Attractions Management Issue 2 2016

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THE MOUSE GOES EAST

After decades of hard graft, Disney Shanghai – the most expensive theme park ever built – is open. Tuned to Chinese sensibilities and with capacity to handle huge volumes of guests, the development has required sustained diplomacy at the highest level to bring it to fruition

hen China began to open up to the West in 25sq km (9.7 sq mi), with a core area of 7sq km (2.7sq mi), the 90s, the world’s major brands went calling, including 4sq km (1.5sq mi) for Phase One of the Shanghai in search of the partnerships they needed Disney Resort. This leaves plenty of room for subsequent phases. W to get their products in front of what – it was Disney is forecasting 12 million visitors in year one – we think becoming clear – would be the biggest market in the world. this is conservative – growing to an eventual 30 million. The Chinese were urbanising fast, growing a huge, affluent A generation ago, the average Chinese citizen lived a life middle class and adjusting their communist ideology to fit the of subsistence, with little to spend on leisure, but the new modern world – the potential opportunities were off the chart. middle class is emerging so fast Disney CEO Bob Iger says For some, moving into China was a straightforward process – the company has identified an ‘income-qualified audience’ retailers are nimble enough to within a three-and-a-half hour get up and trading in no time. travel radius of more than 300 It wasn’t long before Gucci, So what will follow? Disney million people. “It would be as Prada and many other high-end Mumbai? Disney Moscow? though the whole population brands were present in China’s Maybe one day the final act of the US could afford a ticket big cities. For Disney, however, to Orlando and could get there massive infrastructure was of soft power will be to open within three-and-a-half hours,” needed for it to fulfil its in the former Soviet Union he said. Couple this with the ambitions, and that meant an fact that the one-child policy unbelievably complex journey. has been relaxed to two and it’s As Disney Shanghai opens clear the stars are aligning. for business, it’s clear the creation of the resort has turned out A final piece of information that proves the Chinese market to be a life’s work for many in the team. Even more so because has come of age is that peak ticket prices for Disney Shanghai the opening of this phase is just the beginning of the journey. are higher than both Tokyo Disney and Disney Hong Kong. In this issue of Attractions Management we celebrate the Disney learned hard, valuable lessons from Euro Disney – opening, with our supplement which starts on page 60. a projected which went through several rounds of wretched Projects of this size are a long-term play when it comes to refinancing – so the business case for this new development is investment. Disney initiated its move into China more than clearer. And there’s more to come. The build-out will continue for two decades ago and has effectively missed the first boom years, with three parks the goal for Shanghai. This opening is just years. Growth in the economy is slowing, but this won’t matter the beginning. Behind the scenes, the work continues. when the appetite for the product is factored in. The demand Will Disney Mumbai follow? Disney Moscow? Maybe one day the is such that the resort will trade at capacity from the off. final act of soft power will be to open in the former Soviet Union. And what capacity it is. The Shanghai International Tourism and Resorts Zone, within which the Disney resort sits, covers Liz Terry, editor. Twitter: @elizterry

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

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 7 IN THIS ISSUE ATTRACTIONS MANAGEMENT

Q p52 Show-stopping architecture is just one reason to sing the Museum of Tomorrow’s praises Q p12 KAWS brings his sculptures to the UK

Q p88 Longleat looks forward as it turns 50 Q p38 There are many ways to use VR in an attraction. Is one of them right for you?

07 Editor’s letter 38 Talking Point 60 Disney Special How Can Attractions Shanghai Disney: The Best Yet? 12 People Harness the Power of VR? As Disney opens its first resort in mainland Meet the people making the news, from VR technology offers seemingly endless China, our special feature examines its the artist KAWS to JRA’s Keith James possibilities, but is it worth investing in a business model, its potential impact and VR experience – and where do you start? the modernisation of the Disney castle park 20 Science Centres news 21 Visitor Attractions news 44 First Person 64 Disney Special 22 Waterparks news The Broad: Inviting a New Conversation Shanghai Disney: Expert Views 24 Theme Parks news Philanthropists Eli and Edythe Broad have Chris Yoshii from AECOM, author 26 Museums & Galleries news opened a sensational modern art museum David Younger and Christian Aaen and 28 Heritage news in LA. BRC Imagination Arts’ Matthew Janice Li from ECA share their views 30 Zoos & Aquariums news Solari and Carmel Lewis pay a visit 32 Technology news 72 New Openings 52 Science Museums Space Inversion 34 Interview Shaping Tomorrow A new contemporary museum district John Duffey Brazil’s Museum of Tomorrow uses in the Netherlands – Museumplein As Six Flags plans parks in China and constantly updating, real-time digital Limburg – features a science centre, Dubai, CEO John Duffey explains why his collection to communicate with visitors. a design museum and an inverted sights are set on expansion overseas We met members of the team planetarium. We take a closer look

8 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 ATTRACTIONS MANAGEMENT ISSUE 2 2016

Q p60 All eyes are watching as Shanghai Disneyland leads Disney’s entrance into mainland China Q p44 Conversation starter: The Broad opens

Q p34 John Duffey on the Six Flags strategy Q p72 An inverted planetarium – inspired by astronauts – opens in Limburg, the Netherlands

80 Waterparks 92 TEA SATE Academy Taking the Plunge Arctic Extremes and PHOTO: GETTY / MICHEAL LOCCISANO Waterpark suppliers constantly develop Themed Entertainment their product offers. We dive into the Brave TEA members attended a SATE world of waterpark R&D to find out more Academy event in Lapland, Finland, earlier this year. They filed this report 84 Analysis series The Attractions Business Part 2 96 Show Report Consultant David Camp Next Steps discusses different categories The MuseumNext European conference On the cover: of attractions in part two of our in Dublin, Ireland, was one of the most Bob Iger, CEO, exclusive eight-part series successful yet. We round up the top trends The Walt Disney Co

88 Zoos & Aquariums 98 Attractions-kit.net The Long Game Asia Attractions Expo Subscribe: To subscribe, call: +44 (0)1462 471915 UK safari park Longleat is undertaking a We preview product news from the or visit www.leisuresubs.com decade-long upgrade that starts by going upcoming Asia Attractions Expo Web gallery: back to its roots. As the attraction turns For suppliers of products and 100 50, CEO Bob Montgomery explains how Web Gallery services in the worldwide attractions he’s bridging the past and the future A source of attractions services industry, turn to page 100

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 9 the team

READER SERVICES Subscriptions Denise Adams +44 (0)1462 471930 Circulation manager Choose how you read Michael Emmerson +44 (0)1462 471932 Attractions Management... EDITORIAL TEAM Managing editor Alice Davis +44 (0)1462 471918

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©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 11 People

“There are so many different elements at play when you view a work outdoors”

KAWS artist

alfway through its four- month run, the KAWS exhibition at Yorkshire H Sculpture Park (YSP) had already attracted more than 100,000 visitors, the rolling English countryside a surprising backdrop to the pathos in his looming cartoon creations. The New Jersey-born, Brooklyn-based artist – whose slouching, expressive, Mickey-esque sculptures have been seen in Hong Kong, London and Amsterdam in recent years – is presenting 20 works, including imposing sculptures cast in wood, bronze or fibreglass and a number of specifically commissioned canvases in his first UK exhibition. “I was interested in having my larger sculptures in dialogue with each other and with the landscape,” KAWS told Cool Hunting in a recent interview. “There are so many different elements at play when you view a work outdoors and especially in a setting like Yorkshire Sculpture Park where the weather and sky can so drastically change from one hour to the next.”

KAWS brieﬂy worked for Disney before starting his career as an independent artist; (left) FINAL DAYS, 2013 The collaboration with YSP came about YSP AND ARTIST THE / COURTESY WILDE JONTY PHOTOS: after curator Claire Lilley worked with KAWS to exhibit the work SMALL LIE in Regent’s Park, London in 2014. “The way in which people responded to the sculpture in Regent’s Park was very moving. That’s when the conversation started about creating an exhibition at YSP,” Lilley told Attractions Management. “KAWS is an artist who is serious about art in the public realm and the notion of communicating with diverse audiences is very important to us, so in that sense he’s a great match,” she says. “Some of the big outdoor sculptures had been seen in public spaces around the world, but they’ve never been seen like this – in such an intense

12 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 The wood sculpture SMALL LIE, 2013, is the largest in the exhibition, measuring 10 metres in height PEOPLE

Installation of the huge sculptures posed its own set of hurdles, with tonnes of concrete being poured for placements as far back as November, so it had time to set

(Top left) COMPANION (RESTING PLACE), 2013; Several cranes were needed to assemble the sculptures

group and in a landscape where a kind of Installation of the huge sculptures posed dialogue can take place between them.” its own set of hurdles, with tonnes of “It’s interesting that people are getting concrete being poured for placements as the spectacle, scale and the sheer quality far back as November, so it had time to set. of the work, but they’re also getting the “SMALL LIE, the largest of the sculptures, deeper messages about adolescence took around a week to install, basically and transitioning to adulthood, of feeling starting with the feet and working outside things, and hiding behind masks. upwards,” says Lilley. “We used a number Many of our visitors are moved by the of cranes and a lot of trackway. Installing sculptures and I have grown incredibly six large and quite complicated sculptures fond of them,” Lilley says. outdoors in January was quite a challenge KAWS’ works on display include 6-metre- – especially when you’re trying to protect high-plus (20-foot) wood sculptures like the grass around them. Afterwards, the SMALL LIE, ALONG THE WAY and GOOD landscape team moved in to re-turf and INTENTIONS, the ﬁbreglass pink rabbit re-surface the road. It was hard work but sculpture ACCOMPLICE and COMPANION great theatre as you can see from images (RESTING PLACE) with its peeled-back skin posted on Instagram.” revealing neon organs inside. Claire Lilley, director of programme at YSP KAWS at YSP runs until 12 June 2016.

14 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 (Clockwise from top left): COMPANION (PASSING THROUGH), 2010; ACCOMPLICE, 2010; GOOD INTENTIONS, 2015; ALONG THE WAY, 2013 PEOPLE PHOTO: COURTESY OF TRAVEL CHANNEL

Chris Perry wrestles alligators on Epic Attractions

“The scariest thing I did was being in the water with the alligators at Gatorland”

Chris Perry executive vice president of strategic partnerships, WhiteWater West

t the start of the year, His experience led him to Wild Wadi, waterpark operator, I’m in an interesting WhiteWater West named where he stayed for 15 years, eight position to help WhiteWater understand waterpark veteran and TV as general manager. He oversaw the what clients want and what they need A host Chris Perry as the waterpark and aquatic safety for a to do in order to deliver these ‘wow’ company’s new executive number of hotels around the world. While experiences. I’m only interested in being vice president of strategic partnerships. there, he led his team to several industry with a company at the leading edge, so Anyone who’s tuned into Epic Attractions awards and oversaw the waterpark WhiteWater is a perfect match for me.” on the Travel Channel will recognise the becoming ISO and Green Globe certified. Although there are no current fearless host – whether he’s harnessed to In his new job at the Canada-based plans to produce a second season of the top of Cedar Point’s Millennium Force waterpark supply and design firm, Perry is Epic Attractions, Perry and the Travel performing the safety checks, or freefalling taking on a more strategic role, focusing Channel have been discussing possible on a 80kph (50mph) waterslide in Area 47. on building relationships with existing collaborations in the future. We’ll have to Aside from his TV fame, Perry has clients and partners as well as finding wait and see if it will be as hair-raising. worked in the waterpark sector for years, a new business avenues. He’ll also be “The scariest thing I did for Epic passion he inherited from his father. looking for ways WhiteWater can improve Attractions was being in the water with “My father ran aquatic facilities when I the service it provides to operators and the alligators at Gatorland in Orlando,” was young,” Perry says. “I grew up around the overall experience for guests. he says. “I was thigh-deep in water with the pool doing everything from picking “WhiteWater’s vision is to ‘create play the general manager and we were feeding up garbage, to cleaning toilets, to selling experiences that wow the world’,” Perry the gators, with no real escape route if season passes until I eventually became says. “The company really wants to be something happened. I think my producers old enough to become a lifeguard.” the best. Coming from many years as a were just as nervous as I was.”

16 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 www.forrec.com PEOPLE

Jack Rouse Associates has worked on hundreds of themed design projects, including (clockwise from top left) Angry Birds Universe, the Children’s Museum of Atlanta, the National Comedy Center and the Peoria Playhouse

“Always say yes, even if you don’t have a clue how you’re going to do it”

Keith James CEO, Jack Rouse Associates

eith James was in Saltlake City Receiving an award like this has always been airport when he got a phone the furthest thing from my mind because the call that made him break down success is due to all the thousands of people K and cry. But don’t worry – it was I have worked with – not me,” he says. good news. Bob Ward was ringing James was introduced to Jack Rouse in to tell him he’d been awarded the themed the 1970s. As well as teaching him to ride a entertainment industry’s most prestigious motorbike, Rouse opened his eyes to the world accolade, the Buzz Price Thea Award for a of themed entertainment and the two went on Lifetime of Distinguished Achievements. to work together for TAFT Broadcasting. Months later, on 2 April, 700 people “I just needed a summer job to pay attended the Thea Gala Awards for college, and that’s how this whole ceremony at Disneyland Resort, thing started,” James says. “Back then, Anaheim, where James picked up his there was hardly even an industry. It’s award. For many, he’s one of the grown up beneath me and I’ve been founding fathers of the modern very lucky to have the experiences themed entertainment industry. and friendships that I have had.” James, CEO of Jack Rouse He returned to work with Associates and 45-year Rouse in 1992, becoming JRA’s industry veteran, has worked owner in a 2008 buyout. with everyone from Coca- Most of his time now is spent Cola to Jack Daniels, Ferrari travelling from site to site in to Hershey’s, Crayola to Lego, countries across the globe. Nine Warner Bros to Universal and half million air miles later, Studios and Six Flags – but James shares his best piece of he is nothing if not humble. advice: “Always say yes. Whatever “I learned early on you need Keith James, you’re asked to do, say yes, even if you to surround yourself with good winner of the Buzz don’t have a clue how you’re going to do people, the best people you can. Price Thea Award it. You can panic and ﬁ gure it out later.”

18 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 The Amusement Ride Company since 1966 CE AIR RAAIR VOUR A DE N E Z TAR DS WIN

zamperla.com SCIENCE CENTRES NEWS

Energy exhibit comes to NEMO rooftop INDUSTRY OPINION

Amsterdam’s NEMO Biodiversity focus of science centre has debuted its Energetica Let it Grow campaign exhibition, turning its by Ecsite and zoos rooftop into an interactive, PHOTO: NORTHERNLIGHT PHOTO: innovative experience to Anna Omedes show visitors how to use the power of the elements In 2014, EAZA to generate energy. (European Association The unique exhibition, of Zoos and Aquaria), designed by multi- BGCI (Botanical disciplinary creative Gardens Conservation agency NorthernLight and International) and Berlin-based Archimedes Ecsite joined forces at Exhibitions, has turned the European level to engage audiences science centre’s roof into QEnergetica explores the power of the elements with biodiversity conservation. an interactive playground, Together members of Ecsite, EAZA with solar chairs, solar “The new Energetica NEMO’s new rooftop and BGCI reach and audience of 260 fountains, water cascades, exhibition is open to all space opened on 22 April. million visitors per year – and millions a rainbow maker and three people visiting the NEMO The bulk of funding for the more via their digital presence. innovative windmills among roof free of charge,” said €1m ($1.1m, £781,000) The first action is the launch of the interactives which a statement. “This way project has come from Let it Grow – a joint, Europe-wide respond to sun, wind and the highest city square of BankGiro Lottery, with public engagement campaign to raise water. In addition to the Amsterdam, being part of additional greenery funded awareness about local biodiversity new exhibition, the science the science museum, will by the Prince Bernhard and encourage citizens’ direct centre also debuted its even be more connected to Cultural Fund. involvement in its protection. Running new rooftop restaurant. science and technology.” QDetails: http://lei.sr?a=X3C5F_A from spring 2016 until the end of 2017, Let it Grow has three aims. It raises awareness of what biodiversity is and why having a full range of native species NASA grants $14.5m for enagement project keeps ecosystems healthy for all forms of life including humans. NASA has gifted the Secondly, it encourages people to Science Museum of set up “wild spaces” on balconies, Minnesota $14.5m terraces, gardens and community (€12.6m, £10m) to head spaces to give native species a national project aimed at the chance to recover and thrive. sparking interest in Earth, Thirdly, it encourages biodiversity space and science. measurement events to build a better The science centre will picture of the native species around spearhead the Space us and how they are doing. and Earth Informal STEM PHOTO: SHUTTERSTOCK.COM / L GALBRAITH Members of Ecsite, EAZA and Education (SEISE) project, BGCI are getting involved at local which will seek to raise the level by informing visitors about their capacity of museums and local biodiversity, involving them in learning centres across QThe $14.5m sum will be paid over a five-year period hands-on activities and launching the US to actively engage biodiversity measurement events. children in science, and The space agency has “NASA’s programmes At the Museum of Natural Sciences to help NASA connect its had a working relationship are critical to our nation’s in Barcelona, we’re helping local resources with learners with the museum future for space exploration biodiversity to thrive in our gardens around the country in new since 2009, funding and scientific learning,” and running activities in collaboration and innovative ways. programmes related to said Alison Rempel Brown, with local partners. I encourage the The $14.5m sum will climate change and for the president of the Science wider attractions community to visit be paid in instalments SPACE exhibition, which Museum of Minnesota. “I the website (www.letitgrow.eu), get in over a five-year period premiered in Minnesota look forward to a partnership touch and get involved. and is one of the largest last year before embarking inspiring people through amounts ever awarded to on a tour of science engaging programmes.” Anna Omedes, director, Natural a science centre by NASA. centres across the US. QDetails: http://lei.sr?a=M9h5U_A Sciences Museum, Barcelona, Spain

20 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 VISITOR ATTRACTIONS NEWS

Themed Index: Disney dominates while museums stutter

The world’s top theme parks recorded MUSEUM ALBERT AND VICTORIA PHOTO: tremendous growth in 2015, while visitor numbers to museums entered overall decline, according to the 2016 edition of the TEA/AECOM Themed Index Report. The 10th edition of the Themed Index Report recorded a 7.2 per cent increase in attendance across the world’s top 10 theme park groups, with the top 25 achieving more than 5 per cent growth year-on-year. Disney is the dominant market leader, marking a 2.7 per cent increase in visitor numbers to 137.9 million people. Merlin ﬁnished a distant second, with visitor numbers increasing 0.2 per cent to 62.9 million people. Universal rounded off the big three, recording an impressive 11.8 per cent increase in visitor numbers, up to 44.8 million. Total attendance for theme park groups worldwide was 420.4 million, QLondon’s V&A saw attendance rise thanks to a blockbuster Alexander McQueen exhibition up from 382.8 million in 2014. While things are looking rosy for the decrease, with numbers for the top 20 events occurring in their host markets. For wider global attractions industry, museums museums worldwide down 0.7 per cent to example, the Victoria & Albert Museum appear to be in a phase of transition. The 106.5m – a drop of 800,000 people. saw a dramatic rise in attendance due to fourth year the report has tracked the According to the report, attendance its most popular exhibition ever, Alexander performance of museums in its Museum swings are largely tied to the presence or McQueen: Savage Beauty. Index, overall attendance saw a slight absence of signiﬁcant exhibitions or major QDetails: http://lei.sr?a=S6k5e

PHOTO: PRESS ASSOCIATION Antarctica to host ﬂoating biennale in 2017

An art exhibition is being PHOTO: ANTARCTICA BIENNALE planned for one of the world’s most remote locations – Antarctica. Due to launch 27 March 2017, the Antarctic Biennale will feature around QGuantánamo has a notorious reputation 100 artists and scientists who will travel for 12 days Guantánamo Bay on board the Akademik Ioffe, creating works for ‘peace park’ touted temporary installation in different locations around A new scientiﬁc paper has suggested the South Pole. QUkranian artist Alexander Ponomarev leads the project that the infamous Guantánamo Bay Sailing from Argentina via detention facility should be turned into the Falkland Islands, the list Ponomarev. “According nationalities will attempt a science lab and peace park in an of artists on the expedition to a 1959 international to write new rules of effort to solidify US-Cuba relations and will be revealed in 2017. agreement, it belongs to co-operation.” maintain Cuba’s natural ecosystem. Ukranian artist Alexander no state and is intended After the biennale, the The report in the journal Science Ponomarev, who also hosted purely as a place for creative artworks will be used in a says a park commemorating the history an Antarctic pavilion at the activity in the interests of number of exhibitions in of the area combined with a research 15th Venice Biennale of all mankind. It is a white museums around Europe. centre would give global recognition to Architecture in 2014, is continent – like a clean Beyond the inaugural event, Cuba’s conservation efforts. commissioner of the event. white sheet of paper upon the Antarctic Biennale will QDetails: http://lei.sr?a=C3H7j_A “The Antarctic is the which artists of different set sail every two years. last free continent,” said countries and different QDetails: http://lei.sr?a=F7Z9V_A

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 21 WATERPARKS NEWS

Red Bull turns waterpark into skatepark INDUSTRY OPINION

Dubai’s Atlantis, The Palm Water attractions drained its Aquaventure Waterpark in a marketing must see parents stunt that saw three pro as safety partners skateboarders given an all- access pass as they used Aleatha Ezra the selection of world- class dry slides to turn the According to the WHO, waterpark into a skatepark. 372,000 people Arranged in conjunction drown each year, with with Red Bull UAE, the pro those aged under fi ve skaters Milton Martinez, Alex at greatest risk. Such Sorgente and Jan Hoffmann stark statistics are spent four days in January a powerful reminder exploring the waterpark and QSkaters got the chance to shred the waterpark in Dubai of why the Chartered Institute for what it had to offer. the Management of Sport and The video, released “We are honoured the on what will be a successful Physical Activity (CIMSPA) revised and in April, sees the three skaters and the team at relationship going forward.” released the Parental and operator skateboarders riding down Red Bull chose Atlantis, So far, the footage has guidance for child supervision policies six storeys and 156 metres The Palm to fi lm this been seen on Red Bull’s in swimming pools in July 2014. (512 feet) of twists and stunt,” said Serge Zaalof, YouTube page more than The document provides guidance turns, plus a 14-metre president of Atlantis. “These 500,000 times. Atlantis’ for operators and parents on what (46-foot) wall on the skateboarders are extremely waterpark is the largest in constitutes a safe parent-to-child temporarily dry Aquaconda talented and clearly the Middle East and Europe ratio when attending an aquatic waterslide, which was expressed their excitement and is considered among venue. That is not to say that drained as part of regular to be here, and we look the best in the world. enforcing these guidelines does waterpark maintenance. forward to working together QDetails: http://lei.sr?a=8s8c6_A not create the occasional customer service issue. However, most operators fi nd that implementing simple steps can alleviate a lot of frustration on the part of your guests. Man gets jail sentence for deadly waterpark fi re Consider the following: O Determine the specifi c parent-to- Lu Chung-chi, the man child ratios that work at your facility. responsible for organising a As the guidelines say, your attraction waterpark party that ended types might require a higher or lower in a fatal explosion killing 15 ratio to be safe. people, has been jailed for OInclude the information on your four years and 10 months. website and in your social media PHOTO: PRESS ASSOCIATION PRESS PHOTO: Receiving his sentence posts and have easy-to-read signage in court in Shilin, Taipei, available to guests when they fi rst Lu was found guilty of enter the venue. negligence. He did not OTrain your staff to understand attend the verdict. Some why parental supervision and ratios victims and their relatives matter and how they can support you told local press that they by educating guests when they see did not feel the sentence QMore than 500 people were injured and 15 people died bad behaviours being displayed. was long enough. Parents want to enjoy time with More than 500 people “Most of the victims physical and emotional their children at aquatic venues, and were injured and 15 people were very young and their pain and torment.” they also want everyone to go home died when a starch-based wonderful lives were about “Relatives of the safe and happy. By being up-front powder ignited during a to start. They had beautiful deceased suddenly lost their with parents on their role in keeping Color Play Asia event at dreams to be realised,” family members and suffered children safe, operators can ensure the Formosa waterpark in said a press statement irreparable and excruciating fewer kids fall victim to drowning. New Taipei City, Taiwan, on provided by the court. pain and regret,” it said. That’s the ultimate goal for all who 27 June 2015. The fl ames “Because of the explosion, “The explosion happened work in the water leisure industry. engulfed a large portion 15 of them lost their lives due to the negligence of the dance area almost and most of the survivors of the defendant.” Aleatha Ezra, director of park member instantaneously. suffer tremendous QDetails: http://lei.sr?a=9B9j8_A development, WWA

22 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016

THEME PARKS NEWS

PortAventura gears up for 2017 opening of Ferrari Land

A year since breaking ground on Europe’s PHOTO: PORTAVENTURA first Ferrari theme park, PortAventura has offered an update on the project, coinciding with the symbolic placement of the Ferrari shield on its record-breaking vertical accelerator launch coaster. The 12-metre (40-foot) shield, which sits near the top of the 112-metre-high (368- foot) Intamin rollercoaster, can be seen for miles on a clear day at the resort on the eatsern coast of Spain, near Barcelona. The development is currently at the halfway point, with a projected opening date of April 2017. “The structure for our yet-to-be-named rollercoaster is already finished,” said PortAventura’s Roca Pujol, giving Attractions Management a tour of the Ferrari Land site. “In June, we’ll be bringing in three trains and, in July, we’ll begin ride testing.” Ferrari hase played an active role in QThe Ferrari logo on the Intamin launch coaster can be seen for miles around the development, keeping an eye on the finer details of the €100m (£76m, restaurants, retail, family rides and eight “The Ferrari Experience is being kept $109m) project, such as making sure Ferrari simulators – six for adults and two a complete secret,” said Pujol. “What we the exact shade of Ferrari red has been for kids. Additionally, the main building can say is that it will be completely unique. used for the rollercoaster. The main street opposite, which is the centrepiece of the It’s going to be amazing.” of Ferrari Land will be an Italian town, with park, will be the Ferrari Experience. QDetails: http://lei.sr?a=J2X6x_A

Merlin pleads guilty over Alton Towers crash

Alton Towers owner Merlin EXECUTIVE PHOTO: HEALTH AND SAFETY Entertainments pleaded guilty in court to breaking health and safety laws in relation to the Smiler rollercoaster crash that seriously injured five people, QThe billion-dollar park opens in 2018 including two who underwent leg amputations. Warner Bros to open In a hearing on 22 April, Merlin admitted breaching Abu Dhabi park health and safety laws, meaning the firm will face A $1bn (€882m, £698m) Warner Bros an unlimited fine, expected QSixteen people were injured in the accident at Alton Towers theme park on Abu Dhabi’s Yas Island to be in the millions has been confirmed by the global of pounds, when it is manual override process so the Health and Safety entertainment company and developers sentenced at a later date. that a senior staff member Executive. “Merlin has Miral. A Warner Bros-branded hotel is The Smiler reopened has to authorise and action acknowledged that it failed also to be built on the site. for the first time in March, the decision. Additional in its legal duty to protect Slated to open in 2018, the having been equipped with surveillance cameras people on the Smiler ride. park will include a wide range of new safety features and and additional staff “We hope this first Warner Bros’ global IPs, including technical improvements. inspection checks have milestone will help those DC Comics characters like Batman, Staff members have been also been put in place. affected to continue Superman and Wonder Woman. given additional training. “We welcome the guilty their recovery from QDetails: http://lei.sr?a=a4B2S_A The park has also added plea entered by Merlin,” this tragic incident.” further protocols to the said a statement from QDetails: http://lei.sr?a=G1D1T

24 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016

MUSEUMS & GALLERIES NEWS

Palestinian Museum opens its doors without any exhibits

Following the appointment of Dr PHOTO: PALESTINIAN MUSEUM Mahmoud Hawari as its new director, Israel’s Palestinian Museum has opened its doors without any exhibits. The $60m, (€55m, £40m) project, which has the intention of creating an iconic building to act as a beacon of hope for the Palestinian people, was ﬁrst mooted in 1999, but has been stalled multiple times due to political tensions in the region. The building itself – a contemporary design by Heneghan Peng which sits on a series of terraces designed to echo the agricultural terraces of the region – is “symbolically critical”, according to Omar al-Qattan, the museum’s chair. The museum’s inaugural exhibition, Never Part, which highlights artefacts of Palestinian refugees, was suspended QThe museum is void of exhibits, but its chair said the opening was “symbolically critical” after a disagreement between former director Jack Persekian and the museum’s The building held its opening ceremony be available to see is still in question. board, which led to Persekian’s departure. a few days after the 68th anniversary The museum is also launching the ﬁrst of Al-Qattan said that Palestinians were of what Palestinians refer to as its satellite exhibitions on 25 May, with “so in need of positive energy” that Nakba – the 1948 Palestinian exodus. Seams: A Political History of Palestinian opening a museum completely void of an The museum will be free-to-visit for the Embroidery coming to Beirut, Lebanon. exhibits would still be worth the effort. public starting 1 June, though what will QDetails: http://lei.sr?a=m2B6E_A

PHOTO: SFMOMA Social media superstars shine spotlight on Paris

Paris has turned to social PHOTO: INSTAGRAM media to promote its attractions, calling on some of Instagram’s most popular users to draw crowds to the French capital’s top institutions. QExhibition space has been tripled In an effort to leverage the power of Instagram, SFMoMA’s $610m Paris Musées, which manages 14 of the extension opens capital’s municipal museums, commissioned Snøhetta’s new building for the San 10 Instagrammers to QPopular Instagrammers were asked to recreate Parisian works Francisco Museum of Modern Art re-create classic artworks (SFMOMA) has opened its doors. in their own image. The move follows will be put on display The international architecture Created by digital from a 2014 study by until 31 July at Paris’ studio has been working on the marketing agency Kindai, Kindai that found that Gare Saint-Lazare train project for the last three years, the effort is aimed at cultural institutions in station. Paris Musées adding a 10-storey extension to promoting Paris Musées’ France beneﬁtted most is also encouraging the museum’s existing building, recently launched digital from Instagram posts, passersby to contribute tripling exhibition space and allowing collection, with social accounting for about their own versions of for more of SFMOMA’s collection media inﬂuencers 53 per cent of related the classic works and to be put on display at one time. from various art Instagrammer visits. to use the hashtag QDetails: http://lei.sr?a=y6Q7Y_A backgrounds putting their The recreated #ParallelesParisMusées. own spin on the works. Instagrammer collection QDetails: http://lei.sr?a=4M2u2_A

26 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 A Global Leader in the Tourism & Leisure Design Industry ®

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Italy plans €1bn investment into its culture and heritage

After announcing plans in January to invest PHOTO: BORIS SHUTTERSTOCK.COM/ STROUJKO €300m ($325m, £220m) to protect its most important heritage sites in need of restoration, Italy has earmarked €1bn ($1.16bn, £790m) for cultural investments on projects across the country. Italian culture minister Dario Franceschini called the plans, “the biggest patrimony intervention in Italy’s history”, adding that the funds would be divided between 33 projects across Italy. ]Franceschini said the massive investment would provide “dreams, kept in drawers, which never had the necessary resources”, adding that the plans were “proof that this government believes in culture driving growth”, a trend not seen in recent years when many of Italy’s historic cultural locations have been left in a poor or decaying state thanks to public spending QPompeii will receive a €40m investment to perform essential maintenance cuts, corruption and bad management. Among the investments, €40m ($46m, The famous ancient city of Pompeii will Mount Vesuvius and destroyed with Pompeii £31.6m) will go towards the expansion also receive a €40m investment, which in AD 79, will gain €10m ($11.6m, £7.9m) of the world-famous Ufﬁzi museum, with will go on essential maintenance of the for repairs and excavation. The site remains the plans including opening up a “secret” Roman-era walls and mosaics. largely unexcavated with around 75 per cent corridor connecting the museum to The UNESCO World Heritage Site of of the site still to be investigated. Florence’s Palazzo Vecchio. Herculaneum, located in the shadow of QDetails: http://lei.sr?a=h8M5R_A

PHOTO: SHUTTERSTOCK.COM/THINK4PHOTOP PHOTO: Heritage can help Africa development: expert

A heritage expert has PHOTO: PIERRE DURIEU SHUTTERSTOCK.COM/ JEAN raised critical questions related to the management of heritage sites in Africa, suggesting a socio- economic approach to maximise sustainability. QDurbar Square was severely damaged Speaking on the first-ever African World Heritage Day Work finally starts on in May, Pascall Taruvinga, chief heritage officer for the Nepal’s heritage sites Robben Island Museum and World Heritage site in Cape After significant delays Nepal’s prime Town, South Africa, said that QRobben Island: a socio-economic approach to conservation minister has said work is finally set to while the number of world start on key heritage sites destroyed heritage sites in Africa is world heritage sites, such Using the socio-economic by last year’s devastating earthquake. increasing, the relationship as uranium extraction in method of sustainability, Speaking at the 17th-century between conservation and Tanzania’s Selous Game Taruvinga said a paradox is Anantapur temple, which was socio-economic development Reserve. But, world heritage created where heritage sites among the heritage sites damaged, at these sites has become a hasn’t been sufficiently are expected to combat Khadga Prasad Oli offered prayers topical issue over the years. harnessed for contributing to ever-decreasing government and said that work would begin on Taruvinga said: “Socio- socio-economic development, grants through sustainable rebuilding the temple in addition economic development often especially in developing development initiatives, to three other sites in Kathmandu. takes place either within nations. Principles of while still upholding the QDetails: http://lei.sr?a=9U4b6_A or outside the boundaries sustainable development “virtues” of conservation. of places inscribed as should be applied.” QDetails: http://lei.sr?a=U2r3b_A

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SeaWorld ends orca captivity programme INDUSTRY OPINION

SeaWorld has announced AZA joins trafficking that it is ending orca captivity at its parks. alliance to end illegal The operator has been trade of wildlife under immense pressure from animal rights groups Jennifer Fields ever since the release of Blackfish, which catalogues AZA has been raising alleged mistreatment of awareness of wildlife killer whales and the death trafficking issues for of three people as a result. SHUTTERSTOCK.COM/ HAN HSIUNG CHUA PHOTO: decades. However, as Now SeaWorld says its the US Department ending its orca breeding of State estimates programme effective wildlife trafficking immediately, with its current generates about $10bn (£7bn, generation of whales its last. QSeaWorld says the current generation of orcas will be its last €9bn) in illegal profits for criminal “When we opened syndicates, in addition to decimating our doors more than 50 be the last at SeaWorld. guests will continue to view wildlife populations, AZA zoos and years ago, killer whales We haven’t taken a whale and be inspired by them.” aquariums are taking new steps to were feared and even from the wild in nearly 40 Additionally, SeaWorld has address this devastating problem. hunted. Now, they are years. Now, we’re going announced that its “more In 2014, the White House among the most beloved further and will end our natural” orca show planned released the National Strategy for marine mammals on the orca breeding programs for its park in San Diego in Combatting Wildlife Trafficking to halt planet thanks, in part, to as of today. We will protect 2017 will now be rolled out the illegal trade of wildlife into the SeaWorld,” said a statement and care for these whales to it parks in San Antonio US. President Barack Obama called from the operator. “The -- here at our parks – for and Orlando in 2019. for a collaborative effort to reduce killer whales in our care will the rest of their lives where QDetails: http://lei.sr?a=t2M9e_A the supply and demand of these illegal products in the US – one of the world’s largest markets – and announced the formation of the US Wildlife Trafficking Alliance (USWTA). Detroit Zoo debuts $30m penguin habitat On World Wildlife Day, March 3, 2016, USWTA announced 16 new Detroit Zoo, in Detroit, members, including AZA. AZA made a Michigan, has debuted commitment to USWTA to mobilise its its $30m (€27m, £21m) more than 230 accredited members penguin habitat, with a and their 183 million annual visitors state-of-the-art enclosure ZOO DETROIT PHOTO: to help combat wildlife trafficking. that offers a face-to-face This commitment includes working encounter with the birds. with USWTA to place a unified exhibit Home to 69 penguins – at multiple AZA-accredited zoos and gentoos, macaronis, king aquariums; engaging AZA members and rockhoppers – the on wildlife trafficking policy issues; Polk Penguin Conservation creating the opportunity at AZA- Center, designed by the accredited facilities for the public architectural team of Albert to donate unwanted ivory and other Kahn Associates and Jones QThe state-of-the-art centre is home to 69 penguins wildlife products for destruction and & Jones Architects, features to get them out of circulation in the an underwater gallery and of behaviour as seen in zoo’s 88-year history. market and working with Discovery two acrylic tunnels for the wild, including leaping The team of DeMaria Communications and the Discovery visitors to see the birds fly in and out of the water, and Wharton Smith were VR platform to develop materials and through the water. nesting and rearing young. general contractors for virtual content to engage visitors Designed to simulate a The attraction – named the project, which took 18 through technology. penguin’s native habitat, the after its largest donor, the months to build. The zoo’s AZA encourages others to join us 33,000sq ft (3,000sqm) Polk Family Fund, which former penguinarium, now in this effort. For more information, enclosure – which contributed $10m (€8.8m, vacant, will be renovated please visit www.uswta.org. resembles an iceberg above £7m) to the development to become a conservation a 326,000-gallon pool – – is the largest, most centre for bats. Jennifer Fields, encourages the same kind expensive project in the QDetails: http://lei.sr?a=a6B3Z_A communications coordinator, AZA

30 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 6LPSO\EHWWHU 60th ZDWHUÀOWUDWLRQ

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ZZZQHSWXQHEHQVRQFRPHYHQPRUH TECHNOLOGY NEWS

UK’s ﬁrst virtual reality centre caters for special needs children

The ﬁrst virtual reality centre in the UK – opening in Lincoln – will use tailor-made VR experiences to help stimulate children with special needs. VR company Tension, which is introducing its historically-themed escape room and VR experience in June, is putting experiences for special needs kids at the heart of its operations, introducing “quiet times” for children to use the technology in a productive way. “VR is a fantastic way of putting sensory input into children with learning difﬁculties such as autism or ADHD,” said Simon Adderley, managing director of Tension. “During quiet times children with special needs can come into an environment that is much calmer, with less people about. “They’ll be using VR tuned to their own condition. There’s been a lot of research QStudies suggest VR can help children with learning disabilities done in VR and stimulus for special needs children. It’s been recognised that simulation in enhancing the treatment, education and “We’ve been in touch with people especially is a fantastic way to help these quality of life of children with disabilities. working on this because they’d like to work kids interact better with the world.” “I have a daughter who is autistic, with us on certain programmes. I don’t Using immersive 3D worlds as dyspraxic and has Aspergers, and it’s know where it’s going, but it’s certainly rehabilitation technology, studies have remarkable how calming and sociable kids going to be an interesting journey.” suggested VR can contribute “extremely” become through using the VR,” said Adderley. QDetails: http://lei.sr?a=D6Q7d_A

‘Jimmy’ offers evolution of telepresence robot

Disney’s research arm has developed a human- controlled robot capable of replicating precise actions, meaning the operator can bring its characters to life in ways never seen before. QHoloLens shipped orders on 30 March Dubbed “Jimmy”, the Hybrid Hydrostatic HoloLens goes on Transmission and Human Safe Haptic Telepresence sale to developers Robot offers bi-directional operation of every joint, Microsoft has made its Hololens meaning ultra-precise Q“Jimmy” is capable of replicating precise actions developer kit available at a price of actions replicated through $3,000 (€2,750, £2,150) ahead of an air and water hydraulics the operator can feel sometime – theme parks the technology’s public release. system are possible when between Jimmy and his notably using them to allow Shipped to qualiﬁed developers operated by a human. external environment. characters to naturally on 30 March, the technology will For these operators, The robot is so precise, interact with people – be used to create augmented mounted stereo cameras the operator can put this technological leap by reality (AR) apps, along with stream live video visually a thread through Disney Research means the additional components to immersing them in the the eye of a needle. that the technology can be enhance the technology further for robot’s physical workspace. The potential of Jimmy taken much further than its eventual commercial release. To allow precise touch, for Disney at its parks is simple actions as with QDetails: http://lei.sr?a=N5z5S_A hydrostatic transmission huge. Though telepresence previous iterations. presents a counterforce robots have existed for QDetails: http://lei.sr?a=t2w7C_A

32 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 THE SOLID PARTNER FOR HIT CHARACTERS

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©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 33 JOHN DUFFEY

It’s been smooth sailing for the Six Flags ship and its shareholders, but CEO John Duffey sees new opportunities on the horizon

Alice Davis, managing editor, Attractions Management

round will soon break on the the parks and buy the license to operate first Six Flags in Asia, as the them. A similar franchise model is also thrill king of the US theme supporting upcoming parks in Dubai and park industry staked its Vietnam, sending a clear signal that Six own claim to a piece of the Flags is committed to potentially unlimited Far East pie. But Six Flags Haiyan, which expansion abroad. will be part of $4.6bn (£3.2bn, €4.1bn) GLOBAL GROWTH tourism destination resort not far from Shanghai, is not just the company’s first “Developing internationally is a great growth park in China, it’s the first of many. opportunity for us. China is an excellent “Given the global strength of the market and one that has the potential to Six Flags brand, we believe we have support multiple Six Flags-branded parks. tremendous growth opportunity to partner Dubai is an emerging entertainment desti- with other firms that are interested in nation with incredible potential and Vietnam building Six Flags-branded theme parks in is another exciting market where we believe markets outside North America. Developing the brand will be well-received. All of these Six Flags parks in various parts of the world markets have large populations with grow- is part of our long-term growth strategy,” ing disposable incomes, strong economies says John Duffey, CEO of Six Flags. and a void of entertainment similar to what The plan is to build multiple Six Six Flags offers,” says Duffey Flags in China in the next 10 years in CEO John Duffey is overseeing Six Asia remains underserved when it partnership with real-estate developer Flags’ expansion into China (below) comes to high-quality attractions. China in Riverside Group, who will build and own particular has a still-expanding middle class

China is an excellent market and one that has the potential to support multiple Six Flags-branded parks

34 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 INTERVIEW

There’s growing interest from other countries who want to be part of our signature brand

with the disposable income and desire for these experiences. According to AECOM, already 700 million Chinese can afford to visit a theme park – a figure that’s expected to reach 1 billion by 2020. And the abolition of the country’s one-child policy this year (the law has been revised to allow two children) is also likely to boost attendance and in-park spending in the future. However, while more than 60 theme parks are under construction in China, and Disney and Universal are joining the market, there are only an estimated 850 amusement attractions in total, serving “We have an operating model that works a population of 1.38 billion people. Many Fireball is new for 2016; The New and our international properties will follow of those attractions will be low-quality Revolution Virtual Reality Coaster at that model, but these parks will also local parks, and of the top 25 most-visited Six Flags Magic Mountain (inset) be tailored to their specific region. The theme parks in the world in 2014, only theming, the shows, along with the food two of them were in mainland China. The and retail offerings will reflect the customs country’s leading operators by attendance guests per year – it’s the same qualities and cultures of the local markets.” – OCT Group (10 parks, including the that make Six Flags successful at home It’s been a complete turnaround for Happy Valley chain), Chimelong Group (two that are attracting investors abroad. the company, which in 2009 was delisted parks), Songcheng Group (six parks) – “Six Flags is already a global brand, one from the New York Stock Exchange. Six clocked up 47 million visits in 2014, less of the most recognisable in the world,” Flags had struggled through the 2000s, than 0.5 per cent of the population. he says. “Our product offering is unique was forced to sell off its European assets and appeals to a wide range of people and several US parks, but failed to make THRILLS FOR CHINA and there is growing interest from other a dent in its $2.4bn (£1.6bn, €2.2bn) of countries who want to be a part of our debt. Former CEO Jim Reid-Anderson took For Duffey, there’s more than enough signature brand of thrills and innovation.” the reins in August 2010, steering the space in the market. The company’s own While closely following the Six Flags company to a remarkable recovery. He psychographic research in China revealed brand in its new destination parks – offering came up with a strategy to reinvest 9 per people wanted more thrills and more signature thrill rides and record-breaking cent of revenue each year in brand new record-breaking rides. As a highly profit- rollercoasters, alongside family and kids’ attractions, got rid of ticket discounts that able regional park operator – with 18 rides, water rides, concerts and shows – were just too generous and streamlined North American parks attracting 28 million Duffey isn’t saying they have to be replicas. operations to improve efficiency.

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 35 INTERVIEW: JOHN DUFFEY

Justice League: Battle for Metropolis is coming to Six Flags Mexico and Six Flags Great America

Our guest satisfaction ratings are among the highest in our history and team morale is also high

Duffey was Reid-Anderson’s right-hand new rides and attractions in every park “Strategic innovation is an important key man during this time, serving as CFO from every year. We have consistently been to our success. We’ve been deliberate in September 2010, until taking over as recognised globally by our guests and the our efforts to enhance the guest experience president and CEO in February this year. industry as offering the best-in-class rides by offering innovative rides, attractions Prior to that, the two worked together at and attractions. Our line-up for 2016 is the and services. Our capital strategy to have Dade Behring, leading it through debt best we’ve ever had.” something new that we can effectively restructuring before selling it to Siemens The line-up for the season certainly market at every park every year, as well as for $7bn (£4.8bn, €6.2bn) in 2006. Now is exciting. The US’ first VR coaster our season pass strategy, has contributed in charge of Six Flags, Duffey continues to experiences are rolling out across nine to significant growth in attendance.” follow the successful strategies that have parks; last year’s award-winning Justice TEAM MORALE seen $2bn (£1.4bn, €1.8bn) returned to League: Battle for Metropolis is coming shareholders over the past six years. to Six Flags Great America and Six Flags As regional parks rely heavily on return “We had our sixth consecutive year Mexico; a seven-storey loop coaster called visitors, it’s vital to offer season passes of record performance in 2015 and the Fireball is set to up the thrills at Six Flags at carefully considered prices. Six Flags first quarter of 2016 was our 23rd record New England and Six Flags St Louis; Six staff are trained to promote the season quarter out of the last 24 quarters,” Duffey Flags America is adding Splashwater Falls, pass and membership options by helping says. “Our guest satisfaction ratings are a giant interactive water playground, and Six customers see the value in them. among the highest in our history. We are Flags Over Georgia introduces the world’s “Our pass base is up 24 per cent and laser-focused on providing a world-class first DC Super Friends themed children’s we’re seeing strong sales growth in our experience to our guests and delivering area – to name just a few. All Season Dining Pass,” says Duffey. “Because we’re investing in Fright Fest and Holiday in the Park, guests have multiple opportunities to visit our parks each year.” Lastly, Duffey says the company owes its successes to its staff and that it endeavours to keep them happy. “We have some of the brightest minds in the industry on our team and their commitment is inspiring. We re-instated a number of employee benefits to reward and acknowledge their hard work, and as a result team morale has never been higher.” Six Flags serves the top 10 demographic markets in the US and Duffey says he does not anticipate building any new theme parks in the region. Instead, Six Flags at home is poised to enjoy further benefits of an innovative and well-run company in the marketplace. Abroad, Six Flags and its partners are set to charter new territories in the next chapter of its story. If it maintains its focus on innovation, guest experience and employee satisfaction, its journey into Six Flags Magic Mountain hosts its 25th annual Fright Fest this year Asia should be a Great Adventure. O

36 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 www.sallycorp.com TALKING POINT

How can attractions harness the power of VR?

VR technology offers seemingly endless possibilities across all the attractions sectors. But is it worth investing in a VR experience – and where should you start? We asked a panel of experts

The Void is inventing a new type of VR-based out-of-home attraction

he hugely immersive medium of Mountain, Universal Japan and Alton Towers that people expect from out-of-home VR is a natural companion to the have reinvented veteran rollercoasters with entertainment requires investment and experiential, visual and narrative the addition of a VR experience. London’s the work of highly skilled technicians world of attractions. The Natural History Museum has collaborated and creatives. It also poses challenges technology’s applications for and with David Attenborough to offer on-site for operators in that it can be deemed T within the industry are countless VR experiences, while The Void, which is too isolating an experience. It can also because, when it comes to expected to fully open in Lindon, Utah, be awkward to implement on the ground storytelling, a VR experience really is like this year is deﬁning a whole new genre with slow throughput and hygiene issues. entering another world. for the attractions industry, the Virtual However, the possibilities of content It’s no wonder a number of theme park Entertainment Centre (VEC). are inﬁnite and when done well, a VR and museum operators have already While some big players are already experience can boost revenues. brought the technology to their visitors. adapting the technology to their needs, Is it time to embrace VR? Can it work for For example, Europa Park, Six Flags Magic creating the top-quality experience your attraction? We asked the experts.

38 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 VR coaster Galactica opened this season at Alton Towers, UK

What VR does is give us an exciting new way to further enhance and expand the stories we want to tell

PAUL MORETON achieved through the creative works alongside grand illusion, Creative director mixing of new techniques and live action, 4D effects and Merlin Entertainments technologies like VR with more a very scary storyline where traditional ones. This approach guests play a central role. The leisure and attraction will produce the groundbreaking The public response to both sector has already entered an attractions of the future – the these new attractions has been exciting new dimension with the ones that cannot be reproduced incredible – people love them. arrival of VR. However, I don’t in someone’s bedroom or a VR It’s clear, however, that it’s think we should get too carried suite – ensuring attractions not the VR, but the way we away. It’s a great new tool for remain relevant and successful. use it which is critical both us to play with, but it’s not the This is what we’ve been to customer reaction and the be all and end all for attraction doing at Merlin Magic Making long-term development and development. Imagination and with the launch of two brand relevance of VR to the sector. storytelling are still, and always new groundbreaking attractions. headsets, a coaster which Consumers’ expectations are will be, the vital ingredients for At Alton Towers, we’ve recreates the feeling of always rising and it won’t be creating world-class attractions. created one of the fi rst fl ying and new theming. enough for the industry to What VR does is give us rollercoasters fully dedicated to In Derren Brown’s Ghost Train make generic VR fi lms, played an exciting new way to further VR. Galactica is a breathtaking at Thorpe Park, we’ve used VR in standard theatres. The enhance and expand the journey through space, where in a very different way. Here, VR public will expect much more. stories we want to tell and guests experience total is just one element of a multi- In short, the future is the worlds we want to create; immersion into an incredible million pound, multi-dimensional very exciting but only if and to engage and stimulate story of space exploration. It’s attraction – it’s something we continue to dream the our guests’ every sense – achieved through a combination that’s never been seen before. impossible and then use physical and psychological. of a specially created VR fi lm Again, we employ uniquely VR, along with many other However, this can only be delivered through individual created VR footage, but this techniques, to bring it to life.

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 39 TALKING POINT

We are constantly challenged to think ‘out of the headset’

STUART CUPIT and explore ways that allow store on Oxford Street. Five Technical Director the user to interact with competition winners donned Inition VR objects around them. Engaging specially customised Oculus additional senses through Rift headsets to experience the For the fi rst time since the motion, touch/haptics, scent, show as it happened. invention of motion pictures, taste, temperature and To really get a great piece of we have a new channel of weather simulations adds VR theatre, we can use feelings storytelling: VR. As with to the sense of immersion, that are natural to us as human any new channel of art, the but the experience is only as beings to evoke a powerful rules are being established, good as the content, that is response, like our 19th-century language being developed and why the storytelling aspect is circus experience where the devices being explored. paramount to get “inside” and user was undertaking a daring Recent developments bring the production to life. stunt by jumping through rings in the medium mean Technology has evolved in can build fantastical imaginary of fi re. The experience aimed nobody currently has all the such a way that we can provide worlds or put visitors in remote to fully transport users into the answers. It’s an exciting truly unique, fully immersive places – making them feel as circus atmosphere, engaging time for experimentation. experiences that engage the though they’re actually there. in our very real and natural Industry experts open to senses to create memorable Every experience should emotions of fear and wonder. sharing information on their brand theatre, whereby the offer a new opportunity for These are but a few experiences of creating content doesn’t break the social connection. Our world- examples of how we have led stories for VR, thus creating spell and keeps the users in fi rst Topshop project opened the way for clients, helping to an accessible atmosphere of suspended belief mode. up London Fashion Week to a create more engaging consumer content creation dialogue. VR can be a worthwhile wider audience, transmitting the experiences and reinvigorate VR is an ideal tool for visitor investment for marketing catwalk show live from a front how content is delivered. attractions because it provides attractions in that it is the row seat in the Tate Modern’s The possibilities are almost multisensory environments. ultimate interface to the digital Turbine Hall to enthralled overwhelming as they are We are constantly challenged world, with the ability to take fashion-lovers sitting in the endless. If you can imagine it, to think “out of the headset” you anywhere, anytime. We window of Topshop’s fl agship then we will be able to build it.

ED BARTON Imagine shrinking to the size CEO of a blood cell and going on an Curiscope adventure inside the body Virtual and augmented reality open up a huge market of opportunity for the attractions This creation of impossible Imagine you no longer just industry. We’ve seen VR before, experiences is where things look at an Apollo spaceship, but with low latency, higher get exciting. You no longer but experience the mission; quality devices that cost a need to be constrained to the no longer just look at a lot less, there are going to physicality of an environment volcano, but dive through it. be exciting developments. or the time period. Imagine shrinking to the size We created a VR experience To use the technologies most of a blood cell and going on that lets you dive with great effectively, shoot for landmarks. an adventure inside the body. white sharks. It’s the second- Don’t jump on them just There’s never been a medium most viewed VR experience because they’re a buzzword; that’s able to so effectively in the world on a number embrace them because they provide you with the feeling of of platforms, outperforming will fundamentally improve presence in another location anything that’s been released the visitor experience. We’re and that’s ultimately what the by Hollywood, proving there’s demand for experiences that in the early days of a tectonic attractions industry has always are not only exciting but also shift in the computing industry, sought to emulate. Demand informative. Ultimately, an from an information economy has never been higher and aquarium can offer a great to an experience economy. the technology is only getting white experience without having This is what the attraction better. This is the opportunity to keep one in captivity. industry does best and it to be pioneers and provide real must take the lead if it’s to value and engagement at a Curiscope’s great white shark VR experience capitalise on the opportunity. level higher than ever before.

40 AM 2 2016 ©CYBERTREK 2016 CUSTOM DESIGN

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The experience can actually deliver higher visual fidelity than a multi-million pound dome installation

PAUL MOWBRAY is because VR natively supports Director stereoscopic 3D content and NSC Creative uses screens rather than projection, hugely increasing the At NSC Creative, we started in contrast ratio and brightness. the planetarium environment, If offering a passive Paul Mowbray, director at where large fixed venues experience like a pre-rendered NSC Creative; (below) A evolved into expansive digital movie it’s important to try to fulldome 4K fisheye still canvases with the capability synchronise the experience. taken from We Are Stars to transport audiences into Start with a short pre-show and a diverse range of topics. briefing and ensure everyone’s The themes are no longer show begins and ends at the person’s position to a sub- constrained to astronomy now same time. Encourage guests millimetre level, enabling that the opto-mechanical star to share their VR experience unprecedented immersion into ball is collecting dust in the pit. with others by offering a a virtual world. The current The 360° digital dome format follow-on social space. holy grail for this kind of is in a way a form of social VR. Our 8K 60fps 3D experience is putting The dome allows people to have film We Are Stars is a multiple people in the a shared immersive experience cross-platform science same physical space. without the logistical challenges documentary designed Projects like The Void of HMDs. However, there are and optimised for both are already doing this many venues that do not have domes and HMDs. We and more attractions the space or budget for a large maximise investment by will roll out similar and dome and this is where the opening up new formats, equally compelling and VR Planetarium or VR Theatre while exhibitors can add a transformative experiences. concept comes into play. At its 360° 3D experience for very Making this form of VR – True most basic, it’s a room full of little up-front cost. VR – work technically, financially spinny chairs with a VR headset A cheap option is Google and operationally poses serious for each guest. The investment Cardboard. We did a lesson True VR poses serious challenges, but the level of for this is the cost of the about the moon as part of our challenges, but the level visitor engagement has the smartphones and headphones, relationship with the Google of visitor engagement potential to be off the scale. but the experience can actually Lunar XPRIZE project. Each has the potential to be There’s a massive buzz deliver higher visual fidelity than child has a Cardboard with a off the scale around VR, but research shows a multi-million pound dome. This smartphone synched to the only a tiny percentage of the teacher’s tablet. By having the public have tried it. Therefore, audience take the device off there’ll be a period of time multiple times throughout the where attractions can introduce lesson to engage with each VR and simply offer the wow other and the teacher, it became factor that comes for free from a dynamic group event. This everyone’s first VR experience. approach suits science centres As more people get it at home, and museums, who have the venues will have to work experts on-hand to give amazing harder with custom, high-end insights and intimate tours of experiences that serve their their areas of expertise. mission and offer something At the high end of the VR unique. VR will be ubiquitous spectrum are room-scale, across attractions, but will fully interactive experiences come in waves as the content enabled by solutions such as and guests’ desires become There are techniques to make VR more social the HTC Vive, which tracks a more sophisticated. O

42 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 WHY YOU NEED TO BE IN GRAZ NEXT JUNE

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Organised by PHOTO: ELIZABETH DANIELS PHOTO: Eli and Edythe Broad (left); Flag by Jasper Johns, 1967 (top); the exterior of the Broad (bottom) The Broad Inviting a new conversation in Los Angeles

Philanthropists Eli and Edythe Broad debuted a sensational modern art museum in LA’s cultural heart. It’s their gift to the people – and there’s plenty to love PHOTO: IWAN BAAN

44 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 PHOTO: IWAN BAAN FIRST PERSON

(Clockwise from left): An elevator takes visitors to the gallery space; Skylights provide ﬁ ltered natural light in the third-ﬂ oor exhibition spaces; Michael Jackson and Bubbles by Jeff Koons, 1988

PHOTO: BRUCE DAMONTE

everal times a week, Carmel – van Gogh and Henri Matisse. They soon who lives downtown – purposely realised it’s nearly impossible for private drives out of her way to check individuals to build an extensive collection S out the long line of people eager of great artworks from past eras, so they to gain entry to Los Angeles’ most recent turned their attention to contemporary and cultural sensation, The Broad modern art emerging artists – many based in LA – with museum. whom they could build relationships. As a global centre for storytelling, LA In the ensuing decades, they is no stranger to the many long lines of assembled one of the most important residents and visitors, keen to pay ever- BRC Imagination Arts creative collections of contemporary art in the increasing sums to experience the stories director Matthew Solari and vice world. They also acquired many post-World created here. They come via fi lms, TV, president and executive producer War II pieces that represent foundational Disneyland and Universal Studios, as well Carmel Lewis report on their undercurrents to more recent art. as preeminent cultural venues such as the Their patronage of living artists was a experience of LA’s new museum Walt Disney Concert Hall, the Hollywood natural fi t with their desire to share their Bowl and the Music Center. collection with the broadest public audience The Broad is the newest pearl in a it’s free. They’re lining up because the possible. The Broad collection is now up string of world-class architecture and arts collection amassed by Eli and Edythe to 2,000 works by around 200 artists and organisations along Grand Avenue, where Broad speaks to them. The museum is a growing at at rate of approximately one you’ll fi nd the Disney Concert Hall, the true refl ection of LA itself: cosmopolitan new acquisition per week. Since 1984, the Museum of Contemporary Art (MOCA), with a dose of grit, conveying casual Broad Art Foundation has loaned works to Grand Park, Ahmanson Theatre, Mark sensibilities within beautiful surroundings over 500 museums, non-commercial art Taper Forum, Dorothy Chandler Pavilion, LA and possessing undeniable star power. It galleries and exhibition spaces worldwide. Opera, LA Phil and more. But it turns the demands to be seen and discussed. (And, idea that you get what you pay for on its for those who don’t want to queue, the Cultural centre head. The Broad not only tells a stunning museum website offers timed tickets.) After building two Fortune 500 companies story of urban renewal, architecture and in two different industries, Eli Broad retired LA’s premier position in the contemporary Contemporary focus in 1999 to focus on his philanthropic work. art world, it is also free to the public. When the Broads began to seriously collect Similar to the Chandlers, the Dohenys, and Yet, people are not lining up along the art in the 1970s, they focused on the other families who built Los Angeles, Broad

ALL ARTWORK IMAGES COURTESY THE BROAD AND THE ARTIST THE AND BROAD THE COURTESY IMAGES ARTWORK ALL block – all day, six days a week – because classics, targeting such artists as Vincent set his sights on his adopted city. (Eli and

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 45 PHOTO: IWAN BAAN FIRST PERSON

PHOTO: ADRIAN GAUT Controversial or not, the Broad is a stellar gift to the people of Los Angeles PHOTO: BRUCE DAMONTE

(Clockwise from left): LA Broad director Joanne Heyler; the Broad’s “womb-like” lobby; Artworks from 2000 to the present on the ﬁrst ﬂoor

Edythe originally hailed from Detroit). Visitor experience Although the ground floor contains several The museum not only serves to store This conversation plays out in surprising galleries, our instincts immediately and exhibit the Broad collection, it also and intriguing ways throughout the visitor drew us from the womb-like lobby onto represents the most recent contribution experience. The building itself lifts its skirt, the escalator. We climbed 105 feet (32 toward the realisation of Eli Broad’s work beckoning visitors to enter beneath the metres) through the constricted tube to remake Grand Avenue as a vibrant raised honeycombed veil to a dim, sparse toward the light above, disembarking on centre for LA culture and architecture. entry gallery that serves as the point of the expansive, columnless third floor. Designed by architecture firm Diller departure and return. The inaugural installation, following Scofidio + Renfro in collaboration with Here, visitors can orient themselves a roughly chronological timeline, begins Gensler, the 120,000sq ft (11,150sqm), with the aid of a welcoming Visitor here with works from the 1950s through $140m (£97m, €123m) museum opened Services Associate (VSA). Positioned the early 2000s from such heavy hitters to the public in September 2015. It throughout the building, the friendly and as Jasper Johns, Robert Rauschenberg, joins other cultural institutions on Grand approachable VSAs represent a sharp Cy Twombly, Roy Lichtenstein, Ed Ruscha, Avenue – including the Arts Magnet High deviation from the traditional security Andy Warhol, Jean-Michel Basquiat, Keith School, Disney Hall and MOCA – that have guards in other museums. They help Haring, Barbara Kruger and Jeff Koons. been greatly shaped by Broad’s often- visitors navigate their experience and are The art is beautifully illuminated by the controversial patronage. trained to talk about the collection and the diffused light that filters through the 318 Controversial or not, the Broad is a artists, revealing little-known details and skylights above. The cell-like openings in stellar gift to the people of LA. It sits next engaging people with the art in deeper the veil surrounding the outer gallery walls to Disney Hall on a ridge, serving as the and unexpected ways. (During a recent create artful backdrops to several of the grounded, absorptive counterpart to the visit, one exceptionally musical VSA softly collection pieces as well as glimpses of undulating waves of its shinier companion. sang African American spirituals at the Disney Hall’s reflective curves next door. Designed around the concept of the veil threshold to a third-floor gallery, providing To reach the lower galleries, visitors can and the vault, the museum invites visitors an exquisitely moving soundtrack to Kara descend via a clear tubular elevator or the into a conversation with the collection, its Walker’s devastating African’t.) twisting staircase, which takes them past creators and stewards – and one another. tall windows that invite a peek inside the Veil and vault 21,000sq ft (1,950sqm) collection storage The Broad’s interiors rightly area (the vault) on the second floor for exist to support and elevate an intriguing preview of what might be on the art, permitting the visitor to display during their next visit. freely explore the 50,000sq ft (4,645sqm) of gallery space. Transformations The inaugural installation’s chronological progression continues on the first floor, Untitled (Ferguson with works from 2000 to the present. The Police, August 13, 2014) flow on this floor does not work as well as by Robert Longo, 2014 in other areas of the museum; the elegant

46 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 SAVE THE DATE EURO ATTRACTIONS SHOW 2016

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Each person is allowed only 45 seconds to take in the glittering world of refl ected light sequence of compression and expansion elsewhere is replaced by a succession of tighter gallery spaces that often result in impassable clumps of people trying to fi nd good viewing spots for works such as Robert Longo’s powerful Untitled and it’s easy to spend an Infi nity Mirrored Room – The (Ferguson Police, August 13, 2014) or hour trying to take in each Souls of Millions of Light Years the intriguing, inside-out perspective scene of individual musicians Away by Yayoi Kusama, 2013 of Tomas Struth’s Audience 4 (Galleria playing and singing in different dell’Accademia), Florenz, 2004. tumble-down rooms of Rokeby Fortunately, there’s ample breathing mansion in upstate New York. 2015 and 28 February 2016, room in the Takashi Murakami room, of visiting adults, 71 per cent grounded by the artist’s astonishing Engagement were 18-34 years old. Only 36 82-foot-long (25-metre) refl ection of the The success of the conversation per cent identifi ed as “White/ 2011 Tohoku earthquake and resulting can be seen in how people are Euro-American,” with the tsunami, In the Land of the Dead, Stepping engaging with the collection. vast majority aligning with on the Tail of a Rainbow. Although visitors can select ethnicities including Asian, The greatest artistic accomplishment a tour from a menu available Latino/Hispanic, Black/ in the entire museum is perhaps the through the free mobile app, African-American, Native transformation that comes over visitors very few people were doing so American, and various as they accept the Broad’s invitation to during a recent visit. extractions and combinations the conversation. It’s great fun to see the Instead, many were using their phones of those. The most frequent levels of change in people’s faces as they exit Yayoi for selfi es (anything by Koons and Robert annual household income were “Less than Kusama’s Infi nity Mirrored Room – The Souls Therrien’s Under the Table were especially $20,000” (17 per cent) and “$100,000- of Millions of Light Years Away. Each person popular). Several were clustered in 199,999” (18 per cent) and the audience (who has reserved a separate timed ticket) conversational pockets, talking about the was largely local: 61 per cent from LA is allowed only 45 seconds to take in the nature of design, the nature of art, the County and 21 per cent from California. glittering world of refl ected light, but their creative process, collaboration and more. expressions as they depart indicate those While some visitors contemplated the Value in experience 45 seconds of wonder will stay with them. pieces in silence, others approached the This demographic, particularly the millennial Another transformative installation VSAs, who are trained to ask questions, generation, is cited with leading the way is Ragnar Kjartansson’s The Visitors, a supply context and, in a non-judgemental toward an increased appreciation of mesmerising nine-screen video piece. way, help people process their frequently experiences over the acquisition of things. There is a voyeuristic pleasure in watching powerful reactions to works with strong The Broad’s deconstructed store, featuring a naked man strum a guitar in the bathtub social and political themes. a select collection of curated books and This sense of new, non-stodgy museum decorative items may play to that, with a Rabbit by Jeff Koons, 1986 (right); behaviour makes sense when you examine very small retail footprint compared to other Nine-channel HD video projection The the profi le of visitors to the Broad. In cultural institutions. Our guess is that most Visitors by Ragnar Kjartansson, 2012 surveys conducted between 1 December visitors extend their experience not through museum swag, but through their photos, memories and continuing conversations. As transplants to LA themselves, the Broads have given this city comprised largely of other transplants a signifi cant gift that feels as if it could only exist here. They’ve also appointed a director who has her fi nger on the pulse of LA’s population. Joanne Heyler, who has run the Broad Art Foundation for over 20 years, is credited with pushing the Broads towards more diversity in their collection. Her masterful choices in the Broad’s exhibitions and programmes demonstrate how attuned she is to what it takes to build a true people’s museum in the City of Angels. O

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www.kraftwerk.at IDEATTACK PROMOTIONAL FEATURE ADVENTURES IN THE WILD

IDEATTACK’s new project in Hainan, China, introduces the storytelling elements of a theme park to the oceanarium concept. Founders Natasha Varnica and Dan Thomas explain

What is the project? What is the design’s aim? The project is a themed marine animal ABOUT SEAWORLD The goal was to make a new type of ocean park with aquarium, envisioned as highly ADVENTURE PARK park destination which combines a theme immersive, entertaining and experiential park and oceanarium with lifestyle and destination. Seaworld Adventure Park is a Operator: Evergrande Group leisure qualities and experiences. high-end themed environment with rides, a Size: 130,000sqm “lifestyle complex” with an original dining Visitor capacity: 15,000 a day What themes are present? and retail offer, a vacation leisure park and Dwell time: 5 hours Climate change issues, marine life educational and interactive animal exhibit. Budget: $240m preservation and ecological awareness Opening: 2017 topics are interwoven with the main themes Where is it? and presented in a fun and exciting way as Seaworld Adventure Park is a part of the a part of the overall storyline. Ocean Flower Island project, a 380-hectare When does it open and how (939-acre) mega-tourism zone on an much is it costing? What makes it different? artiﬁcial archipelago off Hainan, China. It opens at the end of 2017. The cost is The park is conceived as a highly $240m (£167m, €212m). immersive, story-driven environment and What is your role on the project? not as a typical animal exhibit-based ocean IDEATTACK is creator of all aspects of this Who is the target audience? park. As an immersive, entertaining and complex project, including the architecture Domestic and international tourists to experiential destination it is closer to a and masterplan of the park; ride and show Hainan Island. theme park than a typical ocean park design; planning and design of animal where emphasis is on aquatic exhibits and exhibits; planning and design of dining Can you describe your design? less on theme and storylines. Also, the and retail content and the creation of the The park features four distinct zones: lifestyle component, with customised retail unique aquatic exhibit programme. Boardwalk Zone, Polar World Zone, Deep and dining, is unique to this park. The team included marine-life specialists Sea Fantasy Zone and Tropical World who selected the animal species for the Zone. The inspiration for this project What is the centrepiece? park. Our job included aquatic engineering, stems from this exotic location of Ocean There are several key points: the lake with sizing the animal exhibits, planning back- Flower Island and its surroundings as its iconic tower, which is accessible from of-house animal care facilities and water, well as deep sea exploration, South Pole every part of the park; the Snow Mountain maintenance and utility considerations and North Pole expeditions and wildlife and Tropical Mountain and the 10,000sqm unique to aquatic park design. conservation research. (108,000sq ft) indoor Grand Aquarium.

50 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 THE FOUR ZONES

The Boardwalk - Harbor Village Visitors arrive on a long wooden deck with pier-like buildings surrounded by water. On the left is a polar environment with snow- covered mountains, icebergs and frozen ocean. On the right, green mountains covered with tropical plants and exotic rockwork. The Boardwalk contains several F&B outlets in its Fisherman’s Village, a special effects show, a lighthouse, food carts and themed sitting areas. Performers add to the experience.

Polar World - Snow Empire Polar World is a themed zone of the Seaworld Adventure Park dedicated to animals living in polar regions. The iconic Snow Mountain IDEATTACK’s renderings houses white whale and penguin exhibits, with show different zones the polar bear exhibit on its foothills. Other and concepts within attractions include sea lions, walrus and seals, the $240m Seaworld a 5D submarine ride, children’s waterplay area Adventure Park, including and special events area. the Polar World zone (above) and the Tropical Tropical World - South Sea Paradise World zone (below). The Tropical World is themed on warmer climates Boardwalk connects the with lush tropical landscape. The manatee different areas of the exhibit and jungle river aquarium are located park, which is centred here. Other key live animal attractions include around a magical lake the parrot show, touch pool and ﬂamingo, tur- tle and crocodile exhibits. There are also rides, restaurants and a special event area for wed- dings and corporate parties. Visitors can also see monkey trainers, snake charmers, tribal dancers, musicians, ﬁre eaters and acrobats.

Deep Ocean Fantasy - Empire of the Deep Deep Ocean Fantasy World is the largest of four thematic zones. One of its key attractions is the indoor Grand Aquarium housing diverse ocean life exhibits. The other major attraction is high-capacity dolphin stadium. There is also a 4D theatre, carousel, and lighthouse.

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 51 SCIENCE MUSEUMS

SHAPING TOMORROW

Brazil’s Museum of Tomorrow, with its constantly updating digital collection, documents the successes and failures of the human race as it battles to halt the destruction of the planet

By Tom Anstey and Alice Davis, Attractions Management

braham Lincoln said that we “cannot the rest of the city by developing better transportation, escape the responsibility of tomorrow by residences, culture and leisure, ultimately increasing evading it today”. The newly built Museum the local population from 28,000 to 100,000 by 2020. of Tomorrow in Rio de Janeiro, Brazil, New cultural attractions were central to the initiative, A wants to impart the same wisdom. making Museum of Tomorrow the shining star of Mauá The science and technology museum, which Square, in time for the upcoming Olympic Games. opened in December 2015, is as modern as they come. The striking design of the 15,000sqm (161,500sq ft) Its entire collection is digital, built around museum features a 75-metre-long (246-foot) real-time scientifi c data collected from partner The Museum cantilevered roof that juts out over the sea institutions around the world, communicated of Tomorrow is to create the impression that it’s fl oating. through multimedia, installations and a symbol of the It’s surrounded by water pools, gardens, games. Its mission is focused on the green spaces and recreational areas. future, presenting the potential outcomes redevelopment For Eduardo Paes, the mayor of Rio, the planet is facing and what actions of the important the museum has set an example for the could result in a better tomorrow. Port of Rio city to follow. “The Museum of Tomorrow Even the building is a piece of a wider is a symbol of the redevelopment of the initiative to build the future. Located in Praça Mauá important Port of Rio and, since its construction, has (Mauá Square) in a poor port in Rio, the $100m (£69m, inspired refl ection on our hopes for the city to be more €88m) museum was designed by Spanish architect integrated and more generous with public spaces.” Santiago Calatrava as part of an extensive regeneration Attractions Management met chief curator of the depressed area. Known as the Porto Maravilha Luiz Alberto Oliveira and audience development project, the $2bn (£1.4m, €1.8m) urban regeneration director Alexandre Fernandez to learn more about strategy aims to sustainably reintegrate the area with the fi rst days of the Museum of Tomorrow.

52 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 Architect Santiago Calatrava designed a cantilever roof for the futuristic building

Tall screens in the main exhibition Luiz Alberto Oliveira present continually updated data Chief curator, Museum of Tomorrow

How did the Museum of future scenarios of the next ﬁve decades Tomorrow come about? by considering past and current trends. The proposal was to develop a museum We’re not a traditional museum that that would have wide-reaching effects preserves a collection. We have an within its location. We wanted an immaterial collection communicated architectural icon to help lead the process through experiential exhibits. The idea is of renewal in the harbour area. Santiago that through the sequence of concepts and Calatrava was commissioned to create experiences, the visitor becomes aware of an entirely new and original building the choices we all have in our hands today speciﬁcally for Praça Mauá. that will decide which future we will have.

Can you give an overview The Museum of Tomorrow is of the museum? described as an experiential It would be hard to ﬁnd another museum museum. What does that mean? like this in the world right now; it’s really The aim is not to just convey information the ﬁrst of its kind. At the Museum of or offer works to be contemplated by the Tomorrow, our aim is to probe the possible visitor, but to engage the visitor – their senses, mind, heart and soul – in a series of experiences that affect a change in them.

How did you curate the content? We assembled a group of experts and identiﬁed the science we wanted to present. We discussed how to build a narrative where the visitor would follow a journey that presented a range of different moments, perspectives and supporting evidence. We wanted to provide them with the means to work out different outcomes and build on our possible future scenarios. Science is about cause and effect and we want our visitors to engage with the idea that if they take certain actions today then certain future scenarios are favoured. We wanted them to experience cause and effect.

What role does technology play? Technology is fundamental in an experiential museum that has no physical The science museum attracted 300,000 visitors in its ﬁrst 100 days collection and traditional artefacts.

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 53 SCIENCE MUSEUMS

Technology enables us to deliver our content because the museum is entirely digital – except for one single material piece, everything is digital. All the museum’s multimedia, audiovisual content is stored in a central system, which we call the Cerebrum. It also collects real-time data on climate and population from space agencies and organisations like the UN. We can manage each exhibit separately so if we receive a new report or new scientiﬁc ﬁndings then we we can easily update the relevant content. We also have a system that allows us to monitor the ‘metabolism’ of the building – we call it the Iris – which collects visitor data via a card that they can scan.

So the exhibits are based on data from institutions around the world? Yes. We work with around 80 institutions, including Brazil’s National Institute of Space Research (INPE), NASA, ESA, UNESCO and Massachusetts Institute of Technology (MIT).

You mentioned a single material artefact. What is that? The tjurunga symbolises passing knowledge down to the next generation There are ﬁve main zones in the museum. In the Us zone, there’s an oca, an indigenous “wisdom longhouse” where The wooden longhouse is lit by over elders share information and wisdom with It’s among the most 1,000 bulbs, which switch on and off and younger generations. The tjurunga, an ancient artefacts ever change through the colours of sunrise object used by Australian aborigines to to sunset in synch with soft music. This symbolise the passing on of knowledge, is created and is the sensory experience was designed by central to this area. It’s among the most only physical object architect Mônica Lobo, designer Muti ancient artefacts ever created and is the in the main exhibit Randolph and composer Lucas Marcier. only physical object in the main exhibit. The exhibit aims to communicate the

Calatrava was inspired by the bromeliads he saw in Rio’s botanical gardens

54 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 The museum sources data from partner institutions around the world

notion that it is always tomorrow since the sun is always rising somewhere in the world, and each dawn is different because every day is a new day.

Why was Santiago Calatrava chosen as architect? It was the personal choice of the mayor of Rio de Janeiro. Calatrava was selected, I think, because of the impact that his work In the Cosmic Portal visitors are taken has and because he is a disciple of the on a visual journey through galaxies late Brazilian architect Oscar Niemeyer. DID YOU KNOW? Calatrava spent two months in Rio making sense of the place, looking at O Solar panels, which move in the historical and natural environment NAVE OF HEARTS: the direction of the sun, provide and getting to know the city. During his The Museum of Tomorrow works 9 per cent of the museum’s research, he went to the botanical gardens in partnership with a network of power and water from the bay and saw a fl ower, the bromeliad, which is a institutions called NAVE (Advanced is used to cool the building very typical to this tropical ecosystem. The Education Centres). NAVE focuses building’s shape was inspired by the form on teaching technological and digital O The museum is aiming to get skills to students in impoverished LEED Platinum certifi cation, of the bromeliad fl ower. Calatrava created areas, and has been identifi ed as the highest status available more than 400 designs, sketches and paintings during this process. among the most innovative school O The exhibition spaces were programmes in the world by Microsoft. designed Ralph Appelbaum, Who funded the museum? The fi rst year is a technical vocational who also worked on the Museum The museum cost about $100m (£69m, course while in the second students of the Portuguese Language €88m) and was funded by the City of choose to specialise in coding, Rio de Janeiro and the Roberto Marinho multimedia or game programming. O The Activities of Tomorrow www.oifuturo.org.br/en/education/nave/ Laboratory holds a creative Foundation, with Banco Santander as residency program for master sponsor. It has BG Brasil as global innovators maintainer, providing about $864,000 (£599,000, €756,000) per year, and the Language and the Museum of Football, in O Santiago Calatrava’s City of support of the State of Rio de Janeiro. São Paulo, the Palace of Frevo, in Recife, Arts and Sciences in Valencia, and the Museum of Art of Rio (MAR), which Spain, was a location for What is the Roberto Marinho forms a cultural hub in Praça Mauá with the Disney’s Tomorrowland Foundation and how does it assist Museum of Tomorrow. in the development of the museum? O Excavation for the Porto Maravilha project uncovered The Roberto Marinho Foundation is a How do you keep the museum the site of Valongo Wharf, private foundation associated with the fi nancially viable? an international slave trade largest media group in Brazil, Globo Group. We receive funds from the city government It has a long tradition in education and and our aim is to run on 50 per cent hub where about one million heritage and for some time now it has government funding and 50 per cent raised African slaves arrived been creating new kinds of museums, through corporate funding, individual giving, such as the Museum of the Portuguese memberships and private events.

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 55 The Museum of Tomorrow’s main exhibition is structured into ﬁ ve narratives: Cosmos, Earth, Anthropocene, Tomorrow and Us. There are more than 60 experiences and exhibits, all available in Portuguese, Spanish and English

Anthropocene

The central experience, told through six 10-metre (33-foot) digital totems, describes the effects of human activity on the planet in terms of climate change, destruction of nature and population growth, through impactful multimedia displays based on authentic images and real-time data

Cosmos

An eight-minute ﬁ lm by City of God director Fernando Meirelles and Ricardo Laganaro tells the story of universe inside an immersive 360˚ 9-projector dome

Earth

Three enormous cubes represent Matter, Life and Thought, each with different installations on the exterior and Us inside. Altogether they describe how life came In the last section, visitors are to exist on Earth invited to engage with tomorrow, understanding that our actions alter the planet, for better – or worse

Tomorrow

Global trends are the topic of this exhibit, such as the ageing population, megacities, hyper-connectivity and sustainability SCIENCE MUSEUMS

Alexandre Fernandez Audience development director

Who is your target audience? How are you encouraging We believe that an eight-year-old and an repeat visits? 88-year-old are able to experience our Our programme invites the public to content and exhibitions, so the publicity investigate the past, understand the and media campaigns target everyone. changes we can make in the present and We also have ways of developing explore and imagine possible futures. So different audiences. We targeted those who the programmes we offer in the Activities of live in the port region close to the museum Tomorrow Laboratory and the Observatory with a specific membership programme of Tomorrow – which receives and before we opened. We invited them to processes information from our institutions visit the museum during the final stages – are designed to encourage those people of construction and we had about 2,000 to come back to the museum. members by the time the museum opened. For example, on Tuesdays we monitor the The port region is a poor region, where vital signs of the Earth through workshops half the population earns less than showing the dynamics of the oceans. We $400 (£277, €350) per month so it was recently invited a scientist to talk about We monitor the a challenge to engage them, but they the Zika virus – a big health issue in Brazil became very interested in the museum right now. We also change our temporary vital signs of the and it’s become a place for them – a place exhibitions to keep people coming back. Earth through for encounters, for leisure and so on. workshops showing What reaction has there been to How many visitors are you receiving? the museum so far and do you the dynamics of We reached 300,000 visitors in under 100 have a feedback system in place? the oceans days. At this rate, we’ll probably have The digital data the Iris gathers is feedback 1 million people within the first year. for us. We also conducted a survey in January in order to understand the visitor family member or a friend and interestingly What is the museum’s capacity? profile and their satisfaction rates. Ninety- about 42 per cent of our visitors said they We can easily accommodate 6,000 eight per cent of people said that they did not describe themselves as museum people at a time, but to provide the best had a great experience and they would visitors. Most of them hadn’t been to a experience for the visitors we believe that recommend the museum. We found out that museum in the past year and 10 per cent 5,000 people per day is a healthy number. 98 per cent of visitors were coming with a had never been to a museum before.

What future development Interactive technology is key to challenging the visitors’ own perceptions plans do you have? We are focused right now on our next temporary exhibitions, making sure that we have very good exhibitions for the next two years so. We just opened a second main temporary exhibition about Alberto Santos-Dumont, the Brazilian aviator. It will open until October, running at the museum during the Olympic period. After that, we have an exhibition on Brazilian innovation – in the sense of dealing with the unexpected and improvising. It’s something that goes deep into the culture and tradition, especially of the poor people of Brazil. It’s also a paradigm for innovation in the most expensive and technical sense. It will be very interesting to combine these aspects. We’re also looking to forge partnerships with important institutions that will enable us to bring major exhibitions to Brazil. Perhaps at some time we can start exporting our exhibitions, too. O

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 57 EAS PROMOTIONAL FEATURE EURO ATTRACTIONS EAS 2016

Location: Fira Gran Via SHOW 2016 Convention Center, Barcelona Dates: Conference: 18-22 September Trade Show: 20-22 September This year, the Euro Attractions Show is coming to the Spanish city of Barcelona for the European industry event of the year

AAPA proudly welcomes the Q Stay informed on the industry’s world’s leaders in amusement best practices though seminars and and entertainment to attend the demonstrations. Euro Attractions Show (EAS) 2016, EAS 2016 offers a comprehensive I centrally located in one of Europe’s conference programme that features more top travel destinations: Barcelona, than 20 hours of education, including the Spain. More than 435 companies from IAAPA Institute for Attractions Managers, 60 countries will exhibit new products and Lunch and Learn seminars and the innovations across a dynamic, record- Leadership Breakfast. breaking 12,000sqm trade show ﬂoor EAS 2016 will take place from 20 to 22 EAS 2016 offers attendees the opportunity September in Barcelona’s Fira Gran Via to grow, explore and connect through Convention Center, one of Europe’s largest multiple channels: and most modern convention venues. Q Get an up-close look at the The conference portion of EAS 2016 latest strides in amusement and will be located at both the Fira Gran entertainment technology. Convention Center and at PortAventura, Q Meet with key players in the global running from 18 to 22 September. attractions industry. Attendees are additionally invited to catch Q Make central business decisions on the an exclusive glimpse of Ferrari Land, trade show ﬂoor. PortAventura’s upcoming attraction.

EAS in Numbers

Q 9,000 attractions industry professionals Q15+ education sessions Q425+ exhibiting companies Q21 hours of exhibit time Q4 days of networking opportunities Q1 IAAPA Safety Institute

The Leadership Breakfast is always a well-attended event Q1 IAAPA Institute for Attractions Managers

58 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 IAAPA EMEA

IAAPA has expanded the scope of its European regional offi ce to now incorporate both the Middle East and Africa, forming a new entity known as IAAPA EMEA. The expanded offi ce monitors issues and advocates on behalf of the attractions industry for the Europe, Middle East and Africa regions, providing communications and media relations support, offering the latest knowledge and education on ride safety, industry data and best practices amongst members. The EMEA offi ce is responsible for IAAPA’s Euro Attractions Show (EAS). IAAPA’s European offi ce in Brussels, Belgium, fi rst opened its doors in 2001, undergoing a restructuring in 2007. “Located within a three-hour time difference from the Middle East, our regional offi ce is best equipped to service PortAventura, southern the Middle East and Africa regions,” Europe’s leading theme said Karen Stanley, senior vice president park, is hosting parts of IAAPA EMEA Operations. “We have of the EAS conference a strong European presence in those regions, which contributes to the synergy between the Middle East, Africa and Europe, and our offi ce is prepared to IAAPA expand operations as IAAPA’s new EMEA regional offi ce. With explosive growth in the Middle East and the quickly emerging The International Association of global headquarters is in Alexandria, market in the continent of Africa, we look Amusement Parks and Attractions Virginia, United States and it maintains forward to playing a role in this exciting (IAAPA) is the premier trade association regional offi ces in Brussels, Hong growth period for the attractions industry.” for the attractions industry worldwide. Kong, Mexico City and Orlando. Founded in 1918, IAAPA is the largest international trade association for Mission Statement At EAS, attendees get an up-close look permanently situated amusement “Our mission is to serve the at the latest product innovations facilities and attractions, membership by promoting safe and is dedicated to the operations, global development, preservation and prosperity professional growth, and commercial of the attractions industry. success of the amusement parks The association’s and attractions industry.”

IAAPA hosts three trade shows on an annual basis:

QAsian Attractions Expo from June 14-16 in Shanghai, China QEuro Attractions Expo from 20-22 September in Barcelona, Spain QIAAPA Attractions Expo from 15-18 November in Orlando, USA

MORE INFORMATION ON EAS: Visit www.IAAPA.org/EAS or contact the IAAPA Europe ofﬁ ces at [email protected]

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 59 DISNEY SPECIAL

SHANGHAI DISNEYLAND the best yet?

With billions of dollars of investment and a billion-strong audience, Shanghai Disneyland is set to be the most innovative and original park the Walt Disney Company has ever built

uthentically Disney but It’s as though the whole distinctly Chinese.” population of the United That’s been the Disney line since the company States could aff ord a ticket announced plans to to Orlando and could ‘‘A build a park and resort get there within three- complex just outside the world’s third most populated city. and-a-half hours “We’re being careful to make the right statements in terms of not only Resort has ﬁ ve themed lands, two hotels, being welcomed in China but also a retail and entertainment district and being correct culturally, instead of the a metro station capable of delivering opposite,” said Disney CEO Bob Iger, 20,000 people per hour to its door. who’s overseen the development of the Iger has been involved in the project $5.5bn (£3.7bn, €4.9bn) destination. since the late 1990s, when then-chief Situated in Pudong in a specially Michael Eisner sent him looking for a site designated tourism zone, Shanghai Disney for the resort. Shanghai’s government earmarked the Pudong location, but did not Tickets to Shanghai Disneyland’s ofﬁ cially approve the project until 2009. opening day sold out within hours Shanghai Disney Resort – a collaboration

60 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 PHOTOS: KIM KYUNG-HOON / ALEX J. BERLINER/AP/PRESS ASSOCIATION IMAGES ASSOCIATION BERLINER/AP/PRESS J. / ALEX KYUNG-HOON KIM PHOTOS:

Iger has spent 17 years on the project

Fast Facts

Q 330 million income-qualiﬁ ed people within a 3.5hr travel radius Q Attendance predictions of up to 12 million in the ﬁ rst year Q Future attendance predictions of over 30 million Q The most expensive theme park resort ever, costing $5.5bn Q Phase one of Shanghai Disney Resort is 3.9sq km (960 acres) Q Once completed, the destination is estimated to measure 7sq km (1,730 acres) and cost $15bn Q A peak-time adult ticket costs $75 Q The park will employ 10,000 staff Chinese President Xi Jinping, right, meets Walt Disney CEO Bob Iger on 5 May

between the state-owned Shanghai Shendi Group, with 57 per cent ownership, and the Walt Disney Company (43 per cent) – has been a long time coming. Now, Iger is looking at an income qualiﬁ ed audience within a three-and- a-half hour travel radius – be that by metro, bus, high-speed rail or car – of more than 300 million people. “It would be as though the whole population of the United States could afford a ticket to Orlando and could get there within three-and-a-half hours,” said Iger. The potential audience, coupled with the scale of the destination – not to mention the combination of established Disney works and newly created IPs, tried-and-tested with the local and brand new park experiences, community Chinese and global culture – makes the opening of the Shanghai resort a Disney VoluntEARS watershed moment for Disney, for China have embarked on a and for the global attractions industry. number of initiatives in “After 17 years of working on this project, Pudong and Shanghai, I’m still awed by it. The scale, the detail, helping at children’s the sheer artistry; it’s all breathtaking,” Iger hospitals and schools. said. “Even though it has all of the Disney One project involved details, it’s unlike any other destination teaching children about we’ve ever created. We set out to build the environment as something truly extraordinary and we’ve part of last year’s Earth succeeded in a way that far exceeds Day celebrations.

QUOTES VIA SEEKINGALPHA.COM VIA QUOTES our most ambitious expectations.”

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 61 DISNEY SPECIAL

SHANGHAI DISNEYLAND It’s really part at a glance of this 15 to A brief guide to the ﬁ rst phase 20-year vision. opening, Shanghai Disneyland It’s a long-term investment

What is Shanghai Shendi Group?

Shanghai Shendi Group is a state-owned company approved by Shanghai Municipal Government. It’s responsible for collaborating with the Walt Disney Company on the investment, development and operation of Shanghai Disney Resort through three joint venture companies (Shanghai Lujiazui, Shanghai Radio, Film and Television Development and Jinjiang International Group). Shanghai Shendi Group is also responsible for the development of the Shanghai International Tourism and Resorts Zone. It has a 57 per cent share in Shanghai Disney Resort and Disney has a 43 per cent share. There’s a separate management Disney’s fairy tales inspire Fantasyland company where Disney has a 70 per cent share and Shanghai Shendi Group has 30 per cent. ■ Fantasyland “Shanghai Disneyland is the 4sq km core area Fantasyland is the largest of the fi ve zones and home to the Enchanted at the centre of the Shanghai International Tourism Storybook Castle. The magical area is inspired by Disney’s animated fairy tales, and Resorts Zone, but Shanghai Shendi Group is old and new. Running through Fantasyland, Voyage to the Crystal Grotto is an responsible for the entire 20sq km destination,” enchanted boat ride that leads to the castle and an AV water fountain display. says Christian Aaen of Entertainment + Culture Look out for: Seven Dwarfs Mine Train, Peter Pan’s Flight, Alice in Advisors (ECA). “That’s important because Wonderland Maze, Frozen: A Singalong Celebration that’s what justifi es the huge investment in the theme park. Shanghai Shendi Group will be developing supporting commercial, residential, retail and tourism real estate around it.” “Shanghai Shendi Group is about the larger economic impact: the construction jobs and the thousands of workers in the Disney parks and other businesses in that zone,” he says. “That’s how Shanghai Shendi Group and the Shanghai government are looking to monetise their investment over time. If tourists come to Shanghai because of Shanghai Disney and extend their stay by one or two days, that will have a signifi cant impact on the hotels, restaurants and service industry. It’s really part of this 15 to 20-year vision. It’s a long-term investment.”

What is Shanghai International Adventure Isle, a new and original world from Disney Tourism and Resorts Zone? Shanghai International Tourism and ■ Adventure Isle Resorts Zone is in the Pudong New Area Unique to Shanghai Disneyland, Adventure Isle is an ancient lost world of in Shanghai. It has a total area of 25sq jungles, rumbling mountains and strange animals. The theming is based km (9.7 sq mi), and a core area of 7sq km on a story of a group of adventurous explorers who discover a mysterious (2.7sq mi), including 4sq km (1.5sq mi) for island civilisation, with brand new original characters and storytelling. Phase One of Shanghai Disney Resort. Look out for: Roaring Mountain, Tarzan: Camp Discovery, Call of the Jungle, Soaring Over the Horizon

62 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 ■ Tomorrowland The all-new Tomorrowland, like the original Disneyland, is inspired by the future. Technology and science are central to presenting a bright vision for the planet. As well as cutting- edge attractions, the Star Wars Launch Bay will immerse guests in the world of Disney’s Lucasﬁ lm IP. Look out for: TRON Lightcycle Power Run, Buzz Lightyear Planet Rescue, Stitch Encounter, Jet Packs Tomorrowland transports guests to a sci-ﬁ future

■ Treasure Cove Disney’s ﬁ rst ever pirate- themed land has been created especially for Shanghai Disneyland. The designers have worked to convey the rowdy world of the high seas with humour and mischief. Wild and noisy, Treasure Cove features colourful characters, giant ships and an acrobatic stunt show. Look out for: Pirates of the Caribbean: Battle for the Sunken Treasure, Eye of the Storm: Captain Pirates are everywhere in Treasure Cove Jack’s Stunt Spectacular

Gardens of Imagination: Chinese Zodiac meets Disney

■ Gardens of Imagination At the centre of the resort’s themed lands, seven landscaped gardens make up the Gardens of Imagination, a place of whimsy and fantasy. Inspired by the Chinese garden with a network of bridges and trails, guests can ﬁ nd Zodiac-inspired characters in the Garden of the Twelve Friends, musical delights in the Melody Garden and photo opportunities with their favourite characters. Look out for: Fantasia Carousel, Dumbo the Flying Elephant, Disney characters representing the animals of the Zodiac Mickey’s Storybook Express

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 63 DISNEY SPECIAL

EXPERT PIONEERING PRICING VIEW

Disney’s innovative pricing strategy is a ﬁ rst for the country and its set to educate the market, says AECOM’s Chris Yoshii

hanghai Disney Resort includes a Shanghai Disney off-peak and peak price number of fi rsts for theme parks straddles the prices at Tokyo Disneyland in China. Online ticket sales and Hong Kong Disneyland (see Table 1). began 28 March and ticket sales To some extent Tokyo Disneyland pricing S were brisk. Online tickets are appears low due to the low exchange rate being sold for specifi c dates which of the Japanese yen. Nonetheless, the is a fi rst for theme parks in China. fact that a park in China would attract a Furthermore, Shanghai Disney is breaking higher price than Japan or Hong Kong is new ground in offering a two tier ticket price a stunning statement of the strength and system for peak and non-peak days. Peak depth of the market. day tickets sell for RMB499 ($75) and include the park opening period, weekends Date-specifi c tickets and holidays. Non-peak tickets sell for Chris Yoshii, AECOM With the exception of a few waterparks, RMB370 (US$56) for adults which is a variable pricing is not common in Asia. signifi cant price differential and intended to Samsung Everland’s Caribbean Bay in entice people to non-peak periods. The fact that a park in South Korea and Chimelong Waterpark in When compared to other theme parks Guangzhou offer reduced price shoulder and amusement attractions in Shanghai, China would attract a higher season tickets, which makes sense given Disney is priced well above the average, price than Japan or Hong the relatively short operating seasons and at double the local competitive price. Kong is a stunning very high peak demand for waterparks. While the Disney product offering and By starting out of the gate with a variable quality is well above others in Shanghai, statement of the strength pricing system, Disney is educating the it’s a bold move. Also of interest is that and depth of the market market and setting a new standard.

Shoppers queue outside a Disney store in Shanghai, China. It’s one of the largest Disney stores in the world and has been raising brand awareness

Pore cust, ipissi blacest, sectas et quis es aut mo vellabo. Nemquis quoditatus

64 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 The Shanghai Disneyland Hotel has 420 rooms and is decorated in an art deco style

Issuing date-specifi c tickets is also a fi rst and is meant to avoid the problems that plagued Hong Kong Disneyland’s opening period when large amounts of undated tickets were sold and beyond- capacity crowds showed up during the spring festival. However, unwary customers Cast arePore pictured cust, ipissirehearsing blacest, the are bound to show up on the wrong date musicalsectas The Lion et quis King es, which aut mo is and people will want to change dates due being performedvellabo. Nemquis in Mandarin quoditatus to schedule changes or weather forecasts. Chinese travellers are quick to voice their opinions through their ubiquitous social media channels so handling these has an art deco motif while the 800 and differentiated from Disney can not only inevitable diffi culties will be a challenge. room Toy Story hotel is family oriented. survive but thrive. A case in point is Ocean The retail dining and entertainment area, Park in Hong Kong which, upon learning of Expansion plans Disneytown, has a wide range of offerings. Hong Kong Disney coming to town, began Disney is building an entire resort The headline for the entertainment will be a comprehensive and aggressive $700m complete with two hotels, a retail, dining a 1,200 seat Walt Disney Grand Theatre (£480m, €623m) investment programme to and entertainment district and park lands. showcasing The Lion King in Mandarin. upgrade facilities and add capacity. Ocean The 420-room Shanghai Disneyland Hotel Furthermore, Disney is already planning Park has also been able to slowly increase expansions with notable prices while staying under the Disney price capital budget increases level. The results have been spectacular Table 1: Adult Headline Price in USD to accommodate with attendance doubling in 10 years, while increased capacity. Hong Kong Disney also thrived. Instead of 120 Behind the scenes, splitting the pie, the pie grew much larger. 100 furious work will continue All in all, the themed entertainment as the crews create more industry is invigorated by Shanghai Disney. 80 Disney magic. While there’ll be unanticipated challenges The opening of and complaints, it’s a major event for Asia 60 Shanghai Disney is and an indication of more to come.

40 a watershed event in China’s theme park 20 industry. We’re often Chris Yoshii is president of the TEA’s asked how local parks Asia Paciﬁ c Board and head of 0 will be impacted and business development at AECOM. Average of Shanghai Tokyo Hong Kong Shanghai Magic Shanghai Disneyland Disneyland Disneyland Disneyland Kingdom respond. History tells us www.aecom.com Parks (off peak) (peak) at WDW parks that are proactive

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 65 DISNEY SPECIAL

EXPERT astle Park” is the nickname given to the archetypal Disney VIEW theme park: a hub and spoke THE layout with a fairytale castle “C at its centre and radiating lands themed around adventure, fantasy and tomorrow. Pioneered with Disneyland in 1955, it was NEXT-GENERATIONNEXT-GENERATION followed by the Magic Kingdom in 1971, Tokyo Disneyland in 1983, Disneyland Paris in 1992 and Hong Kong Disneyland in 2005. With each iteration, Disney’s designers have reinvented the model CASTLE PARK to varying degrees, incorporating new attractions, adapting the content to suit local demographics, honing the attraction mix with duplicates (“lifts”) of successful Themed design expert David Younger asks attractions and even altering the themes how the castle-park model has progressed and stories being presented. That desire for creative innovation is with the opening of Shanghai Disneyland evident, more than ever, in Shanghai Disneyland, which has pushed forward the model in innovative ways, not content to by Mickey Avenue, a combination of rest on the formula established by previous Buena Vista Street from Disney California parks. Of its 25 attractions (putting aside Adventure’s successful 2012 reimagining gardens, shows and Meet & Greets), only and Mickey’s Toontown from Disneyland, eight are lifts from other parks. The usual a Los Angeles-styled street where classic stalwarts of It’s a Small World, the Haunted Disney characters live, work and play. Even Mansion, Big Thunder Mountain Railroad the Disneyland Railroad has been dropped, and Space Mountain aren’t included at all with trains purportedly lacking the same (yet), in favour of original experiences. romance that they inspire in the west. Instead, Disney IP takes pole position, The traditional technique of funnelling primarily based around the oldest and guests through a retail corridor has been newest properties, the inbetween years reinvigorated with a dedicated exit gate, having gone largely unseen in China (a David Younger, academic and author separate from the park entrance, routing situation Disney’s media networks are guests through the resort’s retail and trying to address). Of the 25 attractions, entertainment district, Disneytown. Rather 19 are based on Disney IPs, with a focus Mickey Avenue than being a single street layout like Main on the biggest franchises: Star Wars, With turn-of-the-century Americana holding Street, the buildings of Mickey Avenue have Pirates of the Caribbean, Marvel, Disney little cultural value in China, the traditional been opened out to encircle the park’s hub, Princesses, Frozen and Winnie the Pooh. entrance of Main Street has been replaced which has been considerably expanded into

Disney IP takes pole position, primarily based around the oldest and newest properties

Mickey Avenue replaces Disney’s traditional Main Street area, drawing on Buena Vista Street and Mickey’s Toontown

66 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 Shanghai Disneyland boasts the biggest Disney castle – and that holds huge marketing potential

Details are tailored to a Chinese audience, the Gardens of Imagination, offering such as Toy Story decorations inspired by wide-open rural spaces as a respite traditional Chinese kite craftsmanship for Shanghai’s urban population, punctuated with a Dumbo the Flying Elephant lift and a Fantasia Carousel.

Enchanted Storybook Castle At its furthest edge rises the Enchanted Storybook Castle, which in addition to being the world’s largest Disney castle, addresses three key issues that have recurred in previous castle iterations: 1. The notion of pay-off. For decades, guests have been drawn to the Disney castle eager to see what’s inside, only to be underwhelmed on fi nding just one or two non-attraction units within. The Enchanted Storybook Castle reinvents the world have been faced with the issue of that with vastly larger interior spaces, severe overcrowding for the nightly shows featuring no less than fi ve facilities: a that backdrop the castles. Numerous next-generation walkthrough attraction, a strategies have been attempted to address restaurant, character Meet & Greet spaces, this over-saturation. In addition to the a makeover studio and the fi nale to the expensive addition of multiple performances attraction Voyage to the Crystal Grotto. in an evening, Disneyland has attempted 2. The incorporation of the Disney Princess to lure guests to other areas of the park franchise. The multi-billion-dollar media by providing supplemental entertainment, brand was created in the early 2000s by while in the Magic Kingdom, the hub itself unifying the Disney princess characters into was almost double in size. Shanghai a single identity. Rather than dedicating the Disneyland’s night-time spectacular, Ignite castle to a single princess as with Sleeping the Dream, incorporates a tiered viewing Beauty Castle in Disneyland or Cinderella amphitheatre, a vastly enlarged hub and Castle in the Magic Kingdom, the Enchanted Mickey Avenue restaurants facing the castle Storybook Castle becomes home to all 11 for fi rework-serenaded dining. This vastly Disney princesses, with seasonally-themed increased viewing area is able to entertain interiors based around Tiana, Merida, far more guests per showing. Rapunzel and Elsa, the Once Upon a Time Adventure attraction retelling the story of Fantasyland to Treasure Cove Snow White and Meet & Greet spaces. Mulan, from a 1998 Disney fi lm based Beyond the castle, Fantasyland combines 3. The popularity of night-time spectaculars. on the Chinese legend of Fa Mulan proven hits like Peter Pan’s Flight, The With growing attendance, park hubs around Many Adventures of Winnie the Pooh and

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 67 DISNEY SPECIAL

Thrill coaster: TRON Lightcycle Power Run is part of the futuristic Tomorrowland zone

the Seven Dwarfs Mine Train with brand The fi lm TRON Legacy twisting streets of Treasure Cove’s Voodoo new content. For example, the Alice in failed to launch a franchise Alley and Barbossa’s Bounty Restaurant. Wonderland Maze takes its IP inspiration from Tim Burton’s 2010 fi lm, not the 1951 for Disney but provides Battle for the Sunken Treasure Disney cartoon, due to its familiarity (and exceptional art design for a Of Disney’s classic E Ticket attractions, only its 2016 sequel) with Chinese movie-goers. themed attraction one makes an appearance in Shanghai, Tomorrowland takes its inspiration from but Pirates of the Caribbean: Battle for the real-world architectural futurism present in Sunken Treasure competes more with the contemporary World’s Fairs, particularly the Tarzan: Call of the Jungle combines the Phil technological wizardry of Harry Potter and 2010 Shanghai World Expo which would Collins music of the 1999 Disney animated the Forbidden Journey and Transformers: have inspired project stakeholders when feature Tarzan with the local talent of The Ride than the 1969 animatronic-fi lled the park’s design began. Replacing the Chinese acrobatics and dance. A lift of boat ride that inspired the fi lm franchise. classic Space Mountain attraction is the Soaring Over the World replaces the original We need to wait before we know the brand new TRON Lightcycle Power Run, California-based fi lm with one featuring level of Shanghai Disneyland’s fi nancial based on the 2010 fi lm TRON Legacy, which global icons (including the Great Wall). success, but its creative success is already failed to launch a franchise for Disney In place of Frontierland, dropped because evident. Putting aside the blueprints of but provides exceptional art design for a of the decreased prevalence of westerns in existing parks, the designers crafted a new themed attraction. Also included are lifts of cinema and the subsequent unfamiliarity destination that mixes the established Stitch Encounter and the Star Wars Launch Asian guests have with the theme, comes strengths of the castle park model with the Bay (a late addition responding to Disney’s Treasure Cove, Disney’s fi rst pirate-themed newest ideas in themed entertainment. It acquisition of Lucasfi lm) and a redesign of land, based entirely around the Pirates should be praised not only for delivering a the Buzz Lightyear Planet Rescue shooter of the Caribbean fi lm franchise. Original scale of park unprecedented in China, but attraction, updating technology pioneered attractions including the Explorer Canoes for the creative ambition that went into its by Walt Disney Imagineering in 1998. and Siren’s Revenge playground support design irrespective of its location. Adventureland is reinvented as Adventure attractions like Eye of the Storm: Captain Isle, centred on Roaring Rapids, a rethemed Jack’s Stunt Spectacular, drawing directly ride system lift of Grizzly River Run from from the characters of the movies. David Younger is the author of Theme Disney California Adventure. The towering Reapplying successful templates Park Design & The Art of Themed Roaring Mountain features hiking trails from the past fi fty years, shadows of Entertainment, which is out now. and rope courses across the façade in the Disneyland’s experientially rich New Orleans www.ThemeParkDesignBook.com Camp Discovery playthrough attraction. Square can be seen reinvented in the

68 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 ALL DESIGN. ALL THE TIME.

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©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 69 DISNEY SPECIAL

EXPERT What impact will VIEW Shanghai Disney have?

Disney’s debut in mainland China will send ripple effects through the market and transform the industry, say ECA’s Christian Aaen and Janice Li

he opening of Shanghai Disney TRANSFORMATIVE IMPACT Resort heralds a new era in the Taking that into account, Shanghai Shendi development of the Chinese Group originally expected 7 to 8 million theme park industry. Phase one visitors in the fi rst year, an estimate that T alone, Shanghai Disneyland has since increased to 10 to 12 million theme park, represents a $4.8bn range. The market scale is on par with investment, making it the most expensive Tokyo Disney, where two parks attract theme park ever built. The fi gure is more more than 30 million visitors annually – (a than $5.5bn when hotels and retail/dining number that has been built over 30 years). and entertainment (RDE) are included. Disney is expecting to achieve that over Shanghai is positioned in the Yangtze Christian Aaen and Janice Li of time with up to three parks in Shanghai. River Delta (YRD), one of the most populous Entertainment + Culture Advisors (ECA) Shanghai Disney, along with Universal and affl uent regions of China. Shanghai has Studios Beijing in 2020, marks the next a population of 24 million people, but there generation of branded theme parks. These are more than 125 million in the wider YRD There’ll be double- investments have a combined value of more region and an even greater number when than $8bn in theme parks alone and will considering the extensive high-speed rail digit attendance have a transformative impact. (HSR) network. It’s a very large market and growth expected in The industry will move from smaller, mid- a great location for Shanghai Disney and the overall industry size and regional parks into the destination other upcoming projects there. park category. Right now, Shanghai, Beijing Furthermore, approximately 70 to 80 and Guangzhou are the top tier markets for per cent of the urban population can afford standards (6 to 7 per cent), the middle- these major theme park destination hubs. to pay a high ticket price for a world-class income group is still expanding rapidly. theme park. And as China continues to That’s very positive for the cultural tourism, DOUBLE-DIGIT GROWTH grow at a signifi cant rate by international leisure and theme park industries. As Universal Studios Beijing reinforces the impact of Shanghai Disney in terms of the next stage of development, double- digit attendance growth is expected in the overall industry. With the rapid development of the economy and the continued urbanisation of the country (approaching 60 per cent of the population now live in cities and urban areas), there’s further potential for the tourism industry outside the top tier cities. In terms of other impacts, Shanghai Disney Resort will lead to industry expansion in China. It’s educating the market, and that will have a complementary effect on the industry. It’s providing a high price point and product leadership, which is positive for other parks as well as existing leading domestic operators – though these

Shanghai has a population of 24 million people and most can afford a Disney ticket

70 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 When all phases of Shanghai Disney Resort are complete, it could attract up to 30 million visitors annually

operators must raise their game if they’re to Shanghai Disney is going commercial destination. The International compete. For international operators such Tourism and Resorts Zone will be positioned as Merlin (with Legoland Shanghai planned) to educate the market and as a world-class tourism destination, which and others, we’ll see the “tent pole effect” that will have a highly includes themed entertainment attractions; as Disney sets a high price point that other complementary eff ect hotels/resorts, sightseeing, shopping parks price up against. Further impacts (including premium factory outlets) and on the industry will be a rise in standards in service restaurants; meeting, incentive, conference and operations, more new projects and and exhibition (MICE) industry; mixed-use increased interest in the tourism industry. Legoland Parks are adding waterparks and commercial, educational, creative and hotels to be more self-contained. Driving industry innovation business parks and CREATING A DESTINATION overnight visitation is very important and other supporting industries. Overall, we think Shanghai Disney will help encourages year-round operation. Shanghai Disney has the highest create an important theme park destination Helping the trend, domestic tourism is ticket price in China and will achieve the hub in Shanghai and the greater YRD growing rapidly. The Chinese are making strongest visitor per capita expenditure. region. Multiple parks enhance the drawing more weekend trips to nearby cities by high- In a few years, Universal Studios Beijing power of all of them, as we’ve seen in speed train. More people have cars and are will reinforce “Chapter 2” of the industry’s Florida and California where there are also driving to scenic areas and national parks. development towards large-scale destination multiple parks and operators. The success of Chimelong Ocean Kingdom parks. Leading up to 2020, Shanghai Disney As this happens, parks will do more in Zhuhai, near Macau, has shown the will help generate signifi cant double-digit to become self-contained destination Chinese are interested in multi-day stays. attendance growth and boost the cultural parks. Wanda Group has a big project tourism industry in China. O outside Shanghai in Wuxi, one of the INVESTMENT AND OUTLOOK upcoming Wanda Culture Tourism City In terms of return on investment, it’s projects, which will be driven by Chinese about the long-term economic impact the ECA provides independent analysis, storylines, content and culture. It’s a destination will have on the tourism and strategy and feasibility studies for the signifi cant investment in a self-contained service industry and the creation of a major attractions industry. Clients include destination with a major theme park, indoor attractions hub for Shanghai and the YRD. Universal Studios Beijing, LEGOLAND waterpark, big show, large-scale retail mall Shanghai Shendi Group and Shanghai’s Shanghai, DreamWorks Animation, and fl agship hotels. That’s one of the key government will derive value and monetise CITIC Trust, Huayi Brothers and Wanda. trends we’re seeing across the industry their investment through this larger www.entertainmentandculture.com – creating a destination. For example, cultural tourism and mixed-use leisure and

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 71 SPACE IN

Columbus Earth Theatre is an inverted planetarium, offering a view of the planet from above

72 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 NEW OPENING

NVERSION

A new contemporary museum district in the Netherlands – focusing on innovation and technology – stemmed from a meeting with three astronauts Alice Davis, managing editor, Attractions Management

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 73 NEW OPENING PHOTO: RENÉ DE WIT

A sunken square with café and visitor centre unites the Museumplein district

here once there stood a “We decided to change the direction “It was clear for us that the benefi ts – single museum, dedicated of the museum to tell the whole story of target group diversifi cation, multiple ticket to a Dutch mining region, the infl uence of science and technology sales and the ability to market the two there now stand three on the daily lives of our visitors,” says newcomers as state-of-the-art institutions W striking, geometric Gubbels. “That approach worked and – ruled out the risk that it would be diffi cult structures – a trio of visitor numbers started to rise again.” to open up the markets for the new modern attractions that together tell the This led to the opening of a new wing to institutions. We always look to other types story of humans and the planet. host temporary exhibitions, an overhaul of of industry and in consumer marketing it’s Museumplein Limburg is in Kerkrade, the permanent display and a name change. quite normal and successful to diversify a border town in the Netherland’s most “We chose Continium as it refers to the brands for special target groups. Why would southern state. It’s made up of the continuous development of our world and this be different for museums?” Continium Discovery Centre – a science lives due to the continuous development of “We love to go off the beaten track, and and technology museum, the Columbus science and technology,” Gubbels says. by creating a museum square with three Earth Theatre – the world’s fi rst “inverted The museum was soon hitting entities we have turned the location into a planetarium” and the Cube design museum. attendance rates of 120,000 a year, with cultural hot spot,” he says. The museum district has come a long visitors spending an average of 4.5 hours The three attractions at ground level way in a short time. The original attraction, at the attraction. However, it was time for represent a cube, a sphere and a beam, Industrion, was a museum about Limburg’s a new strategy, one that would attract new belying a 7,500sqm (81,000sq ft) industrial heritage, but by the time Hans audience groups, encourage repeat visitors network below ground level, expanded Gubbels joined as director in 2004, visitor and increase dwell times. from the original museum’s design, that numbers were falling dramatically. In 2014, Gubbels commissioned connects each element of Museumplein two new attractions on the square in Limburg. This red concrete landscape front of Continium Discovery Centre. includes a central visitor entrance, a Although Gubbels and his team had no restaurant, a patio and two tunnels that reference point of whether a project like connect to the new attractions, as well this would work, it was felt the potential as Europe’s fi rst National Geographic benefi ts made it a safe enough bet. The 3D theatre. The architecture was carried €21m ($24m, £17m) development was out by Rotterdam-based Shift, whose completed in October 2015. youthful, industrial, urban aesthetic works

We love to go off the beaten track, and by creating a museum square with three entities we have turned the location into a cultural hot spot HANS GUBBELS / DIRECTOR / MUSEUMPLEIN LIMBURG

74 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 Rotterdam architects Shift designed Cube and Columbus Earth Theatre

to connect the attraction’s past with its a spherical prototype to a cylindrical shape “The aim is to give our visitors the progressive philosophy for the future. to allow omnidirectional viewing. Overhead ultimate immersive experience of how “The three interconnected buildings projection also presented challenges. beautiful and fragile Earth is, how we each tell a different side to the oldest Working with Lagotronics and Barco, the live together with our planet, how we use story in the world: that of the relationship installation was custom-built – a process resources and how that affects the Earth between mankind and the Earth we are that involved a trip to the US to seek the and how we protect her,” Gubbels says. “We living on. Shift’s idea for an ensemble advice of Doug Trumbull, a special effects want to bring emotion into the reality that of elementary shapes referring to the legend, known as the inventor of the we need to look after the planet, so visitors content of the buildings and the way they Showscan fi lm process, as well as for his really start to care about the future.” connected the buildings won them the work on fi lms 2001: A Space Odyssey, Star “Using data sets from both NASA and assignment,” Gubbels says. Trek: The Motion Picture and Blade Runner. ESA we see our planet at a global scale,” Visitors to Columbus Earth Theatre he says. “But we also are experimenting COLUMBUS EARTH THEATRE begin with a short pre-show experience with data visualisation supporting urban At the heart of Gubbel’s reinvention before moving into the main auditorium. development in our local region, which has of this Kerkrade visitor attraction is a Standing on two levels of glass-fl oored given valuable insight to decision makers conversation he had at a dinner party balconies around the circumference of and citizens in connecting geographically during his tenure as Ecsite president. the 13-metres-deep (43-feet) dome, they scattered projects. We are looking at more “I was lucky enough to be sitting at a watch the fi lm play out below them, “as if ways to use the unique projection for table with three astronauts,” he says. they are fl oating above the Earth.” gaming applications and data visualisation.” “They all explained how seeing Earth from space was a life-changing experience for them. Seeing that view made them realise how vulnerable our planet is and how we should take great care of it. I was struck by this and thought how valuable it would be if more people could have this experience. Would it stimulate them to take better care of the planet?” Gubbels patented the idea of an inverse large-screen theatre. Looking down at the Earth from space rather than up at space from the Earth, the experience mirrors that of a regular planetarium. Inside its spherical home, the screen is inverted below ground level, while the audience is positioned around the upper edge of the dome. It recreates what’s known as the overview effect – a cognitive shift in PHOTOS: RENÉ DE WIT awareness that some astronauts have reported experiencing during spacefl ight. Museumplein Limburg Designing and installing the inverted diversifi ed its offering screen wasn’t easy, however. The to attract more visitors projection screen had to be adapted from

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 75 A view of the restaurant and the entrance to the National Geographic 3D theatre, which is the ﬁ rst in Europe

CUBE DESIGN MUSEUM and the train station, offering views of important. Columbus shows this very Cube is, indeed, a cube, measuring Museumplein to commuters, passers by directly by showing the effects on our 21x21x21 metres (69x69x69 feet) and and visitors. The Shift-designed reinvention planet,” he says. “But we believe that shrouded in a curtain of shimmering steel. of the public space embeds the trio of science, innovative technologies and design Inside, the design is functional, allowing attractions deeper into the heart of the are the keys to saving our planet. We need curators to programme the vertical space Kerkrade community. The facility is open new solutions to the problems we face and with a great degree of ﬂ exibility. The aim to all, and Gubbels hopes its message – science can help us. We want to stimulate for Cube is to make it an internationally played out in the Columbus theatre from an our audiences to think for themselves recognised design institute in the coming astronaut’s point of view – will get through. about the consequences of their choices three years. To make that happen, it’s “In all three attractions, creating and about which new developments to collaborating with the prestigious German awareness for a sustainable future is embrace and which to deny.” O Red Dot Award, the Design Museum in London and Cooper Hewitt, Smithsonian Design Museum in New York. “Cube focuses on a global audience MUSEUMPLEIN LIMBURG: AT A GLANCE interested in the design process and designing for human ambitions. It’s a more Attractions: Continium, Columbus, Cube Dwell time: Continium (4.5h), Columbus museological institution than the other two Total cost: (1h), Cube (2.5h) attractions. The exhibitions presented here €21m Building sustainability: are more static,” says Gubbels. Sponsor: Province of Limburg Solar panels and underground energy storage “However, Cube also functions as a Total size: 14,000sqm permanent laboratory where students Extra revenue streams: Conferences, Target audience: Continium/families and designers can co-create together with parties, corporate events in Cube. with children aged 6 to 14, Columbus/ the audience. It focuses on education, Presentations and conferences in aged 8 to 80, Cube/16+ business and the world of designers. The National Geographic 3D Theatre in design laboratories offer the possibility for Columbus visitors to play an active role in the design processes the students and designers are working on and to interact with them.”

CONTINIUM DISCOVERY CENTRE Continium, then, has a new lease of life as it reopened after a year’s closure for renovations. Filled with interactive exhibits – from racing against robots to using old telephones – the STEM-focused museum A cross-section shows the is a hit with families and schools. sphere, beam and cube The new beam-shaped building serves as structures that make up a covered walkway connecting the existing Museumplein Limburg attraction with the rest of the attractions

76 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 Shaping the future of turnkey immersive theaters

Easy-to-use education & presentation tools

www.sciss.se POLIN PROMOTIONAL FEATURE POLIN: 40 AND FABULOUS

Polin’s patented technologies, extensive R&D and creative ﬂair have made it one of the world’s leading waterpark design and manufacturing companies. Director of marketing and communications Sohret Pakis tells the story

How has Polin developed in Molding) has been pioneered by Polin recent years? since 2006. The technique has many Polin is one of the world leaders in the advantages, not only creating the best- design, engineering, manufacturing and looking slides with a perfectly smooth installation of waterparks, waterslides and shiny finish on both sides, but also and waterplay attractions. To date, Polin producing stronger, lighter slides in less Waterparks has designed and installed time and with less waste. Today the more than 2,500 waterparks in 100 industry is heading toward closed-moulding countries around the world. We are a as the leading technology displaces the growing company in terms of numbers, conventional or traditional methods. Plus, plant capacity, turnover, number of we offer our patented NLE, SPE, and projects, number of countries, awards and translucent rides in RTM. brand awareness. Our newest signature rides are We’ve worked with a wide variety of especially exciting. These new offerings clients, installing the first waterparks in Q Polin’s marketing director Sohret Pakis present unparalleled design, intense rider many countries and award-winning rides at experiences and creative theming. King parks with world-renowned reputations. What projects should Cobra is the first waterslide to offer a we look out for? theme built into its fibreglass design. And Which projects stand out? We have many installations opening in it doesn’t have to be based on a cobra – Cartoon Network Amazone in Thailand 2016, including Amaazia Waterpark in we’re creating a dragon-themed version for was a game-changing project for us. Polin Surat, India; Paradis des Zibanes in Biskra, a project in China and a ship-themed one themed each and every waterslide in the Algeria; Mega Fun Waterpark in Anji, China; for a project in Indonesia. internationally branded water theme park Blueland Waterpark in Chittagong Port, Polin offers combo and hybrid options, and received the WWA Leading Edge Award. Bangladesh; Harmony of the Seas Cruise with multiple slide experiences in one ride. King Cobra is a great example of a Waterpark and many more. themed waterslide that’s a game-changing What is the latest development concept in the industry. It has won many What is your signature product? from Polin R&D? awards, including Best Waterslide in In terms of technologies, RTM closed- We’ve created seven new design options Europe in 2012, 2013, 2014 and 2015. moulding manufacturing (Resin Transfer that can be customised for each specific

Q Polin worked on Cartoon Network Amazone, Bang Saray, Thailand Q Polin designed Santorini Water Fantasy in Phetchaburi, Thailand

1976 Polin founded in Istanbul to make GRP (ﬁbreglass) products

1980s Polin produces waterslides for customers in Turkey, Germany and Austria

1992 Polin products gain German TUV certiﬁcation

1996 Polin completes ﬁrst waterpark in Russia

1999 Polin joins WWA and EWA

2001 Polin completes Aquarena in Q Agua Magica in Sevilla, Spain, was designed and supplied by Polin Budapest project. The options are Graffiti, Mosaic, How would you sum up Polin’s 2003 Polin begins to export to the Triangulated, Wood ’n Slide, Reflection, 40 years of success? US, completes Hurgada in Honeycomb and Slide ’n Roll. With this Polin has perfected hundreds of exclusive Egypt and Aquacity in Turkey array of different effects, we believe a new and successful projects all around the level of waterpark design is possible. world: outdoor parks, indoor parks and 2006 Polin began RTM (Resin hotel/resort packages. Polin has worked Transfer Molding) production What is your USP? on Europe’s largest waterpark, Europe’s I believe it is our maintained focus on largest indoor waterpark, the Middle 2006- Polin completes waterparks in three important principles that shapes East’s largest waterpark, and award- 2007 2007 Ukraine, Syria, Vietnam, our approach in everything we do. These winning waterparks in Iran, Russia, Greece, Czech Republic and the three principles are innovation, quality and Turkey, Vietnam, Ukraine, Greece, Czech Middle East technology. Each and every step we have Republic and many more. taken throughout the past 40 years has Some were immense projects with 2007 Polin introduces a new translu- benefited our operation because everything 50 waterslides and many kids’ play cent RTM waterslide technology is shaped around these. attractions; some were smaller parks with We have also set three technology fewer attractions. Some were themed, 2009 Polin introduces the NLE and targets as primary objectives for the next and some were not. Many were parks with SPE systems few years. The first is to be the technology world-renowned reputations, and others leader among waterslide suppliers. To were local venues. Some were indoor, 2010 Polin patents King Cobra support this effort, we have stepped up and some were outdoor. We have been waterslide our investment in technology over the fortunate to work with a wide variety of past couple of years. Specifically, we have clients, installing our signature rides or 2014 Polin moves to new facility, the invested in composites manufacturing creating specially designed rides. largest waterslide manufactur- technologies, simulation and computer- Here at Polin, we’ve been proud to work ing plant in the world aided design and development, material with clients who are open to our ideas technology (such as surfacing materials, and who have allowed us to collaborate 2015 Polin becomes exclusive global nonslip surfaces and coatings on soft on some fabulous projects. Polin is 40 distributor for American Wave surfaces, splash pads, and special effects) years old, and look forward to the next 40 Machines and WOW Wave Ball and technology-integrated products. years in the industry. O

TAKING THE PLUNGE

Waterpark suppliers have to be innovative and constantly develop their product off er to be successful. We dive into the world of waterpark R&D to ﬁ nd out more

Sean Hinton explains WhiteWater’s new open-concept play structure

CRAFTED FROM A CHILD’S PERSPECTIVE TO ENCOURAGE INTERACTION AND MAXIMISE FUN

Sean Hinton we’re introducing to the industry new ways child in order to encourage interaction and President, Waterpark & for families to interact together with an maximise fun. The system is designed Attractions Divisions open-concept play structure and a variety using the philosophies of play and of brand new interactives. interaction to increase play value and boost WhiteWater The play structure has fi ve unique zones, the staying power of the structure. Innovation: APX AquaPlay each of various thrill and skill levels for Elsewhere at WhiteWater, Slideboarding guests of a variety of ages. There are 80 has initiated a conversation about gaming At WhiteWater we’re always working on interactive elements on a single structure, and technology within a waterpark. You’ll innovations. Many of them have to stay including water elements with action and see more of this integration in our products under wraps at the moment, but one thing reaction events to teach cause and effect. in the future, with games designed into I can tell you about is the leaps forward APX provides an engaging experience other products – potentially with the ability we’ve made in designing attractions that full of interactive elements that entice, to interact with guests beyond their time at keep families in waterparks longer. After challenge and reward guests. Our the park. It’s just the tip of the iceberg and all, that’s the goal of pretty much every “playologists” – waterpark design veterans the potential is extraordinary. waterpark operator. We want to provide who are also qualifi ed child psychologists We’re also making some exciting those key stakeholders with products that – designed APX specifi cally to support modifi cations to existing products and help them achieve their business goals. childhood development by exercising reimagining other spaces within our range. APX, the next generation of our skills that contribute to coordination, Everything we create is centred on the AquaPlay product, is an innovation which understanding cause and effect and guest experience and how we can help has reimagined a waterpark classic. Every creating proud moments of achievement. our customer’s parks enhance that. Even waterpark needs an interactive waterplay WhiteWater’s playologists have carefully safety can be innovative and sexy, but structure for children. With AquaPlay APX, crafted APX from the perspective of a you’ll have to wait to fi nd out more.

80 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 UNPRECEDENTED SLIDE PATHS THAT PREVIOUSLY WERE ONLY POSSIBLE ON ROLLERCOASTERS

Riders reach speeds of up to 50mph on the Skycaliber slide

no skin contact with the ﬁ breglass, so we ensure a burn-free guarantee.

Adrian Duke and Skyturtle are taking PATENTED RAFT waterslide experiences to a new level The patented closed cell foam raft allows riders to rotate 360˚ within the slide. With quick load times and a rollercoaster- Adrian Duke inspired restraint system and perforated airfl ow screen, safety and experience are CEO second to none. Skyturtle Technologies We’ve been working on development of Innovation: Skycaliber this concept for several years and gone through many stages of engineering, design Our most notable innovation is the and manufacturing. We focused on making Skycaliber, a patented world-record- the ride as thrilling as possible while breaking slide. This 100-foot (30-metre) maintaining the highest level of safety and slide has a 45-foot (14-metre) true vertical operational effi ciency. Once we successfully drop that heads straight into an inverted achieved that, we worked on modifi cations The slide features a 14-metre vertical drop loop. It uses an ISO 13849 Safety System, and improvements to the raft to improve an integrated spray system and an the manufacturing processes and usability RECORD BREAKER innovative conveyor system that ensures for both rider and operator. We’ve added Coming to Cowabunga Bay in Las Vegas every rider – inside a single-occupancy mounts for GoPro cameras, increased this summer is our patented Water Jet capsule-style raft – gets around the loop. its comfort, improved the door and latch Propulsion Mat Racer technology, which Skycaliber is the fi rst waterslide in mechanism to increase the loading and harnesses the power of water through a the world where riders free fall and go unloading time, improved the airfl ow and computer controlled ISO 13849 safety upside down safely. Due to the patented reduced the overall weight. system to launch mat racer riders uphill innovations we’ve developed, riders reach There are always challenges when with 20 pounds of thrust. We also have a faster speeds, spin freely within the fl ume developing innovative products, but one of line of new interactive waterpark products and safely slide through unprecedented the major barriers we face in this industry hitting the market this year. slide paths that previously were only is developing methods of integrating We want to break the world record for possible on rollercoasters. Other “looping” technology and electronics into a water the tallest waterslide with a 200-foot-plus- waterslides on the market have a high environment. Developing and testing an tall (61-metre) version of the Skycaliber downtime when riders do not make it innovative new product but an outdoor that has a variety of slide paths that have through the loop and issues with friction or indoor waterpark is a particularly never been attempted on a waterslide burns. Our innovative design means there’s challenging space. before. The sky’s the limit with Skycaliber.

A UNIQUE DESIGN WE ARE ABLE TO THAT BRINGS THE THEME THESE PLAY ADRENALINE RUSH STRUCTURES WITH OF COMPETITION TO ANY STORY OR THEME THE WATERPARK THE CLIENT WANTS Sohret Pakis Alejandro Mestas Director of Marketing & Commercial Director Communications, Polin Fibrart Innovation: Space Race Innovation: Mat Racer Polin’s fi rst Space One of our newest innovations is Space Race opens at Tetusa Race, an eight-person bowl slide with a Oasis in Turkey in June We’ve been design that brings the adrenaline rush developing our Mat of competition to the waterpark. The Racer slides. We ride's geometry is similar to other bowl have the typical slides, but Space Race pits two four-rider open, straight family rafts against each other. The rafts multi-lane Mat enter the bowl from opposite directions Racer, but have at a speed of more than 43kph (27mph) also developed and the special design allows the racing new designs for teams to see each other as they career different clients. around the bowl. Riders lean, bend and For example, Oasis tilt to gain the advantage over their Waterpark in Isla opponents. The fi rst opens at Tetusa de Maipo, Chile, Oasis Waterpark in Izmir, Turkey, in June. Alejandro Mestas on asked us for a four- At Polin, investing in new technologies customised slides lane Mat Racer is always on the agenda and that helps that started with us make a difference in terms of theming two straight enclosed lanes on the sides and storytelling. Our Fusion waterslides and two straight open lanes in the centre. are always popular since they offer Halfway down the slide, the enclosed lanes different ride experiences in one. Clients open and the slide turns into a straight love the fl exibility they offer. We are also four-lane racer. Splashway Waterpark in investing in gaming technologies – but, Sheridan, Texas, asked us for a four-lane that is all I can say for the moment. Sohret Pakis explains Polin’s innovations Mat Racer that was one-third covered. Lastly, we’ve set a new standard In 2015, we did a different design at for waterslide manufacturing with a into the production of the slides. Raging Waters Waterpark in San Jose, material technology innovation that turns Inspired by the look of mosaic, graffi ti, California. Two lanes start enclosed and waterslides into works of art, with both natural wood and metal, the new slide curve away from the centre of the ride, interior and exterior designs embedded material brings endless possibilities. while the other two lanes start open and straight. The lanes take turns to curve and twist. One of our designers decided to name it the SnakeRacer, so we added four snake heads, one to each lane, and used different colours for the slides. We patented a totally new Mat Racer design. We have also been working with new non- corrosive materials to create our children’s play structures. This means almost no maintenance is required. We’re able to manufacture our play structures with any story or theme the client wants. As far as challenges go, meeting all the different standards in the industry is an important one. Sometimes it’s necessary to design two models of the same ride to meet different measures in the US and EU.

82 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 LEAFY FLORA, ZANY FAUNA, TROPICAL TREES, CATERPILLARS, BUTTERFLIES, MONKEYS AND BIRDS

Wyeth Tracy President Empex Watertoys Aquatropica is vibrant, tropical-themed water structure range from Empex Watertoys Innovation: Aquatropica themed centrepiece. fi breglass pipe which allows Our latest development is Aquatropica structures have us to increase the size and Aquatropica, a new line of lots of advantages. They’re the mass of the structures, interactive water features with fabricated from composite and helping the vibrant colours a tropical theme. The new speciality plastics offering a stand out even more. We are features are leafy fl ora and lifetime corrosion warranty. also constantly increasing the zany fauna with tropical trees Unlike metal products, no interactive component of our and fl owers, caterpillars and elaborate foundations are water features. It is important butterfl ies, bugs and snails, necessary so the construction to empower the kids to make monkeys and birds – all costs are lower. Low electrical water work in various ways intended to provide an exciting and low heat conductivity – thus not only fun but also and unique water playground are major benefi ts of our educational. for kids up to the age of materials should they come In terms of challenges, 12. Interactive Aquatropica into contact with lightning the biggest one is managing waterplay structures with or hot sun. Empex is now to create products that are slides are also available to able to manufacture a innovative without crossing the Wyeth Tracy says it’s important create a dynamic, tropical- 20-foot (6-metre) structural price resistance barrier. to make waterplay educational

INNOVATION IS CREATIVITY LEVERAGED WITH STRONG MARKET RESEARCH AND DEVELOPMENT

Shanley Hutchinson Marketing & Communications Manager, Waterplay Solutions Innovation: Big Top Soaker in product innovation is Our newest product is the balancing our designs Big Top Soaker – an exciting to the needs of different feature to complete our Cirque continents and countries. aquatic play collection. This To meet this challenge it larger-than-life dumping bucket takes a lot of research and brings extra anticipation and planning and there are many visual excitement to a head-to- moving parts in that process. toe splash experience. Innovation is creativity The transparent AquaLume leveraged with strong market bucket allows light to illuminate research and development. the water as it ﬁ lls and tips We continue to raise the bar out a show-stopping splash in play value, collaboration, for waterplayers below. With and interaction. In the coming a whimsical aesthetic and tall year we’re taking our design curving legs, it’s an eye-catching philosophy to new heights addition to any play space. in terms of evolution and Shanley Hutchinson discusses For us, as a global company, innovation. We’re excited for Big Top Soaker is part of the designing for a global market one of the biggest challenges people to see what’s next. Cirque waterplay collection

part two THE ATTRACTIONS BUSINESS how are you perceived?

In the second of an eight-part series by David Camp of D&J International Consulting, we look at how you see your audience and how your audience sees you

David Camp here’s a wide range of types and A clear message categories of attractions. They’re While all attractions want to stand out in all similar in that they compete for the market, it’s also useful to be easily SERIES ROADMAP people’s leisure time, but there are categorised or understood by the market. T signifi cant differences in appeal, A tourist visiting an information centre is audiences and performance greeted with a baffl ing array of attractions This eight-part series outlines across the different attraction segments. and activities brochures. Having a clear, the patterns and dynamics Generally, we can classify an attraction simple message is important in grabbing that defi ne every attraction into one of three broad categories: attention. The same is true for websites, – from visitor behaviour and culture, nature or entertainment. listings, posters and other media. guest spending to operating These are typically how customers see With some 250,000 attractions on offer costs and profi tability attractions and consider their visits. If a around the world, potential customers family decides on a cultural activity, they need to quickly and easily understand CONTENTS will select from a range of museums, what they may see at your attraction. If 1. An overview historic properties, science centres or they can’t do that then they will not visit. 2. How are you perceived? monuments in their target area. The average length of time people spend 3. Benchmarking I’ve lost count of the number of times viewing a Web page is 15 seconds; not 4. Planning a new attraction I have heard “this is a unique attraction”. much time to get people’s interest. In an 5. Driving revenues While it is undoubtedly true that every information centre, people may spend 6. Controlling costs attraction is different – even rollout longer, but they will only see the top third 7. Is it worth it? attractions such as SeaLife Centres, of a three-fold A4 brochure on a stand. 8. Benefi ts and impacts KidZanias or Disneyland parks that have The Earth Centre in the UK and Bioscope the same genetic origins all have variations in France are two attractions that failed – potential customers rarely perceive where customer confusion was a major the variations between historic houses, factor. People didn’t understand the offers regional museums or country parks. and so chose to visit other attractions.

Cultural attractions, such as Blenheim Palace in the UK, are popular with all ages

84 attractionsmanagement.com AM 1 2016 ©CYBERTREK 2016 Sunset Safari (left) is a family-focused evening event at London Zoo; Tate St Ives in Cornwall is busiest in August (right)

Who is your visitor? Figure 1 Age Profi le of Visitors In addition to having a clear message O Culture O Wildlife OTheme parks and image it is important for attractions 30% to understand their audience. There are distinct differences in visitor profi les to different types of attractions. 20% We’ve grouped attractions into three broad categories for analysis through 10% this series. Cultural attractions include museums, historic properties and heritage centres. Wildlife attractions 0 encompass zoos, aquariums, parks, 0–14 15–24 15–34 35–44 45–54 55–64 65+ gardens and natural attractions. Entertainment attractions cover theme parks, waterparks, waxworks, observation towers and brand centres. market and attracted up to 6,000 visitors has on the seasonal patterns of visits. As a general rule, cultural attractions on each evening. However, noisy, alcohol- School holidays, work patterns and attract a more even age profi le of visitors fuelled millennials can get boisterous and weather all impact visitation and while than the other types. Wildlife attractions after fi ve seasons the zoo management adjustments can be made through events, appeal across all ages and entertainment team decided that the disruption to the promotions and targeted marketing it is attractions favour younger audiences, as animals outweighed the £800,000 ($1.1m, diffi cult, and expensive, to signifi cantly shown in the chart (see Figure 1). €1m) annual revenue the events generated. change people’s behaviour patterns. While it’s possible to extend or expand Zoo Lates has been replaced with the more Attractions in cities generally benefi t an audience this does not always work as family-friendly Sunset Safari programme. from a more even pattern of visitation expected. In 2009, London Zoo started than those in rural or coastal areas. An opening in the summer evenings under an Seasonal patterns example of this is the Tate Modern in adult-only programme called Zoo Lates. The Another important factor regarding London, which receives 9-11 per cent of event proved very popular with the under-35 audience profi le is the impact that this its annual visitors during August, while the

“Europa Park’s busiest day came during their Halloween event”

Europa Park in Germany has hosted its annual Horror Nights since 2007 PHOTO: MARKUS GARSCHA MARKUS PHOTO:

Figure 2 Seasonal Visitor Patterns O Culture O Wildlife OTheme parks OEntertainment 30%

20%

10%

0 Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

Tate St Ives in Cornwall peaks at 16-18 only rose by 12 per cent. This led to an to increase attendance by up to 20 per per cent of annual visitors in August. increase in revenues; however, there was cent over levels before the special events. Similar patterns are seen at theme parks a greater increase in operating costs These events have become significant where those targeting a local or regional resulting in a significant drop in operating at parks such as Germany’s Europa Park resident market attract around 20 per profits. This meant that there was no and PortAventura in Salou, Spain. Many cent of visits during a July or August peak money available for reinvestment and as a other parks have followed suit. Indeed, month, while those in tourist areas may consequence visitor volumes plummeted last year Europa Park’s busiest day came see in excess of 30 per cent of their yearly from 2.8 million in 1995 to a low of during their Halloween event and the visits during a single peak month. 500,000 in 2003. It has since recovered, number of visitors during October is now The chart shows the typical seasonal with support and investment from current as great as it is in July. But these have patterns for different types of northern owner Compagnie des Alpes. taken a number of years and substantial hemisphere attractions (see Figure 2). investment to develop to this level. Most indoor attractions are open year- Special events Events can be used to impact attendance round, while outdoor attractions are Two developments in recent years at other attractions too; they just need generally only open for part of the year. have served to extend seasonality and to be carefully planned, executed and However, this doesn’t mean that year- grow theme park visits: Halloween and marketed to be worthwhile. The key to round attractions get more visitors than Christmas opening. The important thing success is understanding the target those that are open for part of the year, or about these events is that the offer is audience and their behaviour patterns and that they make more money. different at these times than for the rest of working with them, not against them. O In 1995, Futuroscope in Poitiers, the year. In addition, as they are only run France, expanded its opening season for a short period, they encourage people Get in touch with David Camp by 50 per cent (from eight months to to revisit the parks for these events. At email: [email protected] year-round opening) but their attendance some parks these events have been able website: www.djintcon.com

www.eibe.co.uk 01483 813834

Safari park Longleat is undertaking a decade-long upgrade that starts by going back to its roots. CEO Bob Montgomery explains

Alice Davis, managing editor, Attractions Management

Why did you decide to redevelop overall budget figure for the masterplan. Our guest scores are higher than Longleat, the safari and adventure park? We might spend £2m to £3m ($2.9m to they’ve ever been. We measure that We approached architecture and design $4.3m, €2.5m to €3.8m) some years, but pretty rigorously using the Net Promoter firm Forrec following a period of substantial we don’t plan to do that every year. Score methodology, which is the strongest growth here at Longleat. Attendance has indicator we have that the guests’ increased more than 25 per cent over the How did you achieve this intention to come back is really high. past couple of years and that has started growth in attendance? The percentage of visitors who would to have an impact on infrastructure and We are doing a lot of things better. We’ve recommend us to a friend is up in the 90s the guest experience. Forrec has created introduced a Chinese-style lantern festival – those are world-class guest scores. a 10-year masterplan to address parking that has been a big boon to our business. I wish I could tell you that we’re doing lots, toilets, restaurant and retail capacity, In 2015, our figures were up every something clever, but it’s the fundamentals. transportation, entry points and wayfinding. month. We’ve built a stronger team, we’re We strengthened our leadership teams and We’ll work with Forrec on a strategy to marketing better, we’re gathering better increased our staff rates. We also set up phase in the upgrades, so I don’t have an data that allows us to be more targeted. a profit-sharing scheme for staff. It makes

The percentage of visitors who would recommend us to a friend is up in the 90s – those are world-class guest scores

Bob88 Montgomeryattractionsmanagement.com previously worked at Herschend’s Wild Adventures in America AM 2 2016 ©CYBERTREK 2016 The UK safari park has seen

PHOTO: SIMON KING attendance rise 25 per cent in recent years PHOTO: SIMON KING

About Longleat The park is located is in Warminster, Wiltshire, UK. It features an extensive safari park and 20 attractions, including Penguin Island, The Jungle Cruise, Monkey Temple and Longleat House, an Elizabethan stately home. The safari opened in 1966, the ﬁ rst in the UK, and celebrates its 50th birthday this year. Longleat is home to BBC’s Animal Park TV series, which returns this summer.

Visitors to the Wiltshire attraction can see lions, tigers, lorikeets, monkeys, giraffes, penguins and more PHOTO: SIMON KING ZOOS & AQUARIUMS

The Festival of Light helped us to establish that we can be an event centre, One extraordinary artwork not just a safari park at the Festival of Light is a 50-metre-long ﬂoating dragon

a difference when staff buy into what we’re This year sees the introduction of our doing and are proud of the product. hot air balloon festival. Over a three-day period more than 50 hot air balloons will be Aside from infrastructure, what drifting over the estate between sunrise and other changes are planned? sunset. We also have an outdoor concert Authenticity is one of our core values. It headlined by Sir Elton John in June, the first was increasingly difficult to marry a safari music concert held at the attraction since theme with our desire to be sympathetic the Rolling Stones played in the 1960s. to the site’s heritage. We started to think differently about theming. Our lions are on – potential planning issues, which pose a Aren’t there rumours you could host green grass surrounded by oak trees, so significant challenge for us. It should make Glastonbury Festival in 2018? why not be more honest about that. it easier to gain the approval of Historic We have sold all 15,000 tickets for the England, Natural England and other bodies. Elton John concert, but there’s a big So you’d like to tell a story that is difference between doing this and doing a closer to Longleat’s history? What can we look forward to music festival. It’s a step for us: if we can Yes, a story that’s grounded in an authentic in the the near future? do a show like that once or twice a year, base. There have been exotic animals We have some great animal additions that’ll maybe open up other options for us. throughout Longleat House’s 400-year coming next year. We like the idea of mixed history. It was a menagerie. People gave exhibits; for example, wolves and bears live What other events have been successful? exotic creatures as gifts. In the archives, really well together. Multi-animal habitats The Festival of Light began in 2014 as a we have letters written by the owner add depth and richness to the experience. Christmas festival combined with a Chinese begging not to be gifted any more tigers. We’re about to open a 9,000sq ft lantern festival, with thousands of lanterns. We have this real tradition and animals (836sqm) freespan building called The It was hugely successful. We repeated it in are part of his eclectic collection that ties Longhouse. It’s a multi-use building for 2015 and achieved growth of 20 per cent together the house, the exhibits and the temporary exhibits, theatrical productions and the best guest scores we’ve ever had. attractions. We love this idea and it will and catered events. It allows us to bring in The Festival of Light helped us to be a differentiator in terms of the way we unique programming all year long without establish that we can be an event centre, think. It’s also a new way of thinking about having to go through the hoops of planning not just a safari park. By expanding our what attractions we want to introduce, how consent and approvals that used to take events we see great results: our Christmas we change the look and feel of the park or so long – and that’s a tool for us to do period was as strong as our summer. how we repurpose existing attractions. more event-based activities. For 2016, we’re partnering Beatrix Potter for the lantern festival. It’s the What challenges did you face? How are you celebrating author’s 150th birthday and our 50th – As Longleat is a heritage-status property, the 50th anniversary? two quintessential British brands. Our light including the safari park, buildings and We are having an African summer with display is going to be Peter Rabbit and Mr 900-acre (364-hectare) grounds, Forrec’s performers, dancers and acrobats, as well McGregor’s Garden, with installations up blueprint has considered – from the start as an evening parade. to 60 feet (18 metres) tall. O

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ARCTIC EXTREMES & THEMED ENTERTAINMENT

Professional development for the TEA’s Europe & Middle East Division took place in the Arctic Circle from 24 to 26 February, in Rovaniemi in Lapland, Finland. This was a SATE (Story + Architecture + Technology = Experience) Academy Day event – a destination gathering specially tailored for professional enrichment within the attractions industry. SATE Academy Days were ﬁ rst developed by the TEA EME Division and have started to catch on throughout the association

Paul Kent, Electrosonic to be met by Elf Candy, our host, as they Arctic Design Week is aimed at the TEA EME Division President landed on the evening fl ight. We set off many industries and universities in With the aim of into the Lappish forest to explore Santa the area. Following the keynote, a mix holding events in Claus Secret Forest of Joulukka. of speakers from the Scandinavian as many different Apart from meeting Santa Claus and design community were among the slate countries as visiting his command bunker, members of presenters, including several TEA possible, the of the group also tried their hand at ice members. They included Matt Barton EME Division sculpting, with ice and lessons supplied (7th Sense), Stephen Richards (Paragon of TEA pursued by Taavi Heikkila from Frozen Innovations Creative), Nick Farmer (Farmer Attraction connections with Finnish members to put – the constructors of the Arctic SnowHotel Development) and Johan Granholm together a fi rst-rate programme over two that we visited the following day. (Lappset Creative). Julius Oforsagd was packed days in Rovaniemi, the capital of After that we relaxed in the Finnish way responsible for organising the event and Lapland – and the home of Santa Claus. with a traditional smoke sauna, hot tubs inviting TEA to participate. For those who arrived the night and lake swimming. Our hosts for the The group went to the Lappset factory before, things kicked off with a visit to evening were Illka Länkinen and for a tour of the facility and then the Arktikum Museum, guided by the Katja Ikäheimo Länkinen. Their onto the Santa Park to connect managing director Hannele Koskiniemi. hospitality was without bounds. with our “inner elves”. Some This was followed by a trip to the Pilke The visit overlapped with the also went on to Rovaniemi’s Science Centre under the auspices of the Arctic Design Week conference Arctic SnowHotel for a dinner exhibition manager Heikki Hepoaho. – particularly its main seminar and a tour of what is a truly The nation celebrates its centenary in on 25 February, during which unique experience. Some of 2017 and the museum puts the history of the keynote presentation, the braver souls also stayed Finland and Rovaniemi into context. Designing for Extremes, in the hotel. was given by Keith James TEA EME Division is SUSTAINABILITY IS KEY of JRA. Keith, a past indebted to the event There’s a huge focus on sustainability in president of TEA, received sponsors: Electrosonic, Finland, with forestry being top of the list a lifetime achievement Lappset Creative in Lapland. One of the event’s sponsors, award at the TEA’s Thea and SantaPark, and Lappset, runs a business which is very Awards in April (see our in particular to Asko dependent on local timber, as we saw fi rst- report on page 18). Alanen from Lappset. hand. In all cases, there’s an emphasis on Without his cooperation zero waste. Every last shaving is used. and support this event We collected the rest of the group from Elf Candy was a surprise host for would have not been the airport – and many were surprised the tour of Lapand’s attractions the success it was.

The TEA EME Division’s SATE Academy event in Lapland, Finland, was themed around Arctic design and included trips to Santa Claus’ secret forest of Joulukka, the Arctic SnowHotel, SantaPark and a dip in an ice-cold lake

Matt Barton, 7th Sense TEA Member David Willrich, DJ Willrich Ltd Another excellent TEA TEA International Board event started with a Other than the Claus. SantaPark, owned and run very greeting by Elf Candy fact that it would enthusiastically by Ilkka and Katja who took us to the be cold, very cold, Länkinen brings to life what all of us magical Joulukka. in Rovaniemi, I imagined as children a visit to the North What followed was had no real idea Pole would be like. We are all used to an unusual TEA mixer of what to expect the high standards set by Disney and involving ice carving, reindeer radar, meet- from our SATE Universal, but I love it when we visit ing Santa Claus and enjoying an excellent Academy day in Lapland. With a clean a much smaller park – invariably very meal and some ﬁ ne company with tradi- memory card in the camera, thermals hands-on, owner-run – that hits and tional Finnish after-dinner relaxation (and and warm clothing packed, we set off sometimes surpasses those standards. invigoration for some of the braver among for what turned out to be an excellent Katja does not hide her passion for us by way of an ice lake dip). experience in all aspects. what they do: yes they are running an What amazed and impressed me about And no visit to Lapland would be attraction that has to make money, but both Joulukka and our trip the following day complete without a visit to the main the focus is on quality and they clearly to SantaPark was the total commitment man and discovering your “inner elf” understand what they can and can’t do from the staff to ensure that even though and an opportunity to be “elf taught”. in order to meet visitor expectations. we were on a “backstage tour” we felt truly Elf Candy did a great job of Where else in the world would you get immersed in the experience. I don’t think introducing us to the workings of dozens of TEA members wearing elf anyone could prevent their inner child from life in the magical world of Santa hats and icing cookies? making an appearance during the event.

Santa Claus, Lapland’s most famous resident, is a major draw in Arctic tourism. When the TEA members took a behind-the-scenes tour of SantaPark, most of them found their “inner elf”

“ THIS EVENT REPRESENTED EXACTLY WHAT SATE ACADEMY DAYS ARE MEANT TO BE: AN OPPORTUNITY TO LEARN MORE ABOUT OUR INDUSTRY, NETWORK WITH COLLEAGUES AND EXPERIENCE NEW PLACES ”

Traci Klainer Polimeni, Luce Group Keith James, TEA International Board Jack Rouse Associates Spending time in the bar. We participated in the Arctic Design Former TEA President winter wonderland Week with some of our own TEA members The TEA certainly of Rovaniemi, I presenting. And of course, we saw snow, showed well at found Finland better snow and more snow. this event, and we than I could ever This event represented exactly what trust everyone was have imagined. This SATE Academy Days are meant to be: pleased with the was my ﬁ rst time an opportunity to learn more about our results. venturing into this part of the world and industry, network with colleagues and It was good to in the company of the EME Division, it experience new places. As TEA is an see the Lappset facilities. We had heard was a perfect introduction. international association, I hope sharing a great deal about them, and now having Lappset Creative was a wonderful host my thoughts on this trip encourages actually seen their operation, we are and sponsor. We met reindeer, elves and all members to look outside their greatly impressed with the company. Santa Claus. We drank beer, wine and, regions and to explore new areas of our And Katja should be extremely proud! yes, vodka from ice shot glasses in an ice membership and the world. The places that we visited, and the things that we were able to see and do, will go down as highlights in our history in this industry. My wife Patti and I had a wonderful time, and it appeared as if everyone was having just as good a time. Ifat Caspi, P&P Projects They have created something quite TEA Member special there at the Arctic Circle: bringing The experience was unique and inspiring. Within the space of Santa Claus – one of the world’s most two days we experienced, in a variety of ways, the exceptional famous and most important legends to nature, culture and the extremely nice people at Rovaniemi. life and making it even better than we all The hospitality was great. The Arctic Design Week conference thought possible is quite a feat. was also inspiring, and it taught me that our industry is full I can only repeat my thanks to of “designs for extremes”. We were all captivated by the magic of such an amazing everyone involved for making the week place. The event communicated that we all need to aspire to achieve the high so memorable. And to Katja and her quality, meaningful stories that make our industry what it is. staff (elves, guardians, princesses, and everyone else) – well done! O

CONSULTANCY AV SYSTEM DESIGN SHOW CONTROL DESIGN LIGHTING DESIGN INTERACTIVES SUPPLY & INSTALLATION SERVICE & SUPPORT

+44 (0)1590 612603 [email protected] www.djwillrich.com

This year’s MuseumNext European conference in Dublin, Ireland, was one of its most successful yet. Tom Anstey was there for AM

rawing museum delegates I think digital and ofﬁcials from all over the world since 2009, the culture is heading MuseumNext event shines a to much bigger D light on the future of museums and how today’s museums are audiences adapting to an ever-changing climate. One of the highlights of this year’s event in Dublin was a talk by James Davis increase because of people having from the Google Cultural Institute. When access to cultural organisations all the Institute opened its doors in 2001, around the world and as a result its goal was to make important cultural I think and hope that physical material available and accessible to attendance will increase,” he says. everyone and to digitally preserve it to “It’s something we’ve begun to see educate and inspire future generations. anecdotally. If you get a larger audience Davis addressed a packed Mansion interested in this topic – for example, House to talk about the Institute’s growth, introducing people to a particular museum the new products it has launched, such for the very ﬁrst time – some of them are as Google Cardboard, and offered a going to go to that museum when they James Davis, Google Cultural Institute glimpse at what they have in store next. weren’t beforehand simply because they hadn’t heard of it. That’s the direction that the Google Cultural Institute is going.” Following his talk, Davis told Attractions Management that the Institute is Second Livestock just at the start of its journey. As Google has developed many interesting accessibility increases, he says, so technologies, but it has never created will interest in arts and culture. anything as outlandish as VR for chickens. “I think digital culture is heading to It’s a concept that Michael John Gorman much bigger audiences,” Davis says. believes can spark interest in science and “One of the compelling reasons to start a debate within a museum setting. have digital cultural experiences is that Speaking at MuseumNext on his

ALL PHOTOS: MUSEUMNEXT PHOTOS: ALL if you’re interested in something the last day as CEO of Science Gallery other side of the world, that might be an International, Gorman detailed several obstacle for you going to see it. However unique concepts from the institution, if it’s available directly from your pocket, which he says can open up conversation then it’s extremely accessible to you. at the boundaries between science and “We’re absolutely convinced that art. The VR chicken project, known as Michael John Gorman, Science Gallery the global audience for culture will Second Livestock, was the most intriguing.

96 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 The MuseumNext programme involved tours and workshops in various venues across Dublin

Speakers represented Burning Man, Tate Modern, Kids in Museums, MoMA and many more

“I think it’s a wonderful example of a project that provokes you and makes you think about what kind of future we want to live in,” says Gorman. “The idea is that battery chickens or battery hens could feel like free range chickens in VR. It’s great because it brings you into that space of conversation about what kind of world and what kind of industry we want to have. It’s a conversation provocation.”

Non-museums The conference concluded with a roundtable discussion about issues that affect the museum sector today. One topic was non- museums – brand houses such as the new Louis Vuitton Foundation in Paris, for example – moving into the museum space. The idea is that battery chickens The panel – made up of National Museums Directors’ Council policy could feel like free range chickens in VR

and projects manager Katie Childs; learn, support and embrace. It will be Fiona Ross, founding director EPIC challenging though. At MoMA, we’re Ireland; Ngaire Blankenberg, who acts lucky enough to be a museum that has as European director and principal such a great collection and reputation, consultant at Lord Cultural Resources; but for other places it could be tough.” and Shannon Darrough, who leads the MuseumNext returns later this year Department of Digital Media at New York’s when the event comes to New York Museum of Modern Art – discussed how on 14-15 November with two days of the sector should react to brand homes curated presentations on the theme effectively stepping on its territory. of Transformation. The event then “We’re all competing for people’s goes to Australia for the ﬁrst time in Shannon attention on that Saturday afternoon,” February 2017, with museums and Darrough from says Darrough. “As more and more galleries from around the world coming MoMA’s digital people enter this ﬁeld there’s more together to highlight best practice, media team and more stuff to take up our time. discuss the latest trends and think I think it’s something we all have to about what’s next for museums. O

©CYBERTREK 2016 AM 2 2016 attractionsmanagement.com 97 SHOW PREVIEW For full company and contact details please More than 350 exhibitors will be at visit attractions-kit.net Asian Attractions Expo at Shanghai New International Expo Centre – we look at what’s new

Location: Shanghai New International Expo Centre, Shanghai, China Dates: 13-16 June 2016 Who’s there: More than 350 exhibitors and 8,000 attendees What’s on: 11 education sessions On-site tickets: $100

Vekoma Vekoma is presenting two new thrill coasters set to launch this year and next. Both custom-designed, Space Warp will open at Energylandia in Poland in 2016 and Fire Storm will open at Vinpearl Thu Thiem in Vietnam in 2017. Vekoma has also installed two family The Walking Dead-inspired dark ride coasters at Paulton’s Park in the UK, a Boomerang and a Suspended Family Coaster. Sally Vekoma’s latest UK rollercoaster Booth #1350 Sally will present, in partnership with AMC and Striker Entertainment, the Walking Dead: Battle For Survival, a Huss long-awaited immersive dark ride based Gateway Several prestigious on the award-winning television series. Gateway is debuting Huss projects will be This dark ride features interactivity, its new product, Galaxy highlighted at AAE multi-DOF ride vehicles, media-based Connect, a cloud-based Shanghai, including the scenes, highly immersive theming platform that connects opening of the world-first with ultra-realistic sets, scenery and attractions suppliers with Hybrid Condor in Tivoli animation and 4D special effects, third-party distributors Gardens, Denmark and including real fire, wind and fog. Sally is to enable selling of live Huss Ride Classics at also presenting VOLCANIKUS! 4-D, an tickets to attractions Romon U-Park in Ningbo, original IP. The all-new interactive dark anywhere in the world. It’s China. Huss is also ride journeys into the fiery depths of integrated with LvMama, unveiling a new project, Condor at Tivoli Gardens Inferno Island, where guests do battle TongCheng and CTrip, the film-based ride with prehistoric beasts, evil statues, three of the leading travel attraction Movie Base XS with an extremely small footprint, huge carnivorous plants, living lava service providers in China. leading to a minimised overall investment. The new Movie warriors and other fantastic elements. Booth #1536 Base XS is an evolution of the existing Movie Base Classic Booth #1550 attraction, a 4D dynamic motion simulator. Booth #1641

Holovis Holovis Attractions invites attendees to step inside a mixed reality world of VR, AR and real-time media on Booth 3313. Using its Mixed Reality (MR) design capabilities, the company will be showcasing its ability to transform any passive experience, such as queue lines, pre-shows or even the attractions structures themselves into extended experiences, gamifying every element and connecting them through park-wide apps, introducing a whole new level to the guest experience. Booth #3313

Augmented reality at the Holovis booth 98 attractionsmanagement.com AM 2 2016 ©CYBERTREK 2016 Seaworld Adventure Park, China

IdeAttack Boardwalk, Polar World, Deep Sea Fantasy and Tropical World. IdeAttack is presenting its 13-hectare (32-acre) Seaworld The park is designed as a highly immersive, entertaining and Adventure Park project, part of the Ocean Flower Island project, experiential destination combining themed environments with a mega-tourism zone on an artiﬁ cial archipelago located off the rides, lifestyle and leisure park elements and animal exhibits. north coast of Hainan, China. It features four distinct zones: Booth #1144

ProSlide ProSlide is presenting Singha at Forrec Siam Park in Tenerife, Spain, a new EVPs Anthony Van Dam and slide that incorporates ProSlide’s Cale Heit will be on hand to FlyingSAUCER features into its talk about Forrec’s latest built RocketBLAST water coaster, with project, Wanda Xishuangbanna patented water jet and boat design. in China. Another hot topic The four-person RocketBLAST water for Forrec is their branded coaster marries technologies from attraction work for popular ProSlide LIM coasters with turbine TV show Top Gear and technology to take water propulsion three other BBC Worldwide to a new level. The water coasters properties. Collaborations with allow 100 per cent steeper hills IP-holders like Sanrio (Hello than traditional blast coasters, Kitty) is a Forrec specialty. 50 per cent more capacity and Booth #1250 60 per cent more efﬁ ciency. Singha at Siam Park, Tenerife Forrec is working with Top Gear Booth #1402

See nWave’s latest 4D fi lm International Sanderson Group Play Company Sanderson Group is an international FEC Builders is a new division at thematic design and construction International Play Company. The FEC corporation with proven experience Builders team changes the way a delivering world-renowned design is approached, inspiring new attractions and destinations branded attractions and bringing new since 1989. Sanderson Group levels of creativity to each project. offers its clients full turn-key International Play Company has solutions covering every stage developed numerous edutainment of project development including nWave facilities and independent conceptual design, masterplanning, For over 20 years, nWave has been a market leader in the environments for entertainment feasibility and market analysis, production and distribution of high quality and innovative facilities. The company’s educational construction documents, content, including 4D/3D attraction fi lms, 3D/2D ride turn-key attractions are suited to construction and operations. simulation fi lms, and 3D/2D educational documentaries science centres, zoos and museums Booth #1301 for giant screen IMAX theatres and digital 3D cinemas. among other environments. Booth #1530 Booth #1705

Barcelona ACCESS GAMMA EAS Spain 20-22 Sep 2016 Modular integrated management Euro Attractions Show 2016. information systems for visitor attractions, Register now for Europe’s premier museums, heritage sites and theme parks event for the attractions industry

T 0845 835 0192 E [email protected] T: +32 2609 54 45 www.theaccessgroup.com/gamma www.iaapa.org/eas

ANTONIO ZAMPERLA SPA EMPEX WATERTOYS The Amusement An innovator of unique Rides Company R interactive aquatic playgrounds and spray parks

T +39 0444 998400 E [email protected] T +1 866 833 8580 www.zamperla.com www.watertoys.com

BERTAZZON FORREC Manufacturers of unique Specialists in the creation of merry-go-rounds, high quality entertainment and leisure bumper-cars and go-karts environments worldwide

T +39 0438 966291 E [email protected] T +1 416 696 8686 www.bertazzon.com www.forrec.com

CUMMINS-ALLISON HIPPO LEISURE Industry-proven coin 6SHFLDOLVWVLQÀXPHVOLGHVDQG KDQGOLQJFXUUHQF\QRWHKDQGOLQJDQGRI¿FH interactive water play. equipment to a variety of business sectors

T +44 (0)2476 339810 E [email protected] T +44 (0) 1752 771740 E [email protected] www.cumminsallison.co.uk www.hippoleisure.com

D J WILLRICH LTD HOLOVIS An audio visual multimedia Specialising in creating integrated system company turn-key motion, media and interactive-based attractions

T +44 (0)1590 612 603 T: +44 (0)1455 553924 www.djwillrich.com www.holovis.com

EAG INTERNATIONAL 2017 To book your space in the Web 7KHGH¿QLWLYHVKRZIRUWKH European Amusement and Gallery contact Julie Badrick 17-19 January 2017 Coin-Op industries ExCel London Exhibition Centre Tel +44 (0)1462 471919 T +44(0)1582 767254 E [email protected] Email [email protected] www.eagexpo.com WEB GALLERY

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

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

IDEATTACK, INC. POLIN WATERPARKS IDEATTACK specialises Global leader in design, engineering, in planning and design of manufacturing and installation tourism and leisure projects of waterslides and waterparks

T: +1 (626) 463 7353 T +90 262 656 64 67 www.ideattack.com www.polin.com.tr

INTERNATIONAL PLAY COMPANY THE PRODUCERS GROUP, LLC Design, manufacture and install Project Management, Show Production play structures, interactive events and Design/Build Services for high and custom theming for all ages technology guest experiences and attractions

T +1 604 607 1111 T: +1 818 334 2829 www.iplayco.com www.producers-group.com

INTAMIN AMUSEMENT RIDES INT. CORP. EST. PROSLIDE TECHNOLOGY INC. ® Worldwide leading Our mission is to build manufacturer of water rides that differentiate amusement rides and attractions parks, thrill guests and are, above all, safe.

T: +423 237 03 43 T: +1 613 526 5522 www.intaminworldwide.com www.proslide.com

KRAFTWERK LIVING TECHNOLOGIES QUIRK One of the leading specialists Full service digital in high-end audio-visual marketing agency system integration

T +43 7242 692690 t +44 (0)20 70998849 www.kraftwerk.at www.quirklondon.com

N WAVE To book your space in the Web Fully integrated digital studio handling all aspects of 3D Gallery contact Julie Badrick cinema production and distribution Tel +44 (0)1462 471919 T +322 347 6319 E [email protected] Email [email protected] www.nwave.com WEB GALLERY

SALLY CORPORATION VEKOMA 'HVLJQEXLOGOHDGHURI 'HVLJQDQGPDQXIDFWXUHRIIDPLO\ WXUQNH\LQWHUDFWLYHDQG FRDVWHUVWKULOODQGPHJDFRDVWHUV WUDGLWLRQDOGDUNULGHVDQGDQLPDWURQLFV DQGIDPLO\DWWUDFWLRQV

T: +1 904 355 7100 T +31 475 409 222 www.sallycorp.com www.vekoma.com

SIMWORX VISITOR ATTRACTION EXPO ' 'HIIHFWV $FRPSOHWHVKRZIRU WKHDWUHVPRWLRQWKHDWUHVVLPXODWLRQDWWUDFWLRQV the leisure, parks and

DQGWKHSURYLVLRQRI' '¿OPFRQWHQW DWWUDFWLRQVVHFWRUV 17-19 JANUARY 2017 ExCel London

T +44 (0)1384 295733 E [email protected] T +44(0)1582 767254 E [email protected] www.simworx.co.uk www.attractionsexpo.co.uk

TAPEMYDAY WATER TECHNOLOGY INC (WTI) New generation photo and video WTI maintains the widest H[SHULHQFHV\VWHPVFRYHULQJWKH range of planning, design entire visitor stay and more DQGHQJLQHHULQJTXDOL¿FDWLRQV in the waterpark industry T: +31 20 471 4640 T +1 920 887 7375 www.tapemyday.com www.wtiworld.com

TRIOTECH WHITEWATER WEST INDUSTRIES LTD $OHDGLQJPDQXIDFWXUHURI The global leader in PXOWLVHQVRU\LQWHUDFWLYH waterpark design, DWWUDFWLRQVIRUWKHHQWHUWDLQPHQWLQGXVWU\ HQJLQHHULQJPDQXIDFWXULQJDQGLQVWDOODWLRQ

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

UNLIMITED SNOW WHITEWATER ATTRACTIONS For all imaginable 'HVLJQHUDQGPDQXIDFWXUHU VQRZ LFHH[SHULHQFHV RIKDUQHVVHGDWWUDFWLRQVLQWHUDFWLYH IURPVWDUWWR¿QLVK SOD\VWUXFWXUHVDQGZDWHUULGHV

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

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IAAPA ATTRACTIONS EXPO 2016 Conference: Nov. 14–18 • Trade Show: Nov. 15–18 • Orlando, FL, US

IAAPA Attractions Expo 2016 is dedicated to making every experience exceed your expectations, so that you can exceed the expectations of your guests. Supporting you with products, solutions, technology, and connections that allow you to completely immerse yourself in a powerful learning environment, customized for your professional needs. Take that inspiration back to your facility, recreate it for your guests, and deliver an experience that keeps them coming back for more.

Learn more: www.IAAPA.org/IAAPAAttractionsExpo/AM polin.com.tr polinwaterparks