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In 1972 American Travel Services Inc along with Ted Arison bought two ships from the Canadian Pacific Empress Lines for 65 million These two ships were named the Marti Gras and the Carnivale Things did not begin well for this group of investors On its first voyage the Marti Gras ran aground in Miami Harbor The ship was also slow and used up very expensive fuel For the next three years Carnival lost money During this time Arison tried to drum up business by adding such attractions as casinos discos nightclubs and various forms of activities Finally in 1974 American Travel Services was ready to pull out of the joint venture So Ted Arison bought out ATSI for 1 cash Unfortunately he also acquired the 5 million debt that went along with the venture As luck would have it however the following month after the buyout by Arison the repaired Marti Gras began showing a profit For the remainder of the year it operated at or above than 100-percent capacityFollowing this successful year Mr Arison along with his son Micky Arison and Vice President of Sales Bob Dickinson began to change the Carnival marketing strategy They devised a scheme that went after the first time and young cruisers with a moderately priced vacation package This vacation included the cruise and airfare to and from the port of departure Carnivalfs rates were competitive with such vacation packages as that of Walt Disney World Also included in the fare was entertainment meals and activitiesDuring the 1980s Carnival was able to maintain a growth rate of 30 percent This figure was three times that of the industry In 1987 Carnival conducted a customer profile During its study they found that the average person cruising with Carnival was between the ages of 25 and 39 and had a household income of 25000 to 50000In 1988 1989 and 1990 Carnival experienced vast expansion and change They acquired 4 cruise ships
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