In 2010, The Wizarding World of Harry Potter changed the landscape of the theme park industry. The team at Universal Creative and author J.K. Rowling created something never before seen in a theme park: an immersive experience where guests feel like they are truly in the movies. Up until then, individual attractions based on popular properties were common in theme parks, but in the Wizarding World of Harry Potter, you don't just ride in that world, you can also buy tons of unique items and eat and drink food directly from the films. It was a game changer, and the rest of the industry is now trying to follow in Universal's footsteps.
The whole concept of themed lands began with Walt Disney and Disneyland in the 1950s. Lands like Tomorrowland and Frontierland were based on time periods or settings like the old west or the future and all the offerings within that land reflected that theme. Disney continued to expand upon that concept throughout it's lifespan with the creation of additional parks. With Epcot, Disney created World Showcase in collaboration with various country governments to make pavilions to reflect each respective country in a World's Fair setting. This gave guests a chance to visit another country and to travel the world without leaving the park. Each pavilion offers a variety of food and drink options directly from the respective country along with merchandise and themed entertainment. Even the Cast Members serving you are from that respective country thanks to the Disney College Program's Cultural Representative Program.
Epcot and later Disney's Animal Kingdom brought real life destinations to life for theme park guests using immersive theming, but what about places you can only dream about visiting? Are you still waiting on your acceptance letter to Hogwarts School of Witchcraft and Wizardry? Well, Universal has what you're looking for.
The Wizarding World of Harry Potter was really the first great example of a theme park creating an immersive experience based on a fictional property. Up until then, parks such as Universal's Islands of Adventure made themed lands based on "universes" such as Marvel Comics and Dr. Seuss Books. These islands featured lots of great themed attractions, exclusive park created food and beverage options and plenty of merchandise options, but it was pretty clear you were still at a theme park. Harry Potter changed that.
J.K Rowling's book series and the film series based on them feature fantastical items and food you can only dream about. Reading the books (and later watching the films) I often wondered what Butterbeer tasted like or always wanted to own my own wand. The Wizarding World of Harry Potter made that possible with shops and food locations taken directly out of the books and modeled after their movie counterparts. Several locations, such as The Three Broomsticks Restaurant and The Hog's Head Tavern were beginning construction before they debuted in the films, so Universal worked hand in hand with Warner Brothers Pictures to make sure the real life versions of these locations and their film siblings looked as similar as possible and the result is astounding.
The Wizarding World of Harry Potter allowed guests to experience things they could only dream of. We don't have to wonder what Pumpkin Juice tastes like or dream about walking through Hogwarts thanks to Universal's fantastic food and beverage team and the amazing Harry Potter and the Forbidden Journey attraction. Guests love the feeling that they are a part of that world and the rest of the theme park industry is beginning to follow suit with several new immersive experiences for guests to enjoy.
Disney's first immersive experience that followed the Potter model was Cars Land at Disney California Adventure. Guests can walk through the sleepy town of Radiator Springs and enjoy lots of exclusive food and beverage options created for the land as well as thrilling attractions including Mater's Junkyard Jamboree and the land's major E-Ticket: Radiator Springs Racers, where guests can prepare for a race with the residents of Radiator Springs and then race another vehicle.
Universal created yet another immersive experience for Universal Studios Florida in 2013. Ever wanted to grab a brew at Moe's Tavern or a Krusty Burger from The Simpsons? Well now you can! Universal took existing structures around The Simpsons Ride and created the town of Springfield around it, complete with restaurants that feature exclusive food options, town landmarks and a new spinner type ride about an alien invasion.
With all the success The Wizarding World of Harry Potter has experienced since it opened, you knew it wouldn't be long before more magic came along. Additional versions of the Hogsmeade area are currently under construction in Japan and Hollywood. On July 8th, 2014, Universal Studios Florida opens The Wizarding World of Harry Potter: Diagon Alley, an expansion to the Wizarding World.
Diagon Alley is the London side of the Wizarding World and features a hidden side of London not normally seen by Muggle eyes. Iconic locations from the books and films such as The Leaky Cauldron and Weasley's Wizard Wheezes are brought to life for visitors of Diagon Alley. New food options such as English pub fare from The Leaky Cauldron and magical ice cream flavors including Butterbeer bring new flavorful experiences to the world. The land's E-Ticket attraction is Harry Potter and the Escape from Gringotts inspired by the film Harry Potter and the Deathly Hallows Part II. Also, for the first time, guests can travel from park to park using the iconic Hogwarts Express.
Immersive experiences are a trend that is here to stay and are becoming what guests expect from theme parks. Disney is currently constructing a land based on James Cameron's Avatar in Disney's Animal Kingdom and has plans in the future to create lands based on Star Wars. These new experiences, along with all the ones I highlighted above are just the tip of the iceberg for what could come one day to theme parks around the world. Theme parks are becoming more than just a fun place to spend your vacation. They are becoming a way to escape reality and to immerse yourself in a fantastical world you could only dream about until now. The dawn of a new age of the theme park industry is upon us, and I cannot wait to see, taste and experience what lies beyond the horizon.
Written by Chris Coburn
Images from USA Today, Wikipedia, Traveler Online, WDW Info, All Around Orlando, Inhabitat