Harry Potter fans helped increase attendance by 50 per cent at Universal Orlando Resort in the past few years, and interest in a second Harry Potter park opening there July 8 could keep numbers going up. But even if the new park doesn’t lead to the surge in visitors that accompanied the original Harry Potter park, Universal’s cash registers will surely be ringing.
The new Wizarding World of Harry Potter-Diagon Alley has just one ride, a 3D thriller called Harry Potter and the Escape from Gringotts. The first Harry Potter park had three rides. But Diagon Alley has seven shops, all so visually stimulating that you almost don’t notice you are shopping.
Attendance at Universal Orlando Resort has jumped over 50 per cent since 2009, to 15 million annual visitors in 2013, according to Andy Brennan, an industry analyst at IBIS world, a market research firm. “We expect this number to climb higher in 2014,” Brennan said. “NBCUniversal’s theme park revenue is up nearly 40 per cent since 2009, much of which can be directly attributed to the popular Wizarding World of Harry Potter.”
Brennan thinks it’s “unlikely” that Universal will have the same surge from Diagon Alley, partly because the first park was a novelty that benefited from pent-up demand for leisure activity as the recession eased.
Universal won’t say how much it cost to build Diagon Alley; some experts have put the number at $400 million. To see both the new and original Potter areas, guests must buy a two-park ticket — $136 for adults, $130 for kids — because Diagon Alley is located at the Universal Studios park, while the original Wizarding World attraction is at Universal’s Islands of Adventure park.
Universal plans to open a Harry Potter area this summer at its park in Osaka, Japan, and in California at Universal Studios Hollywood in 2016.
WINDOW SHOPPING
The level of detail in Diagon Alley is amazing, and nowhere are the features more fun and true to the novels and movies than in shop windows. There are lots of things for sale, but others are simply great decorations. Books play a central role in the decor; window-shoppers will see animatronic versions of The Monster Book of Monsters, a tome with teeth, along with self-knitting needles and Harry Potter’s snowy owl, Hedwig.
UNIQUE GIFTS
With seven shops in Diagon Alley, there’s plenty to buy. (There are five shops in Hogsmeade). Among the offerings: Weasleys’ Wizard Wheezes (chattering teeth, expandable ears), Madam Malkin’s Robes for All Occasions ($250 for a wizard’s robe), Quality Quidditch Supplies (everything for playing the real-life sport based on the game in the series) and Scribbulus (implements for paper, pen and ink lovers).
Magical Menagerie sells cute stuffed animals (pygmy puffs are popular), while Borgin and Burkes — located off Diagon Alley in the book, on Knockturn Alley — is a “dark arts” shop that sells skulls, black T-shirts and Death Eater masks. Wiseacre’s Wizarding Equipment sells telescopes and binoculars.
INTERACTIVE WANDS
For $35, guests can buy interactive wands at Ollivanders Wand Shop, located in both Diagon Alley and Hogsmeade. When wand-wielding guests see a medallion symbol in either area, they can wave the wand and cast spells. The wands make trolls dance, light lamps and chandeliers, and silence some shrunken heads, among other things. Maps of the medallion areas are available, but Universal says there are also some hidden spell areas.
WIZARD WARDROBES
In addition to robes, fans can buy capes and preppy button-down cardigans inspired by the four houses where Harry Potter and his fellow students live at Hogwarts school. Madam Malkin’s Robes for All Occasions also has on display a wedding dress and two costumes that aren’t for sale: an intimidating black-beaded cape ensemble worn in a promo for the new attraction, and a costume worn by Kenneth Branagh as Gilderoy Lockhart in the Harry Potter and the Chamber of Secrets movie. The wedding dress is white with white feathers at the hem and softly twinkling lights within the skirt.
TRAIN RIDE
Hogwarts Express train takes visitors to Universal’s original Harry Potter area, which opened on the other side of the park in 2010. Visitors board at either King’s Cross Station (built like a real Tube station) or Hogsmeade Station for a two-minute trip in enclosed compartments. A video screen (instead of windows) shows a passing urban landscape, then countryside, along with Harry Potter characters. Outside the car door, silhouettes flit in the corridor and familiar voices from Potter movies are overheard.
MONEY, MONEY
Diagon Alley even has its own currency, so guests can swap American dollars (muggles money) for wizard cash, to spend or to keep as a souvenir.
PHOTO OPS
As you enter Diagon Alley, look towards Gringotts Bank — which is the entrance to the centrepiece thrill ride, Harry Potter and the Escape from Gringotts. A dragon is perched atop the bank, and it breathes fire. Once you enter the bank, while in queue for the ride, don’t miss the three enormous glass chandeliers. Finally, find 12 Grimmauld Place where Kreacher the House Elf peers eerily from a window.
