Simworx, the global dynamic simulation supplier, has launched a new division to take its expertise in cutting-edge media-based attractions beyond the theme park audience and into other sectors.
The division – Simworx Ventures – focuses on working with attractions partners who want to offer world-class 3D/4D theatres and motion simulators to visitors.
Importantly, the arrangement with Simworx Ventures doesn’t involve any up-front investment by the operator, as it’s based on a revenue-share agreement.
Attractions such as museums, science centres, zoos, aquariums, FECs and heritage sites can use it to boost attendance and create a steady revenue stream.
Simworx Ventures’ head of business development, Andy Gray, talks us through the concept and explains how small- to medium-sized attractions can benefit.
What is Simworx Ventures?
Simworx Ventures is a new division of UK-based Simworx Ltd.
Simworx Ventures focuses on revenue-share opportunities, offering all types of attractions a diverse range of exciting media-based experiences, including dynamic motion simulation attractions and creative AV solutions, with no up-front payment required by the operator.
Our aim is to create great partnerships. We want to grow our portfolio to become as popular and successful as Simworx.
What products and services does Simworx Ventures offer?
We offer a genuine turnkey experience. Our range includes our hugely popular 4D Cinemas, Immersive Tunnels, Stargazer Motion Theatres and new 360 Flying Theatres for the entertainment, education and corporate markets. We’re also able to create bespoke attractions for clients.
Our capabilities include product development, manufacturing and service support, the supply of a full range of film content, motion programming and the creation of complete themed attractions.
Does Simworx Ventures offer custom solutions or outright sale?
Bespoke experiences, including film, can be created around customers’ venues and 3D systems and 4D effects can be installed to integrate seamlessly with existing venues. Our clients also have access to a vast film library with hugely varied subject content.
As part of the wider Simworx family, we can also offer the outright sale of any of our products to any organisation worldwide.
Are you currently creating any new and exciting products or technology?
Simworx has invested heavily in new technology recently in these areas: virtual reality, passenger carrying and show action robotics, interactivity, advanced projection mapping, augmented reality and AGV (automated guidance vehicle) dark rides.
Which attractions have you worked with?
Simworx Ventures’ partners include the Science Museum Group (Museum of Science and Industry in Manchester), the RAF Museums in London and Cosford and The Needles on the Isle of Wight.
What do you look for in a partner attraction?
We’re looking for predominantly UK-based revenue-share partners that want to do something exciting that stimulates, amazes and educates visitors. We want to work together to create world-class experiences that becomes a ‘must do’ for visitors.
Of course, we must firstly ensure we can generate enough revenue to make a profit for both parties and to recoup our investment. To do this, we look at visitor numbers, the venues’ commitment to technological and innovative experiences and how we can tailor our product to fit.
What are the benefits for partners?
Simworx Ventures invests in the creation and installation of a ready-to-go visitor experience, allowing the venue to then operate the paid-for experience. The two parties then split the revenue.
Museum and attractions’ funding is decreasing all over the UK and venues are looking for new and innovative ways to create revenue. Not all attractions have the capital to invest in new visitor experiences, but they still want to offer something current and tech-based for all the family. Simworx Ventures allows them to do that, while generating incremental revenue and pushing up visitor numbers at the same time. Our model helps attractions and venues to increase their income at low risk and with low or no investment.
In addition to these benefits, we offer partners after-sales support through our team of dedicated service engineers, who provide worldwide support 365 days a year.
How are you developing the new business?
The key to developing a business that relies on technology is to always stay ahead of the game, using innovative solutions to develop new, exciting experiences.
We’re talking to a number of UK museums and carrying out market research to identify potential partners across the UK.
We also intend to build our brand and raise the profile of Simworx Ventures by exhibiting at trade shows, including the Museum Association’s annual conference, Museum Next, the Museums & Heritage Show and the Association of Independent Museums (AIM) conference.
