Attractions Management Vol 29 / Issue 1 2024 by Leisure Media

www.attractionsmanagement.com

@attractionsmag

Volume 29 Issue 1 2024

uroscope's Fut

RODOLPHE BOUIN We're creating a

V&A

waterpark unlike

anything that's been

EAST

done before

Dedicated to change

FONS

JURGENS

new

A new era

museums to

for Efteling

get excited

IMAGE: BOMPAS & PARR

about

Attractions The good, the bad & the unknown p50

OF TRANSFORMATIVE HUMAN EXPERIENCES.

‘Legend of Luna’ at Great Wolf Resort Perryville | Perryville, MD

BRC Imagination Arts is a full-service, strategic design and production company that translates brand and cultural stories into transformative, human experiences. For 40 years, we’ve stood on the front lines, helping our clients build more meaningful, enduring relationships with audiences around the globe. Our unique body of work has earned us over 500 awards for some of the most respected and acclaimed brand and cultural destinations in the world. www.brcweb.com

THE ANNUAL NATIONAL CONFERENCE OF VISITOR ATTRACTIONS Thursday, 10 October 2024 QEII Centre, London

SAVE THE DATE

10th October

The essential event for owners, managers and marketers of a visitor attraction, for opinion formers and tourism or heritage professionals. VAC is a national conference organised by the industry, for the industry where you can: • Get involved in a unique forum for industry professionals. • Network and share experiences.

2024

Don’t miss this opportunity to: • Understand your business in the context of the wider visitor attractions market. • Keep up to date and find new directions for your business.

More event details Follow us on @vac_conference or more info to follow on our website: www.vacevents.com

EDITOR’S LE T TER

Tomorrow’s world Like it or not, artificial intelligence is set to transform both our sector and our world. Those who get on board early are set to reap the rewards

SHUTTERSTOCK/SOMYUZU

here’s no ignoring the issue of artificial intelligence (AI) right now, but for most of us, we’re still getting to grips with what it actually means in practice.

For now, everyone is looking at one another,

and it’s important to learn from the early adopters about what works – and what doesn’t. Many visitor attractions have traditionally been a little slow to adopt new technologies, but this is not the time to hang back. It’s important to be aware of the potential pitfalls of AI, but it offers huge opportunities – for customising experiences, collating and interpreting data, improving efficiency, saving money, enhancing storytelling, offering novel in-person experiences and much more. Attractions organisations currently using AI give valuable information about its potential for the industry. Disney, ever the pioneer, has set up a taskforce to study AI and how it can be used across its entertainment and theme park businesses. Disney Research recently unveiled a prototype

AI technologies are changing fast

Those who don’t get to grips with AI run the risk of being left behind data, and the British Museum has partnered with the Alan Turing Institute to use AI

Baby Groot robot that uses AI machine-learning

systems to process information from visitors to

techniques to adapt to real-world scenarios,

provide detailed analysis of their behaviour.

meaning it has the potential to move and act on

So where’s this all going? The simple

its own, and interact with theme park visitors.

answer is, no-one knows, but with AI set

The potential for this kind of technology to meet

to enmesh itself more and more into our

a growing desire for personalised experiences is

lives, those who don’t get to grips with it

huge. Characters could engage with individual

now run the risk of being left behind.

guests, for example, and simulator rides could offer unique stories for each visitor. Making sense of data to offer improved

This industry is great at collaboration and sharing knowledge – this was particularly evident during the COVID-19 pandemic. Now is

experiences is another area where AI

the time for experimenting, sharing and being

can prove immensely useful.

bold. We’d love to hear how you’re getting on.

London’s National Gallery has developed its own AI systems to predict the popularity of temporary exhibitions using past attendance

+44 (0)1462 431385

Magali Robathan, editor magalirobathan@leisuremedia.com

www.attractionsmanagement.com

@attractionsmag

theteam@leisuremedia.com

attractionsmanagement.com Vol 29 / ISSUE 1

CONTENTS Vol 29 / Issue 1 2024

GRAEME HART

Helen Smout on the new Perth Museum

©EFTELING

How are attractions using AI?

Efteling CEO Fons Jurgens

05 Editor’s letter

20 AM News

38 Ones to watch

to transform our industry.

stories from the Attractions

museums are taking shape

Artificial intelligence is set Don’t get left behind

10 People: Ma Yansong

The top international news Management news feed

MAD Architects have unveiled

30 A decade of deconstruction

in Guangdong, China

and customer values are set

designs for a major new arts centre

14 People: Linda Zou

Merlin Entertainments appoints a chief strategy officer to help transform the business

16 People: Helen Smout On the aims of the new £26.5m Perth Museum

Rapid changes in technology to revolutionise the industry, according to new research

32 Fons Jurgens

Some seriously exciting new across the globe. We highlight some of our favourites

46 Josh Kirk

As Copenhagen’s Home of Carlsberg relaunches after a five year revamp, the project design lead tells us how ground-breaking technology was used to bring the brand to life

Big changes are coming for much-

50 AI – friend or foe?

with the launch of a Grand Hotel

AI technologies? What are the

loved Dutch theme park Efteling, and major new attraction. Its CEO lets us into the plans

attractionsmanagement.com Vol 29 / ISSUE 1

How can attractions best exploit dangers? What does the future

hold? We get an expert opinion

Celebrating Black British music

FUTUROSCOPE

Futuroscope’s Rodolphe Bouin

What are today’s visitors looking for?

54 Future shock

76 What visitors want

currently using AI? Lesley Morisetti

in surprising and unexpected

What can we learn from operators

gets some tips from early adopters

Visitors are reshaping the industry ways, according to new research

58 Jacqueline Springer

80 Imagining the future

Black British music in its first

VR, biotech... A unique festival

V&A East Museum will celebrate exhibition. Its curator tells us more

64 Look to the East

Machine learning, robotics,

explores how new technologies are transforming our lives

Everything you need to know

86 Product innovation

70 Rodolphe Bouin

90 AM Directory

behind the scenes at the fast-

enjoy our company profiles service

about the V&A East project

Futuroscope’s CEO takes us

changing future-themed park

New products on the market

Get fast access to products and

www.attractionsmanagement.com/profiles attractionsmanagement.com/profiles

ARS ELECTRONICA / VOG.PHOTO

V&A East director Gus Casely-Hayford

SHUTTERSTOCK/PEOPLEIMAGES.COM - YURI A

VICTORIA & ALBERT MUSEUM, LONDON

Crystal ball gazing in Austria

attractionsmanagement.com Vol 29 / ISSUE 1

www.attractionsmanagement.com

@attractionsmag

Volume 28 Issue 1 2024

RODOLPHE BOUIN We're creating a

V&A

waterpark unlike

MEET THE TEAM

EAST

anything that's

been done before

Dedicated to change

FONS

JURGENS

new

A new era

museums to

for Efteling

get excited

IMAGE: BOMPAS & PARR

uroscope's Fut

about

Attractions The good, the bad & the unknown p50

Choose how you read Attractions Management PRINT Attractions Management is available in print on subscription at leisuresubs.com

EDITORIAL DIRECTOR

Liz Terry

+44 (0)1462 431385

EDITOR

Magali Robathan

+44 (0)7779 785543

DIGITAL/DESKTOP Read free online and enjoy extra links and searchability attractionsmanagement.com/digital ONLINE/MOBILE Each issue of AM can be read online at www.attractionsmanagement.com PDF A PDF edition is available to read offline attractionsmanagement.com/pdf

Other resources from Attractions Management

PUBLISHER

SALES SUPPORT

+44 (0)1462 471909

+44 (0)1462 431385

Jan Williams

Tyler Landry

CIRCULATION Michael Emmerson

+44 (0)1462 471932 SUBSCRIPTIONS

+44 (0)1462 471910 FINANCE & CREDIT CONTROL

Attractions Management website www.attractionsmanagement.com Attractions Management Ezine & Instant News Alerts www.leisuremedia.com/signup Buyer search engine www.attractions-kit.net

+44 (0)1462 431385 DESIGN Ed Gallagher

+44 (0)1462 431385 WEB Tim Nash

+44 (0)1462 471917 For email use: fullname@leisuremedia.com

Leisure Media www.leisuremedia.com

COPYRIGHT NOTICE Attractions Management magazine is published by The Leisure Media Company Ltd, First Floor, 2 Railton Road, Woburn Road Industrial Estate, Kempston, MK42 7PN, UK. The views expressed in this publication are those of the author and do not necessarily represent those of the publisher. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise (please) without the prior permission of the copyright holder, Cybertrek Ltd. Printed by The Manson Group Ltd. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally. ©Cybertrek Ltd 2023 ISSN 1479-9154 (print) ISSN 2397-2416 (digital). To subscribe, log on to www.leisuresubs.com, email subs@leisuremedia.com or call +44 (0)1462 431385. Annual subs rates UK £48, Europe £65, rest of world £94, students (UK) £25

attractionsmanagement.com Vol 29 / ISSUE 1

GIVE YOUR GUESTS THE THRILLS THEY’RE SEEKING

Scan the QR code or visit the link to sign up and explore Red Raion’s expanding collection of movies available for licensing in XD, VR, Dome, and Fly formats, to offer your audience the excitement they look for in your venue! bit.ly/redraion-am

IMAGE: MAD ARCHITECTS

PEOPLE

IMAGE: MAD ARCHITECTS

The new waterfront arts centre will include a major new museum

attractionsmanagement.com Vol 29 / ISSUE 1

The culture of southern Guangdong is about the gathering of people Ma Yansong, founder, MAD Architects

AD Architects has unveiled the

The development is located in Nanhai Cultural

design for a waterfront arts

District, the heart of the Guangdong-Hongkong-

centre featuring a museum,

Macao Greater Bay Area, an urban site that

theatre and sports centre in

bridges the cities of Guangzhou and Foshan.

Foshan City, Guangdong, China.

“The traditional culture of Nanhai is in the

Spanning 120,000sq m, the mixed use

drum beat and boat drift during the dragon

Nanhai Art Center has been designed to

festival boat race and in the kung-fu, in the

resemble a continuous wave, with three

lion dance,” said Ma Yansong. “Watching

separate buildings set under canopies inspired

them, you can feel the dynamic, vibrant and

by the traditional architecture of Lingnan, the

innovative spirit from ancient times. We want

larger area in which Guangdong is located.

to bring that spirit back to modern living here.”

Led by MAD Architects founder Ma Yansong,

The design is arranged around a central axis,

Nanhai Art Center will be a “new public gateway”

with the 89,269sq m museum and grand theatre

to the waterfront and a creative, cultural hub

on one side, and the 32,000sq ft sports centre

for the citizens of Guangzhou and Foshan.

set slightly apart on the other. The Grand Theatre

attractionsmanagement.com Vol 29 / ISSUE 1

PEOPLE

will include a 1,500-seat amphitheatre and a 600-seat multi-purpose hall, suitable for varied performances and conferences. Further details of the museum haven’t yet been released. “The local culture of southern Guangdong is about the gathering of people,” said Ma Yansong, adding that the creation of new contemporary cultural facilities is important to support this traditional culture. “The design of the Nanhai Art Center wants to provide the maximum grey spaces for such activities,” said Yansong. Sustainable features include solar panels, greening systems. The roof will be made from translucent ETFE, which will allow natural light to enter the complex, reducing energy consumption on lighting and heating. The site will also feature viewing platforms overlooking the lake. l

The site will feature viewing platforms and open spaces overlooking the lake

attractionsmanagement.com Vol 29 / ISSUE 1

The art complex’s undulating form has been inspired by the shape of a wave

IMAGE: MAD ARCHITECTS

a rainwater collection system and vertical

IMAGE: MAD ARCHITECTS

An ETFE roof will allow natural light in, reducing energy consumption

You can feel the vibrant and innovative spirit from ancient times

PEOPLE

This is a dynamic time for the leisure and entertainment industry

IMAGE: MERLIN ENTERTAINMENTS

Linda Zou, chief strategy officer, Merlin Entertainments

Linda Zou has been hired to help drive the growth of Merlin’s global portfolio

IMAGE: MERLIN ENTERTAINMENTS

Merlin’s brands include Madame Tussauds, Sea

IMAGE: MERLIN ENTERTAINMENTS

Life and the Dungeons

lobal attractions company Merlin

to enhance our guest experience, strengthen

Entertainments has appointed

our core commercial capabilities across the

Linda Zou as chief strategy officer.

portfolio, and expand our avenues for growth.”

Zou – who was previously managing director and partner

“As Merlin transforms into a premium positioned, innovative and data driven company

at Boston Consulting Group – will report

focused on driving enterprise value, we’ll

directly to Merlin CEO Scott O’Neil and work

continue building capabilities to be world

closely with the rest of the leadership team

class in dynamic pricing, optimising trade,

on designing and executing the company’s

exploring the future of branded accommodation,

strategic vision. Her role will also involve leading

maximising retail opportunities and investing in

key programmes to accelerate growth and

technology to drive efficiencies,” said O’Neil.

improve effectiveness within the business. “This is a dynamic time for the leisure

“Linda is the perfect executive to lead our organic growth plans and ambitious

and entertainment industry,” said Zou.

plans and trajectory. She’s intellectually

“Customer sentiment and tourism

curious, a driving force of will and has

patterns are evolving. New technologies

proven to be an extraordinary teammate.

bring new opportunities for innovative

“She will be an instant value add to

guest experiences. Advanced analytics

Merlin as she brings a wealth of experience

tools can make it easier for frontline teams

and expertise in strategy, innovation, and

to respond effectively to the market.

transformation in the retail and travel sectors

“I’m excited about the opportunities ahead

which translates directly into our business

for Merlin, as we bring more data-driven insight

and allows her to hit the ground running.” l

attractionsmanagement.com Vol 29 / ISSUE 1

PEOPLE

I hope visitors take away a deeper understanding of this area’s importance in Scotland’s story

PHOTO: GRAEME HART

Helen Smout, CEO, Culture Perth & Kinross

Helen Smout is CEO of independent charity Culture Perth and Kinross

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE: MECANOO

pening over Easter weekend in March 2024 after a £26.5 million redevelopment project, the new

Here we speak to Culture Perth & Kinross

Perth Museum will tell the story

CEO Helen Smout about preparing for

of Perth – Scotland’s first capital.

the opening of this unique museum.

The museum – a transformation of Perth’s

former city hall by Netherlands-based architects Mecanoo – will explore Perth’s role in ancient and

What is the aim of Perth Museum? Perth Museum will shine a light on the

modern Scotland via exhibits including Bonnie

Recognised Collections of National Significance

Prince Charlie’s sword, a rare Jacobite wine

held in Perth – one of the oldest public

glass and the 3,000-year-old Carpow Logboat.

collections in the UK. The museum explores

The Stone of Destiny, also known as the

Perthshire’s pivotal role within Scotland,

Stone of Scone, will be the centrepiece of

the UK and internationally through unique

the new museum. The Stone of Destiny is

objects encompassing archaeology, natural

an ancient symbol of Scotland, used in the

history, social history and world cultures. It

inauguration of Scottish monarchs and kings

will feature interactive activities, immersive

and queens of the UK, and was recently

digital experiences, a café, and a gift shop.

used at the coronation of Kings Charles III at

The museum is a major investment for

London’s Westminster Abbey. It is returning to

the local community, revitalising Perth’s

Perthshire for the first time in more than 700

historic city centre, and will act a catalyst to

years, and will be free for the public to view.

drive economic impact through tourism.

Perth Museum has been developed through a partnership between Perth and Kinross Council and Culture Perth and Kinross

Can you talk us through a couple of highlights of the museum?

and is supported by £10 million from the UK

At the heart of the museum is the Stone of

Government as part of the Tay Cities Region

Destiny, also known as the Stone of Scone, which

Deal – a £700 million regional investment

continues to play an important constitutional

programme jointly funded by the UK and

role as demonstrated in the recent Coronation

Scottish governments and regional partners.

of King Charles III and Queen Camilla.

attractionsmanagement.com Vol 29 / ISSUE 1

PEOPLE Architects Mecanoo have transformed the historic

IMAGE: MECANOO

Edwardian building

PHOTO: JULIE HOWDEN

I’m thrilled that Bonnie Prince Charlie’s sword and a rare Jacobite wine glass will go on public display for the very first time

An 18th century Jacobite glass is among the artefacts on display at the museum

attractionsmanagement.com Vol 29 / ISSUE 1

PHOTO: BENEDICT JOHNSON

The rich history of this object is explored in an immersive experience which will take the visitor from that recent coronation back to its earliest role at the inauguration of Scottish kings. We’ve used the latest technologies and worked with a range of partners to bring to life the very human stories at the heart of our history. The museum will also be home to a number of significant and unique objects such as the Carpow Log Boat. One of the most exciting

Internationally significant artefacts include Bonnie Prince Charlie’s sword

What have been the biggest challenges so far with this project? Continuing to develop such a large and

archaeological discoveries in the area, the

complex project during COVID-19 lockdowns

9m-long boat lay buried in the banks of the

was probably the most difficult aspect of the

River Tay, near Abernethy, for 3,000 years

project. In many respects, the move to online

until it was discovered 22 years ago. It has

for project meetings meant these could happen

undergone a year of specialist conservation

more efficiently, but working in isolation

work at the National Museums Collection

between these meetings was really hard for

Centre in Edinburgh in preparation for display.

everyone and not a time we’d want to revisit.

Perthshire sits at the heart of the Jacobite story so I’m thrilled that Bonnie Prince Charlie’s sword will go on public display for the very first time. This will be the first time the sword has returned to Scotland since it was made in Perth in 1739.

What does the opening of this museum mean for Perth and for Scotland?

What are you proudest of? And what are you most excited about?

I’m incredibly proud of our team who have all worked with such energy and passion to deliver this project and to make the visitor experience something really special. I’m very excited to see the reactions of the visitors

The roots of Perth Museum’s collection are more

coming through our doors. To see the museum

than 200 years old and this is the first opportunity

through their eyes will be a great privilege.

in all that time to tell the story of Perth and Perthshire spanning 10,000 years of history and to show their deep significance to Scotland’s story. With our internationally significant museum

What do you hope visitors will take away from a visit to Perth Museum? I really hope that our visitors take away

collection we aim to attract visitors from

a deeper understanding of this area’s

around the world and confirm Scotland’s

importance in Scotland’s story and how the

place as one of the most exciting, dynamic

brilliant collections we have here in Perth

and culturally rich places to visit.

can bring that story to life in a new way. l

attractionsmanagement.com Vol 29 / ISSUE 1

Attractions Management news US

Carmel Lewis takes top spot at BRC Carmel Lewis has been

The Coca-Cola Company,

appointed president at

Ford Motor Company, The

global experiential planning

Rock and Roll Hall of Fame

and design firm, BRC

Museum, Absolut, The Grand

Imagination Arts, heralding

Ole Opry, Google, Guinness,

a new era for the company.

Climate Pledge Arena, and “I am truly humbled to

served as executive vice

serve this team in this role

president and executive

for BRC,” said Lewis. “The

producer. During her career

accomplishments we’ve

she has been responsible

celebrated are a testament

for creative and design

to our collective dedication

management, production,

and innovative spirit.”

business affairs and project

In its 40 year history,

development. Her work has

BRC has earned more than

been recognised by numerous

500 awards for its brand

global awards for creative

destinations. “Carmel is

and technical excellence.

the best person to guide

Notable projects of Lewis’

BRC into the exciting

include attractions for clients

future ahead,” said BRC

including Johnnie Walker,

founder, Bob Rogers.

Las Vegas Raiders, NASA,

More: http://lei.sr/e7N2y

Carmel Lewis takes the helm at BRC Imagination Arts

PHOTO: BRC IMAGINATION ARTS

for 23 years and previously

Jameson Irish Whisky.

Carmel is the best person to guide BRC into the exciting future ahead Bob Rogers, BRC founder

PHOTO: MERLIN ENTERTAINMENTS

EUROPE

Merlin teams up with the Lego Group and Hasbro Merlin Entertainments, the PHOTO: MERLIN ENT

Lego Group and Hasbro have teamed up to create Peppa Pig experiences. Timed to coincide with the 20th anniversary of the Peppa Pig pre-school brand this year, the collaboration will

Peppa Pig Park is opening this year in Germany

see the launch of Peppa Pig

We’re really proud to bring Hasbro’s Peppa Pig to life Scott O’Neil, CEO, Merlin

Park in Gunzberg, Germany

themed playscapes and

and play. We’ve partnered

later this year, as well as the

shows based on the brand.

with the Lego Group for over

The partnership will also

18 years, and the power of

launch of the Lego Duplo Peppa Pig area at Legoland

see Peppa Pig brought life

the brand, across borders and

Billund Resort in Denmark.

with Lego Duplo products.

ages, is unparalleled. We’re

Mainland Europe’s first

Scott O’Neil, CEO of Merlin

really proud to bring Hasbro’s

standalone Peppa Pig theme

Entertainments, said: “This is

Peppa Pig to life with the

park will be situated next

an exciting step forward for

Duplo brand, beginning

to Legoland Deutschland

two of our iconic partners,

with our new Peppa Pig

Resort and will feature

whose purpose is to entertain

Theme Park in Gunzberg.”

rides, interactive attractions,

and educate through creativity

More: http://lei.sr/V6e2u

attractionsmanagement.com Vol 29 / ISSUE 1

PHOTO: BRC IMAGINATION ARTS

Lewis has been with BRC

Attractions Management news

Cedar Fair and Six Flags plan to merge this year Theme park operators

name Six Flags and will be

Cedar Fair and Six Flags

headquartered in Charlotte,

confirmed in November 2023

North Carolina – with

that they plan to merge.

significant finance and

The two regional operators will combine to form a new

administrative operations in Sandusky, Ohio.

company with a significant

According to Richard

foothold in the North and

Zimmerman, president

Central American market,

and CEO of Cedar Fair, the

with 27 theme parks, 15

move will result in the new

water parks and nine resort

company having an expanded

properties across 17 US

and diversified footprint, a

states, Canada and Mexico.

more robust operating model

The combined company will be valued at around

PHOTO: JULIE HOWDEN

The company will operate under the name Six Flags

and “a strong revenue and

to enhance park offerings

documents from the US

cash flow generation profile”.

and performance,”

Department of Justice, which

Zimmerman said.

is reviewing the merger.

US$8 billion, based on both

“Our merger with Six

companies’ debt and equity

Flags will bring together

values as of 31 October 2023.

two of North America’s

Flags and Cedar Fair

have said that they still expect

Once the deal has been

the merger to be complete

In January 2024, Six

Six Flags and Cedar Fairs

reportedly said that they

companies to establish a

had received a second

within the first half of 2024.

will operate under the

highly diversified footprint

request for information and

More: http://lei.sr/F0C8b

GLOBAL

Elvis Presley Live is rolling out globally Immersive entertainment PHOTO: LAYERED REALITY

specialist, Layered Reality, is creating a tribute to

PHOTO: ELVIS PRESLEY ENTERPRISES

iconic amusement park

completed, the company

Elvis Presley featuring a concert experience with a life-sized digital Elvis. The Elvis Evolution will thrill fans of the cultural

The show will use AI to bring Elvis ‘back to life’

icon using AI, holographic projection, augmented

Elvis Evolution is a next generation tribute to a music legend Andrew McGuinness, CEO, Layered Reality

Music, technology and

The London attraction

reality, live theatre and multi-

storytelling will give guests a

opens this November

sensory effects to create a

deeper insight into Presley’s

(2024), with other major

fully immersive experience.

life, showing his meteoric

cities to follow, including Las

Authentic Brands Group,

rise to fame and the cultural

Vegas, Tokyo and Berlin.

which owns Elvis Presley’s estate, has given Layered

movement he catalysed. There will be an after-

“Elvis Evolution is a next generation tribute to the

Reality access to thousands

party Elvis-themed bar and

musical legend that is Elvis

of personal photos and

restaurant on site at the first

Presley,” said Layered Reality

video to create brand new

location in London, with live

CEO Andrew McGuinness.

AI Elvis performances.

music, DJs and performances.

More: http://lei.sr/R3j2Y

attractionsmanagement.com Vol 29 / ISSUE 1

Attractions Management news EUROPE

Universal eyes UK for first European resort Universal Studios is assessing the feasibility of opening its first European resort in the UK, following the purchase of a former brickworks in Bedfordshire. PHOTO: UNIVERSAL STUDIOS

The theme park operator has confirmed it’s in the “very early stages of exploring the possibility of a potential park and resort experience in Bedford.”

Universal Studios Beijing opened in September 2021

Parent company Comcast Corporation has purchased the 480-acre site, which

and the Mayor of Bedford

industries, strong tourism

of tourism magnets Oxford

previously had planning

Borough. However, the

industry, transportation

and Cambridge and has half

permission for 1,000 homes.

company has stressed plans

infrastructure and close

of the UK’s population –

Universal Destinations and

are still in the early stages and

proximity to Europe as

including the Leisure Media/

Experiences has also had

it is likely to be many months

making it an attractive

Attractions Management HQ

positive conversations with

before a decision is made.

proposition for a resort.

– within two hours. As well

The Bedfordshire site

as being close to the A1 and

various local and national

Universal Destinations and

stakeholders, including

Experiences has cited the

is just 45 minutes from

M1. Luton Airport is nearby.

Bedford Borough Council

UK’s large population, creative

London, within easy reach

More: http://lei.sr/k6P8B

SOUTH KOREA

Global attractions and PHOTO: THERME GROUP

wellbeing organisation Therme Group has announced the location of its first Asia Pacific project. The upcoming resort will open in South Korea’s Incheon City as part of its Golden Harbor development. A memorandum of agreement was signed on

The resort marks Therme’s first Asia Pacific project

20 December by Therme’s

This will enable us to continue our global development programme Stelian Iacob, Therme Group

senior vice president Stelian

continues to grow as a leading

advanced wellbeing concept

Iacob and Incheon Free

global city,” said Kim Jin-

to iconic locations in cities

Economic Zone (IFEZ)

yong, IFEZ commissioner.

worldwide.” The agreement

commissioner Kim Jinyong. “Therme Group’s wellbeing

Therme Group senior

will see project plans

vice-president and COO,

progressing throughout 2024

resort will not only attract

Stelian Iacob, added: “Our

and an expected lease signing

tourists to Incheon and

close partnership with

in 2025. Subject to finalised

help drive the region’s

Incheon and IFEZ will enable

plans and permissions,

economy, but it will also

us to continue our global

construction is anticipated

boost health and wellbeing

development programme,

to take two to three years.

in the population as Incheon

bringing the world’s most

More: http://lei.sr/U4Y7c

attractionsmanagement.com Vol 29 / ISSUE 1

PHOTO: SHUTTERSTOCK/TRAVEL TAKE PHOTOS

Therme Group confirms resort

Attractions Management news UK

that radiates a feeling of

Wake the Tiger has opened

a “cosmic retrofuture’.

a 1,000sq m extension.

The OUTERverse features

Dubbed ‘the world’s first

a range of installations –

amazement park’ Wake The

created where possible

Tiger was created by the

from salvaged and recycled

team behind Boomtown

materials – including a

music festival. It launched

segment from an actual

in a former warehouse in

plane, a cosmic kitchen and

Bristol, UK in July 2022,

nostalgic childhood toys.

featuring 27 different spaces,

“We wanted to combine

including ice chambers, secret

connection, memories and

passageways, underwater

spirituality into a journey

worlds, mechanical chambers

that will blow people’s

and psychedelic forests. Since

minds,” said Graham MacVoy,

its launch, it has welcomed

MD of Wake The Tiger.

almost 300,000 visitors. Dubbed OUTERverse, the

“Our new ‘Astral Tours’ offer a unique opportunity

expansion features 15 new

to go on a trip into the

spaces, with visitors starting

unknown to foster a deeper

their journey in the Astral

understanding of the

Tour Lounge, described as

interconnectedness of life.”

‘a futuristic airport lounge

More: http://lei.sr/

Wake The Tiger has launched 15 new spaces

PHOTO: ALEX ALLEN

Immersive art experience

PHOTO: WAKE THE TIGER

Wake The Tiger reveals OUTERverse expansion

We wanted to create a journey that will blow people’s minds Graham MacVoy, MD, WTT

London boutique fitness operator, Frame, teamed up with the Tate Modern in London to offer two yoga classes, following by a tour of the art gallery. Two sessions took place earlier this year, in the Tate Modern’s East Room: an

PHOTO: TATE MODERN/DAN WEILL

Tate Modern and Frame collaborate for yoga experience

The Tate Modern: an iconic spot for yoga

inspiring place to practise and relax. Floor to ceiling windows

mindfulness and slow looking.

Britain in Westminster, Tate

Cornwall-based yoga studio,

drench the space in natural

The two-hour experience

Liverpool and Tate St Ives.

Oceanflow Yoga, holds

light and offer spectacular

cost £40 for members and

Collaborations between

regular silent disco yoga

views of St Paul’s Cathedral

£45 for non-members.

health clubs and attractions

One of the UK’s most

can bring in new audiences

This allows Oceanflow

prestigious galleries, Tate

for both and help foster a

to charge a higher price and

followed by a guided tour of

Modern is part of a family of

sense of community and

offer a different experience.

the gallery, with a focus on

four galleries, along with Tate

added interest for members.

More: http://lei.sr/9c3n5

and the River Thames. The yoga classes were

sessions at the Eden Project.

attractionsmanagement.com Vol 29 / ISSUE 1

Attractions Management news US

Sony Pictures launches immersive Wonderverse as Wonderverse provide

an immersive indoor

audiences the opportunity to

entertainment park at

enjoy our brands in new ways

Oakbrook Mall in Chicago,

by immersing themselves in

US, featuring escape rooms,

some of their favorite stories.”

interactive exhibits, racing

IMAGE COURTESY OF SONY PICTURES

Sony Pictures has launched

Highlights include two

simulators, VR attractions

different Ghostbusters-

and bumper cars.

themed VR experiences,

Called Wonderverse, the

Zombieland bumper cars, the Pacific Playland arcade

occupies a 45,000sq ft retail

– inspired by the decrepit

space and features immersive

carnival in Zombieland –

experiences based on Sony

and Bad Boys-inspired

brands including Zombieland,

racing simulator games.

Jumanji and Ghostbusters.

Visitors can get a drink in

“Wonderverse is an

The Ghost Trap, a ‘haunted’

exciting expansion for Sony

speakeasy-style bar, while

Pictures’ growing location-

a 21 Jump Street pop-up

based entertainment

bar is due to open soon.

experiences,” said Jeffrey

Admission to the centre

Godsick, head of location-

is free, with attractions

based entertainment at Sony

charged separately.

Pictures. “Experiences such

More: http://lei.sr/b0d5X

The attractions are based on Sony brands IMAGE COURTESY OF SONY PICTURES

entertainment destination

Audiences can immerse themselves in their favourite stories Jeffrey Godsick, Sony Pictures

IMAGE: 10 DESIGN

CHINA

‘World’s largest’ indoor ski centre slated to open in 2025 Huafa Snow World, a 131-hectare sport and PHOTO: 10 DESIGN

entertainment destination in Shenzhen, China, designed by architecture firm, 10 Design is slated to open in 2025. The development is anchored by a 80,000sq

The 80,000sq m ski resort will open in 2025

m indoor ski resort,

Our vision is to deliver an immersive experience for tourists and locals Chin Yong Ng, 10 Design

currently expected to be

Hotel featuring a ballroom

experience, servicing not

the largest of its kind in

with views of the ski slope.

only tourists, but also local

the world when it opens.

The design will revolve

residents. The planning

around the theme of snow,

and design for this cultural

have a balance of retail,

with ceramic boards and

epicentre reimagines

entertainment, commercial,

aluminium panels representing

retail development as a

hospitality, civic and cultural

glaciers and ice crystals.

multi-faceted community

Huafa Snow World will

elements with the aim of

Chin Yong Ng, design

creating a new and vibrant

principal at 10 Design said:

discovery and encouraging

destination. The development

“Our vision for the project is

guests to explore.”

will also include a JW Marriott

to deliver a fully immersive

More: http://lei.sr/w3N5p

attractionsmanagement.com Vol 29 / ISSUE 1

experience, inviting

INGENUITY THAT MOVES YOU NEW 2023 - FAMILY BOOMERANG ‘LUNA’ LISEBERG, SWEDEN DISCOVER MORE Our team of specialists in concept design, engineering and manufacturing can deliver the most thrilling experience for your guests!

DUBAI WORLD TRADE CENTRE MARCH 05 - MARCH 07, 2024 BOOTH #1-A184

NEW 2023 - FAMILY LAUNCH COASTER ‘LIGHTNING’ FURUVIKSPARKEN, SWEDEN

Whether you want to create a new family coaster that appeals to children, teens, parents and grandparents, are looking for a new heart-pounding experience to delight thrill seekers or want to develop any other attraction that will make your venue a success, Vekoma will assist you to discover more. We look forward to meeting you at IAAPA EXPO EUROPE! WWW.VEKOMA.COM

MAXIMUM THRILL ULTIMATE COMFORT

WILDCAT LOOPING COASTER ‘FØNIX’ FÅRUP SOMMERLAND, DENMARK

Attractions Management news CHINA

Shenzhen Art Museum showcases MAD Architects daily life, the role of architects,

Contemporary Art and Urban

the future and dreams.

Planning (MoCAUP) has

Explaining the exhibition’s

opened a retrospective of

theme, Ma Yansong said:

the research and practices

“Architecture and cities are

of MAD Architects.

real settings where life unfolds.

Called Ma Yansong:

“They represent feelings,

Landscapes in Motion,

ambience, and time. They

the exhibition occupies

carry traits of living beings;

more than 3,000sq m and

thus they are full of energy,

takes visitors on a journey

flow and uncertainty.

through 52 projects spanning almost two decades.

“The goal of this exhibition is to use architecture as a conduit to explore cultural

by Ma Yansong, Dang Qun

life, allowing us to probe our

and Yosuke Hayano.

inner selves while observing

The exhibition is

the dynamic, diverse and

MoCAUP’s first solo

fluid cultural landscape of

exhibition of architecture

contemporary society.”

since opening in 2016.

l Read more about

The exhibition touches

Ma Yansong in our

on topics related to urban

profile on page 10.

development, architecture,

More: http://lei.sr/c9m2W

The exhibition covers more than 3,000sq m

PHOTO: GREG MEI

MAD Architects is led

The goal is to use architecture to explore cultural life Ma Yansong, MAD

PHOTO: GWS

GLOBAL

Timbaland joins forces with Myndstream

Timbaland, Platinum Grammy Award-winning producer, who’s worked with artists such as Jay-Z, Missy Elliott, Madonna, Rihanna, Justin Timberlake and Drake and Björk, has announced a partnership with music creator, Myndstream. The new partners will collaborate to produce an PHOTO: GWS

album of music to help improve the health and wellbeing of listeners,

Timbaland and Freddie Moross are working together

whether that be to destress, relax, unwind or focus. They will be available for use by operators across the leisure, attractions,

I want to create music that can help people heal and grow Timbaland

Myndstream founder

“Music is a very powerful

Freddie Moross interviewed

tool,” Timbaland said. “It

Timbaland live on stage.

brought me out of crisis. I

The 51-year-old musician

wellness, health and

shared his journey about

fitness and spa markets.

overcoming an addiction to

want to create music that can help people heal and grow.” Myndstream and

The tie-up was announced

oxycontin, a powerful opioid

Timbaland’s first project is

at the 2023 Global Wellness

painkiller and how it led him

due for release this year.

Summit in Miami, where

to create wellness music.

More: http://lei.sr/m6L8Y

attractionsmanagement.com Vol 29 / ISSUE 1

MAD ARCHITECTS/SHENZHEN MUSEUM OF CONTEMPORARY ART

Shenzhen Museum of

Attractions Management news GLOBAL

Google launches Gemini AI – its ChatGPT killer Google has released

an opportunity to advance

AI which is being billed

scientific discovery, accelerate

as a “ChatGPT Killer”.

human progress, and improve lives,” said Sundar Pichai,

inputs in text, code, audio,

CEO of Google. “I believe the

image and video, making it far

transition we are seeing right

more powerful and extending

now with AI will be the most

the range of applications.

profound in our lifetimes, far

Gemini comes in three

bigger than the shift to mobile

sizes – Ultra, Pro and

or to the web before it.

Nano – to function across a

“We’re taking the next

broad range of devices from

step on our journey with

smartphones to datacentres.

Gemini, our most capable

Google says Gemini can

model yet, with state-of-

understand and absorb

the-art performance across

the world around us.

many leading benchmarks.

Google Deepmind has

“This new era of

created an ethical framework

models represents one of

for Gemini to ensure it’s

the biggest science and

managed with safety and

engineering efforts we’ve

responsibility in all aspects,

undertaken as a company.”

using filters and classifiers.

More: http://lei.sr/p6n4F

It’s the start of a new era at Google, says its CEO

SHUTTERSTOCK/PHOTOSINCE

Unlike ChatGPT, it can take

SKYNAVIN/SHUTTERSTOCK

“Every technology shift is

Gemini, a new multimodal

I believe the transition with AI will be the most profound in our lifetimes Sundar Pichai, CEO, Google

SHUTTERSTOCK/MARIDAV

Tourism think tank explores gender equity and male allyship At a recent think tank, the UK’s Tourism Society hosted a panel to discuss the importance of male allyship in the travel and tourism industry. In an industry hit hard by the pandemic, women make

Solo female travellers are the fastest growing tourism group

up over 50 per cent of the workforce worldwide, yet

Alonso made a call

travel and tourism industry

how her work with ally and

remain underrepresented

to action, asking men in

which is more equitable.

mentor Shaon Talukder

when it comes to decision-

leadership positions to share

making and leadership roles.

their experience and privilege

panel by Jools Sampson,

helped her shift a mindset she

with female colleagues,

beneficiary of the male

believes had become stuck

of the social enterprise

to amplify the voices of

allyship programme and

after 20 years running the

Women in Travel CIC co-

women, non-binary and other

founder of Reclaim Yourself

business as a sole trader. l

chaired the think tank.

minority groups and create a

Retreats. Sampson discussed

More: http://lei.sr/D2m3a

Alessandra Alonso, founder

attractionsmanagement.com Vol 29 / ISSUE 1

Alonso was joined on the

– founder of Geotourist –

UNFORGETTABLE ENJOYMENT IN THEME PARKS.

indoor.technoalpin.com

NEWS FE ATURE

A decade of deconstruction KISELEV ANDREY VALEREVICH/SHUTTERSTOCK

Five macro trends will revolutionise the way businesses work with customers in the face of rapidly changing technology, according to a new report by Accenture. Tom Walker investigates

he rapid advance of technology in all areas of life is putting societies in flux, creating uncertainty and forcing people to reassess their

Accenture Song’s Mark Curtis has asked what change means for

plans for the future, according to

business leaders

a new report from consulting firm Accenture. The Annual Life Trends report shows that half

of people globally are significantly altering their life goals, prioritising job stability and retirement over marriage or getting a college degree. Another

brands in the form of price increases, reduced

48 per cent now only plan 12 months ahead (or

quality, value engineering, increased and

less) – with some not making any plans at all.

aggressive subscription-only models – which is

Mark Curtis, global sustainability lead for Accenture Song, said: “We’re entering a decade of deconstruction spurred on by

forcing some governments to legislate to protect consumers – and poor customer service. The reductions in quality or size (‘shrinkflation’),

changing consumer values, AI’s explosive

declines in service (‘skimpflation’), customer

growth and the relentless speed of change.”

service shortcomings and unwelcome subscriptions are adding up to a sense that

A shift in mindset

brands are quietly reversing on their promises.

– brought on in part by the increasing

A problem of perception

According to the report this shift in mindset intrusion of technology into people’s lives

critical perception problem – where companies see

of fragility for businesses, as people are

actions for survival, some customers see greed.

deconstructing everything in their lives and trying to assess their place in the world.

At the center of this trend, the report states, is a

– is creating challenges and some degree

Liz Terry, editorial director at Leisure Media, said: “In the face of so much change

As an example of the way the relationship

and the redrawing of expectations, there

between consumers and businesses is changing,

are important opportunities for all leisure

the report charts how, for years, the correlation

businesses, given how fundamental they are

between customer experience and revenue

to people’s lives, how nimble and responsive

growth has inspired organisations to hold the

leisure is as a sector – from spa and wellness

customer at the centre of every decision.

to health and fitness, hospitality and visitor

Now, economic considerations are forcing

attractions – and how customer-focused we

cuts, creating friction between customers and

can be when the customer is made a priority.

attractionsmanagement.com Vol 29 / ISSUE 1

We’re entering a decade of deconstruction spurred on by changing consumer values, AI’s explosive growth and the relentless speed of change “Operators in all parts of the sector can commit to being a grounding influence in a

02 The great interface shift

Generative AI is upgrading people’s

time of huge upheaval for so many people and

experience of the internet from transactional

to reprioritising customer care and customer

to personal, enabling them to feel more

love, so we continue to deliver the experiences

digitally understood and relevant than ever.

so many people are yearning for and value. “Given businesses in so many parts of life are failing to deliver, this is our chance to really stand out.”

03 Meh-diocrity

Creativity was once about the audience, but has become dependent on playing the tech system. Is this what creative stagnation feels like?

The trends that matter

The changing relationship between consumer and business is one of five global macrocultural trends which Accenture predicts will

04 Error 429: Human request limit reached

Technology feels like it’s happening to people

revolutionise how business leaders approach

rather than for them. Is a shift beginning, where

customers when working to accelerate growth.

they regain agency over its influence on daily life?

For the report Accenture surveyed 15,227 respondents across 21 countries in August 2023 to validate the trends. The five trends in summary are:

01 Where’s the love?

05 Decade of deconstruction

Traditional life paths are being rerouted by new limitations, necessities and opportunities, significantly shifting demographics. l

Necessary cuts across enterprises have

To read the full report go to:

shunted customer obsession down the

www.accenture.com/us-en/insights/

priority list – and customers are noticing.

song/accenture-life-trends

attractionsmanagement.com Vol 29 / ISSUE 1

INTERVIEW

Fons Jurgens

As fairytale-inspired Dutch park Efteling enters a new era with the construction of the Efteling Grand Hotel and major new attraction Danse Macabre, Magali Robathan speaks to its CEO

We aim to be climate neutral by 2030 & climate positive by 2032

Fons Jurgens was appointed CEO of Efteling in April 2014

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE: ©EFTELING

The new Efteling Grand Hotel will be located near the park’s entrance

n 1951, Mayor Van der Heijden of the Dutch municipality of Loon op Zand

A special place

“Efteling is really for everyone,” says Fons

challenged his brother-in-law, film

Jurgens, CEO of Efteling. “The secret of

director and inventor Peter Reijnders,

its success lies in its long history, in the

to find a way to attract more visitors

beautiful nature at the park, the cultural

to the newly established Efteling Nature Park in Kaatsheuvel, the Netherlands. Reijnders turned to Dutch romantic artist

heritage and of course in the storytelling.” Efteling has always held a special place in Jurgens’ heart – he grew up with the theme park

and illustrator Anton Pieck and together with

and experienced “many beautiful memories

Mayor Van der Heijden, they came up with the

there with my parents and later my friends.”

idea of a ‘three-dimensional fairytale forest

Jurgens joined Efteling as a policy officer in

with plenty of movement’. Pieck created

commercial affairs in 1995 and worked his way

hundreds of sketches and drawings, and

up, becoming chairman and CEO in April 2014.

Reijnders used technology to bring them to

Since then, Efteling’s visitor numbers have risen,

life, to create a theme park based on the magic

from 4.1 million in 2013 to a record 5.43 million

of fairy tales, ancient myths and folklore.

in 2022, and a number of major new attractions

When Efteling opened in 1952, it featured

have been launched. Jurgens and the management

IMAGE: ©EFTELING

scenes depicting 10 fairytales – including

team have big ambitions for the park, with two

Snow White, Sleeping Beauty and the Frog

major new additions under construction – the

Prince – set in a Fairytale Forest. More than

Efteling Grand Hotel, and Danse Macabre, a major

70 years later, Efteling has grown into an

new ride that will be the centre of a new themed

international theme park destination attracting

area. These are part of wider expansion plans,

more than five million guests a year.

laid out in the World of Efteling 2030 plan.

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE: ©EFTELING

INTERVIEW

The design of Efteling Grand Hotel was inspired by the history of the park

World of Efteling 2030 plan

by 2030 and aims to be climate

of welcoming 5 million guests, which has

positive by 2032,” says Jurgens.

strengthened Efteling’s position as an

“And by 2030, we aspire to be the only

international short-break destination,”

theme park resort in Europe scoring 9+ from

says Jurgens. “Now that our development

visitors experiencing our enchanting natural

plan has been established, we have laid

surroundings. We’ll continue to work towards

a solid foundation for the future.”

this goal by offering a one-of-a-kind experience

Approved by the Dutch Council of State in

for guests and employees, with a focus on

2021, the World of Efteling 2030 masterplan

technology, cooperation and sustainability.”

sets out plans to expand Efteling outside of its current borders by eight hectares, enlarging the eastern side of the park. In December 2023, Jurgens placed the first

Sustainability goals

“It’s important that we take sustainability seriously, ensuring that Efteling is still here in 70

stone of the new fencing around the eastern

years’ time, and we can pass on our beautiful

expansion area. This stone symbolised the

park to future generations,” says Jurgens.

continued ambition of the World of Efteling 2030

“Sustainability has been part of our DNA

development plan, explains Jurgens, although

since the establishment of the Efteling

these plans have been delayed due to the

Nature Park Foundation in 1950.”

financial impact of the COVID-19 pandemic and

With Efteling wholly owned by the Efteling

current regulatory challenges around tightened

Nature Park Foundation, preserving the

nitrogen measures. For at least the next few

environment is a key priority – the foundation

years, the park will focus on developments

has mandated that no more than 11 per cent

within its current borders, including the Danse

of Efteling’s footprint can be given over

Macabre attraction and Efteling Grand Hotel.

to buildings, with the remainder left for

The development plan also sets out Efteling’s

“Efteling wants to be climate neutral

“In 2017, we reached our long-term vision

trees, shrubs and water. The park is home

sustainability goals, and its focus on protecting

to a variety of animals, including rabbits,

and enhancing the park’s natural surroundings.

squirrels, hedgehogs, butterflies and birds.

attractionsmanagement.com Vol 29 / ISSUE 1

In order to work towards the goal of being climate neutral by 2030, Efteling has invested heavily in solar power. In 2022, a carport system was installed with 12,000 solar panels – the park now has more than 25,000 solar panels. The park also generates sustainable energy through geothermal heating and cooling – this system currently provides energy for the Vogel Rok

With our greenery and biodiversity, we make a difference

rollercoaster, the Efteling Hotel, Efteling Bosrijk holiday village and the Raveleijn office block. This is a new geothermal system, with plans for it to power significant areas of the park. “With this project, we’ll heat and cool buildings

it is located at Efteling’s entrance, next to the Fairytale Forest. It will feature a swimming pool and spa, two restaurants and two gift shops. “With the opening of Efteling Grand

in the Anderrijk park area without using natural

Hotel, Efteling will become a true short-

gas,” says Jurgens. “The Efteling Theatre,

break destination,” says Jurgens. “This

Fata Morgana and the Fata Morgana event

is a really important project for us.”

venue, the Efteling Grand Hotel, Fabula, Frau

Originally scheduled to open in 2024,

Boltes Küche and Danse Macabre will be all be

construction issues have meant that the

connected to this installation, as will the water

launch date has been pushed back, explains

show Aquanura Pond. This is an innovative,

Jurgens. “After the bankruptcy of the supplier

scientific project in the field of aquathermy.”

of prefabricated parts for the Efteling Grand

Efteling Grand Hotel

Hotel in September 2023, the company was taken over and the construction schedule was

Increasing accommodation is a key part of

adjusted – this means that the hotel won’t open

Efteling’s growth plans. Construction is underway

as planned at the end of 2024, but in 2025.”

for what will be the park’s biggest hotel – the

The hotel is the first on-site, and its location has

seven floor, 143-room Efteling Grand Hotel.

been chosen carefully, explains Jurgens. “Efteling

Inspired by the rich history of the theme park,

Grand Hotel is in a prominent location in the

attractionsmanagement.com Vol 29 / ISSUE 1

INTERVIEW

heart of the World of Efteling – where all visits

the options [for its replacement]. That was

to our park start and end. The square between

a delicate process that took a few years.”

the main entrance and the new hotel is where

The result of this process is Danse Macabre –

guests really get into the Efteling atmosphere.

an indoor attraction and new 17,000sq m themed

We’ve had plans for a long time for this square,

area set to replace Spookslot when it opens in

where every 10 years, something is added to

autumn 2024. Inspired by the orchestral piece

complete the experience. With the Efteling

with the same name by French composer Camille

Grand Hotel, we’re taking another big step.”

Saint-Saëns, the ride has been developed with

Danse Macabre

as a “thrill ride with immersive show technology”.

In September 2022, Efteling closed its iconic

It consists of a turntable 18m in diameter, topped

Spookslot haunted castle attraction to make

by six smaller turntables, each with choir stall

way for a new “creepy experience”.

seating for 18 people. The large turntable will rise,

While Jurgens is excited about the new Danse

tilt and fall, and ‘spin like a coin’ before falling flat.

Macabre attraction, he admits that closing

“This attraction is going to be unique in

Spookslot elicited mixed feelings, and there

the attractions industry,” says Jurgens. “It

was a real sadness about closing “a beautiful

hasn’t yet been built anywhere in the world.

attraction where many visitors have become

It will be spectacular, creepy, exciting,

acquainted with the creepy side of Efteling. It’s

thrilling, immersive and overwhelming – a

a unique memory that often stays with them

haunted spectacle full of dark twists.”

forever. It was a great pity that the haunted

Visitors will enter the themed area around

house couldn’t be preserved.” Efteling prides

Danse Macabre – named Huyverwoud Forest

itself on offering long running attractions that

– through a derelict abbey square, where they

can be enjoyed by generation after generation,

will find spooky catering outlets In den Swarte

he says, but Spookslot – opened in 1978 – was

Kat (opened July 2023) and ‘t Koetshuys. They

in “very bad shape both inside and outside,”

will be entertained by ‘the Charlatan family

and it could no longer be preserved.

and their extraordinary barrel organ Esmeralda’

“Understanding the special connection that

IMAGE: ©EFTELING

Swiss ride manufacturer Intamin and is described

and will be led through a grim graveyard and

many Efteling visitors have with Spookslot, it

creepy forest to the entrance to Danse Macabre,

was important for us to carefully evaluate all

which will be housed in a 20m-high building.

Rides include the 1800s mine themed-Baron 1898 coaster by Bolliger & Mabillard

IMAGE: ©EFTELING

Danse Macabre will be connected to the park’s geothermal heating system

This new attraction will be spectacular, creepy, exciting, thrilling, immersive and overwhelming Looking ahead

Spookslot lives on in Danse Macabre

hile Efteling’s iconic Spookslot haunted house has now closed down, parts of the much-loved attraction will live on

within the park’s new spooky ride Danse Macabre. Never-used sketches created for Spookslot by designer Ton van de Ven were used as the inspiration for Danse Macabre, and several physical elements from Spookslot will be reused. These include the old entrance to Spookslot, which will be used as the entrance to the souvenir shop Dr Charlatan’s Kwalycke Zaken, and the sinister-shaped candle holders used in the queueing area for Spookslot.

The focus over the next couple of years will be

“You can already admire the large chandeliers that hung

on the completion of the Efteling Grand Hotel

in the tunnel next to Spookslot. They’re hanging from the

and Danse Macabre, as well as a continuing

ceiling of the hospitality venue In den Swarte Kat,” says

push to meet Efteling’s sustainability goals.

Ronald Donkers, architectural designer and member of

“We’ll have a real emphasis on Efteling as

the heritage management team at Efteling. “The main

a nature park,” adds Jurgens. “Our nature

protagonist of Spookslot, the neon-coloured violin, will

has long been rated 9+ by our guests, and we

not return to its old form, but it will have a major role

are recognised to be among the world’s top

in the new show. How exactly I can’t reveal yet!”

theme parks in terms of our landscaping. “With our greenery and biodiversity, we make

Danse Macabre will feature the same piece of music as Spookslot; a new version of the Camille Saint-

a difference. It’s our distinguishing feature,

Saëns score is being recorded with the largest ever

and we want to give it continuous attention.”

Efteling orchestra, featuring up to 75 musicians.

As for Jurgens, he is happy in what he

“Despite being a very well-known piece of music,

considers to be the best job in the world.

we think we have some surprises,” says composer

“I love the fact that we see the effects of

René Merkelbach. “With this unique version, we pay

our actions every day in the park,” he says.

tribute to the original Spookslot music. Connoisseurs

“We see happy people making the most

and fans certainly won’t be disappointed.”

beautiful memories. That make me happy.” ●

attractionsmanagement.com Vol 29 / ISSUE 1

MUS EUMS

ONES TO WATCH From a museum of Shakespeare to a Beijing wine museum inspired by medieval French villages, some fascinating new venues are taking shape. Magali Robathan highlights seven

An underground tunnel will link Linda Bo Bardi’s building

IMAGE: © METRO ARQUITETOS

with the new extension

IMAGE: © METRO ARQUITETOS

The building will increase the museum’s exhibition capacity by 66 per cent

Museu de Arte de São Paulo extension São Paulo, Brazil ESTIMATED OPENING: LATE 2024

oused in a landmark building by Lino Bo Bardi, the Museu de Arte de São Paulo (MASP) is arguably Brazil’s most important modern art museum. While the modernist building is spectacular, however, physical

limitations mean that the museum can only display just over one per cent of the work it owns. This will change with the opening of a major new extension by architects Julio Neves and METRO Arquitetos Associados, set to increase the size of the museum by two thirds. Bo Bardi’s building balances 8m above the ground, supported by four bright red concrete pillars, making it difficult to build an extension. To overcome this problem, the museum has conceived an underground tunnel leading to a new $33 million, 75,000sq foot building. The Pietro building – named after the museum’s first artistic director, Pietro Maria Bardi – will feature five exhibition galleries and two multipurpose galleries set across 14 floors. The building will also house a restaurant, ticket office, museum store, classrooms and a restoration lab. “MASP is thus undergoing the most significant physical expansion in its history, using its own resources,” said Alfredo Setubal, chairman of the board, MASP. “We’re going to increase the museum’s exhibition capacity by 66 per cent and integrate the two buildings. This expansion will consolidate both the museum and Avenida Paulista as a cultural hub: perhaps the most important cultural hub in Brazil, of which MASP is undoubtedly the anchor.”

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE: © TEAMLAB

MUS EUMS

The museum is located in the new Heatherwick-designed Azabudai Hills district

IMAGE: © TEAMLAB

teamLab Borderless Tokyo, Japan ESTIMATED OPENING: FEBRUARY 2024

he original teamLab Borderless Tokyo in Odaiba broke records as the world’s most visited single art museum, however redevelopment work in the area meant it had to close in August 2022.

The digital art museum is set to reopen in

February in its new permanent home in the recently opened Heatherwick Studio-designed Azabudai Hills district in central Tokyo. “teamLab Borderless is based on the concept that everything exists in a borderless continuity,” said a teamLab spokesperson, speaking to Attractions Management. “In order to comprehend the world, people separate it into parts, creating boundaries in between. Through this exhibition, teamLab aims to create a place in which various artworks are connected with one another without boundaries, giving visitors an opportunity IMAGE: © TEAMLAB

to rethink their perception of the world, and discover that continuity itself is beautiful. Tokyo is also home to a second teamLab museum – teamLab Planets in Toyosu, which opened in 2018.

attractionsmanagement.com Vol 29 / ISSUE 1

teamLab Borderless is set to reopen in its new home in February 2024

IMAGE COURTESY OF JSW FOUNDATION

Hampi Arts Labs Hampi, India ESTIMATED OPENING DATE: FEBRUARY 2024

ounded by Sangita Jindal and her daughter Tarini Jindal Handa, Hampi Arts Labs is a new rural arts centre near the UNESCO World Heritage Site of Hampi in southern India. Designed by sP+A’s Sameep Padora,

the centre spans an 18-acre area and features exhibition spaces, artist studios, apartments for art residencies, gardens and a café. An initiative of the JSW Foundation – the social development arm of the Indian business company JSW Group – Hampi Arts Labs will run an education programme aiming to engage the local community and international visitors with contemporary art in all its forms. Learning activities and workshops will also be developed for schools in the area. Its inaugural exhibition, Right Foot First, will feature works from the Jindal Collection spanning 1998 to 2023, featuring artists including Andy Warhol, Ai Weiwei and Atul Dodiya. “Hampi Arts Labs will be a major contribution to arts infrastructure and production facilities in the country and a cultural destination for both local and international visitors,” said founder Sangita Jindal. “I have had a great affinity for the ancient city of Hampi since I first visited it in 1983 and I’m delighted to be able to connect contemporary art with heritage and nature.” “Hampi Art Labs is an inclusive artist-first centre that encourages a cross-disciplinary approach to art-making and driving engagement with the region’s heritage and artisanal legacy alongside India’s contemporary art scene,” said co founder Tarini Jindal Handa. “We’re delighted to have collaborated with Sameep

IMAGE COURTESY OF JSW FOUNDATION

Padora, one of India’s most successful young architects […] His poetic style of architecture reflects the spiritual energy Hampi is known for.” Hampi Art Labs education programme will offer initiatives engaging the local community The inaugural exhibition

and international visitors with contemporary art

will feature works by Ai

in all its forms. Learning activities and workshops

Weiwei and Andy Warhol

will be developed for schools in the area.

attractionsmanagement.com Vol 29 / ISSUE 1

MUS EUMS The museum aims to teach visitors about the history of wine in a fun, interactive way

Beijing, China ESTIMATED OPENING: 2024

The scenography by Ateliers Adeline Rispal is intended to be ‘sensitive and playful’ and will combine multi-media, multi-sensory attractions

joint project between China and the Cité

and large scale exhibits to help visitors learn

du Vin Bordeaux, this huge new museum

about the world of wine in a fun, interactive

will tell the story of the production

way. Lighting design is by Les éclaireurs.

and history of wine-making, with a special focus on France and China.

m site is conceived as a ‘stone village’ surrounded by vineyards, bringing together exhibition spaces, restaurants, an amphitheatre and a wine school. The architecture has been inspired by the French

As well as the museum, the site will feature the 1,000sq m Universal Wine Cellar – a restaurant, bar and cellar that will be open to non-museum visitors as well as museum visitors. The museum aims to attract 300,000 visitors in its first year, rising to 500,000 within five years. “China and France share a special affection

medieval city of Saint-Emilion, with the stone

for gastronomy and the conviviality that goes

buildings surrounding a ‘castle’ and courtyard

with it,” said Weixang Tang, chairman of Zhong

space reminiscent of a French village square.

Pu Hui Wine Village. “The cultural richness of wine, comparable to that of tea, strikes a particular chord with Chinese consumers

IMAGE: ARCHITECTSTUDIO

eager for knowledge and new experiences.”

The Universal WIne Museum is a partnership between China and the Cite du Vin

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE: ATELIERS ADELINE RISPAL

Universal Wine Museum

PHOTO: SHUTTERSTOCK/MASSIMO SALESI

The new visitor centre will help tell the story of New York’s Stonewall Inn

Stonewall National Monument Visitor Center New York City, US OPENING: SUMMER 2024

“The opening of the Stonewall National Monument Visitor Center is a remarkable moment in the history of Stonewall,” said Ann

n June 2016, then President Barack Obama

Marie Gothard,president of the Pride Live board

officially designated the Stonewall National

of directors. “We honour all those who came

Monument in New York, making it the US’s first

before us, most especially the queer people

National Monument to LGBTQ+ civil rights.

fighting for equality at the Stonewall Rebellion.

This year will see a new visitor centre

The designation as a National Monument and the

opened on the site, telling the story of the

opening of this visitor center will memorialise

1969 police raid on Stonewall Inn – a popular

their important legacy in the gay rights movement,

gay bar – and the resulting riots that served

and we hope will inspire future generations

as a watershed moment in the history of

to continue fighting for LGBTQ+ equality.”

the gay and lesbian rights movement.

The centre will be co-managed by the US

Due to open in the summer of 2024,

National Parks Service and Pride Live. MBB

the 3,700sq ft visitor centre will offer

Architects will lead the design of the Stonewall

visitors an immersive experience hosting

National Monument Visitor Center and will

virtual tours, lectures and exhibitions

work alongside LGBTQ+ historians, activists,

exploring LGBTQ+ history and culture,

and community leaders. Local Projects will

and will feature art by LGBTQ+ artists.

lead the experiential and exhibit design.

attractionsmanagement.com Vol 29 / ISSUE 1

MUS EUMS

Museum of Shakespeare London, UK OPENING 2025

the Museum of Shakespeare will use AI

IMAGE: BOMPAS & PARR

ue to open in 2025 in Shoreditch, London, technology to immerse visitors in the life of William Shakespeare in the theatre where several of his plays were first performed.

The museum is set on the site of the Curtain

Playhouse, one of London’s earliest theatres and the venue for Shakespeare’s company before the

The museum will use AI technology to tell Shakespeare’s story

Globe opened. Henry V and Romeo and Juliet are believed to have been performed at the theatre. The remains of the Curtain Playhouse were

The Museum of Shakespeare is being

first uncovered by an archaeological excavation

conceptualised and developed by experience

that took place between 2011 and 2016.

design company Bompas & Parr in collaboration

The museum – which will be located three

with Cain International, Museum of London

metres underground – promises to take

Archaeology and Historic England. The Museum

visitors back to the year 1598 where ‘dynamic

of Shakespeare will be housed within The Stage,

experiences and theatrical technology’ will

a 2.3-acre, (one-hectare) development site, with

immerse them in the sights, sounds and smells of

412 apartments and offices and shops, designed

Shakespeare’s time. They will also be given the

by Perkins & Will and led by Cain International.

chance to take part in animated performances

“This will be Shakespeare as you have

and workshops on the stage where several

never experienced it before,” said Harry

of Shakespeare’s plays were performed.

Parr, co-founder of the project.

which opened in 1577

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE COURTESY OF CAIN INTERNATIONAL

The attraction is built on the site of the Curtain Playhouse,

IMAGE: MESTRES WÅGE ARQUITECTES/ MENDOZA PARTIDA/BAX STUDIO

A 1930s grain silo has been transformed to create the new Nordic art museum

Kunstilo Kristiansand, Norway OPENING MAY 2024

et to open within a restored grain silo in Kristiansand, Norway in May 2024, Kunstilo will celebrate Nordic modernist art. The new museum integrates the Southern Norway Art Museum and

the Tangen Collection of Nordic art – the world’s largest private collection of Nordic art – within one building, which features 3,300sq m of exhibition space. Mestres Wåge Arquitectes and MX_SI have worked together to convert the 1930s silo – originally designed by Arne Korsmo and Sverre Aasland – into an art museum and cultural exhibitions and act as a venue for lectures,

IMAGE: A-LAB/RAMBØLL/KANALBYEN

concerts, dining experiences and other events.

The inaugural exhibition, Passions of the North, promises a journey through ‘Nordic art’s

“This new museum will offer visitors to

dynamic evolution’, showcasing more than

Kristiansand an awe-inspiring venue that puts

700 works from the Tangel Collection across

them at once close to art and the city’s natural

25 rooms. Inspired by conceptual themes

beauty. We are proud to be working closely with

drawn from authors including Thomas Hardy

the Tangen Collection as custodians of one of

and Virginia Woolf, the exhibition explores

the world’s greatest Nordic art collections and

‘the dynamics between society, community,

putting it on view in one building for the first

mechanical and organic aspects, and the

time,” said Reidar Fuglestad, CEO of Kunstsilo.

contrast between rural and urban life.’ ●

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE: MESTRES WÅGE ARQUITECTES/ MENDOZA PARTIDA/BAX STUDIO

centre which will host international touring

MUS EUMS

This is not a typical brand experience

JOSH KIRK

As the Home of Carlsberg reopens after a major five year revamp by Event, the project design lead shares the highs and lows of this unique project

he story of Carlsberg is explored

Visitor are given a Carlsberg wristband

at a new Copenhagen attraction,

which they can use to interact with the

opened on 1 December 2023.

displays, and where digital memories

The Home of Carlsberg reopened

collected during the experience can be saved

after a five year redesign led by

and downloaded when they get home.

experience design agency Event on the original Gamle Carlsberg brewery site founded in 1847. The experience takes place across four floors in the former grainstore, maltery, boiler room and brewhouse buildings. The journey unfolds

Here Josh Kirk, associate director at Event, gives Attractions Management the lowdown on the project.

across ‘interconnected themed chapters’, where visitors explore the history of Carlsberg process and the science behind beer through

Why did the Home of Carlsberg need to be redesigned?

hands-on games and interactives. The attraction

The previous exhibition and visitor experience

also explores the Carlsberg Foundations’ roles

was very of its time. It was heartfelt, and had

in shaping Copenhagen’s cultural identity

a special place in locals’ hearts, but was really

– almost 30 percent of Carlsberg’s global

showing its age when we came on board five

dividends are used to support projects in

years ago. It felt dated, with a lot of very grainy

science, the arts and architecture in Denmark.

films on small and low resolution screens, and

and its founders and learn about the brewing

Notable features include a wall-to-wall display of more than 23,000 beer bottles, a huge

Above all, the incredible spaces of the

interactive digital wall that showcases the work

brewery buildings just weren’t being used as

of the Carlsberg Foundations, opportunities to

well as they could have been. Whole floors

learn about the historic brewing equipment still in

of the brewery were closed off to the public,

place within the brewery buildings and a chance

either due to difficulties in accessing them or

to meet the brewery horses in the stables – up

simply because they’d been shut when brewing

until the 1950s, Jutland horses were used to

operations finished and never opened again.

distribute Carlsberg beer across the country.

Some still had barley grain all over the floors.

attractionsmanagement.com Vol 29 / ISSUE 1

PHOTO: EVENT

so much text it was difficult to take it all in.

PHOTO: DANIEL RASMUSSEN

The museum tells the story of Carlsberg across four floors in a historic setting

What excited you about this project?

at the end of the tour will taste very different

We spotted the incredible potential of the site

knowing everything that went into making it.

the moment we stepped foot in the central rich story to tell – from the enigmatic founders to

How has technology been used in innovative ways?

its ground-breaking research lab and charitable

Meshing a contemporary visitor experience into a

foundations. Thinking about how to bring these

heritage listed building has meant tech has to be

stories to life within the heritage listed spaces

deployed in some unusual and innovative ways.

courtyard on our first visit. Carlsberg has such a

was inspiring. I remember discussing the project

We built a two storey LED matrix totem

with my colleagues over schnapps after that

between four columns, all of which are

first site visit – our excitement was palpable.

wonky and different distances apart – that

How would you sum up the visitor experience now? It’s a historic site and legacy story brought to life with cutting edge technology that creates

was certainly tricky. We also designed and developed a host of digital interactives that visitors can use to collect digital memories from on their RFID-enabled wristbands. But the pinnacle in terms of the big technology-

a new home for a contemporary brand in the

driven innovative design moments has got to

heart of Copenhagen’s most modern district.

be the Carlsberg Foundations space. Here,

It’s authentic and generous – somewhere

we installed a huge 2.5m-high by 17m-long

visitors can be welcomed that doesn’t feel

interactive media wall, consisting of 12 vertically

like a typical brand experience. It’s designed

orientated ultra-wide throw projectors, so

to feel like you’re stepping into someone’s

the film picture is rendered in immense pixel

home – it’s warm, friendly and intimate.

density and clarity. Working with our media and

The Danes have a term for it: Hygge. Wanting

software partners ISO and OhLaLa, as well as

to create somewhere that encapsulated the

overall fabricators Hypsos and AV hardware

Danish sense of hygge was always at the

integrators Phantavision, we created a truly

forefront of our minds. Visitors get served a beer

unique space where visitors’ movements

right at the start of their visit, and right at the

trigger collections of films about the charitable

end. It’s our hope that the beer visitors enjoy

endeavours of the Carlsberg Foundations.

attractionsmanagement.com Vol 29 / ISSUE 1

MUS EUMS

Up to 12 people can interact with the wall at

The other big challenge was the building and

once, all watching different films and listening

site itself. A heritage listed site, the buildings are

to different audio because of the overhead

rightfully afforded very strict protections over

directional speakers. It creates a space where

their alteration and treatment. Mapping a visitor

intimate focused moments can be had close to

route through the various parts of the brewery

the wall, while by stepping back visitors can see

that missed pipes jutting out at eye level ready to

the incredible reach of the foundations in this

impale unsuspecting tourists, and wouldn’t leave

murmuring, frenetic visual space. At five minute

visitors utterly bewildered as to where they were

intervals a seamless takeover film fills the entire

meant to go next was a serious undertaking. Even

length of the media wall, utilising the unique

finding suitably level floor surface locations for

aspect ratio. It’s a technical marvel that required

the beautiful custom built showcases Meyveart

a huge amount of very skilled experts to realise.

designed for the project was a challenge.

What were the biggest challenges of this project?

new version finding some novel way to

Telling the Carlsberg story was a big challenge.

a room or utilise a hidden stair to bring

Not only is Carlsberg one of the world’s biggest

visitors in and out of a new space safely.

Multiple iterations were created – each open up a new entry or exit point from

beer brands with all the complexities of to strict guidelines on visual identity and tone of

Do you have a personal favourite part of the attraction?

voice, but it’s also ingrained in the fabric of Danish

I love the small details that perhaps only a fraction

society. If you get parts of the story wrong, or

of visitors will notice, but for those that do, it’s

tell it in the wrong way, you’re going to have a

like a little reward for paying extra close attention.

representing a mega brand in terms of sticking

lot of very passionate people telling you so.

Some of my favourites include the little hop

Many a conversation was had with locals

leaf cut outs on the stainless steel containers

we met over a beer around the site on visits to

that house the aroma flasks in the science lab,

the Carlsberg District. Their insights into how

and the hidden symbolism in the illustrations

Carlsberg is lived as a part of Copenhagen culture

telling the story of JC Jacobsen first establishing

was invaluable to shaping the experience.

the brewery in the Pioneers space. In the same

The heritage listed site was full of challenges for the exhibition design team

attractionsmanagement.com Vol 29 / ISSUE 1

PHOTOS: DANIEL RASMUSSEN

PHOTO: DANIEL RASMUSSEN

An interactive digital wall is used to bring alive the story of the Carlsberg Foundations

n Natural History Museum of Denmark Set to be completed in 2025,

In July 2023, Event was

the Natural History Museum

selected by the Natural History

room there’s a gorgeous installation illustrating

of Denmark’s new museum

Museum of Denmark to realise

Carlsberg’s ‘Golden Words’ – the founding

building represents one of

the designs for all of the

principles of Carlsberg – via suspended golden

the biggest recent museum

galleries in the new building.

lettering, gorgeously lit by our lighting design

constructions in Denmark.

Event will work with

partners Nulty. The initials of the Event team

Costing DKK 212.5 million –

two Danish companies on

members who worked on the project are

funded by the AP Møller and

the project: technologists

hidden in that installation among the collection

Chastine Mc-Kinney Møller

Stouenborg and sustainability

of floating letters. That one’s just for us.

Foundation – the project

engineers Steensen Varming.

I also couldn’t possibly cover favourite parts

combines the Zoological

“The museum’s collections

of the experience without mentioning the

Museum at Østerbro and

contain 14 million natural

Carlsberg horse – they win everyone’s hearts.

the museum building on

history objects collected

Øster Voldgade 5-7 into

worldwide over almost 400

a top-class museum.

years,” said a spokesperson

What’s Event working on next? We’ve got almost too many things in the pipeline

Located within Copenhagen’s

for the Natural History

to count at the moment. Half the team who

Botanical Garden, the new

worked on the Home of Carlsberg are building

building has been designed

on our drinks brand experience with two

by Lundgaard & Tranberg

building opens its doors

potential projects in Vietnam – another brewery

Arkitekter, with substantial

to the public in a couple of

experience and a winery. Meanwhile the other

parts of the museum space

years, it will be in a new

half of the core team members from Carlsberg

located underground in

beautiful setting, where the

have moved a few miles down the road to

order to keep the listed

story of the origin and spread

tackle the Danish Museum of Natural History.

Botanical Gardens intact.

of life can really unfold.”

Museum of Denmark. “When the new museum

What trends are you seeing in your work? The cross pollination of creative ideas from

their offerings in a shifting cultural zeitgeist

the museum to brand worlds and vice versa

where new generations expect personalised

is a growing trend. Brands are looking to

interactive experiences and big bold stories,

showcase themselves and their stories in

so looking to leading brands seems natural.

more authentic ways by creating experiences

Event sits at the cross-section of this

with depth, honesty, and integrity. Museums,

fascinating interplay, working as a cultural

meanwhile, are looking to radically modernise

catalyst across both sectors. l

attractionsmanagement.com Vol 29 / ISSUE 1

TEC HNOLOGY

FRIEND OR FOE?

Ian Miller, CEO of Crafted

PHOTO COURTESY OF CRAFTED

AI has huge potential to increase audience engagement and visitor numbers

AI-powered technologies are already changing the attractions industry

hile artificial intelligence

huge toolbox and the number of applications

(AI) has huge potential

for AI is increasing at an astonishing rate.

for the visitor attractions

We’re currently in the phase of Artificial Narrow

industry, it’s early

Intelligence, where a computer learns how to

days, and most of us

master a certain task (eg beating a human at

are still getting our heads around the

chess, chat support or filtering spam email), but

challenges and opportunities it presents.

not doing multiple things at the same time. The

Following his recent talk on AI at the Visitor

broad uses of AI today are as a text interface

Attractions Conference (VAC) in London, we sat

(ChatGPT), conversational tool (Alexa), as a way

down with Ian Miller, CEO of digital marketing

of creating visual images (Lensa/Midjourney),

agency Crafted, to get answers to some of

generating ideas and automating repetitive tasks.

our questions. Crafted works to discover new including the Natural History Museum, English

How can the attractions industry get the most out of AI?

National Ballet and the British Museum.

This question will no doubt be on the minds

trends within the attractions sector, with clients

What is AI?

JAMESTEOHART/SHUTTERSTOCK

How should the attractions industry take advantage of AI? What ethical issues are there? What are the issues with copyright? Crafted CEO Ian Miller answers our questions

of many people working in this space. AI is already being used by museums and attractions

Artificial Intelligence, AI, in its simplest

in a number of ways, and has huge potential

form is a simulation of humans’ abilities

to increase audience engagement and visitor

and intelligence performed by a machine.

numbers. It can be used to generate, extract,

However, it’s not one singular thing. You can’t

classify and summarise the large amounts of

just say ‘I’ll use a computer for that.’ AI is a

data that attractions have to work with.

attractionsmanagement.com Vol 29 / ISSUE 1

TEC HNOLOGY

Data generated from the way customers

hand over all responsibility to it. Organisations

interact with attractions (eg peak hours for

need to be aware of data security and

visiting, how people move through an attraction

what they are giving away to machines.

and heat maps showing the length of time

There will always be an inherent bias in the

spent at each exhibit or room) can be used

results produced by AI, because it has been

to improve the user experience. This data

trained on a certain data set with human bias

can help refine ‘plan your visit’ itineraries

fed into it. It’s also important to note that not all

published on official websites or apps, for

AI uses live data, so be aware of the accuracy.

example, and crowd management strategies.

The text an AI outputs currently lacks the

People will hopefully always be better curators

human element that a living, breathing writer

than machines – but that’s not to say that AI can’t

or curator would be able to produce from the

make the visitor experience more personalised

same information, even though AI may be able

or memorable. Exhibit descriptions and

to ape a certain tone of voice or style prompt.

interpretation could be tailored to an individual’s and creating child-friendly explanations on the

And what about data set usage and copyright issues?

spot as visitors move through an attraction.

Content created by AI is not owned

age, language or interests, translating information

What are the ethical issues and challenges of using AI?

by anyone, even if it is based on copyrighted data (such as images). Copyright law is gradually coming to terms

This is an area that can often be overlooked

with AI, and we would expect to see changes,

when thinking of AI. What we would say to

but it remains something of a grey area. Recently,

attractions is to use AI for tasks, but not to

there has been a rise in people using AI to replicate real brands and characters. With IP licensing being such an integral commercial element in the attractions industry, this is where I’d exercise caution with the use of AI.

the visitor experience and drive attendance

attractionsmanagement.com Vol 29 / ISSUE 1

SHUTTERSTOCK/BEARFOTOS

AI can be used to improve

ATOSAN/SHUTTERSTOCK

How is AI likely to evolve over the coming years? The pace of development in AI is startling, and at the moment it seems like everything

The Hague’s Mauritshuis has faced criticism for showing an AI generated image inspired by Vermeer

is everywhere all at once. The difference AI will make to our daily lives is likely to be on a flatter curve. Bill Gates said that “we always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next 10”, and I would expect to see something similar with AI. It’s important to remember that AI will be built into everything. Microsoft recently launched Copilot, their own AI tool, and has since embedded the product in its Office 365 packages. ChatGPT-like conversational searches will transform the search landscape when they go live globally on Google.

So, is AI a friend or foe? That really depends on the expectations you set for it. As a data wrangling, task automation, idea generation tool, AI is definitely a positive

Content created by AI is not owned by anyone, even if it’s based on copyrighted data

development for visitor attractions. Its power can be harnessed to improve business performance and meet customer expectations about choice, interactivity and personalisation. But AI is not perfect. Use it to focus on the needs of customers, and keep your people’s creativity at the centre of everything you do. l

attractionsmanagement.com Vol 29 / ISSUE 1

TEC HNOLOGY

P H OTO : A

FUTURE SHOCK From predicting attendance to bringing Elvis back to life, how are attractions using AI in practice? Lesley Morisetti takes the pulse of the industry

PHOTO: © THE NATIONAL GALLERY, LONDON

Lesley Morisetti

London’s National Gallery has used AI to predict exhibition attendance

he subject of AI, or machine learning, is consistently in the news. Most recently from the perspective of visitor attractions, the announcement that immersive

entertainment company Layered Reality is using AI technology to bring Elvis Presley ‘back to life’ later this year, in a new immersive experience. I was already interested in how AI might help me in my work helping guide the development of locationbased experiences, and decided to find out how the attractions industry is approaching AI. I’ve spoken to a number of people involved in the development finding out how widely AI is currently being used. Assessing this has been a bit challenging, not least because there are many different interpretations of what AI is, plus ownership of AI doesn’t neatly fit into any one discipline within an organisation.

A new immersive

First reactions have tended to be ‘It’s on our

experience will see

radar but not something that we’re actively

AI used to bring

using yet’. There’s definitely an appetite to know

Elvis ‘back to life’

more about AI and, as shown by the following examples, some organisations are further ahead.

National Gallery London, UK

he National Gallery was an early adopter of AI tools. Back in 2018 their in-house data analyst developed an AI-based model to predict

attendance to the Gallery’s temporary exhibitions, using XGBoost. The Gallery’s considerable database of attendance to past exhibitions was input to the model and, together with data on other factors influencing attendance, used to predict attendance to future exhibitions. The iterative nature of the process then ensured that actual admissions data could be added when the exhibition opened, allowing the model to learn

PHOTO: © THE NATIONAL GALLERY, LONDON

PHOTOS: ELVIS PRESLEY ENTERPRISES

and running of visitor attractions, with the aim of

AI can be used to measure visitor sentiment

from the latest data and update its predictions as the exhibition progressed. The model proved

Having resource is key to this, and the

particularly successful at predicting attendance

National Gallery has just recruited a new data

for exhibitions based on higher profile artists.

analyst with machine learning programming

However, the impact of the COVID-19

skills to support this work. Going forward,

pandemic on visitor numbers and profile, and

generative AI is seen to be useful for activities

variances in the speed with which individual

such as measuring visitor sentiment, enabling

audiences have recovered, has led to the model

thousands of visitor feedback comments to be

being put on hold in recent years, and shows the

quickly categorised, giving the Gallery invaluable

challenges of using machine learning from historic

understanding of how their visitors view the

data at a time of cataclysmic change. Now that

customer experience and helping identify trends

performance is starting to return to a more normal

and areas for improvement. Overall, AI is seen as

pattern, the Gallery is considering whether to

a great opportunity to support, but not replace,

update the model and start using it again.

human input to creating human experiences.

attractionsmanagement.com Vol 29 / ISSUE 1

TEC HNOLOGY

Mandai Wildlife Group

layer of protection for confidential

Singapore

customer and organisation data)

andai Wildlife Group is the

enables them to sift through and

steward of the Mandai Wildlife

categorise thousands of visitor

Reserve, a unique wildlife and

comments in a matter of minutes,

nature destination in Singapore that is

a task which previously took days

home to world-renowned wildlife parks

and was open to variances in human

including Singapore Zoo, Night Safari, of the Group’s digital transformation towards smart, integrated wildlife park experiences and operations at the Mandai Wildlife Reserve, a dedicated department - the Transformation Office - was set up three years ago. To realise this vision, they receive support from the Singapore government through grants which actively encourage organisations to innovate, test, and collaboratively share insights on the implementation of new technology.

Edmas Neo

respective departments for their necessary follow up and action. The increased speed allows them to provide prompt responses to visitors and provides a more nuanced interpretation of the comments, helping better inform future operations decisions. A key responsibility of the Transformation Team is holding workshops and training sessions for the Group’s workforce to encourage the use of new technology and demonstrate how to

I spoke to Edmas Neo, vice president of

get the best out of AI tools. Acknowledging the

the Transformation Office, and his managers

impracticality of banning the use of generative

Khairulnizam Zulkifle and Moh Ai Wei. AI was

AI tools, the team has written a policy paper

initially incorporated into wildlife care such as

outlining guidelines on how to use such

monitoring habitat perimeters and assessing the

tools responsibly and teaches staff how to

body condition of animals in the Group’s care.

disable permissions to share data publicly.

More recently, the Transformation Office has

PHOTO: MANDAI WILDLIFE GROUP

interpretation. The categorised comments are then automatically routed to the PHOTO: MANDAI WILDLIFE GROUP

Bird Paradise and River Wonders. As part

For the future, AI is seen as an

adopted generative AI to enhance the guest’s

important tool to improve the operation

experience. Using Chat GPT via the Microsoft

of the visitor sites, enabling the Group

Azure package (which provides an added

to drive operational efficiencies.

The Mandai Wildlife Group has used AI to monitor the health of its animals

NATIONAL TRUST IMAGES/ARNHEL DE SERRA

Key lessons when approaching AI ● Keep an open mind ● Invest in training staff – as

with any other new technology, AI requires new skill sets ● Provide organisation-wide

guidelines for the use of AI ● Focus initially on how

existing AI tools can improve efficiency of tasks, supporting staff and enabling them to work faster ● Watch and learn from the

organisations with deeper R&D budgets to see how they use AI (Disney is an interesting one to follow on this and it’s likely that a number of your suppliers are already using AI in the services that they provide to you) ● Machine learning can

support the delivery of

The National Trust is

excellent visitor experiences,

exploring the possibilities of

but we still need people

creating tailored AI solutions

National Trust UK

ike other larger organisations, the National Trust has a dedicated head of innovation and digital, Katherine Woollard. Woollard

is excited about the potential for AI to support the National Trust, and is actively investigating ways in which this might happen. Possible areas of interest include adding AI tools to the National Trust’s intranet, testing the use of AI to create guest itineraries, and outcomefocused big data analysis to support operational processes. Some of this is likely to involve creating tailored AI solutions, subject to the potential scale of opportunity being seen as

Katherine Woollard

warranting the investment, due to the expense of that this is done in a manner consistent with the National Trust’s values will be key and will require an ethical framework to be defined. Woollard also sees challenges in using the free, open AI tools available; as a result, the National Trust recommends, and has issued staff with guidelines for the use of, the recently launched Microsoft CoPilot in Bing (previously

PHOTO: KATHERINE WOOLLARD

implementing custom-made systems. Ensuring the ‘AI assistant’ which Microsoft has been building into its products and which ensures that confidential data remains part of an organisation’s Microsoft ecosystem and does not become publicly visible. National Trust staff are asked to check with the digital team before using any other form of public AI tool. Overall, the concerns are seen to be

Bing Chat Enterprise). They’re also exploring

surmountable and exceeded by the scale

the use of CoPilot in Microsoft 365. This is

of potential benefits for the Trust. l

attractionsmanagement.com Vol 29 / ISSUE 1

t s o

erful tools o w fu po

e PHOTO COURTESY OF JACQUELINE SPRINGER

th sic is one of u M

n io

London’s V&A East Museum’s inaugural exhibition will celebrate Black British Music. Its curator tells us more

Jacqueline Springer he V&A East Museum – a

and versatility of Black British music as an

new outpost of the Victoria &

instrument of protest, affirmation, and creativity,

Albert Museum set to open in

and reveal the untold stories behind some of

Stratford, London in 2025 –

the world’s most popular music of all time.”

has announced its first major exhibition, The Music Is Black: A British Story. Spanning 125 years of Black British music including reggae, jazz, 2 tone, drum & bass, trip hop, grime and UK garage, the exhibition will feature immersive AV, largescale installations and equipment and

Here Springer gives Attractions Management an insight into what to expect from this ground-breaking exhibition.

Why was The Music is Black: A British Story chosen as the V&A East’s launch exhibition?

musical instruments and personal belongings

Music is an intoxicating and relentlessly

from some of the musicians featured.

interesting art form and subject. What

The exhibition will explore the contributions of

better way to demonstrate its power than

musicians from early pioneers such as Samuel

to trace how music has responded to the

Coleridge-Taylor, Winifred Atwell and Emile

political, steered the social and also tapped

Ford to more recent performers including Joan

into memories in exhibition form?

Armatrading, Soul II Soul, Fabio & Grooverider,

It is fitting because as part of the V&A’s family

Goldie, Massive Attack and Tricky. Current

of sites, V&A East is committed to platforming

musicians including Little Simz, Jorja Smith

diverse, global stories, and championing the

and Ezra Collective will also be featured.

pioneering and radical visionaries of the past

“Music is the soundtrack to our lives, and

and present. The scale of the contribution Black

one of the most powerful tools of unification,”

British music has made to British culture, and

says Jacqueline Springer, curator of The Music

around the world, is a story which has often

Is Black: A British Story and curator of Africa

been overlooked, and its impact not given the

and Diaspora Performance at the V&A.

respect it deserves. The Music Is Black: A British

“Set against a backdrop of British colonialism

ni f at ic

MUS EUMS

Story will seek to redress this, inviting visitors

and evolving social, political, and cultural

to immerse themselves in 125 years of Black

landscapes, we will celebrate the richness

British music, and engage with the long-overdue

attractionsmanagement.com Vol 29 / ISSUE 1

Black British music-making via photos, artefacts, paintings, film and more

will launch when the V&A East opens in Stratford in spring 2025

The Music is Black: A British Story

attractionsmanagement.com Vol 29 / ISSUE 1

PHOTO BY KARWAI TANG, WIREIMAGE

MUS EUMS

‘Little Simz performs at The BRIT Awards 2022 at The O2 Arena on February 08, 2022 in London, England

MUS EUMS

Tricky will be one of the musicians featured

national and international stories of how Black music-making in Britain has continued to shape British history and culture across decades. A key element of the exhibition will be spotlighting the creativity and impact of east London on Black British music across time. East London, of course, held an important place within the industrial framework of the country.

Why is it important to tell the story of Black British music and its contribution to British culture?

I think it’s best not to spoil the surprise

that will be unwrapped when people visit V&A East Museum in 2025. I will say that visitors have the right to expect an exhibition on a par with the V&A’s name – one of

Black music, within the West, underpins all

acute standards of excellence. Historically

contemporary popular music forms. So to

accurate, detail rich, visually splendid and

tell the story of Black British music is to tell

teeming with educational, moving content.

the story of popular music – to see the Black

I hope that visitors to the exhibition will

British contribution. What you have are multiple

leave with a renewed appreciation of Black

stories, helmed by the talents of Black British-

British music-makers. It will be a delight

born musicians, producers, singers, rappers

for visitors to see objects and interact with

and non-Black artists who made/make music

material related to their home cities, to learn

within the umbrella of African diasporic styles.

about music that forms their personal musical

Within this framework, visitors will ‘see’

soundtrack, presented to them within the

themselves, within the 125 year timeline. They

exhibition’s narrative in a way that makes

will also ‘see’ their parents and the music they

them squeal, nod or beam with pleasure while

socialised to, their parents’ parents and possibly

opening their minds further to what music-

their great-grandparents. As such, The Music

makers give to us and leave to history.

is Black: A British Story is an all-age exhibition, and by that I mean it’s an exhibition that speaks to all of our ages. When music was it, when it

Can you share any details about how you will tell the story of Black British music?

Have you been inspired by any other exhibitions?

orchestrated mood, social activity, dress, friends,

V&A South Kensington’s David Bowie Is and

romance and heartbreak. When living for the

current hit exhibition DIVA have been landmark

weekend was framed by melody and lyricism.

through their narrative embrace of subject and

This is also an exhibition of our maturation,

for enlivening the memory of their respective

exploring when songs accompanied the more

subjects through sound and visual technology.

sober journeys of our lives. Music has always

Both exhibitions, through the inclusion of

been a companion. How better to celebrate

stage costume, performance footage and

that than to see these journeys illustrated

memorabilia, provided visitors with more than

against national and international histories?

they expected from a music-centred exhibition.

What are the biggest challenges of putting together this exhibition?

addressed the challenge of telling large,

The V&A’s recent Africa Fashion exhibition cross-continental, and global stories

The biggest challenge was recognising

centered on Black identity with exquisite

the responsibility – to not be swayed by

emotional and sartorial elegance, while the

subjectivities, to create and collaborate on an

ICA’s War Inna Babylon tackled compelling

exhibition that provides comprehension of

topics about state relations in Britain in

content but also informs, thrills and moves.

an emotionally humanising way. l

attractionsmanagement.com Vol 29 / ISSUE 1

PHOTO: HAYLEY MADDEN, REDFERNS

V&A exhibitions including Africa Fashion, David Bowie Is and DIVA

The exhibition will celebrate and explore the impact of east London on

the evolution of Black British music

MUS EUMS

Look to the East Architects O’Donnell and Tuomey designed the V&A East Museum

The V&A is creating two ground-breaking institutions in east London’s new cultural district, with the aim of attracting new audiences and transforming the museum experience

ith the announcement of

V&A East Museum’s first major exhibition – The Music is Black: A British Story – the V&A’s new east London outpost is beginning to feel a lot more real. Together with the V&A East Storehouse, the V&A East Museum represents one of the UK’s biggest museum development projects for decades. Both are set to open in 2025, part of the Mayor of London’s £1.1 billion East Bank project to create a new cultural and education district on the site of the former Olympic Park. The site will also include a new Sadler’s Wells dance theatre, BBC studios and UAL’s London College of Fashion.

attractionsmanagement.com Vol 29 / ISSUE 1

The design of the V&A East Museum was inspired by the

form of a Balenciaga dress

MUS EUMS

My early museum memories were of distance and barriers. We want to change that by building an environment in which we can expose young people to truly exceptional things Gus

Ca s

IMAGE: VICTORIA & ALBERT MUSEUM, LONDON

yford Ha yel Casely-Hayford was formerly director of the US’ National Museum of African Art

attractionsmanagement.com Vol 29 / ISSUE 1

Casely-Hayford is committed to ensuring the V&A East Museum feels welcoming for all

V&A East Museum

Gus Casely-Hayford, director of the V&A East,

V&A East Museum is set on the waterfront,

has set out plans to ensure the new museum is

in a five-storey building designed

welcoming to those who might have previously

by architects O’Donnell + Tuomey

felt excluded from museum spaces, and to reflect

inspired by a Balenciaga dress.

the diversity of the surrounding boroughs.

With a mission to make the arts accessible

“We have devised a tour where we take

for all, the museum will host major exhibitions,

museum objects out into schools and colleges

festivals, commissions, installations, live

for a series of workshops, assembly talks and

performances, pop ups and late-night events.

handling sessions,” said Casely-Hayford, writing

With galleries designed around a central core,

for the Museums Association. “We feel that

the building will feature two public entrances,

this is giving these world-class objects back to

a publicly accessible roof terrace and a cafe.

the communities for which they are, ultimately,

The main exhibition hall will present the

held in trust. We hope this will give local young

museum’s shows by leading artists, designers

people the chance to experience museum

and performers, while two collection galleries

objects up close, learn about the stories behind

will feature new acquisitions, commissions and

them and about the careers and skills available

live shows alongside collection displays. An

to them in the museum sector – to inspire

installation and events space on the top floor

the next generation and future workforce.

will act as the focal point for V&A East’s global

“My early museum memories were of

partnerships programme, hosting interdisciplinary

distance and barriers. We want to change

collaborations, new commissions and events.

that by building an environment in which we

attractionsmanagement.com Vol 29 / ISSUE 1

MUS EUMS

The V&A East Storehouse has been designed by Liz Diller of Diller Scofidio + Renfro

things, giving them the knowledge and skills to

workshops, performances and screenings. Unusually for a museum storage facility,

learn about context, tradition and technique,

much of the building will be open access,

wherever possible, through hands-on

meaning that the public can come in freely

contact. We want to build connections across

and view the collection. The building has been

geography and time, and perhaps inspire them

designed so that visitors will feel as though

in their own practice to use this vast open

they are at the centre of the collection.

sourcebook as a catalyst for their dreams.”

V&A East Storehouse

“With its open central space, and glass balustrades and floor, you will feel as if you have literally been immersed into the collection,”

A 10 minute walk across the park from the

said Casely-Hayford. “We would like it to be a

V&A East Museum, the huge glass and brick

space that is loved by the academic and museum

V&A East Storehouse promises to be a

communities, but we also want the people of east

new kind of museum collections facility.

London, particularly the young, to feel that this is

When the government announced plans to sell Blythe House, which housed collections and

a place that they can use and be comfortable in. “This space will revolutionise access to our

archives for the Victoria and Albert Museum,

collections by providing an unprecedented

as well as the British Museum and the Science

platform from which to tell new stories of

Museum, the V&A saw an opportunity to

theatre, performance, art and design.”

bring its collections to new audiences.

Objects on display will range from a pair of

When the V&A East Storehouse opens, it

ancient Egyptian woven shoes and beautiful

will display 250,000 objects, 1,000 archives

buttons made by 20th century studio potter

and 350,000 books in a 16,000sq m building

Lucie Rie to a 1930s Frank Lloyd Wright-

designed office – the only complete Frank

Renfro. The collection will be stored across

Lloyd Wright interior outside of the US.

four floors and in a cavernous central hall, while further spaces will host pop-up displays,

attractionsmanagement.com Vol 29 / ISSUE 1

The building was completed in May 2023 and is due to open to the public in spring 2025. l

can expose young people to truly exceptional

The new building will allow the public to view artefacts from the V&A’s collection

The V&A Storehouse will feature an open central space surrounded by artefacts

Rodolphe Bouin THEME PARKS

As French future-themed attraction Futuroscope prepares to open a new waterpark as part of its €300m development plans, its CEO speaks to Magali Robathan

We’re creating a waterpark that’s unlike anything that’s been done before in Europe

IMAGE: FUTUROSCOPE

Bouin succeeded Dominique Hummel as president of Futuroscope in 2018

attractionsmanagement.com Vol 29 / ISSUE 1

Chasseurs de Tornades

ust over three years ago, in October 2020, Futuroscope revealed its development plans for the coming decade. With the aim of moving from a day trip theme park to a short break resort destination, the planned

€300m investment included a new waterpark,

IMAGE: FUTUROSCOPE

attraction in 2022

three major new attractions and a hotel complex comprised of two themed hotel offerings. The first new attraction in the plan opened in 2022 in the shape of the €21m Chasseurs de Tornades, a tornado-themed dynamic motion theatre by Dynamic Attractions. The same year saw the launch of the €19m, 76 room space-themed Station Cosmos hotel – a key part of the plan to attract visitors from further afield and encourage them to stay longer – as well as the Space Loop restaurant, which delivers guests’ food via a clever rail system.

The themed Station Cosmos Hotel opened in 2022

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE: FUTUROSCOPE

Futuroscope launched the

IMAGE: FUTUROSCOPE

THEME PARKS

The new waterpark will offer highly original aqua digital experiences

The summer of 2023 saw the launch of Hotel Ecolodgee, Futuroscope’s second themed hotel offering. Located near the entrance to the park, this offering comprises 120 wooden lodges on stilts spread across a 3.8 hectare landscaped park. This year will see the opening of Aquascope, a new waterpark with a maximum capacity of 1,500 people offering ‘aqua digital experiences’ that will allow guests to swim through and play with images projected onto the water. The park will feature four different zones – a ‘sensations’ area with eight waterslides, an immersion zone featuring the aqua digital offering, a play area aimed at younger children and an outdoor

IMAGE: FUTUROSCOPE

space with an open air pool and beach.

The 10 year plan committed €300m to Futuroscope’s expansion

Aquascope will feature four different areas including an immersion zone

IMAGE: FUTUROSCOPE

Here CEO Rodolphe Bouin sets out

the details of the plans for the park

How was 2023 for Futuroscope?

We expect to have broken the two million visitor barrier in 2023, and the €130 million barrier in terms of turnover, thanks to an increase in visitor spending that’s been confirmed over the last two years. We’re where we promised our shareholders we’d be, despite the unfortunate episode of the COVID-19 pandemic.

What’s the secret of Futuroscope’s success?

Futuroscope has always been an unusual park What can you tell us about the new waterpark?

We’re opening Aquascope in the summer of 2024. It will be an indoor waterpark open whenever Futuroscope is open – around 285 days a year. The park will offer highly

Futuroscope has always been an unusual

original aqua-digital experiences based

park. It was built five years before Disney

on mapping projected on the water.

arrived in France, at a time when the leisure

The waterpark will feature four different

park market didn’t exist in this country. Its

areas: A sensations area, with eight slides of

creator René Monory was a local politician

different levels; an immersion zone, with a

who anticipated the advent of the leisure

unique experience that will give the impression

industry. His aim was to develop employment

of swimming inside an image; a children’s area

in this predominantly rural region.

with games and slides suitable for children aged

Monory carried out all the work and succeeded

three and over; and a summer outdoor area

in convincing people of his innovative project.

with a beautiful swimming pool and beach. For

Futuroscope is now part of Compagnie des

each zone we’re working with a different service

Alpes, but we’ve kept our DNA. Innovation

provider specialising in that specific field.

and creativity are at the heart of what we do.

The waterpark will have its own ticket

This year we’re creating a waterpark unlike

office and will be able to accommodate a

anything that’s been done before in Europe.

maximum of 1,500 people at any one time.

attractionsmanagement.com Vol 29 / ISSUE 1

THEME PARKS

Étincelle: the Curse of the Black Opal was launched in 2023

What are your plans for 2024? And what about the longer term plans for the next five to ten years? The aim of our 2020-2030 €30 million

investment plan is to position Futuroscope as a destination for short-term stays – not just a theme park – and to attract more visitors from further afield, including neighbouring countries – mainly Spain, Switzerland and Belgium.

IMAGE: FUTUROSCOPE

In order to do this, we’ve divided the investment between the historic park (around €200 million) and the new area at the gateway of the park (around €100 million), with the new area featuring our two themed hotels, the Space Loop experiential restaurant, the new Aquascope waterpark and a plaza to link them all together. The growth in visitor numbers between 2017 and 2019 required us to build new attractions with a greater capacity than in the past (1,000/hour compared with 700/hour)

What are the biggest challenges and biggest opportunities for Futuroscope? The biggest challenge is constantly coming up

and therefore to invest more in these new

with new ideas to renew and develop the park.

rides. We invested €20 million in 2020 in our

At Futuroscope we never do the same attraction

first coaster, Objectif Mars, and €21 million

twice and we feature attractions that are

in 2022 in our tornado-themed simulator ride

different from those that can be found elsewhere

Chasseurs de Tornades. This compares to a

in France, so we’re constantly innovating.

€14 million investment in the Extraordinaire

As well as being our biggest challenge, this is

Voyage flying theatre attraction in 2017, which

also our biggest opportunity, because we offer

was our biggest ever investment at the time.

something that you can’t find anywhere else. l

attractionsmanagement.com Vol 29 / ISSUE 1

IMAGE: FUTUROSCOPE

ABOUT FUTUROSCOPE

rollercoaster, and live shows. Rides include the

Futuroscope is the brainchild of French

Gyrotour, which offers guests 360° panoramic

politician René Monory, who wanted to create

views of the park from 150ft in the air, the new

jobs and interest in the Poitiers region and

Chasseurs de Tornades Tornado-themed flying

had the idea for a leisure and science park

theatre and the Destination Mars rollercoaster.

focused on technology, science and discovery. Initially conceived as an educational attraction,

In 2019, Futuroscope launched Futuropolis, a children’s theme park that allows young

the facility opened in 1987 as a theme park

visitors to play at being drivers, sports stars,

and edutainment venue, featuring Kinémax,

gardeners, archaeologists, firefighters, and

the Pavillon du Futuroscope and a play zone.

inventors. Rides in this area include a waterpark

Located 6 miles from Poitiers in western

with floating trampolines, an electric car

France, the futuristic-themed park features

track and Rescue Academy, where children

40 different attractions based on multimedia,

learn to pilot their own rescue boat.

cinematographic, and audiovisual technology. Highlights include 3D and 4D cinemas, a

In 2024, Futuroscope is launching its new waterpark, Aquascope.

attractionsmanagement.com Vol 29 / ISSUE 1

RES E ARC H

WHAT VISITORS WANT How are today’s visitors reshaping the attractions industry? New research by IAAPA and LaneTerralever throws up some intriguing findings, say Nick Dan-Bergman and Lauren Hillery

hat are today’s visitors really looking for when it comes to locationbased attractions and experiences? What makes

them return, and what keeps them away? In order to better understand what drives

offerings, with 67 per cent of Millennials

digital experience agency LaneTerralever to

willing to pay incrementally for unique

carry out a national research study in the US.

experiences, compared to 36 per cent of

The team carried out a study of 1,497 US participants ages 18 to 70 (split equally

Boomers and 49 per cent of Gen X. We also found that visitors’ digital experience

between local attractions visitors and

is a key catalyst for visits, and it’s vital to get

destination attractions visitors) and interviewed

this right – 50 per cent of destination visitors

key industry executives to get a picture

surveyed said they won’t attend a particular

of the market. So what did they find?

attraction because of perceived difficulties

What were the top-line consumer findings from this report?

Consumer sentiment/outlook in 2024 is still

People are drawn to unique entertainment

visitors, IAAPA partnered with marketing and

navigating the digital experience. YouTube emerged as a critical marketing medium to reach affluent and Millennial visitors. Finally, we found that the vast majority of

strong. The research showed that a huge 93 per

visitors will pay more for less time in line – 75

cent of visitors plan to visit attractions the same

per cent of destination visitors are willing to pay

amount or more in 2024 compared to 2023. Fifty

more to spend less time queueing, and 4 out

per cent of Gen Z and affluent visitors plan to visit

of 5 of the top words used to describe ‘skip-

attractions more in 2024, compared to 2023.

the-line passes’ had a positive sentiment.

attractionsmanagement.com Vol 29 / ISSUE 1

The number of young people and the affluent willing to pay incrementally to save time and experience something unique blew us away

PHOTO: SHUTTERSTOCK/ELIZAVETA GALITCKAIA

Young families value experiences with an educational component

Four main customer groups were revealed in the research: ● The Attraction Affluent

● The Smart & Sustainable Seekers

This group has the spending power to visit both

Young families value edutainment (experiences that

local and destination attractions. With household

contain an educational component). As awareness of

incomes >$100K, they should be encouraged to

planet-friendly practices grows, these visitors are also

incorporate attractions into their travel planning

doing research into the waste reducing practices of

and be incentivised with unique experiences.

attractions and may factor that into their decision-making.

● The Raving Fans

● The Socialisers

Although they cut across all age segments, these

These visitors seek out experiences to be enjoyed with

consumers include Gen Z and Millennials seeking unique

friends. While this segment cuts across all genders

experiences and quickly sharing their recommendations

and ages, it is primarily comprised of Gen Z women

across social media. Tapping into this market can help

who have the time and interest in exploring fun

grow your visitor base and positive word-of-mouth.

moments. Group packages can help draw them in.

To read the full report go to: https://www.laneterralever.com/industries/attractions-marketing-agency/iaapa-leisure-consumer-trends-report-2023

RES E ARC H

What are the main trends impacting visitor behaviours and expectations?

And what are the biggest challenges?

Anything that expedites the guest

attractions and entertainment brands. These

experience is of significant value to visitors

challenges affect the quality of experience

of all ages, affluence, and ethnicities.

your team members are able to deliver, which

Interactive and pop-up/traveling experiences

loyalty. The report found that 87 per cent of

of attraction visitors, which tells us the fear

all visitors are willing to give an attraction one

of missing out makes them more willing to

chance to make things right after an undesirable

prioritise their budget on fleeting experiences.

experience with your brand. However, only

into the positioning and messaging of attractions and entertainment brands opens the doors for long-lasting guest relationships and starts a loyalty conversation with visitors from the first interaction with the brand.

What are the main areas of good news for attractions operators in the report? People plan to visit more in the coming year than they did in the past. In addition, the spending power of older generations on

30 per cent of Boomers will give you multiple chances to make up for a bad guest experience.

Four main customer groups were identified in the research. How should operators cater to each group? The Attraction Affluent: Provide unique

and convenient experiences in packages for which this group is likely to pay a premium. The Raving Fans: Incentivise them to recommend their experience to drive loyalty. The Smart & Sustainable Seekers: Ensure your

entertainment, in particular, makes this visitor

values come through in your brand marketing,

group an often-overlooked target for attractions

particularly when targeting younger generations.

and entertainment brands. However, younger

The Socialisers: Make it easy for them

generations, particularly younger Millennials,

to plan and experience your offerings in

frequent attractions and entertainment

groups and highlight the aspects of your

venues as much as 3x more than Boomers.

attraction that are social in nature.

It’s important for operators to focus their messaging on the value of their offer

PHOTO: SHUTTERSTOCK/PEOPLEIMAGES.COM - YURI A

matters significantly for guest satisfaction and

captivate the attention and share of wallet

The infusion of sustainability and ‘edutainment’

Staffing will continue to be challenging for

Visitors plan to visit attractions more in 2024

PHOTO: SHUTTERSTOCK/ABWITZPIX089

than they have previously

Are there any pitfalls to watch out for when targeting particular groups?

Attractions and entertainment marketing overinvests in showing young people, however, the largest share of wallet is the older generations. Older generations need to see themselves in marketing to be comfortable with the experience of your offering.

50 per cent of visitors said they won’t attend an attraction because of perceived difficulties navigating the digital experience

What are the main elements of an attraction that could deter visitors?

Were there any other significant findings?

The main deterrent to visiting an attraction is still

who are willing to pay incrementally to save

cost. Although memberships and subscriptions

time and experience something unique blew us

are still highly relevant, focusing messaging on

away. 67 per cent of Millennials are willing to pay

the value will help convert the largest segment

incrementally for unique experiences, and 65 per

of the visiting population — the budget shopper.

cent of affluent Americans are willing to pay at

What were the most significant findings in relation to sustainability?

The number of young people and the affluent

least 10 per cent or more for expedited entry. African-American visitation overindexes by 50 per cent at destination attractions

Eight per cent of visitors say they’re more

when compared to all other attractions

likely to be loyal to an attraction brand whose

visitors – the only demographic that showed

purpose or mission is aligned with their

such a huge increase in attendance.

values. It’s important to note that it’s most

It’s hard to know exactly why, but this

often seen as a contributing factor in why

presents an opportunity for operators to invest

someone selects a particular brand but is still

in marketing that feels authentic and speaks

not the key driver like the price might be.

to the diversity within that audience. ●

attractionsmanagement.com Vol 29 / ISSUE 1

INNOVATION

IMAGINING

the future

ARS ELECTRONICA / VOG.PHOTO

Each September, artists, thinkers, scientists and digital pioneers gather in Linz, Austria to help shape the future. Terry Stevens went along to experience this unique event

Writer Thomas Melle had an animatronic double made of himself for Uncanny Valley

attractionsmanagement.com Vol 29 / ISSUE 1

reported on the remarkable transformation of the Upper Austrian city of Linz, located astride the

ARS ELECTRONICA / ROBERT BAUERNHANSL

ast year, Attractions Management

The Ars Electronica Center hosts many of the festival’s talks and events

Danube halfway between Vienna and

Salzburg. From being known as ‘Linz stinks’: this was a city of heavy industry and connections to the Third Reich. For 10 years, at the end of the second world war, it was a divided city with a Soviet-occupied northern zone and a US-occupied zone south of the Danube. After 20 years of concerted effort built around

Exploring art, technology & society Conceived by four Linz citizens (a journalist, a

a clear vision and strong civic leadership the city

physicist, a music producer, and a musician),

is synonymous with progress, vitality founded

the first step taken by the embryonic Ars

upon new media, culture, and progressive,

Electronica Institute was to organise a festival

sustainable, urban development. Central to

in 1979 exploring the confluence of art,

this metamorphosis is Ars Electronica GmbH,

technology, and society. The Ars Electronica

the city’s unique, not-for-profit, hybrid cultural,

Festival soon became an annual event, held

educational, and applied science organisation

in early September, adopting the title as The

dedicated to being a catalyst for change in

Festival of Art, Technology and Society.

this city with such an unenviable past. Today, the company has multiple, integrated,

It is a crucible for new talent to confront contemporary themes by exploring and

divisions (Ars Electronica FutureLab and

testing the potential solutions in experimental,

Ars Electronica Solutions) that inspire one

interdisciplinary settings working with artists,

another by putting futuristic ideas to the test,

musicians, gamers, coders, and investors from

finding solutions, and sharing the processes

all over the world. In recent years the themes

and the outcomes with the public at the Ars

have included Radical Atoms (2016), AI (2017),

Electronica Center and at the festival.

ERROR – the art of Imperfection (2018), A New Digital Deal (2021) Welcome to Planet B

NICOLAS FERRANDO, LOIS LAMMERHUBER

(2022), and this year the highly prescient and provocative theme was Who owns the truth? The pure statistics of this year’s festival are impressive: 88,000 unique visitors; over 1,500 artists, scientists, designers, and activists from 88 countries presenting their ideas and inventions at 650 exhibits and 575 events; 338 sponsors and partners; and almost 500 employees. This only tells part of the story of this extraordinary few days in Linz where all dimensions of the theme Who Owns the Truth? were exposed and analysed. Around 88,000 people visited in 2023

attractionsmanagement.com Vol 29 / ISSUE 1

ARS ELECTRONICA / TOM MESIC

INNOVATION

Experimental performances blend technology, music, science and creativity

Radical thinking

The rallying call of the festival organisers was that, “the world is on the cusp of a rare opportunity to dramatically shift our systems and ways of thinking, planning, and acting as a mood is emerging to make this possible. Solutions are in the air. We need to harness our collective imagination to rethink relationships. Creative and cultural sectors blending with scientific, technological, and artistic knowledge can be catalytic drivers to imagine a new future and make it happen.” Participants and visitors were able to

Expect the unexpected

As the organisers state very clearly: “When you visit be prepared. This is not like a conventional

experience first-hand how new technologies are

festival in any way. Why would it be? You

changing our lives through machine learning,

wouldn’t expect the city of Linz and the team

VR, robotics, and biotech to contribute to

at Ars Electronica to be conventional.”

socially and ecologically sustainable progress.

Elements of the festival can be quite gritty,

Lectures, conferences, and debates provoked

there is an air of rebellion, it challenges

discussion about rights and obligations for

perceptions at every level. It addresses

digital citizens. A fixed point in the program

head-on uncomfortable questions affecting

of every Ars Electronica is the unique mix

society then provides a platform for creating

of concerts, performances, and DJ sets.

innovative, radical, solutions to these issues.

A particular highlight, since 1987, is the

Even the main venue is a revelation. This is

Prix Ars Electronica media art competition. A

POSTCITY, the region’s former post distribution

selection of the best submissions are on show

centre, with 80,000sq m of usable space

at Ars Electronica at the Animation Festival

spread over several levels, a 4,000m-long

held at Ars Electronica Center‘s Deep Space

parcel distribution facility, a storage unit for

8K 3D theatre. The Prix Ars Electronica’s

10,000 packages, an entire battery of 12m-high

equivalent of the Oscars is the Golden Nica’s

spiral chutes, and a rail track hall that is

awards presented at a gala event – this year’s

around 240m-long made for both incoming

Golden Nica award went to Ayoung Kim

and outgoing railways. This enormous post-

from Korea for Delivery Dancer Sphere.

industrial icon of the city was abandoned in

attractionsmanagement.com Vol 29 / ISSUE 1

Ars Electronica Center’s Deep Space 8K 3D theatre hosted varied events

2014 but offers almost limitless opportunities

range of activities is simply overwhelming.

for artistic stagings. Festival events are staged

You need to be well-organised and selective

across the city – public buildings, parks,

to get the most out of it. It’s an edgy version

old factories and in the most unusual of

of Glastonbury meets POP Brixton or Borough

settings such as the Mariendom cathedral.

Market, meets the Lake Como Design Festival

So how would you describe the Ars

meets Creamfields, meets the Sundance Film

Festival? It’s eclectic, it’s full-on, it’s full of

Festival meets the Adams Project, meets George

serendipity. It always inspires. At times the

Orwell’s 1984, meets Tomorrow’s World.

attractionsmanagement.com Vol 29 / ISSUE 1

ARS ELECTRONICA - MAGDALENA SICK-LEITNER

The world is on the cusp of a rare opportunity to dramatically shift our systems and ways of thinking, planning, and acting

INNOVATION

This festival can be gritty; there is an air of rebellion. It challenges perceptions at every level Taking over the city

Just as the Ars Electronica Festival takes over the city for four days filling the beer gardens of Gasthaus Tramway and Stiegel-Klosterhof with animated debate, so the spirit of Ars Electronica permeates many aspects of the city – the Mural Stahlweit (steelworks visitor centre), Donaupark and the Bruckner Haus Concert Hall, the LENTOS Contemporary Art Centre and Tabakafabrik, a converted 340-year-old former tobacco factory into a centre for creative industry. Capturing the wave of edgy creativity now sweeping through Linz, is the re-imagining of

Linz blends the new and the old

the Domplatz Square – the public space in front of the neo-gothic Mariendom cathedral.

urban planning solution with a generous, neutral

Planning of the square originally commenced

space that permits a rich variety of uses. To the

in 1855, with the so-called ‘New Cathedral’

southwest of the square a cluster of existing

consecrated in 1924. However, Domplatz Square

baroque heritage buildings was enlarged to create

itself was always regarded as unfinished until

an ensemble of mini-squares and alleys anchored

a bold scheme was agreed to create a new

by the Hotel Domplatz, which opened in 2009.

A hotel with a difference HIGHLIGHTS

The Hotel Domplatz was developed by a young tourism enterprise called Severin Holding GmbH

The highlights for this non-technical but

who, mirroring the ethos of the Linz and of Ars

interested observer were undoubtedly:

Electronica, saw the opportunity to create a

l Yen-Tzu Cheng’s dance performance

hotel that “was not business as usual”. Their

in the Mariendom Cathedral

approach was to envisage the hotel as ‘Kunst

l Ars Electronica Center’s pop-up

am Bau’ – architectural art. Unique artworks

exhibition for children by MISSIMO

flow through the entire hotel: its public areas,

and designed by Ars Electronica’s

the spa, the toilets, and the bedrooms.

FutureLab in the main city square

It is within the bedrooms that spirit of the age

l The Circus of Knowledge at

is revealed. In every room is a wooden casket in

Johannes Kepler University

which you will find a gift – look into the casket

l The Future of Tourism led

and be surprised what the previous guest left

by Austrian Tourism

for you. Guests are invited to accept this gift

l The Breaking Clouds Kinetic Sculpture

and leave something for the next person.

l Venice Revealed by Fondazione

According to the hotel management, the

Musei Civici di Venezia

purpose of this activity is to encourage, “mutual

l The Last Supper Interactive

perception through giving and taking, through

by Franz Fischnaller

active participation in an artistic event.”

l The European Space Agency

Next year’s Ars Electronica Festival takes

‘Earth From Space’ project

place 4-8 September. Register your interest

l The European Union Prize for

now and prepare for days of enlightenment,

Citizen Science Exhibition

wonderment and encounters that will shift the way you think about the world of tomorrow. l

attractionsmanagement.com Vol 29 / ISSUE 1

ARS ELECTRONICA / ROBERT BAUERNHANSL

Gallery at the old Harbour, the Voestalpine

ARS ELECTRONICA / TOM MESIC

ARS ELECTRONICA / MARKUS SCHNEEBERGER

Ars Electronica Festival takes over the city of Linz for four

ARS ELECTRONICA / VOG.PHOTO

days each September

ARS ELECTRONICA FESTIVAL 2024 – WHAT TO EXPECT Commissioned projects

Conferences

Throughout the year, Ars Electronica collaborates

Ars Electronica offers range of talks, lectures and

with partners worldwide to promote artists, launches

conferences, including a two-day symposium

Open Calls, curates exhibitions and conferences,

on the festival’s annual theme, which brings

and more. These commissioned activities

together experts and pioneers from the fields

culminate in the presentation of their outcomes

of science, art, design and technology.

at the Ars Electronica Festival in September. Exhibitions Concerts and performances

Exhibitions celebrate the best of the international media

Over the five days of the festival, Ars Electronica features

art scene as well as up and coming young artists. The

a unique mix of concerts, performances and DJ sets.

Prix Ars Electronica Exhibition showcases the winners of the world’s longest-running media art competition.

Screenings Visitors can watch a selection of the world’s best

Open labs and workshops

computer animations at the curated Animation

The festival is very hands on – open labs and workshops

Festival. Ars Electronica Center‘s theatre showcases

offer visitors the chance to watch artificial intelligence

8K-resolution visual worlds by international artists

‘think’, train self-driving cars, program robots, 3D print,

via 16m-by-9m projections on the walls and floor.

edit their own DNA with genetic scissors and more. Source: https://ars.electronica.art/festival/en/

attractionsmanagement.com Vol 29 / ISSUE 1

PRODUC TS

Product Innovation

For the latest supplier news and company information, visit

attractions-kit.net

Suppliers tell Attractions Management about

their latest product, design and technology news

zombies in large gameplay arenas

Zero Latency reveals free-roam VR zombie experience VR technology company

game that is unlike any other

Zero Latency has launched

on the market,” said Tim

its immersive free-roam VR

Ruse, CEO at Zero Latency.

adventure on a truly gigantic scale,’ the game features ‘ultrarealistic zombies’ developed from

O L ATE

across seven experiences, we

O : ZE R

as ‘a thrilling zombie shooter

“Building on our learnings from over 3 million games played understand deeply what makes a great immersive adventure that

Described by its creators

treads the line between fear and

zombie game Outbreak.

motion capture of live actors. Up to eight players battle through hordes of the undead and race

exhilaration. This game is going to Tim Ruse

against time to save humanity in

really blow people’s socks off.” Zero Latency offers gameplayers a range of immersive free-roam

large gameplay arenas with more

video of their Outbreak

VR experiences in physical large

than 2,000sq m to explore.

experience after they play.

scale spaces without wires,

Outbreak is now available at

“Outbreak is our most epic

any of the 80+ Zero Latency

adventure yet, and we can’t

locations across the world, with

wait for everybody to play

players receiving a personalised

through this terrifying, exciting

attractionsmanagement.com Vol 29 / ISSUE 1

cables, or other constraints. attractions-kit keyword Zero Latency

PHOTO: ZERO LATENCY

Players battle VR

PHOTO: MAURER RIDES

Spike Waterfight is the latest concept from Maurer Rides

Maurer Rides introduces Spike Waterfight

Rollercoaster and ride designer

pilots can shoot back from two

and manufacturer Maurer

water cannons built into the

Rides has announced its latest

vehicles on the right and left,

concept, the Spike Waterfight,

together with their water tanks.

which allows spectators and

The tightly curved rollercoaster

rollercoaster riders to soak one

layout rises up out of the water

another with water cannons.

offering riders great views – which

Spectators will aim at riders from multi-platforms, while

they could enjoy if they weren’t being soaked by ‘troublemakers’ wielding water cannons. For those not keen on coasters, a waterslide can be connected to the platform entrance, and waterpark operators can decide the number of platforms they connect to and which type of waterslide: from freefall to family slides. The 30m-high rollercoaster tower is scalable and can be scaled to any height. The ride also allows pilots to control their own speed, meaning that it can be ridden

PHOTO: MAURER RIDES

as a high octane or more laid back family-style attraction. attractions-kit keyword Maurer Rides Spectators can soak rollercoaster riders with water cannons

attractionsmanagement.com Vol 29 / ISSUE 1

PHOTO: HYPERVSN

PRODUC TS

The display wall welcomes visitors to MSG Sphere

HYPERVSN holographic display launches at MSG Sphere and better spectacles down the

has created its largest ever

strip. The HYPERVSN SmartV

holographic display for music

Wall at the MSG Sphere is a

and entertainment venue

beautiful piece of a larger puzzle,

showcases HYPERVSN’s largestever 30ft by 50ft holographic

: H Y P E R VS

the entrance atrium area

creating immersive, unforgettable experiences that have never been done before,” said Chykeyuk.

OTO

Now open to the public,

“We set out to redefine the

MSG Sphere Las Vegas.

Technology company HPERVSN

traditional entrance experience

display wall alongside real-life humanoid robots that greet you on arrival, a 360-degree

in an entertainment centre, with Kiryl Chykeyuk

avatar capture and a beamforming sound display.

the core aim to impress. The attendees can interact with our memorable immersive experience

420 individual SmartV

that can be replicated across

“We believe this is the

HYPERVSN displays fixed to a

the broader events, music and

world’s largest holographic

secure rack that hangs from the

entertainment industry. The

technology project to date.

atrium wall. These displays are

technology is also highly scalable.

Experiences of this size won’t

then connected and synchronised

There is flexibility to expand

just stop attendees in their

with the HYPERVSN SmartV

interactive holographic images

tracks, but lead to unforgettable

system to form one cohesive

to this impressive size or deploy

moments from the first

2D or 3D HD holographic visual

just one or two displays. It’s all

interaction”, said HYPERVSN’s

image in immaculate detail.

in the hands of the customer.” l

CEO, Kiryl Chykeyuk.

“Expectations among the Las

The ambitious 50ft-high

Vegas crowd are immense, with

installation project included

the race to impress with bigger

attractionsmanagement.com Vol 29 / ISSUE 1

attractions-kit keyword HYPERVSN

WATER. JUST ANOTHER WAY TO SAY FUN ADVANCED WATER PLAY SOLUTIONS WITH CUSTOMIZED DESIGN: WHEREVER THERE IS WATER MYRTHA CAN MAKE THE DIFFERENCE.

www.myrthapools.com

DIRECTORY To book your space call: +44 (0)1462 431385

MULTIMEDIA & AV

CREATIVE DESIGN AND BUILD

WE ARE YOUR AV SPECIALIST FOR HIGH-QUALITY MEDIA-BASED ATTRACTIONS! www.kraftwerk.at | +43 7242 69269-0 | info@kraftwerk.at www.kraftwerk.at KLT_Inserat_Directory-print_84x65.indd 1

CGI CONTENT PRODUCTION

www.joravision.com 24.07.2019 11:23:21

IMMERSIVE RIDES & ATTRACTIONS

www.redraion.com

www.holovis.com

http://www.holovis.com

To book your annual advert call the sales team on +44 (0)1462 431385 90

attractionsmanagement.com Vol 27 / ISSUE 1

www.attractionsmanagement.com/ signup Attractions Management is the magazine and online community for decision-makers in the global attractions industry

Advertise www.attractionsmanagement.com/ ratecard Promote your business and market your brands to leading fitness operators

SCAN QR CODE OR VISIT WEBSITE TO SIGN UP FREE

www.attractionsmanagement.com/signup

LEADERS IN POOL DESIGN AND WATER TREATMENT Wave Machines I Engineering Design I Filtra�on + Water Treatment I A�rac�ons Middle East + Asia Barr + Wray Dubai T: + 971 4 320 6440 E: sales@barrandwray.com

UK + Europe Barr + Wray T: + 44 141 882 9991 E: sales@barrandwray.com