The trend for turning global IPs into touring edutainment experiences is on the up, according to one of the men helping to drive the movement as its popularity continues to swell.

Eddie Newquist, who is executive vice president for exhibitions and event creator GES, has worked with some of the world’s biggest brands, including the likes of Game of Thrones, Harry Potter and Avatar.

In his role, he has taken the brand appeal of these IPs, creating travelling exhibitions to offer visitors a glimpse inside these worlds from film, literature, television and video games.

“The sector is in a time of growth and that’s due to a number of reasons,” said Newquist, speaking to Attractions Management.

“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.”

IPs are big business in the attractions sector, with the likes of Disney’s Bob Iger saying its acquired brands such as Star Wars and Marvel are crucial to growing its business, while “world-first” exhibitions featuring everything from the science behind Pixar to The Rolling Stones in an attempt to increase visitor numbers at venues worldwide.

“At GES, we are seeing growth in branded attractions, interpretive centres, touring entertainment properties and corporate visitor centres,” said Newquist.

“Finding the right brand and partner is the most challenging part of the equation. Ultimately guest satisfaction drives success, with many of our personnel coming from the design and fabrication sectors, with a high level of experience in education theatre, interactives and storytelling. That helps us exceed expectations.”

For more from Eddie Newquist and for more on touring exhibitions – including the new Downton Abbey tour, which recently debuted in Singapore – read the latest edition of Attractions Management, available here.