New technology is giving us the power to Place-Shift experiences to create on-demand, immersive attractions in any location. Combining live streaming, haptics, AR and virtual reality with authentic artefacts and storytelling, this thinking will open up huge new markets for growth
By Liz Terry | Published in Attractions Management 2016 issue 3
The Place-Shifting of attractions has a long history, partly through the development of touring exhibitions: if what you have to show is unique, or guests can’t get to you, then you can simply pack up and go to them.
Another Place-Shifter is replication, most famously used by the Lascaux caves in France, one of the first attractions to offer a facsimilie to enable the preservation of the original.
Lascaux II, which opened in 1983, was built 200 metres (656 feet) from the Lascaux caves, so people could still view the prehistoric wall paintings after the impact of previous visitors visibly damaged the original caves, forcing their closure.
But there’s been little radical innovation in Place-Shifting in the past 30 years and I believe we’re about to enter a new era of innovation, as rapid advances in affordable technology open up amazing opportunities to recreate and enhance experiences at great distances and with high levels of immersion for the visitor.
Attractions are already offering visitors glimpses into other worlds via webcams and robots, but it’s possible to take this to a completely different level by harnessing all the available tech – VR, haptics, high definition, real-time streaming, wraparound screens and augmented reality.
Using this technology, we could head down a number of paths -– if an historic location is too far from transport links to work as a visitor attraction, it could be recreated as either a touring or permanent attraction in a suitably sized population centre using technology. If an attraction is unique, it could be replicated, or visitors could be given remote immersive access.
Wraparound screens and VR headsets would take visitors there and enable them to wander around, while real-time streaming would enable them to interact with storytellers at the location to bring things alive. Haptics would enable tactile interactions and accompanying audiovisuals and artefacts would satisfy the urge to touch and feel the authenticity.
A whole new raft of attractions could be developed as technology gives us the power to Place-Shift experiences to create on-demand, immersive attractions in any location.
This would open up new markets, as well as enabling the creation of attractions which can be reprogrammed when demand for their content diminishes.
Being rooted to the spot can be a disadvantage – your visitor base is comprised of people who can make the journey and there are many places which would make great visitor attractions but which are simply too remote, or too fragile. Place-Shifting would nail all these issues and more.
A real-life, UNESCO-backed example is in the news as Dualchas Architects and Reiulf Ramstad Architects reveal their master plan for the St Kilda Visitor Centre in Scotland (page 34). They say the attraction should be built not on St Kilda, but on the more accessible Isle of Lewis, 50 miles (80km) away.
What will we be able to achieve as technology sets us free to create and recreate experiences for our visitors without being tied to a single location? As a creative and innovative industry, the limits are only our imaginations.
Liz Terry, editor. Twitter: @elizterry
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2016 issue 3
Editor’s Letter: Place-Shifting
Technology is giving us the
power to Place-Shift experiences
to create on-demand, immersive
attractions in any location
Promotional Feature: EAS - Beautiful Horizons
The attractions industry is set to descend upon one of Europe’s
most inspiring cities – Barcelona. And if it’s inspiration
you’re looking for, the Euro Attractions Show is the place
Theme Parks: Desert Operations
On the brink of an entertainment revolution, Dubai looks forward to three major theme park openings. Attractions Management caught up with key decision- makers from the upcoming attractions
Mystery Shopper: Disney Delights
Disneyland Shanghai is the company’s first new theme park resort since 2005 and its biggest investment to date. TEA president-elect David Willrich went undercover to find out what Disney’s doing differently
Analysis: Part 3 - Benchmarking
Consultant David Camp asks how we measure success as he focuses on benchmarking and market penetration rates in part three of the series
Opinion: Media Frenzy
Is it time for media-based rides to raise their game? Gavin and Jason Fox, creative directors from Oscar-winning special effects studio Framestore, believe Hollywood-standard content is the next step for the industry
New technology is giving us the power to Place-Shift experiences to create on-demand, immersive attractions in any location. Combining live streaming, haptics, AR and virtual reality with authentic artefacts and storytelling, this thinking will open up huge new markets for growth
By Liz Terry | Published in Attractions Management 2016 issue 3
The Place-Shifting of attractions has a long history, partly through the development of touring exhibitions: if what you have to show is unique, or guests can’t get to you, then you can simply pack up and go to them.
Another Place-Shifter is replication, most famously used by the Lascaux caves in France, one of the first attractions to offer a facsimilie to enable the preservation of the original.
Lascaux II, which opened in 1983, was built 200 metres (656 feet) from the Lascaux caves, so people could still view the prehistoric wall paintings after the impact of previous visitors visibly damaged the original caves, forcing their closure.
But there’s been little radical innovation in Place-Shifting in the past 30 years and I believe we’re about to enter a new era of innovation, as rapid advances in affordable technology open up amazing opportunities to recreate and enhance experiences at great distances and with high levels of immersion for the visitor.
Attractions are already offering visitors glimpses into other worlds via webcams and robots, but it’s possible to take this to a completely different level by harnessing all the available tech – VR, haptics, high definition, real-time streaming, wraparound screens and augmented reality.
Using this technology, we could head down a number of paths -– if an historic location is too far from transport links to work as a visitor attraction, it could be recreated as either a touring or permanent attraction in a suitably sized population centre using technology. If an attraction is unique, it could be replicated, or visitors could be given remote immersive access.
Wraparound screens and VR headsets would take visitors there and enable them to wander around, while real-time streaming would enable them to interact with storytellers at the location to bring things alive. Haptics would enable tactile interactions and accompanying audiovisuals and artefacts would satisfy the urge to touch and feel the authenticity.
A whole new raft of attractions could be developed as technology gives us the power to Place-Shift experiences to create on-demand, immersive attractions in any location.
This would open up new markets, as well as enabling the creation of attractions which can be reprogrammed when demand for their content diminishes.
Being rooted to the spot can be a disadvantage – your visitor base is comprised of people who can make the journey and there are many places which would make great visitor attractions but which are simply too remote, or too fragile. Place-Shifting would nail all these issues and more.
A real-life, UNESCO-backed example is in the news as Dualchas Architects and Reiulf Ramstad Architects reveal their master plan for the St Kilda Visitor Centre in Scotland (page 34). They say the attraction should be built not on St Kilda, but on the more accessible Isle of Lewis, 50 miles (80km) away.
What will we be able to achieve as technology sets us free to create and recreate experiences for our visitors without being tied to a single location? As a creative and innovative industry, the limits are only our imaginations.
Liz Terry, editor. Twitter: @elizterry
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2016 issue 3
Editor’s Letter: Place-Shifting
Technology is giving us the
power to Place-Shift experiences
to create on-demand, immersive
attractions in any location
Promotional Feature: EAS - Beautiful Horizons
The attractions industry is set to descend upon one of Europe’s
most inspiring cities – Barcelona. And if it’s inspiration
you’re looking for, the Euro Attractions Show is the place
Theme Parks: Desert Operations
On the brink of an entertainment revolution, Dubai looks forward to three major theme park openings. Attractions Management caught up with key decision- makers from the upcoming attractions
Mystery Shopper: Disney Delights
Disneyland Shanghai is the company’s first new theme park resort since 2005 and its biggest investment to date. TEA president-elect David Willrich went undercover to find out what Disney’s doing differently
Analysis: Part 3 - Benchmarking
Consultant David Camp asks how we measure success as he focuses on benchmarking and market penetration rates in part three of the series
Opinion: Media Frenzy
Is it time for media-based rides to raise their game? Gavin and Jason Fox, creative directors from Oscar-winning special effects studio Framestore, believe Hollywood-standard content is the next step for the industry
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.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
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