INTERVIEW EXCLUSIVE
cedes that “affordability and accessibility will need to play a key role in appealing to the domestic market”. “Our strategy is to ensure we get the
product and pricing right so that we’re accommodating the aspirational desires of the Malaysian market,” Peet explains. “For each brand, our marketing and communi- cations strategy is to educate the market so that, for instance, they understand that Legoland Malaysia is not just a giant toy store, but is an interactive theme park offering a full day experience.” He says it’s not important for them to know that Legoland Malaysia is a (Malaysian Ringgit) MYR720m (£149.5m, 179.7m, US$230m) theme park, just that they “feel excited by what they experience”. Presumably, the nearby Singapore market (an obvious target market for Legoland) won’t need educating in the same way – if they haven’t already experienced Sentosa’s branded attractions, including Universal Studios, most Singaporeans are at least familiar with themed attractions.
LEGOLAND It’s because of Singapore’s close proximity to Johor that the location has been chosen for Legoland, Puteri Harbour and some of the other planned attractions. Peet says they’re not looking to directly compete with their Singaporean counterparts. Instead they’ve chosen attractions that fi t the gap
for what they feel is currently missing in the marketplace. “Our focus is on creating an holistic tourism model,” Peet explains. “We want to create a theme park destination with critical mass – a tourism hub within South East Asia that gives people another reason to visit this area.” Themed Attractions and Destination
Resorts aren’t only about licensed prod- ucts. The two companies are also working on their own mixed-use beach-front devel- opment called Desaru Coast, which will open in 2014. Desaru Coast will feature an 18-acre waterpark called Water World and an 11-acre marine park named Ocean
THEMED ATTRACTIONS AND DESTINATION RESORTS DEVELOPMENTS
KidZania Kuala Lumpur
Little Big Club at Puteri Harbour
KidZania is an edutainment park that allows children to role play adult occupations in a replica city. Opening in February 2012 KidZania Singapore will open in 2014
The Little Big Club is an indoor theme park designed around HIT Entertainment's popular characters of Thomas & Friends, Bob the Builder, Angelina Ballerina, Barney & Friends and Pingu. Located at Puteri Harbour, Nusajaya, Johor. Opening in October 2012
Hello Kitty Town at Puteri Harbour
LAT Kampung Boy Restaurant at Puteri Harbour
Legoland Malaysia
Sanrio Hello Kitty Attractions is an indoor theme park showcasing Hello Kitty and other Sanrio characters by Sanrio. Located at Puteri Harbour, Nusajaya, Johor. Opening in October 2012
A themed family restaurant based on the popular local cartoon, LAT. Located at Puteri Harbour, Nusajaya, Johor. Opening in October 2012
The fi rst Legoland in South Asia and the sixth in the world, Legoland Malaysia will feature more than 40 interactive rides, shows and attractions. Located at Nusajaya, Johor. Opening in September 2012
Ocean Quest at Desaru Coast and Water World at Desaru Coast
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Two water themed parks, one of which will incorporate marine life. Both attractions are part of Desaru Coast, Johor. Opening in 2014
Children can assume many different roles at KidZania including fi refi ghter, vet, chef and even surgeon (above)
Quest. Both will be operated in-house by Themed Attractions. In line with its Asian- Orlando-inspired blueprint, the two water attractions will be located alongside luxury resorts by Sheraton, Shangri-La and Aman. A retail shopping arcade located alongside a unique river walk setting and two celeb- rity-designed golf courses will also feature. According to Peet, it can sometimes be
a complicated formula to have an attrac- tion and a resort destination working with each other – particularly if they don’t work with each other. “The challenge is in mak- ing sure the businesses don’t work as silos,” says Peet. “The attraction and the hotel need to understand that the other is an asset, which will either optimise their stays or increase turnstile numbers. “What we don’t want is for guests to feel
as though they’ve left one entity (the hotel) and entered another (the attraction).” So can Themed Attractions create a
new theme park hub in Malaysia? “It’s a very exciting time for us,” says Peet. “The Malaysian government Themed Attractions
has committed almost MYR5bn (£1.04bn, 1.25bn, US$1.6bn), plus we have a well rounded team that knows both the industry and the local market. “As for our prospects for success,
Malaysia is already a very popular destina- tion for a family holiday,” he continues. “It’s inexpensive, it has beaches, jungle and wildlife, yet Kuala Lumpur is lacking in tour- ist offerings for visitors. This puts us in the perfect position to develop attractions that will compete on the international stage. “We’re quietly confi dent Themed
Attractions and Destination Resorts can position Malaysia as the destination of choice for families.” ●
Read Attractions Management online
attractionsmanagement.com/digital AM 1 2012 ©cybertrek 2012
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