Theme park operators have long known the value of IPs in creating amazing visitor experiences. Now the museums and heritage sector is starting to work in this area, creating opportunities for collaboration
By Liz Terry | Published in Attractions Management 2018 issue 4
Shakespeare’s birthplace will be replicated in China / shutterstock/S-F
From Mickey and Minnie to Harry and Hermione, theme park operators have deep experience of deploying IPs to drive the development of physical and digital assets to create billion dollar values.
Now the heritage and museums sector is starting to get into its stride in exploiting the potential of its IPs for the creation of new attractions and visitor engagement.
Leading the way were initiatives such as the Louvre and Guggenheim being licensed into Abu Dhabi and now we’re witnessing an acceleration of this trend, as developers worldwide go looking for a fast track to success, by partnering with precious, unique cultural properties.
In this issue, for example, we report on a new heritage and cultural centre in San Weng, Jiangxi Province, South China, which will see the development of replicas of William Shakespeare’s homes as visitor attractions.
The developments are the result of a collaboration between Fuzhou Culture Tourism Investment Group in China and the Shakespeare Birthplace Trust in the UK.
San Weng – a new town currently under construction – will celebrate three masters of literature, William Shakespeare, Miguel de Cervantes and Tang Xianzu, the Ming Dynasty playwright and ‘Shakespeare of the Orient’.
As part of the tribute, the town will feature an entire quarter dedicated to Stratford-upon-Avon, Shakespeare’s birthplace (see page 29 for more details).
This growing interest in celebrating heritage is creating opportunities for museums and heritage brands of international significance, to both spread their influence and generate revenue by sharing their IPs for the good of all.
A phenomenal new report, Heritage and the Economy 2018, just published by Historic England, gives deep insight into why heritage IPs are so sought after by nations where culture is valued, but in short supply.
It proves how the presence of heritage boosts property values, tourism and job creation and injects value into local economies, saying: “Places with strong, distinctive identities are more likely to prosper than places without them.”
As these markets converge, there are learnings to be shared between sectors as operators work to optimise commercial opportunities, while ensuring authenticity.
Rides: Themed dreams
We take a look at some of the major
openings at visitor attractions worldwide
Theme Parks: Fan power
Jordan Middleton explains how operators
can best work with their audiences
Tourism: The Tourist Trap
What role could attractions play to keep
tourism beneficial for residents and
visitors alike? Kath Hudson reports
Conference: Creativity Cocktail
This year’s SATE conference came to the global epicentre for themed entertainment – Orlando – as the Themed Entertainment Association (TEA) searched for the secrets to “The Experience Recipe”.
Promotional feature: Whitewater
WhiteWater is branching out of the waterpark business as it
introduces two new attractions products and its brand new
Vantage guest engagement and management software
Show report: Enabling fun
Tom Anstey was on-hand to see what was
on offer at this year’s Euro Attractions Show
Promotional feature: Simtec - forward thinking
Simtec is a flying theatre and simulator ride supplier
for the attractions industry, as well as a manufacturer
of driving and flight simulation applications
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...]
Theme park operators have long known the value of IPs in creating amazing visitor experiences. Now the museums and heritage sector is starting to work in this area, creating opportunities for collaboration
By Liz Terry | Published in Attractions Management 2018 issue 4
Shakespeare’s birthplace will be replicated in China / shutterstock/S-F
From Mickey and Minnie to Harry and Hermione, theme park operators have deep experience of deploying IPs to drive the development of physical and digital assets to create billion dollar values.
Now the heritage and museums sector is starting to get into its stride in exploiting the potential of its IPs for the creation of new attractions and visitor engagement.
Leading the way were initiatives such as the Louvre and Guggenheim being licensed into Abu Dhabi and now we’re witnessing an acceleration of this trend, as developers worldwide go looking for a fast track to success, by partnering with precious, unique cultural properties.
In this issue, for example, we report on a new heritage and cultural centre in San Weng, Jiangxi Province, South China, which will see the development of replicas of William Shakespeare’s homes as visitor attractions.
The developments are the result of a collaboration between Fuzhou Culture Tourism Investment Group in China and the Shakespeare Birthplace Trust in the UK.
San Weng – a new town currently under construction – will celebrate three masters of literature, William Shakespeare, Miguel de Cervantes and Tang Xianzu, the Ming Dynasty playwright and ‘Shakespeare of the Orient’.
As part of the tribute, the town will feature an entire quarter dedicated to Stratford-upon-Avon, Shakespeare’s birthplace (see page 29 for more details).
This growing interest in celebrating heritage is creating opportunities for museums and heritage brands of international significance, to both spread their influence and generate revenue by sharing their IPs for the good of all.
A phenomenal new report, Heritage and the Economy 2018, just published by Historic England, gives deep insight into why heritage IPs are so sought after by nations where culture is valued, but in short supply.
It proves how the presence of heritage boosts property values, tourism and job creation and injects value into local economies, saying: “Places with strong, distinctive identities are more likely to prosper than places without them.”
As these markets converge, there are learnings to be shared between sectors as operators work to optimise commercial opportunities, while ensuring authenticity.
Rides: Themed dreams
We take a look at some of the major
openings at visitor attractions worldwide
Theme Parks: Fan power
Jordan Middleton explains how operators
can best work with their audiences
Tourism: The Tourist Trap
What role could attractions play to keep
tourism beneficial for residents and
visitors alike? Kath Hudson reports
Conference: Creativity Cocktail
This year’s SATE conference came to the global epicentre for themed entertainment – Orlando – as the Themed Entertainment Association (TEA) searched for the secrets to “The Experience Recipe”.
Promotional feature: Whitewater
WhiteWater is branching out of the waterpark business as it
introduces two new attractions products and its brand new
Vantage guest engagement and management software
Show report: Enabling fun
Tom Anstey was on-hand to see what was
on offer at this year’s Euro Attractions Show
Promotional feature: Simtec - forward thinking
Simtec is a flying theatre and simulator ride supplier
for the attractions industry, as well as a manufacturer
of driving and flight simulation applications
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.
Royal Caribbean has revealed its Hero of the Seas cruise ship, home to the most pools at sea
(nine), and a record-breaking 28 dining venues, as well as attractions including a waterpark
with two new family raft slides.
+ More news
COMPANY PROFILES
Holovis Holovis is a privately owned company
established in 2004 by CEO Stuart
Hetherington. [more...]
Sally Corporation Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
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...]
