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VOL 18 Q3 2013

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VOL 18 Q3 2013 NEW OPENINGS Puteri

Henry VIII's Harbour Mary Rose We visit Malaysia's new children's Space Shuttle attraction Atlantis

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ON THE COVER works Waterpark operators share Terri Irwin trends, success stories and CONTINUING HER LATE HUSBAND STEVE'S LEGACY AT AUSTRALIA ZOO future plans

Cover image: Terri Irwin with daughter Bindi and son Robert at Australia Zoo

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THEME PARKS | SCIENCE CENTRES | ZOOS & AQUARIUMS | MUSEUMS & HERITAGE | TECHNOLOGY | DESTINATIONS | EXPOS | WATERPARKS | VISITOR ATTRACTIONS | GALLERIES | ENTERTAINMENT Kraftwerk Living Technologies is one of the leading companies in the ﬁ eld of professional audio-visual system integration. We combine high-quality systems to an overall entity to create tailor-made, state-of-the-art solutions worldwide. Focused on providing highest quality and innovation, Kraftwerk Living Technologies is your global partner for highly sophisticated media-based attractions. With more than 20 years of experience, we have a perfect understanding of the market‘s challenging demands. Entrust us with complex tasks, rely on our competence and TURN ON SUCCESS.

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www.kraftwerk.at64 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 EDITOR’S LETTER

Authenticity ON THE COVER: p22, Terri Irwin ast year I took Both these new attrac- READER SERVICES a trip to the tions concern themselves Subscriptions Queen’s Gallery with stories of human Denise Gildea +44 (0)1462 471930 L at Buckingham endeavour and adventuring Circulation manager Palace in London to see – both represented cutting Michael Emmerson +44 (0)1462 471932 Leonardo, Anatomist, an edge technology in the eras exhibition of the work of from which they came – and EDITORIAL TEAM Leonardo da Vinci and the both engage the emotions Managing editor largest ever of his studies of through the stories they Kathleen Whyman +44 (0)1462 471918 the human body. tell of the people who were Editor You can never be sure involved and the authentic- +44 (0)1462 431385 Liz Terry how you’re going to react to things ity of the artefacts which are on display. NEWSDESK until they happen, but I was excited At the Kennedy Space Station, the Chris Dodd +44 (0)1462 471902 and moved to be in the presence of so humanising of the story is continued by Aoife Dowling +44 (0)1462 471938 many original pieces of work by this docents who worked on the construc- Tom Anstey +44 (0)1462 471922 extraordinary man. The thought that his tion of the space shuttles and are there ADVERTISING TEAM hands had held the parchments and cre- to tell their stories – one explained to ated the models was mesmerising. me that she’d been part of the team that Publisher Julie Badrick +44 (0)1462 471919 This engagement was possible because stitched the fabric wadding which lines we know so much about Leonardo as a the engines. The idea that you can sew a Advertising sales person and the interpretation and cura- space shuttle was fascinating and unex- John Challinor +44 (0)1202 742968 tion of the exhibition reﬂ ected it. pected. Visits from astronauts are also Jan Williams +44 (0)1462 471909 The sense of excitement you get when arranged to enable visitors to meet the Attractions recruitment you make a connection with something people who made it happen. Sarah Gibbs +44 (0)1462 471914 authentic is most powerful when that At the Mary Rose, one focus has been Advertising production connection is also with another human on telling the stories of the people who +44 (0)1462 431385 Ed Gallagher being and it’s this which can make the lived on board the ship and displaying the WEB TEAM difference between a good visitor expe- possessions they had on board with them Internet rience and a great one. the fateful day she sank – this approach Michael Paramore +44 (0)1462 471926 Having authenticity and human makes the whole experience so much Dean Fox +44 (0)1462 471900 engagement at the heart of an attrac- more than a dry collection of artefacts. Tim Nash +44 (0)1462 471917 tion creates an energy which ensures Connecting with people across time Emma Harris +44 (0)1462 471921 it’s success and in this issue we examine and feeling a sense of authenticity are attractions-kit.net two new visitor attractions – the recently two key differences that transform a product search engine opened NASA Space Shuttle Atlantis visitor experience and elevate it above a Kate Corney +44 (0)1462 471927 Exhibit at the Kennedy Space Station in dry and dusty collection which gives no DESIGN Florida, US (page 44) and the Mary Rose idea as to who conceived and made the in Portsmouth UK, the museum which majority of items on display. Andy Bundy +44 (0)1462 471924 tells the story of the life and times of FINANCE Henry VIII’s battleship (page 52). Liz Terry, editor, twitter: @elizterry Denise Gildea +44 (0)1462 471930 Rebekah Scott +44 (0)1462 471930 THE LEISURE MEDIA COMPANY PUBLISHES

The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Tel: +44 (0)1462 431385 Fax: +44 (0)1462 433909 ATTRACTIONS MANAGEMENT IS THE OFFICIAL MAGAZINE OF SUPPORTED BY e-mail: [email protected] www.attractionsmanagement.com

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 5 IN THIS ISSUE ATTRACTIONS MANAGEMENT

Q p28 Theme park attendances continued to increase in 2012 Q p32 Waterpark experts tell us the secrets of their success

Q p22 We talk to Australia Zoo’s Terri Irwin Q p52 The Mary Rose Museum opens, showcasing King Henry VIII’s famous warship

ISSUE 3 2013 28 Analysis: 44 Space centre: Riding High Space age 05 Editor’s letter The TEA/AECOM theme index report Space Shuttle Atlantis has come home 08 Theme park news for 2012 shows that the industry’s to rest at Kennedy Space Centre Visitor continuing to do well with record- Complex. COO Bill Moore tells us how 10 Waterpark news breaking attendances for many parks people react when they see the shuttle 12 Attractions news 14 Science centre news 32 Waterparks: 48 Mystery shopper: Tapping the experts The cat’s whiskers? 16 Heritage news The merging of waterparks and theme Sanrio Hello Kitty Town is among the 18 Zoo news parks, shared experiences and multiple attractions at the new Puteri Harbour 20 Museum and gallery news sensation rides are among the trends, Family Theme Park in Malaysia. We pay as we find out from the operators a visit to learn more about the offer 22 Proﬁle: Terri Irwin 38 Top Team: 52 Heritage: The conservationist, social entrepreneur Class act Mary Rose Museum and operator of Australia Zoo describes The first themed entertainment design King Henry VIII’s war ship is brought how she and her late husband, Steve, degree launched last September at SCAD. back to life in an exciting new museum, built up their business and how she and The team behind the programme describe which takes visitors back to the day her children are continuing his legacy their inspiration and the challenges she sank, almost 500 years ago

6 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 ATTRACTIONS MANAGEMENT ISSUE 3 2013

Q p38 Students study themed design at SCAD Q p44 Space Shuttle Atlantis goes on display at Kennedy Space Center Visitor Complex

Q p78 Guides and apps for air raid shelters, the terracotta warriors and talking benches Q p48 We look at Sanrio Hello Kitty Town

58 Design project proﬁle: 74 Social media: Digital magazine: All hands on deck Social update See Attractions Management online: attractionsmanagement.com/digital Mary Rose Museum’s design team With social media evolving so quickly, we tell us how they created a building look at the latest changes and updates News and jobs: For the latest attractions jobs and industry that complemented, but didn’t news, visit www.attractionsmanagement.com compete with, the famous ship and 78 Audioguides & apps or sign up for the weekly ezine the challenges of working around An app for all occasions www.attractionsmanagement.com/ezine the hot box it’s being conserved in We look at the diverse projects using them Attractions-kit.net Find suppliers 24/7 using Attractions 64 3D/4D/5D: 84 Branding: Management’s dedicated search Work dimension Brand news engine: www.attractions-kit.net We find out how film distributors work JRA offers advice on how to make Subscribe: with operators and look at some of branding work for different attractions Be a part of the bigger picture and the new products that are available subscribe to Attractions Management. on the market for attractions 90 Product focus: To sign up, call: +44 (0)1462 471915 Attractions-kit or visit www.leisuresubs.com 70 Show preview: A selection of the latest products Web gallery: EAS 2013 For suppliers of products and The suppliers reveal the products and 91 Web gallery services in the worldwide attractions projects they’ll be showcasing in Paris A source of attractions services industry, turn to page 91

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 7 Theme Park

Happy Valley theme park US$300m Dollywood expansion opens in Tianjin, China Shenzhen Overseas Chinese Town Co Ltd Dollywood has announced has opened its sixth theme park, a new the first of its new projects as attraction called Happy Valley, based in part of a US$300m (£192m, the Chinese metropolis of Tianjin. €225m), 10-year expansion Ren Kelei, corporate general manager of plan in and around the theme Shenzhen Overseas Chinese Town, says the park based in Tennessee. company plans to continuously invest in The first project, a dual- the Tianjin project in order to build it into launch, family rollercoaster a leading entertainment destination. called Firechaser Express will Located in one the country’s five national open next year. The ride will cities, the theme park is one of the largest in move forwards, then back- China, covering 350,000sq m (3,767,36 sq wards over a 2,427ft (740m) ft). Details: http://lei.sr?a=U6s6k track. The Firechaser Express will be themed on firefighters protecting the forest of the Great Smoky Mountains. Dollywood plans to develop attractions in and around the theme park Opening in 2015, the second project will see the construction of a investments will add US$150m (£95m, €112m) hotel labelled the DreamMore Resort, offer- annually to the local economy. Additionally, ing rooms, a spa, indoor and outdoor pools more than $7m (£4.5m, €5.2m) in state and and a full-service farmhouse restaurant. local taxes will be generated by the compa- An independent economic impact study ny’s 10-year investments. It’s also thought that commissioned by The Dollywood Company around 2,500 jobs would be created following projects that Dollywood and its hospitality investment. Details: http://lei.sr?a=s3v6

Visitors were treated to flavoured snowflakes Teen visits to American theme parks fall, says Mintel Ice cream snow falls on Thorpe Park visitors New research from Mintel has revealed that five years ago to 67 per cent in the last year. teen visits to theme parks in America have However, despite these figures, the theme Visitors at Thorpe Park were treated to a decreased compared to five years ago. park market in America is still on course to hit unique experience recently, when the heav- The new study shows that while teens still a value of US$14.4bn (£9.2bn, €10.7bn) in 2013. ens opened and started snowing ice cream. remain the most prolific visitors, a drop in teen Visits from adults remain steady at 22-23 per The ice cream snow, created by Miss visits has seen percentages fall from 76 per cent cent. Details: http://lei.sr?a=Q5B5j Cakehead – who has previously made an edible hotel out of cake, among various other edible PR stunts – contained real strawberry and vanilla ice cream, which Lotte World gets luxury ticket experience in the shadow of the park’s Stealth ride. Guests were alerted to an imminent South Korea’s Lotte World shower by a classic ice cream van jingle, is to get a new 3,500sq m which played across the park before the (37,673 sq ft) entrance consist- snow fell. Details: http://lei.sr?a=b5c6l ing of long-flowing ticketing desks. Designers the Goddard Group say it will be more like PHOTO: LEE © SHUTTERSTOCK.COM/PLUS Plans revealed for US$300m checking into a luxury hotel theme park in Sochi, Russia than a theme park. The ticketing desks are Plans have been revealed to build a described as being repre- RUB9.7bn (US$300m, £195m, €226m) sentative of a dream-like theme park in Sochi, Russia. garden, according to Taylor The city will host the 2014 Winter Jeffs, Goddard Group’s direc- Olympic Games and the park plans are tor of design: “By its nature, a part of a strategy to create a lasting tour- theme park’s entrance is gen- ism legacy for the region. erally chaotic, so our primary Lotte World will greet visitors with a luxury ticketing experience Initial plans reveal Sochi Park will house goal is to organise the chaos around 35 major rides, a 350-bedroom and put guests in the right mood.” non-traditional upscale experiences all around hotel and a large central retail and restau- The entrance will employ several sensory the world, with features being developed for rant area. To be built in phases, the park is elements, with smells, sounds and mood-light- luxury cinemas and other leisure attractions. expected to cover around 54 hectares by ing all playing a role in the entrance. Work is expected to be completed in 2020. Details: http://lei.sr?a=j7f1b The last decade has seen a shift towards October 2013. Details: http://lei.sr?a=A3V5h

8 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Fox theme park to open in 2016 PHOTO: © SHUTTERSTOCK.COM/FOTOKVADRAT

Resorts World Genting and Twentieth Century Fox Consumer Products have announced a licensing partnership to develop the first international Twentieth Century Fox theme park. Planned to open in 2016 at the existing Resorts World Genting, Malaysia, the park will give visitors the chance to experience some of Fox’s most powerful film brands including The historically-themed park could cost RUB2bn Ice Age, Rio, Alien and Night at the Museum. The park will cover more than 25 acres of Heritage reenactment park land and is to feature more than 25 attractions planned for Moscow, Russia including thrill, water and media-based rides Officials from both parties met to agree on the deal as well as rides for children. The rides’ themes Ambitious plans to make a heritage reen- will centre on an array of Fox’s properties 1978 and has recorded more than 20 million actment theme park in Moscow, Russia Resorts World Genting will invest more than visitors annually in the last two years. Resorts have been revealed. MYR400m (US$120m, E90m, £78m) to develop World Genting remains one of the major tour- Russian property developer RDI, has the park, creating new jobs in the process. ist destinations in Malaysia, offering an array allocated RUB2bn (US$60.3m, €45.5m, The original Genting Theme Park opened in of attractions. Details: http://lei.sr?a=E0a9n £39m) and 1sq km (0.38sq m) of land for the project, which could be built within the next five years. Authorities have approved RDI’s pro- Attendances at Asian theme parks rising posal to build a historically-themed amusement park in the Ryazanovsky dis- Standards and attendances of new theme parks PHOTO: LEE © SHUTTERSTOCK.COM/PLUS trict, close to the Moscow Ring Road. and attractions in Asia is drawing record num- The theme park will also include a bers of visitors, according to industry leaders 150-room hotel, ethnography museum, at the Asian Attractions Expo in Singapore. historical village with guest houses and an Speaking at the at the recent Asian amphitheatre and will be able to cater to Attractions Expo in Singapore, IAAPA presi- around 40,000 visitors once it’s open. dent and chief executive, Paul Nolan, said that However, the historical attraction may “the presence of world-class attractions helps face competition from other theme parks to expand the market, as they educate the mar- planned for the Moscow region. ket on what truly world-class attractions are”. Real estate developer Sait-Salam The latest Themed Entertainment Speakers revealed attendances are rising in Asia Gutseriyev and NBC Universal are reported Association/AECOM Theme Index showed to be planning to open a park along the that theme and waterparks in Asia have seen an It has also been found that standards have Varshavsky highway by 2018, with an esti- increase of annual attendance in 2012 of 5.8 per increased. (See p28 for a full analysis of the mated cost of US$3bn (€2.2bn, £1.9bn). cent, with 108.7m people visiting attractions. report.) Details: http://lei.sr?a=Q4B5c Details: http://lei.sr?a=H7B3A

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 9 Waterpark News

Optimism and Aquaventure offers world-ﬁ rsts economic recovery Kerzner International – the owners of Dubai-based ALEATHA EZRA hotel and resort Atlantis, ptimism Th e Palm – is set to unveil a and number of world-fi rsts fol- O eco- lowing new developments at nomic its Aquaventure waterpark. recovery are the Aquaventure will be reveal- words that kick off ing the 40m (131ft )-high Tower the 2012 Global of Poseidon and the longest Attractions Attendance Report, a report river ride in the Middle East, published by the Th emed Entertainment measuring 2.3km (1.4 miles). Association (TEA) and the Economics Th e expanded Aquaventure practice at AECOM, which acts as a barom- will also include the world’s eter for how the theme and waterpark largest diameter slide, the industries are doing. Overall, the news is world’s first vertical family Aquaventure will house a number of world-fi rst features at its park good for the waterpark industry. Th e report ride and the fi rst double slide reveals that waterparks experienced single within a slide experience, allowing tubers to at the Aquaventure park, including slides, digit growth in both North America and see others sliding above them. water coasters and custom-themed interactive Asia, with Asia fi nally surpassing North The waterpark will also be home to the play structures. America in total attendance. longest zip line in the Middle East – the fi rst Atlantis, The Palm is an ocean-themed “Th e Asian waterparks market showed to be integrated into a waterpark tower. resort featuring a variety of marine, entertain- 7.4 per cent growth with total attendance The attractions were provided by ment and water-based attractions in Dubai. WhiteWater, who have supplied other features Details: http://lei.sr?a=b2k1H

“Waterparks experienced single digit Carnival Sunshine waterpark revamped

growth in both North Following a US$155m (£100m, America and Asia” €117m) renovation, cruise ship Carnival Sunshine has a new waterpark, which covers 1,500 sq m (16,100sq ft ) of the at 16 million, about one million more than 892ft (271m) long vessel. North America. Especially strong perfor- Designed by Turkish Polin mance was seen in China and Southeast Waterparks and Pool Systems, Asia,” said John Robinett, senior vice pres- the new WaterWorks includes ident, economics. three slides and an aqua play This growth is attributed to strong structure with 40 different reinvestment in parks and the fact that interactive water features discretionary spending has started to including the signature fea- rebound as consumers regain confi dence ture of the SplashZone kids in the economy and more families are area, the PowerDrencher – a planning longer, more elaborate vaca- 300 gallon drenching bucket. Th e renovation has brought a range of new features to the waterpark tions. Th is is welcome news for operators The main feature of the who have been facing challenges brought waterpark is the Speedway Splash. Made up At 102m (334ft ) long, the third enclosed on by changing climate patterns through- of two enclosed slides stretching 72m (236ft ), Twister slide will be the longest on any out North America and Europe. the Aquatube slides allow riders to race each Carnival cruise ship, while the children’s area One final relevant statistic from the other with a system used to display each rider’s includes twin slides called Mini-Racers. report is there were 25 million visitors to time on a scoreboard. Details: http://lei.sr?a=X2y9B the top 20 waterparks worldwide, a 5.4 per cent increase over 2011. To full report is available for download at http://www.tea- PortAventura offers Europe’s highest free fall slide connect.org/2012-tea-aecom-themed-index and includes attendance information and PortAventura theme park in Salou, Spain, has The expansion, which is part of analysis on theme parks, waterparks and re-opened its Costa Caribe Aquatic Park for PortAventura’s €70m (US$90.3m, £59.9m) museums. (Also, see p28 for more details.) the 2013 season with a new addition, King strategy to become the best European fam- Khajuna – a 12-storey high toboggan of 333.7 ily holiday destination, cost €11.6m (£10m, Aleatha Ezra, World Waterpark Association ft (31m) with a 55-degree descent at a speed of US$15.6m). Th e park now has 16 attractions. (WWA) 6m (20ft ) per second. Details: http://lei.sr?a=K0F6W

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AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 43 Attractions News

Attenborough backs Jurassica PHOTO: © SHUTTERSTOCK.COM/BASPHOTO

The Earth Wins is filmed entirely from the air The Earth Wins comes to Imax screens The quarry in Portland, Dorset, UK may be transformed into Jurassica, a £85m fossil attraction Footage shot in the aftermath of Hurricane Sir David Attenborough, the Eden Project’s when Dorset was home to marine dinosaurs. Katrina and the destructive bushfires of Tim Smit and science writer Mike Hanlon Preliminary sketches for the project have been Australia’s Black Sunday in 2009 combine are supporting Jurassica, a proposed £85m completed by Renzo Piano, with plans showing with beautiful imagery of African wildlife (US$131m, €98.8m) fossil attraction in Dorset. a 340ft (103.6m) long glass roof. in The Earth Wins, the only Imax film to The UK attraction would be created by put- The project would focus on sustainability be shot entirely from the air. ting a glass roof over the disused Yeolands and incorporate solar panels, which would Described as a tribute to mother earth, Quarry and would house thousands of fossils generate enough electricity for the entire site the large format film was created over a which are currently being stored by the Natural – described as being ‘more or less invisible’. seven year period by husband and wife History Museum, UK. The attraction is likely The attraction could create 200 permanent team Jerry Grayson, a former search and to include animatronic dinosaurs and immer- jobs, 300 contributory jobs and attract 800,000 rescue pilot in the Royal Navy, and pro- sive experiences enabling visitors to experience to 950,000 visitors a year. Jurassica could be ducer Sara Hine through their company the earth as it was in the Mesozoic period open by 2019. Details: http://lei.sr?a=D7V2f Heli Films, which is based in Australia. The 40-minute film runs for 12-months at the Melbourne Museum from the 29th Iraq’s Garden of Eden declared ﬁrst national park August and opens at both The Putnam Museum in Davenport, USA and Sydney’s Iraq’s “Garden of Eden” is to become the Despite the disappearance of 93 per cent of Imax – the biggest Imax in the world – in country’s first national park, after plans were the marsh, 278 recorded bird species remain. September. A version of the film has also approved by its Council of Ministers. The declaration is part of a wider aim by the been created for planetaria and domes, with The Mesopotamian Marshlands of southern Iraqi government to promote tourism, despite a total of 24 venues having signed up for the Iraq were at one point the third-largest wet- the ongoing violence that much of the country film. Details: http://lei.sr?a=n0t4t lands in the world before the 1991 Gulf War. currently faces. Details: http://lei.sr?a=H1h4q

From the start of our company in 1910 we have been reputation of designing and producing exceptional quality, Hypsos is a global design and specialised in effective 3D communications that positively managed and delivered with care. We have a global fabrication company with 200+ influence the attitudes of our clients’ audiences. Today we perspective that brings new insights to both local and professionals working from are an international company creating content based multinational projects. We take advantage of the efficiency offices in5 different countries. exhibitions, world expo pavilions and visitor attractions. and flexibility of worldwide connections but we make sure the importance of a personal presence is never lost. As we have grown, we have taken on more of the unusual, the never-done-before,12 Read Attractions and have successfully Management built our onlinePlease attractionsmanagement.com/digital visit www.hypsos.com or call us at +31 346 35 75 00. london / amsterdamAM 3 2013 / moscow ©Cybertrek / dubai / 2013hong kong It’s exciting. It’s funny. It’s amazing.

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AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 13 Science Centre News

Citizens heard in MUSE science museum opens European research Italy’s eagerly-awaited science museum, the eco-friendly MARZIA MAZZONETTO Museo delle Scienze (MUSE), or the first has opened in Trent, Italy, time, citi- providing the public with Fzens will be an education about science, part of defi n- nature and the environment. ing the European MUSE off ers a progressive research agenda. range of displays, with visi- Science centres and tors beginning at the top of museums are making this possible. the building in the mountains VOICES (Views, Opinions and Ideas of and working their way down Citizens in Europe on Science) is a year- to a rainforest at the bottom. long, Europe-wide citizen consultation Issues explored include the exploring the concept of waste as a resource. birth of the solar system, the Funded by the European Commission and prehistoric ages, Alpine eco- MUSE uses sensory devices to enhance visitors’ experiences led by Ecsite, the European network of sci- systems, sustainability, global ence centres and museums, the VOICES warming and the future. the building employs rainwater cisterns, solar project is a response to the Science in Th e Muse delle Scienze aims to stimulate panels and eco-friendly materials. It also has a Society 2013.1.2.1-1 call on citizen partic- innovation and has established a digital fabri- geothermal heating system in a bid to be sus- ipation in science and technology policy. cation laboratory, FabLab MUSE, to encourage tainable. MUSE is expected to develop into One thousand European citizens partici- science and technology enthusiasts to become an important research centre and will host pated in focus group discussions about the involved with the museum. the Ecsite Annual Conference in spring 2015. Designed by Italian architect Renzo Piano, Details: http://lei.sr?a=u8J2D

“Citizens will be part of Carasso Science Park unveiled in Israel deﬁ ning the European research agenda ” A ILS160m (US$43.7m, €32.7m, £28.2m) science park, initiated by the Rashi Foundation and undertaken with the involvement of Israel’s topic ‘waste as a resource’ using a struc- Education Ministry, has tured VOICES methodology. opened in Beersheba, Israel. On 12 and 13 June 2013, a group of waste The Carasso Science management experts and civil society Park extends over 17ha in organization representatives - selected Beersheba’s Old City and by the European Commission - gathered hosts 10 main interactive together in Brussels to select, process and exhibitions. Th e park’s main implement more than 350 ideas on waste attraction is a nuclear energy management which have emerged from the display developed in col- 1,000 European citizens in all 27 EU coun- laboration with the Nuclear tries. Experts worked together along with Research Centre and the Israel Th e park provides educational facilities for public and school students members of the VOICES Team and repre- Atomic Energy Commission. sentatives of diff erent Directorate Generals Th e park’s Code of Life exhibition gives educational tool for students from the area’s of the European Commission, in order to visitors the chance to learn about molecu- schools, with educational visits planned several prioritise, cluster and interpret citizens’ lar biology and genetics, while Chip’s World times a year. Students will be able to conduct ideas into 20 research themes, which will explores micro-electronics, sound and hearing. experiments, visit exhibits and participate in be submitted for their implementation in The park was also built to serve as an guided tours. Details: http://lei.sr?a=p5Q8Y the upcoming Societal Challenge of the Horizon 2020 Work Programme in 2014. The new VOICES trailer and more Bezos Centre for Innovation to open in October 2013 information can be found on the VOICES website: www.voicesforinnovation.eu and The Museum of History and Industry Th e centre will feature interactive experi- on the European Year of Citizens 2013 web- (MOHAI) is to unveil its Bezos Centre for ences and insight from leading innovators, to site, too: http://europa.eu citizens-2013/en. Innovation in October 2013. teach visitors about the importance of inno- Based on two years of research, planning vation, development and progression. It will Marzia Mazzonetto, Ecsite, the European and design, the centre is supported by ama- also focus on stories of trailblazing companies. network of science centres and museums zon founder Jeff Bezos and his wife Mackenzie. Details: http://lei.sr?a=V4s7T

14 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013

Heritage News

King Richard III centre gets go-ahead

Leicester City Council has approved plans for the creation of a new King Richard III visitor centre in the heart of Leicester’s Old Town, UK. The former Alderman Newton’s School building at St Martin’s Place will be transformed to house a new exhibition, entitled Richard III: Dynasty, Death and Discovery, which will guide visitors through the story of the king’s life, brutal death at Bosworth Field in 1485 and the story of his rediscovery. The old building will be transformed to house the new visitor attraction The £4m (US$6.2m, €4.6m) project will transform both the inside and out- glass entrance hall, viewing balcony, cafe and side of the Victorian Gothic building in order visitor entry from Peacock Lane. to create two floors of exhibition space and Designed by Architects Maber and design a new covered area, allowing visitors access company Studio MB, the project will transform to the grave in which Richard’s remains were both the inside and outside of the Victorian discovered during the summer of last year. Gothic building. Opening is scheduled for Designs also include a new courtyard garden, spring 2014. Details: http://lei.sr?a=R5D4O

Einstein museum planned for university in Jerusalem

Albert Einstein’s life and work, as well as his University on Mount Scopus, a site which connections to Judaism and Zionism, are to be has drawn some controversy as it lies outside honoured by a museum in Jerusalem. Israel’s pre-1967 borders. It’s thought the museum will house personal The museum’s design will consist of a spheri- papers and literary material too. cal building with an amphitheatre at its centre. The museum will be located at The Hebrew Details: http://lei.sr?a=o9l3e

US$1bn museum proposed in Baghdad

A new US$1bn (£656m, €766m) museum is being planned on the site of the former Al-Muthanna airport in

the city of Baghdad, Iraq. PHOTO: © SHUTTERSTOCK.COM/FRONTPAGE The museum project, proposed by the Iraqi Ministry of Tourism and Antiquities, has been given the working title of The Grand Museum of Iraq. It is hoped that the new museum will display objects currently being stored in the National Museum of Iraq alongside new pieces, which have been unearthed The museum will house archaeological finds from across Iraq in archaeological digs across the country. The billion-dollar project has been envis- The plans have been backed by tourism and aged as a tourism centre for the war-torn antiques minister Liwaa Sumaysem who met nation and will also include the construction with Pritzker Prize-winning architect Zaha of shops, hotels and a library, though no plans Hadid last year to discuss potential plans. are confirmed. Details: http://lei.sr?a=w2D5A

16 AM 3 2013 ©Cybertrek 2013 AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 65 Zoo & Aquarium News

Animals Inc brings Aquis to offer huge aquarium animals to all Chinese billionaire Tony Fung’s AUD$4.2bn JENNIFER FIELDS (US$3.75bn, €2.8bn, £2.4bn)

isitors to mega leisure development in LUGGE JANELLE © SHUTTERSTOCK.COM/ PHOTO: zoos and Cairns, Australia has moved V aquar- to the next stage, having been iums declared a ‘co-ordinated proj- – primarily mums, ect’ – the first step in the kids and young fam- Australian government’s plan- ilies – are a coveted ning approval process. demographic among marketers and adver- Th e Aquis Resort project at tisers. Creative strategies to reach these the Great Barrier Reef would guests are more important than ever. include nine luxury hotels, a Animals Inc, the offi cial marketing arm 25,000-seater sports stadium, of the Association of Zoos and Aquariums a casino, high-end retail space (AZA), can help operators with this and what is being described Th e Aquis Resort would be located at the Great Barrier Reef through the launch of an unprecedented as one of the largest aquari- digital, online and on-site off ering at more ums in the world. an 18-hole golf course, two 2,500-seat theatres than 200 AZA-accredited zoos and aquar- Th e resort would off er 3,750 hotel rooms, and a 20ha reef lagoon. iums across the US, Canada and Mexico. 1,180 apartments and 130 villas on a beach- If approved, construction could begin in Now marketers have a one-stop shop to side site at Yorkeys Knob. 2014, with a completion date of around 2018. reach this attractive demographic in the The development also proposes a Th e development would create 9,300 jobs in the nation’s zoos and aquariums. 45,000sq m (484,375 sq ft ) convention and construction phase and 10,000 full-time jobs exhibition centre, a cultural heritage centre, when operational. Details: http://lei.sr?a=v3K3z “Animals Inc can help through the launch $160m aquarium proposed for Clearwater of an unprecedented digital, online and A new US$160m (£103m, €120m) aquarium is being pro- on-site offering” posed for Clearwater, Florida’s

downtown waterfront, as the PHOTO: FIGURNYI © SHUTTERSTOCK.COM/SERGII Clearwater Marine Aquarium “Animals are so popular, especially looks to build a new 200,000 with moms and kids. With the backing sq ft (18,580sq m) facility. of America’s great zoos and aquariums, Th e aquarium is proposed Animals Inc has the ability to connect with over three levels and will fea- that important audience,” says AZA presi- ture exhibits, touch-tanks, dent and CEO Jim Maddy. stadiums, theatres, cafes and Animals Inc is using technology to cre- community spaces. ate a sponsorship opportunity that has The proposal states the already attracted leading brands such as aquarium would pay the city Sony Pictures and PBS Kids. council US$150,000 (£96,700, Animals Inc’s assets include a digital €113,100) a year to lease water- Th e aquarium will also be accompanied by a marine hospital signage network in zoos and aquariums in front land on Osceola Avenue top media markets, an attractive and growing where Clearwater City Hall is currently €5.6m) towards a new city hall development. website – www.animalsinc.net – and a strong located, while there will also be an expansion Th e plans are to be discussed and voted on presence on Facebook, Twitter, Pinterest of the nearby Coachman Park. Th e yearly pay- by the public later this year. If approved, the and mobile platforms. ments would commence once the aquarium aquarium could be open by 2017. Animal Inc’s platforms deliver compel- has paid the city council US$7.5m (£4.8m, Details: http://lei.sr?a=T3q ling content and an educational message. Th is enables accredited zoos and aquariums to share their animal videos, webcams and Chester Zoo to undergo new Islands project work images. Combining digital assets with traditional on-site promotional opportunities Construction work is to begin on Chester Zoo’s Philippines, Papua New Guinea, Bali, Sumatra, makes Animals Inc a unique opportunity for £30m (US$46.5m, €34.8m) Islands project. Sumba and Sulawesi. Th ere will also be a new zoo and aquarium advertisers. Th e contract to build was awarded to engi- Indonesian jungle house – one of the largest neering company Laing O’Rourke following indoor zoo exhibits in the UK – when the proj- Jennifer Fields, Communications coordinator, a nationwide tender process. Islands will fea- ect is fi nished in 2015. Association of Zoos and Aquariums (AZA) ture fl ora and fauna from exotic islands in the Details: http://lei.sr?a=o2b9K

18 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 43 Museum & Galleries News

Petersen Museum 2014 revamp

The Peterson Automotive Museum in Southern California will mark its 20th anniversary in 2014 with an exterior transformation and interior redesign, creating world class facilities displaying the art, culture and heritage of automobiles. The museum’s new exterior is designed by Kohn Pedersen Fox Associates and will incorporate long rib- bons of stainless steel that wrap around the redesigned red building, create imag- The museum aims to become an important landmark in Los Angeles ery linked to speed and the organic curves of a coach-built automobile. At storytelling devices, which will bring fresh per- night, the building will be lit from within, turn- spectives to the attraction throughout the year. ing the museum into a glowing steel sculpture. Specialists involved with the transformation Inside there are a number of interior include architectural metal experts Zahner, changes with 15,000 sq ft (1,393sq m) of display structural engineers Saiful Bouquet and con- space being added. The redesigned galleries struction company MATT Construction. will house rotating displays, technology and Details: http://lei.sr?a=Q9Z6r

British prehistoric history exhibition coming in 2014

A new exhibition exploring one million years faces and spaces of prehistoric Britain. Using of British history is to open at the Natural the latest scientific and display techniques, the History Museum, London, UK in February 2014. attraction will bring rarely seen specimens to Based on 12 years of research led by the life, enabling visitors to observe history long museum itself, Britain: One Million Years of before the Romans, Saxons and the Vikings. the Human Story will explore the changing Details: http://lei.sr?a=w4R5T

Redesigned FRAC to open in September

The Regional Fund for Contemporary Art in the Centre region (FRAC Centre) will open its doors in Orleans, France in September, with a striking public reception piece designed by progressive architects Jakob + MacFarlane. The Turbulences, the public entrance area, features a cafeteria, book shop and auditorium. The prefabricated tubular structure is covered in an anodised aluminium casing and will be programmed with lighting displays. The FRAC Centre brings together collections of art and architecture The FRAC Centre will also feature public viewing galleries – both perma- experimental architecture, including 15,000 nent and temporary – as well as a pedagogical architectural drawings, 800 models and 600 workshop, a documentation centre and an out- works by artists, which are accessible to both side garden space available to visitors. The new the public and researchers. centre brings together contemporary art and Details: http://lei.sr?a=R2y2S

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AM 3 2013 ©Cybertrek 2013 www.zamperla.comRead Attractions Management online attractionsmanagement.com/digital 21 INTERVIEW

Terri’s love for her family, wildlife and conservation has given her the strength to continue Australia Zoo’s success

22 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 The conservationist, social entrepreneur and zoo operator describes how she’s continuing late husband Steve Irwin’s work, which includes opening an animal attraction in Las Vegas

Jennifer Harbottle, journalist, Attractions Management

or most people who suffer the moved to Australia to be with Steve. In release, Steve told me it wasn’t how bereavement of a partner, hav- 1992, when they married, Steve’s par- things were done,” she remembers. “But ing to deal with their grief is ents retired from their family-owned I loved working with Steve – he always hard enough. When Terri Irwin’s attraction called the Queensland Reptile challenged me. He was the one with the husband Steve died, she not and Fauna Park, where Steve was also vision. I would tell him we didn’t have Fonly lost her soulmate, but also her working, and the newlyweds were put any money but he’d build it anyway.” business partner and the face behind in charge. “We didn’t break even at the their family brand. park for the first few years,” admits TELEVISION CAREER Suddenly in charge of their business – Terri, who says the pair was so broke To afford Steve’s grand plans, Terri Australia Zoo – Terri had to adapt quickly they couldn’t afford to buy the business thought it’d be a good idea to approach to her role as attractions operator, at the from Steve’s parents, agreeing to pay a production company to sell them same time as being a single mum of two them a wage for life instead. Steve’s documentaries. They’d been and honouring Steve’s legacy. It’s a task When they took over the ownership filming for three years by this point most would find overwhelming. “When of the park, it was four-acres and and had hours of footage. Terri cringes Steve died, I was scared, not only by the employed two full-time staff. Even then, as she recalls sitting in the office of deep level of grief I was feeling, but also and despite the fact they had little Discovery Channel in her eighties-suit how I was going to cope with everything money, Terri says Steve had big plans with padded shoulders (“the only one I from a personal and business point of for it. “He saw it as an opportunity to had”) and being told by the board of tv view,” Terri recalls. showcase and help all of the wildlife he executives that nobody would watch a Seven years on, Terri’s the same was so passionate about,” she explains. documentary where Steve was in shot gentle, committed and self-deprecat- A month into marriage, Steve and so much. “They didn’t like what we ing personality she was then. Australia Terri began filming footage of them- showed them of Steve with the ani- Zoo is thriving and the many conser- selves in the Australian outback mals. They told us wildlife programmes vation projects Steve and Terri set up wrestling snakes and crocodiles and dis- weren’t filmed like that – they needed together to protect wildlife all over the covering wild animals. At the same time, 80 per cent animals, 20 per cent pre- world are still regular beneficiaries of Terri sold her business in Oregon, which senter. In ours, Steve was in every shot.” money raised by the Irwin family busi- bankrolled the purchase of another four Serendipitously, a new wildlife chan- ness. Terri’s also still busy with filming acres of land for the wildlife park, which nel for tv called Animal Planet was just commitments, only now it’s her children Steve and Terri renamed Australia Zoo. starting up at the time and signed their Bindi and Robert who are the stars. While Steve was talented with wildlife documentary instead. By the time Steve and consummately practical – “he was died, his tv series The Crocodile Hunter LAND DOWN UNDER a fitter, a joiner and could even mill had 80 million viewers worldwide. American-born Terri Irwin was based his own timber” – it was Terri who had All money earned from the tv work in Eugene, Oregon running a wildlife the larger marketing perspective. “The was ploughed back into Australia Zoo. rehabilitation organisation before she first time I wanted to send out a press Steve was determined to make it the

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 23 INTERVIEW: TERRI IRWIN

Terri and her children Robert and Bindi are honouring Steve’s legacy by continuing his work

biggest and best wildlife conservation thing happened to him. At the zoo, his and employs 400 staff and volunteers. facility in the world, which meant he plan was to complete the half-finished Since she took over sole ownership of had to work even harder on his docu- South-East Asia area and build a new Australia Zoo, Terri has completed the mentaries. “Every time Steve had a African open-range safari attraction, South-East Asia section, opened an dream for a new project, he’d do more including the acquisition of some wild- African safari exhibit and held onto all filming in order to fund it.” life for both of these sections, which has 80,000 acres of conservation properties. They created a management team to now been achieved. In 2008, she oversaw the building of a help run the zoo, including Steve’s best Another part of the 10-year plan new Aus$5m (US$4.8m, £3m, €3.6m) mate Wes Mannion, who is zoo direc- was to develop an animal attraction Australia Zoo Wildlife Hospital, which tor, and general manager Frank Muscillo, in Las Vegas, similar to Australia Zoo. is the largest of its kind in Australia. who’s married to Steve’s older sister. In According to Terri, Steve wanted it to The Hospital takes in more than 7,500 2004, the Irwins opened an Australian be a way of representing Australia in animals a year, and along with the con- wildlife hospital next to the zoo to reha- the US “Steve style”. Terri has the land servation properties it funds worldwide, bilitate injured or endangered animals. options and the investors to go ahead the zoo’s also the sole or majority ben- with the project in Vegas, but is still efactor of a number of wildlife charity PLANNING AHEAD negotiating with the various entities. projects globally. Alongside funding and implementing I ask if fulfilling Steve’s legacy and Terri says the hospital alone costs new zoo exhibits, the Irwins began pur- running a world-class attraction some- Aus$2.5m (US$2.4m, £1.5m, €1.8m) chasing land in and around Queensland times gets too much. “I’m lucky to earn a year to run. The facility is donation in order to preserve ecosystems in a living doing what I love,” she replies. dependant, with Australia Zoo cover- that part of Australia. On some of this “I’ve never felt like packing it in and ing the deficit – In 2012, this was to land, they built animal rehabilitation have always honoured Steve’s promise. I the tune of $1.3m, after $700,000 was and release facilities. At the time of his have good help – people who are better raised through public donations. “We’re death, the media speculated that the at this than I am. Plus, I’ve done every- social entrepreneurs – it’s what we want Irwins had amassed a property portfolio thing in the business; I’ve cleaned cages, to do,” says Terri. “Our profit margin estimated at AUD$20 million (US$19m, I’ve done the marketing, I know where isn’t high, but we’re joyful every day.” £12.2m, €14.3m). the cabling is. It’s grown organically, so Before Steve died, he’d put together hasn’t been as daunting as if I’d come TOUGH CONDITIONS a 10-year plan, which was his vision straight into this huge business. After Terri admits that running the business for wildlife conservation. Part of that Steve died, despite my grief and fear, I hasn’t always been easy. At the time of involved making Terri promise she’d was always driven to make things better, Steve’s death, Australia Zoo was grow- never let go of Australia Zoo or the not just keep them the same.” ing at 60 per cent per year and getting family’s conservation properties if any- Today, Australia Zoo is 100 acres almost one million visitors annually.

24 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 “AFTER STEVE DIED, DESPITE MY GRIEF AND FEAR, I WAS DRIVEN TO MAKE THINGS BETTER, NOT JUST KEEP THEM THE SAME”

The Tiget Templ

(Clockwise from top) The Tiger Temple; white rhino Mango was born at the park this year; a komodo; the Crocoseum

ABOUT AUSTRALIA ZOO

Australia Zoo is located at Beerwah All money raised from the extra activi- in Cambodia and is the Southern on Queensland’s Sunshine Coast, ties, including the photo opportunities, Hemisphere’s only underwater view- about an hour north of Brisbane. goes into conservation. ing of tigers. The zoo is set on 100 acres and is A team of dedicated leaf-cutters Elephantasia is Australia’s larg- home to more than 1,200 animals. at Australia Zoo collect two vehicle est Asian Elephant facility. Created in It takes 400 staff and more than loads of eucalyptus sticks (more than 2006, the Asian-themed exhibit fea- 100 volunteers to maintain it. 1,000kg) every day to feed the koalas. tures a large pool with a fountain for Wildlife shows happen through- In the African Safari Park, animals the elephants to splash around in and out the day including a midday croc roam free in open plains and state a giant feature statue of Ganesh, the feed in the zoo’s Crocoseum. Other of the art walk-through enclosures, Hindu elephant god and lush gardens. immersive experiences include a walk where the public can watch them The Feeding Frenzy Food Court is with the tigers, kissing a dingo and interact as they would in the wild, just built around trees where koalas nap hand-feeding a giant tortoise. There’s as Steve had envisioned. while visitors eat and Bindi shares also a farmyard petting area and an The Tiger Temple has been built her wildlife adventures during a free Australia Zoo Wildlife Hospital tour. to resemble the Angkor Wat temple children’s story time session.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 25 INTERVIEW: TERRI IRWIN

Left: Australia Zoo’s koalas work their way through 1,000kg of eucalyptus sticks every day. Above: Steve Irwin, known as the Crocodile Hunter, tragically died in 2006 in a stingray accident, but his legacy lives on

After he died, there was an increase in means there are many great opportu- numbers as well wishers came to the nities for operators to do good things zoo, but since then, the business has with their facilities. Half the problem, been hit by the GFC and colossal rains “PART OF STEVE’S 10-YEAR PLAN she claims, is the fact that there’s too in Queensland and now visitor numbers much red tape in most operations. “At are more like 600,000 per annum. WAS TO DEVELOP AN ANIMAL Australia Zoo, there’s no red tape and To allow for the hit to the zoo, Terri has no bureaucracy. That means, if we get got rid of anything that isn’t fundamental feedback from a visitor to say they want to the business, including a whale-watch- ATTRACTION IN LAS VEGAS” bottle warmers in the baby change ing company and a travel agency. She rooms for heating formula, we can have admits the zoo’s growth path has slowed. them in place by the next day.” “I run the company with the priority of Her advice to operators is to get a animals fi rst, staff second and visitors good grant writer to secure as much third. If the animals need something, that We couldn’t ever afford in terms of mar- government funding as possible. She comes before anything else. If things get keting the exposure he gives us and our also advises tapping into theme park tough, we go on the skinny – we don’t projects. Right now, Steve’s in 500 mil- strategies to see where to make more can the project,” she explains. “I may not lion houses in 42 countries worldwide.” money, such as retail and photography. be able to give the tiger unit in Sumatra “At Australia Zoo, we have an Aussie- as much money for their anti-poaching AN ISSUE OF SCALE made shop. It’s not easy to stock it and activities, but I still give something and Terri believes that despite the benefi t it’s not that lucrative, but from a social no one at the project loses their job.” of the tv royalties, she faces the same entrepreneurship point of view, it’s help- When Steve Irwin died, the zoo’s main issues as any other wildlife operator. ing artists and indigenous communities brand ambassador went too. How do “Zoos have a responsibility to be a care- and, more importantly, it’s building the they cope without its main attraction? taker, not just a showcase for animals,” ethics of who we are and what we stand “Steve stood for so much. He always she says. “A zoo can be a life-changing for. You need to decide whether you’re said he didn’t mind if he got remem- experience if you set it up and package about making money or changing lives. bered or not, just that his message it to the guests properly – if you can If you give, you’ll get back.” did. We still use his pictures, he’s the feel and smell and connect with an ani- Another success for Terri was the embodiment of the ethics of the Irwin mal, it gets into your heart and touches recent birth of southern white rhino family and Australia Zoo.” you and you fall in love with it.” calves, Mango and Winston. The zoo’s Now that Bindi is a tv star in her own Terri believes that all too often, visi- fi ve-year-old giraffe, Rosie, is also right, (her show, Bindi’s Bootcamp, is tors see sad animals and sad staff at expecting her fi rst baby. This kind set at the zoo and airs on Discovery animal attractions. “If visitors see pac- of breeding programme was part of Kids), Australia Zoo also has the income ing animals, they won’t come back. Steve’s 10-year plan to help protect from her fi lming. This eases the burden If you can’t afford to look after the African animals in the wild. Its success fi nancially, but Terri acknowledges that animals properly in big happy environ- is testament to the Irwins’ shared pas- Steve was one of a kind. “No one is ever ments, don’t have so many.” sion for conservation and must give going to come close to him, so we still Terri says there’s lots of government Terri comfort that she’s honouring her use him as a major brand of what we do. aid to help zoological facilities, which late husband’s precious legacy. O

26 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Kiddie Kart Gamma LeisurePOS MEMBERSHIP

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AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 27 ANALYSIS RIDING HIGH

Theme park attendances continue to grow, as revealed in the 2012 TEA/ AECOM Theme Index

Natalia Bakhlina, associate director, economics, AECOM

early all 25 parks in our most visited global park list achieved positive growth in 2012. A new record level of N 206 million visits has broken the 200 million ﬁgure for the ﬁrst time. As in 2011, the global theme park market in 2012 was driven by major reinvestment at Disney and Universal parks. Last year, Orlando led the way with The Wizarding World of Harry Potter at Universal Studios Florida. This year, it was Southern California, with double-digit increases at Disney’s California Adventure (where addi- tions included Cars Land) as well as Universal Studios Hollywood (which added Transformers: the Ride 3-D). While the US parks contributed a substantial volume to the top 25, more growth was provided by Asia. Hong Kong Disney (which opened the Grizzly Gulch themed zone) and Universal Studios Japan (that launched Universal Universal Orlando Resort Wonderland) were up 14 per cent, with will expand The Wizarding Lotte World achieving a strong 10 per World of Harry Potter in cent growth and Tokyo Disneyland 2014 with Diagon Alley and Tokyo Disney Sea seeing a quick

28 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 The steel rollercoaster, Big Grizzly Mountain Runaway Mine Cars, in Hong Kong Disney’s new Grizzly Gulch zone helped boost numbers

post-tsunami recovery. Asian parks are LEADING GLOBAL THEME PARKS slowly taking over the top 25 with OCT Rank Park and Location % Attendance Attendance East in Shenzhen entering the 2012 list. Change 2012 2011 The gap in attendance between the top 1 MAGIC KINGDOM at Walt Disney World, Lake Buena Vista, Florida 2.3% 17,536,000 17,142,000 20 Northern American and top 20 Asian 2 DISNEYLAND, Anaheim, California -1.1% 15,963,000 16,140,000 parks is slowly narrowing and Asian 3 TOKYO DISNEYLAND, Tokyo, Japan 8.5% 14,847,000 13,683,000 parks may overtake North American in 4 TOKYO DISNEY SEA, Tokyo, Japan 8.5% 12,656,000 11,664,000 the next few years. 5 DISNEYLAND PARK AT DISNEYLAND PARIS, Marne-La-Vallee, France 1.9% 11,200,000 10,990,000 Despite an extraordinarily tough year 6 EPCOT at Walt Disney World, Lake Buena Vista, Florida 2.2% 11,063,000 10,825,000 in Europe, all four European parks in 7 DISNEY'S ANIMAL KINGDOM at Walt Disney World, Lake Buena Vista, Florida 2.2% 9,998,000 9,783,000 the top 25 managed to grow attend- 8 DISNEY'S HOLLYWOOD STUDIOS at Walt Disney World, Lake Buena Vista, Florida 2.2% 9,912,000 9,699,000 ance by around two per cent, which is 9 UNIVERSAL STUDIOS JAPAN, Osaka, Japan 14.1% 9,700,000 8,500,000 a remarkable achievement given the 10 ISLANDS OF ADVENTURE at Universal Orlando, Florida 4.0% 7,981,000 7,674,000 circumstances. Europe continued to 11 DISNEY'S CALIFORNIA ADVENTURE, Anaheim, California 22.6% 7,775,000 6,341,000 reinvest with Disneyland Paris add- 12 OCEAN PARK, Hong Kong SAR 6.9% 7,436,000 6,955,000 ing new 20th anniversary shows and 13 EVERLAND, Gyeonggi-Do, South Korea 4.3% 6,853,000 6,570,000 Europa Park’s ﬁfth hotel, Bell Rock, and 14 HONG KONG DISNEYLAND, Hong Kong SAR 13.6% 6,700,000 5,900,000 a Wodan Timbur rollercoaster debuting. 15 LOTTE WORLD, Seoul, South Korea 10.4% 6,383,000 5,780,000 16 UNIVERSAL STUDIOS at Universal Orlando, Florida 2.5% 6,195,000 6,044,000 TRIPLE HIT FOR EUROPE 17 UNIVERSAL STUDIOS HOLLYWOOD, Universal City, California 15.0% 5,912,000 5,141,000 The 2012 season was unbelievably dif- 18 NAGASHIMA SPA LAND, Kuwana, Japan 0.5% 5,850,000 5,820,000 ﬁcult for European parks due to the 19 SEAWORLD FLORIDA, Orlando, Florida 3.0% 5,358,000 5,202,000 continuing economic recession, cold 20 WALT DISNEY STUDIOS PARK AT DISNEYLAND PARIS, Marne-La-Vallee, France 1.9% 4,800,000 4,710,000 and wet summers in Northern Europe 21 EUROPA PARK, Rust, Germany 2.2% 4,600,000 4,500,000 and the London 2012 Olympic Games. 22 SEAWORLD CALIFORNIA, San Diego, California 3.5% 4,444,000 4,294,000 Some parks found it challenging to 23 BUSCH GARDENS TAMPA BAY, Tampa, Florida 1.5% 4,348,000 4,284,000 maintain attendance but others showed 24 DE EFTELING, Kaatsheuvel, Netherlands 1.8% 4,200,000 4,125,000 strong growth, contributing to the over- 25 OCT EAST, Shenzhen, China 7.9% 4,196,000 3,890,000 TOTAL 5.2% 205,906,000 195,656,000 all attendance stabilised at 58 million

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 29 ANALYSIS

KEY FACTS

Q 206 million visits to world’s top 25 theme parks in 2012; 5.2% rise Q 358 million visits to attractions run by top 10 operating groups; 6.7% rise Q 132 million visits to top 20 North American theme parks in 2012; 3.6% rise Q 109 million visits to top 20 Asian theme parks in 2012; 5.8% rise Q 58 million visits to top 20 European theme parks in 2012; 0.3% decline

visits. This shows that thoughtful reinvestment can overcome negative trends. The biggest growth was at two French parks in the lower 10. Parc Asterix opened Egypt World, featuring a highly anticipated OzIris coaster and a smaller ride for children. This led to growth of eight per cent. Puy du Fou, celebrating the 35th anniversary of its original show – Cinescenie – was honoured by TEA’s Thea Classic Award, which drew press attention and helped promote the park in the domestic market. The park was also strengthened by the new Christmas show, Grand Noël, which boosted winter visits and attendance grew by seven per cent. Extending the season with Halloween and Christmas events is a trend in Efteling’s Aquanura show at dusk prolongs the time visitors spend in the Dutch park Europe. More parks are seeking opportunities to offset low summer visits by opening in colder periods when LEADING EUROPEAN THEME PARKS Rank Park and Location % Change Attendance Attendance weather conditions are less of an issue, 2011/2012 2012 2011 as guests come prepared. With the 1 DISNEYLAND PARK AT DISNEYLAND PARIS, Marne-La-Vallee, France 1.9% 11,200,000 10,990,000 uncertainty of the summer weather over 2 WALT DISNEY STUDIOS PARK AT DISNEYLAND PARIS, Marne-La-Vallee, France 1.9% 4,800,000 4,710,000 the past few years, it may be time for 3 EUROPA PARK, Rust, Germany 2.2% 4,600,000 4,500,000 European parks to explore options that 4 DE EFTELING, Kaatsheuvel, Netherlands 1.8% 4,200,000 4,125,000 would make the visitor experience more 5 TIVOLI GARDENS, Copenhagen, Denmark 1.8% 4,033,000 3,963,000 comfortable in poor summer weather. 6 PORT AVENTURA, Salou, Spain 0.5% 3,540,000 3,522,000 Catering for the family is gaining 7 LISEBERG, Gothenburg, Sweden -3.4% 2,800,000 2,900,000 importance and more parks recognise 8 GARDALAND, Castelnuovo del Garda, Italy -10.0% 2,700,000 3,000,000 the trend. PortAventura set its strategy 9 ALTON TOWERS, Staffordshire, England -9.4% 2,400,000 2,650,000 on becoming the best family destination 10 LEGOLAND WINDSOR, Windsor, England 5.3% 2,000,000 1,900,000 in Europe, Parc Asterix balanced its new 11 THORPE PARK, Chertsey, England -10.0% 1,800,000 2,000,000 thrill coaster with a child ride, Puy du 12 PHANTASIALAND, Brühl, Germany 0.0% 1,750,000 1,750,000 Fou allows the whole family to enjoy its 13 PARC ASTERIX, Plailly, France 8.0% 1,723,000 1,595,000 shows together and Legoland parks are 14 FUTUROSCOPE, Jaunay-Clan, France -2.4% 1,700,000 1,741,000 delivering hotels and holiday villages. 15 LEGOLAND BILLUND, Billund, Denmark 3.1% 1,650,000 1,600,000 In current economic conditions, 16 PUY DU FOU, Les Epesses, France 6.7% 1,600,000 1,500,000 even a modest growth is an achieve- 17 GRONALUND, Stockholm, Sweden -3.8% 1,408,000 1,464,000 ment and reinvestment is key in this. 18 MIRABILANDIA, Savio, Italy -6.1% 1,390,000 1,481,000 PortAventura drew crowds to its new 19 DUINRELL/ATTRAKTIEPARK, Holland -0.1% 1,360,000 1,362,000 rollercoaster, Shambhala: expedition to 20 HEIDE PARK, Soltau, Germany -7.1% 1,300,000 1,400,000 the Himalaya, which has broken roll- TOTAL -0.3% 57,954,000 58,153,000 ercoaster records in Europe for height

30 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 French theme park Parc Asterix opened Egypt World with an OzIris coaster and had an eight per cent increase in visitor numbers

(76m), drop (78m) and speed (134 Asian operators are making their way growth and expansion. Overall, opera- km/h on the first descent). The park onto the list of leading global operators. tors are putting tremendous efforts in continues to capitalise on its kids’ area Two China-based theme park chains, maintaining and growing attendances at SésamoAventura, which opened in OCT Group and Haichang Group, are parks, and sizeable and thoughtful rein- 2011. The park’s attendance grew while now in the top 10 park chains with 23.4 vestment will remain key in this. the wider Spanish theme park industry and 9.4 million visits and intentions of With a mini baby boom in Europe, didn’t do so well. expansion, an important trend in China. catering to families with small children is paramount and we expect the shift OPERATING GROUPS OUTLOOK to the family market to become even STRENGTHEN GROWTH This year’s results suggest that world- more pronounced in the years to come. The top 10 operators had a successful wide attractions markets are returning In Northern Europe in particular, the year, increasing the overall attendance to a positive outlook. There’s more opti- weather is an important factor so let’s by seven per cent to 356 million visits mism now, especially in North America hope for operators’ innovative solutions made to the groups’ attractions in 2012. and Asia, and expectations of future for how to make rain and wind fun. O Unsurprisingly, Disney led the race with 126 million visits, having grown by an impressive five per cent due to the TOP TEN GLOBAL GROUPS enhancement of its Asian and US parks. Rank Group % Change Attendance Attendance Merlin Entertainments Group demon- 2011/2012 2012 2011 strated a remarkable 16 per cent growth 1 Walt Disney Attractions 4.7% 126,479,000 120,821,000 overall, which strengthened the opera- 2 Merlin Entertainments Group 16.4% 54,000,000 46,400,000 3 Universal Studios Recreation Group 7.9% 34,515,000 31,990,000 tor’s second position in the chart with 4 Parques Reunidos 3.5% 27,130,000 26,220,000 54 million visits. Merlin’s performance 5 Six Flags Inc. 6.0% 25,750,000 24,300,000 demonstrates the importance of a diver- 6 SeaWorld Parks & Entertainment 3.0% 24,310,000 23,600,000 sified portfolio given the climate and 7 Cedar Fair Entertainment Company 0.9% 23,600,000 23,400,000 economic variations the industry experi- 8 OCT Parks China 7.5% 23,359,000 21,731,000 ences. With attractions in 21 countries 9 Haichang Group 24.5% 9,400,000 7,550,000 around the world, Merlin was able to 10 Compagnie des Alpes 1.0% 9,300,000 9,210,000 offset challenging conditions in the UK TOTAL 6.7% 357,843,000 335,222,000 and Italy, for example, with stronger performance in Asia Pacific. The opera- Note: attendance figures are estimates based on company information, annual reports, published information and from reliable tor continues to expand through new TEA/AECOM industry and tourism sources. Percent changes for 2012 for certain parks are based on adjusted/ updated figures for attractions and accommodation. 2011, thus not directly comparable to the published TEA/ AECOM list for 2010/11 or previous reports. Source: TEA and AECOM.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 31 WATERPARKS TAPPING THE EXPERTS

What makes a waterpark a success, what are the trends and what does the future hold? We ask the experts

Kathleen Whyman, managing editor, Attractions Management

MIKE OSWALD General Manager, Yas Waterworld Abu Dhabi

What’s your career history? Entertainment, a company which had the feasibility and design process, the I’ve worked in the industry for more just bought Alabama Adventure, a pre-opening and opening phase and than 20 years, starting off at 16-years- 90-acre amusement park and water- currently lead the team in the full-time old as a part-time lifeguard in 1991. I park. In 2008, I joined the Farah Leisure operation of the park. worked at Raging Waters in Los Angeles, team as the general manager for Yas California, one of the larger waterparks Waterworld Abu Dhabi. In this role, How has the industry changed? in the United States, then Southland I’ve led the operations team through The biggest changes are in ride technology and our ability to have con- versations with guests via social media.

What are the current trends? The trend I see is the merging of traditional theme parks with waterparks. The major waterpark manufacturers, such as WhiteWater and Proslide Technologies, now offer rides and technologies only previously available in theme parks. Technologies such as Linear Induction Motors (LIM), interactive gaming, and special effects are where the investment’s taking place. Traditional theme park manufacturers, such as Hopkins Rides, are now part of the WhiteWater portfolio. Giant interactive play structures are in theme parks, such as Legoland and Six Flags, and coasters are going into waterparks. This is an exciting trend and I hope it continues, as it creates unique experiences Surﬁ ng is one of 43 rides, slides and attractions at Yas Waterworld Abu Dhabi never experienced by our guests.

32 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Waterplay is especially popular at Legoland parks as it appeals to young children

“Waterparks can add another half, or even full, day’s activities and entertainment for our visitors”

by developing supporting retail and JOHN JAKOBSEN Riders compete against each catering brands, as well as exciting other to reach the bottom fi rst as Managing Director, Legoland programmes of fun special events and Resorts – Waterparks, they speed down the Sebag ride live entertainment. Merlin Entertainments What are the challenges? Unlike other theme parks, outdoor What makes Yas Waterworld How many waterparks waterparks are very weather depend- Abu Dhabi a success? does Merlin have? ent, with shorter seasons and Yas Waterworld Abu Dhabi has been Merlin Entertainments acquired its signifi cant peaks and troughs of ranked among the top three waterparks fi rst two waterparks – Gardaland numbers, even when located in warm in the world. It’s an experiential attrac- Waterpark in Milan, Italy and Alton climates like California and Florida. tion with 43 rides, slides and attractions Towers Resort, UK (indoor) – in The challenge, therefore, is the man- – including fi ve one-of-a-kind rides that 2006/7. These gave us the under- agement of capacity – the acceptance aren’t available in any other waterparks standing and experience to open that the operator needs to provide in the world. two more at Legoland California and an excellent experience on fewer, but The Emirati theme follows the story Legoland Florida, with a fi fth to open potentially very busy, days while also of a character called Dana and her in Legoland Malaysia early next year. managing other much quieter days. search for a lost pearl that will restore It’s a similar pattern to the queue her pearl diving village to prosperity. What are a waterpark’s benefi ts? management for standard water rides Live interactive shows, an atmospheric Waterparks are a potential develop- in theme parks, but on a much bigger setting, thrilling rides and authentic ment for the group, not as stand-alone scale. Building waterparks in loca- souq-style shopping attractions ensure attractions, but as part of our broader tions like Florida or Malaysia helps there’s something for all the family. resort strategy. This is designed to to extend the season, but even there underline the short break/destina- numbers will drop on an overcast day. What are your future plans? tion positioning of all our theme parks, Yas Waterworld Abu Dhabi was built to with the addition of accommodation, What are Merlin’s future plans? be completed in one phase. However, second gate attractions, such as The importance of water to the theme there are approximately 2.5 hectares waterparks and Sea Life, and exten- park experience, particularly in available for future expansion. sions to the core parks – all of which Legoland, means that we need to look As we’ve only been operational since are working to signifi cantly increase at ways to incorporate it into other January this year, our focus is to con- two- to three-day visits. resorts in the future. This may be tinue to build awareness of our unique Waterparks can add another half, or through the addition of water-based rides and attractions and continue to often full, day’s activities and enter- features to the main parks. Indoor develop timely offers that are relevant tainment for our visitors, and they’ve parks may also be a natural exten- to key holiday periods that offer our been very successful for us. More sion to consider for other sites or as a visitors great value. than that, we’ve added to their appeal separate gate to the theme park.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 33 WATERPARKS

Each Aqua Mundo waterpark gets a million visits a year

MICHEL LINET-FRION Creative & Innovation Director, Pierre & Vacances/ Center Parcs Entertainments

What is your career history? I’m a French architect. I’ve worked for about 30 years in the leisure industry for Walt Disney Imagineering, Parc Center Parcs’ Lazy River is a popular choice for the whole family Astérix/Grévin & Cie and am currently creative & innovation director for French leisure and real estate group Pierre & Aqua Mundo is the concept pillar of we’re developing new attractions and Vacances/Center Parcs. this brand. It’s a tropical waterpark in experiences including: AquaLuba, an After my time at Disney, my role has the sense that it’s planted as a real interactive water play structure includ- been to develop existing and new sites landscape in which we display our water ing a zip wire and waterfall climbing; – to keep them attractive and innovative attractions and beaches. The water- the next generation wild water river; to ensure they remain popular. parks are between 4,000 and 7,000 Experience River, a sensory lazy river; a sq m (43,000 and 75,000 sq ft) each, snorkelling experience with a side story How has the industry changed? including indoor space, outdoor pools and interaction with living animals; The best change was when theming and slides. They’re open 365 days a more outdoor water play and pools; and was introduced as an ingredient for year and each gets approximately one possibly new family experiences such waterparks and all other attractions. It million visits annually by our guests, as as dive-in movies one evening a week or makes the parks timeless and more of they come every day of their stay. special night-time events. an immersive experience, rather than a We’re also looking at introducing new series of attractions. What are the current trends? storylines and giving ourselves more Trends aren’t so important – it’s what theming opportunities to conceal the How many Center Parcs are there? comes after that we should aim for. pool equipment, such as the slide tower. Center Parcs was set up 40 years ago All of these plans are with the aim and now has more than 20 resorts What are Center Parc’s future plans? of totally engaging our guests in our in Europe, each with an indoor Aqua We know we need to keep innovating. environments through theming and Mundo waterpark. When refurbishing our existing parks, storytelling to make it a real experience.

34 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 IAAPAIAAPA Best Best New New Product Product & ImpactImpact AwardAward WWAWWA Innovation Innovation Award

www.watertoys.com [email protected] 1 866 833 8580 905 649 5047 WATERPARKS

Siam Park’s Tower of Power

“In the 1990s, very few waterparks invested in theming. Now visitors expect higher quality, a story and more than just one attraction ”

CHRISTOPH KIESSLING Vice president, Siam Park & Loro Parque Group, Tenerife

What is your career history? My father is founder and president of Loro Parque, a zoological theme park in the north of Tenerife, Canary Islands, Spain, which opened in 1972. Even when I was a child, my father shared his observations about park operation with me and, in 1995, after completing my Masters in business management, ﬁ nance and bank operation, I moved to A racing slide at Siam Park where children share the experience Tenerife to join my father in the family enterprise. I started as a sales repre- sentative and made my way up through How has the industry changed? up of one-person experiences in the different departments and responsibili- When I joined the industry in the 1990s, form of bodyslides. Today it’s more ties up to my position as vice president very few waterparks invested in theming. common to have multiple people tubes, of the Loro Parque SA in 2009. Now visitors expect higher quality, a where people face each other and have In 2008 we opened the waterpark story and more than just one attraction. a shared experience. Siam Park, themed on the old kingdom At Siam Park we invest more in Other trends are multiple sensation of Thailand, in the south of Tenerife. The theming than we do in waterslides rides and a combination of gravity and park covers 18.5 hectares (46 acres), to create an exciting combination of mechanical rides. Our rides offer varying 30 per cent of which we’ll expand on in visuals and sensations. speeds and thrill levels for all guests. the future. I was very involved with the building and launch and oversaw every What are the current trends? What are your future plans? process in the park. We focused on pro- The main trend is the search for My plans are to keep on offering enter- viding a high standard of architecture, increasingly spectacular rides. In the tainment with the same dedication for vegetation and attractions. past, almost all waterparks were made details and holistic concepts. O

36 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 VAC 2013 the annual National Conference of Visitor Attractions thursday 10 october 2013

Where? The QEII Conference Centre, London. Who? You, if you are an owner, manager or marketer of a visitor attraction, an opinion former, a tourism or heritage professional.

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AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 37 Students get hands on in a colour theory workshop

38 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 TOP TEAM Kathleen Whyman, journalist, Attractions Management CLASS ACT

The ﬁrst themed entertainment design degree launched last year in Savannah. The team behind the programme describe how it will beneﬁt the industry

PETER WEISHAR Former dean of entertainment arts and founder of the program

What is the qualification? Run by SCAD (Savannah College of Art and Design), the themed entertainment design degree programme is a two-year Master of Fine Arts programme, which started in September 2012. Experienced professionals teach students the skills needed to enter the industry as designers and artists, with a profound understanding of the breadth Peter Weishar of the industry and the requirements needed to be a part of it. The curricu- lum combines the modelling strategies design majors. That enables students to The students are encouraged to focus of architecture and electronic design work collaboratively with the same, and six electives into a single area and have with the problem-solving approaches of often better, resources than there are a sub discipline. For example, one stu- industrial design and production design. out in the field. dent has a particular group of classes A primary function in the industry is that combine vehicle design with telling a story and creating a compelling What makes the course different? themed entertainment design so she environment and that’s what the stu- SCAD is one of the first colleges to can become a ride designer. dents will focus on. recognise the uniqueness of themed entertainment and the skill sets neces- What were the challenges? Who takes the course? sary, so students will have an advantage There are very strict guidelines for Students have a broad range of back- over those from other institutions that accreditation when starting a new grounds and a variety of skill sets don’t have the same kind of focus. degree programme, so there’s a lot of – such as interior designer, architect, There are more electives than other scrutiny as this hasn’t been done before. animator, illustrator, industrial designer MFA programmes and there’s a great And quite rightly so – this is an educa- and a motion media artist. They work deal of collaboration with other dis- tion we’re providing, so it needs to be together to create a single project, ciplines within the arts. Themed fully vetted. There was a great deal of which is how they’ll work in the field. entertainment is an extremely broad paperwork and research and studies One of the factors that made this field that incorporates engineering, done to explain the importance of the course possible is the diversity within industrial design, interior design, pro- programme and viability to the industry SCAD, which has 40 different art and duction design and many other areas. and why it should be a separate major.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 39 TOP TEAM

Students learn all areas of set design, right down to painting it

Course content MICHAEL DEVINE MFA CLASSES Professor

Advanced Parametric Design and Generative Modelling How did you get involved? Strategies for the Building Arts I’ve been creative director at Universal and Disney, but I also taught at Media Art California Arts, so always kept tabs on Electronic Design various art schools around the country.

Design Visualization, I moved to Savannah when working Communication and on Dubailand for Universal and met up Documentation with George two years ago. He told me about the course and it sounded terriﬁc. The strongest piece of advice I give Digital Visualization for Production Design students is that they have to be at the How do you work together? top of their form. And to keep happy. Professional Practices We split the load. George has been My eternal mantra is: “It’s ok.” in Production Design emphasising the project management Themed Entertainment Industry side and I’m on the creative side. But How can operators get involved?

Concept Design Studio we collaborate and team tag, so stu- The opportunity to take interns is there, dents get different points of view. plus SCAD does sponsored projects, Component Design Studio where companies bring real projects, Design for Themed Which classes do you teach? assignments and issues. They ﬁnan- Entertainment I teach four classes on the design and cially back a class or an assignment Large Project Design Studio creative side and the story components. and the school works with their creative

Collaborative Design Studio Both George and I deal very heavily directors to develop work. with story components, from queue SCAD isn’t a cheap design studio, but Themed Entertainment lines to attractions. I also teach second is a kind of research and development Design M.F.A. Thesis year undergraduate scene designers, organisation where the students explore UNDER-GRADUATE CLASSES because that’s my background. ideas that the company may not have Script Interpretation time to do or is looking for fresh ideas

Rendering for How do you use your experience? and a younger perspective. Entertainment Design A lot of it is ensuring students absorb information that they need to remem- How will the course be developed? The Public Event: Concept ber about how they present their work, I think the students will do that. When and Collaboration themselves and their ideas – that’s all they enter the industry, they’ll bring Production Design Portfolio learnt behaviour. new insights, ways of communicating Survey of Themed And I explain what they’re going to and ways of experiencing stories. Entertainment Industry see in the real world, in terms of team As long as we can ground our stu- dynamics and thought processes. It’s dents in the core principles of story Themed Entertainment Design great when students do internships telling and revealing the story to the Large Project Design Studio and realise the information we’re giving guests, the mechanics, physics and them is valuable and valid. nuances will change and grow.

40 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Professor George Head’s classes include an introduction to theatre and production design plus advanced concept and collaboration

“IT NEEDS TO BE AS CLOSE AS POSSIBLE TO GEORGE HEAD Professor EXPERIENCES IN THE INDUSTRY. EVERY PROJECT

How did you get involved with SCAD? WE SET IS BASED ON AN ACTUAL JOB WE DID” I retired from Walt Disney Imagineering (WDI), after 30 years, in 2009. At WDI I trained new employees, so teaching How are classes taught? What are your teaching methods? seemed to be a natural transition. Most of the classes are design classes, There are survey classes where students Peter Weishar asked if I’d like to which are held in a studio setting. The study the history and theory of how teach at SCAD and get involved with classes deal with design concepts rather themed entertainment has evolved over setting up the themed entertainment than the construction of sets. time, but most important are the studio degree programme. My wife and I We have a concept design studio for classes where students are doing actual thought it sounded like a great adven- blue sky projects, a large project design projects, either in a team or as individu- ture, so we moved to Savannah. studio, a collaborative design studio and als. They’re given design criteria for an a component design studio where stu- attraction or a merchandise shop and What are the classes? dents work on smaller components of have to develop a storyline, which is the The first class that students take is a themed experience, such as the inte- most important part of the design. an overview of the themed entertain- gration of the theming of a small area ment industry. It explains the breadth of within a larger venue. How do you promote the course? what’s out there and the diversity within SCAD collaborates with themed We attend industry events, such as the the field. The other compulsory classes entertainment companies that come SATE conference and the THEA and are architecture, electronic design into campus and we do field trips. SEA Awards and conventions including and production design, with industrial In collaboration with WDI, students The United States Institute for Theatre design as an optional class. go on location for a week. Every day Technology, The Southeastern Theatre SCAD also offers an under-graduate they’re in the parks for a few hours Conference and IAAPA. programme. Students can take a col- before they open, walking the lines with We recently sent students to the lection of six to eight specialist classes the engineers, designers and main- Architectural Lighting convention and during their own four-year course. tenance people and discussing the they were very well received, as the mechanics, design and aesthetics. In sector seems to be looking for more How did you choose the course content? the afternoon they have lectures from theatrically trained lighting designers. It needs to be as close as possible to different imagineers. Going to these types of events leads to experiences in the industry – every pro- both promotion of the course and job ject that Mike and I set is based on an Which classes do you teach? placements for students. actual job we did. I do a basic introduction to theatre and There’s a phase of history and theory production design, followed by drafting How will the course be developed? in some of the early classes, then we for production design and then more I’d like to see an even broader mix of move on to storytelling, storyboarding advanced classes including concept and people taking the course, with film stu- and analysing the stories that are in collaboration and production design dents or visual effects students bringing existing attractions. The more advanced portfolios. There are also field trips or their base comments to the mix and courses start to develop attractions and specific projects, such as working with learning how those skills are applied in more elaborate design criteria. the theatre department for a production. themed entertainment.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 41 TOP TEAM

TEA’s SATE’13 OCTOBER 3 – 4, 2013 The success of SCAD’s themed entertainment design degree programme has led to the school being chosen as the venue for SATE’13. The Themed Entertainment Association’s Storytelling, Architecture, Technology and Experience (SATE) Conference is an annual, international gathering of themed entertainment and experience design creators, producers, owners and operators. The conference explores issues, opportunities and possibilities relating to the creation of compelling guest experiences for entertainment, education, retail and branding. Each year, a new theme is emphasised and explored through the lenses of the speciﬁc elements that contribute to successful guest attractions and projects. This year’s theme is What’s Next.

THEMING CLASS

Professor of graphic design Jason Frazier gives an example of one of this year’s projects

he client needed updating of exist- ASSIGNMENT CASE STUDY 1 T ing kiosk structures, as well as visions of entirely new installations, for both food service and retail, based A student works on a model that will be used to help tell a story within an attraction on themes that were related to the area of the parks they were situated in. The students had to take visual, emo- MASTERPLANNING CLASS ASSIGNMENT CASE STUDY 2 tional, and environmental contexts and roll those into an experience that serves the location, the activity and the brand Professor of architecture Daniel Brown describes one of the sponsored itself in order to meet all expectations projects that students have worked on for the user’s experience. They produced many options for the he brief was to theme and masterplan tecture and dramatic writing students, then client. For mid-term, they not only pre- T a 167-acre site for a leading entertain- worked together to design, illustrate and sented their thoughts on their best ideas, ment company. The students’ task was write the entire project. Their process was but also the processes and the interme- to re-imagine the site by creating a theme to break off into small groups to work on diate stops along the way. Because of and design for the area. The company in their area of expertise and to meet back up this, the client could not only see how question has strong brand recognition, but to integrate their ideas and collaborate to the team arrived at the collection of its attraction needed a back story. produce a final product, much like profes- possible final concepts, but also all the The project was given to both themed sionals would do in an office environment. iteration and play that happens in any entertainment design students and archi- Each team presented five different pro- good design process. These discussions tecture students. The collaboration was posals that included plans for story, location, about all elements create great con- difficult at first because the project was functionality, guest flow, architecture and versation and an environment of trust multi-faceted, encompassing urban design, landscape design. among the client to the design teams. architecture and character development. In The clients were blown away by the crea- The client was highly impressed with general, sponsored projects provide the stu- tivity, craftsmanship and amount of work the amount of work and the quality of dents with an opportunity to learn how their that the students produced in such a short work that the students produced in just specific discipline is a small part of a much period of time. Its success led to further 10 weeks. One of the final concepts was bigger design process. sponsored projects with the same client and taken directly to the client’s park vendor The students were separated into teams internships to several students based on with very few adjustments. that included themed entertainment, archi- their final presentations. O

42 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 OUR Photo: batwin + robin productions Photo:

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AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 43 SPACE CENTRE SPACE AGE

“Is it real?” is the usual response when visitors see Space Shuttle Atlantis in its new $100m home at Kennedy Space Center, which opened on 29th June, as the COO tells us

Kathleen Whyman, managing editor, Attractions Management

How did you win Space Shuttle Atlantis? NASA put out a request for proposals from US museums and attractions that would be interested in displaying any of their shuttles. We’d been working on our proposal for years because we knew Kennedy Space Center Visitor Complex (KSCVC) would be a good home for it – every shuttle ﬂew from Kennedy and half of them landed back here. Also, we already get a lot of people coming here to learn about space.

What does the Atlantis mean to KSCVC? Bill Moore It’s the biggest thing we’ve done, both COO Kennedy Space Center in size and cost – the Atlantis measures Visitor Complex 122.17ft (37.25m) long and the attraction covers 90,000sq ft (8,361sq m) and cost $100m (€75.6m, £65.1m) to build. It means a lot to us to have nationwide mechanism and all the things that are What’s the experience? and international attention because we’ve unique to a space vehicle. We’ve tilted We wanted people to engage with the reminded people that America’s still very it at a 43.21-degree angle with its nose shuttle rather than just stand and stare much in the space business and is pre- 30ft (9m) from the floor and its left wing at it, so there are 167 simulators and paring for a different space programme, down slightly. The payload bay doors exhibits in the building including four cin- using a different capsule for the astro- are open, so visitors can imagine they’re ematic productions and a 16ft (5m)-long nauts to ride in. about to board and go into space. interactive media wall. The KSCVC is in Orlando so we’re Visitors can experience the sensa- competing with the theme parks. To get What was the inspiration? tion of floating in space, sit on a space people to come and see us, we have to The people who worked on the Atlantis – potty and test their skills at landing do some pretty big things now and again. who maintained it, prepared it for flight an orbiter, docking to the International and brought it home – had a real rela- Space Station (ISS), manipulating the How’s the Atlantis being displayed? tionship with the vehicle. The astronauts Canadarm and repairing the Hubble tel- We thought it’d be neat to show the shut- described that special moment when you escope. Everyone knows that the Hubble tle as if it were in flight, so came up first see the shuttle that’s going to take telescope is far out in space taking amaz- with the idea of suspending it. This way you into space. We wanted the average ing pictures, but no one knows what it people can see the bottom and sides of person to get a brief moment of what that looks like, so we’ve made a full size mock the ship, the engines and the docking must have been like. up of it. It’s 43ft (13m)-long and 14ft

44 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 PHOTO: © KENNEDY SPACE CENTER VISITOR COMPLEX VISITOR CENTER SPACE © KENNEDY PHOTO:

The shuttle is displayed on an angle, as though in ﬂ ight, so visitors can see the base and sides

“THE RE-ENTRY SLIDE IS SIMPLE, BUT PEOPLE LOVE IT. THE NASA ADMINISTRATOR WENT DOWN IT SEVERAL TIMES”

(4m)-wide and helps people understand together so visitors can see the shuttle, get Then the screen opens and you’re staring how it operates and gets power. the history, understand why it was made, at the shuttle from about 20ft away. It’s Going from large to small, there’s a participate in some of the experiences the breath taking. Some people cry, others mock up of parts of the ISS for chil- astronauts did in training, then go and ride applaud, others are quiet and reverential. dren to explore plus tyres from the last it off the launch pad. It’s a whole experi- People come from all walks of life – they mission on display. When a tyre hits ence and people are really enjoying that. could be a labourer or the head of a com- the runway at 220 miles an hour it gets pany – and they’re all stunned. chewed up pretty bad. What’s the most popular? At the other end of the spectrum is the All of these exhibits complement the The Reveal Theatre is the one people talk Re-entry Slide that was built around the existing Shuttle Launch Experience – a real- about most. We show a ﬁ lm on the his- experience of coming in to land. It’s sim- istic simulation of what it’s like to launch tory of Atlantis on a large screen, which ple, but people love it. Some notable VIPs into space. We’ve married the Launch gives an emotional and visual sense of have asked to go on the slide – the NASA Experience and the new shuttle attraction what it was like to be around the shuttle. administrator went down it several times.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 45 SPACE CENTRE

The payload bay doors have been opened so visitors can imagine they’re about to board and go into space

HOW IT HAPPENED – THE SUPPLIERS BEHIND THE ATTRACTION NASA’s shuttle history NASA’s fi rst space shuttle launch PGAV Destinations food, retail, new attractions, and new was on April 12, 1981. Starting In 2010, PGAV developed a 10-year NASA stories to tell. with Columbia and continuing with masterplan, which outlined and advised PGAV were also the architects, exhibit Challenger, Discovery, Atlantis specifi c steps for Delaware North (oper- designers, graphic designers, interior and Endeavour, the spacecraft has ator of Kennedy Space Center Visitor designers and media storytelling lead carried people into orbit repeatedly, Complex) regarding guest experience, for Space Shuttle Atlantis. launched, recovered and repaired satellites, conducted cutting-edge In addition to NASA and PGAV, Delaware North’s other key partners have included: research and built the largest structure in space, the International O Electrosonic – provider of audiovisual systems Space Station. The fi nal space shut- O BRPH – architecture, engineering design and construction tle mission, STS-135, ended July 21, O Cortina Productions – media design, video and interactive experiences 2011 when Atlantis rolled to a stop O Design Island – multimedia concept and production at its home port, NASA’s Kennedy Space Center in Florida. O projectiondesign – design and manufacture of high-performance projectors O Guard-Lee Inc – provider of high-fi delity aerospace replicas and models Where are they now? O Ivey’s Construction Inc – construction Shuttle Enterprise, the fi rst orbiter O Mousetrappe – media-based design and production studio The Intrepid Sea, Air & Space Museum, New York O The Nassal Company – fabrication and installation of immersive Discovery and themed environments The Udvar-Hazy Center, Virginia O Penwal Industries – designer, fabricator and installer of aerospace Shuttle Endeavour and military models The California Science Center, LA O Unifi ed Field Inc – interactive media, including multi-channel experiences Shuttle Atlantis and digital branding campaigns Kennedy Space Center O Whiting-Turner – contracting and construction management services Visitor’s Complex in Florida

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The 90,000sq ft Space Shuttle Atlantis attraction cost $100m to build

“THE FITTING WAS PRETTY TIGHT. THERE WERE JUST A COUPLE OF INCHES BETWEEN THE EDGE OF THE BUILDING AND THE EDGE OF THE WING”

What have been the challenges? PHOTO: FIFTHWORLDART.COM It was challenging to get $100m together. The way our contract works with NASA means we have a trust fund that we used. We also secured a line of credit and we’ll pay it back through revenue generated by ticket, food and retail sales. Moving and fi tting the Atlantis was another challenge. The fi tting was pretty tight – there were just a couple of inches between the edge of the building and the edge of the wing. We left the far side of the building open so we could roll the shuttle in, and then hoisted it in the air to tilt it. It took two weeks to get it in the right position. It weighs quite a bit [151,315 lbs], so we were nervous. Getting the payload bay doors to stay open was particularly nerve wracking. The new attraction is proving a hit with visitors of all ages They’re 60ft (18ft)-long and weigh 2,500 lbs each and aren’t made to be opened here on earth other than by NASA’s giant that with this giant, priceless vehicle [the we knew we were going to get the shuttle. machinery, which we don’t have. Some Atlantis orbiter is valued at $2bn (€1.5bn, That saved us a lot of time, as when we engineers said they weren’t sure we’d be £1.3bn)] in the middle of where we were got the approval from the administrator, able to do it, but we did. working, which was a tense process. we were ready to start building. Once the Atlantis was installed, we had to fi nish the building. That was diffi cult How long did the project take? What feedback have you had? because we had to make sure noth- We started planning four years ago, then The commonest feedback is: “Is it real?” ing touched the vehicle when we were spent 18 months building it. People haven’t seen one this close so painting, putting in sprinkler systems, air The nuttiest thing we did was draw up don’t know what to expect. They expect it conditioning and electrics. We were doing the plans and get ready to build before to be beat up, but it’s in great shape. O

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 47 MYSTERY SHOPPER Jennifer Harbottle, journalist, Attractions Management THE CAT’S WHISKERS?

Sanrio Hello Kitty Town is among the attractions at the new Puteri Harbour Family Theme Park in Malaysia. Attractions Management’s Jennifer Harbottle pays a visit to ﬁnd out if the park’s a purrfect day out

ince the Malaysian Johor and is overseeing the set up of ing in a purpose-built harbour front Government’s investment arm, KidZania Singapore. In December 2012, development, which is only part-way Khazanah Nasional Berhad, it opened a family attraction called opened. When finished, the harbour set up Themed Attractions Puteri Harbour Family Theme Park. will include shops, waterside restau- S and Resorts (TAR) in 2009, Puteri Harbour is located in Nusajaya rants and bars, a Traders Hotel and a it’s fulfilled its promise to Johor, four hours drive from Kuala marina. The harbour’s being developed bring international theme parks and Lumpur, 20 minutes from the Malaysia- by Destination Resorts & Hotels, also attractions to the region. In the last Singapore Second Link and 10 minutes part of Khazanah Nasional Berhad. (See four years, it’s opened KidZania in from Legoland Malaysia. Puteri Harbour AM Q1 12 for interviews with Steve Peet, Kuala Lumpur, Legoland Malaysia in Family Theme Park is a four-level build- COO of TAR, and Darrell Metzger, chair of Destination Resorts & Hotels.) Puteri Harbour Family Theme Park has three attractions, based on popular children’s characters. Sanrio Hello Kitty Town is the first of its kind outside Japan and features the Japanese- owned Sanrio character Hello Kitty and her friend Dear Daniel. The Little Big Club is a world first and features the HIT Entertainment characters, Bob the Builder, Barney, Angelina Ballerina, Pingu and Thomas & Friends. Animated themed restaurant Lat’s place, based on a Malaysian comic strip hero called Kampung Boy, also debuts in Malaysia. Tickets for the theme park are RM110 (US$35, €27, £23) or RM85 (US$27, €21, £18) for Malaysian residents for entry to the four-level building that houses Sanrio Hello Kitty Town and The Little Big Club. Single park tickets can be purchased for RM65 (US$21, €16, £14) per person or RM50 (US$16, €12, £10) for Malaysian residents. Lat’s Place Throughout the day, shows are performed on the Purrfect Stage is a separate entrance fee and is located next door in a different building.

48 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Hello Kitty and her childhood friend, Dear Daniel, are the stars of the attraction

Until now, the target audience for ber of special events, such as meet partly guided. The rest of the attrac- TAR’s projects has been children and and greets with Kitty and Daniel, photo tion, including the Tea Cup rides and families, with an emphasis on children opportunities and mini shows on the Friendship Land, which has a soft play- aged from about eight upwards. Puteri Purrfect Stage. One of the highlights is ground and ball machines, is unguided. Harbour Family Theme Park is still very the Happy Carnival Parade. Hello Kitty There are two entertainment zones much a family attraction, but is speciﬁ- characters and brightly-coloured danc- in Hello Kitty Town that are disappoint- cally aimed at younger children between ers thread through the main walkway, ing. In Kitty’s House, the furniture and three and nine. Like its other attractions, singing and dancing and end up in a cir- soft furnishings look dirty, frayed and Puteri Harbour Family Theme Park is an cle, holding hands with the children for below standard. The walkthrough attrac- immersive learning and play experience simple movement and songs. tion Black Wonder – where parents help and aims to engage children through There’s lots to enjoy here. In the kids save the kidnapped Hello Kitty and role play and hands-on activities. Wishful Studio, children create their Daniel – is frightening and far too com- own Sanrio branded jewellery (although plicated for children. Overall, however, HELLO KITTY TOWN strangely, none of the charms feature this highly-themed iconic attraction is a At Sanrio Hello Kitty Town, children can Kitty), paint and decorate their nails great way to spend a couple of hours. experience a number of walk-through and dress up in Kitty costumes for a attractions, interactive activities and photograph. This part of the attraction, LITTLE BIG CLUB rides which follow the Hello Kitty theme. along with the Cookie Studio where kids On the second and third ﬂoor of the Throughout the day, there are a num- decorate Hello Kitty shaped biscuits, is building is The Little Big Club, where

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 49 MYSTERY SHOPPER

(Left) walk through attraction Black Wonder; (right) young visitors can have a dance lesson with Angelina Ballerina

based on Bob’s machines Scrambler PINGU’S IGLOO IS SUPERB, BUT POSITIONING THIS and Scoop, are very well done. The theming in Pingu’s igloo is superb INNOCENT EXHIBIT NEXT TO THE SLOT MACHINE and Pingu will appeal to most children. GAMES ISN’T AN EXAMPLE OF GOOD PLANNING But positioning this innocent and sweet exhibit next to the slot machine games isn’t an example of good planning. children interact with their favourite grab a wand and have a ballet lesson SMALL CHANGES characters. There’s a good mix of with Angelina up on a blue-lit stage There’s enough to do in The Little Big entertainment – girls will love Angelina with star struck ballet mirrors. The Club to last you a couple of hours, Ballerina, boys will adore Thomas the actor playing Angelina goes above and which means, in total, the two park pass Tank Engine and Bob the Builder and beyond the call of duty, hugging tod- will offer half a day’s entertainment. both will get enjoyment from Barney dlers and babies as many times as they It definitely has room for improve- and Pingu. There are six themed inter- want to (and they want to, many times). ment. The toilets (like the majority in active play zones in this attraction. On While delightful for girls and would-be Malaysia) are filthy and need to be the third floor, which is dedicated to boy ballerinas, any child not interested height appropriate so children can Thomas & Friends, the zones are mainly in Angelina would need to stay with reach the taps and basins. Similarly, in made up of rides featuring well-loved parents until the lesson is over, which the nail painting studio, the nail dryers characters, such as Harold’s Helitours could give rise to boredom. This could need to be lower so small children can Ride and Colin Crane Drop Ride. There’s be easily fixed by making the entrance reach them. In the Cookie Studio, the also a Bertie The Bus Hop On Ride, a and exit to The Little Big Club a turn- plates are just wiped down with a damp Knapford Station Thomas Train Ride stile to keep little ones in the attraction cloth between each guest eating off and a popular dodgem-style Bumping safely. That way, it would be possible to them, which fails basic hygiene stand- Buffers Steamies & Diesels Ride. let children play on their own in other ards. In the jewellery making studio, the On floor two, Barney takes centre zones and not worry about them leaving guides were far too quick to make chil- stage in his own sing-a-long show, the attraction without their parents. dren choose their charms – little girls which children are encouraged to join Bob the Builder and Pingu may not should never be rushed when making a in with. The female lead and the male be as popular as they once were, but decision as life-changing as picking a entertainers who work with the children children will enjoy the adorable zones charm for a necklace. to get them singing along with Barney they feature in, even if they’re not famil- are excellent and really know how to iar with them. In Bob’s interactive Build MY EXPERIENCE work a crowd of awe-struck little people. It Zone, they can join Bob’s Can-do Overall however, both Hello Kitty Town There’s also a Barney’s playhouse in this Crew and help Bob by getting involved and The Little Big Club offer a delightful zone, recreated to look like the set in in all aspects of building a house. Sadly, family day out, which is well executed the television series. There’s not a lot to the PVC building blocks in this section and brilliantly themed. Greater attention do in it, but it’s well-themed. are looking a bit tired and worn, which is needed to the upkeep of the equip- Also on this floor is the Angelina is tragic when you consider they’re ment and there aren’t any food options Ballerina play zone. Here, children can only five-months-old. However, children for families looking for healthy snacks dress up in tutus and pink mouse ears, won’t notice these things and the rides, (as is the case with KidZania). But the

50 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 cafes have cute designs and if you don’t The ideal option would be to stay over- Tea cup rides and a Knapford Station mind feeding your kids sugar and fat, night and combine it with a visit to Thomas Train Ride are among the they have plenty of good value meal Legoland, although this would work out rides for three-to nine-year-olds options. The staff does a great job and to be quite pricey. This style of fam- the shop on the way out is well stocked ily entertainment centre concept would, with reasonably-priced themed charac- however, lend itself perfectly to one of ter merchandise. KL’s many shopping malls and there would be a big market for a city-based SUMMARY attraction like this, so hopefully it’s a Would you travel four hours from Kuala concept TAR will consider replicating Lumpur (KL) to visit it? Probably not. closer to Malaysia’s capital in time. O

LAT’S PLACE

Lat’s Place is an animated themed restau- The theming’s set around the pages of rant which brings the world of legendary Lat’s storybook and the storyline-driven Malaysian cartoonist, Dato’ Mohd Nor content tells the tale of a community mak- Khalid’s famed Kampung Boy (Village Boy) ing a feast and doing other village activities, character to life. A dining session lasts played out around you while you eat. 80 minutes and guests must pre-book What the restaurant lacks in atmos- for the meal, which costs RM120 (US$38, phere (it’s only just opened, so was half €29, £25) for an adult and RM75 (US$24, empty), it makes up for in effort. The €18, £16) for a child (children over four theming’s fun and the cast and staff are years only are allowed in the restaurant). entertaining and lively. The mix of Western The price includes a set course meal and local cuisine is well presented and with free-ﬂow, non-alcoholic drinks and a although pricey by Malaysian standards, complimentary photo. this restaurant deserves to do well.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 51 HERITAGE Kathleen Whyman, managing editor, Attractions Management MARY ROSE MUSEUM

Henry VIII’s warship sank almost 500 years ago, was raised 30 years ago and is now on display with 12,000 artefacts. We talk to the people who made the museum happen

the design, building and exhibitions JOHN LIPPIETT and £8m ($12.1m, €9.3m) for the final CEO, conservation. The Heritage Lottery Fund Mary Rose Trust gave a £23m ($35m, €26.7m) investment plus other grants totalling £9.5m ($14.4m, €11m) over the past 18 years. hat feedback has the Without this, there wouldn’t be a Mary Mary Rose Museum had? Rose Museum, but it was fundamental WIt’s going remarkably well. We to the wish of the nation to save this had 50,000 visitors in our first month iconic ship and the artefacts within her and were thrilled to have had such a and put them on display. high media profile for the launch. On our opening day, the museum was trending How will ongoing work be funded? number two in the world. We’ve already We’re undergoing a five-year drying had many visitors from overseas and our process. The temperature and humidity TripAdvisor rating is nearing 90 per cent in which we keep the ship and museum excellents and very goods. is tightly controlled and continues the conservation, which is expensive. Our How many visitors do you expect? education outreach programme also We were initially cautious, but can now How did you raise the funds? needs funding. predict more than half a million a year. When I came here 10 years ago, the I hope through the income of tickets, The museum has capacity for 600 Trust was battling an overdraft, as the the shop, café and hospitality events people. The building’s built in and over conservation was so expensive. we’ll get close to the amount we need to the dry dock in which the Mary Rose The only way out of the situation was continue to maintain that tight environ- sits, which is a constraint. We’ve got to to build a sustainable museum and ment and look after everything. manage our visitors and how they come complete the conservation. I’m running a fundraising appeal for through, so we’re selling timed tickets. There’s never been any central gov- a permanent endowment to build up The planned dwell time is 90 minutes, ernment funding, so we rely on fund a sum of money, which can be kept to but many are taking longer. This is posi- raising and donations. produce an income from the interest tive because it shows they like it, and The project’s cost £35m (US$53.1m, to fund any shortfalls in our annual we’re working out how to manage this. €40.5m) – £27m ($41m, €31.3m) for expenditure and future projects.

“IT WAS FUNDAMENTAL TO THE WISH OF THE NATION TO SAVE THIS ICONIC SHIP AND THE ARTEFACTS WITHIN HER AND PUT THEM ON DISPLAY”

52 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 PHOTO: © LUKE HAYES LUKE © PHOTO:

(Above) the Mary Rose Museum’s balcony offers views over Portsmouth Historic Dockyard; (left) Chris Dobbs with a wooden shovel he excavated; (right) the cauldron, rebuilt with its original bricks PHOTO: © HUFTON + CROW

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 53 HERITAGE PHOTO: © LUKE HAYES PHOTO: © GARETH GARDNER © PHOTO:

The Mary Rose Museum is built in and over a dry dock on almost the same location where she was originally built in 1510

What are you most proud of? removal in ﬁve years time. We’ll do the in, so it can be even better interpreted. As well as having a museum that’s work over the winter when our visitor As well as looking after the ship and talked about as being remarkable, I’m numbers are at their lowest, as the objects, the conservators are involved proud of the outreach and educa- physical work of taking the walls and in research of new methods of conserv- tional package that we’ve put together, ceiling down means we’ll have to close ing water-logged materials. We’re world especially for the work we do for those for a couple of months. leaders in this and can do it for others. with special needs. When complete, it’ll revolutionise the We’re also doing research in conser- We set out eight years ago to be the museum again – instead of looking at vation and maritime archaeology. We’ve best for access, both going out to and the hull through glass windows, visitors got a massive, 50-year-old archive – bringing in to, special needs. We do an will stand in the centre of the ship. the Mary Rose is the world’s largest awful lot of work, which is extremely I’d like to see galleries both under- maritime excavation – which needs digi- well appreciated. neath and around the outboard side of talising so it’s accessible to researchers. the ship in the future. We’ll also start to The future is massive here. This isn’t What are the future plans? put back the original walls, cabins and the closing phase of our project – it’s I’ve got to prepare for the hot box ladders. There’s more of the ship to go opening a new chapter.

ABOUT THE MARY ROSE

Built in 1510, the Mary Rose was the flag- 1979 and for the next four years, the ship’s Polythlene Glycol, a water-soluble wax. ship of King Henry VIII’s fleet. In 1545 the contents were excavated, totally 19,000 On 31st May 2013, the Mary Rose ship sank during the Battle of the Solent artefacts. On 11th October 1982, the raising Museum opened at Portsmouth Historic against a French invasion fleet. Only 35 of the Mary Rose was watched by 60 million Dockyard, at the same location as she was of the 500 crew survived, most of them people worldwide. first built. The final stage of the hull conser- trapped under netting used to prevent ene- The hull was towed into the dry dock vation involves fabric ducts directing dried mies jumping aboard the ship. which now houses the museum and the hull air at exact temperatures across all parts of In 1965 the late British military historian was sprayed continually with recyled, fresh the hull. Approximately 100 tons of water Alexander McKee began a search for the water to stop the wood drying out. From needs to be removed and is expected to ship. The Mary Rose Trust was formed in 1994 to 2013 the hull was sprayed with take five years.

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Visitors walk through the middle of the museum with the ship on one side and the artefacts opposite to show where they’d have been

underwater to as high a standard as you CHRIS DOBBS could do on land. This meant adapting diving archaeologist and techniques that were used on land or head of interpretation inventing new ones.

What was your most memorable fi nd? hen did you get involved? One was a wooden shovel. It may seem I studied archaeology at uni- banal that I should remember that, but Wversity, then specialised in it was so beautifully carved from just maritime archaeology and learned to one piece of timber. It was an ordinary dive. I left university in 1979 when the object that someone had used daily and Mary Rose Trust needed archaeologists it really resonated with me. I hope all who could dive to supervise the work. our visitors have that connection with at Very few people were qualifi ed to do it – least one item in the museum. I was in the right place at the right time. How did you feel when the What was it like diving for the ship? Mary Rose was raised? It was an amazing feeling to fi nd things Chris Dobbs did 1,200 dives to the ship It was a great feeling of both relief and that no one else had seen for 500 years. euphoria. Relief because it was October There was a romanticism that on any and exposing all the way around the and there weren’t many more opportu- dive you could fi nd anything. There’s ship to prove it was in good condition nities for the weather and the salvage a real excitement in that and revealing and deserved a top class excavation. barge, so we really needed to do it. the objects in the mud. It’s like opening The major diving, exposing the whole Euphoria because it was something that Tutankhamun’s tomb – every day. ship and emptying the contents was a whole team of people had been work- The diving was amazing, but the con- between 1978 and 1982, then the Mary ing on for years and fi nally it was up. ditions weren’t good. The visibility in Rose was raised on 11th October 1982. The outside broadcast went to 60 mil- the River Solent is appalling, as it’s very lion people worldwide. Nowadays you silty. You can’t see very far, but it’s the What were the challenges? can reach many more with social media, silt in the water that built up inside the There weren’t many experienced diving but in 1982 that amount was stun- wreck to preserve the objects. archaeologists at the time – we started ning. It’s a moment that many people with just six. So, we supervised and remember – it’s akin to watching the How long did it take? the work was done by 500 avocational fi rst people walking on the moon. The search for the Mary Rose, by British divers. We’d go down at 6am and set up military historian Alexander Mckee, the site for the day, then the avocational Has everything been recovered? started in 1965 and the ship was found divers would go down in waves. We excavated the whole of the ship and in 1971. Working with maritime archae- Many techniques for underwater tech- a small area around it, but the bow and ologist Margaret Rule, they spent seven nology hadn’t yet been perfected. Our forecastle area weren’t excavated. We years establishing how much was there goal was to excavate the Mary Rose returned for three short seasons of work

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 55 HERITAGE HERITAGE PHOTO: © HUFTON + CROW © HUFTON PHOTO:

Of the 19,000 artefacts recovered, 12,000 are on display, many of which are personal items that the crew brought on board with them

between 2003 and 2005, which showed What are you most proud of? What makes the MRM so special? that there’s more structure and objects The objectives of the Mary Rose Trust It’s all real. It’s not make believe or CGI. on the seabed, but we don’t have the are written in my heart: to ﬁ nd, record, You can’t get it on a computer or an time and resources to go back yet. excavate, raise, bring ashore, pre- iPad or in a movie. Our competitors in If it’s safe from degradation by bio- serve, publish, report on and display the attractions industry can provide fan- logical or human means, it’s best to for all time in Portsmouth, the Mary tastic replicas and stage sets, but we’ve leave it there safely. It’s only if it’s under Rose. Having completed those, and to got the real thing. That’s our advan- threat, or we have particular research be displaying the ship in a museum, is tage and why people should come – to questions we want to answer, that we’ll something to be truly proud of and is a see something real for a change. We do major excavation. We regularly check stunning piece of human endeavour. have everything from one day in his- that the silt’s still protecting what’s Also, this hasn’t been an academic tory. I think it surpasses Herculaneum down there. It’s wonderful going down exercise for the experts – we’ve raised a or Pompeii because it’s a cross section and I hope, one day, we’ll have the ship for everybody to share. of life and everything was in use on that resources to bring the rest up. day. You can’t get that anywhere else.O

How did you interpret the objects? MY EXPERIENCE, KATHLEEN WHYMAN I was one of the team responsible for what we should display, where we should display it and what text to use to Having watched the Mary Rose supper? And, perhaps my favourite, show that this isn’t just a warship with being raised as a child, on tv pro- a stack of fi re wood – the only guns on it. It was a living ship in which gramme Blue Peter, the ship and Tudor logs that exist because all hundreds of people set about their daily, the Tudor period have long held a others would have been thrown on working lives with their possessions. fascination for me. the fi re and burned. We’ve got a cross section of soci- I was therefore eager to see the The ship itself is magnifi cent. ety, from the offi cers’ pewterware and wreck at the Mary Rose Museum, Walking between the hull and its instruments, to the bowls and plates but hadn’t, prior to my visit, appreciated mirror image, which so cleverly displays that the common man ate from. the depth of knowledge it would provide the objects where they would have been, I Throughout the galleries are eight about Tudor life or the variety and richness could picture the crew running around or island cases, which focus on spe- of objects on display. going about their daily tasks. When the cifi c people, using chests we raised The 12,000 artefacts on display include glass walls come down in fi ve years, allow- which were full of objects that treasures such as gold coins, pewter dishes, ing visitors to stand alongside the ship belonged to them. These range from compasses, long bows and musical instru- without any interruption, the atmosphere a Backgammon-type board with tiny ments – some of which have altered history, will be even more charged. die and a shaker, to nit combs – some as it wasn’t known that they existed in The museum also reminds us that the of which have actual lice in them. It’s Tudor times. sinking was a terrible loss of almost 500 these objects that give us an idea of While these are beautiful to look at, lives. The crew’s screams could be heard what someone was like, which is incred- other objects made me stare in disbelief. from the shore as they struggled to escape ibly powerful. By displaying these How could the divers possibly have found from beneath the netting that had been collections in a personal way, we hope a minute die that had been buried so deep placed over the deck to protect them from people will be able to relate to what life beneath the sea? How could a medicine enemies boarding, but actually killed them. was like in 1545. There are still 7,000 bottle still smell of menthol after 500 The museum is a superb tribute to the artefacts that need conservation work, years? Were those really the discarded men and boys who died and a wonderful so we’ll be displaying more over time. beef and pork bones from the men’s last insight into this period of time. O

56 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 It’s cool. It’s great. It’s fun. Be part of it.

Products Tours Presentations

Seminars Forums Workshops

Join more than 380 exhibitors to experience the newest products in the leisure industry and meet more than 8.000 industry colleagues from all over the world at the largest EAS in history! EAS 2014 is all about industry trends, attractions, the latest technology, networking, and meeting colleagues. For more information please visit www.IAAPA.org/EAS AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 43 DESIGN PROJECT PROFILE Kathleen Whyman, managing editor, Attractions Management ALL HANDS ON DECK

Designing a building for one of the largest objects ever displayed in a museum over an environmentally-controlled tent were among the challenges for the design team behind the Mary Rose Museum

years. We had to build a museum over rightful place. At the moment there are the top of it, which will remain perfectly windows looking onto the Mary Rose, intact when the hot box is taken away. but when the hot box is removed visitors will stand in the middle of this huge What’s the design? space with the Mary Rose on one side Our aim was to design a piece of and the facsimile on the other. architecture that’s relevant to both its context and contents while creating a What were the challenges? certain amount of mystery. What we’re There’s no daylight inside the building celebrating is the Mary Rose and the for conservation reasons and it’s a thousands of objects found in her. The challenge to provide a major museum architecture has to be secondary. I see without big windows. There are some it as a jewellery box, which needs to small cut windows, like gun ports, in be interesting and intriguing enough to secondary spaces such as staff facilities. CHRIS WILKINSON make you want to go in, but the main The volume of space inside had to be Director, Wilkinson Eyre Architects player is the jewel inside. kept to a minimum because the air is so Role: architect and design team leader The architecture starts with the Mary carefully controlled for the preservation Rose, so the geometry’s based on the of the timber, so we created a low pro- hull with an asymmetric shape. It comes file dome roof. We also wanted to keep What’s the setting? out towards the bow, which allows a the height down because it sits next to When the Mary Rose was raised 30 terrace on the upper level, not dissimilar Nelson’s flagship HMS Victory. It’s very years ago, the half of the hull that had to the top deck of a ship. The walls are unusual for architecture to be compet- been preserved in the mud was placed cladded timber and painted black – we ing with such a famous ship, but I think in a redundant, listed, 18th century dry needed something that gives longevity the two communicate with each other. dock in Portsmouth Historic Dockyard and it’s nice to use natural materials. (PHD). The dock is an ancient monu- Working with Pringle Brandon What are you most proud of? ment in its own right. As with all dry Perkins+Will and Land Design Studio, People can be very critical about any- docks, it goes down into the earth quite we created a situation where the half thing that’s out of the ordinary. When a long way, as it has a gate that opens of the Mary Rose’s remaining hull is on you put your head above the parapet out into the harbour. one side and a virtual hull containing all with something like this you have to An environmentally controlled tent, the objects is on the other side. Visitors take the consequences, but it’s been or hot box, was built around the ship, walk down the centre through the con- well received. There’s a lot of interest which can’t come down for another five text gallery and see the objects in their and people are desperately keen to go.

58 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 THE ARCHITECTURE HAS TO BE SECONDARY. I SEE IT AS A JEWELLERY BOX, WHICH NEEDS TO BE INTERESTING AND INTRIGUING ENOUGH TO MAKE YOU WANT TO GO IN, BUT THE MAIN PLAYER IS THE JEWEL INSIDE” PHOTO: © LUKE HAYES

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 59 DESIGN PROJECT PROFILE PHOTO: © HUFTON + CROW © HUFTON PHOTO:

The virtual hull’s backgrounds are black or dark grey to give the sense of being below deck

cook, what people ate on board, what had to be stored and how that was NATURE HAD DECREED arranged. Then you go up to the castle deck and it’s all about the offi cers, THAT HALF THE SHIP archery, rigging and sailing the ship. WAS MISSING, SO WE What is the design’s aim? REPLACED IT WITH A It’s the emotional attachment of being there. The interior’s very dark and the VIRTUAL HULL AND PUT lighting is only on the objects. It’s delib- erately claustrophobic to give the sense THE OBJECTS BACK” of being below deck in a ship – the fl oors aren’t level and you’re visually connected to the objects, which are hen did you get involved? CHRIS BRANDON very close to you. There’s the sound of The design competition was Principal, Pringle Brandon Perkins+Will water slapping against the sides of the Wannounced in 2004. I know the Role: interior architects ship and the watch bell ringing on the Mary Rose Trust so had been looking out hour. You have the feeling you’re there for it – I’m a marine archaeologist and – not in a Disney-type way, but in a very can talk their language, which helped. the main deck, from where we could minimal way. I was really keen not to try Knowing it’d require a powerful team go down to the hold or up to the castle and replicate a Tudor ship. We’re letting to win, I approached Wilkinson Eyre, deck. We put two fl oors in – one above the objects tell the story, rather than as we’d worked with Chris Wilkinson ground and one below, which relate to displaying them in a theatrical way. before, and he brought Land Design in. the deck levels of the ship. How did your marine experience help? What’s your design? How did you decide on the galleries? Others might not have understood Both the visual and physical connection The ship decided for us. Everything the nuances of what the archeological between this extraordinary collection of relates back to what was on the Mary record meant, but I did. It meant we objects and the ship was the essence of Rose just before she sank, so the deck could display each object in the right the design. Nature had decreed that half levels relate to that specifi c part of the place – exactly where it would have the ship was missing, so we replaced it ship. The ground fl oor was the main been, just before the ship sank, right with a virtual hull where we could put gun deck and the principle deck with down to the bricks that built the oven. all the wonderful objects back in place fi ghting areas and living space – the in a mirror image. The interpretive gal- barber’s, surgeon’s and carpenter’s cab- Which are you most pleased with? leries that explain what you’ve seen or ins and all the guns. That dictated what The context gallery, or virtual hull, with are about to see go at either end. was happening in terms of the interpre- all these objects in it. It’s probably the We also wanted to explore the ship on tation and what was displayed. world’s biggest showcase. It’s the heart a deck-by-deck basis. By luck, ground The lower deck tells the story about of the museum because it’s where all level was approximately the level of storage and cooking – the purser, the the objects relate to the ship.

60 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 PHOTO: © GARDNER GARETH

The ﬁrst gallery takes visitors back to that fateful day in 1545 and includes a painting of the Mary Rose sinking to set the scene

hat was your inspiration? We developed character cases, tak- We had one of the largest ing members of the crew, such as the Wobjects ever displayed in a master gunner and the carpenter, and museum in the world, which is daunting. show more about them through the The collaborative creative team – cases to help bring those real people to Wilkinson Eyre, Land Design Studio, and life with objects and displays. Forensic PBP+W – developed two big ideas, the experts have reconstructed their faces first being the reflective hull. To help with research from the human remains. explain it, we liken it to artist Damian Video reenactments show how the Hurst’s dissected cow, so you walk tools were used and what the people between two hulks of the body. It’s not might have looked like, which enhances a great comparison, but people seem to what otherwise might have been very understand through this example. beautiful, but inert displays. The Mary Rose is a wonderful snap- shot of Tudor history, so our second PETER HIGGINS What were the challenges? idea was to assemble everything in the Creative director, Land Design Studio With such a long development period exact place it would have been one min- Role: exhibition you have to be careful you don’t lose ute before she sank. the dynamic of the creative process and that the narrative doesn’t become What was your role? What’s your interpretation? over analysed. If an idea’s good, don’t We were responsible for the total visitor There aren’t any labels or waxworks in change it just because you have time to. experience that included the visitor the reflective hull. Instead, we use the sequencing, interpretation and graphics. two ends of the visitor experience for Is there anything you’d change? We worked with Spiral Productions to interpretive and narrative story telling. When the museum opened, Land Design help inform the communication media. The experience opens with a minute received no acknowledgment for the A very enjoyable part of this seven- of media showing the horror of what it’s exhibition design. We have to convince year process has been not only working like to suddenly be engulfed in water, fellow professionals and journalists with the design team and the engineers, followed by the first gallery, which sets of our role as designers and storytell- but also with the incredibly knowledge- the scene. The other galleries have ers and help establish respect of our able curatorial and conservation team heavy interpretation of this wonderful craft and the importance that it has in within the Mary Rose Trust. collection of objects. creating a successful visitor experience.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 61 DESIGN PROJECT PROFILE PHOTO: © LUKE HAYES

The Mary Rose Museum sits in a dry dock alongside warship HMS Victory

THE MASTERPLAN

The Mary Rose Museum is just one element of Portsmouth Historic Dockyard’s heritage attraction. Forrec’s director, Matt Dawson, details the masterplan he’s drawing up for the whole site

hat work are you serves as an anchor attraction pull- doing for PHD? ing visitors through the site, which is a WAt Forrec, we’ve been working positive. But it has also brought to light since September 2012 to develop a visi- issues such as the lack of seated experi- tor experience masterplan for PHD. ences, shade and rain shelter and other As well as the Mary Rose Museum resting areas. We’re looking at all the (MRM) – which opened on 31st May – basic visitor amenities that can make it the heritage attraction is home to HMS a more pleasant day out. Victory, HMS Warrior, the National Museum of the Royal Navy, Harbour What is the aim of the masterplan? Tours and interactive Action Stations. The client realised that while the author- Our masterplan includes recommen- ity and authenticity of what they offer dations for additional experiences to isn’t in doubt, they need to broaden be added to the site, improvements their appeal beyond their core audience to the visitor experience, a site-wide Matt Dawson oversees the masterplan of naval history enthusiasts. interpretation strategy and revenue and for Portsmouth Historic Dockyard The visitor experience needs to be business performance analyses. more engaging, more interactive, more We’re focusing on the underlying personal and more exciting than it is at structure of the site’s visitor experience This is a challenge, as some parts of present to attract families. – the mix of programmatic offerings, the site haven’t been updated, so the We’re aiming to have the masterplan how people move through the site, the visitor experience is uneven. We’re look- completed within the next six months importance of the choreography of time, ing at the attractions that have been and it’ll then be implemented over a the correct placement and sizing of visi- there for 20 years to see what we can ﬁve- to 10-year period. The MRM has tor amenities and food and retail. do. Instead of changing the exhibitions, given the dockyard a bump in attend- we may add an overlay to bring it up to ance and publicity, so it can ride on this How has the MRM affected the plan? date, such as an iPad audio tour. for the next year or two. They’re work- In terms of exhibition design, technol- ing out now, through this masterplan, ogy and interpretation, the MRM sets What are the challenges? what they need to do, so they can start standards the rest of the site will need It’s some distance from the entrance doing it before the initial buzz starts to to match to meet visitor expectations. gate to the Mary Rose, so the museum calm down. O

62 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 [email protected] www.forrec.com @forrecdesigns

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 43 3D 4D 5D WORK DIMENSION

In the second part of our series, we ask the 4D ﬁlm distributors how they work with operators and look at some of the new projects on the market

Kathleen Whyman, managing editor, Attractions Management

CEDRIC IGODT / Fantasy adventure MANAGING DIRECTOR / Great Wall of China is among Nicebery’s NICEBERG STUDIOS latest releases

What is your business model? Niceberg Studios is an integrated animation film studio. We produce and dis- tribute rides and attraction films for simulators and 4D theatres in theme parks, science centres and FECs. The majority of our films are developed, financed and produced in-house.

How does the initial process work? Usually, operators come to us to pick a film from our library. As we’re mainly developing our own proprietary content, we make sure our films correspond to our clients’ needs. Our distribution department monitors this demand and our production department responds to this by prioritising certain themes, storylines or effects for upcoming productions. A short film production period, typically six- to nine-months, enables us to quickly meet our clients’ requests. How do you work with the operator? the type of venue, number of seats and How can you adapt the product? Once a film is chosen, the next step is license period. In some cases, we also As we have our own production facili- implementation. We make sure the film provide programming and motion tracks. ties, we can make changes to our films matches motion and effects by staying according to our clients’ wishes: insert- in close contact with the hardware What are your latest products? ing a client’s logo, incorporating product providers who install and programme We launched three films recently. Great placement, adapting endings or begin- motion and effects. Wall of China puts the audience in a nings. And, provided a client contacts rickshaw on the famous World Heritage us in an early stage of production, they What are the costs? architectural monument. In Toy Ride, get to make decisions about theme and The customer pays a fixed license fee the audience is miniaturised and storyline of our upcoming films. to show the film. This fee depends on Catacombs of Paris is a Halloween film.

64 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 The ﬁ lm introduces audience to Lego’s new Chima range Legends of Chima 4D

Legends of Chima 4D Movie Experience 3D NEWS premiered at Legoland Discovery Center Westchester, USA on 27th July. The all-new 12-minute animated 4D fi lm, complete with high impact special effects, immerses audiences in the Lego world of Chima, where tribes of animal warriors compete in epic battles for Chi, a mystical energy source of limitless power and destruction. In a classic tale of good versus evil, the fi lm follows four young animals as they tour Chima with Plovar the Parrot and help their hero, Laval the Lion Prince, against Cragger the Crocodile King. The 3D animation sweeps the audience through dramatic landscapes, fl ies through the magical waters of Mount Cavora and soars over the majestic Speedorz™ Arena of Chima in a high speed chase. The adventure ends with Laval and Cragger in a super-charged race in their Speedorz vehicles to capture a precious supply of Chi. The fi lm is only showing at Legoland Resorts and Discovery Centers, oper- ated by Merlin Entertainment.

3D Animal Experience

Visitors to Zoo Emmen’s new 3D Animal Experience can walk among the animals as a result of Jora Entertainments’ special effects. 3D effects, colours, scents and sound tracks enhance the settings of a garden fi lled with fl owers and but- terfl ies and a temple populated by Bengal Tigers and other exotic inhab- itants. Visitors can also step into a dazzling vortex, wander through caves and mangrove forests and discover A 3D fi lm is projected in front of and beside visitors to completely immerse them the wonders of an underwater world. Conceived as a new way for guests to discover more about animals, the 3D walk-through experience is the Immersive tunnel fi rst of its kind in The Netherlands. Simworx’ latest, turnkey, media-based A 3D fi lm is projected at the front simulation attraction, the Immersive and on both sides of the tram to give as Tunnel uses 360-degree 3D fi lm pro- realistic an experience as possible. jection for an experience that aims to Available in 30, 60 or 90 seat excite, thrill, scare and enthrall in equal versions, each tram unit seats 30 measures. After entering the Immersive passengers on a 3DOF motion base Tunnel, visitors take their seats on surrounded by 360-degree 3D fi lm a tram-style simulator for a journey projection. As well as the 4D effects, that includes platform drops, dynamic there’s an optional track system for motion, blasts of air, water spray, vibra- moving the trams from a loading bay The decor was built by Jora Vision tions, light and surround sound. into the main show area.

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 65 3D 4D 5D

Visitors experience a virtual high-speed chase in Triotech’s Rhino Rescue 6D

ERNEST YALE / PRESIDENT AND CEO / TRIOTECH

What’s your What are the costs? Our latest film is Rhino Rescue 6D, business model? From low six figures to which is showing at Franklin Park Zoo Triotech is an integrated seven figures. This depends in Boston, USA. Visitors experience a designer and manufacturer on the product – from XD virtual high-speed chase alongside park of multi-sensory attractions. Theatre, which can have rangers in their pursuit to stop rhino We develop hardware and as few as four seats and poachers. Along the way, participants software and have our own no interactivity, to custom encounter elephants, wildebeest and studio for content. interactive dark rides. other wildlife on an adventure to rescue Our business model is a baby rhino and his mother from the flexible for operators – sale How do you work poachers. The content was developed or partnership. We can sim- with the client? with the International Rhino Foundation. ply supply an attraction or we can enter One of the benefits of media-based into a partnership model with operators. attractions is that they can be moni- There are several scenarios for partner- tored and updated at a distance. The ships, which are tailored to operators’ days of having a ride down while wait- business models, as well as the speci- ing for a technician are essentially over, ficity of the opportunity in question. which is of real value to operators.

How do you choose the product? What are your latest products? The key is to always provide a best-in- We recently installed our first interac- class user experience, whether through tive dark ride. We believe this product an interactive, underwater, archeology, will greatly change the attractions land- edutainment experience or defending scape, as they’re a fraction of the cost against zombie hordes in an amuse- of large high profile dark rides. ment park setting. We upgraded an existing, traditional dark ride at Tivoli Friheden in Denmark How much space is needed? and are installing a completely new ride One of our strengths is the “scalability” featuring media content that we devel- of our products. They go from as little oped specifically at Hello Kitty park in as four seats to several dozen, depend- China. This will open late 2013 or early ing on the product. Consequently, our 2014. Several others are in the works. installations can cover either a few Also new is our interactive cinema, square metres or several hundred for aimed at the edutainment segment large-scale, interactive dark rides or where we feel interactivity will exponen- interactive cinemas. tially improve the user experience. Triotech’s latest film aims to help rhinos

66 AM 3 2013 ©Cybertrek 2013 3D/4D RIDES AND ATTRACTION FILMS

WWW.NICEBERG.BE [email protected] 3D 4D 5D NEWS

The 11-minute, 3D ﬁlm experience includes sound, special effects, smell, explosions and wind blasts as the hero chases a bank robber

The Good The Bad and A Horse

Exciting comic adventure is the aim the hero goes after him, unfazed by the of nWave Pictures Distribution’s new dangers posed by a deserted mine and 3D/4D attraction film The Good, The a broken-down railway. Bad and A Horse. The 11-minute 4D experience includes The film tells the story of a brave 3D-stereoscopy, sound, special effects, young sheriff and his reluctant horse as smell, explosions and wind blasts. they track down the meanest, baddest Launched at IAAPA’s Asian and stinkiest bandit in the wide, wild Attractions Expo in June, the film is west. When the bank robber evades directed by production partner Red capture by means of an unusual weapon Star’s Ben Smith and is available for and then escapes by train with the loot, distribution exclusively from nWave. Good versus evil in this comic adventure

“SIMEX-IWERKS HAS TRANSFORMED AN EXISTING STRUCTURE INTO AN ORGANIC EXPERIENCE THAT FEATURES LIVE ANIMALS, A WATER ELEMENT AND AN INTERACTIVE AND THEMED QUEUE SPACE”

Rio 4D Experience escape the claws of evil cockatoo Nigel. SimEx-Iwerks has transformed an SimEx-Iwerks’ Rio 4D Experience existing structure in San Diego Zoo’s launches on 31st August at San Diego Children’s Zoo into a fully immersive 4D Zoo, USA with in-theatre and in-seat 4D experience. The attraction is an organic effects. These include lighting, bubbles experience that features live animals, a and scents. water element and an interactive and The film follows the last blue macaws themed queue space. on Earth – Blu and Jewel – on a 4D In partnership with Fox and Blu Sky journey through Rio de Janeiro. When Visitors join them as they embark on Productions, the 13-minute experience they’re captured by a gang of greedy an adventure of courage and friendship is available worldwide and is distrib- animal smugglers, they must work while dodging balls, umbrellas, carnival uted exclusively by SimEx-Iwerks together, despite Blu’s inability to fly. floats and beach-goers, as they try to Entertainment Licensing. O

68 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Venue

omni?

www.merlinsoft.co.uk www.omniticket.com 01226 321213 [email protected]

Capitol Theatre at Fort Edmonton Park, Alberta Canada

Raining magic into museums across the world Experience the thrills and chills of DJ Willrich Ltd’s latest installation at Fort Edmonton Park in Canada. Featuring snow, ice and the latest in audio visual technology, it tells the story of Edmonton through the ages in a way that captures the imagination and awakens the senses.

DJ WILLRICH LTD Beufre Farm Bucklers Hard Road Beaulieu Hampshire SO42 7XA T: 44 (0) 1590 612603 E: [email protected] W: www.djwillrich.co.uk

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 69 SHOW PREVIEW Kathleen Whyman, journalist, Attractions Management EAS PARIS 2013

The exhibitors reveal what they’ll be showcasing at EAS in September and what the hot topics of conversation will be

Alterface’s GameRide

ALTERFACE Alterface will be showcasing GameRide, its new concept of compact interactive dark ride. The turnkey dark ride solution takes up just 650sq m (7,000sq ft) of space with four screens in 3D and two theming zones, which mix interactivity and video projection mapping on the scenery. At EAS, a scale model of GameRide Visitors will be able to see interactive table will be shown plus a real-size technology at Barco and projectiondesign’s stand interactive theming from the ride so that visitors can test the game ® with the guns and decor. BARCO AND PROJECTIONDESIGN The ride’s theming and content Visualisation experts, Barco and experience. This is integrated with can be easily adapted to provide projectiondesign® will be showcasing Holovis motion seat technology and new experiences using the same their combined projection product interactive gaming devices. The product area and technology. offering through demonstrations of real- is driven by In-Mo®, technology that The current content, called world examples of immersive dark rides, integrates real-time interactive game African Magic, is produced with videowall displays and visual system technology into a dome. a Real Time engine and isn’t pre- storytelling plus their work with tech- Barco’s OL-521 rear-projection determined. The story leads the nology partners Holovis and Reactable. videowall display will also be shown for players via four back-projected Launching at EAS is Holovis the first time at EAS 2013. The system media screens, taking them on MotionDome™, an immersive and inter- uses a modular design ensuring that a safari through the jungle, to active platform for creating gaming or video cubes can be stacked to practi- a tribal village and the savan- dark ride transformative experiences in cally any size or position. Images are nah, before ending with a final 2D or 3D. The solution is scalable from created using LED illumination. fight against ivory looters in an small to large full dome theatres, com- EAS visitors will also be able to see elephant cemetery. pleted with ride motion technology. live video and music demonstrations Moving between two interac- F35 AS3D active stereoscopic 3D using interactive table technology from tive theming zones, players are DLP™ projectors are seamlessly edge Reactable. Projectiondesign F22 projec- immersed in the experience as blended on the Holovis MotionDome™ tors are installed inside the table with props react to the shooting and curved screen display, positioned live HD camera feeds of video jockeys come to life and through the use above the participant’s eyeline to making music being displayed on the of light and sound. create a completely immersive big screen using F32 projectors.

70 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Picsolve will show its digital product suite Sally’s new Power Blast

P&P PROJECTS PICSOLVE SALLY CORPORATION P&P Projects’ new attraction is Thor’s Picsolve will be showcasing its digital Sally Corporation will have models of Hammer, a 4D dark ride based on product suite, giving visitors the oppor- two of its newest designs – Power Blast Norwegian myths, which opened at tunity to see the new Picsolve mobile and Forbidden Island. Power Blast is Tusenfryd in Norway recently. P&P app and GSX to digital, which allows a mixed media interactive attraction, Projects delivered the theming, 3D operators to provide consumers with a similar to the Justice League Alien films, special effects, AV, sound, music fully integrated and seamless purchas- Invasion 3D dark ride in Australia. A and show lighting and worked with ETF, ing experience. Picsolve will also be mixed media concept called Zombie the ride system manufacturer. demostrating its other products. Apocalypse will also be unveiled. The four-minute, multi-motion dark ride is supported by 3D film experiences, physical theming, special effects, sound and music. Visitors first enter the cave where they discover that Thor, the god of lightning, has lost his hammer, or Mjölnir, which he needs for the Battle of Ragnarok. The god Loke has stolen the hammer so visitors set out on a journey to assist Thor in getting it back. The ride can be designed in a variety of themes, specifically tailored to the customer, which P&P will demonstrate.

Huss will be premiering the Explorer

HUSS RIDES Huss Rides will be premiering rounding screen. They then enjoy a the Explorer and showcasing the wide range of environments, such Condor, which has recently been re- as beneath the sea, in space, in the introduced to the market with a new eye of a storm or some of the world’s and improved design. most spectacular scenery. The con- WhiteWater’s Combination Sensations The Explorer is a result of Huss’ tent can also be created as CGI, live experience in the design and manu- action or a composition of both. As a WHITEWATER WEST facture of observation towers. ﬁlm-based attraction, the experience Visitors can see WhiteWater’s new prod- Combined with an audiovisual can be almost anything an operator ucts including the Anaconda; the Manta; system and sensory elements, it pro- chooses, from a calm, scenic journey and the AquaSphere, which opens in vides an immersive experience in an to a white-knuckle thrill ride. 2014 at the Frankston Regional Aquatic enclosed environment. The Condor 2-G (2nd Generation) Centre. WhiteWater will also showcase Using a 12m (40ft)-diameter, circu- now has an improved ride design, Combination Sensations – a fusion of lar gondola, similar to those used on although it keeps its basic format of its Family Boomerango and the Manta Huss’ Sky Tower rides, the Explorer a central tower structure with four to create a new waterslide experience. accommodates up to 70 guests, main arms. At the end of these are The ﬁrst installation was at Nagashima including wheelchair users. Following spar boxes carrying star-shaped Resort in Kuwana City, Japan. a themed pre-show in the queuing steel frames with seven, two-person Other products on display will include area, guests are seated in a closed gondolas. The gondolas reach a AquaCourse; Abyss; AquaLoop; Family cabin looking through the full-height height of 26m (85ft) and swing out Python; AquaPlay Giant RainFortress; glass sides of the gondola at the sur- as they rotate around the spar box. and FlowRider.

Vekoma’s Orkanen rollercoaster at Fårup in Denmark travels both over and under the water

VEKOMA RIDES Visitors will be able to ﬁnd out more Orkanen takes riders to a height of Visitors will also have the opportunity about Vekoma Rides’ Orkanen roller- 20m (65ft) and then, at a speed of to learn about 10 other installations coaster, which travels both over and 75km/h, speeds them 5m (16ft) below that the team at Vekoma Ride’s work- under the water. Opened in Fårup in the water, into a tunnel. They’re then ing on during 2013 and for 2014. These June, the custom designed suspended taken through a 120-degrees banked include Vekoma’s Splash Party roller- family coaster is the largest new ride horseshoe, followed by horizontal loops coaster, which is operating as Bandit ever top open in the Danish theme park. and S-curves, all at high speed. Bomber for Yas Waterworld Abu Dhabi.

ATTRAKTION! GMBH Visitors of all ages can enjoy a dance off with Playoke Dance – a new dimension of virtual dance experience. Players imitate a virtual instructor and dance along to famous pop songs. Their move- ments are tracked and analysed with 3D motion tracking, which delivers immediate feedback about the performances. Each player gets points and the high score results are shown on the screen. Players can enter the game by raising their hand. A picture is taken of each participant, which is vis- ible during the game. The game, which is owned and distributed by Attraktion! GmbH, can be adapted to feature a 3D animation of an attraction’s mascot leading the chore- The Playoke ography. Edutaining games can also be game is available programmed in, such as teaching inter- in different sizes, starting national gestures or a ﬂag alphabet. from four players

72 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 CLARA J RICE What’s everyone director, digital engagement, JRA

talking about? he biggest hot button in the indus- “Ttry at the moment is the protection of intellectual property. IAAPA’s shown excellent leadership in tackling this Some of the EAS exhibitors tell us what they issue head-on through its new policies and procedures, and hopefully there will expect to hear about on the show floor be fewer violations as a result. Maker culture is also hot right now – the ability for guests to create something, as opposed to just interacting with it. Technology continues to change TERI RUFFLEY JOHN DAVIES the landscape of museum and theme park experiences with developments in regional director, Europe & COO, RFID and smart phone technology, for MENA (Middle East, North UK business unit, example, Disney’s MagicBand. Africa), Forrec OmniTicket Network However, we have to balance tra- “ ditional mechanical versus digital t’s no secret that since the reces- he industry has a heightened inter- technology. We don’t want a museum “Ision began a few years ago, people “Test in a single view approach to to simply be a series of flat screens have been cutting back on discretionary their guests and consumers. Attractions on a wall – we also need exhibits and leisure spending, opting for staycations and parks want to share client infor- interactives. For theme parks, the same and/or nearcations rather than the more mation through all park systems from rule applies – not everything should be expensive vacations. In turn, attractions ticketing, online sales, reservations, a dark ride with the latest 4D technol- have been looking to local residents to retail, park photos, social media and ogy. While there should be some of that, help replace the tourism dollars lost more. Walt Disney World Parks and there needs to be a balanced mix.” from a drop in out-of-town visitors. Resorts in Orlando is a good best exam- Interestingly, the staycation trend may ple of the realisation of a single view be of economic benefit to leisure and approach with the recently rolled out JOHN WOOD entertainment operators. The need to My Magic + program. attract and encourage local and regional The interaction between attractions visitors to stay longer and return more and their guests opens up opportunities chair and CEO, often is one of the driving forces behind to build relationships. This starts online Sally Corporation Destination Creation in Europe.” with the guest designing their visit before they’ve left home, then leads to t seems almost everyone is talking a custom greeting for the guest when “Iabout the weather. This unpredict- JIM SEAY they arrive at the front entrance and an able force of nature has disrupted the active presence on social media sites.” smooth opening of parks around the world. Perhaps it’s time for indoor president, attractions like dark rides? We think so. Premier Rides GEOFF CHUTTER An ongoing challenge is the success of new park developments around the veryone’s very focused on the sig- owner world. The theme park business isn’t an “Enificant growth in the emerging and CEO, easy business to enter. The high cost of economies in regions such as Asia. The WhiteWater West rides and equipment make it difficult main issues are ensuring that quality to have the necessary critical mass of equipment and safe practices are being he most exciting thing that’s going rides to attract the millions of people incorporated into all of the new facilities “Ton is the convergence of wet and required to get a return on the invest- which are opening. dry attractions, creating altogether ment. New parks have to be in the right Safety is the biggest challenge. This new experiences for guests. Integrating location with the right funding and the is especially true in a rapidly developing these elements provides a variety of right business plan. global economy. Countries where world experiences for guests and allows them The most exciting aspects revolve class parks are being built need to to customise their own adventure. around the continuing expansion of ensure they have a foundation for safety It’s the most creative and innovative Universal Studios and Disney parks. by incorporating strict safety standards period this industry’s seen. It’s exciting These guys are the true trendsetters in like ASTMF24 and CEN that cover both to see projects all over the world where our industry and never cease to amaze the equipment and its operation.” this convergence is being adopted.” us with their new attractions.” O

SOCIAL UPDATE

A lot can happen in social media in a very short period, so here’s a recap of what’s happened so far this year

oing back to the The search algorithm includes proﬁles, in every newsfeed, you could now be beginning of the year, pages, apps, groups and games, which found via a search. This means a sec- Facebook announced offers brands a huge opportunity. While ond, organic opportunity to engage with the launch of Graph your updates may not have appeared fans. All Facebook content should now Search in January, be optimised for discovery via search which could be a sig- TWITTER TO THE RESCUE as well as for the newsfeed. A page’s niﬁcant game-changer About section should clearly note all the for brands which are Twitter has many uses and can now venue’s details – especially the up-to- on Facebook. The prob- add heroism to the list. Recently, a red date phone number, physical address lem is, however, that eight months later, panda managed to sneak out of the and check-in information. it still hasn’t rolled out to many users Smithsonian National Zoo in Washington While the full details of the Graph outside the US. DC, USA. The zoo staff tweeted that Search algorithm will never be revealed, Facebook is trying to make its world Rusty was missing and, more than it’s safe to assume that page Likes will more open and connected, giving peo- 3,500 retweets later, he was spotted by play a vital role. As all search results ple the tools to map out (or graph) their a local resident. Within three hours, he are connections-based, it makes sense online relationships. In essence, Graph was back at the zoo, safe and sound. that the more connections (Likes) a Search is a new way to search for infor- page has, the more discoverable it’ll be. mation on Facebook. While a normal Graph Search is a joint partnership web search will supply links, Facebook between Facebook and Microsoft Bing, wants to give answers. For instance, you so don’t forget this search engine when could search for ‘Paris attractions that creating your integrated search and my friends have been to’ and Facebook social media strategy. will trawl your entire ecosystem to Another recent addition to Facebook deliver personalised, relevant results. is, in a Twitter-like move, the use of Graph Search isn’t currently avail- hashtags. While not stunningly origi- able to all Facebook users and only nal, users are still enthusiastic about time will tell if it will be successfully now being able to search hashtags adopted. However, there are certain on Facebook as well as Twitter and things that can be done in the interim. Instagram. This is worth bearing in

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Google+ now adds automatic hashtags to images, such as the Eiffel Tower, giving more opportunities to expand your reach

mind when creating Facebook updates “You could give your fans a front- – you can now include a hashtag as you would elsewhere and also encourage row seat on your new rollercoaster fans to use speciﬁc hashtags across all your social platforms. before it’s opened to the public”

INSTAGRAM VIDEO Possibly the biggest change that opened to the public – just for the cost due to first day hype. Vine shares have Facebook has announced so far this of someone being brave enough to sit continued to fall, which could be largely year involves Instagram, the Facebook- up front with their smartphone. due the fact that it isn’t an integrated owned image-sharing social network. part of Twitter. Users need to created After much hype and speculation, it WHAT ABOUT VINE? their video separately and then share was announced that users can now cre- Remember Vine – Twitter’s video- via Twitter, whereas Instagram video is ate 15-second video clips on Instagram, sharing partner that lets you create embedded within the existing app. using similar filters and editing tools six-second clips and share them via It’s worth noting that Topsy’s data that are already popular for images. Facebook and Twitter? Vine was doesn’t cover the whole of Twitter, Each video can be shared via launched in January and labelled the but rather uses a sample of the most Instagram, Facebook, Flickr, Twitter and next big thing. For a while that seemed influential people and tweets to gauge email, making it a powerful tool to use to be true – with 13 million users in just emerging trends in real time. So while within an integrated social media con- six months, Vine seemed to have effec- these statistics don’t necessarily mark tent strategy. So far, brands have been tively capitalised on the video-gap. the end of Vine, they do show that the using the new tool to do everything However, a recent study conducted video-sharing platform didn’t build up from promoting new products to show- by Marketing Land using the Topsy the monopoly on short form video sharing what goes on behind-the-scenes and tool, showed that Vine shares on ing. But, as with all things social media, sharing exclusive snapshots of events. Twitter dropped by almost 40 per cent nothing stands still for long. So you can The possibilities seem endless. For between the 19th and 20th of June – expect an update from Vine soon – in example, you could give your fans a the day that Instagram video launched. fact their own blog has already prom- front-row seat on your newest, scari- Unfortunately for Vine, that doesn’t ised that “some exciting new parts of est rollercoaster before it’s even been seem to be a blip that can be written off Vine” are on the way.

GOOGLE+ “While not every update offers In May, Google+ announced 41 changes to the platform, but it’s the main rede- immediate opportunities for brands, sign that holds the biggest implication. The new three-column layout is heav- each tries to create a better ily image focused and intends to allow users to scan much more content with- experience for the user” out having to scroll. This means that content is even more important – regular updates with compelling imagery are YOUTUBE scriptions rule” meaning that channel key. However, Google+ also allows users Following the 2013 trend of redesign, images need to be checked to ensure to see the details behind those images, YouTube has also changed the way it they display appropriately, regardless of including fi le name, the fi le size, camera looks, otherwise known as the One device. Also, optimisation now needs to make and more. So bear this in mind Channel design. On the face of it, include the channel (not just the videos) when sharing new images. this was simply an accessibility and and playlists are even more important. Google+ now adds hashtags to new user-focused move, ensuring that all There are also broader implications. images, which offers more opportuni- channels are responsively designed to Historically, YouTube has rewarded ties to expand your brand’s reach. For appear on all major devices – including videos with high view counts with bet- instance, Google+ will recognise an large screen tvs, mobile phones and ter organic rankings. However, over image of the Eiffel Tower and hashtag tablets (before this update, channels on the past year the focus has shifted it as such. Encouraging users to upload mobile phones or tablets didn’t display from views to engagement. Now what photos, along with the hashtag, can signifi cant branding or unique designs). gets a video or channel visibility is its ‘train’ Google+ to recognise images of In the video aggregator’s own words, view-through-rates, number of subscrib- your venue and organically increase it’s moving from “a video-based site ers, likes, comments and the channel your presence on the platform. to a channels-based site, where sub- owner’s own activity – how many times a brand responds to comments, how often it comments on other videos and TOEING THE LINE channels and what videos it likes. This is quite a shift and comes with a Whether you use Vine or Instagram, short action. One particular Vine shows a poison- few challenges. The fi rst is to readjust form video-sharing is a goldmine of oppor- ous frog eating fl ies and points out how your existing YouTube strategy – con- tunity. The San Francisco Zoo has been they twitch their toes to stimulate their tent should no longer be posted and using Vine to show off its animals in a mis- prey. The Vine is both educational, enter- left to exist on its own. Instead, con- sion to connect people with wildlife, inspire taining and shows of what the zoo has to tent plans should include engagement caring for nature and advance conservation offer in order to attract new visitors. tactics and communication parameters.

YouTube’s redesign includes

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SnapChat images disappear as soon as the user has looked at them, so could be useful in a marketing teaser campaign

Also, it’s now vitally important to gener- ACTING UP This is fairly unchartered territory for ate channel subscriptions. Tactics such brands, but offers a host of opportuni- as video annotations, channel outreach Google+ Hangouts have become better ties. You could use the app to give your and regular video updates need to be integrated into a Google+ page. The community a sneak peek at something investigated to deliver results. Royal Shakespeare Company (RSC) used new – the ﬂeeting nature of the image YouTube has always toed the line Google+ to put together its 40th rendi- makes it feel even more exclusive. While between a content platform and a social tion of A Midsummer Night’s Dream. The the longevity of the app isn’t yet certain, network and this recent move will only play ran almost exclusively on this social it’s a fairly unique offering that could muddy the waters even further. However, network and included behind-the-scenes be extremely lucrative in the future. as with most social media platforms, imagery, public rehearsals and a live There’ll be plenty more to come from the path to success is paved with value- stream of the ﬁnal show. our favourite social media platforms adding content and user engagement. over the course of the rest of the year. While not every update offers immedi- PLATFORMS ate opportunities for brands, each one While not exactly new, SnapChat’s worth will be trying to create a better expe- mentioning. Created as a design project rience for the user. As long as you by two Stanford University students two embrace each change with the user in years ago, SnapChat has since exploded mind, you won’t go wrong. O to the point that users are sharing up to 200 millions photos per day. Kelly Wheeler The premise is simple – not senior social media everything needs to last forever. A manager, Quirk London SnapChat image is sent out, viewed [email protected]

and destroyed. As soon as a user has RSC © PHOTO: +44 (0)20 7099 8849 viewed the photo, it will disappear. www.quirklondon.com

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 77 AUDIOGUIDES & APPS Kate Corney, products editor, Attractions Management AN APP FOR ALL OCCASIONS

In our latest apps and audioguides round up, we highlight a talking park bench and an app that was developed using staff voices to give authentic local accents

Guggenheim’s app in celebration of James Turrell

the permanent collection and special exhibitions, not only within our museum walls, but also around the world,” says Richard Armstrong, director of the Solomon R Guggenheim Museum and Foundation. “The app is free of charge and we’re grateful to Bloomberg for its support.” The app is available for download at www.guggenheim.org/app PHOTO: © ADRIANO CASTELLI ADRIANO © PHOTO: Guggenheim celebrates James Turrell’s ﬁ rst exhibition in a New York museum since 1980

n June, Guggenheim New York text enlargement options, and, for iOS launched a multimedia mobile app devices, VoiceOver technology for visi- in celebration of the James Turrell tors who are blind or have low vision. IExhibition. The interactive app The app provides transcripts for audio includes multimedia guides to current and closed-captioning for videos (iOS and past exhibitions; interviews with only) for visitors who are deaf or hard of artists, curators and exhibition design- hearing and is t-coil compatible. Social ers; access to more than 1,200 works in media access is available, encouraging the permanent collection; and explora- user interaction and content sharing. tions of the iconic building, which was The Guggenheim app, sponsored designed by Frank Lloyd Wright. by Bloomberg, was developed by the App users can create their own vir- Solomon R Guggenheim Museum and tual collection by selecting favourite Tristan Interactive, part of the Espro works from the museum’s holdings and Acoustiguide Group. special exhibitions. There are also edu- “The Guggenheim app is an essen- cational tours for families and children tial educational tool that will enhance The free, interactive app enables users to as well as verbal imaging descriptions, the understanding and appreciation of explore the Guggenheim’s collections

78 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 A park bench with a sound difference

isitors to Llanyrafon Manor grounds in Torfaen, Wales, UK can hear about the local bird Vpopulation as well as a snip- pet of each bird call while sitting on a bespoke solar-powered audio bench. The Audio Bench by Blackbox-av advises visitors where to look from their vantage point on the bench to view various nesting birds. Visitors to the manor interact with a panel on the bench to play the messages, which have been recorded in both Welsh and English. Blackbox-av has incorporated solar electronics in the 6ft (1.8ft) teak bench for public use. Several of the rear bench struts are replaced with the custom sound point to seamlessly integrate the audio into the bench and the front button panel offers visitors the option of two buttons playing ﬁ ve sequential messages, recorded and uploaded by Blackbox-av. The custom solar electronics are designed to contend with the full variety of Welsh weather. Blackbox-av specialises in AV solutions and software for the museum and heritage sectors. The new design has been added to its existing range of out- A solar-powered audio bench advises visitors about the local bird population door interpretation products.

Wiretag lets viewers ‘jump in’ to sound track

ataton has launched a Wiretag “Wiretag allows the direct integration image-manipulation software. The transponder for audioguides. of a Watchout show with our Pickup Wiretag transponder and Pickup audio- The Wiretag provides a smart audioguide system,” says Lars Sandlund, guide can also be incorporated in Dlink between audio and video chief operating ofﬁ cer, Dataton. audiovisual systems that use Watchout. as part of the Pickup audioguide system. “Simply point and click the Wiretag Visitors carrying the Pickup audioguide with a Pickup audio guide, and you point and click at the Wiretag, located jump straight into the sound track at by displays or other video sources, and the correct point in the show, regardless hear the show’s audio from the cor- of how much time has elapsed.” rect point. The transponder works up to The Wiretag is primarily designed 8m (26ft) away from the display with for use with Dataton’s new Dataton visuals presented using the company’s Watchpax media server, which runs Watchout software. the Watchout show, media control and

Wiretag works up to 8m (26ft) away Wiretag allows direct integration of a Watchout show with the Pickup audioguide system

Qin – The eternal emperor and his terracotta warriors

or the exhibition Qin – The eternal emperor and his terracotta warriors, which runs Funtil November, the Bernisches Historisches Museum in Switzerland offers both an app and an audioguide. The mobile application is for iPhones or Android devices and offers information about China’s First Emperor, Qin Shi Huangdi, who created the Chinese Empire more than 2,000 years ago, and his monumental tomb with its terracotta army. Approximately 220 original exhibits from China’s Shaanxi province, where the tomb was discovered in 1974, provide an understanding of the birth of China and bring the world of the First Emperor to life. The app’s aim is for visitors to explore the history of China in an entertaining way and help them to experience the items on display better. Maria Khayutina, the exhibition curator, and Regula Wyss, head of education and outreach at the Bernisches Historisches Museum, selected 30 items, including The app enables users to learn more the terracotta ﬁgures, which highlight about Emperor Qin and the Chinese and reﬂect the variety of the exhibits. Empire before arriving at the museum Museum media company Linon Medien GmbH, Berlin recorded 30 two minute-long commentaries to accom- visitors are turning to their smartphone pany each item in understandable and rather than to an audioguide. Unlike the entertaining language and translated audioguide that has to be returned after these into French, English and Italian. it’s been used in the museum, you can Linon director Julia Oldemeier says: have the app before you come to the “It’s hardly surprising that museum museum and keep it afterwards.”

Antenna’s SmartRack for iOS and Android devices

ntenna International has devel- facilitating content uploads and updates, oped the technology to let player diagnostics and repair, and activ- museums and cultural attrac- ity data analysis of every visitor device. Ations offer visitor experiences In partnership with Samsung, on both iOS and Android platforms. Antenna’s solution for Android devices The multi-platform hardware uses was revealed at the Van Gogh Museum Antenna’s bespoke device casing and its in Amsterdam, where visitors were able new SmartRack™ – a modular charging to enjoy the cultural experience on the system designed for iOS and Android Samsung Galaxy 4 player. solutions, as well as Antenna’s own Antenna also opened two iOS plat- X-plorer™ system, the new XP-Iris 2™. form-based tours using its iTouch Each charging rack has a built-in com- solution at MoMA and The Metropolitan Attractions can offer visitor experiences on puter allowing remote access to devices, Museum of Art in New York City. both iOS and Android using SmartRack

80 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 The power to move you... JOB OPPORTUNITIES WITH SIMWORX Simworx is world leader in the design, manufacture & development of 4D/5D based and immersive attractions for Theme Parks, Museums, Zoos & Aquariums, Family Entertainment Centres, and Visitor Attractions / Shopping Malls. As a result of continued success and a planned program of strategic growth, we are now seeking to recruit, dynamic and highly self motivated Systems Engineers and Audio Visual Engineers to complement our established and successful team.

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Opened in 1939, the shelters were the largest purpose-built civilian air raid shelters in the UK, designed to accommodate up to 6,500 people. The new audioguide enables visitors to hear stories about the people who used the tunnels during World War II

Stockport Air Raid Shelters adds audioguide

tockport Air Raid shelters, UK very damp and can interfere with hard- has introduced an audioguide ware. The Podcatchers can be used using staff voices, as part of its inside and out, but the triggers can’t,

Srefurbishment. The Guide ID so we have special outside water-tight Podcatcher platform was used to create IDentifers (triggers) which we used in the audioguide tour, which is offered to the tunnels. The tunnels are very visitors within the admission fee. Guide ID supplied all the hardware damp which can

The tour is an hour-long highlight of and software. Brown adds: “The sys- the underground tunnels which civilians tem’s so simple in use that installation interfere with hardware. sheltered in during World War II. Using is performed by the organisation and the audioguide, visitors receive a short the audio upload is done via the inter- “The Podcatchers can be introduction at each stop and then use net. The ‘plug and play’ system can be used inside and out, but “ their handsets to hear more in-depth run from any computer with internet.” information. For the content, staff made The Podcatcher platform also pro- the triggers can’t, so on-site recordings to reﬂ ect the local vides a tool for visitor research, accent. Sound effects were used to cre- evaluation and marketing to promote we used special outside ate the effect of standing in a tunnel. other Stockport visitor sites. Stockport water-tight IDentiﬁ ers The staff were trained and directed by councillor Iain Roberts, says: “Stockport project partner Open Production, which Air Raid Shelters is one of the most also added the sound effects. poignant visitor experiences in the UK, Mitchell Brown of Guide ID says: “An offering an unparalleled insight into life issue was the fact that the tunnels are on the home front.” O

82 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Designing and realizing memorable brand experiences around the world.

Crayola Experience Easton, Pennsylvania

museum + brand + entertainment + sport

AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 65 PROMOTIONAL FEATURE Shawn McCoy and Clara J Rice, media relations, Jack Rouse Associates, Inc [email protected], [email protected], www.jackrouse.com BRAND NEWS

What’s the secret to turning a brand into an experience? JRA’s Shawn McCoy and Clara J Rice reveal their formula for creating a successful branded attraction PHOTO: HERSHEY’S CHOCOLATE WORLD oca-Cola. Ferrari. Lego. These are some of the most recognised brands in the world, with huge market share in their respective C industries. Part of what keeps these companies on top is their desire to keep their brands at the forefront of consumers’ minds in the midst of life’s cacophony of marketing messaging and sound bites. To that end, companies such as The Lego Group and Jim Beam have recently built (or re-built) compelling brand attractions aimed to forge deeper connections between consumers and their products. But what makes a Hershey’s Chocolate World tour ride coaster takes guests from the bean to the bar successful brandland? There are fi ve key ingredients: 1. Authenticity – an authentic location (a corporate head- quarters or production facility) with SWEET START get everything from a Chocolate-Dipped real stories, real people and real pro- Hershey was one of the fi rst compa- Coconut Immersion to a Whipped Cocoa cesses. 2. Access – providing visitors nies to create a theme park around a Bath at the nearby Spa at the Hotel with access to things such as collec- consumer product. Founded in 1905 Hershey, making for an unparalleled tions – artefacts, and memorabilia, by Milton S Hershey, the park was fi rst confectionery experience. processes and people. 3. “Only-here” envisioned as a picnicking destination Across the Atlantic, the Lego Group experiences – giving guests the oppor- for Hershey Chocolate Company opened its fi rst Legoland park in tunity to see and experience things employees. It is now one of the top the company’s hometown of Bilund, that can only be found at the attraction. 20 theme parks in North America and Denmark in 1968. The largest Danish 4. Personality of the brand – letting it offers more than 65 rides and attrac- attraction outside Copenhagen, shine through the architecture, aes- tions for enthusiasts of all ages. Legoland Bilund welcomes 1.6 million thetic, exhibits, media experiences and Guests are reminded of the brand and annual visitors. Based on the suc- people. And 5. Human Interaction – its personality at every turn, down to cess of the Bilund attraction, Legoland putting a human face on the brand by the Hershey’s miniatures and Reese’s parks were later launched in Germany, allowing guests to interact with employ- and Jolly Ranger signs that help identify England, Malaysia, California and ees and brand ambassadors. the height requirements for each ride. Florida (the Legoland theme parks While different corporations may not The adjacent Hershey’s Chocolate are now part of Merlin Entertainments use these ingredients in equal measure, World envelops the guest in the sights, Group). Even though the newer parks those who wish to become successful sounds, tastes and even smells of are hundreds to thousands of miles should incorporate them into their Hershey’s products, while providing away from the brand’s home, all of them brand attraction recipe to lure new visi- them with only-here access to Hershey’s make a clear visual statement about tors and keep loyal ones coming back. production processes. Guests can even their inspiration – Lego bricks.

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(Clockwise from above) Ferrari World Abu Dhabi; Legoland’s Miniland; Volkswagen Autostadt in Germany PHOTO: LEGOLAND® FLORIDA PHOTO: JRA STOCK PHOTO

Each of the parks’ activity areas in the world, telling the story of the mobile manufacturing facility in the relate to a different Lego play theme development of the automobile. Its world. These cars are ordered by cus- and offer rides, shows, interactives and authenticity derives from the fact that tomers, which are placed into the tower a Miniland – a series of recreated towns Volkswagen was so committed to telling via an elevator. The sense of anticipa- built meticulously from millions of these an authentic story about automobility tion reaches its peak when customers bricks. The child becomes the hero in that the first car displayed is actually see their appointed time come up on each activity, whether riding and joust- a Mercedes, the world’s first car. In an electronic board, and they can go ing on a horse or putting out a fire, just the history gallery, exhibits showcase and pick up their car. Its reverence to as they are the heroes when they com- the personality of the company, as it automobile tradition, its tongue-in- plete their Lego creation at home. This evolved from its People’s Cars roots in cheek look at Volkswagen’s history and feeling of heroism is the hallmark per- World War II, to its Love Bug reputation personality and its abundance of only- sonality of the Lego brand. of the 1970s, to its current reputation as here experiences are the reasons why an innovative and sustainable company. Autostadt has welcomed more than 25 MOTORING ON Autostadt offers a series of one-of-a- million visitors since 2000 and spurred But not all brand attractions are kind experiences where you can take a the economy of this small German town. theme parks. Volkswagen Autostadt ride inside a gyroscope to learn about in Wolfsburg, Germany is an authen- safety or walk through an automobile WINNING FORMULA tic tribute to the car brand and offers testing experience. Another automaker, Ferrari, recently a glimpse into the tradition and design But the real only-here experience can transformed its need for speed and love that have made the brand a success. be found within the site’s towers, which of luxury into the largest indoor theme The ZeitHaus (auto museum) fea- are filled with cars recently produced at park in the world. Ferrari World Abu tures one of the largest car collections the adjacent factory, the largest auto- Dhabi, which opened in 2010, offers

rides, attractions, shows and restau- rants all themed to the car manufacturer and is perfectly situated, adjacent to one of the most popular tracks in the Formula 1 universe. While the theme park is located in Abu Dhabi, Ferrari World offers Italian touches throughout the park in tribute to its home country including several ﬁ ve-star chefs from Italy. It also offers opportunities to experience Ferrari’s Italian roots, such as Viaggio in Italia, where visitors ﬂ y over the Italian landscape, or Bell’Italia, where they drive through miniature rec- reations of famous Italian landscapes. The park’s only-here attraction ties to the automaker’s tradition for speed. Formula Rossa is the fastest rollercoaster in the world – hurtling to 150 miles per hour in 4.9 seconds to simu- late the acceleration of a Ferrari race car. The coaster was recently featured PHOTO: JRA STOCK PHOTO STOCK JRA PHOTO: on the Travel Channel’s Insane Coaster Wars: World Domination, where it beat four of the globe’s most audacious thrill rides. The brand’s commitment to its roots, coupled with its passion for Visitors to The World of Coca-Cola get to taste drinks from different countries acceleration, wrapped up in trademark red, makes Ferrari World Abu Dhabi a destination for locals and tourists. to the heart of the brand, especially its which showcases all the great Coca- BOTTLED SUCCESS people. Guests can see images of the Cola commercials. The attraction also Beverage companies are some of the employees who produce and bottle the incorporates authentic human (and newer entrants into the brand attraction product around the world and hear the polar bear) interactions. scene, but recently they’ve become the real stories of consumers’ love of the The visit begins with an overview of most avid adopters to the trend, cre- brand. The attraction even features a the company, provided by a live host. ating new brandlands and completely real miniature bottling line to showcase Guests also encounter 1950s soda jerks, re-envisioning old ones. The Coca-Cola the authentic process of how to make a who can answer their questions and Company opened the new World of Coke. At the end of the tour, visitors get serve their favourite drink. Coca-Cola in 2007, replacing and relo- to take a bottle off the line to take home. Exciting for younger Coke fans is the cating the company’s original attraction. The World of Coca-Cola provides opportunity to have their picture taken Atlanta is The Coca-Cola Company’s access to the largest collection of Coca- with a walk-around polar bear charac- birthplace, so its very location screams Cola artefacts and memorabilia in the ter, created by Jim Henson Productions. authenticity and grants guests entrée world, including the Advertising Theater, But the main one-of-a-kind attraction is the tasting area where visitors can try all the drinks that Coca-Cola produces around the world.

SPIRIT LEVELS More recently, another beverage maker has literally raised the spirits of the Bourbon Trail. Last October, Jim Beam introduced its American Stillhouse and Distillery Tour in Clermont, Kentucky, the birthplace of the bourbon known as liquid gold. The down-home, rural personality of the brand is evident in the attraction’s authentic buildings and lush landscape. The tour begins in the stillhouse, a new building designed Jim Beam creates a cocktail party atmosphere where visitors can try bourbon samples speciﬁ cally for the re-envisioned attraction. Its architecture and aesthetic were

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The Crayola Experience aims to communicate with children and families through colourful play and interactive experiences

“By infusing authenticity, intimacy and interactivity with personality and innovation, these companies are creating brandlands that deepen human connections with their products while off ering entertaining attractions for fans and families alike”

developed to match the agricultural and per cent increase from last year, and Unique to Crayola Experience, guests industrial roots of the brand (while also it’s expected to climb to 200,000 in can use their colour-mixing skills to embracing its quirkiness), and features 2014. The attraction now offers 11 tours create their own clear barrel marker in the stillevator, an elevator made out daily, and one guide observed that the Marker Mania and fashion their own of a bourbon still. The brand’s motto re-envisioned tour has brought back crayon label in the Wrap It Up! area. is “come as a friend, leave as fam- bourbon lovers who hadn’t set foot at As well as housing the world’s largest ily,” so the stillhouse was designed to Jim Beam’s distillery in 20 years, as crayon, Café Crayola offers Crayola- be homely and welcoming. Jim Beam well as a new generation of enthusiasts inspired foods from coloured cupcakes is fi rst and foremost a family com- that the company can now introduce to to design-your-own pizzas. pany, with seven generations of master its vast cadre of products. With 90 per cent of the market share, distillers, and this legacy is featured Crayola saw the re-envisioned attraction throughout the stillhouse and tour. CHILD’S PLAY as a way to communicate rather than Guests have the option of taking One of the newest brand attractions is compete. “Our goal isn’t to compete the Distillery Tour, before making their also the most colourful. From personal- versus private label,” says Vicky Lozano, way to the state-of-the-art Jim Beam ised crayon-makers to larger-than-life Crayola’s VP of Corporate Strategy. “We American Outpost tasting room for an animated art adventures, the all-new did this to help bring the Crayola brand only-here experience. In contrast to Crayola Experience, which is located to life in a way that captures existing traditional bourbon tastings, Jim Beam in Easton, Pennsylvania and opened in positive emotions and elevates that creates a cocktail party atmosphere May, is designed to help children of all connection to a much deeper level. We with the Enomatic – a wine-serving sys- ages discover the magic of colour and want kids and families to experience tem adapted for bourbon for the fi rst reconnect with one of the world’s most creativity in ways they can’t easily do at time. Guests are given a tasting card iconic and nostalgic brands. home.” Crayola expects the new attrac- and are briefl y introduced to the differ- Throughout the Crayola Experience’s tions to increase current attendances ent brands. They then choose which two 60,000sq ft (5,574sq m) of exhibits, from the current 300,000 to almost half samples they would like to drink. interactives and activities, guests can a million visitors each year. The American Stillhouse, Distillery create digital works of art and interact By infusing authenticity, intimacy Tour and American Outpost tasting with them on large projected surfaces and interactivity with personality and room offer the guest an authentic, as well as appearing in their own col- innovation, these companies are creat- interactive encounter that has already ouring page with some of Crayola’s ing brand lands that deepen human earned Jim Beam accolades and new characters. They can also learn how connections with their products while visitors. Attendance is projected to crayons are made; and create objects offering entertaining attractions for fans reach 160,000 in 2013, which is a 60 with melted wax. and families alike. O

64 Read Attractions Management online attractionsmanagement.com/digital AM 3 2013 ©Cybertrek 2013 Register today for FREE entry (saving £30) at liw.co.uk Where the leisure industry meets... Leisure Industry Week (LIW) is the meeting place for the UK family and visitor attractions community and the ideal place to discover new products and ideas to ensure you meet the new season head on.

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AM 3 2013 ©Cybertrek 2013 Read Attractions Management online attractionsmanagement.com/digital 65 log on to www.attractions-kit.net and type Product round-up the company name under ‘keyword search’ attractions-kit.net the search engine for leisure buyers

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Zamperla’s whistle stop Polin expands Hilton tour for Thomas Land Dalaman waterpark Italian manufacturer Zamperla has created a new monorail ride Polin is expanding the waterpark at The for Drayton Manor Theme Park’s Hilton Dalaman Sarigerme Resort and iconic Thomas Land attraction in Spa in Turkey. The new rides include Staffordshire, UK. The new £750,000 the Black Hole with natural light effects, (US$1.17m, €885,600) Winston’s where guests can experience dramatic Whistle Stop Tour rail ride marks special effects as they travel at high Thomas Land’s fifth anniversary at speeds through twists and turns; Wave the park. Zamperla based Winston’s Slide high-speed ride; Rabbit Slide for Whistle Stop Tour on the popu- children; Clown Shower for a fun fam- lar Thomas and Friends character ily experience; Giraffe Shower – a new Winston, who is the Fat Controller’s Polin water feature for youngsters; and inspection vehicle. The seven-car- Mushroom Shower for child play areas. riage monorail ride gives four riders per carriage a bird’s-eye view of attractions-kit.net KEYWORD attractions-kit.net KEYWORD Thomas Land along a 195m (640ft) polin zamperla long track at around 4m (13ft) high.

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