brands and industry thought pieces
Storytelling is the future at Alton Towers Resort
Is there a commercial opportunity with Enthusiasts?
Storytelling is the future at Alton Towers Resort
In conversation with Larry Roles, Alton Towers' Marketing Director.
We discuss how leveraging stories not only creates the foundations for great guest experiences - but also provides opportunities for guests to 'buy in' to your proposition more...be that merchandise, partnerships, premium experiences, or more frequent return visits.
Embrace commercial - it's not a dirty word!
Is there a commercial opportunity with Enthusiasts?
Storytelling is the future at Alton Towers Resort
I speak with the Association for Cultural Enterprises' CEO, Gordon Morrison about the importance of commercial propositions - and how they are actually required to fuel guest experiences, organisational sustainability - and the P&L.
Embrace commercial authentically, strategically and with guests at the heart.
Is there a commercial opportunity with Enthusiasts?
Is there a commercial opportunity with Enthusiasts?
Audience focus drives commercial outcomes at Thorpe Park
Together with Tony Clark (Cedar Point) and Sian Wilson (Alton Towers) - we discuss the opporutnity to really understand your biggest fans - enthusiasts!
Whether a theme park, cultural organisation or IP-based experience – capturing how big that segment is, considering how you can engage that audience and developing your proposition for them can deliver tangible commercial value.
Audience focus drives commercial outcomes at Thorpe Park
Audience focus drives commercial outcomes at Thorpe Park
Audience focus drives commercial outcomes at Thorpe Park
Ruth Storey and Russ Gaines speak with me about how Thorpe Park have focused on understanding their Thrill-Seeker market, to super-charged their commercial proposition. From Retail, to IP use; Brand Partnerships to New product development.
We explore some of these topics and how the team at Thorpe have delivered it here!
Meet the Halloween experts bringing tricks to their P&L
Audience focus drives commercial outcomes at Thorpe Park
Meet the Halloween experts bringing tricks to their P&L
Halloween is a growing business for many attraction operators across the globe. We talk IP, retail, audience segmentation and proposition development with some of the industry's leading scarers - Larry Roles (Alton Towers); Martin Goymour (PrimEvil!); Charity Hill and Steve Sheldon (Epic Entertainment).
The UK's top 10 roller coasters
Audience focus drives commercial outcomes at Thorpe Park
Meet the Halloween experts bringing tricks to their P&L
It's not always the highest, fastest and most technologically advanced...sometimes when stories and IP are brought to life, audiences are truly understood, and nostalgia is leveraged - you can create great experiences (and opportunities for commercialisation).
The UK's 10 Best Dark Rides
The UK's 10 Best Dark Rides
The UK's 10 Best Dark Rides
A staple attraction of a great day out (and much needed with the UK climate!). Mark Lofthouse and I run down the country's top 10 dark rides and consider what makes them great.
READ MORE ABOUT LICENSING partnerships
Is licensing right for you?
It's not just about kids cartoon characters!
Finding the right IP partner
Covering off some big questions to ask yourself if you are an experience provider considering whether licensing is right for you. Objectives, audiences, costs and capability are 4 big considerations.
Finding the right IP partner
It's not just about kids cartoon characters!
Finding the right IP partner
Every business has bespoke objectives and context - and so, it may not be the biggest or most expensive IP that is best for you.
What are some of the big considerations?
It's not just about kids cartoon characters!
It's not just about kids cartoon characters!
It's not just about kids cartoon characters!
Yes, there are some great IPs based on kids tv and movie characters - but, depending on your objective, you may find value in lots of other places! I speak with Hasbro and Guinness World Records about their licensing programs in LBE.
Maximising IP partnerships
Why operators value IP - the expert's view
It's not just about kids cartoon characters!
Successful IP projects are not just about finding the right partner...it's all about what you do with them! From execution to (authentic) commercialisation to keeping it fresh.
Why operators value IP - the expert's view
Why operators value IP - the expert's view
Why operators value IP - the expert's view
IP can add value for attractions - whether a zoo, immersive show or theme park group. A Q&A with Twycross Zoo, Lund Group & Path Entertainment.
Hear from the IP owners
Why operators value IP - the expert's view
Why operators value IP - the expert's view
A Q&A with Aardman, Mattel, Moonbug & Magic Light about their thoughts on the role of brand licensing in the leisure & attractions space.
Busting the myths about licensing
Busting the myths about licensing
Busting the myths about licensing
There are lots of misconceptions about licensing. In this article, we help to clarify, debunk, and explore some of the common missteps businesses make when exploring IP partnerships.
The complexities of choosing IP
Busting the myths about licensing
Busting the myths about licensing
Even multi-billion dollar theme park resort operators have big decisions to consider when selecting the IP to invest behind.
Everyone's context and considerations are different.
Creating a theme park IP
Busting the myths about licensing
Creating a theme park IP
Working with an external IP partner is not always the best or only option. Nemesis is a great example of a theme park attraction developed and managed as a brand over 30 years - delivering amazing outcomes at Alton Towers.
read more about retail
Why retail could be your secret weapon!
Getting the best out of your retail offer
Getting the best out of your retail offer
As well as creating an impressive revenue stream - Retail can also enhance the guest experience, provide solutions, extend the guest journey - and drive loyalty.
Getting the best out of your retail offer
Getting the best out of your retail offer
Getting the best out of your retail offer
It all starts with understanding guests. But then understanding their journey through the experience, the range that enhances it - and thinking how retail can become an experience are critical.
Great examples of retail in the UK market
Getting the best out of your retail offer
Great examples of retail in the UK market
In this article, we take a tour round the UK in search of some fantastic retail and merchandise executions. From carefully curated merchandise; to bespoke, audience-centric ranges; to full-on retail experiences.
Learning from Grocery retail
When retail becomes an attraction itself
Great examples of retail in the UK market
Grocery is one of the most competitive, customer focused retail sectors out there. This article covers five core principles that attractions and experience operators can learn from this field.
When retail becomes an attraction itself
When retail becomes an attraction itself
When retail becomes an attraction itself
Retail doesn't just have to be a 'gift shop at the exit'...how can you think differently and make retail as much something on a guest's 'to do list' with you as going on rides, seeing animals or exploring exhibits?