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Branded Attractions
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East and Far East for example, you have so many malls, so you want to offer like a George of the Jungle Splash Battle, many of the attractions are being
something different and our combination of IP and attractions offers something developed from scratch, and some will be media-based.
unique that cannot be copied. RH – One of the attractions will be based around Finley the Fire Engine,
which as a brand has everything a theme park wants. However, we are not just
Surely such attractions are only accessible to larger parks? going to take a ride and put a sticker on it, we are going to invest in the
RH – No, we want to work with small and medium-sized theme parks too. You moulds. Each customer will contribute only a small percentage of the cost, and
do not necessarily need to take over a whole area of a park. For instance, we in return gets a unique product for almost the same as something off the shelf.
are also working on some 4D productions, so people can still introduce the
brands if they have a theatre. What is the “Ready Zone” concept?
RH – To show operators what can be done with a particular area, we want to
What will you offer operator in return? present a ready-made mix of attractions, which can be changed according to
Clare Wiggins – In each territory we will have a number of opportunities to the location. A lot of park owners still think their next investment should be a
cross promote via television, consumer products, or maybe even a broadcaster three or four million dollar rollercoaster, but we want to challenge those people
that might look to come and broadcast from the park. Once a deal’s closed, and show them what else they could get for the same money. What is more
it’s not a matter of leaving it, because the partnership is there. We want to work important – a new rollercoaster that everyone has forgotten about in a couple
with the parks consistently throughout the term of the contract. of years’ time and you then have to write off for the next 10 years, or a Ready
Zone based on a strong IP that appeals to a wide range of guests, and is
How will you keep the attractions fresh? backed up by multiple marketing opportunities?
CW – There will be some obligations to refresh where necessary. When we
produce new characters and new series we want to be able to go back to the What attractions will open in the coming months?
partner and incorporate these, and of course it’s in the interest of the park to RH – The first attraction will be based around Finley the Fire
ensure the attractions remain relevant. There are also other ways of introducing Engine and open in Saudi Arabia within the next four to five
fresh elements, such as a live show. months. This will be followed by a Casper themed area
within an FEC including an interactive dark ride, plus a
What’s more important – the brand or the attraction? George of the Jungle expansion of an FEC including a
MW – Obviously the brand is going to be the fist point of communication with compact Splash Battle and interactive game/walk-through
the consumers, but ultimately we want to create genuinely immersive dark ride. Both these will open elsewhere in the Middle
environments. People will have paid quite a lot of money to go the park and East. We are also working on a 3-2-1 Penguins! 4D film,
will have high expectations so we want to get the attractions right. Although plus a few brands aimed at an older age group, so it’s
there will be some adaptations of existing products where there’s a natural fit, quite exciting.
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