MYSTERY SHOPPER
UNIVERSAL APPEAL
IS THE NEWLY OPENED UNIVERSAL STUDIOS SINGAPORE FEATURING 24 RIDES, INCLUDING MADAGASCAR AND SHREK 4D, A DREAM PARK OR DO VISITORS WISH THEY WERE FAR FAR AWAY? JENNIFER HARBOTTLE INVESTIGATES
THE BACKGROUND Universal Studios Singapore is the newest major attraction to open on Singapore’s island resort of Sentosa. Built on 500 hec- tares, Sentosa is situated on the fringe of Singapore’s business district and is home to a number of visitor attractions, hotels, spas, as well as man-made beaches. Resorts World Sentosa is Singapore’s
fi rst integrated resort. Developed by Genting, the Asian gaming and leisure company, the resort comprises four luxury hotels, 26 function rooms, a ballroom, theatre, casino and Universal Studios Singapore. It opened in January 2010. The 20-hectare Universal Studios Singapore – Sentosa’s largest attraction – opened slightly later on 5 March this year and is owned and managed by Resorts World Sentosa, which paid US$1bn (£665m, 818m) for the management con- tract with Universal Parks and Resorts.
THE OFFER Universal Studios Singapore is built in a round and is made up of seven themed
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zones: The Lost World, Far Far Away, Madagascar, Ancient Egypt, Sci-Fi City, New York and Hollywood. It features 24 rides and attractions – 18 of them origi- nal or adapted for Singapore. Universal Studios Singapore has the world’s biggest single collection of DreamWorks Animation attractions as well as the world’s fi rst Madagascar ride. The Far Far Away castle from the world of Shrek is a world’s fi rst, as is the Sci-Fi zone, which doesn’t exist in any other Universal park. Key attractions are the Lights! Camera!
Action! special effects stage in New York, the Revenge of the Mummy attraction in Ancient Egypt, Waterworld in The Lost World and Shrek 4D in Far Far Away. The super-exhilarating hard rides aimed
at the teenage and particularly brave mar- ket include Sci-Fi City’s Battlestar Galactica (a duelling coaster which is the tallest of its kind in the world), Jurassic Park Rapids Adventure raft ride and Accelerator. For children and non-thrill-ride lovers
there are a selection of gentler rides, such as a ferris wheel called the Magic Potion
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Spin in Far Far Away and the Pantages Hollywood Theater in the Hollywood zone, where you can watch the Universal mon- sters in a rock-n-roll musical.
MARKETING It’s hard to miss advertisements for Universal Studios Singapore. When you fi rst arrive in the country at Changi airport, you’re greeted by lots of large, colour- ful posters inviting you to visit the park, and on Singapore’s main shopping strip, Universal has several large billboard ads. My hotel concierge spoke enthusiasti-
cally about Sentosa and Universal Studios when I asked him for recommendations of where to go during my visit, although he seemed confused about the park’s open- ing times (join the club!). There were several large trade groups visiting the park on the day I was there, which suggests that some pre-open- ing trade marketing has been done. Considering the park is still in soft opening mode and trade channels have typically long lead sales, I was very impressed.
AM 3 2010 ©cybertrek 2010 ?
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