The dark side of VR retrofitting.
VR is coming to many amusement parks’ existing rollercoasters even in 2017. What do parks really want? A marketable novelty with a budget friendly/affordable investment. Yes, something to market is better than nothing. Understandable.
What guests really want? Do they all really look to experience VR on a rollercoaster? I am not sure. Is there any serious market research to support such choice? Never seen one. Is it clear what all guests really expect from VR? Openly, it is a matter of contents. Which is the impact of such kind of novelty in terms of attendance and revenues on a short term? Limited.
Given the fact that guests expectations in terms of seasonal novelties for renewing their visits has changed, VR seems to be the perfect addition, a low budget (really?) "tool", easy to market and implementable in a short time. Yes, VR retrofit on existing rollercoasters is a marketing tool. It is believed to be powerful but it is not yet proven with open and realistic numbers. No evidence. Caution. VR seems to be a good way to rejuvenate/relaunch old coasters. Yes, true, it could be, on a short term. Giving a true second life to an existing rollercoaster with VR? Wait the end of the first season from its introduction, then call me or write me back please.
VR may leads to unexpected costs, while generating poor results not in line with expectations. A detailed cost-benefit analysis should be performed. Forecasted numbers should be honest and conservative. Daily operational costs (technology, maintenance, attendants, replacements) must be carefully evaluated and eventually considered as part of the budget for the entire first season/year of operation. Hey, wait! No mention about storyboard, contents, graphics quality and kind of device? The “budget friendly investment” definition should be reconsidered if you want to go serious.
Conservative? Pessimistic? Drastic? No, just realistic. Do not underestimate the dark side of VR on existing rollercoasters, at least until it will be superseded by the AR (augmented reality).
Have fun, always.
Bruno Lancetti
Technical Project Manager - Intamin Amusement Rides
5 年https://www.latimes.com/business/la-fi-disney-theme-parks-vr-robert-iger-20190514-story.html To complete your interesting article. VR is finally not the revolution as it was supposed to be. Nice themeing and immersive environment will always draw crowds. The last big investments in Star Wars Edge of Galaxy, The Wizarding World of Harry Potter, Jurassic World, the impressive Taron in Phantasialand or in Puy du Fou ... prove it once again.?