Movie Park Germany’s Nickland features a
Splash Battle ride from Preston & Barbieri/3DBA called the SpongeBob Splash Bash, one of many Nickelodeon themed attractions in the area.
Movie Park, Germany Also utilising the Nickelodeon brand is Movie Park Germany, where again, visitor numbers increased substantially over a period of time as the park moved to align itself more to the family market. “Introducing Nickland to Movie Park Germany was the main aspect of our new, more family oriented strategy and within three years visitor numbers increased 44 per cent, with Nickland being a major ‘reason to visit’ as our surveys show,” reveals general
manager Wouter Dekkers. “Especially
the number of families
and is still at a high level. It might be that the
novelty factor is for families not that important as it is for teenagers.” And what does he feel
(Image courtesy of Mall of America/ Nickelodeon Universe)
about the strength of different IPs aimed at different age groups? “It is a bit difficult to answer as there is no “teenage brand” at our
park which is comparable with the Nickelodeon brand,” he says. “Additionally, you need to have a look also at the attraction not only at the brand. A small attraction with a big brand doesn’t attract the people as much as a big one
increased
does. Shrek, for example, is for sure a popular brand but the Shrek 4D is only one attraction and not a whole themed area. A brand as strong and popular as the Nickelodeon brand combined with a whole themed area or a major attraction would certainly have a huge impact.”
Quite clearly then, there are big, big benefits
to using the right IP, so long as it is done well and meets guest expectations, which will inevitably be high. It would seem they are certainly worth the investment. To sum it all up, perhaps the last word should
come from BRC’s Bob Rogers who speaks so highly of the Wizarding World of Harry Potter. “If you want IP excellence, Harry Potter is the
standard. They (Universal) deserve all the praise from our industry for signing up for this and pulling it off. They out did Disney. They have accomplished probably the best IP based attraction in the history of the industry.” Praise indeed!
Drayton Manor Theme Park’s Thomas Land is a fully themed area based on the Thomas and FriendsTM (Image courtesy of Drayton Manor Theme Park)
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