Attractionswww.attractionsmanagement.com management MFC(, H))'(' KFJLGGCP=@IJK+; KFE<NQ<8C8E; Attractionswww.attractionsmanagement.com management MFC(, H))'(' K?<N@Q8I;@E>NFIC;F= ?8IIPGFKK<I K?<D8>@:ËJ89FLKKF9<>@E @E;<M<CFGD<EK K_\dfjk\oZ`k`e^gifa\Zkj le[\inXpXifle[k_\^cfY\ LEISU OF RE S M K?<D<G8IBJ R E A D E J:@<E:<:<EKI<J I Y A 0 QFFJ8HL8I@LDJ 3 3 0 DLJ<LDJ?<I@K8>< Y A 30 I E D years A K<:?EFCF>P E R S M O E F R ;<JK@E8K@FEJ L U S E I <OGFJ N8K<IG8IBJ M@J@KFI8KKI8:K@FEJ D<IC@E<EK<IK8@ED<EKJ >8CC<I@<J :?@<=<O<:LK@M<E@:BM8IE<P8E;?@JKFGK<8DK8CB89FLKK?<:FDG8EPËJ=LKLI< <EK<IK8@ED<EK François Fassier I Parc Asterix EDUCATION PASSION PEOPLE Stay connected. Stay informed. Stay ahead. egdYjXZYWn The conference and tradeshow for the attractions and leisure industry in Europe. Update your profile on www.IAAPA.org/EAS and we will keep you informed. ATTRACTIONS MANAGEMENT EDITOR’S LETTER OTHER DIMENSIONS ON THE COVER: The Wizarding World he glorious world of 3D has hit the mainstream, with fi lms like Alice in of Harry Potter, p36 Wonderland, Clash of the Titans and Avatar drawing record audiences. Suddenly, from being a treat confi ned to specialist attractions like IMAX, people READER SERVICES T can enjoy 3D in their local cinema. Apple is allegedly even developing the unoffi cially SUBSCRIPTIONS named ‘ispecs’ – glasses which will enable us to enjoy 3D fi lms while on the move. Julie Albone +44 (0)1462 471915 Adding 3D to a standard cinema has enabled operators in this sector to fund a CIRCULATION MANAGER whole new round of capital investment by allowing anything up to a quadrupling of Michael Emmerson +44 (0)1462 471932 standard ticket prices. Now a steady fl ow of high-profi le fi lms is coming on-stream to EDITORIAL TEAM drive consumer demand and operators are embracing the format with gusto. MANAGING EDITOR Building on this, 3D is being promoted by TV broadcasters as the next big thing in Kathleen Whyman +44 (0)1462 471918 the product lifecycle. It will require new hardware and higher fees, and as a result, is EDITOR being adopted as the upgrade to follow the rollout of HD. The major manufacturers Liz Terry +44 (0)1462 431385 expect 3D TV sales to account for more than 50 per cent of their turnover by 2012, NEWSDESK while larger, frame-free TVs are enabling more people to afford a home cinema. Tom Walker +44 (0)1462 471917 All this competitive pressure from the mainstream entertainment industry is inspiring Pete Hayman +44 (0)1462 471931 attractions to raise their game and go one better, by offering 4D and 5D experiences Sarah Todd +44 (0)1462 471927 and bespoke fi lms and we’re seeing an acceleration of investment in this sector. Martin Nash +44 (0)1462 471933 ADVERTISING TEAM With major fi lmmakers now working in the format and mas- PUBLISHER sive budgets involved, we need to make sure we do it well if we Julie Badrick +44 (0)1462 471919 want to keep the attention of an increasingly discerning public ADVERTISING SALES John Challinor +44 (0)1582 607970 As consumers become more familiar with the new 3D format, the attractions Jan Williams +44 (0)1462 471909 industry will need to keep raising the bar when it comes to the visual thrills on offer. ATTRACTIONS RECRUITMENT Fortunately, there’s every indication we’ll rise to the challenge, with new announce- Annie Lovell +44 (0)1462 471901 ments on high end 3D, 4D and 5D fi lm-based offers coming thick and fast. ADVERTISING PRODUCTION Recent examples are the Terra Botanica theme park in France, which opens this Ed Gallagher +44 (0)1462 431385 month and includes an immersive 4D theatre, and Edinburgh’s Our Dynamic Earth. WEB TEAM The science centre has just opened a £700,00 (US$1.084m, `793,000) attraction INTERNET called 4DVENTURE featuring a bespoke eight minute fi lm with a Michael Paramore +44 (0)1462 471926 storyline by NSC Creative. Dean Fox +44 (0)1462 471900 In this issue, we look at the options for customised fi lm Tim Nash +44 (0)1462 471917 making and ask our panel of experts how attractions own- Katie Eldridge +44 (0)1462 471913 ers can commission their own fi lms (page 30). We also Emma Harris +44 (0)1462 471921 review trends in 3D and 4D planetarium fi lms on page 32. FUN-KIT.NET/MUSEUM-KIT.NET It’s never been a better time to pick up on the trend, and PRODUCT SEARCH ENGINE it’s a format that seems to suit pretty much every type of Sarah Todd +44 (0)1462 471927 attraction. The challenge, however, will be to keep ahead of Martin Nash +44 (0)1462 471933 the rapidly evolving technology. With major fi lmmakers now DESIGN working in the format and massive budgets involved, we Andy Bundy +44 (0)1462 471924 need to make sure we do it well if we want to keep the atten- Claire Toplis +44 (0)1462 471910 tion of an increasingly discerning public. FINANCE Sue Davis +44 (0)1395 519318 Liz Terry, editor, [email protected] Denise Gildea +44 (0)1462 471930 THE LEISURE MEDIA COMPANY PUBLISHES Attractions health club SPORTS management management MANAGEMENT A NEW 3D DIMENSION MONEY FOR CINEMA SURREY SPORTS PARK The Leisure Media Company Ltd, ?8IIPGFKK<I Maurice Kelly Sporting excellence SPINNERS BANKSY for Surrey University driving secondary spend VS 30 from group exercise THE SCARLET BRISTOL MUSEUM Portmill House, Portmill Lane, Getting Wigan Active the strictly effect tapping into the nation’s passion for dance @E;<M<CFGD<EK NIKI KEENE VANCOUVER Hitchin, Hertfordshire SG5 1DJ UK 2010 OLYMPIC British Gymnastics 30 embraces the RICHARD LEWIS years sport’s success The chair of Sport England on the power of sport Tel: +44 (0)1462 431385 Do we need a tourism bank? D<IC@E<EK<IK8@ED<EKJ Fax: +44 (0)1462 433909 e-mail: [email protected] ATTRACTIONS MANAGEMENT IS THE OFFICIAL MAGAZINE OF SUPPORTED BY www.attractionsmanagement.com © Cybertrek 2010 AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 5 ATTRACTIONS MANAGEMENT IN THIS ISSUE PHOTO: ©PAUL RIVERA ©PAUL PHOTO: ISSUE 2 2010 24 TOP TEAM: 36 NEW OPENING: MERLIN ENTERTAINMENTS MAGIC MOMENT 5 EDITOR’S LETTER The management team at the world’s The Wizarding World of Harry Potter is 8 MUSEUM NEWS second largest visitor attraction com- opening at Universal Orlando Resort 9 HERITAGE NEWS pany talk about the speculation behind future ownership of the company and SCIENCE CENTRES: 10 GALLERY NEWS 40 their own individual responsibilities DASA 12 THEME PARK NEWS The Dortmund exhibition is in the spot- 14 SCIENCE CENTRE NEWS 30 PLANETARIUMS: light as the host of year’s Ecsite and part 15 ZOO & AQUARIUM NEWS THE THIRD DIMENSION of the European Capital of Culture 16 BALPPA NEWS As 3D fi lms become more mainstream, 18 WATERPARK NEWS we take a look at the offers available for 44 MUSEUMS: planetariums and domed theatres and NIGHT VISION 20 PROFILE: the pros and cons of the technology Visitors can extend their visits during the NICK VARNEY European Night of the Museums Merlin’s chief executive reveals all about 34 ASK AN EXPERT: the Cypress Gardens acquisition, the COMMISSIONING 46 OCCUPATIONAL HAZARD: company’s rollout plans and why he DESTINATION FILMS BURNING ISSUE thinks Merlin could eventually become A bespoke fi lm adds a unique offer, but The director of Chattanooga Zoo the largest visitor attractions operator how do you get one made? describes dealing with a serious fi re 6 Read Attractions Management online attractionsmanagement.com/digital AM 2 2010 ©cybertrek 2010 ISSUE 2 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! 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 83 48 NEWS: 60 REPURPOSING ATTRACTIONS: 74 MULTIMEDIA & AV: DEVELOPMENT PIPELINE SECOND LIFE MASS CATERING A round-up of forthcoming develop- A look at new attractions which are Catering for all ages, audiences and ments and openings around the world reborn on the site of a former attraction nationalities is now easier thanks to the latest multimedia and audiovisual aids 52 PREVIEW: 64 FINANCE: THE MIND MUSEUM STAYING TREND 78 WATERPARKS: A preview of the Philippines’ fi rst world- The staycation trend has helped many HIGH SEAS class science centre opening next year European attractions in the recession A look at trends in the waterpark indus- try where activity in Asia and the Middle 54 THEMED ATTRACTIONS: 68 TICKETING: East is on the increase CHOCOLATE FEST THE VIRTUOUS CIRCLE A theme park in China made from choc- Advice for operators on managing their 81 PRODUCT SPECIAL: olate and a Willy Wonka style factory in queues and ticketing systems FUN-KIT the Netherlands are among the offers A selection of products for the industry 72 INSURANCE: 58 EXPOS: TAKE COVER 84 ODD JOB: FLOWER POWER Two insurance experts advise how to BEWITCHED Floriade 2012’s MD explains how horti- protect against corporate manslaughter The Witch of Wookey describes the joys culture can help with sustainability and accidental damage of scaring people for a living AM 2 2010 ©cybertrek 2010 Read Attractions Management online attractionsmanagement.com/digital 7 ATTRACTIONS MANAGEMENT MUSEUM NEWS Revamp for kids Museum Manitoba Children’s Museum in Winnipeg, Canada, is to undergo a CA$10m (US$10m, £6.2m, %7m) redevelopment.