Theme Park Branding | Harry Potter And The Matter Of Britain

If, like me, you’re both a theme park and a Harry Potter fan, you’ve already heard that Universal Orlando, in a major coup, has won the right to recreate the Harry Potter experience. Debuting in 2009, “The Wizarding World of Harry Potter” will become the new anchor of Universal’s underrated Islands of Adventure theme park. Watch out, Disney!

I think of even greater interest is the possibility of author J.K. Rowling authorizing the construction of the British version of her world. The possibilities are intriguing, to say the least.

Imagine turning one of London’s many shopping streets (like Leadenhall, which plays the part in the film version) into a genuine Diagon Alley. From that starting point think of boarding the Knight Bus for a trip to the real King’s Cross Station, where an authentic recreation of the famed Hogwarts Express is waiting on Platform 9 and 3/4. While you’re being whisked north to Yorkshire, dream of ending your journey at Hogwarts, where the Sorting Hat will assign you to your “house”, and you’ll be free to explore the many and varied “attractions” of both the castle itself and the surrounding countryside.

Could it be done poorly? Of course. But could it be done extraordinarily well? I think so, and not for an inordinate amount of money.

What would such a development mean for the British tourism industry, particulary the north of England? You only have to consider what (improbably) “The Lord of the Rings” has done for New Zealand to get excited about the prospect.