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
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
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
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
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn)
entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials
proposing a large-scale theme park and sports destination as part of a broader tourism and
economic development strategy.
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
