Attractions Management Q1 2014

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VOL 19 Q1 2014

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VOL 19 Q1 2014

NEW OPENING Stonehenge's

£27m landmark Czech Republic's ﬁ rst visitor scheme 3D planetarium

TECH Latest apps & audioguides

HOW TO BUILD A $6BN COMPANY

MAPPING MERLIN’S RISE + CEO NICK VARNEY ON THE FUTURE

Riding the next wave MUSEUMS Click here to subscribe to the print edition What's new for Hans-Martin Hinz on www.attractionsmanagement.com/subs waterparks? the work of ICOM

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CREATING WEALTH

Great companies like Merlin Entertainments generate whole ecosystems around themselves, with employees and their families, shareholders, investors, suppliers, stakeholders and customers beneﬁting from the wealth, energy and opportunity they create

n this issue of Attractions Management we pause to The money came from all over the world: current fund CVC take a special, in-depth look at Merlin Entertainments, raised 46 per cent of its investment in the US, 17 per cent in following its successful floatation in November last year Europe and 16 per cent in the UK, with the rest coming from I and news it’s been named New Company of The Year Asia, the Middle East and Canada, so Merlin’s powers of 2013 at the London Stock Exchange PLC Awards (page 30). wealth generation have benefited investors globally. Great companies generate whole financial eco-systems And the company generates value in other ways too. As around themselves and a look at the numbers gives clues a facility-based business, Merlin strikes property deals to the extent of that developing around Merlin. according to what’s appropriate, and those involved – such Although its value at floatation was around $5bn, it’s as Prestbury, which did a sale and leaseback deal with already added $1bn to this, Merlin in summer 2007 – as well as reporting trading have seen the value of their figures with an EBITDA of Those of us with long enough covenants strengthened by £390m and an increase in memories and faith in this the increase in value. operating profit of 12.3 per But with Merlin, the end- cent on like for like revenue sector recall the days when game is always the customer. growth of 6.7 per cent. being called a Mickey Mouse Nearly 60 million people Merlin employs 22,000 business was an insult enjoyed the attractions last people and thousands year and Varney told us he who were shareholders at was adamant the floatation the time of the floatation should be open to them, say- benefited from it. In addition, 3,000 employees have taken ing: “Some people tried to talk us out of having a retail offer advantage of a sharesave scheme introduced in January. because of the huge administrative burden involved. But In his report on page 32, Deloitte’s Nigel Bland examines this is a company people really want to own shares in – we the organisations and individual investors who’ve benefited sold 12.5 per cent to the general public.” from involvement with Merlin. It’s a long list, including Those of us with long enough memories and faith in the investment vehicles such as Apax, Blackstone, CDC, CVC, industry recall the days when it commanded no respect DIC, F&C/Graphite, HPE, Kirkbi A/S and Pearson, the among investors or governments and being called a Mickey former owner of The Tussauds Group. Mouse business was an insult. How times have changed. Two represented private money: DIC who invested for the Varney and his team have turned this right around and you crown prince of Dubai and Kirkbi for Lego’s founders, while feel they’re really only just getting started. Bland says HPE was owned by BT’s pension fund, so those with BT pensions will benefit from this slice of investment. Liz Terry, editor, twitter: @elizterry

Tel: +44 (0)1462 431385 leisuremedia.com @attractionsmag [email protected]

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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 Kathleen Whyman +44 (0)1462 471918 Editor Liz Terry PRINT DIGITAL PDF +44 (0)1462 431385 Attractions Management Read Attractions The magazine is also NEWSDESK is available in glossy Management free on available as a PDF Chris Dodd print on subscription. You Digital Turning Pages edition for readers +44 (0)1462 471902 can sign up any time at and enjoy extra links who want to read Jak Phillips leisuresubs.com and searchability ofﬂine or on tablet +44 (0)1462 471938 Tom Anstey +44 (0)1462 471922 ADVERTISING TEAM OTHER RESOURCES FROM ATTRACTIONS MANAGEMENT Publisher Julie Badrick +44 (0)1462 471919 Attractions Handbook attractionsmanagement.com Advertising sales The latest industry stats, trends Attractions Management’s website John Challinor and analysis all in one place: The features daily attractions news and +44 (0)1202 742968 Attractions Management Handbook jobs, as well as access to digital Jan Williams is a reference guide and global editions of Attractions Management +44 (0)1462 471909 resource for decisionmakers. and links to other Leisure Media Attractions recruitment magazines and websites. Sarah Gibbs READ ONLINE +44 (0)1462 471914 DOWNLOAD PDF VISIT THE WEBSITE WEB TEAM Internet Michael Paramore +44 (0)1462 471926 Attractions Management E-zine Leisure Opportunities Dean Fox The Attractions Management e-zine Our sister title focuses on news, +44 (0)1462 471900 brings the best of the weeks’ jobs and training. It has a daily Tim Nash news and jobs to your inbox every website, leisureopportunities.com, +44 (0)1462 471917 Wednesday. Covering everything from an e-zine and instant alerts service. Emma Harris science centres and theme parks to +44 (0)1462 471921 museums, zoos and planetariums. READ ONLINE DOWNLOAD PDF attractions-kit.net SIGN UP HERE SIGN UP FOR THE EZINE product search engine Kate Corney +44 (0)1462 471927

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AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 9 IN THIS ISSUE ATTRACTIONS MANAGEMENT

Q p26 Zamperla has big plans for Venice Q p38 Techmania gets a 3D Planetarium Q p54 ICOM’s Hans-Martin Hinz

Q p42 Diving into underwater museums Q p48 The new Stonehenge visitor centre scheme opens after a £27m investment

ISSUE 4 2013 30 Proﬁle 42 Museums: Merlin magic Sea Views 07 Editor’s letter Following the recent IPO of Exploring underwater museums with 12 Theme park news Merlin Entertainments, we chart eco-sculptor Jason deCaires Taylor the rise of the leisure company 14 Waterpark news into a $5bn global player: 48 Heritage: 16 Attractions news 30 Interview: Merlin’s CEO Nick Completing the circle 18 Science centre news Varney on the future as a plc A new £27m visitor scheme for 32 Analyst Nigel Bland looks at how Stonehenge opens to the public 20 Zoo news Merlin financed its way to the top 22 Museum and gallery news 36 Liz Terry on the leisure company’s 54 Museums: 24 Heritage news road to success and its key The history channel strategies along the way ICOM’s president Hans-Martin 26 Proﬁle Hinz talks about the museum Alberto Zamperla 38 Planetariums: council’s focus for the future The Italian ride entrepreneur is Science in the sky attracting international attention for We talk to Techmania’s CEO Vlastimil 58 Eco development: his ambitious plans to build a new Volak and designer Glenn Smith Green paradise cultural attraction in the heart of about the opening of the first 3D We look at the early plans for an eco Venice. Liz Terry finds out more Planetarium in the Czech Republic theme park on Langkawi, Malaysia

10 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 ATTRACTIONS MANAGEMENT ISSUE 1 2014

Q p60 Mystery Shopper: Asia’s first river-themed wildlife park reviewed Q p82 Latest apps and audio guides

Q p78 The next wave for waterparks Q p30 How Merlin Entertainments became a $US5bn global player

60 Mystery Shopper: 82 Apps and audio guides: Digital magazine: River tales Mobile communications See Attractions Management online: Jennifer Harbottle explore’s Asia’s first A look at the latest technology helping attractionsmanagement.com/digital river-themed wildlife park with her family to make attractions a multi-media affair News and jobs: For the latest attractions jobs and industry 64 Show review: 86 Technology: news, visit www.attractionsmanagement.com or sign up for the weekly ezine IAAPA 2013 3D printing www.attractionsmanagement.com/ezine News, products and industry views from The new wave of 3D printers can offer the the IAAPA exhibition and conference attractions world exciting possibilities Attractions-kit.net Find suppliers 24/7 using Attractions which took place in Orlando, Florida Management’s dedicated search 90 Kitbag engine: www.attractions-kit.net 74 Conservation: Special effects Subscribe: Panda Power The latest technology designed to excite Be a part of the bigger picture and Jak Phillips investigates the the senses at today’s attractions subscribe to Attractions Management. lucrative world of panda leasing To sign up, call: +44 (0)1462 471915 92 Show preview: or visit www.leisuresubs.com 78 Waterparks DEAL 2014 Web gallery: The next wave A look ahead to this year’s show in Dubai For suppliers of products and Franceen Gonzales on the latest services in the worldwide attractions trends in waterpark entertainment 94 Web gallery industry, turn to page 94

AM 1 2014 ©Cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 11 Theme park

Dinosaur theme park Grand Texas Theme Park gets opening date opens its doors in Australia Plans to bring a massive Palmersaurus – a dinosaur theme park – has entertainment complex and opened within the grounds of the Palmer theme park in Houston, Coolum Resort in Queensland, Australia. Texas, US have taken a step The park was funded by Clive Palmer, the forward after an opening date Australian billionaire who is also behind of Q1 2015 was set. plans to launch a replica of the Titanic. It The new complex will con- contains 160 dinosaur models, some ani- sist of Grand Texas Theme matronic, ranging from 2.5m (8.2ft) to 22m Park, Big Rivers Waterpark, (72.1ft) in length and up to 10m (32.8ft) high. Downtown Texas, Wakeboard Australia Zoo owner Terri Irwin (see Lake, Baseball Stadium, hotels profile in Attractions Management Vol 18, and a concert and event center. The US$118m (£76m, €88.8m) Grand Texas Theme Park opens in 2015 Issue 3 2013), who helped to officially open The US$118m (£76m, the park, praised the ambitious project and €88.8m) Grand Texas Theme Park representatives have slated to create more than said it would bring massive tourism benefits Park will include not only a said that they are looking 2,000 long-term jobs and to Queensland’s Sunshine Coast. theme park, but also a water into incorporating the design more than 1,600 jobs dur- Details: http://lei.sr?a=j3Q6v park, amphitheatre and paint- into the natural setting. The ing the construction phases. ball arena. Also included will Montgomery tract, located in The Grand Texas Park is be an equestrian centre. New Cairny is the site slated designed by US-based firm Big Rivers Water Park should for construction. BDR Design Group, which open for Q1 2015 and Grand Additional developments most recently worked with Texas Theme Park in Q3 2015 including restaurants would entertainment franchise with hotels and other accommo- add a further US$95m bring- Rovio on Angry Birds Land dations coming online sometime ing estimates up to around Sarkanniemi in Finland. between those two dates. US$220m. The project is Details: http://lei.sr?a=K5G8j

Six Flags expands share repurchase plans

Six Flags Entertainment Corporation has announced More than US$300m is being invested into the park that its board of directors has approved a plan to allow Construction starts on Fox the company to repurchase World in Malaysia an incremental US$500m (£307m, €367m) of its stock. In a groundbreaking ceremony in Since February 2011, the December, Twentieth Century Fox theme park company has Consumer Products revealed its Malaysian repurchased nearly $800m theme park will be called Twentieth (£491m, €588) worth of its Century Fox World. own stock. The attractions giant is undertaking the “Our Board of Directors project in partnership with developer Genting and management team are Malaysia and it is slated to open in 2016. confident in the company’s More than $300m is being invested in future growth prospects and the 25 acre resort to create an immersive our ability to generate strong visitor experience, representing charac- recurring cashflow,” said Jim ters and stories from Fox properties, such Reid-Anderson, chairman, Six Flags will repurchase an additional US$500m of its own stock as Ice Age, Rio, Predator and Night at the president and chief executive Museum. Experiences will include a mix of officer at Six Flags. and Canada. The company ride is being billed as the media-based rides, thrill rides, dark rides, “In addition to our solid is responsible for US$1.1bn tallest, fastest, and steep- children’s rides and water rides. There will be operational performance (£675m, €801m) in revenue est wooden rollercoaster in associated shops and themed F&B outlets. and nearly five percent divi- and has been in existence for the world and will take rid- “Being the first of its kind in the world, dend yield, an expansion of over 50 years. ers up a 165ft (50m) lift hill, Twentieth Century Fox World will be built our stock repurchase plan Six Flags continues to then plunge them down a 180 on a grand scale that consists of unique and provides us yet another expand into 2014 with its ft (54m), 85 degree drop. creative concepts featuring more than 25 way to deliver value for our new thrill rides Zumanjaro: Construction on the rides and attractions of a cinematic nature,” shareholders.” Drop of Doom and New coaster began in September said chair and chief executive of Genting Six Flags owns 18 regional England SkyScreamer, which 2013. The ride is slated to Malaysia, Tan Sri Lim Kok Thay. theme parks across the will break height records. open late May 2014. Details: http://lei.sr?a=b7h2Q United States, New Mexico In addition the new Goliath Details: http://lei.sr?a=6X5X7

12 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©cybertrek 2014 It’s cool. It’s great. It’s fun. Be part of it.

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Waterparks make Third Splash Kingdom for Texas waves in Europe Splash Kingdom Waterparks ALEATHA EZRA will be adding to its portfolio of Texas, US venues after New waterpark Greenville City Council voted projects and addi- to allow the creation of a park tions continue off Interstate 30. to come online The project – on Roy at a steady pace Warren Parkway – is expected throughout the to act as the anchor for the European market. Take, for example, 63-acre Greenville Towne the investment of €10m (US$13.6m, Center shopping development £8.3m) that PortAventura made in in the south of the city, with its Costa Caribe Aquatic Park in several restaurants reported 2013. Considered one of Europe’s to have expressed interest in leading destination resorts, the opening nearby. park welcomed 3.8 million people The site of the park is in 2012 and anticipated a double- also adjacent to a planned digit increase in attendance thanks 14-screen cinema. to the expanded waterpark area. Negotiations were ongoing The World Waterpark Association for some time between Splash (WWA) has been following this trend Kingdom; the Greenville The new site joins an existing Wild West-themed park in Hudson Oaks in countries like Spain and the UK Board of Development; and sought to bring its popular edu- and III:I Emerging Market agreement only requires the beverage facility, cabanas for cational programme to the Spanish Partners, LLC, the developers park to be open by Q3 of 2015. rental, and pavilions for private market for the first time. To that behind the Towne Center proj- It would feature an aviation parties and events and shops. end, the WWA hosted its Waterpark ect. Ground was broken at the theme, with at least one major Splash Kingdom already Symposium, offered in English beginning of February, with waterslide, a lazy river, a wave operates waterparks in and Spanish, as part of the Piscina the aim of opening in time pool, a children’s wading area, Canton and Hudson Oaks, Barcelona International Aquatic for the third quarter of 2014. offices, play structure with both in Texas, as well as Exhibit. More than 55 waterpark It is reported locally, how- slides surrounded by inter- Shreveport, Louisiana. developers and operators attended ever, that the proposed active water toys, a food and Details: http://lei.sr?a=s9C4k the educational and networking event, hearing ideas from international experts in the waterparks field. Attendees who came from 13 Waterpark to be added to Gaylord Rockies countries, spanning three continents, to participate in this The 1,500-room Gaylord inaugural event enjoyed a vari- Rockies hotel and conference ety of topics: Roger Currie of centre in Aurora, Colorado, Neuman-Aqua looked at the need US is to include an extensive and process of upgrading the attrac- indoor/outdoor waterpark, tion content of waterparks, with according to an announce- emphasis on ageing waterpark facil- ment by developer RIDA ities that aren’t living up to their full Development Corp. of Houston. revenue potential. Fred Bouvard, The US$25m (€18m, £15m) GM of the soon-to-be-launched plan envisages two water Splashworld, shared ideas on cre- slides and a range of pools, ating and implementing a successful plus a family play zone, a marketing plan. Damien Latham of lazy river and a 'Colorado hot Majid Al Futtaim Leisure discussed springs' experience. attractions management and shared RIDA says the 1.9m sq ft strategies on how to create the saf- (176,500sq m) resort - situ- est environment for guests. ated on an 85-acre site to the The resort and its waterpark are expected to attract 450,000 visitors annually In addition, WWA president Rick east of Denver, costing at least Root discussed what’s driving the US$800m (€585m, £480.5m) and convention business and The construction and design success of the waterpark industry and to be operated by Marriott RIDA president Ira Mitzner of the new resort will be in the in the global market. International - is expected to says: "A water amenity should hands of Minneapolis-based attract more than 450,000 new encourage convention attend- Mortensen Construction and Aleatha Ezra, director of park member visitors to Colorado annually. ees to bring along family HKS, which is headquartered development, World Waterpark The Gaylord brand focuses members, resulting in longer in Dallas, Texas, US. mainly on the conference stays in Colorado." Details: http://lei.sr?a=H7H4M

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Picsolve announces new Merlin reports steady growth in 2013 US$13m investment Picsolve has announced a US$13m invest- Merlin Entertainments plc ment from Moonray Investors – part of enjoyed a positive year in 2013, Fidelity Worldwide Investment. with the attractions company The image capture firm says the invest- reporting like-for-like revenue ment will help it achieve its vision for growth of 6.7 per cent. guest-experience photography in leisure. Merlin, which saw a success- With 20 years’ experience, the com- ful launch on the London Stock pany has expertise in designing end-to-end Exchange in November, also photo and video capture and distribution posted an overall year-on-year platforms to support retailing experiences, visitor increase of 10.9 per cent with interactive products such as GSX. across its range of attractions. Picsolve showcased GSX and its digital Other figures show a jump product suite for the first time at IAAPA in EBITDA from £346m 2013 Attractions Expo in Orlando, Florida. (US$575m, €421m) in 2012 Guests to the Picsolve stand had the to £390m (US$648m, €474m) opportunity to experience the GSX digital by the end of last year, as solution, which enables clients to provide well as an operating profit customers with fully integrated and seam- increase of 12.3 per cent. less purchasing of photos and merchandise. The company has invested Chief executive Nick Varney is confident about the company’s future Picsolve offers ride photography and £95m (US$158m, €115m) in its video, waterpark photography and immer- estate and says this has under- “With seven new attrac- of development and we’re sive Green Screen Technology. pinned its growth. tions in 2013, we’re making better placed to continue to Details: http://lei.sr?a=E3W5S In addition, Merlin cites good progress towards our build this robust, diversified the roll-outs of its midway stated long-term aim of a business, based on our iconic attractions across the world geographically diversified attractions and determination last year, with further open- business, generating revenues to deliver memorable days out ings due, including Shrek’s equally across Europe, the for our millions of visitors in Far Far Away Adventure – a Americas and Asia Pacific,” 22 countries, across four con- partnership with Dreamworks said CEO Nick Varney. “The tinents.” Turn to page 30 for – which was announced in flotation has given us the our Merlin special. February 2014. platform for the next stage Details: http://lei.sr?a=Z5s6c

The original ship sank after hitting an iceberg in 1912 Shrek attraction coming to London

Plans revealed for life-size Merlin Entertainments Titanic simulation in China has agreed a deal with Hollywood studio A Chinese theme park, located in the land- DreamWorks Animation locked province of Sichuan, has revealed to open attractions based plans to create a life-size replica of the Titanic, on the Shrek movies, with which will simulate the conditions experi- next year’s London opening enced during the ship’s tragic sinking in 1912. scheduled to be followed by Proposed by the Seven Star Energy five more locations around Investment Group, the project will see the the world. creation of a ship to house a simulation that The attractions will take will allow several hundred people at a time visitors on an interactive to feel what the disaster was like. adventure featuring charac- It is thought that the mock vessel will ters from the franchise and cost in the region of RMB1bn (US$165m, will see an initial roll-out of £100m €120m) to create. the six attractions up to 2023, There will be an initial roll-out of six Shrek attractions up to 2023 “When the ship hits the iceberg, it will with the London opening shake, it will tumble,” said Su Shaojun, expected during Q3 of 2015. The 2,000sq m (21,500sq Kung Fu Panda and How to chief executive of Seven Star. “We will The announcement marks ft) attraction will be based Train Your Dragon. In addi- let people experience water coming in by the first time Merlin has around a completely new story tion, there will be a rotating using sound and light effects... They will worked with DreamWorks written by the DreamWorks exhibition area for various think, ‘The water will drown me, I must to create a branded entertain- team and will include char- DreamWorks releases and a escape with my life’.” ment attraction based on a acters from Shrek, as well branded retail outlet. Details: http://lei.sr?a=7C2v6 globally recognised franchise. as others from Madagascar, Details: http://lei.sr?a=M8w7A

16 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 www.niceberg.be [email protected] Science Centre

A space rendez-vous Science centre seeks new home with Rosetta An educational group looking MARIA ZOLONTONOSA to acquire an art museum in Aspen, Colorado, US, wants Can science cen- to transform it into a new not- tres and museums for-profit science centre. build common The Aspen Science Center tools to cover the has put on community pro- most exciting 2014 gramming for the last five space events at years and is seeking to make the European level? Ecsite and the science more accessible and European Space Agency (ESA) are to find a permanent home in taking on this task with the ‘Hook the Old Power House building up with Rosetta’ campaign. currently occupied by Aspen Launched by ESA in 2004 and Art Museum. now with 10 years of space travel Aspen City Council behind her, Rosetta will become recently began a public con- The potential home for the science centre currently houses an art gallery the first Space probe to accompany sultation about what should and observe a comet approaching happen to the building when (668sq m) area with a rotat- The Science Center esti- the sun. Rosetta will also be the first the art museum leaves, with ing exhibition space, a kitchen mates the new building mission to dispatch a lander on the the Science Centre proposal area for classes blending sci- would come with about surface of a comet’s nucleus. likely to figure highly in those ence and cooking, a coffee a US$300,000 (£183,000, The Ecsite Space Group – a con- potential plans. kiosk, a science classroom €219,000) annual operating sortium of museums and science Should it be selected to space with sinks and bunsen budget, plus US$3m (£1.8m, centres committed to advancing lease the property, the Science burners, plus a workshop for €2.2m) in start-up costs. space science communication – Centre will fill the 7,200sq ft using electronics. Details: http://lei.sr?a=Q4K7a devised the Rosetta campaign and the main tools for science centres and museums to cover the special More science museums needed in India rendezvous between Rosetta and her comet. The governor of the Indian The tools include: an exhibi- state of Goa has called for tion created by Cité de l’Espace, the creation of more science Toulouse, France, educational activ- museums, especially in rural ities developed by Science Centre areas, in order to give young NEMO, Amsterdam, Netherlands people the chance to learn and events led by Parque de las from scientific findings. Ciencias, Granada, Spain. These Bharat Vir Wanchoo was resources will be accessible for free speaking at the 13th All India to all Ecsite members. conference of heads of science The exhibition from Cité de museums and centres, where l’Espace features all digital files he highlighted that museums which can be printed and made provide living evidence of the into an affordable modular exhibi- achievements of the country, tion comprising 2D or 3D panels. while also playing an impor- Workshops will help science cen- tant role in education. The govenor highlighted science’s contribution to sustainability of resources tres and museums to interpret the The governor was quick to idea of Rosetta’s comet as a time cap- highlight the important role museums would help to aid Museums, in accordance sule; the information Rosetta extracts that science can contribute progression in the region. with India’s ministry of cul- from her comet promises insight into towards the sustainable use The two-day conference ture, department of science, the origins of the solar system. Not of natural resources, suggest- was put together by the technology and environment. bad for a single space probe. ing that the creation of more National Council of Science Details: http://lei.sr?a=H7d7k Each event in the Rosetta campaign corresponds to significant moments in the mission. Events London’s Science Museum releases new app blasted off on 20 January 2014 when Rosetta woke-up after 957 days of London’s Science Museum The Journeys of Invention Apollo 10 Command Module space hibernation. has released an iPad app that app, developed with Touch and the Enigma Machine. gives users the chance to Press, allows for the explora- Users are given two free Maria Zolotonosa, explore 14 different interactive tion of over 80 objects from journeys, with 12 others being project manager, Ecsite journeys specially crafted by the museum’s collection, offered as an add-on package. its curators. including journeys inside the Details: http://lei.sr?a=Q4K7a

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... BLURRING THE LINE BETWEEN REALITY AND FICTION Zoo & Aquarium

Saving species and Plans revealed for New Doha Zoo engaging people A masterplan design has JENNIFER FIELDS been revealed for the New Doha Zoo in Qatar, with the The primary goal 75-hectare attraction planned of zoos and aquar- to provide visitors with a sus- iums accredited tainable focus on the natural by the Association and climatic features of three of Zoos and different continents. Aquariums (AZA) The project is the culmina- is to save species and engage people. tion of work between the Arab As poaching has reached its high- state’s Public Works Authority est level in decades and continues to (Ashghal), newly-appointed increase, this goal is more important construction supervisors KEO than ever before. International Consultants In 2012, poachers killed more than and HHCP+PJA, with the 35,000 elephants for their tusks. The total cost of the develop- The new attraction will be built in Doha, Qatar’s capital city US is the second-largest consumer, ment thought to be in the behind China, of illegal animal prod- region of QR230m (US$63m, being given the same sen- training centre for animal ucts like elephant ivory, rhinoceros, £38.6m, €45.9m). sory experiences often found care, while also allowing and tiger bone. The zoo will feature an in sub-tropical climates. researchers and practitioners Recently, the US Fish and Wildlife ‘Africa Safari’ section, which Visitors will be able to to gain first-hand experience Service (USFWS) destroyed around is characterised by savannas, explore the park using dif- of working with both the zoo’s six tonnes of elephant ivory that had while an ‘Asia Woodland’ ferent safari methods, varying animals and exhibits. been seized over the years by the will feature mountains and from car trips, trekking on Construction is expected to government. This sent a clear mes- forests. A ‘South American foot through safe passages begin this year, with comple- sage to wildlife trafficking criminals Rainforest’ quadrant will and outings by boat. tion scheduled for 2017. that the US will disrupt and prose- be typified by dense, rain- The attraction will also cute those who prey on and profit soaked forests, with visitors feature an educational Details: http://lei.sr?a=C7s2d from the deaths of elephants. AZA supports a US ban on ivory trade and is partnering with USFWS to develop a creative use for the Penguin colony comes to Birmingham, UK crushed ivory to educate the public about the threats that poaching and Birmingham’s National Sea illegal trade pose to elephants and Life Centre, UK, is to see other at-risk species. the opening of a new £2.5m In the past century, four of nine attraction in time for Easter. tiger subspecies have also become Penguin Ice Adventure is extinct in their natural habitats. being designed to give visitors The Amur, Malayan and Sumatran a unique opportunity to come tiger subspecies managed through face-to-face with a colony of the AZA Tiger Species Survival Plan® Gentoo Penguins. (SSP) are believed to number fewer Visitors will be taken on an than 500 in the wild as the result of expedition into the Antarctic poaching and habitat loss. landscape, where they can Since it first launched in January watch from a number of 2012, more than 30 AZA-accredited viewing platforms as the zoos and aquariums and related birds dive and play in their organisations have contributed icy environment. more than US$150,000 (£91,000, There will also be the €110,000) to the AZA Tiger SSP chance to see the penguins The Antarctic and its penguins are coming to Birmingham in 2014 Conservation Campaign. being fed three times a day AZA-accredited venues attract and to join in a range of inter- Conservation of Nature Red as a result of global warm- more than 180 million visitors annu- active experiences. List - have been bred together ing, threats from mankind ally, putting them in a position to Amy Langham, general at Sea Life Centre Melbourne or natural occurrences, but at help stop the demand for products manager at the centre, said: as part of our Breed, Rescue, the same time we want peo- from the illegal wildlife trade. “Penguin Ice Adventure Protect programme. ple to meet this colony and promises to be very different. “We want to inform and get to know the penguins as Jennifer Fields, communications “The birds - which are clas- educate our visitors about they thrive in their carefully coordinator, AZA sified as near-threatened on the hardships that sea and created habitat.” the International Union for marine creatures face, whether Details: http://lei.sr?a=S2G6C

20 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Innovation and business solutions for retail, hospitality and leisure - all under one roof DIARY DATE RBTE combines an exhibition with a FREE seminar and conference programme 11–12th March 2014 offering hospitality and leisure operators the solutions to their key business Earls Court, London challenges - all under one roof and it’s free to attend! FREE REGISTRATION at If you are a senior manager or director within retail, hospitality, travel or leisure, www.rbtexpo.com both instore and online this is YOUR EVENT! Q Inspirational features including eCommerce Bootcamps; Loyalty Trail; Innovation Theatre Q Free seminar and conference programme featuring leading retailers and hospitality operators Q Major payments focus including a Retailer Payments Theatre Innovation and Q 300+ exhibitors covering all aspects of the retail operation business solutions for the Hundreds of retailers have already signed up including: entire retail team: Sodexo, Charles Wells, Glendola Leisure, Benugo, Hall & Woodhouse, Pret a Manger, Whitbread, Regent Inns, Punch Taverns, Intercontinental Hotel Group, Luminar, Pizza Express, Compass Group, Mitchells & Butler, Carluccios, Grange Hotels, McDonalds Restaurants, The Restaurant Group, Tragus Group, Nandos, JD Wetherspoons, Yo Sushi, Yum Restaurants International, Young & Co Brewery, Firmdale Hotels, Cineworld, Starbucks, Vue Entertainment, Ask Restaurants Premier Inns

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Museum of Science Fiction Ronaldo opens Ronaldo museum planned for Washington DC A new museum exploring the world Footballer Cristiano Ronaldo of science fiction is being planned for has announced that he is Washington DC, US, expected to open at opening a museum devoted some point in 2017. to himself. The Museum of Science Fiction will The museum will be located cover a broad sampling of science fiction on the Portuguese island of across literature, television, film, music, Madeira, where he was born, video games and art. and be used to showcase The museum is going through a three- memorabilia from his career, stage construction process, with the facility including trophies, footballs being introduced to interested parties and photographs. through an online medium, with a 3,000sq Ronaldo attended the ft (279sq m) preview museum being cre- opening on 15 December ated before the final facility is put together. in person and called the Details: http://lei.sr?a=Q6h6y “CR7” Museum a ‘gift’ to his supporters. Cristiano Ronaldo opened his self-dedicated museum as a ‘gift’ to his fans Ronaldo began his footballing career as a the then most expensive foot- signed a new contract with youth player at local club ball player in history when the club until 2018. Andorinha, before moving he moved from Manchester “I have room for more tro- to CD Nacional. United to Real Madrid in a phies,” said Ronaldo speaking In 2003 he was signed for deal worth £80m. at the opening. “If the Ballon Manchester United for a fee of Ronaldo is still at Real d’Or comes, there is room.” £12.24m, and in 2009 became Madrid, having recently Details: http://lei.sr?a=2Q9D5

Madame Tussauds coming to Singapore

Merlin Entertainments has The reopening comes as part of a rebranding scheme announced that it will take over the management of US$69m renovation work on Sentosa’s well-known Images Queens Museum completed of Singapore (IOS) attraction, while also introducing its own The Queens Museum, New York, has offi- iconic Madame Tussauds cially reopened following US$69m (£43m, to Asia’s leading leisure €51m) worth of renovations, which have seen destination. the doubling of museum space, the addition Merlin has entered into of new gallery and exhibition areas, as well a a partnership with resort new artistic facade and an additional educa- managers the Sentosa tional component being installed. Development Corporation, Grimshaw Architects – with Ammann to help upgrade the existing and Whitney – renovated the 105,000 sq ft attraction and also install a (9,754sq m) museum in order to integrate new leading feature to the the attraction with its location in Flushing resort island in Singapore. Madame Tausads is opening its first location in Singapore on Sentosa Meadows Corona Park. The two attractions will run The reopening comes as part of a side-by-side, with Madame facility allowing visitors to meet of our best known attrac- rebranding scheme in which the attrac- Tussauds Singapore opening and to interact with their heroes tions to Singapore – Madame tion has changed its name from the original at Imbiah on Sentosa in 2014. in waxwork form. Tussauds,” said Meike Queens Museum of Art, as it bids to attract Merlin is to introduce a The attraction will be the Schulze, Divisional Director 200,000 visitors a year in its new format. significant investment pro- first Tussauds outside of of Merlin Entertainments plc The work has allowed Queens to cater for gramme to relaunch IOS as London to have its own ride. Midway Attractions in Asia. an expanded permanent collection of art an exciting, contemporary “Asia is currently the most Madame Tussauds and cultural exhibits, while there are also world-class attraction, which important growth area of the Singapore will join other pop- spacious temporary galleries and expanded can be enjoyed by both local world for Merlin, and we are ular and successful Madame educational and public events spaces. Singaporeans and interna- delighted to be working with Tussauds in Asia, with exist- The museum provides art exhibitions, tional visitors of all ages. the Sentosa Development ing attractions currently in while also placing focusing on the edu- Madame Tussauds Singapore Corporation to not only Hong Kong, Shanghai, Tokyo, cational benefits of public programming. will be Merlin’s first Singapore- rejuvenate and re-establish Bangkok and Wuhan. Details: http://lei.sr?a=x4g4Z based attraction, with the IOS, but also to bring one Details: http://lei.sr?a=c4c6N

22 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©cybertrek 2014 ENGAGING INFORMING INSPIRING

The UK’s largest free to attend The ultimate news, product and Celebrating the exceptional work annual trade exhibition for opinion resource for museum, that goes into creating world- museums, galleries, cultural and gallery, cultural and heritage class visitor attractions, providing heritage visitor attractions. visitor attraction professionals. much-deserved recognition to operators & suppliers.

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Edinburgh Castle named Stonehenge opens visitor centre top UK heritage attraction Edinburgh Castle, Scotland, UK, has been Global icon Stonehenge, UK named the top UK Heritage Attraction for has a new exhibition and visi- the third year in the British Travel Awards. tor centre, aimed to transform The historic attraction was the only the site from a quick stop off Scottish attraction to make the shortlist and photo opportunity into and is Scotland’s number one paid-for an immersive visitor experi- tourist attraction, attracting more than ence, giving a sense of what 1.2 million people a year. it was like to live back in the “To win this award three times in a row Bronze Age. (Turn to page 48 confirms that Edinburgh Castle’s fascinating for our full report) history, dramatic location and panoramic This marks the first phase views have an enduring appeal for visitors of English Heritage’s £27m of all ages both in the UK and around the project to transform the vis- world,” said Fiona Hyslop, cabinet secretary itor experience of the site, for culture and external affairs. which receives one million Details: http://lei.sr?a=x7Y7W visitors each year. Visitors can now see origi- The new Stonehenge visitor centre is 2km from the iconic stone circle nal artefacts which Neolithic and Bronze Age people used The new exhibition A 360-degree virtual expe- on a daily basis, as well as two also includes the first ever rience lets visitors stand in 14th century manuscripts, reconstructed face of a the stones and allows them which are among the earli- 5,500-year-old man, who was to experience both winter est known drawings of the found buried in a long barrow and summer solstices. monument in existence. 1.5 miles from Stonehenge. Details: http://lei.sr?a=f6t5i

Mail Rail could get lease on life as attraction

Plans are afoot to take a disused underground mail line The palace generated £11.6m during the tax year in London, UK and transform it into a tourist attraction. Buckingham Palace urged The London Post Office to become more proﬁtable Railway – known as the Mail Rail – was approved by an British MPs have criticised the Royal Act of Parliament 100 years Household for mismanaging its finances, ago and in its heyday would calling for Buckingham Palace, London, carry 12 million postal items UK to be opened to paying visitors more a day between Whitechapel frequently to help balance the books. and Paddington, but it was The Public Accounts Committee found shut down – bar a skeleton the Queen received £31m ($51m, €38m) staff for maintenance pur- from British taxpayers in the 2012/13 finan- poses – a decade ago. cial year for official duties, but Buckingham Plans include using a con- Palace required a further £2.3m ($3.8m, verted mail train to carry London’s Mail Rail tunnel could be brought back as a tourist attraction €2.8m) from its reserves due to overspend- passengers through the 6.5m ing, “leaving a balance of only £1m ($1.7m, (10.5km) underground net- £2m from sponsors by the end which suggested an under- €1.2m) at 31 March 2013 - a historically low work in tunnels 7ft (2.1m) in of March to secure Heritage ground mushroom park could level of contingency.” diameter to create a mail rail Lottery Funding. be built along the length of The committee, chaired by Margaret experience as part of a new New York’s High Line saved the disused tunnel. Hodge, concluded the Royal Household £22m British Postal Museum an abandoned 1930s elevated Islington Council is is “not looking after nationally important charting 400 years of social railway and reinvented into expected to make a decision heritage properties adequately.” and communications history. a linear park, which is one on proposals next month and Its report stated that in March 2012, 39 The proposals submitted to suggestion for the disused if approved, the attraction per cent of the royal estate was “below what Islington Council would see Royal Mail tunnel. In 2012, would be fully open by 2020. the household deemed to be an acceptable visitors board trains at Mount London Mayor, Boris Johnson More information on linear condition,” adding that Buckingham Palace Pleasant and ride a section of launched a green infrastruc- parks is available on p17 of the needs “to get a much firmer grip” on how it the tunnels. For the project ture competition which was Leisure Handbook 2014 available plans to arrange and pay for repairs. to be successful however, the won by London-based archi- here: http://lei.sr?a=J3V0M Details: http://lei.sr?a=H3v8Z team behind it need to raise tectural firm Fletcher Priest, Details: http://lei.sr?a=S3K9E

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AM 3 2013 ©Cybertrek 2013 www.zamperla.comRead Attractions Management online attractionsmanagement.com/digital 21 PROFILE

ALBERTO ZAMPERLA The Italian entrepreneur is getting international attention for his plans to build a new cultural visitor attraction in the heart of Venice. He talks to Liz Terry

Liz Terry, editor, Attractions Management

Zamperla wants share his passion for Venice and its history through a new attraction, which is proposed for San Biagio Island

lberto Zamperla’s passion is different in intent from the media many years, to the point that Zamperla for Venice is infectious – the scaremongering and he puts forward a estimates he would need to spend history, politics, philosophy robust case when we sit down to talk. €8m (US$11m, £6.5m) to clean the and sheer energy of the His dream is to create a cultural hub site before development work on the VenetiansA through the centuries have to welcome visitors and celebrate the attraction could begin. captivated and inspired him. history and culture of Venice. “Lots of When news broke about his audacious people don’t understand how the city THE WAY AHEAD proposal to build an attraction in came to be”, he says, “so we plan to tell His ﬁrst challenge is to establish a Venice, the world’s media pounced and the story of Venice and to celebrate and need: with so much history on view, magazine and newspaper headlines record its culture and traditions”. surely a visitor attraction would be screamed “theme park plan for Venice”, If permission is given, the attraction an unnecessary and artiﬁcial intru- with reports rather disparagingly calling will be built on San Biagio Island in the sion? But Zamperla argues that in spite Zamperla – head of third-generation Venetian Lagoon, just a 300m, eight- of its splendours Venice fails to offer Italian ride manufacturer Antonio minute boat ride from the city’s rail and an experience which meets the needs Zamperla SpA – a ‘fairground designer’. cruise ship connections. of today’s tourists and that the city is Historians were up in arms Previously used as the location for a sorely in need of a gateway attraction. at the prospect of a theme park rubbish incinerator, the land – which is “Where can you go in Venice to learn inappropriately located in this jewel of owned by the state of Italy – has lain about its history?” he says. “The Italians a city, but the reality of Zamperla’s plan unused and badly contaminated for love history – Venetians love history –

26 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 The City of Venice has been welcoming tourists for a thousand years to enjoy its mystery and charm. They’ll have the opportunity to enjoy a new addition, if Zamperla’s plans for a cultural hub and historical attraction (below) come to fruition in 2017

and we want to give them the chance to financially from his time in power, his The second area will focus on the his- find out more about this amazing place. family had to give the money back: what tory of Venice in past centuries, when it “Imagine a city that for 1,000 years a great example to politicians today! We played a pivotal role in Europe, and will has never been occupied – and further- want to share this kind of history.” feature subjects such as the Battle of more, has been democratic the entire Lepanto in 1561, when the Republic of time,” he says. “This is something to cel- THE WAY FORWARD Venice, as a member of the Holy League, ebrate, because Venice shows the power Initial planning permission is being took on and defeated Suleiman the of people working together and there sought for the creation of a four-hec- Magnificent. are great lessons – that are still relevant tare park which will be divided into The third area, says Zamperla, will today – to be learned from the past. three areas, as Zamperla explains: be about Venice’s famous Mardi Gras. “For example, when a new Doge [chief “The first area will be dedicated to the “We’re going to celebrate it all year magistrate] came to power in Venice, he Venetian Laguna (Lagoon), which was round,” he says. “There will be peo- was democratically elected and at the very important in creating the way of ple with masques and music and a time of his appointment, the Venetian life of the Venetians and protecting the recreation of the magic of the festival.” commissioners assessed his wealth. city. We want to look at its strategic Very much on-trend, there will also When he died, they estimated it again importance and also its traditions: be a big wheel, giving views of Venice and if it had increased, the difference inside the Laguna there are 50 different and – says Zamperla – the development was confiscated by the government. methods of fishing, for example, and we will have a substantial theatre “because This meant that if the Doge benefitted need to record them for posterity.” Venice is missing a theatre”.

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 27 PROFILE

The attraction would include three areas: one explaining the history of the Venetian Laguna (Lagoon), the second a celebration of the history of Venice in the past centuries and the third, a year round Mardi Gras – the classic masqued Venetian festival

The project must be self-financing, so are not brave, they wait for the opinion “We’re getting on with construction will include paid-for leisure attractions of the public – it’s frustrating.” drawings,” he says. “We want to push along with the heritage and museum I ask if the project has a champion on with the scheme and do it quickly. elements, with ticket prices yet to be set. within the government? Zamperla The plan is to open for Mardi Gras 2017 Phase two of the scheme – another says it does, but would rather not give if things go well, it would be a two-year carrot for the planners – will involve names, although the fact it’s estimated project – a year to create the plan and the redevelopment of a nearby area to have the potential to create 500 jobs a year to build it, because construction of wasteland as a garden: “In Venice and involve an investment of €80m takes longer here, for obvious reasons.” there’s a lack of places to relax that are (US$110m, £66m) may go some way green and beautiful,” says Zamperla, towards persuading them. HOW MANY VISITORS? “We’ll rent the land from the state, cre- Zamperla’s estimate of 500,000 ate a garden, take care of the security PLANNING PERMISSION visitors a year will be based on all and cleaning and open it for public use. “We’re building this cosmopolitan centre transportation being done by boat, Running a city like Venice is very expen- in an area that was a dump – a brown- given the island’s proximity to Venice’s sive and the city’s only park is dirty and field site,” says Zamperla. “Under the transport hub: “Over 20 million tourists badly run. Ours will be beautiful.” city’s zoning I can create an amusement visit Venice each year,” he says, “three development there and it will improve million of these come by cruise liner UNIVERSITY PARTNERSHIP and will disembark 300m from us, so With so much historical accuracy Venice is one of the only 500,000 visitors isn’t a big percentage required to realise the vision, Zamperla of that total. We believe it’s achievable.” turned to academia for support, agree- cities where planners Venice is one of the only cities in the ing a partnership with Professor Carlo world that could contemplate delivering Carraro, the magnifico rettore [chan- could contemplate half a million return trips a year by cellor] at the Ca’ Foscari University of water taxi, and Zamperla has done a Venice. The project is a joint venture delivering half a million deal with the water ferry operator: “We between Zamperla and the university. trips a year by water taxi have an agreement with them to bring This tie-up gives the scheme heavy- people by boat – this is the company weight backing, which it appears will be from the municipality that’s in charge of necessary as Zamperla prepares to do the area. We don’t need planning per- water transportation,” he says. “They’re battle with those who are set against mission to do that, just a building happy with the deal, as it will help them it: ”Objections are coming only from the permit to go ahead with it.” optimise their capacity and yield.” intellectuals,” he says. “After we went The biggest potential obstacle is the I ask Zamperla how disappointed he’d public, those organisations whose aim unknown nature of the ground and the be if the Venetian project doesn’t go is to keep traditions alive and to stop not insignificant matter of the cleanup ahead and he’s both philosophical and things changing came out against it – costs: “At the moment, we’re check- realistic, saying: “I passionately believe but we’ve also had good support for the ing how much cleaning we need to do in the project and it would be a dream project, so we’re going to press on and and how much weight we can put on to make it happen, but I’m also a realist, present it.” the land,” says Zamperla. “As I said and if at any time it becomes unviable, The scheme is well advanced for this previously, we estimate it will cost €8m we’ll walk away from it.” Whether the reason: “I had the vision two years ago,” just to clean the ground, but if we dis- project goes ahead or not, it's exciting says Zamperla, but we had to keep it a cover it’s going to be more than that, to see attractions industry businesses secret, because we didn’t want to give unfortunately that will scupper the stepping up with such ambitious ideas our enemies time to attack. Politicians project and we won’t be able to do it. and not being afraid to go after them. O

28 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Elsewhere in the Zamperla empire The Italian company won the bid to manage the reinvented Luna Park at ntonio Zamperla Spa is a theme an historic location. The Luna Parks Coney Island in New York park industry veteran, heading up were a romantic notion from the novels A one of the only truly global ride of Jules Verne and are based on the design and manufacturing businesses. mystery of the trip to the moon: the unemployment,” says Zamperla, “and The company has a network of eight opening of the Luna Park in Coney Island Bloomberg wanted to to do something offices around the world and in addition was followed by others around the world, to help, by rejuvenating Coney Island.” to designing rides for the major theme many of which are still operating today.” By July 2009, the City had passed a park operators, also has the contract The original park burned down Coney Island re-zoning plan, enabling to manage two attractions in New York and closed in 1944 to be replaced by the development of the brand new Luna City, the Victorian Gardens in Central other amusements. Then in 2005, the Park which opened in May 29, 2010. Park and – since 2010 – the world Coney Island Development Corporation It has 19 attractions, all designed and famous Luna Park in Coney Island. published a revitalisation plan, with manufactured by Zamperla. I suggest to Zamperla that these two the intention of preserving and grow- But the Coney Island contact wasn’t management contracts are a well-kept ing the historic amusement area and all plain sailing: “When we arrived, secret and he explains the twists of fate creating a mixed-use neighbourhood people had been putting up buildings which brought his business to be work- with retail and housing. “Brooklyn without permits and we had to reclaim ing with [now former] New York City was the borough with the highest the area, install metres and take over mayor Michael Bloomberg. the bars, restaurants and amusements “My son went to the US to open an on the boardwalk,” says Zamperla. office,” he says, “and came to the atten- “There were protests and teething tion of city officials who invited us to problems with local troublemakers and tender for the management of Victoria the police had to guard the area at night, Gardens.” The company won the bid but things gradually improved and today and city officials were sufficiently the area has been tranformed.” impressed to issue a further invitation Hurricane Sandy hit hard: “We were when the tender came up to run the overwhelmed by dirty, salty water and newly reconstructed Luna Park in 2010. sewage,” says Zamperla. “We realised “We encountered protests when we we’d have to rewire and replaster to won the Coney Island contract,” says avoid problems cropping up in the sea- Zamperla. “Some Americans said ‘why son – and we’d it done by March.” do we want these Italians here?’ But Today, Luna Park continues to develop, Bloomberg said he believed we’d do a with new investment planned. Zamperla good job – he stood by us.” says: “We’re adding a thunderball Company founder Antonio (3rd from “Coney Island was the site of the first rollercoaster next. It’ll be open by May left) and son Alberto, on his right Luna Park in 1903,” says Zamperla. “It’s 2014 for the new season.” O

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 29 PROFILE MERLIN MAGIC

From small beginnings, Merlin Entertainments has become a hugely successful global brand, ﬂoating on the London Stock Exchange last November at a value of £3.5bn. We look at the company’s meteoric growth since 1999 and talk to CEO Nick Varney about the future

INTERVIEW

Nick Varney Varney says two-thirds of his time will still be focused on the core business and new projects CEO, Merlin Entertainments

How did you feel immediately Some people tried to talk us out of after the IPO of Merlin? COMPANY FACTS having a retail offer because of the huge Standing on the balcony at the London administrative burden it entails. But this Stock Exchange, with the clock count- Q Based in the UK, in Poole, Dorset is a company that people really want to ing down, was a very emotional moment. Q 22,000 (including seasonal) own shares in – we sold 12.5 per cent to Naturally, we were all delighted with the employees worldwide the general public. response from investors and the media. Q 59.8 million visitors We were a private-equity owned com- worldwide in 2013 Will the floatation change the business? pany for 14 years, which was brilliant, Q 3 Operating Groups – Resort Day to day not at all – it’s business as as no other funding model could have Theme Parks, Midway and usual. The important thing is that it will helped us develop the business in the LEGOLAND Parks – all enable us to focus on long-term owner- way that we have. But I always believed it supported by the Merlin ship and investment in our brands. With was our destiny to become a public com- Magic Making creative team private equity backing, there’s always pany. We’ve never made a secret of the Q 100 attractions, 10 hotels and 3 a shorter term view, with businesses fact that we wanted to be market leader. holiday villages in 22 different being bought and sold every three to five countries, on 4 continents years. If we’re investing $200m in a new Did it go the way you expected? Legoland park, for example, we really It has pretty much been reported as a require a much longer-term perspective. textbook IPO. We were nine times over- You don’t want the share price to rise subscribed at the price we floated at, and so quickly that it looks as though the What are the other benefits to Merlin the value of those shares rose by around shares were undervalued – neither do becoming a public company? 10 per cent shortly after launch. That’s you want them to be overpriced. I think The general public are very familiar with where it should be. we were well advised. our brands – but they may not have

30 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 CEO Nick Varney describes the IPO at the London Stock Exchange in November as ‘an emotional moment’ in the company’s history

“The leisure industry has long suffered from a perception of being a Cinderella industry, and it’s been massively undervalued as a key contributor to the economy – so I hope Merlin can become something of a sector champion”

heard of Merlin Entertainments. The How did your team react to the fl otation? Asia Pacifi c. By the end of 2012 it was IPO will have greatly raised our profi le They’re very excited about the future. We 14 per cent, with 20 per cent from North and visibility as a major public leisure have incredible staff engagement, and America. In 10 years’ time, I expect to see company (Merlin Entertainments is now they have a great passion for what they our brands and turnover evenly spread listed in the FTSE 250). do – from those at the front line who stay across Europe, the US and Asia. This means we’re more able to up all night nursing sick seals, right up A third of my time will be now taken converse with key decision makers – in to management level. Around 1700 of our up with corporate and new shareholder government for example – and talk about 10,000 permanent staff were awarded activity, which still leaves two-thirds pressing issues such as tourism taxes, shares on the basis of long service or to focus on the core business and new investment, jobs and training. outstanding contribution. It was great to projects. You can also expect to see a The leisure industry has long suffered see them benefi t from the IPO. lot more from our creative R&D division, from a perception of being a Cinderella Merlin Magic Making, which will soon industry, and I feel it’s been massively Will your role or the company change? be revealing a new midway brand* and undervalued as a key contributor Our company mission statement from a whole host of ancillary products for to the economy – so I hope Merlin the early days was “to build a high leisure parks in the next couple of years. Entertainments can become something of growth, high return, family entertainment *On 25 February Merlin announced a joint a sector champion. business based on strong brands and a venture with Dreamworks for the crea- Also, we’ve already seen a signifi cant global portfolio which is naturally hedged tion of a network of six attractions called increase in the quality of people who are against the impact of external forces”. Shrek’s Far Far Away Adventure. applying for jobs with us. This can only We’ve always been guided by that. add to the amazing and dedicated teams When Merlin was fi rst formed, our brands What’s the secret to your success? of staff that we already have working were almost entirely UK-based. In 2010, Having a great team behind me, an auda- across all our brands. 2 per cent of our turnover came from cious vision, and a lot of luck!

AM 1 2014 ©Cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 31 PROFILE

ANALYSIS

Merlin and the money men by Nigel Bland

he rise of Merlin to be a truly global operator of attractions has required many investors and T nearly all have made very signifi - cant returns along the way. The most recent investor prior to the company’s fl oatation last November was CVC Capital Partners Ltd, manager of a €10.8bn (£8.9, US$14.7bn) leveraged buyout fund, which bought a 28 per cent stake in Merlin in 2010, in a transac- tion that valued the company at £2.25bn The Dungeon concept began in 1974, and Merlin now owns eight sites worldwide ($3.7bn, €2.7bn). The fl oatation valued the company at £3.5bn ($5.7bn, €4.2bn) and so, while only 30 per cent of the Blackstone acquired Merlin for £102m... and soon equity was sold on fl oatation, we can add CVC to the list of investors that have there was an opportunity to double the size of done well out of investing in Merlin. the company – that opportunity was Tussaud’s So how has Merlin become a £3.5bn company in less than 15 years? As CEO Varney has said, “it started with a fi sh.”… slowly, with York opening in 1986 while At this point there were 23 SEA LIFE SEA LIFE grew more rapidly with nine centres and the two Dungeons, with The origin of the Merlin brands units open by 1992. the management team now led by Nick In 1974 housewife Annabel Geddes Meanwhile in 1981, the Foreign & Varney. The plan was to continue the opened the London Dungeon as “a new Colonial Enterprise Trust (F&C) estab- rollout across the UK and Europe but concept in education and entertainment lished a direct investment fund by raising management also needed to reduce the for the whole family”. Five years later, £10m ($16.6bn, €12.1bn) on the London number of sites in the UK, with some of David Mace founded the fi rst SEA LIFE Stock Exchange. The three businesses the older ones being located in seaside centre in Oban. The Dungeons expanded were to come together in 1992, under resorts where tourism was declining. the name of Vardon Attractions, with This is a common challenge expe- F&C backing an experienced manage- rienced by many multi-site leisure ment team (David Hudd and Nick Irens) businesses which expand rapidly on the to “acquire high profi le leisure assets and back of readily-available capital, only to then grow the operations organically”. fi nd returns are diminishing and a tail of To attract such funding you must have marginally profi table or loss making units a proven concept and be able to show has developed. For some businesses this it can be expanded while generating an can be terminal, but not for the renamed attractive return on the capital employed. Merlin Entertainments which weathered F&C (now known as Graphite Capital) the storm and emerged stronger after did well from its involvement, initially another round of refi nancing in 2004. providing cash to buy the Dungeons and Apax did less well than Graphite, continuing to support the company as it selling for £55m ($91.1m, €66.6m) to acquired the SEA LIFE centres, a bingo Hermes Private Equity (HPE), making a business (Ritz Bingo) and a caravan park modest return. However, what they and business (Parkdean). With the parent management had achieved was a clean, company listing on the LSE in late 1992, attractive business that was on the verge expansion was also supported by other of becoming signifi cantly cash generative. institutional shareholders. The profi t in 2004 was around £10m ($16.5m, €12.1m) but the group was First buy-out expanding by 2-3 units per year at a When the business was sold in 1999 to a construction cost of circa £3m ($4.9m, € The company’s SEA LIFE attraction is management buy-out – backed by Apax 3.6m) per site. This meant that, even in € the No 1 global aquarium brand Partners – for £47m ($77.9m, 57.1m), 2004, there was no free cash available F&C generated 2.4 times its investment. and there was an element to which they

32 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Clockwise from top: Visitors having fun at Gardaland in Italy; Madame Tussaud’s; and the Sydney Tower – acquired in 2005

2004 2007 2011 MERLIN TIMELINE Q Earth Explorer launched Q LEGOLAND Discovery Q Acquires 6 top Australian/ in Belgium (sold 2013) Centre – the first of a NZ attractions in Sydney 1999-2013 Q Merlin now Number 1 new indoor interactive Attractions Group in February attraction operator in Germany attraction opened in Q LEGOLAND Florida opens Q Secondary buyout backed Berlin in April 2007 by Hermes Private Equity Q May – Acquisition of 2012 Tussauds Group takes Merlin Q Completes acquisition of 1999 2005 to the No 2 visitor attraction Living and Leisure Australia: Q Merlin Entertainments Q Blackstone purchased operator in the world includes 10 major attractions Group formed via £47m Merlin for £102m Q LEGOLAND Malaysia opens MBO from Vardon Q LEGOLAND (LL) acquisition 2008 makes Merlin No 2 in Q Acquisition of The 2013 2000-4 Europe/No 9 in world London Aquarium in Q Sells Earth Explorer to Q Continued expansion May – reopens as SEA Blueprint Entertainment of the SEA LIFE Centre 2006 LIFE London Aquarium Q Merlin Entertainments floats brand in Europe, including Q Italian acquisitions: Aquatica in 2009 after £5m refit on the London Stock Exchange at Disneyland Paris as Water Park, Milan; and Italy’s first third-party attraction No 1 theme park – Gardaland 2010 2014 brand for Disney resort Q Merlin Now No 1 European Q Buys Cypress Gardens, Q Announces deal with Q Visitor numbers up 25% Visitor Attraction Operator/ Florida, with plan to turn it DreamWorks for six Shrek since buyout to over 5 million No. 6 Worldwide into the 5th LEGOLAND park attractions before 2023

AM 1 2014 ©Cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 33 PROFILE

were betting the company every year on the success of the new ventures. However, the investment model had been tried and tested by this stage and the business now fully understood the way to ensure good ﬁnancial returns.

Going global In 2005 management were drawing up a much more ambitious plan to create a global player. This plan involved bringing together midway and destination attractions to give a diversified portfolio of brands and formats to create a global platform. To achieve this plan, much deeper pockets were required, as the plan envisaged acquiring larger businesses such as Legoland (which was on the market) and The Tussauds Group. One financier interested in this type of ambition was Blackstone, one of the largest private equity firms in the world and the Merlin management team approached them with their expansion plans. The expansion of private equity in the 80s and 90s had created an elite Merlin’s midway brands, such as The Dungeons (above), will be further rolled out globally tier of fund managers whose excellent investment track record had enabled them to raise ever increasing funds. Things now moved fast, with significantly improved on acquisition, Blackstone started with $400,000 Blackstone acquiring Merlin for £102m maintaining the momentum of the rapidly (£242,000, €293,000) in 1985 and now ($165m, €121m) in early 2005 giving growing business. The family fund behind has circa $250bn (£151bn, €183bn) Hermes a substantial profit in a relatively Lego retained an investment, but the new under management. With funds of this short period of time. Blackstone then capital was from Blackstone and from the size, fund managers proactively research funded the acquisitions of Legoland at debt markets – and soon there was a new markets to see if they can bring together a price of €375m (£309m, $512m) and opportunity which was to double the size a number of players to create a more Gardaland at €470m (£387m, $642m). of the company. And that opportunity powerful, market leading business. The profitability of these assets was was The Tussauds Group.

Earlier – in 18th century France BRAND PORTFOLIO Marie Tussaud was an artist who lived Q 2 Ski Resorts (Mount Hotham, Falls during the French Revolution, who had a MIDWAY Creek) and 2 Fly Treetop Adventures talent for making waxworks. She started Q Madame Tussauds (15) (Otway, Illawarra) in Australia touring with her waxwork collection in Q The EDF Energy London Eye the early 1800s, ﬁnding a permanent Q Sydney Tower Eye including LEGOLAND Resort Theme Parks home for it in London’s Baker St in 1835. 4D cinema and SKYWALK Denmark, UK, Germany, California, That was largely that for another 143 Q Blackpool Tower Florida and Malaysia. Many with hotels, years until the business was acquired by Q Weymouth Tower holiday villages and waterparks S Pearson and Son (listed as Pearson Q Dungeons (8) plc), an engineering company that built Q LEGOLAND Discovery Centres (10) RESORT THEME PARKS the Blackwall Tunnel and then diversiﬁed Q No 1 global aquarium brand - SEA Q Gardaland, Italy’s number one theme into media. Pearson also owned LIFE (45, excluding those linked to park, including hotel and SEA LIFE Chessington and during its 20 years’ of theme parks) These include: Underwater Q Gardaland Aquapark, Milan ownership added Warwick Castle, Alton World (Queensland); WILD LIFE Sydney Q Alton Towers Resort, UK, including Towers and Thorpe Park to the portfolio. Zoo; Manly SEA LIFE Sanctuary, Sydney; two hotels and an indoor waterpark Tussaud’s was sold to Charterhouse WILD LIFE Hamilton Island, Queensland; Q Thorpe Park Development Capital (CDC) for £352m Kelly Tarlton’s SEA LIFE Aquarium, Q Chessington World of ($582m, €427m) in 1998. The company Auckland, NZ; Busan Aquarium (South Adventures, including hotel raised £200m ($331m, €242m) through Korea); Siam Ocean World (Bangkok); Q Heide Park Resort, Germany, a bond issue and overall a further Chang Feng Ocean World (Shanghai); including hotel and holiday village £300m ($496m, €363m) was invested Turkuazoo Aquarium, Istanbul, Turkey Q Warwick Castle, UK in improving the product, supporting the London Eye and acquiring Heide

34 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Merlin’s leisure portfolio is diverse and global, and includes the iconic London Eye attraction on the South Bank

Park in Germany. After a failed attempt PHOTO: COLLE SHUTTERSTOCK/ALESSANDRO to list on the London Stock Exchange, LOOKING TO THE FUTURE Merlin’s future projects and plans include: the business was acquired for £800m ($1.3bn, €970m) by Sheikh Mohammed Q Midway rollout of brands beyond, including creating Q Development of new al-Maktoum, the crown prince of Dubai, such as Madame Tussauds, clusters of attractions LEGOLAND theme parks through his Dubai Investment Capital LEGOLAND Discovery in key locations (Dubai is currently (DIC) vehicle in 2005. Centre, SEA LIFE, the Q Transforming under development) Dungeons, Shrek’s Far Far existing theme parks Q Strategic acquisitions The big consolidation Away Adventure and Eye into destinations, that complement existing Blackstone and the Merlin team decided attractions into suitable with the inclusion of portfolio – with emphasis to bring the two businesses together locations across Europe, accommodation and second on North America, Europe (rather than refinance Merlin) and in USA, Far East/Asia and gate attractions and Asia/Pacific 2007 bought The Tussauds Group for £1bn ($1.6bn, €1.2bn), creating the second largest player after Disney in the money – DIC investing for the crown This is one of the benefits of increas- global attractions industry. Following prince of Dubai and Kirkbi for the found- ingly efficient global financial markets, the acquisition, the company entered ing family of Lego. HPE is the odd one far removed from the highly structured into a sale and leaseback with Prestbury out, as at the time it was owned by the investing that contributed to the global Investment Holdings, selling the free- BT pension fund, so a lot of the benefits financial crisis. Some of the infrastruc- holds of Madame Tussauds London, will go back to those with a BT pension. ture evolved contemporaneously with Thorpe Park, Alton Towers and Warwick It’s worth noting that at the time of the Merlin’s increasingly rapid expansion. Castle to raise £622m ($1bn, €754m). floatation, Blackstone/ CVC and Kirkbi For much of this journey the manage- Whilst Blackstone held the majority of retained significant interests in Merlin. ment team has remained the same – a the equity, both the family fund behind The other five private equity firms remarkable achievement considering the Lego (Kirkbi A/S) and DIC owned sig- (Apax, Blackstone, CDC, CVC, F&C/ scale of change and the range of share- nificant minorities, while a wide group of Graphite) all raise funds from a wide holders they’ve had over the years. O senior management also held shares. variety of sources. For example, the current fund being invested by CVC Nigel Bland leads the travel Who made the money? raised 46 per cent of its money in the and leisure corporate finance While the list of investors is long (Apax, US, 17 per cent in Europe and 16 per cent team at Deloitte, advising Blackstone, CDC, CVC, DIC, F&C/ in the UK, with the balance coming from operators and suppliers in Graphite, HPE, Kirkbi A/S, Pearson plc) Asia, the Middle East and Canada. So the attractions industry on disposals, this is only a list of the investment vehi- Merlin’s success has been supported by acquisitions and capital-raising. cles. Of these, two represent private capital from all over the world. Email: [email protected]

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 35 PROFILE

MERLIN Secrets of success

1. Leadership A wide range of factors have combined to drive this Talk to Merlin CEO Nick Varney’s team and they’re rightly proud of him and also world-class operation, from a steely customer focus to regular respectful – of how hard he works, how reinvestment, says Attractions Management editor, Liz Terry he manages to get straight to the heart of things and of how well he knows the business. Importantly though, he also 4. Lean head offi ce with DreamWorks to build Shrek’s Far seems to hire great people and empower Many people do a double take when Far Away Adventure – themed midway them to get on with it. you tell them the second biggest attrac- attractions – shows that this philosophy tions operator in the world after Disney continues to underpin strategy. 2. Staying grounded is based in a (nice but) fairly modest, Being brand-focused has ensured In an often ‘political’ market which is shared offi ce in Poole in Dorset, UK. They Merlin has remained customer- and sometimes characterised by showman- expect something more high profi le. consumer-focused and has given the ship, Merlin is a resolutely sensible But the decision to keep nimble and company huge PR and marketing clout. company. However, its endearing lack of lean at the centre has served the com- Buying into the LEGOLAND brand was pretension shouldn’t deceive – the Merlin pany well and enabled it to focus on the cherry on the cake, as it’s regularly team are driven and competitive, but it operations, investor relations and growth. listed as one of the top 10 in the world. seems they believe that actions speak louder than words. 5. Harnessing brands 6. Global perspective When Varney arrived in the industry, his Varney has led his team fearlessly and 3. Surgical investment mantra was brand, brand and more brand without hesitation into global ventures and Varney is very clear on what it takes to and he’s been unwavering in his faith in seeks opportunities wherever they make create profi ts and avoids investment fads, their power to build businesses ever since. sense according to the business model. keeping a clear eye on the returns. It’s an approach which has seen the He throws himself wholeheartedly into This is especially important as the company develop a portfolio of national these ventures – learning languages to company ventures into emerging markets, and global properties, both by organic get closer to partners and stakeholders where investments can be perilous. growth and by acquisition. – and the company has succeeded in Many factors – including the underly- In all, Merlin has 12 brands and 100 transplanting its culture wherever it goes, ing demographics – have to be right for plus attractions in Europe, the US and which is no mean feat given the geo- Merlin to launch or acquire. Asia and a recently announced deal graphical diversity of its growing portfolio.

Nick Varney and his team are building Merlin has a policy of a diversiﬁ ed continuous investment global business to ensure each attraction gets improvements to infrastructure and new features each year

36 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Merlin and Dreamworks will launch Shrek’s Far Far Away Adventure opening six attractions over the next nine years. The ﬁrst in London in 2015 PHOTO: DREAMWORKS

7. Scaleability The team has worked hard with inves- Having a strong suite of brands at its tors, personally briefing them and fingertips has enabled the Merlin team choosing backers to ensure a good fit. to grow the businesses steadily, to take “We couldn’t have done it without Joe advantage of development opportunities Barratta and Blackstone,” says Varney.

in a wide range of markets and world PHOTO BY MICHAEL WALTER/TROIKA regions and to develop attractions of 11. Hard work varying sizes and types. Varney and his team are still driving their Merlin attractions are divided into operation as though it’s a start-up – even three groups: resort theme parks – the after all these years. This intensity has larger businesses; midway attractions – Nick Varney, (C) CEO, Andrew Carr, (L) created and sustains great momentum. the mid-scale operations, such as SEA CFO Merlin Ents, Mark Fisher, (R) chief 12. Hard noses LIFE and Shrek; and LEGOLAND. development officer, Merlin Magic Making When it comes to global roll-outs, The team don’t back away from tough deci- having such a diverse, well-balanced sions. Redundancies happen when they’re portfolio of properties enables Merlin to 9. High point of entry needed to maintain profitability and sites respond to a wide range of opportunities. One of the reasons Merlin has been so are disposed of if they don’t perform. With everything from LEGOLAND attractive to investors is the high level of Being able to deliver on tough decisions Discovery Centres, which work well in investment needed by operators to be able keeps the company on track. urban locations, to major standalone to compete in much of this market – espe- theme park brands, the company has a cially the larger theme parks and resorts. 13. Teamwork great menu to choose from. In some leisure markets – bars, and Varney says Merlin’s success is in part health clubs, for example – the amount of a result of great work by the top team: 8. Spreading the risk capital needed to set up a new business Andrew Carr, Mark Fisher, Glenn Earlam, When it comes to risk and stability, is extremely small, making them far more Nick Mackenzie and John Jakobsen. Merlin has built a diversified portfolio. vulnerable to competitive attack. From a location point of view, the Merlin, with its substantial investment 14. Continuity company has invested in a range of needs, has placed itself in a position Having the founder of a business at the businesses which span northern and where competition is less likely to emerge. helm as it grows can be a hindrance unless southern hemispheres and indoor and their vision grows with it. outdoor locations, as well as year-round 10. Sound investor relations Merlin’s investors are fortunate Varney and seasonal businesses: it’s involved Growth has been funded by a series of (and his team) have stayed the course, with everything from ski resorts to pop- private equity deals and a sale and lease- providing continuity to enable the growth up operations and waterparks to hotels. back on part of its property portfolio. which took the company through its floata- Having such range ensures that if any Those involved have done well and tion to the $6bn+ valuation. Nice work. one market, season, location or attraction the company’s stock market floatation type falters for any reason, or is affected in November 2013 was the final seal of Liz Terry is editor of by external influences, the overall approval from the investment community. Attractions Management businesses is buffered from the negative The first results following the float were Email [email protected] trading impact that ensues. strong, with an EBITDA of £390m. Twitter @elizterry

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 37 PLANETARIUM SCIENCE IN THE SKY

The new planetarium at the Techmania Science Center in Plzen is the ﬁrst 3D planetarium to be built in the Czech Republic. We ﬁnd out more about the project and how it will enhance the science attraction’s offer

Julie Cramer, journalist, Attractions Management Vlastimil Volák CEO Techmania Science Center

Why did you decide to build a new planetarium? We wanted to come up with new ideas to help popularise science and extend Techmania’s more informal tools of education. So we decided to create a very special planetarium – the ﬁ rst 3D Planetarium in the Czech Republic.

How much has been invested in the project? When reconstruction of additional areas of the science centre as a whole is ﬁ n- ished in June 2014, overall investment in the project will be about CZK 600m (US$30m, £18.1m, €22m). European funding for the building and equipment of our 3D Planetarium was around CZK 140m (US$6.9m, £4.2m, €5m).

What benefi ts will the new The Science on a Sphere exhibit is housed in a mini-theatre within the planetarium site planetarium bring to Techmania? With the help of the 3D Planetarium, we can extend the offer of popular science What are its unique features? How many visitors do you for our visitors. Physics, astrophys- There are three main features. Firstly, expect to attract to the new ics, chemistry, mathematics, as well as the 2D and 3D full dome projections planetarium each year? biology, geography and geology are now offer a great variety of educational mov- In March, there will be newer parts of the wonderful fi elds of knowledge we’re ies. Secondly, the Science On a Sphere the science centre open, so we hope able to communicate to visitors. We can technology in its own separate mini- and believe we’ll fi nish 2014 with also focus on attracting more visitors. In theatre [where projections are made around 200,000 satisfi ed, entertained the fi rst month of opening, over 10,000 onto a suspended globe] enables origi- and well-educated visitors. visitors came to the new attraction. nal ways of presenting scientifi c as well as wider educational issues. What kind of tickets and Finally, the Space exhibition, contain- prices do you offer? ing 27 interactive exhibits made by the We offer full price, reduced price, group Techmania team, guides visitors around and family tickets. You can visit the the elements of space and its explora- Space exhibition and the Science On a tion. With all these features, our main Sphere show separately, or just go to aim was to offer interactivity, fun and see the 2D and 3D programmes. There great educational value. are variations for all the target groups that Techmania attracts. What shows will you be offering? There are both 2D and 3D movies – What are your future plans at Techmania? some of them we purchased and others The future is clear: we want to become we’ve made ourselves. The ‘Heaven an integral part of informal education above Plzen’, for example, is a show for schools and the public in the Czech explaining the constellation of stars Republic. Our goal is to maintain our in the sky in different seasons. We variety of interactive exhibitions, and also have the Gyroscope Show, which produce quality scientifi c shows, work- explains G-force and disorientation in shops and lectures. We aim to be the orbit. We’re open seven days in a week, leader in science communication in the The team from Techmania have created 27 and all the show and movies we offer Czech Republic, promoting science and hands-on exhibits for the new Space area run on a daily basis. technology as well as we possibly can.

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 39 PLANETARIUM

Glenn Smith Managing director Sky-Skan Europe, planetarium designer/installer

How long did the project take? From the initial public tender for the project, it’s taken around two years. Sky-Skan took over when the main con- tractor delivered the fi nished building to Techmania aims to offer interactivity, fun and great education our specifi cation in July 2013. Then we installed the dome, Defi niti®3D projection system, and other technology. movies with over 200 titles available. – when they want it to tilt, it tilts, and Early on in the project, we worked For this project, the client also wanted it’s easy to hold in any position. As the with the client to develop the right tech- two ready-to-go shows available in the seat only moves in the space it occu- nical spec and content as part of a ‘no Czech language. pies, it’s not necessary to have large obligation’ inquiry for proposals and gaps between seat rows. design enquiries. Nine months before What were the challenges opening we also provided a production of the project? What, in your view, is next for system complete with a mini dome and The dome is tilted 15 degrees, which the world of planetariums? fi sh-eye projector, so that Techmania gives viewers a more immersive experi- We’ve been delivering planetarium staff could get used to the technology ence but presents its own challenges projects with around 8K resolution in and workings of the planetarium before regarding the seating. Seats had to be recent years, even including one in 3D. opening day. This is an option that we rigged on a tilted, stepped fl oor, to allow These have over 30 million pixels on always offer our clients. the focal point of viewers to be in dif- the dome, which gives a stunningly real ferent places – for example, high on the effect. It’s approaching the limit of the Is it your fi rst planetarium project dome when a show is on or down front- human eye, as there are really no dis- in the Czech Republic? centre when there’s a lecture or concert. cernable pixels anymore. We also upgraded the Prague We devised a great seating plan with The price has been prohibitive in the Planetarium to digital in 2009 . It’s Skeie, and the end result is a very com- past, but we’re seeing the cost gradually one of the largest in Europe. The fortable viewing experience. Visitors come down as the technology allows us Techmania project is the country’s fi rst simply use their body to move their seat to do more with less equipment. O 3D Planetarium.

What technology has been installed? GROWTH OF We’ve installed a passive 3D system TECHMANIA using two sets of dual Sony SRX Series cinema projectors at a 4K resolu- The Techmania tion. This means that if you draw a line Science Center in anywhere across the meridian of the Plzen covers an area 14m-diameter dome, the screen will of approximately always be 4,000 pixels 30,000sq m. The site There’s also a 5.1 surround sound sys- occupies a number tem using JBL speakers, and a wireless of restored historic infrared headphone system so the facil- buildings on the ity can show the ﬁ lms simultaneously in former premises two other foreign languages alongside of the SKODA car the Czech language. Sky-Skan CoveEX company, creating a new urban leisure Techmania and the new planetarium are LED lighting is installed at the base of space close to Plzen’s city centre. on the site of a former SKODA factory the dome, which washes it with spe- The development of Techmania has cial effect colours. Skeie from Norway been in stages, with the exhibition Plzen is one of the larger cities supplied the seating. space expanding from 3000sq m in in the Czech Republic and is famed late 2008 up to 10,000sq m by June as the home of Pilsner Urquell beer. Did you provide content? 2014. The Techmania Science Center The city has been undergoing a Our system is delivered with a vast 3D Planetarium opened in November renaissance in recent years and in amount of content already on it, and 2013 and is housed in a unique historic 2015 it will be the European Capital of we also have a distribution depart- building dating back to 1917. Culture alongside Mons in Belgium. ment for pre-rendered shows and

40 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014

MUSEUMS

SEA VIEW

A love of art and the environment led to the creation of two underwater museums, which provide homes for coral and sea life. Eco sculptor Jason deCaires Taylor describes his ocean ﬂoor projects

Kathleen Whyman, managing editor, Attractions Management Clockwise from top: The underwater sculptures become a natural home to coral and reef ﬁsh; while the sculpture material isn’t costly its sheer weight makes the logistics of installation expensive; Jason deCaires Taylor wants to educate visitors on ocean ecology

What was your inspiration? course of two years I built the first under- reef down to allow them to rejuvenate I’m a sculptor and was mainly working water sculpture park which contains 65 and thrive, but the business community on land and with the landscape. I was individual works and is called Grenada threatened to sue the government for creating objects that had no functional Underwater Sculpture Park. closing down their economy and insisted purpose other than their artistic value – The government of Mexico, after seeing on an alternative offer. It was at that the world’s cluttered enough, we need this project, invited me to address some point that they contacted me. more of a reason to make things. of the problems they have with high levels I came across the idea that if I worked of tourism in Cancun. MUSA (Museo How has the community benefited? underwater, these objects would not only Subacuático de Arte) opened in 2009 and The statistics are amazing. In Cancun, discuss the boundaries of art, they’d has 510 permanent sculptural works. the diving has increased by 30 per cent create habitat space for sea life and be in a few years and now gets over 80,000 beneficial to the environment. That was How do the museums benefit visitors annually. In Grenada, the area the main driving force. the environment? never used to have visitors, but now gets Prior to the museum, there was only one 20,000 people a year. Seventy per cent How did you get started? good snorkelling area in Grenada. All the of divers go to the museum site rather The first museum was in Grenada in boats would congregate in that area and than the original reef. It’s in the top 2006. I grew up in Spain, Portugal, there was damage to the reef from people three TripAdvisor ratings and got voted Malaysia and the UK and happened to jumping off boats and kicking corals and by National Geographic as one of the be living and teaching scuba diving in it was slowly deteriorating. I created Wonders of the World. Grenada at the time. another snorkelling site nearby to relieve I’d had the idea for the underwater some of that pressure – coral grows on What are the sculptures? sculptures for a while, so looked into how the sculptures and fish live around them. Predominantly I use figurative forms, with feasible it was and presented the concept It was a similar objective in Cancun. concepts of humans working in harmony to the local government. They were scep- The area has more than 750,000 visitors with nature. I strive to bring in themes tical, but interested, so I started small each year, so the objective was to try of the threat to the reef and how we’re with a couple of pieces and added to it. and manage those people and minimise oblivious to what happens under water. It kept growing and more people started the impact to the reef. The government I’ve sculpted a guy on a sofa watching TV, to help and support the project. Over the wanted to start closing sections of the showing the irony of the way we live and

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 43 MUSEUMS

Many of deCaires Taylor’s sculptures attract more divers to the musuem site and away from endangered reefs (top); the sculptor in his studio (right); most of his creations are of the human form (bottom)

how we’re so focused on our little worlds much response and it only took a month to weigh as much as possible so that they that we forget the bigger picture. to make and was really easy. I’ve learnt stay in place on the seabed and are very There are hundreds of sculptures rang- that you can have very potent images resilient – they’re planned to last for hun- ing from The Silent Evolution – a crowd that can say just as much as the big, dreds of years, so need to be very well of 450 people which informs visitors on arduous projects. constructed – but the heavier they are, the various stages of reef evolution; a the more expensive the logistics become. series of suburban dwellings designed What’s your message? It’s a balance between working the two to house individual marine species; I hope people have more of an under- out so it becomes possible. The Listener – a lone figure assembled standing of and more respect for all entirely from casts of human ears and a the amazing things that are happening How are the sculptures secured? recording device to monitor the reef; and underneath our oceans and have that in They’re drilled into the ocean floor, but Reclamation, an angelic female form with the forefront of their minds. Some of our we rely on the weight to help out. We wings that are propagated with living pur- coral reefs could be the first eco systems have to keep the centre of gravity very ple gorgonian fan coral. we lose if we continue with the problems low. It’s a completely new environment to One of the large installations – The associated with global warming. work in and is subject to different forces. Silent Evolution – took me two years and There have been some terrible artificial an amazing amount of hard work and I What are the costs? reef projects where people haven’t fixed was really pleased with it. Then I did a The construction isn’t expensive because things well enough. One project around piece called Banker, which is a guy with the materials aren’t dear, but the instal- the coast of Carolina, US used old car his head in the sand, and that got just as lations are costly. We want the sculptures tyres. The first storm that came along

44 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 SEVENTY PER CENT OF DIVERS GO TO THE MUSEUM SITE RATHER THAN THE ORIGINAL REEF

A key message is that our coral reefs may be the ﬁ rst ecosystems to be lost to global warming

AM 2 2013 ©cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 45 MUSEUMS

The sculptures are designed to last for hundreds of years and so have to be very well built. They’re also drilled into the ocean ﬂ oor for extra stability

46 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 The creative process: Working from a live model, deCairnes creates a cement sculpture that attracts coral and plant life underwater

ripped them out, rolled them over the ronmental impact assessment for the What are you working on now? reef and destroyed all the coral, so it’s government. That’s quite a diffi cult part I’ve just fi nished working at MUSA really important to ensure they’re fi xed. of the process, depending upon the and have relocated to Europe. I’m very location – it’s very diffi cult to get permits interested in working in different destina- What are they made from? in America, for example. tions. I’m in talks with people in Florida, They’re made out of specialised marine Navigating the weather and schedule Malaysia, and the Maldives. It’s fascinat- cement that’s 20 times more durable deployment is always diffi cult. If a dense ing because each place has very different than normal construction cement and wind falls it makes it far harder to work. conditions and the works would evolve impervious to the salt water. Another challenge is the unpredict- very differently according to location. I can’t use metal as it would corrode able nature of the sea. It can work in One of my aims is to advance the tech- and break down. Ninety per cent of pub- my favour – I might fi nd some beautiful nology and research that allows more lic sculpture has some kind of metal in pink sponges and amazing coral growing, marine life to colonise the sculptures the armature or construction, so the which is fantastic. and create works that are more interac- challenge for me is to design objects But there can be undesirable effects. tive for visitors. I’m currently devising differently. I use armatures made out of We had an issue where we went along some installations that start on land inert fi breglass and geo-textiles. one day and all the sculptures were and then go into the sea. I’m also doing completely covered in thick algae. We some pieces that rise out of the water so How are the sculptures protected? couldn’t see anything at all, which was people can dive off them and others with Mainly through education. We ask the worrying. We cleaned it off half of them lights so people can scuba dive at night. guides to explain that these are artifi cial and three months later, the ones we’d I’ve plenty of ideas, which I can’t reveal reefs and have signs underwater asking cleaned had grown back worse, whereas yet, but at this moment in time I’ve just people not to touch the sculptures. But the algae had started to disappear on the begun a exciting project off the coast nowadays, everything’s a photo opportu- ones we hadn’t touched. That was quite of Lanzarote in the Canary Islands. The nity – people stand next to the sculptures a lesson in not messing with things too crystal blue Atlantic waters surrounding and put their arms around them for a much. A year later the algae had gone the island are home to a completely dif- photo and then we get a breakage. completely from all of them. ferent marine ecosystem and the large There are so many factors that could scale project will discuss the topic of What are the challenges? have caused it, but the likely culprit was climate change and migration. It is sup- Firstly, is getting permission. Before pollution from surrounding hotels; it was ported by the Achenbach Art Foundation starting, I have to do a very strict envi- beyond our control. and the regional government. O

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 47 HERITAGE COMPLETING THE CIRCLE

Almost 50 years after the ﬁrst visitor facilities appeared at Stonehenge, and more than a decade after the site’s presentation was called ‘a national disgrace’, a new £27m visitor scheme is hoping to silence the critics and impress the crowds

Julie Cramer, journalist, Attractions Management

“We needed to build something that was a Loraine Knowles Director of Stonehenge positive addition to the World Heritage Site”

The Stonehenge site has sparked much I didn’t appreciate at the time WHY to be. We were conscious when we controversy in the past. How does nothing had changed, but having headed started the project that we might find it feel to have reached this point? up the project for the past five years, I precious archaeological remains once It’s been a long, challenging project but now know the challenges involved! building started. Actually we didn’t, but we’re thrilled with the results. Ever since we still proceeded to build in this way. English Heritage (EH) formed in 1984, What were the key challenges for EH? it’s wanted to improve the Stonehenge The first challenge was finding a location The proximity of roads around visitor experience. The Public Accounts within the World Heritage site that all the Stonehenge has also been a Committee once called it “a national dis- stakeholders could agree on. That took major problem hasn’t it? grace” and I’d have to agree with them. from July 2008 to January 2009. Yes, the A344 cut through the site. When I first went to Stonehenge as a stu- We also needed to build something that Stonehenge and Avebury were put on dent in the 70s, and it was the first site I was going to be a positive addition to the World Heritage Site register in 1986, the visited after joining EH in 2003. I’d been World Heritage site, without it having any government said it would close that road working on exciting developments in the adverse visual or environmental impact. – that finally happened in June 2013. museums sector, and couldn’t believe Our brief was always to build some- It took so long because it was a fun- nothing had changed at the Stones. thing that could be reversed if it needed damental part of all the schemes put

48 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 The building is designed to

PHOTO: JAMES O. DAVIES/ENGLISH HERITAGE DAVIES/ENGLISH O. JAMES PHOTO: have minimum impact on the landscape (above); new exhibits (bottom left); reconstruction of a Neolithic man (bottom right) PHOTOS TOP: JAMES O. DAVIES/ENGLISH HERITAGE. LOWER: CLARE KENDALL/ENGLISH HERITAGE KENDALL/ENGLISH CLARE LOWER: HERITAGE. O. DAVIES/ENGLISH JAMES TOP: PHOTOS forward since 1986 which didn’t proceed. What does the centre replace? about getting people to the Stones and When the Airman’s Corner scheme got The visitor facilities at the Stone Circle vastly improving their understanding and planning permission we still had to apply dated back to 1968 and were totally experience of them and the landscape, for a Stopping Up order for the road, inadequate for what’s expected of a which contains an extraordinary number which went to a public inquiry. visitor attraction today. They consisted of prehistoric monuments . We still have the A303 running very of a basic concrete building housing We now have an interpretative exhibi- close to the site, but that’s had a whisper a shop and catering unit, and various tion about Stonehenge that people can surface applied to it and it’s now notice- Portakabins for staff facilities and toilets. either visit before or after they see the ably quieter, which is an improvement. Although all these were down in a dip, Stone Circle, or both. We’ll also be dis- if you approached the site from the north playing Stonehenge artefacts, such as How has the project been funded? or west they jarred against the landscape. some of the tools used to build the mon- The £27m ($45m, €33m) Stonehenge As we did an overnight switch to the ument – on loan from nearby museums Environmental Improvements Programme new centre in December 2013, these – at the site for the first time. is the largest capital project ever under- facilities had to remain in place, but over People visit Stonehenge with some taken by English Heritage. It has been the next six months they’ll be dismantled. basic questions: who built the Stones, financed almost entirely by Heritage By summer, Stonehenge will once again why did they build them and how did Lottery Fund money (£10m – $16m, be standing alone in its natural grassland. they build them? €12m), English Heritage commercial We’re setting out the latest knowledge income and philanthropic donations, What can visitors expect? in response to those questions. We don’t including significant gifts from the We’ve conceived the building as literally have all the answers but there’s ongo- Garfield Weston Foundation, the Linbury a stopping off point on the way to the ing research about Stonehenge and we Trust and the Wolfson Foundation. Stones, which now lie 2km away. It’s all engaged a number of leading academics

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 49 HERITAGE

The centre sets out to offer the latest knowledge on Stonehenge: what it is, why it’s there, who built it

to help us tell the story. Some of those the site. Plus we’ve been limited with the response. Visitors over the next six archaeologists are featured in the exhi- size of new car park we’ve been able to months will be able to watch them being bition itself, talking about the various build. Stonehenge has been attracting constructed, and when fi nished by Easter theories surrounding the ancient site. around one million visitors per year, on 2014 they can go inside – there’ll be fi res a 70/30 international-domestic split. We lit and replicas of the type of furniture Do you expect dwell times to increase? expect that to rise to around 1.25 million and implements used at that time. Visitors previously spent around 45 min- and we’ll manage that on a timed ticket- utes to an hour, and we expect that to ing system, so people will now have to Will your role as director change increase to around two hours. That time book in advance to be sure of entry. now the site has opened? could even be extended when the weather When all the phases of the development is good, as people now have the option The visitor centre was the fi rst phase are complete, this role will come to an to walk all the way to the Stones, or start of the development. What comes next? end. I’ve been working on this project from a National Trust viewing point and The new centre was the main phase, and since 2008 and it’s been the biggest walk the fi nal kilometre, passing other for the next six months we’re concentrat- challenge of my career to date. key ancient monuments on the way. ing on restoring the natural landscape, as I’ve enjoyed getting things done and well as building a new exhibit of Neolithic working closely with all the people and Do you expect numbers to increase? houses in our external gallery space. groups involved. Stonehenge WAS a It’s never been an objective to increase We advertised nationally for volun- national disgrace, and fi nally we’ve had visitor numbers, due to the sensitivity of teers to build them and we got a great the opportunity to put things right. O

TIMELINE 1930 1968 1979 This photograph (left) First facilities, car park Dept of Environment The long road shows the approach and pedestrian under- sets up Stonehenge to a ‘new’ along the A303 (with pass built working party to look Stonehenge the A344 to the right) into future management in about 1930 of the site

50 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Greener fi elds The building is sensitively designed to sit lightly in the landscape and could, if necessary, be removed leaving relatively little permanent impact on the ground below. This was achieved by constructing it on a concrete raft, which in turn sits on an area of ‘fi ll’ with minimal cutting into the soil. The construction used slender steel col- umns, lightweight framed walls and semi-external spaces – allowing the foundation depths to be minimised. The building has a high BREEAM rat- ing (the industry standard assessment system for sustainable building design and construction), and is designed to maximise energy effi ciency, minimise carbon emissions and pollution, and reduce water consumption. Features include: An open loop ground source heating system; per- forated roof to allow more warmth in winter and more shade in summer; mixed-mode ventilation – the building will be naturally ventilated if external conditions allow; and ‘grey water’ will be used for the bulk of water required at the visitor centre. PHOTOS: CLARE KENDALL/ENGLISH HERITAGE KENDALL/ENGLISH CLARE PHOTOS:

Volunteers are building replicas of Neolithic houses in the outdoor gallery (left); The 360-degree theatre is a star attraction (right)

1983 1986 1991 1992 1993 1996 English Heritage (EH) is Stonehenge and Avebury EH submits outline EH launches design com- The presentation of EH submits bid to established. Chair Lord put on UNESCO’s planning application petition for a new visitor Stonehenge is described Millennium Commission Montagu pledges to World Heritage Site List. for a visitor centre at centre, and submits a as “a national disgrace” for a Stonehenge “ﬁ nd and implement a Includes commitment by Larkhill, which is refused planning application of by the National Audit Millennium Park, but the permanent solution” UK government to close a design by Ted Cullinan. Ofﬁ ce and Public bid is turned down the A344 Later withdrawn. Accounts Committee

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 51 HERITAGE

The new centre is expecting around 1.25 Precious objects linked to Stonehenge (above), and found on or near the ancient million visitors in 2014 site, are on show for the ﬁrst time. Many artefects are on loan from local museums

period, when Stonehenge was of most the Stones. Once they are at the centre, Alisdair Hinshelwood importance to our ancestors. our brief was to create a space where the Director, Haley key messages of Stonehenge could be Sharpe Design What are the most striking distilled into a 15-minute visitor expe- visitor centre designer features of the centre? rience – simply to manage the large One of its most compelling features volume of people who visit the ancient is the 360-degree interactive theatre. site each year. So we had to simplify How did Haley Sharpe Design come to Everybody wants to stand in the middle messages and make them high impact. be involved in the Stonehenge project? of the Stones, but clearly because of the Of course, visitors can spend as long as Through a competitive creative tender problems with erosion, it’s never been they want in the space. issued by English Heritage in 2009. possible for all visitors. Through technology, visitors are now able to do this What were the main challenges? What was your brief? realistically in the digital theatre. Dealing with the conditioning require- To work with EH to find ways to express EH commissioned a digital scan of the ments in a BREEAM-rated building and the importance of Stonehenge in its wider Stones some years ago – showing them planning a narrative that delivered the historical, cultural and landscape context, in minute detail – so we had a valuable, key messages within the context of the and to create a step-change in the way in ready-made asset when we appointed visitor profile and numbers. which visitors experience this significant the software company Centre Screen to World Heritage Site. develop AV for the theatre. Visitors can Will visitors see any ‘firsts’? now travel back in time to experience It’s the first time that prehistoric objects How have you told the Stonehenge story? three key periods of human activity at from Stonehenge and the surround- We’ve recreated past landscapes through Stonehenge, and see it in all four seasons. ing landscape have been displayed virtual technology, presented differ- in the World Heritage site. There’s a ing perspectives on the meaning of the How long does the experience take? huge amount of satisfaction in bringing Stones, and brought real archaeologi- It’s been designed so that visitors don’t these items (on loan from museums in cal objects back to the site that express have to go through the centre at all – Salisbury and Wiltshire) back to where human presence during the prehistoric they may simply choose to go directly to they were left thousands of years ago. O

1998 2000 – 2003 2004 2004 Dec 2007 EH chair, Sir Jocelyn Stevens, makes another EH Under chair Sir Neil After a public inquiry, Planning application Government announces attempt at launching a Stonehenge Masterplan, Cossons, EH pushes Dept of Transport submitted for a new, cancellation of A303 including plans for a 2km cut-and-cover tunnel for forward a scheme at announces A303 tunnel semi-subterranean visi- tunnel scheme meaning the A303 and visitor centre at Countess East Countess East and will be adopted tor centre at Countess. visitor centre scheme improvements to the A303 Planning permission must also be abandoned involving a bored tunnel. granted in March 2007

52 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 stones’ before they enter a gallery WHAT’S THERE? presenting facts and theories surrounding the monument through various The new construction at Airman’s displays and nearly 300 prehistoric Corner comprises the visitor building artefacts. Archaeological finds on dis- designed by Denton Corker Marshall, play are on loan from the Salisbury and an ancillary building, coach and car South Wiltshire Museum, the Wiltshire parks, and shuttle embarkation point. Museum, and the Duckworth Collection, The galleries, café, shop and toilets University of Cambridge. All were found are housed in a pair of single-storey inside the World Heritage Site and many ‘pods’ – one glass, one timber-enclosed are on public display for the first time. – beneath an undulating canopy One of the highlights is a forensic The 3D exhibit takes visitors back roof that reflects the rolling hills of reconstruction of an early Neolithic through three key historic periods Salisbury Plain. Local materials have man, based on a 5,500-year-old skel- been used wherever possible, including eton from a burial site near Stonehenge. locally-grown FSC timber, sweet chest- tic buildings from prehistoric England Also on display will be two rare 14th nut cladding and Salisbury limestone. recently unearthed near Stonehenge. Century manuscripts, including some of The building will be linked to the During the first half of 2014, the the earliest drawings of the monument, Stones by a low-key visitor shuttle sys- existing car park, visitor buildings, road Roman coins and jewellery, and early tem running along the existing road and fencing close to the Monument will surveying equipment surface of the A344 (now closed to be demolished and grassed over ‘Set in Stone? How our ancestors public traffic). By Easter 2014, a clus- saw Stonehenge’, is the first tempo- ter of Neolithic houses will open as an INSIDE THE CENTRE rary exhibition, charting centuries of external exhibition beside the centre, A 360-degree virtual, immersive expe- debate – from 12th-century legends to recreated using rare evidence of domes- rience will let visitors ‘stand in the radiocarbon dating in the 1950s.

Jan 2008 Oct 2009 Jan 2012 June 2013 Jan 2014 June 2014 Government asks EH to EH submits planning All road orders to close Work to decommission Existing car park and Landscape near draw up a new scheme application for a visitor the A344 granted the A344 starts facilities start to be Stonehenge will be centre at Airman’s removed restored; project Corner. Permission July 2012 Dec 2013 completed granted in June 2010 Work on the new visitor New visitor centre opens centre begins

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 53 MUSEUMS Kathleen Whyman, managing editor, Attractions Management

THE HISTORY CHANNEL

Protecting heritage and providing a communication channel are the International Council of Museums’ aims, as president Hans- Martin Hinz explains

What is ICOM’s role and aim? The International Council of Museums (ICOM) is a public interest organisation and was established in 1946, right after WWII. The idea was to organise a worldwide communication tool among museums and museum professionals. ICOM has two main tasks. Firstly, the protection of culture and heritage in museums, collections and in general, especially in conﬂ icting areas where cultural property and heritage is in danger. And secondly to increase the level of professionalism of museums and staff. We have grown to have more than 30,000 members globally, which I believe makes ICOM the largest international cultural organisation in the world.

How does ICOM work? ICOM has 117 national committees all over the world and 31 international committees. Members of the international committees get together at least once a year to exchange their experiences and Hinz retired from museums management but he still teaches museum studies discuss how to improve the work they’re doing. They think about new conceptions and how to present culture and history The director general is the head of the cultural goods. The list illustrates the cat- nowadays in a time of globalisation and secretariat in Paris. They, and heads of egories or types of cultural items that are rapid changes. These ideas are then departments and staff members, run the most likely to be illegally bought and sold. fi ltered down to ICOM’s members. My everyday work of ICOM. The rest of us do There are so many tragic situations task is to help museum professionals it voluntarily. We talk almost every day in countries – uprising, war and natural exchange, talk, learn and deliver and I regularly go to Paris for meetings. disasters, such as earthquakes, as well something for their visitors. as illegal activities including traffi cking – I was re-elected for a second term in What are the ICOM Red Lists? which puts heritage in danger. Preventing July 2013 and aim to continue to increase The ICOM Red Lists help customs, police this is a real challenge, but the Red Lists the awareness of museum-related offi cials and professionals concerned by have a strong impact and we’ve been issues and highlight the signifi cance of the smuggling and illicit trading in cultural able to get many objects back and return museums as sites of social encounter. objects, fi ght against the illicit traffi c of them to their originating countries.

54 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 TOP PHOTO: DHM / ULRICH SCHWARTZ / ULRICH DHM PHOTO: TOP

Hinz says the German Historical ICOM’s code of ethics Museum (above and right) is a facility requires museums to take with a strong international focus responsibility for the visitors, collection and the building

How does ICOM educate? We have an ICOM code of ethics. This is the minimum standard for museums to attain – to take responsibility for the visitor, the collection, the building and to be skilled in cases of conﬂ icts with collections, ownership questions, the conservation and protection of artefact. This code of ethics isn’t a legal requirement – it’s a moral code and is

increasingly accepted around the world. PHOTO: DHM / ULRICH SCHWARTZ National governments and parliaments accept the code of ethics as a document for the museums in their countries. Many don’t have museum laws so, if it’s accepted and adopted, it’s much easier for the museums to work with politicians and the outside world in general.

How do you encourage “IT’S VERY IMPORTANT FOR MUSEUMS TO PRESENT museums to work together? Our general conference is held every HISTORY AND CULTURE IN A GLOBAL WAY, SO THAT three years and has up to 4,000 participants. We hold it in different parts of the PEOPLE CAN LEARN FROM OTHER COMMUNITIES” world each time to attract new members and make it accessible to people who can’t travel. Last year’s was in Rio de ICOM Russia, ICOM Germany and ICOM What are the current issues? Janeiro, the one before that in Shanghai. US will meet in St Petersburg to discuss It’s very important for museums to pre- Our members also meet in their museums and politics. It’s interesting to sent history and culture in a global way, national and international committees have a meeting in Russia as it’s a differ- so people can learn from other commu- and partner organisations. Later this year, ent society; it’s an important conference. nities. Life has become so international

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 55 MUSEUMS

ICOM’s international conferences have ‘a deep impact’ on everyday museums work, says Hinz. Last year’s conference was in Brazil

“NEVER EXPLAIN THE PAST AS A GOLDEN AGE, AS THE MUSEUMS OF THE 19TH CENTURY DID, BUT BRING PEOPLE TOGETHER TO DISCUSS PAST AND PRESENT” and many people don’t know about other opinions, cultures and backgrounds. Ethnological museums increasingly want to explain the development of cultures on a global perspective. Traditional regional or local museums explain history from an international point of view, rather than national, and let people learn ABOUT ICOM about the development in other coun- The International Council Of Museums is the global tries and the impact of one country on organisation of museums and museum professionals the development of the others and vice committed to the conservation of the world’s versa. This is a new development we’ve natural and cultural heritage. ICOM was created seen in the last two decades. in 1946 and is a non-governmental organisation maintaining formal relations with UNESCO. What’s your career history? For the last few decades, I did a lot to stimulate international coopera- I’ve learned a lot through the What other plans do you have tion. Before retiring, I was a member of conferences – they have a deep impact going into the future? the management team at the German on the everyday work at museums. A I’ve now retired from the German Historical Museum, which has a very new cooperation and new concepts are Historical Museum, which allows me international concept. Never explain- developed as a result of these meetings. more time for ICOM, although I still teach ing the past as a golden age, as the This was my incentive to run for museum studies. museums of the 19th Century did, but different positions within ICOM. Prior to When my second term as president instead bringing people together to becoming president, I was chair of ICOM of ICOM ends in 2016 [two terms is the discuss the past and the present, was Europe. During this time, I coordinated maximum allowable], I’ll retire and enjoy what motivated me to join ICOM and communication between museums in the my life. This position keeps me so busy, discover how other museums around the Arabian world and European countries, but it’s an important job and I enjoy it world explain their culture and history. which had never happened before. very much. O

56 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 [email protected] www.forrec.com @forrecdesigns ECO-DEVELOPMENT

A new eco-theme park and island resort are being built on the idyllic island GREEN of Langkawi in Malaysia, as part of the country’s bid to increase international PARADISE tourism. We take a look at the early plans Jennifer Harbottle, journalist, Attractions Management

angkawi has long been revered for its beautiful beaches and natural wildlife, but in terms of attractions, it’s kept relatively low key. Despite being Lonly an hour’s ﬂ ight from Kuala Lumpur, in terms of international visitors, it tends to lose out to the neighbour- ing islands of Bali in Indonesia and Phuket in Thailand – but that could be about to change with the Malaysian Government’s vision to position Langkawi as one of the top 10 tourist islands in the world by 2015. The government-owned Langkawi Development Authority (LADA) is in charge of overseeing a number of new tourism initiatives on the island and has set itself a target of securing RM5bn (£948m, £1.5bn, €1.1bn) for private sector investments in various tourism projects over the next two years. LADA A bio-dome will allow visitors to get closer to Langkawi’s natural assets has identiﬁ ed two unique locations

for development, and in June 2013, a Memorandum of Agreement was signed between LADA and tourism and attractions developer, Pekan Artisan, granting Pekan Artisan an 80-year renewable lease on both sites to develop two separate tourism projects on the island. Pekan Artisan, headed up by CEO Rob Wyatt, has previously worked in Malaysia on the recently opened cultural attraction, Melaka Alive! The company is now acting as the developer and masterplanner for the new US$220m (£130m, €160m) eco-tourism attraction in Langkawi. Cultural wonder Site one is situated on the main island and it’s here that Pekan Artisan will be developing Paradise Island Hotel &

58 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Phase one of the new Malaysian eco-project opens in 2015, with phase two following in 2017

Guests will experience Malaysia’s natural wonders such as mangrove swamps and jungle from the eyes of species like the Langkawi eagle

Gardens on 13 hectares (130,000 sq and join in with local artisans as they duction to Langkawi, as it gives you a m) of land. The mixed-use development craft, paint and play traditional music. glimpse of everything the island has on will include a 250-room eco-hotel, retail, Guests will also be able to watch inter- offer, for you to choose which parts you restaurants, and fi ve main attractions pretations of traditional Langkawi myths want to discover more of,” Wyatt says. celebrating local culture and wildlife. in mini theatres called ‘Myth Pods’ The fi rst phase of site one is set to The key attraction will be ‘Langkawi which will feature projection onto water open in 2015. After that’s complete, Flight’, a half-dome theatre with a curtains, using mixed media inspired by phase two will begin, including a large moving platform, which will show an local arts like shadow puppetry (way- projection show attraction up on the immersive fl y-over fi lm of Langkawi. ang), dance and marshal arts (silat). mountain, based on the history of The attraction is being developed in Langkawi. Additional hotels and adven- conjunction with D J Willrich who are in Closer to nature ture trails are also planned. charge of the AV integration. Guests will The last part of the eco-attraction will The second development on site two experience Malaysia’s natural wonders be a bio dome; an immersive walk- is on one of the islands that forms like the mangrove swamps and jungle through attraction from sea bed to tree Langkawi. Currently it’s untouched, but from the eyes of different species, such tops, that will allow guests to get up Pekan Artisan is developing an 80-room as the Langkawi eagle. close and personal with Langkawi’s high-end luxury boutique hotel here, Malaysia’s traditional art of Batik impressive fl ora and fauna. named Sultan’s Summer Place. This painting will feature in parts of the The total experience will last three to upscale retreat is due to open in 2017 – attraction, including in the cultural vil- four hours and is aimed at a regional the same time as phase two of Paradise lage where visitors will be able to watch tourist demographic. “It’s really an intro- Island Hotel & Gardens. O

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 59 MYSTERY SHOPPER RIVER TALES Jennifer Harbottle explores Asia’s ﬁ rst river-themed wildlife park with her family to ﬁ nd out if a day-trip to the attraction is all plain sailing

Jennifer Harbottle, journalist, Attractions Management

iver Safari is the newest addition from each of the eight river habitats, to Wildlife Reserves Singapore’s and The Amazon River Quest boat ride, portfolio of parks, which includes which takes guests along a 483m (1584 R Singapore Zoo, Night Safari and ft) man-made river to discover the ani- Jurong Bird Park. mal species that live along the edges of Built on 12 hectares on a site next the Amazon. The park claims to house door to the zoo and Night Safari, the one of the world’s largest collections premise of River Safari is to show- of freshwater animals, including 5,000 case freshwater habitats from eight animal specimens and 150 plant spe- iconic waterways such as the Amazon cies. It is also home to Kai Kai and Jia River, Mekong River and the River Nile. Jia, a pair of giant pandas that live in an Claire Chiang, chair of Wildlife Reserves exhibit along the Yangtze River zone. Singapore, says River Safari aims to According to Chiang, the original idea Kai Kai and Jia Jia are star residents “highlight the importance of freshwater behind River Safari was to create a sim- ecosystems and inspire people to think ple aquarium exhibit. Wildlife Reserves about ways to conserve the world’s Singapore thought a freshwater aquar- THE OFFER waterways.” The park will be involved ium would complement the offerings of The fi rst part of the attraction takes in a global captive breeding programme its Singapore Zoo and Night Safari guests on a journey of the major rivers for endangered freshwater species, like The fi nal concept for River Safari was of the world. It starts at the Mississippi the giant river otter and the manatee. agreed in 2006. Construction of the River, where you can see beavers, alliga- The attraction is made up of two main S$150m (£73m, €87m, US$119m) pro- tors and paddlefi sh. Walking on, you get experiences; Rivers Of The World, which ject began in 2010. Rivers Of The World to the Congo River, home to colourful is a series of walk-through freshwater opened in April 2013 and the Amazon fi shes and the dwarf crocodile. At the exhibits about the animals and cultures River Quest ride in December 2013. River Nile gallery, exhibits include the fearsome-looking African tigerfi sh with dagger-like teeth, while in The Ganges exhibit, there’s the goonch catfi sh, with its reputation for attacking humans! Along the Murray River, guests can learn how Australia is managing its river systems to stem the loss of its freshwater fi sh, before heading to the Mekong River which features an aquarium with a large underwater view of mega-fi shes like the Mekong giant catfi sh. Stunning scenic backdrops of China’s highlands frame the Yangtze River exhibit where visitors can view the critically endangered Yangtze alligator and the world’s largest amphibian –the Chinese giant salamander. From here, the highlight of the walk- through galleries is the Giant Panda Forest biodome, where you get to see giant pandas, red pandas and golden pheasants. Built at a cost of S$8.6m € The park is involved in a captive breeding scheme for species like the giant river otter (£4.1m, 5m, US$6.7m), it’s the largest

ALL PHOTOS: WILDLIFE RESERVES SINGAPORE RESERVES WILDLIFE PHOTOS: ALL panda exhibit in Southeast Asia.

60 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 On the Amazon River Quest, visitors hop on a slow, open- topped boat ride

LOCATION River Safari is located in the north of Singapore, approximately 20 minutes’ drive from the city centre. On the park’s website, it even includes a tracker so you can estimate time and cost if you travel by car, taxi, bus or MRT.

OPENING HOURS 9am – 6pm, 365 days a year. The River Safari Tea House closes at 8pm.

ADMISSION PRICES Adult tickets cost S$25 (£12, €14, US$20), child S$16 (£8, €9, US$13). The Park Hopper 4-in-1 is S$89 (£42, €51, US$70) for adults and S$58 (£27, € 33, US$45) for children. The Wild Amazonia section includes a view of the South American jaguar

In the second part of the attraction, multi-level exhibit, which includes the has been set up to avoid queue jumping Wild Amazonia has three main exhibits; world’s largest freshwater aquarium, and there are plenty of staff members Amazon River Quest boat ride, Squirrel where visitors can see manatees and to help with queries while you wait, so Monkey Forest and the Amazon Flooded other creatures through a 22 x 4m (72 x buying tickets doesn’t take too long. Forest. At the Amazon River Quest, visi- 13ft) viewing window, with a view from You can buy a single visit ticket for River tors hop on a slow open-top boat ride the bottom of the forest ﬂ oor up to the Safari or purchase a Park Hopper ticket down the Amazon River, where they water’s surface. for one, two or three of the group’s see monkeys and exotic birds before other attractions. Park Hoppers entitle entering a dark cave to see the South TICKETING guests to one visit per park within 30 American jaguar, and disembarking for The ticketing booth services the zoo days of purchase. Unlimited member- a walk around Squirrel Monkey Forest. and Night Safari so it can get busy in ship is available and tickets can be Finally, the Amazon Flooded Forest is a peak times. A proper queuing system pre-purchased online to avoid queues.

AM 1 2014 ©Cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 61 MYSTERY SHOPPER

The park is teaming with animal life, including the Scarlet Ibis (top left), Caribbean ﬂ amingoes (bottom left) and Brazilian tapir (above)

FOOD AND BEVERAGE RETAIL is rarely a barrier in Singapore and staff At the main entrance to the three parks, The House of Kai Kai and Jia Jia is a members are knowledgeable and enthu- there are a number of F&B franchises, bamboo-themed shop house located siastic about the product. but if you want to wait until you’re next to the Giant Pandas featuring inside the park to eat, quality is top panda merchandise. The park’s main CLEANLINESS notch, but choice is more limited. retail outlet is the River Safari Shop Singapore is known for its cleanliness The main dining area is the River at the Entrance Plaza. It sells furry and this is a good thing in a Safari Tea House, a quaint teahouse set- toys, ﬁ sh and all sorts of water-themed visitor attraction. Because ting located at the Entrance Plaza. The goodies and gifts and photos taken at the park has just opened, menu offers over 60 different regional various photo points along the way. maintenance isn’t Chinese dishes. Next to the Giant Panda an issue yet, but hot Forest is the park’s other main eatery, THE STAFF humid conditions and called Mama Panda Kitchen. It fea- Plenty of park staff are on hand should water-based attrac- tures Szechuan-inspired cuisine such you need advice on where to go or what tions tend to weather as bamboo rice, prawn dumplings and to do on your visit. The park follows quickly in Asia so it will panda-shaped buns or ‘paos’. Guests a one-way direction for most of the be interesting to see how Guests can can hire a private dining area with a attraction, so it’s a case of following the signboards and fencing buy panda- view of the pandas at an additional cost. path to see everything on offer. English stand up over time. themed food

GREEN CREDENTIALS

River Safari is the ﬁ rst attraction in Singapore to be given the Building and Construction Authority’s (BCA) Green Mark Platinum Award in the Park category. Located next to Singapore’s Seletar Reservoir, the attraction has been built to minimise disruption to existing habitats around the area, including the construction of green corridors for wild animals. Engineering features include bioswales designed to collect rainwater runoff from roofs and footpaths to provide clean homes for native animals such as frogs, dragon- ﬂ ies and other aquatic animals. Visitors can learn about the culture surrounding rivers, like that of the Indian Ganges ALL PHOTOS: WILDLIFE RESERVES SINGAPORE RESERVES WILDLIFE PHOTOS: ALL

62 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 The pandas are the main attraction – visitors can also buy panda gifts and eat at Mama Panda Kitchen

OUR EXPERIENCE I must confess that Singapore Zoo and the Night Safari are two of my favourite wildlife visitor attractions. When I lived in Singapore, I was a regular visitor to both parks as well as Jurong Bird Park. On a recent Singapore weekend geta- way from Malaysia with my family, I was excited to experience River Safari but also interested to see whether it could live up to the reputation set by its sister parks which set the benchmark for animal attractions in South-East Asia. Rivers aren’t really my thing, as I’m The attraction is believed to include the world’s largest freshwater aquarium more fascinated by ocean animals and my three children weren’t overly excited by the prospect of otters and cod. That The panda bears are deﬁ nitely the said, the pandas were raising the squeal main attraction at the park, which is WHAT’S THE SCORE? quota in the car as we set off ﬁ rst thing. food for thought given it’s a river attrac- The experience really begins at the tion. At feeding time when we visited Toilets 10 River Safari Entrance Plaza. Here, you their enclosure, we got so close to Kai Staff 9 can make use of a range of services, Kai and Jia Jia it was like having a front Cleanliness 10 including stroller hire, restaurant book- row seat at a Kung Fu Panda movie. Experience 8 ings and park information. The River The keepers deliberately spread out Value for money 7 Safari Quest boat ride wasn’t yet open activities for the bears to encourage to the public when we visited, so we them to romp all over their pen and this Overall experience 9 were told the attraction would take a gave almost all the spectators who were couple of hours to visit. Actually, we gathered a great view. were there for three hours and could We chose to eat at Mama Panda SUMMARY have even spent longer. Kitchen for lunch where they dish up The attraction still needs to develop its In the Rivers Of The World walk red bean buns decorated as panda storyline further so it clearly differen- through, we learned about river conser- bears in little bamboo steamers. Our tiates itself as a river-themed offer: vation, and the fact a cultural element is girls loved them, and for S$6 (£3, €3, currently it risks being perceived as a brought into each zone makes it much US$5) they were really good value poor relation to Sentosa’s new aquar- more fun. Learning about the spirit- for money. Sadly, most other visitors ium. However, overall it’s a great day ual side of the Ganges and it’s sacred thought so too and the queues in the out, and in terms of operations and waters, for instance, is a bonus you restaurant were horrendous and the quality, it meets the high standards of don’t expect at a nature attraction. staff totally overwhelmed. existing attractions in the portfolio. O

AM 1 2014 ©Cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 63 IAAPA 2013 SHOW REPORT

IAAPA ATTRACTIONS EXPO

Almost 30,000 attractions professionals attended the IAAPA exhibition and conference in Florida, marking a 10-year high for the event. We proﬁ le a selection of new products launched at the show, and ask some of the attendees for their views on the latest trends in the attractions world

IAAPA AWARDS IAAPA AWARDS

Lifetime award for Premier Rides’ Jim Seay

Jim Seay, president of Premier Rides, world supplier of theme park attractions, was honoured with the Lifetime Service Award, given in recognition of an individual’s contributions to the industry and IAAPA. Seay began his career in the industry in 1988 with Six Flags Corporate Engineering Team. In 1996 he became president of Premier Rides where he helped develop the Linear Induction Triotech’s new dark ride attraction creates a different adventure for each player Motor and Linear Synchronous Motor-powered roller coaster. Brass ring for Triotech dark ride Seay has dedicated himself to the design, manufacture and Montréal based TRIOTECH won a Ride attraction. The ride is highly operation of safe rides and attrac- prestigious Brass Ring Award in interactive, offering stereoscopic tions. He currently serves on the the Best New Product Award 2013/ 3D graphics in real time and multi- IAAPA Safety and Government Family Entertainment Center Ride/ sensory special effects to create a Relations Committees and the Attraction category for its XD Dark different adventure for each player. IAAPA Foundation Board.

IAAPA AWARDS Europa-Park’s ice and ABBA shows honoured

Two Europa-Park shows scooped prestigious Brass Ring Awards. The ‘Ice Show Supr’Ice – Going on Vacation’ and the ABBA Show ‘Waterloo’ were both honoured for best entertainment production. Europa’s Thomas and Michael Mack (l and c) Jim Seay accepts his award

64 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 The new Explorer ride from Huss

RIDES & EXPERIENCES

HUSS Park Attractions showcases two new offers

HUSS® showcased its new a themed pre-show in the glass sides for unrestricted The Condor, a popular ride fi lm-based ride concept, the queuing area as guests watch screen views, while a 360° back in the 1980s and 90s. Explorer, which can accom- the gondola descend into multi-projector fi lm delivers The Condor 2-G offers an modate up to 70 guests, the ‘earth’. Riders sit in the high defi nition content. improved ride design, and including wheelchair users. closed cabin facing outwards, The company also guests can choose between The experience begins with looking through full height unveiled its new version of two ride styles.

IAAPA AWARDS IAAPA AWARDS RIDES & EXPERIENCES

The new simulator offers interaction for Jora’s John Ruisch (pictured right) John Wood (left) joins attractions greats three riders at once

Aqua Bella show scoops Sally Corp’s John Wood Cruden makes waves IAAPA Brass Ring award joins IAAPA Hall of Fame at IAAPA 2013

Jora Entertainment’s ‘Aqua Bella’ Chair and CEO of dark ride and ani- Amsterdam-based Simulator attraction show received an matronics company, Sally Corporation, company Cruden showed a new IAAPA ‘Brass Ring Award’. The John Wood has been inducted into powerboat simulator at the show. company developed the show IAAPA’s Hall of Fame, which honours Guests could climb aboard a concept for the Dolﬁ narium pioneers for their contributions to the Hexatech 3CTR simulator and marine mammal park in worldwide attractions industry. Among launch themselves into the water Harderwijk, in collaboration with the legendary honorees are Walt Disney in a dual engine P1 powerboat Dutch companies Nuforma and (Walt Disney Company); George Ferris or fast interceptor military ves- White Villa. Mixing entertainment (inventor of the Ferris Wheel) and Jay sel, modelled by Cruden’s vehicle with messages about global waste, Stein (Universal Studios Florida). dynamics engineers. It’s the ﬁ rst Aqua Bella features high quality Wood was cited for his ideas and Cruden simulator to offer an audio-visual, including 3D video leadership in reviving family dark ride interactive experience for three mapping on seven giant screens. attractions around the world. guests at once.

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 65 IAAPA 2013 SHOW REPORT

RIDES & EXPERIENCES TECHNOLOGY

Gateway and Nigeria reps sign deal

Gateway signs ticketing deal for Nigeria parks

Gateway Ticketing Systems signed an agreement at IAAPA to use Gateway Ticketing Systems’ ﬂ ag- ship GalaxyTM product suite for ticketing and access control at the Delta Leisure Resorts and Asaba Wildlife Parks in Nigeria. The parks, due to open in April 2015, will use the company’s WhiteWater’s No Boundaries is a new adventure park housing a wide variety of activities Galaxy product suite for point of sale for main gate, kiosk, online WhiteWater unveils dry amusement offers ticketing, retail and F&B. The Delta Leisure Resorts antici- WhiteWater Attractions for both harnessed and sive story and game pates upwards of 5 million visitors showcased its portfolio of unharnessed participants. play, music, lights, and a year to the venues, which will new dry amusement offers The all-new Fusion mobile device integration. include wildlife and water parks, at IAAPA, from its new Factory™ from Prime Also unveiled was Raft hotels, nightlife and attractions. product family of Prime Interactives has taken all Battle from Hopkins Interactives, Hopkins the best features from Rides, which engages Rides, and Apptivations. the old Foam Factory both riders and partici- IAAPA visitors were including blasting, dump- pants on shore in a full Attractions access technology the ﬁ rst to see Prime ing, vacuuming and 360-degree water battle. from OmniTicket Network Interactive’s new- shooting foam balls, Finally, Apptivations est attraction, No and added new interac- showcased its latest OmniTicket Network’s Interactive Boundaries™, an adven- tive laser blasters, laster entertainment technology, Turnstile Transformer (ITT) was ture park which combines tag technology, giant including Slideboarding on show at IAAPA. The ITT turns elements and activities scoreboards, immer- and Apptractions. turnstiles, counters or desktops into an interactive access control solution. It can be customised for each park’s requirements, and RIDES & EXPERIENCES offers a guest or operator-facing LCD screen, 2D barcode scanner, magnetic swipe reader, RFID sen- sor and a biometric reader.

The Lost World is a 4D dinosaur Wristband technology nWave’s The Lost World adventure from CenterEdge premiers at IAAPA Facility solutions provider nWave Pictures Distribution pre- to a desert island only to discover a CenterEdge unveiled a new wrist- miered its newest 4D attraction fi lm world of prehistoric dinosaurs. The band feature to its technology The Lost World at IAAPA. Produced company also confi rmed the Spring portfolio to help manage time- by UK animation studio Red Star, and 2014 release of its new 4D produc- based capacity ticketing. Facilities exclusively distributed by nWave to tion, The House of Magic: The 4D can now have one computer print- theme parks and attractions world- Experience, which tells the story of ing to multiple wristband printers, wide, the 11-minute 4D fi lm tells the Thunder, an abandoned young cat who which can print different coloured story of Bob, who goes on vacation stumbles into a magical old mansion. wristbands to differentiate ticket purchasers’ time.

66 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 www.whitewaterattractions.com IAAPA 2013 SHOW REPORT

RIDES & EXPERIENCES GAMING

The Pac-Man range is expanding

New games from Bandai Namco

The gondola rises through four different levels, with a new story played out on each New titles from Bandai Namco included Mach Storm, a dome- ABC Rides unveils new SFX vertical dark ride screen, flying simulation and shooting game, placing the player The Knights Ride Tower on a specially-designed each level, via animated in a cockpit, engaged in dog fight- is a free fall ride for fami- H-steel frame, with an movies and AV effects. ing over the skies of Miami, Tokyo, lies, incorporating special attached gondola for On level four, passen- Washington DC, Dubai and Paris. effects on different levels 10 people. The gon- gers are startled by a Alpine Racer, the popular ski and the thrill of a sud- dola rises through four slap on the back before simulator returns with a 55-inch den freefall experience. different levels, with a the gondola drops screen. The game offers Nam- The tower is mounted new story being told on quickly to ground level. Cam, enabling a picture of players to be incorporated in the game. Other highlights include Pacman Holovis’ MotionDome launches in the US Swirl which joins Pac-Man Basket, Pac-Man Bowling, part of the Holovis launched MotionDome, the emerging Pac-Man branded range. next generation of dark ride and gaming experience to the US market at the show. MotionDome is an immersive, interactive platform for Benchmark unveils 2D or 3D experiences. Audiences games quartet enjoy a 360° projection which uses auto-alignment technology to ensure Benchmark Games, manufacturer a seamless finish. The solution is The dome has motion-seat technology of Coin-Operated Redemption scalable from as few as 2-100 play- Amusement Equipment, debuted ers with dome sizes up to 30m. by In-Mo™, a Holovis gaming and four new titles at IAAPA . The ride is completed with Holovis control technology that integrates Headlining the quartet of new motion-seat technology and driven real-time interactives into the dome. games was Benchmark Games’ first original content, video arcade driver – Super Shifter Drag Race Challenge (SSDRC). Interlink seals rides deal for Nigeria parks Blaster is a single player skills game, while Coin Flip is the first Theme park ride specialist Interlink opment of three of the theme park of the next generation Wheel Deal has been contracted to play a key zones and, in addition to bringing in products, where players walk a role in the Delta Leisure Resorts rides from other suppliers, the com- coin down a rotating playfield. It’s development in Nigeria, procuring pany will be providing a Super Flume a four-player game in a brightly- 27 amusement rides for the project. ride and Panoramic Tower from its lit LED cabinet. Finally, Spindrome Interlink is involved in the devel- own product portfolio. is an intergalactic-themed spinner offering big ticket values.

68 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014

IAAPA 2013 SHOW REPORT

INDUSTRY VIEWPOINTS

What were the hot topics and trends being discussed at the show? We ask some of the exhibitors from across the attractions sectors for their views

Shawn McCoy Sohret Pakis Stuart Vp of marketing & Communications director Hetherington business development Polin Waterparks CEO Jack Rouse Associates & Pool Systems Holovis

Attractions design Waterpark design & supply Immersive entertainment

What's the talk in the industry? What are the main What do you see as the The value of intellectual property, issues or trends in your main issues and trends how to create a successful attraction industry currently? in the current market? model for a variety of new mall pro- One of the biggest trends is them- Taking storytelling to the next level jects, expanding leisure markets in ing. Customers love stories, so they is a big industry focus – putting Russia and China, and the growing want the parks that they visit to tell the user in the centre of the story, importance of guest-influenced visi- them great stories, including the immersing them completely rather tor experiences. It’s exciting to see park’s rides. That means we need than watching on a flat screen. how media, technology and simple waterslides to be able to work with Globalisation is another issue, human interaction are converging to the themes and tell those stories too. with emerging markets starting to create personalised visitor experi- That’s one of the reasons we created drive the quality agenda for the first ences where the audience becomes the King Cobra waterslide – the very time, and looking to create world an integral part of the attraction. first waterslide to build theming into leading solutions. This is putting its design—into the fibreglass itself. pressure on the more established What are the challenges ahead? markets to be at the forefront of the The industry needs to continue to What new technology visitor experience. focus on attracting and cultivat- are you working on? ing new creative talent – writers, On the manufacturing process, What effect are these issues planners, designers and produc- we’re focused on our RTM technol- having on your business? ers. Programmes such as Carnegie ogy (resin transfer molding). This The industry is in a very excit- Mellon’s Entertainment Technology technology doesn’t simply improve ing place with emerging markets Center, University of Cincinnati's the looks of slides, it also creates such as China going through a new DAAP programme and SCAD’s stronger slides that use less waste period of growth. Offering parks new Themed Entertainment Design in the manufacturing process, which one point of contact and a complete Masters are creating great tal- is critical in today’s environmentally turnkey solution is a new business ent, and initiatives such as TEA’s conscious world. model which the Chinese market in NextGen and IAAPA's Student The movement toward closed- particular is embracing. This has Memberships are doing a great job molded technology will eventually led to a lot of new opportunities and of educating students about the pos- displace conventional, traditional contracts which we will be delivering sibilities in the attractions industry. molding methods. on in 2014.

70 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Geoff Chutter CEO WhiteWater West Industries

Waterpark supplier

What are the present challenges in the industry ? The challenges are intellectual property protection but in this area IAAPA is doing a great job in being very visible in protecting the turf of the ‘creators’ of new attractions. Public liability and tariffs remain an issue in many markets.

What are the most exciting things happening Ernest Yale John Wood in the industry? CEO CEO The dial-up of interactive play and Triotech Sally Corporation the introduction of gaming into both the amusement park and the waterpark sectors are the most Interactive attractions Animatronics & dark rides exciting trends we’re seeing.

What are the current trends? What do you see as the Interactive dark rides are hot, plus industry’s challenges? interactivity and digital technology Coming up with new ideas and are impacting on the amusement products that can perform in the John Davies and attractions industry. mass entertainment industry is an COO, An interactive attraction grabs the ongoing challenge. Suppliers from UK Business Unit guest’s attention by involving them all over the world are always trying Omniticket Network in the story, making the experience to create the next new and exciting more rewarding and memorable. attractions. We have great creative Ticketing & access This increases positive word-of- thinkers on both manufacturing and mouth and re-playability (guests the operator sides of the equation. What are the main trends in want to try the experience again). technology for attractions? This multiplication of ‘experience What are the most exciting The trends are more towards mobile ambassadors’ can have a strong things happening right now? ticketing technologies – both in impact on the operator’s results. When the buyers are buying, it’s terms of being able to purchase tick- Digital is further impacting the always an exciting time! Plus ets via mobile devices and also using industry by facilitating greater real- Disney’s hard at work in China, the device directly at the access con- ism. Operators can expand offers by Universal in Singapore, the Middle trol point of the attraction. Increasing modifying content more rapidly than East is coming back to life, and ticket distribution capabilities on a traditional attraction. Russia’s more serious about leisure. is another requirement, including the ability to activate remote media to be used as a valid ticket. More mobile phone manufacturers are now incorporating NFC (Near “It’s exciting to see how media, technology Field Communications) technol- and simple human interaction are converging ogy into their handsets. This type of technology allows the phone to create personalised visitor experiences” itself to be activated as an admissions ticket, without the need to download and scan barcodes.

SHOW TIME Lesley Morisetti reports on key messages from the IAAPA conference

he show was the normal balancing act of trying to squeeze in visits to Orlando attractions to see what’s new, attend parts of the conference, meet with current and T prospective clients and get the most from all the wonderful networking opportunities. Museums Day on the Monday included some interesting talks with speakers drawn from all sectors of the industry, proving how much we can all Museums Day at IAAPA included talks on urban renewal and importance of branding learn from each other. The fi rst session explored how museums manage their brands. Melissa “THE MUSEUM DEFINES Q Aligning your brand experience to Felder of the California Academy of your brand promise – stressing how Science discussed the importance of ITS BRAND AS HIP, important it is to deliver brand prom- delivering on its brand promise. The ises throughout the visitor experience museum has defi ned its brand person- INTELLECTUAL, MODERN and understanding that brand delivery ality as hip, intellectual, modern and needs to go far beyond just marketing accessible. Research indicates they’re AND ACCESSIBLE” and communication. delivering on the fi rst three but still Q Recognising the power of experi- have to work on accessibility. as anchors for urban re-development ences – in the 80s attractions started to The importance of the latter is shown projects. The benefi t for the museum recruit from FMCG to bring marketing by visitor research which indicates that in each case was a new and improved skills into the industry, now the retail satisfaction increases by fi ve per cent building, often in a central location and and FMCG sectors are starting to recruit when a visit includes some interaction often enabling the museum to re-locate from the attractions industry with scientists/museum specialists. Rob alongside other museums and institu- Q It’s all about me – the technical abil- Gallas of Chicago’s Museum of Science tions, to create a cultural destination. ity to make sense of customer profi le and Industry (MOSI) reported on the Examples given included The and usage data is helping attractions to need to get buy-in from staff to ensure Exploratorium in San Francisco which deliver on the desire of visitors to tailor the experience aligns with the brand. moved to the waterfront as part of the their experiences at attractions, and MOSI has brought together a cross-dis- re-development of Piers 15 and 17, the infl uence the experience itself. O cipline team of brand champions on a Museum of Nature and Science which Brand Council, which meets bi-monthly moved to the Dallas Art District, and Lesley Morisetti, director, and is charged with ensuring that the Peoria, Illinois where a number of launched Morisetti Associates museum keeps to its brand promise. museums were relocated to create a in 2010 to work with visitor The second session explored what new Museums Square in an area which attractions and experience museums and science centres can had started to decay. providers, building on nearly learn from urban renewal. Museums These and other sessions touched on 30 years of international operational and expert Mac West reviewed cases where some of the key issues for visitor attrac- consultancy experience. museums had been re-located to act tions today, including: Web: www.morisettiassociates.com

72 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Kiddie Kart Gamma LeisurePOS ACCOUNTS MEMBERSHIP

gamma dataware

Complete business solutions

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Bumper LeisurePOS modules include: Cars Admissions and Ticketing Bookings and Event Management Membership Retail and Catering Point of Sale Stock Control Purchase Order Processing Mail Order Gift Aid Integrated Chip and PIN Web Interfaces Gamma Dataware Ltd Accounting and Payroll Wright Business Centre Reporting and Back Office Management 1 Lonmay Road Glasgow LeisurePOS options include: G33 4EL = #,4(.(55$0'4(/16(+$0'+(.' !70,65 Telephone: +44 (0)141 773 6273 = ",&-(65$.(5$0'&1..(&6,10-,15-5 $: = (/1*4$2+,&'$6$&$2674( +44 (0)141 773 6283 = !+,2$0' )141))5,6(5$.(5 E-mail: = 19(%64$05$&6,10)((5 [email protected] = "+($64(1:)),&(5$.(5 Bertazzon 3B srl, 31020 Sernaglia (Treviso) Italy Phone +39.0438.966291 Fax +39.0438.966165 E-Mail:[email protected] [email protected] www.gammadata.com Venetian Carousels

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 73 ZOOS PANDA POWER Giant panda leasing is now big business around the world, but zoos looking to do deals with China must be prepared for a huge investment of both time and money. Jak Phillips examines the bare necessities of the practice

Jak Phillips, News Editor, Attractions Management

fter five years of intense and the Chinese Wildlife Conservation to include giant pandas as part of political negotiations between Association, the deal to lease the pan- their collection for a variety of rea- Beijing and Britain, the spe- das involved political and diplomatic sons. Primarily as pandas are seriously cially chartered plane finally negotiations at the very highest level. endangered and we believe Scotland’s Atouched down at Edinburgh airport. expertise in animal nutrition, genetics, Anticipation was high amid the tangible Costs and conservation embryology, immunology and veterinary sense of history in the making. In addition to the extra staff they medicine could add to the overarching Having tracked the historic flight require, the pandas - which remain the conservation programme, but also as with 24-hour rolling news coverage, the property of China - cost $1m (€726,607, they are a flagship species to highlight world's media scrambled to snatch a £609,998) per annum over the 10-year other conservation work. glimpse of the two VIPs from China. period. And that's before you factor “The commercial benefits were obvi- They emerged, flanked by a dedicated in the estimated £70,000 ($114,754, ously part of the picture too.” He says team of aides, while high-ranking politi- €83,381) the zoo must fork out each visitor numbers spiked by 50 per cent cians waited in the wings to greet them. year for the pandas' 18,000kg of spe- in the first year of the pandas’ residency, But it wasn't the Chinese Premier dis- cially-grown bamboo. What's more, any covering the costs of the lease fee. embarking from the aircraft. It was a cubs produced by the pair would be pair of giant pandas. returned to China after two years. So Media attention, public affection The hubris offers a telling insight into why did the zoo go to all that trouble? Traditionally, zoos that lease pandas the peculiar practice of panda leas- Apart from it being something of a expect to see a drop-off in visitors by ing. The pandas - Tian Tian and Yang coup (Britain’s last resident pandas, the end of the second year when the Guang - were en route to Edinburgh Ming Ming and Bao Bao, left London initial excitement has ebbed away, but Zoo to become the UK's first resident Zoo in 1994) the gains – according to Valentine says that Edinburgh Zoo pandas in 17 years. Aside from five the RZSS – were seen as both conser- has evaded this, with its pair of pan- years of cajoling between the Royal vational and financial. das receiving their one millionth visit Zoological Society of Scotland (RZSS - The zoo’s director of giant pandas, in December 2013 – two years after the charity that owns Edinburgh Zoo) Iain Valentine, says: “RZSS sought they first arrived. “Our business model

The beneﬁts of zoos and aquariums include new income and jobs that contribute broadly to the economy

Although bamboo for Er Shun (left) and Da Mao costs $200k per year, Toronto Zoo’s visitor ﬁgures have increased 30 per cent year on year

74 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Visitors to Edinburgh Zoo spiked by 50 per cent in the ﬁ rst year that the pandas became residents, and interest remains high

Environmental protection awareness is at the heart of our mission and giant pandas are global ambassadors for species survival and protection regarding giant pandas has always been In the absence of nature’s mira- bamboo. “At 8,000 sq ft (745 sq m), extremely conservative. To date we’ve cles, zoos have been forced to explore the Panda Interpretive Centre, is one of not seen any tail off in interest and innovative showcasing methods to the largest panda educational facilities we’ve bucked the trend for a panda zoo maintain the panda buzz. Toronto Zoo in the world,” says Toronto Zoo’s chief in year two,” he says. became the world’s latest recipient of operating offi cer Robin Hale. “Realistically there’ll be a reduction in cubs when it welcomed Er Shun and Da “The centre employs many state-of- visitor levels at some point, however no Mao in March 2013 and the centre has the-art interactive features to convey zoo that has ever had giant pandas in sought to heighten public interaction the importance of habitat preserva- recent years have ever returned them – with the cuddly creatures by creating its tion for the protection and survival of all have extended their agreements.” Giant Panda Experience exhibit. many threatened and endangered wild Of course, the biggest boon for gener- species, not just the giant panda.” ating visits and publicity is the birth of Panda interpretation Toronto Zoo’s approach appears to a panda cub. At 1/900th of their moth- The centre offers conservation and have paid off. Recent attendance fi gures er’s size – one of the smallest ratios for educational features designed for adults show a year-on-year increase of 31 a newborn mammal – panda cubs are and children, using a variety of graph- per cent for the fi ve months since the appealing to visitors and newspaper ics and model displays, as well as exhibit opened, and the zoo says it’s editors alike, driving up gate receipts interactive features, multi-media games ahead of budget on revenue projections. and earning huge amounts of publicity. and audio-visual presentations. So far it seems, the pandas are The media went into minor frenzy One element particularly popular earning their keep, which is just as last summer after speculation that with visitors is the food display, which well when you consider their bamboo, Edinburgh’s Tian Tian might be shows the amount of bamboo each specially fl own in from a planta- pregnant. However, in the end it’s sus- panda eats in a day and also “panda tion in Memphis, comes to $200,000 pected she may have miscarried. poop” to illustrate the output of the (€145,000, £122,000) a year.

Toronto Zoo’s Panda interpretive Centre is one of the largest panda educational sites in the world and offers many interactive exhibits

But as Hale states, it’s not just about diplomatic channels, the gifting of pan- Weighing up costs the money. “We’ve always placed envi- das to foreign nations proved so popular But despite optimistic figures com- ronmental protection awareness at the that China gave 23 pandas to nine differ- ing from Edinburgh and Toronto, Dave heart of our mission and giant pandas ent countries from 1958 to 1982. Towne, president of the Giant Panda are global ambassadors for species sur- But since the mid-1980s, China has Conservation Foundation for North vival and protection,” he says. “A key stopped giving away pandas for free, America, insists leasing a panda is more objective of the 21st century is to show instead leasing them for around $1m a labour of love than a calculated busi- people the connection between wildlife (€727,000, £610,000) per year over ness decision. “I spend most of my time survival and protection and sustainable what is typically a decade-long contract. discouraging various institutions from human development.” But despite the price hike, the western trying to go after pandas, unless they public’s love of pandas remains undimin- have a really strong commitment and a Beijing benefits ished, helped perhaps by their indelible large cheque book,” he says, pointing out The practice of obtaining pandas from position in the culture. that zoos face additional costs for extra China - the only country in the world to Ever since the WWF chose the panda staff, feeding and entertaining Chinese have them - is not new. Known as panda as its logo in 1961, the bear has come visitors, as well as having to fund further diplomacy, its growth in popularity has to represent one of the most treasured research and projects. both aided and mirrored Beijing’s march and mysterious creatures of nature, while “It’s being used effectively by China. As towards superpower status. modern movies like box office hit Kung I’ve told a lot of elected officials in US Originating in the 1950s as a brain- Fu Panda have attracted a whole new cities - you’ve got to be brave as it’s a wave of Chairman Mao’s for opening up generation of fans. long commitment that will require $15- 30m (€10.9-21.8m £9.1-18.2m).” China’s use of panda diplomacy FLYING PANDAS - BY FEDEX has drawn scrutiny in recent years. In a research paper published in The high-profile nature of modern Plexiglas enclosures, a dedicated team Environmental Practice journal in panda leasing has turned the practice of four experts on board plus copious September 2013, a team from Oxford into big business - best exemplified amounts of bamboo and mineral water, suggest that since 2008, panda loans by the fact that transporter Fedex now the pandas received VIP care during have come about at the same time offers a panda express service to fly the 5,000 mile flight from Chengdu. China has been signing trade deals for bears around the world. While FedEx inevitably benefits from valuable resources and technology. Having flown polar bears, white tigers, the exposure of these major media The researchers claimed that panda elephants, a rhinoceros, lions, gorillas events, its managing director of UK & loans made to Canada, France and and a 13ft (4m) tiger shark, Fedex set up Ireland ground operations Trevor Hoyle Australia coincided with trade deals its panda express in 2000 and has so far is keen to point out: “FedEx Express for uranium, while reporting that the carried 12 pandas across the globe. does not charge for transporting the Edinburgh panda exchange was closely The nine-hour flight to Edinburgh in pandas. We feel honoured to be called followed by an estimated £2.6bn ($4bn, 2011 required 21 months of co-ordina- upon to ensure safe passage, thus €3.1bn) worth of contracts between tion between three teams of specialists indirectly helping with the efforts to China and Scotland for the supply of in three countries. With custom-made save the endangered species.” salmon, renewable energy technology and Land Rover vehicles.

O Giant Pandas have a black and white coat, with black eye patches and ears which make them very distinctive. Adults can grow to over 1.5m long and weigh up to 150kg O Pandas often give birth to twins. In the wild, the mother will choose one cub to raise and leave the other to die. The discarded cub is raised by zoo staff in captivity O Panda cubs grow up to 10 times their birth weight in the first five to six weeks O Following ancient Chinese tradition, giant panda cubs are not to be named until they have been alive for 100 days O A giant panda can eat up to 38kg of bamboo a day and will only select the best bamboo, rejecting as much as 85 per cent of it. This can take up to 16 hours to eat each day O The giant panda’s teeth are Edinburgh Zoo’s Yang PHOTO: ROB MCDOUGALL approximately seven times Guang and Tian Tian bigger than a human’s, which have raised the profile helps the animal chew and eat of the attraction its mountains of bamboo Source: Edinburgh Zoo, Toronto Zoo, BBC Zoo, Toronto Zoo, Edinburgh Source:

“No doubt it’s [panda diplomacy] try’s north where the bears primarily being a fragile creature which is highly about trade,” says Towne. “The Canadian reside. China gained huge media vulnerable to change, but this is actually loan came about after Prime Minister attention in September 2013 when it a misconception. Stephen Harper's trade visit to China. showcased 14 panda cubs artiﬁcially Pandas living in captivity abroad often Beijing wants a relationship with Canada bred at Chengdu Giant Panda Breeding live to be around 30-years-old – far because of its coal and oil supplies” and Research Base, hailed as a major longer than their life expectancy in the breakthrough. wild, which is estimated by experts to be Panda protection “It’s amazing to see the amount of around 20 years. With China’s panda populations on an work that goes into preserving the pan- “Pandas are very adjustable animals upward spike – the last WWF survey in das,” says Xiaoping Lu, division director and the most resilient of any I’ve dealt 2004 estimated there were 1,600 pan- at the CITES management author- with,” says Towne. “The care afforded to das in the wild, and this number is since ity in China. “The exchange of people these loaned pandas is very extensive, thought to have grown – leasing solely between China and the US has helped both medically and nutritionally. They're for the sake of conservation objectives towards knowledge sharing, leading well looked after and only two per cent now seems less plausible. to key developments in technical die prematurely in captivity now, which is Despite attracting criticism from wild- assistance, breeding technology and pretty incredible.” life groups who say panda diplomacy nutrition management.” Regardless of whether panda leasing is is cruel and unnecessary, the beneﬁts As for the pandas travelling overseas, seen as a costly loss-leader, an invest- for China’s wild and captive panda Lu insists that no pandas are ever taken ment or a huge revenue generator for populations appear to be evident. from the wild and that bears are carefully the attractions, the success of conserva- Under wildlife treaties and the lease selected from the country’s estimated tion efforts and huge appetite for these agreements, all of the money paid to 300-strong population in captivity. creatures among visitors, means that China for the pandas is reinvested in The notoriously secretive mating habits successful panda diplomacy is likely to conservation projects across the coun- of the panda has led to perceptions of it continue well into the future. O

Waterparks need to ensure their attractions offer something for all the family, including dry offers too

THE NEXT WAVE

How can waterparks keep their off er fresh and exciting, and what should they be investing in for the future? Franceen Gonzales outlines some of the key trends that are helping waterpark businesses entertain customers all year round

he toughest decision in my new journey very exciting. The follow- Great vistas and ‘hero shots’ are career was to move from being ing are some of the trends I see now important elements to a ride not just for an operator to working for a and going into the future. the ride experience, but for the market- supplier. As one person put ing campaign. So it’s no surprise that a it, “there was a disturbance in The Hero Shot great looking ride is of value, but a ride T the Force…” when I made that Operators always want an iconic ride where guests are raving about the expe- decision public, as some joke that will give them a competitive advan- rience will endure. that becoming a supplier is going to the tage, so they’ve focused on the ride “dark side”. experience for marketability. But that Hybridisation within parks But becoming a supplier is more like also means educating the would-be There was a time when parks were clas- the other side of the same coin. We customer on what the product actually siﬁ ed as a theme park, waterpark, or have the same objectives for creating does and feels like. family entertainment centre. The only great guest experiences. I’ve known the Lately, I see many rides being devel- hybrids were big theme parks that had waterpark industry as an operator for oped that may not have signiﬁ cant thrills standalone waterparks or FECs with a more than 25 years and I’m very famil- but look great. A nice paint scheme, couple of waterslides. Today, parks are iar with the product so it’s exciting to be some exaggerated curvature, graphics, or becoming more and more hybridised, working in concepting, designing, engi- lighting effects are making the ride look making it hard to classify a park as neering, constructing, and delivering great even if it isn’t the most thrilling strictly a waterpark. Many have incorpo- attractions to operators who are, like ride. The trend in the short term will be rated dry rides, from huge rollercoasters me, focused on the guest experience. for ‘sexy”’rides, but the most success- to dry play areas or ropes courses. There are some big picture trends I’m ful rides will have an appealing look and Great success has come from com- seeing in the business that makes this offer incredible thrills to the guest. bining large waterparks with state-of-art

78 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 The desire for more and more thrills is fuelling the boom in more daring water rides, as well as more adventure and challenge courses at waterparks

FEC attractions with arcade, bowling, mini-golf, and upscale restaurants. This “TODAY, PARKS ARE BECOMING MORE AND MORE hybridisation is meant to create some weather-resistance but to also appeal HYBRIDISED, MAKING IT HARDER TO CLASSIFY to those who don’t really want to wear a swimming costume. A PARK AS STRICTLY A WATERPARK”

Hybridisation within rides There’s an interesting phenomenon elements are combined and operate family-friendly, yet challenging attrac- that occurs in our business. In years successfully remains to be seen. These tion, and you could have an instant with little park development, there is a combinations can look good, but how hit. We’ve seen playgrounds in public bit more innovation. Ride manufactur- the ride forces work together needs settings become bland as there are per- ers need to come up with rides that set signiﬁcant engineering and testing. I ceived risks municipalities don’t want them apart from their competition as see this trend sticking around, as there to take on, but in our FEC environments, the few rides that will be purchased are are some really good-looking ride ele- with trained supervision to enhance likely to be iconic to drive the gate. ments that give not only the hero shot the experience, challenge courses can But in park development boom- as stated earlier, but also offer thrill ele- be great fun and a completely different, ing years, little innovation happens as ments for a heightened ride experience. safe experience for kids and adults alike. manufacturers are spending their time Zip lines, ropes courses, climbing on the standard capacity rides going Adventure and extreme sport walls, and other adventure sport ele- into all those new parks. So it’s no sur- Just as reality TV has become the norm, ments are becoming ever popular and prise to see with booming development so has an appetite for adventure and we’ll likely see advances in the equip- in Asia and other parts of the world extreme sport. There are any number of ment and large-scale applications in that, with a few exceptions, we’re see- survivor shows that highlight the thrill places like waterparks and theme parks ing tweaks to existing rides rather than of sport and the adrenalin that comes instead of just eco-tourism attractions. completely new ride concepts. from perceived risk while pushing one’s This trend will likely endure despite the An easy approach is to take aspects body to achieve a goal. tendency of novel equipment to lose its of the best existing rides and combine It’s this thrill that’s fuelling the boom appeal after a few years. the experiences. This works to cre- in adventure and challenge courses. The difference is the application in ate iconic rides, but how those ride Take this concept and make it into a high-quality environments with spec-

Something for everyone: Mount Olympus in Wisconsin Dells, US, describes itself as one of the world’s largest combined water and theme park resorts

tacular vistas or well-designed spectator viewing areas that drives revenue. “THE COMMUNICATION IS NO LONGER ONE-WAY,

Waterproof phones AND AS PHONES BECOME WATER-RESISTANT, THIS I was looking through a catalogue and found a device that you wear to INTERACTIVITY WILL GO TO THE NEXT LEVEL” sound an alarm when your child, pet, or phone is too far away. It struck me that we now have electronic leashes for our devices as they’re just as impor- Reinventing ageing assets anticipate we will see more of this tant as our children and pets! So it’s All the trends could play a role in rein- at waterparks that may have limited no surprise that a trend we’re seeing venting ageing assets. The waterpark capital or space for expansion. is interactivity between rides and fam- industry is now well over 30 years-old As a former operator, I’m constantly ily experiences using our smartphones. and there are many slides and pools thinking about the park guest. I love Push notiﬁ cations and text coupons that need a new look. They’re probably seeing innovation in our industry and are old hat – now it’s about an app that still great attractions with plenty of it’s not just about the biggest capital posts your pictures online with location appeal, but guests are always looking projects, but also those smaller scale tags or a video game app that mimics for something new. projects that have great impact on your ride experience while at the park. It may be time to reinvent ageing guest experience. Interactivity is what makes the differ- assets by updating a colour scheme, It’s heartening to see entrepreneurial- ence. The communication is no longer layering in interactive technology, or ism in hybridising attractions in parks, just one-way, and as phones become perhaps adding an iconic element to parks embracing technology in an envi- water-resistant, this interactivity will go an existing standard ride. These addi- ronment not previously conducive to to the next level. RFID technology and tions or changes could make rides more electronics, as well as parks reinvent- interactive games have been innovative marketable, and all for a fairly limited ing. This is what keeps our industry experiences more traditionally used in capital expense. innovative and progressive. O dry environments, but we’re now seeing The same goes for retheming play this same technology being introduced structures with new facades and new into wet environments as these devices interactives. Video and lighting effects Franceen Gonzales is VP of are easily submerged. If you don’t have can be spectacular additions to a business development for a phone, you can still have that interac- standard ride as well as adding video WhiteWater West Industries. tive fun through a wand, glove, tablet, or game elements. There are so many Email: franceen.gonzales@ any number of devices. possibilities for existing rides that I whitewaterwest.com

80 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 [email protected] www.djwillrich.co.uk

ew P AAPA Best N roduct & Imp I act Aw ard WWA Innovation Award www.watertoys.com [email protected] 1 866 833 8580 | 905 649 5047 Photos Courtesy of Cronwell Platamon Resort.

GOING MOBILE In this apps and audioguides round up we look at the latest technology making visitor experiences an interactive multimedia affair

Kate Corney, product editor, Attractions Management

Podcatcher for Walker Art

he National Museum Liverpool, UK and Guide ID teamed up for a new T project at the Walker Art Gallery. It uses Guide ID’s new Podcatcher P300 audioguide to offer an audio tour of the highlights of the art gallery. The audioguide has improved battery life, design and better sound quality. The Podcatcher P300 is also set up to offer new features, including email marketing and advanced visitor research. The new- style Podcatcher also has a hearing aid feature, which can connect with hearing aid loops, which is being used at the gallery to offer an equal experience to as many visitors as possible. The Walker Art Gallery is also using other tools on the Guide ID platform, for instance, the system automatically collects data on how it is being used by its visitors. Visitors also take a 12-ques- tion survey at the end of the tour. The results are then available via the online Content Management System, which is updated every day and the content

can be customised. The gallery is using this fl exibility to introduce promotional The Hockney exhibition is using the messages through the guide about its new Podcatcher for visitor research other sites and services including the shop, the café and special events. It also promoted a future exhibition, David the tours. The free Podcatcher App will Hockney: Early Refl ections with a mes- let visitors choose content from a list, sage: “If you like Hockney’s work, come numbers on a keypad and via QR-code back for our exhibition ‘David Hockney: scanning. Visitors using the app will Early refl ections’. It’s about his work in also be able to see other museums and the 1960s and 70s. It’s at the Walker sites where they can use it. The app from 11th October 2013”. will not require WiFi or an internet con- Visitors The David Hockney exhibition is nection during the tour and there will enjoy all the also using the new Podcatcher to offer be a text overlay feature for hearing highlights of an audio tour and to carry out visitor impaired visitors. the Walker research and evaluation. Art Gallery via Guide ID is also planning to launch attractions-kit.net KEYWORD Podcatcher apps for IOS and Android as part of guideid

isitors to the Academy of Natural Sciences of Drexel University, V US, can experience the museum in a fun, new way through their smartphones. Located in Philadelphia’s Parkway Museums District, the Academy features four fl oors of interactive exhibits, including dinosaur skeletons, a tropical garden fi lled with live butterfl ies, live animals to touch and historic diora- mas of global habitats. The free interactive app called ANS Explore! engages visitors on a quest to uncover hidden secrets and earn virtual badges while making discover- ies. The app guides visitors on a quest to fi nd ‘escaped’ butterfl ies throughout the museum. Players scan the butterfl y- shaped QR codes to earn badges and The free app guides visitors on a quest to fi nd ‘escaped’ butterfl ies around the museum unlock interesting information about the animals, habitats and other features of twhe exhibits. The app also offers but- Digital Media program, says the team and learn things they might not have terfl y illustrations to colour in, as well designed the app to be updated and known,” Barboni says. as a butterfl y-catching game that visi- adjusted as exhibits change. ANS Explore! is for Android and iOS tors can play anywhere. ANS Explore! The current theme of the hunt of operating systems and can be down- was created by students at Drexel capturing escaped butterfl ies corre- loaded at the AppStore or GooglePlay. University’s Antoinette Westphal College lates with the Academy’s Butterfl ies! of Media Arts & Design. Developer exhibit.“The goal is to get kids and par- attractions-kit.net KEYWORD Daniel Barboni, an undergraduate in the ents to explore more of the academy drexel

The Silverwood App

ar-Z, the mobile app development The Silverwood App acts as a personal company, has created a mobile app in-park tour guide for visitors, pointing B for guests visiting the Silverwood them to the nearest points of interest Theme Park and Boulder Beach Water Park, US. Designed to inform and guide visitors, Facebook and Twitter. Deals and events the app also acts as digital promotion listings help guests stay up-to-date with of the park, which features more than the park event calendar and new pro- 65 rides, slides, shows and attractions. motional offerings. The Silverwood App provides access Bar-Z’s software-as-a-service offer to everything in Silverwood, Boulder includes a Content Management System Beach, and Scarywood. It acts as a tool to enter, edit and host app content for pre-trip planning and as a personal that’s streamed to both iPhone/iPad in-park tour guide. and Android apps. Bar-Z handled all the The app includes an interactive cus- app development, publishing to the app tom map of the park that indicates the stores and ongoing app maintenance to user’s current location and shows clos- implement operating system updates est points of interest. Video, images and new features. The app is on free and descriptions of each attraction are download for iPhone and iPads, and designed to entice and educate visitors. Android Smartphone and tablet devices. Social media integration and a digital postcard feature offer guests the oppor- attractions-kit.net KEYWORD tunity to share their park experience on barz

App tracks Pompeii’s Imagineear sends in the cavalry

devastation magineear has developed an interactive audioguide for the I Household Cavalry museum, UK, set to re-open in April 2014 following redevelopment. Imagineear created a touchscreen guide using its personal multimedia MPtouch tablet, which visitors collect from reception to guide them on a journey through the operational and ceremonial At 23 points in the museum, visitors can immerse activities of the regiment. themselves in the stories of the objects on display The app helps transport visitors back to Listening to the guide with head- the time of Pompeii and Herculaneum phones provided by Imageinear, visitors els during the early 20th century. They interact with the screen to explore the can listen to a fi rst-hand account of the padmi’s app for the British long history of the regiment since its 1982 Hyde Park bombing in front of the Museum, UK allows guests formation under Charles II, understand helmet of Trooper Simon Tipper, who A to access information on the the importance of the ceremonial activ- was killed in the attack. While studying Life and Death in Pompeii and ity alongside operational campaigns, the tiny piece of paper it was written Herculaneum exhibition. and listen to fi rst-hand accounts of on, guests can hear the Riot Act read Available on iOS and Android modern warfare. to them, as it was by the Household on some devices, it is designed to At 23 points throughout the museum, Cavalry. The guide prioritises the stories let visitors explore Pompeii and visitors are invited to immerse them- that make up the cavalry’s heritage, and Herculaneum using street maps of selves in the stories of the objects they is available in multiple languages. the areas, with key objects fea- are looking at. They can view a camel tured in the exhibition plotted on saddle while watching original footage attractions-kit.net KEYWORD the maps. The app also includes of the Household Cavalry riding cam- imagineear insights into what life was like along the themes of urban context, com- merce, religion and beliefs, wealth and status, grooming and adorn- ment, relaxation, entertainment, and food and drink. Storytime with Charles Dickens Each theme has an exclusive video introduction by the exhibi- coustiguide has launched its new tion curator, Paul Roberts. Experts Acoustiguide Mobile application in Roman history, including Mary A at the Charles Dickens Museum, Beard and Andrew Wallace-Hadrill London, UK. A popular visitor from Cambridge and Amanda attraction at Christmas, opening even on Claridge, professor of Roman Christmas Day, Acoustiguide launched Archaeology at Royal Holloway, eight tours at the museum. share their insights and shed light The Charles Dickens Museum is on what life was like in Roman cities. the fi rst UK client to have the new Specially recorded excerpts from Acoustiguide Mobile application availa- the fi rst-hand account of Pliny the ble on-site. The tours include an English Younger, who witnessed the eruption adult tour, children’s tour, a storytelling of Mount Vesuvius in AD79, provide tour, and multiple language versions as the narrative in an immersive sound- well as a tour for the visually-impaired, scape that brings the animation to which is delivered on Acoustiguide’s life and illustrates how the two cities Opus equipment. The tour is narrated and their inhabitants met their end. by Ollie Dickens, Dickens’ great, great, There is also a timeline showing great grandson, and includes unscripted the devastating progress of Vesuvius interviews with Michael Slater, who in the 24 hours of the eruption wrote Dickens’ biography. Further addi- where users can tap information tional content was added to the tour in Users can listen to narration by Dickens’ points to fi nd out more. January and released on the App Store. great, great, great grandson Acoustiguide has also provided iPod attractions-kit.net KEYWORD Touch players in specially-designed attractions-kit.net KEYWORD apadmi robust cases for visitors to hire on-site. acoustiguide

84 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 The Nature Research Center at the OUR

North Carolina Museum of Natural Sciences Photo: batwin + robin productions

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+44.1322.222211 | [email protected] | electrosonic.com 3D PRINTING FINE PRINT

Recreating and archiving ancient artefacts is just one of the beneﬁ ts that 3D printers can off er attractions operators, says John Nuttall

The technology has moved from the industrial sphere to the creative industries like ﬁ lm and TV

s an exhibitor at the 3D SCANNING Museum & Heritage show at Olympia, Scanning in 3D has been around for a London, UK in May 2013, what struck me couple of decades and has developed most was the diversity of projects that mainly in engineering circles to scan, people in this sector were undertaking manipulate data and manufacture or and the level of interest shown in how reverse-engineer industrial parts for the they could realise these projects through automotive and aerospace industries. 3D scanning and printing technologies. The development of 3D scanning For several years now, the global media equipment in this time has resulted in has been awash with stories of 3D scan- extremely accurate point-clouds of infor- ning and printing (including the infamous mation creating a mesh, which can then ‘plastic’ gun) and everyone wants to be be manipulated, rendered, used for cast- a part of the new technology, wondering ing or milling purposes, or printed out in how it may contribute to their sales and 3D. Static 3D scanners are available for services in the coming years. accurately scanning very small objects, With the advent of sub-US$1,000 (£650, such as jewellery or machine parts. €770) 3D scanners and printers, there’s Hand-held and laser-arm scanners are an urge to get involved because of the used for larger scale objects which need low level of investment needed. However, more comprehensive capture of the sur- there’s a downside with production qual- face area, and large tracking scanners are ity in this entry-level equipment, which is capable of scanning whole buildings. aimed at the home and hobby market. You get what you pay for, and greater 3D PRINTING levels of complexity are required – both 3D printing allows 3D data to be “printed” in the 3D scanning process and in 3D The applications of 3D in thin layers of ceramic, plastic and wax printing – to create professional exhib- scanning and printing (for casting purposes) to build up the its, props, models, archive material and model and is ideal for industrial prototyp- other items. The equipment involved at are starting to become ing. Like 3D scanning, it has been around this level runs into tens of thousands of for a while in the engineering industries, dollars and requires an intricate knowl- limitless. Virtually but in the last few years the technology edge of the associated 3D software and has improved with the demand. hardware, so some people may ﬁ nd it anything is possible For large-scale items, which can’t be wiser to invest in a professional 3D scan- printed on the footprint of even the larg- ning service for their project rather than est 3D printers on the market, the 3D purchasing high-end equipment. data can be used for milling purposes

86 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 Full 3D bodyscanning means that a person can now be scanned in 3D and the data used to print a ﬁ gurine

to create large-scale objects from metal, stone and other suitable materials. 3D scanning is also being used to Increasingly, the emphasis is shifting prototype designs and to develop to the commercial and creative markets exciting Augmented Reality projects where the 3D data captured from the work of traditional model makers, for example, can be used to create sets and 3D-printed fi gurine mailed to them at a props for the TV and fi lm industries. later date (current 3D machine printing This data-capture is also used in the technology is still too slow to do on-the- fi lm industry to rig the mesh and ani- spot printouts). Corporate clients are mate a scanned person or model-made using the technology to 3D print their creature and bespoke installations and staff, fi ne artists are starting to experi- the archiving of precious items in a non- ment with the capabilities of 3D scanning damaging scanning process are proving and printing, and advertising agencies popular with the attractions, museum are using the technology to develop or and heritage industries. revamp product packaging. Full 3D bodyscanning is now also avail- Fashion houses are using 3D scanning able, meaning a person can be scanned to prototype designs and generate 3D in 3D and the data printed as fi gurines. rotatable web imagery for products, while This is becoming popularised in the form the data from 3D scanning is being use in of pop-up shops in supermarkets or at pioneering Augmented Reality projects. exhibitions and festivals where the gen- And so the applications of 3D scanning eral public can be scanned and a colour and printing start to become limitless.

The historic Eisteddfod Black Chair – a symbol of a lost generation of young men in WW1 – was replicated

Virtually anything is possible, and for the attractions, museum and heritage indus- THE POIGNANT STORY OF THE EISTEDDFOD CHAIR tries, this means the ability to archive (or recreate) precious items, create 3D inter- 3D printing company Quod was commis- When the poet ‘fl eur-de-lis’ was active installations, or print out miniature sioned by the Snowdonia National Park announced as the Eisteddfod winner on novelty items and facsimiles of objects Authority and CyMAL to scan and repro- September 6th, 1917, by the Archdruid duce the ‘Black Chair’, which is associated and it was found that he had died in bat- PRINT PREDICTIONS with the National Eisteddfod of Wales. tle and was unable to claim his chair, a So what does the future hold for 3D scan- Welsh poet Ellis Humphrey Evan – black sheet was draped over it and it ning and 3D printing? As technology who adopted the Welsh name Hedd was returned to his family farm in North hurtles along, it won’t be surprising to Wyn – entered the Eisteddfod poetry Wales where it remains to this day. see great advances in the quality of both competition under the assumed name The chair is symbolically seen to repre- scanners and printers, along with more of ‘fl eur-de-lis’ in 1917. Tragically he was sent a lost generation of young men who competitive pricing and ease-of-use of killed soon afterwards at the Battle of died in the First World War. the software and hardware to make the Passchendaele, just weeks before his In the small surroundings of the farm- process more accessible to the public. entry was declared the winner. house, using hand-held 3D scanners, the Printed foods, such as chocolate, are The winner is traditionally presented chair was scanned to pick up the incred- becoming available and various manu- with the Bardic Chair – on this occasion ible detail in the woodcarving. With this facturers are looking at the possibilities a wonderfully ornate work of art created information, the original chair has, in of people downloading 3D templates for by a Flemish refugee craftsman, Eugeen effect, been archived and the data can be household items and furnishings, which Vanfl eteren, who decorated the chair used to re-engineer it in its entirety. In they can print out on home 3D printers. lavishly with Celtic and Welsh symbols addition, people all over the world can It’s now possible to print in around 200 and motifs, making it one of the most now read the story of Hedd Wyn and see different materials, including 99.8 per impressive Eisteddfod chairs ever made. a rotatable version of the chair online. cent titanium, using metal laser sintering, which will bring huge leaps forward in healthcare, while bespoke dental materi-

88 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 The 10-minute experience captured an image of the visitor, which was later sent to a 3D printer to create a ﬁ gurine, before being shipped to its owner

3D FIGURES ARE A STORMING SUCCESS The Star Wars D-Tech Me fi gurine promotion ran earlier this year and Disney took full advantage of 3D to a high-resolution 3D printer to create was priced at just under $100 print technology during its Star Wars a fi gurine, before being shipped to its Weekends events by giving fans the owner. Disney also resurrected a popular opportunity to put their face on a Cast yourself in Carbonite option inspired 3D-printed Stormtrooper fi gurine. The by a scene from The Empire Strikes Back. als and body parts such as patellae are D-Tech Me experience at Disney’s Fans received either a Carbon-Freeze being tailored to individual needs. Hollywood Studios used a high-resolution Me light-up band or a collector button And what of printing organic matter? single-shot 3D face scanner created by depending on which option they chose. Even further into the future, almost to the Disney Research labs. The Star Wars D-Tech Me experience realms of science fi ction, scientists and The 10-minute experience captured an was priced at $99.95 (£60, E72) plus engineers are looking at replicating more image of the visitor, which was later sent shipping and the applicable sales tax. than just metals, plastics and ceramics. Bruce Hood – a psychologist at the University of Bristol – in his 2011 book The Self Illusion, says: “Imagine a machine that can copy any physical was considered a technological marvel can handle the recreated 3D printed ver- object, right down to its basic atomic in the 15th century, yet seems primitive sion to experience size and detail. structure. It can perfectly duplicate any by today’s standards, it may simply be a From an archiving perspective, 3D material thing, irrespective of what it’s matter of time before we can manipulate scanning can capture high-resolution made of or how complicated it is. matter to create accurate duplicates.” detail of an object, person or even a “Remarkably, engineers are working on Back on earth, for those operating in building. Whatever the size or scale of precisely this type of machine known as the attractions, museum and heritage your project, 3D scanning and printing a 3D printer...It’s the sort of technology industries, 3D scanning and printing is is here to stay and can add an array of that would make constructing colonies rapidly becoming a focal point in the solutions to help your operation. O on distant planets more feasible without areas of archiving, bespoke exhibition having to transport every object. materials and educational projects. “At the moment the technology is fairly The ability to create fully rotatable and crude and solving how to build internal high-resolution objects from 3D-scanned structures of complicated objects made originals means children and students John Nuttall is creative and of different substances presents consid- can interact with the 3D image in a marketing manager at Quod erable challenges. However, just as the screen environment where the item may [email protected] printing press of Johannes Gutenberg be too precious to be handled. Or they www.quodscan3d.com

AM 1 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 89 Product round-up special effects attractions-kit.net the search engine for attractions buyers

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Standing at more than 15m tall and www.attractions-kit.net 60m wide, The Big Picture High Defini- tion video wall at the Suntec Exhibition and Convention Centre, Singapore, Beer on the menu at AV relies on Dataton Watchout multi-im- StumpÀ Finema shoZ age display and presentation software. Watchout manages the large-format, A new walk-in cinema at Stiegl Brau- dynamic and ever changing content, welt in Salzburg, Austria, features a presented on 664 integrated LG LED panorama film about beer and its flat panel displays. Dataton created a origins. With a floor projection on a single robust system to handle video 200 sq m surface, the installation is and data for the huge real-time display. controlled centrally using AV Stumpfl products Wings Touch and Avio and attractions-kit.net KEYWORD features automatic evaluation and dataton status information display, such as lamp hours and error messages. Four AV Stumpfl Wings Engine Play Dual and three AV Stumpfl Wings Ioboxes are being used for the cinema projec- attractions-kit.net KEYWORD tion and the show control. av stumpﬂ

Robe shines on Starlight Express in Johannesburg 1eZ 0artin 3roIessional ha]er Ior large Yenues Robe moving lights were used as part of an intricate special effects Martin Professional has created a new, lighting design for the rollerskating efficient CO2 hazer designed to pro- musical Starlight Express by Andrew duce fine-particulate atmospheric mist Lloyd Webber. Staged at the Man- effects for large venues. The Martin dela at the Joburg Theatre Complex, Jem Ready 365 Hazer uses an ad- South Africa, the lighting was created vanced water-based fluid to produce a to be big, bold and spectacular for transparent haze. It has an automatic the large scale production with over shutdown with battery backup to pre- 600 lights. In the overhead lighting vent clogging and running out of gas, rig were 18 Robe Robin MMX Spots even if gas pressure is lost. and 18 Robe ColourWash 700E ATs. Individual side lights used 12 Robe attractions-kit.net KEYWORD attractions-kit.net KEYWORD ColourSpot 700E ATs and 18 Robe martin robe LEDWash 600s.

90 Read Attractions Management online attractionsmanagement.com/digital AM 1 2014 ©Cybertrek 2014 log on to www.attractions-kit.net and type the company name under ‘keyword search’

Cosmo AV shines at the Moscow Light Festival

Cosmo AV, specialist in video mapping images, lit up the The Bolshoi Theatre as part of the Moscow International Festival, The Circle of Light in October 2013. Cosmo AV created content pro- jected on the facade of the magnificent building with mixed video and computer generated images, supported with music by classical music composers Rachmaninov and Tchaikovski. TDC’s Sydney Opera House projection show attractions-kit.net KEYWORD Technical Direction Company (TDC) achieved a projection show spectacular cosmo av to celebrate the 100th anniversary of the national Australian fleet entry into Sydney Harbour. It was displayed onto both sides of Australia’s Sydney Opera House and Sydney Harbour Bridge. The evening spectacular also featured fire- works launched from seven warships. TDC used 56 Barco projectors positioned at various angles and at great distances - some up to 700m away from across Sydney Harbour so that the projection was visible from all around the harbour.

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Robots add a special touch for visitor sites A giant projection Austrian company Attraktion! and spectacle for Delhi German firm MetraLabs have teamed up to create robot products for visi- TricolorIndia and The Projection Studio tors. WeRobots are designed to be have created a new permanent im- sociable, adaptive and able to orien- mersive multi-media spectacle at the tate themselves by measuring rooms Guru Tegh Bahaur Memorial at Sin- three-dimensionally and identifying ghu Border, Delhi, India. TricolorIndia humans. They communicate - speak- delivered the technical infrastructure, ing all world languages - and have a including projection, lighting and audio. 15 inch multi touchscreen, integrated The looped 20-minute visual show camera and a microphone. WeRobots runs every night and is based on five offer a content management sys- elements of nature, earth, wind, fire, tem so indoor venues can use their water and void, and uses fantastical own content and information. A VIP natural and Indian mythology imagery. function enables WeRobots to save attractions-kit.net KEYWORD customer-specific data and prefer- attractions-kit.net KEYWORDS werobots ences on loyalty cards. the projection studio

DEAL welcomed almost 6,000 trade visitors to last year’s event, and this year DEAL 2014 the show will be even bigger

Organisers of the Dubai Entertainment, Amusement and Leisure Show (DEAL) are planning to create their largest ever showcase of world class entertainment products at this year’s event

EAL has grown to become one of according to a report by Global Industry the most effective ‘launchpads’ Analysts, the world market for theme in the Middle East for stakehold- parks is expected to reach US$31.8bn D ers within the amusement and (Dh116.8bn, €23.2bn, £19.2bn) by 2017. related industries. Now in its 19th edi- The Middle East, Asia-Paciﬁc and tion, this year’s show takes place from Latin America are poised to see the 8-10 April at the Dubai World Trade biggest growth rates during this period, Centre, UAE, and will be almost 20 per according to the report. Show dates: 8–10 April, 2014 cent larger than last year’s event (which Demand is on an upswing and there Timings: 11.00 hrs to 19.00 hrs welcomed 270 companies from 33 coun- are opportunities to be tapped in North Venue: The Arena, Dubai World tries, and almost 6,000 trade visitors). Africa and the Far East Asia regions Trade Centre, Dubai, UAE The event’s creator, International as well. Here, countries are gearing www.dealmiddleeastshow.com Expo Consults (IEC), regards the towards ‘retail entertainment’ where a growth of the global attractions indus- large retail entity supports an entertain- try as serious business. IEC says that ment zone that includes not just rides country as a result of a successful bid, but cinema, and F&B, it states. thus inﬂuencing tourism, trade, infra- Consumer preferences are moving structure and investment. WHO SHOULD VISIT? towards adrenalin-pumping rides, inter- DEAL 2014 will see a large gathering active games, 7D simulation games, of key players and visitors, and many QOwners, managers, operators redemption games and high-tech video familiar leading names as exhibitors of all types of FEC leisure games among others. from the international attractions and attractions and theme parks Another key factor that will boost the leisure industries. This year’s show QArchitects, developers entertainment and amusement sec- will welcome leading names such as and designers tor in the Middle East is Dubai’s EXPO AFP technology – Wavesurfer, Empex QContractors and consultants 2020 win. An estimated total funding Water Toys, Fabbri Group, Huss Park QFood and beverage managers of €6.bn (US$8.2bn, £5.1bn) has been Attractions, International Play Company, QInvestors and entrepreneurs earmarked for the event, with €5.bn Lagotronics Projects, Mack Rides, QTourism operators (US$6.8bn, £4.1bn) anticipated as Neptune-Benson, Polin Waterparks QMall and retail managers investment for the Expo’s infrastructure. & Pool Systems, Proslide Technology, QReal estate developers Dubai’s economy is set to receive an Rainbow Productions, Sanderson Group QDecision-makers from the added value boost of around €17.7bn International, Saturn Imagineering, whole spectrum of leisure sites (US$24.2bn, £14.6bn). An estimated 25 Water Technology, Whitehouse Leisure million visitors are set to arrive in the and Whitewater West. O

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