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Dynamic Attractions Dynamic concepts:
From robotic rides, to linear induction powered coasters, to advanced mechatronic ride systems, Dynamic Attractions makes the impossible possible. Park World editor Becci Knowles catches up with Dynamic’s executive team to find out how the company survived 2020 and what they have planned for 2021.
W Cindy Emerick Whitson
ith eight new rides slated to open worldwide, Dynamic Attractions is set to have an exciting year. The 2021 attraction openings include
two brand new coasters and three flying theatres, one being Dynamic’s first 3D flying theatre. According to executive vice president of business development, Cindy Emerick Whitson, “While the opening dates of several rides got pushed back as a result of the COVID-19 pandemic, the attitudes of our clients and our team have remained incredibly positive. We are continuing to progress in the construction and installation of our ride systems.” Dynamic Attractions has been juggling teams in six
different locations since mid-summer. Cindy praises her team and her clients for taking the unusual circumstances in their stride: “Our clients and team have seamlessly integrated all necessary COVID-19 safety precautions and protocols, and our clients have understood the delayed timeline and project turnaround time.” While the pandemic has presented numerous
operational difficulties, Cindy remains optimistic., “We have been fortunate to survive 2020 and enter 2021 in a strong position. Thankfully, we had over US$100 million in the pipeline. We also have a comprehensive parts and service department that services all types of rides from various manufacturers. Right now, with parks not investing in capital intensive projects, they are using this downtime to concentrate on smaller improvements, which our parts and services team has supported effortlessly.” “It has been a very challenging time for virtually every company in the world,” states executive chair and chief
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executive officer, Guy Nelson. “We used this time to get closer to our customers, critically assess the company’s incredibly valuable intangible assets, and re-organise our employees in such a way as to capitalise on the tremendous opportunities that we have identified in a post- pandemic world.”
Dynamic in Name and Nature New ride openings are not the only novel things on the horizon. Dynamic Attractions’ parent company, Empire Industries, is taking on a fresh name: Dynamic Technologies Group. The rebranding reflects the company’s focus on innovation and technology and aligns all of its entities-- Dynamic Entertainment, Dynamic Structures, and Dynamic Attraction--under one unifying umbrella. With the name change also comes new leadership.
Jerry Pierson brings his 30 plus years of experience in the themed entertainment industry to the role of president of Dynamic Technologies Group. Jerry has an extensive background of working on projects for major companies and has played a role in a number of visionary attractions. Pierson’s track record of delivering exceptional results makes him a key asset in the future focus of the company. “The rebranding is reflective of many things,” says Jerry,
“not the least of which is the strategic pivot the company has been making towards creating and leveraging its proprietary technology. Over the past five years, the company has made significant investments to engineer and develop first-of-its-kind entertainment ride vehicle technology and intellectual property. One of Dynamic’s core values is its commitment to innovation.”
WINTER PART 2 2021
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