Attractionswww.attractionsmanagement.com management MFC(.H()'() Attractionswww.attractionsmanagement.com management 0CCA02C8>=B<0=064<4=C MFC(.H()'() G8JK5GI<J<EK5=LKLI< JK<M<G<<K ><KI<8;P=FI E`ZbMXie\p#IfcXe[DXZb# D8C8PJ@8ËJ@DG8:K 8cN\Y\iAi#;Xii\ccD\kq^\i FEK?<D8IB<K Xe[D`Z_X\cAfccpi\Õ\Zkfe Xe[gi\[`Zk`e[ljkipZ_Xe^\j E8K@FE8CDLJ<LDF=J:FKC8E; :FD9@E@E>M@:KFI@8E @;<FCF>PN@K?:LKK@E> <;><;@JGC8PJ J:@<E:<:<EKI<J Lj\[\j`^ekf\e^X^\ X[`m\ij\Xl[`\eZ\ C<>F59L@C;@E>FE@KJJL::<JJ 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 ATTRACTIONS MANAGEMENT EDITOR’S LETTER ASIAN ORLANDO ON THE COVER: very warm welcome to this 15th anniversary Legoland Florida p38 edition of Attractions Management magazine, A and on behalf of the team here, a huge thank READER SERVICES you to all the readers, advertisers and writers who’ve SUBSCRIPTIONS supported us to create the Attractions Management com- Denise Gildea +44 (0)1462 471930 munity which –15 years on – now spans the globe. CIRCULATION MANAGER To mark the occasion we talk to some of the thought Michael Emmerson +44 (0)1462 471932 leaders in the industry (page 24) about how the sector’s developing. We hope you enjoy the debate and that you’ll EDITORIAL TEAM let us have your comments for publication – either on our MANAGING EDITOR blog (blog.attractionsmanagement.com) or via email. Kathleen Whyman +44 (0)1462 471918 One thing all our forecasters agree on is the growing importance of the Asian EDITOR market in terms of the opportunities it offers for development. In the time we’ve been Liz Terry +44 (0)1462 431385 publishing Attractions Management, we’ve seen the ebb and fl ow of development NEWSDESK across the world from the US to Europe, to Asia and back again. Now it appears Tom Walker +44 (0)1462 471917 we’re on the verge of a new development boom in the East, as a number of largely Pete Hayman +44 (0)1462 471931 undeveloped Asian nations embrace the visitor attractions market and the indus- Martin Nash +44 (0)1462 471933 try looks for new outlets for its energies. One such example is Malaysia, where the development of the visitor attractions market is hotting up. ADVERTISING TEAM PUBLISHER A plan was conceived to invest in Malaysia and partner with Julie Badrick +44 (0)1462 471919 investors and operators to develop the 50k radius around ADVERTISING SALES John Challinor +44 (0)1202 742968 Jahor and Singapore as no less than as ‘Asian Orlando’ Jan Williams +44 (0)1462 471909 ATTRACTIONS RECRUITMENT When the government of Malaysia analysed its tourism balance of payments in Ben Barnard +44 (0)1462 471914 2007, as part of a piece of research to assess opportunities for economic develop- ment, it identifi ed visitor attractions, spas and resorts – as potential drivers of growth. ADVERTISING PRODUCTION The outcomes of the research formed the basis of an Economic Transformation Ed Gallagher +44 (0)1462 431385 Programme. Neighbouring Singapore was identifi ed as part ally, part competitor and WEB TEAM a plan was conceived to invest in Malaysia and partner with investors and operators to INTERNET develop the 50k radius around Jahor and Singapore as no less than an ‘Asian Orlando’. Michael Paramore +44 (0)1462 471926 A new company, Themed Attractions, was set up to drive the initiative and on Dean Fox +44 (0)1462 471900 page 20 we talk to its COO, Steve Peet: “Our focus is on creating an holistic tourism Tim Nash +44 (0)1462 471917 model,” he told us. “We want to build a theme park destination with critical mass – a Emma Harris +44 (0)1462 471921 tourism hub in South East Asia that gives people another reason to visit this area.” FUN-KIT.NET/MUSEUM-KIT.NET The company is fostering close links between resort/spa development and attrac- PRODUCT SEARCH ENGINE tions. Peet says: “The challenge is making sure the...attraction and hotel understand Martin Nash +44 (0)1462 471933 the other is an asset, which will both optimise stays and increase numbers.” Being recognised in this context by governments as a wealth generator shows just DESIGN how far the industry has come, with the next generation of developments having the Andy Bundy +44 (0)1462 471924 advantage of learning from all that has gone before when it comes to integration. FINANCE 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 The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK 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 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 5 ATTRACTIONS MANAGEMENT IN THIS ISSUE ISSUE 1 2012 24 Industry opinion: 38 Mystery shopper: Changing times Legoland Florida 5 Editor’s letter Nick Varney, Roland Mack, Al Weber Jr, We look at Merlin Entertainment’s fi fth 8 Science centre news Darrell Metzger and Michael Jolly tell us Legoland Park which opened in October what’s changed in the past 15 years and on the former Cypress Gardens site 10 Waterpark news what they predict for the next 15 12 Zoo news 42 Project review: 14 Theme park news 28 Top Team: War heroes National Museum of Scotland Nick Farmer indulges his love of aero- 17 Museum news Returning to its original decor and the planes at Flight of Fantasy in Florida 18 Heritage news Victorian ideal of showcasing the whole 19 Gallery news world under one roof is the result of this 44 Science centre design: £70m, 15-year development project Exact science 20 Profi le: We fi nd out what operators need to con- Steve Peet 34 Project review: sider when designing a science centre The new COO of Themed Attractions French revolution explains how he’ll be using his experi- BRC’s Bart Dohmen takes delight in the 50 Analysis: ence to help the attractions industry spectacular shows performed at theme Time is money in Malaysia become a sector worthy of park Puy du Fou, which will receive the Alan Love analyses the impact of extend- international attention Thea Classic Award in March ing visits on increasing revenue 6 Read Attractions Management online attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012 ISSUE 1 2012 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 52 Project preview: 63 Waterparks: BUYERS! Adventure World Warsaw Culture Club Wherever you are Work begins on Poland’s fi rst destina- Stephen Galbraith advises on waterpark in the world, fi nd tion theme park this spring culture in Asia and the Middle East suppliers 24/7 using Attractions 54 Awards 66 Audioguides Management’s dedicated leisure Winning stories Apply here search engine: www.fun-kit.net The winners of the Thea Awards, which A round-up of some of the latest audiogu- celebrate excellence in story telling ides and apps available to the industry SUBSCRIBE: Be a part of the bigger picture and 57 3D/4D: 72 fun-kit.net subscribe to Attractions Management. New year resolutions Focus on special effects To sign up, call: +44 (0)1462 471915 Conservation, history and pure enter- New special effects on the market tainment are among the content of this BUYERS’ GUIDE: year’s newest 3D/4D offers 74 Product focus: For suppliers of products and FUN-KIT services in the worldwide attractions 60 Expo: A selection of the latest products industry, turn to page 76 Plant Life Sky-Skan’s Glenn Smith describes the 76 Buyers’ guide work he’s doing for Floriade 2012 A source of attractions services AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital 7 JZ`\eZ\:\eki\E\nj 8e\nXggifXZ_kf LJ('dYffjk]fiD`Xd`JZ`\eZ\ jZ`\eZ\\[lZXk`fe Miami Science Museum (MSM) has received US$10m D8P8?8C<MP (£6.5m, €7.8m) challenge grant he way from the Knight Foundation science is towards its new building in taught in downtown Miami, US. schools is a Th e funding will be used to Kgrowing focus at the help promote science educa- national, European tion but will have be matched and international with an additional US$20m levels. Why? Because evidence shows that (£12.9m, €15.6m) in a bid to science subjects are not capturing young encourage further community peoples’ interest. Th is raises serious con- backing. It is hoped that the cerns for how a future Europe will fare in Knight Foundation’s contribu- the knowledge-based economy. tion will engage local residents Twenty-six institutions from 12 countries in exploring science, technol- Th e new building has been designed by UK-based Grimshaw Architects are tackling this issue head-on under the ogy and the environment, new European Commission FP7 project, along with thousands of Miami students. structured around a landscaped indoor and Engineer, which will introduce engineer- Th e gift takes MSM further towards its fund- outdoor “living core of terrestrial space”.