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Attractions Management Issue 3 2016 www.attractionsmanagement.com @attractionsmag VOL21 Q3 2016 www.simworx.co.uk www.attractionsmanagement.com @attractionsmag VOL21 3 2016 DUBAI Three parks behind the tourism drive JOEL MANBY SeaWorld’s CEO is changing the industry Bringing VR to the masses Does Disney Shanghai deliver? Science centres and the need to diversify NWAVE PICTURES DISTRIBUTION PRESENTS September 20-22, 2016 nWave Booth #1151 CLICK TO PLAY VIDEO NORTH/SOUTH AMERICAN SALES INTERNATIONAL Janine Baker Jennifer Lee Hackett Goedele Gillis +1 818-565-1101 +1 386-256-5151 +32 2 347-63-19 [email protected] [email protected] [email protected] Machinarum.nWave.com nWave.com | /nWavePicturesDistribution | /nWave | /nWavePictures | /nwavepicturesdistribution nWave is a registered trademark of nWave Pictures SA/NV. ©2016 nWave Pictures SA/NV - All Rights Reserved ©2016 N-Gon Visuals - All Rights Reserved NWAVE PICTURES DISTRIBUTION PRESENTS September 20-22, 2016 nWave Booth #1151 MORE ONLINE! CLICK HERE NORTH/SOUTH AMERICAN SALES INTERNATIONAL Janine Baker Jennifer Lee Hackett Goedele Gillis +1 818-565-1101 +1 386-256-5151 +32 2 347-63-19 [email protected] [email protected] [email protected] HappyFamily.nWave.com nWave.com | /nWavePicturesDistribution | /nWave | /nWavePictures | /nwavepicturesdistribution nWave is a registered trademark of nWave Pictures SA/NV. ©2016 nWave Pictures SA/NV - ©2016 MACK MEDIA GMBH & CO. KG - All Rights Reserved NWAVE PICTURES DISTRIBUTION PRESENTS September 20-22, 2016 nWave Booth #1151 CLICK TO PLAY VIDEO NORTH/SOUTH AMERICAN SALES INTERNATIONAL Janine Baker Jennifer Lee Hackett Goedele Gillis +1 818-565-1101 +1 386-256-5151 +32 2 347-63-19 [email protected] [email protected] [email protected] RobinsonCrusoe4D.nWave.com nWave.com | /nWavePicturesDistribution | /nWave | /nWavePictures | /nwavepicturesdistribution nWave is a registered trademark of nWave Pictures SA/NV. ©2016 nWave Pictures SA/NV - All Rights Reserved blog.attractionsmanagement.com PLACE-SHIFTING New technology is giving us the power to Place-Shift experiences to create on-demand, immersive attractions in any location. Combining live streaming, haptics, AR and virtual reality with authentic artefacts and storytelling, this thinking will open up huge new markets for growth he Place-Shifting of attractions has a long history, Wraparound screens and VR headsets would take visitors partly through the development of touring exhibitions: if there and enable them to wander around, while real-time T what you have to show is unique, or guests can’t get to streaming would enable them to interact with storytellers at you, then you can simply pack up and go to them. the location to bring things alive. Haptics would enable tactile Another Place-Shifter is replication, most famously used by interactions and accompanying audiovisuals and artefacts the Lascaux caves in France, one of the first attractions to would satisfy the urge to touch and feel the authenticity. offer a facsimilie to enable the preservation of the original. A whole new raft of attractions could be developed as Lascaux II, which opened in 1983, was built 200 metres (656 technology gives us the power to Place-Shift experiences to feet) from the Lascaux caves, so people could still view the create on-demand, immersive attractions in any location. prehistoric wall paintings after This would open up new the impact of previous visitors markets, as well as enabling the visibly damaged the original creation of attractions which can caves, forcing their closure. Technology is giving us the be reprogrammed when demand But there’s been little power to Place-Shift experiences for their content diminishes. radical innovation in Place- to create on-demand, immersive Being rooted to the spot can Shifting in the past 30 years be a disadvantage – your visitor and I believe we’re about to attractions in any location base is comprised of people enter a new era of innovation, who can make the journey as rapid advances in and there are many places affordable technology open up which would make great visitor amazing opportunities to recreate and enhance experiences at attractions but which are simply too remote, or too fragile. great distances and with high levels of immersion for the visitor. Place-Shifting would nail all these issues and more. Attractions are already offering visitors glimpses into other A real-life, UNESCO-backed example is in the news as worlds via webcams and robots, but it’s possible to take this Dualchas Architects and Reiulf Ramstad Architects reveal their to a completely different level by harnessing all the available master plan for the St Kilda Visitor Centre in Scotland (page tech – VR, haptics, high definition, real-time streaming, 34). They say the attraction should be built not on St Kilda, but wraparound screens and augmented reality. on the more accessible Isle of Lewis, 50 miles (80km) away. Using this technology, we could head down a number of What will we be able to achieve as technology sets us free paths -– if an historic location is too far from transport links to to create and recreate experiences for our visitors without work as a visitor attraction, it could be recreated as either a being tied to a single location? As a creative and innovative touring or permanent attraction in a suitably sized population industry, the limits are only our imaginations. centre using technology. If an attraction is unique, it could be replicated, or visitors could be given remote immersive access. Liz Terry, editor. Twitter: @elizterry Tel: +44 (0)1462 431385 attractionsmanagement.com @attractionsmag [email protected] ©CYBERTREK 2016 AM 3 2016 attractionsmanagement.com 7 IN THIS ISSUE ATTRACTIONS MANAGEMENT Q p12 Björk Digital: the exhibition incorporates VR storytelling, art and music Q p46 Elizabeth Rasekoala calls for action Q p40 Exclusive: SeaWorld CEO Joel Manby Q p66 David Willrich heads to China to find out if Disneyland Shanghai lives up to expectations 07 Editor’s Letter 34 Interview 58 Theme Parks Joel Manby Desert Operations 12 People It’s been an eventful ride for SeaWorld. On the brink of an entertainment The people in the news, from musician Will CEO Joel Manby’s honesty and radical revolution, Dubai looks forward to three Björk to mountaineer Reinhold Messner decisions be enough to save the company? major theme park openings. Attractions Management caught up with key decision- 26 Science Centres news 46 Science Centres makers from the upcoming attractions 27 Visitor Attractions news Diversify + Unify At the Ecsite Annual Conference, we 66 Mystery Shopper 28 Waterparks news learned how science centres must do more Disney Delights 30 Theme Parks news to promote and facilitate inclusive societies Disneyland Shanghai is the company’s first 32 Museums & Galleries news new theme park resort since 2005 and its 34 Heritage news 50 Analysis biggest investment to date. TEA president- 36 Zoos & Aquariums news TEA/AECOM 2015 Theme Index elect David Willrich went undercover to 38 Technology news Interpreting industry attendance data find out what Disney’s doing differently 8 attractionsmanagement.com AM 3 2016 ©CYBERTREK 2016 ATTRACTIONS MANAGEMENT ISSUE 3 2016 Q p76 Attractions should learn from the film industry, says special effects studio Framestore Q p86 Waterpark suppliers share their news Q p58 Lennard Otto on Dubai’s development Q p80 Exhibitionism, a Rolling Stones retrospective, and more in this multimedia round-up 72 Analysis series 80 AV & Multimedia The Attractions Business Part 3 Image Conscious GETTY IMAGES Consultant David Camp asks The latest AV projects, from the Flying Aces / how we measure success as he focuses rollercoaster to a Rolling Stones exhibition on benchmarking and market penetration rates in part three of the series 86 Attractions-kit.net Let the Good Times Roll FELIPE SANTIAGO HOTO: P 76 Opinion Waterpark news ahead of the WWA Show On the cover: Björk Media Frenzy Is it time for media-based rides to 88 Attractions-kit.net Subscribe: To subscribe, call: +44 (0)1462 471915 raise their game? Gavin and Jason Fox, Euro Attractions Show or visit www.leisuresubs.com creative directors from Oscar-winning News from the EAS trade show floor Web gallery: special effects studio Framestore, For suppliers of products and 92 believe Hollywood-standard content Web Gallery services in the worldwide attractions is the next step for the industry A source of attractions services industry, turn to page 92 ©CYBERTREK 2016 AM 3 2016 attractionsmanagement.com 9 the team READER SERVICES Subscriptions Denise Adams +44 (0)1462 471930 Circulation manager Choose how you read Michael Emmerson +44 (0)1462 471932 Attractions Management... EDITORIAL TEAM Managing editor Alice Davis +44 (0)1462 471918 Editor PRINT DIGITAL PDF Liz Terry +44 (0)1462 431385 Attractions Management Read Attractions The magazine is also NEWS EDITOR is available in glossy Management free on available as a PDF Tom Anstey print on subscription. You Digital Turning Pages edition for readers +44 (0)1462 471916 can sign up any time at and enjoy extra links who want to read NEWSDESK leisuresubs.com and searchability offline or on tablet Matthew Campelli +44 (0)1462 471912 Kim Megson OTHER RESOURCES FROM ATTRACTIONS MANAGEMENT +44 (0)1462 471915 ADVERTISING TEAM Attractions Handbook attractionsmanagement.com Publisher The latest industry stats, trends Attractions Management’s website Julie Badrick and analysis all in one place: The features daily attractions news and +44 (0)1462 471919 Attractions Management Handbook is jobs, as well as access to digital Advertising sales a reference guide and global resource editions of Attractions Management John Challinor for decisionmakers. and links to other Leisure Media +44 (0)1202 742968 QRead it online: magazines and websites. 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