Issue 111 editorial
by Martin Palicki, InPark Magazine Publisher
The idea of making the guest experience as friction-free as possible and in nearly all aspects permeates this issue. Consider accesso’s look at ticketing and in-park purchasing. The goal is simple: remove obstacles between the guest and the experience. Jora Vision explores how technology can make competitive socializing more appealing and engaging, without letting the technology itself get in the way. And Alterface has long championed interactive attractions where the technology effectively disappears, allowing guests to focus on the story and the fun rather than the machinery making it happen.
That idea of frictionless experiences can also extend to the initial concept of an attraction. At the recent TEA SATE EME conference at Liseberg, Brad Shelton, Owner/Partner at BRC Imagination Arts, offered a thought that resonated with me. He questioned whether focusing attractions on guest agency represents the ultimate goal of themed entertainment.
Perhaps, sometimes, people just want to be told a story. They want to sit back, follow the narrative, marvel at what is happening around them and enjoy losing themselves in the moment. There is something to be said for surrendering control and allowing a talented creative team to take you somewhere.
Could it be possible that we, as an industry, sometimes get so excited about what technology can do that we forget to ask what the guest actually wants it to do.
As we share this issue with readers through our bonus distribution at TEA SATE North America, the Association of Zoos and Aquariums (AZA) Annual Conference, the World Waterpark Association (WWA) Trade Show and IAAPA Expo Europe, we hope these stories spark that kind of conversation. Across themed entertainment, the goal remains the same: create memorable experiences, then get out of the way and let the experience work its magic.