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IntervIeW


Bart de Boer “W


hen Walt Disney came to Europe in 1954 to research attraction parks, he came here and was


inspired by our park,” says Efteling’s CEO Bart de Boer. “Actually, that’s just a story,” he admits with a smile. “He may well have come, but there’s no proof of it. We like to say it though.” The Netherland’s oldest theme park is


so revered in its home country that when it marketed Raveleijn – a medieval city- themed entertainment venue – as a “new town”, 70 per cent of the country’s mayors, resplendent in their chains of office, attended the opening ceremony in 2011. Raveleijn also forms the backdrop to


a tv show, book and online game. While investing in rides and entertainment to ensure guests have a great time is the main aim of Efteling, which is run by Efteling Nature Park Foundation, media has become a large part of the park’s offer. After producing several tv series, it premiered its first film, Sprookjesboom (The Fairytale T


“It’s an important step,” acknowledges de Boer. “We’re part of history and we’re very careful with that history.” The history started back in 1952 when


Efteling opened as a family amusement park using attractions to tell 10 stories within a Fairytale Forest. The park was founded to bring employment into the region and to conserve nature. While that’s still the park’s aim, 60 years on, Efteling has evolved into a theme park with more than four million visitors each year, a variety of coasters, dark rides and experiences, theatre shows, a hotel, a holiday park, a golf course and its own tv series. De Boer credits Efteling’s success to


ree) in February and it went


gold in March. “One park started with a mouse and became quite successful, so we’re working to that,” smiles de Boer.


HISTORY 2012 marks the park’s 60th anniversary, which is being celebrated all year long.


20


staying close to its Fairytale Forest roots. While the designers employed over the years have all left their imprint on the park, the original style, created by Anton Pieck, has continued to the extent that fairytale- related stories appearing in Dutch, and some German and Belgium, media are referred to as “Efteling-like”.


Read Attractions Management online attractionsmanagement.com/digital


Inspiring Disney, defying the recession and expanding into film and tv are among Efteling’s achievements, as it celebrates its 60th birthday. CEO Bart de Boer tells us why the Netherland’s oldest theme park is so successful


Kathleen Whyman • managing editor • attractions management


The park offer now includes coasters, but the core business hasn’t changed.


“We never wanted the fastest, highest or most dangerous rides; we always have the extended family in mind,” explains de Boer.


“The park is very large and is beautifully landscaped. Visitor feedback shows that they like the way they can wander around and enjoy being a part of nature.”


REALMS Efteling is divided into four realms – Ruigrijk (Adventure), Reizenrijk (Travel), Marerijk (Fairy) and Anderrikj (Alternative). Each are tailored to different members of a family. The Fairytale Forest and shows are for everyone. Older children and adults will enjoy the coasters and dark rides while their younger siblings spend time in the playground. Carnival Festival, which takes visitors on an eight-minute journey past 15 different countries and 270 different animatronics, is popular with all ages. The ride is currently being refurbished to mark


AM 2 2012 ©cybertrek 2012


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