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19 Jan 2018 Attractions Management Handbook
 

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Attractions Management Handbook - A new era of customisation is dawning

Editor’s letter

A new era of customisation is dawning
Helen Patenall, Attractions Management Handbook
Helen Patenall, editor, Attractions Management Handbook

Emotionally engaging, personalised experiences that inspire, enlighten and immerse visitors can develop deep emotional bonds between guests and attractions brands.

Creating these experiences demands a high level of customisation in both the design of the attraction and the management of the customer journey.

Fortunately, creating immersive personal experiences is becoming easier with the refinement of technology such as virtual reality/Oculus Rift, holograms, mobile platforms and iBeacons.

There are already signs of this trend emerging: Disney’s MyMagic+ cashless smart ticketing system is a sound example of an attractions operator leading the way in customisation. Smart wristbands, smart glasses, smart watches and smart clothing will follow, offering visitors more highly customised experiences.

And there are other projects in the pipeline: a new campus for the National Comedy Center, designed by JRA and opening soon in Jamestown, New York State, will include the world’s first hologram comedy club offering customised shows that recreate the standup routines of legendary acts in hologram form.

BRC’s AmorePacific’s Story Garden (page 152) is another example of how total experiential immersion in the brand can be achieved with thoughtful experience design. On leaving the attraction, guests are even presented with a personalised gift – a copy of an advert they designed and starred in during their visit.

Mass customisation and 3D printing are also transforming merchandising and retailing. Using interactive digital platforms with 3D graphics software, visitors can select the colour, size, text and images for their own personalised gifts. Customised experiences like this are emotionally engaging, instil brand loyalty and boost profits.

Another trend which enables the creation of more personal experiences is the growth of fine dining in attractions. In a world where fast food is evermore controversial, attractions that up their game and provide more healthy and sophisticated culinary experiences are finding a market for these new, high-level services.

From being the preserve of only high-end attractions, the creation of customised experiences is now within reach for all and is heralding a new era of engagement with guests.

Helen Patenall, editor, Attractions Management Handbook

helenpatenall@leisuremedia.com

To order extra copies of the Attractions Management Handbook 2015-2016 please visit www.attractionsmanagement.com


Originally published in Attractions Handbook 2015 issue 1

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