Several theme parks operate in the UAE and more are on the anvil. The main pull-factor for these leisure attractions is their creativity quotient.
Dubai has redefined the concept by opening one of the world’s largest indoor theme parks — IMG Worlds of Adventure — and is definitely gearing towards being the “Orlando” of this region.
However, while I was on a flight from Barcelona, the gentleman next to me asked a very valid question — “So what happens to the family entertainment centres (FECs) now? Will people still visit these indoor zones?”. My answer was a definite “Yes ... FECs will continue to thrive.”
Certainly, theme parks will drive tourism, and yet these visitors will also be visiting the many malls in the city. This will automatically drive footfall towards the in-mall entertainment zones.
Just to give you a brief overview, FECs contain multiple anchor attractions such as rides, soft-play equipment such as the plastic maze of tubes, slides and ball pits, kid’s play areas, video arcades, redemption and carnival games. More than ever, they are seamlessly integrated with the retail sector and are a must-have component for any mall. Today, given the increasing popularity of online shopping, FECs and other leisure concepts are what drive the retail sector to a large extent.
The experience within a FEC is markedly different from that of a theme park.
The entertainment mix/matrix are positioned differently. Theme parks are typically planned for a day-long visit.
However, FECs can be both a destination and an impulse visit targeting a typical dwell time of two hours and supported by visits to the surrounding retail and F&B offerings. Their pay-as-you-go concept is geared towards repeat visits across the year.
They are thus designed and positioned to be very dynamic … and yet morphable. The entertainment matrix within them are subject to periodic changes and vital to keep up the desired interest levels of consumers.
And such changes are definitely more easier to incorporate in an FEC than at large theme parks that house specific attractions.
Sure, climate has always been a challenge. However, this factor is taken into consideration while designing today’s giant theme parks. Most are majorly indoor-oriented, so the climate works as an advantage and not a deterrent anymore.
In fact, the busiest months are often those during summer. Theme park developers have clearly already addressed all factors regarding the weather.
So climate does not pose a hindrance anymore — for FECs and theme parks. However, what can be termed as an advantage of sorts is in the choice of location.
FECs are mostly within the heart of the city and that is a definite plus in supporting the mall garner higher footfalls.
FECs can either be free-standing or part of retail or entertainment complex. The set-up and operating costs are much lower than at large theme parks. Young customers will often find themselves drawn to their favourite games, and therefore it is important to sustain their interest before they finally call for a change.
Innovation will remain a key component for both FECs and theme parks. And both can operate seamlessly in the environment that Dubai offers.
— The writer is Managing Director at Amusement Services International.
