12 Dec 2014
Exclusive: Universal poised to rollout Harry Potter Diagon Alley attraction globally
BY Jak Phillips
After the runaway success of the Wizarding World of Harry Potter attraction at Universal Orlando, the theme park operator plans to replicate the winning formula across its other sites, Attractions Management understands.
The groundbreaking attraction, reported to have cost around US$250m (€202m, £159m) to create, saw thousands of designers, artisans and engineers collaborate to faithfully recreate Diagon Alley as JK Rowling imagined it, complete with a 3D multi-sensory ride that takes passengers on a daring escape from Voldemort and co at the Gringotts wizarding bank.
The joint collaboration between Universal Orlando Resort and Warner Bros. Entertainment broke the mould to create the world’s first centrally-themed multi-park experience. This saw the construction of a replica Kings Cross train station – complete with platform 9 and ¾ – enabling guests to catch the Hogwarts Express train to hop between the new world and the Hogsmeade attraction at nearby Islands of Adventure. For Potter fans to use the train, a two-park ticket costing US$136 (€101, £81) is required.
Given the standout success of the attraction – one million guests rode the Hogwarts Express in its first month – it is unsurprising that Universal is eager to spread the concept across its parks and capitalise on the Potter-mania that evidently endures.
According to a high-placed source, Universal is looking at a similar concept for Universal Studios Hollywood, as well as its parks in Singapore and Osaka, Japan. The plan would work particularly well at Osaka – which earlier this year launched its own Wizarding World of Harry Potter featuring Hogsmeade and Hogwarts Castle – with the potential for an area similar to Diagon Alley and a Hogwarts Express to link the two attractions.
It is thought that the company is also mulling the presence of Harry Potter attractions at its forthcoming resorts in Beijing and Moscow.
Potter-related attractions have proved to be hugely successful for Universal. Wizarding World of Harry Potter has doubled attendances at Universal's Islands of Adventure, from 4.2m at opening in 2009 to 8.1m in 2013.
Numbers for Universal Studios, Florida – also saw an increase – from 5.1 million to 7.1 million (according to most recent figures) – via sales of the multi-site Universal/Seaworld pass, showing how the Potter-effect has knocked on to the wider business.
A Universal spokesperson was unable to comment on the company’s expansion plans.
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