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Theming in the 21st century


Theming has changed, no longer is it an after thought or an add-on to a new attraction, it has now become just as important as the actual ride itself. Thanks to the ever-popular inclusion of licensed intellectual property and innovative new design solutions theming has taken on a life of its own. In this extensive theming review, we highlight some of the fantastic new themed attractions entertaining guests all over the world, and also discuss some of the factors that have led to this recent theming resurgence.


The struggle to stay authentic


J


eremy Thompson, creative associate at the Thinkwell Group, tells Park World how audiences are now demanding authenticity at the heart of every attraction. One trend we’ve noticed with theming has been in regard


to the word itself: some people just don’t want to hear it anymore. For many, especially those coming from outside the traditional bounds of the themed entertainment industry, the word “theming” has acquired a connotation of cheap, inauthentic, or childish design, and audiences are increasingly demanding experiences that feel authentic, relevant, and—yes— socially responsible. Of course this doesn’t mean that audience appetite for


immersive storytelling is on the wane. To the contrary, parks and attractions around the globe are creating themed experiences that far exceed the level of detail and immersion seen before, and audiences are responding by paying top dollar for tickets in record-breaking numbers. What has changed, however, is some of the language and approach we use before designing a themed environment. Increasingly, we don’t begin with the question of “What can it look like?” We begin by asking questions such as: “What are the values we want to express?” “What authentic emotional connection do we want guests to have?” “How can this place express its own original identity?” Sometimes the word “theming” will never even enter the conversation. What does enter the conversation is a different word: “theme”, in its original, literary sense. Look at Disney’s new Pandora: The World of Avatar. Yes,


the land features some spectacular examples of “theming”. But it’s also a stunning example of an attraction with bigger “themes,” particularly evident in its messages of conservation and ecological harmony. It doesn’t matter if guests suspend their disbelief that they’re really traveling to an alien world, because the emotional impact and intellectual relevance of the story it tells is what makes this an authentic and vital experience for all guests.


44 JULY 2017 Inclusivity has been another driving concern in designing


themed experiences that are relevant and authentic. Many parks and attractions around the world are using immersive experiences to tell stories that reflect the values and heritage of their local culture, and it’s more important than ever to have a diverse collection of voices in the room who can help guide us in creating themed designs that not only look great, but are a truthful and meaningful interpretation of that culture. Even locally, seasonal events are branching out to include more diverse audiences, with Latin and Asian holidays in particular becoming a big success here at California’s theme parks. Overall, what we’re seeing is that “theming” is proving its


relevance to the broader cultural conversation more than ever before, we just don’t always call it “theming” anymore.


Past examples of Thinkwell's theming work include Eontime World in Harbin, China, and NatureQuest at the Fernbank Museum of Natural History in Atlanta, Georgia.


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