Attractionswww.attractionsmanagement.com management MFC(-H*)'(( Attractionswww.attractionsmanagement.com management MFC(-H*)'(( K?<G<I=FID8E:<IFCC<I:F8JK<I)'(' K?<8EEL8CK<8&8<:FDK?<D<@E;<OJ?FNJ?FN8KK<E;8E:<J=8I<;@E A@DI<@;$8E;<IJFE 8><F=K?<;@EFJ8LI J<<K?<C@>?K ?FNJ@O=C8>JN<EK=IFD98EBILGK:P K?<E8KLI8C?@JKFIPDLJ<LD9I@E>J K?<GIFJ8E;:FEJF=LJ@E>C<;C@>?K@E> KF@E:I<8J@E>I<M<EL<@EKNFP<8IJ K?<J<GI<?@JKFI@::I<8KLI<JKFC@=< N@K?@E8KKI8:K@FE;@JGC8PJ8E;J?FNJ 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 GREAT LEADERSHIP ON THE COVER: uilding international-scale attractions is a com- Turning around Six Flags, p22 plex business and we’ve seen repeatedly that when things go wrong, they can go very wrong. READER SERVICES B The Hard Rock Theme Park, which has had such a trou- SUBSCRIPTIONS bled history, is an unfortunate example of how a US$400m Denise Gildea +44 (0)1462 471930 investment can fail in a very short time if the business CIRCULATION MANAGER model’s wrong – even with a great brand behind it. Michael Emmerson +44 (0)1462 471932 We’re hearing that this park could reopen soon under new EDITORIAL TEAM management, so it’s a question of whether they’ll be third MANAGING EDITOR time lucky, or whether there’s something too fundamentally Kathleen Whyman +44 (0)1462 471918 wrong with the location or the actual attraction for it to be fi xed. Sound management can make a massive and critical difference to businesses of EDITOR this type, so the owners of the park – in Myrtle Beach, US – are rightly focusing on Liz Terry +44 (0)1462 431385 fi nding a new management company to relaunch it and haul it into profi t. NEWSDESK In this issue (page 22) we take a look at Six Flags which operates 19 theme parks Tom Walker +44 (0)1462 471917 in the US, Mexico and Canada and is in the process of reinventing itself through great Pete Hayman +44 (0)1462 471931 management after a diffi cult few years. We talk to Jim Reid-Anderson, the Brit brought Martin Nash +44 (0)1462 471933 in by the board as CEO, following its emergence from Chapter 11 in April 2010. ADVERTISING TEAM PUBLISHER “Once people see you’re real and truthful, even if you’re telling them Julie Badrick +44 (0)1462 471919 something they don’t want to hear, they begin to support and believe ADVERTISING SALES in the company again. It’s about building trust.” Jim Reid-Anderson John Challinor +44 (0)1582 607970 Jan Williams +44 (0)1462 471909 At the time Reid-Anderson joined Six Flags, the company had US$1bn worth of ATTRACTIONS RECRUITMENT debt and in his words, needed to “adjust its thinking and priorities”. A fi rm believer Annie Lovell +44 (0)1462 471901 in the power of people, he says a major focus has been “rebuilding employee and ADVERTISING PRODUCTION investor pride in the company.” There’s also been a review of all areas of operation. Ed Gallagher +44 (0)1462 431385 Signifi cant change has already been made and Six Flags has announced an WEB TEAM increase in revenue of US$4m (7 per cent) in Q1 of 2011, with a 1 per cent increase in attendance, an 11 per cent increase in ticket revenue and a 10 per cent increase INTERNET in in-park sales of merchandise and food and beverage. Michael Paramore +44 (0)1462 471926 Reid-Anderson has taken a robust view on investment, believing it vital to success. Dean Fox +44 (0)1462 471900 He plans to spend US$90m a year – or 9 per cent of revenue – on new attractions, Tim Nash +44 (0)1462 471917 saying: “this is a complete change of direction for the company – I believe guests like Emma Harris +44 (0)1462 471921 new things and we’ll have something new, every year, in every park.” FUN-KIT.NET/MUSEUM-KIT.NET Having people of this calibre coming into the attractions industry is vital for our PRODUCT SEARCH ENGINE future success. Reid-Anderson – an executive with a career in international busi- Martin Nash +44 (0)1462 471933 ness – had previously turned around a medical technology company, taking it from DESIGN Chapter 11 to a US$7bn disposal to Siemens, so his cv was pretty iron cast. Six Flags Andy Bundy +44 (0)1462 471924 did well to attract him to the business, because hiring and keeping great manage- FINANCE ment talent at this level is the most important challenge currently facing our industry. Sue Davis +44 (0)1395 519318 Denise Gildea +44 (0)1462 471930 Liz Terry, editor, twitter: @elizterry 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 3 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 5 ATTRACTIONS MANAGEMENT IN THIS ISSUE ISSUE 3 2011 26 Analysis: 44 Show preview: The performance rollercoaster EAS 5 Editor’s letter How did theme park and waterpark A selection of the products that compa- 8 BALPPA news attendances fare in 2010? We look at the nies will be exhibiting at the European 10 Zoo news results of the TEA/AECOM Theme Index Attraction Show in September 12 Theme park news Project preview: Show preview: 14 32 52 Waterpark news Cave paintings Leisure Industry Week 16 Museum news Technology is taking people into the A look at what’s on offer at the show 18 Science centre news Mogao Caves in China virtually where innovation meets inspiration 20 Gallery news 21 Heritage news 36 New opening: 54 Show review: A roaring trade World Waterpark Association 22 Profi le: Visitors are taken back in time at the Some of the suppliers describe what Jim Reid-Anderson NHM’s Age of the Dinosaur exhibition they’ll be showcasing at WWA this year After declaring bankruptcy in 2009, theme park operator Six Flags had a 40 Show review: 56 3D/4D/5D: $4m increase in revenue in the fi rst Ecsite Different dimensions quarter of 2011. The chair, president and We learn why freedom was the theme of We fi nd out about some of the more unu- CEO describes how he achieved this the annual science centre conference sual criteria in the latest 3D projects 6 Read Attractions Management online attractionsmanagement.com/digital AM 3 2011 ©cybertrek 2011 ISSUE 3 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 62 Audiovisual: 76 Show review: BUYERS! Passage of time Bringing SATE to Europe Wherever you are How AV has recreated the historical Lesley Morisetti reports on Europe’s fi rst in the world, fi nd events which took place during WWII Storytelling, Architecture, Technology suppliers 24/7 and Experience conference using Attractions 66 Lighting Management’s dedicated leisure See the light 78 Galleries: search engine: www.fun-kit.net Industry experts detail the pros and cons Turner round of using LED lighting in attractions We visit the new Turner Contemporary SUBSCRIBE: and hear about the 10 years of contro- Be a part of the bigger picture and 70 Design project profi le: versy leading up to the opening and why subscribe to Attractions Management. Travel guide it won’t be focusing on Turner himself To sign up, call: +44 (0)1462 471915 Exhibits at Glasgow’s new Riverside Museum include a 30m train and the 82 fun-kit.net: BUYERS’ GUIDE: recreation of a 1900s street Focus on zoos For suppliers of products and A selection of new products on the mar- services in the worldwide attractions 74 Smartphone technology: ket aimed at the zoo sector industry, turn to page 84 Street smart Mark Hayward reviews some of the apps 84 Buyers guide that use the landscape as the attraction Suppliers of attractions products AM 3 2011 ©cybertrek 2011 Read Attractions Management online attractionsmanagement.com/digital 7 98CGG8E\nj KfY\fiefkkfY\# 9i`^_kfeËj_`jkfi`Zg`\ikfY\jfc[ k_Xk`jk_\hl\jk`fe G<K<?8PD8E GVA Humberts Leisure has ?8EE8? confirmed that Noble Group, :8ID@:?8<C the owner of Brighton’s Pier, UK, has put the attraction orgive the out up for sale for the first time of context in more than 25 years. Shakespeare Noble Group has owned quote, but the Grade II*-listed struc- =it’s appropriate in ture since 1984 and has these difficult times when all expenditure helped transform its commer- is under continuous scrutiny. cial fortunes, with 18 themed Decisions on where to reduce costs are attractions and rides, two always a thorny issue when it comes to amusement arcades, retail internal debate, exercising the minds of and entertainment outlets managers who will need to justify their currently on offer at the pier. Brighton Pier’s commercial fortunes have been transformed since 1984 decisions to themselves and others. Noble Group development One of those decisions will be whether director David Biesterfield said: “Brighton Pier and the forthcoming Olympics represent an or not to continue, or decide to join, as has re-established itself as one of the UK’s lead- exciting opportunity for further increasing the members of a trade association.