29
FEATURE: CHRISTMAS
simply doesn’t exist. In recognition of this, Hurley has provided a system during the event,” adds Hurley.
range of options to help small centres take advantage of the 3D craze. The 3D experience is certainly one to hold on to, especially while it
“Not everyone has Meadowhall or Westfield budgets, which is why we remains a novelty. Hurley struck gold by spotting the beginnings of a
offer a whole library of films and 3D photography that centres can new craze in amongst countless new innovations in technology
quickly put up in a unit. People walk in with 3D glasses and it’s and design. None of this was easy, or cheap. Hurley had to
a whole new experience for them.” learn the ins and outs of 3D rendering – “The dimensions,
measurements, projections, positioning of the
Stay foCuSSeD screens and the audience” – and acquiring the
Experience is the buzzword of today’s retail technology cost hundreds of thousands of pounds.
and leisure industry. As shoppers become less “It was a risk,” she admits. “I had no investors;
frivolous with their money, they in turn become no back up. I even borrowed money on my
far more discerning. As Hurley puts it, simply mortgage. But I followed my senses on this
plonking a Santa Claus inside a Christmas one. It has everything: family appeal; experience;
grotto doesn’t cut it anymore. “Footfall won’t and it’s in everyone’s reach because the tickets
increase – it will hit saturation point and stop. are so affordable.”
Centres need to reach a wider audience. So what’s next? Hurley immediately replies:
You don’t even need a lot going on inside “4D. Rocket the Reindeer will become a sensory
the grotto, as long as the experience you’ve experience, with snow coming out at the children as
provided is great.” they go on a sleigh ride.” And next Christmas will see
In other words, as long as everything the launch of joint projects, as Melbry Events work
is carefully planned and money is focussed alongside market leader LDJ.
on the right things, there’s no need to “They think along the same lines as I do,” says
go over budget on Christmas activities. For Hurley of LDJ. “Their focus is on innovation and new
Hurley, the focus is always on technology, ideas. They create top quality products, but make sure that
where investment can go towards everything they produce is reachable.”
developing and evolving new So it’s fair to expect some exciting new
experiences. By integrating the developments as the traditions of Christmas time are
3D shows with Melbry’s own online introduced to the fast-paced world of technological
ticketing system, centres can benefit innovation.
from detailed and accurate data collection.
“We are in a fortunate position Find out more:
because we do not licence our For more information, please contact the author or visit the website:
software, we own it. So we’re able to
www.shopping-centre.co.uk/christmas
code in any data that marketing managers
lauren.vanderkar@jldmedia.com
want to access via our online ticketing
Front page photo: Chris Friese
www.shopping-centre.co.uk February 2010 SHOPPING CENTRE
24 26 29-SCFeb10-Xmas2.indd 29 15/2/10 14:57:40
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