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
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [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
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resilience as people age, according to research led by Professor Paola Tognini, a neuroscientist
at the Sant'Anna School of Advanced Studies in Pisa, Italy.
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Gran Hotel Taoro in northern Tenerife, Spain, has completed the final phase of its three-year
renovation with the debut of its Sandára Wellness Centre.
Hand and Stone Massage and Facial Spa, the spa business with more than 650 locations across
the US and Canada, has appointed franchise expert Carrie Walsh as CEO as the company plans
to expand.
Synergy – The Retreat Show, the global trade show for retreats, has launched a global research
initiative that will provide insights into the retreat sector from both consumer and industry
perspectives.
The Wellness Tourism Association (WTA) has published a non-regulatory global industry
framework designed to ensure the retreat market offers responsible experiences.
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
