SeaWorld's Brian Morrow reveals design theory behind 'Experiences That Matter'
POSTED 21 Nov 2017 . BY Tom Anstey
Brian Morrow is currently working on Infinity Falls, SeaWorld's new record-breaking river rapids ride coming to Orlando next year Credit: Tom Anstey
SeaWorld creative designer Brian Morrow has lifted the lid on “Experiences That Matter”, detailing how the company’s new message affects design.
Morrow, who is vice president of theme park experience design for SeaWorld, is at the forefront of ride and attraction design for the company as it continues an extensive rebranding effort.
Overseeing development of guest experiences, one of Morrow’s newest projects is the Infinity Falls river ride – the first SeaWorld attraction to be created from concept under the new banner.
"Experiences that Matter is now a design filter to us – we're making sure we deliver on it in every attraction we build,” said Morrow, speaking to Attractions Management.
“There’s no other company in the world investing money like we are into education, play and purpose. We tie it into big rides and experiences, but underneath it all is this message, which drives our experience design team to these extremes.
"Infinity Falls is the first project built with that sole purpose of ‘Experiences That Matter’. In 2018 you’re going to see more projects unveiled under that banner, which is fantastic for the creative team because it gives us new design and experience goals.”
Manufactured by Intamin, the family-friendly Infinity Falls ride will feature a world-record 40ft (12.2m) drop when it makes its debut at SeaWorld Orlando in 2018. The design finds inspiration from the rainforests of South America, with guests taken through a jungle environment as they travel along the 1,520ft (460 m) rapids. With the new addition comes a themed village area, which will include a retail store, rest areas, dining and interactive educational experiences.
“It will be the first time we introduce our new digital interactives, allowing our guests to play educational games in the park,” added Morrow, who said player scores would be converted into real-world water saving initiatives using SeaWorld dollars.
“We’re building digital experiences that the family will gather around – big touch screens and oversized big play elements. It allows us to track those points and how they’re doing. The kid scores three points and he saves three gallons of water instantaneously.”
SeaWorld has been aggressively investing in new experiences as part of a rebranding plan aimed at boosting attendance and halting a drop in revenue, which has been falling since 2012 as visitors numbers decline. In the company’s latest earnings report, SeaWorld president and CEO Joel Manby reiterated that financial discipline remains a top priority for the operator as it looks to achieve its long-term goal of saving US$40m (€34.5m, £30.5m) by the end of 2018.
Manufactured by Intamin, the family friendly Infinity Falls will feature a world-record 40ft (12.2m) drop Credit: SeaWorld
With the new addition comes a themed village area, which will include a retail store, rest areas, dining and interactive educational experiences Credit: SeaWorld
The design finds inspiration from the rainforests of South America Credit: SeaWorld
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SeaWorld's Brian Morrow reveals design theory behind 'Experiences That Matter'
POSTED 21 Nov 2017 . BY Tom Anstey
Brian Morrow is currently working on Infinity Falls, SeaWorld's new record-breaking river rapids ride coming to Orlando next year Credit: Tom Anstey
SeaWorld creative designer Brian Morrow has lifted the lid on “Experiences That Matter”, detailing how the company’s new message affects design.
Morrow, who is vice president of theme park experience design for SeaWorld, is at the forefront of ride and attraction design for the company as it continues an extensive rebranding effort.
Overseeing development of guest experiences, one of Morrow’s newest projects is the Infinity Falls river ride – the first SeaWorld attraction to be created from concept under the new banner.
"Experiences that Matter is now a design filter to us – we're making sure we deliver on it in every attraction we build,” said Morrow, speaking to Attractions Management.
“There’s no other company in the world investing money like we are into education, play and purpose. We tie it into big rides and experiences, but underneath it all is this message, which drives our experience design team to these extremes.
"Infinity Falls is the first project built with that sole purpose of ‘Experiences That Matter’. In 2018 you’re going to see more projects unveiled under that banner, which is fantastic for the creative team because it gives us new design and experience goals.”
Manufactured by Intamin, the family-friendly Infinity Falls ride will feature a world-record 40ft (12.2m) drop when it makes its debut at SeaWorld Orlando in 2018. The design finds inspiration from the rainforests of South America, with guests taken through a jungle environment as they travel along the 1,520ft (460 m) rapids. With the new addition comes a themed village area, which will include a retail store, rest areas, dining and interactive educational experiences.
“It will be the first time we introduce our new digital interactives, allowing our guests to play educational games in the park,” added Morrow, who said player scores would be converted into real-world water saving initiatives using SeaWorld dollars.
“We’re building digital experiences that the family will gather around – big touch screens and oversized big play elements. It allows us to track those points and how they’re doing. The kid scores three points and he saves three gallons of water instantaneously.”
SeaWorld has been aggressively investing in new experiences as part of a rebranding plan aimed at boosting attendance and halting a drop in revenue, which has been falling since 2012 as visitors numbers decline. In the company’s latest earnings report, SeaWorld president and CEO Joel Manby reiterated that financial discipline remains a top priority for the operator as it looks to achieve its long-term goal of saving US$40m (€34.5m, £30.5m) by the end of 2018.
Manufactured by Intamin, the family friendly Infinity Falls will feature a world-record 40ft (12.2m) drop Credit: SeaWorld
With the new addition comes a themed village area, which will include a retail store, rest areas, dining and interactive educational experiences Credit: SeaWorld
The design finds inspiration from the rainforests of South America Credit: SeaWorld
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numbers drop.
Parques Reunidos linked to SeaWorld sale POSTED 11 Oct 2017. BY Tom Anstey Parques Reunidos could be about to make a big splash in the attractions industry after
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SeaWorld continuing with Chinese expansion plans despite domestic woes POSTED 10 Aug 2017. BY Tom Anstey Despite recent setbacks in its latest earnings report, SeaWorld continues to move forward
with its Chinese expansion plans following its partial acquisition by Chinese investment
firm Zhonghong Zhuoye Group (ZZG) earlier this year.
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results for the quarter as the operator plans to further slash costs while attempting to
reshape itself following several years of turmoil surrounding its orcas.
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.
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