BRANDING ATTRACTIONS
Is branding and themeing worth the work and expense? Does a dressed up ride give a better experience than the same ride without the clothes on? Kath Hudson speaks to some operators who believe in the brand
ALL ABOUT THE PACKAGING I
f a ride is manufactured by a company to have a couple of steep descents and a few loops, isn’t it bound to always feel the same regardless of how it is deco- rated? Not according to theme park operator Merlin Entertainments, which believes it is the intellectual property (IP) that creates the experience and gives the ride longevity. “We don’t sell rides, we sell thrilling guest experiences,” says Justin Platt, marketing director at Merlin-owned park Alton Towers.
“We want to start building anticipation of the ride from the moment people look at the website. This continues through to entering the park, joining the queue and extends beyond the time they spend in the shop afterwards. Building a brand heightens the experience by building anticipation and ex- pectation. It gives the guest a story to engage with, which dramatises the experiences.” For the rider, there is a tangible difference too. Online reviewer Coaster Critic has given
the same ride a 9.5 and raved about it, and at another park a 7.5 and described it as underwhelming. The ride in question was Ger- stlauer’s Eurofi ghter, launched at Dollywood, in 2007, as Dollywood’s Mystery Mine – it features a dilapidated building, cracks in the support structure, creepy ravens, an explo- sion and a spinning rock crusher. Six Flags Over Georgia in Atlanta calls it the Dare Devil Ride, but has relied on the ride alone to add the thrills and has not created an experience around it, resulting in its lower score. The Eurofi ghter is soon to get another in-
carnation. Branded as The Smiler, the £18m (US$27m, €21m) ride is going to be Alton Towers’ top attraction this year. The UK-based theme park is hoping that this ride will be able to replicate the success and popularity of the alien-themed Nemesis, which even though it is 19 years old is still voted the park’s most popular roller coaster. “It’s still the biggest roller coaster brand in the UK and that’s not because of the prod- uct, it’s because of the brand,” says Platt.
KNOW THE MARKET
Extensive customer research preceded the building of The Smiler brand.
Aimed at the thrill seeker target market, Merlin anticipates that The Smiler will replicate the ride experience of sister coaster Nemesis at Alton Towers 94 Attractions Handbook 2013–2014
Alton Towers wanted to create a terrifying experience. The feedback showed that riders want a physical challenge, combined with a mental challenge. “That became our core
www.attractionshandbook.com
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