Attractionswww.attractionsmanagement.com management MFC(-H+)'(( Attractionswww.attractionsmanagement.com management MFC(-H+)'(( E@:BM8IE<P Q\l^dX C<>FC8E;=CFI@;8FG<EJ KFK?FLJ8E;JF=M@J@KFIJ DfjX`Z Dlj\ld ?fnk_\nfic[Ëj cXi^\jkZfcc\Zk`fe f]dfjX`Zjjlim`m\[ mXe[Xc`jdXe[k_\]k JK8IKFLIJ @JK?<=FI:<JKIFE>N@K? ;@JE<PJE<N*;8KKI8:K@FE6 8[c\iGcXe\kXi`ld D\\kk_\:<Fj K_\kfgk\Xd[\jZi`Y\j @88G8Ëj:_`g:c\XipXe[ k_\dfjkk\Z_efcf^`ZXccp 98CGG8ËjA\i\dpI\\[kXcb X[mXeZ\[k_\Xki\`ek_\nfic[ XYflkk_\`ie\nXggf`ekd\ekj Read Attractions Management online: www.attractionsmanagement.com/digital follow us on twitter @attractionsmag K?<D<G8IBJsJ:@<E:<:<EKI<JsQFFJ8HL8I@LDJsDLJ<LDJ?<I@K8><sK<:?EFCF>Ps;<JK@E8K@FEJs<OGFJsN8K<IG8IBJsM@J@KFI8KKI8:K@FEJs>8CC<I@<Js<EK<IK8@ED<EK ¥,00- Discover a universal and timeless 3D/4D attraction 'OEDELE'ILLISs4EL s&AX sGOEDELE NWAVECOMsWWWNWAVECOM *ANINE"AKERs4EL s&AX sJBAKER NWAVECOM.ORTH3OUTH!MERICA3ALES ATTRACTIONS MANAGEMENT EDITOR’S LETTER SCALING UP ON THE COVER: n this issue we talk to Merlin CEO Nick Varney about Star Tours, p32 his company’s plans for international expansion fol- lowing the recent opening of Legoland Florida. READER SERVICES I The growth of Merlin has been a labour of love for Varney SUBSCRIPTIONS who’s been with the business since it was Vardon, a small Denise Gildea +44 (0)1462 471930 operator of Sea Life Centres – regional and local aquariums. CIRCULATION MANAGER Identifi ed as a potential future CEO of the Tussauds Michael Emmerson +44 (0)1462 471932 Group during his time with that company, Varney’s move EDITORIAL TEAM to Vardon perplexed many who thought he’d walked MANAGING EDITOR away from a big opportunity to go places with Tussauds Kathleen Whyman +44 (0)1462 471918 in favour of what was then a small and slightly scruffy local attractions operator. The growth and rebranding of the business and its transformation into EDITOR Merlin hasn’t happened overnight, but has been a long and thoughtfully con- Liz Terry +44 (0)1462 431385 ducted process, with a number of strategic developments and investments NEWSDESK along the way, including – rather sweetly – the purchase of Tussauds Group Tom Walker +44 (0)1462 471917 and later Lego to form a group which is now second only to Disney in scale. Pete Hayman +44 (0)1462 471931 Unlike many operators who embrace ventures money to grow their busi- Martin Nash +44 (0)1462 471933 nesses and fi nd it sucks the life out of them, Merlin has managed to keep a ADVERTISING TEAM succession of investors happy, while being profi table enough to be able to con- PUBLISHER Merlin has become master of branding and scale – fi tting Julie Badrick +44 (0)1462 471919 each business to the opportunity to create a company that’s ADVERTISING SALES John Challinor +44 (0)1202 742968 thriving at local, regional, national and international levels Jan Williams +44 (0)1462 471909 tinue to invest in the businesses it has both acquired and grown itself. ATTRACTIONS RECRUITMENT The company has plans to expand into both the Asian and US markets, with Ben Barnard +44 (0)1462 471914 the new Lego park in Florida being the fi rst major foothold in North America. ADVERTISING PRODUCTION The acquisition of the old Busch Gardens and its transformation into the new Ed Gallagher +44 (0)1462 431385 high-profi le Lego attraction was a clever move and it’s clear Varney’s delighted WEB TEAM with how the new park has turned out, given its melding of the best of the old with the new elements. There are many mothballed theme parks around the INTERNET world, particularly in the US, so if the company wants to pick up more busi- Michael Paramore +44 (0)1462 471926 nesses to rebrand and revive, then there will be opportunities to do so. Dean Fox +44 (0)1462 471900 Merlin is unique in having grown from being a small attractions operator into Tim Nash +44 (0)1462 471917 one which has a full range of attractions within its portfolio, from small local and Emma Harris +44 (0)1462 471921 mobile, to full-scale theme parks. No other operator has managed to create this FUN-KIT.NET/MUSEUM-KIT.NET mix. It’s interesting to consider whether it’s more achieveable to scale up than PRODUCT SEARCH ENGINE scale down – is it the local and regional attractions which are harder to crack? Martin Nash +44 (0)1462 471933 No major theme park operator has ever managed to ‘think small’ and roll out a DESIGN successful chain of attractions at this level. Merlin has become master of brand- Andy Bundy +44 (0)1462 471924 ing and also master of scale, fi tting each business to the opportunity to create a FINANCE company which is thriving at local, regional, national and international levels. 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 Attractions SPORTS management MANAGEMENT E@:BM8IE<P Q\l^dX DfjX`Z LIVESTRONG Dlj\ld links with Sporting Kansas City The Leisure Media Company Ltd, The resurgence of American Football SIR PHILIP CRAVEN How sport JK8IKFLIJ The IPC president on is coping athlete empowerment Portmill House, Portmill Lane, @JK?<=FI:<JKIFE>N@K? with cuts ;@JE<PJE<N*;8KKI8:K@FE6 New Zealand’s 8[c\iGcXe\kXi`ld D\\kk_\:<Fj Rugby World Hitchin, Hertfordshire SG5 1DJ UK Cup venues 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 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 5 ATTRACTIONS MANAGEMENT IN THIS ISSUE ISSUE 4 2011 26 Top team: 42 Occupational hazard: Adler Planetarium Mythological mystery 5 Editor’s letter Hailed as the most technologically How Zeugma Mosaic Museum’s 8 Theme park news advanced in the world, Grainger Sky 2,000-year-old artefacts survived fl ood- Theater opened in July as part of Deep ing only to be vandalised and stolen 10 Science centre news Sea Adventure. Members of the team 12 Zoo news behind the project describe their work 44 New opening: 14 Museum news Edging forward Mystery shopper: The CN Tower in Canada’s new 1,200ft- 16 Waterpark news 32 A force to be reckoned with? high EdgeWalk is a must for thrill seekers 18 Heritage news Disney’s Star Tours attraction 21 Gallery news relaunched in May as a 3D experience. 48 Interview: We fi nd out if the force is still strong Chip Cleary 22 Profi le: IAAPA’s new president explains how the Nick Varney 36 Project preview: organisation is embracing change The CEO of Merlin Entertainments talks Pure magic about the opening of Legoland Florida Warner Bros Studio Tour London – The 52 Show preview: in October, the company’s involvement Making of Harry Potter opens next IAAPA 2011 in the regeneration of Blackpool and his March. We get a sneak preview of the Some of this year’s exhibitors detail the plans for Merlin’s continued expansion incredible fi lm sets and props on show products they’ll be showcasing 6 Read Attractions Management online attractionsmanagement.com/digital AM 4 2011 ©cybertrek 2011 ISSUE 4 2011 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 58 Interview: 78 Ticketing: BUYERS! Jeremy Reed Data driven Wherever you are BALPPA’s new chief executive on how Advice for operators on how to use the in the world, fi nd he’ll continue lobbying for the industry customer data obtained by point of sale suppliers 24/7 systems to generate additional revenue using Attractions 60 Multimedia: Management’s dedicated leisure Time after time 80 Mystery shopper: search engine: www.fun-kit.net Experiences continue to be brought to A grave issue life thanks to multimedia’s developments Glasnevin Cemetery’s new museum SUBSCRIBE: recently received Thea and M&H awards. Be a part of the bigger picture and 64 Waterparks We fi nd out how the attraction has subscribe to Attractions Management. Wet solutions brought new life to this corner of Dublin To sign up, call: +44 (0)1462 471915 A round-up of some of the latest water- park solutions launched this year 82 Product focus: BUYERS’ GUIDE: FUN-KIT For suppliers of products and 70 3D/4D/5D: A selection of the latest products avail- services in the worldwide attractions At a cinema near you able to for the attractions industry industry, turn to page 84 The latest technology is being taken up by the industry, ensuring cutting-edge 84 Buyers’ guide experiences are available for everyone A source of attractions services AM 4 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 7 K_\d\GXibE\nj >\iXi[f8ik\X^X#^\e\iXc dXeX^\if]=XekXj`cXe[`X GXiXdflekj`^ej[\Xc]fiJgX`e The International Association of Paramount is to open its first Amusement Parks and Attractions European branded theme (IAAPA) has named Gerardo Arteaga, gen- park in Alhama de Murcia, eral manager of Fantasilandia in Santiago, Spain, as part of a %1.1bn Chile, as its new third vice chair. (£950m, US$1.5bn) tourism The appointment will result in him mov- project expected to open in ing through the positions of third, second, spring 2015.