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The conference and tradeshow for the attractions and leisure industry in Europe. Update your profile on www.IAAPA.org/EAS and we will keep you informed. ATTRACTIONS MANAGEMENT

EDITOR’S LETTER

OTHER DIMENSIONS

ON THE COVER: The Wizarding World he glorious world of 3D has hit the mainstream, with fi lms like Alice in of Harry Potter, p36 Wonderland, Clash of the Titans and Avatar drawing record audiences. Suddenly, from being a treat confi ned to specialist attractions like IMAX, people READER SERVICES T can enjoy 3D in their local cinema. Apple is allegedly even developing the unoffi cially SUBSCRIPTIONS named ‘ispecs’ – glasses which will enable us to enjoy 3D fi lms while on the move. Julie Albone +44 (0)1462 471915 Adding 3D to a standard cinema has enabled operators in this sector to fund a CIRCULATION MANAGER whole new round of capital investment by allowing anything up to a quadrupling of Michael Emmerson +44 (0)1462 471932 standard ticket prices. Now a steady fl ow of high-profi le fi lms is coming on-stream to EDITORIAL TEAM drive consumer demand and operators are embracing the format with gusto. MANAGING EDITOR Building on this, 3D is being promoted by TV broadcasters as the next big thing in Kathleen Whyman +44 (0)1462 471918 the product lifecycle. It will require new hardware and higher fees, and as a result, is EDITOR being adopted as the upgrade to follow the rollout of HD. The major manufacturers Liz Terry +44 (0)1462 431385 expect 3D TV sales to account for more than 50 per cent of their turnover by 2012, NEWSDESK while larger, frame-free TVs are enabling more people to afford a home cinema. Tom Walker +44 (0)1462 471917 All this competitive pressure from the mainstream entertainment industry is inspiring Pete Hayman +44 (0)1462 471931 attractions to raise their game and go one better, by offering 4D and 5D experiences Sarah Todd +44 (0)1462 471927 and bespoke fi lms and we’re seeing an acceleration of investment in this sector. Martin Nash +44 (0)1462 471933 ADVERTISING TEAM With major fi lmmakers now working in the format and mas- PUBLISHER sive budgets involved, we need to make sure we do it well if we Julie Badrick +44 (0)1462 471919 want to keep the attention of an increasingly discerning public ADVERTISING SALES John Challinor +44 (0)1582 607970 As consumers become more familiar with the new 3D format, the attractions Jan Williams +44 (0)1462 471909 industry will need to keep raising the bar when it comes to the visual thrills on offer. ATTRACTIONS RECRUITMENT Fortunately, there’s every indication we’ll rise to the challenge, with new announce- Annie Lovell +44 (0)1462 471901 ments on high end 3D, 4D and 5D fi lm-based offers coming thick and fast. ADVERTISING PRODUCTION Recent examples are the Terra Botanica theme park in France, which opens this Ed Gallagher +44 (0)1462 431385 month and includes an immersive 4D theatre, and Edinburgh’s Our Dynamic Earth. WEB TEAM The science centre has just opened a £700,00 (US$1.084m, `793,000) attraction INTERNET called 4DVENTURE featuring a bespoke eight minute fi lm with a Michael Paramore +44 (0)1462 471926 storyline by NSC Creative. Dean Fox +44 (0)1462 471900 In this issue, we look at the options for customised fi lm Tim Nash +44 (0)1462 471917 making and ask our panel of experts how attractions own- Katie Eldridge +44 (0)1462 471913 ers can commission their own fi lms (page 30). We also Emma Harris +44 (0)1462 471921 review trends in 3D and 4D planetarium fi lms on page 32. FUN-KIT.NET/MUSEUM-KIT.NET It’s never been a better time to pick up on the trend, and PRODUCT SEARCH ENGINE it’s a format that seems to suit pretty much every type of Sarah Todd +44 (0)1462 471927 attraction. The challenge, however, will be to keep ahead of Martin Nash +44 (0)1462 471933 the rapidly evolving technology. With major fi lmmakers now DESIGN working in the format and massive budgets involved, we Andy Bundy +44 (0)1462 471924 need to make sure we do it well if we want to keep the atten- Claire Toplis +44 (0)1462 471910 tion of an increasingly discerning public. FINANCE Sue Davis +44 (0)1395 519318 Liz Terry, editor, [email protected] Denise Gildea +44 (0)1462 471930 THE LEISURE MEDIA COMPANY PUBLISHES Attractions health club SPORTS management management MANAGEMENT A NEW 3D DIMENSION MONEY FOR CINEMA SURREY SPORTS PARK The Leisure Media Company Ltd, ?8IIPGFKK

Portmill House, Portmill Lane, Getting Wigan Active the strictly effect tapping into the nation’s passion for dance

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British Gymnastics 30 embraces the RICHARD LEWIS years    sport’s success The chair of Sport England on the power of sport Tel: +44 (0)1462 431385 Do we need a tourism bank? D

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IN THIS ISSUE PHOTO: ©PAUL RIVERA

ISSUE 2 2010 24 TOP TEAM: 36 NEW OPENING: MAGIC MOMENT 5 EDITOR’S LETTER The management team at the world’s The Wizarding World of Harry Potter is 8 MUSEUM NEWS second largest visitor attraction com- opening at Universal Orlando Resort 9 HERITAGE NEWS pany talk about the speculation behind future ownership of the company and SCIENCE CENTRES: 10 GALLERY NEWS 40 their own individual responsibilities DASA 12 THEME PARK NEWS The Dortmund exhibition is in the spot- 14 SCIENCE CENTRE NEWS 30 PLANETARIUMS: light as the host of year’s Ecsite and part 15 & AQUARIUM NEWS THE THIRD DIMENSION of the European Capital of Culture 16 BALPPA NEWS As 3D fi lms become more mainstream, 18 WATERPARK NEWS we take a look at the offers available for 44 MUSEUMS: planetariums and domed theatres and NIGHT VISION 20 PROFILE: the pros and cons of the technology Visitors can extend their visits during the European Night of the Museums Merlin’s chief executive reveals all about 34 ASK AN EXPERT: the Cypress Gardens acquisition, the COMMISSIONING 46 OCCUPATIONAL HAZARD: company’s rollout plans and why he DESTINATION FILMS BURNING ISSUE thinks Merlin could eventually become A bespoke fi lm adds a unique offer, but The director of Chattanooga Zoo the largest visitor attractions operator how do you get one made? describes dealing with a serious fi re

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48 NEWS: 60 REPURPOSING ATTRACTIONS: 74 MULTIMEDIA & AV: DEVELOPMENT PIPELINE SECOND LIFE MASS CATERING A round-up of forthcoming develop- A look at new attractions which are Catering for all ages, audiences and ments and openings around the world reborn on the site of a former attraction nationalities is now easier thanks to the latest multimedia and audiovisual aids 52 PREVIEW: 64 FINANCE: THE MIND MUSEUM STAYING TREND 78 WATERPARKS: A preview of the Philippines’ fi rst world- The staycation trend has helped many HIGH SEAS class science centre opening next year European attractions in the recession A look at trends in the waterpark indus- try where activity in Asia and the Middle 54 THEMED ATTRACTIONS: 68 TICKETING: East is on the increase CHOCOLATE FEST THE VIRTUOUS CIRCLE A theme park in China made from choc- Advice for operators on managing their 81 PRODUCT SPECIAL: olate and a Willy Wonka style factory in queues and ticketing systems FUN-KIT the are among the offers A selection of products for the industry 72 INSURANCE: 58 EXPOS: TAKE COVER 84 ODD JOB: FLOWER POWER Two insurance experts advise how to BEWITCHED Floriade 2012’s MD explains how horti- protect against corporate manslaughter The Witch of Wookey describes the joys culture can help with sustainability and accidental damage of scaring people for a living

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MUSEUM NEWS

Revamp for kids Museum

Manitoba Children’s Museum in Winnipeg, Canada, is to undergo a CA$10m (US$10m, £6.2m, %7m) redevelopment. Work on the attrac- tion will include doubling the number of galleries from six to 12, the con- struction of a new Welcome Centre and the renovation of the existing Arts & Exhibition Centre. There will also be an exclusive tod- dler gallery, called Tot Spot, to meet the needs of the museum’s youngest adventurers. The multi-functional Arts The museum will explore the history of British jews & Exhibition Centre will cater for London’s Jewish Museum reopens travelling exhibits and special events. Exploratorium’s A London museum dedicated to Jewish and a number of historic artefacts. The culture, heritage and identity in the UK reo- Welcome Gallery introduces visitors to a plans get boost pened to the public on March 17 following range of Jewish people; History: A British the completion of a major £10m (US$15m, Story examines how and why Jewish The San Francisco Exploratorium’s %11m) redevelopment. people settled in the UK; and Judaism: A plans to relocate recently received a The Jewish Museum London in Camden Living Faith explores the religion. US$90m (£58m, %66m) boost. The Town has been expanded and revamped The fi nal gallery – the Holocaust Gallery anonymous donations, the largest in as part of the scheme, which has involved – explores the impact of the Nazis through the museum’s history, came from two architects Long and Kentish and exhibition the fi rst-hand experience and personal benefactors – but on the condition designers Event Communications. items of Leon Greenman, a London-born that Exploratorium can raise a further New displays and exhibitions across survivor of Auschwitz, as well as other sur- US$40m (%29m, £26m) for the project. four permanent galleries aim to provide vivors who lived in the UK. The cash will be used to renovate visitors with the chance to explore Jewish Rickie Burman, director of the Jewish a pier on the city’s waterfront – which life and culture as part of the wider Museum, said; “What it means to be British will be then used as the attraction’s history of Britain. Features include the and the issue of cultural identity has never new home, as opposed to its current recreation of an East End street and tai- been more hotly debated. This museum will site at the Palace of Fine Arts. lor’s workshop, a map illustrating where explore these issues in the context of one Work on the museum is expected to Jews have come from across the world of Britain’s oldest immigrant communities.” be completed in 2013.

Smithsonian opens new evolution hall

A new exhibition hall dedicated to the On entering from the museum’s Sant discovery and understanding of human Ocean Hall, visitors travel through a time evolution has opened at the Smithsonian’s tunnel depicting life and environments National Museum of Natural History in over the past six million years. They will Washington, DC, US. also be able to interact with the forensically The opening of the US$20.7m (£13.5m, reconstructed faces of prehistoric human %15.1m) David H.Koch Hall of Human relatives, a feature the museum says is Origins coincides with the 100-year anni- designed to provide visitors with a sense of versary of the museum’s offi cial opening personal involvement. on the city’s National Mall. The 15,000sq ft Other key features in the exhibition (1,400sq m) exhibition highlights the major include interactive snapshots in time based milestones in the origin of human beings on the actual fi eld sites where research is and the periods that have characterised the being conducted and a display of more ancient past of the human race. than 75 exact replica skulls. The museum’s new ‘skull gallery’

8 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 ATTRACTIONS MANAGEMENT

HERITAGE NEWS

London set for new heritage centre

A major new heritage centre and tour- ist attraction is poised to be created in Guildford, Surrey, UK under proposals approved by the local authority. Guildford Borough Council’s (GBC) executive committee has given the green light for a public consultation to be held into the project, along with the preparation of a Heritage Lottery Fund (HLF) bid. The council is set to bid for around £1m (US$1.5m, %1.1m) HLF The UK’s landmarks attract tourists from all over the world funding towards the scheme, although an additional £2m (US$3m, %2.2m) is Heritage tourism worth £21bn a year required to complete the scheme. Under the proposals, an enhanced Research by the Heritage Lottery Fund Among the key fi ndings is that more than museum would be created with an (HLF) has revealed that the heritage tour- 10 million holiday trips are taken by over- entrance from the castle grounds into ism industry contributes nearly £21bn seas visitors to the UK each year, with 40 a new reception area, café and exhibi- (%24bn, US$32bn) to the UK economy. per cent citing heritage as a primary rea- tion gallery within the castle ruins. According to the Oxford Economics son for visiting the country. Two fl oors of the town’s Castle Arch study, the sector is worth more to the UK The research found that heritage tour- House would be opened to visitors to in terms of gross domestic product (GDP) ism is a £12.4bn (US$19bn, %14bn) a year provide accessible facilities and dis- than the advertising, car manufacturing or industry, including the broader expenditure plays, as well as education space for fi lm industries. Commissioned in 2009, the driven by a desire to visit heritage attrac- activities and events. HLF research explored how tourism visits tions, such as local restaurants and hotels. GBC councillor Jen Powell said: and spending are driven by heritage and Investing in success: Heritage and the “This is an opportunity to develop the looked at a random sample of 62 schemes UK tourism economy has also revealed that museum and the castle into a major completed between 2004 and 2007. heritage tourism supports 195,000 jobs. heritage hub and tourist destination.”

Luna Park listed on State Heritage Register

Luna Park, located on Sydney’s northern refurbishment and restoration programme, foreshore adjacent to Sydney Harbour but still boasts its famous entrance face Bridge and one of Australia’s best known and towers and art deco style. amusement parks, has been listed on the Formally announcing the move to list the State Heritage Register. site, Premier Kristina Keneally said: “Luna Originally opened in 1935, the park was Park is a Sydney cultural icon which is an reopened in April 1994 following a major excellent example of and The museum’s auditorium fantasy architecture in the Art Deco style of the 1930s, which provides colour and life Zulu museum opens alongside the harbour.” in South Africa Two other iconic Sydney landmarks have also been listed, the Queen Victoria A museum charting the history and Building, built in the 1890s and now home culture of the Zulu has opened at the to a shopping centre, and Sydney Town Emakhosini Ophathe Heritage Park in Hall, built between 1869 and 1889. KwaZulu Natal, South Africa. “These three sites embody the history The museum is the latest addition and identity of Australia’s global city,” said to the park, designed to pay homage Keneally. “This will also ensure that they to the kings of the Zulu nation bur- can be enjoyed for generations to come. It ied there. The 200sq km park and its is impossible to think about Sydney without attractions are operated by Amafa, an The iconic entrance to Luna Park these three landmarks.” independent heritage body.

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GALLERY NEWS

NC gallery to open new extension

The North Carolina Museum of Art in Raleigh, US, will open its 127,000sq ft (11,800sq m) extension to the public on 24 April. The new single-storey building, designed by New York-based Thomas Phifer of Thomas Phifer and Partners, was created specifi cally to showcase the gallery’s permanent collection of more than 5,000 pieces of art span- ning antiquity to the present day. The new 12,000sq m building will be located on Quebec’s main promenade Surrounded by sculpture gardens and pools, the expansion project OMA wins Quebec museum competition will also transform the Museum’s 1983 East Building, designed by the Netherlands-based The Offi ce for was chosen unanimously from fi ve submis- architect Edward Durell Stone, into Metropolitan Architecture (OMA) has won sions. The expansion – linked underground a centre for temporary exhibitions, a competition for a major expansion to the with MNBAQ’s three existing buildings – is education and public programmes, Musee national des beaux-arts du Quebec located on Quebec’s main promenade, and public events, as well as a place (MNBAQ) in Quebec, Canada. Grande-Allée, adjacent to St. Dominique for collections management and other The 12,000sq m (129,000sq ft) new Church. The design aims to integrate the administrative functions. building is scheduled to open in 2013 and building with the surrounding park and initi- Upon completion, the 164-acre will be situated at the point where down- ate new links with the city. campus will be one of the US’s largest town Quebec City meets Battlefi elds Park Three stacked galleries of decreasing art museum parks, with walking paths, and form the company’s fi rst built project size will house contemporary exhibitions, bike trails, ecological projects con- in Canada. The design, led by OMA part- the permanent contemporary collec- ceived with artists, and site-specifi c ners Shohei Sigematsu and Rem Koolhaas tion and design/Inuit exhibits as well as a commissioned works of art in a rolling in collaboration with associate Jason Long, 14m-high (46ft) Grand Hall. green landscape.

Modern art The McManus art gallery reopens

gallery for Kolkata The McManus art gallery in , with interactive displays and visitor sta- , has reopened following a £12m tions. A new retail and café area has been Swiss architects Herzog & de Meuron (US$18.5m, %13.5m) redevelopment. added, complete with an outdoor terrace; have been commissioned to design The main entrance to the attraction has a new top-lit atrium. the Kolkata Museum of Modern Art been completely redeveloped, and inside There is also a new creative learning (KMOMA) in Calcutta, India. The the gallery spaces have been upgraded suite, catering for outreach programmes US$50m (£30.6m, %34.4m) project as well as inhouse workshops and classes. will be built on a 10-acre plot that Much more emphasis has been placed was donated by the Indian govern- in interactivity, with a number of displays ment, which is also providing US$32m being added to the existing collections. (£21m, %24m) of the funding. The works were funded in partnership The 300,000sq ft (28,000sq m) by Dundee City Council, the Heritage museum will exhibit a collection Lottery Fund, the European Union, ranging from 19th century to art to con- Historic Scotland, and The McManus temporary art. The KNOMA Trust was Fundraising Appeal. set up 2003 to develop the museum. To celebrate the opening, a new exhi- One of its trustees, Rakhi Sarkar, told bition – called The Making of Modern a press conference that: “The museum Dundee – has been opened. The gallery will have four separate wings, with each charts the rapidly-changing city from 1850 one exhibiting works of art from the dif- to the present day, including the skeleton ferent regions of the globe.” The gallery in Dundee, Scotland of the famous Tay Whale.

10 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 MUSIC MAKES AN EVENT. Playing recorded music Visit ppluk.com to fi nd can increase enjoyment, out how to obtain a music engagement and customer licence or call our team spend. A recent survey on 020 7534 1050 80% revealed that over * MusicWorks survey conducted March 2009 of people believe music is musicworksforyou.com. important in creating the † If you are playing recorded music at your event, right atmosphere at an event.* you are legally required to obtain a both a PPL and PRS for Music licence. PPL collects and distributes money for the use of recorded music, on behalf of PPL offers music licensing record companies and performers. PRS for Music collects and distributes money for the use of music solutions for businesses and lyrics, on behalf of songwriters, composers or organisations that play and publishers. recorded music in public, including:†

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THEME PARK NEWS

Six Flags closes Kingdom

Theme park operator is to close its operation. The company had recently pro- posed a new lease arrangement to the Board, a move designed to enhance the viability and future of the park. When the propos- als were not accepted, Six Flags announced that the park would close. It is now working on plans to relocate affected employees and move several Visitors will be taken on a “forbidden journey” by Harry Potter and his friends of Kentucky Kingdom’s more than 40 rides and attractions to one of its 13 June opening for Harry Potter world other operations. Mark Shapiro, Six Flags president The world’s best known boy wizard is set fi rst meet Harry, Ron and Hermione; the and CEO said: “We are deeply disap- to arrive in Florida, US on 18 June, with the Gryffi ndor Common Room; and the Room pointed to be leaving such a great fan opening of The Wizarding World of Harry of Requirement, plus the Dungeon pas- base in the greater metropolitan area Potter at Universal Orlando Resort, US. sageway and hallways of Hogwarts. of Louisville and we are grateful to the The new attraction will comprise three Elsewhere are talking portraits includ- thousands of employees at Kentucky themed elements - Harry Potter and the ing the Fat Lady and the never-before-seen Kingdom and the millions of guests for Forbidden Journey, a newly created ride founders – Godric Gryffi ndor, Salazar their dedication, support and loyalty system at the heart of Wizarding World, Slytherin, Helga Huffl epuff and Rowena over the years. plus Flight of the Hippogriff and Dragon Ravenclaw; the Sorting Hat; the One-Eyed “This action relates solely to Challenge. Within the castle are iconic Witch statue; and the Mirror of Erised. Kentucky Kingdom. Our other parks, locations taken from the fi lms, including The full ride, including the queue line, is which reside largely on company- Dumbledore’s offi ce; the Defence Against anticipated to take about an hour. (For an owned land, will be unaffected and will the Dark Arts Classroom, where visitors indepth opening report, see p. 36). open as scheduled.”

Paramount plans Aldar Properties suffers huge losses

Spain’s largest park Aldar Properties, the UAE property group (£333m. %375m, US$513m), while EBITDA responsible for many Middle Eastern dropped from AED3.3bn (£579m, %653, Film company Paramount Pictures attractions – including the forthcoming US$892m) to AED906.8m (£159m, is looking to build what would be the Ferrari theme park – has seen its full-year %179m, US$245m). The group blames the largest theme park and entertainment profi ts fall from AED3.4bn (£596m, %672m, decrease in revenue on a lower sale of land centre in Spain in the south eastern US$918m) to AED1bn (£175m, %197m, plots during 2009. region of Murcia. US$270m). Revenue fell from AED4.9bn Despite the bad news, the group’s chair Reportedly aimed at competing (£859m, %970m, US$1.3bn) to AED1.9bn Ahmed Ali Al Sayegh remains optimistic. In with Disneyland Paris, the project a statement, he said: “The board believes will also incorporate a fi lm stu- Aldar will enjoy a strong 2010 despite con- dio designed to centralise all of tinued economic uncertainty in the world. Paramount’s production in Europe. Abu Dhabi has demonstrated its resilience Spanish minister of culture, Pedro and provided regional stability which, in Alberto Cruz, said he has received turn, provides a strong platform for Aldar to a letter from Paramount’s licensing continue moving forward. division expressing their interest in “The solid foundations put in place in launching the project once its eco- recent years have made the business more nomic viability has been proven. resilient and well placed to prosper in this According to Cruz, the 2.5sq km rapidly changing environment. We have complex would increase the number taken proactive measures to adapt Aldar to of tourists to the area by three million. Ferrari World will open later this year the new economic environment.”

12 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 An artist’s impression of what the park will look like Coney Island park plans revealed

Central Amusement International (CAI) has The second phase, opening by summer unveiled detailed plans for a new amuse- 2011, will be named Scream Zone at Coney ment park on Coney Island, New York, US. Island and will provide additional attrac- CAI will lease a 6.2-acre piece of land tions, including two custom roller coasters. from the city of New York for a 10-year CAI is working with Italian ride manufac- period and invest nearly US$30m (`22m, turer on the project. £19m) to build and operate the park. In total, Zamperla will supply 23 new Scheduled to open by 31 May 2010, the rides, designed to celebrate Coney Island’s park will be built in two stages. During the unique history and character while adding fi rst phase this summer, CAI will open Luna modern amusements. Park at Coney Island, which will feature 19 The plan is expected to generate more rides, including one – Air Race – that will than US$14bn (`10.2bn, £8.9bn) in eco- make its worldwide debut at Coney Island. nomic activity over 30 years.

Universal shuts £372m robot park Galactica ride planned for Korea

The newly-opened Universal Studios Work is to begin this year on a Singapore theme park has had to KRW784.5bn (US$560m,£372m) robot- close one of its major rollercoasters themed attraction in Incheon, South Korea. due to a technical malfunction. The government recently announced The Battlestar Galactica ride – a that work could begin on Robot Land this duelling coaster, whereby two trains year, to be completed in 2013. begin at the same time and loop However, part of the park would be around each other – is one of the open by 2012. The park will boast enter- park’s biggest attractions, but a prob- tainment facilities, exhibition halls, a lem was discovered during the routine waterpark, research and development pre-opening test on Thursday. centres, education buildings and indus- An offi cial statement said: “Due to trial support facilities. a technical problem, the Battlestar According to the government, Galactica attraction will be closed until KRW680.5bn (%456m, US$608m, further notice. Experts from the ride’s £400m) will come from private investors, design, engineering and manufactur- KRW52bn (%35m, £30m,US$46m) from ing company are assisting to resolve the central government, and a further the situation. The park only offi cially KRW52bn from local government. There opened on 18 March. are also plans for a second park in Masan.

AM 2 2010 ©cybertrek 2010 ATTRACTIONS MANAGEMENT

SCIENCE CENTRE NEWS

Robert Firmhofer Warsaw calling

The new attraction will include an observatory n the Autumn of 2010, the Copernicus Science Centre in Jodrell Bank unveils visitor centre plans I Warsaw will open its doors. A total of 20,000sq m (215,ooosq ft) of fl oor Plans have been submitted to Cheshire centre and a café offering views of space will house six interdisciplinary East Council (CEC) for the creation of a the Lovell telescope. galleries with 450 interactive exhib- new discovery centre at the University A Space Pavilion accommodating a its, accompanied by a multimedia of Manchester’s (UM) Jodrell Bank multi-purpose events, exhibition and edu- Planetarium with a 16m (52ft) dome Observatory in Manchester, UK. cation space and the landscaping of the and a Discovery Park around the build- The ‘live science’ visitor attraction aims site’s arboretum to create a Galaxy Maze ing and on the roof. to attract thousands of extra visitors to the and a Space Garden are also proposed. Since its early days, the centre has observatory and showcase research ‘as it Funding is now being sought to carry been a part of the ECSITE society, happens’ – as well as inspire a future gen- out work at the observatory – part of UM’s drawing on its experience and partici- eration of young scientists. school of physics and astronomy. pating in the debate on the future of Jodrell Bank’s 1,000sq m (10,764sq Designs for the scheme have been science centres. And the quest for new ft) discovery centre will include a Planet drawn up by architects Feilden Clegg paths in science communication was Pavilion entrance building, with orientation Bradley Studios. essential in the process of the creation of the Copernicus Science Centre. One of the crucial factors determin- ing the centre exhibitions and activities Contractor appointed for Miami project is the way of presenting science: as a part of human culture, together Contractors have been appointed for the museum, which was designed by British with the humanities, social sciences US$275m (£172m, %188m) Miami Science fi rm Grimshaw Architects. The 250,000sq ft and arts. As an example - Roots of Museum in Florida, US. (23,000sq m) museum will boast a 35,000sq Civilisation gallery will show how Boston-based Suffolk Construction and ft (3,200sq m) aquarium, a planetarium and human civilization has developed over San Francisco-based Webcor Builders have 55,000sq ft (5,100sq m) of indoor and out- the ages, through science, technology, been awarded the contracts to develop the door exhibition space. maths, writing and arts. Art exhibits are The museum – designed by renowned very important in this gallery, as they architects Herzog & de Meuron – will be show more than just scientifi c discov- the centrepiece of the Miami Museum Park, eries, like Hommage a Leonardo by which, as previously reported in Attractions Sharmanka – an incredible theatre of Management, will also feature the US$275m kinetic sculpture, telling the story of the (£172m, %188m) Miami Science Museum. human spirit as it struggles against the The museum will boast 200,000sq ft relentless circles of life and death. (18,600sq m) of programmable space, more There’ll be a great opportunity to than three times of the museum’s current visit – in 2011 we will be hosting the home. The three-storey building will sit annual ECSITE conference. We look upon an elevated platform and will house an forward to seeing you there! educational complex with a library, an audi- torium, classrooms, workshop space, a café Robert Firmhofer is director of the and a store, as well as the galleries. Work is Copernicus Science Centre in Warsaw Plans include a large aquarium expected to be completed by 2012.

14 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 ATTRACTIONS MANAGEMENT

ZOO & AQUARIUM NEWS

Noah’s Ark claims The exhibit will house the zoo’s 12-strong pack of sea lions ‘grossly unfair’ Sea lion exhibit for Fresno Chaffee Zoo North Somerset Council (NSC) has ruled that allegations of animal cruelty Fresno Chaffee Zoo in California is to build tax (sales tax) which is collected through- made against Noah’s Ark Zoo Farm a new US$10.5m (£6.8m, 7.7m) sea lion out Fresno County for the support of the near Bristol, UK are “grossly unfair”. exhibit. The new 12ft-deep (3.6m) pool will Chaffee Zoo. The sales tax, at the rate of Inspectors from the council, which be twice as deep as the existing one and 0.1 per cent, is collected by retailers and licenses the attraction, and two zoo contain eight times as much water. sent to the State Board of Equalisation, inspectors carried out interviews with Called Coastal California Sea Lion which then deducts its administrative fee the proprietor and staff members as Enclosure, the exhibit will boast 12 sea and forwards the remaining revenue (about part of the probe into the claims. Zoo lions and harbour seals and visitors will be US$10m, £6.5m, 7.2m) per year) to the records were also examined and ani- able to see the animals through an under- Zoo Authority. The exhibit is expected to mal enclosures inspected after the water viewing area as well as on land. open in 2011. Captive Animal Protection Society The attraction will be the zoo’s fi rst com- According to Scot Barton, director of (CAPS) accused Noah’s Ark Zoo Farm pletely new exhibit and will be paid for by Fresno Chaffee Zoo, The sea lion enclo- of “serious animal welfare issues”. Measure Z. Measure Z, according to The sure will be the fi rst of fi ve new large NSC’s executive member, Peter Fresno County Zoo Authority – the public attractions planned for the site. Bryant, said that animals at the attrac- agency responsible for the administration The four others are currently awaiting a tion are “generally well cared for by of it – is the unique transactions and use completed environment impact report. experienced and dedicated people.”

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BALPPA NEWS

Colin Dawson A light at the end UK parks have opened a number of high-profi le rides in the last year of the tunnel UK parks ‘benefi ting from recession’ omewhat of a dramatic head- line but after more than six A report by Mintel Oxygen – Theme Parks The weakness of the pound has also S years in pursuit of a switch to – UK - February 2010 - reveals that the helped, encouraging inbound tourism Daylight Saving we have made enor- theme park industry not only enjoyed two which has benefi ted the parks around mous progress in the last few weeks. years of solid growth in 2008 and 2009, but London where most of such tourists tend This week alone I have attended four is actually benefi ting from the recession. to spend their time. tourism events in which there has A key factor is said to have been the According to the report, park operators been a political element and in every more straitened fi nancial circumstances have also made sustained and consistent case Daylight Saving has been the of many consumers. A lot of visitors who investment in new rides, attractions and major talking point. might otherwise have travelled abroad areas, often breaking the usual two to three Just a few weeks ago, Prime decided to have a ‘staycation’ at home and year investment cycle by adding something Minister Gordon Brown, in response take more day trips and short breaks. new every year. to a question from a BALPPA mem- ber at a tourism event in Exeter stated his interest in the idea of a three year experiment and that he found the Work starts on argument both interesting and worthy of consideration. Since then, with a Drayton’s hotel General Election set for 6 May, all the main parties have stated their sup- Construction work has begun on port for the move. the new hotel at the Drayton Manor But, as a realist, I know we still have Theme Park in Staffordshire. a way to go if Daylight Saving is to The new 150-room hotel is designed become a reality. There will be a lot of primarily to meet demand from visi- Merlin will operate the iconic attraction various internal pressures before the tors to the theme park, having seen an Party Manifestos see the light of day upsurge in visitor numbers following Blackpool calls in (forgive the pun) and we need all tour- the arrival of Thomas Land in 2008. Merlin to sort out tower ism businesses and organisations to Scheduled to open in the summer ensure their positive views are heard of 2011, the hotel will feature themed Blackpool council in Lancashire, UK has in the corridors of Westminster. bedrooms, including ones from the signed up Merlin Entertainments to man- This is my last contribution to Thomas & Friends series. age the redevelopment and operations of Attractions Management as I shall Also on offer will be extensive con- the complex and Louis retire in July. To those of you who I ferencing and hospitality facilities, Tussauds Waxworks when it formally takes may not see before then, it’s been complementing those already at the over the businesses later this year. great to have been a part of such an theme park, plus two restaurants, a A £10m (11.2m, US$15m) council-funded exciting and rewarding industry. I shall coffee shop and a crèche. investment programme is scheduled to start miss it, but “all good things” and all Colin Bryan, MD of Drayton Manor, this autumn, which will see a new Dungeon that. Best wishes to you all. said: “I’m pleased that after many hur- attraction added to the Tower complex, plus dles and a lengthy planning process, the development of the current observation Colin Dawson chief executive, BALPPA building work has fi nally begun.” platform into an ‘Eye’ branded experience.

16 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Gamma LeisurePOS MEMBERSHIP 1NF6KOGT #PKOCNU 5JQQVKPIECTU -KFFKG%CTU

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AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 17 ATTRACTIONS MANAGEMENT

WATERPARK NEWS

Aleatha Ezra Going green is The park is set to become one of the largest indoor parks in the world now a priority Indoor waterpark for Ukraine reen building and operations practices have become a The city of Donetsk in the Ukraine is to be replaces the park’s designers original plan G top priority to more than just home to what is claimed to be the largest to have a steel/polycarbonate structure. waterpark industry professionals – it’s aluminium-domed waterpark in the world. OpenAire president, Mark Albertine, become part of the regular decision- Scheduled to open in August 2011, the said: “The developers loved the idea of a making process for the consumer too. dome over the Royal Marine Aquapark – a retractable roof. To them, it opened the Green operators are able to reduc- joint venture between the city of Donetsk park up to a whole new world of possibility. ing utility costs and therefore minimise and a consortium of private sector inves- “People don’t want to be inside on a unnecessary overheads. Meanwhile, tors – is being built by Oakville, Ontario, beautiful day; opening the roof instantly consumers worldwide are becoming Canada-based OpenAire, a specialist in transforms it into an outdoor facility.” more aware of product energy label- retractable roofi ng systems. At 26m (86ft) The Royal Marine is OpenAire’s second ling on items such as light bulbs, air high and 85m (278ft) in diameter, the dome Ukrainian project. conditioners, domestic appliances and even cars. They are becoming better at interpreting the labelling and using this information to make spend- Expansion for ing decisions. In Europe, energy labelling has now Darien Lake Resort been extended to buildings. It’s now a requirement to display the building Darien Lake Resort in Western New energy performance, even on aquatic York, US, has announced plans for a buildings. After a waterpark is built, multi-million dollar expansion. there is limited scope for minimising For the 2010 season, the resort will consumption. The most infl uential transform into two parks – the Darien The waterpark will be ’s fi rst decisions are made during the design Lake Theme Park and SplashTown at process and choices of solutions and Darien Lake. equipment. While energy labelling The former will open on 8 May, to add waterpark might not reach down to water attrac- while the latter, which will boast sev- tions, perhaps progressive operators eral new attractions over fi ve acres of The world’s fi rst Legoland-themed water- may already be thinking about electric- new park space, is scheduled to open park is scheduled to open in June this year ity consumption per hour, as well as on Memorial Day Weekend (31 May). at Legoland California, with construction guest throughput per hour, when mak- Specifi c additions to SplashTown work currently taking place on the site’s six- ing investment decisions. include the Swirl City Slide Complex, person family raft slide. We could now be approaching the with four rides built by ProSlide (Mister The 11ft-wide (3m), 300ft-long (91m) moment where the only aspect of your Twister, Cannon Ball Run and the slide is one of seven at the 5.5 acre water- waterpark that should not be green is Turbo Twins); a 1,024ft (312m) lazy park, which will also include enclosed the colour of the water! river (built by the Aquatic Development one-person tube slides and slides specially Group) and the Lazy Days , a designed for toddlers. Elsewhere will be a Aleatha Ezra is the membership manager 44,500-gallon wave pool (also built by DUPLO zoo-themed water play area for tod- of the World Waterpark Association Aquatic Development). dlers and an interactive water play zone.

18 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 family coasters thrill & mega coasters indoor & custom designed attractions & specialities

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J\\gX^\)+ ]fi`ek\im`\nj n`k_D\ic`eËjkfg k\Xd Nick Varney

With underway, numerous midway attractions being developed globally and speculation about its future ownership, Merlin Entertainments is rarely out of the news. Chief executive Nick Varney reveals all to Kathleen Whyman

hen I last interviewed Nick saw this unbelievably, breathtakingly and convert it into a Legoland park, which Varney in January 2007, his fi rst beautiful location with historical botani- we know from the success of our site in W words were, “I have something cal gardens.” Merlin’s portfolio includes California is hugely popular, was a very rather exciting to tell you”. The exciting , the 1,000-year-old Warwick good opportunity. Normally if you’re look- news was Merlin Entertainments’ acquisi- Castle, and Legoland Windsor, ing to establish a theme park, you’ve got tion of , making the all of which sit within beautiful grounds, so to fi nd a site, pay for that site and get all company the second largest visitor attrac- Cypress Gardens had “that something spe- the planning, zoning and other regulatory tion company in the world after Disney. cial” that really appeals to Merlin. approval, which, even with a following wind, So when I meet the chief executive again In addition to this, Cypress Gardens might take three years. Then you’ve got to in January 2010 and he tells me, “I have offers a waterpark and theme park, which build it, which takes another three years. something very exciting to tell you, but have benefi tted from more than US$140m We’ll have ours open by the end of 2011. I can’t just yet”, frustrated doesn’t even (£94m, %103m) investment in the last fi ve That’s a fairly compelling argument.” come close to describing how I felt. years, including the installation of several Legoland California’s success has led Luckily for me, and the rest of the attrac- rides. So why did the park close down in to the park being awarded the title of Best tions industry, I only had to wait another the fi rst place and isn’t Varney worried Park for Children in the US by American week until Varney was able to reveal that about suffering the same fate? trade paper six years Merlin Entertainments had bought the in a row. Varney’s extremely confi dent that Cypress Gardens theme park and was OPPORTUNITY KNOCKS Florida will do even better (Florida parks transforming it into Legoland Florida. “The park was getting around a million traditionally have higher visitor numbers “Florida is the biggest family destination visitors a year but needed a few hundred than their Californian counterparts) despite on the planet so it’s completely logical that thousand more to be viable,” explains being a 40-minute drive away from the we should be there,” says Varney. “We’d Varney. “We’ve factored in that if you’re 40 heart of the activity. “We did a great deal been looking at central Florida, as that’s minutes away from Orlando and have to of very detailed market research last sum- the real hotspot, but in 2008 were made drive down, then you’re not going to get as mer in Florida and Orlando and 80 per cent aware that Cypress Gardens, which is many visitors as if you were in the centre of people in our target market said they’d only 40 minutes drive from Disney, might of town. But, for us, to buy everything it come to Legoland as part of their holiday be available. We went down there and offered for under $25m (£16.8m, %18.4m) in Florida,” says Varney. “Anyone who thinks that a company like Merlin, with a successful history of driving very strong returns on the capital it spends and of driving into new markets, would have done this with anything other than its eyes wide open, doesn’t know us very well,” he continues. “I don’t just think it’s exciting and a great opportunity, I think it’s a bloody good deal for Merlin.” Destination resort positioning is part of Merlin’s long-term strategy. While getting the theme park up and running

After building its portfolio in Europe, including Italy’s Gardaland (pictured left) Merlin hopes to continue to build its profi le in North America

20 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 D

I Legoland I Legoland Discovery Centre I I The I Gardaland I Alton Towers I I Chessington World of Adventures I I I Sea Life Sanctuaries I Earth Explorer I I The Dungeons

Merlin Entertainments is one of the biggest visitor attractions companies in the world, second only to Disney, and boasts a number of household name attractions, including (clockwise from above) Sea Life, Legoland, The London Eye and Thorpe Park

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 21 PROFILE

is the priority, a hotel and other Merlin tory – we bring all our projects in on time midway attractions will be added eventu- and on budget,” he says. “And what’s 89FLKE@:BM8IE

Madame Tussauds is a midway attrac- tion – an experience which lasts for a few hours rather than a whole day

22 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 In keeping with the company’s culture, We’re passionate about the business and Varney prides himself on being as involved Varney says he gets the biggest one of the things that motivates us is that with the attractions as he can, although, buzz from seeing visitors enjoy we’d like to be the best in our market.” with 50 sites and more opening all the themselves at Merlin sites time, visiting them all is a mammoth task. FUTURE OWNERSHIP When he fi rst started as managing director A topic that’s been creating unwanted press at Vardon Attractions in 1995, before the addition has grown the Florida market. for Varney at the moment is speculation company became Merlin, Varney would Hopefully we’ll help continue that trend. over Merlin’s relationship with Blackstone, visit all the sites every few months. These We offer an interactive, highly immersive the private equity fi rm which acquired the days he struggles to visit each site once a world for families with children from company in 2005 and enabled Merlin to buy year. “That’s inevitable, as my job takes on two to 12, which is entirely complemen- Legoland. A press statement was released a bigger corporate dimension,” he admits tary to other brands in the market. We’ll in February advising that it’s continuing reluctantly. “Looking at acquisitions, how be reaching out to people and asking to consider and debate the options for its we’re going to develop the business, the how we can work with them.” So it isn’t future ownership structure and while all corporate side, fi nancing issues and the Varney’s desire to beat Disney to that options, including an IPO, remain under governance of the company, those things coveted spot of the number one visitor consideration, the group doesn’t expect to take up more time. But I think most peo- attraction company? “In terms of how we reach any conclusion in the near future. ple in the company are surprised they implement our strategy, it isn’t the thing Despite all the global activity, the numer- see me out as much as they do. Last year, that drives us,” he says. “We’re follow- ous deals taking place and the constant for example, I went to every Madame ing a very different model to Disney – we striving to get bigger and better, Varney’s Tussauds at least once, on all three conti- have our midway roll outs and our theme heart remains true to the purpose of attrac- nents.” For his four children – aged 18, 16, parks will never be more than two- to tions – the fun of them. “I’m going to make 10 and nine – having a dad who can take three-day destinations; they’re not mega sure, as much as I can, that all of those them to attractions all the time must be a resorts. We make our decisions based things don’t take me away from what I love real boon. “I do take my family sometimes, on our strategy rather than a need to over best,” he says. “Seeing visitors enjoying but I try not to mix business with family too take Disney. And Disney is a company we themselves gives me the biggest buzz much for fear of divorce!” he adds. all admire [it was a visit to Disney aged and I’m never, ever happier than when 12 that inspired Varney to work in the I’m sitting with the local team discussing THE BIG CHEESE industry]. Having said that,” he adds with development of a site. I still pinch myself I wonder if Merlin’s rapidly expanding a smile, “although at the moment we’re to be lucky enough to be working in this portfolio and arrival at Florida has made a long, long way behind them, we see no industry and to have been able to do what Disney nervous. “I hope not,” says Varney. reason why it couldn’t be the case that we’ve done so far. If it all ended tomorrow I “In the last 30 years, every new product one day Merlin becomes number one. wouldn’t regret a single minute of it.” ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 23 TOP TEAM

MERLIN J\\`ek\im`\n n`k_D\ic`eËj Z_`\]\o\Zlk`m\# ENTERTAINMENTS E`ZbMXie\p# fegX^\)'

The world’s second largest visitor attraction operator doesn’t just run itself, as the company’s top team attests. Kathleen Whyman fi nds out how they do it

ANDREW CARR, CHIEF FINANCIAL OFFICER

How was 2009 fi nancially? growing the existing business. For that we We’re very happy with the progress we apply a level of capital expenditure roughly made, particularly in the context of a year equal to our depreciation charge onto of tough macro conditions and concerns the existing estate. That’s the money we about consumer confi dence. continuously invest into the theme parks, We released our 2009 results recently Legolands and midways to retain the level and these show strong and resilient of quality and customer service and bring growth – a 16 per cent rise in global sales in new features, which ensures growth for to £769m (US$1.2bn, %883m) and a 16.6 the existing estate. That’s priority one. per cent jump in profi ts to £239m ($367.5m, Priority two is the midway attraction roll- %274m). It’s also our ninth straight year of out programme. We have a tried and tested double digit percentage growth in histori- programme which aims to roll out four or cal EBITDA in our core businesses, which fi ve of these a year. As an overlay to that, is testament to the fact that we run our we’re working on resort positioning for the attractions tightly and effi ciently. Visitor bigger theme parks with the introduction of numbers across the company’s 61 attrac- accommodation and second gates. tions worldwide were also up 10 per cent to realise that ambition. However, while I Thirdly, we’re always in the market for to 38.5 million. expect 2010 will be an important year for very targeted acquisitions which fi ll gaps or Merlin, we have an excellent relationship extend the estate. With acquisitions, such What about Merlin’s ownership? with our primary shareholder, Blackstone, as Cypress Gardens (soon to become We’ve always said that we’d like to see this which has always gone on record to say Legoland Florida), we need to feel that we company fl oat if we feel market conditions it’s in no desperate rush, it doesn’t have to can afford them within the funding capacity are right. However, we also have a respon- have an exit in 2010. of the business. We have a rigorous proc- sibility to pursue different opportunities to ess of investment appraisals and expect provide a viable exit on sale of business How do you prioritise funding? new investments to achieve a 20 per cent to Blackstone, therefore the IPO route is Merlin’s growth strategy is broken into return on capital, which is very ambitious. only one of several that could be executed three key pieces. Our core strategy is This is a key factor in our choice of new opportunities. We look for those that will deliver the highest returns on capital, tak- ing into account the quantum of money we’re putting into a particular project. How much bigger can Merlin get? There’s no reason why there should be a ceiling to that. The issue is, we want to con- tinue growing the business, but we don’t want to grow it simply by acquiring things to bulk it out. Our growth is planned and balanced. There are a number of leisure groups that we believe have bought assets just to grow their global scale without there being any real strategy behind it. We’re not going to compromise our strategy of building a broad-based, high quality enter- tainment group by buying, or opening, Merlin’s core strategy is growing its existing business, including its Legoland parks anything just because it becomes available.

24 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Merlin Entertainments owns some of the UK’s primary assets in the attractions industry, including Madame Tussauds (above) and Alton Towers (right)

WE’RE ROLLING OUT FOUR OR FIVE MIDWAY ATTRACTIONS A YEAR... WE’RE CONTINUALLY LOOKING FOR NEW SITES

GLENN EARLAM, MANAGING DIRECTOR, MIDWAY ATTRACTIONS

What’s your role? How do you choose locations? I oversee the midway attractions, which are This is one of Merlin’s greatest strengths. our short stay attractions – best described We’re after populous places where people as everything other than our theme both live and visit and have suffi cient levels parks. The main brands are the Merlin of income to enjoy our products. We have Entertainments London Eye, Madame to fi nd places that fi t all our criteria and are Tussauds, the Dungeons, Sea Life and the available for us to move into in our time Legoland Discovery Centres – there are 46 frame and at the right price. At any one in total. While most, other than the London time we may be assessing as many as 100 Eye and Madame Tussauds London, are sites globally for potential attractions. medium-sized or relatively small busi- An example is Madame Tussauds in nesses in comparison to the theme parks, Prater Park, Vienna, which opens in 2011. managing the number of sites and brands Vienna fi ts our criteria perfectly and has a is the challenge. richness of history and culture. We roll out four or fi ve new Midways a We chose Phoenix, US, to put a Sea Life year, so I spend a lot of time working with in (opening end of May) because, in addi- the Property and Development Group on Which are the most popular tion to our usual criteria, there are no other new sites and openings. midway attractions? large standalone aquaria in the area, so it The management team all try to be in The London Eye and Madame Tussauds has the benefi t of exclusivity. our head offi ce in Poole, Dorset, UK on a London. Madame Tussauds has 200 years Monday, so we can meet up. Then, typi- of history, it’s been a sort of mandatory Where will your next site be? cally, I’ll be out and about at attractions part of the tourist trip to London for a very We’ve just opened our 22nd attraction and for the rest of the week, mostly overseas. long time. It’s also one of our most suc- fi rst Legoland Discovery Centre in the UK, That’s the Merlin philosophy – the senior cessful brands with nine attractions around in Manchester. We also announced earlier team are very hands on. We manage the the world and three more in development this month another UK project in Blackpool business from the businesses, rather than in Bangkok, Vienna and Blackpool. where we already have a Sea Life. We’ll from head offi ce. I also have the support The London Eye is clearly different, a be working with the council to redevelop of three divisional directors in the Group, much more recent invention but already and manage the Blackpool Tower, includ- each with varied geographic and brand an iconic part of the London skyline. The ing introducing a new Dungeon and ‘Eye’ responsibility, and a development director fantastic new 4D preview show introduced branded observation/4D attraction. We’ll responsible for new openings. Practically, I last summer has added to its appeal even also be opening a new concept Madame can’t be close to all the sites all of the time. further, encouraging many repeat visits. Tussauds in the old Louis Tussauds.

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 25 TOP TEAM

JOHN JAKOBSEN MANAGING DIRECTOR, LEGOLAND PARKS

What’s your role? I oversee the operation of our four Legoland parks. This includes develop- ing them into short stay destinations with accommodation and potentially the addi- Legoland specifi cally caters for families with children up to 12-years-old tion of other midway ‘second gates’. I also make sure the guests are happy and, most How were locations chosen? we’re giving ourselves a very tight time importantly, that everything is safe. The original park in Denmark opened schedule to have it completed, but I’m The other side to my job is developing in 1968. People were coming to the fac- absolutely comfortable we’ll get there. new Legoland parks. I spend a tremen- tory to see how Lego was produced so Malaysia’s on track to open in 2012. For dous amount of time searching for suitable a showcase was built outside to stop now, Dubai has been put on hold – it’s no locations and for potential local partners fans wandering through the manufactur- secret that the global economic crisis has and investors – It takes around US$200m ing plant. That evolved into a theme park. hit Dubai more than anywhere, but we still (£130m, %149m) to establish a new It’s not a logical location, but it’s fared have strong intentions of making that park Legoland Park. extremely well and now has a hotel too. a practical reality. The locations for the other three parks What makes Legoland so special? [Windsor, UK, California, US and Günzburg, Who owns the parks? It’s in the name. Lego appeals to not only Germany] were chosen because they have All four existing Legoland parks and theme park goers, but also to fans of the both a strong resident and tourist base and Florida are fully owned and operated by toy. It’s the ultimate Lego experience – you a community which supported the con- Merlin Entertainments. Malaysia and Dubai can’t get that anywhere else. Plus we’re cept. Our parks planned for Florida, US; are being developed with local investors. the only theme park completely focused Malaysia and Dubai also fi t this criteria. Strategically they were markets that we on providing an interactive experience for felt had huge potential, but needed strong families with pre-teen children (two to 12). When will the next sites open? local involvement to succeed. Despite cur- We’re not trying to offer something for eve- Cypress Gardens in Florida will open late rent problems, the local government in ryone, that’s what makes us so successful. 2011. It’s a big and exciting project and Dubai has incredible vision and Malaysia has huge growth potential. Sixty per cent of the world’s population live in Asia and they have no Legoland parks yet. I have no doubt Malaysia won’t be the last Legoland park we open in that region. How many are you planning? We think the world can certainly host sev- eral more Legoland parks. I’d hate to put out an explicit number, but the opportuni- ties are huge for us. We have three parks in Europe today, and could have more, and that’s just a small corner of the world com- pared with North America, South America and Asia. There’s plenty of rollout opportu- nities to keep me busy until I retire, which Merlin Entertainments is looking to roll out the Legoland brand in Asia is many, many years away.

26 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 GORDON MUTTON, PRODUCT EXCELLENCE DIRECTOR

What is your role? My role was created in 2005 to monitor the guest experience and to see how we can continually improve quality across every aspect of the guest experience. Merlin All Merlin’s sites, including Warwick Castle (pictured), receive 12 mystery visits each year aspires to be number one in this industry – not just in size but, most importantly, in THE MOMENT YOU MAKE THE EFFORT TO CONTACT PEOPLE AND the quality of our product and service. We must deliver on the promise we make to THEY REALISE YOU CARE ABOUT THEIR EXPERIENCE, IT TAKES our visitors and strive never to disappoint. THE STING OUT OF A COMPLAINT AND YOU CAN PUT IT RIGHT We have developed two group-wide proc- esses to monitor the guest experience: one is continual guest feedback, the other is an interested in. It only takes a few minutes to had not only suffered from the fi rst power external mystery visit programme. complete but the information is invaluable. cut, but there was another on the day they came back, so they certainly weren’t How do you get guest feedback? How do you persuade people? happy. We did everything we could for We’ve been using self-completion touch- I don’t offer incentives. The moment you them and they’re now loyal ambassadors. screen surveys since 2007. I was very start offering tickets or gifts people are Many companies put customer serv- skeptical at fi rst – I’m not a technophobe more likely to give better scores. We posi- ice desks in the way of these things but but I wondered if people would bother tion the machines near the end of the they just act as gatekeepers preventing to complete them. I challenged the guys attraction so we can capture them when the board and senior managers knowing who’d been pestering me for a year to fi rst they’ve experienced everything. The what’s going on. It’s not like that at Merlin: put one into the . I felt if it screens need to be located where a lot of we want to know. I’m not fearful of com- worked there, it’d work anywhere. people pass by and a member of staff is plaints – every company gets them; it’s It was very successful and the system’s available to fl ag up what they are. how they’re dealt with that matters. now operating in all 61 attractions world- wide. We’ve also increased the frequency How do you respond to feedback? Any mystery shoppers? of the surveys and adapted the system Every week we summarise the comments We used to do this internally but we want to enable us to gather information from that come through the touchscreens. If it’s the results to be completely objective, so more of our overseas guests. In London, negative or a visitor’s question, the man- we now use an external provider. They visit the introduction of the touch screens ager of the site or I will ring the visitor direct all our sites up to 12 times a year. When we means we’ve quadrupled the number of to discuss their comments. have a new opening we do more visits in responses we get compared with the previ- If there’s an obvious complaint, my fi rst the early days and we automatically send ous paper process. My aim is to get one words will be: “We’re sorry we haven’t a mystery shopper to a site where we’re per cent of our guests fi lling in surveys. delivered the experience you hoped for.” getting complaints. I also send them into In the situations where we may have got it competitors, they’re all important and they What do you ask? wrong, we’ll offer tickets for another visit. might, sometimes, be better than us! We have nine key performance questions The moment you make the effort to In short, the touchscreens tell us about (in a number of languages) which range contact people and they realise you care the visitor experience. The mystery shop is from satisfaction, recommendation and about their experience, it takes the sting about the process of how we deliver that value for money. There are also questions out of it and you can put it right. Last year, experience. Those two combined give a about staff, customer service, queuing for example, we had some power cuts at speedy, and fairly good picture of how an and food. They’re the things we’re most Chessington. I met a lady and her son who individual business is being run.

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 27 TOP TEAM

NICK MACKENZIE, MANAGING DIRECTOR, PROPERTY AND DEVELOPMENT GROUP (PDG)

What’s your role? With Madame Tussauds, it’s wax fi gures, at PDG’s focus is the development of both Legoland Discovery Centre it’s the Lego our existing sites and new attractions and models and at Sea Life it’s the marine crea- hotels for the group. The property side tures. We have a team that looks after each involves managing relationships with land- of those three elements in terms of making lords, negotiating leases on new midway the wax fi gures, making the Lego models attractions and coordinating planning per- and the care and acquisition of fi sh and mission for new developments, particularly marine creatures. theme park rides and hotels. On top of that, we have a team that looks The aim for our development side is to after our hotel development. A hotel will get maximum effi ciency for all the capital open at Legoland Windsor in 2011 and expenditure the group has on new attrac- another is planned for Legoland California. tions. Probably the biggest area of PDG is The fi nal piece in my little jigsaw is the what we call site search, where we look for fi nance team that manages all the capital new midway attraction locations. expenditure that we’ve put in place during We have a team which goes out pre- the whole of this development process. dominantly to America, Asia and Europe, value for our capital expenditure and the analyses those markets to see whether quality of our offer. What are your main priorities? they’d suit our midway attractions and then The US and Asia are the real focus for us locates and negotiates deals with land What work do you do on in terms of future development. The big- owners and landlords for those new sites. the product side? gest priority is getting the pipeline of new I then have quite a big team which project We have a team which looks after the crea- sites for our midway rollout; we look to get manages the development and our capital tive design that sits behind all the new sites and deals agreed as early as pos- expenditures, so we’re very much focused attractions, new rides and developments. sible – maybe 18 months out – to ensure on getting real value for money.Our view is All our attractions, particularly midway, are that those sites are ready to go and we can that we’re the best in the world at getting reliant on some sort of special feature. develop them effectively and effi ciently.

MARK FISHER, MANAGING DIRECTOR, RESORT THEME PARKS

What’s your role? What are the trends in We look after the resort theme parks resort theme parks? (other than Legoland). There are six in It’s increasing the scope of the offer – peo- the group – Alton Towers, Thorpe Park, ple are looking to prolong their experience. Chessington World of Adventures, Heide In the last few years we’ve put a Sea Life Park, Gardaland and Warwick Castle. I Centre second gate in both Legoland look at the quality of the day to day opera- California and Gardaland. People are buy- tion – how we deliver on our promises to ing tickets for both and spending two or visitors; how we’re trading in a particular three days there. At Alton Towers we have period; capital investment; staffi ng issues: a waterpark and a spa in the hotel, which the whole management of the business. encourages a longer stay. And we’ve just I’m also responsible for their longer term put a Dungeon into Warwick Castle, which development strategy. Our objective is to serves to increase the dwell time again. turn all our resort theme parks into two- to It’s a circle – the more second gates you three-day short break destinations with the have, the longer people will stay, and the addition of accommodation and second more people you get to come and stay for gate midway attractions. our pricing, but pound for pound, if you a number of days, the more opportunities I work very closely with PDG. We’ll be look at the entertainment you get, it’s prob- you’ve got to put those second gates in. telling them up to four years in advance ably better than the alternatives – sporting what we want to do and the money we events, pop concerts, the theatre. Any more hotels planned? have to invest, so we’ll be asking what they We’ve got planning permission at Windsor, can do to help us fulfi l those needs. What are hotel occupancy rates? Thorpe Park and Legoland California for I can’t disclose fi gures, but they’re pretty hotels and we’re in the process of looking What’s different about Merlin? high – the hotels are maxed out in peak at planning permission for another couple I believe Merlin parks offer a combination season. Leisure stays have been very good of sites. Alternatively, we might do more of some of the best leisure experiences during the recession, thanks to the stayca- holiday villages like the ones in Heide Park that people will have, at a price they tion affect, particularly in Germany. Most and Legoland Deutschland that people believe is value for money. A theme park’s people stay two to three nights. The cor- stay and camp in. They’re low investment not the cheapest day out, and many times porate side has been tough, but we’re still compared with a hotel and, particularly in we’ve all been criticised as an industry for out-performing the rest of the market. Germany, they’ve done very well. ●

28 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010

PLANETARIUMS THE NEXT DIMENSIONS

3D and 4D are on the horizon for planetariums and domed theatres, but it could be some time before the technology goes mainstream. Andrea Jezovit investigates

hanks to the Oscar-winning fi lm T Avatar, 3D may have taken over cinemas, but the 3D planetarium is 4D PROJECTS ARE BEING DISCUSSED IN EUROPE, still in its infancy. There are only a hand- THE MIDDLE EAST, INDIA AND ASIA ful of digital 3D planetariums and domed theatres in the world today, showing 3D content in a fulldome environment rather than simply on a fl at screen. Loch Ness by turning each eye on and off alternately, Another issue is that both active 3D and Productions, which publishes data on to coordinate with pictures on the screen, Infi tec glasses dim the screen for viewers domed theatres worldwide, puts the list which also alternate between images for – robbing 60 to 70 per cent of brightness, at fi ve – The Hamburg Planetarium, the the left and right eye. Infi tec uses glasses according to Sky-Skan CEO Steve Savage. Macao Science Center Planetarium, the that divide the light spectrum into upper “Getting the picture satisfyingly bright is Miraikan Planetarium in Tokyo, the Imiloa and lower frequencies to produce 3D. probably the biggest challenge right now. Planetarium in Hawaii and Tholos, a Infi tec uses glasses that break apart the You have to compensate by buying more domed theatre in Athens. light spectrum to produce 3D. expensive projectors and lamps,” he says. Operators looking for fulldome 3D Savage believes the price barrier currently have two options in terms of tech- PAYING THE COST shouldn’t be a deterrent, however. “It nology, both already in use in traditional For domed theatres, both systems have requires a little larger an investment, but in cinemas – Active 3D and Infi tec. their pros and cons. Active 3D requires a new theatre project it’s not a signifi cant Active 3D uses glasses developed by only one projector, meaning costs can amount of money compared to the overall XpanD, which creates 3D (stereo) visuals be kept down. Michael Daut, director of project cost of the building and equipping show production and marketing at Evans & the building, therefore it’s not a price bar- Sutherland, which has used the technology rier to new projects.” in its system for the Hamburg Planetarium, estimates an active 3D system cost of 25 GROWING THE MARKET per cent to 50 per cent higher than a regu- Planetarium suppliers are working in dif- lar system. However, costs rise depending ferent ways to encourage the spread of 3D. on the brightness needed, and the projec- Evans & Sutherland is looking at perfecting tor technology is still in its infancy. active 3D technology as a way of encour- Infi tec, used by Sky-Skan at its Macao aging more operators to opt in. “We’re and Hawaii planetariums, and by Evans & hoping that will bring the cost down and Sutherland at Tokyo’s Miraikan, is more make it more reasonable for people to proven, but also more costly. “It looks get into stereo, but right now it’s so new really good,” says Daut. “The challenge is that we’re still experimenting with the mainly price, because unlike [active 3D], 120 hertz projectors that are just coming you have to double your projectors for the online,” Daut says. These new projectors system, in this case four projectors instead should offer a completely fl icker-free expe- of only two to cover the entire dome – you rience compared with the current 60 hertz need one projector for the left eye image projectors, and Daut predicts they will be with its own fi lter, and another for the right available in the next quarter or so. eye image. So you’re looking at double a Evans & Sutherland has also partnered typical system cost.” with Micoy on technology to help fi lmmak- ers optimise their 3D content for a fulldome environment. When traditional 3D content Cosmonova, left, is a 3D theatre at is projected on the dome it only works in The Swedish Museum of Natural the very front of the dome within about History in Stockholm 100 degree viewing angle. The image fl at- tens to 2D at the sides and inverts behind

30 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 (Main) The Neue Residenz profi les the prince archbishops; (below) Salzburg personality, road engineer Franz Wallack; (below right) the European Museum of the Year 2009 award Modiat. Mod dolenit auguer- osto dolobor sisim delisit nim alit

the audience. The Micoy software has an planetariums by promoting a different algorithm that creates stereo separation The price needn’t be a deterrent for technique – showing 3D large format fi lms at a pixel level during mastering to allow new projects as the cost is negligible projected on only part of the dome. This viewers to experience stereo wherever they compared to the whole scheme way, any 3D large format title can be used look in the dome for perfect dome 3D. without needing to be rendered for a dome. Test sequences have been produced The technique still makes for an immer- using Micoy’s software, and the tool is recently rendered for 8K stereoscopic view- sive experience, according to says Global currently available, but with 3D fulldome ing specifi cally for the venue. Immersion CEO Martin Howe. “With full- fi lmmaking still in its infancy, no fi lmmaker The number of 3D fi lm titles available dome 3D, you have to wear glasses, so you has yet introduced it as part of the work- to planetariums is growing, if slowly. Sky- have to move your head a lot to see eve- fl ow for mastering 3D. Skan and Evans & Sutherland are both rything around you,” he says. “In a large Simply encouraging fi lmmakers to working with large format fi lm producers to format 3D system in a dome, the image is produce 3D fulldome content at all is a convert their fi lms to digital fulldome, and still large but you don’t see the parts not challenge when there are currently so few E&S’ patent-pending stretching and warp- covered by the dome anyway, because you 3D planetariums. Mirage 3D’s Dawn of the ing algorithm preserves stereoscopic 3D; have the glasses on.” Space Age is the fi rst and only full-length Mirage 3D will soon release a new stere- fi lm specifi cally produced in 3D for domed oscopic title, Natural Selection; and the theatres; all other 3D titles for domes have 2010 Jena FullDome Festival in Germany been converted from large format titles. will contain a 3D entry – a four-minute full- As part of its recent Dome Day Asia dome clip by student Alexander Stephan 2010 event, Sky-Skan recently held Macao for use with Chromadepth 3D glasses, Stereo Day at the Macao Science Center which produce 3D by causing colours to Planetarium, an event designed to show- appear at varying distances. case and promote 3D planetarium content. Global Immersion is working on increas- Films shown at the event included the pre- ing the number of 3D fi lms available to miere of Solar Storms, a 3D IMAX fi lm that Sky-Skan recently converted for the dome, which allows viewers to see the sun in The Hamburg Planetarium in stereo, and Crossing Worlds, an award-win- Germany, left, is one of just fi ve full- ning short by xRez Studios about desert dome 3D planetariums in the world canyons in the American West which was

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 31 PLANETARIUMS

Evans & Sutherland’s Sea Monsters. The company hopes perfecting 3D technology will encourage operators

Global Immersion, which has also con- tributed a fulldome 3D system to Athens’ Tholos theatre, created the fi rst ever com- bined large format 3D and fulldome theatre at Sweden’s Cosmonova in 2008; the com- pany also recently became distributor for Intensity3D, a digital cinema solution from 7thSense using two Christie Digital Cinema projectors to create an extremely bright, geometrically-correct 3D large format image on a domed screen. The technol- ogy, which was developed by 7thSense in conjunction with Sirius 3D, made its debut at the Tycho Brahe planetarium in allows a guide to take viewers around the Howe says. “There’s a higher level of con- Copenhagen last year. “We recently dem- caves on a 3D tour. trol that lends itself better to the subtle onstrated Intensity3D at the Giant Screen “It shows better detail than if you were in nature of planetarium fi lms.” Imersa’s Ed Cinema Association meeting in San Diego the cave itself, where you’re only allowed to Lantz agrees that 4D in planetariums is and are actively pursuing several leads,” have a fl ashlight,” Savage says. best used subtly. “The power of immer- says 7thSense director Adam Neale. sive media is quite engaging and the But 3D planetarium content doesn’t have GOING 4WARD wow-factor is probably best maximised to be limited to fi lm. Many digital fulldome With 3D on the horizon, will 4D be next? by investing in compelling programming planetariums already use software for the Some planetariums already have a 4D instead of multi-sensory stimuli,” he says. dome that allows viewers to experience setup minus 3D stereo. New York’s Hayden 3D sound to complement 3D planetar- fl ights through models of space in real Planetarium, for example, has bass shaker ium content is also on the horizon. “A good time — now these models can also appear drivers in its seats, which shake to simu- 3D sound track makes it that much more in stereoscopic 3D at planetariums, with late events like explosions. “There’s more fun,” Savage says. “Not many people are the right equipment. Evans & Sutherland’s interest in the marketplace that we’re doing it because it’s just as expensive as new Digistar 4 system features spheri- experiencing in having 4D rather than 3D,” the projection systems.” Iosono Sound has cal 3D, which uses technology similar to says Global Immersion’s Howe. And 4D is produced an eight-channel stereo system Micoy’s but for real time models, allowing already beginning to be used in conjunc- “where the sound would have depth and them to appear in 3D stereo everywhere on tion with stereoscopic 3D at domes. be placed at the same positions as the the dome. RSA Cosmos’s SkyExplorer soft- RSA Cosmos recently sold a %3m images are placed,” Savage notes. ware, another platform offering the ability (£2.7m, $4.1m) fulldome 4D planetarium to With its costs and challenges, it will be to fl y through real time 3D models, is stere- be installed in Magic Land in Italy a while before 3D overtakes most plan- oscopic 3D compatible, as is Sky-Skan’s – which will include a fulldome 3D projec- etariums. Lantz notes that the effect of a DigitalSky platform. Sky-Skan’s Savage is tion system using Infi tec, and 240 4D seats. large 2D fulldome theatre, where viewers particularly excited about a real time model “Other 4D projects are being discussed in enjoy an immersive experience without of the Gobi Desert’s Mongao Caves, show- Europe, the Middle East, India and Asia,” glasses, can actually trump fulldome 3D, cased at Dome Day in stereoscopic 3D. RSA Cosmos’ Christophe Bertier says. where glasses limit the fi eld of view. “Also, Built from a computer model of the site, it The Macao Science Center Planetarium some planetariums feel the portrayal of also features 4D seats with ‘butt kickers’ astronomical phenomena in 3D stereo is along with its 3D stereo dome. As is often inaccurate, since visual parallax is only the case with 4D seats in planetariums, suffi cient for stereo vision of objects within their sound was distracting at fi rst and 10m or so of the viewer,” he says. Hence, had to be reworked, Savage says. “You content requires large camera distances don’t use it for the whole show, just when it for astronomical models to be accurate. makes sense, and it’s more effective.” But a few more planetariums are set This is easier to accomplish now that to go 3D in the near future. This summer, 4D seat technology is more sophisticated, Evans & Sutherland will install an Infi tec 3D system in the Chinese Maritime Museum’s domed theatre, and the Norrköpings Because of their size, 3D domed Visualization Center, launching in Sweden planetariums need twice as many pro- this year, will contain a 3D dome. Slowly jectors as a normal 3D screen but surely, more and more planetarium- goers will be donning 3D glasses. ●

32 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010

www.globalimmersion.com [email protected]

“Everything you want to know about the visitor attractions market. From theme parks, waterparks and to museums, expos and science centres.”

SUBSCRIBE ONLINE WWW.LEISURESUBS.COM

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 33 ASK AN EXPERT

everybody’s talking about QCOMMISSIONING DESTINATION FILMS Buying an off the shelf large format fi lm is the easiest and cheapest option, but what if you want to give your visitors something extra and offer a real insight into your attraction? Kathleen Whyman asks the experts how to get a destination fi lm made

fi gures. It helps to fi nd a sponsor needed in stereoscopic 3D. Either way, the MIKE LUTZ to help offset the costs. And of development and production process is senior vice president of course there’s marketing – don’t similar in that you’ll need to develop a business development forget to budget for these costs. treatment into a script and then commit to MacGillivray The most successful fi lms work that before engaging in the photography/ Freeman Films very well at the attraction but also animation process. have appeal to outside theatres, Your fi lm will benefi t from a good dia- perhaps with a different version logue with producers about the goals hen done right, a destination produced for that purpose. you’re hoping to achieve – whether it’s W fi lm truly resonates with the host My advice is to really focus on the vision pure entertainment, brand-led or has a fac- attraction. Operators can license and conduct thorough research on the tual basis. You may already have a strong a pre-existing fi lm for a fraction of the most accomplished producers in the giant idea of what you want in the fi lm, but amount it costs to make their own fi lm, but screen world: call lots of theatres, go to the producers have more experience of the a destination fi lm will sell considerably more Giant Screen Cinema Association confer- medium and will be able to help you work tickets than a generic fi lm on a completely ences and see their handiwork fi rst hand. out how best to realise your goals and then different subject. It becomes a reliable box The next conference is in September at the take that concept from script to screen. It’s offi ce draw over many years without chang- Tennessee Aquarium in Chattanooga. also important to fi ll producers in on the ing up the programming very much, if at all. broader context of your venue so The better an operator can identify and they can see how it’ll be themed research their visions for the theatre and BEN SMITH with everything else. the fi lm, the more likely they are to suc- creative director A bespoke fi lm can also create ceed. The best producers are talented at Red Star a powerful marketing draw as it’s taking good direction and then coming up a unique experience that you can’t with the ways to implement that vision. have anywhere else in the world. As well as vision, destination fi lms Off-the-shelf fi lms are better for require research, fi nances, and top notch general entertainment, as well as production. This is not a forgiving medium ost bespoke fi lms fall into two seasonal fi lms, and clearly, they’re cheaper – you need to do everything in a top class M categories – live action or ani- to license than to produce. fashion. Costs can vary widely depend- mation. The one you opt for will However, the choice of off-the-shelf ing on the level of sophistication required. depend partly on the tone and subject of fi lms is limited, and venues with a strong Working in the giant screen format is the fi lm and partly on the cost. Some sub- theme, brand or specialist subject mat- certainly more expensive than normal fi lm- jects may actually be cheaper to visualise ter would do well to look at the bespoke making, so be prepared for some pretty via animation or CGI than by going out option as it’s always going to be a better fi t high production and post-production and trying to fi lm footage, particularly if it’s for their location.

34 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Have you commissioned your own fi lm? Share your experiences – email [email protected]

First and foremost, a destina- studio to help them make a fulldome fi lm, LISA TRUITT tion fi lm should be entertaining. It there are several considerations. The fi rst president, cinema should have high production qual- is the kind of story they want to tell. Can ventures ity and be a valuable addition for the story be told with non-photorealistic National Geographic the audience. It should enrich and rendering or does it require something Entertainment enhance (rather than duplicate) photo-real? Will it require live action? Do the visitor’s experience in a fun they trust the aesthetic of the studio that and meaningful way. Using 3D they are entrusting their story to? true destination fi lm starts with technology makes it really appealing and Typically, there are two methods that are A a location – where will the fi lm fun for audiences – box offi ce returns tend used for fi lm-making – live-action and CGI. be shown and what topic and to show that audiences want 3D. Any new At the time of writing, there’s no full motion story will best fi t audiences coming to project should consider 3D production. camera that can capture a full 180-degree that venue? But, as with any fi lm, the most Technical requirements for making a fi lm hemispherical image at the 4096 by 4096 important thing is to have a good story to are driven by the screen size and projector pixel resolution that fulldome requires. tell and hire a talented team to tell it. type. The bigger the screen, the more reso- We made our fi lm Crossing Worlds Large format fi lm operators considering lution needed in the image capture. to test a hybrid workfl ow that combines a destination fi lm should carefully review aspects of high-resolution still previous fi lms made and approach the tal- photography, live-action and ent attached to the fi lms they like best or GREG DOWNING CGI to optimise the advantages that best represent the style of fi lm they’re president of each. The primary method hoping to make. Second to that, they’ll XRez Studio we used in the fi lm was to use need to think about funding. the very high level of detail that These fi lms cost a lot to make, so they’ll can be achieved with stitched need to consider whether they can fund panoramic photography. We then the fi lm, pay an advance against future rev- virtually projected those images enues or make any other guarantees to the ulldome fi lms are an incredible onto simple 3D geometry of the scene in fi lmmaker, so as to raise the funding. F medium for impressing an audi- Maya. This gave us the realism and detail Costs are highly variable, depending on ence and giving a very strong from the photography and allowed us to format and size of the screen, whether the sense of “being there”. move the camera in CG. We then added fi lm will be 2D or 3D, the length and com- Athough the result of a fulldome fi lm is CGI elements, such as birds and water and plexity of the production. As an alternative, truly amazing, creating these types of fi lms composited live-action waterfalls, clouds many classic, large format fi lms are avail- creates challenges that are specifi c to the and fi re. When these elements were com- able for lease, but of course may not suit high resolution immersive formats. When bined the result was a photorealistic scene the destination’s needs. a venue operator is considering hiring a that had all the fl exibility of 3D. ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 35 NEW OPENING B6<>8BDB:CI J^[M_pWhZ_d]MehbZe\>WhhoFejj[hef[di_d@kboWdZW_cijeX[j^[ceij_dYh[Z_Xb[j^[c[fWha [nf[h_[dY[[l[h$AWj^b[[dM^ocWdÓdZiekjm^WjcW]_YWmW_jil_i_jehijej^[fWha

When guests visit Ollivanders wand shop, they will be able recreate the moment that changed Harry’s life, when their wand “chooses” them

or the hundreds of millions of Harry lating the Hogwarts Express pulling into Potter fans worldwide, a magical Hogsmeade station. Looming ahead are F experience is now only weeks away, the gates to Hogwarts School. Despite after fi ve years in development. Promising standing 150ft (46m) high, the castle scenery, attractions and souvenirs that are will appear to tower up to 600ft (183m)- faithful to the seven JK Rowling books, The high due to architectural sorcery. Deep Wizarding World of Harry Potter opens at within the castle lies the park’s signature Universal Orlando Resort, US on 18 June. ride experience – Harry Potter and the Covering 20 acres and estimated to have Forbidden Journey. Combining robotic ride cost £160m (US$238m, %178m) to build, system technology with immersive fi lmmak- the theme park within a theme park will ing, the operators say that new technology be a fully immersive Harry Potter-themed had to be invented to achieve the highest environment. Visitors will be able to level of guest experience. explore Hogwarts School of Witchcraft and The ride starts with Headmaster Wizardry, run through the snow-covered vil- Dumbledore welcoming visitors to his lage of Hogsmeade and stop off at Zonko’s offi ce, then Harry, Ron and Hermione joke shop and Ollivanders wand shop lead an adventure which has guests soar- before having a butterbeer at the Three ing over Hogwarts, escaping a dragon Broomsticks. attack, having a close encounter with the Whomping Willow and getting pulled B6<>86AIDJG into a Quidditch match. Fans will also Talking portraits include the Fat Lady and On arrival, visitors will be greeted by have the chilling experience of coming the four founders of Hogwarts billowing steam and a train whistle, simu- face-to-face with a Dementor. Other high-

36 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 The state-of-the-art ride experience Harry Potter and the Forbidden Journey will see WHAT THE CREATORS SAY guests soaring over Hogwarts and being pulled into a Quidditch match Tom Williams, chair and CEO, Universal Stuart Craig, Academy Award-winning Parks and Resorts: “The Wizarding World production designer: “Our primary goal is of Harry Potter will be unlike any other to make sure this experience is an authen- experience on earth and we can’t wait to tic extension of Harry Potter’s world as it is lights in the castle include a look at the see the looks on our guests’ faces as they portrayed in the books and fi lms.” Defence Against the Dark Arts classroom, enter this rich environment.” Alan Gilmore, art director of the Harry the Gryffi ndor common room, the Room Alice Norsworthy, executive vice Potter fi lms and The Wizarding World of Requirement and the greenhouse. president of marketing and sales for of Harry Potter: “When guests visit Talking portraits include the Fat Lady and Universal Orlando Resort: “There has Ollivanders, for example, they’ll instantly the never-before-seen school founders – been worldwide anticipation for this one- feel like they’re in the shop from the fi lms. Godric Gryffi ndor, Salazar Slytherin, Helga of-a-kind entertainment experience, and It’s an intimate, single-windowed building, Huffl epuff and Rowena Ravenclaw. The full we’re thrilled to be offering families a way with the same signs, colours and other experience, including the queue, is esti- to experience the magic and excitement of details read about in the books and seen mated to take an hour. Harry Potter’s world.” in the fi lms. But, more importantly, visitors A second ride, Dragon Challenge – a Barry Meyer, chair and CEO, Warner to Ollivanders will experience for them- duelling – will provide guests Bros Entertainment: “Over the years selves the magical moment that forever with a view of the Goblet of Fire and the we’ve received thousands of letters from changed Harry’s life.” Triwizard Cup, taken from the fourth book fans around the world wishing they could Diane Nelson, president of DC in the series. For younger children, Flight visit Hogwarts and the wonderful locations Entertainment: “The Wizarding World of of the Hippogriff is a family coaster, named described in each of JK Rowling’s beloved Harry Potter is yet another way that fans after the magical creature with the head, stories. Working with Universal Orlando will be able to experience and enjoy Harry wings and front legs of a giant eagle and Resort, we’re confi dent that we’ll be able Potter for many years to come. The power body, hind legs and tail of a horse. to provide Harry Potter fans with an incred- of this brand speaks for itself, as the enthu- ible experience that upholds the richness siasm of our dedicated fans around the HE:8>6A7G:L of JK Rowling’s books and delivers on the world continues to grow even stronger as As Universal’s Hogwarts Castle doesn’t authentic detail portrayed in our fi lms.” we move into the future.” include a dining room complete with never-

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 37 NEW OPENING

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The 150ft-high replica of the iconic Hogwarts Castle will appear to soar to 600ft, thanks to some architectural trickery

ending, magically appearing food, as it Every-Flavour Beans; The Owlery, where does in the books and fi lms, guests can owls roost and visitors can have a rest instead buy traditional British fare in the before buying offi cial stamps from The Three Broomsticks or the Hog’s Head. No Wizarding World of Harry Potter and send- meal would be complete without a butter- ing letters via Owl Post with a certifi ed beer, pumpkin juice or Firewhisky. Hogsmeade postmark. Ollivanders wand Both pubs are set in the reconstructed shop should also appeal to fans as a wand village of Hogsmeade, home to wizards “chooses them” thanks to the help of an and magical creatures. The steep-roofed, actor and some special effects. slate and stone buildings will be covered in a light dusting of snow and staff will be =DA>96NL>I==6GGN dressed in costume in both the village and For visitors who want more than one day Hogwarts Castle. at The Wizarding World of Harry Potter The village will also offer many of the and Universal Islands of Adventure, vaca- shops frequented by the Harry Potter tion packages are available including hotel characters. These include Zonko’s joke accommodation and admission to both shop, which will be selling Extendable Ears, Universal Orlando theme parks. Benefi ts Boxing Telescopes and Sneakoscopes; include early park admission, a British Honeydukes sweet shop, tempting fans breakfast at the Three Broomsticks and with Chocolate Frogs and Bertie Bott’s exclusive Universal Express Access to

38 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Guests will be able to visit Zonko’s joke shop and the Three Broomsticks pub, where they can eat traditional British fare and sample Butterbeer and pumpkin juice THE OFFER

© The famous Hogwarts Express at Hogsmeade station © Zonko’s, a joke shop with a collection of tricks and jokes © Honeydukes sweet shop © The Three Broomsticks and adjacent Hog’s Head pub will serve traditional British fare and drinks, including Butterbeer and pumpkin juice © The Owlery, where owls roost and await their next delivery © The Owl Post sends letters with a certifi ed Hogsmeade postmark and sells offi cial stamps © Ollivanders wand shop is an inter- active experience where the wand chooses the wizard © Dervish and Banges, the magical instruments and equipment shop fea- turing Quidditch apparatus, Triwizard apparel and Remembralls © Filch’s Emporium of Confi scated select attractions and shows. On-site pack- – Harry Potter and the Deathly Hallows Goods is full of Ministry of Magic ages for four nights start at $645 (£430, part I and II are still to be released – in and magical creatures merchandise, %479) per adult and $1,548 (£1033, %1149) November 2010 and July 2011. Omnioculars and remote control for a family of four. Consequently, the expectations of Harry Golden Snitches Marketing the attraction began in Potter fans are rather high. Oscar-winning © Dragon Challenge – a twin high- February with an international TV cam- production designer Stuart Craig and art speed roller coaster with many paign and a microsite dedicated to The director Alan Gilmore were hired to work iconic elements from the Triwizard Wizarding World of Harry Potter through with artisans from Universal Creative to Tournament Universal Orlando’s existing website. The construct the most authentic Harry Potter © Flight of the Hippogriff – a family site includes an augmented reality map, experience possible. coaster simulating a Hippogriff which gives fans with access to a webcam The operators are confi dent they’re training fl ight over the grounds of a three-dimensional look at the park. achieved this and have labelled the park as Hogwarts Castle More than 400 million copies of the “the most incredible theme park experience © Located in the depths of Hogwarts books have been sold in 68 languages in ever”. And they have the biggest endorse- Castle, Harry Potter and the 200 territories around the world and the ment possible, with author JK Rowling Forbidden Journey is a state-of-the- fi lms, produced by Warner Bros Pictures, herself having said: “The plans I’ve seen art ride that uses new technology have grossed more than $5.4bn (£3.6bn, look incredibly exciting. I don’t think fans to bring the magic, characters and %4bn) at the box offi ce worldwide, making of the books or fi lms will be disappointed.” stories of Harry Potter to life in ways Harry Potter the largest-grossing fi lm fran- As Harry Potter’s best friend Ron Weasley never before experienced chise in history. The fi nal two instalments would say: “Wicked!” ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 39 SCIENCE CENTRES

96H6 and travelling exhibitions. “We’re pleased L^i]^ihg^X]^cYjhig^Va and honoured to hold the conference, but if I’m honest, I was a little afraid at fi rst.” ]Zg^iV\Z!i]ZX^ind[9dgibjcY Nonetheless, he’s convinced DASA will ^c

(Top left) The Aquarius Water Museum is part of the Ruhr’s Industrial Heritage Trail; (above left and right) DASA places visitors into reconstructed work situations, so they can understand how the process works; (top right) a 3D offer at the exhibition

40 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 PHOTO: KOHLER KAROLA

(Main picture and top left) the former Gasometer is now an enormous sound and light sculpture; (bottom left) a young visitor enjoys DASA’s interactive activities PHOTO: KAROLA KOHLER PHOTO:

museum method of presenting objects senses helps visitors to experience the workplace, new ones are emerging all the with a very hands-on approach that you world of work. We recreate situations that time. And this, says Horst, is why the DASA would fi nd in a science centre,” he says. involve them physically and emotionally.” exhibition will never be complete. DASA uses innovative and interactive For example, visitors discover what “We’re in constant fl ux and are shifting exhibits to heighten the public’s awareness it’s like to work an old printing press and away from pure occupational safety and of the need for an improved world of work. weaving machine. They can compare the health to refl ect the changing role of the It aims to immerse visitors as far as possible quiet rustling of leaves to the sound of labour market in society. Twenty years in the exhibits to challenge their thinking, a pneumatic drill in a noise tunnel, and from now DASA will be different, but the allowing them to experience the various understand what it’s like to be hard of nature of the content and its identity as an problems that arise in the working environ- hearing. They can sit in a helicopter and exhibition will remain the same.” ment as well as the possible solutions. run through the necessary checks, get to The exhibition has 12 themed areas, grips with the challenges of managing the EDUCATION EVENTS which demonstrate various industries production process in a virtual factory and DASA plans to introduce two to three including information and communication take a ride on a ghost train; travelling in the large exhibits as well as four to fi ve smaller technologies, media, power, construction dark while being accosted by a variety of ones each year to keep abreast of these and healthcare. Most include interactive typical workplace hazards. changes. It also hosts educational events exhibits to give visitors an understanding of In presenting working environments of for children and adults including work- what it’s like to work in these sectors. the past, present and future in this interac- shops, conferences, panel discussions, Creativity is key, says Horst. “Innovative tive way, DASA aims to show that while lectures, concerts, night-time viewings and exhibition design which challenges all the many hazards have been erased from the an annual careers fair and conference.

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 41 SCIENCE CENTRES

The German Mining museum details the industry’s development and includes a replica mine PHOTO: JOCHEN SCHLUTIUS

As society and the work place changes, RUHR ATTRACTIONS ROUND-UP so DASA’s staff are challenged with fi nd- ing creative ways of interpreting abstract Many of the area’s former artist Christina Kubisch DUISBERG-NORD concepts in a meaningful way. “We’re con- industrial sites have been designed the interior of the LANDSCAPE PARK) tinually thinking about how we can refl ect transformed into vibrant Gasometer to transform it More than 10 years was the trends and what metaphors we can attractions. An Industrial into a gigantic sound and spent transforming this use to present subjects like globalisation Heritage Trail now links light sculpture known as former iron works, domi- and the changes in demographics, such as more than 50 of these in the Light Sky. Today the nated by three tall blast Germany’s aging population,” says Horst. a circular route measur- gas storage facility hosts a furnaces, into a 200-hec- For example, he says they’re currently ing approximately 400km. variety of exhibitions and tare, multi-functional park. considering how to convey the issue of bul- These include:- events including the Out of Visitors can climb to the lying. “We want to make people aware how This World exhibition, which top of the blast furnace for bullying can harm themselves and others. ZOLLVEREIN uses striking reproductions views of the surrounding We want to put visitors in a situation where Formerly one of the larg- of the planetary system countryside, take part in they can experience the line between est coal mines in Europe and images of the sun, the guided tours of the indus- being a victim and an aggressor so they processing 12,000 tonnes planets and their moons to trial plant, scuba dive in can refl ect on their behaviour afterwards.” of coal a day, Zollverein is present the birth and devel- the diving centre in the Ideas for content generally come from the now a UNESCO world herit- opment of our solar system. old gasometer, scramble latest research. “We look into the research, age site and a lively arts The exhibition runs until the about in the climbing area distil what we need and work with design and cultural centre. The end of 2010. in the former ore storage experts to fi nd the visual language to complex features a number bunkers or visit one of the present the information,” says Horst. of attractions including the GERMAN MINING events on site. DASA attracts 180,000 visitors a year Red Dot Design Museum, MUSEUM and has seen numbers rise during the said to house one of the With 400,000 visitors annu- THE AQUARIUS economic downturn. However, competing world’s largest exhibitions ally, the German Mining WATER MUSEUM with other leisure activities is a challenge of contemporary design, Museum in Bochum is one This 50m (164ft)-tall water for DASA, says Horst. “Financial support the Ruhr Museum which of the most visited muse- tower is more than 100 for the cultural sector is always under hosts a permanent exhibi- ums in Germany and also years old and today uses pressure and, in addition, we have to be tion on the region’s past an acclaimed research multi-media to teach attractive, entertaining, educational and and present, an art gallery institute for the history of visitors everything about value for money.” and ice-skating rink. All mining and metallurgy. water, including where While he welcomes the region’s these combine to attract Twenty halls house exhibits it comes from, how it European Capital of Culture status, consid- approximately one million including original machines circulates and its differ- ering it to be favourable for all attractions in visitors a year. and equipment to show the ent forms. Housed on 14 the Ruhr metropolis, he says it’s too early development of mining. fl oors, the museum offers to tell how it will benefi t DASA. GASOMETER A replica mine 17m (56ft) a variety of family events But the Ecsite conference is a differ- Since its decommissioning to 22m (72ft) below the such as treasure hunts ent matter and Horst’s looking forward to in 1998, the Gasometer has museum aims to give visi- through the museum, con- showing off the exhibition to the industry. become a landmark for the tors a real understanding of struction of a canal and “This is an opportunity to present DASA as city of Oberhausen and the coal and iron ore mining up bike trips in the surround- an institution that’s capable of holding suc- region. In 2006, the Berlin until modern times. ing fi elds and woodlands. cessful events of this scale.” ●

42 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 43 MUSEUMS

Dancing the night away on HMS Belfast and sleeping in the Cabinet War Rooms are among the events being held during the European Night of the Museums. Kathleen Whyman fi nds out more about what happens after the lights go out

n the fi lm Night at the Museum, a secu- rity guard has quite a challenge on his I hands when all the exhibits come to life once the doors are closed to the public. While such a scenario can’t be exactly rep- licated – and few of us would really want to be chased by a dinosaur, Attila the Hun or an Egyptian mummy – visitors can experi- ence attractions after hours during the European Night of the Museums.

BON NUIT On 15 May, more than 2,500 museums of art, history and sciences from 40 European countries will take part in the French initiative European Night of Museums, also known as La Nuit Européenne des Musées. Coordinator Frauke Josenhans sous le patronage de says: “Since its creation in 2005, we’ve constructed and strengthened an effective The project, also known as La Nuit Européenne network of European museums around des Musées, originated in France in 2005 and a common event. Based on a creative this year 40 European countries will take part and convivial approach, our aim is to encourage the widest audience possible, especially young people and those not dren can make copies of prehistoric tools familiar with museums, to come and dis- and bronze jewels. In the Czech Republic, La NUIT cover the collections on display.” free transport will be provided to Brno européennedes Highlights of the programme include City’s 16 museums, which will all open a performance by rock groups in Bosnia- until midnight. Museums and galleries in MUSÉES Herzegovina’s Museum of Republika Bulgaria, Latvia, the Netherlands, Poland, Srpska, a celebration of Monet’s Water Portugal, Serbia, Slovakia, Spain and the Lilies at the Musée de l’Orangerie in Paris, UK are also taking part. a jazz concert at the Hungarian National www.nuitdesmusees.culture.fr

* dans la plupart des établisse Museum in Budapest, a dramatisation MUSEUMS AT NIGHT Avec le soutien de ments participants of Galileo’s invention of the telescope at The UK has extended the event to cover Museo di Storia della Scienza in Florence, an entire weekend from 14-16 May. The Italy and a workshop at the State Historical Museums at Night weekend is funded Museums in Moscow, Russia, where chil- by the Museums, Libraries and Archives More than 150 attractions got involved Council (MLA) and coordinated by with activities across the country, includ- Culture24, which has a database of 4,000 ing a showing of horror fi lms alongside museums and galleries and works with La Egyptian mummies, torch-lit tours, sleep- Nuit Européenne des Musées. overs and speed dating and around 34,000 In 2009, the weekend opened with a visitors attended activities over the week- 1940s dance hosted on the deck of HMS end. Jane Finnis, director of Culture24 Belfast – the historical ship that served dur- was more than pleased with the feedback. ing World War II and the Korean War. “More than 80 per cent of visitors rated their experience as eight or above out of 10,” she says. “And more than 60 per cent were The Imperial War Museum in London is new to the venue they attended.” one of the 180 museums and galleries This year’s event is shaping up to be already signed up to this year’s scheme even more successful with 180 museums and galleries already signed up and more

44 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Pictured clockwise from top: The Geenor Tin Mine, The National Maritime Museum and the Mary Rose Museum

expected nearer the time. Roy Clare, chief Mine in Cornwall, so they’re going to open from 40 to 50. Simon Thomson, learn- executive of MLA, believes that it’s the in the evening and recreate what it would ing and access manager at the Churchill ideal way to attract new visitors to muse- have been like to have worked in the mine Museum and Cabinet War Rooms, says: ums. “Modern life for many people is a at night. Or keep it really simple; many “We collected feedback on the morning 24-hour experience,” he says. “Museums museums are in buildings which used to after the event, which was universally posi- at Night responds to this round-the-clock be houses and look very different at night tive about the experience – including the lifestyle by providing a rich and unusual lit by candle. Alternatively, do something sleeping accommodation, which surprised opportunity for everyone to spend quality around a particular exhibit,” she continues. us! Particular highlights were focused time browsing the great diversity of col- “Eastbourne Readout Fort has a collec- around the tour of the site and the sense of lections. It encourages people, especially tion of telescopes so is hosting an event a unique opportunity.” those who would never normally go to their on astronomy. It’s also an opportunity for The extended opening hours until mid- local museum, to devote an evening to members of staff to tell stories about the night reaped rewards for the V&A last discovering the free resources that lie just objects and indulge their passions.” year, with almost 2,000 people visiting on their doorstep. This is a way for muse- Last year’s event revolved primarily on the Friday night between 5.30pm and ums to open their doors and interpret their around families, and while many still are, midnight. Elizabeth Barrett, head of press, collections to inspire fresh discovery and this year there are more events aimed at welcomes the opportunity the Museums provoke more satisfying experiences.” adults. These include a paranormal inves- at Night weekend offers and looks forward tigation at Chatham Historic Dockyard, to repeating the experience this May. “It’s AFTER DARK Hovercraft Museums taking some of the a great opportunity for visitors to see the There is no theme for the weekend but old, smaller craft out on the sea at night, exhibitions outside of normal opening museums and galleries are encouraged to a talk on style at the Victoria and Albert times, meaning that more visitors and a do something that’s relevant to their attrac- Museum (V&A) alongside the Grace Kelly broader audience can enjoy the museum tion rather than following a formula. Finnis exhibition and a sleepover at the Churchill and its shows,” she says. advises operators to think about what their Cabinet War rooms, where visitors can Whether it’s recreating a past expe- venue may have been in the past. “Many enjoy a two-course dinner, breakfast, a tour rience, showcasing an attraction by places were working sites once and people of the War Rooms and an overnight stay candlelight or giving in-depth insight into a love seeing what places would have looked in Whitehall beneath Downing Street. Last collection, operators can fi nd something to like,” she points out. “For example, there year’s event was such a success that the appeal to new visitors, who, will hopefully, used to be a night shift at the Geevor Tin number of attendees has been increased become loyal regulars. ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 45 OCCUPATIONAL HAZARD

BURNING ISSUE

Rescuing animals from a fi re in the middle of the night was the horrifi c situation Dardenelle Long, director of Chattanooga Zoo at Warner Park, Tennessee, found herself dealing with in 2006. Kathleen Whyman hears what happened and how other zoo operators can avoid suffering the same ordeal

What happened? so we didn’t need to worry about tranquil- One night in November 2006, at around lising them before moving them to safety. 11.30pm, a citizen was driving past the zoo Most of the animals were put into an older and saw smoke in the park, so raised the building in the zoo. A couple of buildings alarm. The fi re was caused by a faulty heat were without electricity because the fi re- lamp in the zoo’s Education Center, which fi ghters had to shut off the power to the is a standalone building at the front of the Education Center. zoo. It didn’t burn down completely but there was extensive damage. Luckily the What happened to the animals fi re didn’t spread to any other buildings or after they were evacuated? animal enclosures. Some were transported to an emergency centre. The rest we moved to the reptile How did you feel when house and another area that had previ- you heard the news? ously housed animals. After the fi re, we From the initial call, I wasn’t sure which were furnished with large offi ce trailers and building was involved, so I was uncertain delayed renovating one of our buildings so as to what animals might be in danger. I we could house the animals there. It was was horrifi ed when I arrived and saw the several months before we could return state of the damage. I had no idea that it them all to their enclosures. had caught so quickly – the entire roof was engulfed and it took the fi refi ghters several Were many animals injured hours to put the fi re out. or killed in the fi re? Only a few animals, including a tortoise How were the animals evacuated? called Eddie, were exposed to the actual The fi re department got there within 10 fi re. All the injuries incurred were smoke minutes of the call. I arrived with some inhalation related. Most animals recovered other staff members shortly afterwards. within a week, but sadly 13 died. Another It took fi re fi ghters several hours The animals were carried away or rolled in tortoise was transported to the Knoxville to put out the fi re, which had been cages. Most were small enough to be han- Zoo Veterinary college for treatment. She caused by a faulty heat lamp dled with no problems. Luckily there were had really bad respiratory problems and no dangerous animals housed in that area took a month to recover.

46 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 (Above) the new Education Center; (top right) Eddie, a Vietnamese elongated tortoise, survived the fi re; (bottom right) life is good now

What damage was done to the zoo? How were visitors affected? ABOUT CHATTANOOGA ZOO The Education Center suffered more than We only closed for two days. When we reo- US$500,000 (£306,000, %348,000) worth pened there was a slight increase in visitor he Chattanooga Zoo at Warner of damage. Initially we weren’t sure if we’d numbers because people were concerned Park, formerly the Warner Park T Zoo, is a 13-acre (53,000sq m) be able to raise the funds to rebuild the for the zoo and the animals that they loved. centre, but luckily an insurance policy was zoo located in Downtown Chattanooga, in place. We also received donations from What do you feel you’ve Tennessee, US. The zoo was established businesses and private citizens, which learned from the incident? in 1937 and houses the largest indoor red helped pay for things not covered by insur- We now have a much better relationship panda exhibit in the world in its Himalayan ance, such as supplies and food items. and training programme with our fi re Passage area, which also includes snow A school group raised money to buy two department. We provide more detailed leopards and hanuman langurs. ferrets and a chinchilla to replace those training for staff and make sure there are The $2.1m Gombe Forest exhibit is that died and they bought tons of sup- adequate power outlets to avoid extension home to fi ve chimpanzees. The Donovan plies for them as well. It took a while for cords and that heat can be provided in a Interpretive Center features an indoor the insurance investigation and reimburse- safe manner. We’ve always run emergency chimp viewing area. The Corcovado ment, so we were dependent on donations drills that usually involve the escape of an Jungle has animals from Latin America until then. US Xpress, a trucking company, animal, but also teach us to function as a including jaguars, spider monkeys, loaned us a truck to store all of the dona- team, which helped during the fi re. macaws and capybaras. Walkin’ the tions in until the building was fi nished. We now think more about sprinkler Tracks holds the zoo’s North American systems and material choices – I love con- animals while The Cougar Express has How were staff affected? crete! We include a map on the outside of indoor viewing in a train car for two cou- As the fi re occurred at night, no one was all buildings describing what animals are gars, prairie dogs and whitetail deer. present. Staff were offered counselling housed there, where fi refi ghter safe areas The zoo is undergoing a fi ve-phase, and employees from two other zoos came are and where chemicals are stored. We $12m renovation, which includes the to help out in the days following the fi re, also have full-time security now. addition of new exhibits and the expan- which was great. Our graphic artist did sion of the animal collection to include a wonderful tribute in the newsletter that What advice can you give operators? African penguins, gibbons and komodo really helped. We also have a sign in the Have frequent tours of your facility with the dragons. New species will also be Education Center in memory of the ani- fi re department and have maps available added to the South American, African, mals. Three years on we still talk about the on the outside of buildings, so they know Asian and North American zones. fi re and miss the animals that we lost. which areas are safe to enter. ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 47 DEVELOPMENT PIPELINE

:;L;BEFC;DJF?F;B?D; As the global economy is showing the fi rst signs of recovery, we decided to sit down at Attractions Management HQ and list what we think are the most exciting projects underway around the globe. Do you agree with our choices? If not, let us know at [email protected] CDGI=HDJI=6B:G>86

H8=A>II:G76=C What: Schlitterbahn Waterpark, the company’s fi fth Where: Cedar Park, Texas, US. When: 2012 How much: US$360m (`259m, £227m) The 67-acre attraction will include a Schlitterbahn Boutique Hotel and Conference Center. Schlitterbahn describes the new site as an ‘experiential entertainment resort’. Facilities at the new site will include a year-round waterpark, lodg- ing and restaurants. The fi rst phase of the project is scheduled to open the summer of 2012. The park will be developed in a part- nership between Schlitterbahn, entrepreneur Rick Redmond, the Principals of Suntex Ventures and Garrett-Ihnen Civil Engineers.

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48 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 6;G>86B>99A::6HI

EDAD6BJH:B:CI What: Ice Land waterpark, largest in the Middle East Where: Ras Al Khaimah, UAE When: 2010 How much: Not disclosed The Ice Land waterpark, claimed to be the largest in the Middle East, is scheduled to open this April in Ras Al Khaimah, UAE. The Ice Land Water Park is the fi rst element to open as part of the 120-acre family entertainment destination, WOW RAK. Located 80km north of Dubai, WOW RAK will also boast an amusement park, shopping mall and resort facilities when complete. Developed by Polo Amusement Park as a joint venture with the local authorities of the Emirate of Ras Al Khaimah, the 110,000sq m waterpark will boast a variety of waterslides.

IDJG>HB9:K:ADEB:CI >CK:HIB:CI8DBE6CNI9>8 What: Louvre Abu Dhabi Where: Abu Dhabi, UAE When: 2012 How much: Estimated UAED500m (US$135m, £91m, `100m) The sister museum to the Parisian institution will be part of a US$27bn (£17.8bn, `20.2bn) tourist and cultural development on Saadiyat Island. French architect Jean Nouvel designed the facility, which will display European, Indian and Middle Eastern, Islamic and Oriental art.

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AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 49 DEVELOPMENT PIPELINE

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I6I:BD9:GC What: Extension Where: London, UK When: 2012 How much: £215m (US$323m, `236m) Designed by Swiss architects Herzog & de Meuron, the Transforming Tate Modern project will feature an 11-storey glass tower in the form of a spiraling stepped pyramid. The extension will be added to the south-west corner of the existing gallery and the new building will be 65m (213ft)-tall, adding 21,500sq m (230,400sq ft) to the Tate Modern’s existing 35,000sq m (377,000sq ft). The museum will also boast two new publics spaces – a southern square modelled as a city piazza and new child- friendly gardens to the west.

>CI:GC6I>DC6AA:>HJG:9:K:ADEB:CI What: Gran Scala entertainment city Where: Aragón, Spain When: 2013 How much: `17bn (£13bn, US26bn) Plans to build the multi-billion euro leisure complex were fi rst announced at the IAAPA Expo 2007 in Orlando, Florida. Ride manufacturer Vekoma was touted as one of the lead suppliers for the rides at the Spyland theme park – one of the fi rst elements scheduled to open at the giant development. Gran Scala will be modelled as a city, similar to Las Vegas, and will include 32 hotel- casinos, fi ve large theme parks, retail outlets, restaurants, a golf course, a horseracing track, an opera, museums, and residential development.

E6G6BDJCIE>8IJG:H$G:<>DC6A6 What: Paramount Theme Park Where: Murcia, Spain When: 2013 How much: TBC Paramount Pictures is understood to have agreed to undertake a viabil- ity study on a large-scale theme park in the Murcia region of Spain. The Spanish minister of culture, Pedro Alberto Cruz, said he had completed initial talks with Paramount’s licensing division expressing their interest in launching the project once its economic viability has been proven.

8>C:8>II6:CI:GI6>CB:CI BI9:K:ADEB:CI What: Cinecitta Theme Park What: Freestyle Park leisure complex Where: Dino Film Studios, Rome, Italy Where: Moscow, Russia When: 2013 When: 2011-12 How much: `600m (US$805m, How much: RUS16.8bn (US$620m, £406m, `472m) £540m) The 280,000sq m (3,000,000 sq ft) sport and leisure destination Plans for a new theme park in Rome, depicting life in the city is expected to attract fi ve million visits annually. 2,000 years ago, are moving ahead. The project will be built on The development will be anchored by the Snow Zone, a a 650-acre site in the city’s Castel Romano, partially on the back- 39,000sq m (420,000sq ft) indoor facility that will include lot of the former Dino fi lm studios, which is owned by Cinecitta the longest indoor ski slope in the world. Other activities Entertainment. The development is being backed by the Italian and attractions within the complex will include an Aqua Park, Entertainment Group and plans include 38 rides and attractions. Entertainment Centre, Centre of Entertaining Science and a nine If the park is successful, Cinecitta plans to expand the site by screen multiplex cinema. There will also be a luxury spa, hotel, two further theme parks adjacent to the original park. retail and dining and residential apartments.

50 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 6H>6

JC>K:GH6AHIJ9>DH What: Universal Studios theme park Where: Seoul, South Korea When: 2014 How much: US$2.7bn (`1.83bn, £1.65bn) Universal Studios has resurrected its plans to build a new theme park near Seoul in South Korea. The scheme was originally announced in 2007, but regional authorities strug- gled to raise the funds amid the global economic crisis. However, Lotte Group and Posco Engineering and Construction – two of the country’s biggest compa- nies – have agreed to fi nance the project. The site comprises a movie themepark, waterpark and resort – including a golf course and condominiums – with director Steven Spielberg likely to act as creative director.

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L6AI9>HC:N8DGEDG6I>DC What: Disneyland Shanghai Where: Shanghai, China When: 2014 How much: US$3.5bn (£2.1bn, `2.3bn, CNY 23.9bn) The project’s initial phase will include a Magic Kingdom- style theme park containing some elements tailored to the Shanghai region and others consistent with the offer in Disney’s parks elsewhere in the world. The resort will increase Disney’s destinations to six, joining Disneyland Resort in California and Walt Disney World Resort in Florida; Tokyo Disney Resort in Japan; Disneyland Paris in France; and the Hong Kong Disneyland Resort.

D>A6C9C6IJG6A<6H8DGE# ?JC>E:GIN8DJC8>A What: Oil Museum What: Surfers Paradise Where: Gujarat, India Where: Gold Coast, Australia When: 2011 When: 2011 How much: Not disclosed How much: AUD$25m (£14.3m, US$22.4m, `16.5m) India’s Oil and Natural Gas Corporation (ONGC) is plan- Work is now under way on the project to reconnect the city with ning to build an oil museum at Gujarat Science City, near the beach in Surfers Paradise on Australia’s Gold Coast. The its Ahmedabad Asset site. ONGC’s executive director at redeveloped foreshore will be split into three zones; urban plaza, Ahmedabad Asset, Anil Johri, met with Gujarat’s chief min- urban beach and urban park. Funded by AUD$20m (£11.5m, ister Narendra Modi to go over the details of the 1,000sq m US$18m, `13.2m) from the Gold Coast City Council and (10,800sq ft) museum. The museum would feature real-size and AUD$5m (£2.9m, US$4.5m, `3.3m) from the Queensland State miniature models and interactive exhibitions. Further details Government, the Surfers Paradise Foreshore Masterplan is part have not been released, but the museum would commemorate of a AUD$90m (£51.5m, US$80.8m, `59.4m) ‘economic stimu- 50 years of ONGC Ahmedabad Asset in 2011. lus’ package to improve infrastructure and create jobs. ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 51 PROJECT PREVIEW

J>;C?D: Next year a world class science centre will open its doors in the Philippines – the fi rst time the CKI;KC" country has seen a project on this scale which involves the private sector to such an extent. Kath B6C>A6 Hudson speaks to Rizza de Claro, marketing and fundraising assistant for the Mind Museum

L=6I>HI=:B>C9BJH:JB4 is being sourced. The building is designed The museum will be the fi rst, world-class by Ed Calma of Lor Calma & Partners. The science museum in the Philippines. It will exhibitions are being designed by vari- be our defi ning legacy that will give the next ous local artists, architects, and industrial generation the wings to fl y against the chal- designers, under the exhibition design lenge of a future shaped largely by service framework prepared by Jack Rouse and technology. With more than 150 inter- Associates. Singapore Science Center is active “minds-on” and hands-on exhibits, also providing guidance. the museum will present science as enter- The project proponent is the Bonifacio taining, fun, and engaging. Art Foundation Inc (BAFI), with a board of It’s designed to appeal to people from trustees made up of individuals from Ayala six-years-old to 96 and will cover 7,595sq m Land and the Campos Group. Our chair is (81,750sq ft) and accommodate up to Joselito D Campos Jr and our vice-chair is 1,000 people at a time. We predict we’ll Fernando Zobel de Ayala. receive 576,000 visitors annually, 90 per cent of whom will be from the local area. L=6I6G:I=:;>K:<6AA:G>:H4 The Mind Museum will present science L=DÉH>CKDAK:9L>I= according to fi ve main stories. Each story I=:BJH:JB4 is not intended to be a conventional tale The Mind Museum has an institutional part- with a plot, but will be an experiential dis- nership with National Geographic, from covery of the world around us. which a signifi cant amount of the content The fi ve galleries are: The Story of the Universe: Its Beginning and Majesty; The The Life Gallery (top) and Atom Gallery Story of the Earth: Its Story Across the (bottom) are two of fi ve galleries at Breadth of Time; The Story of Life: The the Mind Museum, which will be the Exuberant Varieties of Life; The Story of Philippines fi rst science museum the Atom: The Strange World of the Very

52 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 The highlight of The Universe gallery will be the Spaceshell (left), a mini- planetarium where visitors will learn about how space began

Small and The Story of the Technology: The Showcase of Human Ingenuity. The fi rst four stories will cover the sim- plest – the cell – to the most complex – the brain. Everything will be covered from atoms, to the universe, to the breadth of natural history and the depth of various life forms of the world around us. Technology – the fi fth story – describes human ingenuity and showcasing the tools that result from our knowledge of the fi rst four stories: that is, what we do with what we know.

=DL9>9NDJ9:8>9:DCI=: IDE>8HID7:8DK:G:94 The curator, Maribel Garcia, thought that it would be best to present science in terms of scale from the smallest, like the atom, to the biggest, which is the universe, and everything in between.

=DLL>AAI=:BJH:JB7: 9:K:ADE:9>CI=:;JIJG:ID :C8DJG6<:G:E:6IK>H>IH4 we fall in love, get angry, or eat choco- construction. We’re scheduled to open in The Mind Museum aims to make sci- late. The Technology gallery will have the the fourth quarter of 2011. ence come alive by having more than 200 Human Face of Technology, featuring interactive exhibits and changing exhibits, uploaded videos of people describing L=6I6G:I=:8=6AA:C<:H4 which visitors can come back for. If you their favourite technology. It is a fi rst, here in the Philippines, to build spend a minute per exhibit, it will take you a world-class science museum. We have three hours to visit them all, so people L>AAI=:BJH:JB=6K: the privilege of meeting the challenges of aren’t expected to look at absolutely 6CN6AI:GC6I>K:JH:H4 all the fi rsts, such as getting the private everything in one visit. The museum will have a theatre, class- sectors involved, having the best team to rooms (called Mind Pods) and laboratories, make this happen, and, most importantly L=6IL>AA7:I=:=><=A><=I4 where founders can hold corporate of all, to give the Philippines a science Each gallery will have its own centrepiece. training sessions and other educational museum they will be truly proud of. The Atom gallery will have a fascinating meetings for schools. 360-degree visualisation of the atom. =DLL6H;JC9>C<G6>H:94 The Universe gallery will have the =DL>H>IHJHI6>C67A:4 The museum is costing 1bn Philippines Spaceshell, a mini-planetarium where The building in itself is green technology. Pesos (£14.6m, US$22.5m, %16.7m)). visitors will learn about the beginning of The roof of the museum can collect rain- The Bonifacio Art Foundation Inc has the universe. The Earth gallery will have water for fl ushing and watering the plants. provided the seed money and the rest Nature’s Hourglass: a mini-theatre where The museum is designed to be environ- has been contributed by a number of visitors will see Birthplace, an enthralling mentally friendly. We also have local corporate and private donors, includ- 12-minute, fully animated fi lm of 4.6 billion fabricators doing the exhibits. ing Ajinomoto, Ayala Land Inc, Ayala years of Earth’s history. The Life gallery Foundation, BPI, Del Monte, HSBC, will have The Human Brain exhibit. It is L=6IHI6<:>HI=:EGD?:8I6I4 Hapee Toothpaste, JP Morgan Chase & one of the largest exhibits in the museum We are fi nished with the design of the Co, Shell, Sony, St. Luke’s, Tan Yan Kee showing what lights in our brains when building and exhibition, and about to start Foundation, Timezone and Uratex. ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 53 THEMED ATTRACTIONS

CHOCOLATE FEST

It’s rare to meet someone who doesn’t like chocolate. Which is probably why it continues to be such an appealing subject for so many attractions around the world. Kath Hudson looks at some of the sites that are whetting our appetites

hile the Western world can’t to 10 April – then will close and be rebuilt chocolate showpiece during the opening remember a time without choco- each year. During its three-month lifespan, week. Paul Halliwell, Barry Callebaut vice W late, its infl uence in China is the attraction has a target of one million president gourmet Asia-Pacifi c, says the altogether more low key, with, according to visitors. Eight thousand people came to company was keen to get involved and will the European trade association Caobisco, the opening and fi gures were higher over continue to support it in future years. the average Chinese person only consum- the fi rst weekend. “We believed it was a good opportunity ing 100g a year. By contrast, the Irish are It took fi ve months to build, with choco- for us to engage the public in the educa- the world’s biggest chocolate munchers, late imported from Switzerland, Germany tion of chocolate and promote our brands, eating 11.85 kilos a year, the Brits are just and . The 20,000sq m (215,000sq especially our Belgian brand, Callebaut,” behind with 10.8 kilos being eaten, while ft) exhibition space includes three exhibi- he says. “Today, China consumes very lit- Americans eat 5.18 kilos a year. tion halls, all temperature controlled so that tle chocolate per capita, but represents World Chocolate Wonderland, a new the chocolate exhibits, which are enclosed a good opportunity in the future. So we theme park which is actually made from with glass panels, won’t melt. wanted to promote our company and our chocolate, at Beijing’s Bird’s Nest Stadium Visitors can make their own chocolates brands to the Chinese. It also gave us the site aims to change all that. and marvel at the exhibits. However, it opportunity to explain about real chocolate Launched with a fashion show, where seems the real aim of World Chocolate versus compound coating, which has been the models wore clothes and wigs made Wonderland is to introduce the pleas- traditionally used in China.” from chocolate, the attraction is an awe- ures of chocolate to a vast and untapped Most chocolate attractions follow the inspiring showcase of chocolate art. audience. As the Chinese get richer, their same formula: they show the chocolate- Exhibits include Louis Vuitton handbags, tastes are expected to get sweeter and the making process and involve the audience, Ming Dynasty porcelain, a 33ft (10m) potential for chocolate sales is enormous. provide the opportunity to taste it and model of the Great Wall of China and a Belgian chocolate manufacturer, Barry recount the heritage of the manufacturer, BMW made out of two tonnes of chocolate, Callebaut, was one of the chocolate manu- or country, or both. World Chocolate which took 10 people six months to build. facturers happy to jump on the opportunity, Wonderland is completely different. It’s Due to the non-durable nature of its sponsoring one tonne of the chocolate been done on a huge scale, attracting building materials, the theme park will only used to make an army of 500 chocolate the attention of companies from around open for three months – from 29 January warriors and running demonstrations of a the globe, all anxious for a toehold in the

An average Chinese person only eats 100g of chocolate a year (Brits eat 10.8kg). World Chocolate Wonderland hopes to change this

54 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 de Chocolade Fabriek in Amsterdam was inspired by Roald Dahl’s famous book, Charlie and the Chocolate Factory

Chinese market. This is the beginning of China’s chocolate history and it will be interesting to see how the story evolves as the park is rebuilt each year.

WILLY WONKA’S WONDERS Roald Dahl’s famous book, Charlie and the Chocolate Factory, is the inspira- tion for the %20m (£18m, US$27.3m) de Chocolade Fabriek in Amsterdam, which has been on the drawing board for 10 years. Maurits Rubenstein, owner of Rubenstein Publishing, the largest audio- publishing company in Benelux, came up with the idea when producing a radio play ©ISTOCKPHOTO.COMDAMIR CUDIC ©ISTOCKPHOTO.COMDAMIR BOX OF DELIGHTS – OTHER CHOCOLATE ATTRACTIONS

Germany’s Imhoff Stollwerck chocolate-manufacturer. It highlights The Museu de la Xocolata, one of Schokolade Museum in Cologne, was the tradition of Swiss chocolate making, Barcelona’s smallest museums, tells the founded in 1993 and Lindt became a renowned for its excellence. history of chocolate in Europe. partner in 2006. It’s an educational expe- Supported by the National Science rience, giving visitors an insight into the Foundation, Chocolate has been a tour- world of making chocolate. ing US exhibition since 2002, when it

The Hershey Story, in the US, tells started at Chicago’s Field Museum. It ©ISTOCKPHOTO.COMDAMIR CUDIC ©ISTOCKPHOTO.COMDAMIR the tale of the chocolate empire builder, tells the story behind confectionery dat- Milton Hershey, and allows visitors to get ing back 1,500 years to the rainforest. their fi ngers sticky in the Chocolate Lab The Ganong Chocolate Museum in St where they can mould, dip and make Stephane has put the town on the map chocolate from scratch. as Canada’s chocolate capital. There Schokoland Alprose is Switzerland’s are hands on exhibits, interactive com- national chocolate attraction, owned by puter displays and antique production Chocolat Alprose, the country’s largest equipment on show.

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 55 THEMED ATTRACTIONS PHOTO ABOVE © PAÚL RIVERA / ARCHPHOTO.COM Cadbury World in Birmingham, UK (left) and Nestlé’s iconic “red origami bird” building in Mexico City, Mexico (right)

on the book. “That was the start, it triggered my mind,” he says. FRUIT AND NUT CASE “Our offi ce is an old monument, built around 1886 and we have two To mark its 20th year of operation, Cadbury World, in Birmingham, fl oors which are empty. I thought it would be great to do something UK, has invested £500,000 ($757,600, %554,300) in a new zone, where children could play and learn about chocolate.” which looks back over the company’s past advertising campaigns, The hook of de Chocolade Fabriek is Holland’s heritage as from the turn of the last century. Cadbury has always been proud a chocolate and cocoa producer and over the past 10 years of its advertising: it was one of the very fi rst advertisers on commer- Rubenstein has been building up a memorabilia collection, as cial television in 1955 and this exhibit is a way of reminding visitors well as travelling the world sampling chocolate attractions. Having of its well known campaigns, including the iconic drumming gorilla, looked at many attractions, he found some to be very good and the ‘everyone’s a fruit and nut case’ adverts from the 1970s and the some on the verge of boring, so he’s keen to make sure there’s a Flake adverts with a different sultry girl for each era. Made to look strong element of fun at de Chocolade Fabriek. and feel like chocolate, the visitor will walk through a wall of melted The 4,500sq m (48,000sq ft) attraction will span several levels. chocolate into Advertising Avenue, walking past trees made of “There will be a real chocolate factory, where children can see and chocolate and across a chocolate bridge. Looking through the win- learn and make their own chocolate,” explains Rubenstein. dows of chocolate buildings, the visitors will recognise the Cadbury “There will be a fun part, where they can smell, touch, feel and adverts from their childhoods. eat chocolate, as well as historical exhibits, exhibitions on choc- Last year, Cadbury World received 570,000 visitors and it’s olate-related topics and a museum telling the story of Holland’s hoped that the new exhibition will push this up to 600,000 this year. chocolate history. There will be a chocolate fountain, a canteen and Marketing manager Lucy Giaquinto says that chocolate attractions a restaurant where visitors can eat an actual chocolate menu.” have an enduring appeal because they are liked by such a wide Drawings and designs are currently being fi nalised and it’s audience: “It’s a sweet, delicious, fun place to visit. Everyone has hoped de Chocolade Fabriek will be open at the end of 2012. some kind of connection with chocolate. Chocolate has a feel good With the aim of attracting 350,000 visitors a year, Rubenstein factor, but mostly people just love the smell and the taste.” is bankrolling it, with the help of some co-investors, so hopes the attraction will “stand on its own” from the beginning. THE ORIGAMI BIRD There are plans for some of the profi ts to go to the Children for Mexico’s fi rst chocolate museum opened at the Nestlé factory, in Chocolate Foundation, which helps children who depend on cocoa Mexico City, in April 2007. Nestlé wanted to provide an inner path- for a living: a reminder that there’s also a serious side to chocolate. way through the factory to show visitors the production process. Architects rojkind arquitectos took this a step further by creating an iconic building, resembling a red origami bird, which they say mirrors the magical world inside. The result is “an unfolding kalei- “Cadbury World is a sweet, delicious, doscope,” says Michale Rojkind, founder of the practice. fun place to visit. Everyone has The new building has a reception area – a playful space with some kind of connection with sofas shaped like chocolate bars – which will immediately delight children and whet their appetites for the tour ahead. Next, a virtual chocolate. Chocolate has a feel reality theatre experience prepares them for the tour and, fi nally, a good factor, but mostly people just tunnel takes them into the factory to learn how chocolate is made. love the smell and the taste” With so many mouth-watering attractions worldwide, it could well be just a matter of time before the Irish fi nd themselves being chal- lenged as the number one consumers of chocolate. ●

56 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 The latest thinking, trends, innovations, products and services for museums, galleries and cultural visitor attractions

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AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 57 EXPOS FLOWER POWER

A beautifully landscaped park is the setting for Floriade 2012, but the expo also shows how horticulture can help sustainability and education. Managing director Paul Beck tells Kathleen Whyman more

What is Floriade 2012? undergoing a number of major devel- from and how they can get fresh food from Floriade 2012 is an offi cial world expo opments. Staging Floriade will act as a places other than the supermarket. Visitors about horticulture. Running from April catalyst to these developments. can also learn how to cook fresh food in to mid-October 2012, visitors will be able The expo will be held at the centre of our cooking theatre. to enjoy the world’s most exquisite and Greenport Venlo [Greenport is the term for All the pavilions will offer different expe- exceptional fl owers, plants, trees and fruit an area dedicated to economic networks riences including dark rides, movies and and vegetables in a beautiful park. of companies, organisations and institutes shows. The Dutch pavilion will showcase The aim of the expo is to change how involved in horticulture]. innovation, such as growing tomatoes in people think about horticulture. The overall The expo is held every decade in a differ- any shape you want! We have a pallet of theme is ‘Be part of the theatre in nature; ent Dutch region. It launched in 1960 and colours with different themes and attrac- get closer to the quality of life’. This is this is the sixth Floriade we’ve hosted. tions in different areas. Vincent Van Gogh divided into fi ve core themes represented worked with all kinds of colours and we’re in fi ve different zones in the park. These What will the content be? using his art as an inspiration. themes are education and innovation, envi- One important element of the expo is to ronment, relax and heal (wellbeing), green show what energy is doing for horticulture What is Floriade’s history? engine (sustainability) and world show as well as for people at home. For exam- Holland is world famous for fl owers – it’s stage (each day features a cultural pro- ple, until now glass houses have used a lot our most important export. In 1960 there gramme of music, dance, literature, theatre of energy, but now they’re bringing energy was a big fair in Holland, which was so suc- and visual art from all over the world). to homes. We’ll demonstrate how a glass cessful it was made into an expo. The fair We’re expecting about 90 Dutch house can give energy to up to 300 homes. in 1960 celebrated the 400-year anniver- exhibitors and 25 participating countries The expo will also look at how we handle sary of tulips being brought from Turkey including Germany, France, Belgium, sustainability around the world. It’s abso- to Holland by horse, by recreating that Spain, Italy, Nigeria, Ethiopia, Thailand, lutely unnecessary to be in competition with journey. We’re considering replicating that China, Germany, India and Pakistan. other countries, we should all work together two-month journey once again in 2012. to ensure horticulture is sustainable. Where is it being held? Education is another big theme for the How’s the expo changed since 1960? Floriade 2012 is taking place in the Venlo expo. Some people think fruit and vegeta- Sustainability is now a huge concern. region in the Netherlands, which is on the bles come from the supermarket. We’ll Using sustainable building materials is a border of Germany. This region is currently demonstrate where they actually come necessity. Then, when the park’s operating,

The expo is taking place in the Venlo region of the Netherlands and will feature 90 Dutch exhibitors and 25 exhibitors from around the world

58 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 everything that can be sustainable will be – ing and business plans and fi scal Bob Rogers at BRC Imagination the way we prepare food, get rid of rubbish, analysis. The site’s almost ready now Arts took care of the design and source water and the merchandise we sell. and representatives will start arriving later architecture, while John Boon Also, this is the fi rst time we’ve known this year to build their pavilions. designed the actual park what’s going to happen to the venue after the expo. Floriade 2012 will be leaving Who do you work with? the region a sustainable legacy – Venlo One of our most important partners is Bob GreenPark. Venlo GreenPark will eventually Rogers at BRC Imagination Arts, who has them to build their pavilion in keeping with be a high-end business park with offi ces done the design and architecture. The our guidelines. In the past, people would and buildings dedicated to innovation, actual park has been designed by a Dutch say: “We want a pavilion and we’re going sustainability and education set in the stun- architect, John Boon. On the site, we have to do X.” Now, we say: “Hang on, we’re pro- ning surroundings of the Floriade site. 25 people at the offi ce and 25 people work- ducing the show and need to know what’s ing every day at the venue, all of whom have happening on our site.” They have to stick Who is the target audience? contracts for up to fi ve years. During Floriade to our theme and do it in a sustainable way. It’s a nice, fun day out for families. We’re we will have a summer school for students to It’s taken a lot of time to get this sorted out, on the German border so we get visitors work here for one year. They’ll be trained in but it’s working very well now. from Germany and Holland. People from hospitality and gain experience of working in further away will come for a few days and entertainment parks and hotels. How have expos evolved? visit Düsseldorf or Amsterdam. We’ll also Expos are more than a collection of get a lot of business people attending con- How will you make the subject pavilions, merchandise and restaurants – ferences and congresses. matter interesting to children? they’re about feelings. We need to learn Floriade Kids is a learning programme from amusement parks because they need How do you plan the expo? about horticulture and sustainability. More to entertain. Expos are changing and we’ve It takes six years to arrange. We conduct than 200 schools are following this pro- tried to do this in new ways by getting visi- market research so we know what peo- gramme in Germany and Holland. tors emotionally involved, not just by giving ple want and expect of Floriade. Next we them something to look at. decide how the site will look; it must be a What are the main challenges? relaxing park that people can walk around Firstly, to get countries with interesting What do you want from Floriade? easily. Then we put together the market- pavilions to commit to the expo, then to get I’m hoping for a very good cultural offer. There should be an international pro- ABOUT FLORIADE 2012 gramme, both for other countries and for this part of Holland. I also want people to DURATION: April – October 2012 Education & Innovation, Environment and enjoy themselves – we’re not selling tickets, SIZE: 66 hectares, of which 40 hectares is World Show Stage we’re selling memories. I want people to exhibition space VISITORS: At least two million are expected leave the park with a happy feeling. THEME: ‘Be part of the theatre in nature, get with up to 35,000 people on peak days closer to the quality of life!’ The expo’s sub EXHIBITORS: 25 international exhibitors Are you a keen gardener? themes are: Relax & heal, Green Engine, and 90 Dutch exhibitors No. Unfortunately I don’t have any time for that, but I have very good people who Website: www.fl oriade.nl know a lot about gardening. ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 59 REPURPOSING ATTRACTIONS H:8DC9A>;:

When a visitor attraction closes, it might be the end of an era but it’s not necessarily the end of the story. Rhianon Howells looks at four very different sites that are all experiencing a new lease of life under fresh management

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hen the Please Touch Museum opened in 2008 at Memorial W Hall, Philadelphia, it signalled the coming together of one of the US city’s best-loved family attractions with one of its best-loved landmarks. Memorial Hall in Fairmount Park was built for the Centennial Exhibition (World’s Fair) of 1876. After serving as an art gallery during the fair, the building became the fi rst Philadelphia Museum of Art, remain- ing open for small exhibitions when that museum moved in 1928. In the 1950s, part of the building was turned into a recreation centre, although it was also used for orches- tral performances and other events. But by the year 2000, the dete- rioration of the building led the Fairmount Park Commission to “We’ve returned a seek a new tenant to restore it. For Please Touch Museum – a success- national historic land- ful, non-profi t children’s attraction mark to its original use” opened in 1976 – it was a perfect opportunity to develop and expand. “We were much too crowded at our previ- The museum is aimed at young families and takes a play-based approach to learning ous location,” says president and CEO Laura Foster. “Memorial Hall gave us the shape and we had to fi gure out how to lay market and shoe store; a medical centre; space we needed, we were able to have out the exhibits and manage our visitor an Alice in Wonderland exhibition, and a parking here, the building is absolutely fl ow,” says Foster. “But it wasn’t a diffi cult large water-play area. beautiful and we loved the setting.” building to work with; there are great ceil- Parents and children love it, says Foster, The fact the 156,000sq ft (15,000sq ing heights here which is wonderful for but the new site is also attracting a whole m) site had started life as a museum some of our exhibits as well as for our new market: “A lot of adults want to see the was another draw. “We were returning a musical and theatrical programming.” The building and learn about the Centennial, so national historic landmark to its original most signifi cant addition was a large annex we’re now offering ‘grown-up’ tours too.” use [and] it was very exciting to be able to house the museum’s historic . For both old attraction and new tenant, to talk about it in that way to prospective Aimed at young families (most visi- the project has been an unquestion- funders,” says Foster. tors come with a child aged two to fi ve), able success. In 2009, the Please Touch Please Touch invested $76m (£49.2m, Please Touch takes a play-based approach Museum attracted 687,000 visitors, com- %59.8m) to renovate the building and cre- to teaching and learning. One exhibit is pared with 180,000 a year at its previous ate new exhibits, as only a few items were themed around transportation, with a real site. Memorial Hall, meanwhile, has been moved. “The building wasn’t in fabulous bus and a play garage; there’s a super- given back its raison d’etre.

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pened in 1992 by German property tycoon Claus Becker, O Hamburg’s Erotic Art Museum started life on a back street of St Pauli – the city’s red-light district – before mov- ing to the Reeperbahn, the area’s most famous (or infamous) street. Housed in a former hat factory, the museum offered fi ve fl oors of sexual art, from 18th-century Japanese and French erotic prints to work by Otto Dix and Jean Cocteau. Despite attracting 80,000 visitors a year in its heyday, the museum closed in 2007. But it wasn’t unoccupied for long. In May last year, the site reopened as a museum dedicated to Hamburg’s most famous visi- tors: the Beatles. The new attraction is operated by FKP Ausstellungs und Betriebsgesellschaft, a limited company owned by Folbert Koopmans, founder of one of Germany’s largest booking and concert agencies. According to the project’s manager, Ulrike Saltern, the company had no hesitation in snapping up the site. “We chose the venue The 14,000sq ft Beatlemania Museum, because it’s located among all the places located on Hamburg’s infamous the Beatles lived and played during their Reeperbahn, has 11 rooms (with original time in Hamburg,” she says. “And there are artefacts) that tell the story of the Fab hundreds of thousands of visitors on the Four’s meteoric rise to fame Reeperbahn every year. There’s no special story to tell: we saw it, loved it, leased it!” Studios attraction, where visitors can sing However, the building required a con- and record songs. siderable amount of work to bring it up to The Bravo Blitz Tour celebrates the out- modern museum standards, says Saltern: break of Beatlemania with a 360-degree “We had to make a lot of adjustments for fi lm that puts visitors at the centre of a health and safety and fi re prevention, and 1,000-strong screaming crowd, while in we also had to install air conditioning, all of another room, they can become part of the which delayed the opening.” The original famous Sgt Pepper... album cover. There’s idea also had to be adapted from a one- also a café, store and fi sh and chip shop, level concept to one that would work over all of which can be accessed without a fi ve fl oors. Overall investment was %2.5m ticket, while the Star Lounge is available for (£2.2m $3.4m). live events and private hire. The resulting 1,300sq m (14,000sq ft) Although Saltern doesn’t claim to know exhibition space, exactly why the split into 11 rooms, previous museum documents the “The Beatles are still closed, she specu- story of the band’s lates: “People on rise to stardom, one of the most popu- the Reeperbahn including original lar bands in the world” are [probably] artefacts. Exhibits more interested in include a full-size real erotic [sights] reproduction of the Reeperbahn in the than in erotic art.” Beatlemania, in contrast, 1960s and a replica backstage area of is offering something that is completely dif- the Old Star Club, where the band played. ferent from the district’s other attractions There’s a manager’s offi ce containing their while also having universal appeal. “The fi rst recording contract with German pro- Beatles are still one of the most popular ducer Bert Kaempfert, and an Abbey Road bands in the world,” she says.

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 61 REPURPOSING ATTRACTIONS

The building’s interior has had a few walls knocked down to allow for a newly designed route

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wenty-two months after closing, The John Lowther, describes as “a hefty operat- Coors Visitor Centre and Museum in ing loss”. Despite local opposition, Molson “Molson Coors T Burton-on-Trent will reopen this May Coors decided to close and mothball the under a new name and new management. facility until a solution could be found. is an expert in Opened by brewing company Bass in “Ultimately, Molson Coors is an expert brewing beers; we’re 1977, this attraction, originally known as the in brewing beers and it’s probably fair to Bass Museum, celebrated the national and say it didn’t have the necessary experience experts in operating local brewing industry. In 2002, Bass was to run a modern visitor attraction profi tably,” attractions” acquired by Coors – now Molson Coors – explains Lowther. the second largest brewing company in the “In contrast, we’re experts in planning UK, which took over the museum. and operating attractions, and already Solutions for 25 years, and each partner Attractions included shire horses, vin- have a local presence at Conkers in the is committing £200,000 (US$302,500, tage vehicles, brewing-related artefacts National Forest. We’re well-placed to %221,800) to the overhaul of the attraction, and a steam engine, as well as retail, F&B, overhaul the Coors Visitor Centre, make it as well as £100,000 ($151,200, %111,000) conferencing and banqueting. relevant for modern audiences and, most per annum towards its upkeep. By 2008, however, visitor numbers had importantly, profi table.” Part of the strategy is to broaden the fallen and the site was running at what the Clearly in agreement, Molson Coors has appeal of the attraction to engage with CEO of new operator Planning Solutions, leased the site and exhibits to Planning people of all ages – particularly children. “We’re replacing plastic dummies with live performers in period costume who will interact with visitors,” says Lowther. “We’re also introducing animatronics, holographics and multi-media technology to bring the story to life. “We’ve redesigned the route, which has involved knocking down a few walls, and will be adding a tour of the on-site micro- brewery and a beer-tasting master class. Our bar and restaurant will offer a high- quality gastro-pub menu, with a specially developed ‘Beer Bites’ menu, matching a range of small dishes with different ales. “We’re working hard to make sure fami- lies are better catered for but, equally, that The Bass No 9 engine has been at the museum since 1977 everyone will fi nd something to enjoy.”

62 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 EB:7JJH79J?ED8NEG:HH<6G9:CH!;ADG>96!8ADH:9H:EI:B7:G'%%. B;=EB7D:96!DE:C>C<:C9D;'%&&

Merlin Entertainments currently has four Legoland parks with three more in planning

ypress Gardens, Florida’s oldest for several months – the operator admitted ous operator’s experience? “We believe it theme park, was acquired last defeat in September 2009, blaming dwin- has lacked a powerful, compelling brand to C January by Merlin Entertainments dling visitor numbers. deliver sustainable, commercial success; – owners of the Legoland and Tussauds Merlin Entertainments, however, quickly the Legoland brand will do this. Merlin brands – after its previous operator identifi ed the 145- Entertainments declared it to be fi nancially unviable. acre site as the is a major attrac- The veteran family attraction, which perfect location for “The previous park tion operator with includes a waterpark and botanical its fi fth Legoland proven expertise gardens, was opened in 1936 by entre- park worldwide. lacked a powerful, in running theme preneur Dick Pope. In 2007, Land South “As far as we’re con- compelling brand” parks – the last Adventures, a subsidiary of real estate cerned, Cypress owners were prop- company Land South Holdings, paid Gardens has a erty developers.” US$16.8m (£11.1m, %12.30m) for the site. proven track record, attracting more than Although plans are still being fi nal- Yet despite investing heavily in its infra- one million visitors a year,” says John ised, Jakobsen confi rms that the botanical structure – even closing for renovations Jakobsen, managing director gardens and waterpark will remain open, of Legoland parks. while other existing attractions may also be “The site has also enjoyed more than incorporated. New attractions will include $100m (£66m, %72.3m) of investment over the iconic Miniland – a Lego replica of the the last few years, which means we can local region – found at every Legoland site. hit the ground running and have the park When open, the new park will feature open in half the time we’d normally allow. more than 50 rides, shows and attractions Additionally, because the site has been aimed at families with children aged two a theme park for many years, a lot of the to 12. A confi dent Jakobsen says: “Our issues relating to planning have already research in the area indicates a high recog- The park will feature more than 50 rides, been resolved.” nition of the Legoland brand and a 90 per shows and attractions, aimed at families But what makes him so confi dent the cent-plus intention to visit among families with children aged two- to 12-years-old venture will be profi table given the previ- in our target market.” ●

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 63 FINANCE

Some theme parks thrived last year, thanks to the staycation trend, but others were not as fortunate. Deloitte LLP’s Nigel Bland and Liz Smith detail how the industry performed during 2009 and STAYING what we can expect in 2010

t’s easy to feel incredibly negative when looking back on 2009. Many economies went into recession and consumer confi - I dence plummeted as unemployment levels rose. The retail and leisure sectors were particularly affected, with a number of high profi le companies entering administration. But in the UK, the recession wasn’t all bad news, as a number TREND of the trends caused by the economic downturn have had a posi- tive effect. Primarily, 2009 was the year of the staycation – people choosing to holiday in the UK and take more day trips – albeit that their budgets were reduced. This, coupled with a weak pound driving growth in inbound tourism to the UK, means the number of people visiting UK theme parks has grown strongly over the last couple of years. In 2009, 13.8 million people visited theme parks in the UK; an increase of three per cent from 2008. In the UK, rev- enues grew to £315m (US$480m, %359m) in 2009 compared to £308m ($470m, %351m) in 2008. In real terms, revenues were fl at, refl ecting the fact that while people were visiting more, their spend on secondary items declined slightly. Operators were able to maximise visits by continuing to invest in new rides and attractions and placing an increased emphasis on accommodation, thereby driving multi-day visits. This made 2009 a year of focusing on existing operations and cash generation.

EUROPE Merlin Entertainments outperformed the sector as a whole, con- tinuing to go from strength to strength. In 2009, the company saw 38.5 million people visit its attractions, an increase of 9.7 per cent. Annual revenue increased by 16.1 per cent to £769m ($1.2bn, %876) while EBITDA grew by 16.6 per cent to £238.6m ($364m, %272m) in 2009. Merlin has also announced that it’s consider- ing building a third hotel at Alton Towers as part of its strategy to

While the recession had an adverse affect on many leisure busi- Euro Disney saw attendance levels increase, but secondary spend nesses, the theme park industry came out of it largely unscathed decline. In fact, it witnessed record attendance levels in 2009

64 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Cedar Fair was on the verge of a merger with Apollo Global Management, but it fell through

WHILE MERLIN AND COMPAGNIE DES ALPES GO FROM STRENGTH TO STRENGTH, US THEME PARKS SEEM TO HAVE BEEN IMPACTED BY THE RECESSION, PARTICULARLY THE HIGHLY LEVERAGED OPERATORS

reposition itself away from the teenage market and to encourage UK THEME PARKS MARKET, BY VOLUME AND VALUE, 2004 – 2014 families to stay for longer. 400 20 18 A similar story is true for European theme park operators. 350 16 Compagnie des Alpes – with its portfolio of theme parks, nature 300 and animal parks and tourist attractions – saw strong attendances 14 250 12 together with growth in revenues. Total visitors to its leisure parks 10 increased by 2.6 per cent to 9.9 million in 2009. 200 8 The company achieved sales of `248m (£218m, $332m) in 2009 150 6 compared with `234m (£206m, $313.5m) in 2008, an increase of 100 ADMISSIONS

REVENUES (£NM)* 4 six per cent. Within these numbers, Parc Asterix saw its visitors 500 2 increase by 1.2 per cent to just over 1.8 million. Revenues grew by 0 0 8.5 per cent, reaching `74.3m (£65.3m, $99.5m). Only the fi rm’s 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Dutch operations witnessed declining admissions and revenues. REVENUES ADMISSION Euro Disney reported a similar story, with attendance levels increasing, but secondary spend declining. In fact, the company * REVENUES ARE STATED AT CURRENT PRICES SOURCE: MINTEL, 2010 witnessed record attendance levels of 15.4 million with hotel occu- pancy levels of 87.3 per cent. Six Flags was highly leveraged following a refi nancing in June Targeted offers, leveraging the Disney brand and continual prod- 2007 and fi led for bankruptcy under Chapter 11 in June 2009. As uct innovation enabled Euro Disney to achieve this growth in visitor at the 31 December 2007, the company had total indebtedness of numbers, predominately from the French and Belgian markets. In $2.26 billion (£1.4bn, %1.7bn). This high level of indebtedness – terms of secondary spends, both average spend per guest and combined with its ill-fated marketing alliance with Dubai Holdings average spend per room were down fi ve per cent in 2009 com- and lower trading levels with both admissions and average spends pared to 2008. Overall revenues fell to `1.2m (£1m, $1.6m) from per head falling – left the company struggling to make its interest `1.3m (£1.1m, $1.7m) in 2008 – a decline of 7.1 per cent. repayments. Chapter 11 is allowing Six Flags to restructure itself and the company is hopeful of exiting Chapter 11 in April 2010. THE US Ohio theme park company Cedar Fair, which owns 11 amuse- US theme parks, conversely, seem to have been impacted by the ment parks and seven waterparks across North America, is also recession, particularly the highly leveraged operators. highly leveraged with $1.7b ($1.1bn, %1.3bn) of debt.

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 65 FINANCE

In 2009, Cedar Fair saw net revenues decline to $916.1m (£602m, %684.1m) from $996.2m (£654.5m) %774m) in 2008, a fall of 8.7 per cent. Adjusted EBITDA fell by 15.7 per cent to $299.9m (£197m, %224m) from $355.9m (£234m, %266m) in 2008. In December 2009, Cedar Fair entered into a defi nitive merger agreement with Apollo Global Management. The deal consisted of Apollo paying $635m (£417.5m, %474m) for Cedar Fair’s assets, as well as paying off the $1.7bn (£1.1bn, %1.3bn) of debt making the deal worth $2.4bn (£1.6bn, %1.8bn). The offer represented a 43 per cent premium over Cedar Fair’s volume-weighted average closing unit price over the 30 days prior to the deal announcement. Bank funding totalling $1.95bn (£1.3bn, %1.5bn) had been committed in support of the transaction through a syndicate of six banks. However, on 7 April, the takeover was terminated as a result of insuffi cient investor support. Cedar Fair is to pay Apollo $6.5m (£4.3m, %4.9m) for expenses incurred while the deal was under discussion. The agreement reportedly required two thirds of shareholder majority support to pass, and several signifi cant stake- holders baulked at the price Apollo was offering.

THE FUTURE So what does 2010 hold for the sector? Having weathered the storm well in 2009, many operators are likely to continue to focus predominately on existing operations and cash generation. This year will see the UK, US and European economies continue to slowly recover from the recession and consumer confi dence should start to increase. Unemployment levels, however, will remain high and the British pound is likely to remain weak. As in 2009, continual product development will remain a priority for operators in order to maximise visits and encourage visitors to return. This year is already showing signs of increased lev- els of transactional activity and investment in new parks. Merlin Entertainments acquired Cypress Gardens and Splash Island US companies with high levels of debt, such as Cedar Fair and Six Waterpark in Florida in January 2010 for an undisclosed amount. Flags suffered badly during last year’s recession

2010 WILL SEE ECONOMIES CONTINUE TO SLOWLY RECOVER FROM THE RECESSION AND CONSUMER CONFIDENCE SHOULD START TO INCREASE. UNEMPLOYMENT LEVELS, HOWEVER, WILL REMAIN HIGH

(Cypress Gardens was another US casualty of the recession and closed in September 2009.) Merlin has also been signed up by Blackpool Council to manage the redevelopment of Blackpool Tower. Merlin’s fl oat remains a very big option though it was post- poned early in the year due to uncertainty in the market. At the end of March 2010, Futuroscope’s main shareholder announced it was looking for new investors, with Compagnie des Alpes reportedly interested in acquiring a 40 per cent stake. In the US, the futures of both Six Flags and Cedar Fair are likely to be determined shortly. While Cedar Fair had seen a decline in performance in 2009, it’s still a highly profi table company. With the correct debt structure, the company trading should recover. If Six Flags is able to exit Chapter 11 with a more manageable debt struc- ture, it too should also be able to set itself on the road to recovery. Overall, 2010 is already showing signs of being a strong year for theme park, waterpark and attractions operators. ● If Six Flags can exit Chapter 11 and organise a more manageable Nigel Bland, associate partner and Liz Smith, assistant director, debt structure, it could be on the road to recovery, say the experts Deloitte LLP

66 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Did you know that you can now receive a FREE subscription to Attractions Management in its new, greener, paper-free, digital format?

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AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 67 TICKETING THE VIRTUOUS CIRCLE

Repeat visits to attractions – both physical and virtual – enable operators to gather vital information. Blair Parkin and Mark Matthews of Visual Acuity look at the technology behind visitor management and information systems

ide availability and commodi- TICKET TECHNOLOGY of technology interaction with their visitors. tisation of electronic payment With the technology available, some clients Ticketing technology fi rm suppliers Ticket W systems and RFID (radio fre- have started linking their website to their Network and Gateway Ticketing Solutions quency identifi cation) ticketing for mass ticketing systems, issuing unique ID tick- are noting an increase in attractions wanting transportation systems is offering the ets and then using these tickets as a way to link web-to-ticket and ticket-to-exhibits and world of visitor attractions a robust off-the- for the visitor to interact with the exhibits back again post-visit via the internet. shelf tool kit of technologies. and facility. Early adopters of this, initially The terminology we use to describe The aim of these is to improve visitor using barcode, were the Cité des Sciences the picture is the ‘Virtuous Circle’. This experience, increase repeat visits and et Industrie, Paris, and the Natural History describes an operational philosophy for build membership databases and detailed Museum in London, which used barcodes institutions that optimises buy-in from its profi les of their visitors. RFID technology to link gallery and web experience. New user community and maximises repeat vis- and operating methodology is already build institutions such as the California its to a facility both physically and virtually, widely used and accepted in today’s Academy of Sciences in San Francisco have utilising the world wide web. transport and banking markets with smart implemented the technology infrastructure Rarely has there been a combina- technology such as the London Transport for such an implementation that can lever- tion of proven technologies that give Oyster Card or the Barclaycard Freedom age RFID. Many commercial waterparks such a rapid return on their deploy- touch and pay system. in the Middle East are rolling out this kind ment. However, implementing such a system isn’t simple – success relies on The RFID ticket media can be interdepartmental communication and a traditional credit card shape cooperation in the user organisation. It (pictured) or embedded in a also requires robust data protection wristband or other item protocol and policy so visitors will be prepared to provide information and build a bond of trust with the attraction. Additionally, the user organisation needs high quality data networks throughout the facility, something that’s often lacking in museums, particularly those housed in a landmark or heritage building. There are a large number of jigsaw pieces that must fi t together to make a compelling picture for the future of public spaces, including museums, cultural centres, science centres, heritage attrac- tions and many others.

NEW WAY OF THINKING The process requires a change of think- ing from the traditional ways of operating these facilities, and requires infrastructure to be designed or added into the architec- ture of the building. In our experience, the two biggest hurdles to implementing such a system are the organisational change and the lack of a high quality data network.

THE ‘VIRTUOUS CIRCLE’ IS A PHILOSOPHY THAT OPTIMISES BUY-IN FROM USER COMMUNITIES AND MAXIMISES REPEAT VISITS TO A FACILITY

68 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Opportunities can be overlooked because the exhibition design, public program and web groups don’t cooperate closely with operations and fi nance

NEW SEASON PASS SYSTEM LAUNCHED

RADIO FREQUENCY IDENTIFICATION (RFID) RFID is an automatic identifi cation method, relying on storing and remotely retrieving data using devices called RFID tags or transponders. An RFID tag is an object that can be attached to or incorporated into a product, ticket or person for the purpose of identifi cation using radio waves. Chip-based RFID tags contain silicon chips and antennas. For an attraction to implement a Virtuous Circle deployment, then its tickets and membership cards need to be RFID. Then interactive kiosks, exhibits, touch tables and entrances and exits need to be equipped with an RFID reader that will augment the interaction by bringing the users preferences to the fore. Exhibits can be equipped with a labelled ‘touch point’ where the RFID cards can be touched to trigger personalised content and interactions.

The fi rst challenge is that the operations base. This can be done in three ways: The team, the facilities people and the exhibit issue of a CD or DVD with barcode cover, and design groups all need to agree on the together with a paper ticket to every visitor; implementation. In many cases, the oppor- the issue of a unique barcode ticket with tunity is overlooked because the exhibition the website address printed on it; and the design, public program and web groups issue of an RFID enabled ticket with the don’t cooperate closely with operations web address printed on it. and fi nance. The second is an information The actual ticket media can be a tradi- technology problem – an area we regularly tional credit card shape or, in the case of see as being weak in the attractions world. RFID, the ticketing or membership ID can The principle is that we need to collect be embedded in a wristband. some very basic information about our visi- tors, or encourage them to want to give it. TRACKING VISITORS To do this we must issue every visitor with The Visitor Management System (VMS) for a unique identity in technology terms that attractions is an integrated ticketing and can be recorded and tracked in a data- visitor tracking system. Ticketing embraces

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 69 TICKETING

membership cards and other forms of its that will recognise the visitor and deliver SPATIAL BOOKMARKING visitation. The ticketing database has the content and information that’s tailored to Extending this idea further, a person with possibility for each visitor to enter personal that person. For example, a different audio an RFID ticket visiting the facility for the information – such as age group, interests, commentary might be given to a fi ve-year- second or third time could follow the same language preferences and other fi elds of old child than to a senior citizen. Potentially, physical route they took previously, but information determined by the marketing, this extends to different visuals and differ- receive more advanced information the narrative and creative design teams. ent, more complex outcomes. next time so the experience is different on The aim of the Virtuous Circle is that One particularly popular implementa- subsequent visits. This is the concept of every event the visitor is involved in leads tion is for the user to store their language spatial bookmarking. on to one, two or more reasons to contact preference in their profi le. When they This allows the visitor to track and record the facility, either in person or virtually. encounter an audio visual or interactive where they’ve been and recall any inter- Using more advanced technologies than exhibit, touching their RFID on the exhibit active information or outcomes of digital barcodes, such as RFID, we can begin to will enable the audio or text to be replayed games and scenarios they have par- introduce intelligent and interactive exhib- in the language they have chosen. ticipated in during their visit. RFID ticket readers need to be deployed at the exhib- its in the attraction and connected to the USING MORE ADVANCED TECHNOLOGIES, WE network and ticketing database, allowing CAN INTRODUCE EXHIBITS THAT RECOGNISE the visitors to interact with the attraction in exciting and interesting ways. Taking THE VISITOR AND DELIVER TAILORED CONTENT this a step further, as the Virtuous Circle

TICKETING NEWS have earned the nickname ‘batwings’, or other obstruction. Each gate operates due to the telescoping, retractable wings automatically without being touched, so ’S SPLASH COUNTRY that open and close smoothly for each operators do not need to worry about Dollywood’s Splash Country will be wel- guest. The turnstiles offer improved spreading germs in high-traffi c areas like coming guests for the 2010 season with accessibility for wheelchairs, strollers and the main entrance. new turn-free, touch-free entrance gates. ECVs. Each gate is gearless to reduce The magnetic retractable gates aim to upkeep and maintenance. ATTICA ZOO improve guest accessibility, streamline Three of the new turnstiles will be con- Gateway Ticketing Systems is provid- the park’s front entrance operations and fi gured for standard access, while the ing a new ticketing solution for the Attica integrate seamlessly with its OmniTicket other three will be spaced wide enough Zoological Park, near Athens, Greece. Network Ticketing system. to accommodate guests in wheelchairs The zoo was looking for a system Splash Country will receive six and with strollers. All gates are custom- that could handle large numbers of visi- new MPR-112 (Magnetic Pedestrian coloured to integrate with the park’s main tors and the group bookings volume for Retractable) gates this year, with more entrance theme. A light beam across area schools. With a new addition to the planned for its sister park, Dollywood each gate prevents the retractable wings park opening later this year, the zoo also Theme Park, in 2011. The new turnstiles from inadvertently closing on a person needed a resource management system to handle the capacity management and event ticketing requirements. MTI Systems is providing Galaxy, a solution from Gateway Ticketing Systems, which delivers fast ticketing and admission control for enhanced guest experience, demographic tracking, and a collection of statistical and fi nan- cial information.

ZSL LONDON ZOO ZSL London Zoo has seen a 100 per cent increase in overall sales in its gift shop since installing a queue management solution from Tensator. The installation included an in-queue merchandising system and an eQ™ single line queuing, media call forward system with outdoor LCD screens. This London Zoo has seen a 100 system helps direct visitors to specifi c per cent increase in sales kiosk points at the entrance and provides

70 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 Because time is valuable...

The new ‘batwing’ turnstiles at Dollywood Splash County (see Ticketing News box out)

philosophy progresses, a facility can add the RFID ticket or membership card as a weblinks and websites or email people medium to store prepayment against that who have expressed interest in a particular which can be used in the catering or retail subject via their profi le. facilities. Web tracking of your visit after The possibilities are seemingly endless. you leave, with the attraction able to offer Digital signage that’s aware of who you are you new challenges based on your previ- and where you’ve been already. Electronic ous visit – giving an incentive to return. The payment within the attraction – using repeat visitation. The Virtuous Circle. ●

a suite of management reporting tools overseas locations, provided there’s an enabling analysis of service effi ciency internet connection at each point. and resource planning. Once a season pass has been issued, Julian Green, head of retail and it will be valid across all the attractions admissions at the zoo, said: “Since nominated by the operator. This means incorporating queue management that the pass can be used immediately systems at the entrance and in the gift after issue, without the need for manual shop, waiting times have been reduced, cross referencing. meaning the customer experience is fur- Andy Povey, RefTech’s business ...choose Time Pursuit, ther enhanced. development manager, ticketing, says: latest generation web “In the gift shop, not only have we “The point is that an individual can be seen an improvement in effi ciency, but issued with a season pass and they’ll be based booking system we have also noted that the merchan- able to use it immediately. There’s no dising options have increased sales as sending of forms to a central unit or time for gate admissions and people wait to pay for their goods.” consuming updating of local systems. time based activities. “From the operator’s point of view, NEW SEASON PASS SYSTEM LAUNCHED they just issue the pass and it works Multi-channel advanced sales, on-site UK-based ticketing systems company across the whole estate. The system RefTech Services has announced a new demonstrates the type of change that ticketing and integrated customer season pass system aimed at organi- RefTech is bringing to the ticketing management will drive revenues, sations needing passes that can be market – distributed, customer focused productivity and customer delight. accurately and easily managed over sev- application of technology without the eral sites. The system is being launched need for massively complex and expen- as Member Reference and enables an sive IT networks.” operator to issue a season pass at one location and, within seconds, to have it valid at all other locations owned by the operator, no matter where those loca- tions are. The system relies on the most basic of internet connections to syn- chronise data to a distributed database. It can be linked to the Microsoft CRM the liesure activity booking system program to provide marketing func- tions and includes a suite of reports to show usage patterns. Call us on +44 (0)1638 500 400 Member Reference can be used Email us at across an attractions estate, even to RefTech: Makes season passes easy [email protected] Visit us at www.timepursuit.com

AM 2 2010 ©cybertrek 2010 Time Pursuit is an Open Frontiers solution PICTURE: WWW.CLAIRETOPLIS.COM

Good risk management alone will not always be enough to help protect your prize exhibits. Specialist insurers are happy to help

can happen, in even the best run muse- Good risk management alone, however, Besides exhibiting their own collec- ums, was at the Fitzwilliam Museum in will not always be enough to protect a tions, museums nowadays often also loan Cambridgeshire, where a visitor tripped museum from the perils of life. It should out their own items and exhibit items on over his shoelaces and fell, breaking three always be coupled with the right type and loan from other museums. This is where of a set of fi ve 17th century Chinese vases. level of insurance cover from a specialist a specialist art-in-transit insurance cover Ensure that the right types and levels insurer who understands the particular becomes particularly important as you may of security measures are in place – such risks and can give the best advice. not know or be able to infl uence the risk as CCTV and locks on doors and display It’s often diffi cult to work out the values management processes of the lending or cabinets – and that visitors’ access to of the items in a museum collection. Here, receiving museum. items and different areas in the museum is specialist insurers are best placed to help Although not perhaps always an easy carefully controlled. Specialist heritage and decide which items need to be individu- task, putting the right risk assessment fi ne art insurers are always happy to help ally valued, which items can be grouped processes and the right level of insurance museums with expert advice on the display together for insurance purposes. They cover in place should help anyone juggling of items, installation of security measures, can also discuss how to go about agree- the tasks of managing a museum to keep visitor access and handling of artefacts. ing values for your collection. all the balls in the air at the same time. ●

              

                                                             !               

"       #                          $$ %             #  &               '     (       )*#   +       + AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 73                MULTIMEDIA AND AV MASS

streams. If the app is produced at the same time as the onsite iPod tour, then the CATERING costs are minimised, as many of the assets can be repurposed for an online platform.”

BRINGING THE SUBJECT TO LIFE After experiencing a large increase in Multimedia and audiovisual aids are being used in visitors, Cardiff Castle in Wales charged increasingly inventive ways to ensure all audiences Acoustiguide with the task of producing a are catered for at attractions. Kath Hudson looks tour that would interpret 2,000 years of his- tory for all of its visitors. at some of the latest applications Dominic Thurgood, Acoustiguide’s mar- keting and multimedia coordinator, says: “As an extension of the site’s guided tours, the audioguide was to cater for as many visitors as possible, whether they be arents no longer need to clips, original interviews and photography young or old, local or from abroad, or if worry about bored children to tell the stories of the quilts and the quilt they are deaf or visually impaired.” syndrome on cultural days making tradition. Although the subject mat- Opus Click was used, with 15 tours: 10 out: the latest multimedia ter might appeal to an older audience who adult tours in different languages; three and audiovisual guides are being designed may be nervous of the technology, children’s tours in English, French and to really bring the subject to life and pique the guides have been made very user- Welsh and two visually impaired tours the interest of young minds. The wealth friendly and there’s plenty of help at hand in English and Welsh. A British Sign of information and entertainment pro- for those who are struggling. Language tour, in the Welsh dialect, was vided means visitors can build their own The use of the iPod Touch and iPhone installed on Opus Touch to take advantage tour, picking and choosing the information allows visitors to zoom in on high-res of the larger touchscreen. which interests them most. images for a detailed look at selected Care was taken to make sure the content At London’s V&A Museum, Antenna works. Since many of the quilts are being of the tours would resonate with the differ- Audio has created the UK’s fi rst in-gallery displayed in recreated domestic settings, ent audiences. “Both the children’s tours multimedia guide and iPhone App to visitors can’t get close enough to the exhib- and the visually impaired tours were written accompany a temporary exhibition. The its to see the intricate details, so this zoom by scriptwriters with extensive experience guides are available on iPod touch players, feature is an important interpretation tool. in those particular fi elds,” says Thurgood. plus a downloadable application (or ‘app’) Antenna’s marketing, press and com- “The children’s tours use local actors for is on sale at the iTunes App Store, creating munication manager, Matthew Vines, its English and Welsh versions and feature an additional revenue stream. says: “There’s a growing trend in the characters from various phases of the Accompanying ‘Quilts 1700 to 2010’, interpretation industry towards a multi- Castle’s history, including a Roman soldier, which takes visitors on a journey through platform approach, with a view to reaching a medieval archer and a Victorian maid, three centuries of quilt-making in Britain, wider and more diverse audiences and, who bring to life the stories of its past. The the guides use audio commentaries, video ultimately, to secure additional revenue VI tour elegantly blends historical commen- tary with descriptive representations of the site and its artefacts.” Similarly, the colourful history of Texas cowboy attractions, Stockyards Station and the Texas Trail of Fame in the US, is told with the help of BarZ Adventures’ GPS Ranger system, installed last year. The attractions receive visitors of all ages, from all around the world, and BarZ Adventures’ brief was to make the experi- ence relevant, interesting and fun to all of them. Using the voices of big names in

The V&A Museum in London is utilising the latest trend of iPhone applications to accompany its Quilts 1700 to 2010 exhibit

74 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 The GPS Ranger system holds a wealth of information, in this case about stockyards, but has extra functions such as trivia quizzes and Flash-based animations

the rodeo world, the GPS Ranger holds a not deliver. Manually triggering media also wealth of information, including an expla- allows a visitor to watch a segment on nation of how a stockyard works, and something they might not have gone by, so engages the visitor by giving historical they can choose what’s of interest to them.” to science and technology in modern soci- accounts, such as when Bonnie and Clyde The introduction of the handheld tour ety, and the interpretation had to be able came to town. Learn More in-depth media has also improved the fl ow of visitor traf- to reach a diverse audience, spanning all segments and Then and Now photographs fi c through Stockyards Station. When the ages. Eventually, the exhibition is expected are included to appeal to the older audi- tour was done by live guides, visitors had to visit 30 cities and it received 20,000 visi- ences, while interactive trivia quizzes, using to watch an orientation video in a viewing tors in the fi rst fortnight alone. Flash-based animation, target younger room prior to the start of the tour, which The exhibit is split into seven zones, ones. Visitors can trigger the information slowed down the process of getting them each containing a summary AV screen themselves, allowing them to create a out enjoying the sites. and a handset, where visitors can listen to bespoke tour. Information is also triggered a set piece giving an overview of the sec- automatically by GPS to explain their CREATING THE WOW FACTOR tion. Younger visitors are catered for with current location. The multimedia exhibits and audiovis- a feature fi lm, projected onto a 20ft (6m)- BarZ Adventures’ marketing manager, ual guides have been used together to screen, made by The Edge and starring Sunny Lozano, says: “This tour fl exibility is interest all ages at the new exhibition at Ben Kingsley, as well as various interactive a major benefi t of the GPS Ranger model The Science Museum in London. 1001 games and exhibits. For example, in the and something that live group tours can- Inventions celebrates Muslim contributions home zone, a game uses a joystick to allow

London’s Science Museum uses AV screens and handsets to engage visitors to its 1001 Inventions exhibi- tion, which attracted 20,000 people in its fi rst fortnight alone

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 75 MULTIMEDIA AND AV

THE MAIN INTENTION IS NOT TO GIVE VISITORS HUNDREDS OF MESSAGES TO LEARN, BUT TO FOCUS ON A SMALL NUMBER OF KEY MESSAGES THAT ARE EASY TO KEEP

Markus Beyr, whose fi rm designed the exhibits at Kellerwald Edersee (pictured), believes that most exhibitions are too ordinary

players to “walk” around a modern home, to learn, but to focus on a small number of ride using whisky barrels, describing the identifying objects that have been referred key messages that are easy to keep.” production process of malt whisky, makes to in the exhibition. The landscape is shown from a bird’s sure that young people are catered for with Markus Beyr, managing director of eye view, and visitors have a joystick they what is essentially an adult topic. Kraftwerk, thought outside the box when can use to zoom in, fl y above the land- Each barrel is equipped with a multi- developing the multimedia exhibits for the scape and explore the region. A giant channel audio system augmented with German National Park, Kellerwald Edersee, digital wristwatch is a time machine, where scenic elements of the ride. There are 15 to ensure they would interest audiences visitors can turn the knob to experience dif- languages to choose from. across the board. ferent periods and see what happened in Two sensory rooms are also part of the “My intention was to create the unusual,” the national park at that time. experience and translations of the guide’s says Beyr, who believes most exhibits are The use of Dataton Watchout-powered presentation are available in 15 languages, too ordinary to excite the visitor, and so displays at The Soccer Museum at the via Acoustiguide wands. Video sequences spoke with scientists about the best way Pacaembu Stadium in Brazil, meant that a on large screens and appropriate lighting of engaging audiences. “We transformed museum which had very few artefacts still scenes are used to bring excitement to things we found in the forest and our daily had the wow factor, befi tting the Brazilian the tour The ghost host appears through a life into weird, interactive media exhibits, love of the game. In one room, 25 football ‘curtain of raindrops’. interweaved with a straight message, to players appear to fl oat in the air, projected UK company 7thSense and the cover the demand of the National Park’s on suspended screens. Norwegian fi rm projectiondesign worked scientists,” he says. “The main intention is There are 3D movies and ‘virtual goal together last year to create the focal not to give [visitors] hundreds of messages shoot and score’, with sensors indicating point of Chicago’s Museum of Science the speed of the ball. and Industry’s new exhibition, You! The Electrosonic completed the AV instal- Experience. The centrepiece is the 13ft lation for last year’s revamp of Edinburgh (4.5m)-high Giant Heart, which allows Castle’s Scotch Whisky Experience, which visitors to see the internal workings of included synchronised lighting, sound and the organ. Four different movies can be video for a and a “ghost host” chosen for the external projection surface, who helps to explain what is going on. A selected by a touchscreen console. These projects illustrate how sophis- ticated interpretation is becoming, and At Kellerwald Edersee, visitors use a joy- means that exhibition designers and histor- stick on the monitors to zoom in and fl y ical tours really can achieve the ambition of above the landscape to explore the region catering for everyone from eight to 80 and in many different languages. ●

76 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 [email protected] www.djwillrich.co.uk

[email protected] www.antennaaudio.com

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 77 WATERPARKS HIGHHIGH SEASSEAS

Cowabunga Bay, Utah Cowabunga Bay, Waterpark designers and ride manufacturers are being kept on their toes by the ambitions of operators. Kath They’ll stay and Hudson reports on some of the new developments play all day! Exciting hands-on adventures for the entire family. hile the rate of waterpark devel- Watercube, at Olympic venue, the Beijing opment has slowed in the US, Watercube. This 11,000sq m (118,400sq ft) W with the recession putting the project is expected to open in the summer. brakes on a number of proposed develop- Attractions are being provided by Proslide, ments, the Asian market has seen growth, WhiteWater West and Empex and include with world class waterparks being commis- an Aqualoop, Tornado, RideHouse, tube sioned. The Middle East is also in on the and body slides, wave pool, lazy river and act, with both the region’s biggest water- pools with a variety of waterplay elements. park and Bahrain’s fi rst waterpark opening “The thematic environment is based on a their doors this year. truly magical underwater world, with col- Adding indoor waterparks to larger ourful props throughout, and enhanced developments, such as hotels or shopping with LED ‘moving’ walls, theatrical lighting malls, continues to be a trend, although and live performance,” says Forrec vice the rate of US hotels opening waterpark president, Anthony van Dam. Hersheypark, Pennsylvania resorts has slowed considerably. Only Forrec has two other Chinese water- eight are planned to open in 2010, com- parks on the drawing board, one in pared with 22 last year and a number of Beijing and one in Nanjing. The Beijing construction projects, originally due to Longmenzhen Water Park, scheduled to open this year, have been delayed, mainly open in 2011, is being designed as the fi rst because of banks shutting off funding. large-scale, world-class waterpark develop- However, China, the emerging mar- ment in northern China. ket, is very confi dent. Waterpark designer The attraction area alone spans 14 hec- Forrec is currently working on China’s tares, and the project is part of a larger largest indoor waterpark, Happy Magic hotel, spa and commercial district, all being designed by Forrec. “The park will have one of the largest Empex offers a range of play structures mix of attractions in all of Asia and the cli- for younger children including ent has recently fi nalised agreements with Wet ’n’ Wild, Arizona a Kiddie Lagoon (left) some of the top western vendors,” says van Dam. “This includes more than 30 slides, along with water play attractions,

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pool, rivers, surfi ng machines, China’s largest surfi ng wave pool and performance areas. The Nanjing Longmenzhen Water Park is comparable to the Beijing park, with a similar product mix and design. It also includes a unique resort hotel and European-style spas and is expected to attract Nanjing residents and tourists from throughout a wave pool and a lazy river. There’s a tots’ the Yangtze river delta. “Although both pool for the three and unders and a big will operate as standalone parks, the inte- rain fortress for three- to 12-year-olds. grated resort hotels and spas will make The crown jewel of the park is the Point these developments an attractive family Break FlowRider, from Wave Loch, where vacation destination,” says van Dam. people can have a go at fl owriding, a sport similar to surfi ng. MIDDLE EAST Claiming to be the largest waterpark in The latest parks in the Middle East – the Middle East, the Iceland Waterpark Iceland and Wahooo – have also been opened in April, 80km north of Dubai, in designed with the brief that they have to Ras Al Khaimah. This represents the fi rst be among the best in the world. Since phase of a 120-acre family destination, Wahooo is the fi rst waterpark in Bahrain WOW RAK, which will also have an 85-unit – a country which has a non-swimming shopping mall, a 180-bed hotel and a culture, no beaches and only two heated theme park, which is due to open in 2012. swimming pools – a small scale waterpark A joint venture between the Polo Group, may have suffi ced. But the developers, the RAKIA and RAK Properties, this park is same company which took indoor skiing themed around penguins and the Arctic. to Dubai, aimed high. “The brief was not to As well as waterslides, it will have the just cross the line, but to smash through it,” world’s largest artifi cially-made waterfall says general manager Damian Latham. and raindance pool, a snorkelling pool, arc- The US$60m (£39m, %44m) waterpark tic wave pool and a kids’ cove. opened as the hook of a shopping mall at the end of October. Being new to the mar- NORTH AMERICA ket, it was important there was something Canada is also getting its largest water- for everyone. Aqua Leisure put together park to date this June, with the launch the rides and slides package – to include of Calypso Waterpark in Ontario. Sitting high thrill rides, as well as sedentary ones – on 100 acres, this park has a number of The Waterpark Company

AM 2 2010 ©cybertrek 2010 [email protected] 4EL sWWWWHITEWATERWESTCOM Licensed by AquaRena WATERPARKS

signature attractions from WhiteWater of Lego. Other attractions include a lazy West, some of which are being seen in river, where guests get to build their own Canada for the fi rst time, including the Lego rafts, several waterslides, tube slides Boomerango – which takes riders verti- and toddlers slides, a splash tower, a cal as they shoot up a wall. SpaceBowl and Duplo-zoo themed toddlers’ water play SuperBowl are also making their debuts area and two sandy beaches. in Canada and WhiteWater’s Rain Fortress And with waterparks constantly look- will be the biggest in the country, boasting ing for new ways to pump adrenalin, the almost 200 features. Calypso will be Canada’s largest waterpark ride designers are busy working on the WhiteWater West’s marketing manager, next generation of their rides. Julie Zakus, says the 10-strong research attraction includes a Flowrider, lazy river, Empex Watertoys has developed and development team is constantly work- slides and kids’ pool. Aquacircus, an interactive play structure ing on new innovations, because all parks After a record year for attendance in for young children. Wave Loch is also in want to have “the next big thing.” 2009, Legoland California is investing development of the next version of its The company’s hottest product this $15m (£9.7m, E11m) in the attraction this FlowRider surf simulator, surf pools and fl y- year has been the world’s fi rst looping year. Part of this investment will be on the ing reefs, which create 6ft (1.8m) barrelling waterslide, the Aqualoop, which won world’s fi rst Lego-themed waterpark, set waves. WhiteWater West’s latest product IAAPA’s best new product in the waterpark to launch in June. The 5.5-acre park is tar- is the Megatube series of attractions – raft ride/attraction category. The fi rst instal- geted at two- to 12-year-olds. Features will rides with a different twist. For example, lation in North America is at Noah’s Ark include a family raft slide, tube slides, and the Viper drops riders into a tube and the Waterpark in Wisconsin. a waterplay area for toddlers with slides. Python “swallows” guests through open New Mexico now has its fi rst hotel water- Project designer, Bill Vollbrecht, says it and enclosed sections of drops. park, with the launch earlier this year of a has been designed from a child’s perspec- Clearly this continues to be an active 30,000sq ft (2,800 sq m) indoor waterpark tive. The centrepiece is a 45ft (14m) tower and innovative market, with many exciting at the Radisson Hotel Alberquerque. The designed to immerse children in the world projects set to come on stream this year. L

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80 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 fun-kit.net PRODUCT NEWS

Wherever you are in the world, fi nd the right products and services 24 / 7 by logging on to Attraction Management’s free search engine www.fun-kit.net

Interact with AnimaLive For more information, or to contact any of these AnimaLive’s technology spans a companies, log on to www.fun-kit.net and type wide range of bespoke live anima- the company name under ‘keyword search’ tion solutions, including creating a custom-made character for your at- traction. Installation options include a ChatterBox Mini, an animated The Deep and charity character that interacts live with an Pump Aid join forces audience of any size, marketed as an ideal way to greet guests. to help African villages Other concepts include a Chatter- The Deep aquarium in Hull, UK, has Box Party Room, allowing interaction teamed up with Thirsty Planet water between guests and a live on-screen and charity Pump Aid. character, and a portable booth sys- So far, staff and visitors to the tem called ChatterBox DVD. attraction have helped to provide more than 38.5 million gallons of fun-kit.net keyword clean, disease-free water for some animalive of the poorest people in Africa through sales of Thirsty Planet in The Deep’s cafe and restaurant. For every 500ml bottle of Thirsty Planet sold, a 5p donation is made to Pump Aid, which works with communities in Malawi and Zimba- bwe to give access to sustainable fun-kit.net keywords supplies of uncontaminated water. waterbrands

Waterproof televisions Savour the Flavour for wet environments with HEFF vending From Aquavision comes the Series4 A vending machine has launched, range of waterproof televisions de- aimed at introducing a healthy alter- signed for the bathroom and other native to more traditional vending wet environments. snacks, while focusing on regional Available in three fi nishes includ- food and drink. ing mirrovision, which becomes a The machine, called Savour the mirror when the tv is switched off, the Flavour, is the brainchild of the televisions are slim in profi le and can Heart of England Fine Foods com- be fi tted into any stud or solid wall. pany (HEFF) – a regional food group They come with a waterproof remote for the West Midlands that repre- control and stereo speakers and are sents local producers. Outlets can available in sizes from 17-42in. receive a branded machine if they fun-kit.net keyword fun-kit.net keywords commit to stocking it with food and aquavision heart of england drink from the West Midlands.

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 81 log on to www.fun-kit.net and type the company name under ‘keyword search’

New theme park design software is released A new piece of software has been released to help designers and architects de- velop theme park projects. ArtCAM 2010, by Birming- ham-based manufacturer Delcam, allows designers to scan in miniature 3D sculptures – which can then be scaled up or down – or to work in a more conventional 2D computer-assisted design (CAD) programme, which can then be imported into ArtCAM. Further embellishments or detail can then be added to the model using the programme’s sculpting tools. Raytheon creates ArtCAM also has a 3D pdf viewer, which embeds a dynamically viewable model of the fi nal design into a print- fun-kit.net keyword The Sum of all Thrills able document, for client approval. delcam Defence contractor Raytheon has sponsored a new ride within Walt Disney’s new Innoventions Pavilion in Kimberly-Clark Epcot, Florida, US. takes control Called The Sum of all Thrills, the roller coaster simulator shows chil- of hand drying dren how maths and engineering Supplier of hygiene products make things they care about happen. Kimberly-Clark Professional has Guests programme their experi- launched a new campaign focusing ence via a touchscreen. They choose on different hand drying facilities to ride a virtual rollercoaster, bobsled and the impact they can have on or jet and pick inversions, corkscrews the effi cient running of washrooms or steep hills. The content determines in leisure facilities. parks, stadiums, airports and the- the ride’s speed. The information is Called ‘Take Control of Poor atres to the benefi ts of paper towels stored on a magnetic strip, which is Hand Drying’, the initiative is pri- in their washroom and toilet areas. swiped at the launch station. marily intended to alert managers fun-kit.net keywords fun-kit.net keywords of high-traffi c sites such as theme kimberly-clark walt disney

The Projection Studio launches The London, UK-based projection aritst and designer Ross Ashton has launched a new creative venture. Called The Projection Studio, it will be dedicated to the specialist art of large format video and PIGI projec- tion, which Ashton has built a long and varied career upon. The studio is intended to establish Ashton as an independent but fl ex- ible creative force, able to work on any projects with hardware supplied fun-kit.net keywords by any company as well as undertake projection studio consultancy work around the globe.

82 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 ATTRACTIONS MANAGEMENT

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To subscribe to Attractions Management log on to www.leisuresubs.com email: [email protected] tel +44 1462 471913 fax +441462 433909. Annual subscription rates are UK £34, Europe £45 rest of world £65, students UK £17 ...museums brandlands cultural attractions botanic gardens Attractions Management is published each quarter by The Leisure Media Company Limited, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ, UK and is distributed in the USA by SPP, 75 Road, Emigsville, PA 17318-0437. zoos safari parks visitor centres themed attractions mixed Periodicals postage paid @ Manchester, PA. POSTMASTER. Send US address changes to Attractions Management, c/o development heritage centres science centres hotels restaurants... PO Box 437, Emigsville, PA 17318-0437 USA The views expressed in print are those of the author and do not necessarily represent those of the publisher The Leisure Media Company Limited. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system t +44 (0)20 8662 4600 [email protected] www.rayhole-architects.com or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise without the prior permission of the copyright holder. Printed by The Manson Group Printers. © Cybertrek Ltd 2010 ISSN 1479/9154

AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 83 O d D J O B

Double, double, toil and trouble, something wicked this way comes... well, actually she seems quite nice. Kathleen Whyman meets Fiona Robertson, the Witch of Wookey Hole BEWITCHED Fiona Robertson, The Witch of Wookey, Wookey Hole Caves, Somerset, UK

What are your witching duties? ple. I go backwards around the mirror maze which In the morning I meet and greet visitors at the causes a few jumps. When I accompany the tour entrance, then at lunchtime I go into the caves and guides I do a few bits to bring the tour to life more. go round with the tour guides. I also appear in two circus shows at 1pm and 3pm where I thank the per- What’s your costume? formers. Generally I’m walking around talking to the I have very bright stripy socks, a long black dress guests, making sure they know where they’re going with orange sleeves and cobwebs on and the stand- and having a good time. I work weekends and school ard pointy hat. I have two spiders – one on the top of holidays plus any press or promo events. I also work my hat and one that sits on my tummy. I also carry a extra hours at , my busiest time of the year. broomstick around. My green make-up takes about 20 minutes to put on, but a lot longer to take off! Why did the role appeal to you? ABOUT WOOKEY I’m Somerset-born and bred so have grown up com- What are the highs and lows? HOLE CAVES ing to the caves and hearing about the legend of the The main high is actually being the Witch of Wookey. Estimated to be witch. The legend says that many years ago, a witch It’s great being able to enjoy myself so much at work. 50,000 years old, lived in the caves with her goats. The locals blamed One of the lows is sleeping in the cave. Or it would Wookey Hole Caves her for disease, milk going rancid and crop failure. be if I really had to do it – we tell people I do. Walking have been home to ice They got the Abbot of Glastonbury to come down around outside gets chilly in the winter – witches age animals, prehis- and exorcise her. He blessed some water and threw don’t tend to wear coats, As I’m green, I’d melt if it toric man and Celts it over her and she turned to stone. You can see this rains, so I have to pick my time outside carefully. 2,000 years ago, until stone in the cave. I’m an actress and played a witch the Romans arrived. in a play last year. Having enjoyed that so much, I What’s it like working in the caves? Now these caves, thought why not do it full-time. Inside it’s 11 degrees Celsius all year round, so in the located in Somerset, winter it’s quite warm compared to outside and in the UK, are a historical Why did you get the role? summer it’s pleasantly cool. I get dripped on occa- treasure inhabited by I’m a green witch and there weren’t many green sionally, but the caves are so beautiful I don’t mind. bats, spiders, frogs, witches at the audition. I wrote a one-minute mono- eels – and, of course, logue to perform from the point of the view of the How do people react when you tell them? the Witch of Wookey. witch in the legend. I’m different to previous witches My 19-year-old brother is very embarrassed. Most The caves are now a as I’m a friendly witch, but my cackle’s pretty good! people think it’s fantastic and a good opportunity. My visitor attraction with mum likes to boast about it. a light show, tours, a What’s your performance? museum, a 19th cen- Many younger children are so frightened of the witch What does it mean to you? tury paper mill plus a that they don’t want to go into the caves. I try and It’s a great opportunity to add another character theatre with a pirate make it fun for them so they do go in. I’m usually to my portfolio. It’s really nice to talk to people and circus show. friendly but sometimes I cackle and sneak up on peo- make their day special. ●

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