Attractionswww.attractionsmanagement.com management VOL 15 Q3 2010 Attractionswww.attractionsmanagement.com management VOL 12 Q3 2007 Attractionswww.attractionsmanagement.comwww.attractionsmanagement.com management MFC(,H*)'('VOL 12 Q3 2007 NICK VARNEY Merlin’s chief executive talks about the acquisition of The Tussauds Group WAXING LYRICAL Kylie stars at Madame ❖*;&+;❖ Tussaud’s and the V&A 6G:8>C:B6HI6@>C< K>H>IDGH6L6N;GDB 6IIG68I>DCH4 8E@D8C @EJK@E:K QFFJ8E;8HL8I@LDJË :FEJ<IM8K@FENFIB =FCCFN@E>K?< F@CJG@CC >LP;IFL@E fefg\e`e^:Xcpgjf# :XeX[XËjY`^^\jknXk\igXib G:68=;DGI=:HI6GH :meZgiVYk^XZdcWj^aY^c\VeaVcZiVg^jb PHOTO © MADAME TUSSAUDS LONDON TUSSAUDS © MADAME PHOTO EXPERIENCE: REFRESHMENT The JRA-designed Coca-Cola Pavilion at Shanghai Expo 2010 immerses guests within the whimsical world of “The Happiness Factory.” The dynamic pavilion brings the company’s popular advertisement to life, allowing guests to meet all of the eclectic characters who work together to deliver the perfect soft drink. Filled with one-of-a-kind Jack Rouse Associates walkaround characters, a custom animated film, walkthrough environments and an area where visitors can experience the company’s latest product innovation, the Coca-Cola Pavilion provides Expo visitors with an experience that is equally fun and refreshing. www.jackrouse.com master planning + attraction design + media production + project management FRONT COVER © COVER FRONT ATTRACTIONS MANAGEMENT MADAME TUSSAUDS LONDON TUSSAUDS MADAME EDITOR’S LETTER POTTER ENVY ON THE COVER: s The WIzarding World of Harry Potter opens at Universal Studios in Orlando, The latest 3D/4D projects, p70 A Florida, the rest of the world is suddenly realising it wants a piece of the action READER SERVICES and Harry Potter envy has broken out – nowhere more so than in the UK. SUBSCRIPTIONS London Mayor Boris Johnson has publicly expressed his indignation that this great British franchise has been brought to life overseas, leaving the UK Potterless. He’s Julie Albone +44 (0)1462 471915 called for a second Potter attraction to be built in east London. CIRCULATION MANAGER Meanwhile, Warner Brothers’ Leavesden Film Studios in Hertfordshire, north-west Michael Emmerson +44 (0)1462 471932 of London, is rumoured to be considering opening a new visitor attraction based on EDITORIAL TEAM the Harry Potter characters as part of a wider expansion of the site. Leavesden was MANAGING EDITOR the location for much of the fi lming and production work on the fi lms, and the new Kathleen Whyman +44 (0)1462 471918 ‘Hogwarts Experience’ could include recreations of locations, such as Hogwarts EDITOR school hall and Albus Dumbledore’s study, which was built at the studio. Liz Terry +44 (0)1462 431385 Visitors would be given a chance to explore the studios where the Harry Potter NEWSDESK movies were fi lmed, with costumes worn by characters such as Hermione, Lord Pete Hayman +44 (0)1462 471931 Voldermort and Hagrid also likely to go on show. Leavesden has been the pro- Martin Nash +44 (0)1462 471933 posed site for a number of large-scale attractions developments over the years, Sarah Todd +44 (0)1462 471927 including a Warner Brothers Movieworld and a James Bond attraction. Tom Walker +44 (0)1462 471917 ADVERTISING TEAM While we were busy giving the Harry Potter books a Safeway PUBLISHER supermarket award for its contribution to tourism, Universal Julie Badrick +44 (0)1462 471919 was busy negotiating and planning the theme park in Florida ADVERTISING SALES John Challinor +44 (0)1582 607970 Alnwick Castle in Northumberland – used as a stand-in for Hogwarts in some Jan Williams +44 (0)1462 471909 scenes – has successfully marketed its links with the fi lms (see Attractions ATTRACTIONS RECRUITMENT Management Q1 10), while a station in the West Highlands which featured in two Annie Lovell +44 (0)1462 471901 Harry Potter fi lms has been awarded £195,000 (US$300,000, %236,000) by the ADVERTISING PRODUCTION Heritage Lottery Fund towards work to improve the site as a visitor attraction. Ed Gallagher +44 (0)1462 431385 But all this is painfully small potatoes compared with the lavish attraction that has WEB TEAM taken shape in Florida. It’s clear that the UK missed the boat in a major way in letting INTERNET this once-in-a-lifetime opportunity slip away. While we were busy Katie Eldridge +44 (0)1462 471913 giving the Harry Potter books a Safeway supermarket award Dean Fox +44 (0)1462 471900 for Outstanding Contribution to English Tourism in 2003, Emma Harris +44 (0)1462 471921 Universal and others were already negotiating to bring the Tim Nash +44 (0)1462 471917 stories to life on a vast scale. Michael Paramore +44 (0)1462 471926 But the good news is that this is likely to be just the FUN-KIT.NET/MUSEUM-KIT.NET beginning for Harry Potter attractions, with more on the PRODUCT SEARCH ENGINE drawing board and potential to scale them to fi t different Martin Nash +44 (0)1462 471933 markets and applications. And with the right approach, we Sarah Todd+44 (0)1462 471927 may yet see world class Potter attractions both in the UK DESIGN and other countries before long. As Boris Johnson is plan- Andy Bundy +44 (0)1462 471924 ning to stand for London mayor again at the end of his term, Claire Toplis +44 (0)1462 471910 maybe one of them will be in the capital. FINANCE Sue Davis +44 (0)1395 519318 Liz Terry, editor, [email protected] Denise Gildea +44 (0)1462 471930 THE LEISURE MEDIA COMPANY PUBLISHES health club Attractions management management NICK VARNEY The Leisure Media Company Ltd, STEVE KASS & TOM JOHNSTON WAXING LYRICAL CORPORATE ❖*;&+;❖ Portmill House, Portmill Lane, OUTREACH Hitchin, Hertfordshire SG5 1DJ UK 8E@D8C @EJK@E:K Tel: +44 (0)1462 431385 KEEPING IT FUN >LP;IFL@E G:68=;DGI=:HI6GH Fax: +44 (0)1462 433909 e-mail: [email protected] ATTRACTIONS MANAGEMENT IS THE OFFICIAL MAGAZINE OF SUPPORTED BY www.attractionsmanagement.com © Cybertrek 2010 AM 3 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 5 ATTRACTIONS MANAGEMENT IN THIS ISSUE ISSUE 3 2010 24 RESEARCH: THE AECOM/TEA 34 MYSTERY SHOPPER: GLOBAL PARKS REPORT UNIVERSAL APPEAL? 5 EDITOR’S LETTER Despite the economic climate, some Does the newly opened Universal 8 LETTERS operators reported an increase in profi ts Studios Singapore live up to the hype? 10 GALLERY NEWS and record visitor numbers in 2009, as AECOM and TEA’s research reveals FEASIBILITY STUDY: 11 MUSEUM NEWS 38 EASTERN PROMISE 12 BALPPA NEWS TOP TEAM: ASSOCIATION OF Christian Aaen explains how AECOM’s 13 28 HERITAGE NEWS ZOOS AND AQUARIUMS feasibility study helped with the planning 14 THEME PARK NEWS AZA’s management team describes its of Universal Studios Singapore 16 SCIENCE CENTRE NEWS rigorous accreditation process and how 17 ZOO & AQUARIUM NEWS its Species Survival Plan aims to protect 42 OCCUPATIONAL HAZARD: MONTEREY BAY AQUARIUM 18 WATERPARK NEWS creatures for the next 100 years The curator describes how one of the 20 PROFILE: 32 CONFERENCE REVIEW: exhibit sharks was recently killed GUY DROUIN ECSITE Canada’s largest waterpark, Calypso, The theme of this year’s conference 44 MUSEUMS: opened this June and expects to attract was risk as a source of creativity. BRC’s CULTURE CLUB three million visitors a year. Its CEO talks Mark Hayward and event organiser Aliki The Capital Cultural Manifesto aims to about the launch of his second park Giannakopoulou describe the event share British artwork with the world 6 Read Attractions Management online attractionsmanagement.com/digital AM 3 2010 ©cybertrek 2010 ISSUE 3 2010 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 BUYERS! PHOTO: © SIMON WEBB PHOTO: Wherever you are in the world, fi nd suppliers 24/7 using Attractions Management’s dedicated leisure search engine: www.fun-kit.net SUBSCRIBE: Be a part of the bigger picture and subscribe to Attractions Management. To sign up, call: +44 (0)1462 471915 BUYERS’ GUIDE: For suppliers of products and services in the worldwide attractions industry, turn to page 81 47 AUDIOGUIDES: 62 LIGHTING: 76 SHOW PREVIEW: LIW GUIDELINES SHINING EXAMPLES A look ahead to September’s A look at some of the new ways audiogu- Case studies of attractions that have Leisure Industry Week in the UK ides are being used in attractions used clever lighting to create a truly immersive experience for their visitors 78 BIODIVERSITY: 50 PROFILE: COLIN DAWSON AND BIODIVERSITY IS LIFE, MARTIN BARRATT 64 SHOW PREVIEW: PLASA BIODIVERSITY IS OUR LIFE BALPPA’s retiring and incoming CE talk The annual show for the audio, How attractions are getting involved with about the association’s work light and video industry is going green the International Year of Biodiversity. 54 PLANETARIUMS: 66 ZOOS & AQUARIUMS: 81 FUN-KIT SPECIAL: REACH FOR THE STARS CREATURE COMFORTS WATERPARKS Industry experts offer advice on what Creating an authentic environment for A round up of activity in this sector you need to know to build a planetarium animals and wet creatures is essential. We look at projects achieving this 82 PRODUCT FOCUS: 58 EXHIBITION DESIGN: FUN-KIT REFRESH & RENEW 70 3D/4D: SCREEN VISION Some of the latest products available Revamping an existing exhibition results We investigate how the advent in a fresh offer for visitors, as these of 3D fi lm in cinemas and consumer’s 81 BUYERS GUIDE recent launches demonstrate homes will affect the attractions industry A source of attractions services AM 3 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 7 LETTERS ATTRACTING OPINIONS Historical changes believe that managers and curators I within the British museums and herit- age attractions sector are facing a challenge that’s greater than they realise.