ATTRACTIONS MANAGEMENT
EDITOR’S LETTER POTTER ENVY
ON THE COVER: The latest 3D/4D projects, p70
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The heineken experience
Bristol Museum Banksy vs Attractions management ❖ 3D/4D ❖ NICK VARNEY WAXING LYRICAL A
s The WIzarding World of Harry Potter opens at Universal Studios in Orlando, Florida, the rest of the world is suddenly realising it wants a piece of the action and Harry Potter envy has broken out – nowhere more so than in the UK. London Mayor Boris Johnson has publicly expressed his indignation that this great
British franchise has been brought to life overseas, leaving the UK Potterless. He’s called for a second Potter attraction to be built in east London. Meanwhile, Warner Brothers’ Leavesden Film Studios in Hertfordshire, north-west of London, is rumoured to be considering opening a new visitor attraction based on the Harry Potter characters as part of a wider expansion of the site. Leavesden was the location for much of the fi lming and production work on the fi lms, and the new ‘Hogwarts Experience’ could include recreations of locations, such as Hogwarts school hall and Albus Dumbledore’s study, which was built at the studio. Visitors would be given a chance to explore the studios where the Harry Potter
movies were fi lmed, with costumes worn by characters such as Hermione, Lord Voldermort and Hagrid also likely to go on show. Leavesden has been the pro- posed site for a number of large-scale attractions developments over the years, including a Warner Brothers Movieworld and a James Bond attraction.
While we were busy giving the Harry Potter books a Safeway supermarket award for its contribution to tourism, Universal was busy negotiating and planning the theme park in Florida
Alnwick Castle in Northumberland – used as a stand-in for Hogwarts in some scenes – has successfully marketed its links with the fi lms (see Attractions Management Q1 10), while a station in the West Highlands which featured in two Harry Potter fi lms has been awarded £195,000 (US$300,000, 236,000) by the Heritage Lottery Fund towards work to improve the site as a visitor attraction. But all this is painfully small potatoes compared with the lavish attraction that has
taken shape in Florida. It’s clear that the UK missed the boat in a major way in letting this once-in-a-lifetime opportunity slip away. While we were busy giving the Harry Potter books a Safeway supermarket award for Outstanding Contribution to English Tourism in 2003, Universal and others were already negotiating to bring the stories to life on a vast scale. But the good news is that this is likely to be just the beginning for Harry Potter attractions, with more on the drawing board and potential to scale them to fi t different markets and applications. And with the right approach, we may yet see world class Potter attractions both in the UK and other countries before long. As Boris Johnson is plan- ning to stand for London mayor again at the end of his term,
maybe one of them will be in the capital. Liz Terry, editor,
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