Wizarding World, Star Wars and Attractareas

Dear Mr. Theme Park,

I just returned from Universal Orlando and got to see the amazing Wizarding World, which really made me feel like I was in the story.  I hope the new Star Wars land at Disney World is even more amazing when it opens - I hear it breaks ground next year!  Do you think I'll be able to fly the millennium falcon or get my photo with Princess Leia?  Or eat in the cantina?  At Wizarding World it wasn't just about the Gringotts ride, but there was so much more.  I was a part of Harry Potter and not just riding a ride with Harry Potter.  Is this a new concept for parks to do more than just a ride with a theme?

Luke from Tatooine


Dear Luke.

For your question young Jedi thank you.  I can't wait to see what Disney does with Star Wars.  Wait, Tatooine say you live?  To your question already maybe you know the answer.  

Ok so enough of that!  The technology available today allows parks to break barriers in immersing their guests into the whole story, not just one ride.  What parks like Disney and Universal (as well as others) is one of the newest trends in leisure development.  I call it Annexation.  It’s the trend of adding new “lands” or entire areas built around a theme, rather than just adding a new single attraction. 

We have coined the phrase that best describes this trend – ATTRACTAREAS.  Let me explain.

Destination theme parks today are to be building new areas or expanding existing ones instead of just adding a single new attraction.  Guests today are more sophisticated and have higher expectations.  Consumers are expecting more than just one attraction – especially in the large destination parks.  They are expecting a “buffet” of entertainment – covering experiential, gastronomic, and associated retail options. 

We go back to a young Wizard named Harry...in June of 2010, Universal Studios in Orlando, Florida opened an entire new land – the Wizarding World of Harry Potter.  At first it was 8-hectare (20-acre) area that took about two-and-a-half years to build and reportedly cost over $300 million U.S.  It was built at Universal Studios after Disney backed out of the bidding process to obtain the license to use the Harry Potter characters.  (looks like the dark side was working there!)

The area contains a flagship attraction – Harry Potter and the Forbidden Journey – as well as the Dragon Challenge coaster and the Flight of the Hippogriff, a family coaster.  It also contains gift shops and restaurants, all of which are themed to fit the land and which remain faithful to the films of the same name. 

Then there was Butterbeer.  Who would have thought such a simple, made up beverage would have such an impact on revenues. In the first six months after the new area opened, the Wizarding World of Harry Potter sold a total of one million Butterbeers.  This had a tremendous impact on in-park spending.  Additionally, the park experienced a tremendous boost in attendance – around 36 percent – and enhanced their length of stay as well as revenues.

Because of the impact and success of Harry Potter at Universal Studios, other destination parks – such as Disney and SeaWorld - had to jump in and compete by offering broader, larger experiences.

The success of Wizarding World led to other parks developing Attractareas that offer not just a single ride but include food, merchandise, and other immersive elements:

• Antarctica at SeaWorld Orlando
• Fantasyland at the Magic Kingdom at Walt Disney World
• Cheetah Run at Busch Gardens Tampa
• The Simpsons at Universal Orlando and Hollywood
• Harry Potter at Universal Hollywood and Japan
• and others still....

These new developments indicate how that – sometimes – it takes more than a single ride to truly make a difference in attendance and revenues, particularly in this day and age of high guest sophistication.  This is not true of every park, of course, but with the destination parks today, it is an obvious and emerging trend. 

This “Attractarea within a theme park” idea is a key factor for these parks to be able to maximize in-park spending levels and increase their guest length of stay. 

Ok Luke, I hope that answers your question.  Hopefully I'll see you at the Cantina in a few years - you can buy me a drink - just don't let Jabba know I'm coming!

Thanks for writing and may the force be with you....

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