Attractionswww.attractionsmanagement.com management MFC(- H()'(( Attractionswww.attractionsmanagement.com management MFC(- H()'(( J?8E>?8@<OGF 8i\m`\nf]k_\nfic[ËjY`^^\jk\m\i\ogf K?<;L:?<JJF=EFIK?LD9<IC8E; fe dXb`e^ X b`cc`e^ n`k_ K_\ Gf`jfe >Xi[\e @DD<IJ<PFLIJ<C=*;LGJ@KJ>8D< :FM<I1K?<LBG8M@C@FEËJJ<<;:8K?<;I8C@EJ?8E>?8@ 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 Look into my eyes and… Fly Me to the Moon Pirate Story The World of Sharks Haunted House Jett and Jin TurtleVision Bugs Dinosaurs O8BWF1JDUVSFTQSFTFOUTBOFWFSFYQBOEJOHMJCSBSZPGQSPWFODSPXEQMFBTJOHmMNT that maximize the WOW factor and in-your-face nature of 3D/4D cinema. For more information contact: $FESJD*HPEUt5FM t'BY tDJHPEU!OXBWFDPNtXXXOXBWFDPN +BOJOF#BLFSt5FM t'BY tKCBLFS!OXBWFDPN (North & South America Sales) !-11. … discover a universal and timeless 3D/4D attraction nWave Pictures proudly presents A 3D/4D experience inspired by Antoine de Saint-Exupéry’s The Little Prince: an eternally enchanting story. ATTRACTIONS MANAGEMENT EDITOR’S LETTER PHOTO: IWAN BAAN IWAN PHOTO: UNDERESTIMATING DEMAND ON THE COVER: The UK Pavilion at Shanghai Expo, p34 peaking at IAAPA, Tom Williams, CEO and chair of Universal Studios told delegates: “I’ve made a new best friend and his name’s Harry Potter.” READER SERVICES S With attendances at Universal Islands of Adventure up by SUBSCRIPTIONS 36 per cent since the opening of the Wizarding World of Denise Gildea +44 (0)1462 471930 Harry Potter in Orlando last June, it’s easy to see why. CIRCULATION MANAGER In this issue, BRC’s Brad Shelton mystery shops the new Michael Emmerson +44 (0)1462 471932 attraction and gives it a 9+/10 rating (see p44), praising EDITORIAL TEAM the rides, the retailing and the overall experience. I agree with him wholeheartedly – the attraction is world class and MANAGING EDITOR great fun. The only glaring problem is that it’s just too small and visitors who turn up Kathleen Whyman +44 (0)1462 471918 expecting a full-blown Harry Potter park may be disappointed in this respect. EDITOR Essentially, it’s comprised of two existing rides which have been rethemed, plus Liz Terry +44 (0)1462 431385 an amazing new-build ride – the innovative Harry Potter and the Forbidden Journey NEWSDESK experience – which is built on a Kuka robotic arm system and housed in a dramatic Tom Walker +44 (0)1462 471917 rendering of Hogwarts castle. Added to this is a great retail and F&B operation in a Pete Hayman +44 (0)1462 471931 ‘street’ which borrows elements of Hogsmeade and Diagon Alley and a slice of the Martin Nash +44 (0)1462 471933 Hogwarts Express train, which is on show at the entrance. ADVERTISING TEAM It’s an unusual challenge for the industry, but with PUBLISHER Julie Badrick +44 (0)1462 471919 Harry Potter, we may be faced with the first attractions ADVERTISING SALES franchise which has seriously underestimated demand John Challinor +44 (0)1582 607970 Undoubtedly, Universal will be fast-tracking an expansion to open as soon as pos- Jan Williams +44 (0)1462 471909 sible and, having seen the success of the Orlando attraction, plans will be being ATTRACTIONS RECRUITMENT hatched behind closed doors for more Harry Potter properties around the world. Annie Lovell +44 (0)1462 471901 It’s been a long time coming, but at last the UK will get its own Potter attraction, fol- ADVERTISING PRODUCTION lowing the announcement that Warner Bros is to invest £100m (E118m, US$161m) Ed Gallagher +44 (0)1462 431385 in Leavesden Film Studios near London – where the fi lms were made – to upgrade the studio and create an attraction, which will include design by Thinkwell. WEB TEAM However, just as Universal underestimated the interest which the Orlando attraction INTERNET would generate, so it seems Warner Bros may under-build at Leavesden: plans are for Michael Paramore +44 (0)1462 471926 ‘two new sound stages with movie memorabilia and a backstage tour’, but whether Dean Fox +44 (0)1462 471900 something this limited will satisfy the millions of Harry Potter fans is highly unlikely. Tim Nash +44 (0)1462 471917 In Florida, Universal has had to deal with being overrun by enthusiastic fans, Emma Harris +44 (0)1462 471921 with – for example – hour-long queues of people buying Butterbeer and a million FUN-KIT.NET/MUSEUM-KIT.NET pints being sold in the fi rst seven months. One of the only complaints heard about PRODUCT SEARCH ENGINE Wizarding World of Harry Potter is that it can simply get too crowded. Martin Nash +44 (0)1462 471933 On p28, Continuum’s Juliana Delaney argues that the Orlando attraction repre- sents the zenith of the attractions industry, while Brad Shelton says it’s “set a new DESIGN benchmark for the theme park industry”. It’s an unusual challenge, but we may be Andy Bundy +44 (0)1462 471924 faced with the fi rst attractions franchise that has seriously underestimated demand. FINANCE Sue Davis +44 (0)1395 519318 Liz Terry, editor, [email protected] 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 e-mail: [email protected] ATTRACTIONS MANAGEMENT IS THE OFFICIAL MAGAZINE OF SUPPORTED BY www.attractionsmanagement.com © Cybertrek 2011 AM 1 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 9 ATTRACTIONS MANAGEMENT IN THIS ISSUE ISSUE 1 2011 26 Ask an expert: 34 Expos: Should museums charge for Shanghai Expo 2010 9 Editor’s letter admission? The world’s largest expo drew an audi- 12 Theme park news The ongoing debate of free admission to ence of 73 million. We talk to some 14 Science centre news many national British museums is back of the creators of the pavilions about in the spotlight following government their work and Electrosonic’s Robert 16 BALPPA news cuts. We ask the experts what they think Simpson gives an overview of the expo 17 Zoo news 18 Gallery news 28 Analysis: 41 Design project profi le: 19 Museum news Juliana Delaney Beyond All Boundaries 20 Waterpark news Continuum Group’s CEO looks at the The creator of this award-winning project 21 Heritage news changes in the industry over the last 30 explains how he made the subject of years and wonders if Mickey Mouse’s World War II compelling for audiences of 22 Interview: crown has been stolen by Harry Potter all ages by using 4D technology The Duchess of Northumberland Alnwick Garden’s Poison Garden is 32 Interview: 44 Mystery shopper: already a success, but it’s set to become Karen Staley A kind of magic? even more popular following a trilogy of IAAPA Europe’s newly appointed execu- The Wizarding World of Harry Potter books being written about the gardens, tive director describes her new role and opened last June to rave reviews. We with a movie to be fi lmed at the site her plans for the association and EAS fi nd out if it’s still as spellbinding 10 Read Attractions Management online attractionsmanagement.com/digital AM 1 2011 ©cybertrek 2011 ISSUE 1 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 48 Show report : 64 3D/4D/5D: BUYERS! IAAPA 2010 Immerse yourself Wherever you are A review of some of the news and Interactive, immersive experiences are a in the world, fi nd launches made at November’s IAAPA huge trend in attractions. The suppliers suppliers 24/7 show how they’re more than meeting this using Attractions 52 Occupational hazard: Management’s dedicated leisure Getting into hot water 70 Audioguides: search engine: www.fun-kit.net The owners of Western-Super-Mare’s Smart decisions Grand Pier describe how they rebuilt the With downloadable apps for mobile SUBSCRIBE: attraction after it was destroyed in a fi re devices becoming increasingly popu- Be a part of the bigger picture and lar within attractions, we ask what this subscribe to Attractions Management. 56 Planetariums: means for the audioguide industry To sign up, call: +44 (0)1462 471915 From Russia with love A look at Moscow Planetarium, which 76 Fun-kit: BUYERS’ GUIDE: reopens in April after closing in 1994 Water ride focus For suppliers of products and A round up of some of the latest services in the worldwide attractions 60 Abu Dhabi: products available for waterparks industry, turn to page 80 Winning formula Ferrari World is among the attractions 80 Buyers guide transforming Yas Island into a destination Suppliers of attractions products AM 1 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 11 K_\d\GXibE\nj E\n@ek\ic`ebÕld\i`[\ ]fi@e[fe\j`Xek_\d\gXib :;8j\ccjj\m\eXkkiXZk`fej KFDN8CB<I KFDN8CB<I Water ride company Interlink is to supply The Pleasurewood Hills a two-lift Super Flume to an indoor leisure amusement park near project in Bandung, Indonesia. Lowestoft in Suffolk has been The custom-built attraction – scheduled sold for an undisclosed sum to open in 2011 – will feature double-seat, by owners Compagnie des Zodiac-style boats designed to the client’s Alpes (CDA).