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Attractions Management Issue 3 2019 www.attractionsmanagement.com @attractionsmag VOL24 Q3 2019 www.simworx.co.uk [email protected] www.attractionsmanagement.com @attractionsmag VOL24 3 2019 CIRCUS DOLLY PARTON RONCALLI AM mystery shops Dollywood's Swapping animals new US$37m for holograms Wildwood Grove EPIC UNIVERSE Taking a closer look at Universal's newest theme park venture DR TEDI ASHER How neuroscience is reshaping the visitor experience www.animalive.com [email protected] www.animalive.com www.simex-iwerks.com/flysmarter Editor’s letter Neuroscience Market research has its place when it comes to understanding our visitors and their needs and levels of engagement, but using neuroscience we can take our understanding of visitor needs and responses to a whole new level ur cover star this issue is Dr Tedi Asher, a neuroscientist working at the Peabody Essex O Museum in Salem, Massachusetts in the US. Asher is believed to be the fi rst neuroscientist to be based in a gallery or museum and her appointment heralds an exciting new direction in the development and management of visitor attractions. Her brief is to deepen engagement among visitors to the museum using Dr Carl Marci’s defi nition of ESSEX PEABODY MUSEUM 2018 © engagement, which says: “Engagement occurs when attention is directed in a way that elicits an emotional response which leads to the formation of a memory.” How can we truly know what engages and motivates visitors? The question lies at the heart of all we do and surprisingly, given its importance, there has generally been little science directing investment and energies. Gaze tracking glasses are being used to understand preferences Visitor insight has typically deployed standard market research methodology to establish responses and preferences, which can be useful. Neuroscience, however, Neuroscience doesn’t just ask how takes our understanding to a whole new level by looking at people feel, it monitors deep-rooted far more fundamental, deep-rooted visceral responses. Instead of asking people how they feel, neuroscience visceral responses looks at a person’s physical response and understands how experiences light up different areas of the brain. a more intense emotional experience and reported Asher is deploying gaze tracking glasses to understand higher levels of engagement and satisfaction. what visitors are looking at and galvanic skin response Asher’s work is impacting on all aspects of the museum’s – which measures sweat produced – to give a biometric development and operation, including exhibition design and measurement of emotional intensity, for example. animation, retailing, marketing and wayfi nding. We expect She’s already sharing her learnings for the benefi t of to see many more such appointments going forward, as the other attractions, including those revealed by an experiment industry embraces the potential of this approach. undertaken at the museum using ‘judgement prompts’. This found that if visitors were given prompts, /L]7HUU\HGLWRU such as being asked if they were moved by a OL]WHUU\#OHLVXUHPHGLDFRP particular exhibit, they spent longer looking at it, had @elizterry Tel: +44 (0)1462 431385 attractionsmanagement.com @attractionsmag [email protected] ©CYBERTREK 2018 AM 3 2019 attractionsmanagement.com 7 www.polin.com.tr IN THIS ISSUE ATTRACTIONS MANAGEMENT Q p14 Tom Hennes, founder of Thinc Design Q p44 Breaking down attendance numbers for visitor attractions around the world Qp66 Jane Kitchen visits Dollywood’s US$37m Wildwood Grove expansion Q p38 Royal Caribbean’s Chris Perry 07 Editor’s Letter 38 Interview 56 Technology Chris Perry The show must go on 14 People Royal Caribbean’s Chris Perry talks Circus Roncalli does away with live Meet the people in the news, with Thinc’s about the operator’s new ‘Perfect animal performances in exchange Tom Hennes, the Acropolis Museum’s Day’ private island destinations for cutting-edge hologram show president and SeaWorld CEO Gus Antorcha 44 Research 60 Museums 22 Science Centres Theme and Museum Index 2018 Brain power 25 Visitor Attractions The big players in the theme park industry Neuroscientist Dr Tedi Asher speaks 26 Theme Parks reach a record 500 million visitors about her research into gallery audiences 28 Waterparks 31 Museums & Galleries 52 News report 66 Show report 33 Heritage Epic Universe Catching butterfl ies 34 Zoos & Aquariums Universal announces plans for the single- Jane Kitchen visit’s Dollywood’s 36 Technology largest theme park investment in its history US$37m Wildwood Grove expansion 10 attractionsmanagement.com AM 3 2019 ©CYBERTREK 2019 ATTRAcTionS MAnAgeMenT IssuE 3 2019 n p70 We take a look at the winners of this year’s Museum and Heritage Awards n p60 Dr Tedi Asher researches audiences n p56 circus Roncalli founder Bernhard Paul n p90 the intamin-designed Hagrid’s Magical creatures Motorbike Adventure opened in June PHO 70 Awards 90 Rides t O © 2018 Peab 2018 © O Museums and Heritage Awards Monsters, myths and motorbikes This year’s winners are revealed We take a look at some of the biggest ride O openings for visitor attractions worldwide, dy e 80 Museums including Universal’s new Hagrid coaster Museu ssex A museum in motion The Australian Centre for the Moving Image 98 Show preview M is undergoing a AUS$40m renewal. CEO IAAPA Expo Europe on the cover: Dr Teri Asher Katrina Sedgwick talks about the plans What’s on offer at the show, plus news from some of the attending exhibitors Subscribe: 84 Tourism To subscribe, call: +44 (0)1462 471915 or visit www.leisuresubs.com The dark side 104 Products Web gallery: With locations like Chernobyl increasing Product innovation For suppliers of products and in popularity, Kath Hudson looks at the Suppliers talk about their latest product, services in the worldwide attractions dark side of the global tourism sector design and technology launches industry, turn to page 108 ©Cybertrek 2019 AM 3 2019 attractionsmanagement.com 11 the team Editor Choose how you read Liz Terry Attractions Management... +44 (0)1462 431385 PRINT DIGITAL PDF Managing editor Attractions Management Read Attractions The magazine is Tom Anstey is available in glossy Management free on also available as a +44 (0)1462 471916 print on subscription. You Digital Turning Pages PDF edition if you can sign up any time at and enjoy extra links prefer to read offl ine leisuresubs.com and searchability or on your tablet OTHER RESOURCES FROM ATTRACTIONS MANAGEMENT Publisher Attractions Handbook attractionsmanagement.com Julie Badrick +44 (0)1462 471919 The latest industry stats, trends Attractions Management’s website and analysis all in one place: The features daily attractions news and Attractions Management Handbook is jobs, as well as access to digital SUBSCRIPTIONS a reference guide and global resource editions of Attractions Management +44 (0)1462 471930 for decisionmakers. and links to other Leisure Media QRead it online: magazines and websites. NEWSDESK www.attractionshandbook.com/digital QVisit the website: QDownload the PDF edition: www.attractionsmanagement.com Tom Anstey www.attractionshandbook.com/pdf +44 (0)1462 471916 Tom Walker Attractions Management News +44 (0)1462 431385 Attractions Management e-zine Our sister title goes out 26 times a The Attractions Management e-zine year and focuses on news and jobs. ADVERTISING TEAM brings the best of the week’s It has a daily website, an e-zine and an instant alerts service. Attractions Julie Badrick news and jobs to your inbox every Wednesday. Covering everything from Management News is available directly +44 (0)1462 471919 science centres and theme parks to through Attractions Management. Jan Williams museums, zoos and planetariums. QRead it online and download the PDF +44 (0)1462 471909 QSign up here: edition: www.attractionsmanagement.com www.leisuremedia.com/subscribe QSign up for the e-zine: PRODUCTS EDITOR www.leisuremedia.com/subscribe Lauren Heath-Jones attractions-kit.net +44 (0)1462 471927 This search engine for buyers lists Instant alerts contacts and details for 5,000 Get the news as it happens CIRCULATION suppliers. Find all the connections you and fi nd out about the latest Michael Emmerson need to streamline your buying and job openings and tenders the get news via the weekly e-zine. +44 (0)1462 471932 second they’re posted online, QVisit the website: by signing up for our free, www.attractions-kit.net customisable instant news alerts. FINANCE QSign up for the e-zine: QSign up here: +44 (0)1462 471930 www.leisuremedia.com/subscribe www.leisuremedia.com/subscribe 12 attractionsmanagement.com AM 3 2019 ©CYBERTREK 2019 THE LEISURE INDUSTRY’S PREMIER EVENT IN EUROPE REGISTER NOW CONFERENCE: 16–19 Sept. 2019 | TRADE SHOW: 17–19 Sept. 2019 PARIS, FRANCE EURO ATTRACTIONS SHOW IS NOW IAAPA EXPO EUROPE. www.IAAPA.org/IAAPAExpoEurope PEOPLE Attractions People The aim was to create memorable moments that visitors could hang onto, really treasure and really associate with the Empire State Building Tom Hennes principal and founder, Thinc Design went to the Empire State Building “We introduced beautiful photography for the first time at the age of and add a 24-foot high realistic model to seven,” says Tom Hennes. the new entrance that lights up at night,” “I can remember building it he says. “It’s set around a grand staircase out of wooden blocks before that celebrates it and gives it a stage. The “I visited,I looking down at the street front end of the visitor experience really from the observation deck. I remember sets up the journey visitors go through, almost everything about that visit. acknowledging the Empire State Building It’s somewhere which holds a very independent of the observatory itself.” dear place in my heart.” Hennes, who has worked on museum A pop culture icon and exhibition and museum design since Among the galleries visitors can see a the mid-90s, was handed the task of room showing the building in movies, modernising the visitor experience at the commercials, TV shows video games and Empire State Building in December 2016.
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