PW SEPT08 P22-24.qxd 8/18/08 1:52 pm Page 24
Show Review
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Delegates at
which Maslow’s Hierachy of Needs has always
convinced us is key to western desires. And
Aaron Soo of Sunway
the Summit
when it came to visiting attractions, the
Lagoon
number one activity for most Chinese
consumers is taking photographs – as anyone
visiting Hong Kong Disneyland is made acutely
aware.
The first of several country showcases came
from Santichai Euachongprasit, representing
the Tourism Authority of Thailand, before a
panel discussion with many of the day’s
speakers, none of whom, it should be noted,
where from Asia, though they all had
Branded entertainment was also on the rise experience in the field. “you have to be weird to work in this industry!”
as brand owners came to terms with the fact Courtesy of Electrosonic, delegates then Presentations from tourism representatives of
that conventional advertising was no longer headed to the Wynn Macau casino for a Malaysia and Macau followed, before the final
working. Gary Goddard Entertainment, for drinks reception and the opportunity to view session of the day, from Cynthia R Mamon of
example, has been fortunate enough to work the Tree of Prosperity show, which the sponsor Enchanted Kingdom in the Philippines. After
with Hershey’s to develop a number of themed played a large part in developing. many years working for Sun Micro Systems,
retail stores, the Times Square outlet in New A drawn out travel schedule prevented Keith Cynthia joined her husband Mario last to year
York generating $7 million a year – from James of Jack Rouse Associates presiding over to act as the park’s vice-president of sales and
chocolate! Gary also noted that the traditional the second day’s programme as planned. It marketing. Enchanted Kingdom has faced a
entertainment model for attractions was not was therefore left to Chor Li Lin from the Avail number of challenges in recent years, including
working either, but that standing out and being Corporation to do the honours and introduce the ongoing fight of persuading families to
different did not always mean being the the speakers, kicking off with Peter van Bilsen make the trip out from Manila, when so many
biggest. “Bigger isn’t better, better is better.” of Vekoma and his rides of the future. people in this small country live or tend to
One of Hong Kong’s most high profile new gravitate towards the capital. Successful
Dissecting Disney tourist offerings in recent years has been the promotions for the park in recent times have
Dr John Ap from the School of Hotel & Ngong Ping 360 cable car run on Lantau included a CEO Night, where business
Tourism Management at the Hong Kong Island. Shortly before the opening last executives were sent their own “Chief
Polytechnic University, who spoke after lunch, summer, the attraction hit the headlines when Enchantment Officer” business cards, and
has been studying parks and attractions for an empty gondola broke free. Press scrutiny opening at 2 in the morning for call centre staff
some time, but it was clear that the arrival of has been high ever since, revealed the at the end of their shifts.
Hong Kong Disneyland has been of great attraction’s Wilson Shao, noting that when a
fascination to him recently. As Disney webcam suffered a temporary blip, he was Co-Operation Needed
marketing executives sat and listened, he besieged by calls from reporters suspecting And that was pretty much this year’s Summit. If
presented the results of his survey into something was wrong with the cable car itself. there was a fault with some of the presentations
perceptions of the park before and since it Even when the attraction rebranded as NP360 it was that they became simply overviews of a
opened. A few of his findings could have been and was given a more natural-looking colour particular attraction or country without any real
perceived as flawed, but it was interesting to scheme, the design was accused as being focus on a problem that had been overcome,
hear him argue that one of the reasons Disney camouflage! an opportunity that lay ahead, or an angle of
has found the going tougher in Hong Kong is The energetic Aaron Soo of Sunway Lagoon any kind. In previous years maybe there was
that, as in Paris, it has had to cater for several in Kuala Lumpur presented a case study next, better direction from those putting the
different languages and cultures, unlike Tokyo examining how his team had reinvented their programme together, which did seem a little
or the US, where the parks boom. attraction. Built on the site of a former tin mine, more hastily assembled this time around. Yet
Dr John also made some interesting Sunway Lagoon now encompasses a the quality of delegate remained high, and few
observations about Asian consumers. Status, waterpark, theme park, 5-star and 3-star hotel, could argue that they did not have good
he noted, was the most important thing for convention centre, university and medical access to others in the room.
most citizens, in contrast to self-actualisation, centre. With 67% of visitors coming from within It would have made perfect sense for the
Malaysia, population 25 million, Avail Corporation to partner with IAAPA and
Monday afternoon’s
these and newer developments market the Asia Tourism & Attractions Summit
panel session
like a surf beach, wildlife park, side by side with Asian Attractions Expo (AAE).
extreme park and various pop It was because of AAE, after all, that Avail
concerts were necessary to chose the dates and location it did for this
conquer a “been there, done year’s Summit. Having just announced a new
that” attitude in the mind of “outboarding” policy, however, IAAPA shows no
potential guests. signs of wanting to enter into such a co-
Soo also revealed that he operation, despite Avail’s approaches. A
tried to take his key staff to as number of locations are therefore being
many parks and attractions trade considered for next year’s Summit, including
shows as possible in order to some options in the Middle East. As official
find new inspiration, but media partner, Park World will keep you fully
produced smiles from most in informed.
the room by adding the caveat, www.availcorp.com
24
SEPTEMBER 2008
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