These are my raw notes from the Blooloop Live conference held on 29 June 2016 in Liverpool, England. I was invited to be a speaker but I also took notes on my laptop during some of the speeches. Here are those notes, unedited and unformatted.
2nd largest theme park business / attractions including LEGOland, Millennium Falcon, Knights Village, Sealife Centers, London Eye, Orlando Eye.
Trend: Transition towards short breaks, 2-3 days
Trend: Asian consumers desire for Western brands
Trend: Growing international tourism
The future of visitor experiences
- Physical experience
- Mental creative experience
What is Merlin doing towards these trends?
- “Thank God for LEGO.” they own 1/3 of Merlin and are huge driver. Building Japan, Dubai, more (total 4 by 2020).
- Also Dreamworks, BBC.
- Value of IP among their partners
- Maritime Museum
- Museum of Liverpool
- Slavery Museum
- War Museum
- Lady Lever Art Gallery, currently has a Picasso exhibit
- Free admission/exhibitions
- Marketing budgets
- What is it ‘worth’?
- Value for time: a quality experience
- Distinctive brand identities
- Marketing segmentation to match their distinctiveness
- Cross promotion
- Partnering and reciprocal marketing
- Ancillary marketing
- Integration with Communications strategy
Tick Tock Unlock
- Being a part of a spectacle, feeling heroic, and engaging with something challenging (DuPlessie, 2013)
- Non-linear which makes it engaging. Game mechanics.
- Wow moments – anticipation, revelations, surprises and spectacles
- Immersive environment using appropriate theming, lighting, sound, actors, etc
- Variety of interesting puzzles that unlock clues and objects
- Players progress through the room(s) and escape
- Amazing experiences that are memorable, challenging yet fun!
- Our goal: Bring together families, friends and colleagues
- First one in Yorkshire
- Leeds, Liverppol, Glasgow and Manchester
- Unique in our approach when it comes to puzzles since they are fun yet great learning opportunities
- Pop-up games, treasure hunts, recruitment and marketing events, etc
- Ages from 6-91 years old
- Explosive growth across the UK
- From 0 to 160 in the past 4 years
- Industry consolidation due to saturation
- Barriers to entry through IP and high production values
- Technology esp Reactive
- VR and AR
- Indoor and outdoor games with added immersion through technology
Sharon Redrobe, CEO at Twycross Zoo
- The Great Apes including Gorilla, Orangutan, Chimpanzee, Bonobo will all be extinct in the wild in 20 years. (Some within 12.)
- How to sell the conservation, when marketing team wants to sell the FUN?
- Twycross Zoo is the only in Europe that has all four great apes.
- Founded in 1963.
- By 2012, they were a tired old fashioned zoo that was losing 1m pounds per year
- Falling visitor numbers, low staff morale, no plan, no money for capex
- Care for 62 species from EAZA breeding programs
- First zoo to put monkeys on grass in 1960s and 1970s, when the prior standard was to keep them on hygienic tiles
- Water play area for kids
- New cafe lodge
- New paths
- Orangutan area extension
- 26 Chimpanzees, award-winning merge
- “Twycross Zoo boss says chimps should never have been used in PG Tips adverts”
- Example of what Blackfish movie did to Seaworld
- Zoos need to take a stand on conservation issues, vs “Just a visitor attraction”
- Visitor numbers up 6%
- Revenue up 10%
- Year on year growth since 2013
- Surplus (profit) for the last 3 years after many years losing money
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