NEW TO MARKET
So, what should we expect in 2010? Theming and
Animatronics Industries saw strong returns last year, as the pan-European group continued to diversify its offering and expand into new markets. The company, which recently landed its first major project in the US through a contract with Merlin Entertainments, remains adamant that family-oriented and weather independent dark rides will be a key theme this decade. “TAA presented at IAAPA models of the Dracula Dark Ride
Concept, the Vertical Dark Ride as well as the model Lost World, with a vertical tower flyer in the middle of a rapid ride with laser canons,” said president Udo Weisenburger. “This uses little space and visitors’ experiences are enhanced due to seeing the other guests in other attractions.” While Mordelt said theming decisions will differ according
to individual park operators’ philosophies, he says the shift towards immersive experiences will continue with gusto. “More and more attractions will become available as multimedia-based attractions, incorporating props and decorations along with movie-based screens and scripts; more sophisticated and sought-after animatronics; and, where possible, more interesting transport systems in order to give visitors a unique experience and create the best possible atmosphere.” Environs of Jacksonville, Florida, is currently increasing the
efficiency of its operations as well as expanding its share of the world themed environments market. President John Oldham quickly brought the issue back to the many operators still reeling from the effect of 2009, stating: “I think the trend will be set around a lot of refurbishment projects and not so much new work, but new work should be on the agenda for 2010/2011,” he said. “There are also several new opportunities due to acquisitions and brand change.”
BRAND PENETRATION
Industry observers the world over remain acutely aware
of the power of branding and licensed rides and products will continue to be important throughout 2010 and beyond. “In 2009, the Hollywood film industry had the best
year in its history,” said Oldham. “With over US$10bn in sales it is evident that entertainment is on the mind of the consumer and with the economy picking up people will start patronising theme parks again. “Many consumers are holding back and saving their
visits until rides like Harry Potter are completed and it is likely that Disney will unveil a massive program to ensure it keeps and improves its market share.” Interestingly, Mordelt expands upon his
“multimedia” attractions theory, but he states that there is no “one glove fits all” solution for the contemporary theme park industry. “Without a doubt there are parks which are solely
working on licensed, big-brand attractions, but this is not the case for the majority of amusement parks,” he said. “Not only is the licensing a rather costly investment, but also the lifespan of such an attraction may be short lived in most cases. “I strongly believe that amusement parks have to create
their own individual identity in any aspect of the park. Since the development, marketing and installation of new attractions are very costly and should therefore have a long life expectancy, I believe that these investments should be made in order to create the individuality of the park itself and should certainly be as timeless as possible.” “Parks as well as manufacturers need to pay very
close attention to emerging markets, since most of the time companies from those regions bring ideas and new developments to the market,” Mordelt added. “However, it is unfortunate that most of the time they do not have the experience in respect of durability, safety and engineering which is required by the industry standards, therefore it is important that co-operations or alliances are formed in order to achieve the best for your customers.”
Environs’ themed area in the Southfield
Public Library, Michigan
31
31
TAA’s Neptune Sculpture
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44