Fairyland
Do Theme Park Development Better
In the role of executive consultant, our team participated in the development of more than 600 destination conceptual narratives and master plans for more than 40 attractions and events in each of the planned 15 Fairyland theme parks across various locations in mainland China for Evergrande Group. Working with nearly 400 vendors and creatives, our team led holistic development including company mission, vision, and values, land acquisition, feasibility reviews, budgeting, scheduling, IP development, guest value proposition, operations, training, planning, market knowledge, best practice sharing, and communications
Project Type
15 Fairyland theme parks
Location
Various locations across mainland China
Client
Evergrande Group
The
Challenge
How do we guide an owner with no previous location-based entertainment experience to create an entire entertainment brand from the ground up and execute 15 full theme park projects simultaneously?
The
Approach
To expand the existing brand and value propositions into the entertainment space, we needed to define the guiding principles of this new aspect of the brand identity. We assembled a creative team, hired design firms from around the globe, and introduced our client to the fundamentals of theme park design and storytelling. Innovation and creative problem-solving required us to instill a unified team dynamic, balanced team roles, and a culture of safety and respect.
The
Solution
- Assembled and worked with nearly 400 vendors and creatives on the development of more than 600 destination conceptual narratives and master plans for more than 40 attractions and events in each of the planned 15 Fairyland theme parks.
- Provided extensive training to translation staff who had no prior technical knowledge of location-based entertainment, to ensure their understanding and optimize their effectiveness
- Created a curriculum from the ground up, designed to rapidly build client’s LBE knowledge base and impart fundamental capabilities necessary for the endeavor.
- Ran sessions on global market knowledge, best practices, communications, and LBE storytelling and design.
- Provided executive management interface, training, industry process, organizational structure, and owner’s representation on an as-needed basis.
- Fostered a climate of collaboration and understanding to ensure the client received unbiased guidance to navigate opposing perspectives and input from hundreds of professional opinions and insights.
- Patience and perseverance are key in contentious or high pressure circumstances.
- Maintaining an attitude of respect, impartiality, and positivity is essential.
- Often progress toward building group knowledge and consensus can only be achieved incrementally.
The Results
Our team participated in the development of more than 600 destination conceptual narratives and master plans for more than 40 attractions and events in each of the planned 15 Fairyland theme parks in various locations in mainland China for Evergrande Group. Additionally, we built an LBE knowledge base and skill set for the client, trained personnel, and provided the necessary foundation for growth in the industry.
Client’s Words
Unique
Features
A new operating strategy and business model were proposed by the Evergrande team. The efficacy of that innovation has yet to be proven on local and international levels. The determination to pursue an unorthodox model, including the simultaneous launch of 15 major destinations, breaks substantially with traditional market models and examples. It will be interesting to see how this new model performs and evolves over time.
Our
Scope
- Executive consultant across all project life cycle categories including company branding, mission, vision, values, land acquisition, feasibility review, budgets, schedules, IP development, guest value proposition, operations, training, planning, market knowledge, best practices, and communications.
- Building and leading an end to end training curriculum for staff. Teaching LBE principles, practices, and industry vernacular to the translations staff.
- Executive management interface and owner’s representative. participated in the development of more than 600 destination conceptual narratives and master plans for more than 40 attractions and events in each of the planned 15 Fairyland theme parks in various locations in mainland China for Evergrande Group.
- Led executive team global trips examining best practices, introducing other industry owners, manufacturers, suppliers, and talent resources.
More Work
Our team created 5 major theme park attractions for a 1 to 1 full-scale recreation of Shanghai’s early 20th century waterfront, informed by Chinese film, television, theater, and actual historical events. The project reflects the rich traditions of folklore and storytelling of the distant past mixed with the vibrant and turbulent world of pre-World War II Shanghai. Opening in phases 2021 – 2022.