Turning global IPs into edutainment
experiences, touring exhibitions are big business. Eddie Newquist, executive vice
president of exhibitions and events creator GES, talks about the growing sector
By Alice Davis | Published in Attractions Management 2017 issue 3
Eddie Newquist, executive vice
president of exhibitions and events creator GES
How would you describe the touring exhibitions sector at the moment? The sector is in a time of growth and that’s due to a number of reasons, 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.
What GES exhibitions have been most successful so far? GES has enjoyed success with Harry Potter: The Exhibition, National Geographic Presents: Earth Explorers and a wide variety of other branded experiences. We focus on immersing guests into unique, entertaining experiences and that has helpled us achieve great attendance levels. GES has recently announced its partnership with HBO to bring the craftsmanship and artistry of Game of Thrones to fans. We’re committed to giving fans worldwide the opportunity to experience some of their favorite elements from the show firsthand and experience the world of the hit series like never before.
What trends are you seeing in the sector? We see growth in branded attractions, interpretive centres, touring entertainment properties and corporate visitor centres.
How do you choose an exhibition? Finding the right brand and partner is the most challenging part of the equation. Not every brand is easy to put on display and not every IP holder has the strategic thinking needed to ensure ongoing success.
How do you work with the partner in planning the exhibition? We always like to start by setting mutual goals, not only for the visitor experience, but also from a business point of view. It’s great to work with partners that respect our process of design, production and fabrication, who will work hand-in-hand with us to maximise the visitor experience and ultimately ensure the success of the touring exhibition long-term.
What kind of investment is involved? Touring exhibitions require not only a financial commitment but also a large investment in human resources from a wide variety of skill sets. Shipping and logistics is just as critical as storytelling and artistry. Everybody involved in the exhibition has to show a commitment to the quality of the end product and the business overall.
How do you decide where to tour? There is a global demand for both permanent and touring exhibitions and attractions and there’s a wealth of IPs that consumers want to be immersed in. Venues such as museums, science centres, expo halls, malls and theme parks all have a successful track record of hosting both small and large-scale experiences.
What makes an exhibition stand out? Standout touring exhibitions focus not only the quality of the experience, but also on business models that will be successful for everyone involved. Ultimately, guest satisfaction drives success. Many of our personnel come from the design and fabrication sectors, with a high level of experience in education, theatre, interactives, theme parks and storytelling, and that helps us exceed expectations.
Read more from this issue of Spa Business magazine
Interview: Wolfgang Kiessling
We talked to Wolfgang Kiessling, who set
up a small parrot park on Tenerife in the
1970s. Today, Loro Parque and Siam Park
are some of Europe’s top attractions
Promotional feature: Sysco Productions
Sysco Productions is a world-class experience delivery
company, working for global clients in the museum and
heritage, exhibition, and sports and leisure industries
Turning global IPs into edutainment
experiences, touring exhibitions are big business. Eddie Newquist, executive vice
president of exhibitions and events creator GES, talks about the growing sector
By Alice Davis | Published in Attractions Management 2017 issue 3
Eddie Newquist, executive vice
president of exhibitions and events creator GES
How would you describe the touring exhibitions sector at the moment? The sector is in a time of growth and that’s due to a number of reasons, 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.
What GES exhibitions have been most successful so far? GES has enjoyed success with Harry Potter: The Exhibition, National Geographic Presents: Earth Explorers and a wide variety of other branded experiences. We focus on immersing guests into unique, entertaining experiences and that has helpled us achieve great attendance levels. GES has recently announced its partnership with HBO to bring the craftsmanship and artistry of Game of Thrones to fans. We’re committed to giving fans worldwide the opportunity to experience some of their favorite elements from the show firsthand and experience the world of the hit series like never before.
What trends are you seeing in the sector? We see growth in branded attractions, interpretive centres, touring entertainment properties and corporate visitor centres.
How do you choose an exhibition? Finding the right brand and partner is the most challenging part of the equation. Not every brand is easy to put on display and not every IP holder has the strategic thinking needed to ensure ongoing success.
How do you work with the partner in planning the exhibition? We always like to start by setting mutual goals, not only for the visitor experience, but also from a business point of view. It’s great to work with partners that respect our process of design, production and fabrication, who will work hand-in-hand with us to maximise the visitor experience and ultimately ensure the success of the touring exhibition long-term.
What kind of investment is involved? Touring exhibitions require not only a financial commitment but also a large investment in human resources from a wide variety of skill sets. Shipping and logistics is just as critical as storytelling and artistry. Everybody involved in the exhibition has to show a commitment to the quality of the end product and the business overall.
How do you decide where to tour? There is a global demand for both permanent and touring exhibitions and attractions and there’s a wealth of IPs that consumers want to be immersed in. Venues such as museums, science centres, expo halls, malls and theme parks all have a successful track record of hosting both small and large-scale experiences.
What makes an exhibition stand out? Standout touring exhibitions focus not only the quality of the experience, but also on business models that will be successful for everyone involved. Ultimately, guest satisfaction drives success. Many of our personnel come from the design and fabrication sectors, with a high level of experience in education, theatre, interactives, theme parks and storytelling, and that helps us exceed expectations.
Read more from this issue of Spa Business magazine
Interview: Wolfgang Kiessling
We talked to Wolfgang Kiessling, who set
up a small parrot park on Tenerife in the
1970s. Today, Loro Parque and Siam Park
are some of Europe’s top attractions
Promotional feature: Sysco Productions
Sysco Productions is a world-class experience delivery
company, working for global clients in the museum and
heritage, exhibition, and sports and leisure industries
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of
Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los
Cabos.
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
