Park Update
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Nigel Knight Is managing director of RMA, the Guildford, UK-based design company responsible for masterplanning Paulton’s Peppa Pig World. Park World asked him a few questions about RMA’s work on the project…
How did you bring eOne and Paulton’s vision for the area to life? As is often the case at Paulton’s
As well as the new rides, Paulton’s Park has created an
additional baby care centre and a new catering outlet called The Queen’s Kitchen, increasing the appeal of the area and giving visitors the opportunity for a longer stay. There is also a chance for children to visit Peppa and her family in their hilltop house and meet their favourite characters in person.
Bringing home the bacon Stephen Lorton, commercial director at Paultons Park, comments: “This is a very exciting announcement for Paultons Park. Peppa Pig World continues to be very popular and attracts huge numbers of visitors from all over the world in the six years since its opening. A magical aspect of the expansion is that the Queen’s Flying Coach Ride offers panoramic views of Peppa Pig World and the Park beyond.” The licence to Peppa Pig is owned by independent studio
Entertainment One, which, unsurprisingly, specialises in entertainment content. According to the studio’s trading update, released earlier this year, Peppa Pig has, “continued to perform well in mature markets such as the UK and Australia - and significant demand for licensed products in China has driven further growth in the period.” This has been supported by nationwide broadcast on the CCTV network and through more than 45 billion views on Chinese video on demand (VOD) platforms. Over 50 licensing partners now support Peppa Pig’s growth. Katie Rollings, Head of UK Licensing at Entertainment One,
says: “We are delighted to work with Paultons Park on the expansion of the ever-popular Peppa Pig World. Paultons Park offers families the opportunity to fully immerse themselves into the world of Peppa Pig and since opening in 2011, it has become an instrumental part of this beloved brand.”
Park, the projects are very much client-led. Paulton’s often have a very good idea of what sort of rides they want to introduce to both the new area and also the park in general, so in essence our initial basic activity was to master-plan the area and rides and make sure they will fit. This we achieved by working closely with both the ride manufactures, IP owners and Paultons. From there onwards, it elevates into the fun stuff whereby the characters start taking over and telling their own stories (metaphorically speaking!)
What were the key objectives of the extension? Basically to increase dwell time in that area, introduce new, more contemporary characters and scenes, provide additional new ride experiences and increase the overall Peppa Pig experience for the very discerning audience.
How did you ensure that the extension fitted in with the existing Peppa Pig attractions, in terms of both theme and space? Having designed and built the original Peppa Pig area, we had a wealth of information to hand, so extending outwards was a very natural and organic procedure.
Did you face any obstacles in the design process? Not really. The working
relationship between ourselves, Paulton’s Park, the ride manufacturers and eOne is like a well-oiled machine, so any issues that do arise are nipped-in-the- bud and resolved very quickly.
40
JULY 2018
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