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Chapter Five: to Visit Other Attractions A Guide to the Planning, Organization, Finally, a few weeks before Expo 98 closed, classic bottleneck situation in which in response to these queuing problems, large crowds of people were obliged Design & Operation of World Expositions the operators of the Virtual Reality Pavilion to be pulsed through a very small implemented a program of timed tickets. They space in order to get to the main show. Visitors provided a window of time for purchasers to enter watched a brief, pre-show video while waiting the pavilion and freed them up in the meantime to enter a simulated elevator that was designed Chapter Five: to visit other attractions. This regulation of to convey the impression of descending to an the pavilion’s “pulsed flow” of visitors and has underwater research station. The capacity of Building an Expo’s Legacy through Architecture, been implemented at numerous theme parks, the “elevator” was approximately ten persons. museums and other visitor attractions around Additional capacity issues were created by one of Pavilion Design, and the Guest Experience the world, was in this case an afterthought. the theaters, which presented a film about then- But had there been more rigorous contingency upcoming Hanover Expo 2000. Its capacity was This much-needed business guide is intended to can result in the park’s struggling to capture operations planning for the pavilion, the approximately 20. situation could likely have been anticipated and assist those who are involved in, or considering repeat visitation. Following are some conceptual notes on the becoming involved in, a modern world accommodated from the start. (Timed ticketing Legacy factor is not necessarily a complete solution, however. topic of visitor flow which provide a framework expo whether as host, organizer, promoter, for thinking about this critical dimension of participant, sponsor, concessionaire, designer Read on…) An expo doesn’t have the luxury of thinking pavilion design. Two concepts are presented and or contractor. THE EXPO BOOK provides useful about ‘next season,’ so the negative effects – Another example from Expo 98, the German discussed: pulsed flow and free flow. (A pavilion information, guidelines, illustrations, facts and disappointed visitors, bad word of mouth, bad Pavilion, provides a lesson on the problems can, if appropriate, apply pulsed flow to some figures and relevant examples, gained through press – can be much more devastating, having associated with constrained visitor flow – a areas, and free flow to others.) the authors’ decades of experience advising the a downward effect on visitor numbers and organizers of world expositions, Olympic Games therefore income, and creating a perception that Photo by Urso Chappell and other mega-events. It is appearing online becomes a legacy. in six installments at www.TheExpoBook.com and print excerpts in IPM Magazine. The organizers of an expo are unlikely to be able Expo 2008’s Aragon Pavilion to exert the same degree of control over the Optimizing Pavilion Crowd Flow design of the individual pavilions as would the This section provides information concerning operator of a theme park. However, they can apply the internal design of individual pavilions and certain principles to the theme pavilions (designed their capacity to accommodate visitors. The and operated by the organizers) and work with importance of these two factors, and their exhibitors to encourage functional visitor flows. The impact on the overall operations of an individual net results can enhance the visitor experience. pavilion as well as the entire Expo site, should The results of ignoring these fundamentals were not be underestimated. When multiplied by readily visible at several pavilions of Lisbon Expo many pavilions, these factors determine the 98. The Virtual Reality Pavilion is one example. overall capacity of an Expo to entertain, educate It presented a series of film/ride simulator and otherwise engage visitors. If capacities are experiences. Each lasted less than 10 minutes, not matched to attendance, there can be serious including the transition time from one segment negative impact on the visitor experience – the to the other. This was a very popular pavilion, most obvious being unacceptably long waiting drawing significant crowds from day one of the times at pavilions. expo and was one of the few on-site attractions By way of comparison, the ride and show that required paid admission. Its hourly capacity designers for theme parks have very specific was far too low for the amount of interest visitor capacity goals in mind when designing generated. On days of heaviest attendance, a new attraction. The overall guest experience guests waited as long as six hours to gain entry, during a day’s visit to a theme park is, in large having paid for the privilege. The ripple effect of part, measured by the number of rides/shows/ a situation like this is that visitors who wait in attractions those visitors attend on an hourly long lines for many hours are kept from visiting basis. Overlong waiting lines at a theme park other pavilions and unable to otherwise enjoy their day at the expo. Moreover, many visitors being tourists, they may be unable to make up the time lost before departing the region. Authors Gordon Linden & Paul Creighton Special Contributor Bob Rogers Editor Judith Rubin Graphic Designer Urso Chappell Pulsed Flow v. Free Flow In terms of delivering the exhibitor’s message, the principal advantage of pulsed flow is that it Pulsing visitors through a pavilion involves permits a high degree of control in terms of what admitting a specific number of persons to enter the visitor is exposed to and in what sequence. at a given time for the express purpose of viewing And from the viewpoint of crowd management, an exhibit or, in many cases, watching a media pulsed flow maximizes the number of people who presentation. The period of visitation has specific can be accommodated in a given space, within starting and ending times. A pre-determined, reasonable limits. maximum number of visitors enters the pavilion. The members of the group take their places to On the negative side, because there is a pre- view a particular event and, upon its conclusion, determined maximum number of persons that exit the building or move on to another space can be accommodated during a given time within the pavilion. Immediately thereafter, the period, the total design capacity of the facility process begins anew with the next group. In many is fixed, regardless of the number of persons installations, the group waiting to be admitted is waiting in line. For example, if the pavilion accommodated in a pre-show or preview area that presents a 15-minute movie and the capacity Urso Chappell Photo by provides an introduction to the upcoming material. of the theater in the facility is a maximum of The preshow helps to organize the lines of persons 100 persons seated, the total capacity of the waiting and lead them to the next segment of the pavilion is limited to 300 visitors: show in an orderly fashion. Expo 2008’s Bridge Pavilion Creating a Message members or a dud with neither. It is the Attraction television, theatrical films or electronic games. 5. Focus on Finished Projects. If a Producer’s Producer’s work that allows the owner’s message Neutral: Previous experience treating your subject. portfolio contains large numbers of renderings or That Becomes a Legacy to connect permanently with the audience or It is easier to teach your subject to a good World images of models, ask to see pictures or video of become lost. Expo Pavilion producer than to get good work the finished projects. Over-reliance on renderings Note: The following section is Part II of “A Design out of a mediocre producer who already knows and models in a portfolio may hint that the Primer for Expo Pavilion Sponsors,” by BRC The themed entertainment world is full of Attraction your subject. Semi-valuable: Theme Park shows, producer’s designs are impractical and therefore Imagination Arts president Bob Rogers. Part I was Production companies that claim to “do it all for provided they have an informational element don’t get built, or that the producer was removed published in Chapter Four. you,” but few can. They range from the best to and aren’t empty-headed pure entertainment. (why?) from the project before completion or that the worst. But how do you evaluate them and tell (There aren’t many like that.) The best: A proven (very common) the finished project didn’t look How to Select a Great Producer them apart? track record for creating World Expo Pavilions, nearly as good as the artist’s rendering. for a World Expo Pavilion preferably in several different cultures, languages Here are 10 simple tests that will help you find a and continents. World Expo Pavilions come in 6. Seek the Attraction Producer. Seek the winner who can create a winning project for you: By Bob Rogers and the professional staff of BRC three types: Corporate Pavilions, Country or company that thought up the idea and directed the Imagination Arts, Burbank, The Netherlands, other trades to turn the dream into a reality. Along 1. Study the Business. The more you know Regional Pavilions, and Theme Pavilions. Look for United Kingdom the way, you may meet companies who might be about theatre art and commerce of World Expos, experience with your type of pavilion. excellent at providing parts of shows. You want to the better. Start with the assumption that you The most critical decision in the creation of a 3. Check Creative Credentials. Read the find the one who can help with the whole picture. know nothing. Ask lots of “stupid” questions. modern World Expo Pavilion is the selection of producer’s reviews.
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