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Theming www.parkworld-online.com


A dynamic shift to theme design


Dynamic Attractions tell Park World all about their move from ride supplier to attraction designer


G


eorge Walker, SVP creative development at Dynamic Attractions, exclusively tells Park World why they have dramatically shifted their


focus and expanded their services to include comprehensive attraction design. The company has invested in a new facility in Orlando, Florida dubbed the Attraction Development Center, and is home to the Unlimited AttractionTM theme design division where artists, engineers, and designers fill the offices, with thousands of square feet for mock-ups, R&D, and demos. “We are putting ‘attraction’ into the name, ‘Dynamic


Attractions’ in a major way,” explains visionary CEO of the company, Guy Nelson. “The ride system is already such an integral part of every attraction, adding the other design disciplines was the next logical step.” As SVP creative development, I am often asked what it is


that really turns a ride into an attraction? Does it just mean the addition of show sets and lighting? Or is it simply when a brand is added? Or does it mean the often-overused word “story” has been applied? Theme design can mean all of these and certainly involves all of them, but the secret to turning a ride into an attraction isn’t just in the ingredients. So what is the secret?


Integration. It's the third word in the Dynamic mantra, ‘Show. Ride. Integration.’ But in reality it is by far the most important. Great attractions are created by the ability to successfully bring all the mind-boggling, complex, and intertwined elements together without destroying the emotional experience, or obscuring the story. ‘MISSION: Ferrari,’ our upcoming SFX coaster for Ferrari World Abu Dhabi, will stand among the greatest examples of this. The challenge here wasn’t just coming up with a neat idea or drawing some pretty concept art. It was in figuring out how to get everything to work together inside a box filled with countless facility obstacles, safety requirements, challenging construction conditions, and cutting-edge new show and ride technology. VP of Technical Development, Mike Haimson, describes it.


“It’s like building a ship in a bottle. You have to think about the sequencing, but also pre-fabricate and mock-up elements outside the bottle. This is the most important part of our Orlando facility. We have the ability to test our designs while they are still just designs. This way you can get a sense of how the elements look and feel together. The last thing you want is to change your mind or discover a bad design idea in the field.” That’s not the only exciting thing on the horizon for Dynamic


either. “We have something incredible in the works that will be shown at IAAPA this year,” Cindy Emerick, VP of business development explains. “We are going to introduce some game-changing new technology, and we are now coupling every ride + show into attraction packages that will include the integration of everything needed for a great experience.” I often say there is no shortage of great ideas in the


theme park industry. The industry thrives on the business of ‘selling ideas,’ but the tricky part is executing them so the original idea doesn't get lost in the process. ‘Show. Ride. Integration.’ That's the Dynamic mantra. That's what we do. But it's our ability to succeed at ‘Integration’ that is the key to great attractions.


George Walker SVP Creative Development, Unlimited


Attractions George has spent his career as a ‘storybuilder’ bringing creative build-ability to story-driven projects around the globe with a talent for moving concepts through the complete process – from blue sky ideation, to tangible guest experiences. George simultaneously serves as Creative Director for Ferrari World Abu Dhabi where he recently opened the acclaimed Flying Aces – WWI themed coaster, and Benno’s Great Race – interactive dark ride. A devoted industry ‘thinker,’ George is passionate about the evolution of theme design.


46


JULY 2017


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