What are the most incredible cultural and entertainment projects to open recently? Why do these projects stand out, and what links them? What techniques can museums and science centers take away from these projects and apply to their facilities? For the fifth year in a row, Shawn McCoy, JRA Vice President of Marketing and Business Development, and Cynthia Sharpe, Thinkwell Group’s Director of Cultural Attractions and Research, answered these questions and more during their 2015 IAAPA Expo Presentation, "Emerging Trends in Immersive Design". Over a single hour, they sent on a rapid fire, maximum fun, international tour of the latest standout attractions. From virtual reality and immersive media to personalization and storytelling, Shawn and Cynthia explored a variety of recent projects and the techniques that make them uniquely memorable. They also revealed that when it comes to creating personalized, compelling guest experiences, the ingredients for success are often the same for both attractions and museums.

1. TRENDS 2015
SHAWN MCCOY • JRA
Thanks very much, Patrick.
So let me tell about the first time I saw a girl turn into a gorilla.
It was the summer of 1975 and I was having the day of my life at the Ohio
State Fair eating anything that was fried or on a stick and riding anything
that that had the world “Whirl” in it’s name.
As the day came to an end, my parents let us kids explore on our own for
an hour. So I began walking around, enjoying all of the pretty lights and my
new found freedom,

2. when I came upon a colorful carnival tent and this poster – promising me
the chance to see a beautiful girl turn into a horrible gorilla, all before my
very eyes.
Beautiful girl, horrible gorilla, Yep, I wanna see that.
So, I immediately bought a ticket and stepped inside the tent. Out stepped
the master of ceremonies, who revealed a bikini-clad young woman inside
of a steel cage (so I’m thinking, okay, this show is already worth the $2 I
paid).
But then he began to tell the tale of how the girl was the daughter of a mad scientist who
injected her with the DNA of a gorilla, and that she will turn from beautiful girl to an angry
gorilla if she hears the sounds of the jungle.
He asked us if we wanted to see her transform into the beast and if we would make wild
animal sounds to simulate the jungle. Well, of course we did, so the tent filled with the
sounds of the audience’s best jungle impressions.
Slowly, in front of my very eyes, the girl began to change, growing hair everywhere as she
got bigger I size. Within seconds, she was a full-fledged gorilla, pacing in the cage and
shaking the bars. We were all dumbstruck at we just saw (which years later I learned was
accomplished through a simple pepper’s ghost effect).

3. But we quickly snapped out of it, when the gorilla suddenly ripped off the
bars of her cage and began running wildly through the tent toward the
audience.
I have never ran so fast in my life as I bolted for the exit. I don’t have a
picture of me at that moment, but this is a pretty accurate representation
TRENDS 2015
SHAWN MCCOY • JRA
So, if I’m you, I’m saying, okay Shawn, cute story, but what the heck does
that have to do with trends in design?
It is simply this. I can’t remember what I had for breakfast this morning, but
I vividly remember a carnival attraction I saw forty years ago. Why is that?
Specifically, what attributes did that attraction have that made it memorable
and are there recent projects that share those attributes?
BOLD
STORY
PERSONAL
IMMERSIVE
MAGICAL
Well, let’s see, it was bold (a mutant gorilla girl running amok in the tent is something you
don’t see every day).
It told an interesting story.
It was personal, in that the audience was involved in the show.
The tent itself created an atmosphere that immersed the audience in the story.
And it employed a simple, but effective, technology that appeared magical in nature.

4. I have come to believe that that recipe is why I remember an attraction from
1975, and a handful of the many attractions I have seen since.
Whether it’s the bold nature of Cirque du Soleil’s circus without any animals;
the heartbreaking manner in which the Holocaust Museum makes a tragic
story personal; or the immersive nature of the City Museum.
The ones that really stand out to me are the attractions that have all of the
ingredients – including Disney’s’ Enchanted Tiki Room and Tower of Terror,
or Universal Wizarding World of Harry Potter.
BOLD
STORY
PERSONAL
IMMERSIVE
MAGICAL
So, with that formula in mind, I set out to find recent projects that I think
demonstrate how each of these ingredients can be used to create
memorable attractions.
So, let’s take a look.

5. BOLD
bold |bōld|
adjective
1 (of a person, action, or idea) showing an ability to take risks;
confident and courageous:
The dictionary defines “Bold” as “showing an ability to take risks; being
confident and courageous.”
But being bold doesn't mean you have to spend millions of dollars to create
something brand new.
Sometimes, it can be having the courage to try something a bit different,
maybe even risky, within your existing facility.
24-PARTY AT THE GUGGENHEIM
For example, most museums are open from 10 a.m. to 5 p.m., and don’t
feature live bands, alcohol and dancing.
Well the Guggenheim in New York isn’t like most museums.
Ten years ago, artist Agathe Snow hosted a 24-hour party, inviting over 300
artists and creative types to dance in a loft in Lower Manhattan, while she
filmed the entire affair.

6. This summer, Ms. Snow resurrected the party in a different setting.
Approximately 900 people were invited to spend 24 hours in the
Guggenheim’s landmark rotunda,
reliving a moment in time as Snow’s new film Stamina, was projected onto
the museum’s walls. The film documented the artist’s original 2005 party
which celebrated the resilience of underground, downtown culture of post–
September 11 New York.
The first live band went on at 8pm and a revolving door of musical acts
followed. At 4 a.m. the cash bar transitioned from cocktails to juice and
croissants.

7. THE LINKS AT PETCO PARK
Another example of being bold within an existing facility took place last
weekend, as the San Diego Padres swapped their infield dirt for putting
greens, partnering with Callaway Golf to create “The Links at Petco Park”,
stadium.
a nine-hole, Par 3 course within the confines of their home
The first tee places golfers at the Park’s home plate, with a batter’s-eye
view of the stadium.

8. From there, golfers walk through Padres clubhouse up to various levels of
the stadium to launch drives on to greens set up on the field of play.
Putting greens were set up in the dugout and the bullpen, while other holes
on the course were themed, including a “Golf Movies” hole where, golfers
had the option to tee off with hockey sticks like Happy Gilmore.
The attention to detail is complete with real sand traps, piped in audio of
birds chirping and even polite gallery clapping.
Originally scheduled to take place over three days, the first tee times sold
out in three hours, so the event was extended to five days - meaning 1,600
golfers received a one-of-a-kind tour of a Major League Baseball stadium.

9. CAC CINCINNATI
I think a great example of being bold is to better connect within an audience
by not accepting that status quo is good enough, even if that means
modifying the work of a star architect.
This is the Contemporary Arts Center in Cincinnati designed by Zaha Hadid.
And right about here is my office. I’ve toured museums in rural China, but
since the CAC opened in 2003 had never stepped foot in the building?
Why? Because, frankly the architecture, though stunning, was a bit cold
and not very inviting.
The CAC recognized that many Cincinnatians felt the same way, so they
worked with local interior designer FRCH to reimagine the lobby of the
building and turn it into a welcoming café and coffee bar. At face value
that might not seem like a very bold thing – it’s just a museum café, right?
However, to modify a building hailed by the New York Times as "the most
important American building to be completed since the cold war" in order
to be more inviting to your public, I think, is actually very bold. The goal
was to bring the bustle of the street into the building, so it could finally be
the shop window, the movie trailer, of the CAC.

10. The lobby now features a full-service café, spacious lounge area, dynamic
art installations and a reimagined museum store.
The café, which serves up all-day breakfast, coffee, sandwiches, select
beers and wines is open seven days a week.
It is designed to align with the museum in both form and function - featuring
artful equipment and, in keeping with the museum’s rotating collection
features a new selection of coffee beans each week.
SNOOPY MUSEUM TOKYO
BOLD
Sometimes being bold means that you do whatever it takes to reach an
audience. For example, the Charles M. Schultz Museum and Research
Center in Santa Rosa, California recently partnered with Sony Creative
Products (SCP), to establish the temporary Snoopy Museum, which will
open in Tokyo this March.

11. The museum will provide visitors who cannot travel to the United States the
ability to immerse themselves in the art and life of Charles Schulz. It will
feature a rotating selection of Schulz's drawings and illustrations, vintage
Peanuts memorabilia, and other artifacts from the Research Center on a
rotating, six-month basis. The Tokyo site will also house a themed cafe and
souvenir shop with exclusive items. Seasonal events will be held for
Halloween and Christmas. The temporary facility is slated to operate for
just two and a half years and it is estimated to attract over 800,000 visitors
each year. (FADE OUT)
Some of the best example of bold design occurs when something
unexpected is created within a traditional visitor experience.
For example, if I were to ask you where would be the best place to learn
about Science, Technology, Engineering and Math in and around San
Francisco, what would you say? The Exploratorium?
49ERS MUSEUM STEM PROGRAM
That would be a good choice, but an equally good choice would be at the
San Francisco 49ers Hall of Fame within the NFL’s Levi Stadium.

12. Designed by Cambridge 7, the 49ers Museum is a two-level, 20,000 square
foot space dedicated to showcasing the past, present, and future of the
49ers organization.
In addition to featuring a number of theaters, galleries and interactives, the
49ers Museum features the innovative STEM Education Program that uses
football as a platform for teaching content-rich lessons in STEM to visiting
school groups. The program consists of three parts:
A tour of the stadium,
A tour of the museum
And a lesson in the STEM education center.
Designed for students from kindergarten to eighth grade, the program
leverages the students’ interest in football as a basis for content,

13. and uses a variety of leading-edge, technological tools and techniques to
teach STEM principles in a completely new and exciting way. By the time
their field trip concludes, the students are able to understand the vital role
that STEM plays in the game of football and in our modern world.
The Program has been very popular and in response is doubling its current
capacity from 30,000 students in 2014-2015 to 60,000 students in
2015-2016.
WILD CENTER’S WILD WALK
A traditional nature center often provides guests with a museum-style
visitor center coupled with adjacent walking trails.
And since its opening in 2005, the Wild Center near Lake Placid, New York
has done just that, combining traditional museum displays, multi-media
presentations, live animal exhibits and nature trails to educate guests about
the natural beauty of the six-million-acre Adirondack park in which it
resides.

14. This past July, the Center launched a new project to give visitors a new
perspective of the park, transforming 84 tons of steel into an elevated
Adirondack adventure
Designed by Chip Reay, the new Wild Walk invites guests to travel 40 feet
above the ground on a quarter mile, fully accessible trip over bridges and
platforms across the Adirondack treetops.
Where they can walk into the inside of a dead tree…

15. Explore a spider's web perched 24 feet off the ground,
Or imagine life as an eagle by gazing down from an oversized bird's nest.
The intent of Wild Walk to change the way guests look at the forest, by
seeing it from the perspective of the animals who live there.
The project has been a huge success. Wild Walk opened on July 4th this
year, and attracted over 50,000 guests in that month alone.

16. STORY
The next ingredient in our recipe of creating a memorable attraction is to tell
a compelling story.
But what if that story has been told over and over again for well over 100
years, in history books, museums, documentaries and movies.
How do you keep that story fresh?
LINCOLN HERITAGE MUSEUM
Well, that story is the life of Abraham Lincoln, and The Lincoln Heritage
Museum in Lincoln, Nebraska is telling that story in a very interesting
manner.
Those who have experienced near death experiences, often mention that
they saw their entire life pass before them, as if in a dream. This has been
called a “life review.”
This is the premise of The Lincoln Heritage Museum’s new core exhibit
designed by Taylor Studios.
Beginning with President Lincoln’s assassination, visitors walk with
President Lincoln as he experiences a life review,

17. during the 9 hours after he was shot until the time he died.
LINCOLN HERITAGE MUSEUM
The exhibit environment takes on the aesthetic of a dreamscape, and
visitors are free to reach out and touch any aspect of the dream setting, as
Lincoln does in his dream.
Brightly colored objects in the gray scale scenes initiate life review
vignettes. Individual objects are illuminated indicating to guests that it is an
item that can be touched.

18. Touching objects unlock Lincoln’s memories using surround sound, lighting
effects and projection.
As Lincoln moves from experience to experience in different rooms, a
breeze-like swoosh prompts visitors to move with him to the next
experience.
By telling the story from Lincoln’s perspective, the exhibit creates a more
personal, human and emotional experience for guests, bringing a well-
MAMMA MIA! THE PARTY
Sometimes a fictional story can have as much, if not more, staying power
that a true tale.
For example, I’m doubt that there’s anyone in this room who doesn’t know
this hit song by ABBA – which was turned into a hit musical, which itself
was adapted into smash motion picture.
Although the Broadway show closed this year after 14 years on stage,
Mamma Mia! The Musical is getting a rebirth of sorts, as the first ever
ABBA-themed restaurant will open this January in Stockholm.

19. Created by former ABBA singer Bjorn Ulvaeus The Mamma Mia inspired
eatery will in the Grona Lund amusement park, a block from the popular
ABBA museum. Part restaurant, part stage show, part role-play, all
focusing on audience interaction, the eatery will be fashioned as a Greek
taverna on the island of Skopelos, where the story is set. Guests will be
able to become the stars of their own personal version of Mamma Mia! The
Musical. Fans will recognize the Greek-island setting, but will experience a
slightly different story, which will change night to night depending how the
audience reacts.
PERSONAL
Today’s audience not only appreciate a personalized experience, they are
coming to expect it.
COLLEGE FOOTBALL HALL OF FAME
One of the best recent examples of a personalized experience can be found
within the new College Football Hall of Fame Atlanta, where Cortina
Productions in coordination with Gallagher & Associates, BBI Engineering,
Stark RFID and Pacific Studios have provided fans with an entirely custom
experience that is centered on them and their favorite college football team.
Here’s a short video providing an overview of this innovative sports
museum:

20. IMMERSIVE
Some of my favorite museums are those that immerse you within their
subject matter. But when dealing with culturally significant historic sites,
how do you balance preservation with providing guests access?
MAGAO CAVES
The Mogao (Mah-gow-oh) Caves, also known as the Thousand Buddha
Caves, were carved

21. out of hillside in the Gobi Desert over a period of one thousand years.
About 26,000 people visited the caves when the site opened to the
public in 1979. In 2014, the number reached a million tourists.
Unfortunately, the amount of humidity and carbon
dioxide related to this influx of tourism began to
deteriorate the art on the cave walls.

22. So archaeologists in charge of the site submitted a proposal to the
government for a visitor center that would let people experience the
caves with minimal access.
The plan was approved and last year a new $50-million visitor center
opened.
The center aims to give visitors a more immersive experience, while
reducing the amount of time they spend in the actual caves.
So the archaeologists went into the site and scanned all of the
caves and paintings. This data was then turned into a 20-minute
domed film within the museum, as well as a traveling exhibit
that allows visitors to view the caves in a virtual manner that is
remains authentic.
1 WORLD TRADE CENTER ELEVATOR
One of my favorite more recent immersive experiences only lasts 47 seconds.
This past May, the highly anticipated 1 World Trade Center opened in Manhattan
with its innovative observation deck experience designed by The Hettema Group.
The five elevators that service the deck are the fastest elevators in North America,
traveling from the basement to the 102nd floor in 47 seconds. While this speed is
great for operations, it doesn't’ provide a lot of time for a pre-show experience.
The challenge was how to create something meaningful for guests, providing
context for what they're about to see in less than 50 seconds?

23. The answer was to configure nine 75-inch, high-definition monitors in each cab to
convey the impression that guests are traveling within a glass-walled elevator. As
guests travel to the observation level, they are immersed within a beautiful time-lapse
animation created by Blur Studio, which recreates the development of New York City’s
skyline, from the 1500s to the present.
This magical media presentation elegantly tells many stories in a short period of time –
including natural history and cultural history. As you watch the following video, watch
the timeline graphic, and notice how the designers subtly show the rise and tragic fall of
the former World Trade Center, which stood adjacent to this site from 1973 to 2001.
MAGICAL
British science fiction writer Arthur C. Clark famously stated that

24. “ANY SUFFICIENTLY ADVANCED
TECHNOLOGY IS INDISTINGUISHABLE
FROM MAGIC.”
Arthur C. Clark
MAGICAL “any sufficiently advanced technology is indistinguishable from magic.”
ILLINOIS
HOLOCAUST MUSEUM
MAGICAL
The next project illustrates how advanced algorithms and projection
technology can be combined to convey an important historical lesson in a
way that guest will never forget.
This summer, the Illinois Holocaust Museum tested New Dimensions in
Testimony (NDT), an interactive educational experience that allows
future generations to ‘talk’ with Holocaust survivors about their life
experiences.
The prototype was a holographic representation of Holocaust survivor
Pinchas Gutter. After answering 1800 questions about his experience
surrounded by lights and cameras, a Siri-like artificial-intelligence system
was used to create an exhibit where museum guests were able to converse
with Gutter, well actually a virtual Gutter. Let’s take a look:

25. Understanding that survivors are not going to be around much longer,
researchers are looking to record as many survivor stories as soon as
possible.
The plan is to capture about 10 stories in the new format, covering a range
of Holocaust experiences. Filming Gutter cost about $1 million, and the
university team estimates that it will cost at least $500,000 to record
additional survivors.
BOLD
PERSONAL
STORY
IMMERSIVE
MAGICAL
Our last two case studies are two of the best and more recent examples of
combining all of the techniques we’ve talked about today to create one-of-
a-kind educational attractions.

26. BATTLE OF BANNOCKBURN
The Battle of Bannockburn in 1314 was one of the most decisive battles of
the First War of Scottish Independence and an iconic cornerstone in
Scottish history.
To commemorate the 700th anniversary of the battle, The Battle of
Bannockburn Visitor Centre opened last year in Stirling, Scotland.
Created by UK-based Bright White, Ltd. and Electrosonic the visitor
experience uses a combination of storytelling, personalized experience and
technology to transport visitors back in time to the historic battle.
Within the Prepare for Battle exhibition, visitors are placed right in the
middle of the action. Standing shoulder-to-shoulder with warriors and
weapons, guests not only learn about the medieval battle but really
experience the emotions of war as they duck longbow arrows shot across
the space.

27. Adjacent Character Stations provide background on ten historical or
generic fictional characters who played a part in the battle.
The highlight of the experience is The Battle Room where visitors can either
choose to watch a 10-minute Battle Show or register in advance to
participate in a 40-minute Battle Game.
Up to 30 visitors can take command of the knights and soldiers competing
on the virtual battlefield play the game, which is controlled by the
Battlemaster who also offers strategic advice.

28. The interactive elements of the game allow visitors to make 'battle
decisions' that will affect an entire army, as the conflict plays out via
projected media on a massive topographical model of the Stirling
landscape.
Through the use of game play, immersive environments and cutting-edge
media technology, the visitor center provides guests with a better
understanding and appreciation of an historic event.
SENATE IMMERSION MODULE
EDWARD M. KENNEDY INSTITUTE
Our last project takes a subject that students might traditionally find boring,
and turns it into a experience that is equally immersive, interactive and
personal.
Ed Schlossberg and his team at ESI created The Edward M. Kennedy
Institute for the United States Senate to celebrate the life of the popular
Massachusetts senator by offering a variety of exhibits and experiences to
help visitors and school groups understand and appreciate governance.
The Center’s Senate Immersion Module (or SIM) combines role playing,
technology, and interpersonal and interaction within a full-scale replica of
the Senate chamber to bring the Senate to life for visitors in a very personal
manner. Let’s take a look

29. BOLD
PERSONAL
STORY
IMMERSIVE
MAGICAL
With that, we’ve come to the end of tour of this year’s projects, all of which are bold, or tell an
engaging story, or are very personal in nature, or immerse their audience or employ magical
techniques and technologies.
My hope is that these projects inspire you as you think about your own facilities, your own
projects and your own businesses.
So, the next time you are about to embark on to a new endeavor, I hope that you remember the
carny attraction that inspired today’s speech, and then go out and find your own gorilla.
Thank you very much!
TRENDS 2015
SHAWN MCCOY • JRA