The Hettema Group Celebrates 15 Years
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The Hettema Group #70 • volume 13, issue 5 • 2017 www.inparkmagazine.com celebrates 15 years I-Drive 360 Serving up servers IAAPA overload Surviving and thriving in the Media based attractions All the latest and greatest our shadow of theme park giants depend on them industry has to offer 1 inparkmagazine.com inparkmagazine.com 2 inparkmagazine.com inparkmagazine.com Gold Sponsor2017 We Take Fun Seriously! Audio Video Projection Lighting Control Engineering Design Installation UAE - Germany - Finland - UK - Japan - Italy - China - USA 4 www.wartsila.com/funa inparkmagazine.com Anniversaries abound Immersion and IP Martin Palicki, Judith Rubin, IPM publisher IPM editor he IAAPA Expo has always been a big party in eople want to be immersed in stories and Tmany ways, but this year the celebrations seem Pincreasingly, the latest tech allows us to do that even more special. As we’ve put together this issue seamlessly. That seems to be what is demanded by (our 70th issue, wrapping up lucky year number 13), we today’s IP-centric media-based experiences realized many companies are celebrating milestones. What are the benefits of immersion? Guests stay From the 15th anniversary of our cover story longer, forget the day-to day-world, are emotionally company, The Hettema Group, to Sally Corporation’s engaged, spend more money and return more often. 40th birthday, there are success stories for companies Immersion is a product, somewhat intangible. Success of all sizes. is in the results. Immersion maintains the bubble of the experience. Is that a physical thing? A technological This is good news for all of us. While startups and thing? new ideas are the lifeline of an industry, the stability that established companies provide is critical for You can surround the guests with screens but if you expanding into new regions and marketplaces. also cue their brains, they can enjoy the fruits of their own imaginations. We get so immersed in our phones So while you are walking the aisles on the trade show that we don’t know whether the plane has landed, our floor in Orlando, don’t forget about the decades of date has arrived, or the light has changed. Why? We’re experience and expertise surrounding you. part of a dialog or interface that we find compelling. And while you’re there, be sure to stop by the InPark The guy texting, the teenager gaming, the woman booth (#1771) – we’re having a beach party and reading a comic book have already blocked the outside YOU’RE invited! world. It raises the question: What do we most need the technology to do? Joe Kleiman is News Editor for the InPark Magazine COVER: Phil Hettema celebrates 15 years of website. He has over 20 years management experience fantastic projects with The Hettema Group p 58 in the attractions and giant screen film industries and as a zookeeper, cared for animals ranging from penguins to rhinos. team & contributors advertisers The Elumenati 33 PUBLISHER CONTRIBUTORS 11th Hour 49 Sally Corporation 36 Martin Palicki Dawn Allcot Freestyle Slides 26 Bill Butler AAA Expo 57 Scruffy Dog 16 EDITOR Mira Cohen Garner Holt Prod. 71 ADG 65 Stantec 18 Judith Rubin Robert Coker The Goddard Group 46-47 Benoit ‘Ben’ Cornet Alcorn McBride 40 Super 78 75 CONTRIBUTING EDITORS Rona Gindin The Hettema Group 6 Joe Kleiman, Dawn Kirby Alterface 45 TEA 23 Holovis 27 News Editor Daryl Leblanc Brainsalt 68 TechFulcrum 30 Jim Ogul, Greg Meyer JRA 22 World’s Fair Editor Clara Rice Brogent 41 Technifex 54 Dr. Edwin N. Torres Don MacBain 80 Christie 11, 61 Unlimited Leisure 81 DESIGN nWave 37 Martin Palicki Color Reflections 85 Vekoma 9 Paragon 20 D3D / Birdly 56 Vortex 10 PGAV 21 DEAL 87 Wartsila Funa 4 Polin Waterparks back cover Dynamic Attractions 2-3 WhiteWater 31 Raven Sun Creative 91 5 inparkmagazine.com inparkmagazine.com THE HETTEMA One World Observatory City Pulse New York, NewYork GROUP Creating Stories You Can Touch Experiential Design Exhibit Design Indoor Themepark Multiple locations Live Shows & Spectaculars Theme Parks Immersive Retail & Dining Concept Development Media Design Special Effects Interactive Experiences High Roller Observation Wheel Las Vegas, Nevada Museums Master Planning Themed Architecture Celebrating 15 Years The Hettema Group specializes in the creation of remarkable Dragons Go Go Wild Dark Ride High Roller Observation Wheel Seoul, South Korea Las Vegas, Nevada experiences that lift guests out of the ordinary. With clients all over the world, we turn brands and content into awe and inspiration. THE HETTEMA GROUP 67 Valley Street, Pasadena CA 91105 USA www.thehettemagroup.com inparkmagazine.com #70 • volume 13, issue 5 THE Leader of the pack A league of their own 8 Martin Palicki speaks with Andreas Veilstrup 50 Sally Corporation celebrates 40 years HETTEMA Andersen, IAAPA’s new incoming chair of dark rides One World Observatory City Pulse New York, NewYork GROUP Enjoy the dark ride Year of the dog 12 Alterface shares expertise on IP and game- 52 Cedar Fair deal shows Snoopy is good for the Creating Stories You Can Touch play • by Benoit ‘Ben’ Cornet brand and park • by Judith Rubin COVER FEATURE The psychology of play Secret sauce 14 WhiteWater offers more than one way to 58 The Hettema Group turns 15 play in the park • by Dawn Kirby by Judith Rubin Experiential Design Riding the eye Are you being served? 18 New CEO Rosemary Rose sees opportunities 66 The video servers that feed media-based Exhibit Design Indoor Themepark at I-Drive 360 • by Rona Gindin attractions • by Dawn Allcot Multiple locations Live Shows & Spectaculars Fear the Fremont Street Amusement park cleanup boy makes good Theme Parks 24 Las Vegas’ newest themed entertainment 72 Meet Geoff Thatcher of Creative Principals Immersive Retail & Dining attraction • by Martin Palicki by Judith Rubin Concept Development Delight and outrage Truly, virtually, Birdly Media Design 28 The highs and lows of customer emotions in 76 Birdly VR soars into Orlando for the IAAPA theme parks • by Dr. Edwin N. Torres Attractions Expo • interview by Joe Kleiman Special Effects Interactive Experiences Recipe for a dark ride From floats to starships 32 Jora Vision’s recipe for dark ride develop- 78 Rando Productions and the action behind High Roller Observation Wheel Las Vegas, Nevada Museums ment • interview by Martin Palicki show action • by Joe Kleiman Master Planning Themed education & immersive museums Super 78 Themed Architecture 34 Using tech to empower face-to-face 82 Two decades in business; Eight secrets of interaction • by Mira Cohen success • by Robert Coker Flying with Stantec It’s a dimensional thing 38 Designing a new aviation-themed park in 88 Garner Holt Productions’ animatronics are China • by Daryl Leblanc & Greg Meyer making faces at the future • by Bill Butler From hurricanes to Bigfoot Honoring the past, anticipating the future 42 nWave continues its growth in various 90 JRA celebrates 30 years markets • by Joe Kleiman by Clara Rice Specialty projection screens 48 Turnkey screen solutions from Strong/MDI and Celebrating 15 Years Eclipse Screens • interview by Martin Palicki The Hettema Group specializes in the creation of remarkable Dragons Go Go Wild Dark Ride High Roller Observation Wheel InPark Magazine (ISSN 1553-1767) is published five times a year by Martin Chronicles Publishing, LLC. 2349 E Ohio Ave. Milwaukee, WI 53207. Shipping address: 2349 E Ohio Ave. Milwaukee, WI 53207. Phone: Seoul, South Korea Las Vegas, Nevada experiences that lift guests out of the ordinary. With clients all over 262-412-7107. Printing by Johnson Press of America the world, we turn brands and content into awe and inspiration. Contents © 2017 InPark Magazine. All rights reserved. Nothing in the magazine may be reproduced or used in any manner without the prior written permission of the magazine. InPark Magazine is not responsible for unsolicited manuscripts, photographs or illustrations. Such material must be accompanied by a self-adressed and stamped envelope to be returned. Postmaster: Send address changes to InPark Magazine 2349 E Ohio Ave. Milwaukee, WI 53207. Subscriptions are available annually for $45 per year ($70 international). Opinions expressed in editorial matter are not necessarily those of InPark Magazine or its publishers, Martin Chronicles Publishing, LLC. THE HETTEMA GROUP 67 Valley Street, Pasadena CA 91105 USA www.thehettemagroup.com 7 inparkmagazine.com inparkmagazine.com Leader of the pack Martin Palicki speaks with Andreas Veilstrup Andersen, IAAPA’s incoming chairperson of the board hen and how did you first become interested in Wthe industry? The interest has always been there. I had a huge fascination with amusement parks as a child and young adult, but it was not until the emergence of the internet that I realized I was not the only one in the world with this particular interest. And it was not until I got my first real job, after university, that I could afford to travel the world, pursuing it as a hobby. What career path in the industry led you to where you are today? I graduated from Law School in 1996 – and later added a degree in Financial and Accounting Management, Andreas Andersen because I didn’t really like law that much. But it was not until 1999, after working four years at the Danish Ministry of Finance, that I got my first shot at the industry. I What do you think are the primary responsibilities of applied for, and got, the job as a company lawyer at the chairperson? Tivoli Gardens in Copenhagen. One thing led to another, and here I am, almost 20 years later. My mother still IAAPA would be nothing without its staff. Being on the occasionally asks me when I will get a real job.