Turning global IPs into edutainment
experiences, touring exhibitions are big business. Eddie Newquist, executive vice
president of exhibitions and events creator GES, talks about the growing sector
By Alice Davis | Published in Attractions Management 2017 issue 3
Eddie Newquist, executive vice
president of exhibitions and events creator GES
How would you describe the touring exhibitions sector at the moment? The sector is in a time of growth and that’s due to a number of reasons, from the improving economy to people’s desires for well-rounded, entertaining and educational experiences. There’s high demand from consumers, venue owners and promoters to host branded experiences that will drive attendance, revenue and profits.
What GES exhibitions have been most successful so far? GES has enjoyed success with Harry Potter: The Exhibition, National Geographic Presents: Earth Explorers and a wide variety of other branded experiences. We focus on immersing guests into unique, entertaining experiences and that has helpled us achieve great attendance levels. GES has recently announced its partnership with HBO to bring the craftsmanship and artistry of Game of Thrones to fans. We’re committed to giving fans worldwide the opportunity to experience some of their favorite elements from the show firsthand and experience the world of the hit series like never before.
What trends are you seeing in the sector? We see growth in branded attractions, interpretive centres, touring entertainment properties and corporate visitor centres.
How do you choose an exhibition? Finding the right brand and partner is the most challenging part of the equation. Not every brand is easy to put on display and not every IP holder has the strategic thinking needed to ensure ongoing success.
How do you work with the partner in planning the exhibition? We always like to start by setting mutual goals, not only for the visitor experience, but also from a business point of view. It’s great to work with partners that respect our process of design, production and fabrication, who will work hand-in-hand with us to maximise the visitor experience and ultimately ensure the success of the touring exhibition long-term.
What kind of investment is involved? Touring exhibitions require not only a financial commitment but also a large investment in human resources from a wide variety of skill sets. Shipping and logistics is just as critical as storytelling and artistry. Everybody involved in the exhibition has to show a commitment to the quality of the end product and the business overall.
How do you decide where to tour? There is a global demand for both permanent and touring exhibitions and attractions and there’s a wealth of IPs that consumers want to be immersed in. Venues such as museums, science centres, expo halls, malls and theme parks all have a successful track record of hosting both small and large-scale experiences.
What makes an exhibition stand out? Standout touring exhibitions focus not only the quality of the experience, but also on business models that will be successful for everyone involved. Ultimately, guest satisfaction drives success. Many of our personnel come from the design and fabrication sectors, with a high level of experience in education, theatre, interactives, theme parks and storytelling, and that helps us exceed expectations.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2017 issue 3
Interview: Wolfgang Kiessling
We talked to Wolfgang Kiessling, who set
up a small parrot park on Tenerife in the
1970s. Today, Loro Parque and Siam Park
are some of Europe’s top attractions
Promotional feature: Sysco Productions
Sysco Productions is a world-class experience delivery
company, working for global clients in the museum and
heritage, exhibition, and sports and leisure industries
Turning global IPs into edutainment
experiences, touring exhibitions are big business. Eddie Newquist, executive vice
president of exhibitions and events creator GES, talks about the growing sector
By Alice Davis | Published in Attractions Management 2017 issue 3
Eddie Newquist, executive vice
president of exhibitions and events creator GES
How would you describe the touring exhibitions sector at the moment? The sector is in a time of growth and that’s due to a number of reasons, from the improving economy to people’s desires for well-rounded, entertaining and educational experiences. There’s high demand from consumers, venue owners and promoters to host branded experiences that will drive attendance, revenue and profits.
What GES exhibitions have been most successful so far? GES has enjoyed success with Harry Potter: The Exhibition, National Geographic Presents: Earth Explorers and a wide variety of other branded experiences. We focus on immersing guests into unique, entertaining experiences and that has helpled us achieve great attendance levels. GES has recently announced its partnership with HBO to bring the craftsmanship and artistry of Game of Thrones to fans. We’re committed to giving fans worldwide the opportunity to experience some of their favorite elements from the show firsthand and experience the world of the hit series like never before.
What trends are you seeing in the sector? We see growth in branded attractions, interpretive centres, touring entertainment properties and corporate visitor centres.
How do you choose an exhibition? Finding the right brand and partner is the most challenging part of the equation. Not every brand is easy to put on display and not every IP holder has the strategic thinking needed to ensure ongoing success.
How do you work with the partner in planning the exhibition? We always like to start by setting mutual goals, not only for the visitor experience, but also from a business point of view. It’s great to work with partners that respect our process of design, production and fabrication, who will work hand-in-hand with us to maximise the visitor experience and ultimately ensure the success of the touring exhibition long-term.
What kind of investment is involved? Touring exhibitions require not only a financial commitment but also a large investment in human resources from a wide variety of skill sets. Shipping and logistics is just as critical as storytelling and artistry. Everybody involved in the exhibition has to show a commitment to the quality of the end product and the business overall.
How do you decide where to tour? There is a global demand for both permanent and touring exhibitions and attractions and there’s a wealth of IPs that consumers want to be immersed in. Venues such as museums, science centres, expo halls, malls and theme parks all have a successful track record of hosting both small and large-scale experiences.
What makes an exhibition stand out? Standout touring exhibitions focus not only the quality of the experience, but also on business models that will be successful for everyone involved. Ultimately, guest satisfaction drives success. Many of our personnel come from the design and fabrication sectors, with a high level of experience in education, theatre, interactives, theme parks and storytelling, and that helps us exceed expectations.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2017 issue 3
Interview: Wolfgang Kiessling
We talked to Wolfgang Kiessling, who set
up a small parrot park on Tenerife in the
1970s. Today, Loro Parque and Siam Park
are some of Europe’s top attractions
Promotional feature: Sysco Productions
Sysco Productions is a world-class experience delivery
company, working for global clients in the museum and
heritage, exhibition, and sports and leisure industries
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.
