Anthony van Dam is vice-president of Toronto, Canada, based Forrec, the highly respected planning and design firm specialising in the creation of entertainment and leisure environments globally. Van Dam has been with the company since 1988 and initially spent two years working on the Universal Studios Florida design project. He has not looked back since and here he talks to Andrew Mellor about the creation of new projects, the challenges designers and developers face, design trends and the many other aspects involved in bringing new venues to fruition
Anthony Van Dam
Open to Question
IP: How did you become involved in the leisure and attractions industry and what is your background with Forrec?
AvD: I started my career at Forrec in 1988. I was intrigued by this established firm that had just secured the design contract for Universal Studios Florida. I spent the next two years working on Universal, where I gained invaluable experience and a love for the entertainment industry.
IP: The Forrec team no doubt involves individuals with specific design skills. What is your speciality?
Over the years I have been involved in many aspects of leisure and attraction design, from conceptual planning to the execution of large scale projects. For the last 10 years or so I have been focussed on new business development, primarily in the Asian markets and with a special interest in China.
IP: When creating a new attraction from scratch, where do you and the Forrec team start?
AvD: By asking our clients questions that will help them narrow down their strategic objectives. Then the fun part begins, usually around the table with some of our brightest and most creative talent. An open discussion and debate with as many people as possible - with a range of
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experience and expertise - always leads to the unique vision and the Big Idea that our clients have come to expect.
IP: What are the main challenges when designing a
new attraction?
AvD: It is always a challenge trying to balance “I want the greatest attraction in the world,” with a realistic
attendance, revenue, budget and schedule. Anything is possible, and we are fortunate to have more creative
freedom in our business than just about anywhere else, but ultimately it is the success of an attraction and our client that is at the top of our priority list.
IP: What do you think are the main ingredients of the perfect theme park, waterpark, resort, etc? Are there various aspects common to all types of attraction venue that are a ‘must’ or do different venue types require very different ‘must have’ ingredients?
AvD: It has become a cliché, but every project is unique. Our work is global and different markets have different tendencies which all need to be considered. However, strong planning principles - guest flow, comfort, programming, impulse strategy and the creation of exciting, memorable experiences that affect emotions positively - are what guide us through every project, everywhere.
IP: Are there any particularly noticeable trends in the world of attraction design at the moment?
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