WITH NEW SENSING TECHNOLOGY, rides can even be modified by situation.


“The theme park can know who you are as you walk through the gate,” says Wible. “You’ll be asked whether you want the more thrilling ride (higher Gs; we crank the motion base up) or the less thrilling ride, the one that doesn’t come as close to the sharp pointy objects.”


A dark ride can lower the volume and raise the lights for passengers with autism. An exhibit’s context can change for a group of homeschoolers. Infrared sensors can detect a visitor’s presence and turn on embedded codes in an exhibit according to his preferences. Invisible intelligence even lets aspects of the narrative change, as the individual interacts with a wireless sensing network that’s talking back to him.


Soon the trick won’t be customizing the experience but finding new ways to learn about that guest and surprise them afresh with every visit. And once a connection’s made, it can stay alive long aſter guests leave the destination.


“People care about the big messages in the world,” says Vice President John Kemper. “They care about conservation and connecting to animals, and they want to do things that matter. If you can connect to that impulse, and to the authenticity those animals or issues represent, it helps advance your story.”


CHAPTER FIVE 73


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