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G8JK5GI E8K@FE8CDLJ C<>F59L@C;@E>FE@KJJL:: Read Attractions Management online: www.attractionsmanagement.com/digital follow us on twitter @attractionsmag K? ATTRACTIONS MANAGEMENT EDITOR’S LETTER ASIAN ORLANDO ON THE COVER: very warm welcome to this 15th anniversary Legoland Florida p38 edition of Attractions Management magazine, A and on behalf of the team here, a huge thank READER SERVICES you to all the readers, advertisers and writers who’ve SUBSCRIPTIONS supported us to create the Attractions Management com- Denise Gildea +44 (0)1462 471930 munity which –15 years on – now spans the globe. CIRCULATION MANAGER To mark the occasion we talk to some of the thought Michael Emmerson +44 (0)1462 471932 leaders in the industry (page 24) about how the sector’s developing. We hope you enjoy the debate and that you’ll EDITORIAL TEAM let us have your comments for publication – either on our MANAGING EDITOR blog (blog.attractionsmanagement.com) or via email. Kathleen Whyman +44 (0)1462 471918 One thing all our forecasters agree on is the growing importance of the Asian EDITOR market in terms of the opportunities it offers for development. In the time we’ve been Liz Terry +44 (0)1462 431385 publishing Attractions Management, we’ve seen the ebb and fl ow of development NEWSDESK across the world from the US to Europe, to Asia and back again. Now it appears Tom Walker +44 (0)1462 471917 we’re on the verge of a new development boom in the East, as a number of largely Pete Hayman +44 (0)1462 471931 undeveloped Asian nations embrace the visitor attractions market and the indus- Martin Nash +44 (0)1462 471933 try looks for new outlets for its energies. One such example is Malaysia, where the development of the visitor attractions market is hotting up. ADVERTISING TEAM PUBLISHER A plan was conceived to invest in Malaysia and partner with Julie Badrick +44 (0)1462 471919 investors and operators to develop the 50k radius around ADVERTISING SALES John Challinor +44 (0)1202 742968 Jahor and Singapore as no less than as ‘Asian Orlando’ Jan Williams +44 (0)1462 471909 ATTRACTIONS RECRUITMENT When the government of Malaysia analysed its tourism balance of payments in Ben Barnard +44 (0)1462 471914 2007, as part of a piece of research to assess opportunities for economic develop- ment, it identifi ed visitor attractions, spas and resorts – as potential drivers of growth. ADVERTISING PRODUCTION The outcomes of the research formed the basis of an Economic Transformation Ed Gallagher +44 (0)1462 431385 Programme. Neighbouring Singapore was identifi ed as part ally, part competitor and WEB TEAM a plan was conceived to invest in Malaysia and partner with investors and operators to INTERNET develop the 50k radius around Jahor and Singapore as no less than an ‘Asian Orlando’. Michael Paramore +44 (0)1462 471926 A new company, Themed Attractions, was set up to drive the initiative and on Dean Fox +44 (0)1462 471900 page 20 we talk to its COO, Steve Peet: “Our focus is on creating an holistic tourism Tim Nash +44 (0)1462 471917 model,” he told us. “We want to build a theme park destination with critical mass – a Emma Harris +44 (0)1462 471921 tourism hub in South East Asia that gives people another reason to visit this area.” FUN-KIT.NET/MUSEUM-KIT.NET The company is fostering close links between resort/spa development and attrac- PRODUCT SEARCH ENGINE tions. Peet says: “The challenge is making sure the...attraction and hotel understand Martin Nash +44 (0)1462 471933 the other is an asset, which will both optimise stays and increase numbers.” Being recognised in this context by governments as a wealth generator shows just DESIGN how far the industry has come, with the next generation of developments having the Andy Bundy +44 (0)1462 471924 advantage of learning from all that has gone before when it comes to integration. FINANCE Sue Davis +44 (0)1395 519318 Liz Terry, editor, twitter: @elizterry Denise Gildea +44 (0)1462 471930 Rebekah Scott +44 (0)1462 471930 THE LEISURE MEDIA COMPANY PUBLISHES The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Tel: +44 (0)1462 431385 Fax: +44 (0)1462 433909 ATTRACTIONS MANAGEMENT IS THE OFFICIAL MAGAZINE OF SUPPORTED BY e-mail: [email protected] www.attractionsmanagement.com AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 5 ATTRACTIONS MANAGEMENT IN THIS ISSUE ISSUE 1 2012 24 Industry opinion: 38 Mystery shopper: Changing times Legoland Florida 5 Editor’s letter Nick Varney, Roland Mack, Al Weber Jr, We look at Merlin Entertainment’s fi fth 8 Science centre news Darrell Metzger and Michael Jolly tell us Legoland Park which opened in October what’s changed in the past 15 years and on the former Cypress Gardens site 10 Waterpark news what they predict for the next 15 12 Zoo news 42 Project review: 14 Theme park news 28 Top Team: War heroes National Museum of Scotland Nick Farmer indulges his love of aero- 17 Museum news Returning to its original decor and the planes at Flight of Fantasy in Florida 18 Heritage news Victorian ideal of showcasing the whole 19 Gallery news world under one roof is the result of this 44 Science centre design: £70m, 15-year development project Exact science 20 Profi le: We fi nd out what operators need to con- Steve Peet 34 Project review: sider when designing a science centre The new COO of Themed Attractions French revolution explains how he’ll be using his experi- BRC’s Bart Dohmen takes delight in the 50 Analysis: ence to help the attractions industry spectacular shows performed at theme Time is money in Malaysia become a sector worthy of park Puy du Fou, which will receive the Alan Love analyses the impact of extend- international attention Thea Classic Award in March ing visits on increasing revenue 6 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 ISSUE 1 2012 DIGITAL MAGAZINE: See Attractions Management online: attractionsmanagement.com/digital TODAY’S NEWS AND JOBS: For the latest opportunities in the attractions industry, plus global market news, check out our daily website: www.attractionsmanagement.com or sign up for e-news on www.leisuresubs.com ATTENTION 52 Project preview: 63 Waterparks: BUYERS! Adventure World Warsaw Culture Club Wherever you are Work begins on Poland’s fi rst destina- Stephen Galbraith advises on waterpark in the world, fi nd tion theme park this spring culture in Asia and the Middle East suppliers 24/7 using Attractions 54 Awards 66 Audioguides Management’s dedicated leisure Winning stories Apply here search engine: www.fun-kit.net The winners of the Thea Awards, which A round-up of some of the latest audiogu- celebrate excellence in story telling ides and apps available to the industry SUBSCRIBE: Be a part of the bigger picture and 57 3D/4D: 72 fun-kit.net subscribe to Attractions Management. New year resolutions Focus on special effects To sign up, call: +44 (0)1462 471915 Conservation, history and pure enter- New special effects on the market tainment are among the content of this BUYERS’ GUIDE: year’s newest 3D/4D offers 74 Product focus: For suppliers of products and FUN-KIT services in the worldwide attractions 60 Expo: A selection of the latest products industry, turn to page 76 Plant Life Sky-Skan’s Glenn Smith describes the 76 Buyers’ guide work he’s doing for Floriade 2012 A source of attractions services AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 7 JZ`\eZ\:\eki\E\nj 8e\nXggifXZ_kf LJ('dYffjk]fiD`Xd`JZ`\eZ\ jZ`\eZ\\[lZXk`fe Miami Science Museum (MSM) has received US$10m D8P8?8C ÈK_\ 8 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 NXk\igXibE\nj Fgk`d`jk`Zflkcffb LJ(/dnXk\igXib]fiCXjM\^Xj ]fi)'()j\Xjfe The new US$18m (£11.5m, €13.5m) Splash Canyon 8C<8K?8 10 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Qff 8hlXi`ldE\nj Lg[Xk\fe D\ic`egcXejCC8kXb\fm\i 8Q8XZk`m`k`\j UK-based attractions oper- ator Merlin Entertainments K@DC 12 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Lets meet in Berlin 9 - 11 October 2012 EDUCATION PASSION PEOPLE Stay connected. Stay informed. Stay ahead. The conference and tradeshow for attractions and leisure industry in Europe. Visit us at www.IAAPA.org/EAS and we will keep you informed. K_\d\GXibE\nj ?Xiip^f\jkf?fccpnff[1 ),'dj_Xi\YlpYXZb]fiJ`o=cX^j j\Zfe[Gfkk\igXibgcXee\[ Warner Bros Entertainment and Universal US-based theme park opera- Parks and Resorts (UPR) have announced tor Six Flags Entertainment plans to develop a new Harry Potter- Corporation has announced themed adventure park at Universal Studios a stock repurchase plan that Hollywood, California, US. allows the company to reac- It follows the success of the inaugural quire US$250m (€195m, Wizarding World of Harry Potter, which £161m) worth of its stock launched at the Universal Orlando Resort by 2015. The announce- in June 2010 and is now set for a “signifi- ment comes just a year after cant” expansion. The two companies said the company announced its the new California attraction will be a fully- previous share buyback - a immersive environment which will bring three-year, US$60m (€47m, the Harry Potter stories to life. £39m) plan that has largely been completed already. According to a spokes- person, the deal was made Six Flags currently operates 17 visitor attractions across the Americas possible due to an upturn in the US visitor attractions market throughout and, with the flexibility provided by our recent 2011. In October 2011 Six Flags reported that debt refinancing, we are in a unique position third-quarter earnings for 2011 were up 44 per to further enhance shareholder value.” cent on 2010 levels. The theme park giant emerged from bank- Six Flags CEO Jim Reid-Anderson said: ruptcy in May 2010. The company is currently “Our board of directors remains extremely valued at around US$2.4bn on the New York confident in the company’s future capabilities Stock Exchange. (See interview on p24.) The coaster is named after German mythology 14 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 K_\d\GXibE\nj Because time is LJ*%(Yek_\d\gXib]fi?lY\` valuable... Los Angeles, US-based Ikonic IMAGE: WWW.SHUTTERSTOCK.COM/ DIGITAL MEDIA PRO Entertainment Group has secured a deal with invest- ment company Taichi Lake Group to design and develop a Tai Chi and Kung Fu-themed visitor attraction complex in Hubei, China. Ikonic will provide master planning, concept creation, schematic design and con- struction oversight services for the US$3.1bn (£2bn, %2.4bn) project, which is The theme park will be based on Chinese culture and traditions touted as the largest theme park ever to open in China. The agreement will feature Ikonic as the The attraction, due to open in 2015, will master designer and project manager for a include a Taichi Kung Fu theme park and a series of projects commissioned by Taichi large theatre for live shows. It is estimated that Lake Group. These include a Kung Fu-oriented the agreement reached between Ikonic and theme park at Wudang Mountain, Hubei Taichi Lake Group will generate several hun- Province; an amusement park in Qingzhou, dred jobs – as well as revenues – for numerous Shandong Province; and a live show combin- Los Angeles-based subcontractors and service ing Daoist and Taichi Kung Fu culture with providers over the next three years. Western entertainment concepts. :XikffeE\knfibkffg\eYiXe[\[XkkiXZk`fej`e8j`X Cartoon Network Enterprises, part of the Turner company’s cartoon portfolio – including Ben Entertainment group, is to open more branded 10 and The Powerpuff Girls. ...choose Time Pursuit, visitor attractions across Asia Pacific. The news comes as Cartoon Network Asia The attractions will include family enter- Pacific acquired rights to Chaplin and Co - an latest generation web tainment centres, themed zones and learning animated series created by India-based DQ spaces and will feature characters from the Entertainment and Method Animation. based booking and EPoS system for admissions, G\idXe\ekDX[Xd\KljjXl[j]fiKfbpf experiences, retail and F&B. Multi-channel advanced sales, on-site Merlin Entertainments has confirmed that it will open a ticketing and integrated customer permanent Madame Tussauds management that drive revenues, at Decks Tokyo Beach Mall in the Japanese capital in April productivity and delight your customers. 2013. The attraction will open alongside the company’s new Legoland Discovery Centre which opens later this year. The decision to open a per- manent Madame Tussauds follows the success of a tem- porary waxwork attraction at the same location. Russell Barnes, Merlin’s Madame Tussauds Tokyo will be located next to Legoland Discovery Centre divisional director of Midway the leisure activity booking system Developments said: “Our daily customer feed- to another level – not just with three or four back survey has shown that visitors to the times as many figures, but without ropes Tokyo attraction, both local and tourists, have and barriers, and with really immersive sets. Call us on +44 (0)1223 651400 obviously loved the experience, and been fas- Visitors will have no problem believing that Email us at [email protected] cinated by the wax figures of their heroes. they really are standing beside, or even ‘inter- The new exhibition will take this experience acting’ with their heroes.” Visit us at www.openfrontiers.com AM 1 2012 ©cybertrek 2012 Time Pursuit is an Open Frontiers solution HALF PRICE family weekend pass Alan - Park Manager R O X Y Reach 100’s of customers in under 5 seconds. See the attraction? 97.5% of all text For our annual text campaign, we only spent £500,“ messages “ are read within and it had paid for itself within the first month five seconds of being received Matt Dodd, Visitor Service Manager, Source: Ofcom Knowsley Safari Park With Textlocal, you can send targeted messages to your customers quickly, easily and cost effectively. Use it to promote offers, events or confirm bookings… anything to increase trade and build your business. ;gff][loal`[mklge]jko`g¿n][`gk]flgj][]an]qgmje]kkY_]k^gj `a_`]jj]khgfk]jYl]k HdYfYf]flaj]hjgeglagfYd[YehYa_f^jge*&,hh]j[mklge]j =Ykq$YoYj\%oaffaf_gfdaf]e]kkY_af_kqkl]e Fg[gfljY[lgjla]%afkºbmklhYqYkqgm_g -(>J==AFLJG Try it out for yourself FREE at www.textlocal.com/am local or call 0845 009 3180. See how fast it works text: AM to 60777 Mobile messaging solutions Also trusted by Dlj\ldE\nj ?\cj`eb`>l^^\e_\`dXjk\gZcfj\i A new concept and devel- opment study into the development of a Guggenheim museum in Helsinki, Finland, has identifi ed a site along the South Harbour waterfront for the project. Th e fi ndings were delivered by representatives of the Solomon R Guggenheim Foundation to Helsinki mayor Jussi Pajunen on 10 January, a year after the report was commissioned. A city-owned site where the Helsinki mayor Jussi Pajunen (fi ft h from left ) and the Guggenheim team Kanava Terminal Building is currently located is set to host the 12,000sq 550,000 visitors a year, of which around m (129,167sq ft ) attraction, which will boast 300,000 are expected to come from Finnish 3,920sq m (42,195sq ft ) of galleries. Th e rec- residents. Th e study also recommends that a ommendations, which also places the cost of new Guggenheim Museum absorb some of the construction and design at %140m (£116m, exhibitions and education functions under- US$179m), will now be reviewed by the City taken by the Helsinki Art Museum. Board and City Council of Helsinki. Pajunen said: “Th e study clearly states that It has been estimated that the mid-range investment in the proposed Guggenheim attendance for a museum will be 500,000- would be worthwhile economically.” ÊEXgfc\fecXe[ËgXibXe[dlj\ldgcXee\[]fi=iXeZ\ Yves Jégo, the mayor of Montereau-Fault-Yonne former French leader’s most famous victory commune in central France, has announced against the Austrian army in 1814. plans to build a historical theme park celebrat- Jégo said that he is looking to secure fund- ing the life of Napoleon Bonaparte, the former ing of around €200m (£166m, US$259m) for French emperor. Th e park would be located in the park, which is set to include a number of Montereau, south east of Paris - the site of the attractions and a museum. Cfe[feËj;\j`^eDlj\ldkfki\Yc\`ej`q\ Detailed plans have been revealed for the reloca- tion of the Design Museum in London from its cur- rent location on the south bank of the Thames to the Commonwealth Institute building in Kensington. John Pawson has redesigned the interior of the Grade II*-listed Commonwealth building while Netherlands- based OMA has planned the surrounding residential devel- Th e museum aims to double its visitor numbers to 500,000 a year opment. Th e move will bring the museum into Kensington’s cultural quarter, a year, and will greatly expand its education where it will join the V&A, Science Museum, and public events programme with state of Natural History Museum, Royal College of Art the art facilities. Funding for the project will and Serpentine Gallery. Th e new building will come from a number of sources, including nnn%jXie\i%Zfd open in 2014 and will treble the amount of gal- £17m (€20.5m, $26.5m) from The Conran `e]f7jXie\i%Zfd lery space currently available. Th e museum Foundation and a £4.95m (€6m, $7.7m) grant aims to double its visitor numbers to 500,000 from the Heritage Lottery Fund. AM 1 2012 ©cybertrek 2012 ?\i`kX^\E\nj N`e\XkkiXZk`fe]fi9fi[\Xlo Casson Mann has revealed that it is working in part- nership with Paris-based architects X-Tu on the devel- opment of a new international cultural wine centre for Bordeaux, France. Th e museum will tell the story of the city’s history Th e facility, which forms part of a strategy to pro- 0d9D8>[\m\cfgd\ek mote the city as the world’s dfm\j]finXi[ wine capital, is due to open in 2014 and will explore the A £9m (%10.8m, $14m) project to cre- stories behind wine and its ate new galleries exploring the history of place within culture. Birmingham at Birmingham Museum and It is hoped the Centre for Art Gallery (BMAG) has moved forward, Wine Culture and Tourism Th e visitor attraction will showcase the region’s rich history of wine with the internal fi t-out now set to begin. will become an “important Th omas Vale Construction is handing destination” for wine lovers and visitors, with a Community and the CIVB - Inter-profession over the new Birmingham History Galleries hologram cinema and interactive devices pro- wine council are partnering on the %55m to staff , following work to restore and refur- posed. Facilities will include ‘Le vin au coeur (£47.4m, US$74.4m) development. bish part of the Grade II*-listed museum des civilisation’, an “atmospheric” gallery that Bordeaux Chamber of Commerce and building. West Yorkshire-based Redman is set to be submerged into the ground and will Aquitaine Regional Council are also involved, Design is behind the proposals. examine more than 4,000 years of wine his- with the 10,000sq m (107,639sq ft) centre Due to open in September 2012, the proj- tory. Th e City of Bordeaux, Bordeaux Urban scheduled for completion in 2014. ect has involved the creation of more than 1,000sq m (10,764sq ft ) of space. E@8FZfeZ\iefm\iK`kXe`Z[\m\cfgd\ek ?\i`kX^\XkkiXZk`fe Th e Northern Ireland Audit Offi ce (NIAO) has fg\ej`eL^Xe[XeZXg`kXc published its review of the Northern Ireland Tourist Board’s (NITB) Signature Projects. Th e Igongo Centre has opened its doors to Among the developments examined as part the public in Biharwe, Uganda. of the NIAO study is the Titanic Signature Th e heritage attraction has been billed Building in Belfast and the new Giant’s as a ‘cultural museum’ and will show- Causeway Visitor Centre in County Antrim. case Ugandan art and exhibit traditional The total cost of the Signature Projects, Ugandan life as well as chart the coun- which include the Walled City of Derry, will try’s history. Owned by publisher James be £159m (%191m, $247.7m) when complete, Tumusiime, the attraction is the fi rst of of which £71m (%85.3m, $110.6m) comes from Th e Titanic Signature Building is due to open in 2012 its kind in East Africa. Uganda’s president NITB. According to the NIAO, the Titanic Yoweri Museveni, who attended the open- Signature Building – due to open in March Th e NIAO also raised concerns about the ing, said: “Th e African cultural heritage as 2012 – will need 290,000 visitors each year to appeal of the attraction, with the economic well as the African languages are very rich break even and may face an uncertain future if downturn leaving many parts of the Titanic but need to be used positively. predicted tourist numbers are not realised. Quarter undeveloped. seminars100 FREEO and presentationsver Retail, hospitality & leisure innovations – all under one roof Retail Business Technology Expo and Cards & Payments Solutions is a definitive event for retail and hospitality organisations in the UK and mainland Europe looking for the right tools, solutions and advice to run their businesses even more effectively. It’s the ideal destination to find out more about the latest trends, innovations, challenges, and the solutions for this thriving industry. SCAN THE QR FREE REGISTRATION NOW OPEN AT www.retailbusinesstechnologyexpo.com CODE FOR FAST TRACK RETAIL BUSINESS TECHNOLOGY EXPO and CARDS & PAYMENTS SOLUTIONS – the UK and Europe’s leading solutions events REGISTRATION 13TH18 & 14THRead MARCHAttractions 2012, Management EARLS online COURT, attractionsmanagement.com/digital LONDON AM 1 2012 ©cybertrek 2012 The Cards & Payments Community >Xcc\ipE\nj Register to win an Ipad 2 EPD\ki\fg\ej8d\i`ZXeN`e^ *see website for full details Metropolitan Museum of Art in New York, US has reopened www.acrnewsawards.com its American Wing aft er com- pleting a four-year renovation of the museum’s galleries of American art. The refurbishment, TTHE designed by Connecticut- based project architects Kevin Roche John Dinkeloo SHOW and Associates, included locating the entire American 13- 15 MARCH 2012 collection on one fl oor – it HALL 19, NEC BIRMINGHAM was previously spread across Th e centrepiece of the gallery: Washington crossing the Delaware two fl oors – and the creation The event dedicated to the air conditioning and refrigeration industry of an additional 3,300sq ft (307sq m) of fl oor history of American art from the 18th century space. Th e expansion has increased the total through to the early 20th century. exhibition space to more than 30,000sq ft “Th e suite of elegant new galleries encom- (2,800sq m). Th e American section now com- passes 30,000sq ft (2,788sq m) for the display COOL IDEAS TO prises of 26 renovated and enlarged galleries of the museum’s superb collection.” on the museum’s second fl oor. Th e centrepiece of the new installation is one TRANSFORM A spokesperson for the museum said: of the best-known works in all of American YOUR BUSINESS “Th e new installation will provide visitors art, Emanuel Gottlieb Leutze’s 1851 painting with a rich and captivating experience of the Washington Crossing the Delaware. Discover how the latest J=DFD8lem\`cj[\kX`c\[\ogXej`fegcXej products & solutions can San Francisco Museum of Modern Art to US$555m (£354m, %411m). Th is is to help reduce your carbon (SFMOMA) in California, US has revealed create additional spaces for education, exhi- footprint, save energy detailed designs for its proposed expansion bitions and collections. project, the scope of which has now been Norway-based Snøhetta has worked with & improve efficiency increased. Th e attraction has revealed that it SFMOMA and local architects EHDD to draw has raised its fundraising goal by 15 per cent up the plans. Work will start in 2013. Supported By LJ*'%,dXikjdlj\ld]fiJkXe]fi[ Stanford University’s board of trustees has approved Official Magazine plans for a US$30.5m (£20m, €23m) arts museum which will house the university’s Anderson Collection. New York-based Ennead Architects have been appointed to design the 30,000sq ft (2,788sq m) building – one of two new arts buildings at the institution. It will house dedicated museum spaces and a pub- Th e new arts museum will be on the Stanford University campus lic lobby, as well as offices, a conference room, a library/study area and The core of the Anderson Collection, space for storing art. Together with another 121 works by 86 artists, is being donated to new building – McMurtry Building, the Stanford by Harry W and Mary Margaret future home of the Department of Art & Art Anderson, and Mary Patricia Anderson Pence LEADING SUPPLIERS, LATEST History – the new museum will form the cor- – the Bay Aea family that collected the art over PRODUCTS, LIVE DEMOS, FREE nerstone of the university’s new arts district, nearly 50 years. Construction work on the new SEMINARS, NETWORKING OPPORTUNITIES, FREE EXPERT the Stanford Arts Initiative. museum will begin in late 2012. ADVICE, HEAT PUMPS ARENA, SKILL CENTRE AM 1 2012 ©cybertrek 2012 For FREE entry register online at www.acrshow.co.uk @EK o date, it’s fair to say Malaysia Kazanah set up two companies, Themed Southern Gateway to Malaysia in the state has been a bit behind in the Attractions – with Steve Peet as COO – and of Johor, known for its strategic location themed attractions area of a typi- Destination Resorts, to develop Malaysia’s to neighbouring Singapore. Legoland cal growing economy. In 2007, the Leisure & Tourism industry. Malaysia Resort, which will include the TMalaysian government commissioned fi rst Legoland theme park in Asia, will also research to assess the main economic NEW YEAR, NEW ERA feature a Legoland hotel, a retail mall, a stimuli for Malaysia’s future. Leisure and 2012 is a signifi cant year for the two com- business hotel plus offi ce and residential tourism was recognised as one of the 12 panies. Both are on the cusp of opening areas. It will retain its Asian touch by featur- drivers, for what is now referred to as the a number of world-class attractions and ing miniature replicas of iconic buildings Government Economic Transformation luxurious resort destinations that will signal across Asia, including Malaysia’s Petronas Programme. Khazanah Nasional Berhad is a new era for the Malaysian travel market. Twin Towers – soon to be the tallest Lego the investment arm of the Malaysian gov- These include Legoland Malaysia, Puteri structure in the world. ernment, tasked with developing industries Harbour, Desaru Coast and KidZania A second development in the Southern in Malaysia that will benefi t the nation’s Kuala Lumpur (KL). Apart from KidZania, region, set to open in October, is Puteri long-term economic interests. In 2009, their initial projects will be centred in the Harbour – a mixed hotel, retail and enter- tainment complex along the coastline that will feature a Sanrio-licensed Hello Kitty indoor theme park. Puteri Harbour will also include a second indoor theme park called The Little Big Club designed around other branded char- acters, such as Bob the Builder, Pingu and Angelina Ballerina. Tunku Dato’ Ahmad Burhanuddin, managing director and chief executive offi cer of Themed Attractions and Resorts Sdn Bhd, describes the dis- tribution of theme parks within the 50km radius spanning Johor and Singapore as “aspirational of an Asian Orlando”. KIDZANIA The fi rst attraction to open under Themed KidZania Kuala Lumpur will offer Attractions is KidZania KL, which will kick 59 workplaces so children can start the group’s operations when it opens learn about different occupations in February 2012. The group will open a second KidZania in Singapore in 2014. 20 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Steve Peet is helping build the attractions industry in Malaysia, including capital Kuala Lumpur Legoland Malaysia will open in September 2012 and will be the fi rst Legoland park in Asia The indoor educational and enter- tainment theme park gives children the opportunity to learn about the world of adult occupations by role-playing different occupations. These include a fi refi ghter, pilot, doctor and chef. KidZania KL will showcase 59 workplaces, providing 90 dif- ferent vocations for children to experience. The award-winning franchise from Mexico is a clever choice as, according to the Department of Statistics, Malays have an average of 4.4 children per family. Also, È>I<8KJ AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 21 @EK cedes that “affordability and accessibility will need to play a key role in appealing to the domestic market”. “Our strategy is to ensure we get the product and pricing right so that we’re accommodating the aspirational desires of the Malaysian market,” Peet explains. “For each brand, our marketing and communi- cations strategy is to educate the market so that, for instance, they understand that Legoland Malaysia is not just a giant toy store, but is an interactive theme park offering a full day experience.” He says it’s not important for them to know that Legoland Malaysia is a (Malaysian Ringgit) MYR720m (£149.5m, %179.7m, US$230m) theme park, just that they “feel excited by what they experience”. Presumably, the Children can assume many different nearby Singapore market (an obvious roles at KidZania including fi refi ghter, target market for Legoland) won’t need for what they feel is currently missing in the vet, chef and even surgeon (above) educating in the same way – if they haven’t marketplace. “Our focus is on creating an already experienced Sentosa’s branded holistic tourism model,” Peet explains. “We attractions, including Universal Studios, want to create a theme park destination Quest. Both will be operated in-house by most Singaporeans are at least familiar with critical mass – a tourism hub within Themed Attractions. In line with its Asian- with themed attractions. South East Asia that gives people another Orlando-inspired blueprint, the two water reason to visit this area.” attractions will be located alongside luxury LEGOLAND Themed Attractions and Destination resorts by Sheraton, Shangri-La and Aman. It’s because of Singapore’s close proximity Resorts aren’t only about licensed prod- A retail shopping arcade located alongside to Johor that the location has been chosen ucts. The two companies are also working a unique river walk setting and two celeb- for Legoland, Puteri Harbour and some of on their own mixed-use beach-front devel- rity-designed golf courses will also feature. the other planned attractions. Peet says opment called Desaru Coast, which will According to Peet, it can sometimes be they’re not looking to directly compete with open in 2014. Desaru Coast will feature a complicated formula to have an attrac- their Singaporean counterparts. Instead an 18-acre waterpark called Water World tion and a resort destination working with they’ve chosen attractions that fi t the gap and an 11-acre marine park named Ocean each other – particularly if they don’t work with each other. “The challenge is in mak- THEMED ATTRACTIONS AND DESTINATION RESORTS DEVELOPMENTS ing sure the businesses don’t work as silos,” says Peet. “The attraction and the KidZania Kuala KidZania is an edutainment park that allows children to role play adult hotel need to understand that the other is Lumpur occupations in a replica city. Opening in February 2012 an asset, which will either optimise their KidZania Singapore will open in 2014 stays or increase turnstile numbers. “What we don’t want is for guests to feel Little Big Club at The Little Big Club is an indoor theme park designed around HIT as though they’ve left one entity (the hotel) Puteri Harbour Entertainment's popular characters of Thomas & Friends, Bob the and entered another (the attraction).” Builder, Angelina Ballerina, Barney & Friends and Pingu. Located at So can Themed Attractions create a Puteri Harbour, Nusajaya, Johor. Opening in October 2012 new theme park hub in Malaysia? “It’s a very exciting time for us,” says Peet. “The Hello Kitty Town at Sanrio Hello Kitty Attractions is an indoor theme park showcasing Malaysian government Themed Attractions Puteri Harbour Hello Kitty and other Sanrio characters by Sanrio. Located at Puteri has committed almost MYR5bn (£1.04bn, Harbour, Nusajaya, Johor. Opening in October 2012 %1.25bn, US$1.6bn), plus we have a well rounded team that knows both the industry LAT Kampung A themed family restaurant based on the popular local cartoon, LAT. and the local market. Boy Restaurant at Located at Puteri Harbour, Nusajaya, Johor. Opening in October 2012 “As for our prospects for success, Puteri Harbour Malaysia is already a very popular destina- tion for a family holiday,” he continues. “It’s Legoland Malaysia The fi rst Legoland in South Asia and the sixth in the world, Legoland inexpensive, it has beaches, jungle and Malaysia will feature more than 40 interactive rides, shows and wildlife, yet Kuala Lumpur is lacking in tour- attractions. Located at Nusajaya, Johor. Opening in September 2012 ist offerings for visitors. This puts us in the perfect position to develop attractions that Ocean Quest at Two water themed parks, one of which will incorporate marine life. will compete on the international stage. Desaru Coast and Both attractions are part of Desaru Coast, Johor. Opening in 2014 “We’re quietly confi dent Themed Water World at Attractions and Destination Resorts can Desaru Coast position Malaysia as the destination of choice for families.” ● 22 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Realize your true profit potential. Gateway Ticketing Systems integrated single source revenue collection solutions have helped clients around the world realize more profit than ever thought possible. By increasing per cap spending, reducing operational costs, and providing a more complete reporting structure, Gateway helps you unlock untapped marketing and promotional opportunities. With streamlined access to data you can make smarter decisions resulting in increased profitability and customer satisfaction. GatewayTicketing.com | 800.487.8587 | +1.610.987.4000 @E;LJKIPFG@E@FE 270=68=6C8<4B 0CCA02C8>=B<0=064<4=C ?Y WK\U ,^^\KM^SYX 8KXKQOWOX^½] ^R KXXS`O\]K\c aO VYYU K^ RYa ^RO SXN_]^\c RK] MRKXQON SX ^RO ZK]^ cOK\] KXN RYa S^ aSVV NO`OVYZ SX ^RO XOb^ 4X ^RO Æ \]^ YP K PY_\ZK\^ ]O\SO] SXN_]^\c ObZO\^] QS`O 6K^RVOOX BRcWKX ^ROS\ `SOa] =XRZEPa]Th 24> IFCJHHFTUBOEDPOUJOVJOH c^P_aTbT]cPcX^] DIBOHFJOUIFJOEVTUSZPWFS UIFMBTUZFBSTIBTCFFO cT[[X]VdbcWPceXacdP[ DPOTPMJEBUJPO§BDSPTTUIF Tg_TaXT]RTbf^d[S XPSMECVUQBSUJDVMBSMZJO ºC'VSPQFBMUIPVHIJUCFHBOBMJUUMFFBSMJFS \PZTcWT\T_PaZb JOUIF75/FSMJO¬TPXOHSPXUIJT§JO QBSUBOFYBNQMFPGUIJT6IBUTBJEUIF aTSd]SP]c CWTh JOEVTUSZSFNBJOTBNB[JOHMZGSBHNFOUFE GPSFYBNQMF&JTOFZBOE/FSMJOUIF fTaTfa^]V UXPCJHHFTUPQFSBUPSTUPHFUIFSSFQSF TFOUPOMZBSPVOE³WFQFSDFOUPGUIF NBSLFU BOEUIFSFSFNBJOTBDMFBSQMBDF POMZTVJUBXJEFSBOHFPGWJTJUPST¬QPDL GPSHPPEJOEFQFOEFOUPQFSBUPSTXIJDI FUTCVUSF´FDUUIFEJGGFSFOUFYQFSJFODFT TIPVMECFFODPVSBHFEBTXFMMBTGPS UIBUCSJOHWJTJUPSTUPPVSBUUSBDUJPOT UIFMBSHFSHSPVQT 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1VUPGUIJTXJMMFNFSHFXPSMEDMBTT AK\NYX ,^^\KM^SYX] 9FOFFEUPDPOTUBOUMZPGGFSOFXQBDL DPNQBOJFTBOECJHBUUSBDUJPOTUIBUBT BHFTBOEBEEPOTFSWJDFTXIJDIOPU ZFUXFDBOPOMZESFBNPG 24 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 CWTPSeT]c^U cWTeXST^VP\T WPbRaTPcTScWT Tg_TRcPcX^]^UeXacdP[ bX\d[Pc^aPccaPRcX^]b P]SbW^fbP]S PbP]X]SdbcahfT WPeT]½cbcT__TSd_ c^cWXbRWP[[T]VT BOLO\ RK] LOOX SX ^RO SXN_]^\c PY\ cOK\] 0[FTQTa9a DB0 2WXTU^_TaPcX]V^UÄRTa BXg5[PVb BOZBEWBODFTJOBSFBT TVDIBTFOHJOFFSJOH UFDIOPMPHZDPNQVUFS UFDIOPMPHZBOETPDJBM NFEJBIBWFDIBOHFE º AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 25 @E;LJKIPFG@E@FE A^[P]S IFNPTUEZOBNJDEFWFMPQ NFOUDIBOHFTBSFUBLJOH QMBDFJO#TJBXIFSFNBOZ MBSHFQBSLTBOESFTPSUT IBWFPQFOFEPSBSFCFJOH ºCCVJMU%IJOBJOQBSUJDVMBSJTHSPXJOH RVJDLMZMFBEJOHUPUIFPQFOJOHPGBO +##2#PG³DFJO*POH-POH +O'VSPQFUIFEJWFSTJ³DBUJPOPGFYJTU JOHQBSLTIBTCFFOUIFNPTUTJHOJ³DBOU EFWFMPQNFOUJOUIFQBTUZFBST 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`dP[XchP]SQTX]V EPVTEFWFMPQNFOUJOUFDIOPMPHZ ZPVSCVTJOFTTJTXJUIRVBMJUZBOEDPO aT[TeP]c ;^hP[chXb #UUIFTBNFUJNFTBGFUZTUBOEBSET TUBOUJNQSPWFNFOU$VU+¬NDPOWJODFE IBWFJNQSPWFE+##2#JTXPSLJOHXJUI UIBUEFTQJUFBMMUIFUFDIOPMPHZWJTJUJOH fWPcfTbcaXeTc^TPa] JOEVTUSZFYQFSUTPOBDIJFWJOHJOUFSOB BUIFNFQBSLUPIBWFGVOXJUIPUIFS UJPOBMMZSFDPHOJTFETBGFUZTUBOEBSET QFPQMFXJMMBMXBZTCFQPQVMBSª 26 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 0CCA02C8>=B<0=064<4=C 3PaaT[[ OUIFQBTUZFBSTUIF#TJBO #NFSJDB7OJWFSTBMSFDFOUMZPQFOFEJUT BUUSBDUJPOTJOEVTUSZIBTHPOF 6SBOTGPSNFST4JEFJO5JOHBQPSFBOE UISPVHIBUSFNFOEPVTMFBSO XJMMGPMMPXMBUFSXJUIUIFSJEFJOUIF75 JOHDZDMFCFHJOOJOHXJUI 5PDPOTVNFSTBSFOPUPOMZFYQFDUJOH NBOZGBJMFEUIFNFQBSLTBOE UIFCFTUUIFZ¬SFHFUUJOHUIFCFTU§ º8BUUSBDUJPOTJOUIFMBUFT§T TPNFUJNFTCFGPSFUIFSFTUPGUIFXPSME 0PXUIFJOEVTUSZIBTSFFNFSHFEUP 1WFSUIFOFYUZFBSTJO#TJBZPV¬MM EFWFMPQTVDDFTTGVMSFTPSUTTVDIBT TFFUIFQSPMJGFSBUJPOPGSFHJPOBMQBSLT 5FOUPTB&JTOFZ7OJWFSTBMBOE('%T TJNJMBSUPXIBUPDDVSSFEZFBSTBHPJO FTQFDJBMMZJO+OEPOFTJB 0PSUI#NFSJDBBOE'VSPQF/PTUPG +UXBTWFSZEJG³DVMUUP³OEJOWFTUPST UIFNBSLFUTJOUIFTFSFHJPOTUIBUDBO 8O^dQO\ LOQKX RS] MK\OO\ K^ /S]XOcVKXN SX $" PSDPNNFSDJBM³OBODJOHGPSQSPKFDUT TVQQPSUUIFTFQBSLTIBWFCFFOUBQQFE BGUFSUIFFBSMZGBJMVSFTCVUXJUIUIF JOUPCVUUIF#TJBNBSLFUIBTBTFFN FNFSHFODFPGUIFNBKPSCSBOETBOE JOHMZFOEMFTTTVQQMZPGDJUJFTUIBUDBO UIFJSTVDDFTTJOWFTUPSTBSFNVDINPSF TVQQPSUSFHJPOBMBUUSBDUJPOTBOE('%T 8]eTbc^abPaT\dRW BHHSFTTJWFJOUIF#TJBOMFJTVSFNBS ;PV¬MMBMTPTFFUIFFNFSHFODFPGTPNF LFU#TJBJTUIFNPTUQSPNJTJOHHSPXUI MBSHFPQFSBUPSTXIPXJMMCFHJODPO \^aTPVVaTbbXeTX]cWT NBSLFUPOBHMPCBMCBTJT TPMJEBUJOHBUUSBDUJPOTBOEDSFBUFOFX 6IFNBKPSCSBOETBOEMBSHFDPSQP CSBOETBOEDIBJOTUIBUZPV¬WFQSPCBCMZ 0bXP][TXbdaT\PaZTc SBUFFOUJUJFTTVDIBT1%6JO%IJOB OFWFSIFBSEPG§TJNJMBSUP/FSMJO5JY BOE)FOUJOHJO5JOHBQPSFIBWFRVJDLMZ (MBHTBOE2BSRVFT4FVOJEPT 8c½bcWT\^bc_a^\XbX]V SBJTFEUIFRVBMJUZMFWFMUPFRVBMBOZJO +CFMJFWF#TJBXJMMGPMMPXUIFTBNF Va^fcW\PaZTc^] UIFJOEVTUSZTPDVTUPNFSFYQFDUBUJPOT DZDMFTUIBUIBWFPDDVSSFEJOUIFNPSF BSFCFHJOOJOHUPNBUDIUIBUPGUIF NBUVSFNBSLFUT§XF¬SFKVTUBGFXEFD PV[^QP[QPbXb NBUVSFNBSLFUTPG'VSPQFBOE0PSUI BEFTCFIJOEUIFDVSWFª TPDJFUZ6IFMFWFMPGUBYPOUJDLFUQSJDFT AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 27 KFGK<8D PHOTO: ROB MCDOUGALL The museum is now divided into five zones displaying more than 8,000 artefacts in total K?<E8K@FE8CDLJ now divided into five zones displaying ideal of educating the population at large 8,000 artefacts: the natural world; cultures and enabling them to find out about the ;I>FI;FEI@EKFLC around the world; art and design; science whole world under one roof. ;`i\Zkfif]EXk`feXc and technology; and Scotland. Dlj\ldjJZfkcXe[ ?fn_Xjk_\dlj\ldZ_Xe^\[6 N_Xk`ejg`i\[k_\dXjk\igcXe6 We’ve created an entirely new museum. N_Xk`jk_\EXk`feXcDlj\ldf]JZfkcXe[6 The Museum of Scotland building opened Previously, the ground floor was primarily It’s the flagship of National Museums in 1998. The older building next door, then storage and visitors entered the building Scotland’s six museums. Its aim is to con- called The Royal Museum, was looking ter- on the first floor. We’ve moved the storage nect Scotland to the world and the world ribly tired. It opened in 1866 and had been off site and put an entrance at street level to Scotland. Prior to this development the amended and added to over the years but with toilets, shops, restaurants and cafés. museum was housed in two adjacent build- never given a comprehensive update. It There are 16 new galleries plus a three- ings known as The Royal Museum and the had very old displays and its interpretation storey learning centre where we have Museum of Scotland, which was confusing and facilities were out of date. events for schools and for families at week- both the public and the media. Also, although they were part of the ends plus adult lectures. We’ve restored In 2004 we launched a £70m (%82.5m, same complex, we still called the two the building to its Victorian splendour but US$109.2m) masterplan to redevelop the museums different things – there was a brought the facilities right up to date. Victorian building and integrate the two different name over each entrance. We museums as the National Museum of needed to give the complex a single iden- ?fnnXjk_\dfe\piX`j\[6 Scotland. We’re eight years into the 15-year tity so that everyone was clear who we are We got £16m (%19m, $24.8m) from the plan. Phase one opened in July 2011 and what we display. In many ways we’ve Scottish government, which was terrific revealing a £47.4m (%56.3m, US$73.5m) gone back to the roots and original founda- and helped leverage other support. We transformation. The two buildings are tion of the museum – that great Victorian had £18m (%21.5m, $27.9m) from the 28 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 K_\>iXe[ >Xcc\ipËjfi`^`eXc M`Zkfi`XeXiZ_`k\Zkli\_Xj Y\\ei\jkfi\[kf`kj ]fid\i^cfip ÈN<ËM<>FE<98:BKFK?8K>I<8KM@:KFI@8E@;<8CF=<;L:8K@E>K?<GFGLC8K@FE8K PHOTO: NATIONAL MUSEUMS SCOTLAND NATIONAL PHOTO: C8I><8E; ÈN<?8;-#'''M@J@KFIJ@EFLI=@IJK?FLI%N? Heritage Lottery Fund and the museum ners down the main street and posters in itself raised more than £13.6m ( 14.9m, and on the buses and at the airport. We % :8K? 30 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 ÈDFI<K?8E/#'''F9A<:KJ?8M<9< in our basement in very crowded condi- our grand gallery and get a sense of the tions and we hadn’t been able to assess building around you and the open space. them for years. By taking them out of the A8E<:8ID@:?8 AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 31 KFGK<8D PHOTO: NATIONAL MUSEUMS SCOTLAND ÈN<?8;KFA8:BK?<N?FC<9L@C;@E> LG8E;J:FFGFLKK?<LE; the original buildings? And how can we ful- E8K@FE8CDLJ 32 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Gamma LeisurePOS MEMBERSHIP gamma dataware Complete business solutions Modular integrated management information systems for visitor attractions, museums, heritage sites and ADMISSIONS RETAIL CATERING BOOKINGS ACCOUNTS theme parks Gamma Dataware Limited Gamma LeisurePOS provides visitor attractions of all types and sizes with a complete end-to-end operational management system from admissions to back office reporting, analysis and accounting. The system’s modular approach allows operators to implement any combination of modules to meet their specific requirements. While the integration between modules ensures that operators can easily produce cross departmental reports such as visitor spend analysis. LeisurePOS modules include: Admissions and Ticketing Bookings and Event Management Membership Retail and Catering Point of Sale Stock Control Purchase Order Processing Mail Order Gift Aid Integrated Chip and PIN Web Interfaces Gamma Dataware Ltd Accounting and Payroll Wright Business Centre Reporting and Back Office Management 1 Lonmay Road Glasgow LeisurePOS options include: G33 4EL = #,4(.(55$0'4(/16(+$0'+(.' !70,65 Telephone: +44 (0)141 773 6273 = ",&-(65$.(5$0'&1..(&6,10-,15-5 $: = (/1*4$2+,&'$6$&$2674( +44 (0)141 773 6283 = !+,2$0' )141))5,6(5$.(5 E-mail: = 19(%64$05$&6,10)((5 [email protected] = "+($64(1: )),&(5$.(5 Bertazzon 3B SRL, 31020 Sernaglia (treviso) Italy Phone +39.0438.966291 Fax +39.0438.966165 E-mail: [email protected] www.gammadata.com AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 33 GIFA<:KGIF=@C< =I bout three years ago a It still took me two years to make time to show the same year. As the audience grew, friend of mine revealed go there. When I did, I had one question – the numbers and size of the shows grew, something he called why didn’t I go two years earlier? I’ve seen and so did the number of volunteers, evolv- “a hidden secret” of almost all the biggest shows in all the big- ing toward its present number of 3,200. A the themed entertain- gest parks in the United States, Asia and These volunteers come from everywhere ment industry. He told Europe. I’ve seen Waterworld at Universal, in France. Complete families, including me that somewhere down in the Vendée, and the Moteurs!…action stunt show in children, dedicate their summer vacation a remote area in south-west France, you Disney Paris. Puy du Fou beats them all. weekends to appearing in the Cinéscénie – could find a theme park with incredible live as the large show is now called. There are shows, far beyond anything ever seen in SHOW STARTER 28 shows a year and volunteers must com- the best theme parks around the world. Our story begins in 1978, when Philippe mit to doing a minimum of 15 shows a year. I was very skeptical. My first thought was, de Velliers discovered the ruins of an old French law only allows 28 shows per- “Yeah, right – amazing entertainment in the Renaissance castle called Puy de Fou. formed by volunteers per year. This is a middle of nowhere that I’ve never heard of? Visionary that he was, he knew immedi- big reason why a theme park using pro- Sorry.” My friend insisted I at least check ately that he could create his dream on this fessional actors was built adjacent to the the website: www.puydufou.com. I did, and site – a large, open-air spectacle telling the castle. In 1989, The Grand Park of Puy du my skepticism turned to curiosity. A park story of all the epic battles that took place Fou opened to the public. that featured only theatrical spectaculars? in this region. He wrote a script and started The entrance is a simple ticketing gate An evening show starring 3,200 people? the l’Association du Puy du Fou, an associ- that doesn’t in any way indicate what Who were all volunteers? ation of 600 volunteers. He staged his first magnificent spectacles are inside. Every Cinéscénie is the park’s biggest show. Lasting an hour and a half and held in the evening, it involves hundreds of actors, animals and special effects 34 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 =8:K=@C<$:@E visitor receives a map detailing the show ful forest, we discovered the theatre area. All of Puy du Fou’s shows are based times. The park consists of fi ve large thea- We entered an open space in the forest on actual historical events. Signe du tre areas and fi ve smaller show areas. The through a wooden gate and were seated Triomphe (above) has actual lions in map also reveals smaller points of interest, in a grandstand with wooden planks. We the ampitheatre with the actors such as jumping fountains, adventure trails could see some Viking-style houses with and reconstructed villages of different peri- a water element in front. This didn’t seem ods rendered in astonishing detail. to be the setting of a magnifi cent theatri- sive. Another full-sized Viking ship, with One of those villages is at the entrance cal pageant. Some actors provided a basic actors on board, sailed into view, coming of the park – the 1900 town square, a small pre-show. We waited for the show to begin. from behind, sailing over the seating areas! typical French town square dating from the The wooden entrance door closed Then the lake started to bubble. To our beginning of the 20th century. This village and the show started. About 20 actors amazement, another ship emerged from features shops, information kiosks and appeared on stage, along with horses, the water – with two men on the deck! How restaurants. It also includes a seven-minute geese and even buffalo. Then the Vikings was this even possible? music show with animated fi gures. It was attacked the village and the real specta- I don’t want to give away the story line, all very cute and beautifully made, but this cle began. A Viking ship sailed into the because you should go and see it for your- wasn’t why we had travelled to Puy du Fou. lake from backstage. Buildings erupted self. Suffi ce it to say that the show – like into fl ames as the Vikings fought the vil- all the shows – was full of action, drama THE VIKINGS lagers. The fi res seemed to be real, rather and brilliantly executed stage illusions. The We proceeded to the fi rst show – The than the result of obvious pyro effects. Our shows were technically fl awless with amaz- Vikings. After a long walk through a beauti- eyes widened – this was really impres- ing sound and dazzling special effects, AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 35 GIFA<:KGIF=@C< During the Viking show, spectaculars include a full-size ship emerging from beneath the water with two actors standing on the deck staged for maximum drama and audi- by their staff. One of the most amazing emotional passages – that each experi- ence impact. I simply never knew what shows is called Ghost dance of the Birds. ence is unique and satisfying. was going to happen next. The fact that This is a bird show. And if you think you’ve Between the shows, you can enjoy the the shows are based on real history (with seen other theme park bird shows, come beautiful landscape and the fascinating, some fantasy elements added) makes to Puy du Fou and see this show. It’s abso- highly detailed village recreations that them even more impressive. lutely amazing and is, by far, the best show provide an enjoyable respite. We pur- The Viking show was staged in a natural of this type I’ve ever seen. The show is chased a VIP pass which provides access environment, but the others were mounted held in a specially designed area featuring to reserved seating areas, guaranteeing in areas built from scratch. For the Roman more than 60 different kinds of birds and is a perfect stage view and allowing you to show, Signe du Triomphe, the producers extremely well done. enter the five show areas just before the created a complete amphitheatre, with a show begins. If you do the whole park in seating capacity of 6,000 to 7,000. THE EXPERIENCE one day I advise this option – you’ll be The Don Quichote show is held indoors My fear was that a park with only live assured of great seating for each show. with a seating capacity of 3,000 and an shows might be boring – too much of the Our final show was the biggest – the enormous stage of 2,000sq m (21,500sq ft) same thing. That wasn’t the case here. It Cinéscénie. This is held outside the theme which can be completely flooded. was an exciting day filled with pleasurable park, where everything started, and lasts All the shows feature animals. Puy du experiences. The shows here are so differ- an hour and a half. Seeing all five shows Fou has more than 160 horses, all trained ent – each with unique wow moments and in one day was almost too much. If you 36 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 want to see everything, it’d be advisable to tried the a la carte restaurant with authen- (Top) Puy du Fou’s shows involve consider staying overnight. The park pro- tic local meals. It was a good experience 160 horses, all of which have been vides several options, including hotels and – good food, served by friendly staff. trained by staff; (bottom) the attrac- bungalows. Accommodation is, of course, It’s hard to criticise the park, but one tion began in 1978 as a nightly themed in the style of Puy du Fou, express- comment is that it’s a bit difficult to evening show, now called Cinéscénie ing the history of the region. navigate. We sometimes had a hard time All the shows are in French. Everything finding the next show. Also, there may not is pre-recorded, so the actors mime to be enough for small children to do. I didn’t deserves this recognition. There’s nothing playback. International visitors can buy a see any play areas for children to let off like it in the world. No one stages so many device that allows them to choose between steam in between shows. Also, you need magnificent shows with so many people, six different languages. My unit worked to be lucky with the weather (we were). It such spectacle and such a commitment to well. My only quibble was that the Dutch wouldn’t be fun watching these shows in bringing real history to life. They have liter- translator had no emotion in his voice. the rain. Only one show is indoors, and the ally invented their own formula, and have The park has several F&B outlets, from seating areas aren’t covered. worked this formula to attract one and a small venues with sandwiches, to themed The Themed Entertainment Association half million visitors a year. ● restaurants where guests can dine as they is honouring Puy du Fou this year with might have hundreds of years ago, served a Thea classic award (see p54), which Bart Dohmen, managing director, BRC by the actors, which adds to the fun. We the park will receive in March. It certainly Imagination Arts BV, The Netherlands AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 37 DPJK D\ic`e hen Merlin acquired the enjoy the wildlife, vegetation and shade. It G8IBC8PFLK Cypress Gardens in Florida also has a spectacular mature Banyan tree. Because the park was built on top of exist- a little over two years ago, The previous owners spent $156m ing infrastructure, the majority of the rides CEO Nick Varney could (£100m, `114) on the park shortly before were already in place and were simply barely contain his excite- going bust, so it was a sweet acquisition for re-themed, so this dictated the layout of Nment and it’s easy to see why. Merlin, which took only two years to create the park to a great extent. Many existing Apart from the excellent location, only 40 the new Legoland – a fraction of the time features remain, including the observa- minutes from Orlando, it’s a beautiful site, needed for a new-build. And they’ve done tion platform Island In the Sky, a beautiful on the edge of the mangroves on gently a great job – the park is delightful, very well carousel and the waterski show, which has undulating land, which gives easy-to-navi- done, colourful and with plenty to do. re-emerged as a Lego Pirate Show. gate, but interesting changes of level. On the day of my visit it was pretty warm At the time of visiting, I felt the pirate The original Cypress Gardens was – in the high 80s. Given Lego’s target demo- show was the only slightly weaker fea- built on the site of an old plantation graphic of children up to 12-years-old, I was ture in the park, and that it lacked impact house, which remains to this day, so there impressed when, by the end of the day, I because very little of the action takes place are many ancient trees to cast shade. hadn’t heard a single child either crying or in the foreground. However, Merlin has Although I didn’t realise until well into my sounding less than engaged and happy. Of assured me the show is getting good visitor visit, a large chunk of the original Cypress course, being the US, a few of them could feedback scores and has divulged there Gardens remains at the back of the park. have been on Ritalin rather than just enrap- are plans to take the show up a gear with This is open to visitors without an extra tured by the experience, but hopefully it was some modifi cations, so I’ll look forward to charge, creating a place to wander and at least a combination of the two factors. being more blown away on my next visit. Adit niamcor perostin vel iuscili quiscil il dignibh erilit autpat.m dignim in verat New York in Miniland and the ‘Bank of Piggy’. Lego set designerspraessed have tationsed had fun creating cityscapes with gentle wit and humour built in 38 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Legoland is one of the only theme parks in the world which focuses entirely on children under 12 E@:B=8ID Classics such as the Duplo Village are coaster and Merlin’s Challenge ride; Land It will be interesting to see how Merlin new additions to the site and having inher- of Adventure with its dinosaur-themed takes advantage of Lego Mindstorm – the ited a fl ying coaster, Merlin has re-themed ‘Coastersaurus’; and Lego City – home of launch of which was which was announced it to add a fl ying school alongside its well- the fl ying, boating and driving schools. recently. Lego’s toy business will work in loved boating and driving schools. partnership with the popular online game Of course the Lego is the real star of the @D8>@E8K@FEQFE< Mindstorm to create a special Lego set. show – 50 million bricks were used to con- I was particularly impressed with the Although Merlin says there are no plans struct a range of attractions, models and the Imagination Zone where children can build to tie the Lego Mindstorm launch in with delightful (and always my favourite) Miniland, and test computerised Lego Mindstorm the theme parks in the foreseeable future, which features sets of the Space Shuttle robots or build a Lego car and test it the fact that Mindstorm has 20 million at the Kennedy Space Center, New York, against others on a digitally timed track. online users could create an interesting Washington DC, the Daytona International They can also try Hero Factory – an immer- commercial opportunity for the parks in Speedway, Las Vegas and California, with sive interactive play area based on Lego’s both experiential and retailing terms, and the Golden Gate Bridge. As with all the Lego Hero Factory line and a pulley tower which the Imagination Zone would be a perfect parks, the whimsy and attention to detail are they can play on with their parents to learn location for a Mindstorm themed attraction. delightful and the sets are brought to life about leverage and gravity. The visitor fl ows have been calculated with movement, light and sound. When I visited, the area was buzzing extremely thoughtfully and work well Other areas of the park include Fun with children who’d settled down to play across the site. Although it was busy dur- Town with its Grand Carousel and Factory and looked as though they didn’t have the ing my visit, there were no obvious areas Tour, where you can see Lego being slightest intention of leaving until they were of congestion or long queues – fortunately, ‘made’; Lego Kingdoms which has a dragged away by their parents – most of as this is something young children not castle at its heart, as well as the Dragon whom were having a well-earned rest. only detest, but are incapable of enduring. AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 39 DPJK Merchandise on offer meets Lego’s high standards and covers all price points Grannies Apple Fries (and cream) are a Retailing at Legoland Florida is a serious business for both the operator and the customers novel addition for a theme park K?<N8K ALC@8E8; 40 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Lego Mindstorm and Hero Factory are just a few of the feature areas within the park’s excellent Imagination Zone It’s really only as you’re browsing the Several had been out of work for sometime shops that you’re reminded of the park’s before getting jobs at the park and their role as a brandland for Lego. It’s a mark of remarks did seem genuine – they had no the integrity of the Lego brand and Merlin’s idea I was there to write a report. The staff use and interpretation of it that this thought were extremely helpful and professional doesn’t intrude on your day. and took the initiative in most cases. Even as this realisation dawns, you still feel fortunate to be able to get access to DP AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 41 GIFA<:KI The historic collection includes a Grumman Wildcat N8I? n November 2011, I travelled with derful art deco hangar facility. Some lucky many others in our industry to visitors were taking pleasure fl ights in a Orlando for the IAAPA show. And fi ve-seater open-cockpit 1920s Standard. could I be found doing research among the world’s greatest col- DLJK8E>8CCP lection of theme parks? Well Fantasy of Flight is owned and operated @actually no, I sneaked off to visit Fantasy of by Kermit Weeks, a world champion aero- Flight an hour down the road in Tampa, to batic pilot and collector of fabulous fl ying indulge my love of old aeroplanes. machines. A man with a fi ne moustache There are Mustangs and a Mitchell, a and ponytail to match, he has built up Sunderland and a Spitfi re, a Focke Wulf a truly wonderful collection of historic and a Ford Trimotor – more than 40 aircraft aircraft, pretty much all of which he has in immaculate concourse condition, most fl own. On the day I was there, he fl ew his Nick Farmer describes his day out of them airworthy, all presented in a won- Grumman Wildcat, a Grumman Duck and A B17 mission plane is among more than 40 aircraft on display 42 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Kermit Weeks welcomes the group, having just landed his Mustang P51 a Mustang polished to within an inch of its life. Having beaten up the runway in the Mustang he landed and taxied right up to the crowd, jumped out and grabbed a microphone: “Any questions?” he asked us. You can’t get better than that! =CP@E>=FIKI AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 43 J:@ E8J8Ëjj_lkkc\cXleZ_XkkiXZk`fe IXk_\ik_\ealjkgifm`[`e^`e]fidXk`fe#9I:X`djkfgifm`[\`ejg`iXk`fekfm`j`kfijf]XccX^\j Matt Solari Carmel Lewis Ôe[jflk]ifd9I:ËjDXkkJfcXi`Xe[:Xid\cC\n`j fn[fpflXkkiXZk As attraction designers and developers, is that they focus on NASA’s past achieve- [`]]\i\ekXl[`\eZ\j6 we respect that we’re a part of a whole. A ments. These are incredible and worthy of Carmel Lewis (CL): Young science centre has a whole offering. A big being showcased, but following the space people have very different emotional experience of the kind that we shuttle programme’s retirement in August learning styles and expecta- produce is just as powerful as that one- 2011, something needed to be done to tions? than a more mature audience, who on-one science experiment that happens engage and inspire a new generation. They understand the world slightly differently. between a scientist and a group of 20 kids. were in danger of conveying to the youth of However, both audiences are looking for the Both are equally important to the overall today that the golden age of space explo- same thing – good is good is good. A great offer that science centres provide to their ration had happened and they’d missed it, experience is going to translate just as well communities, particularly the children. which isn’t an inspiring message. to a seventh grader as it will to a 70-year-old. Matt Solari (MS): We reach a large audi- We sat down and looked at the demo- When we work with science centre cli- ence across different age groups. We graphics of the millennials – what are their ents we suggest providing a big, overlay, strive to fi re the imagination of the younger interests? How do they learn? What gets emotional experience. It’s like dunking audience. If we can get the children to them excited about things? Surprisingly, visitors into the deep end of a pool. You’re drag their parents or grandparents to the our answer came from within NASA. really immersing them in some kind of science centre, rather than being taken A group of young NASA scientists and focused subject or content. Out of that there by them, then we’ve succeeded in engineers put together a presentation experience, you have to provide them with the mission. I’ve had grandparents come expressing why they enjoyed working at the greater depth of content. up to me and thank us. One young boy at NASA, what their lives are like, what their the Kennedy Space Centre made formative experiences were and how these his grandparents take him four shaped the way they look at the world. This times in one week. His grand- information helped us translate the objec- mother told us that she’d never tives of our exhibit at the Kennedy Space seen him so excited about some- Centre into an experience that really reso- thing and how happy she was to nates with a younger generation. They’re bring him. That confi rms that our engaged with the discoveries rather than approach is working. being told what to think. N_Xknfib[`[pfl[fXkk_\ N_Xkn\i\k_\Z_Xcc\e^\j6 B\ee\[pJgXZ\:\eki\6 CL: We’re trying to get kids interested in MS: It was a project for NASA at basic science, so that they want to study The Kennedy Space Centre Visitor and go into career fi elds that will ultimately Complex. The challenge all the support everything from technology to K_\`ek\i`fif]E8J8Ëjj`dlcXkfi\og\i`\eZ\ NASA visitor centres in the US face space exploration to all the future fi elds 44 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 M`j`kfij\og\i`\eZ\k_\j`^_kj#jfle[jXe[j\ejXk`fejf]Xi\XcJgXZ\J_lkkc\cXleZ_Xkk_\B\ee\[pJgXZ\:\ek\im`j`kfiZfdgc\o that we’re inevitably headed CL: That’s the fi rst step – the towards. Interpreting complex sub- ÈF]Xcck_\dlj\ld^\ei\j#jZ`\eZ\ attention grabber. We made the ject matter and engaging children experience extremely visceral. is a challenge for science centres Z\eki\jXkkiXZkk_\cXi^\jkXl[`\eZ\% One of the big challenges, and and planetariums, particularly the potential solution that science when many are struggling with K_\p_Xm\Xcfkf]g\fgc\kf\ek\ikX`e centres can really wrap their arms shrinking budgets. Another issue around, is that they’ve got an is that of all the genres of museum Xe[_Xm\kfjlggc\d\ekn_XkËj^f`e^ extreme amount of content that attractions, science centres attract fe`ejZ_ffcj%K_XkËjXkXccfi[\iÈ they’re trying to convey. the largest audience. They have a What we’re suggesting is, fi rst lot of people to entertain across a offer a big, emotional context – a very wide range of ages. And they portal through which they can fi rst also have to supplement what’s going on ?fn[fpflX[[i\jjk_\j\Z_Xcc\e^\j6 be excited on a visceral level. At the same in schools. That’s a really tall order. MS: We look at the institution’s audience, time, beneath those layers, you can’t be MS: This is the most important factor – mission and goals and work with the sci- all sizzle and no steak, you’ve got to then before you can begin to impart concepts ence centre team to dig deep into what’s deliver on that content and be ready to and information and understanding of a going to spark that inspiration in visitors. engage them at whatever level they’re at. specifi c science centre’s agenda, you have What we came up with for NASA was to inspire visitors to be interested. That’s quite daring. We created a three-choice N_XkËjpfliXZk`fegcXe6 the paramount change in the way we learning environment. It’s a 10,000sq ft CL: Find compelling ways to focus the approach science centre design. Get them (929sq m) space surrounded by 12 mas- content you want. That’s hard for science interested, then present your information in sive, digital-projection surfaces. As visitors centres because so much is encompassed ways that allows them to be active partici- walk through the space, each of those within the centre. Artfully design and focus pants in the discovery of this information. screens is presenting distilled knowledge the subject matter in different quadrants CL: Something that science centres have in purely visual terms. It’s like being inside or parts of the science museum so that always done well is their on-the-fl oor pro- an iphone. It’s a digital, dynamic experi- there’s a clear entry point and something grammes where scientists invite children ence that’s very specifi c. for the audience to easily grasp onto. Offer to help with experiments. That’s fantastic, But at times, the imagery in the room a variety of types of experiences – physical, but when you’ve got 750,000 visitors a year completely changes to emulate the surface intellectual, interactive and emotional. you can’t give that experience to everyone. of Mars or the moon. Our goal was to com- We strive to provide that big introductory pletely immerse people and take them on a Matthew Solari is BRC Imagination Art’s experience which sparks the fl ame and journey to somewhere they’ve never been. director for cultural project development makes people want to explore further and It’s not about providing information – it’s and Carmel Lewis is vice president, get deeply emerged in science. about providing inspiration. cultural experiences J:@ E`e^YfJZ`\eZ\ ; ET Studio is masterplanning and designing three galleries D for China’s Ningbo Science Exploration Centre, which opens in spring. The 50,000 sq m (538,000sq ft) new- build centre will focus on the natural world and the laws of physics with an underlying didactic message about how we can best protect the earth, by examining how we live and how we sustain our quality of life on earth. The centre will be one of the major attractions in a new cultural plaza in the K_\`ek\iXZk`m\\o_`Y`kj`e?Xidfe`flj?fd\Xccfnm`j`kfijkf\oXd`e\k_\`iZXiYfe]ffkgi`ek city of Ningbo, which will also include an K_\D`e[Dlj\ld#G_`c`gg`e\j ; ue to open early 2012, The Mind Museum will be the fi rst world-class ; science museum in the Philippines. Striving to be a defi ning legacy, more than 250 interactive minds-on and hands-on exhibits are designed to present science as entertaining, fun, and engaging. The two-storey museum is made up of fi ve galleries covering: The Story of the Universe: Its Beginning and Majesty; The Story of the Earth: Its Story Across the Breadth of Time; The Story of Life: The Exuberant Varieties of Life; The Story of the Atom: The Strange World of the Very K_\D`e[Dlj\ldj_fnjm`j`kfij_fnjZ`\eZ\X]]\Zkjk_\`ic`m\jk_ifl^_k_\lj\f]`ek\iXZk`m\j Small; and The Story of Technology: The Showcase of Human Ingenuity. The museum is made up of wide-open deliver little discoveries that can be related JRA’s design goal was to share the story spaces with clean sightlines devoid of bar- back to an individual’s daily life. The aim of science in everyday life in a way that riers. The exhibits and hands-on exhibits is to be relevant to all age ranges from an encourages sharing and understanding, encourage self-discovery and include all eight-year-old to a 70-year-old. The end and specifi cally to teach school groups in the senses through the use of interactives result is a museum that provides guests new and immersive ways. The buzz phrase and immersive environments. with a different way to see their world soon became Happiness Factor, which JRA pared down each gallery to its through science and the ways in which sci- refl ects an authentic Filipino nuance. essence and crafted exhibits that would ence affects their everyday lives. 46 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 C\XieXYflkjgXZ\`ek_\Le`m\ij\^Xcc\ip IMAX theatre, a children’s museum and a performing arts centre. Ningbo, a seaport and one of China’s oldest cities, is located on the country’s eastern coast, south of Hangzhou Bay. The three large-scale galleries, each measuring between 2,000 and 2,500sq m (21,500 and 27,000sq ft), are called Universe, Harmonious Home and Ocean. K_\_\Xikf]k_\jgXZ\`ek_\FZ\Xej^Xcc\ip`jlj\[kf]fZljfedf[\iegfikk\Z_efcf^p Graphics and communication in the galler- ies, also created by MET Studio, will be in holes and Wii-style games enable them to The Oceans gallery explores the driv- both Chinese and English. see how astronauts train for a mission and ing forces and principles of the world’s The Universe gallery looks at cosmol- deal with g-force and micro gravity. oceans. The local theme of ocean trade ogy and the origins of the universe, from The Harmonious Home gallery uses throughout history and in contemporary the Big Bang to the expansion of space, interactive exhibitions to consider our society will anchor the gallery, with a major and our means of examining space using effect on the earth and ask how carbon area focusing on modern port technology. space telescopes, space travel and space mass contributes to global warming. An Visitors will be able to investigate the rich biodomes. Design features include a bun- impact wall looks at how mass human con- mineral life and biodiversity of the oceans gee walk exhibit where real life weight is sumption affects the earth and how what before immersing themselves in themed temporarily neutralised, and a huge pro- we take out in terms of quarrying and tim- areas, looking first at the two major polar jected solar system on the gallery floor. ber-felling correlates with the waste, toxic oceans and finally at the wonders and Visitors can interact with stars and black or otherwise, that we return to the earth. unexplored mysteries of the deep ocean. DfjZfnGcXe\kXi`ldËj CleXi`ld^Xcc\ip#Iljj`X ; oscow Planetarium opened the Lunarium gallery in June 2011 fol- D lowing the success of its Origins of Science and Astronomy gallery. Huettinger designed and built the interactives, set work and graphics for both projects, with the aim of Lunarium being to combine an industrial space-ship style design with a high-quality museum offer. Huettinger created a space lab on the moon in which visitors assume the role of K_\[`]]\i\ekgXikjf]k_\\o_`Y`k`feXi\[`jgcXp\[`e_\oX^feXc#jgXZ\j_`g$k_\d\[le`kj astronauts carrying out astronomic explo- ration. The different parts of the exhibition The honeycomb-like structures were move freely within the different themed are clustered within a modular system with inspired by organic molecules – the ben- areas, starting with a Journey to the Stars: hexagonal, spaceship-themed elements. zene ring – which forms a regular hexagon From the Earth to the Moon (Lunar Many of the artefacts were used in space of six carbon atoms. The hexagonal walls, Laboratory), going on to Mars (Discover or are replicas of spacecraft equipment. suitcases, backlit graphics and table units Mars), through the Solar System These are displayed in suitcase-style units, can easily be moved around or replaced to (Interplanetary Journey) to Other Galaxies as though they’ve just been unpacked by cater for different exhibitions in the future. (Stars and Galaxies), before finally finishing astronauts on their arrival to the moon. The layout’s design allows visitors to the experience in the Trip to Infinity area. AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 47 J:@ :8J<JKL;P 8cc8YflkLj\o_`Y`k`fe# 8k$9i`jkfcjZ`\eZ\Z\eki\ N?8K@JK?< M`j`kfij[`jZfm\i_fnk_\`iYiX`ejXe[Yf[`\jnfibkf^\k_\i`e8k$9i`jkfcËj(%,d\o_`Y`k`fe One major challenge for the team was of a body to provide a reminder that the the decision to include a real human brain brain represented a person, a library of to create a sense of wonder, with space memories, thoughts and feelings. to consider the physical basis of people’s Another key challenge was the linking thoughts, emotions and personality. of the physical exhibits to the All About Us The team worked closely with the website. Using barcodes on the visitor's University of Bristol to overcome the chal- ticket and some clever software, a number lenge of donation, and the designers of exhibits were chosen to link directly with identifi ed a sophisticated etched glass the site under the name Explore More to 8cc8YflkLj`eZcl[\j,'_Xe[j$fe\o_`Y`kj tank to 'place' the organ within the outline inspire further research and activities. science centre is divided into six themed of life on earth, including an unexpected areas covering evolution, space, the elec- visit from an animatronic Tyrannosaurus F[pjj\ldJZ`\eZ\8[m\ekli\# tronic revolution, modern medical science, Rex, to the progression of man from apes :fcf^e\#>\idXep children’s science and outdoor learning. – highlighting that there are still many simi- The aim of the design is to combine larities, such as facial expressions. The ; 48 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Exhibits and environments that engage audiences on a personal level.... JRA plans, designs and realizes exceptional visitor experiences for entertainment, cultural, sport and corporate clients around the world. www.jackrouse.com EntertainmentMuseum Brand Sport 8E8CPJ@J K@D<K@ @JDFE t has long been known that, This information becomes within limits, increasing important when you start visitors’ dwell time increases to apply spend per visitor their propensity for second- per hour on retail and on ary spend in the attraction’s refreshments. This is one of retail and refreshments out- the fi nancial measurements I lets. But how do operators that analyst Lesley Morisetti, attain that outcome? director of LM Associates, Among more than 30 metrics on the calculates on ALVA’s Financial ALVA Quality Benchmark Survey – which Benchmarking survey – and is produced for the Association of Leading one which any attraction can Visitor Attractions in the UK – BDRC calculate for itself. Continental measures visitors’ rating of There is a fi nancial value to what there is to do and what there is to see increased dwell time, and this (Above) review sites such as TripAdvisor are at attractions. The survey also measures can apply in free and paid-for increasing the intensity and immediacy of visitors’ dwell time. We’ve found that both attractions alike. Increasing recommendations – or deterrence are positively correlated with visit duration. visitor spend may not be easy Adding one per cent to the proportion in the next 12 months, so who rate what there is to do as excellent investment in the core prod- adds about 1.2 minutes to the average visit. uct may help build secondary spend. given people’s’ tendency towards irony. For And adding one per cent to the proportion example, “£3 for an ice-cream? Great!” who rate what there is to see as excellent NFI;F=DFLK? The ALVA Quality Benchmark survey adds about 0.8 minutes to the average visit. We have some evidence that word of measures claimed willingness to recom- And yes I do know that correlation is not mouth and websites vie for the crown as mend. And what do we fi nd? You guessed the same as causation. the most important source of infl uence on it. Positive correlations between recom- The survey also measures their use of visiting an attraction. mendation and the ratings for what there is retail and refreshment outlets. We can These two strands have been brought to do and for what there is to see. demonstrate from this the rate at which together in recent years through web Adding one per cent to the proportion increasing visit duration adds to refresh- based review sites such as TripAdvisor. who rate what there is to do as excellent ment purchase rates and, to a lesser extent, Furthermore, the apparently inexorable rise adds about 0.66 per cent to the proportion to retail purchase rates. of Twitter and Facebook (complete with who claim they will defi nitely recommend. Adding one minute to dwell time adds pictures) seem to be increasing the inten- And adding one per cent to the proportion 0.27 per cent to the proportion who buy sity and immediacy of recommendation who rate what there is to see as excellent refreshments. Adding one minute to dwell (or deterrence). Measures of mention rates adds about 0.68 per cent to the proportion time adds 0.15 per cent to the proportion are well established, but measures of senti- who claim they will defi nitely recommend. who buy at retail outlets on-site. ment are still a work in progress – not least You can estimate a fi nancial value of 50 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 LORI SPARKIA / SHUTTERSTOCK.COM Increasing visit duration adds to refreshment purchase rates ÈD\Xjli\jf]d\ek`feiXk\jXi\\jkXYc`j_\[# Ylkd\Xjli\jf]j\ek`d\ekXi\Xnfib`e gif^i\jj#efkc\Xjk^`m\e9i`kfejËk\e[XeZp ]fi`ifepÆÈ*]fiXe`Z\$Zi\Xd6>i\XkÉ recommendation. Compare the proportion tion of PR valuation against advertising.) :FE:CLJ@FE of your visitors infl uenced by recommen- You can also measure the ratio between Improving visitor rating of what there is dation with the proportion infl uenced by the proportion of your visitors who rec- to see, and especially of what there is to advertising. Calculate the cost per visitor ommend and the proportion to get an do, can lead to increased dwell time and for advertising and apply that to visitors indicative conversion rate. Now you can increased secondary spend. It can also infl uenced by recommendation to get a start to model the primary value of product lead to increased recommendation rates, cost equivalent. (Similar to the calcula- investment on recommendation. which may lead to increased volume, mak- ing marketing budgets stretch just that little bit further. Increasing visitors’ In straitened times, battening down the ratings of what there hatches on investment might be the right is to do and what there solution for your site. But it’s worth con- sidering the potential return on investment is to see can increase of improving the visitor experience that secondary spend comes from enhancing what there is to do or to see at the attraction by taking into account its impact on secondary spend and on visitor volume and value. ● Alan Love, research director, BDRC Continental. Anaylsis taken from Visitor Attractions Trends in England 2010 by BDRC Continental on behalf of VisitEngland AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 51 GIFA<:KGI What is Adventure World Warsaw? Operated by Las Palm, which was set Adventure World Warsaw is the first invest- up to run the project, the amusement park ment of its kind in Poland – a destination will comprise five themed islands centered theme park offering 25 attractions, two around Adventure Harbour. Their work- hotels with a joint total of 800 rooms, the ing names, at the design stage, are: Lost country’s largest aquapark, plus an Kingdom; Creature Lagoon; Castle Island, entertainment area with cinemas, Land of Legends; and the Polski Plaza. restaurants, shops and clubs. A variety of attractions will be available Work begins on the park in on each island, including super coasters, July 2012 with an opening date waterslides, wave pools, interactive foun- of 15th October 2014. The park tains, boat cruises and carousels. will be able to accommodate The year-round part of the park will 20,000 people at a time and has include indoor playgrounds for children, a theme of myths and leg- interactive shows and animations and a ends. We’re anticipating huge aquapark. The entire park will be set receiving three million against a scene of fairytales and legends. visitors a year. Where did the inspiration come from? We asked JoraVision to create a project J\YXjk`Xe9XiYXj`\n`Zq# It was Las Palm’s president Peter Jan that will combine international amusement m`Z\gi\j`[\ekXe[d\d$ Mulder’s dream to create the first real trends with the Polish culture. They took a Y\if]k_\DXeX^\d\ek amusement park in Poland. He came up close look at Polish myths and legends and 9fXi[#CXjGXcdCC: with the idea more than 15 years ago. entwined them with well known fairy tales ABOUT THE DESIGN JoraVision’s director of development and design, Marjolein van de Stolpe, describes Adventure World Warsaw _\[\j`^e]fi8[m\ekli\Nfic[ NXijXnnXj`ejg`i\[YpGfcXe[ ÊÊK `kj\c]#n_`Z_`jX^i\XkZflekip k_XkËjnX`k`e^]fiXY\Xlk`]lck_\d\gXib% N`k_dfi\k_Xe*/d`cc`feg\fgc\c`m`e^`e GfcXe[Xe[efi\Xck_\d\gXibj#k_\i\Ëj X^\el`e\[\j`i\]fife\%8jX[\j`^e ZfdgXepn\ÔidcpY\c`\m\k_XkXcc[\j`^e jkXikjn`k_X^i\Xkjkfip%8NN`jYXj\[ fedpk_jXe[c\^\e[j]ifdXccfm\ik_\ AfiXm`j`feZi\Xk\[k_\dXjk\igcXe]fi8[m\ekli\Nfic[NXijXngcljXccf]k_\gXibËj[\j`^eXe[k_\d`e^ nfic[#n_`Z_n`cckilcp`dd\ij\^l\jkj% J\im`Z\`jXm\ip`dgfikXek\c\d\ekf] jn`e^\i#Xjn\Y\c`\m\i`[\jc`b\k_\j\Xi\ Z_Xcc\e^\%N_\eXcXi^\eldY\if]Zfd$ Gfc`j_Zlckli\%K_\`ij\im`Z\c\m\c`j_`^_\i k_\YXj`jf]XgXib#Ylkn\Ëi\Xcjfnfib$ gXe`\jXi\`emfcm\[#k_\i\ËjXe\\[]fi k_Xek_Xk`edfjkn\jk\ie 52 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 and elements from different cultures. They Grodzisk Mazowieck was our next created a powerful theme which includes NfibY\^`ejfeGfcXe[Ëj choice and we gained great support European and South-American legends Ôijk[\jk`eXk`fek_\d\gXib# from the authorities, especially the Mayor, that are very visual and easy to identify. Grzegorz Benedykcinski. This was essen- 8[m\ekli\Nfic[NXijXn# tial in securing the 240-hectares land Why was the theme chosen? `eAlcpn`k_XeXek`Z`gXk\[ needed for the investment. Myths and legends are powerful stories fg\e`e^[Xk\f]FZkfY\i)'(+ But the greatest challenge is the timing. that activate people’s thoughts and emo- We open in 2014, which a tight deadline. tions. They’re inspiring and encouraging, which is why we remember them so well. Who will be the key audience? How will this park be different? We want visitors to feel happy and relaxed The first group will be the 11m Poles who There are no amusement parks of this as soon as they enter the world of adven- live within 250km of the park. scale in Poland, so there’s nothing that can ture that we’re creating. The location makes it easily accessible compare to Adventure World Warsaw. both from Poland and neighbouring coun- Who is the park aimed at? tries. Grodzisk Mazowiecki County, where How much will entrance cost? The park is aimed at all ages. We’re devel- the resort is being built, is only a 30-minute A family ticket – two adults and two chil- oping attractions to entertain both adults drive from Warsaw, which has an interna- dren – will cost approximately %100 (£84, and children. Some of the coasters and tional airport with a well-developed flight US$130). We believe that this price is fair rides will only be suitable for adults, but network that will bring in foreign custom- and affordable for our target group. throughout the five islands there will be ers. The park is located by the international enough attractions for everyone. A2 highway (Berlin-Moscow) which will be How can the park be developed? finished by the time we open. That means We have secured enough land to develop Why were AGS Architects it will be easily accessible by car from dif- the second phase of the project, if the mar- chosen to design the park? ferent regions of Poland or from Germany, ket’s response is adequate. Apart from their great knowledge, excellent Ukraine, Slovakia or The Czech Republic. The second phase will involve another quality of service and experience on archi- theme park, an extensive entertainment tecture, AGS Architects’ main advantage What challenges have you had? village, a conference and business centre was that they have developed numerous The first was the location. We wanted to and a luxurious wellness centre. ● projects for the leisure and amusement be located in the heart of Poland, near the industry. These include the themed airport and railway. The first location we See our news report on page 14, which Efteling Theater in Germany and Aquapark chose was Zlotoklos near Piaseczno, 20km highlights Adventure World’s plans to open Zoetermeer in Holland. from Warsaw, but this didn’t work out. a second theme park in Abu Dhabi. AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 53 8N8I;J N@EE@E>JKFI@ ewarding excellence in storytell- accomplishments and outstanding Ring that supports the creation achievements of projects that demon- of compelling places and guest strate the power that the creation of experiences, the TEA’s (Themed compelling places and experiences can Entertainment Association) Theafe Awards have on the guest and visitor experience. reinforce the value of experience design Announced in November, the awards and themed entertainment approaches to will be formally presented on March 17, engaging people worldwide. 2012 at the 18th Annual Thea Awards Now in their 18th year, the annual Gala at the Disneyland Hotel, Disneyland awards recognise large and small Resort, Anaheim California, US. K?<9LQQGI@:<K?<88N8I;=FIC@= AF<IF?;< The judges say: “The Rohde is a 30-year vet- challenge of creating eran of The Walt Disney Disney’s Animal Kingdom, Company, starting his a park with a strong wild- career as a model designer life conservation message, on Epcot, and continuing involved years of research with projects for Disneyland and negotiation with con- Park in Anaheim, California, stituents from the scientifi c Walt Disney World Resort community, the world of in Orlando, Florida and zoos, and representatives Disneyland Paris. Joe led of indigenous communi- the team that conceptualised, designed ties involved in the stories created in and built Disney’s Animal Kingdom at the park. In the process of developing the Walt Disney World Resort. He con- the park itself, Rohde was instrumen- tinues to oversee new attractions for tal in the development of the Disney that park and is also responsible for the Worldwide Conservation Fund, which creative design and content of Aulani, a has supported more than 180 non-profi t Disney resort and spa, at Ko Olina, Oahu, organizations in 111 countries totalling Hawaii, which opened in August 2011. nearly $18m (£11.7m, %14.1m).” K?<K?<8:C8JJ@:8N8I; GLP;L=FP1C<>I8E;G8I:8E;:@EyJ:yE@<M 54 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 K?<88N8I;J=FIFLKJK8E;@E>8:?@ 8KKI8:K@FE JG8:<=8EK8JPK?<I@;<LE@M 8KKI8:K@FEFE8C@D@K<;9L;> 8KKI8:K@FE DLJ AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 55 WOW. UK: +44 (0) 845 0 456225 We’re the people behind the ‘wow’. USA: +1 720 259 1639 [email protected] We build ground-breaking immersive We partner with visionary clients around the www.globalimmersion.com experiences featuring the latest in fulldome, globe to engage audiences on an entirely new 3D, 4D and giant screen theater - with level. We set our sights on the things that matter compelling media, technology and creative most to you; the story, the experience, the direction at the forefront of innovation. visitor reaction and the repeat visits. We create immersive theater. Experiences without limits. *;&+; TurtleTrek’s 360-degree dome theatre offers visitors an immersive experience of life under the ocean E the sea turtle and the incredible life journey Each frame of the fi lm has approximately KLIKC @:<8>< rollout of Ice Age, one of Fox Consumer Products’ most successful family franchises. wentieth Century Fox Consumer Ice Age Dawn of the Dinosaurs – The 4D T Products has teamed with SimEx- Experience is an immersive entertainment Iwerks and Merlin Entertainments attraction that will combine 3D fi lm footage to bring the blockbuster franchise Ice Age from the third movie in the franchise, with an to life with Ice Age Dawn of the Dinosaurs – array of synchronized physical effects. On The 4D Experience. leaving the theatre, guests will fi nd them- The attraction will debut in March at two of selves in a themed area where they can The 4D experience opens in Merlin’s theme park resorts – Alton Towers meet costumed characters and buy branded March at Alton Towers and in the UK, and Gardaland in Italy – when merchandise. Alton Towers Resort will also Gardaland, with more to follow they open for the 2012 season. This sets the feature two interactive Ice Age-themed bed- groundwork for a long-term, location-based rooms at its Splash Landings Hotel. AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 57 *;&+; Creating a prince isn’t easy, as The Witch discovers K?<N@K:? Stereodome Pictures, based in LA, has launched a 4D experience called The Witch. The humorous family fi lm is about a witch who wants to use magic to create her prince, but instead fi nds herself on an exciting journey which she has to survive. The 11-minute fi lm opens this spring and includes leg ticklers, 3 DOF motion, water spray, vibration, being blasted from different directions and seat pokes. M@J@KFIJ:8EJ<<>I8G?@:M@JL8C@J8K@FEJF=K?<DLDDPËJ=8:<8E;M@J@KFIJ:8EJ<<>I8G?@:M@JL8C@J8K@FEJF=K?<DLDDPËJ=8:<8E; JB DLDDP1K?<@EJ@;<JKFIPÆJ<:I 58 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 K_\`eÕl\eZ\_fik`ZlckliXc gif[lZkj_Xm\fe\m\ip[Xp c`]\`jk_\]fZljf]=cfi`X[\ )'()Ëj;fd\j_fn% Jbp$JbXeËj>c\eeJd`k_ [\jZi`Y\j_fnk_\`dd\ij`m\ \og\i`\eZ\`jXZ_`\m\[ (Above left to right) Floriade 2012 takes place from April to October in The Netherlands. It aims to change GC8EKC@=< the way people view horticulture n Venlo, The Netherlands, the the Nederlandse Tuinbouwraad (Dutch of the 66-hectare Expo grounds. Once grounds of the Floriade World National Horticultural Council). inside, a five-minute immersive show intro- Horticultural Expo 2012 are rapidly duces them to the fascinating world of taking shape. Held once every 10 K?<;FD< horticulture. Visitors experience the impact years,I Floriade is a showcase of world- The brief for The Dome was that it should of the sector’s products on their wellbeing, wide horticultural entrepreneurship and is be able to accommodate up to 30,000 visi- and learn about the Dutch dedication to expected to attract more than two million tors a day and its theming must reflect the delivering the perfect products to enable visitors during its six month-long operation. enormous influence horticultural products them to do this on a daily basis. One of the most eye-catching attractions have on people’s everyday lives. is The Dome, a 360 degrees Full Dome DST Experience Communication, Sky- K?<; 60 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 particular configuration includes a unique hemispheric projection screen inside, achieved by way of an innovative negative pressure bladder fixed to the interior geo- desic frame. Equipment is hidden in the periphery and visitors stand in the centre with handrails for support during the five- minute presentation. K?< AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 61 PE EM X omni? www.watertoys.com www.omniticket.com [email protected] 1 866 833 8580 | 905 649 5047 INNOVATION | AND BEYOND WORLDWIDE DISTRIBUTION THE WORLD´S FIRST WATERPARKK ATTRACTIONA REDEFINING THE MULTI-MEDIA WORLD OF WATERPARK ENTERTAINMENT The leading global partner for unique, customised, high-tech solutions. From the initial conceptual phase to the fi nal implementation, and beyond. KRAFTWERK Living Technologies GmbH Tel: +43 7242 69269-0 [email protected] www.kraftwerk.at 62 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 N8K Mild experiences need to be incorporated in countries where parents are wary of their children taking risks PIC: ©WWW.SHUTTERSTOCK.COM/ DON TRAN Stephen Galbraith :LCKLI<:CL9 Understanding and respecting local cultures is paramount the parents can become very protective of their child and unwilling to let them take to operators expanding into new regions. Consultant risks. In this instance, attractions need to Stephen Galbraith explains how to create a successful incorporate more mild experiences and waterpark that appeals to its both residents and tourists operators should be conscious of showing the parents that their park is safe with good trained staff to earn their trust. aving worked in the attrac- acceptable to the locals. For example, in Another important aspect when creat- tions industry in Malaysia, some countries people have very limited or ing a waterpark is ensuring that the theme Vietnam, Hong Kong, China, no knowledge of how to hold their breath is relevant to the area and location it’s Singapore, Australia, New underwater. In these cases, considerable being built in. However, once inside there ZealandH Dubai and Jeddah, I’ve encoun- training of staff and design of pools and can be western aspects, providing they tered many different cultures. To provide slides need to be planned well, with less are relevant to the residents. a successful attraction, both for visitors extreme experiences installed. and staff, these cultures need to be under- Most people who live in Asian countries DESIGN stood and respected. want to go swimming because it’s hot, but Design is very important when taking into When working in Asia or the Middle East, need to avoid the sun, so indoor or shaded account the cultural differences. This operators must understand each location waterparks are essential. Some cultures ranges from the park’s layout, to toilet facil- based on climate and weather conditions will require that people wear clothes in the ities, to entry and exit differences. and the visitors’ safety and comfort within water, so further safety precautions will be In Iran, waterparks have to allow for the environment they’re creating. They needed in these environments. In coun- separate areas for female and male guests, must also research what is suitable and tries where a one-child policy is in place, which is a big added cost to the project. Operators need to understand that in some areas, waterparks are a completely new È@E:FLEKI@ AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 63 N8K The largest and only all-in-one waterpark experience! One very important aspect when design- ing a tourism attraction is to adapt the Waterpark operators need to ensure experience to suit the region. I witnessed their offer will suit the mix of cultures the opening of a park in Hong Kong which plus a mix of locals, tourist and ex-pats underestimated the power of the tour operators out of China. Open-dated tickets were sold to the tour market, which led to Some ex-pats are lacking in this area and thousands of people being turned away can treat the locals as if they are a lower when so many tour groups arrived and the class, which is not the case at all. This has park wasn’t big enough to fit them all in. been known to happen in Hong Kong, but The tour operators who control this market the situation is changing as the local Hong weren’t keen to promote this park again. Kong Chinese take control again. It’s very To ensure they’re getting it right, opera- important to employ local staff to create oanoke, TX Falls, R aiian tors should work with the local community the full experience and also to assist with Haw and government. A consultant with experi- relating to the visitors. Initially staff will ence in the area can help with advice. I’ve need to be trained up by experienced peo- worked for wealthy clients who want the ple who will hand over to them eventually. biggest and the best, so I have to find out if they want to make money or compli- THE FUTURE ment the existing businesses in the area. In During the last decade there has been a some cases, attractions are built to provide huge demand for both local and interna- family time for the locals and the inten- tional waterparks with very high standards tion isn’t to glean big profits. This doesn’t and a variety of attractions, particularly for happen very often though. My advice is to the family market. This demand contin- remember that there are many attractions ues to accelerate. In the future there will around the world that aren’t making money, be new markets such as Iran and Vietnam so do your homework before you proceed. plus expansion in the existing regions. Operators will however become more cau- BENEFITS tious as they gain a better understanding The main benefit of building in these of this business and will look for genuine markets is that they have very large popula- products rather than being fobbed off with tions – for example, China and India. If a typical sales pitches. waterpark is set up and operated correctly, For anyone considering entering this it could receive very large daily guest market, the key points to remember are numbers with the potential for secondary location, back drop, future growth oppor- spend within the park. Construction and tunities and the mixture of cultures as well labour costs are also usually dramatically as the mix of locals, ex-pats and tourists. cheaper than western world start-up costs. Finally, deliver world-class service incorpo- One very important aspect is that if you rating great local staff and training. employ westerners – or ex-pats – in your The Waterpark Company waterpark, they must have exceptional Stephen Galbraith, sales and marketing people skills and work with the locals well. manager, Australian Waterslides and Leisure # AM 1 2012 ©cybertrek 2012 N8K The world’s only looping waterslide! China GFC@EËJD8>@:JG? N?@K aunched at IAAPA in November, AquaCourse is WhiteWater outh Korea , Seoul, S n Bay West’s wet and dry obstacle ibbea L Car course, designed for the entire family. The elevated multi-level play experience allows users of all ages and skill levels to traverse through a course of ropes, tow- ers, bridges and zip lines while getting drenched by, and drenching others with, interactive AquaSpray elements and new AquaCourse components. AquaSpray elements enable guests to The closed tracking harness safety interactive with one another system allows guests to challenge them- selves with the Sky Trail Ropes Course The patent pending ride can be and CTS Zip Lines. Visitors can choose elevated above terrains including other to walk through the Adventure Trail por- attractions, slopes, rivers, pools or build- tion of the course instead and spray ings. It is suitable for both indoor and others from the water features. outdoor attractions. mpex has added to its water Fabricated from rugged fi bre- playground line of products glass and speciality plastics, the E with a series of interactive spray Aquaclunes have low electrical clowns called Aquaclunes. and heat conductiv- The features have interactive hand ity and have a lifetime wheels or push buttons which change corrosion warranty. the spray pattern from one location to another when they are activated. For The Aquaclunes example, water sprays from the clown’s are part of Empex’s buttons, their hair, out of their pockets or AquaCircus water The Waterpark Company creates a spinning top on a hat. playground product # AM 1 2012 ©cybertrek 2012 Licensed by AquaRena 8L;@F>L@; 8GGCP? 8EK 66 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 eritage interpretation con- A recent project that Imagemakers has sultants Imagemakers has worked on is Explore the Walls, which created i-explore, an app engine aims to restore and re-interpret British designed to help the herit- city Chester’s iconic walls and towers. To @D8> AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 67 8L;@F>L@; 8:FLJK@>L@;< C@D@K<; coustiguide’s Opus Multimedia Guide has become an important part of the experience at 8the Henry Moore Foundation in Hertfordshire, UK. The multimedia guide, which is included in the ticket price, gives visitors a tour around the grounds of Perry Green, where sculptor Henry Moore lived and worked. The tour explores his workshops explaining the process of K_\^l`[\f]]\ijX^i\Xk`ej`^_k`ekfk_\c`]\f]jZlcgkfi?\eipDffi\ his work from concept to sculpture. The guide offers visitors a great insight into the k_ifl^_`ek\im`\njn`k__`j[Xl^_k\i#gif[lZ\[]fik_\Xl[`fkfli life of Henry Moore through interviews with his daughter Mary Moore, produced spe- cially for the audio tour. The guide is narrated by broadcaster can be managed by the staff on-site using 8Yfm\Xe[c\]k Joan Bakewell, who once interviewed the Opus Content Management system. m`j`kfijb\p`ek_\ Henry Moore on the estate, and features Using a number keypad, visitors key in eldY\ijgifm`[\[ contributions from members of staff at the numbers provided at the attraction to Xkk_\XkkiXZk`fe the Foundation. Visitors can also view get information on the exhibits. kf^\k`e]fidXk`fe exclusive archive material about Moore on- Opus is also available as a touch-screen XYflkk_\\o_`Y`kj screen as well as images of the sculptures. device, Opus Touch, which uses the same Opus, launched in 2008, is a multimedia charging facilities as Opus Click, so that guide offering images, video, gaming, visitor operators can offer visually impaired and questionnaires, and data collection, which sign language tours. mation about exhibits throughout an may require updates over time to both attraction and is a translation device for software and hardware, the audioguide foreign language visitors. It also acts as is purpose built and is independent from an accessibility aid for those who are other technical requirements, such as a visually or hearing impaired, serving as wireless network. No specialist knowl- 9C8:B9FO$8M an alternative to physical information edge is required to change points as well as including expan- content – the software oper- sions for two sets of headphones ates through a simple drag and built-in loop induction for those and drop interface – or to with hearing aids. operate the units, as they are Capable of holding 1,000 min- provided ready to use. utes of audio, users enter the The guides’ aim is to ensure mong Blackbox-av’s audio and number displayed on an exhibit operators have value for money video interpretation products to access content. No installa- with an easy to use system. for the museums and heritage tion is needed, as the units are industries is the AT 100 Museum supplied with a docking station 8Audio Tour Guide – a portable tour guide for charging and reprogram- K_\8K(''Kfli>l`[\ZXeXZk designed to provide audio content to visi- ming. Unlike an app, which XjXeXZZ\jj`Y`c`kpX`[]fik_\ tors as they explore exhibits. requires specifi c hard- m`jlXccpfi_\Xi`e^`dgX`i\[ The AT 100 supplies additional infor- ware to operate and 68 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 SOLVING TECHNOLOGY CHALLENGES Electrosonic selects the best combination of cutting-edge and established technology for your project. Our technology solutions have captivated and entertained audiences around the world for over 45 years. Audio, Video and Control Solutions [email protected] | +44.1322.222211 | www.electrosonic.com AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 69 8L;@F>L@; AFI8M@J@FE @D8>@E<<8I K_\Jfe^;peXjkp`ji\m\i\[Xjk_\ :_`e\j\DfeXC`jX oravision has developed an magineear’s audiovisual guides are Eiffel Tower, which visitors can pay for and app for the theme park indus- being used to interpret the animation download on local WiFi off-site. The con- try which offers an interactive of Singapore’s largest art exhibition tent is a mix of archive footage of the Tower map of the park with clickable A Moving Masterpiece: The Song and the area around it in different histori- Aobjects of all the attractions and other Dynasty@ As Living Art. cal periods, interviews with people who points of interest. The Moving Masterpiece exhibition is look after the Tower today and behind the The app includes details of the a 128m by 6.5m animated reproduction scenes footage. Using the iPhone’s com- attraction with text, images and of China’s most famous painting of Qing pass, a panoramic feature enables users to videos. Details of queue lengths, spe- Ming Shang He Tu, painted by Zhang identify Parisian monuments and buildings cial offers and information, such as Zeduan in the 11th century. The digital ver- from the vantage point of the Tower and ticket pricing and opening times, plus sion is more than 30 times larger than the learn more about them. If required, the 360 social media integration for Facebook original. It debuted at the China Pavilion at degree panorama can be used manually. and Twitter can be integrated. the Shanghai World Expo in 2010 and has For a site as busy as this, high-speed Designed to be used before, during now toured Shanghai, Hong Kong, Macau, WiFi is needed, so the imagineear team, and after a visit, the app is location- Taipei and Tai-Chung, attracting more than with their local partners, smArtapps, based and shows visitors where they 10 million people. The guide is available designed and built a customised WiFi are in the park, with details of the in English, Malay, Japanese, Mandarin transmitter which allows visitors to skip the attractions and facilities around them. and the Chinese dialects of Cantonese, login and password steps, but only allows For each major smartphone plat- Hokkien and Teochew. them access to the Eiffel Tower app, which form, the operator needs to create a Imagineear has also provided an audi- is cached locally on site. This makes the unique app with a developer, which oguide app in English and French for the network fi ve times faster than regular WiFi. costs between %10,000 (£8,300, US$13,000) and%100,000 (£80,000, $130,000) depending on the sup- ported smartphone platforms and required functionalities. Joravision rec- 8Zljkfd`j\[N`=`kiXejd`kk\iXccfnjk_\m`j`kfikfjb`gk_\cf^`e ommends focusing on iOS, Android, jk\gjXe[dXb\jk_\e\knfibÔm\k`d\j]Xjk\ik_Xei\^lcXiN`=` BlackBerry and Windows Phone 7. K_\jfle[kiXZb`j\jj\ek`Xckf\e_XeZ\k_\m`jlXcZfek\ek f]XeXl[`f^l`[\%G?D\[`X>iflgËjXl[`fYiXe[`e^ JFLE;8;M@:< dXeX^\iFc`m`X9ifZbc\jYpX[m`j\j_fnkf^\k`ki`^_k nteractive and multi-dimensional audioguides are a and portray different voices and personalities. It’s important that brilliant way to bring an attraction to life. When choos- you give the artist a solid brief so they know exactly what you’re ing a voice for an audioguide, the visitor should be looking for – including the pronunciation of names and places. “I your fi rst consideration – particularly who they are Music is also an important consideration. It excites and adds to and what they’re looking for in a day out. the theme of the attraction and also ensures the listener isn’t wait- Essentially, you’re welcoming people to your attraction and giv- ing in silence before the next prompt begins to play. However, while ing them information that will enhance their experience. A friendly music plays a key role in a production, the focus should be on and inviting voice establishes a good fi rst impression with visitors. the script and the information that’s being delivered, so choose a If you’re appealing to a younger audience, your voice-over artist sound track that enhances the vocal, but doesn’t distract from it. should be versatile and able to portray different characters. Or, if When it comes to the script, professional copywriters will ensure your attraction has a strong regional connection, you may want to the message is put across in the most entertaining and informative consider a voice-over with a local accent to add familiarity. way with short and to-the-point prompts. It’s also the perfect oppor- Audioguides allow you to have fun with your visitors; the most tunity to encourage visitors to fi nd out more through a website and successful voice-over artists are those who can adapt to the client to cross-market other facilities, such as a café or gift shop.” ● 70 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 Capitol Theatre at Fort Edmonton Park, Alberta Canada Raining magic into museums across the world Experience the thrills and chills of DJ Willrich Ltd’s latest installation at Fort Edmonton Park in Canada. Featuring snow, ice and the latest in audio visual technology, it tells the story of Edmonton through the ages in a way that captures the imagination and awakens the senses. DJ WILLRICH LTD Beufre Farm Bucklers Hard Road Beaulieu Hampshire SO42 7XA T: 44 (0) 1590 612603 E: [email protected] W: www.djwillrich.co.uk K?<>CF98CI N?8KËJ@EK?<?8E;9FFB6 JLGGC@i\\ei\jfliZ\j KF9FFBPFLIGIFDFK@FEFI=FI=LIK? AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 59 Special effects fun-kit.net the search engine for leisure buyers Wherever you are in the world, fi nd the right products and services 24 / 7 ECA2 creates record by logging on to Attractions breaking aquatic stage Management’s free search ECA2 has created the world’s largest engine www.fun-kit.net aquatic stage at OCTBAY, Shenzhen in China. ‘Mangrove Groove’ is a 38- minute multimedia show, featuring two Curtain up on Water Web water screens with a 50m base; hun- dreds of water jets; five geysers; 14 Comprising a grid of individually con- large flames; and more than 670 pro- trollable rain curtains, Technifex’s jectors for lighting and handling images. Water Web creates variable mazes for The production involves in excess of 50 waterpark visitors to explore. With the actors, acrobats and dancers. push of a button or a programmed cue, the maze’s configuration can fun-kit.net KEYWORD be instantly changed. During the day, eca2 the Water Web can act as a play fea- ture, but at night, or under controlled lighting conditions, it can be trans- Global Special Effects formed into a dynamic show piece unveils the T-1500 using colour changing lighting and projected imagery to create a mes- fun-kit.net KEYWORDS merising show or concert backdrop. technifex New from Global Special Effects is the T-1500 Snow Zone Evaporative Snow® Machine. Available in either black or white and featuring a 20in fan, it is capable of being used at ground level as well as suspended from a truss and can send snow 50ft up in the air and Stadium Hazer now in discos and theme parks more than 20ft wide. The size of the flakes produced can be adjusted from Previously designed for outdoor sta- effective water/glycol arrangement light to snowstorm. A smaller version dium events, but since adopted by and features a hinged arm allowing of the machine called the T-1500 discotheques and theme parks, Le delivery at various angles through Mini comes with a 16in fan and has a Maitre’s Stadium Hazer produces 120˚, with a variable speed high-out- vertical throw of up to 50ft and lateral up to 600cu m/hr of haze. It uses put fan to project the haze. a sugar solution, rather than the fun-kit.net KEYWORDS original oil-based system – said to fun-kit.net KEYWORD snow zone present health issues – or the less le maitre 72 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 theme parks and leisure museums & attractions events & exhibitions Web: www.sarner.com E-mail: [email protected] Tel: +44 20 8481 0600 UNITED KINGDOM ..RUSSIA NORWAY .MALAYSIA .NIGERIA Product round-up fun-kit.net the search engine for leisure buyers Wherever you are in the world, fi nd the right products and services 24 / 7 Premier Rides brings by logging on to Attractions Superman to Six Flags Management’s free search Premier Rides is to design and build engine www.fun-kit.net the newest roller coaster for Six Flags Discovery Kingdom in Vallejo, Cali- fornia. The ‘Superman’ branded ride Pangea Rocks in Dubai – featuring what is said to be the tallest aquariums revamp inversion west of the Mississippi – is scheduled to open this spring, will be Denmark-based design company 150ft (46m) in height and offer speeds Pangea Rocks has signed an agree- of 62mph (100kph), with two upside- ment with Burj Al Arab in Dubai – the down twists and two vertical rolls. world’s only seven-star hotel – for the renovation and redesign of two enor- fun-kit.net KEYWORDS mous aquariums in the hotel’s lobby. premier rides The project will involve the removal of the existing decoration and its replacement with new reefs and artificial corals. These will be supple- mented with large mirrors and LED lighting to help re-create the light that can be experienced when be- fun-kit.net KEYWORDS neath the surface of the ocean. pangea rocks To the moon with Apollo 8 and Electrosonic The newly refurbished LCI marking launch of Apollo 8 lunar launch Our Planet concept Firing Room Theatre at Florida’s Kennedy LCI’s first ‘Our Planet’ fully interactive Space Centre saw visitor centre was recently launched Electrosonic con- in St Lucia. The centre contains a tracted to design the range of exhibits – such as a Discovery show control and AV Zone and a Hurricane Video Mapping equipment installa- game – seeking to promote aware- tion; integrate show ness of the conservation of the Earth’s systems between the environment. LCI delivered all services control room and supplied lighting a countdown clock – recreating the including design and master planning, and effects systems; and programme actual Firing Room with chairs and show production, gaming solutions, in- all new and existing show com- jackets naming those companies tegration and installation and suppliers. ponents. The 400-seat theatre present on the December 1968 day. simulates the final three-minute fun-kit.net KEYWORD countdown of the launch, with a fun-kit.net KEYWORD lci stage – surrounded by monitors and electrosonic 74 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 log on to www.fun-kit.net and type the company name under ‘keyword search’ JBL sound marking the end of the world The apocalyptic early Victorian art of John Martin – depicting biblical catas- trophes in vast panoramas – has been dramatically brought to life at Tate Britain with help from JBL loudspeak- ers. An immersive 11-minute-long son et lumière – run on a show loop – uses 16 JBL Control 1 speakers which are wall-mounted behind the audience and DJW bringing Canadian history to life low down near the pictures themselves. DJW has supplied, installed and programmed a range of equipment at Fort fun-kit.net KEYWORD Edmonton Park, Canada’s largest living history site. The project centres around jbl the park’s re-creation of Edmonton’s original Capitol Theatre and features a 16-channel sound system using a variety of Bose speakers and sound pro- cessing equipment. Digital Projection Titan and Panasonic DZ1200 kit is used for projection, with the media delivery platform being a Dataton Watchout sys- tem. Show control is undertaken using Medialon Manager Pro. fun-kit.net KEYWORD djw Magic Memories moving into the US New Zealand-based Magic Memories, Gent by Honeywell specialists in tourism photography solution for art museum experiences, is moving into the US market. The company offers a The prestigious UK art museum, The way of blending entertainment with Wallace Collection, will be one of the education and incorporating them in first buildings to fit the new Gent by an exclusive photobook. Customers Honeywell hybrid radio fire alarm sys- can visit their favourite attraction and tem. The new Plexus product is part of take home a detailed account of their the museum’s ongoing refurbishment experience in a book that they are programme. The installation includes a able to share with friends and family hard wired Gent Vigilon analogue sys- without needing a camera. Memories tem in a number of public areas, linked of a trip may also be re-lived via to loop powered radio tranceivers sup- the online photobook on the Magic porting wireless devices in public areas. Memories website, where visitors can fun-kit.net KEYWORD continue the fun by adapting their fun-kit.net KEYWORD memories photos using background templates. gent AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 75 KfYffbpflijgXZ\`ek_\N\Y>Xcc\ipZfekXZkAlc`\9X[i`Zb N<9>8CC 9 K"*0'+*/0--)0(<Y\ikXqqfe7Y\ikXqqfe%Zfd K"()-)-..-'-'<`e]f7Zfjkf]n`jZfej`e%Zfd nnn%Y\ikXqqfe%Zfd nnn%Zfjkf]n`jZfej`e%Zfd :LDD@EJ$8CC@JFE >CF98C@DD K"++ ' )+.-**0/('<`e]f7Zldd`ej$Xcc`jfe%Zf%lb K"++ ' /+,'+,-)),<`e]f7^cfYXc`dd\ij`fe%Zfd nnn%Zldd`ejXcc`jfe%Zf%lb nnn%^cfYXc`dd\ij`fe%Zfd AFI8M@J@FE EN8M< Breathtaking experiences, Fully integrated digital studio environments and attractions handling all aspects of 3D for the European and Asian leisure industry cinema production and distribution K"*( ' .(+')-.+.<`e]f7afiXm`j`fe%Zfd K"*))*+.-*(0<\[`cc\ej7enXm\%Zfd nnn%afiXm`j`fe%Zfd nnn%enXm\%Zfd I8@E9FNGIF;L:K@FEJ J@DNFIO Mascot manufacturer & 3D & 4D effects offi cial supplier of famous theatres, motion theatres, simulation attractions children’s characters for events and the provision of 2D & 3D fi lm content K"++ ' )'/),+,*''<`e]f7iX`eYfngif[lZk`fej%Zf%lb K"++ ' (*/+)0,.**<jXc\j7j`dnfio%Zf%lb nnn%iX`eYfngif[lZk`fej%Zf%lb nnn%j`dnfio%Zf%lb JBPJB8E KI@FK<:? Design and installation of A leading manufacturer of fulldome planetariums and multi-sensory interactive visualization theatres attractions for the entertainment industry K"(-'*//'/,''<jXc\j7jbpjbXe%Zfd K"(,(+*,+/000<`e]f7ki`f$k\Z_%Zfd nnn%jbpjbXe%Zfd nnn%ki`f$k\Z_%Zfd N?@K K"( -'+ ).*$('-/<jXc\j7n_`k\nXk\in\jk%Zfd K"++ ' (0(+0)'000<`e]f7nfic[f]i`[\j%Zfd nnn%n_`k\nXk\in\jk%Zfd nnn%nfic[f]i`[\j%Zfd your 4D film library [email protected] www.stereodome.com Los Angeles: +1 323 576 4005 London: +44 20 3514 9167 Hong Kong: +852 5808 2647