IAAPA Preview


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IAAPA Expo Europe: Exhibitor Preview In the run up to IAAPA Expo Europe 2022 at London ExCeL, Park World


takes a look at what to expect from exhibitors as this year’s event


AromaPrime Celebrating its 50th anniversary next year, AromaPrime has been led by perfumers, technologists and attraction designers throughout its history, and has developed a library of around 500 themed aromas - from Dragon’s Breath to Penguin Vomit, and Pirate Ship to Cookies! It also provides world-class scent machines, including the Multiscent DMX, which can diffuse up to three scents at once. AromaPrime’s creations are used by theme parks, museums and other


attractions around the world to provide a sense of authenticity and immersion. For instance, the mysterious scent of Woodsmoke is used in the pre-show for Alton Towers’ Wicker Man roller coaster, sparking primal fight- or-flight reactions in guests to build anticipation. Meanwhile, life-like stenches have been used by


the Imperial War Museum to replicate terrible trench conditions. Pleasant aromas can be used in scare mazes to build a false sense of security, while in care homes, nostalgic scents are used to bring back memories for people with dementia. Just this year, AromaPrime has worked with one


museum to recreate the Ancient Roman ‘scent of purple’, based on dye which was made using sea


snails. It has also been collaborating on a variety of top secret theme park projects - but guests will sniff


for themselves what those are all about when the experiences open. Liam R. Findlay, Themed Scent Creative Director


at AromaPrime, says: “There are many sophisticated, psychological tricks that can be used with scent to spark emotions and even influence guest behaviour. The ghastly stenches used in Halloween scare mazes, such as at Thorpe Park’s Fright Nights, trigger instinctive reactions of discomfort and fear. “However, they can also help boost profits. This is because when guests associate certain scents with fun experiences, those experiences will stick in their


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long-term memories. When they smell those same pongs again in the future (perhaps through scented merchandise, which is another profitable avenue), those positive emotional memories will flood back, encouraging revisits and word-spreading. “There was actually a study in 1999 which reflected this incredible impact.


Half the participants sniffed the same AromaPrime oils that were used in a museum they visited around six years before, and the other half just sniffed generic smells. When asked questions about what there was to see in the museum, those who had sniffed the museum’s AromaPrime oils answered more questions correctly than those who just sniffed generic smells. This is because the museum’s AromaPrime oils triggered the connections in participants’ brains to what they had seen all those years ago.Evidently, having distinctive aromas at your attraction can secure the experience in the minds of guests for a very long time!” AromaPrime will be demonstrating to visitors the


incredible power of scent this September at IAAPA Expo Europe. A fantastical, interactive display has been prepared


to make visitors feel as if they are walking into a smell factory that could be owned by Willy Wonka. At the entrance they will be greeted by a dragon; lift its mouth to smell its fiery odour! Further inside will be an interactive octopus clutching a treasure chest. Visitors can lift the lid to catch a whiff of the briny depths! Many new inventions will be featured, including


AromaPrime’s Multiscent DMX machine which has been taking immersive theatre by storm. Meanwhile,


the brand-new upgrade of the classic Aroma Block will also be on show. This handy, non-electric solution was redeveloped to be more eco-friendly, ditching its plastic casing for recyclable metal.


Find AromaPrime at Booth 2613. SUMMER PART 4 2022


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