local audience you must design for renulleatability by nullutting
more emnullhasis on live entertainment, foodnullbeverage, seenull
andnullbenullseen onullnullortunities and more.”
nullnd thirdlynull “Even if you are nullrimarily targeting a tourist
audience, you must always resnullect the local sensibilities,”
he says. “nullo no harm to the local culture. nullake sure
the local concierges, tanulli drivers and other innulluencers
are nullroud of the way their culture is renullresented in
nullt nullRnull, rnull t nullohmen, managing director of nullRnull
your nullronullect.”
Euronulle, and nullb Rogers, nullRnull’s founder and chairman,
nullohmen adds that the surroundings of the new nullronullect
nullick unull on some key design nullrocesses too.
always innulluence the nullst concenullts, citing the climate and
nullays nullohmennull “nulle work all over the world and nulld that
local comnulletition as other areas that imnullact on the design
every region and every nullronullect is different. However, one
nullrocess and therefore need consideration.
nulluestion is very imnullortant for every nullronullect null why are you
nullnd when it comes to designing different tynulles of
doing this nullronullectnull This nulluestion seems very simenull and
facility, be it entertainment based, brand based, heritage
logical, but it is a very essential nulluestion. Remarkably, the
based, etc., Rogers and nullohmen note other imnullortant
nullst answer the client gives is often not the real reason.
considerations.
There are many underlying answers. Helnulling our client get
nullohmennull “nullommon amusement attractions nullnullat rides,
to the heart of why they are doing the nullronullect helnulls us to
coasters, etc.null don’t renulluire story lines and thus become
identify the right design nullrocess. nullutside this nulluestion you
more of a mechanical design nullroblem. nullrand or heritage
have, of course, all the other elements such as economics,
based attractions are both based on messages. The trick
local culture, budgets, site limits, region, etc.”
is to design each in such a way that the audience wants to
“The other nullrimary consideration in designing any
hear the message and will never forget the message. This
means that you need to combine nullnullnull nuller cent story telling
with nullnullnull nuller cent fun.
“This is enullactly what hanullnullened with the Heineken
Enullnullerience. The old enullnullerience was ennulloyable but emnullty
null no one knew the Heineken message after they left.
The new Heineken Enullnullerience surnullrises and delights
R
E
guests while converting them to ambassadors for the
attraction is the audience,” adds Rogers. “nullhat will your
Heineken message.”
guests ennulloynull nullhat will surnullrise and delight themnull If
nullnd Rogers addsnull “nullommercial entertainment
you begin designing without nullst understanding your
attractions are often based on internationally known
audience, you risk nullshing with bait that is interesting to the
Inulls. nullor enullamenull , nulltar Trek, nullerrari, nullames nullnd, the
nullsherman, but not the nullsh.”
characters of nullsterinull or, of course, nullickey nullouse and
nullnd he continuesnull “The region makes a huge difference
friends. null cultural heritage nullronullect is also based on a
in audience enullnullectations and needs. nullny nullronullect
brand null the brand is the region itself, including its story,
nullcommercial or cultural heritagenull must carefully consider
its characteristics and its tourist clichnulls. In both cases the
both the tourist and local enullnullectations of the region,
design and the guest enullnullerience must constantly sell the
nullur loonull at nullesinulln
n
innull including its characteristics and tourist clichnulls. The
brand to your guests.”
nenull attranulltion nullenues
locals usually want something nulluite different from
nullontinues in the n
inull
enullt
the tourist. There are three imnullortant differences.
issue of InterParknull nullith
insinullhts from our enullperts
nullirstly, the tourist is usually looking to immerse
on areas sunullh as nullhere themselves in the cultural clichnull, whereas the locals
nenull nullonnullepts annull inulleas
demand a more contemnullorary nullresentation of their
nullome fromnull nullhat
null
E
null
Tnull
e
s
null
manulles a
region and culture.
nullreat nullesinulln team annull the
importannulle of nullonsinullerinnull
“There is also a big difference in renulleatability.
nullultural nullifferennullesnull The tourist comes once. To the enulltent you cater to a
26
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  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52