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Brand extension is a goal for any themed environment. After all, extension allows a theme park operator to build a thriving community within the existing ecosystem. Within a themed environment an extension can include the ability to capitalize on new retail opportunities or build out new dining environments.
When properly planned, dark rides provide park operators with wonderful and functional opportunities here, especially when the rides leverage licenses from well-known and established characters from comics, franchise movies or popular television series.
Since dark rides already operate within internal spaces, the same building can often house the merchandising environment as well. And, because dark rides themselves already leverage audiovisual technologies, the opportunity exists to utilize some of the same or similar content within the retail space – essentially continuing the immersive experience for the guest.
As a dark ride grows in popularity, the park can add the use of gamification as well as interactive display units into the retail environment. Again, this create an extended environment that can provide the guest with a truly customized experience that easily aligns with the dark ride experience.
Themed food offerings are nothing new to most parks. However, the ability to align foods with superheroes, villains, etc. is a great way to capitalize on the “relationship” the guest has with the character. The key here is the ability to expand the character development, which can prove instrumental as the park tweaks content utilized within dark ride environments.
These character driven experiences also lend themselves well to continued guest engagement through social platforms. This is an opportunity to continue interacting with the guest well after a park visit – and keep their attention as they plan future visits. The data a park can gather with ongoing engagements can further foster continued content development. This is crucial since today’s guests are always looking for personalized experiences.
With over 55 years of helping organizations leverage technologies to create experiences, Electrosonic has established itself as a leader in this space. Electrosonic has the knowledge to guide you through the process and realize the results you desire. Click here to learn more.
Paul Kent, Electrosonic’s Regional Director MEA, is a respected industry leader. As a distinguished member of the Blooloop Top 50 Theme Park Influencers, board member of Experience UK and former president of the TEA European Board, Paul has made a great contribution to the development of the industry. With over 20 years in award-winning global themed entertainment projects, he’s a trusted writer on technology direction in the industry.