Guest Article
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The ten attributes of memorable attractions
JRA vice president, Shawn McCoy reflects on seven years of research into emerging trends in immersive design to come up with a list of key ingredients for outstanding attractions
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hat makes a trend and why do certain experiences stand the test of time, while others fade into obscurity? For the last
eight years, I’ve attempted to answer these questions as part of my annual “Emerging Trends in Immersive Design” session at the IAAPA Attractions Expo. I’ve researched everything from theme parks to car washes to find the techniques that turn average attractions into those that stand the test of time. Since I knew my 2018 trends presentation would
be my last (at least in this particular format), I decided to reflect upon the previous seven years of sessions in order to identify ten key attributes that are associated with memorable, award-winning attractions.
1 Innovative The first trait of many memorable attractions is that they are innovative in their concept, design or execution. They may be the first of their kind, offer a new twist on existing concepts or technologies, or employ cutting edge technologies to create new types of visitor experiences. As you plan and design your new attraction, you should ask yourself, “What can my attraction provide my guests that they can’t enjoy anywhere else, including at home?”
2 Story-Driven Attractions based upon engaging stories pull guests into the experience, making them feel part of a greater narrative filled with memorable actions, characters and environments. These stories can be based upon existing brands or intellectual properties, or they can introduce entirely new narratives. The key is to provide a deeper level of meaning to the visitor experience so that guests become emotionally invested in the attraction itself.
3 Immersive Some of the world’s best attractions are those that use a variety of techniques to completely immerse visitors within the world of the story that they are telling. The most memorable projects are those in which every aspect of the guest experience – from the attractions to the retail to the restrooms – is designed as an “in world” component of a larger narrative, within which guests become an active participant. Given the level of immersion that guests
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are being offered via motion pictures, television, and video games, today’s attraction designers must provide audiences with immersive environments that not only meet, but also exceed guest expectations.
4 Shared Experiences that are designed to be shared with friends and family create lasting memories and encourage repeat visitation. Programming, gamification, and clever uses of space can bring families and friends together. The goal is to create a sense of community amongst visitors, as they experience the attraction.
5 Personal More and more attractions are designed to put guests into the center of the action, making them an integral part of the overall story and experience. As you design an attraction, you should constantly ask yourself, “How can we make guest the hero of their visit?”
6 Personalised Through a variety of advanced technologies and techniques, guests are provided with a customized experience, with content catered to their specific tastes and experiential components designed to reflect their unique personalities. Today’s attractions must strive to create a relationship with their guests before, during, and after their visit to make them feel that the experience was created just for them.
7 Interactive An effective way to engage guests within an attraction is to provide opportunities for them to interact with the environment, both intellectually and physically. As attractions are programmed, designers need to incorporate interactives that challenge visitors to become an active participant in the experience.
8 Emotional Attractions that connect with guests in an emotional manner are often the most memorable. Now that you’ve inspired guests to think and to move through interactivity, how will you inspire them to feel (fear, joy, nostalgia, etc.)?
9 Varied The best attractions are those that offer guests a wide variety of experience types, ensuring that guests of all interests are engaged. Successful attractions are those that provide a number of options for differing levels of participation and interaction (i.e., passive and active, introverts and extroverts).
10 Repeatable Finally, in order for an attraction to be successful in the long-term, it must be designed in a manner to encourage repeat visitation. Specific techniques include routinely updating the attraction content; providing ongoing programming and events; creating open-ended guest experiences (e.g., art- based activities), and gamifying the experience. Finally, it should be noted that designers don’t need multi-million-dollar budgets to employee these techniques. In fact, some of the most fun attractions I’ve researched in recent years have sprung out of the “Do It Yourself (DIY) Movement.” Clever entrepreneurs found a gap in the industry and decided to fill it themselves, often with limited means yet seemingly limitless energy. While a large budget certainly helps, what’s more
important is for the designer to have a strong vision for their attraction and a willingness to push the boundaries of experience. At the end of the day, these are just my
observations, and some of these attributes will likely change in the face of new technology and the fluctuating demands of the visitor. But I hope that these attributes provide you with a framework to create attractions that your guests will find equally entertaining and engaging.
FEBRUARY 2019
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