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www.attractionsmanagement.com @attractionsmag VOL22 Q4 2017 www.simworx.co.uk www.simworx.co.uk [email protected] www.attractionsmanagement.com @attractionsmag VOL22 4 2017 ANALYSIS NEW Park safety: OPENINGS the human factor Zeitz REVIEW MOCAA Heatherwick's EXPO Cape Town ASTANA museum Postal Making Museum Riding the Sense underground An expert Mail Rail in guide to London multi-sensory design Cairns Aquarium A window Herschend's into Australia’s rainforest Jane and reef Cooper on Dolly Parton and the Harlem Globetrotters DAVID ATTENBOROUGH at the American Museum of Natural History www.anviovr.com [email protected] 4 attractionsmanagement.com AM 4 2017 ©CYBERTREK 2017 ©CYBERTREK 2017 AM 4 2017 attractionsmanagement.com 5 Check out the full catalog of SimEx-Iwerks Attraction and Ride Films here: simexdesign.com/content/2017 4D Experience® Theaters, Flying Theaters, Motion Ride Theaters, Interactive Attractions. Morehttp://simex-iwerks.com details: simex-iwerks.com/products2017 www.gatewayticketing.com blog.attractionsmanagement.com SCIENCE OF ATTRACTION DESIGN Neuroscientists, user experience designers and anthropologists are being drawn to work in the attractions industry. Their expertise is opening up the potential for us to create a new generation of even more immersive experiences which are emotionally rewarding his month we reported on work by Disney Research Composer Joel Beckerman, architect and writer Gordon Grice which has created a haptic system that enables and researcher and anthropologist Scott A Lukas talk us through T people to ‘feel’ fireworks using computerised water ways to understand the five senses and highlight how they can jets sprayed on flexible screens. be used to create more resonant experiences. The technology has been developed for use by blind and They reveal fascinating sensory facts, for example: unlike visually impaired people, but is part of an emerging interest in most memories, sensory memories are not subject to harnessing the senses to create a new generation of sensory ‘retroactive interference’ – ie, they can’t be disturbed or altered experiences for use in visitor attractions. by memories which are acquired later, so your grandma’s In this issue, we examine a number of projects in which cookies will always smell as good as they did on the day they experts are turning to science were baked, when it comes to and neuroscience to find new your memory of them. ways to connect with guests Neuroscience is being used to When it comes to taste, and create more powerful, create the best experience for experiments show people expe- immersive experiences. rience different flavours when On page 16, neuroscience museum visitors by displaying drinking the same wine in differ- researcher Tedi Asher collections in a way that ent coloured environments – it from the Peabody Essex complements brain function tastes richer in a darker, room. Museum in Salem, The main objective is to Massachusetts, talks to get all of the senses working Attractions Management together, combining aromatic about using neuroscience to create the best experience elements with visual, auditory and tactile ones, to create a for visitors – the aim being to display collections in a man- total experience which delivers ‘environmental authenticity’. ner that complements the way the brain functions. Understanding visitor psychology and how guests use our Asher’s work has been made possible by a grant from attractions can also feed into the science of safety, and on the Barr Foundation, a Boston-based private institute that page 84, Dr Kathryn Woodcock of Ryerson University explains works to elevate the arts and creative expression. the theory of ‘human factors engineering’, looking at how to Applying the latest neuroscientific research and best design attractions to ensure people use them safely by neuroaesthetic theory to enhance visitor experiences across adjusting and anticipating their perceptions of risk and danger. the museum’s permanent collection, Asher will publish her Welcoming scientists into our industry will enable the creation findings so they can be shared with museums worldwide. of a new generation of safer and more engaging experiences, Elsewhere in this issue, the science behind sensory design which will in turn make the memories of tomorrow. and ways in which it can be harnessed to create compelling attractions is examined by our expert panel on page 80. Liz Terry, editor. Twitter: @elizterry Tel: +44 (0)1462 431385 attractionsmanagement.com @attractionsmag [email protected] ©CYBERTREK 2017 AM 4 2017 attractionsmanagement.com 9 IN THIS ISSUE ATTRACTIONS MANAGEMENT Q p12 David Attenborough visits AMNH Q p64 Dr Kathryn Woodcock looks at the relationship between guest perceptions and safe design Q p40 Experts share their views on the benefits and drawbacks of creating your own IP Q p36 Jane Cooper on Herschend’s portfolio 09 36 52 Editor’s Letter Interview Analysis series Jane Cooper The Attractions Business Part 8 14 People We talked to Jane Cooper, COO In the final part of the series, Meet the people in the news – broadcaster and president of Herschend Family consultant David Camp weighs up the David Attenborough, Peabody Essex Museum Entertainment, about the company pros and cons of operating an attraction neuroscience researcher Tedi Asher and portfolio and all things Dollywood Australian winemaker Chester Osborn 58 New openings 40 Ask an expert Z is for Zeitz 20 Science Centres news Creating Your Own IP The Thomas Heatherwick-designed Zeitz 21 Visitor Attractions news With global IPs evermore present in MOCAA, Africa’s first major modern art parks, is there still room for original museum, has opened in Cape Town 23 Theme Parks news story worlds? We asked the experts 24 Waterparks news 64 Ride safety 27 Museums & Galleries news 46 Mystery shopper Humanly Possible 29 Heritage news Signed, Sealed, Delivered Researcher Kathryn Woodcock on the 30 Zoos & Aquariums news Alice Davis took a trip to London’s newest role of guests in amusement ride safety 32 Technology news attraction, the Postal Museum and Mail Rail and human factors in attractions design 10 attractionsmanagement.com AM 4 2017 ©CYBERTREK 2017 ATTRACTIONS MANAGEMENT ISSUE 4 2017 Q p76 Find out about Cairns Aquarium, the first new aquarium in Australia for 18 years Q p82 A masterclass in sensory immersion Q p46 Hidden London: ride the Mail Rail Q p58 Contemporary art by African artists is at the heart of Cape Town’s major new museum 68 Expos 90 Galleries 104 Show report Pure Energy MACAN Impression Beyond the Screen BRC’s Christian Lachel reflects on the Museum MACAN director Aaron Seeto on Christine Kerr filed this report from the recent expo in Astana, Kazakhstan, and Jakarta’s first contemporary art museum TEA’s SATE conference in Los Angeles shares his takeaways for Expo 2020 Dubai 96 Planetariums 110 Show preview 76 Top team Ten out of Ten IAAPA Attractions Expo Good Reef! A planetarium upgrade at Telus World of Exhibitor news and updates in the Meet the team behind Cairns Aquarium Science in Canada is set to become the run-up to IAAPA in Orlando and reef research centre, dedicated to first to offer a 10K resolution experience life of the adjoining Great Barrier Reef 114 Attractions-kit.net 100 Museums Product Innovation 82 Themed design Lights, Camera, Interaction! Suppliers and designers tell the stories Making Sense Visitors demand evermore participatory behind their latest product launches Industry experts Joel Beckerman, Gordon attractions. In response, museums are Grice and Scott A Lukas share their evolving from passive experiences to 116 Web gallery thoughts on effective multi-sensory design immersive, interactive adventures A source of attractions services ©CYBERTREK 2017 AM 4 2017 attractionsmanagement.com 11 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 Attractions Management Read Attractions The magazine is also +44 (0)1462 431385 is available in glossy Management free on available as a PDF NEWS EDITOR print on subscription. You Digital Turning Pages edition for readers Tom Anstey can sign up any time at and enjoy extra links who want to read +44 (0)1462 471916 leisuresubs.com and searchability offline or on tablet NEWSDESK Kim Megson OTHER RESOURCES FROM ATTRACTIONS MANAGEMENT +44 (0)1462 471915 ADVERTISING TEAM Attractions Handbook attractionsmanagement.com Publisher Julie Badrick The latest industry stats, trends Attractions Management’s website +44 (0)1462 471919 and analysis all in one place: The features daily attractions news and 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. Jan Williams www.attractionshandbook.com/digital QVisit the website: +44 (0)1462 471909 QDownload the PDF edition: www.attractionsmanagement.com www.attractionshandbook.com/pdf WEB TEAM Internet Michael Paramore AM2 +44 (0)1462 471926 Attractions Management E-zine Our sister title focuses on news, jobs Dean Fox The Attractions Management e-zine and training. It has a daily website, +44 (0)1462 471900 brings the best of the week’s www.am2.jobs, an e-zine and instant news and jobs to your inbox every alerts service. Tim Nash Wednesday. Covering everything from Q Read it online: +44 (0)1462 471917 science centres and theme parks to www.am2.jobs/digital Emma Harris museums, zoos and planetariums. QDownload the PDF edition: +44 (0)1462 471921 QSign up here: www.am2.jobs/pdf PRODUCTS EDITOR www.leisuremedia.com/subscribe QSign up for the e-zine: Lauren Heath-Jones www.leisuremedia.com/subscribe +44 (0)1462 471927 DESIGN attractions-kit.net Andy Bundy The search engine for buyers lists Instant alerts & RSS +44 (0)1462 471924 contacts and details for 5,000 Get the news as it happens and find Ed Gallagher suppliers.
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