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Thrills Have a New Competitor- Interactivity

Buzzwords exist for a reason. While “thrill” is certainly part of our lexicon in the attractions industry, we continue to see a demand and response for all things “interactive”. Several things have changed that have altered park-goer’s demand for interactive rides, but the go-to that makes the most sense is the cost and quality of tech. This is two-fold, because in our guest’s hands is a device even more powerful than we envisioned as we were preparing for Y2K, and it also means that the quality of what parks can afford to buy has changed.

We currently have parents that grew up as Atari, Nintendo and Sega kids. Many of them are still X-Box and computer game players, and their children are, too. In addition, many of these family units use the phone for gaming and life has a whole. There are high expectations when it comes to tech and leisure and amusement parks need to continue to fill those guest requirements. In-ride technology has also changed, making the shoot ‘em up experience a competitor to home and phone entertainment. We used to see rides like Men in Black at Universal Studios and Toy Story Mania and Disney’s California Adventure and believe that these attractions were the pervue of a handful of properties. But, companies like Lagotronics Projects and Triotech have certainly altered that construct. Now regional players like Knott’s Berry Farm debuted The Reef from Triotech and Journey to the West at Wuhan in China from Lagotronics Projects. In addition, to the media looking better due to lowering costs, companies like Lagotronics Projects are making them better for guests by developing more accurate shooting technology through their Interactive Ride Tech. Thirty years ago it was fine to put out a ride where the guns hit their targets 50% of the time- that’s just not acceptable now. This only helps to drive re-ridership and enjoyment of the overall experience. Other new rides like the Strike-U-Up are a combination of ride and game- children and tweens gravitate towards attractions like this that could not be found ten years ago.

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But, interactivity doesn’t stop with great-looking, immersive technology. There is still a need for pure physical interaction. Our partners like Clip ‘n Climb ® and Ropes Courses, Inc. offer products that are innovative takes on classic attractions. CNC allows owners to choose from a catalogue of elements to create the guest experience they want to provide. These different challenges are combined to create modern-day climbing wall experience that is highly repeatable. The CNC technology can get found everywhere- from amusement parks to F.E.C.’s to trampoline parks. Ropes Courses, Inc. continues to up their game by taking their classic Sky Trail ropes course design and adding to it. Now parks and attractions can add the SkyRail® zip line, which turns the experience from a ropes course into an experience that engages in many different ways.

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One of the best combinations of old and new tech I have seen was our recent project at Canada’s Wonderland. We sold a Gerstlauer Skyroller to the Cedar Fair and watched as they worked with Gerstlauer to turn what was an interactive thrill ride into something more. The Skyroller allows guest to control their wings and do barrel rolls if they choose. Some riders do a handful, others do over 60, but the unique thing about this rider experience is the fact that the park did a great job of introducing technology into an existing ride experience. During every ride cycle each vehicle counts the number of flips the rider performs and the winner is announced as the cycle ends and they can start to track the “high roller” for the day, week, month and season. In addition, the park is planning on making social media integration easy by creating a photo op so that older riders can show the crazy number of flips they managed on Snapchat while creating a way for parents of younger kids to share the experience of their child enjoying their “first big thrill ride” on Facebook.

This is not to say that roller coasters don’t still have drawing power- they do. But it does say that they certainly do not continue to have the hold on repeatability. While interactive attractions have a different thrill level, their features are working to draw guests back to the ride time and time again.

-AFS