Universal Studio’s The Wizarding World of Harry Potter shows how far attractions technology has come
paired in a variety of different ways with mannequins, critics argued that culture was dead. In this craven new world, the radical concept of leaving through the souvenir shop was born and marketing experts entered the picture as Saatchi and Saatchi created national headlines for the V&A with the campaign: ‘An ace café with quite a nice museum attached’. Museum curators and local author- ity culture departments gasped in horror – until the visitors and the cash rolled in. By the mid 1980s, families no longer dragged children to museums and her- itage centres; parents were dragged to them by their children instead. The Natural History Museum, Beaulieu’s National Motor Museum and the Jorvik Viking Centre in York turned the whole experience of interacting with objects into ‘edutainment’; a controversial word that defined the embryonic attractions industry. Suddenly, there was a slid- ing scale, along which museums could move seamlessly to become heritage centres, and visitor attractions could be part-museum but also part-theme park. We accepted that there was no clear delineation; we were all in the visitor attraction business now. In charge of the Jorvik Viking Centre during those heady years, I remember defending its popularity and financial suc- cess on BBC’s Newsnight, BBC Radio Four’s Front Row and on CNN, where I was pitched against some Disney expert
ISSUE 1 2011 © cybertrek 2011 ABOUT JULIANA DELANEY
Delaney has worked for the visi- tor attractions industry for the past 25 years. She was instrumental in bringing the Jorvik Viking Centre to the international stage and was a founding member of Continuum, join- ing what was then called Heritage in 1985 when the company was in the process of being launched. Today, Delaney leads the develop- ment of the Continuum portfolio of attractions in her position as CEO. She has been involved in the set-
up, launch and marketing of all of Continuum’s attractions including Portsmouth Spinnaker Tower, The Oxford Story and The Canterbury Tales. Other key projects have included the £15m White Cliffs Experience at Dover Museum, A Day at the Wells, Vikingar!, Scotland, the £25m Doncaster Dome and the £60m International Centre for Life. Juliana is also on the board
of Visit Kent and is a Merchant Adventurer of the City of York.
who said the mouse was part of America’s heritage. By the end of that decade, the success of the visitor attraction concept across its full spectrum was firmly established.
THE IMPACT OF LOTTERY MONEY The 1990s saw a true acceptance of the exciting new approach to the immersive day out experience. Alongside it came a burgeoning suppliers’ network ranging from man- agement consultants and concept and 3D designers, to model makers, technology experts and marketing and PR people. This completely new service and manufacturing industry matured over the following 10 years as enthusias- tic amateurs became experienced experts. Coincidently the
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