2 major trends shaping the visitor attractions industry in Asia

Recently Celebrating Life co-organized with blooloop.com the third blooloopLIVE Asia event in Singapore at the Asian Civilisations Museum. The attendees’ feedback was overwhelmingly positive, especially on the quality of the content. Among the highlights were Wonwhee Kim from The ParkDB who shared with us a very well put together history of Singapore attractions and Kevin Barbee who took us on a journey into branding and theme parks.

This put me in a reflective mood and I started looking back at what happened in our industry in the last few months. I thought I would share with you two of the major trends I believe are affecting us and could shape our industry in the future.

A new model of theme park development

In the last few years we have seen the emergence of a new model of theme park development through partnerships between experienced private investors and/or operators and state-owned companies to develop world-class theme parks in better locations and in more integrated ways.

Shanghai Disneyland is the proof-of-concept with one of Disney’s best parks and 11 million visitors in the first year of operation. Universal Studios Beijing seems to be following the same path with a product expected to be of the highest quality. In Malaysia, LEGOLAND Malaysia Resort as well as the newly opened Movie Animation Park Studios are other examples of such partnerships. In Indonesia we are excited about the $200million Sea World announced by Ancol in Jakarta.

These partnerships are not easy and all the above mentioned projects have taken a long time and gone through much pain but the outcome from a product and sustainability perspective is by far better than the alternative model of private developers building theme parks in exchange for government favors or land. The best example of such failure is Wanda Movie Park, which was forced to close after only 18 months of operation.

In-mall themed attractions

With the retail environment changing fast due to the rise of online retail and oversupply of malls, developers are increasingly looking at themed attractions as new anchors for a more lifestyle offering. This is probably the biggest growth opportunity for our industry in the region in the next few years.

Taman Safari Indonesia partnered with Aquawalk (Aquaria KLCC) to open Jakarta Aquarium at one of Jakarta’s busiest malls, Central Park. Aquawalk is also working with the Central Group to open an aquarium in Phuket’s largest mall and back home it is working on a variety of FEC projects with the first one opening in one of Kuala Lumpur’s largest mall (Midvalley Mega Mall) end of 2017.

In China, the first SEA LIFE aquarium and LEGOLAND Discovery Centre recently opened in Chongqing and Shanghai respectively. Shenyang K11 will also see these two popular in-mall brands by Merlin Entertainments together with a new concept by IP2 Entertainment under National Geographic license.

KidZania is continuing its expansion; after opening Manila and Singapore the popular franchise recently announced Surabaya, Indonesia.

The question is who will be the next KidZania or LEGOLAND Discovery Centre in the region? A lot of IP owners (BBC, Cartoon Network, Mattel, Hasbro, Line, etc) are keen to enter that space but they will need to establish a winning concept before rolling it out in the many malls crying for help.

REVIEW: Hub Zero, Dubai

Having worked on a concept of video game theme park for a client, I was looking forward to my stop-over in Dubai to go see the newly opened Hub Zero at City Walk.

Dubbed to be “the region’s first immersive gaming theme park” according the press release issued by Meraas, this 15,000sqm indoor theme park offers “an extensive e-Sports LAN gaming zone and a children’s play area, in addition to event rooms, retail space, and food and beverage offerings”.  Jean Marc Bled, General Manager, Leisure & Entertainment at Meraas, adds: “the experiential entertainment at Hub Zero will challenge visitor perceptions and revolutionise how gamers see and experience video games. We are confident the stimulating and engaging journey will compel visitors to come back time after time.”

If you read my previous post entitled “Why video games are the future of theme parks” you will understand why I got excited about Hub Zero. And so I went hoping to get a glimpse of the future of theme parks and maybe my first ‘gamified’ visitor experience.

I got there after my visit of IMG Worlds of Adventure at around 8pm on a Saturday (the end of the weekend in Dubai). City Walk was not very busy that day and Hub Zero even less busy, which I thought was not a good sign for the end of the weekend.

Hub Zero occupies its own building in this al-fresco retail complex. The entrance lobby is very big and impressive, with a bit of a futuristic look & feel (of course, it’s video games!). Tickets for the ground floor area (gated) can be purchased from the ticketing counter and an escalator leads visitors to the first floor (non-gated), which features the e-sports gaming zone, billiard room, karaoke rooms, old-school video games arcade (think Pac Man, pinball, etc) and a café.

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I decided to go upstairs directly and see if I could look at the ground floor from the top. I was virtually alone on the 1st floor but the view was quite good and I got a feel for the entire place.

Most of the attractions are media and IP-based (e.g. Resident Evil, Battlefield, Gears of War) and include VR experience, dark ride, 5D cinema, laser tag, laser maze and simulators. There is also a kids and toddlers Plants vs. Zombies themed play area, which looks a bit like an after-thought.

I will not make any assumptions on the performance of the park but judging from what I saw it doesn’t feel like people are rushing through the doors. Why is that?

First I was told City Walk is having a slow start as the concept of an al-fresco mall is very new for the region and people probably still prefer big enclosed malls such as Dubail Mall (only 15min walk away and packed that night!). This doesn’t help Hub Zero, which probably needs more eyeballs for a new concept and a new brand not borrowing from any of the big video game publisher brands i.e. it’s not a Nintendo park or a Ubisoft park.

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Second I am not convinced the gated park approach is the right one. It is minimum AED160 (USD43.5) to access the attractions on the ground floor. Yes I know Dubai residents are wealthy but it is still a lot of money for a teenager or a student, which seems to be the main target audience. In a region where FEC’s are very popular maybe Hub Zero should have tried to give the FEC model a new twist… maybe using the principles of gamification! Instead of a series of video game-based attractions dispatched along a circular corridor, why not try to take the visitor into a video game, where he/she becomes a player of the park?

Third I think the choice of theming is too segmenting. It assumes all video game players are geeks and like futuristic stuff. It’s not the case. There are all sorts of people playing video games, including girls and young kids. These are the ones Hub Zero should have thought about and catered for with the same elements that make a theme park successful: fun and immersive theming, experiences bringing people together, live entertainment, etc.