The Fun Doctor
www.parkworld-online.com
participants and their motor abilities, which leisure educators such as myself study, are of paramount importance. As I viewed the now-operating Planet Playskool facility, many changes came to my mind that I feel I could have suggested Characteristics and Development of these Attractions First, we must recognize that perhaps the primary driving force for developing these attractions is the availability of brick-and-mortar retail space in many shopping centers. As I've written over 250 articles for the industry, people following me for was that someday, we would see entertainment
and recreation taking over large amounts of space in traditional shopping malls. Of course, the American Dream Mall here in New Jersey is the first facility with more square footage for recreation and entertainment than shopping. That mall is located just a few miles from the Brite Management Plaza, which is an upscale legacy Mall in Paramus, to increase their traffic and rent excess space, and facilities like the Planet Playskool and NERF attractions both fit that bill. The Playskool and Nerf attractions actually occupy space that was previously occupied by JCPenney. We've also seen some shopping centers converted to other uses. I just observed one of these in Rochester, New York, that had been converted into a medical facility. I am patiently waiting for someone to take a vacant department store and turn it into a convention center. It seems like an easy transition since many of the department store spaces have high ceilings, which would work well for exhibit halls. This idea would also work well with the new entertainment facilities in these traditional brick-and-mortar retail spaces.
It is difficult to write extensively about all of the creative tools and thinking that could go into creating such facilities.
Now, we get into the general parameters of different parts of the facility, such as merchandising. I'm going to finish the article with some thoughts just on this area as a more extensive example, but first, let's look at some elements that apply to all facets of these facilities.
They include the seven senses, utilizing the product for activity, which may include individual guest interactions or shows put on by the cast members, intermedia synergies, games and contests, the opportunity mentioned above to buy the merchandise, and food services. A full exploration of all of this would warrant a lot more writing than we have space for here, but this will certainly give you some thought-provoking input about these facilities.
First, when I taught creativity in the industry, I always considered sensing as seven rather than five. The seven senses are seeing, hearing, touch, smell, taste, and my add-on 6th is motion/physical activity, and 7th is creative/mind challenges. Here are just a few examples: 1. Creative mind challenges are quite apparent in the section of the Planet Playskool facility, which highlights the Play-Doh product. The entire part of the attraction enables the participants to become creatively immersed through the window of this timeless product.
2. Physical activity elements will be prevalent in the NERF facility, as we will find numerous physically active experiences here. The
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opportunities for fun and corporate team building will be unique.
3. The all-time winner in the smell category is the Bols beverage experience in Amsterdam, fine alcoholic concoctions. The smell of the Play-Doh in the Playskool facility is also noteworthy.
Intermedia synergies are quite prevalent in building interest in products. Perhaps nowhere is has built experience stores and theme parks and has had movies and even a television show based other entertainment properties, such as Harry Potter, is also noteworthy. Pennsylvania area, enables you to earn points to win prizes as you visit each place along the trail. It's maybe not the best idea for wine trails! Possibly most important to product magic- oriented attractions is the merchandising of their products.
entertainment and leisure facilities, the second largest source of income is product sales. I always warn to be sure to cover all areas of merchandise. These include convenience items, interactivity items (items that can be used while participating in the attraction), souvenir and remembrance items, items that fit the theme, and special edition items to think about all age groups and lifestyles. When touring the Planet Playskool facility, I noticed only one adult-oriented t-shirt in the shop. That one had the Pla-Doh logo on it. How about adding the the attraction to that shirt (there are no attraction- oriented shirts here, but I believe they will be coming soon!)? Also, many Play-Doh shirts in the shop could easily be made into adult sizes. The design of these shirts could appeal to all ages. We must remember that parents often buy matching shirts for themselves and their kids. More adult items are on the way and according to Brite. Merchandise items that will appeal to the nostalgia of adults from their own childhood and can be played with their kids are good bets to be great sellers. I am certain that, given the vast number of products out there that haven't been given the magic treatment, we will see much more of this activity in upcoming years.
Dr Jack Samuels, AKA the Fun Doctor, has been writing for Park World for over 20 years, does diverse consulting work within the industry, and has been a professor at Montclair State University in New Jersey for 44 years.
SEPTEMBER 2024 IAAPA EUROPE EDITION
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