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Attractions Management Issue 4 2013 Attractionswww.attractionsmanagement.com VOL 18 Q4 2013 Attractionswww.attractionsmanagement.com VOL 18 Q4 2013 Branding vs ON THE COVER Originality LIFE What intellectual property will draw your guests in? THROUGH Statue of Liberty A LENS Back in business after How Google Glass Hurricane Sandy could improve your visitor experience DISNEYLAND PARIS COO Joe Schott reveals what's next for the park THE LATEST 3D/4D/5D Multimedia & AV Theme parks and rides Waterpark rides COVER IMAGE: GOOGLE GLASS GOOGLE IMAGE: COVER Read Attractions Management online: www.attractionsmanagement.com/digital follow us on twitter @attractionsmag THEME PARKS | SCIENCE CENTRES | ZOOS & AQUARIUMS | MUSEUMS & HERITAGE | TECHNOLOGY | DESTINATIONS | EXPOS | WATERPARKS | VISITOR ATTRACTIONS | GALLERIES | ENTERTAINMENT A NEW 4D/3D ATTRACTION FILM DIRECTED BY BEN STASSEN AND JEREMIE DEGRUSON SPRING 2014 INTERNATIONALINTEINTINNTENTEERRNATRNAATIONIONAIOONAOONNAL AMERICASAMAMERMERICASICASASS GoedeleGoedGo deelellee GillisGiGGilGillillilliis JanineJaniJanJJaaaninin nene Baker Bakerakakekerer [email protected]@s@@nwavnnwwa e.cocom [email protected]@ner@@nwavewavee.com.ccomco [email protected]@nws@@nw@n@ ave.av com ||nw nwave.comnwaveave.comcom /nWavePicturesDistribution/nW//nnWnWavavePa PiccctturresDsDistributibuutioniio +3232 2-347-63-192-3-343447-637-67 -19- +1 818-565-1101818-51 56565-165- 10101 © 2013 nWave Pictures SA/NV - All Rights Reserved. nWave is a registered trademark of nWave Pictures SA/NV. EDITOR’S LETTER Advance ticketing ON THE COVER: P44, Google Glass retty much every sit and wait each day to see READER SERVICES leisure time activ- if enough customers show Subscriptions ity we undertake up to enable them to pay Denise Gildea +44 (0)1462 471930 P involves booking the bills – it’s a hand to Circulation manager in advance – it’s a fun- mouth existence which is Michael Emmerson +44 (0)1462 471932 damental principle of the absurd when such incred- operation of restaurants ible technology is available EDITORIAL TEAM and hotels, theatres, health to ramp up a whole load Managing editor clubs and sports events. It of great alternatives (see Kathleen Whyman +44 (0)1462 471918 enables yield optimisation, ticketing feature on p87). Editor staff allocation, crowd con- More sophisticated opera- +44 (0)1462 431385 Liz Terry trol and budgeting and it limits fraud. tors have always offered memberships NEWSDESK In an increasing number of cases, it – I spent practically every weekend at Chris Dodd +44 (0)1462 471902 also involves payment in advance – thea- Legoland on a membership ticket when Aoife Dowling +44 (0)1462 471938 tres and sports events have always done my children were little – but this is the Tom Anstey +44 (0)1462 471922 this: book a ticket for a show today and exception rather than the rule and the ADVERTISING TEAM you might pay in advance for a perfor- majority of gate money is taken on the mance which is a couple of years away. day (or not, if the weather turns nasty). Publisher Julie Badrick +44 (0)1462 471919 This means that the treasury function Speaking at the Annual National within these businesses is a major part Conference of Visitor Attractions (VAC) Advertising sales of their cash fl ow and makes a signifi - in London recently, chair Ken Robinson John Challinor +44 (0)1202 742968 cant contribution to operating profi ts. said the industry must grasp the oppor- Jan Williams +44 (0)1462 471909 And other leisure operations are fol- tunity and implement advance payments Attractions recruitment lowing suit – there are now spas that and memberships. Not doing so is hold- Sarah Gibbs +44 (0)1462 471914 take advance payments and hairdress- ing us back and preventing us from Advertising production ers and restaurants which take credit deploying yield management and also +44 (0)1462 431385 Ed Gallagher card details on booking and make a no- from engaging properly with customers. WEB TEAM show charge if you don’t turn up. Memberships and advance payments Internet It’s fair they do – they’re selling time involve operators taking full customer Michael Paramore +44 (0)1462 471926 and time’s perishable: it’s a matter of self contact details and once we have these, Dean Fox +44 (0)1462 471900 preservation in a era when people are a transformation can occur in our rela- Tim Nash +44 (0)1462 471917 increasingly in a ‘last minute’ mindset. tionship: we know who our customers Emma Harris +44 (0)1462 471921 Membership has to be the ultimate are and can properly engage with them. attractions-kit.net goal of any business in this industry, as Long ago, when the industry was part product search engine it spreads payments, gains commitment of the black economy, operators preferred Kate Corney +44 (0)1462 471927 and loyalty from customers and gets paid, to take cash, but those days are gone and DESIGN even if they choose not to use it. it’s time attractions got on board the 21st Attractions are the last bastion of the century way of doing things. Andy Bundy +44 (0)1462 471924 ‘pay on the gate’ approach and it’s time FINANCE for this to change. Too many operators Liz Terry, editor, twitter: @elizterry Denise Gildea +44 (0)1462 471930 Rebekah Scott +44 (0)1462 471930 THE LEISURE MEDIA COMPANY PUBLISHES The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Tel: +44 (0)1462 431385 Fax: +44 (0)1462 433909 ATTRACTIONS MANAGEMENT IS THE OFFICIAL MAGAZINE OF SUPPORTED BY e-mail: [email protected] www.attractionsmanagement.com AM 4 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 7 IN THIS ISSUE ATTRACTIONS MANAGEMENT PHOTO: GOOGLE GLASS PHOTO: PHOTO: K DALEY/NPS K PHOTO: Q p40 The Statue of Liberty reopens Q p30 First Abba museum opens in Stockholm Q p44 A look at augmented reality Q p26 Joe Schott, COO of Disneyland Paris Q p48 Secret Cinema is among the attractions incorporating smart devices into the experience ISSUE 4 2013 30 Museums: 44 Augmented reality: World class collections Reality check 07 Editor’s letter We celebrate the diversity of museums Blair Parkin debates if Google Glass 12 Theme park news that have opened globally this year and similar augmented reality devices 13 SATE report are a technology fad or here to stay 34 Zoos and aquariums: 14 Waterpark news A roaring trade 48 Interactivity: 16 Attractions news Stephen Fuller explains the economic Heads up 18 Science centre news benefits that zoos and aquariums provide Thinkwell’s Craig Hanna ponders 20 Zoo news the issues of incorporating visitors’ 22 Museum and gallery news 36 Science centres: smart devices into your attraction 24 Heritage news New dynamic Julie Moskalyk, Dynamic Earth’s newly 52 Theme parks: 26 Profi le: appointed director, reveals her plans Up and coming Joe Schott for the Canadian earth sciences centre We look at the eagerly anticipated theme The COO of Disneyland Paris talks about parks and rides planned for next year the park’s new immersive Ratatouille 40 Occupational hazard: dark ride, which is slated to open in 2014, Weathering the storm 56 Social media: and how the park has evolved from an A year after Hurricane Sandy: how Face value American theme park to a European one Liberty and Ellis Island were restored. Expand your social reach with technology 8 Read Attractions Management online attractionsmanagement.com/digital AM 4 2013 ©Cybertrek 2013 ATTRACTIONS MANAGEMENT ISSUE 4 2013 Q p80 Multimedia and AV experiences include a scary trip inside a mine at Hobs Pit Q p56 The latest trends in social media Q p66 What’s new for the waterparks? Q p72 Dragons are just one of the creatures being brought to life by 4D technology 60 Show preview: 80 Multimedia and AV: Digital magazine: IAAPA 2013 Simulate to stimulate See Attractions Management online: attractionsmanagement.com/digital The suppliers reveal the products and A round-ºup of inspirational projects that projects they’ll be showcasing in Orlando range from romance to outer space News and jobs: For the latest attractions jobs and industry news, visit www.attractionsmanagement.com 66 Waterparks: 87 Ticketing: or sign up for the weekly ezine Sliding scale Entry points www.attractionsmanagement.com/ezine The world’s largest slide is among the How the latest systems can help increase new waterpark offers on the market visitor spend and encourage repeat visits Attractions-kit.net Find suppliers 24/7 using Attractions Management’s dedicated search 72 3D/4D/5D 90 Show preview: engine: www.attractions-kit.net Shared vision EAG 2014 Subscribe: Dinosaurs and dragons are being A look at next year’s entertainment show Be a part of the bigger picture and brought to life with 4D subscribe to Attractions Management. 92 Show review: To sign up, call: +44 (0)1462 471915 76 Intellectual property: European Attractions Show or visit www.leisuresubs.com The name game Lesley Morisetti sums up the show Web gallery: BRC’s Christian Lachel discusses the For suppliers of products and pros and cons of originality versus 93 Web gallery services in the worldwide attractions branding when theming new products A source of attractions services industry, turn to page 93 AM 4 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 9 Theme park 175-year-old theme park US$104m theme park for Oman shuts down in Hungary A 175-year-old theme park in Budapest, Sayyid Fatik bin Fahr al Said Hungary has been forced to close down companies (FBF) and the due to the country’s economic problems. Arab Malaysia Development Vidampark closed on 30 September, with Company (AMDC) have only the attractions that are considered to signed an agreement to be of national heritage being saved from develop Oman’s largest ever the scrap heap. indoor theme park at a cost The park’s rollercoaster, which was the of OMR40m (US$104m, longest wooden rollercoaster that is still €76m, £64.2m).
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