PortAventura World and Vekoma have reached an agreement to drive the creation of WeRiseUp, a new independent company spun off from Adventure Labs by PortAventura World. The resort’s digital innovation unit is evolving into a studio specialising in mixed reality, with the aim of scaling the technology developed and validated at PortAventura Park over recent years.

The new company operates two main business lines: one dedicated to theme parks and the other focused on cultural heritage. In theme parks, WeRiseUp partners with operators worldwide to revitalise existing attractions and extend their lifecycle, layering mixed reality on top of physical rides and areas to boost guest engagement, repeat visitation and incremental revenue. In cultural heritage, the company positions itself as the specialist partner in complementary, rather than substitutive, mixed reality for historic, cultural and leisure venues, targeting cultural heritage operators, museums, public and private institutions, and tourism operators, with the aim of enhancing the visitor experience, attracting multi-generational interest and generating new revenue streams. In both lines, a digital layer combining storytelling with cutting-edge technology powers products that range from short-format mixed reality experiences to interactive family activities using wearables, sensors and other devices.

The name WeRiseUp encapsulates the company’s three pillars: “We” expresses the collaborative dimension, while “Rise” and “Up” together evoke the act of awakening curiosity and elevating every cultural treasure, physical space and visitor to a new dimension, bringing them back to life to be experienced, not merely observed.

The structure and roadmap of the new company

PortAventura World remains as both a partner and a client of WeRiseUp. The themed resort will continue to serve as a testing ground for iterating new experiences, and the mixed reality offering remains in place with the three existing products.

The new company’s management team is led by Andreu Tobella as CEO and will include some of the professionals who built Adventure Labs’ current products, with a headcount growth plan covering product, engineering, storytelling, sales and international operations profiles.

In the words of Andreu Tobella, CEO of WeRiseUp, “Joining forces with Vekoma was a natural decision. They are world leaders in the design and manufacturing of attractions, and they share our vision of creating transformative experiences. Combining their engineering excellence with the operational know-how built at PortAventura World gives WeRiseUp a unique starting point to scale globally.” He also explains, “PortAventura World has firmly believed that this division had enormous growth potential beyond our resort, and that is precisely why we have promoted its spin-off: to give it the autonomy, focus and ambition needed to lead a new chapter in immersive entertainment worldwide.”

The roadmap for the coming years includes, in addition to the completion of the spin-off setup and the brand launch, the first local and international rollouts of mixed reality experiences and the evolution of creative processes through artificial intelligence.

A validated proposition taking the leap to the global market

Since 2023, Adventure Labs by PortAventura World has demonstrated that an agile, customer-focused team can develop successful digital products. During this time, the unit has launched three pioneering commercial experiences at PortAventura Park: Hysteria in Boothill, El Diablo Neo and Expedición ULUM, which have engaged more than 150,000 visitors and achieved an average rating of 8.1 out of 10 across more than 2,450 verified reviews.

Joint vision on social sustainability

Efteling and ride manufacturer Vekoma join forces in social sustainability.

Together with experts and representatives of the Dutch association de Zonnebloem, theme park resort Efteling and ride manufacturer Vekoma have developed an innovative concept to increase inclusivity in theme parks, specifically aimed at guests who use wheelchairs.

The concept introduces certified seat-on-wheels that can be safely secured across different ride types. This would allow guests in wheelchairs to share the same experience together with their group as much as possible.

Last year, Vekoma and Efteling established a joint vision and design principles for a sustainable attraction of the future. Now both companies are calling on suppliers, fellow parks, and industry partners to join them in further developing this concept together.

Efteling and Vekoma presented the concept for the first time on September 22, during Sustainability Day at the IAAPA Expo in Barcelona.

Anne-Mart Agerbeek, CEO of Vekoma Rides: “At Vekoma, we believe that technological innovation must go hand in hand with social responsibility. With the seat-on-wheels concept, we want to set a new standard for accessibility within the attractions industry. This is more than just a technical solution. It is an invitation to the entire sector to actively shape inclusivity. We want to inspire and encourage suppliers, parks, and industry peers to contribute ideas and join in development. Because only together can we build a future where experiences are naturally accessible to everyone."

“This concept fits seamlessly with our social sustainability ambition for 2030: ‘Everyone feels welcome, can participate, and feels part of Efteling,’” says Femke van Es, Manager Society, Communication & Environment of Efteling. “We see that in 28% of the groups visiting our park, at least one person has a disability. By working together, Efteling and Vekoma hope to make a real difference - and to invite others to join in, so that everyone can take their social responsibility.”

“The National Association de Zonnebloem believes that people with physical disabilities should be able to participate in society freely and as a matter of course. That is why we are very pleased with this collaboration, in which our participants were involved at an early stage in the development of this new concept,” says spokesperson Alexander van Zijp on behalf of de Zonnebloem.

The IAAPA Expo Europe in Vienna was a great success for the Vekoma team, as many customers, friends and press visited our booth.

During the press release in cooperation with Jora Vision and Emerald Park, we revealed new details on the Suspended Thrill Coaster and Family Boomerang with intertwined designs that will open in 2024.

Other projects to be opened in 2024 include an indoor Family Coaster at Bommelwereld in the Netherlands, a Kalypso Family Coaster and Mine Train at Energylandia in Poland, a Family Boomerang and a fifth Top Gun Launch Coaster at Fantawild in China. Warner Bros.

Movie World in Australia will open the world’s first Wizard of Oz precinct including a Family Boomerang Racer and Suspended Family Coaster.

At the IAAPA Expo in Orlando, we will reveal more details on the new 2024 projects in the USA. Thrill coasters like the Tilt Coaster 2.0 will open at Cotaland and North America’s first Super Boomerang will rise at Six Flags Great Adventure. Furthermore, a Horus Family Coaster will open at Santa’s Village in Jefferson, a Family Boomerang Rebound at Kings Island Park and a custom-designed Family Boomerang at Holiday World & Splashin’ Safari!

We keep innovating and recently we’ve introduced our new products like the Family Launch Coaster, Super Boomerang, Suspended Dark Ride and Beat It! We are excited about our record-breaking projects that opened in 2023 and looking forward to the upcoming 2024 projects around the globe!

Family Launch Coaster
New in Vekoma’s product portfolio is the Family Launch Coaster. It’s the best of both worlds – with its low height requirement it accommodates younger riders while also providing a fun coaster experience for the more adventurous.

In 2023 this type of coaster was launched with the official opening of Big Bear Mountain at Dollywood in the USA and Lightning at Furuvik in Europe.

Lightning
Lightning is built for speed. With a launch speed of 75 km/h in just three seconds, propelled by a magnetic launch, it’s the fastest Family Launch Coaster in the world for young kids and daredevils.

The 430-meter ride starts from a stand-still launch in the station followed by lots of exciting twists, turns and airtime. The pacing of the ride is very high and due to lots of ride elements in proximity to the ground, it feels even faster.

After this exhilarating ride sequence, the train flies at 40 km/h through the station for yet another launch to 75 km/h riding it all again.

With a total of 860 meters of ride experience and a minimum height requirement of 100cm, Lightning offers maximum fun for everyone! We feel proud that Lightning has been awarded the ParkWorld Excellence Award for Best Rollercoaster of the Year – limited budget.

Vekoma celebrates the world’s first Super Boomerang!
The world’s first Super Boomerang Cloud Shuttle is a brand new multi-launch coaster which officially opened on 18 July, at the new theme park Xuzhou Fantawild Wonderland in China.

Super blastoff forwards and backwards
The Super Boomerang is designed to offer a unique combination of modern-age thrill ride elements, all in a compact, narrow space. Multiple launch sections, vertical spike at 52.5 m height, a maximum speed of 95 km/h, a forward-backwards ride, vertical drops, four inversions and 10 airtime elements.

The Super Boomerang brings Vekoma’s successful Boomerang concept to new levels of excitement and thrills to a wide demographic, with a rider height restriction of 1.20m.

The 52.5 m tall tower will have an iconic appearance in the park. Using Vekoma’s proven design MK1101 train system and a six-coach, 24-seater train, the Super Boomerang reaches a capacity of 800pph.

To obtain an unobstructed ride experience, the vehicle has a lap bar-only restraint system with a flexible vest. Furthermore, the ride uses the state-of-the-art LSM launch system, which is the most maintenance-friendly driving system available in the market.

Stay tuned for the opening of North America’s first Super Boomerang at Six Flags Great Adventure in 2024!

Suspended Dark Ride
Vekoma is officially entering the dark ride industry with the release of a new unique ride system for dark rides: the Suspended Dark Ride. Vekoma has worked for years on the development of the ride system and, with a first installation on its way, is now officially putting it on the market.

While many people focus on an individual VR experience, we believe that a VR experience cannot beat a live and real ride experience together with friends and family. With this unique vehicle, the entire family – including children from three years and up – can ride together and look back to a memory of a lifetime.

The suspended vehicles of the newly presented ride system can swing underneath the track. The swing of the vehicle gives it a very natural feel and an extremely smooth ride experience. The gondolas can also rotate to face scenes or even to face backwards.

According to the factsheet, the four-person gondolas can be dispatched about every 18 seconds, creating a capacity of over 800 riders per hour. The system can rotate towards scenes for a deeply immersive experience.

We’re excited about this new product – it’s the next generation of Dark Rides 2.0. The first installation will rise in Asia.

Beat it!
A new attraction in Vekoma’s product portfolio is the interactive boat ride Beat It! Two boats line up, side by side, each with 12 drums and a team of 12 riders. The virtual captain of each boat starts the race with an explosive drum solo.

The louder and faster the team drums, the faster their boat climbs to the top of the lift. The glorious winning team soars down the other side of the slide, splashing the losing team behind them. A vibrant experience for riders and undoubtedly an animated spectacle for viewers.

Vekoma Rides is celebrating the launch of the Super Boomerang - the first of its kind in the world! ‘Cloud Shuttle’ is a brand new multi-launch coaster and officially opened on 18th July at the new Xuzhou Fantawild Wonderland theme park in China.

Super blastoff forwards and backwards

The Super Boomerang is designed to offer a unique combination of modern-age thrill ride elements, all in a compact, narrow space. Multiple launch sections, vertical spike at 52,5m height, maximum speed of 95 km/h, forward backward ride, vertical drops, 4 inversions, and 10 airtime elements - all action packed in this compact design. The Super Boomerang brings Vekoma’s successful Boomerang concept to new levels of excitement and thrills to a wide demographics, with the rider height restriction of 1.20m.

The 52,5m tall tower will have an iconic appearance in the park. Using Vekoma’s proven design MK1101 train system and a 6-coach, 24-seater train, the Super Boomerang reaches a capacity of 800pph. To obtain an unobstructed ride experience, the vehicle has a lapbar-only restraint system with flexible vest. Furthermore, the ride uses the state-of-the-art LSM launch system, which is the most maintenance-friendly driving system available in the market.

For more information, visit www.vekoma.com

Background design – Super Boomerang (quoted by Benjamin Bloemendaal)

The Super Boomerang was designed as a spiritual successor to both the classic Boomerang and the GIB, using a sitdown vehicle like the former, but having the stature of the latter.

According to our present-day design philosophy, the new track design was also to sport more variation in ride elements, while focusing on airtime and hangtime rather than downforce.

Other key drivers to the final design we’re to have a unique and iconic aesthetic and a footprint that could be easily integrated in different park plans.

These parameters, combined with more energy (i.e. increased train speed) and airtime-focused track elements, lead to a long-stretched, slender design rather than the traditional square base area.

Additionally, we opted for a maintenance-free LSM drive to avoid the complex hoisting and catching mechanisms from the days of old.

This choice doesn’t only improve reliability and reduce maintenance cost, it also provides for a more dynamic ride experience and a higher single-train throughput.