Triotech CEO Ernest Yale (front) with part of Triotech’s team (from left to right) Eric Marradi, Christian Martin, David Miron and Gabi Salabi
Ernest Yale nurtured his schoolboy obsession with computers to become founder and CEO of a market-leading interactive attractions company. As the Montreal-based dark ride specialists enjoy their 15th anniversary, Yale recalls the highlights of the journey so far.
How did you become involved in this industry? I started dabbling with computers at a young age. We didn’t have the money to get a computer or even video games when I was a teenager so I stayed around after school and learned how they worked, how to program them. I made my own games working at lunch time and after hours. It was a passion for me. I completed my studies in that field and eventually started Triotech in 1999.
As Triotech turns 15, what have been the main milestones? We began in the coin-op world but realised that our technology and know-how were scalable, which meant bigger attractions. Motion technology, 3D projection, software and the integration of all elements of an attraction put us on the map. Then there’s interactivity, one of our core assets. It takes the fun of video games and brings it out-of-home and into a group setting. Winning a Brass Ring Award last year was, in a way, a thumbs up from our industry that we have something unique.
The next big thing is interactive dark rides. We have just commissioned Wonder Mountain’s Guardian at Canada’s Wonderland and it has been a success. It is a very innovative attraction that combines the best of several technologies. It provides great value for parks because it allows the deployment of a signature attraction with great guest experience at the fraction of the investment typically required. This is a great example of gamification and ride entertainment at play.
Can you tell us about the Triotech team? We have a really strong team at Triotech. Gabi Salabi is vice president of business development. He has a strong background of over 15 years in global sales. Gabi joined Triotech in 2010.
Late that year Eric Marradi joined as creative director. Christian Martin joined over a year ago and has been in marketing and sales with multinational companies throughout his career. This year we added Jean-Francois Campeau to head R&D. They join the talent that has been with Triotech for a long time; Sylvain Larose as CFO/COO and Jeff D’Arrisso as software director. It is key to reinforce your team with people that bring different skill sets if you want to grow your company.
What has been most challenging for Triotech? Around 2007 we decided to invest in international deployment. This was a huge challenge for a small (at the time) Canadian company. We started doing shows in Asia and Europe. It was a big, though calculated, risk. It turned out to be a great move as it isolated us from the downturn of 2008-09.
What HAS CHANGED IN THE LAST 15 YEARS? Of course there is global reach. We have over 15 systems installed in China. We have a Triotech office there staffed with our own employees and that team is growing, as is our presence in Asia.
Then there is the size and complexity of projects. An interactive dark ride is a multi-million dollar investment that can involve many stakeholders, park owners, master planning firm, architects. In response to that, we’ve hired project and bid managers, implemented a Project Management Office, and developed improved quality control processes.
The fact that we do content is another change. It’s a solid arrow in our quiver. We can supply a turn-key solution with original content or we can integrate characters or environments from our client. We integrate IP and create custom branded content, as we are doing for a dark ride at Hello Kitty World in Shanghai.
We now operate attractions in partnerships around the globe, which allows us to acquire first-hand experience of what works with visitors.
What’s the same? You have to provide an attraction that guests will enjoy and provide a superior ROI for the operator. The former drives the latter. If it’s a great experience, guests will come back.
What is the secret to Triotech’s success? Develop everything with the guest in mind. Whether a coin-op or an interactive dark ride for a major theme park, it’s all about the guest experience.
How do you approach business? Steve Jobs said: “You’ve got to start with the customer experience and work back toward the technology – not the other way around.” We apply the same philosophy in our product development. We believe people should have access to a fun, safe, wide-appeal adventure that can be experienced as a group. This is what creates the buzz. This is what Triotech is about.
How important is it that you appeal to a broad audience? We provide a great guest experience, with wide appeal measured in terms of age, gender and culture. Some alternative rides have a much narrower appeal – say, teenage boys. But, a Triotech attraction appeals to kids and their parents … and their grandparents, whether they are in the US or China or the UK.
Furthermore, our attractions are not dependent on the weather. This is key in certain areas of the globe where inclement weather can affect the ROI of an attraction. Then there is the safety aspect as media-based attractions have an extremely good record for safety.
What makes guests come back for more? “Replay-ability” is key in our interactive attractions. This is driven by two factors. Firstly, we take guests on real-time media-based adventures so they live it differently each time. Much like a video game, the characters react to what the guests do. Secondly, there is competition. The fact that scores are kept increases the fun factor and makes guests want to relive the experience to get an even better score or just to beat their friends.
What’s next? We have interactive dark ride projects on several continents, involving interesting IP for some and creative new content for others. We’re becoming the supplier of preference on IDRs for our interactive technology and real-time media content production capabilities. This trend is growing, especially for branded attractions.
We’re also developing new products. We can’t reveal our product pipeline but we like to bring something special to IAAPA in Orlando every year. Last year we brought a fully functioning interactive dark ride. This year we are working on a few special items too.
Another development is our foray into the edutainment market. We have installations in zoos and we believe we can enhance the offering at museums, science centres and aquariums.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2014 issue 3
Editor’s letter: Here comes China
As China opens up to the West, the nation’s attractions are
booming, with existing attractions reporting record attendances and
new museums, theme parks and science centres planned
Teamworking: The Art of Collaboration
Merlin’s Mark Fisher talks about working
with Hollywood studio DreamWorks on
the upcoming Shrek-themed midways,
how to spot a winning IP and the
importance of creative collaboration
Talking Point: Whose Museum Is It Anyway?
Five experts debate how museums
can tackle the controversial issue
of balancing the needs of the visitor
with their curatorial responsibilities
Analysis: TEA/AECOM Enduring Appeal
Theme park attendance for 2013
reached an all-time high, and museums
worldwide performed well. AECOM’s
economics experts crunch the numbers
Theme Parks: Oceans of Fun
Chimelong International Ocean Resort
is a big development on a small island.
Will its proximity to the gambling haven
of Macau be a help or a hindrance?
Museums: Virtual Visits
Europe’s biggest museum conference
looks at how technology and the digital
revolution can enhance the attraction. We
report from the event in Newcastle, UK
Technology: Face Reality
As Facebook’s Mark Zuckerberg buys
Oculus VR and its Rift device, we look at
how far VR has come, and ask whether
it has a place in the attractions industry
Profile: Sarah Maltby
As Jorvik turns 30, director Sarah
Maltby talks about keeping archaeology
at the heart of what the Viking centre
does, and moving with the times
Storytelling: Inside Story
Abu Dhabi’s Yas Waterworld draws on
the local culture to create a narrative
journey for its visitors. Atkins Global
tells us about an innovative approach
Interview: Rick Schwartz
San Diego Zoo Global ambassador on the
Tiger Trail and conservation initiatives
Triotech CEO Ernest Yale (front) with part of Triotech’s team (from left to right) Eric Marradi, Christian Martin, David Miron and Gabi Salabi
Ernest Yale nurtured his schoolboy obsession with computers to become founder and CEO of a market-leading interactive attractions company. As the Montreal-based dark ride specialists enjoy their 15th anniversary, Yale recalls the highlights of the journey so far.
How did you become involved in this industry? I started dabbling with computers at a young age. We didn’t have the money to get a computer or even video games when I was a teenager so I stayed around after school and learned how they worked, how to program them. I made my own games working at lunch time and after hours. It was a passion for me. I completed my studies in that field and eventually started Triotech in 1999.
As Triotech turns 15, what have been the main milestones? We began in the coin-op world but realised that our technology and know-how were scalable, which meant bigger attractions. Motion technology, 3D projection, software and the integration of all elements of an attraction put us on the map. Then there’s interactivity, one of our core assets. It takes the fun of video games and brings it out-of-home and into a group setting. Winning a Brass Ring Award last year was, in a way, a thumbs up from our industry that we have something unique.
The next big thing is interactive dark rides. We have just commissioned Wonder Mountain’s Guardian at Canada’s Wonderland and it has been a success. It is a very innovative attraction that combines the best of several technologies. It provides great value for parks because it allows the deployment of a signature attraction with great guest experience at the fraction of the investment typically required. This is a great example of gamification and ride entertainment at play.
Can you tell us about the Triotech team? We have a really strong team at Triotech. Gabi Salabi is vice president of business development. He has a strong background of over 15 years in global sales. Gabi joined Triotech in 2010.
Late that year Eric Marradi joined as creative director. Christian Martin joined over a year ago and has been in marketing and sales with multinational companies throughout his career. This year we added Jean-Francois Campeau to head R&D. They join the talent that has been with Triotech for a long time; Sylvain Larose as CFO/COO and Jeff D’Arrisso as software director. It is key to reinforce your team with people that bring different skill sets if you want to grow your company.
What has been most challenging for Triotech? Around 2007 we decided to invest in international deployment. This was a huge challenge for a small (at the time) Canadian company. We started doing shows in Asia and Europe. It was a big, though calculated, risk. It turned out to be a great move as it isolated us from the downturn of 2008-09.
What HAS CHANGED IN THE LAST 15 YEARS? Of course there is global reach. We have over 15 systems installed in China. We have a Triotech office there staffed with our own employees and that team is growing, as is our presence in Asia.
Then there is the size and complexity of projects. An interactive dark ride is a multi-million dollar investment that can involve many stakeholders, park owners, master planning firm, architects. In response to that, we’ve hired project and bid managers, implemented a Project Management Office, and developed improved quality control processes.
The fact that we do content is another change. It’s a solid arrow in our quiver. We can supply a turn-key solution with original content or we can integrate characters or environments from our client. We integrate IP and create custom branded content, as we are doing for a dark ride at Hello Kitty World in Shanghai.
We now operate attractions in partnerships around the globe, which allows us to acquire first-hand experience of what works with visitors.
What’s the same? You have to provide an attraction that guests will enjoy and provide a superior ROI for the operator. The former drives the latter. If it’s a great experience, guests will come back.
What is the secret to Triotech’s success? Develop everything with the guest in mind. Whether a coin-op or an interactive dark ride for a major theme park, it’s all about the guest experience.
How do you approach business? Steve Jobs said: “You’ve got to start with the customer experience and work back toward the technology – not the other way around.” We apply the same philosophy in our product development. We believe people should have access to a fun, safe, wide-appeal adventure that can be experienced as a group. This is what creates the buzz. This is what Triotech is about.
How important is it that you appeal to a broad audience? We provide a great guest experience, with wide appeal measured in terms of age, gender and culture. Some alternative rides have a much narrower appeal – say, teenage boys. But, a Triotech attraction appeals to kids and their parents … and their grandparents, whether they are in the US or China or the UK.
Furthermore, our attractions are not dependent on the weather. This is key in certain areas of the globe where inclement weather can affect the ROI of an attraction. Then there is the safety aspect as media-based attractions have an extremely good record for safety.
What makes guests come back for more? “Replay-ability” is key in our interactive attractions. This is driven by two factors. Firstly, we take guests on real-time media-based adventures so they live it differently each time. Much like a video game, the characters react to what the guests do. Secondly, there is competition. The fact that scores are kept increases the fun factor and makes guests want to relive the experience to get an even better score or just to beat their friends.
What’s next? We have interactive dark ride projects on several continents, involving interesting IP for some and creative new content for others. We’re becoming the supplier of preference on IDRs for our interactive technology and real-time media content production capabilities. This trend is growing, especially for branded attractions.
We’re also developing new products. We can’t reveal our product pipeline but we like to bring something special to IAAPA in Orlando every year. Last year we brought a fully functioning interactive dark ride. This year we are working on a few special items too.
Another development is our foray into the edutainment market. We have installations in zoos and we believe we can enhance the offering at museums, science centres and aquariums.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2014 issue 3
Editor’s letter: Here comes China
As China opens up to the West, the nation’s attractions are
booming, with existing attractions reporting record attendances and
new museums, theme parks and science centres planned
Teamworking: The Art of Collaboration
Merlin’s Mark Fisher talks about working
with Hollywood studio DreamWorks on
the upcoming Shrek-themed midways,
how to spot a winning IP and the
importance of creative collaboration
Talking Point: Whose Museum Is It Anyway?
Five experts debate how museums
can tackle the controversial issue
of balancing the needs of the visitor
with their curatorial responsibilities
Analysis: TEA/AECOM Enduring Appeal
Theme park attendance for 2013
reached an all-time high, and museums
worldwide performed well. AECOM’s
economics experts crunch the numbers
Theme Parks: Oceans of Fun
Chimelong International Ocean Resort
is a big development on a small island.
Will its proximity to the gambling haven
of Macau be a help or a hindrance?
Museums: Virtual Visits
Europe’s biggest museum conference
looks at how technology and the digital
revolution can enhance the attraction. We
report from the event in Newcastle, UK
Technology: Face Reality
As Facebook’s Mark Zuckerberg buys
Oculus VR and its Rift device, we look at
how far VR has come, and ask whether
it has a place in the attractions industry
Profile: Sarah Maltby
As Jorvik turns 30, director Sarah
Maltby talks about keeping archaeology
at the heart of what the Viking centre
does, and moving with the times
Storytelling: Inside Story
Abu Dhabi’s Yas Waterworld draws on
the local culture to create a narrative
journey for its visitors. Atkins Global
tells us about an innovative approach
Interview: Rick Schwartz
San Diego Zoo Global ambassador on the
Tiger Trail and conservation initiatives
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
+ More news
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