www.attractionsmanagement.com @attractionsmag VOL26/2 AUGUST 2021 IAAPA 2021 Capacity ISSUE & COVID-19 Maximising revenue in the Laurence era of social distancing des Cars p32 First female director of the Louvre is Nicolas shaking up the de Villiers institution p10 Taking Puy du Fou global p58 Joe Pine Museum of The Experience Economy: trends Everything coming out of the The future for pandemic p46 museum storage? p40 VINCE KADLUBEK The magic & weirdness of Meow Wolf p26 TRANSFORMING WATER PARKS MammothBLASTTM Water Coaster World’s First Debuted at Aquaventure - Atlantis the Palm, Dubai Dynamic Family Adventure Rafting Experience High-Performance BLAST Water Propulsion Massive capacity with 5-Person raft PROSLIDE.COM Copyright © 2021 ProSlide Technology Inc. All rights reserved. ProSlide, the ProSlide logo and any other marks used herein are trademarks or registered trademarks of ProSlide Technology Inc. in Canada, the United States of America and any other countries. LET’S REINVENT, RECONNECT AND RESTART TOGETHER FIRA BARCELONA GRAN VIA SPAIN CONFERENCE: 27–30 SEPT. 2021 | TRADE SHOW: 28–30 SEPT. 2021 The Leisure Industry’s Premier Event in Europe REGISTER NOW IAAPA.org/IAAPAExpoEurope @IAAPAEMEA | #IAAPAExpos EDITOR’S LETTER New approaches We need new tools to understand visitors in light of their COVID status, meaning traditional market segmentation may not give operators the insights needed to drive product development and marketing ttractions operators and suppliers are accustomed to surviving the turmoil of global economic cycles A and impacts on the industry by everything from volcanic eruptions to floods, coups and terrorist attacks. Every time a new threat has emerged, the industry has risen to the challenge with innovations, new concepts and energy. But throughout, one thing has remained constant – operators could take comfort from the fact that when customers returned, they behaved in fairly predictable ways. As a result, the demographic profiling and Will the double vaxxed become the most valued customers? market insights that drive tourism and attractions SHUTTERSTOCK/ABERU.GO MORI DIGITAL ART MUSEUM investments and operations have remained largely unchanged for many decades. One of the biggest challenges facing the When it comes to segmentation, sector in the next five years, however, will be the reshaping of consumer groups by the COVID status is becoming a pandemic. Demographics will still be a factor, new and important variable but where once operators targeted certain groups by wealth or interest, now customers’ COVID status and attitudes towards the virus Using tech has enabled the industry to navigate are becoming a new and important variable. its way through the pandemic far more nimbly than Those who’ve been doubled vaxxed and would have been possible even a decade ago and want to travel and visit attractions without it will offer up more solutions as things progress. restraint will be prized premium customers for On page 46 co-author of The Experience Economy, many. Others who haven’t been (or can’t be) Joe Pine, flags up hybrid digital and physical vaccinated, or who are fearful, will require a offerings as a direction he believes will see us different approach and then there are the COVID through the pandemic and beyond, contributing deniers, who won’t be vaccinated, could be super to a reorientation around visitors’ COVID status. spreaders and could shut businesses down. The Pine says hybrid products can amplify the situation with children is also complicated. live experience, enable more people to attend There may be little commonality between and create important new revenue streams. the people in these groups apart from their We hope to see sharing of best practice in COVID status, so new thinking will be needed relation to this challenge as the industry recovers. when it comes to market segmentation, experience design and the customer journey. Liz Terry, editor, @elizterry +44 (0)1462 431385 ATTRACTIONSMANAGEMENT.COM @ATTRACTIONSMAG [email protected] attractionsmanagement.com AUGUST 2021 5 CONTENTS August 2021 PHOTO: FRANCK FERVILLE PHOTO: Incoming Louvre Nicolas de Villiers – president taking Puy du Fou global Laurence des Cars 10 46 PHOTO: STEPHANE AUDRAN/PUY DU FOU Joe Pine is optimistic about the experience economy 58 05 Editor’s Letter 18 News 46 Joe Pine How we segment customers has The top news stories from From mass customised itineraries completely changed, says Liz Terry across the industry this month to hybrid experiences, the pandemic is influencing attractions trends, 10 People: Laurence des Cars 26 Vince Kadlubek says thought leader, Joe Pine The Louvre’s first female president From dumpster diving to is shaking up the institution and multimillion dollar company, 52 The Art of Marvel widening the museum’s appeal Meow Wolf is on a mission Disneyland Paris has opened its new Marvel-inspired hotel. Art director 12 People: Andreas Andersen 32 Talking Point Caroline May tells us what made it Liseberg’s CEO on “one of the How are operators optimising such a special project to work on most ambitious indoor waterpark capacity and yield in the era of developments in Scandinavia” social distancing? We ask our panel 58 Nicolas de Villiers As Puy du Fou opens its first park 16 People: Candy Holland 40 Museum of everything outside France, its president tells & Theo Papadopoulos At Depot Van Beuningen, a new Attractions Management about Creating Legoland Windsor’s kind of museum is taking shape, his ambitious global plans and new mythical creatures zone with the whole collection on show why China is next on his radar 6 attractionsmanagement.com AUGUST 2021 Meow Wolf’s Vince 26 Kadlubek on weirdness and wonderment PHOTO: MEOW WOLF MEOW PHOTO: COURTESY OF DISNEY OF COURTESY Disney’s Hotel New York Art of Marvel opens 52 PHOTO: DISNEY/LUCASFILM Star Wars Galactic 82 Starcruiser TM A new look and more exhibition space at the 74 Museum of the Home PHOTO: HUFTON+CROW 66 66 All creatures 78 Animal magic great and small A national study in Japan has Large, charismatic animals drive shown how partnering with footfall to zoos, but there are entertainment companies can help more unusual ways of boosting drive visits and donations to zoos attendance, says Yvonne Buckley 82 The way we live 70 Power of youth London’s Museum of the Home Teenage volunteers can help has reopened after a major tween visitors get more out of refurbishment. We hear from the their visits to science centres, architects and museum director new research shows PHOTO: VIVIEN BUCKLEY 88 Product innovation 74 Reach for the stars Check out new products Dreamed up by Star Wars fans and this month from Proslide, brought to life by Disney Imagineers Vekoma, and Kraftwerk – a sneak peek at the Star Wars Professor Yvonne Buckley Galactic Starcruiser hotel experience 90 Directory attractionsmanagement.com AUGUST 2021 7 Meow Wolf’s Vince 26 Kadlubek on weirdness CONTENTS and wonderment August 2021 PHOTO: FERVILLE FRANCK Incoming Louvre Nicolas de Villiers – president taking Puy du Fou global Laurence des Cars COURTESY OF DISNEY Disney’s Hotel New York Art of Marvel opens 52 PHOTO: DISNEY/LUCASFILM Star Wars Galactic 82 Starcruiser 10 TM 46 PHOTO: PUY DU FOU DU PUY PHOTO: A new look and more exhibition space at the Joe Pine is optimistic about the experience economy 58 74 Museum of the Home PHOTO: HUFTON+CROW PHOTO: 66 05 Editor’s Letter 18 News 46 Joe Pine 66 All creatures 78 Animal magic How we segment customers has The top news stories from From mass customised itineraries great and small A national study in Japan has completely changed, says Liz Terry across the industry this month to hybrid experiences, the pandemic Large, charismatic animals drive shown how partnering with is influencing attractions trends, footfall to zoos, but there are entertainment companies can help 10 People: Laurence des Cars 26 Vince Kadlubek says thought leader, Joe Pine more unusual ways of boosting drive visits and donations to zoos The Louvre’s first female president From dumpster diving to attendance, says Yvonne Buckley is shaking up the institution and multimillion dollar company, 52 Art of Marvel 82 Museum of the Home widening the museum’s appeal Meow Wolf is on a mission Disneyland Paris has opened its new 70 Power of youth London’s Museum of the Home Marvel-inspired hotel. Art director Teenage volunteers can help has reopened after a major 12 People: Andreas Andersen 32 Talking Point Caroline May tells us what made it tween visitors get more out of refurbishment. We hear from the www.attractionsmanagement.com @attractionsmag VOL26/2 AUGUST 2021 IAAPA 2021 Capacity ISSUE & COVID-19 Maximising revenue in the Laurence era of social distancing des Cars p32 First female director of the Louvre is Nicolas shaking up the de Villiers institution p10 Taking Puy du Fou global p58 Joe Pine MEET THE TEAM The Experience Museum of Economy: trends Everything coming out of the The future for pandemic p46 museum storage? p40 VINCE KADLUBEK The magic & weirdness of Meow Wolf p26 Choose how you read Attractions Management EDITORIAL DIRECTOR SALES SUPPORT Liz Terry Tyler Landry PRINT +44 (0)1462 431385 +44 (0)1462 431385 Attractions Management is available in print on subscription at leisuresubs.com DIGITAL/DESKTOP Read free online and enjoy extra links and searchability attractionsmanagement.com/digital PDF A PDF edition is available to read offline EDITOR HEAD OF NEWS attractionsmanagement.com/pdf Magali Robathan Tom Walker ONLINE/MOBILE +44 (0)1275 464192 +44 (0)1462