GET ATTRACTIONS MANAGEMENT
magazine
Yes! Send me the FREE digital edition of Attractions Management and the FREE weekly Attractions Management ezines and breaking news alerts!
Not right now, thanksclose this window
POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs   News   Features   Video    Products   Company profilesProfiles   Magazine   Handbook   Advertise  
People
Danny Burzlaff

The Metaverse offers the attractions world the incredible ability to transport and engage guests from anywhere in the world, redefining the meaning of footfall


The UNIT9 Group has launched a new division, Attractions by UNIT9, to partner with museums, cultural institutions and theme parks to explore the opportunities that come with advancements in AR, VR, XR, Web3, metaverse experiences, immersive theatre, gamification, world-building, avatar creation and high-craft 3D.

The venture is launched by Daniel Burzlaff, who previously worked at Universal Studios Florida and SeaWorld Orlando, and has helped design immersive content for The Wizarding World of Harry Potter at Universal Studios Beijing and the Roald Dahl Story Company UK.

Recent attractions projects by UNIT9 include immersive virtual art and gaming experience Unframed at the Metropolitan Museum of Art in New York; augmented reality app Moonshot at the John F Kennedy Presidential Library and Museum in Boston; and the multisensory Bentley Centenary installation at the Bentley Visitor Centre.

The company is currently working on a new project with former client the Centre for World Culture based in Saudi Arabia, as well as an immersive cultural experience in Egypt.

Why is the visitor attraction market so exciting for UNIT9?
The visitor attractions market holds so many opportunities for exploration, education and adventure.

Audiences are ready for an elevated tech-led connection and we’re incredibly excited to be able to match that growing demand with interactive, engaging visitor experiences.

What trends are you seeing in the attractions market?
We’re seeing families becoming a lot more reliant on their children to direct entertainment and call the shots on experience decisions.

This influential younger cohort – Gen Alpha – are the first generation to grow up truly digitally native with tech savvy parents. Not only will they be expecting digital touches in every experience they engage with – they will be actively demanding it.

We expect to see tech becoming a more fluid, intuitive and seamlessly integrated aspect of the visitor experience. Especially AI systems and the personalised interactivity they facilitate, which will increasingly become the norm as the technical sophistication of audiences rises.

Are there any particularly innovative technologies shaping this market right now?
There are a few areas I’m pretty excited about right now. Hyper immersive activations – where guests are thrust into the adventure through interactive, customisable and shareable experiences imbued with cutting-edge technology, social interactions and a strong theme to tie it all together – are location-based entertainment gold dust. Disney’s Galactic Starcruiser Hotel is a prime example of this.

Along with those types of experiences, AI and AR are doing a huge amount to shape the market. AI continues to enhance the user journey with personalised storytelling, allowing the guest to essentially become the hero of their own adventure. And AR is fast becoming a critical component of the most engaging guest experiences – from a personal concierge to an innovative game mechanic or engaging educational device.

Why should attractions providers take notice of the Metaverse?
The Metaverse is the next iteration of the internet. It’s a platform that will pave the future of interactivity and engagement and will totally change the way we interact with the world.

The Metaverse offers the attractions world the incredible ability to transport and engage guests from anywhere in the world, redefining the meaning of footfall.

Not only that, it can also support a physical visit to an attraction, enhancing an environment with digital augmentations or by offering access to a virtual concierge system and allowing the guest to customise their visit, order food, purchase merchandise and enjoy a personalised tour. These new revenue streams not only offer lucrative profit opportunities, they also bring the potential to connect with new guests in new ways pre, during and post visit, extending the user journey and building loyalty among visitors.

What are you working on right now?
I can’t go into too much detail, but we have a very interesting project incorporating intuitive and fluid AI systems that respond to user input, curating specific entertainment and educational responses in real time so that guests can enjoy a personalised experience.

We’re also working on a multisensory immersive destination within a cultural park.

Bentley Visitor Centre Credit: Photo: UNIT9
Goodwood Credit: Photo: UNIT9
JFK Moonshot Credit: Photo: UNIT9
The Met Unframed – projects worked on by UNIT9 Credit: Photo: UNIT9
COMPANY PROFILES
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
Polin Waterparks

Polin was founded in Istanbul in 1976. Polin has since grown into a leading company in the waterpa [more...]
Antonio Zamperla Spa

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
Red Raion

Founded in 2014, Red Raion is the CGI studio specialized in media based attractions. [more...]
+ More profiles  
FEATURED SUPPLIER

Attractions industry to reunite this September at IAAPA Expo Europe in London
For the first time in more than a decade, industry leaders from across the global attractions industry will once again gather in London as part of the annual IAAPA Expo Europe, the sector’s premier international event. [more...]
VIDEO GALLERY

Red Raion TV - Opening Event: FICO Eataly World
Last July 7th, Red Raion took part in the opening event of FICO Eataly World, the Italian theme park dedicated to food - the only one worldwide! Find out more...
More videos:
Keynote | Moby Dick - Friends to the rescue! – Red Raion
IAAPA Expo Europe Promo – International Association of Amusement Parks and Attractions (IAAPA)
Red Raion Showreel 2021 – Red Raion
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

27-29 Sep 2022

International Congress on Thermal Tourism

Ourense, Ourense, Spain
13 Oct 2022

VAC 2022

The ICC Birmingham, Birmingham, United Kingdom
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

Issue 2 Volume 27


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

Issue 1 Volume 27


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

Issue 4 Volume 26


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2021 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

06 Apr 2020 issue 153


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022
Jobs    News   Products   Magazine
People
Danny Burzlaff

The Metaverse offers the attractions world the incredible ability to transport and engage guests from anywhere in the world, redefining the meaning of footfall


The UNIT9 Group has launched a new division, Attractions by UNIT9, to partner with museums, cultural institutions and theme parks to explore the opportunities that come with advancements in AR, VR, XR, Web3, metaverse experiences, immersive theatre, gamification, world-building, avatar creation and high-craft 3D.

The venture is launched by Daniel Burzlaff, who previously worked at Universal Studios Florida and SeaWorld Orlando, and has helped design immersive content for The Wizarding World of Harry Potter at Universal Studios Beijing and the Roald Dahl Story Company UK.

Recent attractions projects by UNIT9 include immersive virtual art and gaming experience Unframed at the Metropolitan Museum of Art in New York; augmented reality app Moonshot at the John F Kennedy Presidential Library and Museum in Boston; and the multisensory Bentley Centenary installation at the Bentley Visitor Centre.

The company is currently working on a new project with former client the Centre for World Culture based in Saudi Arabia, as well as an immersive cultural experience in Egypt.

Why is the visitor attraction market so exciting for UNIT9?
The visitor attractions market holds so many opportunities for exploration, education and adventure.

Audiences are ready for an elevated tech-led connection and we’re incredibly excited to be able to match that growing demand with interactive, engaging visitor experiences.

What trends are you seeing in the attractions market?
We’re seeing families becoming a lot more reliant on their children to direct entertainment and call the shots on experience decisions.

This influential younger cohort – Gen Alpha – are the first generation to grow up truly digitally native with tech savvy parents. Not only will they be expecting digital touches in every experience they engage with – they will be actively demanding it.

We expect to see tech becoming a more fluid, intuitive and seamlessly integrated aspect of the visitor experience. Especially AI systems and the personalised interactivity they facilitate, which will increasingly become the norm as the technical sophistication of audiences rises.

Are there any particularly innovative technologies shaping this market right now?
There are a few areas I’m pretty excited about right now. Hyper immersive activations – where guests are thrust into the adventure through interactive, customisable and shareable experiences imbued with cutting-edge technology, social interactions and a strong theme to tie it all together – are location-based entertainment gold dust. Disney’s Galactic Starcruiser Hotel is a prime example of this.

Along with those types of experiences, AI and AR are doing a huge amount to shape the market. AI continues to enhance the user journey with personalised storytelling, allowing the guest to essentially become the hero of their own adventure. And AR is fast becoming a critical component of the most engaging guest experiences – from a personal concierge to an innovative game mechanic or engaging educational device.

Why should attractions providers take notice of the Metaverse?
The Metaverse is the next iteration of the internet. It’s a platform that will pave the future of interactivity and engagement and will totally change the way we interact with the world.

The Metaverse offers the attractions world the incredible ability to transport and engage guests from anywhere in the world, redefining the meaning of footfall.

Not only that, it can also support a physical visit to an attraction, enhancing an environment with digital augmentations or by offering access to a virtual concierge system and allowing the guest to customise their visit, order food, purchase merchandise and enjoy a personalised tour. These new revenue streams not only offer lucrative profit opportunities, they also bring the potential to connect with new guests in new ways pre, during and post visit, extending the user journey and building loyalty among visitors.

What are you working on right now?
I can’t go into too much detail, but we have a very interesting project incorporating intuitive and fluid AI systems that respond to user input, curating specific entertainment and educational responses in real time so that guests can enjoy a personalised experience.

We’re also working on a multisensory immersive destination within a cultural park.

Bentley Visitor Centre Credit: Photo: UNIT9
Goodwood Credit: Photo: UNIT9
JFK Moonshot Credit: Photo: UNIT9
The Met Unframed – projects worked on by UNIT9 Credit: Photo: UNIT9
LATEST NEWS
Queen Elizabeth II to be commemorated by Thames' Illuminated River
Illuminated River, described as the world’s longest public artwork, will be lit in commemoration of the passing of Her Majesty The Queen, Elizabeth II.
Brad Pitt makes debut as sculptor at Finnish art museum
Hollywood superstar, Brad Pitt, has made his debut as a sculptor as part of British artist Thomas Houseago’s first ever exhibition in the Nordic countries.
World's longest and 'technologically advanced' zipline planned for Iceland
A 1km-long zipline offering riders speeds of 120km/h is set to open in Iceland later this year.
Triotech secures deal to supply rides for Puy Du Fou Asia's first Chinese attraction
Triotech has secured a deal to supply its interactive ride technology for the SAGA Experience, an immersive attraction being developed in the heart of Shanghai, China, by Puy du Fou Asia.
Tangled attraction among new additions revealed for Disneyland Paris Resort
A Tangled-themed family ride is among a range of new attractions revealed for the Walt Disney Studios Park at Disneyland Paris Resort, France.
Merlin takes over operations at UK's largest indoor waterpark
Merlin Entertainments has secured a contract to operate Blackpool Sandcastle, the UK's largest indoor waterpark.
HBG Design behind Michigan’s six-storey Aquadome inspired by the sun’s path across the sky
Hospitality and entertainment design firm HBG Design is helming the design of Michigan's new Gun Lake Casino Resort Aquadome – a glass-roofed, climate-controlled, indoor landscaped pool and event centre atrium environment.
IAAPA recognition for Blackpool Pleasure Beach to mark century-old relationship
Blackpool Pleasure Beach will be honoured at the IAAPA Expo Europe, being held in London later this month.
Preparations for construction of £250m Therme Manchester project get underway
Plans to start work on the UK’s first city-based wellbeing resort, Therme Manchester, at TraffordCity have progressed this week with preparations to clear the current site.
Merlin to open Legoland Resort in Belgium by 2027
Merlin Entertainments Group has revealed plans for a new Legoland theme park near Charleroi Airport in Belgium.
First images released for Merlin's Jumanji land at Chessington
Visuals have been released for the new Jumanji-themed land at Chessington World of Adventures in London, UK, which is set to open to the public in 2023.
Universal's Epic Universe set to open in 2025
Building work on Universal's Epic Universe – a new theme park at the Universal Orlando Resort in Florida, US – is advancing and the park is set to open to visitors in 2025.
+ More news   
 
COMPANY PROFILES
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
Polin Waterparks

Polin was founded in Istanbul in 1976. Polin has since grown into a leading company in the waterpa [more...]
Antonio Zamperla Spa

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
Red Raion

Founded in 2014, Red Raion is the CGI studio specialized in media based attractions. [more...]
+ More profiles  
FEATURED SUPPLIER

Attractions industry to reunite this September at IAAPA Expo Europe in London
For the first time in more than a decade, industry leaders from across the global attractions industry will once again gather in London as part of the annual IAAPA Expo Europe, the sector’s premier international event. [more...]
VIDEO GALLERY

Red Raion TV - Opening Event: FICO Eataly World
Last July 7th, Red Raion took part in the opening event of FICO Eataly World, the Italian theme park dedicated to food - the only one worldwide! Find out more...
More videos:
Keynote | Moby Dick - Friends to the rescue! – Red Raion
IAAPA Expo Europe Promo – International Association of Amusement Parks and Attractions (IAAPA)
Red Raion Showreel 2021 – Red Raion
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

27-29 Sep 2022

International Congress on Thermal Tourism

Ourense, Ourense, Spain
13 Oct 2022

VAC 2022

The ICC Birmingham, Birmingham, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS