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Attractions Management Q2 2013 Attractionswww.attractionsmanagement.com MFC(/H))'(* Attractionswww.attractionsmanagement.com VOL 18 Q2 2013 ON THE COVER Johnny Cash The music legend's boyhood home is restored to tell the story of life in The New Deal era Tim Fisher Village Roadshow’s CEO defi es the recession SOCIAL MEDIA Move your business beyond your website NEW OPENINGS Den Blå Planet Rio Tinto Alcan Planetarium Click here to subscribe to the print edition The Exploratorium www.attractionsmanagement.co.uk/subs Perot Museum of Nature and Science IMAGE: ABC PHOTO ARCHIVES/GETTY IMAGES ARCHIVES/GETTY ABC PHOTO IMAGE: Read Attractions Management online: www.attractionsmanagement.com/digital follow us on twitter @attractionsmag THEME PARKS | SCIENCE CENTRES | ZOOS & AQUARIUMS | MUSEUMS & HERITAGE | TECHNOLOGY | DESTINATIONS | EXPOS | WATERPARKS | VISITOR ATTRACTIONS | GALLERIES | ENTERTAINMENT nWave Pictures presents $ 5eG 6tar PrRGuctiRn ZZZnZavecRP Contact information : *oeGeOe *iOOis 7eO )a[ JoeGeOe#nZavecom ZZZnZavecom -anine %aNer 7eO )a[ MEaNer#nZavecom 1ortK 6outK $merica 6aOes NEW nWave Pictures presents Contact information : *oeGeOe *iOOis 7eO )a[ JoeGeOe#nZavecom ZZZnZavecom -anine %aNer 7eO )a[ MEaNer#nZavecom 1ortK 6outK $merica 6aOes NEW CFGPI@>?K )'(* IE; JK8I *;% 8CC I@>?KJ IEJEIME;% 9FFK? NLD9EI : +). Contact information : >o\[\c\ >iccij K\c% !*) ) *+. -* (0 ^o\[\c\7nnam\%com nnn%nnam\%com Aanin\ 9ab\r K\c% !( /(/ ,-, (('( aYab\r7nnam\%com Nort_ Jolt_ 8m\rica Jac\j NEW EDITOR’S LETTER IMAGE: ABC PHOTO ARCHIVES/GETTY IMAGES ARCHIVES/GETTY ABC PHOTO IMAGE: Dealing with protests ON THE COVER: p50, Johnny Cash’s boyhood home n the last few months, But times change and READER SERVICES I’ve encountered sponsorships which were Subscriptions protestors camping once acceptable to the Denise Gildea +44 (0)1462 471930 I outside a number of public can – over time – Circulation manager attractions, lobbying visitors become less so. London’s Michael Emmerson +44 (0)1462 471932 in the queue lines to try to National Portrait Gallery persuade them to boycott was once sponsored by EDITORIAL TEAM the attractions because of a British Tobacco, for exam- Managing editor specifi c sponsorship tie-up. ple, but that kind of Kathleen Whyman +44 (0)1462 471918 Although they’ve been arrangement would be Editor peaceful protests and some- unthinkable today. Liz Terry +44 (0)1462 431385 times interesting, it’s obviously not a One of the most famous benefactions NEWSDESK good thing for attractions customers to ever is the UK’s Tate – now a network of Tom Walker +44 (0)1462 471934 be exposed to this kind of pressure. four museums – originally made possi- Aoife Dowling +44 (0)1462 471938 The industry attracts protesters for the ble by funds from Henry Tate, one of the Tom Anstey +44 (0)1462 471922 same reason it attracts sponsors – it’s founders of what later became Tate & ADVERTISING TEAM high profi le and extremely engaged with Lyle the sugar refi ner and processor. its audience. The numbers are also com- Today, sugar is acknowledged as one Publisher Julie Badrick +44 (0)1462 471919 pelling – attractions capture high levels of the health scourges of modern times of footfall and do so in a provable and – toxic, addictive and with little nutri- Advertising sales segmented way, so sponsorship spend tional value apart from empty calories. John Challinor +44 (0)1202 742968 can be targeted and analysed to a degree It’s one of the major contributors to the Jan Williams +44 (0)1462 471909 that isn’t possible with many other types global obesity crisis. Attractions recruitment of sponsorships or marketing. But associations between Tate & Lyle Sarah Gibbs +44 (0)1462 471914 With a growing desire to invest in and the Tate galleries faded long ago in Advertising production corporate social responsibility (CSR), the minds of the public, so that’s one Ed Gallagher +44 (0)1462 431385 corporations view attractions as being protest that has been rendered redun- WEB TEAM on a par with sport as an investment dant by the passing of time. Internet area that achieves CSR objectives, while In such a complex and ever chang- Michael Paramore +44 (0)1462 471926 also being safe in terms of image and ing situation, it’s important the industry Dean Fox +44 (0)1462 471900 powerful in terms of association. keeps all sponsorship deals under Tim Nash +44 (0)1462 471917 Today, sponsorship is a global business review, walking a realistic line between Emma Harris +44 (0)1462 471921 ranging from Disney’s tie up with Coca- listening to protests and giving them attractions-kit.net Cola to Sotheby’s sponsorship of MOMA fair and due consideration and robustly product search engine in New York. The industry couldn’t run defending sponsorship relationships Martin Nash +44 (0)1462 471933 without it and commercial sponsorship of where they feel the accusations are DESIGN attractions – particularly the arts, culture, unfair or not born out when tested museums and heritage – has enabled against public opinion. Andy Bundy +44 (0)1462 471924 decades of excellence that would simply FINANCE not have been possible otherwise. Liz Terry, editor, twitter: @elizterry Denise Gildea +44 (0)1462 471930 Rebekah Scott +44 (0)1462 471930 THE LEISURE MEDIA COMPANY PUBLISHES The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Tel: +44 (0)1462 431385 Fax: +44 (0)1462 433909 ATTRACTIONS MANAGEMENT IS THE OFFICIAL MAGAZINE OF SUPPORTED BY e-mail: [email protected] www.attractionsmanagement.com AM 2 2013 ©cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 7 +06*+5+557' #664#%6+105/#0#)'/'06 QQ5BO(SBODJTDP¬TSFPQFOFE'YQMPSBUPSJVNJOWJUFTWJTJUPSTUPUIJOLXJUIUIFJSIBOET QQ2FSPU/VTFVNPG0BUVSFBOE5DJFODF QQ8JMMBHF4PBETIPX¬T%'16JN(JTIFS QQ8JTJUPSTBSFUBLFOCFOFBUIUIFTFBBU&FONBSL¬TOFXBRVBSJVN&FO$Mk2MBOFU ISSUE 2 2013 /VTFVN 4FTUPSBUJPO 6IFCJHJEFB *PNFJNQSPWFNFOU 'EJUPS¬TMFUUFS 5BO(SBODJTDP¬T'YQMPSBUPSJVNSFPQFOFE 6IF*JTUPSJD&ZFTT%PMPOZ$PZIPPE 6IFNFQBSLOFXT JO#QSJMJOBWFOVFUISFFUJNFTJUTPSJHJOBM *PNFPG,PIOOZ%BTIQSPKFDUJT TJ[F6IFNVTFVN¬T.JOEB&BDLNBO SFTUPSJOHUIFGBNPVTTJOHFS¬TIPVTF 5DJFODFDFOUSFOFXT TIPXTIPXUIFOFXTQBDFJTCFJOHVTFE FEVDBUJOHWJTJUPSTBCPVUUIF0FX /VTFVNOFXT &FBMFSBBOESFWJUBMJTJOHUIFBSFB 9BUFSQBSLOFXT #RVBSJVN &FO$Mk2MBOFU 2MBOFUBSJVN *FSJUBHFOFXT 6IF%'1BOEEFTJHOFSEFTDSJCF 6IFTLZBUOJHIU <PPOFXT &FONBSL¬TOFXBRVBSJVNXIJDIJT 6XPEPNFUIFBUSFTBSFBNPOHUIF )BMMFSZOFXT TIBQFEMJLFBXIJSMQPPMBOEIBT IJHIMJHIUTPG%BOBEB¬TOFX4JP6JOUP BOJNBMTBOEVQUPWJTJUPSTBEBZ #MDBO2MBOFUBSJVNXIJDITIPXTXIBU¬T 2SP³MF HPJOHPOJOUIFVOJWFSTFBTJUIBQQFOT 6JN(JTIFS 0FXPQFOJOH 6IF%'1PG8JMMBHF4PBETIPX6IFNF 6IJOLJOHJOTJEFUIFCPY 5PDJBMNFEJB 2BSLTSFWFBMTIPXUIFDPNQBOZ¬T 6IF2FSPU/VTFVNJTTIBQFEMJLFBDVCF 5NBSUNPWFT EFGJFEUIFEPVCMFEJQHMPCBMSFDFTTJPO BOEEFTDSJCFEBTUIFOFYUHFOFSBUJPO (JOEPVUIPXUPVTFEJHJUBMPQQPSUVOJUJFT XJUISFDPSEBUUFOEBODFTUPJUTFYJTUJOH PGOBUVSFBOETDJFODFNVTFVNT%'1 CFZPOEZPVSXFCTJUFJOBOFXTFSJFT QBSLTBOEUISFFNPSFEVFUPPQFO 0JDPMF5NBMMFYQMBJOTIPXBOEXIZ CZTPDJBMNFEJBFYQFSU-FMMZ9IFFMFS 4FBE#UUSBDUJPOT/BOBHFNFOUPOMJOFBUUSBDUJPOTNBOBHFNFOUDPNEJHJUBM #/©DZCFSUSFL ATTRACTIONS MANAGEMENT ISSUE 2 2013 Q p50 Visit Johnny Cash’s childhood home Q p59 Rio Tinto Alcan Planetarium offers a look at what’s happening anywhere in the universe Q p62 Use social media to bring customers to your attraction Q p82 Hansel and Gretel: Witch Hunters is among the 3D offers 68 Technology: 86 Ticketing: Digital magazine: Get in touch New direction See Attractions Management online: New technology enables people to touch Tracking visitors movements is just attractionsmanagement.com/digital and feel ancient artefacts virtually one of the current trends in ticketing News and jobs: For the latest attractions jobs and industry 74 Product focus: 89 Product focus news, visit www.attractionsmanagement.com or sign up for the weekly ezine Multimedia and AV Secondary spend www.attractionsmanagement.com/ezine A selection of the latest products and New ways to earn additional income projects impacting the industry Attractions-kit.net Find suppliers 24/7 using Attractions 90 Product focus: Management’s dedicated search 78 Show preview: Attractions-kit engine: www.attractions-kit.net Asian Attractions Expo A selection of the latest products Subscribe: The exhibitors showcase what attendees Be a part of the bigger picture and can expect to see at the annual show 92 Waterparks: subscribe to Attractions Management. The big swim To sign up, call: +44 (0)1462 471915 82 3D/5D/5D: The WWA invites waterparks to take part or visit www.leisuresubs.com Film review in the world’s largest swimming lesson Web gallery: Two industry experts outline their For suppliers of products and business models and we look at some of 93 Web gallery services in the worldwide attractions the newest products entering the market A source of attractions services industry, turn to page 93 AM 2 2013 ©cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 9 K_\d\GXibE\nj Gc\Xjli\nff[?`ccj`em\jkj *%,d`ek_\d\gXib <keXcXe[K_\d\gXib]fi@kXcp Pleasurewood Hills theme park in Suffolk, Southern Italy’s largest UK has opened four new rides for the 2013 theme park has opened its season, as part of a £3.5m (US$5.4m, %4.1m) doors in Belpasso. Adjacent investment in the attraction. to Etnaland Acquapark, The refurbishment sees the return of ped- the €50m (£42m, us$65m) alos to Pleasurewood Lake, a family teacup Etnaland Themepark has been ride at Woodies Tea Party and the Moby created by local entrepreneur,
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