PROFILE
attractions worldwide, it’s cheap. “It’s not easy to create a world-class tourism destination that’s affordable in the eyes of Malaysians,” he explains. Longer term, as the new phases are rolled out, the park will target the overseas tourism market, but for now, with the focus on domestic tourists, Sim says it will take time to educate local guests that part of the ticket price goes towards providing safety and cleanliness that’s in line with the rest of the developed world.
PLAY DOUGH To think that developing a theme park isn’t in some part about making money is of course naive. And certainly, Sim talks about success in terms of fi nancial rewards. Mainly, what he enjoys about having a “healthy” bank balance is that
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he can afford to be choosier about where he works and who he works for these days. “The fi rst time I was able to turn down a client because I didn’t want to work with them, I knew I’d made it,” he explains. “Being able to design my own park and run it, rather than helping oth- ers realise their dream, is the other part I really like about where I am right now.” While he concentrates on developing and running Escape in Penang, Sim’s also working towards creating a fran- chise of Escape, so he can export his Malaysian-created theme park brand to other parts of the world. Sim now has his eyes set on Europe because he believes the green initiative and the idea of outdoor physical play appeals to Europeans. He’s also keen to target the Middle East market, as he believes “it
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Sim says his back-to-nature theme park wants to show families the importance of natural play, wellness and sustainability
has the money to make things happen there much quicker”. However, Sim acknowledges that to
create a successful franchise concept, Escape fi rst needs to be successful in his home country. For that to happen, he needs to convince people to buy into its philosophy and ideals. “Escape is differ- ent from other theme parks, which will either make or break it. It’s a re-visioning and departure from conventional ideas of rollercoaster rides and sugar-coated fantasies. It’s about escaping to a time before you needed that to have fun.” ●
AM 1 2013 ©cybertrek 2013
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