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Branded Attractions www.parkworld-online.com


Fairy World Taxi Spin “


The classy interior to the Big Pizza Kitchen


If you look


at the retail in any park, it’s not that huge until you start bringing in brands. That wasn’t the only reason for doing Nicklelodeon Land but it helps a huge amount


Nick Thompson


Nickelodeon Land guests can also enjoy Backyardigans Pirate Treasure, a Zamperla Regatta ride formerly known as Bradley Beaver’s Pirate Ride; Krusty Krab Order Up, a rethemed Moser tower ride; and coin-operated Super Quads.


Theming for the project was supplied by a diverse mix of local and international suppliers and contractors including Art & Design, UK Loco, SEM Group, Best Design & Build and more, working closely with Nickelodeon’s team of designers. As well as frequent appearances from costumed characters, the new area of the park is expected to provide the backdrop for some filmed links for Nickelodeon’s UK television output.


According to Saunders, “we try to be everywhere kids are. So we’ve got the TV, we’ve got a strong website and this is really the third piece of the jigsaw. Maybe it will bring in some new viewers, but in any event it will give existing Nickelodeon fans a good opportunity to immerse themselves in the brand.”


” Big Circus Bounce 28


Nick Thompson adds that the new land gives the park an opportunity to extend its already long season: “Normally we go through until November and then for those five weeks up to Christmas everyone goes shopping and wouldn’t necessarily come to Blackpool. This is a nice, fun area that we could open right through until Christmas, and Nickelodeon already has some Christmas versions of the characters. We’re also looking at hiring it out for private functions. I know the Beckhams are fans of the SpongeBob cartoons so if they want to hire it for a party they are more than welcome!”


SpongeBob’s Splash Bash by Mack Better Atmosphere


It’s now three years since Pleasure Beach switched to a wristband/pass-only entry system, and so lost its reputation as Britain’s favourite free tourist attraction. Yet despite experiencing what many believe to be a dramatic drop in attendance, Thompson says the bold move is beginning to pay off. “Prior to changing we did a lot of research, and it was shocking, there were all sorts of people just wandering around without spending a single penny. You only have to spend time on the park now to see that the atmosphere has changed, people are appreciating the park more and the visitor numbers are going up again.”


A sunny start to the season has certainly helped this year, and changes are happening throughout Blackpool: “Merlin coming into town is fantastic,” says Thompson, “the promenade when it’s finished will be great, and hopefully we’ll see more investment like this.” More branded attractions are planned at Pleasure Beach following a deal with Aardman Animation to develop a Wallace & Gromit themed area. Fittingly, the characters’ creator, Nick Park, grew up just half an hour from Blackpool and the project promises a unique and distinctly British flavour (sorry, SpongeBob). “We were trying to keep it secret,” notes Thompson, “but it’s out there now because Nick Park mentioned it on [radio show] Desert Island Discs! But I don’t think we want too much IP, we’ve still got the Big Dipper, the Grand National and all these things which are uniquely Pleasure Beach.”


www.nickelodeonland.com


Rugrats Lost River and Krust Krab Order Up (Moser tower)


Nickelodeon Streak, Pleasure Beach’s 1934 Roller Coaster JUNE 2011


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