KIds Lands
Dreamworld in Australia is just to about to unveil a new look children’s area called ABC Kids World
KIDDING AROUND “
Why parks are paying BIG attention to their little guests Families
tend to be more generous with their
budgets when spending on young children. For theme park developers, kids’ areas can be more profitable and drive higher spending on retail and dining experiences
Linda Hung, Forrec
42 ”
Children’s rides have always been an important of the theme/amusement park mix, but not always as headline attractions. In recent years a more concentrated effort, sometimes combined with a licensed IP, is placing new emphasis on attractions for the younger guest and the themed environments around them. Owen Ralph reports
theme parks and senior associate at design firm Forrec. “That said, in recent years, we’re seeing growth in the market for kids’ parks. One of the reasons is the demand for more family entertainment that parents and their young children can enjoy together. Another reason is families tend to be more generous with their budgets when spending on young children. For theme park developers, kids’ areas can be more profitable and drive higher spending on retail and dining experiences.” “Our guests tell us it’s hard to get the whole gang
M “
together,” says Greg Scheid, vice-president and general manager of Kings Island in Cincinnati. “With families being so over-scheduled these days, when families are able to make that happen they are looking for memory building experiences.” “Family memories are created together and not alone,” adds Håkon Lund at Kongeparken in Norway, which has
ost theme parks are family-focused, designed to have broad appeal to all family demographics – fun for all ages,” notes Linda Hung, director of
been putting increased theming emphasis on its offering for children in recent years with the introduction of new areas and attractions such as the farm-themed Gråtassland and Barnas Brannstasjon (Children's Firestation). Both can be ridden by parents together with their kids – not something that was always true of all children's attractions – and both have picked up Thea Awards. “Parc Astérix considers children as key visitors,” says Guy
Vassel at the popular attraction near Paris, which added a new area last season aimed at guests aged three to nine, called La Forêt d’Idéfix. “This latest project was part of the new park policy which aims at developing family touch and playfulness from an early age. This trend is motivated by a true desire to attract as many families as possible but also to create a space where the youngest can feel like grown- ups, with attractions similar to the big coasters but on a smaller scale.” “Parks have always incorporated children’s areas of one
form or another but, yes, these days operators are looking to do something more than simply putting a selection of children’s rides together in one section of their park,” says consultant Duncan Phillips of DP Associates, who operates four 360 Play centres in the UK and used to be a key part of the team at Gulliver's theme parks, known for its focus on families with young children. “Parks are also trying to cater to as wide an age range as possible so a good children’s area is important to achieve this. Take Alton Towers for example, when they introduced CBeebies Land last year it showed they are not all about the teenagers. You can’t
JUNE 2015
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