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JULIANA DELANEY The Continuum CEO is a cheerleader for attractions based on popular culture. She talks to Kath Hudson
J One of Delaney’s first successes was helping to reinvent museums at the Jorvik Viking Centre in York, UK
84 attractionsmanagement.com
uliana Delaney, CEO of UK visitor attraction management company Continuum, is an expert in the branding game, tapping into the British love of popular culture and the demand for visceral experiences to build a new attractions subgenre. Continuum currently runs six attractions in the UK, with news of two more hot off the press. The company has just announced it will be collaborating with The Royal Mint on the 1,000-year-old institution’s first ever visitor centre, and it also revealed its involvement in the upcoming Sherwood Forest Country Park in Nottingham, in partnership with Royal Society for the Protection of Birds (RSPB). Other attractions are coming to an end, such as the temporary Coronation Street The Tour in Manchester, which closes this year. The pop-up attraction took Coronation Street – an established ITV series – and reinterpreted it as a cultural attraction, meeting with an enthusiastic response from fans. Continuum will partner with ITV a second time to create Emmerdale The Tour, another attraction based on a popular, long-running UK TV drama.