Park Profi le
www.parkworld-online.com
There’s more than one way to Play
Just as there are different personality types, there are also different play types. Most of us combine several types of play to meet our leisure and social needs. The Adventurer enjoys ‘discovery’ play where they can embark on a journey and will fi nd satisfaction in exploring new experiences. They are likely to value the process of getting there, or fi nding the path, and so enjoy an attraction or ride that is different every time, or has no defi ned beginning or end. They are typically comfortable with an element of the unknown and can be brave approaching new experiences. The Socializer is most engaged in play that involves
others sharing an experience with family and friends to create shared memories. They enjoy rides shared, either as participant or spectator, which enables them to re-live the experience with others and discuss all the feelings it created. They tend to gravitate towards collaborative and interactive games. The Dreamer is fuelled by imaginative experiences
where they fi nd enjoyment in creativity with the freedom to create their own story narrative. Dreamers relish attractions which stimulate them intellectually or that create an environment in which their imagination can run wild.
The Challenger wants physical ‘kinesthetic’ play
which provides movement and sensory experiences. Challengers are the daredevils of the play types and love speed, height, and pushing their boundaries. They are also the most competitive wanting to master a sport or better their own achievements, and may take satisfaction in winning against others
Play connects humans together through shared
experiences, encouraging us to engage with others in ways that the digital age has started to leave behind. This authentic play is a combination of literal (physical) and abstract (imaginative) triggers. The most successful parks ensure they have a range of play experiences that appeal to a broad assortment of customers, including cross-generational appeal of the products. In some markets, such as Asia, grandparents are very involved in the family unit and need thoughtful inclusion.
The ROI of Play By understanding your park’s demographics, but also the four play types, you’re giving yourself the opportunity to take a closer look at your ride mix and identify where there may be gaps. The more authentic the play opportunity in a product, the longer people will remain to enjoy the attraction
22
and your park. Interactive play products offer large ‘queue free’ capacity and can draw people to certain places in a park which helps you manage traffi c fl ow and creates F&B opportunities nearby. The ability for play to differentiate a park shouldn’t be
underestimated. Creating well-thought-out play opportunities can help a park establish a narrative, and because no two play experiences, even on the same structure, are the same, it drives repeat visitation. Play gives children and adults alike permission to explore, discover, and feel new and exciting experiences together. It is intuitive, inclusive, and most importantly for the memorability of our venues – it is an authentic emotion which is the secret to building the best brands.
You can register to download the full report at
whitewaterwest.com/playtypes
FEBRUARY 2018
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
