Theme Park Branding

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.

Now that the dust settled, I’d like to add my own thoughts to the recent debate over the rebranding of Six Flags Marine World.  I have to confess I’ve only been there once (long ago), and I frankly can’t remember much about the experience. That said (and knowing they’re in a tough spot financially), I believe they’re headed in the wrong direction.

Like many in the theme park industry, Six Flags is breaking the cardinal rule of positioning — don’t try to be all things to all people.  The newly-rebranded park already faces stiff competition from its equally generic cross-town rival, Paramount’s Great America, and it will never “own” the words “discovery” or ”kingdom” in the minds of theme park-goers (SeaWorld and Disney got there first).

What should they do now? My blue sky thinking is to divide the park in two. 

The first park (which would keep the “Discovery Kingdom” name until it can be gracefully changed) should focus on the natural and prehistory of California, including the conservation of our many endangered species and habitats, a ride-based exploration of California’s wonderful Ice Age past (lions, and tigers, and bears! Oh my!), and an authentic celebration of our rich Native American heritage.

The second park should focus on being a microcosm of the Bay Area experience, including thrill rides based upon the Barbary Coast, the Gold Rush, the redwood logging empires, Chinatown, North Beach, etc. 

Add a shopping street, a live entertainment venue, and potential partnerships with Lucasfilm and the Monterey Bay Aquarium, and you’ve got yourself a three-day destination brand that should appeal to visitors and locals alike.

Easy to do? No.  But it’s better than being a perennial me-too, also-ran in an already-crowded industry.