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WARNER BROS STUDIO TOUR

EXPANSION BRINGS PLATFORM 9¾ TO LIFE

On the cover: Harry Potter star Warwick Davis at the Platform 9¾ launch

WORLDS COLLIDE STEPPING UP DISNEY DNA Frank Gehry's Zoos increase Lifelong Imagineer Biomuseo raises the efforts to help Marty Sklar reveals game in Panama animals in the wild Walt's secrets

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WATCH TRAILER AT /nWavePictures GET READY FOR THE DARKEST RIDE NEW WEST COAST USA OFFICE EAST COAST USA OFFICE INTERNATIONAL M 3D I L Janine Baker Jennifer Lee Hackett Goedele Gillis RIDE F +1 818-565-1101 +1 386-256-5151 +32 2 347-63-19 [email protected] [email protected] [email protected] DragonMineRide.nWave.com

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PRESERVATION

The technology now exists to enable us to scan and preserve the most complex monuments, artefacts and buildings, so they can be reproduced now or in the future. At a time when thousands of irreplaceable antiquities have been destroyed, the need for this technology has never been greater

t’s been a challenging time for the heritage sector. The use of replicas is an area of the attractions indus- Widespread destruction of temples and other ancient try which looks set to grow significantly over the next few I monuments has been reported in Kathmandu following decades. There are many reasons for this in addition to the Nepal earthquake, along with huge loss of life. natural disaster, war and wilful destruction: perhaps the items In Syria and Iraq, the devastation has been man made, with in question are in inaccessible locations, or they’re too fragile the tearing down of antiquities by ISIS. Many agencies and to handle being exposed to visitors, for example. governments are calling for action: UNESCO has suggested In France, the government has invested €56m (US$60m, the creation of protected zones, the Italian government has £40.2m) recreating prehistoric cave paintings at the Grotte called for the UN to intervene and Iraq’s tourism and antiqui- Chauvet-Pont d’Arc, a huge collection of paintings of horses, ties minister has asked the mammoths and rhinos US to protect the country’s which are among the oldest archaeological sites. documented art on earth. The It’s significant that the tour- The technology now exists paintings, which are anything ism minister has been the to enable us to permanently up to 37,000 years old, were one to make the call, because capture the form of the most discovered in 1994. heritage drives a high propor- The project will enable peo- tion of tourism visits and as precious things on earth ple to experience the incredible Iraq and other war torn coun- cave art while keeping the deli- tries work towards rebuilding cate originals from harm. a peace-time economy, tour- Replication also allows ism will have an important role to play in the regeneration. more widespread access to cultural heritage when combined Kathmandu has a huge tourism economy too, so making the with touring rather than static exhibitions. Where a loca- city safe and attractive for the return of tourists will be a priority. tion is fascinating, with a widespread appeal, there will be In this issue of Attractions Management we look at how opportunities to replicate it and take it on the road for guest technology can help in situations where historic sites are appearances in museums’ temporary exhibition spaces. under threat. Our interview with Elizabeth Lee on page 74 In addition to being priceless in every sense, cultural herit- examines the CyArk project, which is working tirelessly to dig- age is of educational significance and a huge driver of tourism. itise precious objects and locations so they can be replicated The technology now exists to enable us to permanently capture – either to preserve the original, or to recreate it. the form of the most precious things on earth so they can be CyArk is a non-profit organisation, founded in 2003, which understood by future generations. We need organisations such uses state-of-the-art laser scanning technology to compile as CyArk to step up the pace before more is destroyed. highly detailed 3D representations of cultural heritage sites, so they can be recreated using 3D printing and modelling. Liz Terry, editor. Twitter: @elizterry

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

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 7 IN THIS ISSUE ATTRACTIONS MANAGEMENT PHOTO: FERNANDO ALDA

Q p24 Marty Sklar: living the Disney way Q p34 A Frank Gehry-designed museum of biodiversity, Biomuseo, raises the game in Panama

Q p42 Expo Milano promises to bring nations, businesses and people together Q p64 Nicolas de Villiers: Puy du Fou’s plans

ISSUE 1 2015 30 Talking Point 46 Zoos & Aquariums 07 Editor’s letter The $100 Barrier On the SAFE Side As a Walt Disney World day ticket AZA chair Dennis Pate explains a new News enters three-digit territory for initiative designed to help endangered 12 Science Centres the first time, we ask what this animals, and offers some tips from 13 Visitor Attractions means for pricing in the sector his world-class Henry Doorly zoo 14 Waterparks 34 Museums 52 Waterparks 16 Theme Parks Biomuseo Summer Sensations 18 Museums & Galleries Panama has opened the world’s first Hot new parks from Mallorca to Jakarta 20 Heritage museum of biodiversity, an ambitious 22 Zoos & Aquariums building by architect Frank Gehry. We 60 Rides meet the team behind the project The Ride Makers 24 Interview In the third part of our series, we look at Marty Sklar 42 Expos the enduring appeal of wooden coasters Retired Disney Legend Marty Sklar Food for Thought reveals the secrets of Imagineering, Expo Milano 2015 launches in Italy, 64 Profile the legacy of the 1964 World’s Fair aiming to bring the planet’s most Nicolas de Villiers and the lessons he learned as pressing problems to the fore, not least Puy du Fou’s president on exporting Walt Disney’s “keeper of the keys” how to provide food for everybody his park’s concept to the world

8 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 ATTRACTIONS MANAGEMENT ISSUE 2 2015 PHOTO: ENNEAD ARCHITECTS

Q p74 Elizabeth Lee on CyArk’s mission to scan and digitise heritage sites for future generations Q p82 Shanghai Planetarium set to amaze PHOTO: EDMUND SUMNER PHOTO:

Q p68 Wellcome Collection moves up a level Q p80 Platform 9ƒ opened to much fanfare. How did it score with our mystery shopper?

68 Museums 84 Planetariums Wellcome Change Resolution Revolution London’s Wellcome Collection has Industry leaders reveal how powerful been redeveloped. Head of Operations visualisations and higher resolution Donne Robertson tells the story displays are changing dome projection

74 Heritage 90 Ticketing Savers of the Lost Ark Dream Tickets How is CyArk using technology to Ticketing systems are advancing to

protect our world heritage? improve the guest’s experience and the On the cover: Harry Potter star Warwick operator’s profit. We investigate the Davis at the Platform 9¾ launch 80 Mystery Shopper sector’s current and upcoming trends Photos: TM & © Warner Bros. Entertainment Inc. Harry Potter Publishing Rights ©JKR. Wizardry and Wonder Harry Potter characters, names and related indicia are trademarks of and © Warner Bros. Ent Inc. All Rights Reserved. Hogwarts Express has arrived at the 96 Attractions-kit.net Warner Bros tour. How does it rate? Asian Attractions Expo Subscribe: To subscribe, call: +44 (0)1462 471915 We preview product news from the or visit www.leisuresubs.com 82 Planetariums upcoming Asian Attractions Expo Web gallery: Shanghai Nights For suppliers of products and 100 Architect unveils groundbreaking Web gallery services in the worldwide attractions designs for Shanghai Planetarium A source of attractions services industry, turn to page 100

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 9 the team

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HEALTH CLUB CLADMAG SPA BUSINESS ATTRACTIONS MANAGEMENT MANAGEMENT Q Heather Henninger & Q Donna Karan – the Q Tanni Grey-Thompson: Nathan Stevenson plan fashion designer’s Q Disney Legend the former Paralympian an eco-resort in Mexico Urban Zen Foundation Marty Sklar on a life on female participation lived the Disney way Q Biomimicry: Man-made Q Kathy Van Ness: on Q Do activity trackers structures from natural restoring the sparkle Q Panama’s Biomuseo get people moving? forms and function at Golden Door sets a new standard

http://leisuremedia.com/TP_counter.cfm?sitecode=LMD&mag=Health%20Club%20Management&codeID=3043&linktype=homepage http://cladglobal.com/TP_counter.cfm?sitecode=CLD&mag=CLADmag&codeID=3041 http://leisuremedia.com/TP_counter.cfm?sitecode=LMD&mag=Spa%20Business&codeID=3037&linktype=homepage http://leisuremedia.com Q Lessons in consumer Q Creating a climbers’ Q Loneliness: twice Q The latest in dome and engagement from Strava refuge on Mont Blanc as unhealthy as obesity planetarium projection http://www.leisureopportunities.co.uk/digital/green/indexLMD.cfm?origin=DIGIpdfLMD&PASScodeID=3043 http://www.leisureopportunities.co.uk/digital/green/index.cfm?PASScodeID=3041 http://www.leisureopportunities.co.uk/digital/green/indexLMD.cfm?origin=DIGIpdfLMD&PASScodeID=3037 http://leisuremedia.com

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SPORTS LEISURE SPA OPPORTUNITIES AM2 MANAGEMENT OPPORTUNITIES Q Leonardo DiCaprio Q Safari park anchors Q Nick Eastwood on Q CIMSPA and unveils Belize Egypt’s $1.1bn leading Wasps’ recovery SkillsActive plan skills eco-resort designs Adventure City development future Q Meet the Extreme Q Mandarin Oriental: Q SeaWorld campaign Sportshttp://leisuremedia.com/TP_counter.cfm?sitecode=LMD&mag=Sports%20Management&codeID=3025&linktype=homepage Company Qhttp://leisuremedia.com/TP_counter.cfm?sitecode=LMD&mag=Leisure%20Opportunities&codeID=3044&linktype=homepage Trump’s Aberdeen meditativehttp://leisuremedia.com/TP_counter.cfm?sitecode=LMD&mag=Spa%20Opportunities&codeID=3042&linktype=homepage garden spa tohttp://leisuremedia.com/TP_counter.cfm?sitecode=LMD&mag=AM2&codeID=3045&linktype=homepage reel in lost visitors golf development Qhttp://www.leisureopportunities.co.uk/digital/green/indexLMD.cfm?origin=DIGIpdfLMD&PASScodeID=3025 Quidditch: a new sport http://www.leisureopportunities.co.uk/digital/green/indexLMD.cfm?origin=DIGIpdfLMD&PASScodeID=3044 Qhttp://www.leisureopportunities.co.uk/digital/green/indexLMD.cfm?origin=DIGIpdfLMD&PASScodeID=3042 July launch for Qhttp://www.leisureopportunities.co.uk/digital/green/indexLMD.cfm?origin=DIGIpdfLMD&PASScodeID=3045 Hamleys debuts combining tag, rugby, Q Alton Towers aiming Beirut beach spa theme park concept dodgeball and a broom for short break crown by Resense in Moscow, Russia

AM 2 2015 ©Cybertrek 2015 Read Attractions Management online attractionsmanagement.com/digital 11 SCIENCE CENTRES NEWS

INDUSTRY OPINION Italy’s MUSE gears up for Ecsite forum

Business Bistro is vital The European network of science centres and muse- to Ecsite – it connects ums is set to descend on businesses with sector the Renzo Piano-designed MUSE (Museo delle PHOTO: HUFTON CROW + PHOTO: Mikael Holmgren Scienze) in Trento, Italy, for its annual conference. As the owner of From 11 to 13 June, Robetoy, a Swedish 1,000 delegates from the family business that’s science centre community been supplying toys to are expected to attend. museum shops for 30 The event is one of the years, I’ll be gathering foremost stages for show- hundreds of samples casing research into public Q MUSE provides the stage for the 26th Ecsite conference and a handful of staff and heading engagement with science. to the pretty Italian town of Trento to The schedule features 90 Ecsite is also keen to fosters informed, evidence- attend the Ecsite annual conference sessions, including talks by highlight the role the sector based decision-making and its trade fair, the Business Bistro. guest speakers, debates has to play in tackling the and action,” said Rosalia The 2015 edition takes place from and workshops and a trade problems people face today. Vargas, president of Ecsite. 11 to 13 June at MUSE science show with 50 exhibitors. “The Ecsite conference Professionals working museum, designed by Renzo Piano. The theme is Food for showcases the growing in science centres or It’s our fourth time as exhibitors Curious Minds, though importance of museums museums, natural history at the Business Bistro, which usually other subjects are on the and science centres in museums, zoos and has 50 or 60 booths. We’re now gold menu, such as immersive facilitating debate on aquariums, academia, sponsors of the conference, and on experiences, travelling themes of critical societal research and ﬁ rms in the top of our booth, we have access to exhibits, teen audiences importance and creating sector are invited to attend. promotional opportunities. and synthetic biology. an environment that Q Details: http://lei.sr?a=e8M5U_A We’re really happy with the visibility we get. It helps us to be remembered. The return on investment is not immediate but it pays off. Over time, we’ve built great KKT unveils concept for weather museum relationships with many decision makers in the science centre sector Kinslow, Keith and Todd who visit us at the Bistro each year. Architects (KKT) unveiled At Robetoy, we believe an plans for the Oklahoma attraction’s shop is a crucial part of Weather Museum in Tulsa’s the visitor journey, where customers so-called Tornado Alley. purchase a tangible memory of their The structure, standing KKT ARCHITECTS PHOTO: time at the attraction. We think the at up to 90 metres (295 shop should be conceived together feet) tall, takes design with the whole experience and the inspiration from a hurricane merchandise tailored to exhibitions – and has aptly been exactly what the MUSE team in Trento dubbed Tornado Tower. The have been doing with our help since plans feature a top-heavy they opened two years ago. spiralling tower, clad in I’m looking forward to meeting old glass with perforated metal Q The design of Tornado Tower makes it appear to rotate and new customers and colleagues panels, using LED lighting from the industry. The Business Bistro to accent sections to make Oceanic and Atmospheric Although the project is Happy Hour on the conference’s it appear to rotate. Administration’s (NOAA) still in the concept phase, second day is always a fun event. With interactive exhibits severe storms laboratory. it is gaining traction. (I also heard there’ll be a Business that explore weather If the project proceeds, Several investors have Bistro competition giving attendees phenomena globally and there will also be spaces made offers of support the chance to win one of three free in Oklahoma, the spiralling for weather research, and developers are registrations for the 2016 Ecsite tower destination would educational areas, storm interested in exploring conference in Graz, Austria.) provide the traditional chaser training, storm the residential and infrastructure of a safety information, storm ofﬁ ce space the building Mikael Holmgren, owner of Robetoy, a museum but also act as shelter displays and event could potentially offer. gold sponsor of the Ecsite conference a branch of the National space for public use. Q Details: http://lei.sr?a=W5p2k_A

12 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 VISITOR ATTRACTIONS NEWS

New York’s One World Observatory sets May opening date

New York’s One World Trade Center will PHOTO: MEUNIERD/SHUTTERSTOCK.COM open its doors to the public on 29 May, with tickets now on sale for the western hemisphere’s tallest skyscraper. The Hettema Group are behind the design of the 120,000sq ft (11,148sqm) One World Observatory observation deck and visitor experience. Legends Hospitality was chosen in 2013 by the Port Authority Board of Commissioners to run the attraction, which sits at the top of New York’s skyline. The experience starts from the ground up as visitors walk along a multi-sensory passageway telling the story of the tower’s construction. From there, visitors board one of ﬁve “Skypod” elevators, which will take passengers 1,268 feet (386.5 metres) up to the tower’s top ﬂoor, using HD screens to give riders the experience of New York seemingly rising up from its foundations. Q The tower, designed by SOM architects, cost $3.9bn (£2.6bn, €3.6bn) to develop “The Port Authority wanted something unique,” a spokesperson for Hettema The attraction features a series of Included on the observation deck are Group told Attractions Management. multimedia exhibits, presenting One several dining options, a gift shop, space “They wanted it to compete with other World Trade Center as a “global nexus for special events and the See Forever observatories. It was an early goal not to of 21st-century commerce, culture and theatre where visitors can learn about focus on 9/11 as this is about the future community, set in the heart of the most the future of New York City. and the vibrancy of New York City.” dynamic international city in the world”. Q Details: http://lei.sr?a=M7E8p_A

PHOTO: MARQUES/SHUTTERSTOCK.COM Shrek’s Adventure steps up midway format

Eddie Saul, creative lead PHOTO: MERLIN ENTERTAINMENTS for Merlin Entertainment’s upcoming Shrek’s Adventure, has said the experience will push the company’s linear attraction model to new heights. Q The site is popular with Star Wars fans The London, UK-based attraction, which opens Threat of ISIS puts in July, will feature a cast of fairytale characters, Tataouine off-limits themed sets, a 4D bus ride provided by Simworx, The threat of Islamic State (ISIS) to special effects and new Q The experience is designed to be completely immersive tourists in Tunisia means Star Wars DreamWorks animation. fans must avoid Tataouine – the inspira- Speaking to Attractions experience and feel like will last around 1.5 hours – tion for Luke Skywalker’s home planet. Management, Saul – who they can inﬂuence a story. is completely new and has The UK’s Foreign Ofﬁce has operates as creative lead “The added layer with been written exclusively by advised against all but essential for Merlin’s highly popular DreamWorks is that world DreamWorks for the multi- travel in the area, warning: “There Dungeon experiences – of content. They’ve created million pound project. is a high threat from terrorism, explained how the Shrek characters that stick in A further six Shrek mid- including kidnapping. Attacks could version is a step up from everyone’s mind. We’re ways are planned worldwide be indiscriminate, including in what’s currently on offer. pushing the model further over the next 10 years. places visited by foreigners.” “These are batch linear to see what it can do.” OSee The Art of Collab- Q Details: http://lei.sr?a=E4q5s_A experiences,” said Saul. Saul said that the script oration, AM Q3 14, page 24 “People can go on an for the experience – which Q Details: http://lei.sr?a=F7W4H_A

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 13 WATERPARKS NEWS

INDUSTRY OPINION Slagharen expands with Aqua Mexicana

ASTM International Slagharen theme park and resort in the Netherlands focuses on standards has expanded its public offering following the open- and harmonisation SLAGHARENPHOTO: ing of its new €6m ($6.7m, Aleatha Ezra £4.3m) Mexican-themed waterpark. The waterpark indus- Launched on 1 May, try can greatly benefi t the 5,200sqm (56,000sq from its members ft) development – known joining the stand- as Aqua Mexicana – ards organisation consists of 10 slides, ASTM International as supplied by Van Egdom, waterslides and wave totalling 546 metres systems come under review. (1,791 feet) in length. For standards for the design and Madrid-based Rocas & Q The Netherlands waterpark follows a Mexican theme operation of amusement and water- Design has worked on the park rides and attractions in the US, design of the waterpark, Aqua Mexicana includes also feature a “bubble all roads lead to ASTM International’s while construction work both indoor (3,172sqm, bath” with capacity for 70 F24 Technical Committee on has been carried out by 10,406sq ft) and outdoor people. For kids, the park Amusement Rides and Devices. Slagharen with the help of (2,083sqm, 6,833sq ft) includes an aquatic play The committee has been primarily local sub-contractors. facilities. Three of the area, while there will also focused on creating standards that It adopts a Mexican waterpark’s slides will be a terrace with seating would apply to US facilities, but in theme and includes a include special effects, and dining options. More the past few years, in order to help Caribbean pirate ship, sounds and 3D animations than 100 companies achieve ongoing common ground Mayan temple and 18th designed specifi cally for worked on the expansion. in standards development for the century-style houses. Slagharen. The park will Q Details: http://lei.sr?a=G7w8E_A global amusement sector, the ASTM F24 Committee established a subcommittee (F24.80) specifi cally focused on harmonisation. Last year Canada approved Turkey’s Crystal Aura debuts new waterpark standard practices for the design, manufacture and operation of A new waterpark has amusement rides prompting three opened at the Crystal more countries to move forward with Aura Beach Resort & Spa PHOTO: POLIN PHOTO: their own harmonisation standards in Kemer, Turkey, with the based on the Canadian model. destination now offering Anyone can become a member visitors access to both the of ASTM and the costs are low. new waterpark and the Members have the power to review nearby Nomad theme park new standards or revisions and vote in the Antalya Province. on whether they should be approved. Owned and operated Now is a good time to join by the Kilit Group, the ASTM as revisions are currently waterpark uses slides underway on F2376-13 “Standard designed and installed Practice for Classifi cation, Design, by Polin, which also Q Polin has supplied all of the waterpark’s slides Manufacture, Construction, and supplied the resort’s Operation of Water Slide Systems” sister properties installed are Polin’s general manager, Erdogan and new standards are under review at Crystal Sunset Aquatube, Black Hole, Big Turan. “They can spend all that would address the design, and Crystal Waterworld. Hole and Black Hole/Flying day at the resort and never manufacture, construction and Included at the Crystal Boats combination. tire of the offerings we operation of standing wave systems Aura Waterpark is Polin’s “Nearby attractions provide to them.” and the use of waterslide conveyors Magic Sphere – a two might once have tempted The waterpark is a for rafts, tubes and guests. person slide using natural [visitors] to leave our welcome addition to the For more, see www.astm.org. lighting effects which property, but once they resort, which has 416 sends riders on a high- begin riding the slides, bedrooms and a private Aleatha Ezra, director of park speed journey from one they can’t get enough,” section of beach. member development, WWA sphere to another. Also said Crystal Aura resort’s Q Details: http://lei.sr?a=C6D3y_A

14 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Be Thrilled Photo courtesy of AtmosFear, Liseberg

Be An Exhilarating Event to There Liseberg Sweden Stimulate Your Business 6-8 Oct. 2015 Innovations and knowledge from special events and seminars.

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Forums Products Special Events Networking Tours Best Practices Workshops Exhibitions Seminars THEME PARKS NEWS

Hunger Games attractions conﬁrmed for Motiongate Dubai

Following news that movie studio Lionsgate PHOTO: LIONSGATE was “deep in conversation” with potential theme park partners on four different continents for a Hunger Games theme park, the team behind the upcoming $2.7bn (£1.8bn, €2.5bn) Dubai Parks and Resorts development has confirmed Motiongate Dubai will include a Lionsgate Zone, featuring the popular IP. Slated to open in October 2016, the Lionsgate Zone will include rides and a retail facility inspired by the franchise. In addition, the zone will feature a live stage show based on the Step Up dance films, with the possibility of further expansion in the future. “Our franchises are continuing to drive location-based entertainment opportunities around the world,” said Lionsgate chief executive officer Jon Feltheimer. “We’re partnering with Dubai Parks and Q Rumours of a theme park based on the franchise have been swirling for several months Resorts to create a thrilling experience designed to attract millions of new fans.” The series culminates in November 2015 said Dubai Parks and Resorts CEO, Raed The Hunger Games brand has gone from with The Hunger Games: Mockingjay – Part 2. Al Nuaimi. “Through this partnership strength to strength since the first film, “Lionsgate’s Hunger Games, Step Up we’re confident that Motiongate Dubai The Hunger Games, was released in 2012. and other signature properties are the will set a global benchmark as the Several attractions related to the brand are perfect centrepiece for one of the most ultimate movie-themed destination.” in the works, including a set tour in the US. visionary new theme parks in the world,” Q Details: http://lei.sr?a=e6j3s_A

PHOTO: MOVIE WORLD GOLD COAST GOLD WORLD MOVIE PHOTO: Moscow Hamleys debuts theme park concept

Global toy retailer Hamleys PHOTO: HAMLEYS/PARAGON CREATIVE has taken the ﬁrst step to becoming an experience brand after opening a mini theme park in its new Moscow store – also the largest toy shop in Europe. Q Village Roadshow’s Movie World “When we open a 70,000 sq ft (6,967sqm) Village Roadshow toy store, it can’t be a normal toy shop – it’s just signs up with CITIC too big,” said Hamleys chief executive Gudjon Australia-based theme park operator, Reynisson. “We decided Q The new Hamleys in Moscow’s Desky Mir building Village Roadshow, has formed a to create something new $392m (£263m, €359m) joint – an interactive world “Over the past two years, store into what we’re now venture with China’s CITIC to invest where brands interact with Paragon has been working calling ‘Hamleys World’ – a in its theme park arm. attractions in a manner closely with Hamleys to Hamleys which incorporates Speaking to Australian Business akin to a theme park.” develop the new format retail and leisure. We’ve Review, Village Roadshow co-chair, The new retail/theme and morph it into a theme been working with Hamleys Robert Kirby, said the company park concept offers park environment,” said to see what the potential wants to operate a multi-billion- shoppers and visitors Mark Pyrah, director of new format of the brand dollar portfolio of theme parks and nine “worlds of play” Paragon speaking to could be, which certainly property in Southeast Asia by 2020. and was developed by Attractions Management. starts to work its way into a Q Details: http://lei.sr?a=J4N8f_A design studios Fitch “We turned what would have theme park environment.” and Paragon Creative. been a ﬂagship Hamleys Q Details: http://lei.sr?a=e4t4t_A

16 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 See us at www.intaminworldwide.com Booth #518 Asian Attractions Expo MUSEUMS & GALLERIES NEWS

2015 TrendsWatch report forecasts the future of museums

The 2015 edition of the TrendsWatch / SHUTTERSTOCK.COM TUPUNGATO PHOTO: report, which highlights trends in museums in the coming year, has been released. Rising tides, wearable tech and open culture are all on the agenda. The report, from the Center for the Future of Museums (CFM) and the American Alliance of Museums (AAM), annually identifies six trends that will shape the way museums worldwide handle affairs, do business and engage visitors. Written by Elizabeth Merritt of the CFM, the 2015 report highlights open culture and data movements, consumers’ heightened awareness of ethical issues, personalisation, climate change and rising sea levels, plus wearable technology, and the slow culture movement. The first identified trend – the “Open Economy” – looks at open sources of Q The annual report highlights six key trends to watch for in the year ahead information, software and government. The “Ethical Everything” trend, Combating rising tides was also identified movement signifies a return to a slower suggests an increased demand for as a trend, with museums having to protect way of life, which Merritt suggests can ethical sourcing and production, cultural heritage from oncoming elements. present the opportunity for a museums to transparency and accountability for Wearable tech – such as the Apple Watch position themselves as refuges from an these things, while “It’s Personal” looks and Google Glass – was also seen as increasingly overwhelming world. at the bespoke treatment of visitors. key for the future. Finally, the slow culture Q Details: http://lei.sr?a=3F7Q6_A

PHOTO: METROPOLITAN POLICE Museum gets art haul in wake of oil scandal

A museum in Brazil has PHOTO: MUSEUM OSCAR NIEMEYER been donated 139 works of art, all seized from individuals involved in a high-level corruption scandal relating to oil giant Petrobas. Prosecutors are currently Q The Black Museum opened in 1874 investigating Brazil’s state- run oil company, having filed Secret artefacts to charges against 35 people so far, with nearly $1.3bn, form crime exhibit (£878m, €1.2bn) taken by the individuals in a kickback A selection of 500 items from scheme. Over a 10-year Q The Oscar Niemeyer Museum received 200-plus works Scotland Yard’s Black Museum – period, money siphoned open only to serving police and select off from inflated contracts Spanish artist Joan Miro, and cover a trail of bribes. guests since its formation in 1874 allegedly generated a Brazilian composer and Since the scandal broke, – is to go on display later this year at flood of dirty money, which painter Heitor dos Prazeres, 20 galleries and art dealers the Museum of London. was then used to bribe and more. The museum have been asked to explain Using evidence from real-life crime company officials and pay was already in possession transactions involving the cases, visitors will be taken on a off politicians. of another 64 seized works seized pieces. Currently journey through some of the UK’s Works seized by police relating to the scandal, 15 are on display, with the most notorious crimes. The exhibition and subsequently donated including pieces by Salvador full collection likely to join will be on display for six months. to the Oscar Niemeyer Dali and Vik Muniz. them following a quarantine Q Details: http://lei.sr?a=H3m2G_A Museum in the city of The works were allegedly examination period. Curitiba, include art by used to launder money Q Details: http://lei.sr?a=H3m2G_A

18 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Water Parks Theme Parks Entertainment Centres Museums and Science Centres Retail and Mixed-Use Resorts

Visit us at AAE Hong Kong Booth 624 [email protected]

Costa Caribe Aquatic Park, Spain HERITAGE NEWS

Italy calls for UN force to protect world’s ancient heritage sites

Italy’s minister for culture has backed PHOTO: MOSUL ABDOU plans for the creation of a UN peacekeep- ing force to protect heritage sites across the world following the destruction of Iraq’s ancient cities by Islamic State (ISIS). “A ‘blue helmets of culture’ are needed, as there are blue helmets that intervene to protect in situations of war,” said Dario Franceschini, speaking to The Guardian, referring to uniforms worn by the UN’s peacekeepers. “There should be an international rapid response force to defend monuments and archaeological sites in conﬂict zones.” Iraq’s heritage has been at the mercy of ISIS as the terrorist group wages war in the Middle East. Most recently, Iraq’s tourism and antiquities minister, Adel Fahad al-Shershab, called on the US-led coalition carrying out air strikes against the Q Deliberate attacks by ISIS on Iraq’s historical sites prompted the call for protection radical group to also protect the country’s archaeological sites from them. protected cultural zones – areas where Now they’re hit precisely because they UNESCO also recently called for an there would be an enhanced focus on are symbols of culture and religion,” said emergency meeting of the UN Security preventing attacks on cultural heritage and Franceschini, who added that a protective Council to discuss how to protect Iraq’s illicit trafﬁcking in cultural properties. force couldn’t be established by one cultural heritage. The world heritage body “At one time great monuments were country, rather an international community. previously suggested the formation of hit accidentally in wars during bombing. Q Details: http://lei.sr?a=B3v4V_A

PHOTO: COUNCIL LINCOLNSHIRE COUNTY More natural heritage funding needed: study

The world’s national parks ZERLOCH ROY K. SHUTTERSTOCK.COM/ PHOTO: and nature reserves are thought to be worth $600bn (£389bn, €535bn) a year, with around 8 billion tourism visits annually. That income, however, Q Lincoln Castle is popular with tourists is not being supported by adequate investment £22m Lincoln Castle into heritage protection, according to the team works completed behind the research. A study published in Lincoln Castle in Lincolnshire, UK, PLOS Biology revealed the Q Golden Gate national park attracts 13 million visitors yearly has reopened following a £22m statistics and highlighted ($32.5m, €30.2m) refurbishment, the need for more University, natural capital in either the US or UK, the restoring the centrepiece of the city to investment in protected and the worth of natural study revealed. its former glory and providing a new natural heritage areas. assets – based on Protected areas cover home for the historic Magna Carta. Compared with the $600bn assigning economic value around one-eighth of the The work includes a new high-security spend generated by to the natural environment world’s land and further vault to house both the 1215 Magna national parks and nature in order to better preserve investment into protection Carta and the 1217 Charter of the reserves, only $10bn it in the future – is of these areas could yield Forest – the only place both documents (£6.5bn, €8.9bn) is spent increasingly becoming an economic returns as well can be viewed at the same time. safeguarding those sites. issue in policymaking. as helping to preserve Q Details: http://lei.sr?a=H3m2G_A According to the study, The top 10 most visited precious landscapes. by a team from Cambridge national park sites were Q Details: http://lei.sr?a=b3k9f_A

20 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015

ZOOS & AQUARIUMS NEWS

INDUSTRY OPINION Safari park planned for Egypt resort

Zoos and aquariums Plans for a leisure development in Egypt, teach wonder of wild which were derailed by the through nature play Egyptian Revolution in 2011, are back on track, according Elliot Zirulnik to one of the key players behind the $1.1bn (€1bn, In a time when real- £738m) safari, theme park, world experiences are hotel and housing scheme. constantly outpaced A consortium – made PHOTO: SHUTTERSTOCK.COM/ MEHDI PHOTOS and replaced by up of Egypt-based 300 technology, it’s more Years History, UK-based critical than ever Chipperfi eld Companies that we encourage Group, Canada’s Maple children and families to “unplug” and Leaf, South Africa’s Glen experience the wonders of nature Afric and Italy’s Pinfari Q A safari park is part of the Adventure City proposals fi rsthand through nature play. Coasters – is behind the Nature play is characterized New Cairo proposal, which “Back in 2009 [Bahgat] making great progress and by free, unstructured play in an has been submitted to contacted me to look then the political situation outdoor setting, where children are the Egyptian Housing into what it would take changed in Egypt with the encouraged to explore animals, Ministry for approval. to get the project started revolution. Now the country plants, weather, habitats and Adventure City is the and since then it has is getting back into its stride, landscapes without any specifi c brainchild of Tariq Bahgat, progressed signifi cantly,” [Bahgat] has resurrected the direction from adults. chair and CEO of 300 Years Chipperfi eld, MD of project, working for the last Facilities accredited by the History. He has been working Chipperfi eld Companies year to form the consortium Association of Zoos and Aquariums closely with consortium Group, told Attractions and develop the plans.” (AZA), championing the conservation partner John Chipperfi eld. Management. “We were Q Details: http://lei.sr?a=C4t9E_A of wildlife across the globe, have long understood that the connection between families and nature is one of the most potent forces in the world. To cultivate and enhance this Police to give zoo employees fi rearms training relationship, AZA applied a gift from the Disney Worldwide Conservation New legislation has been Fund to provide 30 member zoos introduced in Pittsburgh, and aquariums a total of $220,000 Pennsylvania, that allows (£146,000, €205,000) in nature police offi cers to train zoo play funding. This is fi nancing and aquarium employees to programming as diverse as family use a fi rearm when dealing nature clubs, portable hands-on with a dangerous animal. FLICKR.COM/CLIO1789 PHOTO: displays, sensory gardens, camping Pittsburgh City Council trips, workshops and art projects, all enacted the legislation of which ultimately aim to inspire the in response to the 2012 next generation of conservationists. mauling of a toddler, Zoo and aquarium educators who died after falling agree that nature play must stretch into Pittsburgh Zoo & beyond the gates or walls of an PPG Aquarium’s African Q An attack by African painted dogs kickstarted the move institution. AZA-accredited zoological painted dogs enclosure. attractions are ideal venues for The legislation authorises “The zoo and the police will learn about the children to engage in nature play and weapons training for the department have had an zoo animals and their inspire families to create their own next three years. The informal agreement now behaviours and become games or activities, or simply explore police will train employees for the past fi ve years or familiar with the grounds wild environments. Quite simply, to use fi rearms in cases so,” said Pittsburgh Police of the zoo, while zoo nature play taps into the instincts where an animal poses a spokesperson, Sonya employees will learn that drive us to touch, listen to and danger, while zoo staff, in Toler. “This proposal is what to do when and if question our natural world. turn, will school police on an attempt to formalise there is a situation with animal behaviour and the the arrangement. It’s a dangerous animal Elliot Zirulnik, communications intern, zoo’s layout to improve important to note this is that has got loose.” Association of Zoos and Aquariums emergency response time. cross training – police Q Details: http://lei.sr?a=Y3s9P_A

22 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 www.ideattack.com

[email protected] INTERVIEW

MARTY SKLAR Disney Legend Marty Sklar reveals the secrets of Imagineering, the legacy of the 1964 World’s Fair and the lessons he learned from Walt Disney

Jak Phillips, journalist, Attractions Management

24 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 iscounting the great man himself, there can be few people who’ve played such a key role in Disney’s success as Marty Sklar. During a 54-year career, PARKS DISNEY PHOTOS: Din which Sklar started out as the writer of Walt Disney’s narratives and ended as the realiser of his visions, the IAAPA Hall of Famer played a hand in the opening of all 11 Disney parks around the world. When he retired from his position as head of Disney Imagineering in 2006, after more than 30 years in the role, former It’s a Small World at the New York Disneyland International chair Jim Cora World’s Fair (top), Walt Disney ﬁ lms referred to him as the “keeper of the keys” The Wonderful World of Color (left), – someone who understood the Disney way and songwriters Richard and Robert because “he learned it at Walt’s knee.” Sherman rehearse their song, It’s Sklar was hired to write Disneyland a Small World, at the Walt Disney marketing materials in 1955, when he was Studios in this 1964 photo still a UCLA undergraduate. Working closely with Disney helped instil in him a sense of the “Disney DNA”, which he circulated Walt was never interested in what he did yesterday. He to his Imagineers through the doctrine of was only interested in what he was going to do today and “Mickey’s Ten Commandments.” “As I began to learn to write things that tomorrow. We had to grow all the time to keep up with him sounded like Walt Disney, I found a little book called Words to Live By. It was from But Walt believed in it so strongly and he So we all had to grow all the time to keep the 1940s,” says Sklar. “There was an convinced people that it was going to work up with him and that was a great challenge article from Walt in there called ‘Take a – including the bankers – and ultimately, and a great opportunity,” Sklar says. Chance.’ I realised that was Walt’s model – that’s why we’re all in this industry today.” Having excelled as a writer, Sklar take a chance. He was a big risk-taker.” “Walt was never interested in what he did quickly rose through the creative ranks at “Everybody thought Disneyland was going yesterday. He was only interested in what Disney and became head of Imagineering to be a disaster and that it wouldn’t work. he was going to do today and tomorrow. in 1974. From there, he presided over

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 25 PHOTO: WALT DISNEY IMAGINEERING © DISNEY INTERVIEW

Disney artist John Hench (left) and Marty Sklar during the construction of Epcot

unprecedented expansion, taking the If you have a team of talented creative people working number of Disney theme parks from two to 11. Throughout this period, Sklar maintains together, once they understand where you’re going, they that motivating his fellow creatives was the really respond. And that’s when the magic happens most important aspect of his job. “It was vital to instil self-belief and imagination in the team,” says Sklar. “I team were effectively creating theme – were sown through Disney’s starring role always said there are two ways to look at a parks from scratch, there wasn’t any room at the 1964 World’s Fair in New York. blank piece of paper – it’s either the most for egos or resting on personal laurels. As Sklar recounted at the IAAPA 2014 frightening thing in the world or the greatest Sklar would encourage risk-taking and Legends Session commemorating the opportunity. You need to get people to see innovation, but at the same time would Fair’s 50th anniversary, the Imagineering it as a chance to let their imaginations run remind his colleagues that at Disney team produced four major pavilions for wild and create a new thing.” “there’s only one name on the door” and corporate sponsors – Ford, GE, Pepsi if they wanted their name in lights, they’d and the State of Illinois – all of which When the magic happens need to look elsewhere. were launched on the same day, using As for the creative process, Sklar believes It wasn’t like showbusiness, adds Sklar. previously untried technology. a key framework of goals and objectives is There was no individual glory – Imagineers Walt Disney took a huge gamble and essential in keeping a team focused. had to take their satisfaction from diverted the entire Imagineering team’s “Sometimes we had a blank piece contributing to a successful team. efforts from Disneyland towards the World’s of paper and we had to turn that into a But there was one major pay-off. “What Fair projects, hoping to showcase the theme park. When we started on Epcot, we all enjoyed more than anything was famous Disney magic on a true world stage. we had Walt’s concept of a city, but watching the people coming to the parks “The World’s Fair was extraordinary as turning that into the park was a huge and having a great time with their families,” it was a stepping stone to Walt Disney challenge that took eight years,” he says. Sklar says. “Boy! That’s a great satisfaction, World in Florida and brought huge growth “You have to ﬁ gure out where you’re witnessing people taking such great enjoy- for Disneyland. We didn’t know the going and motivate people to help you get ment from something you helped to create.” details of the deals Walt made with the there. As a creative leader, I was focused companies, but here we were stopping on getting people to follow the foundation A true world stage work on Disneyland for ﬁ ve years. We later that we had set up and getting them to Disney was able to expand its empire exten- found out that as part of the contract, buy into and understand it. If you have a sively after the launch of Walt Disney World Walt owned everything we produced team of talented creative people, once they in 1971 thanks to the capital it was able to for the World’s Fair, so everything we understand where you’re going, they really raise through commercial partnerships. developed – even the troughs for the respond. That’s when the magic happens.” The seeds for this strategy – which was boats for It’s a Small World at the Pepsi Despite the fact that the Imagineering revolutionary among attractions at the time pavilion – all came back to Disneyland as

26 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 IAAPA ATTRACTIONS EXPO 2015

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Conference: Nov. 16–20, 2015 Trade Show: Nov. 17–20, 2015 Orlando, Florida US www.IAAPA.org/IAAPAAttractionsExpo INTERVIEW Using a detailed model, Walt Disney shows Ford Motor Company CEO Henry Ford II the features dreamed up for the Ford pavilion PHOTO: FROM THE COLLECTIONS OF THE HENRY FORD

The Magic Skyway was made by the Imagineers for Ford Motor Company’s pavilion at the 1964 World’s Fair in New York

The pavilions were viewed as a huge success and laid the foundations for Disney’s later commercial partnerships. Firms could see what Disney could do for them new attractions. It was brilliant marketing on Walt’s part,” says Sklar. As well as being involved in the writing for the World’s Fair – Sklar scripted Walt Disney’s narrative for the Ford World exhibition – he was Disney’s main liaison to the major corporate sponsors. As part of the process for creating the Ford Pavilion, he spent three weeks “The 1964 World’s Fair was where we got The 81-year-old Sklar is still involved touring parts of the Ford Motor company that foundation for understanding what we in a number of projects. He recently trying to understand what they wanted had to do to sell Epcot,” says Sklar. “We got published his autobiography, Dream It! Do to communicate. “Show us as an the understanding of how to work with big It! and will release its sequel, One Little international and innovative company” was companies – and fi rms could see from the Spark!, later this year. He also wrote the the message, and Sklar was tasked with World’s Fair what we could do for them.” introduction for fellow Disney legend Bob communicating this in a 3D format. Gurr’s book. Sklar remains president The results – and the World’s Fair Love what you do of Ryman Arts, which he co-founded 25 overall – were viewed as a huge success Despite the valuable collaborations with years ago. The organisation has provided and laid the foundations for Disney’s later big business, there was never confusion as 6,000 scholarships to high-school commercial partnerships. The legacy of to which company was calling the shots. students in Southern California through these early partnerships can be seen today “We made sure people understood that, the Ryman Program for Young Artists. in the prominent brand experiences being in Disney parks, Disney creates everything Sixty years since he met Walt Disney, created by fi rms like BRC Imagination Arts and the sponsors present the show. So the what advice does Sklar pass on to those – which, incidentally, has just completed an system we developed, at the beginning of creating the next generation of attractions? immersive factory tour experience for Ford. Walt Disney World, was we’d put the name “You have to be truly passionate about “With Epcot we had to get sponsors of the attraction, followed by ‘Presented what you do as you’ll be happier and what to help defray the cost. When we opened by...’. We never put the name of the you design will be better,” he says. “Most in 1982, we had many big companies as company fi rst – we always wanted people to important is to do what you love and love sponsors: GM, Exxon, Kraft Foods and AT&T.” know that it’s something Disney created.” what you do. That still holds true.” O

28 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 [email protected] TALKING POINT Alice Davis, managing editor, Attractions Management THE $100 BARRIER

Disney has pushed its headline ticket price up to $105 in a bold move that got the industry talking. What does this mean for pricing in the sector?

alt Disney World’s Magic Kingdom crossed the $100-mark for its headline one-day W ticket price in February this year, when the cost of a one-day one-park ticket was increased from $99 to $105. Universal Orlando Resort followed suit, raising its one-park adult ticket to $102. This was a bold move by Disney, not because of the price rise – ticket prices are increased every year – but because it crossed the $100 threshold. In return, guests are getting more for their money. In the past ﬁ ve years, Disney has invested more than $8bn into improving its US parks and opening new attractions. So far, however, price hikes haven’t deterred visitors. The jump to $105 At Disney and Universal, a $100-plus Walt Disney World in Orlando isn’t a represents a 6 per cent price increase, and price tag is partly symbolic, as many typical park – it has data analysts working in 2013-2014 the ticket increased from guests won’t pay the headline price, on every decision it makes and a strong $90 to $99 – a 9 per cent hike. Despite due to the plethora of special tickets tourist market to draw on, so there’s a this, there’s been strong attendance at and marketing offers available, but for limit to how transferable lessons can be. Disney’s US parks and resorts, with Walt regional parks, changes in pricing require So what’s the industry’s reaction and Disney World Resorts posting a 7 per cent more caution in implementation to avoid what should you look at when pricing your increase in revenue year-on-year. upsetting regular customers. tickets? We asked the experts.

Lesley Morisetti Q VIP access – will some of crucial to monitor visitor your audience pay premium response. Downward trends in Morisetti Associates prices for added value options? customer satisfaction ratings for Optimising admission prices is Q Competitor pricing, including value for money and enjoyment fundamental to the successful perceived price per hour can provide an early indicator of operating performance of visitor – based on current prices dissatisfaction, allowing you to attractions. Setting the price too and any information on adjust prices before they sub- high can depress attendance; competitors’ future plans stantially impact attendance. setting it too low can reduce Q The economy – projections There’s been much debate profi t. Hence attractions place for infl ation and currency about Disney and Universal great importance on price exchange rates (for attractions breaking the $100 barrier. strategy, taking many factors with international markets) For any attraction, deciding into account in setting annual So crucial is setting the when to cross one of those price changes, including: Q Your visitors’ views – how right price that attractions are landmark price points is tough. Q Mission – is your objective price sensitive is your current increasingly turning to con- Undoubtedly it’s easier to to optimise volume or value? and potential customer base? sumer research to test the do this in a year when you’re Some non-profi ts are required Q Your discounting strategy – price sensitivity of their key providing a substantial addition to do the former, most commer- the lead price needs to have audiences, fi nding the optimum to the experience, enabling you cial attractions do the latter. suffi cient headway to allow point between being so cheap to cross the barrier confi dent Q Changes to the visitor offer discounts to be applied for web it raises concerns over quality that you’ll continue to provide – is anything being added sales, concession tickets and and so expensive they’re not excellent value for money. which supports an above promotions, as well as account perceived value for money. infl ation price increase? for annual pass holders. Once prices are set, it’s [email protected]

30 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Nikki Nolan World hasn’t actually had a growth rate – and overall growth the more you communicate negative impact on overall in expenditures for leisure a lofty lead price while Nolan Consulting park and resort performance. services is just over 3 per cent. simultaneously offering When Disney established its In taking its pricing decisions, Over 10 and 20-year periods, signifi cantly discounted $99 price point in 2014, it could Disney would have looked at growth in average cinema ticket package pricing, the greater no longer continue to walk in its own wealth of internal data pricing is a little higher again, the perception of savings micro-steps towards a perceived as well as broader tourism and sports tickets are in the 5 by customers. This year’s $100 “wall” – instead, it had to data and trends and economic to 8 percent growth rate range. headline price increased 6 per move the wall. Someone had to indicators, including household Disney’s lead price growth cent, but multi-day tickets went do it at some point and, as the expenditure surveys, consumer – at an average annual of 5 up between 3 and 4 per cent. market leader, Disney was the confi dence and much more to 6 per cent over the same For regional parks, who rely logical fi rst mover. In fact, when one compares periods, puts Disney towards on fi xed markets and repeat Disney’s bold 2015 pricing historical growth of Disney’s the upper end of the range, visitors and face resistance decision is supported by lead price against any but certainly not as an outlier. to price rises, there’s an historic double-digit growth number of proxy measures Also important to the awareness about what Disney’s of underlying fi nancial and comparables in the US Disney pricing policy is the charging and, as a result, a $62 performance, indicating – including leisure services “destination” factor – i.e., or $67 lead price at Six Flags or there’s been no signifi cant expenditures and pricing hardly anybody pays the walk-up Cedar Fair – which, again due to resistance to their price for cinema tickets and price. Instead, the lion’s share season passes and promotions, points and strategies so far. sports events – Disney’s of Disney World’s customers, no one really pays – suddenly A company shouldn’t price growth, is pretty including international visitors, seems a relatively good deal. necessarily be bound by consistent with the upper purchase tickets online, in In that way, I suppose it’s fair something as artifi cial as end of the leisure industry. advance, and typically as part to say that Disney is pulling the a triple-digit price barrier. Increases in the consumer of a multi-day pass and/or whole train along in terms of It’s not that there isn’t a price index (CPI) tend to be package, which offer savings. the industry’s lead price point. psychological barrier, but that similar over time to infl ation – a A more cynical hypothesis, recent pricing policy at Disney 2 to 3 per cent average annual I suppose, might say that [email protected]

A more cynical hypothesis might say the more you communicate a lofty lead price while simultaneously offering signiﬁ cantly discounted package pricing, the greater the perception of savings

Tim Baker offer (dwell time, age appeal, questioning and modelling, we interactivity etc)? Is there a can generate highly accurate Touchstone Partners “going rate” for your area? insights into price thresholds Pricing is a touchy, tricky Where else did visitors think and the effects of raising – and critical issue. Everyone of visiting before they came or lowering – your price. has a view about price here today? Where else will Disney and Universal will levels that are or are not they go on this trip? What have carefully modelled pricing acceptable, and – given the do they compare you with? scenarios before making these chance – we’re all forthright Can you get a ﬁ x on pricing decisions. They’ll know how in broadcasting these views. in the consideration set? many fewer visitors they’ll get, But what price levels really Most importantly, what and that their businesses will are acceptable? As business is the value of your equity? improve at these prices. operators, it’s as wrong to Are you seen as a value- The visitor experience may under-price our services as it is around you in the immediate added or commodity player? improve with slightly fewer to overprice. We need to hit the vicinity; understanding what This massively affects where numbers, higher spenders will sweet spot where our visitors is in the consideration set for you should pitch your price. still come and maybe spend agree they’re getting great value those who choose (or choose We can’t directly ask the more. Is $100 too far for these for money while we’re maximis- not) to visit you; and through target audience what they’re attractions, in this location? ing our revenue opportunity. indirect questioning. prepared to pay for entry – Not for these attractions, Finding that sweet spot What else is available to this almost always generates in these locations. But that needs objective evidence. leisure visitors to the area? undervalued estimates as doesn’t mean it’s OK for you. This evidence can come from How do they compare with people try to haggle the price three routes: looking at what’s you in terms of what they down. But by using indirect [email protected]

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 31 TALKING POINT

Figure 1: Evolution of prices at Walt Disney World from 2000–2015

110 100 90 80 70 60 50 40 30 20 10 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Ticket price ($) Yearly price increase ($) Source: mynews13.com, AllEars.net

The entry price has increased by approximately 130 per cent since 2000, which is an average annual increase of 5.6 per cent. If prices had been linked to inﬂation, today’s ticket would be $63

Nigel Bland cent, not dissimilar to the 60 Disney and hardly likely to be a per cent increase at the UK’s differentiator to consumers. Deloitte leading park, Alton Towers. Theme park pricing, as The price to enter a Walt However, when you compare shown in the table [Figure 2], Disney World theme park has them to some other destination is quite consistent with other increased almost every year leisure products they appear parks in Florida at a 10 to 20 since 1971, when entry cost disproportionate. For example, per cent discount to the “big only $3.50. Now the single- the average cost of an NFL two” and major regional parks day adult price has surpassed ticket has “only” risen 35 per at about 30 per cent discount. $100, does it still represent cent since 2006 (to $82.50). At face value that doesn’t good value for the customer? Comparing headline prices seem like an unsustainable First, let’s ask if price can be misleading, as joint price differential against the increases have been fair. The ticketing and discounting have other theme parks. Indeed entry price has increased by $63. In real terms, it’s one and evolved considerably over the there are many experiences approximately 130 per cent a half times more expensive period. In Florida particularly, that are more expensive – since 2000, which is an average to visit the Magic Kingdom in many guests buy packages of Discovery Cove, for example. annual increase of 5.6 per cent. 2015 than it was in 2000. tickets with implicit discounts, In conclusion, the real test If prices had been linked to In the past nine years prices assuming they have the energy is if customers keep coming inﬂation, today’s ticket would be have increased by 66 per to maximise value for money. and I believe they will. Disney In addition, there’s the impact prices have been rising ahead of new product. Disney points of inﬂation for many years, Figure 2: Price comparison between Disney and its competitors out its recent price rises are and yet Walt Disney reported supported by new experiences domestic park attendance rose $60–$75 $85–$95 $95–$105 on offer at its parks such as 7 per cent in the three months the Festival of Fantasy Parade. ending 27 December 2014 – a Major Destination Florida “The big two” So, how does it compare company record. Parks non-studio parks today? Disney leads the world Walt Disney World Resorts theme park market in terms also reported a 7 per cent Q Six Flags Q Legoland US Q Disney US of pricing, based on the brand increase in revenue year-on- Q Cedar Point Q Busch Gardens Q Universal and the quality and depth of year. This seems to indicate Q Alton Towers Florida investment it makes both in that despite the increasing Q Legoland UK park infrastructure and also cost, customers still value the Q Busch Gardens in live on-site entertainment. experience and are willing to Q Williamsburg Universal Studios has raised pay the premium. O the price of a one-day ticket Source: Theme park websites to $102, only $3 less than [email protected]

32 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 THUNDERBOLT

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www.zamperla.com AM 1 2015 ©Cybertrek 2015 Read Attractions Management online attractionsmanagement.com/digital 17 MUSEUMS

Described as a toucan sitting on the horizon, Panama has pulled out all the stops to create the world’s ﬁ rst museum of biodiversity. We speak to the team who made it happen

Kath Hudson, journalist, Attractions Management BIOMUSEO PHOTO: FERNANDO ALDA iomuseo is a piece of statement BIOMUSEO BY NUMBERS architecture, Q Project conceived: 1999 rising from the Q Ground broken: 2005 Panama Canal in B a concertina of Q Museum opened: October 2014 primary colours. Q Initial budget: $60 million Designed by internationally Q Final cost: $100 million renowned architect Frank Q Funding still required: $15 million Gehry, whose wife is Q Visitors since opening: 80,000 Panamanian, the natural history museum focuses Q Resident admission: $12 on the importance of the Q Non-resident admission: $22 isthmus and its biodiversity. Q Number of galleries: 8 The scientiﬁ c content was Q Age of the isthmus of Panama: 3 million researched and curated by Q Size of Panama: 75,000km² teams from the Smithsonian Institute and the University of The site of Biomuseo on the Panama Canal. Q Size of museum: 4,000sqm Panama, and the galleries were The Canal itself is undergoing an expansion Q Size of museum gardens: 24,000sqm created by Bruce Mau Design. project to double its capacity by 2016

34 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Biomuseo, by architect Frank Gehry, is located on the Amador Causeway at the entrance to the Panama Canal in the Paciﬁ c Ocean

DARIEN MONTANEZ very closely with both the Smithsonian Institute and the University of Panama Curator and have become the only Smithsonian- Biomuseo afﬁ liated museum outside the US.

What story does Biomuseo tell? The museum aims to be a showcase to When was Biomuseo ﬁ rst mooted? bring the scientiﬁ c knowledge generated in Back in 1998, Panama was going to receive Panama to the general public. a batch of land from the Canal zone, It tells the story of the isthmus of so the government organised a series Panama: the different geological processes of workshops to determine how best to which made Panama rise out of the ocean. incorporate those lands into Panama City. We see Panama as a bridge between two We knew we wanted an architectural continents, but also as a barrier which building, so a team of international the Amador Foundation was formed by split the tropical ocean in two. designers was brought in, including Frank Panamanian and foreign businesspeople, We look at the consequences that event Gehry. He was invited to propose a series who still wanted to bring the project to had locally, regionally and globally. We look of projects along the Canal to be the fruition. They lobbied the new government at how Panama changed the world, such cherry on top of the cake. and eventually convinced them to support as redirecting the Gulf Stream, so Europe As this was four years after the it; they have also organised the funding. has milder winters than North America. Guggenheim Bilbao opened, everyone in Panama rising caused Africa to change the world was aware of the power that an What’s the relationship with the from a continent of forests to one of architectural masterpiece could have to Smithsonian Institute? savannahs. Some palaeontologists breathe new life into a city. The Smithsonian Institute has had a believe that this led to the formation of Unfortunately the project was shelved research base in Panama for 100 years the human race, as primates had to come the following year when there was a and this has generated most of the down from the trees and had to be more change of government, but at that point content for the exhibits. We worked gregarious to survive.

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 35 MUSEUMS

Thinking big and aiming high are what has made this museum successful.

The building is the bridge between the science world and the art world

How is the story presented? What were the main challenges? spaces currently being used for temporary Unlike most science museums, we didn’t The main challenge is the complexity of exhibits. They are the most expensive have a collection of specimens to put on building a building with North American ones, and will house an aquarium. show. Instead, we decided the museum quality control, but with Panamanian would be a collection of concepts. labour. The style in Panama is usually fast It is a very expensive project. Was Each gallery tells a story relating to and cheap, so a lot of processes took it the right move to be so bold? Panama. Instead of exhibit cases we have longer because of the learning curve and Thinking big and aiming high are what has large murals, sculptures and interactive these delays cost money. made this museum successful. elements. This approach meant that It’s true that having an architectural with every gallery we had to start afresh, What stage is the museum at now? masterpiece makes Biomuseo relevant to because nothing is repeated. The fi rst fi ve galleries opened in October whole sections of the public who wouldn’t The story is told in large items, and we had more than 60,000 visits in the otherwise be interested in biodiversity. which represent large ideas, and are fi rst six months: 60 per cent of which were The building is the bridge between the complemented with small, detailed from Panama. We’re still fundraising for the science world and the art world. It’s been elements which will tell the whole story. fi nal three galleries, which are architectural diffi cult, but it’s undeniably been worth it.

The permanent exhibition is titled Panama: Bridge of Life, and consists of eight galleries

36 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 The Worlds Collide gallery illustrates the exchange of species when the isthmus closed

BRUCE MAU How did you get involved with the project? museum and we are building the lobby. In I’ve worked closely with Frank Gehry on some parts of the museum, the landscape Exhibition designer several projects. Frank’s wife is Panamanian you are looking at outside is the content. BRUCE MAU DESIGN and one day she handed me a dossier and There was a three part mandate: said: “You have to go to Panama.” to educate; to change the way people understand things so they see the world Why did the project appeal to you? differently; and to protect biodiversity. Firstly, Frank is always an absolute dream. I didn’t want to lecture people, but It’s also a spectacular site, at the entrance engage and inspire them. Once people are to the Panama Canal, with the backdrop of inspired, they learn things. It’s delightful the city. It couldn’t get more impressive. when you get that mechanism going. And, this is the most important subject we Panama is full of wonderful stories, could address at this moment: biodiversity such as ﬁ sh evolving differently in the two is the future of life. oceans and some bird species believing The boldness of this project was they still live on an island. Our job was to another draw: the investment it represents pull out those stories, creating a wonderful for Panama is the equivalent of the US experience which inspires you, makes you building 63 Getty centres all at once. wonder and then satisﬁ es the wonder.

How did the design process develop? How were each of the galleries We started the design process from the given their own identity? inside out and Frank worked from the We found the key concepts we wanted outside in. In essence, Panama itself is the people to walk away with and we broke it

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 37 MUSEUMS

Panamarama is a cube-like cinema that completely immerses the visitor in the experience

down to eight stories. If you get the eight ALDA ideas, you’ll understand the impact of O Corrugated metal rooﬁ ng, Panama on the planet and biodiversity. plaster walls and exposed One gallery is the Great Biotic concrete were chosen by : FERNAND : O T Gehry Partners

Interchange. When Panama formed it con- O nected two island ecologies. Two islands PH became one land mass, and one ocean became two. Life from the north went south and life from the south went north. Some species ﬂ ourished and others became extinct. That event is still taking place, with slow-moving things like moss, mushrooms and grasses still migrating. In the gallery we create a stampede, so people walk in and wonder what on earth is going on. We create a state of wonder, then they are ready to absorb information.

What is your favourite show piece? Panamarama, which is a cube of cinema. Visitors stand on a glass ﬂ oor, so the cinema is below and all around them. It takes them into the ocean – a whale shark passes underneath – along the shore, to the mangroves, then the jungle, then the canopy and across Panama, showing the range of environments and species. People applaud when they see it. The children go crazy and adults sit on the ﬂ oor, like kids.

What are you most proud of? It’s an intersection of art, science and design. We had to make a declaration. It couldn’t be a modest building; it had to be something people would see and want to know what it was. Frank made that happen.

38 attractionsmanagement.com The architecture

emerged as a synthesis

of multiple things,

including the story

lines of the museum’s

narrative and the

amazing site location

Frank Gehry – responsible for the Guggenheim ANAND DEVARAJAN Bilbao – designed the Partner Biomuseo in Panama GEHRY PARTNERS, LLP

What appealed to Gehry climate – albeit with a geometry that is far The unique geometry and quality control Architects about this project? more expressive. The volumes and roofs of procedures required a steep learning curve Frank had a strong tie to Panama through the museum create views of the dramatic from the team building the project. his wife Berta and was intrigued by the surroundings – the islands beyond Amador, various landscapes and cultures within the Bay of Panama and the canal entry, Which aspect of the project the region. When the client communicated high-rises in Panama City, the bridge of the are you most proud of? to us the intent of building a museum for Americas, as well as the hills beyond. One of the key design elements was the Panamanians to highlight the biodiversity of Additionally, the use of corrugated atrium. We imagined it as an exhilarating the region and advocating its conservation, metal rooﬁ ng, plaster walls, and exposed open-air civic space for Panamanians the museum’s mission became very concrete for the building’s exterior were and are pleased about the way the space interesting to our ofﬁ ce. Additionally, the chosen to relate to local building materials turned out. The way the exhibition elements site they had chosen in Amador, overlooking we saw used in Panama City. knit together with the architecture has been the Panama Canal and Panama City, was We wanted to express the museum’s fascinating to see, and it is very pleasing incredible and primed for a special project. narrative in the architectural design. to hear responses from the museum staff Each gallery and programme element about school groups getting excited by and Where did the inspiration come took a unique architectural identity on engaged with the concept of biodiversity. from for the architecture? the museum’s exterior – responding to The expression for the architecture the internal exhibit contents as well as to Can you talk us through the design process emerged as a synthesis of multiple things, space programme requirements. – did you spend time in Panama and get to including the story lines of the museum’s We saw the park and the museum’s know the area and culture before you began? narrative, a response to the amazing site setting as its own exhibition element Since Frank had been visiting Panama with location and understanding existing built with connections to the narratives of the his family for many years prior to engaging structures in the region. galleries inside and wanted to blur that on the project, he had a good amount of interior/exterior distinction. That required knowledge of the place. The rest of the How does the architecture relate to both that we organise the building to create design team learned about Panama during Panama and the museum content? opportunities for museum visitors to the process. As with all of our projects, the The architecture relates to Panama in reconnect to their surroundings and ways design process is highly iterative, testing a series of ways. The colours became for landscape elements to engage the out hundreds of design schemes while a distinctive element that evoked a central atrium. homing in on a unique response for the connection to the vibrant imagery we project. During the design process, Gehry saw in Panama City on the busses and What were the challenges with this project? Partners and Bruce Mau’s team had a industrial structures, the built landscape The path to completing the project was great group of collaborators, such as the of Colon, as well as the local textiles of very challenging and took a long time. The Smithsonian Tropical Research Institute the indigenous Indians. The roof shapes process and procedures of constructing a and local executive architect Patrick work similarly in principle to the naturally project in Panama was very different than Dillon, who knew the region very well and ventilated structures built in the local what we would expect in other locales. participated in design decisions. O

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 39 PROMOTIONAL FEATURE

EAS 2015

Location: Swedish Exhibition & Congress Centre, Liseberg, Gothenburg, Sweden Dates: 6-8 October 2015 Who’s there: 425 exhibitors and more than 9,000 attendees What’s on: 20 hours of educational sessions and tours Tickets: $65 for members and $85 for non-members

Euro Attractions Show 2015

October’s Euro Attractions Show promises to be bigger and brighter than ever. IAAPA invites all its members and friends to Sweden for the industry event of the year

he Euro Attractions attractions, ticketing services, More than 9,000 industry professionals Show (EAS) 2015, 4D and 5D theatres, water rides, are expected to attend from: Europe’s premier event rides for small children, themed for the attractions areas and much more. All EAS Q Amusement and theme parks industry, will take attendees will also have the Q Hotels and resorts place from 6-8 opportunity to enjoy Liseberg. Q Waterparks and resorts October 2015 at the EAS 2015 will also offer more than Q Casinos Swedish Exhibition 20 hours of educational sessions, Q Family entertainment centres and Congress Centre forums, attractions tours, leadership T Q Concessions in Gothenburg, development and networking Q Zoos and aquariums Sweden, next to one of the ﬁnest events to improve your business. Historic and tourist attractions theme parks in Europe: Liseberg. EAS 2015 is the one-stop Q The trade show ﬂoor will offer destination for leisure and attractions Q Museums and science centers more than 425 exhibitors from industry professionals, including Q Go-kart facilities over 35 countries. More than operators, suppliers, manufacturers, Q Attractions 9,000 attendees will see products investors, developers and anyone and more! including rollercoasters and interested in the industry.

40 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Almost 11,000 attendees came to last year’s Euro Attractions Show in Amsterdam, the Netherlands

Gothenburg, Sweden’s second-biggest city, is a popular tourist destination, with cultural and architectural highlights

IAAPA

IAAPA Europe The International Association of Headquartered in Alexandria, Virginia, Amusement Parks and Attractions US, IAAPA maintains offi ces in Brussels, To better serve our European (IAAPA) is the premier trade association Hong Kong, Mexico City and Orlando. members, IAAPA have opened up for the attractions industry worldwide. a European Offi ce in Brussels, Founded in 1918, IAAPA is the largest Mission Statement Belgium. With this initiative, IAAPA international trade association for “Our mission is to serve the membership are committed to creating a full permanently situated amusement by promoting safe operations, global service association in Europe, facilities and attractions, and is development, professional growth and the which will offer monitoring, advising, dedicated to the preservation commercial success of the amusement lobbying and PR services, as well as and prosperity of the industry. parks and attractions industry.” the latest knowledge and education on ride safety, industry data and best practice among members. IAAPA hosts three trade shows on an annual basis: IAAPA organises the Euro QAsian Attractions Expo from June 17-19 in Hong Kong, China, in 2015. Attractions Show – the premier QEuro Attractions Expo will be hosted in Gothenburg, Sweden, in industry trade show in the region. 2015. It will be the fi rst fully integrated trade show with – Liseberg – In Europe, the association is one of the major theme parks in Europe, just across the street. guided by the European Advisory QIAAPA Attractions Expo from 16-20 November in Orlando, Florida, US. Committee and four sub committees: Education, Government Relations, Manufacturers and Suppliers and Safety. With the Advisory Committee, The fi rst EAS fully integrated with a major park REGISTRATION they discuss and support the work NOW OPEN of IAAPA. They are comprised of Registration is now open for EAS Attendees receive volunteers from IAAPA member 2015. The event will take place from evening access to companies from across Europe. 6-8 October 2015 at the Swedish Liseberg Park when they Exhibition and Congress Centre in register for EAS 2015. Gothenburg, Sweden, next to Liseberg theme park. This makes it the fi rst More information: fully integrated Euro Attractions REGISTER HERE: Visit www.IAAPA.org/EAS or Show, with the convention centre and contact the IAAPA Europe hotel directly attached to one of the www.iaapa.org/expos/ offi ces at [email protected] continent’s major amusement parks. euro-attractions-show/registration

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 41 EXPOS

A rendering of a ﬂ oating greenhouse, named Jellyﬁ sh Barge, in the thematic Future Food District area of the Expo

FOOD FOR THOUGHT

Expo Milano 2015 aims to be more than a vanity project as it sets its sights on solving some of the planet’s fundamental problems, as Piero Galli explains

Alice Davis, managing editor, Attractions Management

xpo Milano 2015 kicked off management, marketing and design. on 1 May, promising to be Expo Milano is supported by the Italian an exceptional world fair. government and the regional governments The Expo, which is taking of Lombardy and the municipality and place on a 200 hectare (490 province of Milan. acre) site about 15km (10 Public investment in the Expo is €1.3bn miles) northwest of Milan in ($1.4bn, £950m), which is within the Lombardy, Italy, features 145 planned budget of €1.6bn ($1.7bn, E participating countries and £1.2bn) proposed in 2012. According expects around 20 million to the organisers, operating costs of visitors over its six-month run. €800m ($869m, £584m) are balanced The Expo hopes to confront issues with €800m in revenues received from around agriculture, sustainable Piero Galli, general manager of the sponsors, ticket sales and merchandise. development and energy conservation, Expo’s event management division Ofﬁ cial participants have invested inviting the countries of the world to approximately €1bn ($1.1bn, £730m). showcase the best in technology and Italy’s Chamber of Commerce and the innovation to guarantee the food supply University Bocconi in Milan have estimated the global population needs. The theme is the Expo is worth an extra €10bn ($11bn, Feeding the Planet, Energy for Life. £7.3bn) to the Italian economy and €5bn The event is being managed by ($5.4bn, £3.7bn) to the tourism sector. Expo 2015 SpA, led by CEO Giuseppe It’s thought the Expo will create more Sala. The team’s expertise cover event than 60,000 direct and indirect jobs.

42 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 imagery shows the designs submitted from France for the herb and hop-covered French pavilion (top left), the United Arab Emirates pavilion (top right). Pavilion Zero, which is the introductory stop at the Expo, and tells the story of humankind (right) and Austria’s pavilion is named Breathe (left)

FEEDING THE PLANET also focuses on nurturing the environment “The Expo offers a unique, unrepeatable “With the theme of Feeding the Planet, in which we live, the place where the food opportunity to create concrete solutions to Energy for Life, Expo Milano 2015 provides we eat comes from,” says Galli. nurture our planet and its inhabitants in a an opportunity to reflect upon and seek Milan and its home region of Lombardy proper, healthy, sufficient and sustainable solutions to the contradictions of our make a prime place to begin to tackle the manner. It’s a global and interactive event, world,” says Piero Galli, general manager topic of food, and Italy’s contributions to whose key players are 145 participating of the Expo’s event management division. global cuisine are well known. countries, international organisations, civil “There were approximately 870 million “In Milan and Lombardy, there are society associations, the international people undernourished in the period 2010 60,000 prestigious agricultural production scientific and economic communities.” to 2012. During the same time period, companies and another 20,000 Demonstrating this commitment, the approximately 2.8 million deaths from businesses involved in food processing theme of the Expo has been closely linked diseases related to obesity or to being and nutrition,” says Galli. “They are with the work of the UN. UN General- overweight occurred,” he says. ready to meet the challenges of the Secretary Ban Ki-moon has already “In addition, about 1.3 billion tons of Expo’s theme in a skilled, capable way, tied the world fair to the Millennium food are wasted every year,” says Galli. representing an Italian tradition that has Development Goals – the deadline for “We need to make conscious political been exported to the whole world as a true them is also this year. choices, develop sustainable lifestyles, model of food and culture.” After the Expo, citizens, institutions, and use the best technology to create a Galli points out that Expo Milano is companies, associations, academia and balance between the availability and the placing a strong emphasis on creating a international organisations will sign the consumption of resources.” collaborative and educational environment Charter of Milan, which will be delivered in “While the central theme is nutrition – for the exchange of ideas in a serious October to Ban Ki-moon, linking the Expo human nutrition, first and foremost – it effort to search for solutions. to the Millennium Development Goals.

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 43 EXPOS

The Supermarket of the Future is central to the Expo, featuring data analytics, robots and interactive technologies (left). ABB’s robots (top) will interact with guests to select products based on data about characteristics, origin and history

THE EXPO TELLS THE STORY OF MAN AND FOOD, SHOWING THE PARADOX OF ABUNDANCE AND SHORTAGE, EXPLAINING WHAT THE FUTURE OF FOOD WILL BE

FROM NEAR AND FAR As Italy is the fi fth-most popular tourist Expo Milano Legacy Plans destination in the world, attracting 49 million visitors per year, Expo Milano has Expo organisers say that with perfect infrastructure, Azerbaijan have planned made a particular effort to appeal to procedures and strategies green spaces, environmen- to return their pavilions visitors from abroad. “We expect 40 per are in place to prevent tally friendly materials home as landmarks. cent of the tickets, 8 million out of 20 the site becoming derelict and renewable energy.” In Milan, certain Italian million, to be sold abroad,” Galli says. or abandoned after its All countries were pavilions will remain on “We estimate one in fi ve Italian citizens October fi nale. The site asked to build their pavil- the exhibition site after on average will visit the Expo, while in the itself, a statement from the ions in a sustainable way, the Expo is over, such as Lombardy region the estimated rate is that Expo says, “will be ready where they can be disas- Palazzo Italia, which will at least every second person will visit.” to host a new city area of sembled and recycled. become Milan’s centre of During the Expo, which runs until 31 technology and innovation, Countries like the UAE and technological innovation. October, Galli says up to 250,000 people could visit on the busiest days. “Including the national and corporate pavilions, fi ve The Supermarket of the Future is also part is on special projects such as the UN’s Blue thematic areas and nine ‘clusters’ – shared of the food experience, showing how food Spoon Against Hunger installation. exhibition areas for countries that don’t might one day be produced and consumed. have their own pavilion – there are 90 Visitors can also learn about the Slow Food WIDER EFFECTS buildings to see. To see the whole Expo, a movement and food biodiversity. Of course, it’s good news for Italy and tour- visitor would need a week,” he says. The lifestyle theme promotes campaigns ism. There should be an infl ux of visitors for around the message of the Expo, such years to come. However, beyond the expo- VISITOR EXPERIENCE as the legacy of the Expo and the art and sition itself and the signing of the Charter For visitors, Galli says the content has photography exhibits taking place. There’ll of Milan (which Italy will propose to the been divided into two formats that will also be live entertainment, such as the world on the big global questions relating to appeal to different levels and styles of Cirque du Soleil and music concerts. food), Expo Milano also hopes to promote engagement: experiences and focuses. For deeper insights, three ‘focuses’ collaboration between people and nations. ‘Experiences’ are aimed at people include debates, talks and conferences. “For the fi rst time in its history, the Expo searching leisure, fun and entertainment. “The fi rst focus tells the story of man and won’t simply be an exhibition of human ‘Focuses’ are in-depth analyses of the food. It shows the contemporary paradox progress, but a chance for discussion and challenges of feeding the planet. of abundance and shortage, explains what cooperation between nations, organisations The ‘experiences’ are organised by the future of food will be, analyses why a and businesses to develop joint strategies theme, and include topics such as food, fair world originates from the production of to improve quality of life and support the family and lifestyle. The food theme, for sustainable food, highlights the relationship environment,” Galli says. “It’s a platform to example, involves 26 million meals being between taste and knowledge,” says Galli. share ideas and solutions on the topic of distributed over the course of the Expo, with The second focus looks at food groups nutrition; it’s a way to stimulate creativity cuisines from around the world on offer. and agricultural zones, while the third focus and innovation in companies.” O

44 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Exploring the crucial role of a bee colony in the global ecosystem, artist Wolfgang Buttress (bottom right) and architects BDP created a hive structure as the centrepiece of the UK pavilion at the Expo

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 45 ZOOS & AQUARIUMS

On the SAFE side

AZA chair Dennis Pate on the association’s historic initiative to save endangered animals, and why his zoo in Omaha has been voted the best in the world

Alice Davis, managing editor, Attractions Management

he Association of Zoos and Aquariums (AZA) is launching a major conservation campaign in response to the rapid rate of decline of species in the wild. The man in charge of the strategy is Dennis Pate, T who’s halfway through his AZA chairmanship and director and CEO of Omaha’s Henry Doorly Zoo and Aquarium in Omaha, Nebraska – voted TripAdvisor’s number one zoo in the world. When Pate met with Attractions Management, he explained how the Saving Animals From Extinction (SAFE) initiative is setting a new standard in conservation, and why it’s down to the AZA and its members to take responsibility for protecting vulnerable species at this critical time.

What is SAFE? Saving Animals from Extinction, or SAFE, is a new initiative by zoos and aquariums to direct more resources towards saving animals from extinction – those in the wild as well as those in zoos. The mission is to combine the power of zoo and aquarium visitors with the resources and collective AZA chair Dennis Pate expertise of AZA members and partners to has been active at the top save the most vulnerable wildlife species level of the association from extinction. That can mean intensive for a number of years management in the zoo or aquarium or less intensive management in the wild.

How did SAFE come about? Is it a global initiative? What precipitated this is the rapid rate of Other regions recognise the same decline of animals in the wild. issues as AZA zoos and aquariums – the We also have recent data about escalating decline of animals in the wild. animals in zoos that show in some cases The SAFE initiative includes zoos and the populations are not as healthy over a aquariums in the US, Canada, Mexico, long period as we would like. We may be Argentina, Singapore, Bermuda, the lacking founders, there may be problems Bahamas and Hong Kong. with some species reproducing, or there may not be enough space to build a What are you doing fi rst? suffi ciently large population to sustain It is really a simultaneous effort. First, we California condors have been greatly some species well into the future. Some need to better understand the populations helped by zoos’ conservation efforts animals, such as gorillas, are doing well; in the wild and those we keep in zoos and but others, like elephants, not so well. aquariums, and fi nd out what the issues

46 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Conservationists teach planting techniques as part of Henry Doorly Zoo’s ﬁeld work in Madagascar

Daily elephant husbandry, from pedicures to trunk washes, is done in public view at San Diego Zoo

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 47 ZOOS & AQUARIUMS

Omaha’s Henry Doorly Zoo and Aquarium is a 130-acre attraction in Omaha, Nebraska. The zoo is famous for its animal conservation efforts and research and was TripAdvisor’s best zoo in 2014

are regarding their sustainability. Currently, all our efforts. Right now, the 229 North observation, diagnostic techniques and more biologists are being hired to zoom in American zoos and aquariums spend $160m treatment in innovative ways. The centre on that. Then, once we understand what the (£109m, €151m) on fi eld conservation – is behind glass and there are scheduled barriers to sustainability are, we can direct it’s a major commitment. SAFE will bring procedures that visitors can watch. It shows more resources towards resolving them. a more organised approach to this. We’re the care that goes into maintaining the We want to pick 25 species to focus formulating the processes of how we’re health of animals in zoos and aquariums, our efforts. Focusing on species where going to do this and we’re in high gear on rather than that being a back-of-house we can make the biggest difference has fundraising mode – it’s being paid for just function. We need to understand that our been successful for zoos, with black-footed not by the members but also by independent guests are interested in how we care for ferrets and California condors, for example. fundraising. We’ve hired fundraising animals and the science behind it. We have to consider the degree of consultants Schultz & Williams to help us. At San Diego Zoo there’s an elephant endangerment and the animal’s status in programme that’s all carried out in full the wild, as well as the expertise we have What’s your role as AZA chair? view of the public. The foot care, the trunk and whether we can impact their situation. My role is to follow through on our strategic washes, examining their mouths, looking in With species that are predominantly plan – to shepherd in the next steps under their ears, drawing blood – it’s all on view. wild, SAFE’s aims will be more legislative. the plan and to keep things moving in a Many zoos are bringing the training With sharks, for example, it’s about how positive direction. It involves working with they do to facilitate veterinary care and we curtail shark fi nning, how we mitigate the executive committee, the entire board, husbandry up-front, so people can observe bycatch. There are millions and millions of committee chairs, and the AZA staff who it – whether its collecting blood or working sharks being killed in these ways. These really work to implement the plan. on training behaviours. are legislative and political issues and we In Omaha, we can collect blood from the need to direct resources towards solving What’s happening at the tail of a lion with the lion’s full cooperation. them, maybe in different ways than we’re leading edge of zoos? We can collect semen from a gorilla used to. As an association we want to put Zoos are being more transparent about with his full cooperation. We’ve trained every effort into these fi rst 25 species. what they do and how they do it. a Philippine crocodile, which are very I visited Busch Gardens in Tampa, one endangered, to donate semen with its full So it’s a collaborative approach by of the leaders in our industry, and I was cooperation. We can do heart echoes on diff erent zoos and aquariums? especially impressed with their veterinary a gorilla with its full cooperation without Exactly. So rather than a one-by-one hospital. At their Animal Care Centre, any anaesthesia whatsoever – just through approach with different zoos, we focus people learn about veterinary medicine, operant conditioning and the use of reward.

48 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Visitors are invited to observe scheduled surgery at Busch Gardens Animal Care Centre

Busch Gardens Animal Care Centre

Q&A with Jeff Andrews, Vice President of Zoological Operations, Busch Gardens Tampa Bay

What is the Animal Care Centre? efforts and what goes in to caring for the The Busch Gardens Animal Care Centre is 12,000 animals that call the park home. a state-of-the-art media facility designed to give our guests a fi rsthand experience of What are the main aims of the centre? the animal care efforts here at the park. We want to provide an opportunity for Guests can closely observe and even take guests to connect with the animals and part in the animal care experience. From we want to inspire visitors to learn more nutrition to treatments, X-rays to surgeries, about the ways they can help conserve most of Busch Gardens’ animal care is these species for years to come. now conducted in guest view in this facility. In what ways is the centre state-of-the- How did the centre come about? art? What’s cutting-edge about it? At Busch Gardens, we want to educate The centre has state-of-the-art medical our guests about animal care and equipment, much of which can be found conservation as well as connect them with in hospitals and other medical facilities. wildlife and the world around them. What The facility has been designed with a better way to connect people with animals communications system that allows than to let them see fi rsthand the amazing constant communication between Jeff Andrews, zoological operations animal care work at the park? veterinarians and guests, TV systems for onlookers, and much more. When did it open and how How do the centre, the staff much was the investment? and the visitors interact? How has the centre enhanced The centre opened in 2011 and has Through an extension communications the visitor experience? inspired millions of guests to learn more system, veterinarians are able to hear It’s helped to inspire millions of guests about the animals we care for. While we and talk with guests and onlookers at all to celebrate, connect and care for the don’t discuss specifi c investments, we times. Additionally, zoo educators and staff world around them, as well as provide an can tell you that the centre represented a are always on hand to answer questions exciting, unique look at the animal care signifi cant investment for Busch Gardens. and talk with guests about the animal care efforts at Busch Gardens.

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 49 ZOOS & AQUARIUMS

In August 2014, TripAdvisor said Exhibits work for us more than eight hours Omaha Henry Doorly Zoo was the Exhibits like San Diego Zoo’s Elephant a day now: we host weddings, corporate best in the world. How does your Care Centre and the Animal Care events, sleepovers at the aquarium and a zoo engage with the public? Centre at Busch Gardens are a camp next to the lion exhibit – all ways to We’re part of the community and the hands-on way of educating the public make the zoo work after hours. people of Omaha really love their zoo. We engage with people from an early age, and Do aquariums face the same challenges? we have high school, kindergarten and numbers is a major challenge. Zoos have One of the major problems is with breeding after-school programmes to turn children moved from this postage-stamp collection, and raising fi sh. We can breed and recover into passionate wildlife protectors. where if you had two of something that eggs and live young, but it’s very diffi cult nobody else had, then that was a really big to feed these young fi sh. In the wild, they The zoo is renowned for its conservation deal. Now, if you have two of something eat microscopic plankton among other eff orts. Can you give us some examples? nobody else has, then it’s a dead end and things that can in and of themselves be We have an extensive fi eld programme, in it doesn’t contribute to sustainability. diffi cult to raise. There’s a research effort South Africa, and with parks in Swaziland to Zoos have been working together since supported by the University of Florida and help rhinos. We have a major fi eld effort in 1980 and we’ve been good accountants Seaworld to develop a way to culture the Madagascar and a plant conservation unit in putting together stud books, breeding organisms that the fi sh will eat. that works in Bermuda and the US. programmes, deciding who should At the zoo, we have our amphibian pair with who based on genetics and How would you describe the overall breeding centre. We’ve been breeding demographics. What’s changing now is we sentiment in the industry? thousands of Houston toads, Puerto Rican need to understand those animals that In the US, visitor numbers are up – 180 crested toads and other amphibians to aren’t breeding. Now we can possibly use million people a year go to accredited zoos return to the wild. These are things zoos assisted reproduction technologies or in North America. That’s more than all of can do to make a real difference. import more founders to strengthen our the professional sports together – football, It’s still important to us to be a great populations genetically. It’s problem solving. basketball, baseball: zoos draw more. Saturday afternoon visit for families, A perennial challenge is funding. At They’re educational and it’s family time, and we need to continue that to have my zoo I have to fund 89 per cent of but one of the things we’re working on is a successful fi nancial model, but we the operation. I have to think of ways understanding our responsibility beyond a understand that we have a greater to generate revenue that aren’t always nice Saturday afternoon, our responsibility responsibility to animals in the wild and necessarily related to raising the admission to the animals in the wild, and then that zoos and aquariums need to be the fees. Admission fees at our park are only building public awareness. reservoir for these assurance populations. 25 per cent of our total revenue, while 30 I think the public expects us not only to years ago they were almost all of it. By exhibit animals but to be looking out for What do you think are the main holding the admission fees down, more them in the wild. With the rapid decline right challenges facing zoos and aquariums? people can visit, whatever their income. now of species in the wild, the role of zoos Having enough space to build these However, there are many ways to spend is becoming even more important. That’s assurance populations in reasonable money inside the zoo on an elective basis. why the SAFE initiative is so important. O

50 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 -GICŻGBGKEGKPLGŻIFCCP

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AM 2 2015 ©Cybertrek 2015 Read Attractions Management online attractionsmanagement.com/digital 51 WATERPARKS SUMMER SENSATIONS

WE’VE GATHERED THE HOTTEST NEW WATERPARKS OPENING AROUND THE WORLD IN THE COMING MONTHS

Surf Snowdonia is the world’s first publicly accessible Wavegarden artificial surfing lagoon

Wave Garden Technology Surf Snowdonia, a massive surf facility A Crash and Splash obstacle course, in North Wales, UK, has announced an supplied by by Rigby and Partners, is being Nurtures Surfers’ Paradise opening date of July 2015. installed at the activity lagoon, as well as The outdoor adventure destination a Blob supplied by Blob Europe. Catering features a 29,000sqm (312,000sq ft) includes a lagoon-side café bar. There’s SUPPLIER: WAVEGARDEN lagoon – with waves courtesy of Spanish camping accommodation and sleeping wave technology company Wavegarden. “pods” along the lake’s waterfront. LOCATION: CONWY VALLEY, WALES The Wavegarden system creates Surf Snowdonia is using 100 per cent consistent waves of up to 2 metres (6.5 rainwater to fill the surf lake thanks to a UV foot) over the length of the 300 metre disinfection system by ATG UV Technology. (984 foot) lagoon. Up to 52 surfers can be “The rainwater in the lagoon will be accommodated in the lagoon at one time, cleaned by UV disinfection and filtration, with rides lasting up to 18 seconds. so the water will not be chlorinated,” The £12m ($18m, €16.6m) Surf says Surf Snowdonia spokeperson Louise Snowdonia development caters for surfers McWatt. “This will ensure a more natural of all levels, with its own surf academy and pleasurable experience.” teaching surfing, bodyboarding, kayaking, It was designed by Seven Architecture stand-up paddleboarding (SUP), surf yoga, and developed by Conwy Adventure Leisure Wavegarden technology has been endorsed surf fitness and open-water swimming. At Ltd, allied to the Ainscough Group, who by professional surfers like Dusty Payne least 75,000 visitors are expected per year. acquired the brownfield site in 2012.

52 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Go! Wet waterpark focuses on child-friendly rides in Jakarta, Indonesia

$13.4m Waterpark Asian property giant Sinar Mas has opened structures, Indonesia’s largest wave pool a $13.4m (£9m, €12.6m) waterpark and a wave river, as well as WhiteWater’s Comes to Grand Wisata at the centre of its new masterplanned signature SuperBowl, Boomerango, Rattler, community in Jakarta, Indonesia. Constrictor and Python slides. With a capacity of 6,000 people, the The Grand Wisata masterplan in SUPPLIER: WHITEWATER WEST 75,000sqm (807,200sq ft) Go! Wet eastern Jakarta has been developed by waterpark is the largest in Indonesia and global architecture firm AECOM with an LOCATION: JAKARTA, INDONESIA has been supplied by WhiteWater West. ecologically friendly approach in mind. The Special features include the world’s first development also incorporates shopping, Kid’s Boomerango and Kid’s AquaSphere a lake, gardens, housing districts, a slides. Also fitted are two AquaPlay business park, a market place and school.

BH Mallorca’s Twisted waterpark features adrenaline slides and chill-out areas

A €10m ($11.3m, £7.4m) Twisted Waterpark Strictly Adults Only air festival venue, which will redevelopment of a hotel in host some of the world’s Magaluf on the Spanish island biggest DJs through the SUPPLIERS: WHITEWATER WEST, AMUSEMENT LOGIC of Majorca is celebrating summer months, and Island the opening of its on-site Beach Club – a pool area with LOCATION: MALLORCA, SPAIN over-18s waterpark, beach a resident DJ and cabanas. club and stage area. BH Mallorca is targeted at Following a takeover by in Europe. The slide – the park’s slides, which tourists aged 18 to 30 as an the Cursach Hotel Group, designed by WhiteWater include a four-lane mat all-in-one holiday complex. the former Mallorca Rocks West – drops riders through race slide and two rapid Guests have unlimited access hotel has revamped its a trap door before sending descent Kamikaze slides. to all areas during their facilities under its new them at speeds of up to The waterpark also has a stay. Further developments name, BH Mallorca. 40mph (60kph) into a 576sqm (6,200sq ft) wave on the rebranded hotel Open since April, the freefall and then loop. pool and three jacuzzis. are expected at the end Twisted waterpark features Amusement Logic The BH Mallorca complex of the tourist season, to the only Aqualoop slide has provided the rest of includes Majorca’s only open- be completed in 2016.

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 53 WATERPARKS

Aqua Wave is central to the sprawling La Viva urban development, and aims to set a new standard for waterparks in China

Aqua Wave Waterpark Forms Heart of Urban Development

LOCATION: TIELING, CHINA

SUPPLIERS: PROSLIDE, NEPTUNE BENSON

Work is progressing on an experience Topsy Turvy Explosion combination slide with one of the most creative, innovative, destination in Tieling New Town, Liaoning by Proslide, who are providing all of the thrilling and dynamic indoor water resorts Province, China, with a waterpark set to waterpark’s slides. Also included will be with the best hygiene standards in China.” launch in the first phase of development an Explosion Bowl combination slide and In addition to the waterpark, La Viva when it opens later this year. the Tantrum Tornado raft ride, which will will include Xing Yue Southbank – a retail La Viva is developer Hsin Chong’s first include a unique light and sound show as and commercial development split into large-scale integrated project to be built in riders descend the slide. The waterpark’s five regions. Each region will offer its own mainland China. Aside from the waterpark, slide tower will include a Sky Box drop unique architectural style, aiming to provide once complete the eco-friendly, urban launch, sending guests straight down as an “around the world journey in eight space will include retail, entertainment, the floor disappears from beneath them. hours”. The waterpark will be part of the tourist attractions, restaurants, hotels, Aqua Wave will also offer a snorkel pool, “Nature and Science” region, which will also office space and residential apartments. themed to resemble a Mediterranean include a movie-themed hotel, a wedding At the heart of La Viva, the 30,000sqm coastal city and allowing guests to enjoy a world and high-end fashion and luxury retail. (322,000sq ft) Aqua Wave waterpark – pool with underwater views of tropical fish. The first phase of the La Viva designed by Forrec – offers visitors a range “For the Aqua Wave waterpark, we have development covers 180 hectares (445 of facilities, including a lazy river, wave pool, brought our years of knowledge in producing acres) and will include the waterpark, retail Double Flow Riders, a sand-bottomed pool different types of waterparks to create elements, residential flats, an international with cabanas and slides. Neptune Benson a truly unique facility,” says Louis Vicic, school and a hotel. The first phase is is supplying the aquatic filtration system. senior director of waterparks at Forrec. reported to have cost around $322m Of the slides to be installed at the “Hsin Chong’s direction was to redefine (£220m, €304m) with around two-thirds park, the most interesting is the first ever waterparks in China and to provide guests made up of residential apartments. O

54 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 EVERY PARK DESERVES THE PERFECT RIDE.

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AM 2 2015 ©Cybertrek 2015 Read Attractions Management online attractionsmanagement.com/digital 55 PROMOTIONAL FEATURE

SURRENDER TO EXCELLENCE

IDEATTACK is a creative maverick with a

new perspective, bringing custom-made

one-of-a-kind attractions typologies to

a world that needs something diff erent

he Los Angeles-based is what creates an unforgettable that a combination of experience from both company is inventing experience/attraction. worlds would give the best results.” new types of leisure IDEATTACK was founded in 2004 Varnica and Thomas are now running a destinations that are more by Natasha Varnica and Dan Thomas. company of 50 staff, with projects across progressive, profi table, Bringing together their expertise in the world. The hands-on founders manage high quality and achievable architecture and entertainment design, every one of IDEATTACK’s projects from on a realistic budget. they saw the need for planners of a new conception through to opening day, offering IDEATTACK specializes type of mixed-use project that requires a holistic service that’s entirely tailored to in the design of large- expertise in both disciplines. each individual site and market. T scale, mixed-use tourism “These mixed-use projects need both Varnica and Thomas reveal IDEATTACK’s destinations, but the areas of knowledge,” says Varnica. “There approach to design, planning and client magic happens at the human scale. The are traditional architecture practices and relationships, and why it’s time the industry cultural values of the location drive the specialised fi rms for entertainment design, embraced new ways of thinking. design process, and the IDEATTACK fl air but none of them fi ll the needs of mixed- for originality, boldness and innovation use leisure tourism projects. We realised What are your roles at IDEATTACK? Dan Thomas: Natasha and I are the founders, owners and partners of IDEATTACK. In general, I’m in charge of the creative and architectural design side and Natasha is in charge of organisation and execution, but our involvement is always mixed. The type of projects IDEATTACK does require a mixing of thinking. Natasha Varnica: Since one of my backgrounds is in humanities, I’m also very involved in the cultural side of projects. It would be very hard to clearly separate our roles in the brainstorming phase.

What type of projects do you take on? Dan Thomas: We focus on delivering the highest quality. Therefore, we don’t take every project on. We choose projects where the developer has decided to take on the project in full so we can completely dedicate ourselves to it. Natasha Varnica: Our policy is that a An attraction inspired by Chinese culture at “Fun Capital” theme park, Changping, China project we’re involved in must be conceived

56 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Magic Farm, at “Fun Capital” theme park, draws on local farming traditions to create a fantasy eco-world of giant plants

Every project is an authorship project – you’re the creator of a special world that’s different from the one outside by us. We don’t provide services at random to give them direction. They often don’t stages during project development. We IDEATTACK Services have a clear idea of what they want to work only on a project from the beginning, do, and they like to listen to what we and wouldn’t take over someone else’s Q International Tourism Zones suggest. That’s one of our services. We concept. You have to understand what Q Custom Theme Parks examine the location and we suggest the the thought process was from the very Q Lifestyle Centres and Themed Retail best approach and type of project for that beginning so it’s very important for us to be Q Cultural Attractions location, taking into consideration our on a project from the ideation and concept Q Immersive Interactive Environments broad global knowledge of the industry and design stage and continue working on the Q Destination Resorts understanding of the world’s dynamics. project at consequent stages to the end. IDEATTACK covers all stages of pro- You design and implement one-of- What is the process you go ject development: Master Planning a-kind projects. Why is important through with a new client? and Concept Design, Attraction for you to be bold and original? Dan Thomas: For the big projects, we meet Design, Architecture, Schematic Dan Thomas: There’s a huge interest in the clients to discuss the project and visit Design, Design Development, leisure tourism projects across the entire the site. Then, we do the contract and Market and Feasibility study, Brand planet, and we have to look for new options. proceed with the design. This is part of Design, Project Management, We have to look at solutions that making sure we have the opportunity to Equipment Selection, Construction are maybe new types of developments. choose projects that will be realised. We Supervision, Operation Support Sometimes our approach is completely new, need to be clear who the client is, who the and sometimes the client is not ready for it developer is, how experienced they are, and or doesn’t want to push the envelope – but whether they have a similar understanding disconnected groups that are, for example, that’s what is going on now, creating new of what we all want to achieve. part of a bigger conglomerate and not truly types of projects. We’re breaking the mould. It’s really important for us to meet in charge of the project and as such don’t Natasha Varnica: In some ways I feel we the clients because we do expect to have deep interest in the project’s future. don’t even have a name for this industry be involved from the top to bottom of Natasha Varnica: In almost all the cases that we think we’re a part of and a name the project. We hesitate to work with when a client invites us, they expect us for these groundbreaking new types of

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 57 PROMOTIONAL FEATURE

IDEATTACK Clients

Q Private developers Q High-proﬁ le investment groups Q Public conglomerates Q Real estate companies Q City governments Q Inﬂ uential entrepreneurs

projects. It’s not purely entertainment design, it’s not typical architecture. It’s time for a new term for the industry as a whole and the type of projects we’re doing.

How do you see the industry landscape changing? Dan Thomas: We’re trying to open up the industry. People say the US is a saturated market; Japan is saturated, South Korea Lifestyle centre “Euro Town” brings is about to be saturated. In fact, the US multimedia attractions and European has 300 million inhabitants and maybe food and retail to Hyderabad, India two major tourism destinations with quality theme parks. In the UK, for example, there developments with mostly retail, F&B you are because every place is starting are a couple of parks but they’re leaning content, to historical heritage sites, to look the same – that’s the impact towards amusement parks – mostly rides. national parks, destination resorts, of globalisation. For us that’s also the So, so-called saturated markets actually entertainment centres and other types of challenge. We want to use these different have vast opportunities, especially tourism developments. cultural values to make unique projects. today when most cities are not built at People appreciate that, not just those who the human scale. In new markets, like How important is it to draw live there, but those who travel there. China or Korea, the newly built cities are inspiration from the culture and unappealing and most of the living space heritage of the site location? What’s your design philosophy is not inspiring at all – most of these Dan Thomas: Cultural values are very with these tourism projects? places are missing the human touch. important. If you look at successful parks Natasha Varnica: We value encyclopedic Natasha Varnica: At the weekend, people like Disneyland, they are based on culture, knowledge, open-mindedness, imagination don’t actually have many places to spend a Euro-American culture. The only problem and innovation as key factors in the their leisure time. They used to go to is, it’s the same thing repeated over and creation of original projects. We try to shopping malls – which are dying now – over again. New markets have cultures use cultures, historical and geographical and in many places in the world there’s not completely untouched in that way. In China, settings in our design approach in a anything to do that’s special. there’s an extremely rich culture that’s realistic, feasible way that ﬁ ts unique I think “theme park” is a term that practically untapped – or when it’s been environments of our projects. usually describes traditional amusement attempted it’s not been very successful. Tourism projects are created in a parks, but for us, a theme park is much Every country has unique cultural comprehensive way so they have layers of more. It’s a rich, elaborate, human elements and we have a very deep interest gradual immersion into the theme or story scale, soft, immersive environment in using these new cultural environments to of the project. They form a coherent world with intangible values. These types of develop attractions of world-class quality. of rich, enhanced experience. values are applicable in all kinds of If you travel abroad these days, there’s Our projects are about the environment. tourism environments, from commercial a good chance it’ll be hard to tell where When it’s mixed-use, it’s not only about

“Old City”, a fantasy theme park near Prague, Czech Republic, will incorporate oriental themes into its historical European setting

58 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 IDEATTACK designs for Yulin Tourism Zone in China (top left, top right) and Zilant City in Russia (bottom left, bottom right)

“Theme park” usually describes traditional amusement parks, but for IDEATTACK a theme park is a rich, elaborate, soft, immersive environment with intangible values the attractions and rides but it’s about What challenges is the industry facing? What would you like to see happen? what’s outside and surrounding you – Dan Thomas: One of the main challenges Natasha Varnica: Our industry has a that’s where people spend most of their in the industry is how to complete all responsibility to educate itself about the time. In the creation of these soft spaces, potential projects in a quality way. In our cultures and countries where it is working. it’s that intangible value that we create industry this is so important because the Without doing that, we’re not able to that should connect all the elements in a quality is the value of the project. Without interpret their stories, their cultural values. way that makes sense. it, it loses the point. You can do residential We need to be more serious about what Every project is an authorship project – blocks badly and people will still live there, we do for the reputation of our industry. you’re the creator of a special world that’s but these projects are different. We’re concerned that if the industry doesn’t different from the one outside. You have to make them appealing so make good progress, the developers will people can make the choice to visit them. give up – and that may happen. Is it difficult to balance the business Tourism destinations have to be special in needs of a project with the artistic vision? order to attract people. The “specialness” What’s IDEATTACK’s greatest success? Dan Thomas: We advise the client of a tourism destination is a determining Dan Thomas: We’re constantly making to balance the process in a way that criterion for its success in comparison to steps forward and we’ve had many business needs don’t over-dominate other destination choices that people have. achievements. At the moment, several the creative vision of the project, but we Another concern is some of these of our projects in China are under also understand that the business will projects tend to be extremely expensive to construction and we believe they will stand bring income to the destination and keep realise and can only be sustained in a few out in terms of quality of experience. it alive – it’s a ﬁne line. The two sides locations in the world at the time. They can We’re working on a special and different complement each other because if the exist in these certain locations, but what theme park located in Changping, between environment is attractive, people will about the rest of the world? Beijing and the Great Wall of China. come and boost the business. We want to make the cost more realistic. It strikes the balance of budget and Natasha Varnica: The timing of when the We believe you can develop world-class quality and we believe it will be an eye- project is commissioned is also important. projects with quality design and vision on a opener to developers – hopefully, they’ll We prefer to come to markets when they much more realistic budget, and then they realise you don’t need billions of dollars to are in need of something special. can serve a lot more cities and countries. create high-quality projects. O

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 59 RIDES THE RIDE MAKERS The charm of the wooden coaster is well known. The traditional look, the sheer size and the unmistakable sound of the ride make a special addition to any theme park

Alice Davis, managing editor, Attractions Management

GREAT COASTERS INTERNATIONAL

ADAM HOUSE LEAD DESIGN ENGINEER

What’s the appeal of a wooden coaster? Wooden rollercoasters hold a special place in the hearts of many. Many people have fond memories of a classic wooden coaster when they think back to their fi rst rollercoaster ride. At Great Coasters International Inc (GCII), we create today’s modern, yet classic, wooden coaster and keep this tradition alive. We want to create a ride that’s thrilling, but still family friendly. A wooden coaster can be an iconic centrepiece. People think of amusement parks and they think about carousels, cotton candy and wooden rollercoasters. White Lightning, designed by GCII for Fun Spot America in Orlando, Florida, opened in 2013 At GCII, our rides’ signature elements include super twisted ride layouts and our The entire ride is built by our team on-site. cause some hesitation about riding. Again, own articulating Millennium Flyer trains. Unlike steel coasters, we cannot fabricate this plays back to making the ride thrilling, everything prior to delivery and then but still family friendly. What are you working on now? assemble it. Each individual piece is cut, GCII is currently building the largest bolted and stood by our construction team. Is it diffi cult to maintain a wooden rollercoaster in China, From the design aspect, we try to wooden rollercoaster? called Viper. Located at Wanda achieve two main objectives which are Wooden rollercoaster maintenance isn’t (Nanchang) Culture Tourism City, different from steel coasters. The fi rst any more diffi cult than a steel rollercoaster, Viper is our largest undertaking one is that we want the ride to be a but it does take a very specialised team to for any coaster in our history. “work of art”. We want the ride to be maintain the ride. Many of our customers At 160 feet (49 metres) tall and an icon for generations to come, have an incredible group of maintenance 5,111 feet (1,558 metres) long, and one of the iconic staples personnel and carpenters who are this ride is our golden standard of the park. extremely talented at what they do. in wooden rollercoasters. The second difference One key advantage of wooden coasters would be the feel of the is that they can literally last forever. What’s the diff erence ride. We know that the Think of it like this: if one board or between designing, feel and the sound section on a wooden coaster goes bad, building and installing of a wooden coaster it’s fairly inexpensive to replace the board a wooden coaster and differs greatly from and keep the ride running. Compare this a steel coaster? its steel coaster to a steel coaster, where if a section Wooden rollercoasters counterpart, so we of the ride begins to deteriorate, it’s require a very specialised play to this. We want extremely costly to make the repairs. team on the building the ride to shake you This is something that we’re currently and installation side. around – but not too seeing for steel rollercoasters from the much! We want guests 1980s and early 1990s. Some theme Adam House has been to hear the sound of the parks are removing the rides because of with GCII since 2007 coaster and for that to costly maintenance and upkeep.

60 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Balder, at Liseberg, Sweden, was the ﬁ rst coaster to use Intamin’s prefabricated New Track Technology (NTT)

Hybrid versions, with a steel track and a wooden support structure, have gained in popularity, but some experts question if this is a true “Woodie”

on Kerto technology. As well as being a INTAMIN fully treated and sealed wooden support structure, it’s also possible to establish highly dynamic layouts and especially SASCHA N. CZIBULKA keep the costs of ownership, such as EXECUTIVE VICE PRESIDENT maintenance and replacement, at a very low level, similar to those of steel coasters. Lately, the hybrid versions, with a steel What’s the appeal of wooden coasters? track and a wooden support structure, have It’s the natural look of the wood, to some gained in popularity. However, some experts extent the ride experience and, at least for question if this is then a true “Woodie”. older park visitors, a sense of nostalgia. Is it diffi cult to maintain a wooden coaster? Wooden coasters seem to be popular Does this make them harder to sell? right now. Would you agree? This depends on the system of wooden Wooden rollercoasters are an integral Intamin’s Sascha N. Czibulka coasters. For the traditional ones, the part of a good ride mix, at least for larger cost and efforts are pretty high, to parks. Yes, there’s currently a slightly Are there many diff erences between say the least. In the case of Intamin, stronger demand than usual. However, this designing and installing Intamin’s feedback from parks operating an NTT is normal as demand works in cycles. wooden coaster and its steel coaster? wooden coaster for a number of years Ten years ago, demand was also high, It depends on the system used by the now demonstrates that the costs are very and suddenly it dropped and then it comes wooden coaster. With Intamin’s pre- similar to those for a steel coaster. back. It’s normal in our industry and fabricated track system – New Track doesn’t apply just to wooden coasters. Technology (NTT) — there are only small Can you describe the current market We’ve recently seen the same phenomenon differences when it comes to designing, climate? Is business fast or slow? How with giant wheels and observation towers. building and installing the two types. do you stay ahead of the competition? The climate is good and business is What boundary-pushing things you can do? In terms of engineering and design, what indeed fast. We try hard to constantly Really exciting layouts, resulting in rather breakthroughs have you seen lately? invest in new products and technologies high speeds and a lot of air-time. NTT is our pre-fabricated track based and push the envelope.

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 61 RIDES

Rocky Mountain updates wood coasters by turning them into wood-steel hybrids, like the triple-inversion Wicked Cyclone

coaster and re-profile it to create a new ROCKY MOUNTAIN CONSTRUCTION state-of-the-art ride. We can also design and build a coaster from the ground up, as we did with Outlaw Run at Silver Dollar FRED GRUBB City. Our track technologies allow us to OWNER incorporate inversions, steeper drops, high banking turns and so on, that traditional wood coaster tracks do not allow. What are you working on right now? We’re working on three projects right now. What boundary-pushing things you can do? Wicked Cyclone at Six Flags New England Our coasters continue to push the and Twisted Colossus at Six Flags Magic boundaries. Inversions, “high five” Mountain are both opening this summer. elements and extreme drops are all Wildfire at Kolmården in Sweden is opens in boundary-pushing as they have never been 2016. We have three unannounced projects successfully done on wooden coasters. that will open summer 2016 as well. Fred Grubb founded Rocky Mountain in 2001 Is it very difficult to maintain a wooden In terms of engineering and design, manufactured at our facilities in Hayden, coaster? Does this make them harder to sell? what breakthroughs have you seen? Idaho, but the structure is built on-site by Traditional wood tracks are difficult and After repairing wooden tracks year after our crew. The structure isn’t pre-made – costly to maintain, but our coasters are year, I thought that there had to be a each board is cut on-site to plan. popular as our tracks require very minimal better track system. I introduced the Steel coasters are all pre-manufactured maintenance. We also offer a five year idea of the IBox Track to world-renowned and then installed on-site. Steel coasters warranty, which is unheard of in the coaster engineer Alan Schilke and the are typically easier and quicker to install industry. That makes them easier to sell. IBox Track system was born. as there are fewer components and they It’s an all-steel track system, which don’t need to be custom built on-site. Can you describe the current market eliminates the need for a wood stack as In terms of design, many steel coasters climate? How’s business? the new track sits on all steel ledgers. are “cookie cutter” and mass-produced. Since we’ve offered these new track This new track allows you to add new Typically, wooden rollercoasters are tailored technologies, we’re extremely busy. We thrilling elements to the coaster that to the terrain and the design process is stay ahead of the competition by offering traditional wood tracks do not allow. ongoing as the coaster is being built. unique products. We have built up a great Schilke is the genius designer behind our reputation in the industry as we stick to our creations. We are constantly thinking of new In terms of engineering and design, what motto of quality, service and innovation. ideas that have never been done before. breakthroughs have you seen lately? Our two track technologies, IBox and What’s on the horizon for Rocky What are the differences between a Topper Track – a steel track that overlays Mountain Construction? wooden coaster and a steel coaster? the wood to reduce the maintenance We have two new state-of-the-art coaster All our coasters are unique and required and provide a smoother ride products that will be introduced to the custom made. The track and parts are – allow us to take an existing wooden market in 2016 and 2017. O

62 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 AM 2 2015 ©Cybertrek 2015 Read Attractions Management online attractionsmanagement.com/digital 63 PROFILE

Nicolas de Villiers, president of the Puy du Fou theme park in the Vendée, France, is eyeing new opportunities

NICOLAS DE VILLIERS

The president of the award-winning historical theme park Puy du Fou in France discusses what makes the concept so attractive to new markets, and how plans are progressing with partners in Russia and China

uy du Fou was founded by Moscow region of Russia with billionaire the Puy du Fou in France, but showing the Philippe de Villiers, father of the Konstantin Malofeyev. That park is culture and history of their own countries. theme park’s current president scheduled to open in 2017, and a second We get about two enquiries a week, and Nicolas de Villiers, in 1978. As park is also planned for the Crimea. we’ve had requests from as far away as P one of France’s most popular Russian President Vladimir Putin signed Kenya, Cambodia, Brazil and Chile. attractions, which welcomes a deal in August 2014 with Puy du Fou I realised that there was a demand to 1.5 million visitors a year, its success is International to secure the plans for the adapt our artistic model to other cultures, beginning to go global. two parks in the country. so I created Puy du Fou International to New partnerships are being formed with According to Philippe de Villiers, who create parks and shows abroad. Puy du Fou International, as investors sign is a French politician and leader of the up to use the park’s expertise and knowhow Movement for France party, the signing How do you decide who to work with? to create unique variations of the concept of the protocol marked “the start of We have criteria to help us determine which are tailored to individual sites. developing two historical theme parks, who’s a serious potential partner: one who Puy du Fou announced in 2014 it had which aim to highlight Russia’s history and has means and money as well as ideas. signed a deal to work with entrepreneur the significance of Russia’s soul.” The first step is a one-month feasibility Jonathan Ruffer, to create Puy du Fou’s Nicolas de Villiers brought Attractions study. We send out a team – the partner first international location at Auckland Management up to date. pays – and this helps us determine whether Castle in County Durham, UK. The first the project and partner are right for us. phase, which is an 80-minute nighttime Why did you decide to grow The next step is the design of the show in the style of the Cinéscénie at Puy the Puy du Fou brand? masterplan and business plan. Then du Fou, is set to open in 2016. For a few years we’ve been approached by we move into more detailed plans – the The company is also working on a people from all over the world asking us to architectural drawings, the landscaping, $500m (£330m, €462m) park in the create attractions based on the model of the décor, the performers and the animals.

64 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 The Gallo-Roman Stadium at the Puy du Fou has a Roman Centurian show

Viking warriors launch an attack as part of the Vikings Grand Show at Puy du Fou

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 65 PROFILE: NICOLAS DE VILLIERS

President Putin has sweet eyes. He’s very attentive. He says kind words to put you at ease.

The European media show him as a serious guy who never laughs, but that’s not the case

We build the project, train the staff and PHOTO: KREMLIN.RU write the story. In our projects in Russia and the UK, we’re following this methodology. Puy du Fou manages every aspect, but we’re not investors and we don’t put a single euro into projects abroad.

Are you planning a project in China? For now, China is just a discussion. There are several interested potential partners. Any partner we work with has to accept our methodology: we need to agree on the budget; we need to agree on the staff. Moreover, we need to agree on the content.

Can you explain the creative inspiration? We approach a number of historians in the search for good stories: a love story, Puy du Fou’s Philippe de Villiers (left) signed a deal with Vladimir Putin in August 2014 a spectacular event, drama, miracles. In Russia, the scripts mix fact with legendary characters to make an original show. We’ve written the script for Durham and Is it challenging working in the Crimea? our partners are happy with it. Historically speaking, Crimea was Russian So the content doesn’t have to be In Moscow, the script will be based on for centuries. It’s complex and we can’t completely historically accurate? Russian history and in Crimea it will be judge. Now Crimea is Russian again. We’re not teachers and we don’t want to based on Byzantine history. Everyone’s We hope our scheme can provide a teach people history. We want to educate fascinated by Russia because it’s a peaceful means to help people ﬁ nd their and entertain at the same time. compelling and attractive culture. identity, and also be an economic driver.

Puy du Fou offers four historically themed hotels, inspired by Ancient Rome or the Renaissance, for example. More hotels are in the works

66 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Puy du Fou partnered Efteling park in the Netherlands to create the Raveleijn Show

Have you signed a deal and they pay us not only for the brand but have to spend a euro in the park if you with President Putin? also for our team of staff. We bring the don’t want to. You can bring a picnic. Of Yes, we met him. It was wonderful and knowhow. We don’t bring money. course, people buy a coffee or an ice completely unexpected. When he found cream, so we don’t lose money. We just out that we wanted to set up a park in If you had to sum up the genius of the earn less money than we could. Crimea, he wanted to encourage this kind Puy du Fou, how would you explain it? Our turnover is small in comparison with of initiative and wanted to see us. It’s original and totally different from other other parks with the same attendance, We took a plane to Crimea to meet him parks. We invent everything. Authenticity but that’s not a problem. That’s not the and it was an amazing experience. is one of our strengths. The materials and issue. Nobody gets rich from the profits décor are real, the birds and horses are and that’s our philosophy. I can look our What’s he like? real. If we want an elephant, we find a real staff in the eyes because if I work, if they He’s different from how we expected. He elephant – we won’t have Dumbo. work, everybody works and all the benefits has sweet eyes and sweet words. He’s We believe in stories and storytelling. of our work will be reinvested into Puy du very attentive. He says kind things to put We believe in emotion – another main Fou; not into a car for the boss. you at ease. He’s relaxed. The European ingredient in the philosophy of Puy du Fou. For example, we have four hotels, and media show him as a serious guy who People everywhere are trying to visitors can choose from several historical never laughs, but that’s not the case. discover their own identities in reaction periods and styles of accommodation. We to the American model that has taken work with our hotel partner Sodexo, but You’ve also worked with Efteling over the world. Puy du Fou is about roots we’re the artistic manager. This season, in the Netherlands? and against globalisation. You’re not our accommodation is fully booked and We created a show for Efteling and we’ve just a citizen of the world, you’re from that’s why we’re designing new hotels. had a team of 40 there for two years. somewhere – that’s our message. We don’t look at business with an We fight against consumerism by not American logic. It’s not just about making What’s the commercial arrangement? having aggressive merchandising. Puy du money. It’s about making a great painting The commercial arrangement is that the Fou has one village for merchandising, about our history and our people. And now partner is in charge of the financial aspect, which you can go to or avoid. You don’t we can do the same in other countries. O

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 67 MUSEUMS

The interior of the Reading Room was designed by AOC Architects as an experimental space

WELLCOME CHANGE

London’s Wellcome Collection receives five times the number of visitors it predicted when it opened seven years ago. To accommodate the crowds, the museum has been redeveloped. Head of Operations Donne Robertson explains what this means for the popular attraction

Kathleen Whyman, journalist, Attractions Management

What is the Wellcome Collection? that’s what our services and facilities were Our brand proposition is that we’re the free predicated on. However, we were soon destination for the incurably curious. The receiving over 500,000 visits a year. museum is known for its eclectic collection, The Wellcome Trust saw it as a fantastic which explores medicine, art and life. opportunity to tap into that thirst for On London’s busy Euston Road, knowledge and information. Work started in it’s a sanctuary for enquiring minds. spring 2012 and a bigger, bolder Wellcome Our exhibitions and events explore Collection opened in February 2015. the fascinating areas where art, life and medicine overlap. The Wellcome What work was done? Collection is part of the Wellcome Trust, a Building and expanding weren’t an option global charitable foundation which is the because of our footprint. Instead, we legacy of Sir Henry Wellcome. opened up existing spaces with creative Wellcome was an obsessive collector. interventions, such as reclaiming the He had millions of objects and artefacts central light well for space that we and a vision of a “Museum of Mankind” can use. The development project has that would encompass his extraordinarily increased our gallery spaces by 40 per wide range of interests. Wellcome Collection’s Donne Robertson cent and brought some new and exciting The Wellcome Collection building public spaces into play, which were was originally the home of Wellcome’s Our visitors say the way we approach a previously back-of-house areas. museum of medicine. It was for medical subject is eclectic, weird, holistic, cutting The highlight is this spectacular helical professionals, to assist them with their edge, quirky and deep. What we’re defi nitely staircase designed by Stirling Prize-winning practice, and entry was by invitation only. not is dumbed down, boring, old-fashioned, architects Wilkinson Eyre. The staircase After Wellcome died in 1936, the commercial, daunting or hard work. greets visitors as they enter the venue, Wellcome Trust used the building as spiralling asymmetrically from the ground its headquarters, staying there for the Why redevelop so soon after opening? fl oor, punching through the fi rst fl oor and next 70 years. When the Wellcome Trust When the Wellcome Collection opened up into the second fl oor. It’s a powerful way outgrew the offi ces and moved into a to the public in June 2007, it was to get visitors fl owing around the building property next door, the building was free unchartered territory. We anticipated and can be seen rising up through the to become a museum again. getting 100,000 visits per annum and venue from outside through the windows.

68 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Wilkinson Eyre’s spiral staircase encourages visitors to explore the building’s upper ﬂoors

The Hub is a space at Wellcome Collection where researchers can collaborate

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 69 MUSEUMS

The Reading Room, on the second ﬂoor, is a mix of gallery, library and event space

70 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 The Medicine Man gallery (left) has been reopened and a new stairway and light well installed in the Wellcome Library (right)

WHAT WE’RE DEFINITELY NOT IS DUMBED DOWN, BORING, OLD-FASHIONED, COMMERCIAL, DAUNTING OR HARD WORK

Many think of the staircase as have exhibits that run for a few months, representative of the double-helix structure but we’ll also have a larger, year-long one. of DNA. In fact, it doesn’t represent any Our two permanent exhibitions – single living thing, but its organic free- Medicine Man, which is about Henry flowing shape is evocative of nature. Wellcome, and Medicine Now, about The staircase gives you different views contemporary medicine and culture – are of the building as you climb, offering new on the first floor. Regular visitors who perspectives and glimpses of our spaces. have already explored them don’t always We’re excited about it – it’s the building’s venture upstairs anymore, so we’ve been signature, linking our spaces and activities putting much more on our upper levels to and drawing our programme together. encourage those visitors to keep exploring, including a restaurant and the transformed How much did it cost? Reading Room, which allows visitors to It’s a £17.5m ($26m, €24m) redevelop- delve deeply into a wide range of subjects ment, which came in right on budget. and get to grips with Wellcome’s collection. We also have a dedicated youth studio WHO WAS SIR What’s in the new spaces? space for 14 to 19-year-olds featuring HENRY WELLCOME? In one of the new spaces is a thematic work that young people have crafted and gallery, which means we can host curated themselves. Sir Henry Wellcome (1853-1936), exhibitons for longer. Up until now our the founder of the Wellcome Trust, exhibitions have been relatively short – What’s the Reading Room? was a businessman, collector and four months maximum. Part gallery, part event space, the Reading philanthropist. Wellcome co-founded One of our previous exhibitions was High Room is at the heart of the expanded a multinational pharmaceutical Society, which explored mind-altering drugs Wellcome Collection at the top of the new company that mastered modern in history and culture. As well as heroin stairs. It’s entirely open to the public and techniques of advertising such as and cocaine, we looked at a whole range contains strange and wonderful objects, promotion, image and branding. The of substances, including betel nut, opium, artworks and thousands of books. wealth that Wellcome’s company coffee, tobacco and alcohol. AOC Architects, who designed the interior, brought him allowed him to amass Our research showed that people created an experimental space for curious an astonishing collection of historical wanted the opportunity to come back and minds surrounded by curious things. The objects, which at the time of his visit the High Society exhibition again, but Reading Room bridges the programmes death was larger than that of many it had moved before they had time. The and exhibitions of Wellcome Collection and of Europe’s most famous museums. new thematic gallery will allow us to hold the extraordinary holdings of the Wellcome He also funded pioneering medical exhibitions for a year and support them Library which sits within the building and research. In his lifetime, scientists with an events programme. We’ll also holds millions of books, journals, prints and funded by Wellcome made great change the exhibition over the year with paintings connected to health. breakthroughs into understanding new commissions and interventions. The Wellcome Library facilities how our bodies work. After his Our first year-long show, the Institute of have also expanded as part of the death, Wellcome’s will provided for Sexology, has been very busy. We’ll still redevelopment and we’ve undertaken an the creation of the Wellcome Trust.

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 71 MUSEUMS

BRING A SANDWICH IN YOUR LUNCH HOUR AND LISTEN TO A SCIENTIST, HISTORIAN OF MEDICINE OR ARTIST TALK ABOUT A SUBJECT ambitious digitisation programme to make What’s your events programme? WHAT IS THE its riches freely available to all. Our events programme is constantly WELLCOME TRUST? If you’re interested in what it means to be changing. We encourage people to bring a human, there’s something for you. Novelists sandwich in their lunch hour and listen to Established in 1936, the Wellcome such as Sebastian Faulks and and Ian a scientist, historian of medicine or artist Trust is a global charitable McEwan have used the library and it’s a talk about a particular subject. foundation dedicated to improving renowned resource for both biomedical We also do interactive events. As part health. It provides £700m ($1bn, historians and the curious public. of an exhibition about death, Death: A Self €957m) a year to supporting bright Portrait, we ran an evening event across minds in science, the humanities Tell us about your overseas programme. the building called Seize the Day featuring and the social sciences, as well As we have global aspirations, an New Orleans jazz bands, a coffi n-decorating as education, public engagement international emphasis is very important. competition and talks on risk and death. and the application of research to The Wellcome Trust works overseas with We asked people to think about what they’d medicine. After the Bill and Melinda programmes in Vietnam, Thailand and parts do if they only had one day left to live. Gates Foundation, it’s the second- of Africa, specifi cally concentrated on HIV, Another event involved the Handlebar largest charity in the world. TB and malaria, and has been involved in Moustache Group of Britain, a Crufts-like It has an endowment of some funding activities to combat ebola. beauty parade with scientists explaining £18bn ($27bn, €25bn) through The Trust’s biomedical research is linked things like why our hair keeps growing after its investment portfolio which to hospitals, scientists and universities. It we die. And we contribute to the BBC World gives it independence to support provides funding for scientists to undertake Service’s Exchanges at the Frontier where transformative work like the vital frontline research, part of the Trust’s scientists discuss their areas of expertise. sequencing of the human genome mission to improve human health. and researching front-line drugs Wellcome Collection projects bring Who do you market to? for malaria, as well as running artists and scientists together from across A huge proportion of our visitors are 16 Wellcome Collection. The Trust’s continents. We’ve launched Medicine to 24-year-olds. Many have a medical fi ve major areas are maximising Corner in India, exploring the diverse interest, but it may be from a humanities the health benefi ts of genetics history and traditions of medicine in India or artistic perspective. I get a 192-page and genomics; understanding the with a series of locally curated events and evaluation of our audience demographic brain; combating infectious disease; exhibitions across the country. Many of our profi le every year – how we reach them investigating development, ageing exhibitions tour internationally and we also and how we can best align our activities to and chronic disease; and connecting work with artists from around the world. their interests. It’s quite a read! environment, nutrition and health.

Wellcome Collection’s main entrance has been transformed

72 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 The Youth Studio is a collaborative space for young adults for study days and projects

CURIOUSER & CURIOUSER

Creating a “home for the incurably curious” inspired the Wellcome Collection’s new look, as Wilkinson Eyre’s director Paul Baker explains

Can you describe your design? awareness of the collection, built in 1932 to house Henry It’s a refurbishment of the the research and the facilities. Wellcome’s collection and existing 1930s building. It primarily comprised laboratory transforms the main entrance What was the brief? and research spaces. It’s and creates a new spiral The brief was to accommodate since become a public staircase to encourage the increasing visitor numbers. building so we’ve reimagined circulation. There’s also We’ve created a vertical the spaces to be more increased exhibition space, circulation route that brings exciting and more effi cient. a destination restaurant, people into the building and new youth events space, opens it up a lot more. The How have you changed collaborative working space and spiral staircase encourages the entrance? an improved research library. better circulation between the Before the redevelopment Our focus was on opening up fl oors, inviting visitors to the the entrance space was very the building. The main problem refurbished Research Library, exposed, as the sliding glass the Wellcome Collection had existing and new gallery spaces doors were constantly open with was that a lot of people went and new restaurant. People frequent people movement. The to the ground fl oor, which has should be excited about lobby was very cold, or wasteful a very successful café and a What was your inspiration? venturing upstairs – it should of heat, and it was noisy as it temporary exhibition space, but In 2007, the collection was intrigue the incurably curious. opens onto Euston Road. We they didn’t venture any further. re-launched as a home for the introduced two revolving doors The new design is primarily to incurably curious, which is a How do you expand a building either side of the main entrance encourage people to visit more concept that really intrigued us without increasing its size? to solve the environmental of the building and explore – it inspired a lot of the work. Much of its expansion was problems and presents a the amazing facilities and We’ve made it more made possible through the more approachable and better exhibitions contained within. accessible and raised public change in use. The building was proportioned facade. O

©CYBERTREK 2015 AM 2 2015 attractionsmanagement.com 73 HERITAGE Tom Anstey, journalist, Attractions Management

SAVERS OF THE LOST ARK

Elizabeth Lee, vice president of CyArk, on her organisation’s mission to scan and share detailed heritage site maps from around the world

rotecting heritage sites from architectural drawing, which could then be damage and destruction poses used to reconstruct the monument. a unique set of challenges. “In museums there’s an The Islamic State (ISIS) is an How does funding work for you? example of a group causing opportunity to license We’re fundraising all the time. We plan P willful destruction of antiquities this data in a way that fundraising events around specific and with swathes of the Middle generates revenue projects, but our funding comes from a East in conflict, sites which have stood for number of sources, such as government millennia are being destroyed – sometimes back to the site” grants, corporate and individual donations deliberately – on a daily basis. and support from our technology partners. Heritage sites are also lost to storms, earthquakes, decay, development, lack of Who are your technology partners? proper care and many other causes. What is CyArk? CyArk was founded by Ben Kacyra, a CyArk’s mission is to both preserve CyArk is a non-profit foundation with offices pioneer in bringing 3D laser scanning heritage for future generations and make in the US and UK. Our mission is to use technology to the market via his it accessible to today’s public. new technologies to digitally capture and commercial company, Cyra Technologies. The non-profit organisation was preserve cultural heritage sites around That company was acquired in 2001 founded in 2003 and uses cutting- the world. The principal technology that by a surveying company called Leica edge technologies to create detailed 3D we employ is 3D capture using lasers and Geosystems. We still work with them and representations of significant cultural photography to create a detailed and highly with many of the other manufacturers of heritage sites before they’re damaged or accurate record of sites and monuments. this tech, such as Trimble, Autodesk, Faro, destroyed by natural disasters, conflicts We archive all the data so if anything Topcon – some of the big survey compa- or the passage of time. happened to these sites, we have nies. On the archiving and data storage, To create the representations that help engineering-grade data that can be used we work with Iron Mountain and others. preserve these sites for the future, CyArk to reconstruct them. In the meantime, that uses an advanced system of laser scanners same 3D data can be used for outputs like What’s the cost of mapping one site? to mark millions of points that create an education and cultural tours. The costs are changing all the time almost perfect 3D data set, which can then and the technology is improving. To do be used to create a solid 3D model. Do you mean “reconstruct” the everything from capturing in the field Elizabeth Lee, vice president at CyArk, sites virtually or in reality? to processing the data then getting it explains what measures the company The latter. If something were to fall online used to have a ballpark figure of is taking to protect the world’s cultural down, the documentation we have is $50,000 (£34,000, €47,000) per project. heritage from disappearing completely. accurate enough to put into a traditional However, we’re seeing those figures start

74 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 CyArk partners from the Archaeological Survey of India and Scottish Ten at Rani-ki-Vav well, Gujarat, India (left). Digital images of Pompeii, Italy (top right) and Ancient Thebes, Egypt PHOTO CREDIT: CDDV

CyArk carry out ﬁeld work in Somaliland, where the team document rock art sites, some of the ﬁrst examples of writing in East Africa HERITAGE

“There’s a huge need to capture information in these areas. Ideally we’d capture information before a conﬂict arises”

to really come down. We work through local partner agencies, service providers KwaZulu-Natal University in Durban, South Africa, is a CyArk Technology Centre partner and universities so that’s another way that price is continuing to drop. WHAT ARE CYARK TECHNOLOGY CENTRES? What’s the rough cost now? It’s closer to $30,000 to $40,000 CyArk Technology Centres into the local workforce. Students gain (£20,000 to £27,000, €28,000 to are a partnership between CyArk says the programme exposure to brand new €38,000) per project. That includes CyArk and a university, beneﬁts a range of technologies, training in everything from the capture, to processing community college or high studies, including historical the latest software and the data. On certain projects we do a school. The centres build preservation, anthropology, hardware, training in “scan and can” – just capturing the data skilled teams to help with archaeology, architecture, advanced documentation and archiving it for the future – and that CyArk’s digital preservation the STEM topics and methodology, advanced can be done, in some cases, for less than movement, and transfer environmental and spatial skill development and $10,000 (£6,800, €9,400) per site. skill sets in technology technologies (EAST). CyArk certiﬁcation.

You’ve been operating for more than 10 years. How much has been spent so far on mapping these sites? In some cases we’ll develop lighter-weight in museums and other similar venues is About $10m to $15m (£7m to £10m, €9m or decimated versions of the 3D data and there may be a real opportunity to license to €14m), in terms of cash investment, put that online. Sometimes we show the this data in a way that is both respectful as well the technology and other kinds of site with a fly-through animation or video, to and generates revenue back to the site supporting donations that we’ve received. but there are different ways to make the so they can also benefit from it. data accessible, even if you’re not able to How do you manage to make large put a really large data set up online. How big is one project in amounts of data available to the public? terms of data size? One of the things that we prioritised How does the scanning work from Several terabytes per project. Some are a from the beginning is making the archive a commercial standpoint? lot bigger and some are smaller, but very accessible, particularly over the Web. We haven’t explored that too much yet. few projects now are under a terabyte. We’ve spent a lot of time figuring out Our focus has been on building the archive We have capacity for two petabytes and ways to manipulate the data and create and having that information available, right now we’re at a couple of hundred derivatives from it that are easily shared should it be needed for the future. One terabytes. We can always expand. and then consumed by the public. of the things we’re starting to see both You’ve done apps in conjunction with specific projects. Is that another way to share the data with the public? WHAT IS THE CYARK 500? There’s always interest about how people are interacting with information and we CyArk 500 hopes to Members of the heritage including Pompeii, Babylon, try to get it to them in a format that’s preserve 500 heritage community can submit Mount Rushmore, the relevant. We’ve worked on the mobile side sites worldwide over the sites for consideration. Leaning Tower of Pisa, and apps are great, particularly with some course of the next five Governments, organisations the Titanic wreck, the of the sites where connectivity is low. years. CyArk wants to and individuals can Sydney Opera House and If you’re not going to get a good signal preserve these sites from nominate. The sites will the Tower of London. to pull up information on your phone, war, terrorism, arson, urban be assessed and selected The feasibility of doing you can download the content of an sprawl, climate change, by an Advisory Council projects depends on app before you travel and augment your earthquakes, floods and according to the criteria access and funding. CyArk experience on site with this 3D data and other threats, particularly they helped develop. points out that it might be the educational content we’ve developed. in areas that could become CyArk has completed easier to raise funds for Fort Laramie in Wyoming, US, for too dangerous to map. 40 projects of the 500, some sites than others. example, has an iPhone and iPad app with

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www.kraftwerk.at HERITAGE

Mount Rushmore in South Dakota, US, was scanned by CyArk in 2010. The memorial suffers fracturing and cracking because of the ﬁ neness of the granite

67 panoramic images, a detailed site map, What is the overarching aim of 3D laser scan data and virtual fl y-throughs. CyArk? Is it to present history, With a lot of sites it’s something that to preserve it? Or both? comes out of the discussion we have with It’s both. The primary focus is on the site operators. If there’s a need and it preserving it. The focus is on going out can be benefi cial, we try to get it done. and getting that information in the archive to preserve it. If we don’t have that record What partners do you have? it’s very hard to interpret down the road. If We’ve worked with a number of museums. The Fort Laramie app for iPhone and iPad we have that record we can always add to We’ve started a research and development augments the on-site experience, providing it, but if it’s not here in the fi rst place we’re project with the British Museum looking at audio and virtual access to off-bounds areas in danger of losing a piece of our history. similar technology to scan collections to better document and interpret them. How many projects have you mapped? Have you entered sites where an Other museums we’ve worked with We’ve got 130 sites to date in the archive element of danger is present? are more about showcasing the content and we launched an initiative last year There’s a huge need to capture information in a museum setting. We’ve done some called the CyArk 500 with the objective of in these areas. Ideally we’d capture work with the Ars Electronica museum in scanning 500 sites over the next fi ve years. information before a confl ict arises. We Austria, doing life-size 3D projections of a haven’t had much experience going into handful of the sites within our archive. Would you do underwater mapping? active confl ict zones because it’s just too That technology is really exciting and dangerous. We’ve gone into higher-risk How easy is getting access to sites? getting better all the time. Applying areas to capture information but there’s a If there was one body that could control underwater mapping tech to things like line between high risk and active zones. access to all the sites, that would make shipwrecks and submerged cities is In 2010 a team went to Babylon, Iraq, things a lot easier, but the reality is that possible. We don’t have any projects in the an area that was still fairly risky, but it was we have to work with different national works right now but we would love to. safe enough to do the capture. We’ve also and local governments and organisations done recent work in Somaliland as well. that manage the sites. We spend a good As for the documentation, amount of time co-ordinating things with does that get digitised? Do you have any other comments? the site authorities or representatives There’s always a big effort to capture We’re very interested to see how this data to get the access that we need. Those additional photographic information and can be used in other applications and we meetings also help us establish what historic data and narratives. All that’s really want to call on people to participate output they would like to see for their site. archived digitally so we can easily share it. in the CyArk 500 by nominating sites. O

78 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Not your average Ride in the Dark

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AM 2 2015 ©Cybertrek 2015 Read Attractions Management online attractionsmanagement.com/digital 79 MYSTERY SHOPPER WIZARDRY & WONDER

The famous Hogwarts Express steam train has pulled into Platform 9¾ at the popular Warner Bros Studio Tour near London. Does the new addition live up to the impressive standards the Studio Tour has already set?

Tom Anstey, journalist, Attractions Management

he Warner Bros Studio Tour The attraction is participative. Guests – The Making of Harry Potter Q LOCATION board the Hogwarts Express and walk the is a one-of-a-kind experience. The Studio Tour is located in carriage. Each passenger compartment Though the IP adorns other Leavesden, 20 miles north- represents a different film in the franchise. well-known attractions, with west of London. Public transport A modified version of a compartment, more on the way, the Studio links serve the attraction designed to accommodate a film crew, Tour is the only place to shows how the train scenes were shot. T house a vast collection of Q OPENING HOURS Visitors can also experience one of the props, costumes, sets and Opening times vary: check online. interactive carriages, equipped with false gadgets from the movie franchise, and all Guests must book slots in advance windows that demonstrate the process in the location the films were made. used to create scenery and action outside In essence, the Studio Tour is the Q ADMISSION PRICES the train, such as movie scenes with the world’s only Harry Potter museum, and it Tickets cost £33 ($49, €45); children flying Ford Anglia or the dementor attack. has grown even bigger with the addition aged five to 15 are £25 ($37, €34); a There’s a new photo opportunity, similar of the 20,000sq ft (1,858sqm) Platform family package is £101 ($150, €137) to the one at (the real) King’s Cross, in 9¾. The crowning glory is the Hogwarts which visitors “push” a luggage trolley Express, which is stationed inside. It’s an through the wall of Platform 9¾, as authentic British steam train, no. 5972 common room, the potions classroom and happens in the films. Guests can use and once named Olton Hall. Today, the the new dark arts section. their own cameras rather than having to 78-year-old engine is probably the most The entire tour is designed to have a professional paid-for photo, though famous train on the planet. demonstrate how much work and care that option is also available. The tour lets you explore behind the went into producing the Harry Potter films. The Warner Bros Studio Tour takes scenes of Harry Potter. Following an The new part of the attraction, Platform between 90 minutes and three hours. impressive reveal when the Great Hall is 9¾, creates another fantastic reveal as With added attractions such as Butterbeer unveiled, guests enter the studios and guests turn a corner to the sight of the sampling and green-screen broom riding – browse an array of Harry Potter props, Hogwarts Express billowing steam on ‘King’s expertly supplied by Picsolve – the costumes and sceneries, including Cross station’, recreated by three-time Oscar- experience can be lengthy, and potentially Dumbledore’s office, the Gryffindor winning production designer Stuart Craig. more costly if you do buy the extras. Harry Potter characters, names and related indicia are trademarks of and © Warner Bros. Ent Inc. All Rights Reserved. Rights All Inc. Ent Bros. © Warner and of trademarks are indicia related and names characters, Potter Harry ©JKR. Rights Publishing Potter Inc.Harry Entertainment Bros. & © Warner TM Photos:

Details from the new attraction and Warwick Davis, who plays Filius Flitwick, demonstrating a popular photo opportunity at Platform 9¾

80 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Actor Mark Williams, who plays Arthur Weasley, poses with the Hogwarts Express

THE WORK AND ATTENTION TO DETAIL TO FAITHFULLY RECREATE THE NEW SECTION OF THE ATTRACTION AS IT’S SEEN IN THE FILMS IS CLEAR FOR ALL TO SEE

BOOKING AND TICKETING foam. The foam creates a Butterbeer The incredibly popular tour must be moustache and another photo opp for RIGHT TO REPLY booked in advance through the Warner visitors. Defi nitely one for the sweet tooth, Sarah Roots, Vice President Bros Studio Tour website. Visitors are the non-alcoholic drink enjoyed by the Warner Bros Studio Tour London booked in for specifi c times and can then characters in the book can be purchased “We’ve received a fantastic reaction explore the attraction at their own pace. with a souvenir cup (£4.95, $7.33, €6.72) from visitors to the new expan- Discounted rates are offered to groups of or tankard (£6.95, $10.30, €9.44). sion of Warner Bros Studio Tour 10 or more and to school trips. Platform London, featuring the authen- 9¾ and the Hogwarts Express are STAFF tic Hogwarts Express train included in the Studio Tour ticket price. The staff are very well presented, friendly on Platform 9 ¾ and and extremely knowledgeable about I’m pleased Attractions FOOD AND BEVERAGE Harry Potter. You can tell from speaking Management’s mystery Food at the Backlot Café is reasonably with them that they’re fans, which comes shopper enjoyed the priced, starting at about £3.50 ($5.19, through in their words and actions. experience too.” €4.75) for soup. A burger costs upwards of £7.50 ($11.12, €10.18). The quality is RETAIL excellent, and the menu has wide appeal. The Studio Tour offers two shops. Most the new addition, having also collaborated The attraction offers the franchise’s of the items are exclusive to the Studio on the existing Studio Tour. signature Butterbeer – which seems to be Shop and you pay extra for that privilege. cream soda topped with a marshmallow However, the products are very high quality. SUMMARY For collectors, high-end versions of many of The arrival of the Hogwarts Express adds to WHAT’S THE SCORE? the products are on sale, with Harry Potter- the magic of the Studio Tour. The attention themed jewellery, for example, available for to detail to faithfully recreate the new several hundred pounds. Merchandise can section as it’s seen in the fi lms is clear for Toilets 9/10 also be bought via the online store. all to see. The attentive staff and special Staff 10/10 effects only add to the experience, which Cleanliness 9/10 DESIGN is world-class. The attraction really has no Value for Money 8/10 The tour feels more like being in a museum rival; it’s a unique experience that a Harry Overall rating 8/10 than the monster-sized aircraft factory you Potter fan in particular, or any visitor, would see on arrival. Thinkwell returned to design remember for a long time to come. O

The planetarium consists of three major elements: the Oculus, the Inverted Dome and the Sphere. Shanghai Planetarium will be an addition to the Shanghai Science and Technology Museum, which in 2013 attracted 3.5 million visitors SHANGHAI NIGHTS

Innovative architecture ﬁrm Ennead has designed a cutting-edge planetarium, inspired by astronomy and planetary science, for one of China’s leading modern museums

Tom Anstey, journalist, Attractions Management

nnead Architects has unveiled references of buildings throughout reflecting pool. The Sphere on the outside a futuristic design for the history, the exhibits and architecture will of the building contains the 18 metre new Shanghai Planetarium in communicate what it means to be human (59 foot) planetarium and acts as an Shanghai, China. The New York in a vast and largely unknown universe,” icon and reference point to visitors within firm was selected after winning says Ennead Architects partner and design the museum; something Ennead says is an international competition. principal Thomas Wong. “integral to the planetarium’s identity”. The 38,000sqm (409,000sq ft) project The Oculus, the Inverted Dome and Also included in the development will Ewill be part of the Shanghai Science and the Sphere comprise the central body of be an expansive green zone, as well Technology Museum in the Lingang district. the architecture, with the building form, as gardens incorporating an exterior The design celebrates the continuum of programme and circulation incorporating exhibitory with a 24 metre (79 foot) solar time and space and, according to Ennead, orbital movement, supporting the flow telescope, youth observation camp and the plans mirror the rich history of Chinese of visitors through the temporary and observatory. At this stage development astronomy and the future ambitions of permanent galleries and the main areas. costs are being kept confidential and other China’s space exploration programme. The Oculus has been designed so contractors working on the project are yet “In linking the new museum to both visitors can track a circle of sunlight on to be confirmed. The completion date is scientific purpose and to the celestial the ground across the entry plaza and its expected to be 2018. O

82 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Suspended above the main entry to the museum, the Oculus element of the building’s design demonstrates the passage of time by tracking a circle of sunlight on the ground across the entry plaza and pool

Celestial bodies inspired the design (left). The Sphere (right) houses the planetarium itself. A skylight around it allows light into the museum below – it should create a perfect ring of light on summer solstice

The Inverted Dome, which allows the real experience of day and night skies, is on top of the central atrium. All the galleries are organised around the central atrium PLANETARIUMS Jason Holland, journalist, Attractions Management PHOTO : SOFT MACHINE : SOFT PHOTO

Soft Machine’s fulldome production Life of Trees, with 360° spatial sound, is showing at Planetarium Klagenfurt

RESOLUTION REVOLUTION

Higher resolution displays are enabling the creation of stunning virtual journeys, while the power of visualisations is advancing. We ask what’s new in dome projection technology

be performed to investigate the smallest SKY-SKAN of details. With the general public accustomed to high resolutions in devices such as televisions and computers, a Creating crystal dome theatre must provide an experience that exceeds what they can get at home. clear images for Another recent installation fulfilling this objective was at Prague Planetarium, Czech all budget types Republic, which has a 23-metre dome. Having installed a 4K system there about fter pioneering fulldome displays four years ago, Sky-Skan was challenged using a pair of then new 4K venue to raise the resolution to 8K by adding four projectors 10 years ago, the next more 4K projectors to the system. A logical step for Sky-Skan was “Prague and Klagenfurt both place a to use more of them to achieve heavy emphasis on astronomy and science Glenn Smith 8K resolution on a dome, according to education,” he says. “Their new systems Glenn Smith, managing director of the allow them to bring in the latest astronomi- US-headquartered company. content, but the real-time visualisation cal and scientific data and visualise it on “Projectors are more compact today so systems that Sky-Skan builds also generate the dome in a setting not possible in a we can more easily integrate the technology images in the display’s native resolution. classroom or other environment.” into the dome theatre architecture. As such “Our heritage is planetariums and a Both planetariums offer a wide variety of we can even offer smaller domes an 8K beautiful starry sky is all the more realistic programmes, and host cultural events such configuration for about the same price as and impressive in 8K. It draws gasps from as lectures, book readings and concerts, 4K cost a few years ago,” he says. our customers when they see it the first so the display systems also come in handy Austria’s Planetarium Klagenfurt is the time,” says Smith. “The resolution also in providing interesting backdrops and first to take advantage, with its 12.5-metre finally represents a viable alternative to an interactivity on these occasions. dome theatre reopening with an 8K display opto-mechanical star projector for those In an industry that never stands still, based on six Sony GT-100 projectors. projects where a realistic night sky is Smith says the next logical step will be a 8K dome displays are closer than ever important but perhaps budgets don’t allow doubling of the visual resolution. “We’re to reaching the visual acuity of the human for a mix of technologies.” already identifying the challenges and eye, says Smith, resulting in a sharp, crisp Very high resolution images can also solutions and it won’t be long before we’ll image. Dome theatres are known for movie be displayed, and long, slow zooms can be able to demonstrate a working system.”

84 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 Zeiss CEO Michael Kaschke (left) and Wolfgang Heckl, director general of Deutsches Museum

contrast ratio (2,500,000:1), that can ZEISS deliver this performance – a good thing considering the Deutsches Museum will “Visitors can cover the use the dome for teaching astronomy, with Historic German 13.7 billion light years to four to six public shows per day. “An advantage we have is the sharpness planetarium lit up the edges of the visible of the images because of the so-called universe in just 10 minutes” checkerboard contrast, which is four times by futuristic tech higher than standard video projectors,” he says. “That’s why Velvet is able to separate hen Munich’s Deutsches a white from a black pixel with a sharp Museum celebrated line in between, aided by our specially the opening of its new sky, including fi xed stars, nebulas, star developed lenses for this projector.” W planetarium in late February clusters and other deep sky objects. Each The result is that an image with the same 2015, it was relying on two of the thousands of fi xed stars and each number of pixels will appear much sharper unique technologies provided by Zeiss. sky object is provided by one single optical with Velvet – a 2K Velvet projector is at least The German company installed the fi bre, using LED illumination systems as as sharp as any standard 4K projector, Lang high-performance projection system for light sources,” says Wilfried Lang, vice pres- says. This means a lower computer capacity the 15-metre dome, which holds 160 ident at Carl Zeiss, Planetarium Division. can achieve the same result. visitors. It consists of Zeiss’ classical The combination of LED and fi bre-optics At the Deutsches Museum, Zeiss tech- opto-mechanical star projector, Skymaster provides a starry sky that’s as natural as nology offers a plethora of opportunities. It ZKP4, synchronised with its six channel possible, because of both the brightness of can show not only illuminated dots, but also digital fulldome system, Velvet. the stars and the high colour temperature. images and entire shows, and Lang says The new system has a lot to live up to “The Velvet fulldome system, due to even virtual journeys through space are – the world’s fi rst projection planetarium the absolute black image background, possible. Visitors can cover the 13.7 billion went into operation at the Deutsches fi ts ideally to this starry sky avoiding any light years to the edges of the visible uni- Museum 90 years ago on 7 May 1925. greyish frame behind the image content.” verse in just 10 minutes, fl y by the planets “Skymaster is equipped with fi bre-optic Lang says it’s only the patented Velvet of our solar system, or view the Milky Way projectors for the projection of the starry projector, with its extremely high on/off from the outside in incredible detail.

Staffan Klashed

SCISS

Dome visualisation that gives guests lasting memories Uniview is a feature- weden’s Sciss has created a rich astronomical new way for experts – whether visualization and astronauts, astronomers or neu- universal data S roscientists – to tell their unique exploration platform stories live to audiences in dome theatres around the world simultaneously. “We build these beautiful, modern theatres and we equip them with powerful Tales from the Outer Solar System. The visualisation capabilities. And we know special event was Domecasted live to from past experience that audiences three other dome theatres in the US – “The technology uses state react extremely well to live and interactive the planetariums of the Denver Museum visualisations, especially when presented synchronisation to ensure of Nature and Science in Colorado, the by the very scientists whose data we’re Peoria Riverfront Museum in Illinois, and using,” says Staffan Klashed, principal of the visualisation is the same the Flandrau Science Center in Tucson, Sciss, explaining the idea. in all participating theatres” Arizona – meaning the same presentation The result is Domecasting, a feature was given to dome theatres using four inside the company’s software Uniview, completely different display systems, which is the beating heart of its including the true 8K display at the Adler. Colorspace line of high end hardware and Another feature offered by Sciss is display systems. Domecasting packages and interactions with this data over the Neurotours, a presentation which uses data visualisation in a redistributable internet. The technology uses state three-dimensional neuroscientific data from form, and synchronises presentations synchronisation to ensure the visualisation scientists to give visitors unusual and thrill- is the same in all participating theatres. ing dome-format film experiences, such as “Domecasting allows a presenter to wandering through neurons or climbing the broadcast interactive visualisations to surface facets of the cerebral cortex. multiple dome theatres at the same time,” “Display systems are growing says Klashed. “The presenter can reach a increasingly powerful. We’ve now seen much larger audience with a single pres- digital theatre systems that rival the quality entation than he or she would by travelling of film,” says Klashed. “The area where to a particular site, and dome theatres can we really want to excel is when we bring offer a more exciting and varied type of the beauty and power of interactive, live programming to their audiences.” visualisation into these high-end systems. In early March, the Adler Planetarium That’s when our theatres become gateways Sciss theatres become gateways in Chicago, Illinois, hosted an intriguing to understanding and appreciating science. to understanding and appreciating Domecasting event. Michael E. Brown, the That’s when education and entertainment science, says Staffan Klashed 2012 Kavli Prize Laureate in Astrophysics, meet and we leave audiences with lasting delivered a presentation there, entitled memories, wanting to come back for more.”

Professional dome theater & system design

Innovative, integrated & automated

Long-term & creative partnerships

High-end Uniview fulldome software

Real-time astronomy, earth sciences & neuroscience

High-quality fulldome media playback

Easy-to-use education & presentation tools.

The Colorspace dome theater by Sciss is a carefully composed package of display systems, theater control system, and the award-winning Uniview fulldome software. Designed, delivered, and built by our specialist team. With over 150 installations all over the world, we have a widely spread global presence - to find out more about our solutions, please contact any of our off ices:

Sciss International (HQ) +46 (0) 855 119 100 | Middle East +971 4 256 6695 | North America +1 720 985 5540

Your universe. www.sciss.se | [email protected] PLANETARIUMS PHOTOS: NSC CREATIVE

7thSense’s Delta Media Server used with content by NSC Creative, a computer animation studio specialising in immersive fulldome experiences

Matt Barton

7TH SENSE We Are Aliens is a new 360° digital planetarium show Behind-the-scenes from NSC Creative solution powers

creative visions and with no introduction of compression artefacts, loss of visual quality or detail,” K-based 7thSense’s Delta Media “The next step in dome says Barton. “For theatres, this gives Server system delivers fully display technology will be them an incredibly reliable, fast, high- uncompressed media playback for performance media solution.” U dome displays and is available in making the planetarium 7thSense recently completed projects a range of hardware and software experience even more at the ShowDome at Our Dynamic Earth in configurations, enabling the company to Edinburgh and the National Space Centre in support multi-channel display layouts. realistic and immersive” Leicester, both in the UK – each had custom Many planetariums worldwide are systems with new features and capabilities. powered by Delta Media Server, including The company typically works with and the Morrison Planetarium at the California supplies its technologies to specialist Academy of Sciences in the US, Moscow This set-up is still in play for the really high integrators, but occasionally works direct Planetarium in Russia, and the Hayden resolution and meaty systems, or those with theatres. “A common trend is that Planetarium in New York, US. Its needing advanced production capability, but many customers come to us with very technologies have also been supplied to a the new simpler configuration of a single specific needs and requests, and we often number of non-planetarium dome projects, box makes things more affordable and add new features to help the customer such as the National Military Museum in manageable for many venues wanting to achieve what they are after,” says Barton. the Netherlands and the Marvel Experience, play content to their audiences.” 7thSense is increasingly seeing 8K 60fps a dome attraction touring North America. 7thSense’s systems come with Full Dome dome displays as content catches up with “What’s unique about Delta is that we’re Mode as part of the software package. This system potential. The company believes now able to drive multiple projectors from a enables simple workflow of uncompressed, the next step in dome display technology single server,” says company director Matt native fisheye dome masters with full warp, will be making the planetarium experience Barton. “In the past, you’d need at least blend, auto-alignment and slicing. even more realistic and immersive, one server per projector, and then another “For content creators, this allows their encouraging more audience involvement machine to control the other machines. media to be shown the way it was intended, in how data visualisation is shaped. O

TICKETING

Dream Tickets Ticketing systems are becoming ever more advanced in order to improve the guest experience and the operator’s bottom line. We investigate the sector’s current and upcoming trends

Kath Hudson, journalist, Attractions Management

CRM says Edwin Hemkes, chief commercial offi cer at Syx. “You can’t capture this LOYALTY & MEMBERSHIP information so well on the gate, but with his is currently an area of intense more people buying tickets online, it’s the focus and where attractions are set perfect opportunity to fi nd out about them.” here’s an increasing focus on T to make important gains. Using data to understand the customer turning visitors into repeat “CRM and big data is hugely and their behaviour, attractions can T business with membership and important: it’s fi nding out who’s coming, create a much more holistic customer loyalty programmes. how often they’re coming and other valuable experience. The more they entertain “This is a fundamental change in information that can be used for marketing,” and engage the customer, the more the the business model, but one which customer is likely to want to come back. stands to deliver greater value,” “Information is very powerful when says Ferguson. “Firstly, it means it’s predicting with accuracy what people are easier to forecast income over time likely to do, helping operators to build on rather than taking the approach of their successes,” says Peter Ferguson, seeing who turns up on the day. It head of operations, ticketing and electronic also means operators are able to point of sale at the Access Group. develop better relationships with their “Something as simple as ensuring you customers, making the experiences have the right stock, positioned in the right more targeted and relevant.” place within the shop can make all the “With a membership scheme, difference to sales. Similarly, with food, it operators create predictable revenue can help to better gauge what to buy and streams. If a company wants to sell how much to cut down on wastage. Looking an attraction, this makes it a more at the business in this way helps to cut interesting proposition for investors.” costs and drive up revenues with repeat visits, and the ability to market and cross- Edwin Hemkes, Syx sell to those visitors,” Ferguson says.

Information is very powerful when predicting with accuracy what people are likely to do, helping operators to build on their successes

Peter Ferguson, Access Group

The multi-functionality of smart phones is changing the way we enjoy attractions

USING SMARTPHONES Gamiﬁcation means visitors could gain obile sites need to be as accessible as desktop sites since points for coasters they ride, and compete M more and more sales are now against friends, working towards a reward being made this way. Hemkes says mobile apps are a growing trend, as it makes it very easy for visitors and offers a great reporting tool for managers. “Taking this one step further, if the ticket is delivered to the mobile device and MAKING PREDICTIONS GAMIFICATION stored in the Wallet or Passbook, the user doesn’t even have to upload an email, but can use near ﬁeld communication (NFC) to hether looking at the he Embed Mobile POS (emPOS) fast-track through admission points, which weather forecast to predict solution is being used to reward translates to fewer staff and an improved W visitor numbers, or looking T children at each activity at the visitor experience,” says Simon Kniveton, at sales reports to inform Landmark Group’s FunWorks director at Vennersys. stock buying, cloud-based business FEC at Yas Mall in Abu Dhabi. Vennersys launched Apple Pay support intelligence tools are helping attrac- Andrea Bisi, director of international in April, as well as support for the Apple tions tighten up their operations. business development for Embed, Watch. This next generation of ticket “It’s possible to better predict suggests this could be adapted by handling allows visitors to wave their everything, including how much other operators, so visitors can gain watch at the admission point. revenue your attraction’s going to points for coasters they ride, allowing Syx is working on systems which make in a given month. You can them to compete against friends, but use GPS and bluetooth technology to learn much more about what your also working towards a reward. This recognise when members come back to customers are buying and what’s could work well with a membership or the attraction and send them welcome not selling,” says Ferguson. loyalty scheme, Bisi says. messages, offers and promotions.

DYNAMIC PRICING A potential future use for RFID could be to lready popular with airlines and theatres, dynamic pricing has enhance safety for children, and make sure kids A yet to be widely embraced by the are leaving locations with the proper adult attractions sector. However, it’s now starting to gain a foothold. Particularly relevant for paid-for exhibitions at museums and galleries, those who book early get cheaper tickets and as tickets run low, they rise in price. VIRTUAL QUEUEING The price reduces again to ﬁ ll last-minute slots, allowing museums and galleries to ot a new concept, but important maximise the income of an exhibition. because not only does a virtual TJ Christensen, senior vice president N queueing system provide another business development North America and revenue stream, but spending hours Europe at Accesso, says this can work for in queues can put visitors off returning. theme parks as well. More options are on offer now, such as “From straight calendar based pricing, to using smartphones and RFID wristbands. packaging and bundling, many clients are “By freeing the guests from queue lines, looking for new ways to entice the customer they’re able to enjoy other shows and to buy early, as well as shift the price- attractions and spend time in retail and sensitive buyers off to shoulder or off-peak F&B outlets, increasing guest satisfaction times,” Christensen says. “When executed and in-park spending,” says Christensen. correctly, you get a happier guest because “It all begins and ends with the guest. We they can visit for a price they can afford, know the simpler the process, the better and the attraction is happy, because they’ve the guest experience will be, resulting in TJ Christensen, Accesso smoothed out variation in demand.” higher per-cap spending and repeat visits.”

Andrea Bisi, Embed

RFID

adio-frequency identiﬁ cation (RFID) offers convenience for the R guest and can encourage more spending as it enables a cashless visit, which works especially well with membership schemes. A potential future use for RFID, or disposable wristbands, could be for enhanced safety for children, says Bisi. With the use of speciﬁ c “guest check” features, we can make sure kids are leaving the locations with the proper adult, he says. Accesso’s Qband has RFID capabilities that support cashless payments and locker rentals

OFFER THEM A RELATIONSHIP

Learn more about your visitors and help them make the most of what you offer, with real-time information at your ﬁngertips. Schedule targeted events and exhibitions, create member-only events, get clear fundraising guidance - all safe in the knowledge of what your visitors really want.

Gateway Ticketing Systems, Inc. and Gateway Ticketing Systems UK offer integrated Ticketing, Customer Relationship Management and Business Intelligence solutions for Museum and Heritage attractions, Theme Parks, Water Parks, Zoos and Aquariums globally.

www.gatewayticketing.comgatewayticketing.com www.gatewayticketing.co.ukgatewayticketing.co.uk + 1 610.987.4000 020 7912 2022 TICKETING PHOTO: GWEN FLICKR/ SCHROEDER

HACKING Recent news reports said software engineers hacked into the Burning SOCIAL MEDIA ith so much customer Man’s Ticketﬂ y ticketing system to information being stored in cut to the front of the queue ocial media creates immense W systems, security has never been potential to gain better insight more important. The recent story S into audiences, according to of hackers who managed to jump to the David Hancock, director at front of the queue for Burning Man tickets Langdale Attractions Solutions. emphasises how hackers will be quick to “Social media offers us the ability take advantage of any loopholes. to identify key trends and similarities Ferguson says there are a number of from each guest,” he says. “This basic steps operators can take to guard allows the attraction to target a against attacks, such as keeping web- like-minded demographic based site software up-to-date, making sure new on interests, age groups, locations patches are applied, acting on third-party Social media allows us to and relationships. Tapping into vendor mailings regarding security issues, identify trends between this information for the attractions using generic login error messages and market is still in its infancy, but this ensuring complex passwords are used. guests and target a will play a vital role going forward.” “But above all else, put websites and like-minded demographic applications through their paces to test for all possible ways that someone might try to compromise the system,” he says.

REAL-TIME MULTI-CHANNEL DISTRIBUTION

eal-Time Multi-Channel with partners has always been compli- distribution is tipped to become cated and time-consuming and reduced R more signiﬁ cant as this helps the opportunity to sell,” says Bisi. “With operators to maximise income. a real-time solution, every sales channel “Managing distribution of tickets is always up-to-date: there’s no double through multiple channels at the same booking, no ticket wasted and immediate time, and clearing/reconciling accounts calculation of partners’ commission.” David Hancock, Langdale

ReCreateX manages:

Timed Ticketing Point of Sale & Retail Bookings Memberships Event Management Stock Management Gift Aid

Syx also provides:

Online solutions and mobile apps Self-service kiosks Access control solutions Call us on 01782 499195 or visit www.syxautomations.com

For full company and contact details please visit attractions-kit.net Asian Attractions Expo

Taking place at the Hong Kong Convention and Exhibition Centre on 17-19 June 2015, the expo welcomes 7,000 professionals from the Asia market. We preview the news and products coming to the trade show ﬂ oor

attractions-kit.net keyword: SimEx-Iwerks

Scrat stars in No Time for Nuts 4D SimEx-Iwerks SimEx-Iwerks Entertainment is presenting the latest additions to its library of 4D blockbusters. From the creators of Ice Age, No Time for Nuts 4D is a custom 4D show starring Scrat, the loveable, acorn-obsessed squirrel in a time-travelling quest. Inspired by the best-selling app, Angry Birds 4D is a thrilling adventure for the whole family from the world’s favourite feathered heroes. And, from the worldwide smash hit Pacifi c Rim, comes an action-packed 4D fi lm that puts the audience inside the fi ght to save Earth. Q Booth #1520 attractions-kit.net keyword: Whitewater Attractions No Boundaries is a dynamic adventure experience from WhiteWater Attractions WhiteWater Attractions WhiteWater Attractions is exhibiting No Boundaries, an exciting dry attraction offering high-thrill and high-challenge activities for guests of all ages and skill levels. With an innovative visual presence, No Boundaries combines elements and activities for both harnessed and unharnessed participants. Weaving together a horizontal challenge course, radical vertical uphill climbs with downward controlled descents and a winding aerial zip coaster, No Boundaries offers a dynamic experience within a singular adventure park. Q Booth #718

Vekoma attractions-kit.net keyword: Severn Lamb Vekoma, one of the world’s biggest The Mini Express electric train is ideal for FECs ride makers, is demonstrating at the Asian Attractions Expo how its Severn Lamb in-house design, engineering and Along with its range of People Movers, Severn manufacturing puts the company Lamb is exhibiting the Mini Express, a small in a unique position. Vekoma electric train manufactured by Wattman, specialises in custom-designed, represented exclusively in China by Severn innovative rides and, with its Lamb. The Mini Express, which is ﬁ tted with partner Brogent Technologies, proximity sensors, is ideal for shopping centres offers a broad range of media- and FECs. At the last Asian Attractions Expo, based and interactive attractions. the partnership sold three trains into Ningbo, Vekoma also partners Rocky Guangdong and Harbin in China. Severn Lamb Mountain Construction to bring a is offering an exclusive show offer available to attractions-kit.net keyword: Vekoma wooden coaster line to its clients people who visit the booth. Q Booth #627 A Vekoma’s coaster at Tibidabo in Spain (see page 62). Q Booth #724

96 attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015 attractions-kit.net keyword: International Play A play structure for Discoveryland, Hong Kong Iplayco International Play Company (Iplayco) is a leader in the custom design and manufacturing of attractions-kit.net keyword: Holovis indoor play structures. At the Asian Attractions Holovis is combining virtual-reality technology with dark ride attractions Expo, iPlayco is presenting new installations, such as Discoveryland, Hong Kong’s largest Holovis FEC. It features the largest indoor slides in Holovis is bringing its immersive dark ride experience to the trade show through Asia and a variety of fun and learning activities the means of virtual reality. Using 360° fi lming techniques, the turnkey attraction for all ages. Iplayco fi tted the attraction with will be showcased on Oculus Rift headsets. After the show, it will be uploaded to an air trek obstacle course, slides, mini golf, a the Oculus download store and will be the fi rst real ride experience to have been playground and more. Q Booth #512 recreated on this platform. Using organic motion and special effects, riders enter a virtual world that feels more immersive than a traditional coaster. Q Booth #1738 nWave nWave invites guests WhiteWater West to its immersive WhiteWater West’s slideboarding 3D/4D theatre to integrates gaming, skill and view its latest fi lms. competitive sports into a futuristic The multinational waterslide experience. It uses fi lm producer and a smart gaming system that distributor is showing tracks the rider’s progress and The House of Magic scores over his run down the 4D, Knights Quest attractions-kit.net waterslide on an interactive 4D and Haunted keyword: nWave vehicle. Slideboarding is designed Mansion 4D. Haunted nWave fi lms are to appeal to a variety of waterpark Mansion and The available in Chinese visitors, offering excitement House of Magic are attractions-kit.net keyword: Whitewater West without being too physically both available in Chinese, while the others Slideboarding: gaming meets waterslides challenging. Q Booth #818 have no narration and are suitab++le for any audience. Top of the bill is an nWave dark ride fi lm, Dragon Mine Ride, taking its audience on a journey into the dragon’s den. Q Booth #1218

attractions-kit.net keyword: Empex attractions-kit.net keyword: TPG Empex’s trademark colours at Seoul Hilton Empex The Crane Dance at Resorts World Sentosa, Singapore Find out about Empex’s recent projects, such The Producers Group as the Aquacircus at Seoul Hilton. A downsized The Producers Group (TPG), an overall Gold Sponsor of the Asian Attractions Expo layout makes it perfect for installation in and sponsor of the Leadership Breakfast, is inviting delegates to visit its booth hotels and resorts, recreation centres and and meet the company’s new vice president of business development, Brian Paiva. areas with limited space. The South Korean Also representing TPG will be co-CEO, Edward Marks, and senior project manager, capital’s Hilton now has a water playground Judd Nissen. TPG is presenting recent projects, including four shows at Chimelong featuring an Aquacircus Aquadek with circus Ocean Kingdom in Hengqin, China; the Fortune Diamond at the Galaxy Macau; and theming and a tipping bucket. Q Booth #628 the Crane Dance at Resorts World Sentosa, Singapore. Q Booth #2806

attractions-kit.net keyword: IdeAttack IdeAttack specialises in mixed-use projects IdeAttack IdeAttack is presenting upcoming projects to attractions-kit.net keyword: Zamperla visitors of the Asian Attractions Expo. One of Zamperla is presenting Thunderbolt to the Asian market IdeAttack’s major projects is “Fun Capital” theme park, under construction near Beijing, Zamperla China, and set to open by the end of 2015. Zamperla is introducing the thrill coaster Thunderbolt. The ride – designed by Located in ChangPing County, Fun Capital is Zamperla’s rollercoaster department in collaboration with world-renowned coaster part of Beijing Outlets World, a large complex designer Stengel Buro – is custom built for an narrow area of just 15 metres (50 that includes also a shopping mall, a resort feet) by 260 metres (853 feet). With 681 metres (2,234 feet) of track, the ride and a conference centre. Q Booth #1018 reaches speeds of 90kph (56mph). With its small footprint, Thunderbolt appeals to parks with limited space looking for a thrilling coaster ride. Q Booth #1023 Niceberg Niceberg Studios Huss presents its new Huss’s renowned attractions, like 3D/4D attraction Sky Tower, Top Spin, Giant Frisbee film, Little Dolphin. and King Kong, remain in huge The audience joins demand. After successfully bringing a young dolphin on the Condor 2G (2nd Generation) a marine adventure, back to life in 2013, with two discovering the attractions already delivered, Huss beauty and the attractions-kit.net is working on the first Condor dangers of ocean keyword: Niceberg 2GH (2nd Generation Hybrid), life. This high-quality Little Dolphin has an opening in 2016, including a newly Belgium-made ecological message designed hybrid seat arrangement, production targets attractions-kit.net keyword: Huss a combination of suspended seats 3D cinemas and 4D theatres in parks as well Huss’s Condor is a signature ride and classic gondolas. Q Booth #727 as other attractions like aquariums, zoos and other venues. The 10-minute film has a subtle yet positive underlying ecological message: the future is bright and blue. Q Booth #2016

attractions-kit.net keyword: Intamin attractions-kit.net keyword: ProSlide Intamin’s wheel at Hello Kitty Park, Anji, China Intamin A new hybrid ride from ProSlide is under construction at Tieling La Viva in China Intamin is introducing its latest rides, including ProSlide its Coaster Wheel at Hello Kitty Park in Anji, ProSlide is talking to expo guests about its latest stand-out projects. Shaoxing Mirror China. The 35-metre (115-foot) wheel has 16 Lake waterpark, opening in 2015 in China, showcases some of ProSlide’s iconic gondolas, which move along a track according designs, including a custom complex with Turbo MAMMOTH and MAMMOTH, custom to the rotation of the wheel. A Looping Coaster complex with TORNADO 12, three PIPEline, CannonBOWL 40 and TurboPIPEline. is set to open at Romon World, Ningbo, China, Other projects include Ocean Park, Indonesia, and Tieling La Viva in China (see page a 560-metre (1,837-foot) long indoor ride with 54), which features a new hybrid ride incorporating a TORNADO 24/TORNADO 60, speeds of 80kph (50mph). Q Booth #518 MAMMOTH, SuperLOOP (with SkyBOX) and TurboTWISTER. Q Booth #414

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EXPOSE S one source. inﬁnite solutions. That’s why you join IAAPA — a single source of like-minded businesses with inﬁnite solutions to grow your bottom line. You need a partner who understands how to take your attraction from good to great. We share best practices, unite in a common cause, and work toward the good of the entire industry. What do you need for your business? Join us and make it happen. www.IAAPA.org/Membership

INTERNATIONAL ASSOCIATION OF AMUSEMENT PARKS AND ATTRACTIONS

ACCESS GAMMA EAG INTERNATIONAL 2016 Modular integrated management 7KHGH¿QLWLYHVKRZIRUWKH information systems for visitor attractions, European Amusement and 12-14 January 2016 museums, heritage sites and theme parks Coin-Op industries ExCel London Exhibition Centre T 0845 835 0192 E [email protected] T +44(0)1582 767254 E [email protected] www.theaccessgroup.com/gamma www.eagexpo.com

ANTONIO ZAMPERLA SPA EAS Liseberg Sweden The Amusement Euro Attractions Show 2015. 6-8 Oct. 2015 Rides Company R Register now for Europe’s premier event for the attractions industry

T +39 0444 998400 E [email protected] T: +32 2609 54 45 www.zamperla.com www.iaapa.org/eas

BERTAZZON EMPEX WATERTOYS Manufacturers of unique An innovator of unique merry-go-rounds, high quality interactive aquatic bumper-cars and go-karts playgrounds and spray parks

T +39 0438 966291 E [email protected] T +1 866 833 8580 www.bertazzon.com www.watertoys.com

CUMMINS-ALLISON EUREKA! THE NATIONAL CHILDREN’S MUSEUM Industry-proven coin Eureka! is the UK’s KDQGOLQJFXUUHQF\QRWHKDQGOLQJDQGRI¿FH national children’s equipment to a variety of business sectors museum

T +44 (0)2476 339810 E [email protected] T 44 (0)1422 330 069 www.cumminsallison.co.uk www.eureka.org.uk

DAN PEARLMAN ARCHITECTURE EVANS & SUTHERLAND Storybuilding: we turn Creators of Digistar an experience into a brand + 5 fulldome digital a brand into an experience. planetarium system and distributors of fulldome shows T +49 30 53 601 860 T +1 801 588 7972 www.danpearlman.com www.es.com

D J WILLRICH LTD To book your space in the Web An audio visual multimedia integrated system company Gallery contact Julie Badrick

Tel +44 (0)1462 471919 T +44 (0)1590 612 603 Email [email protected] www.djwillrich.com WEB GALLERY

FORREC NATIONAL MARINE AQUARIUM Specialists in the creation of Full consultancy and project entertainment and leisure delivery service ranging from short term advice to environments worldwide complete management of third party facilities

T +1 416 696 8686 T 0844 893 7938 E [email protected] www.forrec.com www.national-aquarium.co.uk/consultancy

HIPPO LEISURE N WAVE 6SHFLDOLVWVLQÀXPHVOLGHVDQG Fully integrated digital studio interactive water play. handling all aspects of 3D cinema production and distribution

T +44 (0) 1752 771740 E [email protected] T +322 347 6319 E [email protected] www.hippoleisure.com www.nwave.com

HUSS PARK ATTRACTIONS OMNITICKET NETWORK Development, manufacture Specialists in providing and sale of amusement rides ticketing distribution for amusement parks

T +49 421 4990 00 T +44 (0)1782 714 300 www.hussrides.com www.omniticket.com

INTERNATIONAL PLAY COMPANY POLIN WATERPARKS Design, manufacture and install Global leader in design, engineering, play structures, interactive events manufacturing and installation and custom theming for all ages of waterslides and waterparks

T +1 604 607 1111 T +90 262 656 64 67 www.IPLAYCO.com www.polin.com.tr

JORA VISION QUIRK Design and Production of Full service digital breathtaking experiences and marketing agency environments in the leisure industry

T +31 (0)714 026747 E [email protected] t +44 (0)20 70998849 www.joravision.com www.quirklondon.com

KRAFTWERK To book your space in the Web One of the leading companies LQWKH¿HOGRISUR$9V\VWHP Gallery contact Julie Badrick integration Tel +44 (0)1462 471919 T +43 07242 69269 Email [email protected] www.kraftwerk.at WEB GALLERY

SIMWORX VEKOMA 3D & 4D effects Design and manufacture of family theatres, motion theatres, simulation attractions coasters, thrill and mega coasters DQGWKHSURYLVLRQRI' '¿OPFRQWHQW and family attractions

T +44 (0)1384 295733 E [email protected] T +31 475 409 222 www.simworx.co.uk www.vekoma.com

SKY SKAN VISITOR ATTRACTION EXPO Design and installation of A complete show for fulldome planetariums and the leisure, parks and visualization theaters attractions sectors

T: +1 603-880-8500 T +44(0)1582 767254 E [email protected] www.skyskan.com www.attractionsexpo.co.uk

TAPE MY DAY WATER TECHNOLOGY INC (WTI) The fully automatic visitor WTI maintains the widest video-generating system for range of planning, design sports, rides and attractions DQGHQJLQHHULQJTXDOL¿FDWLRQV in the waterpark industry T +31 20 471 4640 T +1 920 887 7375 www.tapemyday.com www.wtiworld.com

TRIO TECH WHITEWATER WEST INDUSTRIES LTD A leading manufacturer of The global leader in multi-sensory interactive waterpark design, attractions for the entertainment industry engineering, manufacturing and installation

T +1 514 354 8999 E [email protected] T +1 604 273 1068 E [email protected] www.trio-tech.com www.whitewaterwest.com

UNLIMITED SNOW WHITEWATER ATTRACTIONS Unlimited snow services Designer and manufacturer for all snow and ice of harnessed attractions, interactive leisure experiences play structures and water rides

T +31 20 471 4640 T +1 604 273 1068 E [email protected] www.unlimited-snow.nl www.whitewaterattractions.com

To book your space in the Web Gallery contact Julie Badrick Tel +44 (0)1462 471919 Email [email protected]

Attractions Management is published four times a year by the Leisure Media Co Ltd, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ, UK. The views expressed in this publication are those of the author and do not necessarily represent those of the publisher the Leisure Media Co Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd. Printed by the Manson Group Limited. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally. ©Cybertrek Ltd 2015. ISSN 1479/9154. To subscribe to Attractions Management log on to www.leisuresubs.com or email: [email protected] or call +44 1462 471930. Annual subscription rates are UK £37, Europe £50, rest of world £72, students (UK) £19.