blog.attractionsmanagement.com
staying ahead After decades of crazy inventions being the stuff of sci-fi, this year marks the point where they hit the mainstream, with affordable tech coming to market in everything from VR to drones, robots and augmented reality. We need to grab it with both hands, figure it out and make it our own
V
isitors expect their attractions experiences to be
Also making fast progress is emerging tech giant Magic
more astonishing, exciting, immersive, engaging
Leap, which just scored another round of funding – US$800m
and high-end than anything they can get at home
– for further development of its augmented reality lightfield
or simply buy for themselves off the shelf.
device (see page 32). This will have amazing applications for
This has always been a fundamental challenge for attractions,
and as consumer electronics suppliers push out evermore
museums and science centres when it’s brought to market. Every sector – from museums to theme parks – needs to
sophisticated products at evermore affordable prices, the
tackle the challenge its own way, but the one thing industry
competition is accelerating, intensifying and shape-shifting.
experts agree on is the importance of keeping up with change.
All operators need to take a view on this – where do you stand
Speaking at the Museum Tech conference recently (see page
on technology? How will you
32), a Museum Association
harness it, how will you pay for
panel of experts told delegates
it, how will you integrate it into your attraction in an effective, appropriate way to enhance the entire experience? New tech is coming at us thick and fast in all areas
“risks must be taken to develop
Every sector, from museums to theme parks, needs to tackle the tech challenge in its own way
new technologies, with those playing it safe risking getting left behind.” They advocated testing tech within attractions environments and committing
from VR to augmented reality,
wholeheartedly to innovation.
robots, holograms, drones,
There’s a role for sleight of
beacons, Internet of Things
hand in some applications: by
sensors and micro-controllers. Many of these inventions,
combining VR with existing rollercoasters, the world’s leading
products and ideas are not new, but are moving from being
theme parks are reskinning existing attractions and creating
concepts to practical, affordable and implementable options.
new ones within tight budgets: Universal Studios Japan has
VR tech is advancing so rapidly, for example, that some very
added VR to an existing coaster as part of its ‘Cool Japan’
cool tools will be available at entry-level prices within a year,
pop-up attraction, while Alton Towers is gearing up for the
including VR functionality on smart phones. This means we’ll
relaunch of its Air rollercoaster as Galactica, a space-themed
see competition emerging in the most unexpected places.
VR ride. Nine more VR coasters are expected to open this year
And other tech is coming on-stream fast. Only last month, real-time holographic American football was announced for
as parks tap into this ‘software refresher’ for rides. So it’s not just about buying in the latest tech, we need to
Microsoft’s HoloLens, enabling fans to watch games live as
be creative with the application and make it our own to stay
holograms, replay them and even be among the action. This
competitive and continue to meet the expectations of visitors.
means we’ll be competing even more directly with the sports market than at present, unless we move to collaborate.
Tel: +44 (0)1462 431385
©Cybertrek 2016 AM 1 2016
leisuremedia.com
Liz Terry, editor @elizterry
@attractionsmag
theteam@leisuremedia.com
attractionsmanagement.com
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