Universal Parks creative head Mark Woodbury gives keynote speech at IAAPA
Universal Parks and Resorts keeps its position as one of the leading attractions brands by always aiming higher, said Mark Woodbury, president of Universal Parks and Resorts’ design and development group.
Giving the keynote conference speech at IAAPA today (16 November), Woodbury explained how the company’s past has shaped its DNA – as Steven Spielberg put it, to “ride the movies” - and how it plans to grow its success moving into the future.
“At Universal, the next thing we do has to be better than the last thing we did,” Woodbury said.
With an illustrious story so far, dating back to the opening of Universal Studios Hollywood in 1964, and with more recent successes in Japan and Singapore, Orlando remains the company's flagship park.
“Universal Studios Florida opened in 1990, with attractions developed off the back of Universal blockbusters and Spielberg blockbusters,” Woodbury said. “We had something really big, something unique, something different.”
King Kong, Jaws, ET, Back to the Future and Jurassic Park are just a few of the IPs that Universal famously transformed into park experiences.
“In 1999, Islands of Adventure opened, a whole new immersive world that brought some of the greatest intellectual properties to life in ways that were really compelling.”
The unprecedented success of the Wizarding World of Harry Potter at Islands of Adventure and Diagon Alley at the adjacent Universal Studios defines the current era for Universal, Woodbury said, and serve as an example of the “out-of-the-box thinking” that drives the company’s creative studios.
“Conventional thinking would have had us place Diagon Alley next to the Wizarding World of Harry Potter,” Woodbury said. “But we had a better idea - to connect the two parks with the Hogwarts Express, creating a two-part, one-story thematic experience.”
The Future
Looking to the future, Woodbury discussed the new King Kong attraction, Skull Island: Reign of Kong, which will open in Orlando in 2016.
“Visitors will go on an expedition to the heart of Skull Island, coming face to face with Kong as he wrestles a T-Rex in an epic battle,” Woodbury said. “As all hell is breaking loose, your car falls off the edge of a cliff and Kong saves it – and there’s more, but I can’t tell you.”
Next year Universal is also opening the Wizarding World of Harry Potter in Hollywood, a Jurassic World ride in Japan, and a Jimmy Fallon ride, Volcano Bay waterpark and Sapphire Falls hotel in Orlando. The company has also recently announced it’s teamed up with Nintendo, and has “really fantastic” plans for the partnership, Woodbury said.
Woodbury pointed to the longevity and global appeal of the theme park brand, which is celebrating more than 50 years since the opening of its first theme park in Los Angeles, 25 years of Universal Studios Florida, 15 years of Universal Studios Japan and five years of Universal Studios Singapore.
Next is China, with Universal Studios Beijing opening in 2019.
TV star Jimmy Fallon to get own ride at Universal Orlando
Harry Potter drives attendance as Universal racks up record numbers for Q3
Universal Japan reveals Jurassic Park coaster coming in 2016
Universal signs JV deal with Chinese government for C¥50bn development of Universal Studios Beijing
Universal Orlando confirms second Fast & Furious attraction
BIG unveils Eve Music Hall as Croatia venue nears completion
Bob Rogers hands BRC to long-serving leadership team
Wellness care hospital opens in Vilnius with innovative spa and hospitality concept
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford–Cambridge Growth Corridor into a major centre for UK leisure and tourism investment.
For years, the corridor has been associated primarily with science, technology, housing and university-led economic growth. However, the clustering of large-scale visitor attraction projects along the
All-inclusive eco-wellness development Auko to open near Vietnam’s Son Doong caves
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
The attraction has transformed the aquarium’s Phelps Auditorium into a multi-sensory venue combining panoramic projection, environmental effects and interactive technology.
A new pre-show area allows visitors to engage with augmented reality marine animals before entering the
Mandarin Oriental announces standalone Mansions-branded residences for Abu Dhabi
MCR is planning a luxury hotel for London's BT Tower
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
Work gets underway on Madrid's €800 million leisure complex
Work is underway in Madrid on one of Europe’s most significant multi-functional complexes, combining sport, entertainment, culture and education.
The €800 million initiative to regenerate the former Olympic Aquatic Centre in the north-east of the city, next to the Riyadh Air Metropolitano stadium, is being led by Barsento – a joint venture between Live Nation Entertainment, Oak View Group and Atlético de Madrid. The project will
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Four Seasons’ Naples Beach Club opens 2,800sq m Sanctuary spa inspired by indigenous Calusa people
Orient Express Corinthian to host Ocean Rebirth wellness retreat in collaboration with Guerlain
Famed London nightclub, Tramp, launches Tramp Health
First look: Miraval opens on the Red Sea in Saudi Arabia
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
Designed by Ma Yansong and his practice MAD Architects, the Hainan Science Museum is located on the edge of Wuyuan River National Wetland Park and has already recorded peak attendance of more than 5,800 visitors in a single day.
Commissioned by
Zannier Île De Bendor launches with design by Hardel Le Bihan Architectes
Sæl Spa readies for launch in London: “a modern British sanctuary”
Immersive art bathhouse Submersive announces debut location in Austin
Construction begins on regenerative wellness destination The Shenandoah Nature Resort
Royal Caribbean reveals record-breaking cruise ship
V&A East opens in London
David Geffen galleries open at LACMA
New venue The Lands by Capella includes a longevity centre to complement sister hotel Capella Sydney
World of Frozen launches at Disneyland Paris
Pical Resort by Valamar reveals first Croatian spa under the ESPA brand
Mandarin Oriental creates end-to-end Egyptian journey with two new hotels and first-ever luxury river cruise
Designers Mendil + Meyer launch new division called Lām Concepts for strategic wellness projects
Wilderness Bisate in Rwanda reveals brand’s second Sanctuary spa
4a Architekten shares details of wellness extension at Salinarium Bad Dürkheim Thermal Spa
