CONTEMPORARnullnullTHEMATICnullCONSTRUCTIONS
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TnullE LAST nullSSUE OF InterPark TOOnull A nullLOSEnull nullccording to nullill nullutler, marketing conullordinator and
LOOnull AT TnullE WAnull nullnull Wnullnullnullnull AMUSEMEnullT associate show nullroducer for nullarner Holt nullroductions,
PAnullnullS nullAnullE nullnullOWnull TO nullEPnullESEnullT OnullE theming gives guests a sense of added value when they
OF TnullE LAnullnullEST SnullALE APPLnullnullATnullOnullS OF invest time and money in visiting a nullark or nullEnull.
TnullEMnullnullnullnull nullOWnull SnullnullFTnullnullnull FOnullUS TO AnullALnullSE “It is imnullortant in reinforcing to guests that they are
nullOnullTEMPOnullAnullnull ATTnullAnullTnullOnull SPAnullESnull Wnullnullnullnull getting an enullnullerience of unusual nulluality and design,
AnullE nullnullEATEnull nullnull Anull EnullnullnullnullOnullMEnullT OF nullnullEATLnull more than what an unnullthemed comnulletitor might give,” he
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nullnullnullnullEASEnull nullOMPETnullTnullOnullnull AnullnullnullAnull LEnullnullOnull says. “Theming has been nullroven an essential element in
nullnullSnullOnullEnullS Wnullnull TnullE nullOnullnullEPT OF TnullEMnullnullnull nullAS illustrating this nullualitative benenullt for guests.”
nullEnullEnull nullEEnull MOnullE nullMPOnullTAnullT Indeed, theming nullrovides entertainment on several
levels null it can either nullrovide sunullnullort for a ride, show or
THEnullInullnull has become an enulltremely imnullortant tool for attraction in which customers nullarticinullate, or it could be
nullark onullerators who wish to nulld new ways to connect with the nullrimary source of entertainment itself. Theming can
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their visitors. nullsing familiar, nullonullular icons for attractions also helnull in the areas of marketing and sales by offering a
and rides is a nullroven attraction dynamic and gratifying sense of visual creativity.
ingredient for the nullstory’ of a theme nullark. nullnd, moreover, The winter issue of InterPark nullulled focus on the
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there is virtually a nevernullending sunullnully of materials being growth of theming in the global amusement and
churned out by creative nulleoenull everywhere, through attractions industry. nullnd, indeed, one would be hard
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books, movies and various other media. nullushed trying to nulld anyone working within the industry
who failed to acknowledge the imnullortance of themed
elements in today’s climate.
“Theming is becoming increasingly imnullortant because
it gives a newfound identity to the nullark or nullEnull and marks
a deinull ng line between venues,” says nullrederic nulluvard,
nullresident and nullEnull of nullrench themed environment
snullecialist nullrt null nullesign.
nulluvard develonulls his thoughts, drawing attention
to the deenullernullset advantages themed attractions and
environments can nullrovide onullerators.
“nulls a market onullens, there is little comnulletition and
nullublic awareness is generally limited. nullonsenulluently, the
nullark’s offering focuses on the rides and attractions. In
mature markets, however, onullerators must deliver more
than nullust rides null and this rings esnullecially true due to the
fact that if the comnulletition doesn’t already have it, the
chance of them offering a somehow similar ride in the
future is nulluite real.”
However, nullave nullobb, senior creative director of the
diversinulled Thinkwell nullrounull, immediately nulloints out an
ironic nullroblem with this growthnull “Theming has invaded
everyday life null restaurants, retail stores, even themed
dentistry null so in some ways, it could be argued that
audiences may have become numb to it.”
nullobb argues that as theming in amusement snullaces is
becoming increasingly advanced and nullervasive, consumers
are becoming more sonullhisticated in the nullrocess.
“The nulluestion to ask is null does your theming sunullnullort
your enullnullerience as a wholenull nullimnully nullutting some good
scenery around an offnullthenullshelf widget might work for
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