Page 38 - December 2020 January 2021

SpeCiaL feaTUre: IMMERSIVE ATTRACTIONS & EXPERIENCES

Injection
An

Of

Entertainment

An overview of the way that the international entertainment
industry is developing new concepts to accommodate the recently available
new audience from the retail real-estate sector, revealed by leading immersive

entertainment sector specialist Kevin Williams of KWP.

he inclusion of an entertainment mix into operation, and to populate this evolving approach, the
the retail real-estate landscape is not a new creation of new attractions and experiences are being
idea. The “Entertainment Anchor” has been configured for this unique audience.
Ta common component for operators, with We have seen numerous entertainment platform
themed restaurants, cinema and even amusement venues developers evolve towards creating Mid-Scale attractions.
being placed as central drawing points for venue guests Entertainment experiences that are configured for the
and these are included to extend dwell time and achieve type of versatile space and footfall can be found in newly
a strong social and shopping mix. vacated retail space. The development of interactive
The concept of the anchor has undergone dark rides offers fun media-based entertainment in a
reconsideration as the sector has been impacted by configurable footprint with space restraint. Manufacturers
the “retail-apocalypse”; ushered in by changes in retail such as Alterface Projects, as well as Lagotronics Projects
purchasing habits (through the invasion of online buying), with their turnkey ‘GameChanger’, and most recently new
and the evolving leisure time spend of an audience with entrant Bold Move, who have launched their ‘Smash &
more alternatives. To address this, we have seen the Reload’ a super-compact track-based media attraction are
growth of the “MULE” (Mixed Use Leisure Entertainment) examples of this.

GHOST HUNT
Lake Compounce, US