Simworx manufactures all of its accredited products at a high-tech facility in the UK
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.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2016 issue 1
Interview: Tony Butler
Tony Butler, executive director of Derby
Museums Trust, on how museums can
be a force for good in their communities
Attractions: Perfect Brew
At 15 years old, the Guinness Storehouse
has been voted Europe’s best-loved
attraction. Manager Paul Carty reveals
the secrets of the Dublin brandland
Profile: John McReynolds
IAAPA’s new chairman reveals his aims
for the year ahead, his vision for a
global association and how his role at
Universal Orlando informs his goals
Analysis: The Attractions Business
Business planning consultant
David Camp starts an exclusive eight-part
series, delving into the fine art of attractions
operation from a business perspective
Science Centres: How to Future-Proof a Science Centre
Peter Slavenburg of design agency
NorthernLight describes how invisible
technology, serious play, co-creation
and the digital experience will inform
the science centre of tomorrow
Promotional feature: Simworx Ventures
Simworx Ventures is bringing its expertise in cutting-edge media-based attractions
to a new audience of museums, heritage sites, zoos and aquariums
Technology: Beacons on the Horizon
Beacons have countless applications in
the world of attractions. A case study
from the Cleveland Museum of Art
illustrates the technology’s potential
Museums & Galleries: Art Attack
Some of the most exciting attractions
design is happening in new and
upcoming galleries around the world,
from firms like Kengo Kuma and BIG
Promotional feature: IDEA
2016 is shaping up to be an interesting year for the attractions industry.
IDEA looks at what it takes to win audiences and command attention
Mystery Shopper: Spring in Your Step
We disappear down the rabbit hole as we
pay a mystery shopper visit to Bounce
Below, a unique underground trampolining
attraction in Snowdonia, north Wales
Rides: The Ride Makers
Our ride makers series continues with
water rides, a firm favourite with park
guests. Three leading companies reveal
the latest trends in flumes and chutes
Technology: Tech Check
The industry technology unveiled at
IAAPA 2015: from VR to interactives, and
digital puppets to 20-storey LED giants
Andy Gray Business development ManagerSimworx Ventures
Andy Gray
Andy Gray is the business development manager heading up Simworx Ventures. His background includes over 10 years in the museum sector. Gray’s knowledge of the operational and commercial running of museums will be invaluable to understanding how to create educational and entertaining visitor experiences and form profitable partnerships.
New division, Simworx Ventures, can install 3D/4D theatres and media-based experiences with no up-front cost to the client
Simworx manufactures all of its accredited products at a high-tech facility in the UK
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.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2016 issue 1
Interview: Tony Butler
Tony Butler, executive director of Derby
Museums Trust, on how museums can
be a force for good in their communities
Attractions: Perfect Brew
At 15 years old, the Guinness Storehouse
has been voted Europe’s best-loved
attraction. Manager Paul Carty reveals
the secrets of the Dublin brandland
Profile: John McReynolds
IAAPA’s new chairman reveals his aims
for the year ahead, his vision for a
global association and how his role at
Universal Orlando informs his goals
Analysis: The Attractions Business
Business planning consultant
David Camp starts an exclusive eight-part
series, delving into the fine art of attractions
operation from a business perspective
Science Centres: How to Future-Proof a Science Centre
Peter Slavenburg of design agency
NorthernLight describes how invisible
technology, serious play, co-creation
and the digital experience will inform
the science centre of tomorrow
Promotional feature: Simworx Ventures
Simworx Ventures is bringing its expertise in cutting-edge media-based attractions
to a new audience of museums, heritage sites, zoos and aquariums
Technology: Beacons on the Horizon
Beacons have countless applications in
the world of attractions. A case study
from the Cleveland Museum of Art
illustrates the technology’s potential
Museums & Galleries: Art Attack
Some of the most exciting attractions
design is happening in new and
upcoming galleries around the world,
from firms like Kengo Kuma and BIG
Promotional feature: IDEA
2016 is shaping up to be an interesting year for the attractions industry.
IDEA looks at what it takes to win audiences and command attention
Mystery Shopper: Spring in Your Step
We disappear down the rabbit hole as we
pay a mystery shopper visit to Bounce
Below, a unique underground trampolining
attraction in Snowdonia, north Wales
Rides: The Ride Makers
Our ride makers series continues with
water rides, a firm favourite with park
guests. Three leading companies reveal
the latest trends in flumes and chutes
Technology: Tech Check
The industry technology unveiled at
IAAPA 2015: from VR to interactives, and
digital puppets to 20-storey LED giants
Andy Gray Business development ManagerSimworx Ventures
Andy Gray
Andy Gray is the business development manager heading up Simworx Ventures. His background includes over 10 years in the museum sector. Gray’s knowledge of the operational and commercial running of museums will be invaluable to understanding how to create educational and entertaining visitor experiences and form profitable partnerships.
New division, Simworx Ventures, can install 3D/4D theatres and media-based experiences with no up-front cost to the client
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
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.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
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.
