Media Based Attractions
www.parkworld-online.com
Just the ticket!
Immersive, media-rich technology is changing the attractions industry, writes Lauren Wood Weaver, vice president of marketing and business development at Sally Dark Rides.
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fter more than a year of virtual work, school and play, guests of all ages have developed a growing desire for immersive family entertainment. This trend toward immersive, mixed-media experiences offers a huge opportunity for parks focused on guest satisfaction. Dark rides are just the ticket as they transport guests to a world of wonder and keep families coming back for more—all the while, improving park attendance, season pass growth and guest loyalty. What makes dark rides special is how a story can immerse guests into a beautifully themed world. With the help of media, practical sets gain new dimension. A seemingly narrow space can grow vastly in depth by using media-based techniques. Dark ride creatives have been using this form of artistry to aid their storytelling and developing more dynamic, larger-than-life experiences. Take the ride Reese’s Cupfusion, which debuted in 2019 at Hersheypark in Pennsylvania. This ride was a redevelopment by Sally Dark Rides in conjunction with Raven Sun Creative. It replaced Reese’s Xtreme Cup Challenge, using the same
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building but completely transforming the attraction. A new epic storyline was introduced, along with a host of new candy characters and unique interactive features. The ride is the park’s first story-based attraction featuring an all-new IP custom to the park. It engages multiple senses; sight, smell, touch, and sound, as guests experience friendly competition. In addition to an array of physical targets, countless virtual targets on massive screens take on different attributes to engage guests. Disappearing and reappearing targets offer different point values allowing more targets to be hit than ever before. Hershypark received overwhelmingly positive feedback on the ride with guests complimenting the new technology, the multi-level gameplay, and the unique elements of the story. That year, Hershypark drew 3,384,000 visits, putting it in the top twenty theme parks of North America according to the 2019 TEA/AECOM Theme Index. Sesame Street: Street Mission, the Park World Excellence and Thea award-winning dark ride at PortAventura World, is one example of how media aids storytelling. Flying through Count’s Castle
and down into Oscar’s Trash Can would not have the same effect without the immersive 180-degree screens and state-of-the-art CG media. Creating a seamless blend between digital and physical is no easy feat, but when done correctly, the results are truly magical. From creating one-of-a-kind gaming experiences to building depth and dynamic set pieces, adding media to a dark ride is an undeniably complementary component. Media- based attractions offer unparalleled repeat ridership because there is always something new to see or aim for. Dark rides are the number one storytelling attraction for all demographics. Their appeal stems from a fundamental need to have an emotional connection with a ride and a one-of-a- kind ride experience. We believe we create more than just rides— we create memories. We have become defined by the quality of our stories, our rides, and our relationships with customers. After years of creating successful media-based ride experiences, the team has seen how dark rides can transform a park.
SUMMER PART 3 2021
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