by Martin Paliciki, InPark Magazine Publisher
I just returned from the IAAPA Expo Europe and Brand Licensing Europe shows, held in Vienna and London, respectively. Both events signaled the full-throttled return of business to the industry.
At IAAPA, attraction and ride announcements were numerous, from the Angry Birds Pigvasion collaboration with Attraktion! to Jora Vision’s Tir na nÓg land at Emerald Park. The IAAPA Opening Reception party at Schweizerhaus restaurant was a sell-out success, followed by the who’s who of the industry Plan B party, hosted by movemotions and Convious. TEA’s EMEA division hosted their own mixer the following night, bringing together themed entertainment professionals for a delightful al fresco dinner. TEA also honored Björn Heerwagen in their booth as one of the newest TEA Masters.
Brand Licensing Europe’s event focused on the LBE market, and it’s clear that many brands are quite interested in investing in experience-based attractions, although all don’t have the experience or staffing to dive right in. Rovio, for instance, relied on expertise from partners like George Wade and IMG to help make connections with both designers and developers to create new Angry Birds experiences.
Both shows indicated the current importance of Saudi Arabia for the industry, a trend I pointed out in my issue 96 editorial. Europe’s relatively close location to the Middle East means it’s well-positioned to provide services, design and fabrication to projects in the region. Additionally, European IPs seem to resonate well with Middle Eastern guests.
Now, the industry turns its attention to IAAPA Expo. If the energy generated by these two European shows are any indicator, the attractions market is poised for a fantastic event in Orlando, and an auspicious year ahead.
