Wheels in motion

Some of the world's most exciting and innovative theme parks are currently being designed in the Middle East. Movie-themed venues, science centres, motor racing attractions and marine-inspired waterparks are just some of the projects on the horizon, with many attractions set to be unique in the global attractions industry.

However, so many projects are being talked about that it is sometimes too easy to forget that the theme park industry is an entirely new business for leisure developers in the region. Aside from a few waterparks and amusement centres within shopping malls, there are no major attractions in the Middle East. It is crucial, therefore, that developers and operators alike work together to share expertise and learn from theme park operations in more mature markets.

This is a point that Darrell Metzger, CEO of Ruwaad Destinations - which is responsible for developing the first Paramount Pictures-branded theme parks and resorts in the UAE and elsewhere in the Middle East, South Africa, Malaysia and India - reinforces.

Metzger moved to Dubai just a few months ago to head up the project, having worked in the industry for 30 years. He has held previous leadership roles at Ocean Park in Hong Kong, Tokyo Disneyland and Sentosa Leisure Group, where he accelerated a 10-year programme to revitalise Sentosa Island in Singapore, growing visitor numbers from 3.9 million in 2001 to 5.6 million in 2006 with annual profits of US $ 840 million.

"If we don't talk to each other and if the information isn't out there, then there's a chance of duplication and unnecessary competition. It's just not the way this industry works," says Metzger.

"Attractions work well side-by-side and are complementary. For the UAE, that's a big plus; it'll be able to market all the different varieties of entertainment being launched."

Metzger suggests that operators learn from successes - and mistakes - made in other countries.

"There's a huge lack of operational expertise in the Middle East," he says. "There's a history of operating theme parks and waterparks worldwide; they've been around for decades. Mistakes were made years ago, and if people try to do it themselves here without bringing in experienced people, they're going to make the same mistakes - and that's foolish," he continues.

History lesson

So, what are the most important things for operators to be aware of?

"One of the major problems that can impact a developing leisure destination is safety issues. Safety can shut down whole facilities," says Metzger, who is also vice chair of the International Association of Amusement Parks and Attractions (IAAPA), which will be significant in the growth and professionalism of the industry in the Middle East.

"There's no need to reinvent the wheel, all the global standards of operations and maintenance and construction of rides are already available. Governments here don't need to create their own, what they need to do is implement the standards that are being used in other parts of the world that have the experience," he suggests.

This was one of the key factors in the development of Sentosa Island. Here, Metzger brought in IAAPA's safety committee - the chair of which is head of safety for all the Walt Disney Parks - to speak to the Singapore government.

"It was all free and the government was extremely happy," says Metzger. "That's one of the things we'll have to look at doing here. Safety and operating standards can give you a reputation; if you don't do it right, it can sneak up on you and you don't want the reputation of being an unsafe place."

It's also important to protect the image of the leisure industry as a whole, which is why IAAPA, which has around 4000 members, is growing its presence in the Middle East and improving its safety protocols. After all, negative news notoriously receives more publicity than positive events.

Therefore, IAAPA has introduced the mandatory reporting of accidents in the US, whereby members are required to make simple and confidential reports of all accidents.

"This will move to Europe very soon and it needs to be implemented in the Middle East and in Asia," says Metzger.

Other benefits of being an IAAPA member include access to sales, marketing and research materials, as well as a valuable network of professionals.

"The leisure business is marketed differently from the hospitality and hotel business," says Metzger. "We're not selling rooms, we're selling tickets. People don't buy tickets before they get to the attraction so it's a whole different method of marketing.

"IAAPA has seminars and research material on marketing. That's what operators here can tie into, there's no reason for up and coming developers of leisure products in the Middle East to try and figure it out themselves.

As well as an understanding of the industry globally, operators also need to become familiar with their local market.

Indeed, according to Peter Doyle, senior vice president water park for Atlantis, The Palm, in Dubai - which is the creation of Kerzner International - the most important element for anyone looking to develop a theme park in this region is to understand and deliver what the visitor and guest wants.

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