ANALYSIS
DEVELOPING IP EXPERIENCES
There are many IP success stories as attractions
incorporate popular brands in a variety of ways. But there’s plenty to consider before taking the plunge. Lesley Morisetti presents her exclusive research
T 60
he recent success of intellectual property (IP)- led developments like the Wizarding World of Harry Potter at Universal Orlando Resort has encouraged more IP owners to consider bringing their characters to
life within visitor attractions. To understand this trend better I
conducted research into the development of IP experiences at attractions, including interviews with attraction and IP owners, supported by my own experiences. We defi ne IP as “knowledge, creative
ideas, or expressions of the human mind that have a commercial value and are protectable under copyright, trademark, design rights and patent law.” Examples include brand names,
registered designs, and works of an artistic, literary or musical nature.
WHY DEVELOP IP EXPERIENCES? Visitor attractions typically benefi t from existing knowledge and awareness of the IP (and, in the case of Harry Potter, a vast fan base across the globe). But what about the IPs – is it all about the money? Many IP owners are looking at
attractions as a potential new income stream (particularly as core areas such DVD sales decline). But typically income from visitor attractions is only a small proportion of an IP’s total turnover and so it’s defi nitely not all about the money. For example, when Walt Disney developed the Disneyland theme parks it
was to ensure – very successfully – the longevity of his mainly fi lm-based IPs. Brands like Lego and Warner Brothers
have followed the Disney route, creating whole attractions based on their IPs, but the majority of IP development involves existing attractions adding an IP branded experience to their offer.
THREE LEVELS OF INVESTMENT When it comes to the depth of the commitment to the IP, there’s a range: 1. Temporary Events Entry level commitment can involve costumed characters appearing for short periods of time. This is a low-cost option which tests characters against the attraction’s audience with limited risk if the IP turns out not to be popular. The character Peppa Pig “visited”
Paultons Park, UK, in 2008. The IP proved highly popular and aligned with the park brand and as a result, Peppa Pig World opened at the park in 2011. Temporary exhibitions can associate
attractions with popular IPs for relatively low investment. They can also shift perceptions, as at Britain’s Beaulieu National Motor Museum where a James Bond-themed event – Bond in Motion – retained the motor connection which is crucial for the brand, but also widened the appeal of Beaulieu beyond car enthusiasts. 2. IP Branded rides/experiences: The next level of IP development is to brand a single ride or experience within the attraction. The incremental costs of adding the IP to a development or
Read Attractions Management online
attractionsmanagement.com/digital
Stars of the Harry Potter fi lms tour Diagon Alley at Universal Studios Florida
EXCLUSIVE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104