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Attractions Management Issue 1 2016 www.attractionsmanagement.com @attractionsmag VOL21 Q1 2016 www.simworx.co.uk www.attractionsmanagement.com @attractionsmag VOL21 1 2016 WORKS OF ART The world’s best museum & PAUL gallery design CARTY on 15 years of the Guinness Storehouse DERRENThe illusionist’s mind-bending BROWN Thorpe Park ride Future trends for For full science centres functionality The sector’s please view in latest tech Adobe Reader Miami Frost science museum Attractions Foresight TM Predicting the JOHN McREYNOLDS next big thing Catching up with IAAPA’s new chair Click here to subscribe to the print edition www.attractionsmanagement.com/subs nWave’s booth at American Alliance of Museums Annual Meeting and MuseumExpo (AAM) – Atlanta nWave’s booth at Asian Attractions Expo (AAE) – Hong Kong Jennifer Lee Hackett, Director of Sales (Americas) at American Alliance of Museums Annual Meeting and MuseumExpo (AAM) – Atlanta Jennifer Lee Hackett, Director of Sales (Americas) and Janine Baker, Senior VP, D&D (Americas) at American Alliance of Museums Annual Meeting and MuseumExpo (AAM) – Atlanta nWave’s team at IAAPA Attractions Expo - Orlando nWave’s promotional items at GSCA Film Expo – Los Angeles nWave’s booth featuring our neZest attraction ɏlm “Robinson Crusoe 4D” at IAAPA Attractions Expo – Orlando nWave’s booth at GSCA Film Conference’s Trade Show – San Francisco nWave’s promotional poster at Asian Attractions Expo – Hong Kong And many more... nWave’s promotional items at GSCA Film Conference’s Trade Show – San Francisco nWave’s booth at European Attractions Show – Gothenburg M e e t in 2016… QGSCAGSCA Filmilm Expopo 7-9 MarchMa ................................. .. LosLo Angelesg es (CA,, USA)A) QIAAPAIAA A LeadershipL der hip 9-11-11 MarchMarc ................................ .. ... MexicoM xic (Mexico)Mexi QCAAPAAAPA 14-161 -16 MarchMa ................................... .. .. BeijingBeij g (C(China)na QChildren’sCChild en s InteInteractivectiv 4-74 MayMay ...................................... ... .....NorwalkNorwa (CT, USASA) QAAMA AAnnualnnual MeetingMeeting and MuseumExpoMuseumExxpo 26-29266229 MayMay . ........................... .... ... ..... ......WashingtonWashhington DC ((USA) QAsianA AttractionsAtAttraactions Expo (AAE)AAEAE) 13-16133-161 JunJune .................................. ... ............ ....ShanghaiShanghai (China) QAZAAZA AnnualAnnnual ConferenConferereence 7-97-99Se SeptSeptembertember . .............................. .. .. ....... ....SanSan Diegoo (CA,C , USAUSA) QEuuropeanropeaean AttractionsAAttracttionons Show (EASEAS)EA 20-2220-22 SeptemSeptembermbe .............................. .. ... ......... BarcelonaBarcelonB a (Spai(Spainp in) QASTCA ConferenceCo erenc 24-2724 SeptSeptembermbeer ........................... .... .....TampaTaT mpa (FL,(FL, USA)USA) QGSCAGSC FilmFi m ConferenceCo fere ce & Traderade ShowShoww 4-77 Octoberctob r .......................... .... ..... .....TorontoToroorontoo (Canada)(Canadda) QIAAPAAA A AttractionsAt ction ExpoExpo 14-184 NovemberNov er ........................... .. ..... ..Orlrlandolando (FL, USA) Stay updated with our latest news on nWave’s nWave’s booth at newly-designed website at nWave.com European Attractions Show – Gothenburg nWave.com | [email protected] | /nWavePicturesDistribution /nWave | /nWavePictures | /nwavepicturesdistribution nWave® is a registered trademark of nWave Pictures SA/NV - ©2016 nWave Pictures SA/NV - All Rights Reserved NWAVE PICTURES DISTRIBUTION PRESENTS NORTH/SOUTH AMERICAN SALES INTERNATIONAL Janine Baker Jennifer Lee Hackett Goedele Gillis +1 818-565-1101 +1 386-256-5151 +32 2 347-63-19 [email protected] [email protected] [email protected] RobinsonCrusoe4D.nWave.com nWave.com | /nWavePicturesDistribution | /nWave | /nWavePictures | /nwavepicturesdistribution nWave is a registered trademark of nWave Pictures SA/NV. ©2016 nWave Pictures SA/NV - All Rights Reserved blog.attractionsmanagement.com STAYING AHEAD After decades of crazy inventions being the stuff of sci-fi, this year marks the point where they hit the mainstream, with affordable tech coming to market in everything from VR to drones, robots and augmented reality. We need to grab it with both hands, figure it out and make it our own isitors expect their attractions experiences to be Also making fast progress is emerging tech giant Magic more astonishing, exciting, immersive, engaging Leap, which just scored another round of funding – US$800m and high-end than anything they can get at home – for further development of its augmented reality lightfield V or simply buy for themselves off the shelf. device (see page 32). This will have amazing applications for This has always been a fundamental challenge for attractions, museums and science centres when it’s brought to market. and as consumer electronics suppliers push out evermore Every sector – from museums to theme parks – needs to sophisticated products at evermore affordable prices, the tackle the challenge its own way, but the one thing industry competition is accelerating, intensifying and shape-shifting. experts agree on is the importance of keeping up with change. All operators need to take a view on this – where do you stand Speaking at the Museum Tech conference recently (see page on technology? How will you 32), a Museum Association harness it, how will you pay for panel of experts told delegates it, how will you integrate it into Every sector, from “risks must be taken to develop your attraction in an effective, new technologies, with those appropriate way to enhance museums to theme parks, playing it safe risking getting the entire experience? needs to tackle the tech left behind.” They advocated New tech is coming at us testing tech within attractions thick and fast in all areas challenge in its own way environments and committing from VR to augmented reality, wholeheartedly to innovation. robots, holograms, drones, There’s a role for sleight of beacons, Internet of Things hand in some applications: by sensors and micro-controllers. Many of these inventions, combining VR with existing rollercoasters, the world’s leading products and ideas are not new, but are moving from being theme parks are reskinning existing attractions and creating concepts to practical, affordable and implementable options. new ones within tight budgets: Universal Studios Japan has VR tech is advancing so rapidly, for example, that some very added VR to an existing coaster as part of its ‘Cool Japan’ cool tools will be available at entry-level prices within a year, pop-up attraction, while Alton Towers is gearing up for the including VR functionality on smart phones. This means we’ll relaunch of its Air rollercoaster as Galactica, a space-themed see competition emerging in the most unexpected places. VR ride. Nine more VR coasters are expected to open this year And other tech is coming on-stream fast. Only last month, as parks tap into this ‘software refresher’ for rides. real-time holographic American football was announced for So it’s not just about buying in the latest tech, we need to Microsoft’s HoloLens, enabling fans to watch games live as be creative with the application and make it our own to stay holograms, replay them and even be among the action. This competitive and continue to meet the expectations of visitors. means we’ll be competing even more directly with the sports market than at present, unless we move to collaborate. Liz Terry, editor @elizterry Tel: +44 (0)1462 431385 leisuremedia.com @attractionsmag [email protected] ©CYBERTREK 2016 AM 1 2016 attractionsmanagement.com 7 IN THIS ISSUE ATTRACTIONS MANAGEMENT Q p38 Behind the scenes of the Guinness Storehouse, one of Ireland’s top visitor attractions Q p12 Derren Brown’s Thorpe Park ride PHOTO: GERHARD TAATGEN PHOTO: Q p34 Tony Butler on the role of museums Q p62 A 2013 V&A exhibit based on the David Bowie archives is on show at the Groninger Museum 07 Editor’s letter 38 Attractions 54 Analysis new series Perfect Brew The Attractions Business Part 1 12 People At 15 years old, the Guinness Storehouse Business planning consultant Meet the people making the news, from has been voted Europe’s best-loved David Camp starts an exclusive eight-part Derren Brown to Eleven Arches’ CEO attraction. Manager Paul Carty reveals series, delving into the fine art of attractions the secrets of the Dublin brandland operation from a business perspective 20 Science Centres news 21 Visitor Attractions news 44 ATTRACTIONS FORESIGHTTM 58 Science Centres 22 Waterparks news Attractions Foresight 2016 How to Future-Proof 24 Theme Parks news Attractions Management’s annual a Science Centre 26 Museums & Galleries news forecasts – a look at the trends and Peter Slavenburg of design agency 28 Heritage news innovations coming down the track NorthernLight describes how invisible 30 Zoos & Aquariums news for the global attractions industry technology, serious play, co-creation 32 Technology news and the digital experience will inform 52 Profile the science centre of tomorrow 34 Interview John McReynolds Tony Butler IAAPA’s new chairman reveals his aims 62 Exhibitions Tony Butler, executive director of Derby for the year ahead, his vision for a David Bowie is Museums Trust, on how museums can global association and how his role at The blockbuster exhibition that took on a be a force for good in their communities Universal Orlando informs his goals new meaning after the death of David Bowie 8 attractionsmanagement.com AM 1 2016 ©CYBERTREK 2016 ATTRACTIONS MANAGEMENT ISSUE 1 2016 PHOTOS: BJARKE INGELS GROUP BJARKE PHOTOS:
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