Attractionswww.attractionsmanagement.com management MFC(-H+)'((
Attractionswww.attractionsmanagement.com management MFC(-H+)'(( E@:BM8IE
FC8E;=CFI@;8FG JK8IKFLIJ @JK?<=FI:<JKIFE>N@K? ;@JE 8[c\iGcXe\kXi`ld D\\kk_\: Read Attractions Management online: www.attractionsmanagement.com/digital follow us on twitter @attractionsmag K? Discover a universal and timeless 3D/4D attraction 'OEDELE 'ILLIS s 4EL s &AX s GOEDELE NWAVECOM s WWWNWAVECOM *ANINE "AKER s 4EL s &AX s JBAKER NWAVECOM .ORTH 3OUTH !MERICA 3ALES ATTRACTIONS MANAGEMENT EDITOR’S LETTER SCALING UP ON THE COVER: n this issue we talk to Merlin CEO Nick Varney about Star Tours, p32 his company’s plans for international expansion fol- lowing the recent opening of Legoland Florida. READER SERVICES I The growth of Merlin has been a labour of love for Varney SUBSCRIPTIONS who’s been with the business since it was Vardon, a small Denise Gildea +44 (0)1462 471930 operator of Sea Life Centres – regional and local aquariums. CIRCULATION MANAGER Identifi ed as a potential future CEO of the Tussauds Michael Emmerson +44 (0)1462 471932 Group during his time with that company, Varney’s move EDITORIAL TEAM to Vardon perplexed many who thought he’d walked MANAGING EDITOR away from a big opportunity to go places with Tussauds Kathleen Whyman +44 (0)1462 471918 in favour of what was then a small and slightly scruffy local attractions operator. The growth and rebranding of the business and its transformation into EDITOR Merlin hasn’t happened overnight, but has been a long and thoughtfully con- Liz Terry +44 (0)1462 431385 ducted process, with a number of strategic developments and investments NEWSDESK along the way, including – rather sweetly – the purchase of Tussauds Group Tom Walker +44 (0)1462 471917 and later Lego to form a group which is now second only to Disney in scale. Pete Hayman +44 (0)1462 471931 Unlike many operators who embrace ventures money to grow their busi- Martin Nash +44 (0)1462 471933 nesses and fi nd it sucks the life out of them, Merlin has managed to keep a ADVERTISING TEAM succession of investors happy, while being profi table enough to be able to con- PUBLISHER Merlin has become master of branding and scale – fi tting Julie Badrick +44 (0)1462 471919 each business to the opportunity to create a company that’s ADVERTISING SALES John Challinor +44 (0)1202 742968 thriving at local, regional, national and international levels Jan Williams +44 (0)1462 471909 tinue to invest in the businesses it has both acquired and grown itself. ATTRACTIONS RECRUITMENT The company has plans to expand into both the Asian and US markets, with Ben Barnard +44 (0)1462 471914 the new Lego park in Florida being the fi rst major foothold in North America. ADVERTISING PRODUCTION The acquisition of the old Busch Gardens and its transformation into the new Ed Gallagher +44 (0)1462 431385 high-profi le Lego attraction was a clever move and it’s clear Varney’s delighted WEB TEAM with how the new park has turned out, given its melding of the best of the old with the new elements. There are many mothballed theme parks around the INTERNET world, particularly in the US, so if the company wants to pick up more busi- Michael Paramore +44 (0)1462 471926 nesses to rebrand and revive, then there will be opportunities to do so. Dean Fox +44 (0)1462 471900 Merlin is unique in having grown from being a small attractions operator into Tim Nash +44 (0)1462 471917 one which has a full range of attractions within its portfolio, from small local and Emma Harris +44 (0)1462 471921 mobile, to full-scale theme parks. No other operator has managed to create this FUN-KIT.NET/MUSEUM-KIT.NET mix. It’s interesting to consider whether it’s more achieveable to scale up than PRODUCT SEARCH ENGINE scale down – is it the local and regional attractions which are harder to crack? Martin Nash +44 (0)1462 471933 No major theme park operator has ever managed to ‘think small’ and roll out a DESIGN successful chain of attractions at this level. Merlin has become master of brand- Andy Bundy +44 (0)1462 471924 ing and also master of scale, fi tting each business to the opportunity to create a FINANCE company which is thriving at local, regional, national and international levels. Sue Davis +44 (0)1395 519318 Liz Terry, editor, twitter: @elizterry Denise Gildea +44 (0)1462 471930 Rebekah Scott +44 (0)1462 471930 THE LEISURE MEDIA COMPANY PUBLISHES Attractions SPORTS management MANAGEMENT E@:BM8IE The Leisure Media Company Ltd, The resurgence of American Football SIR PHILIP CRAVEN How sport JK8IKFLIJ The IPC president on is coping athlete empowerment Portmill House, Portmill Lane, @JK?<=FI:<JKIFE>N@K? with cuts ;@JE New Zealand’s 8[c\iGcXe\kXi`ld D\\kk_\: AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 5 ATTRACTIONS MANAGEMENT IN THIS ISSUE ISSUE 4 2011 26 Top team: 42 Occupational hazard: Adler Planetarium Mythological mystery 5 Editor’s letter Hailed as the most technologically How Zeugma Mosaic Museum’s 8 Theme park news advanced in the world, Grainger Sky 2,000-year-old artefacts survived fl ood- Theater opened in July as part of Deep ing only to be vandalised and stolen 10 Science centre news Sea Adventure. Members of the team 12 Zoo news behind the project describe their work 44 New opening: 14 Museum news Edging forward Mystery shopper: The CN Tower in Canada’s new 1,200ft- 16 Waterpark news 32 A force to be reckoned with? high EdgeWalk is a must for thrill seekers 18 Heritage news Disney’s Star Tours attraction 21 Gallery news relaunched in May as a 3D experience. 48 Interview: We fi nd out if the force is still strong Chip Cleary 22 Profi le: IAAPA’s new president explains how the Nick Varney 36 Project preview: organisation is embracing change The CEO of Merlin Entertainments talks Pure magic about the opening of Legoland Florida Warner Bros Studio Tour London – The 52 Show preview: in October, the company’s involvement Making of Harry Potter opens next IAAPA 2011 in the regeneration of Blackpool and his March. We get a sneak preview of the Some of this year’s exhibitors detail the plans for Merlin’s continued expansion incredible fi lm sets and props on show products they’ll be showcasing 6 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 ISSUE 4 2011 DIGITAL MAGAZINE: See Attractions Management online: attractionsmanagement.com/digital TODAY’S NEWS AND JOBS: For the latest opportunities in the attractions industry, plus global market news, check out our daily website: www.attractionsmanagement.com or sign up for e-news on www.leisuresubs.com ATTENTION 58 Interview: 78 Ticketing: BUYERS! Jeremy Reed Data driven Wherever you are BALPPA’s new chief executive on how Advice for operators on how to use the in the world, fi nd he’ll continue lobbying for the industry customer data obtained by point of sale suppliers 24/7 systems to generate additional revenue using Attractions 60 Multimedia: Management’s dedicated leisure Time after time 80 Mystery shopper: search engine: www.fun-kit.net Experiences continue to be brought to A grave issue life thanks to multimedia’s developments Glasnevin Cemetery’s new museum SUBSCRIBE: recently received Thea and M&H awards. Be a part of the bigger picture and 64 Waterparks We fi nd out how the attraction has subscribe to Attractions Management. Wet solutions brought new life to this corner of Dublin To sign up, call: +44 (0)1462 471915 A round-up of some of the latest water- park solutions launched this year 82 Product focus: BUYERS’ GUIDE: FUN-KIT For suppliers of products and 70 3D/4D/5D: A selection of the latest products avail- services in the worldwide attractions At a cinema near you able to for the attractions industry industry, turn to page 84 The latest technology is being taken up by the industry, ensuring cutting-edge 84 Buyers’ guide experiences are available for everyone A source of attractions services AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 7 K_\d\GXibE\nj >\iXi[f8ik\X^X#^\e\iXc dXeX^\if]=XekXj`cXe[`X GXiXdflekj`^ej[\Xc]fiJgX`e The International Association of Paramount is to open its first Amusement Parks and Attractions European branded theme (IAAPA) has named Gerardo Arteaga, gen- park in Alhama de Murcia, eral manager of Fantasilandia in Santiago, Spain, as part of a %1.1bn Chile, as its new third vice chair. (£950m, US$1.5bn) tourism The appointment will result in him mov- project expected to open in ing through the positions of third, second, spring 2015. and first vice chair before leading the asso- Proyectos Emblemáticos ciation as its chair in 2015. Murcianos (Premursa) is Arteaga has served in a number of vol- behind the scheme, which unteer capacities within IAAPA. He was will also boast a 1.03 mil- a member of the marketing committee in lion sq m (11.1 million sq ft) 2003 and the FEC committee in 2006. LifeStyle Center business and leisure complex. Premursa has secured a long-term agreement with Paramount Details of the new Paramount park were revealed at a launch event Licensing for the develop- ment and operation of the 550,000sq m (5.9 will be located in the Paramount Promenade million sq ft) theme park. at the grand entrance to the park. Paramount will not be investing in the proj- Meanwhile, the main theme park will boast ect but will assist in the creation of the park, four themed areas: Adventure City for action which is to feature more than 30 attractions and fans; Rango’s West; Woodland Fantasy for two themed hotels. Retail and restaurant units kids; and Plaza Futura offering science-fic- and the Paramount Live live-stage-spectacular tion experiences. An artist’s impression of the new Carowinds ride E\nkfn\iXkkiXZk`fe]fi D\ic`efg\ejC\^fcXe[=cfi`[X :Xifn`e[jk_\d\gXib Merlin Entertainments has Carowinds theme park, in Charlotte, North opened its latest Legoland Carolina (USA), will install a US$6.5m attraction in Winter Haven, (€4.5m, £4m) WindSeeker attraction in Florida, US on the site of the April 2012. The 301ft (91.7m) tower has a old Busch Gardens. ride capacity of 960 passengers per hour. The 150-acre (60.7-hectare) Riders will experience a sense of weight- Legoland Florida is the fourth lessness as the swings reach speeds of up Lego-branded park and fea- to 30 miles per hour and the arms extend tures more than 50 rides and outward at a 45-degree angle. shows in 10 themed zones. WindSeeker will be equipped with These include The speakers located on the ride’s carriage Beginning, which boasts an where audio can play up to eighteen dif- Island in the Sky, a 31m rotat- ferent music tracks. ing platform ride with a 360 view of the entire park, plus The Florida attraction is the fourth Legoland park in Merlin’s portfolio one of the biggest Lego shops D`iXY`cXe[`Xk_\d\gXib in the world where visitors are invited to cre- other second gate attractions from the Merlin fg\ejDXjk\iK_X`i`[\ ate their own ‘mini figures’. portfolio over time. Merlin has already revealed details of its Nick Varney, CEO of Merlin Entertainments, Mirabilandia theme park in Savio, in continuous investment programme for the said: “Legoland Florida is one of the most Emilia-Romagna. Italy, has announced its park with a waterpark scheduled to open in exciting and important projects Merlin has newest ride - a steel dual coaster called Max 2012, and the addition of accommodation and ever developed. (See interview on p22.) Adventures Master Thai. Designed and supplied by Italian ride manufacturer Preston, the ride has been :\[XiGf`ekkfX[[;`efjXliXkkiXZk`fe]fi)'() themed by German firm Theming and Animatronics Industries as an adventure Cedar Point theme park in Sandusky, Ohio, animatronic dinosaurs on a mile-long path, ride taking place in ‘Thailand’. US has announced that a US$1m (£600,000, with the sizes of the dinos ranging from the Other coasters at the 30-hectare %700,000) Dinosaurs Alive! attraction will be 40ft-tall and 72ft-long Ruyangosaurus to the Mirabilandia include Tordano by Vekoma; its major investment for the 2012 season. 2ft-high Angustinaripterus. The attraction has Katun by Bolliger & Mabillard and Explorer The multi-sensory and interactive attraction been designed and delivered by Canada-based by Mack Rides. will allow guests to “mingle” with 50 life-sized company Dinosaurs Unearthed. 8 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 K_\d\GXibE\nj 8mXkXicXe[gcXee\[]fi;`je\p Walt Disney Parks and Resorts Worldwide yester- day announced that it has finalised an agreement with filmmaker James Cameron and production company Fox Filmed Entertainment to create a number of Avatar- themed lands at its parks. Through an exclusive agree- ment, Cameron’s Lightstorm Entertainment, Fox and Disney will partner with Cameron and producing partner Jon Landau to cre- Avatar, released in 2009, is one of the highest-grossing movies in history ate the attractions, with the first Avatar-themed land opening within the at other Disney parks. The other locations will Animal Kingdom park at Walt Disney World, be determined by Disney and its international Orlando, Florida, US. theme park partners. Construction on the first attraction is James Cameron, Jon Landau and their expected to begin by 2013. The agreement gives Lightstorm Entertainment group will serve as The Walt Disney Company exclusive global creative consultants on the projects and will theme park rights to the Avatar franchise and partner with Walt Disney Imagineering in the provides for additional Avatar themed lands design and build of the themed lands. ÊIljj`Xe;`je\pcXe[ËgcXee\[]fiDfjZfn6 Tushino airfield, located in the north-western park when speaking to Rossiiskaya Gazeta, a part of Moscow, Russia, has been described as government-owned daily newspaper. a “suitable” site for a Disneyland-style theme It would form part of the city’s plans to park based on national folklore and tradition. develop 15 new areas of parkland and recreation Moscow deputy mayor Lyudmila Shvetsova for the city, with sites including Hodynka and revealed hopes to create a Russian-themed Mnevniki earmarked for potential projects. LJ)'dN`c[ Dollywood - the Tennessee, US theme park part-owned by entertainer Dolly Parton - is to unveil its US$20m (£12.5m, €14.2m) Wild Eagle steel wing coaster in March 2012. The new experience’s floor- less design will see riders seated four abreast in a for- ward-facing position, with two located on the “wings” either side of the ride’s track. Wild Eagle will start from the Wilderness Pass area and The new coaster will be designed by Swiss firm Bolliger and Mabillard soar 21 storeys in height along the 3,127ft (953m) track, with the rollercoaster Family Entertainment Corporation – said accommodating 28 people at any one time. the installation marked the next phase of Dollywood’s development team is working the theme park’s development. www.sarner.com with Switzerland-based Bolliger and Mabillard “After the honour of receiving the 2010 to create the experience, which includes a 135ft Applause Award, we knew that all eyes were [email protected] (41m) drop and a “zero-G” roll. Parton – who on us here at Dollywood to see what we’d be owns Dollywood alongside the Herschend able to do next,” she said. AM 4 2011 ©cybertrek 2011 JZ`\eZ\:\eki\E\nj :fe]ifek`e^ +;XkkiXZk`fe]fiJZ`\eZ\Efik_ ^\e[\i`dYXcXeZ\ Science North in Sudbury, Ontario, Canada, has added J?< È8]\dXc\gi\j\eZ\ `jcXZb`e^%Nfd\e ;\kif`kXkkiXZk`fej`ek\dgfiXipZcfjli\ jZ`\ek`jkj[feËk_fc[Xj Detroit Science Center and dXepc\X[`e^gfj`k`fej Detroit Children’s Museum have both shut to the public Xjk_\pj_flc[É after being forced to tem- porarily close as a result of “fi nancial hardship”. of women in science. Th is is being done Th e attractions both closed through programmes and activities in sci- to the public on 26 September ence centres and museums. in a bid to “hold down Th e project currently has 11 European expenses, conserve operat- partners and is coordinated by ing cash [and] re-examine Experimentarium, Denmark. our operations”. Th e main objective is to develop inno- A new strategic plan will vative activities and exhibitions in science also be developed by the sites Th e closures were due to ‘fi nancial hardship’ caused by the recession centres targeting students and their teach- during the temporary closure ers and parents. It also aims to target the as part of eff orts to ensure that both remain contributions and poor attendances for the general public to create debates and ignite viable on a long-term basis. Accidental Mummies exhibitions in 2010 have on-going discussions about gender issues. Bosses said a number of schemes also been blamed for the situation. TWIST activities involve exhibitions in announced in 2008-09, which included In a statement, a spokesperson said: “We several European science centres, interac- a new 4D theatre and the construction of have been working hard to continue operations, tive dialogues, teacher trainings, scientist new exhibits for the museum, had led to a however it was not feasible to remain open speed-dating and much more. “fi nancial strain”. A decline in philanthropic under our current fi nancial constraints.” A core part of the project is the TWIST exhibition. Th is comprises a database of 42 female scientist role models and a vir- Dfeki\XcGcXe\kXi`ldkffg\e`e)'(* tual puppet. Th e aim of the exhibition is to challenge any biases the visitor may have Th e CA$35.5m (£22m, %24.9m, US$35m) Rio join the Biodome, the Insectarium, and the towards either gender. Follow the TWIST Tinto Alcan Planetarium at the Múseums Nature Biotanical Gardens as part of sciences museum project online www.the-twist-project.eu Montréal in Canada will open in April 2013. complex known as ‘Space for Life’. Th e new planetarium is the fi rst phase of a Th e government of Quebec, Canada, Rio Sheena Laursen, director of international CA$189m (£122.9m, %138.9m, US$186m) rede- Tinto Alcan and the city of Montreal will pro- aff airs, Experimentarium velopment of the science museum and will vide the funding for the planetarium. 10 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 Qff 8hlXi`ldE\nj 12 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 Lets meet in Berlin 9 - 11 October 2012 EDUCATION PASSION PEOPLE Stay connected. Stay informed. Stay ahead. The conference and tradeshow for attractions and leisure industry in Europe. Visit us at www.IAAPA.org/EAS and we will keep you informed. Dlj\ldE\nj E\nXikdlj\ldkffg\e `eJXe=iXeZ`jZf ;i\j[\eËje\n$cffbd`c`kXip The new International Art Museum of The Military History Museum America (IAMA) opened its doors to the in Dresden, Germany, has public in San Francisco’s Central Market been reopened to the public Art District, US, on 15 October. after an extensive redesign, Waterfall gardens; meeting and event which was led by US-based spaces; and a gift shop form part of the architect Daniel Libeskind. 21,000sq ft (1,951sq m) IAMA, which pro- Initially founded in 1897, vides a new non-profit, permanent art the attraction is now the offi- attraction. According to IAMA, its mis- cial central museum for the sion is to offer visitors the chance to view country’s armed forces and the “most beautiful and precious” works in has more than 10,500 exhib- a bid to promote spiritual health and cul- its on display, dating back to tural development. the 14th century. The museum is one of the largest across Germany, with around 20,000sq m (215,278sq The Daniel Libeskind-designed museum has now opened to the public ft) of exhibition space. The redesign is thought to have cost %62.5m Dresden, with the tip marking the location (£54.7m, US$86.4m). where the first bombs of an Allied air raid fell At the heart of the new-look museum is a on 13 February 1945. D8IBD:ELCKP five-storey wedge of glass, concrete and steel Reese Lubic Wöhrlin; GSE Ingenieur- that “slices” through the centre of the orig- Gesellschaft; Dipl.-Ing. Volker von Gagern; inal 135-year-old building. The wedge has a Ipro Dresden; and Josef Gartner worked along- 99ft (30.2m) viewing platform overlooking side Daniel Libeskind on the project. The museum opened to the public in June 2011 C`m\igffcdlj\ldkffg\e Cfj8e^\c\jdfm`\dlj\ldgcXejdfm\ dfi\^Xcc\i`\j Los Angeles County Museum The £72m (US$115m, €83m) Museum of Art (LACMA) has signed of Liverpool, which opened in July, has an agreement with the revealed that it will open its new ground Academy of Motion Picture floor Great Port area and a first floor boast- Arts and Sciences to press ing three more galleries on 2 December. ahead with plans for the US New galleries at museum, which was city’s new movie museum. designed by Denmark-based 3xN, include A new Memorandum of The Great Port on the ground floor, which Understanding (MoU) will will explore Liverpool’s history on the River see the two organisations Mersey. Other galleries to open on the first work towards the creation of floor include City Soldiers and Liverpool a movie museum in the May Overhead Railway – demolished 55 years ago Company building, known as but revived to be sited at the museum. LACMA West. Proposals for the establish- The new movie museum will be located within the existing LACMA site ment of the new attraction JXe=iXeZ`jZfdlj\ld were first mooted in the mid-1960s, but it is rotating exhibitions exploring the history of lem\`cje\nYiXe[ now hoped the new agreement represents “the movies. Academy chief executive officer Dawn most significant step yet taken”. Hudson said: “Finally, our industry will have The Asian Art Museum (AAM) in San The Academy is currently eyeing a long- a dedicated space where we can inform and Francisco, US, has launched its new brand, term lease on the 300,000sq ft (27,871sq m) excite people about the endless range and pos- which will be implemented in phases and facility, which will house permanent and sibilities of motion pictures.” aims to “engage a broader audience”. After relocating from Golden Gate Park to the city’s Civic Center in 2003, the 8iefc[JZ_nXiq\e\^^\iDlj\ldcXleZ_\j museum will now shift its focus from pre- senting works to delivering experiences The Arnold Schwarzenegger Museum has been childhood bed; a motorbike from one his based on works. International consulting unveiled at the Thal birthplace of the former Terminator films; and some of his first firm Wolff Olins has worked with AAM to actor and current state governor of California, dumbbells. A spokesperson for the Arnold develop the new brand, which has also seen US, near Graz, Austria. Schwarzenegger Museum said: “This museum the adoption of a new logo to represent the According to the BBC, the attraction con- is the world’s only museum that bears his “museum’s bold vision”. tains exhibits such as Schwarzenegger’s name, and is supported by him.” 14 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 NXk\igXibE\nj <[lZXk`feXc Knfe\nnXk\igXibj]fi:_`eX flki\XZ_`e ÈK_\nXk\ic\`jli\ dXib\k`jZ_Xe^`e^Xe[ NfibjkXikjfeLbiX`e\`e[ffinXk\igXib ^ifn`e^`ek_\ 16 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 CHANGING TIMES? S&P works with you to deliver inspirational environments by solving your procurement demands and establishing new models of service consolidation and partnership working The Edge, University of Leeds Cardiff International Pool K2, Crawley The Peak, Stirling Sports Village DELIVERING INTELLIGENT SOLUTIONS FOR 30 YEARS Architecture t Masterplanning t Consulting t Regeneration tFeasibility Refurbishment t Consultation t Engagement t Procurement Advice Project Management t Planning Sustainability t Value Management LONDON NOTTINGHAM GLASGOW Victory House 9 Weekday Cross Mackintosh House 30 Kingsway The Lace Market 5 Blythswood Square London WC2B 6EX Nottingham NG1 2GB Glasgow G2 4AD +44 (0)20 7831 8877 +44 (0)115 941 5369 +44 (0)141 225 8399 +44 (0)20 7831 4477 FAX +44 (0)115 947 5955 FAX +44 (0)141 225 6271 FAX www.s-parchitects.com [email protected] ?\i`kX^\E\nj )'()Nfic[Dfeld\ekj NXkZ_glYc`j_\[ =XZ\c`]k]fiJkXkl\f]C`Y\ikp Nearly 70 locations across 41 countries and Atkins, the international territories, including some in the UK, have engineering and design con- been included on the World Monument sultancy, has been appointed Fund’s (WMF) 2012 World Monuments to lead the US$27.4m (€19.8m, Watch. London’s South Bank Centre is £17.5m) renovation pro- featured on the latest list, in addition to gramme at the Statue of Newstead Abbey in Nottinghamshire and Liberty in New York, US. the ruins of Coventry’s former Cathedral The company has been Church of St Michael. chosen by the US National The World Monument Watch has been Parks Service to carry out published on a biennial basis since 1996 in “life safety” improvements order to raise awareness of important cul- at the landmark, which will tural-heritage sites in need of assistance. commence in November this year. Atkins will manage the construction works process as part of the scheme, which will feature the replacement of ele- Renovation work on the statue and visitor facilities will begin November vators; accessibility upgrades; and enhanced security and fire systems. will make her safer and more accessible to vis- Gary Self, project manager for Atkins, said: itors in the future.” “Besides the American eagle, few other sym- The Statue of Liberty will remain closed to bols represent freedom in the way that the visitors for a year while work is carried out, Statue of Liberty does. We couldn’t be more but Liberty Island will continue to be open proud to be associated with a programme that to the public. The new building will be located in Edmonton ;\j`^ek\XdZ_fj\e]fi 8]i`ZXe8d\i`ZXedlj`Zdlj\ldgcXee\[ 8cY\ikXdlj\ld A new US$47.5m (£30m, Ledcor Design-Build (Alberta) has been €34m) national attraction appointed by the Government of Alberta examining the heritage of to deliver the new Royal Alberta Museum African American music is in the centre of downtown Edmonton, being planned for Nashville, Canada. The team, which features Ledcor US, with a proposed opening Construction, DIALOG Design and date of 2013. Lundholm Associates Architects, was The National Museum of selected following an evaluation of four African American Music shortlisted applicants. (NMAAM) is to focus on the It is anticipated that the new attraction impact of African Americans will provide double the space currently on contemporary music in the offered by the existing museum and will US, with roots in around 50 be able to exhibit all of its artefacts in one genres. It had been proposed location. Multi-purpose spaces includ- that the attraction would also ing a theatre, a café and outdoor terraces cover art and culture under The museum will boast more than 16,000sq ft of exhibition floor space are planned as part of the scheme, which the banner of the Museum of is designed to enhance the visitor experi- African American Art, Music and Culture, but reading room; and community classrooms. ence and increase accessibility. its focus has been redefined. Other planned features include a 64ft (19.5m) Ray Danyluk, Alberta’s minister of infra- NMAAM will provide 16,000sq ft (1,486sq Tower of Impact to symbolise the National structure, said: “This is the right design for m) of floorspace for temporary and perma- Civil Rights Act of 1964, as well as a museum our new museum. It truly expresses our nent exhibits; a 215-seat performance hall; a shop and boutique café. province’s history, landscapes, and poten- tial. Like our province, our new museum will represent the best of what the world ;\j`^ek\Xdjfl^_k]fiEXmpG`\ijZ_\d\ has to offer, celebrating our past, our pres- ent and our future.” Navy Pier, one of the most popular visitor fruition, which aims to transform the his- Edmonton mayor Stephen Mandel added: attractions in Chicago, US, has launched a toric attraction. “We have chosen a design that reflects the global search for a design team to draw up Upscale dining and entertainment options importance of both the new location in the plans for the redevelopment of outdoor pub- and more appealing public spaces to capita- heart of our city, and more significantly, the lic spaces. The announcement is the first step lise on the pier’s “unique setting” are among legacy it will house.” towards bringing its Centennial Vision to the plans for the Navy Pier. 18 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 theme parks and leisure museums & attractions events & exhibitions Web: www.sarner.com E-mail: [email protected] Tel: +44 20 8481 0600 UNITED KINGDOM ..RUSSIA NORWAY .MALAYSIA .NIGERIA SET YOUR SIGHTS N A SMALL FORTUNE Whether you are looking for a valuable addition to your current business, or a start-up project to enhance your earnings potential, Lasersport and Pulse Ranger have the answer. Ideal for corporate entertainment, team building, or just as an enjoyable day out for groups of any ages, both Lasersport clay pigeon shooting, and the Pulse SHOOT TO THRILL Ranger next-generation combat game provide an adrenaline buzz which safely puts paintballing in the shade. Both use a harmless infrared beam which is picked up by sophisticated detectors, meaning they’re safe for the environment and don’t create any mess. The products are extremely adaptable: ● Suitable for players of all ages and abilities ● Easily portable ● Played almost anywhere – indoors and out! So with no expensive facilities needed, you really can just set up and start making money. If you want to find out more about the phenomenon that’s hit over forty countries around the world, and is offered on the top cruise liners, call our expert team now. With an excellent business pedigree, we’ll help you make a healthier living in sports and leisure. Telephone +44 (0)1746 767186 www.lasersport.biz Email [email protected] Fax +44 (0)1746 761312 SET YOUR SIGHTS >Xcc\ipE\nj E\n^Xcc\ip]fi;\jZXejfj`k\ The new US$2.9m (£1.9m, €2.1m) Sturt Haaga gallery, which will showcase exhi- Planning and bitions of art, science and history, has opened at the Design Consulting Descanso Gardens botanical gardens in California, US. The space has been five Working with clients to years in planning with fund- plan and create exhibitions ing being provided entirely from private sources, led by and attractions a US$2.1m (£1.3m, %1.5m) gift local residents Heather Sturt Haaga and Paul G Haaga Jr. The gallery was created by The new gallery space will double the arts space at the visitor attraction restoring an existing structure adjacent to the historic Boddy House, located A “green roof” garden above adds insu- in the southeast corner of the 150-acre botan- lation, absorbs rainfall and provides a space ical garden’s property, and doubling it in size to exhibit Californian native and other cli- with additional gallery and support spaces. mate-compatible plants in an ornamental, Designed by Los Angeles-based architects small-space garden. Frederick Fisher & Partners, the exterior fea- An intimate botanical garden of sculptural tures seek to integrate the building with the plants will also connect the historic garage surrounding gardens and landscape. building with the extension. Consulting services Our key services include: JXe=iXeZ`jZfdlj\ldlem\`cje\nYiXe[ sJOUFSQSFUJWFQMBOOJOH sFYIJCJUBOEHBMMFSZEFWFMPQNFOU The Asian Art Museum (AAM) in San will now shift its focus from presenting works sGBDJMJUJFTBTTFTTNFOU Francisco, US, has announced the launch of to delivering experiences based on works. sGFBTJCJMJUZTUVEJFT its new brand, which will be implemented in International consulting firm Wolff Olins has phases and aims to “engage a broader audi- worked with AAM to develop the new brand, ence”. After relocating from Golden Gate Park which has also seen the adoption of a new logo to the city’s Civic Center in 2003, the museum to represent the “museum’s bold vision”. A planning application for a major AU$7.55m (£4.8m, €5.4m, US$7.7m) expan- sion of Bendigo Art Gallery in Victoria, Australia, has Animatronics been submitted by the local %FTJHOFE EFWFMPQFEBOEDSFBUFE authority. The City of Greater GSPNZPVSJNBHJOBUJPOFTQFDJBMMZGPS Bendigo is proposing the con- sUIFNF1BSLT struction of two new gallery sBUUSBDUJPOT spaces and a newly-enlarged sBRVBSJVNT entrance area, along with the sTDJFODF$FOUSFT provision of new storage and sNVTFVNT loading facilities. s[PPT Melbourne-based architects Fender Katsalidis are behind The expansion has been designed by architects Fender Katsalidis the designs for the scheme, Planning and Design Consulting which is expected to commence in mid-2012 project, alongside funding from the council 5IF/BUVSBM)JTUPSZ.VTFVN and forms part of the authority’s View Street and philanthropic sources. $SPNXFMM3PBE-POEPO48#% Arts Precinct Master Plan. City of Greater Bendigo mayor Rod Fyffe 5FM The state government of Victoria has con- said: “This project will greatly improve the &NBJM"4BOEFST!OINBDVL tributed a total of AU$3.775m (£2.4m, €2.7m, gallery and its capacity to host international US$3.8m) in grants towards the expansion blockbuster exhibitions well into the future.” www.nhm.ac.uk/planning-design AM 4 2011 ©cybertrek 2011 INTERVIEW E@:BM8IE Legoland Florida opened last month signalling Merlin Entertainments’ arrival in Orlando. With 78 attractions and more in the pipeline, CEO Nick Varney tells Kathleen Whyman why he can’t envisage a time when the company will stop expanding ur aim is for Merlin – all in an exciting new leisure retail devel- edge of the lake, for example, we’ve taken Entertainments to be as opment being built by Circle Entertainment. the water ski shows that Cypress Gardens big in North America and “We’re increasingly interested in cluster- was famous for and incorporated them into Asia Pacifi c in 10 years ing our midway brands together wherever our own signature pirate show with Lego time, as it currently is in we can,” says Varney. “We recently put a characters on jet skis and water jumps. Europe,” says CEO Nick Sea Life and a Legoland Discovery Centre I think it will become one of the iconic Varney. Given that Merlin next to each other in Dallas, for example, shows in the Florida theme park belt.” has more than 50 attractions in Europe, and we’re doing the same next year in The park also boasts the fi rst Legoland Èthis isF an ambitious plan, but Varney’s con- Kansas City. Next year we’ll also be add- wooden coaster and, thanks to the existing fi dent it can be achieved. ing a Madame Tussauds to our other four suspended coaster, guests can now attend He has good cause. This year alone, Sydney attractions.” a fl ying school as well as the traditional Merlin, which is the world’s second largest Merlin’s also working with Circle to boating and driving schools. As with all the visitor attraction operator, has acquired six open other observation wheels around the Legoland Parks, in the heart of Legoland of Australia/New Zealand’s top attractions;. world, including a proposed project in Las Florida is Miniland – a has-to-be-seen- opened seven other midway attractions Vegas. “There are three wheel projects on to-be-believed reconstruction of iconic around the world, with many more in devel- the table there at the moment, but there’s US landmarks built with incredible detail opment; and announced plans to build only room for one,” says Varney. “It’s all entirely from Lego bricks. for the fi rst time in Japan and Korea. As if subject to fi nancing and licensing, but Prior to Merlin purchasing Cypress this wasn’t enough, Merlin is a partner in we’re pretty confi dent with our project.” Gardens, £100m (%114m, US$156m) had the regeneration of British seaside town already been spent on new rides and Blackpool and has just opened its fi fth and LEGOLAND FLORIDA infrastructure, some of which have been largest Legoland Park – Legoland Florida – Varney knew when he fi rst saw the Cypress adapted for the new park. “What the site on the former Cypress Gardens site. Gardens site, just a little more than two needed was real focus and a recognised Merlin’s entry into Florida is a huge years ago, that it would be a success. “It’s brand,” says Varney. The advantages of step for the company, and is intended such a beautifully landscaped park, with a going into an existing theme park were to be closely followed in 2013 by three lake and botanical gardens and the most also huge. “It took us a little more than midway attractions on International Drive fantastic entrance, winding down through two years from fi rst walking on the plot to in the heart of Orlando – an Orlando Eye, colonial style houses. “We’ve used all this opening Legoland Florida,” says Varney. Madame Tussauds and Sea Life aquarium to our advantage,” he continues. “On the “It cost much less than a new build would MIDWAY ATTRACTIONS C\^fcXe[=cfi`[X ■ 12 Madame Tussauds (Sydney to open in 2012) `jD\ic`eËjY`^^\jk ■ 33 Sea Life attractions, with two more to open in 2012 C\^fcXe[kf[Xk\ ■ Seven Dungeons ■ Five Legoland Discovery Centres – 3 more to open in 2012 ■ Three Eyes – observation attractions with a 4D cinema experience – in London, Sydney and Blackpool ■ The Blackpool Tower, UK ■ Sydney Aquarium, Australia ■ Wild Life Sydney, wild life park, Australia ■ Manly Oceanworld, Sydney ■ Wild Life Hamilton Island, Queensland ■ Kelly Tarlton’s Antarctic Encounter and Underwater World, New Zealand ■ Earth Explorer, Belgium 22 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 E`ZbMXie\pXk Èk_\nfic[Ëjdfjk Y\Xlk`]lck_\d\gXibÉ have done and we had relatively few prob- Sea Life aquarium as well as the tower’s LEGOLAND lems with planning because it was already famous ballroom and circus. Development zoned and licensed. Most of the big things Five theme parks: Windsor, UK will continue over the next decade but that cause the problems are infrastructure, with a hotel opening in 2012; Billund, Varney is confident that the town can from car parking through to laying down Denmark with a hotel and Sea Life; regain the popularity with families it experi- the drainage. These were already in place, Gunzburg, Germany with a holiday enced in its heyday. plus we had fantastic support from the village; California, US with a waterpark “We’re very happy with what we’ve done,” local community. and Sea Life; and Florida, US. he says. “There are huge plaudits coming “But what’s truly spectacular about Malaysia will open in 2012 and Korea, in from everyone who’s seen it. On the Legoland Florida,” he continues, “is that Japan and Dubai are in discussion launch day in September, a large group although it’s a new theme park, it looks like of quite cynical journalists, including tel- it’s been there forever. It’s just beautiful. I evision crews, broke into spontaneous know I’m bound to say that, but I honestly Vegas of the UK fell through, they were applause at the end of the 4D cinema pre- believe that in very short order people there with Plan B – relaunching the town show to the Eye. will be saying that not only is it a fantas- as a 21st century family resort. “When it “Almost £300m (%345m, $464.5m) has tic Legoland park, but it’s also one of the became evident that people in high places been spent on the resort in the last five most beautiful theme parks on the planet.” were willing to put some serious money years,” he points out. “This has meant into the project, then we were at the front new trams, seven miles of fantastic beach BLACKPOOL of the queue to get involved,” he says. [known as the Golden Mile] with the most Another huge project that Merlin has taken The regeneration includes the launch modern, impressive seafront anywhere in on this year is as partner in the regenera- of Merlin’s biggest portfolio of attractions Europe, increasingly high-quality accom- tion of Blackpool, once one of the most in one place outside of London – focused modation and regeneration throughout the popular seaside towns in the UK, but which around the extensive restoration of the entire town. Along the Golden Mile there’s has been in decline since the 1970s. iconic 158m (519ft)-tall Blackpool Tower. the highest concentration of premier Merlin recognised the resort’s potential Newly opened is the Blackpool Tower Eye, league attractions anywhere, including, and when the initial regeneration plan of Blackpool Tower Dungeon and Madame not just ours, but other developments like using casinos to make Blackpool the Las Tussauds – all joining Merlin’s original Nickelodeon Land at the Pleasure Beach.” AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 23 INTERVIEW C\^fcXe[=cfi`[X ABOUT MERLIN i\Z\`m\[k_fljXe[jf] m`j`kfij`e`kjfg\e`e^ Merlin Entertainments is the number n\\b\e[`eFZkfY\i one visitor attraction operator in Europe and number two in the world. Based in Poole, Dorset, UK, Merlin operates an international portfolio of global and local attractions, including Madame Tussauds, The Dungeons, Alton Towers Resort, Legoland, Sea Life, Gardaland and The EDF Energy London Eye. The company’s 78 attractions, six hotels and two holiday villages in 17 different countries across four continents – Europe, North America, Australasia and Asia – annually receive approximately 44 million visitors, and employ 17,000 staff. The viewing platform at Blackpool Tower =fi\m\ipdXib\kk_Xkd`^_kY\cffb`e^Xc`kkc\ dXkli\#pflj\\\d\i^`e^dXib\kjXe[k_`eb# Ênfn#k_\i\ËjX_\ccf]Xcfkjk`cckf^f]fiË MAGIC FORMULA deliver to our visitors.” Earlier this year the With revenue growing every year despite company stated that its strong develop- challenges within the industry (group rev- ment pipeline would leave Merlin with more enue was up 4.1 per cent and EBITDA up than 80 attractions across four continents 8.5 per cent in 2010 and the company’s on by the end of 2012. At the time of going to target for 2011), I wonder what the secret press, Merlin has 78 attractions with fi ve to Merlin’s success is. “Not to be compla- opening next year. Can Varney foresee cent,” replies Varney. “Everybody knows it a point in the future where the company hasn’t been easy in recent times. We have stops expanding? got great brands in our portfolio and a very “No. I can’t imagine that,” he replies strong team who know exactly how to get without hesitation. “We’ve got a very the best out of those brands.” scaleable model and the market remains Merlin’s strategy is to use six growth fragmented. For every market that might drivers, which are: investment in its exist- be looking a little mature, you see emerg- ing estate; rolling out midway attractions ing markets such as China, India and (Legoland Discovery Centre, Sea Life, South America, and think, ‘wow, there’s a Dungeons, Madame Tussauds and the hell of a lot still to go for’. Eye); turning its theme parks into short “Internally we’re looking to pick up the OWNERSHIP break destinations – with accommoda- pace of our growth, not slow it down,” he At the beginning of 2010 it looked as tion and second gates; leveraging group continues. “What’s interesting about the though Merlin might become a publicly advantage through the Merlin annual pass; Legoland projects is that we’re looking quoted company. Instead, CVC Capital opening new Legoland Parks; and also both for sites that can be funded off our Partners joined Blackstone and KIRKBI as through acquisitions. own balance sheet, and partnerships – shareholders. Varney still has aspirations “All these growth drivers reinforce each such as Malaysia, which opens in 2012 to see Merlin become a public company, other naturally and, combined with the – that are predominantly funded by the but not just yet. “I don’t think anyone would strength of our brands, give us a very good government. In places like Korea you might want to fl oat a company on the stock mar- advantage,” Varney explains. “But, right even see a combination of the two.” ket at the moment and we’ve plenty to be at its heart, we’re driven by the desire to Varney’s other successful ingredient to getting on with,” he says. give our customers a memorable experi- success is good old-fashioned honesty. “I Family and rugby are Varney’s other pas- ence. We measure our performance in this pride myself and Merlin on being a very sions. He has four children, who are big area on a daily basis through our customer straight and fair person and organisa- fans of Alton Towers and the Dungeons, feedback systems. tion,” he says. “What you see is what you and works as “a very informal non-execu- “Ultimately, you can spend lots of money get. Throughout my business career I’ve tive director of Bath Rugby Club”. and acquire lots of things, but unless learned that you don’t need to be clever in With so much going on, it seems incred- you’re making the customer happy so that negotiating and dealing with people, you ible that one person can manage it all. “I they come back for more, you won’t get just need to be straight and fair. If peo- don’t!” he laughs. “At Merlin it’s funda- anywhere. Merlin’s success and ongoing ple see that and trust you, then business mentally about the team. There’s no huge growth is entirely about making sure we becomes much easier.” corporate head offi ce, just a relatively 24 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 small team of very talented and very driven RESORT THEME PARKS people. I may get quotes out there and people in the industry know who I am, ■ Gardaland Resort, Italy – with hotel and Sea Life centre but I have really outstanding colleagues ■ The Alton Towers Resort, UK – with two hotels and indoor waterpark around me, many of whom have been with ■ Thorpe Park theme park, UK the company for a long time and produce ■ prodigious results. I’m probably doing too Chessington World of Adventures, UK – with hotel, zoo, theme park and Sea Life much travel though,” he concedes. “It’s ■ Heide Park Resort, Germany – theme park with hotel and holiday village one thing hopping on a plane around ■ Warwick Castle, UK – with Dungeon Europe, but when you’re going to North America, Asia and Australia and spending three nights a week on an aeroplane, you if they move to head office,” he says. “What important to emphasise that it’s not what have to question if that’s sensible!” I get instead, however, is a chance to see drives us and influences our strategic I ask if he misses the days when he was numerous sites and teams doing their own decision-making,” he explains. “We’re not marketing director at Alton Towers and thing in many places with different brands, buying sites and opening things willy nilly only had to focus on one attraction where and that’s pretty unbeatable too.” just to get the most visitor numbers. We’re he knew the names of all the employees. All in all, it’s little wonder that Varney doing it to a very coherent plan. But,” he “Anybody who began their time in this has no doubts about the company’s future adds with a smile, “my team and I love this industry working at a specific site, walking success. But he’s at pains to stress that he business. And if you’re that passionate around the attraction, seeing the visitors isn’t out to knock Disney off the number about something, why wouldn’t you want to come in and enjoying themselves, misses it one slot. “People pick up on this and it’s be the best in the world at it?” ● AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 25 TOP TEAM 9::EHE68: 69K:CIJG: 6G:KDAJI>DC6GNL6NID:MEADG:I=:JC>K:GH:A6JC8=:96I69A:GEA6C:I6G>JB! 8=>86 G8LCBE8GG What was the inspiration for the project? Adler Planetarium in Chicago, US was the fi rst planetarium in the western hemi- sphere to open outside of Europe. Five years ago we celebrated its 75th anniver- sary. Rather than saying, “wow, look at all the stuff we’ve done in the last 75 years,” we took the occasion to ask, “what should we be doing in the next 75 years to better serve the audiences that come to visit us?” We thought it was time to signifi cantly transform Adler back into the leading theatre in the world, which it was when it Adler’s original 1930s architecture has been retained despite the content being updated opened in the 1930s, and inspire people to want to explore space for themselves. ; What is Deep Space Adventure? If anyone wants the experience of fl ying out to space, this is the only place in the world at the moment where you can see this. those surfaces are four interactives, which dramatic, celestial environments that we The centrepiece is the Grainger Sky offer ways of exploring space. We don’t know about in space and fl y people to Theater, which presents a journey through anticipate people being in there for more them, so they can observe them. the universe. Designed to resemble the than 10 minutes before the gallery morphs We see a collision between two huge observation deck of a star ship, visitors into a pre-show experience. This causes a galaxies and watch the black hole that is fl y through space and visit unimaginably transformation within the room with light- the centre of our galaxy – the Milky Way – beautiful and strange things that are going ing and video displays. shred a star that’s falling into it. Another we on out there in the universe. We have a very innovative way of mov- chose was a binary star where two stars ing people from the gallery into the theatre. orbit each other. One is a Red Giant, which What’s the Welcome gallery? They enter through a black hole – a space is a huge, very bloated star and the other is The Welcome Gallery is intended to get portal – and go down a long tunnel with a compact White Dwarf. Gas from the Red people to stop thinking about the traffi c pulsing lights. When they pop out at the Giant streams out onto the surface of the they had to encounter in the parking lot, other end they’re in the new, huge theatre. White Dwarf and accumulates as fuel onto and everything else that’s in our day-to-day its surface. At a certain point, there’s so world, and begin to think about the vast- What’s the content? much fuel that the White Dwarf explodes. ness and mysteriousness of space. The Welcome Gallery’s interactives help These are all very dramatic events that There are no right angles in the gallery set the stage for how to explore space. In are going on in space. The visualisation – all surfaces are curved. Embedded in the theatre we selected some of the most for our dome is based on real data – these 26 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 © SCOTT MCDONALD, HEDRICH-BLESSING DX`eg`Zkli\Xe[c\]k k_\gcXe\kXi`ldËj Ôcdlj\j[XkX$[i`m\e m`jlXc`jXk`feXe[ `jgifa\Zk\[Xkk_\ _`^_\jki\jfclk`fe\m\i Xkk\dgk\[2 i`^_k X kXekXc`j`e^^c`dgj\ `ekfk_\]lkli`jk`Z N\cZfd\>Xcc\ip aren’t from artists’ imaginations. We’re only so much money available, do you distinctive. A new wing we built a few years using the world’s largest super computer keep spending it on the old technology ago is a light, glass structure that wraps to create visualisations of data that scien- [the shuttle] or do you start investing in the halfway around the building. It’s lower than tists from NASA’s Aim Research Centre in development of new technology? At some the base of the dome, so it doesn’t inter- California and the University of Illinois have point you have to make that decision, and fere with the original architecture. collected from their studies. It’s the closest we’re at that point. NASA has selected to being in space you can get. Adler to get one of the shuttle simulators What are the future plans for Adler? from the last fl ight into space, so we’re We’re working on how to display the space Has NASA’s last shuttle going to be installing that in the next year. shuttle from NASA so visitors can experi- fl ight had an impact? ence a simulated space fl ight mission. It’s really sad that the last shuttle fl ight’s How have you kept the building’s We’re also considering building another taken place and that America doesn’t have character while updating it? wing. We have a very large collection of another rocket that’s capable of taking We were very sensitive to the architecture historical astronomoical instruments, such astronauts into space right now. NASA is of the original building. Adler sits at the as telescopes, sundials, and astrolights. working with the private sector to develop end of a peninsular that juts out into Lake It’s the third largest collection in the world. a variety of rockets that can take humans Michigan. It has the most spectacular view We only have about 10 per cent of our col- into space, but we’re several years away of the Chicago city skyline. It’s a 12-sided lection on display so would like a larger from that being a reality. But when there’s building with the dome on top, so is very facility to get more out on display. AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 27 TOP TEAM The Welcome Gallery’s curved architecture those images together so it appears as ;FL>IF9 28 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 WOW. UK: +44 (0) 845 0 456225 We’re the people behind the ‘wow’. USA: +1 720 259 1639 [email protected] We build ground-breaking immersive We partner with visionary clients around the www.globalimmersion.com experiences featuring the latest in fulldome, globe to engage audiences on an entirely new 3D, 4D and giant screen theater - with level. We set our sights on the things that matter compelling media, technology and creative most to you; the story, the experience, the direction at the forefront of innovation. visitor reaction and the repeat visits. We create immersive theater. Experiences without limits. TITLETOP TEAM © SCOTT MCDONALD, HEDRICH-BLESSING © SCOTT MCDONALD, HEDRICH-BLESSING © SCOTT (Top left and main picture) the Welcome Gallery and the wormhole that leads visitors into the Grainger Sky Theater; (inset) The Searchers effects as people enter the theatre. A fi bre D8IBN<99 optic system goes around the base of the 8C8E:8JB cfYXc@dd\ij`fe show it’s kept on at an extremely low level so people can see where the aisle is in the What are the dimensions? dark in case they need to leave. It’s on at The Grainger Sky Theater is a 70ft (21m) full brightness when they enter and adds to What work did you do? diameter dome space. It’s 190 degrees, the general atmosphere. As the technology vendor, we worked with so a little more than a hemisphere. The A spherical space is a hard environment the key stakeholders at Adler to build a fl oor is raised and there are 400 LED lights to deal with acoustically. We’ve got 16 consensus of what the visitor experience embedded in the fl oor underneath that channels of audio that completely envelop should be, which fi tted in with their vision, shine up through little plastic lenses, so we the space, designed by Meyers Sound. and then turned that vision into reality. can do lighting effects on the fl oor as well We designed and installed the hard- as on the dome as people enter. How does the dome screen work? ware and software throughout the dome. At the edge of the fl oor, between the Designed and manufactured by Spitz in Partners we worked with include: Rockwell audience area and the dome screen, Pennsylvania, it’s called a nano screen. Collins for the Zorro projectors; SCISS for there’s a 3ft (1m)-high barrier wall that The panels of the dome screen are fi tted the Uniview – science and astronomy visu- acts as an artifi cial horizon and takes away by hand next to each other, so under pro- alisation software; and Spitz for the screen. some of the depth clues of how far away jection conditions it’s absolutely seamless. the screen is once the movie starts. There’s no interruption of the image by the How does it work? The projection system’s single image screen itself, which is new for planetariums. In the theatre, the screen orientation, pro- is created from projectors which are run- Before, whenever you’d put a bright scene jector array and content combine to give ning at 1,500 x 2,000 resolution. up, the seams of the dome would become the feeling of fl ying through the (digital) immediately apparent. But with this one, universe. This is achieved by combining How have you used light and sound? they’re truly invisible. the image output of ultra-high resolution Behind the horizon wall that goes around I’m just blown away by the quality of the Zorro projectors to create an astonishing the perimeter there are 40 LED Philips image we’re achieving here. It’s the fi rst 64 megapixel video display. The unique colour burst fi xtures that are programma- time I’ve ever seen one of these systems ‘hyper array’ confi guration features custom- ble to create a dome wash effect. We can and every time I see new material on it I’m built lenses and puts out enough contrast also use the projection system to create amazed again by how spectacular it looks. and resolution to compete with the 30 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 È:FD9@E<;N@K?K?<;@== The theatre’s dome has been brought down to below fl oor level so visitors have a clear view ahead of them into the depths of space contrast and clarity of a starball, while ben- certain walls. There are infrared sensor dis- efi ting from the advantages of being digital. K?FD8JIFJQ8B plays behind the fabric so when someone XiZ_`k\Zk We call it the world’s fi rst digital starball. comes up to the wall the content changes. All these projectors are wired up to our media server solution which feeds the What were the challenges? dome with real-time and playback media. It What’s the design? Most people are used to building with features 46 separate computers that, when The gallery is designed to represent slices plaster, steel, concrete and glass. Here the combined, have a storage capacity of over of time and space. Using double and sin- materials were very different – most people 260 terabytes. This back end system con- gle layers of fabric we created a curving haven’t worked with aluminum. Plus, the fi guration uses 42 NVIDIA Quadro FX4800 canvas for the displays, which turn and fabric was vast, it was almost like sewing graphics cards, which produce unprece- twist, just like space does in real life. an enormous dress. There were dozens of dented graphics processing power. We used an aluminum structure and seamstresses working on it, initially in the In between, we programmed iPads, con- pulled fabric tightly over it to create soft, factory but then on site doing fi nal fi ttings. trol desks, PCs, lighting, audio, projector curvilinear shapes. I hid the structure eve- blending technology and a whole lot more. rywhere apart from the wormhole where I How can the gallery be developed? These theatres constitute some of the let the bones show so it’s the opposite of The media content can be changed and most hi-tech places in the world, but most the rest of the gallery. different things displayed from the same visitors don’t see or realise the level of We created some ellipsoids and cut projectors, so the operators can hardware that goes on behind the scenes. them into shapes that people can walk easily update the show. They It’s all invisible! through. I wanted them to be otherworldly. didn’t want to be tied into The lighting changes constantly. There something that needed How can visitors get a 3D are literally a million variations of this and it hard construction experience without glasses? adjusts very subtly, so visitors don’t really and a lot of money The black background of the night sky and notice it changing. to update. This the ultra high contrast means that space way they can objects, including stars, appear very well What fabric did you use? spend the defi ned and jump out of the black sky. The fabric had to be translucent to allow money on Combined with the different levels of the LED lights behind it to glow through. the media brightness, size and speed of objects, it It also had to refl ect light because media content and makes you believe you’re seeing 3D stereo. educational content is displayed onto education. ● AM 4 2011 ©cybertrek 2011 MYSTERY SHOPPER ALL PHOTOS: © DISNEY 8=FI:<KF9< I<:BFE<;N@K?6 ;`je\pËjJkXiKfliji\cXleZ_\[`eDXpXjX*;\og\i`\eZ\%9I:Ëj :_i`jk`XeCXZ_\cm`j`kjk_\XkkiXZk`fekfÔe[flk`]`kj]fiZ\`jjk`ccjkife^ tar Tours originally opened in sequences are randomised giving the 8:: 32 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 contrast lettering. On busy days additional signage is added and throughout the exte- During the experience, guests visit rior queue umbrellas help to shade visitors Naboo (top left); and confront Darth on sunny days. Vader (above). Droids R2D2 and C3PO host Star Tours while preparing the K@:B AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 33 MYSTERY SHOPPER PHOTO: © DISNEY The simulator doors opened and visitors theme park geek, so the bar was set high. moved into their assigned seats. (Above) take part in the 3D adventure; The re-imagined attraction exceeded my Once locked in, the adventure started (bottom left) the Star Tours shop; expectations on every level. The design quickly and the pace was exciting and full (bottom right) the pre-show queue was executed beautifully, from the smallest of action. Without giving away too much, area keeps guests entertained details to the big moments. The media was the 3D high-definition media combined gorgeous. The technology served the story with animatronic characters, updated and you felt immersed in the adventure. simulation movements and in-cabin special D8@EK WHAT’S THE SCORE? STAFF 10 TOILETS 9 CLEANLINESS 9 EXPERIENCE 10 VALUE FOR MONEY 10 OVERALL EXPERIENCE 10 34 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 PROJECT PREVIEW BEWITCHING ENTRANCE The entrance houses a café, shop and ticket collection point. Film stills adorn the GLI<D8>@: walls and visitors get to see their fi rst set Harry Potter fans will be able to immerse themselves piece – Harry’s bedroom at 4 Privet Drive in the original fi lm sets, props and special effects when where he lived with the Dursleys, also known as the cupboard under the stairs. the studio tour opens next March. Kathleen Whyman A pre-tour show reel features mem- gets a sneak preview of this spell-binding attraction bers of the cast and highlights from the fi lms. The screen then rises to reveal the entrance to Hogwarts School of Witchcraft and Wizardry’s Great Hall – the only part of tanding at the doors to the Great Potter, which, when it opens on 31 March the tour that will be guided. Hall, with knights on guard around 2012, will be home to many of the sets, As I enter the iconic set, I experience a S me and the vast dining room props, costumes, animatronics and effects mixture of excitement, respect and pride lying ahead, I feel as though I’m really at used in the fi lms – nothing on display in at this monument to British talent. The Hogwarts. Then I realise that I am. For this the attraction will be a replica. attention to detail is staggering. The doors isn’t a fl imsy, plywood reconstruction of the Covering 150,000sq ft (14,000 sq m), the have been painted with real gold leaf, as famous wizarding school, but the actual, attraction will not only be a treasure trove this was the only way of ensuring they stone, four-walled building that was used in for Harry Potter fans to explore and a show- looked gold on fi lm and the 37m (120ft)- all eight of the Harry Potter fi lms. case for the incredible artistry that went long by 12m (40ft)-wide fl oor is solid York The Great Hall is part of the Warner Bros into creating these sets, it will also be a fas- stone. The fl ambeaus that adorn the walls Studio Tour London – The Making of Harry cinating insight into how fi lms are made. are blackened with soot having been lit 36 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 ALL PHOTOS: TM & © WARNER BROS. ENTERTAINMENT INC 2011. HARRY POTTER PUBLISHING RIGHTS © JKR. Tickets to the studio tour went on sale on 13 October. The attraction opens 31 March 2012 89FLKN8IEfc[\e during fi lming and the heavy oak and pine interviews with the crew and cast further fi lled with items that you’d expect to fi nd, tables and benches were fi rst aged with explain how the fi lms were made. Our despite the fact the drawers would never chains and axes, then later etched with behind-the-scenes insight continues as we be opened during fi lming. That painstak- the child actors’ graffi ti for authenticity. see the exposed back of the Great Hall ing detail has been continued throughout Only two of the four room-length dining set, revealing steel scaffolding and plaster this tour. Production designer Stuart Craig tables are in place, to allow for access, plus backdrops of the hills that surround says: “Visitors can get as close as they and security will be high, as the knives Hogwarts behind some of the windows. want to everything on the tour and it will and forks have also been dipped in gold. look just like it does in the fi lm.” Relevant costumes are displayed along HEAD TURNER Craig is one of the many department each side of the hall – as they are through- Dumbledore’s circular offi ce is another heads who’s been brought in to ensure out the attraction – and the headmaster’s iconic set. The sorting hat, Sword of every minute detail in the tour is consist- table features the giant ‘point system’ egg Gryffi ndor and pensieve (an object used to ent with the way it was in the fi lms. This timers fi lled with hundreds of beads in the review memories) will be instantly recognis- includes a staggering 200 crates of props, different house colours. So many beads able to fans, but a beautifully crafted solid many of which will be on display. were sourced to fi ll the jars that it caused a brass telescope may not be. Despite being For logistical reasons the Gryffi ndor national shortage in the UK. the most expensive prop made, it only fea- common room and dormitory will be dis- In the fi lms, the ceiling of the Great tured in the background of one shot. played alongside one another rather than Hall changed constantly with the weather It’s details like this that made the Harry one above the other. Everything else will be outside and candles fl oated overhead. As Potter fi lms so incredible. A traditional as it was in the fi lms however, right down this can’t be recreated, banners dress the fi lm set has just two sides, but complete to the tapestries and paintings – many of roof and TV monitors in the next part of rooms were built for the Harry Potter series. which feature members of the fi lm crew. the tour reveal how the ceiling was created Even the drawers of Dumbledore’s desk Other highlights include 4 Privet Drive, using blue screen technology. On-screen and those in the Weasley’s kitchen were Hagrid’s hut, the potions classroom, AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 37 PROJECT PREVIEW PHOTO: TM & © WARNER BROS. ENTERTAINMENT INC 2011. HARRY POTTER PUBLISHING RIGHTS © JKR. 89FLK?8IIPGFKKiXe^\i#Xccf]n_fdXi\ Xe[[\jkifpXcck_fj\ ^ifjj`e^-%-Ye %.%-Ye# make knives chop, spoons stir pots and a jkl[\ekjXk?f^nXikj n_fjkXe[`e_`jnXp# ('%*Ye nfic[n`[\% brush scrub a saucepan. The Ministry of Magic is too big to dis- play in its entirety, but visitors can see the fi lms and has been responsible for every the broom rigs developed over the years. enormous fi replaces that make up part of special effect and mechanical device. “All A pole arm which swings the broomsticks the fl oo network (a magical way of travel- the props were kept, as we didn’t know round uses the same technology that aero- ling) with chimney fl ues that go right up what would be featured in the future fi lms,” plane simulators are built on. The main to the ceiling. Also on display will be the he explains. “When the fi rst fi lm was fl ying device is electronically operated Magic is Might Monument – a huge statue made, only three of the books had been while some broomsticks ran on tracks. of muggles (a person without magical abil- published. The special effects team only “The fi rst broomstick we made was built ity) being repressed. Details of more sets found out what tricks they’d have to be to fl y young children,” says Richardson. will be revealed closer to opening. performing once they got the new book – “Over the course of the series, stronger along with everyone else. and larger brooms had to be built to grow PROFOUND EFFECTS A huge green screen, along with many with the children. In the last fi lm, Harry and Special effects supervisor John of the brooms used, demonstrates how the Ron rescue Malfoy and Goyle, so we had Richardson worked on all the Harry Potter fl ying sequences were created and how to come up with a new way to have four 38 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 SIMULATION H H 7 NEW FOR 2011: available for all simulators foravailable all NEW 4D Movies 4D NEW TITLEPROJECT PREVIEW The doors to the Great Hall are painted with gold leaf and the tables etched with graffi ti PHOTO: TM & © WARNER BROS. ENTERTAINMENT INC 2011. HARRY POTTER PUBLISHING RIGHTS © JKR. dren had to fall out of, one had to fl y and Although the tour prides itself on display- another was cut in half.” Many of these ing the original props from the fi lms, some Æ6aaegdehlZgZ`ZeiVh will be on display including the “Rambo” of the models, such as Dobby, are having lZY^YcÉi`cdll]Vi version that was hurled out of the forest, to be remade, as they deteriorate over time. ldjaYWZ[ZVijgZY^ci]Z the model that fl ew and another for photo The tour has an estimated dwell time of opportunities with wheelchair access. three hours and there is plenty to keep visi- [jijgZÒabh#I]ZheZX^Va Other props on display include chess tors, both those interested in Harry Potter Z[[ZXihiZVbdcan[djcY pieces from the fi rst fi lm, Mad-Eye Moody’s and in how fi lms are made, entertained. djil]Viig^X`hi]ZnÉY trunk, Hagrid’s motorbike and side car, Tickets went on sale on 13 October and the Black’s family tapestry and Gringot’s already the fi rst two months worth of week- ]VkZidWZeZg[dgb^c\ vault door – which will have an accompany- ends have almost sold out, demonstrating dcXZi]Zn\dii]ZcZl ing fi lm showing the locks opening as it’s the demand for this attraction. It would Wdd`!a^`ZZkZgndcZZahZÇ too intricate to have running. The print- appear that we’re all spellbound. ● ing press that is shown fl eetingly in The Deathly Hallows will also be on display. K@:B 40 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 Gamma LeisurePOS MEMBERSHIP gamma dataware Complete business solutions Modular integrated management information systems for visitor attractions, museums, heritage sites and ADMISSIONS RETAIL CATERING BOOKINGS ACCOUNTS theme parks Gamma Dataware Limited Gamma LeisurePOS provides visitor attractions of all types and sizes with a complete end-to-end operational management system from admissions to back office reporting, analysis and accounting. The system’s modular approach allows operators to implement any combination of modules to meet their specific requirements. While the integration between modules ensures that operators can easily produce cross departmental reports such as visitor spend analysis. LeisurePOS modules include: Admissions and Ticketing Bookings and Event Management Membership Retail and Catering Point of Sale Stock Control Purchase Order Processing Mail Order Gift Aid Integrated Chip and PIN Web Interfaces Gamma Dataware Ltd Accounting and Payroll Wright Business Centre Reporting and Back Office Management 1 Lonmay Road Glasgow LeisurePOS options include: G33 4EL = #,4(.(55$0'4(/16(+$0'+(.' !70,65 Telephone: +44 (0)141 773 6273 = ",&-(65$.(5$0'&1..(&6,10-,15-5 $: = (/1*4$2+,&'$6$&$2674( +44 (0)141 773 6283 = !+,2$0' )141))5,6(5$.(5 E-mail: = 19(%64$05$&6,10)((5 [email protected] = "+($64(1: )),&(5$.(5 www.gammadata.com Bertazzon 3B SRL, 31020 Sernaglia (treviso) Italy Phone +39.0438.966291 Fax +39.0438.966165 E-mail: [email protected] AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 41 OCCUPATIONAL HAZARD Zeugma Mosaic Museum has overcome theft, vandalism and fl ooding to become home to the world’s largest collection of mosaics. Archaeologist Dr Aysegul Gurgezoglu tells Kathleen Whyman how these artworks were rescued MYTHOLOGICAL MYSTERY The museum’s aim is to present the mosaics as they would have originally been displayed. What is Zeugma Mosaic Museum? As a result of this excavation 1,500sq m Please describe the mosaics The museum, in Gaziantep, Turkey, opened (16,000sq ft) of mosaic was found, as well The subjects found on the Roman mosa- on 9th September 2011 and has the largest as thousands of archaeological artefacts. ics at Zeugma are based on mythological collection of mosaics in the world. There would have been more but many themes and geometric shapes. However, The mosaics were discovered during the were stolen and vandalised. with the acceptance of Christianity, Zeugma ancient city excavations and date instead of the mythological imagery and back to AD 2-3. These mosaics decorated How were the mosaics restored? abstract subjects, images of religion and the bathrooms and rooms of villas, many As water levels rose during the excavation, Christianity can be found. depicting mythological scenes. In addition drawings were made of all the mosaics, The subjects of the mosaics include to the mosaics discovered at Zeugma, the murals, architectural pieces and of the Akhileus, the birth of Venus and the gods museum holds Byzantium mosaics discov- other similar fi ndings that were uncovered. of the Euphrates – Galatia, Dionysus and ered in Gaziantep. Most of these mosaics After they were documented, the artefacts Ariadne, Antiope and Satyros. were found on the fl oor of churches. were moved to the Gaziantep Museum. The museum received 3,000 visitors in Using steel disks, experts cut the mosa- What were the challenges? its fi rst two days of opening. ics carefully in the images’ most suitable The archaeologists had to work at great places, like a puzzle, then transferred them speed, as there was a fl ood threat due to How were the mosaics discovered? to storage or to laboratories. the dam being built. The water from the In 1999, construction work on Turkey’s The broken or damaged fl oor mosaics dam is now stable and routine excavations Birecik Dam was almost complete when were kept and restoration and conserva- are carried out on the parts of the ancient mosaics were discovered in Poseidon tion work was carried out. site not affected by water. and Euphrates villas at the ancient city of Gaziantep Museum carried out the exca- Zeugma. With water levels rising, archae- vations during 1999 and 2000. The work Where were the mosaics kept? ologists worked meticulously and quickly was continued from 2000 to 2005 by a Before the Zeugma Mosaic Museum to retrieve the mosaics. The artworks came multi-national archaeological team. Since opened, the mosaics were exhibited from what would have been shallow pools, 2005 Ankara University has been responsi- in a small display at the Gaziantep sinks and the bases of rooms. ble for all of the excavations. Archaeological Museum. As the mosaics 42 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 TITLE Zeugma Mosaic Museum’s exhibits include the God Satyros (below) and the Gypsy Girl (bottom) Æ7:86JH:D;K6C96A>HB6C9>AA:<6A:M86K6I>DC>IL>AA 7:>BEDHH>7A:ID@CDLL=>8=;> were part of a large collection in 2005, a sought out by Interpol all over the world. new museum was built next to the old The site is better protected now by the vil- museum and a large section dedicated to lage of Belkis’ local Gendarmerie, with the displaying the mosaics. However, even this Gendarmerie Station located right next to which fi gures were the subject of various space wasn’t big enough, so the Zeugma the ancient city of Zeugma. mosaics. What’s most upsetting, apart Mosaic Museum was built. As a result, all from this lost knowledge, is that the mosa- of the mosaics are on display together and How did the thefts happen? ics will be exhibited in an incomplete Zeugma is now home to the largest collec- Some of the thefts are probably the result manner due to their damage. tion of mosaics in the world. of demand from organised crime art col- lectors. There are some pieces at the What are the future plans What thefts have there been? museum that were brought back from for the museum? Zeugma was known as an ancient site abroad in the 1990s. The Zeugma Mosaic Museum Exhibition before it was offi cially excavated. We know But the main reason there are illegal and Conference Centre consists of three that between 1960 and 1970 extensive ille- excavations and thefts of archaeological buildings. The fi rst is the Zeugma Mosaic gal excavations took place. artefacts is because people don’t realise Museum, the second the exhibition and For example, one of the mosaics in the that they belong to their own past and conference centre and the third is where museum, known as the Gypsy Girl, is actu- how important they are for everyone. This the Zeugma Mosaic restoration and con- ally the top part of a very large mosaic. situation can, however, be overcome by servation takes place. This restoration Unfortunately, this mosaic has been mostly educating the public. Museum experts are and conservation unit will continue to be destroyed by smugglers. conducting programs throughout schools improved and will eventually become an Another example is a mosaic known as with the Education Ministry and the education and research centre. Dionysos and Ariadne’s wedding scene. It Ministry of Culture and Tourism. The museum has two gift shops, which was discovered in 1992 during an excava- sell souvenirs and books. Along with its tion by Gaziantep Museum of an ancient What impact have the thefts had? cafeteria, meeting and exhibition spaces, house. The mosaic was stolen from the Because of vandalism and illegal excava- the museum’s aim is to become an impor- excavation location and is now being tion it will be impossible to know and see tant cultural centre for Gaziantep. ● AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 43 NEW OPENING <[^`e^=finXi[ At almost 1,200ft, the CN Tower’s new EdgeWalk attraction brings thrill-seeking to dizzy new heights, as Andrea Jezovit learns ow do you keep a 35-year-old The tower’s previous claim-to-fame was Robinson’s tenure as COO. He fi rst joined attraction relevant? There’s per- its status as the world’s tallest structure, the CN Tower in 1993 as director of sales, H haps no one better to quiz on that at 1,815ft (553m), but it was surpassed in moving to the visitor attractions industry topic than Jack Robinson, chief operating 2007 by the 2,717ft (828m) Burj Dubai. from roles in consumer packaged goods. offi cer of Toronto’s CN Tower. The iconic Thanks to Robinson, the CN Tower now During his 11 years in this role, two more structure has graced Toronto’s skyline and has a new calling card – EdgeWalk, an elevators up to the observation deck were offered visitors panoramic views of the extreme walk leading thrill-seekers around added to improve the visitor experience, as Canadian capital from its observation deck the outside ledge of the tower at 1,168ft well as a glass fl oor offering dizzying views since it fi rst opened in 1976. (356m). Launched on 1st August, it’s the of below. After Robinson became COO in highest attraction of its kind. “It’s a really January 2004, he started to build on this, <;> 44 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 Edgewalk received 8,000 visitors this year. It’s estimated that 14,000 walkers will visit during the 2012 season The fi rst strategy saw Robinson upping theatre made its debut, offering guests a :EKFN AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 45 NEW OPENING 8Yflk<[^\nXcbËj[\j`^e Robinson is looking lanning and design fi rm Forrec worked on the at the possibility of an P project. Marketing director Amanda Jopling extreme climb within describes the design the tower’s hollow core N_Xkn\i\k_\[\j`^eZ_Xcc\e^\j6 The experience is dominated by safety standards, so it was a challenge for us to adhere to these, while ensuring the experience was still visually appealing. Our aim was for guests to spend time enjoying themselves without being overly conscious of the apparatus. To achieve this, the guests have their safety reviews on the ground. Once inside the elevator the fun starts – the only thing left to do is a hook-up inside the building (without a view out- side). Guests feel safe for a few minutes before seeing just how high up they are. Their anticipation is palpable. N_XkXi\k_\jX]\kp`jjl\j6 The guests’ safety is of course the primary goal, but during the course of the design we discovered that it’s the guides who are actually in the most danger. They’re more likely to become comfortable with their surround- ings and forget to hook up, so precautions were put in place to ensure this would never happen. ?fn[`[pflfm\iZfd\k_\j\Z_Xcc\e^\j6 We worked with the best engineers and consultants in the fi eld to address these issues while ensuring the experience still fl owed nicely. The key was bringing the tracks inside the building, which required a custom slid- ing door design that was also capable of being an exit door if the electrical systems failed. N_`Z_[\j`^e\c\d\ekjXi\pfldfjkgc\Xj\[n`k_6 The seamlessness of the experience and also that we have left the simplicity of the building intact by having the hook-up inside – a tricky solution to achieve. The crown (the track and support extensions) can now be seen from the ground, which makes the building even more attractive as it’s an elegant detail. The team commissioned drawings, into an overhead rail system that’s demand. EdgeWalk was booked up for the talked to the teams at the Macau Tower inspected every morning and harnessed season almost as soon as tickets went on and the Sky Tower, and began the chal- with two ropes that have been tested with sale this summer. Robinson intends to add lenging approval process – the concept thousands of pounds worth of weight. more walks in the early morning and late fi rst had to be presented to the tower’s Belongings are checked and eyeglasses evening next year, and expects to attract board, followed by the Canadian govern- tethered to a locking system. The team’s 14,000 walkers during the 2012 season. ment, which owns the tower. even built a weather station on the tower to EdgeWalk has succeeded in making Then came the most diffi cult part, provide information on wind direction and the CN Tower appeal to a new audience, Robinson says – getting the permits and storms, allowing for informed decisions on attracting locals who’d never normally licenses that would pass all the safety and postponing walks in bad weather. visit the tower. So what might be next? security tests. Construction fi nally began in Walks are led by guides who have been Robinson is investigating the possibility of late 2010, with the attraction completed in trained extensively – staff were fi rst sent another extreme attraction – this time mak- time for an early August 2011 launch. over to Auckland’s Sky Tower to “get ing use of the tower’s hollow core. “There’s trained by the best”, Robinson says, and a huge space inside that I could possibly Fek_\\[^\ Auckland staff were brought to Toronto use to create some form of indoor walk or Hanging off the edge of the CN Tower in July to help with further staff training climb. I’ve got the paper on it and some- at nearly 1,200ft is terrifying, Robinson before EdgeWalk’s launch. EdgeWalk’s time over the winter my team will sit down testifi es – he’s been on EdgeWalk a few guides are now qualifi ed to train others, and look at it. There’s a real opportunity to times himself – but the attraction has been Robinson says – important because continue with extreme,” he says. designed with safety as the main focus. more guides will be needed after the His parting words of wisdom for keeping The experience starts with a breathalyzer tower reopens on 1st May next year with a 35-year-old attraction relevant? “If you test and training. Guests are then strapped an expanded schedule due to frenzied build cool things, they will come.” ● 46 Read Attractions Management online attractionsmanagement.com/digital AM 4 2010 ©cybertrek 2009 Taking design to new heights Forrec is thrilled to have col- laborated with the CN Tower project team on Toronto’s newest and tallest attrac- tion in 35 years. EdgeWalk is the first of its kind in North America and has adventure lovers the world over testing their personal limits. Theme Parks | Water Parks | Entertainment Centres | Retail and Mixed-Use | Resorts and Communities | Cultural Attractions | Hospitality www.forrec.com [email protected] Visit our team: IAAPA ORLANDO 2011 Booth # 1654 PROFILE :?@G:C<8IP @88G8ËJE ?fn[fpflii\jgfej`Y`c`k`\j[`]]\i tors on the trade show fl oor and, using an ]ifdZ_X`ikf: È@88G8ËJ0*$P<8IJ$FC;#9LKN<;FEËK=< AM 4 2011 ©cybertrek 2011 :?@G:C<8IPËJ:8I<Amusement Park in Farmingdale, New York, where he worked his way up to vice president. In 1991 Cleary supervised the design and construction of Splish Splash waterpark on Long Island, New York, and served as the park’s president. Cleary and his partners sold Splish Splash to Palace Entertainment in 1999 and Cleary joined Palace’s executive team as vice president of the waterpark divi- sion. Palace Entertainment was purchased by Spain-based Parques Reunidos in 2007 and Cleary was named senior vice president to oversee the company’s portfolio of water- parks in the US. In 2008 Lake Compounce was added to his group. Cleary has been an active volunteer in IAAPA for 15 years and was chair of the board in 2010. He was named president and CEO of IAAPA in the spring of 2011. IAAPA now has regional offi ces in Europe, Latin America and Asia to ensure it can provide a real time service to all of its members from someone in the same time zone understand the cultures and are in the the new technologies coming out, but if same time zone. I want to make sure that one region of the world catches a cold, the wherever we are in the world, we do the rest of the world can catch that cold very best job we can with the funds we have to quickly. If there’s an accident or incident make sure we can deliver – in real time – anywhere in the world it can be on the the services our members need. morning news in Europe and the US and Regarding regulations, we’ll continue on the evening news in Asia. IAAPA has to to work on the harmonisation of the EN, respond to situations in real time, hence ASTM and ISO standards. We’re also work- the need for us to have offi ces around the ing with the manufacturing and suppliers world so we can aid our members in deal- community to bring a higher level of intel- ing with the media and government. lectual property (IP) protection, as there are concerns about the IP rights issues. N_XkXi\pflid\dY\ijËZ_Xcc\e^\j6 The fi nancial tightness that has occurred N_Xk`dgXZk`jk\Z_efcf^p_Xm`e^6 as a result of banks, lending organisations Digitalisation presents tremendous oppor- and governments tightening their budgets tunities for us and our members, but it also is a challenge because we’re a capital- presents challenges. We’re all excited by intensive industry. At the top level, it’s AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 49 PROFILE Family entertainment centres are among those finding it hard to get financing for new projects making the financing of new projects more challenging because it’s not easy to get credit. Our smaller parks, FECs and local regional parks have the same problem, as local banks are not as likely to go out on a risk as they may have been before. We have to continually look for ways to give the reassurance needed for viable projects to get going, help our members save money and deal with governments that are cutting their budgets. It’s a big problem in most regions, but the Asian arena is a very fluid area and there are many parks and rides and attractions being built there. Each global region has its own set of issues. You can’t make blan- ket statements anymore because IAAPA is operating in time zones all around the world, 24 hours a day, seven days a week. N_XkXi\k_\Y`^`jjl\j`ek_\ `e[ljkipXkk_\dfd\ek6 In Europe, we’ve tried to be helpful when governments have wanted to increase the VAT dramatically towards parks, as that would be a major problem. In North N_Xkj_flc[g\fgc\`ek_\ things together so that guests can buy a America, we have concerns on the health- `e[ljkipY\[f`e^6 parking ticket, use of a cabaña, meals and care law, which has been passed and is Whether we like it or not, we live in a rap- line management services in advance. now winding its way through the courts idly changing environment. In some way There are endless things to do to get and implementation. That’s creating a it’s going to touch and affect your busi- more commitment from a guest up front, lot of questions of how it affects busi- ness. You might want to fight change, but so they’ll hopefully still come even if it’s not nesses and employees. When you look I believe we have to capitalise on what’s sunny. All of that bundling, streamlining, at the standardisation and harmonisation coming and how it’s changing. Look at pre-selling and up-selling has a big future of something that’s a big unknown, many how you’re spending your money and what in our business. manufacturers, suppliers and parks are innovation you can put into your business apprehensive. They want safety, qual- to help it be more competitive and relevant N_XkXi\pflifne]lkli\gcXej6 ity and uniformity, but they also want an and stand out from the rest. All of us who love IAAPA and know the understanding of where it’s going to land. We live in a social media age. I find it association want to see it take some big The transitional period can always be a lit- absolutely amazing the impact both posi- steps in a new direction to make sure tle unnerving to people. tive and negative social media can have, it’s just as relevant in its 100th year and These types of things, plus the financial and how quickly it can do it. If you’re on beyond as it was when it was set up. market all add up to a time where we have a good roll and everyone’s writing nice My personal plans are to spend the a lot to do and a lot to look after. blogs and tweets about you, that’s a time I need to make IAAPA even stronger beautiful place to be in. But if the world regionally and around the world. ?fn[fpflZXk\ikfXcck_\ of cyberspace turns against you, that’s a My task list is a long one but we’re all [`]]\i\ek^\f^iXg_`ZXci\^`fej6 very challenging environment, very quickly. very excited here about the amount of That’s the beauty of having regional offices. Operators need to be ready for change opportunities we’ve identified. We’re mov- We have strong players in each of the and innovation and have very flexible plans ing forward as quickly as we can. There will regions. They’re much closer to it than I am because how they start the year may not always be challenges and the unexpected and are able to funnel back the information be how they end it. out there, but there’s a reinvigoration of and get what they need, while respond- the staff around the world. We know we ing in real time. I’ll visit and get involved N_XkXi\k_\Zlii\ekki\e[j6 can make a difference in the next phase of with issues, but the regional directors are A trend we’re seeing now is operators tak- IAAPA. We’re going to make people proud going to be the key to making sure that the ing advantage of their websites. They’re to be involved and receive the value from assets IAAPA has are properly focused. becoming very successful at bundling their membership that they deserve. ● 50 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 IAAPA ATTRACTIONS EXPO 2011 ORLANDO PLEASE VISIT US AT BOOTH NO. 5131 TURNING YOUR WORLD AROUND THE NEW SUSPENDED FAMILY COASTER FAMILY COASTERS THRILL & MEGA COASTERS INDOOR & CUSTOM DESIGNED ATTRACTIONS & SPECIALITIES SCHAAPWEG 18 6063 BA VLODROP THE NETHERLANDS TEL +31 (0)475 409222 FAX +31 (0)475 402115 WWW.VEKOMA.COM SHOW PREVIEW IAAPA 2011 Innovative Leisure recently installed SkyTrail Navigator at Santa Marina Retreat in Cyprus More than 1,000 companies will be exhibiting at IAAPA Attractions Expo 2011 in November. We ask some of them about the products they’ll be showcasing ABOUT IAAPA 2011 IAAPA Attractions Expo 2011 is the world’s largest attractions More than 1,100 companies from nearly 30 countries will show- industry trade show, bringing together 25,000 industry pro- case their innovations on 450,000sq ft (42,000sq m) of space, fessionals from 100 countries. The trade show fl oor is open including 30,000sq ft (2,800sq m) of outdoor exhibits. The expo November 15 – 18 to feature new products, services and ideas. takes place at Orange County Convention Center, Orlando, US. VEKOMA RIDES INNOVATIVE LEISURE The different elements incorporated into Vekoma Rides will be presenting the UK-based interactive family attractions the attraction are interchangeable, so Family Boomerang which is based on its specialist Innovative Leisure will be show- that the courses can be altered at regular successful coaster, the Boomerang. casing SkyTrail Navigator, a high ropes intervals to refresh, update or develop. Full Key elements from the Boomerang are adventure course it recently installed at the theming options are also available, such as incorporated into the new ride, such as Santa Marina Retreat in Limassol, Cyprus. pirate, jungle and construction. the forward/backward run, double use The fi ve pole, double-level high ropes Innovative Leisure distributes the attrac- of track and compact footprint. The ride course features 14 different elements and tion in the UK and Europe on behalf of US includes a horseshoe and left-right swerve, caters for up to 20 participants at a time. manufacturer Ropes Courses, Inc and will sudden speed bursts up to 60km/h and At 10m (33ft) in height, the second level is be on the company’s stand at IAAPA. camel backs. The track length is 180m more testing than the fi rst, allowing guests As a distributor for Water Wars and (590ft), height 18.3m (60ft) and footprint to go at their own pace. This is comple- Spectrum Sports International, Innovative 66m (216.5ft) by 22.6m (74ft). Eight or 10 mented by a track system which allows Leisure will also be present on these coaches carry 16 or 20 passengers, giving users to overtake slower, less confi dent stands at IAAPA 2011 in Orlando. a throughput of 640 or 750 guests an hour. participants, to ensure all guests have an Spectrum Sports International will be The ride can be themed and has been enjoyable experience. showcasing its climbing walls and towers, designed with space in the queuing area The experience has hourly capacities of a Coconut Tree Climb and its Rope-A- for performances or a pre-show experience. up to 500 people with four possible levels. Phobia mobile ropes course. 52 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 ● Sky Trail® is suitable for anyone over 1.1m ● Throughputs up to 500 an hour ● Unique track system – people can overtake ● Can be themed to suit your requirements ● Approved under ADIPS ● Over 600 supplied worldwide SEE US AT IAAPA ATTRACTIONS EXPO, ORLANDO, ON THESE STANDS: 4754 ROPES COURSES, INC 6000 SPECTRUM SPORTS 4806INTL WATER WARS omni? www.omniticket.com Liseberg Balder roller coaster – Martin dynamic lighting installation since 2002 Gothenburg, Sweden Engineered for the eye Wild thrill rides, Ferris wheel, or performance stage, Sweden’s Liseberg amusement park uses impactful dynamic lighting schemes to create more exciting nighttime experiences that improve aesthetics and attract customers – and extend their stay - for a serious bottom line impact. For more information or to receive a copy of the Martin Professional Theme Park Brochure, contact us at [email protected] www.martin.com AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 55 SHOW PREVIEW Sally Corporation’s Laser Raiders Skeletons at Legoland Florida SALLY CORPORATION Sally Corporation will be showcasing its popular dark ride, Lost Kingdom Adventure, which opened at Legoland Florida in October and will open at Legoland Malaysia in early 2012. The interactive, black light rides fea- ture Lego’s Indiana Jones-type character, Johnny Thunder, in an exciting adventure high-scoring bonus target that almost guar- rides, have an increased capacity of more set in an ancient Egyptian temple. antees a win for the rider who zaps it with than 1,000 people per hour. Each operates The temple walls not only hide a trove his or her laser blaster. The approximately with 17 four-seater custom Lego-style Jeep of treasure, they also contain a secret, 7,000sq ft (650sq m) black light, 10-scene ride cars from Bertazzon. THEMING AND ANIMATRONICS INDUSTRIES TAA will be profi ling its dual coaster Thai Master. The ride, which was installed in August at Mirabilandia, Italy, features 2,000sq m (21,500sq ft) of rockwork, fi ve giant fi breglass fi gures and two towers. TAA was recently appointed by Merlin Entertainments for the fourth time, this TAA’s dual coaster Thai Master in Italy time to theme Sea Life Kansas. CRUDEN The 2012 global spec Cyclone Dryer has Cruden will be showcasing its latest- race car bodies while two multipurpose been installed at SeaWorld San Diego generation Hexatech full motion driving simulators have been designated for simulators that it has just installed at professional use. All eight can be linked HAYSTACK DRYERS Vortex Racing. The new Montréal-based together and feature a variety of inter- The specialists in drying solutions will attraction opens in November and is national race tracks and cars, allowing be exhibiting its new 2012 global spec designed for both thrill-seekers and pro- customers to progress up the ranks from Haystack Cyclone Dryer. fessional race teams. Formula Ford 1600 to Formula One. The new model offers regional The electromechanical, 6-DOF simu- Cruden is able to modify its simula- modular packages. For example, lators use the exact same professional tors to exact specifi cations, supplying facilitating coin acceptance for France, equipment that provide highly accurate open or closed cockpits, fi tting car body- RFID or bespoke cash and credit card force feedback and professional motion- work or mounting actual vehicles into a solutions within the US. cueing to racing motion platform. As with all of its dryers, it’ll uti- drivers and engi- Its software lise the Hepa air fi lter and UV neers in Formula offers a broad sterilisation air cleaning systems. One and other ‘pick and mix’ The pre-scrubbed and sterilised air international range of options is heated and boosted through low motor sport which include noise, cross fl ow fans prior to ducting championships vehicle models to oriented outlet channels. This cre- for training, race (the parameters ates the unique drying vortex which, car development for which can be when combined with the infra-red and off-track changed exten- heating system, ensures all guests testing. sively), tracks warm up and dry off. Six of the and race cars. The 2012 global spec Cyclone simulators sup- Other upgrades Dryer has already been installed at plied to Vortex are available SeaWorld San Diego and Legoland Racing are throughout the California, at Movie World Australia equipped with Cruden’s simulators use the same equip- long life of the and Liseberg Theme Park in Sweden. formula-style ment used to test professional race cars simulator. ● 56 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 “Everything you want to know about the visitor attractions market. From theme parks, waterparks and zoos to museums, expos and science centres.” HTTP://WWW.LEISURESUBS.COMSUBSCRIBE ONLINE WWW.LEISURESUBS.COM OR CALL OUR SUBSLINE +44 (0)1462 471915 Special offer Add leisure ADD THE FOLLOWING TO YOUR SUBSCRIPTION… opportunities to your subscription for only £10 (UK only) leisure management leisure opportunities The magazine for professionals and senior policy- Fortnightly leisure recruitment, training, makers. Leisure Management looks at the latest trends property and news publication which gets you the and developments from across all leisure markets right job or the perfect candidate for your vacancy health club management sports management Keep up to date with the health & fi tness market For sports managers and policy makers who want by reading the leading title for the industry. to keep briefed on the latest developments in facility Includes Spa, Europe and World specials provision, funding, policy partnerships and development spa business spa opportunities – for free! Read about the investors, developers, Fortnightly international spa recruitment, designers and operators who are shaping training and news publication. the rapidly emerging global spa sector For your FREE copy visit www.spaopportunities.com INTERVIEW A\i\dpI\\[ 8]k\i('p\XijXk ?FN?8M<PFLI=@IJK= 58 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 Reed will be lobbying on behalf of BALPPA’s members, which include Drayton Manor (this pic and left) N?8KËJ?8GG AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 59 MULITMEDIA IK@D<8=K K_\Yfle[Xi`\jf] dlck`d\[`XXggc`ZXk`fej Zfek`el\kfY\glj_\[ kfYi`e^\og\i`\eZ\jkf c`]\#Yfk__`jkfi`ZXcXe[ ]lkli`jk`Z%BXk_?l[jfe i\gfikjfejfd\f] k_`jp\XiËj\oZ`k`e^e\n XkkiXZk`fejXe[i\mXdgj Visitors relive the cramped conditions of a gun turret on board HMS Belfast pace exploration and experiencing dynamic experiences on board the ship, Meanwhile, across the water, history are two of the subjects mul- bringing her history to life and retelling the Amsterdam’s Maritime Museum, Het S timedia and interactive technology stories of those who served on her. Scheepvaartmuseum, reopened on 1st have been used for this year, as operators “Space was the major challenge with October after a four-year redevelopment. challenge suppliers and designers to come this project,” says Shane Winterbourne, Dutch-based 3D communication spe- up with ever more immersive environments. Sarner’s Head of Technical Installations. cialist Hypsos designed and built much “However, recreating the cramped condi- of the new exhibition. The company has ALL AT SEA tions of the original gun turrets was also an created a highly interactive experience, The conditions of fi ghting at sea have been important aspect of it. bringing historical events and personal sto- recreated at a new immersive attraction on “The story follows a young sailor on ries to life and presenting showpieces from board the historic ship, HMS Belfast, which Boxing Day 1943. As the central gun on the museum’s world famous collections. is docked in London, UK’s River Thames. the ship is raised for fi ring, a specially- The infl uence of the sea on the Dutch Smoke effects, vibrating fl oors, lights and designed moving platform shakes the fl oor culture is told through 13 interactive exhib- sounds are all part of the sensory experi- as the gun shoots, recreating the force of its, including the children’s exhibit, ‘The ence, which have been crammed into one fi ring a weapon of this scale.” Sea Voyage’, made by Hypsos in conjunc- of the original gun turrets. Sarner worked with Casio, CUK Audio tion with Tinker and MET Studio. The visitor HMS Belfast is a branch of the Imperial and AVStumpfl to create the fi ve-minute goes on a virtual sea voyage, meeting War Museum, and this project, which experience, which has helped push visitors people and stories from behind objects in opened in July, is the second stage in a up over the three month summer period by the collection. Small children are catered programme to increase interactivity and almost 10 per cent, compared to 2010. for with Sa and Lori and Circus Sea, where children under six can ‘swim’ among fi shes in a fairy tale undersea world. SHEDDING NEW LIGHT History is also the theme at Bristol’s new M Shed museum. The city’s story is pre- sented from prehistoric times to the present day using the recollections of people who shaped the city. The living museum chal- lenges the perceptions of what it’s been like living in Bristol over the centuries. Stories of the past spark discussions about the future and visitors have their say via the interactives exhibits. Visitors to M Shed contribute to the exhibits using touch-screen computers 60 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 KK< (Above and below left) Amsterdam’s Maritime Museum brings historical events to life and presents pieces from its famous collection (Above right) Visitors learn about life as a Roman soldier on the edge of the Empire and archaeology at two museums on Hadrian’s Wall DJ Willrich’s project manager, John Doe, logical fi nds. Audio visual techniques have the spectrum – propelling visitors into the says the main challenge was providing so been used sparingly, but to good effect. futuristic world of space travel. It whisks many individual areas for public interaction. One exhibit, Professional Soldiers, them off on virtual journeys to Mars and The company installed two projections and explains how the soldiers were paid a regu- the moon and showcases the next genera- 60 ICT points with touch-screen computers. lar salary in coins. Above the display of tion of spacecraft. Visitors can use these to input their own coins is an LCD screen showing enlarged The exhibit – Exploration Space: thoughts and opinions and contribute to images of individual coins. Explorers Wanted – at NASA’s Kennedy the changing story of the city. At the Roman Army Museum, the Space Center Visitor Complex, examines the A Heritage Lottery Fund grant has ena- Pepper’s Ghost technique is used to show near future of space exploration and com- bled the work at the Roman Vindolanda a fearsome recruiting centurion in his tent, bines live theatre and interactive exhibits. Fort & Museum and the Roman Army assessing visitors to see if they’re fi t for The area was designed by BRC Museum. Both museums are on Hadrian’s service. Diary from the Frontier provides Imagination Arts, in collaboration with the Wall, UK, run by the charity Vindolanda. a dramatic reconstruction of what life was Kennedy Space Center Visitor Complex Studio MB did the exhibition design and like for soldiers on the edge of the Empire. and Delaware North Co Parks and Resorts. Electrosonic was the AV systems integrator. The immersive exhibit gallery uses large- The main aim of the museums is to bring INTO THE FUTURE scale digital projections, dimensional Roman times to life for all ages and to Another project Electrosonic has recently exhibits and interactive experiences to show off Vindolanda’s important archaeo- been involved with is at the other end of invite visitors to the space exploration. AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 61 MULITMEDIA (Below) NASA’s Kennedy Space Center Visitor Complex combines live theatre, interactive exhibits and media to explain the future of space exploration Concept i has designed three entertainment zones at the Kuwait 360 Mall Twice an hour the entire exhibit is technology and innovation to create inter- such as domestic violence. Plates and transformed into a live immersive show active exhibits, user-friendly touch screens cups are projected onto the table and a environment for a 12-minute presentation and audio-visual shows, created by Mather sound track plays of an angry father, upset called Explorers Wanted, in which a NASA & Co. The 16 different zones include a mother and children playing up. This is fol- communicator talks guests through new shooting gallery, where kids receive a lowed by virtual children giving the pupils missions, new discoveries and the chal- video introduction and tutorial from a information on who to approach for help. lenges of space exploration. Chelsea Academy member and photo “During the show, visitors sit on bench opportunities with big players through the INTERACTIVE FUN seats, surrounded by digital imagery, as use of green screen technology. The Hall Multimedia and technology is the USP and the communicator inspires the audience of Fame showcases a montage of videos, tool to drive repeat custom at the Kuwait to become part of a NASA mission and images and memoribilia of the club’s most 360 Mall, which opened last year. This lux- the future of space exploration,” says popular players. ury, three-storey shopping centre houses Tom Brighton, media support specialist at three entertainment zones designed by Electrosonic. “The main show is displayed EDUTAINMENT Concept i. There’s a 7,000sq m (75,000sq on a series of fi xed, geometrically shaped Interactive technology is also supporting ft) family entertainment centre – Infunity screens. The primary content is shown on schools’ learning programmes. The Sutton – a 1,500sq m (16,145sq ft) teen zone – a large 14ft (4m)-wide centre screen and Life Centre Life Skills Zone in the UK, an Freeze Club – and a 3,500sq m (37,700sq a secondary 12ft (3.6m)-diameter circular £8m (`9.14m, $12m) world-class interactive ft) bowling complex –The Bowl Room. screen, stage right. Two additional projec- learning facility focuses on safety, fairness Business development manager, tors display content on four trapezoidal and green issues. The centre opened last Hidemizu Kanamoto, says: “We were screens, which grow progressively larger in year and allows children to participate in briefed to stimulate real cerebral and physi- size as they arc over the centre screen.” real-life scenarios where they learn to cope cal challenges to inspire return visits.” The exhibit and show is run by a with some of the challenges of growing up, Interactive play activities have been Medialon Manager control system, such as teenage drinking and bullying, and morphed into digital games technology. A with content served by 10 of Dataton’s also to embrace green choices. suspended ropes/climbing course is inter- Watchout players feeding nine projec- Created in partnership by Sysco, Land twined with the rollercoaster and go kart tors and one monitor. Dataton’s marketing Design Studio and Studio Simple, the environment, using the fi rst ever translu- manager, Fredrik Svahnberg, says: “We Life Skills Zone is part movie set and part cent Plexiglas climbing wall with dramatic love projects which push Watchout to new learning experience with three areas of colour change lighting. Digital media limits. The result is an immersive audiovis- projection, plus a virtual living space. “In a walls are used to project gaming displays ual experience which educates, as well as technological world where high specifi ca- throughout the attraction. telling a thrilling story of potential.” tion media delivery is part of every home, The future for this sector looks thrilling. the challenge was to wow the children and As Kanamoto says: “New technology is THE GREAT GAME engage them with ideas and advice, with- more reliable and cost-effective, broaden- Chelsea Football Club in London, UK is out being patronising and preaching,” says ing the options for designers. The interface also celebrating its history with the launch Hugo Roche, managing director of Sysco. between people, space, entertainment and of its own football museum. The 670sq One of the experiences creates four fully communication is continuously becoming m (7,200sq ft) space uses state-of-the-art fi tted rooms in a home, to cover issues more human, natural and friendly.” ● 62 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 D J Willrich Ltd Audio Visual & Multimedia Specialists Beufre Farm, Bucklers Hard Road, Beaulieu, Hampshire, SO42 7XA T. +44 (0)1590 612603 E. [email protected] W. www.djwillrich.co.uk SOLVING TECHNOLOGY CHALLENGES Electrosonic selects the best combination of cutting-edge and established technology for your project. Our technology solutions have captivated and entertained audiences around the world for over 45 years. Audio, Video and Control Solutions [email protected] | +44.1322.222211 | www.electrosonic.com AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 63 WATERPARKS WET World’s largest enclosed SOLUTIONS TM MEGAtube flume! A variety of new water th Richland Hills, TX k, Nor products and parks rpar ate 0 W opened this year, with H2 NR many more to be launched next year. We review some of the latest and greatest WHITEWATER WEST SUPPLIES THREE NEW CHINESE WATERPARKS hiteWater West has supplied complex, a Master Blaster, a FlowRider, a three Chinese waterparks that six-lane Whizzard Mat Racer, an AquaPlay W have recently opened to the Giant RainFortress, an AquaPlay AP 1050, public – including the country’s largest a Family Raft Ride, a Children’s Slide com- indoor/outdoor waterpark. plex and a mix of Speed and Body Slides. The newly launched Bali Waterpark in Lubura Waterpark in Changzhou is a Fushun, China – the largest indoor/out- new dinosaur-themed waterpark featur- orea l, South K ld, Seou door waterpark in the country – features ing WhiteWater’s Abyss – the fi rst to n Wor Ocea a number of WhiteWater West innova- be installed in China. It combines one tions. The park opened with the country’s tower with the Family Boomerango fi rst hydraulic Surf Wave pool and dueling ride. WhiteWater West also installed an Aqualoops. The fi rst Flume-thru-Flume AquaPlay RainFortress with a large dino- Family Python will be revealed at the park saur head-tipping bucket. this autumn. The large ride allows an Inner- The new OCT Happy Valley in Shenzhen Tube waterside to race through a 20ft also offers a Family Boomerango and (6.1m)-diameter Megatube. AquaPlay RainFortress, as well as a Family The park features tropical Balinese Raft Ride, Superbowl, Multi-Lane Mat theming designed and manufactured by Racer and AquaLoop. The attractions have WhiteWater West, also includes funnel been themed to provide guests with the waterslide Abyss, a Family Boomerango experience of a “utopian Mayan paradise”. WhiteWater is celebrating its 30th year in the global waterpark industry and has recently unveiled a number of new ride innovations. These include the Family Rattler, which lets riders experience com- pletely different sensations as they fall into each rattle, the AquaPlay Eruption – a 95ft (30m) water geyser and AquaSplash, designed for young children. The compa- ny’s also launched a FlowRider Stationary Surf Machine – a self-contained attraction WhiteWater West’s Family Boomerang ride that generates a thin sheet of fast-moving at Lubura Waterpark, Changzhou, China water that riders can surf on. The Waterpark Company AM 4 2011 ©cybertrek 2011 # W ings an d W ave s Wa R terpark, McMinnville, O The coolest family fun with something for everyone! The ERUPTION surges over 100 feet! Murphy’s Waves new wave machine is designed for children THREE NEW INSTALLATIONS FOR INTERLINK nterlink has completed the installa- In Indonesia, the company has provided I tion of new water rides in Indonesia, a custom-built Super Flume at Bandung, , M M gon ichig ske I Sweden and France. an indoor leisure project. The ride, which an’s Adventure, Mu In Sweden, Interlink has provided the is approximately 277m (99ft)-long, features Daftö Resort in Strömstad with a two-lift, double-seat, Zodiac-style boats, two lifts, a China , Fushun, rpark 215m (705ft)-long standard fl ume ride, with water speed of 1.5m (5ft) per second, and Wate Bali an hourly capacity of approximately 500 two chutes – one at 9m (259.5ft) and the riders. At Euro Park in Vias Place, France, other at 3m (10ft). The Aztec-style theming a mini fl ume ride with a water speed of includes a large volcano and rock work. 0.4m (1.3ft) per second has been installed The pools have so far been installed for the three- to eight-year-old age group, at Six Flags New England, White Birch featuring a Native American theme with Bay Aquatic Centre, Missouri and at the boats based on a canoe design. Biscarrosse Camping Resort in France. MURPHY’S WAVES LAUNCHES WAVE MACHINE FOR SHALLOW WATER urphy’s Waves Ltd has launched to make the waves. However, after some Waveplay, a pneumatic wave extensive research and development, we M machine specifi cally designed were able to overcome the challenges.” to cater to young children. “The new Each Waveplay pool can be custom system can generate waves in a shallow designed to fi t the available area in both pool of only 2ft (0.6m) at the deep end. indoor and outdoor parks. Pools can Previously, it was impossible to generate be a traditional shape or round with the waves in a pool with a depth of less than machine in the middle and can be built 4ft (1.2m),” says sales director Jim Stuart. with or without spray elements. “We recently surveyed our existing water- “We found that most park operators are park clients to see what kind of attraction looking for relatively inexpensive but high they’d be interested in adding to their capacity attractions that can be installed parks. We were surprised when so many of within the existing boundary with the mini- them suggested a shallow water, kids-only mum of down time,” Stuart says. “The new wave pool,” he says. “The problem with Waveplay is a truly compact and inexpen- this has always been that traditional wave sive wave pool which will help attract more pools need relatively deep water in which families with younger children to the park.” The Waterpark Company AM 4 2011 ©cybertrek 2011 # WATERPARKS Construction of the world’s larg- est aluminium-domed indoor waterpark is now underway in Donetsk, Ukraine WORLD’S LARGEST ALUMINIUM-DOMED WATERPARK UNDER CONSTRUCTION quatoria, a 61,000sq ft (5,667sq m) domed waterpark is set OpenAire president Mark Albertine. “Our design and engineer- to open in Donetsk, Ukraine in early 2012. ing team really understood the kind of majestic, awe-inspiring A The free-standing dome, which is being built by Canada- presence the City of Donetsk was looking for. We achieved this based OpenAire, will measure 26m (85ft)-high with an 85m (279ft) ambitious vision with a unique, breathtaking design that promises diameter. It will feature a maintenance-free aluminium truss to become an area landmark.” structure and a retractable design that slides open in a rotating OpenAire’s projects include the 25,000sq ft (2,300sq m) Waves motion, opening up to 50 per cent of the structure to the outdoors. Indoor Waterpark at Americana Resort Niagara Falls, Canada and “This structure is the fi rst of its kind anywhere in the world,” says Big Splash Adventure Indoor Water Park & Resort in Indiana, US. EMPEX WATERTOYS WINS THE 2011 WWA INNOVATION AWARD FOR AQUACIRCUS mpex Watertoys has won the 2011 WWA Industry Innovation E Award for its latest design, Aquacircus. The interactive water play- ground incorporates several structures from the company’s Aquanetics line into a new expanded curvilinear Aquadek. The structure includes a variety of open and tube slides, along with Aquanetics features such as Aquaclunes spray clowns, Aquajetz, interactive Watertoys and Aquatons spray features. The result is an experience that allows children to play with sprays, jets, spinning pelota wheels, pinwheels and rotors. The playground is specifi cally designed for use in chlorinated water, fabricated from composite and speciality plastics. The company recently installed its fi rst Aquacircus project at Beachpark Empex’s award winning Aquacircus at Beachpark Waterpark in Fortaleza, Brazil Waterpark in Fortaleza, Brazil – South America’s largest waterpark. Empex cre- the waterpark experience,” says Empex group – something that would com- ated a 12,000sq ft (1,115sq m) Aquacircus president Wyeth Tracy, explaining the plement the many events in today’s with 170 different water events and spray inspiration behind Aquacircus. waterparks and be a hook that would features installed on a soft, non-slip sur- “The industry needed something new make the kids the driving force for par- face. “Young children are a major part of and cutting edge for this young age ents to the visit the park over and over.” 66 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 Upgrade your thinking. Don’t wait until your t4BWF8BUFS8BTUF filter springs a leak. t4BWF&OFSHZ$IFNJDBMT There are plenty of t4BWF4QBDF-BCPS great reasons to Aquatic Commercial Residential Health/Community Custom Applications upgrade to a new t*NQSPWF8BUFS2VBMJUZ Defender® filter It just makes sense. right now. Imagine. A water park where it never rains. As the world’s leading designer, manufacturer and installer of custom retractable roof enclosures and operable skylights, OpenAire offers solutions that inspire the imagination. Our exclusive, maintenance- free thermally broken aluminum framing system withstands moist, chemical aquatic environments, and our opening roof system reduces energy and operating costs, offers year-round enjoyment, and creates a beautiful venue. Your vision. Our passion. Everything is possible with OpenAire. Visit us at IAAPA 2011, booth# 1838 www.DefenderFilter.com www.NeptuneBenson.com PE EM X Membership and Office Services Manager Package: up to £35k Dynamic, charismatic and customer focussed individual to join the UK’s leading Commercial Visitor Attractions Association In our 75th anniversary year, BALPPA is the non-profit making Trade Association which represents the interests of owners, managers, suppliers and developers in the UK's vibrant commercial leisure parks, piers, zoos and static attractions sector. Reporting to the Chief Executive, this exciting position provides a comprehensive and efficient support and administration service to the members and officers of the Association, acting as a key contact and co-ordination point for our many members, partners and stakeholders. Experience of working in a similar environment within the commercial attractions industry or in a membership organisation is desirable. Ideally you will have experience of arranging events, seminars and trade shows and the ability to work within a small support team. CLOSING DATE FOR APPLICATIONS: 18 NOVEMBER Visit www.balppa.org/jobs.cfm for full www.watertoys.com job description and person specification. [email protected] Please apply by email to: [email protected] 1 866 833 8580 | 905 649 5047 AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 67 WATERPARKS Polin installed a variety of slides at Ukraine’s Dream Land waterpark POLIN LAUNCHES THREE NEW RIDES ACROSS EUROPE urkey-based Polin has completed 47 or dry-out. Riders who are led into Space waterpark projects across Europe so Boat experience several whirls around T far this year, with three new rides – a large bowl before exiting along a slide the Hybrid Dragero, Racer Twin Hybrid and through the hole. King Cobra – making their appearance in King Kobra, fi rst installed this summer Europe for the fi rst time. at Cobra Kingdom Waterpark in Antalya, The Hybrid Dragero, which debuted at Turkey and Djuba Waterpark in Krasnodar, Aquasplash Waterpark in Antibes, France, Russia, offers visitors an intense experi- is a mat racer slide featuring three high- ence and theme. Its confi guration allows speed multi-racer lanes that transform into two double tubes to race through a circu- three enclosed Aquatube slides and end- lar path and an 8m (26ft) plunge at 51km ing in an Aquacatch. The 150m (492ft)-long, per hour, straight into the mouth of a multicoloured ride was custom-designed cobra, which emits fog, a high-pitched hiss, for Aquasplash, and installed at the park spaying water and visual effects. Finally, along with a new kids’ water play area G-forces take over the tube and riders featuring including an Octopus Slide, Mini oscillate up and down before the tubes Pirate Slide, Cobra Slide, Penguin Shower slow down on the waterside. and Giraffe Shower. Other projects for Polin this year have The Racer Twin Hybrid debuted at included the installation of a Black Hole Aqualand Bassin d’Arcachon, France in Turbolance at France’s Aqualand St. Syr June. It consists of two double tubes con- Sur Mer – a combination of the Turbolance fi gured side by side along a circular path, and Black Hole slides – plus a variety of each accommodating two riders at a time. slides for the newly-opened Dream Land After some twists and turns, the riders waterpark – Ukraine’s largest indoor water- reach a near-vertical drop with speeds of park at 25,000sq ft (2,300sq m). Polin up to 52km per hour, after which the dou- installed a Body Slide, Multi Slide, Freefall, ble tubes diverge into two different slides Black Hole, Flying Boats, Rafting Slide, – one a Turbolance and the other a Space Space Boat, Turbolance, Aquatube, Space Boat bowl ride. Riders who are directed Hole, Tunnel Freefall and Wide Slide at into Turbolance are propelled uphill before the attraction, along with a children’s area experiencing a reverse path taking them featuring the Octopus Slide, Aquatower over a bump, ending them in a splash pool Type-310, Obstacle Track and Iceberg. NEW BEIJING WATERPARK FEATURES RIDES BY PROSLIDE he Beijing Happy Magic Waterpark a complex with a triple-funnel TantrumAlley – touted as the world’s largest water- of equal height – the pairing is another fi rst. T park – recently launched in the A Mach 4 complex features four ProSlide Fengtai district of Beijing with major rides Pipeline slides with a combined height of and complex built by ProSlide Technology. more than 1,200ft (360m), as well as an ProSlide has provided seven ride com- OctopusRacer providing 2900ft (880m) of plexes, 35 water rides and the world’s side-by-side racing. ProSlide also installed largest Ridehouse active Ride ‘n’ Spray Dueling CannonBowls, a speedZone com- structure, featuring 12 slides, 65 active plex with FreeFal, a Turbo Tunnel and a water play features, a 400gal dumping MultiBimp, as well as a Kidz Zone. bucket and 150 sculptures and features. A ProSlide spokesperson said about the Another world’s fi rst is TornadoWave, an park: “When you combine all these inno- extreme ride with a 45-degree drop in and vative ProSlide water rides and structures near-vertical hang time. The complex also with one of the world’s largest wave pools, includes a BehemothBowl and the world’s the result is simply one of the most impres- tallest Tornado. At 67 ft (20.5m), it shares sive waterparks in the world. ● AM 4 2011 ©cybertrek 2011 INNOVATION | AND BEYOND THE WORLD´S FIRST WATERPARK ATTRACTION AQUAPULCO, BAD SCHALLERBACH (AUT) REDEFINING THE MULTI-MEDIA WORLD OF WATERPARK ENTERTAINMENT The leading global partner for unique, customised, high-tech solutions. From the initial conceptual phase to the fi nal implementation, and beyond. GLOBAL 4D ATTRACTIONS Prime Cine Touring, Berlin (GER) Kamori Rusutsu, Hokkaido (JPN) AIDAluna (OCEANS) Ancol, Jakarta (INA) Tibidabo, Barcelona (ESP) Costa Luminosa (OCEANS) Parque Isla Magica, Sevilla (ESP) Lotte World, Seoul (KOR) City of Dreams – The Bubble, Bakken Park, Klampenborg (DEN) Agat Asia, Almaty (KAZ) Macau (CHN) Bellewaerde Park, Ieper (BEL) Misa, Kuala Lumpur (MAS) City of Dreams – Virtual Aquarium, Faarup Sommerland, Blokhus (DEN) Happy Valley, Shenzhen (CHN) Macau (CHN) Shipra World, Agra (IND) Bogor Nirwana Residence, Aviation Pavilion, Gold Reef City, Johannesburg (RSA) Jakarta (INA) World Expo 2010, Shanghai (CHN) Zoomarine, Albufeira (POR) NP-Zentrum Kellerwald, Austrian Pavilion, Jawa Timur Park, Jawa Timur (INA) Vöhl-Herzhausen (GER) World Expo 2010, Shanghai (CHN) Bobbejaanland, Kasterlee (BEL) AIDAbella (OCEANS) Shanghai Pavilion, Gardaland, Castelnuovo Corpus, Oegstgeest (NED) World Expo 2010, Shanghai (CHN) del Garda (ITA) Gondwana Prähistorium, Futuroscope, Poitiers (FRA) Slagharen, Slagharen (NED) Schiffweiler (GER) Madam Tussauds, London (GBR) Jesperhus, Nykøbing Mors (DEN) Galeria Bran, Bran (ROM) Aquapulco, Bad Schallerbach (AUT) KRAFTWERK Living Technologies GmbH Tel: +43 7242 69269-0 [email protected] www.kraftwerk.at 3D/4D AT A CINEMA NEAR YOU :jgdeZÉhaVg\Zhi^ciZgVXi^kZ(9X^cZbV!Vig^eidi]ZhZVh^YZ! bdYZgckZgh^dchd[XaVhh^Xhidg^ZhVcY^ciZgVXi^kZje\gVYZh VgZVbdc\i]ZaViZhi(9^ccdkVi^dch!VhlZgZedgi Blackpool Tower’s new 4D fi lm takes visitors on a trip around the British resort and includes bird’s eye views of the tower at sunset H=6GE8DD@>:H and project designer for the tower, Craig Sharp Cookies faced a number of chal- harp Cookies has created a 4D Sciba. “We wanted to take the success of lenges in producing the fi lm, according to experience for Blackpool Tower, the London Eye 4D fi lm and build on it to director Michael Hall. “Being second only S which reopened on 1st September create an enhanced 4D visitor experience.” to Disney in size worldwide, Merlin’s expec- after a £20m (%22.9m, $31.6m) refur- The resulting 4D fi lm, which visitors can tation for quality is beyond negotiation. bishment. The iconic UK attraction now experience when they reach the top of the Apart from the underlying challenge of cre- features a 4D theatre built by Kraftwerk, tower, was based around a theme of fl ight – ating a piece of world-class entertainment, featuring Sharp Cookie’s 4D fi lm, complete linking the fi lm to the views from the top of the refurbishment works being carried out with large screen 3D visuals, 7.1 surround the tower, which have been enhanced by in Blackpool meant that we couldn’t fi lm sound, and physical effects, including the addition of SkyWalk, a fl oor-to-ceiling the tower, the building it rises from, the snow, rain, wind, smell and a vibrating fl oor. glass observation platform which was fi tted promenade or the trams, as they were all Merlin Entertainments Group, which during the recent renovations. covered in scaffolding or being re-mod- owns the tower (see interview with CEO The story takes the audience through elled,” he says. “Also, we couldn’t rely on Nick Varney on p22), had a specifi c vision the sights of Blackpool, centring around the weather until much later in the year and for the fi lm, which visitors watch before the narrative of a fl ight-obsessed boy who our delivery deadline was August 2011. taking a fl ight on the observation wheel the comes to Blackpool on a day trip with his “The team dealt with these challenges Blackpool Eye. “The brief was to create a family. Key 3D moments are scripted into by fi lming some scenes at a green screen sophisticated, fun 4D fi lm that captures the story, such as the opening sequence, shoot in London, and using CGI to create the essence of Blackpool and the northern which shows the camera falling into the top the parts of the tower and promenade we coastline through aerial views and creative of the tower from the sky and the tower jut- couldn’t access,” he says. “For example, storytelling,” says Merlin’s creative director ting straight out into the audience in 3D. the characters of the boy and his family couldn’t be fi lmed on SkyWalk, as it hadn’t been completed. Instead, the actors were fi lmed against a green screen, and the SkyWalk scenery added afterwards in CGI. To get views of Blackpool unaffected by poor weather, the team scheduled their aerial sequences, involving a 3D stereo rig attached to a helicopter, for summer. The shoot took place just a short time before the public re-opening of the tower. The fi nal fi lm has a historical sequence on how the tower was built. A “time warp” dance sequence fi lmed at the tower shows dancers from the 1920s through the war years to the present day. It also shows jug- glers, clowns, acrobats and trapeze artists The fi lm includes a historical sequence about how Blackpool Tower was built performing at the Blackpool Tower Circus. 70 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 3D/4D Red Star’s fi lm brings Sherlock Holmes to visitor attractions for the fi rst time G:9HI6G(9 a great opportunity for visitor attractions, dashes through the foggy streets of ed Star 3D, working in con- according to Smith. “Venues are increas- London, shaken as Tower Bridge opens junction with distributors The ingly looking for ways to market themselves beneath them and splashed with water R Juice, has unveiled two new 4D by adding popular brands and intellectual in the Trafalgar Square fountains. They’ll experiences that bring legendary stories properties. Sherlock Holmes is one of the also feel and smell the clues that Sherlock up to date for a new audience. The fi rst, most popular fi ctional characters in his- Holmes uses to solve the mystery. Sherlock Holmes 4D, was launched at the tory, appearing in more than 200 fi lms,” he Meanwhile, Red Star’s 20,000 Leagues European Attractions Show and is now says, noting that public interest in the clas- Under the Sea 4D will take the audience ready for licensing. 20,000 Leagues Under sic detective is higher than ever following beneath the sea with school kid Ned on the Sea 4D, aimed at aquariums and water- two recent productions: the 2009 Warner board the futuristic submarine Nautilus parks, will be ready by summer 2012. Brothers feature fi lm starring Robert with Captain Nemo, who’s been re-cast “Both projects have a strong brand Downey Jr (a sequel will be released in as “a hero for the 21st century”, piloting involvement with legendary characters and December), and the BBC’s Sherlock tv his submarine around the world on a mis- titles that ensure audience recognition and series. (Neither is affi liated with Red Star sion to save marine life. Viewers are taken strong marketability,” says Red Star direc- 3D’s production.) “Sherlock Holmes 4D is on a race against time to prevent disaster. tor Ben Smith. “With Sherlock Holmes 4D the fi rst time the character has appeared in “20,000 Leagues Under the Sea is a time- we’ve tried to remain true to the characters a fi lm for visitor attractions,” Smith says. less classic of adventure literature both of Sherlock Holmes and Doctor Watson, The Sherlock Holmes 4D experience in its native France and worldwide,” says as defi ned by Sir Arthur Conan Doyle, but will see audiences taken on a whirlwind Smith. “Our 4D version presents a bold make them exciting and relevant for all tour of London as Holmes tails his rival, new vision of the classic story.” ages. We’ve also paid homage to Holmes’ Dashwood Hunter, around the city, fol- Developed with feedback from a number trademark props and catchphrases, such lowing a trail of clues in a race to solve a of aquarium attractions, the fi lm will con- as “Elementary, my dear Watson”, in a mystery. Famous sites include Trafalgar tain a strong environmental message, story that’s both thrilling and funny.” Square, the Tower of London, Big Ben, communicating the need for respect and “In 20,000 Leagues Under the Sea we’re Tower Bridge, the Bank of England, and consideration for the world’s oceans. taking a different approach, trying to re- Holmes’ 221B Baker Street residence. And the 4D effects are set to make audi- invent the storyline for the 21st century and “Audiences worldwide will enjoy this thrill- ences feel as though they’re actually in making sure the fi lm hits the right notes for ing journey through some of the city’s most the ocean. “They’ll be splashed with water aquaria and water parks.” distinctive landmarks,” Smith says. as they dive beneath the waves, feel the Combining the 4D experience with 4D effects will bring both London and motion of the submarine Nautilus and be beloved classics like Sherlock Holmes and the mystery to life. Audiences will be surrounded by bubbles as Captain Nemo 20,000 Leagues Under the Sea provides wreathed in mist as Sherlock Holmes leads Ned underwater,” he says. 72 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 K?<>CF98CI N?8KËJ@EK?<?8E;9FFB6 JLGGC@i\\ei\jfliZ\j KF9FFBPFLIGIFDFK@FEFI=FI=LIK? AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 73 3D/4D Alterface can fi t its new interactive upgrade to existing cinemas 6AI:G;68: According to Vincent, the lterface has introduced an interac- plastic guns are designed tive upgrade to be used in 3D and to be vandal-proof: “They’re A 4D theatres. The system, which robust, yet lightweight. The uses the company’s patent-pending Salto idea is to put as little expen- software combined with wireless interac- sive technology in the visitors’ tive modules, allows up to 40 guests to hands as possible,” he says. participate in an interactive shooting game. “The guns shoot, then vibrate Olivier Vincent, the company’s content when a target is hit. We can and communication manager, says the add some LEDs for custom concept is similar to Alterface’s regular design. The cable connect- interactive cinemas, but this time in 3D. ing the wireless device is “Players have to hit targets to earn points. also very strong and resist- The best – and also worst – players are ent to high traction.” rewarded on-screen with their picture and The system can support score, and in the theatre with a light shin- up to 40 interactive sta- ing on them if a Gobo light is available.” tions, as this is the limit of The interactive kit consists of a plastic how many players can be gun and its wireless module – either a provided with a good inter- small portable model or a larger model set active experience, Vincent inside the seat if there’s enough space. says. “With more than 40 The small device features a counter with players in front of the same a live score. The larger module requires screen, it becomes diffi - a counter display to be integrated in front cult to keep track of who’s of the player. When players fi re their guns shooting and hitting targets,” he says. – Desperados, TrashBusters, SeaSafari, at the screen, the Salto software receives “However, we can install our interactive Dino Sanctuary and Vanguard – as well the data through its sensors and com- devices into the fi rst two rows of a bigger as upcoming titles Grip of the Undead municates with the screen to change the cinema. So regardless of the size of the and Too Mush. The system can com- scenario and pull in their picture. theatre, we can make up to 40 of the best municate with games that use the latest Elements such as seat motion, special placed seats interactive.” real time game engines, such as Unity3D, effects, projection and audio are provided The interactive kit will be available for CryEngine and Unreal, as well as games through the theatre’s existing systems. use with all of Alterface’s existing titles that feature pre-rendered content. 74 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 L!! LLL L!! CECE LLL L!! CECE CECELLL 3D/4D de Pinxi has been busy launching new products as well as updating existing favourites 9:E>CM> Further interactivity can be found inside acter is, and to use the interactive console, ech specialist de pinxi has recently the theatre where visitors can choose which is comprised of a joystick, buttons, worked on a number of 3D projects between three languages for their viewing – and display, to participate in an interactive T– including the installation of the larg- French, Dutch and English. At one point in multiple choice game. est 3D interactive theatre in Europe, which the show, the audience is asked to vote on As well as completing these 3D theatre has launched aboard a ship. a collective decision. installations, de pinxi has also launched The company spent a month completing In addition to the Pairi Daiza project, de Kegopolis Warriors 3, an updated ver- the in-Mersus 3D theatre – which features pinxi has also completed the show produc- sion of the interactive 3D fi lm which ran 140 seats in front of a 9m (29.5ft) screen – tion and interactive systems for a series for fi ve years at the Futuroscope attrac- aboard the ship Mersus Emergo. Moored of three new 5D theatres in Italy – the tion in France. The experience, which was in a lagoon at Pairi Daiza, the Belgian new Italia a Memoria attractions in Rome, premiered at EAS and allows visitors to nature attraction, it features interactive Milan and Sicily. Each of the three de pinxi shoot at a variety of monsters, has been exhibitions related to biodiversity. argoGroup interactive theatres presents relaunched with completely new graphics, The 3D theatre experience begins with a a 25-minute 5D experience about the des- characters, and special and visual effects. pre-show area featuring interactive ancient tination – with a 3D fi lm, motion-activated The shooting can be carried out through marine maps, which invite waiting visitors seating and interactivity. de pinxi’s argoLzr laser pointer system to send a post card. Their choice of post The multilingual show includes high – the most accurate laser system on the card alerts the main show’s computer to defi nition, live 3D footage, aerial 3D, and market, according to Chiwy. This can be their preferred destination. This choice is computer-generated reconstructions of controlled by a joystick or built into de stored and used to organise the next ses- the past to allow visitors to travel back in pinxi’s plasmatrons – a 70cm (27.5in)-long sion’s 3D show. “This is the fi rst 3D theatre time and meet the fi gures that made each cannon-shaped player interface which dis- that listens to the audience,” says de pinxi city. Along the way, the audience is invited plays the score and provides a multilingual manager Philippe Chiwy. to solve the mystery of who the main char- sound system, as well as physical feed- back, whenever a player fi res a shot. In a new development forged through an agreement with Lagotronics Projects BV of the Netherlands at EAS, the game can 9:E>CM>ÉHC:LE6GIC:GH=>EL>I=A6 76 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 TICKETING 96I69G>K:C =dlXVcndjjhZXjhidbZgYViVVkV^aVWaZi]gdj\]ndjged^cid[hVaZ hnhiZbid\ZcZgViZgZkZcjZ4Ildi^X`Zi^c\ZmeZgihh]VgZi]Z^gVYk^XZ >8K ith the always-present pressure to increase per-capita spend, W both for-profi t and non-profi t attractions are looking at ways to lever- age the vast amount of customer data they have access to through their point of sale systems (POS). One method that has proven quite successful is to offer a cus- tomer loyalty programme to annual pass holders and non pass holders. A loyalty programme offers pass holders an incentive to keep coming back to the attraction, while also offering customers who are not ready to be pass holders an ‘in-between’ option that allows them to take advantage of special product offerings. Gateways’ BI tool More importantly for the attraction, a dashboard helps loyalty programme allows the attraction collate customer data to gather purchasing information on both groups. This is accomplished using an inte- a market they’d been investing marketing grated POS network that calculates loyalty spend in, when they found they were get- :C8I@KP:FDD 78 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 BecauseBecause timetime is is valuable...valuable... ...choose...choose Time Time Pursuit, Pursuit, latestlatest generation generation web web basedbased booking booking and and EPoS EPoS systemsystem for for admissions, admissions, experiences,experiences, retail retail and and F&B. F&B. Multi-channelMulti-channel advanced advanced sales, sales, on-site on-site ticketingticketing and andintegrated integrated customer customer managementmanagement that that drive drive revenues, revenues, Clarity’s Buddy-Buy tool enables operators to spread promotions using social media productivityproductivity and anddelight delight your your customers. customers. È Secondly, use the information in the If you actively involve the guest in both same way that your guests do – via social the process of data collection and the way networks. With the right tools you can in which it’s used, the commercial value of apply basic control and measurements on that data rises exponentially. Every aspect these social networks, thereby using guest of your management software should link the theleisure leisure activity activity booking booking system system information to promote brand loyalty. to the knowledge you have of each guest, Highly specialised social media tools are so you can connect systems and use the now available, giving entertainment opera- knowledge to create better customer expe- Call usCall on us+44 on +44 (0) 1223(0)1223 651400 651400 tors the capability of allowing promotions riences. Ultimately, this approach gives EmailEmail us at [email protected] at [email protected] to spread across social media without los- operators a very personal dialog with their ing control or target accuracy. guests, and the rewards will follow. ● Visit Visitus at uswww.openfrontiers.com at www.openfrontiers.com AM 4 2011 ©cybertrek 2011 Time PursuitTime Pursuit is an Openis an OpenFrontiers Frontiers solution solution MYSTERY SHOPPER 8>I8M<@JJL< BefneXjK_\;\X[:\eki\ f];lYc`e#>cXje\m`e :\d\k\ipËje\ndlj\ld _Xji\Z\ekcpi\Z\`m\[K_\X Xe[D ?XnXi[j%;Xe`\c D\cmfc[Ôe[jflkXYflkk_\ XkkiXZk`feËje\nc\Xj\f]c`]\ K?<98:B>IFLE; Prospect Cemetery, better known as Glasnevin Cemetery, opened in 1832 and Glasnevin Museum is targeted at people interested in Irish heritage and genealogy is the most historically notable burial place in the Republic of Ireland. The cemetery conference in autumn 2010, I wouldn’t =FF;8E;9 8N8I;N@EE 80 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 The exhibitions aim to show the social, historical, political and artistic development of modern Ireland through the lives of the generations However, I never felt that they did more luck, we went to the museum itself where lack of a formal path in the second galley than was expected of them. the journey begins in the basement. left me feeling unsure of what to do. It was Multi-media displays, touch-screen only when I discovered that the tables along :C<8EC@E AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 81 Product Roundup fun-kit.net the search engine for attractions buyers Wherever you are in the world, fi nd the right Dataton in art at products and services 24 / 7 new digital gallery by logging on to Attractions Management’s free search Dataton Watchout multi-image pro- duction and presentation software is engine www.fun-kit.net managing the display of content in the Ruskin Digital Gallery at the Anglia Ruskin University, Cambridge Campus, DJW kit installed at UK. The gallery was created to be the Bristol’s M Shed first of its kind in the UK, with artwork displayed in digital format as well as al- DJ Willrich (DJW) supplied a range of lowing for traditional hanging. Snelling equipment for the recently opened Business Systems designed the project. M Shed museum in Bristol, UK. The attraction, which received over fun-kit.net KEYWORD 5,000 visitors on its opening week- dataton end, features three galleries showing the history of Bristol, from prehis- toric times to the present day. DJW installed two projections and 60 ICT points, with touch-screen computers for public interaction. The company also fitted video and audio points for visitors to select and play their own fun-kit.net KEYWORDS choice of sound bites and video. dj willrich Martin Pro lighting for Kingdom of Dreams Martin Professional light- Penny Press making an ing equipment has been impression in the UAE installed at the Kingdom of Dreams, a new enter- The UAE’s first theme park has taken tainment destination near delivery of six Mk4 model penny press Delhi, India. Covering a machines, supplied by the Penny Press six-acre site at the apex Factory in Scotland. The presses, which of the ‘golden triangle’ accept both notes and coins, have been of Jaipur, Agra and Delhi, custom themed to fit with the unique Kingdom of Dreams fea- styling of Ferrari World Abu Dhabi. Each tures the Nautanki Mahal penny press features four images, with and Showshaa theatres, two being the same on all the presses plus a cultural and dining area known as Culture Gully. Nautanki Mahal is and two being unique to each of the an 848-seat auditorium with an ornate facade designed like a palace which major attractions in the theme park. serves as the park’s main entertainment space. The theatre rig comprises mostly MAC 2000 series fixtures, plus Atomic 3000 strobes. fun-kit.net KEYWORDS penny pressfun-kit.net KEYWORDS martin pro 82 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 log on to www.fun-kit.net and type the company name under ‘keyword search’ Wicksteed debuts its new Clown Coaster A new £150,000 Clown Coaster will be the star attraction at Wicksteed Park, near Kettering, when it opens to the public for the first time during the Oc- tober school holidays. The arrival of the new single train, four car, steel coaster - built by Pinfari and formerly at Plea- sure Beach Blackpool - is the latest milestone in the Northamptonshire Severn-Lamb train arrives at Omani attraction park’s 90th anniversary celebrations. UK-based leisure and light urban transport specialist Severn-Lamb, has deliv- fun-kit.net KEYWORD ered a new electric train to one of Oman’s premier tourist attractions. The Al pinfari Hoota Cave, at the foot of the Hajar Mountains, began operating the new train for visitors in September following the attraction’s annual closure during July and August. The custom designed train carries up to 48 passengers and offers design, operational and environmental advantages over its predecessor. It is operated from one of two control cabins at either end of the unit. fun-kit.net KEYWORDS severn lamb Two new Timberplay areas for Kidzworld CRM-driven ticketing Alongside its range of indoor play from Green 4 Solutions facilities, Kidzworld in St. Austell, Cornwall now boasts extensive new Green 4 Solutions of Lutterworth, Leic- outdoor play equipment supplied by estershire have long been proponents Timberplay. The project, part of an of the use of CRM technology as a extensive redevelopment programme platform for building relationships with at the site, has seen the attraction customers. They’ve now gone one step grow to double its original size. further by delivering a state of the art Included are Smugglers’ Cove, an CRM-driven ticketing system all built undercover sand and water play area within the Microsoft Dynamics CRM featuring pumps and slides, and the platform. It can be tailored to suit any Treetop Scramble, a custom built specific booking process and is avail- play area which challenges visitors able online, at point of sale, in a call to negotiate wobbly walkways and centre or through a kiosk. a rope climb to reach a steel tunnel fun-kit.net KEYWORD slide. Kidzworld says both are suitable fun-kit.net KEYWORDS timberplay for adults as well as children. green 4 AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 83 KfYffbpflijgXZ\`ek_\N\Y>Xcc\ipZfekXZkAlc`\9X[i`Zb N<9>8CC 9 K"*0'+*/0--)0(<Y\ikXqqfe7Y\ikXqqfe%Zfd K"()-)-..-'-'<`e]f7Zfjkf]n`jZfej`e%Zfd nnn%Y\ikXqqfe%Zfd nnn%Zfjkf]n`jZfej`e%Zfd :LDD@EJ$8CC@JFE >CF98C@DD K"++ ' )+.-**0/('<`e]f7Zldd`ej$Xcc`jfe%Zf%lb K"++ ' /+,'+,-)),<`e]f7^cfYXc`dd\ij`fe%Zfd nnn%Zldd`ejXcc`jfe%Zf%lb nnn%^cfYXc`dd\ij`fe%Zfd AFI8M@J@FE EN8M< Breathtaking experiences, Fully integrated digital studio environments and attractions handling all aspects of 3D for the European and Asian leisure industry cinema production and distribution K"*( ' .(+')-.+.<`e]f7afiXm`j`fe%Zfd K"*))*+.-*(0<\[`cc\ej7enXm\%Zfd nnn%afiXm`j`fe%Zfd nnn%enXm\%Zfd I8@E9FNGIF;L:K@FEJ J@DNFIO Mascot manufacturer & 3D & 4D effects offi cial supplier of famous theatres, motion theatres, simulation attractions children’s characters for events and the provision of 2D & 3D fi lm content K"++ ' )'/),+,*''<`e]f7iX`eYfngif[lZk`fej%Zf%lb K"++ ' (*/+)0,.**<jXc\j7j`dnfio%Zf%lb nnn%iX`eYfngif[lZk`fej%Zf%lb nnn%j`dnfio%Zf%lb JBPJB8E KI@FK<:? Design and installation of A leading manufacturer of fulldome planetariums and multi-sensory interactive visualization theatres attractions for the entertainment industry K"(-'*//'/,''<jXc\j7jbpjbXe%Zfd K"(,(+*,+/000<`e]f7ki`f$k\Z_%Zfd nnn%jbpjbXe%Zfd nnn%ki`f$k\Z_%Zfd N?@K K"( -'+ ).*$('-/<jXc\j7n_`k\nXk\in\jk%Zfd K"++ ' (0(+0)'000<`e]f7nfic[f]i`[\j%Zfd nnn%n_`k\nXk\in\jk%Zfd nnn%nfic[f]i`[\j%Zfd Play to win. Attend IAAPA Attractions Expo 2012, the year’s most powerful business opportunity for the attractions industry. From the show fl oor to the educational sessions to the networking events, you’ll gain important connections, new ideas, and innovative product discoveries. All to keep your attraction on the cutting edge. IAAPA Attractions Expo 2012 s Orlando, Florida USA Conference: November 12–16, 2012 | Trade Show: November 13–16, 2012 Orange County Convention Center | North/South Building For more information visit www.IAAPA.org. WE MAKE PEOPLE SMILE 230 years of experience have influenced our family business to become one of the leading companies in the amusement industry. Have a look at some of our newest projects. WATER COASTER SKATTEOEN | DJURS SOMMERLAND 8-SEATER DARK RIDE FERRARI WORLD ABU DHABI SPINNING COASTER LE TWIST | PARC LE PAL TWIST ‚N‘ SPLASH BLACKPOOL PLEASURE BEACH EXPLORE THE WORLD OF MACK RIDES INNOVATIONS BUILT ON MORE THAN 230 YEARS OF TRADITION & EXPERIENCE Start your journey through our wide range of innovative products. f VISIT US ONLINE facebook.com/mackrides Visit us at IAAPA expo booth 2240 WWW.MACK-RIDES.COM