INDUSTRY OPINION CHANGING TIMES
Keith James Owner and CEO, JRA
“I
’ve been in the industry for more than 40 years. In that time, technology has become so sophisticated that we now have many different ways of
expressing the stories, from traditional walk-throughs to 5D attractions, and everything in between. Technology has handed us so many
options. However, an experience is always going to be based on the story. The story, not the machine, is what makes people come back. Keeping current with technology and
new opportunities is a challenge in the industry. As is getting used to jet-leg, because it really is a worldwide market. I work with a fantastic staff, and luckily for me, I sleep well on planes.
James has been in the industry for 40 years As creators and designers, our chal-
lenge is always to stay ahead of what our guests can experience at home. Our facilities are designed so that the guests can get away from reality for a little while. Therefore, we always need
to be a few steps ahead of their living room. The industry was more relaxed at the beginning of my career. Now, it’s far more intense, but that’s not a bad thing. Times are just different – and I’ve enjoyed all of it.”
ATTRACTIONS MANAGEMENT
Technology and consolidation are among the big changes in the past 15 years, with both good and bad results, as we discover in the second part of our series.
An experience is always going to be based on the story. The story, not the machine, is what makes people come back
JRA’s projects include Ferrari World Abu Dhabi 24 Read Attractions Management online
attractionsmanagement.com/digital AM 2 2012 ©cybertrek 2012
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