Page 45 - December 2020 January 2021

“I’m really pleased that we are now in a position to operate believe that the guest experience isn’t just about what happens
attractions as well as supply, meaning we can now offer greater while you are in the seat. Offering a turnkey package makes
flexibility in the way we work with retail and leisure operators it easier for us to help clients get the best possible results
in particular,” comments Wells. from their installation, especially those who are integrating
In terms of new openings, the company launched a immersive entertainment for the first time,” explains Wells.
new attraction last month with Alshaya at the Red Sea Frontgrid are quickly realising the importance of social
Mall in Jeddah within the TEKZONE entertainment zone. media, and particularly how pivotal it can be to a company
Meanwhile next year they will, once again in partnership of this nature. Their creations are social-media-friendly
with Alshaya, be opening an attraction at the forthcoming experiences and people love to watch and take photos
Dubai Hills development. and videos to share with their friends. With this in mind,
Reflecting on this past year, Wells explains that instead they have added social media sharing to the ParadropVR™
of being quiet throughout 2020, they have instead utilised e-sports and events app to make the most of social media’s
the time to double-down on product development whilst marketing possibilities.
investing a lot in their technology, including their e-sports and First and foremost, Wells considers innovation to be a key
events app. “We see this as a realty important part of our driver in the quick success the company has had. They offer
offer moving forward – allowing operators to amplify the something without comparison on the market, delivering
ParadropVR™ experience and using it as a tool to drive foot an incredibly life-like flying experience, without the motion
traffic and engagement. Innovation is the heart of what we do, sickness associated with many VR experiences. Secondly, they
so expect big things next year.” focus on the guest experience and creating something they
This work on their e-sports and events app is an example will love and finally, they deliver a really high level of service to
of how they continue to work on their creative vision and their clients. “Without this, we would never have built such a
entrepreneurial flair to maintain their niche position in the strong reputation or been able to work with internationally-
leisure and entertainment market. Wells says that continuing respected brands.”
to do this begins with their excellent team that are their Looking ahead, Wells is feeling positive for both Frontgrid
eyes and ears, in terms of both keeping-up-to-date with and the industry as a whole. “The greatest challenge for our
what’s happening in the wider market but also listening to company is people not being able to travel. I’m sure by this
feedback from operators and guests. In terms of developing time next year, the leisure and entertainment industry will be
new attractions – they feel it is always about striking the in a very different position. Of course there are challenges and
correct balance between delivering cutting-edge immersive risks, but overall I think there will be a lot of pent-up demand
experiences and developing a product which delivers the for unique entertainment experiences.”
right commercial results for operators. “Most importantly, we www.frontgrid.co.uk