribbean, Carnival formally announced that it had acquired Holland America for $625 million. The basis of the deal was that Holland America would retain its name and separate identity and continue to operate out of Seattle with Lanterman as president and that Nico Van Der Vorm would join the board of Carnival Corporation. The cruise industry was stunned. It was generally felt that only three weeks after losing the battle to acquire Royal Caribbean, Carnival had landed a much more valuable prize. The conditions of the deal were to set the pattern for the operation of what was starting to be called Carnivore Cruise Line. A federal management structure was adopted and each brand strengthened and enhanced. The Holland America acquisition provided: -
Westours – Alaskan tour organiser with a fleet of motor coaches and railroad cars Westmark Hotels & Inns – major hotel owner in Alaska and the Canadian Yukon
[edit] The retirement of Ted Arison
[edit] The cruise fleets in 1990
[edit] Continuation
[edit] Bibliography
[edit] Photographs
Categories: Carnival Corporation | Holland America | Cruise Ships | 1960s | 1970s | 1980s | 1990s |
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