Media Based Attractions
www.parkworld-online.com
Crafting stand-out experiences
Media-based attractions must have the wow-factor if they are to succeed, explains Bettina Rajtar of Kraftwerk Living Technologies
A
t Kraftwerk Living Technologies (KLT), we work worldwide to provide cutting-edge technology across a range of applications and attractions, including theme parks, museums, science centres,
planetariums and even high-end automotive and brand installations. Whether the main aim of an application is fun, education or sheer
spectacle, much of our work is in fixed installations – projects that are designed to satisfy our clients and their end customers for many years – and when it comes to media-based attractions, clients are looking to really push the limits of what technology can do. Client expectations are more far-reaching and ambitious than ever, which is why
we like to make a point of working with our end clients, media and production partners to ensure that our technology works for their content and their story. Whether this technology is to be applied in a dark ride, a flying theatre or a dome theatre, the main objectives are quality and longevity, ensuring it provides a stunning experience for many years – and that it’s versatile too. KLT does offer products which provide everything, including content.
However, in many cases our clients ask us to develop the application for their own IP. It’s then up to us to come up with clever ideas to make it happen.
Criteria for success
A crucial point of focus when it comes to creating successful media-based attractions is being able to market an attraction to an audience with something they have to experience to really believe – and something they can only see in one particular attraction or park for many miles around. Provided that a media-based attraction meets this criteria, they can be a
highly cost-effective addition for clients – a brilliant investment with a long life. Media-based attractions work effectively for many years, and in the case of IP or a storyline, the content can be adapted or altered – although for some of our bigger attractions, we have seen crowds coming back for five years or more as long as the story is exciting, fun and compelling. One very exciting part of our work is working with partner clients who have
many attractions, as we can develop something unique for one location, but it can be rolled out to many sites with the same design and IP content. For example, we are working with clients now who are using our Hybrid
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Dome concept, which can be modified for their content and built for one site followed by many more.
Quality is key
As end customers travel more, visiting more parks and enjoying more experiences, regional and new attraction developers must compete with the best in the business, but they may not have the huge budgets that the biggest operators can afford. That is why the quality of an experience is absolutely crucial and why it is a key area of focus for us. We have provided technology for some of the largest operators, but our
skills and experience also work to provide cost effective solutions for smaller and regional parks and attractions. If the ride or attraction does not offer an experience that wows end customers, and does not offer quality and style in equal measure, then it is unlikely to be a success, no matter the destination where it is located.
The magic formula
One example of an attraction that is totally unique, designed to meet the needs of the client, and can only be seen in one place, is Magic Glaze. Designed and built for the Chinese Macrolink Group, Magic Glaze is part of something spectacular – the Tongguan Kiln International Cultural and Tourism Center. Known for its porcelain craftsmanship from the Tang Dynasty, the Tongguan
Kiln International Cultural and Tourism Center portrays the 1,200-year heritage of Changsha city in Hunan Province across a total area of 1.1 million square metres, featuring eight museums, five performing centres, three luxury hotels and 18 cultural attractions, with five million tourists expected each year. Magic Glaze is a great example of how the client wanted a media-based
attraction that was unique, and KLT developed an 800 seat theatre using SFX seats within a wrap-around environment that resembles the inside of a flaming kiln. Meanwhile, at experimenta in Germany, we developed the unique
Hybrid Dome concept for a science centre – one of the first multi-functional attractions in the world. Because that concept delivered so successfully, we are now applying it to further theme park and attraction concepts with amazing content and stories for end customers to enjoy.
SPRING PART 3 2022
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