INDUSTRY OPINION
present, so the site operator can reach a much broader audience courtesy of the app store and android’s Play store. Ironically, the new technologies have
often made life more complex for site owners, and more expensive. This wasn’t the plan! But the majority of visitors either don’t have or won’t use their smartphones to take the tour, so a site needs to provide the players as before, and build apps as well. This is a manageable, but slightly more com- plex, process for the industry to digest. Visitors increasingly expect the inter-
Nugée co-created Imagineear in 2009
Andrew Nugée Founder and CEO imagineear ltd
“I
can only speak for interpreta- tion in attractions, but there have been several changes in the 11 years I’ve been in the industry. A decade ago,
the only tour option was a pre-loaded player provided onsite. The iPod didn’t make much of an impact, but iPhones and other android phones are broaden- ing the choice to visitors. Now visitors can download before
they get to the attraction and keep the tour afterwards on their own device. They don’t even need to be physically
pretation content to be in their own language and on a variety of platforms, including the web. Going online before a visit to check times and facilities or book tickets is called a Logistical visit. At the attraction, people look for an Emotional visit. Going online after- wards to further their research is an Educational visit. Our task has been to provide the emotional content together with a platform to deliver it, and to link this into educational materials. The best change over the past
decade is the greater availability of knowledge at the point it’s needed. This has required the tools to search for and display content, which have developed greatly in this time. For things to be perfect, we need to
have free or subscription broadband wifi available indoors and out and for all visitors to have smartphones with long battery life and vast memory
The Beatles story in Liverpool, UK
“Ironically, the new technologies have often made life more complex for site owners. This wasn’t the plan!”
capacity. Then we’ll be able to provide a great personal interactive serv- ice over the phone network. However, these things always take longer to develop than you think they will.”
Manfred Meier Founder and CEO of Kraftwerk Living Technologies GmbH
“O 50
ver the past 15 years, increasingly stringent quality requirements have driven investors into big investments and shorter
investment cycles. The development of media based attractions was one of the reactions to these changes. Investment in high quality hardware is
the key to success. Costs for revitalising attractions can then be minimised, as operators only have to change the con- tent. We think this is why the readiness to invest in media based attractions has had a signifi cant boost. Technological advances, including the development of digital high-per-
formance projectors, high-performance video playback servers and ground breaking alignment systems, have made it possible to display ultra high- res images in 2D and 3D on almost all surfaces. Thanks to these advances, media components, such as high-end projection systems, have become a very important factor in the industry. In the future, we’ll see more con-
ventional rides combined with media components. An example of this is the new Manta rollercoaster in SeaWorld San Diego. Featuring a launch station, passengers start the ride enclosed in a tunnel with images of rays projected onto a 270-degree enveloping screen.” ●
Read Attractions Management online
attractionsmanagement.com/digital
Meier founded Kraftwerk in Austria in 1992 AM 3 2012 ©cybertrek 2012
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