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Editor's letter
Learning to listen

The time of ‘build it and they will come’ is over - successful operators are really listening to their audiences, even when it’s tough to hear


I recently visited the newly-opened Young V&A – a radical reimagining of the V&A’s Museum of Childhood in East London. It was a real joy to watch children experiencing this space – gliding into the light-filled atrium on their scooters, crawling around happily in the sensory spaces and dancing and performing on the bright red stage built for that purpose.

It feels like the perfect museum for its audience and that’s no accident. The V&A (page 54) didn’t try to guess what young people might want from the new museum, instead it initiated a serious, wide-ranging process of consultation – engaging with more than 22,000 children, parents, carers and educators over a period of several years.

Local schoolchildren worked closely with the architects in a series of structured co-design workshops that informed the building’s design. Kids are not patronised here and no-one is making assumptions about what they’re interested in. For the exhibits, the team drew not just from V&A’s National Childhood Collection, as was previously the case, but also from the V&A’s huge collection of 2.8 million pieces. Paintings by David Hockney and Hokusai are displayed alongside vintage fashion, interactive toys and games and thought-provoking displays about climate change and sustainability.

It’s clear from having experienced the museum that to deeply engage children and families, the V&A had to be prepared to be challenged and to let go of controlling all the outcomes.

Another project featured in this issue is the long-awaited International Museum of African American History – a further example of a project that was born out of serious collaboration (page 42).

Originally planned as a museum about slavery, it became clear though public consultation that this wouldn’t be enough – people wanted a place that told the whole story of the African American journey, not just part of it.

President, Dr Tonya Matthews, admits that the decades-long consultations with locals and community groups were, at times, extremely challenging. Difficult conversations were had; there were strong emotions, disagreements, and some serious tensions, but it was all absolutely necessary and ultimately positive.

The lesson from both these projects is that listening skilfully to the people you’re aspiring to serve won’t always be easy, but it will always be worth it.

Magali Robathan, editor [email protected]

COMPANY PROFILES
Red Raion

Founded in 2014, Red Raion is the CGI studio for media-based attractions. [more...]
Polin Waterparks

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

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
+ More profiles  
FEATURED SUPPLIER

CSI Design Expo Americas 2024 announces new Attractions & Entertainment Technology Zone
Cruise Ship Interiors (CSI) invites cruise lines, shipyards, design studios, outfitters, and suppliers to take part in CSI Design Expo Americas in Miami, Florida, the region’s only event dedicated to cruise ship interior design. [more...]
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Get Attractions Management digital magazine FREE
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Editor's letter
Learning to listen

The time of ‘build it and they will come’ is over - successful operators are really listening to their audiences, even when it’s tough to hear


I recently visited the newly-opened Young V&A – a radical reimagining of the V&A’s Museum of Childhood in East London. It was a real joy to watch children experiencing this space – gliding into the light-filled atrium on their scooters, crawling around happily in the sensory spaces and dancing and performing on the bright red stage built for that purpose.

It feels like the perfect museum for its audience and that’s no accident. The V&A (page 54) didn’t try to guess what young people might want from the new museum, instead it initiated a serious, wide-ranging process of consultation – engaging with more than 22,000 children, parents, carers and educators over a period of several years.

Local schoolchildren worked closely with the architects in a series of structured co-design workshops that informed the building’s design. Kids are not patronised here and no-one is making assumptions about what they’re interested in. For the exhibits, the team drew not just from V&A’s National Childhood Collection, as was previously the case, but also from the V&A’s huge collection of 2.8 million pieces. Paintings by David Hockney and Hokusai are displayed alongside vintage fashion, interactive toys and games and thought-provoking displays about climate change and sustainability.

It’s clear from having experienced the museum that to deeply engage children and families, the V&A had to be prepared to be challenged and to let go of controlling all the outcomes.

Another project featured in this issue is the long-awaited International Museum of African American History – a further example of a project that was born out of serious collaboration (page 42).

Originally planned as a museum about slavery, it became clear though public consultation that this wouldn’t be enough – people wanted a place that told the whole story of the African American journey, not just part of it.

President, Dr Tonya Matthews, admits that the decades-long consultations with locals and community groups were, at times, extremely challenging. Difficult conversations were had; there were strong emotions, disagreements, and some serious tensions, but it was all absolutely necessary and ultimately positive.

The lesson from both these projects is that listening skilfully to the people you’re aspiring to serve won’t always be easy, but it will always be worth it.

Magali Robathan, editor [email protected]

LATEST NEWS
Disneyland Paris renames theme park as part of $2 billion transformation
Disneyland Paris has unveiled a new name for Walt Disney Studios Park as part of the park’s US$2 billion transformation.
UK's Royal attractions had a bumper year in 2023
Numbers from the Association of Leading Visitor Attractions, (ALVA) show that Royal attractions saw a huge increase in visitor numbers during 2023 – the coronation year of King Charles III.
Efteling to convert steam trains to electric as part of green drive
The Everyday Heritage initiative celebrates and preserves working class histories
Off the back of the success of the first round of Everyday Heritage Grants in 2022, Historic England is funding 56 creative projects that honour the heritage of working-class England.
Universal announces long-awaited details of its Epic Universe, set to open in 2025
Universal has revealed it will be adding new Harry Potter attractions, alongside Super Nintendo and How to Train Your Dragon worlds to its Florida resort.
Heartbreak for Swedish theme park, Liseberg, as fire breaks out
A fire has destroyed part of the new water world, Oceana, at Liseberg in Sweden, and a construction worker has been reported missing.
Museum director apologises after comparing the city of Florence to a sex worker
Museum director Cecilie Hollberg has come under fire for comparing the city to a sex worker due to uncontrolled mass tourism.
Populous reveals plans for major e-sports arena in Saudi Arabia
Populous have unveiled their plans for a state-of-the-art e-sports arena, designed to stand as a central landmark in Qiddaya City’s gaming and e-sports district, Saudi Arabia.
Raby Castle reveals ambitious plans to become a major visitor destination
Raby Castle, known as one of the finest medieval fortifications in England, is nearing the end of an ambitious two-year renovation project.
Wake The Tiger launches new 1,000sq m expansion
Wake the Tiger, the Bristol-based immersive art experience, is set to open its 1,000sq m expansion on Friday 2 February.
Merlin teams up with Hasbro and Lego to create Peppa Pig experiences
Merlin Entertainments, the LEGO Group and Hasbro have teamed up to create Peppa Pig experiences.
Tate Modern and Frame collaborate on a mind/body experience
London boutique operator, Frame, has teamed up with the Tate Modern to offer two yin and sound yoga classes, following by a tour of the art gallery.
+ More news   
 
COMPANY PROFILES
Red Raion

Founded in 2014, Red Raion is the CGI studio for media-based attractions. [more...]
Polin Waterparks

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

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
+ More profiles  
FEATURED SUPPLIER

CSI Design Expo Americas 2024 announces new Attractions & Entertainment Technology Zone
Cruise Ship Interiors (CSI) invites cruise lines, shipyards, design studios, outfitters, and suppliers to take part in CSI Design Expo Americas in Miami, Florida, the region’s only event dedicated to cruise ship interior design. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

08-08 May 2024

Hospitality Design Conference

Hotel Melià , Milano , Italy
10-12 May 2024

Asia Pool & Spa Expo

China Import & Export Fair Complex, Guangzhou, China
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
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