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HOL L AN D & TH E W H AL E ADV EN T URES


INHOU D S OPG AV E 1. Introduction 2. About Europa-Park 3. Holland Area

a. Research b. Conclusion c. Proces d. Customer-Based Equity Pyramid e. Brand resonance & authenticity

4. Below the sea is where it happens

a. The broken dike b. Holland Windweel c. Klumpy ride d. Ice skating windmill e. Snack shoe & vending machine f. The tale of the dutchman

5. Whale adventures

a. Research b. Story & characters c. The ride d. Raincoats

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INT R ODUC T ION During the last semester we, students at the Fontys Academy for Creative Industries, followed the advanced course Imagineering. As participants in this class we went to Europa Park with a mission. Our mission was to find solutions for 2 questions Europa Park had for us. The first question Europa Park had was how they could improve the Holland area. The park has very high standards, they want to give the visitor the best experience possible, and the current condition of the area isn’t satisfying enough. The second question that arose was about the Water Splash attraction. What could be improved on an attraction that was already there? After brainstorms, looking at the vision of Europa Park and some more brainstorming we came up with a concept. In this book we’d like to present our concept to you. As you can see later we’ve done quite something to the Holland area, and made suggestions on how to improve the Water Splash. This book can be used as a reference in the further development of both areas.

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ABOU T E UROPA - PARK Europa Park is the second most visited theme park in Europe, and the biggest theme park in Germany. Located in a little town called Rust, near the border with France, the park welcomes about 4,5 million visitors a year. The park has been founded in 1975, by the Mack family, as a showcasing for the attractions made by Mack Rides. Over the years the park developed more and more and area’s like Italy, Holland, Great Britain, Russia, France, Spain and Iceland we’re added. Today Europa Park offers 13 themed country areas, and 3 other themed areas. The other themed areas consist of an area for children, a so called adventure area, and the latest addition: Arthur and the kingdom of the Minimoys. Besides the theme park Europa Park developed several resorts in the style of several European countries. There’s for example Santa Isabel which is designed as an old Portugese ministry. Or the Colosseo which is designed around an old Italian square in a very authentic Italian style. This has been consistently what Europa Park has been offering, a trip through the whole of Europe in a day. But how can we talk about Europa Park and not mention Euromaus? In every area he adapts himself, for example in the Holland area he’ll wear wooden shoes and in the France area he eats a baguette. Euromaus has been leading visitors through the park since 1975. Especially younger visitors are charmed by him and his mates walking freely through the park.

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Customer-Based Brand Equity Pyramid Salience: Themepark, second most visited pretpark in Europe, awarded as the best pretpark of Europe. Imagery: Roller coasters, attractions - Adventurous , fun, exciting Family friendly, action, thrills eekers Performance: Exciting and immerging products - Adrenaline, stories, service Feelings: fun, energetic - Adrenaline, escape, experience Judgements: A fun customer friendly park that stands for quality - Fun, customer friendly Resonance: A high retention rate. 80% of the visitors come back in three years - Positive, experience, recommendations


Brand resonance and authenticity

Fake-fake

This is because they claim that they represent the countries of the EU but they asked us to make the attraction more like Holland because it doesn’t look like Holland. So at the moment they aren’t that ‘real’, not yet. But at least they try to do something about it. And a german name for an attraction is not the best move they could take in a Dutch area.

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HOL L AND ARE A Research

Looking at the article written by Pikkemaat & Schubert, success factors of theme parks - an exploratory study, we noticed two main features all successful theme parks have. The first one is authenticity. The article explains that modern tourists have become alienated from the places they visit. They want to connect with where they are as opposed to experience something forged upon them. They have a need for escaping to the place or time zone they are currently visiting. The second thing all successful theme parks have in common is the overall experience they deliver. The same thing comes to mind if we talk about experiences as when we were talking about authenticity. The need the modern tourist has to escape the daily grind and experience something new. Not only fun and entertainment is what they seek but also something with a message, a clue so to say.

Conclusion

If we want to improve the Holland area it needs to be something overwhelming, something the modern tourist will not forget. It has to be authentic and needs to be an overall experience. An experience they can indulge in with all their senses. An experience not only for fun, but also one that leaves them wondering. This is what has become the standard for modern day theme parks. It is not something extra, it is something visitors nowadays expect. With this information in the back of our minds we began brainstorming. We felt it was our task to create a concept that would go beyond stereotypes‌


The process

We started thinking of Holland. Wooden shoes, windmills, tulip fields, Amsterdam. Everything straight out of tourist brochures was there. Didn’t matter who we asked or what concepting theory we used we always came back to these ideas. But it needed to be more than that the article from Pikkemaat & Schubert said. We started thinking about the concept above all this. What holds these typical Dutch stereotypes together? While trying to think about that it dawned on us… it was literally the concept above these things. Holland is a country famous for battling the rising water. The great flood of 1953 taught us we had to. Even before that we were managing our water. It dawned on us that the wooden shoes, windmills, tulip fields and even Amsterdam are below sea level! If there were no installations to keep the water from pouring into the country we’d all be swimming now and we’d all be beneath the water line… below the sea is where it happens!

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Illustration - Kevin Rhoe


CONCE P T “Below the sea is where it happens.” Research showed that indeed Holland is a very flat country with almost 25% of its land at or below sea level. Even though we all recognize that Holland is below the sea level, it is not easy to experience it in real Holland. So we wanted to create an authentic but imaginary Holland with our concept showing that it’s literally below sea level where it happens. As you can see in the illustration to the side the Holland part is divided in to two areas, the ‘flooded area’ and the ‘fun area’. Starting at the entrance you enter the ‘flooded area’, we’ll let the visitors experience the battle against the water the Dutch are so famous for. The entrance will be a dam which is at the point of overflowing. It has been breached! There’s water coming out of it and people fighting the water that’s trying to break through. The water is everywhere! Hansje Brinker will even be there, a classic Dutch tale about a boy who put his finger in the dike to stop the water and saved his village from the flood. When we walk a bit further, and the water is still pouring over the dike behind us we enter the very peaceful, beautiful and interesting area that is the real Holland. This is the ‘fun area’. The water still keeps flowing from the dike behind us but it’s flowing into little canals the Dutch made. Here we see a big windmill in the middle of the square. Around it is an area where you can ice-skate. Something the Dutch are very good in these days! Around the square on the right is a beautiful piece of Amsterdam. There is even an actual canal filled with the water from the dike! In one of the houses there’s a little food restaurant. Here you can taste and buy wonderful stroopwafels, delicious kroketten and very exciting bitterballen! Typical snacks the Dutch like to indulge in. Walking past this ride we see a klumpy ride! What is a klumpy ride you ask… well it’s basically a bumping cars ride but now you drive the shoes the Dutch used to walk in, the wooden shoes! We called it the klumpy ride cause in Dutch it’s called ‘klompen’. Here also we see the water element returning. Next to the klumpy ride is the dike with water flowing. The floor of the attraction is filled with this water so you actually ride on the water. This is to keep the main theme going through the attractions. In the dike, where is now the Peter Pan attraction, is a big wheel installed. Half off the wheel is above the ground and half is below. Here you’ll experience a big aquarium around you where the fish swim freely. Here you can really see the struggle the Dutch have with the water. What if the dike broke? The dutch would really live in an aquarium! Enjoy our visualizations and stories of every attraction separately on the next pages.

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Illustration - Kevin Rhoe


The entrance: “The broken dike.”

Chaos is everywhere, “The dike has been breached” screams a townsman. This part will attract visitors to the Dutch part and make them curious of what is about to come. The dike is situated in the ‘flooded’ part of Holland. It is installed with fountains in it spraying water to the visitors. This is to give it a playful element. One of the fountains will not be working cause Hansje Brinker has his finger in it. The water is also coming from the top of the dike and will be flowing over the ground and in several specially designed canals. They lead to the big canal in the area. This will give the visitors the feeling of the battle against the water but not make them soaking wet.

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Illustration - Kevin Rhoe


Holland Windweel

The Holland Windweel is half below ground, half above. Based around the great windmills of holland and merged with the famous ferris wheel. The Windweel is probably the first ride that you will encounter in the ‘flooded’ part of Holland. This is the ride that will let the vistitor experience the fact that Holland really is below sea level! In the drawing you see how this works. This shows a cross section of the where an aquarium is installed filled with fish and animals that are native to the norh sea. If this is to pricey an cheaper alternative will be hand crafted props.

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Illustration - Kevin Rhoe


Klumpy Ride

The klumpy ride is the same attraction as the bumpy ride is now. This ride is also located in the ‘flooded’ area of Holland. The floor of the attraction will be painted with a water motive so it looks like they are sailing on the water. This is to make the thematic experience stronger overall and to let the visitor emerge in it more.

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Illustration - Kevin Rhoe


Ice Skating Windmill

This one is situated in the ‘fun area’: the amsterdam part. No chaos is here, nothing hasbeen flooded because the channels keep the water out. The Ice Skating Windmill will replace the revolving cups attraction there is right now. Visitors can actually ice skate on the ramp around the windmill. Fun for the parents to teach their children how to ice skate and awesome to look at. This attraction will be open in the summer as well. The skates the visitors will be skating on will be wooden shoes themed.

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Illustration - Kevin Rhoe


Snack shoe & vending machine

After all those adventures, a snack is a welcome guest. Before you lies the snackshoe, based on the famous Dutch ‘wooden shoe’. It is a cardboard holder for all of your snacks and treats. You can get this out of the vending machine, based in the wall. In the ‘flooded’ area the snack shoe is based on water theme and the only thing you can get here is ‘kibbelling’, famous dutch fried fish. in the ‘fun’ area it upholds a tulip, grass theme. Here you can get ‘stroopwafels’ (cookie), ‘bitterballen’ (fried snack) and ‘kroketten’ (fried snack). All with the complementary dutch flag.

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Illustration - Kevin Rhoe


The tale of the dutchmen

The final and most exciting ride. We are going to transform the Batavia ride in to the all inspiring tale of the Dutchman. Where the batavia ride was used to depicture pirates it now displays the amazing story of the Dutch conquering the sea. They sailed every corner of the earth in the 17th century. Follow the captain of one of the Dutch ships on an amazing story that will both wonder and delight! This ride is only in the idea phase. As you can see in the sketches to the side the ride is divided in to five parts. 1. A narrator welcomes you and drags you in to the fierce tale of the dutchmen. 2. The first stop is the North Sea. Enter the magical underwater world and be amazed. 3. Travel on to remote destinations the Dutch went like, Afrika, Indonesia and so on. 4. Experience the battle with the sea at first hand. Dikes are breaking, water is ouzing and chaos roaming. 5. Finally, after all that adventure there is time to relax. Enter Holland with his cozy town squares and beautifull scenery.

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W H AL E ADV E N T U RE S Research

The whale adventure right now is a ride where people don’t really know what to do with their water guns. It’s a place that has everything to do with being responsible for the environment but it’s not worked out well. Not when we read the article “’Touristic Fun’: Motivational Factors for Visiting Legoland Windsor Theme Park “ where they summarized the push and pull factors of why people decide that it’s good to be at a theme park or even a ride. The magical words for the water ride are: theming, interactive, excitement, environment, water, wet and story. After careful consideration we found that the problem with the ride was that it doesn’t tell a real story. When people are starting to have fun the ride ends. Mainly because it’s not well described what they need to do. Knowing that people won’t go there to get only wet, we decided to create a story to make people think of the ride in a different way, a more fun indulging way. Little kids like to see characters interacting with them, and giving them a reason to shoot water at other people. Besides that we thought of a way how people could avoid getting wet. We worked on themed raincoats so people can be dressed nicely, thematic to the story, and still can have fun! What we’re offering is a competition based on the story about 2 rivaling captains, so people can get attached to the story whick makes the experience more vivid. We give them something to battle for! Defending something makes people more excited and it can become the final pull they need to have fun at Whale Adventures.


The process

We started thinking of Holland. Wooden shoes, windmills, tulip fields, Amsterdam. Everything straight out of tourist brochures was there. Didn’t matter who we asked or what concepting theory we used we always came back to these ideas. But it needed to be more than that the article from Pikkemaat & Schubert said. We started thinking about the concept above all this. What holds these typical Dutch stereotypes together? While trying to think about that it dawned on us… it was literally the concept above these things. Holland is a country famous for battling the rising water. The great flood of 1953 taught us we had to. Even before that we were managing our water. It dawned on us that the wooden shoes, windmills, tulip fields and even Amsterdam are below sea level! If there were no installations to keep the water from pouring into the country we’d all be swimming now and we’d all be beneath the water line… below the sea is where it happens!

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Illustration - Jieun Jay Oh


STORY & CHARACTERS Ólafur and Bryndis are two fishermen in Iceland. They were practically born on the ocean, carrying the same last name due to being cousins, their parents had a big boat for the whole family where they lived, making them specialists at the art of sailing. These two are great animal lovers and are really good friends with all the inhabitants of the sea and ice. But nothing is perfect, and our fishermen are really competitive to see who is the best sailor. And how are they trying to find this out? By seeing who gets less wet on a full day of sailing. What they don’t know is that their friend John, the Whale is gathering all the animal friends to get Ólafur and Bryndis wet, so they can laugh at them arguing. Ólafur is a fat bearded guy (the same color as his hair: brown), he has a big nose, big ears, a big mouth and green eyes. His voice is as loud as 20 sea lions! Measuring 2 meters tall, he has big hands to protect all his fellow mates from the sea. Ólafur also likes to wear a blue coat because he thinks he’s part of the ocean, and under that he uses a horizontal black and white stripe T-shirt so he’s a real sailor man. Bryndis is a tiny blond guy. With blue eyes, a giant mustache and this surly face, he seems a little bit angry, but all he has is passion for the animals. Bryndis uses a red coat because he thinks that his friends can see him from far away, and under it just a white T-shirt. He also uses a giant sailor hat just to feel taller. His voice sounds like a husky grumpy old man, especially because he likes to shout.

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Illustration - Jieun Jay Oh


The ride

The ride will slightly change. The boats are going to be different from each other to represent the two teams. Now that we have 2 different teams playing against each other, they want to get the advantage of the game. We’ll place targets in the ride that you can also shoot. If you shoot them a whale or a penguin functions as a water sprinklers. So every time the team shoots one of the targets (that didn’t do anything before), they can activate the whales or penguins to splash water on the other boats. All the fun is presented on the ride by two different groups trying to get each other wet, and the one that manages to get away from it, proves that is sailing the best boat.

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Illustration - Kevin Rhoe


The raincoats

The other item we wanted to include on the ride is an option for people who don’t want to get wet. They can dress in a raincoat as their team, this is the free generic raincoat. But why not make it more fun? People can buy a special coat that allow you to crawl in the skin of captain Olafur or Bryndis. Now, you can experience the rivarly between the two brothers and sail the icelandic sea as a true shipper. This will contribute to the overal experience of the ride due and to it’s popularity.

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Conceptdevelopment Jordi Van der Kniff Kevin Rhoe Rodrigo Fragata Jieun Jay Oh Soyeon Kim Sebby Kwon

Teachers Sanne Knitel Pieter Cornelis

Graphic design Kevin Rhoe

Illustrations

Kevin Rhoe - Holland part + Raincoats (only), Whale adventures Jieun Jay Oh - Whale adventures


Holland & the whale adventures