The technological innovation of virtual reality has changed the landscape of the theme park industry. Theme parks are incorporating VR into their existing attractions and developing VR stand-alone rides. Traditional theme parks are investing millions of dollars into VR technology to promote attendance, while other organizations are investing billions of dollars to develop dedicated VR theme parks.
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The drive to increase VR tourism is affecting various trends in both marketing and hospitality, which is opening new career opportunities for those interested in a hospitality career.
VR theme parks and attractions use virtual reality technology to provide tourists with a unique and thrilling experience; one that is different from previous iterations of theme park attractions. In 1998, Disney Regional Entertainment opened DisneyQuest—an interactive VR theme park—in Orlando. DisneyQuest was innovative because it housed Disney’s earliest iterations of VR theme park attractions in a 100,000 square foot space with rides such as Aladdin’s Magic Carpet Ride and Mighty Ducks Pinball Slam. The space was closed in 2017 to make way for an NBA attraction.
Theme parks began utilizing virtual reality technology with existing roller coasters, water slides and drop towers. Riders are given VR headsets that have LED screens. These headsets place riders in a virtual world that corresponds to the movements of the attraction. In 2003, the first VR rollercoaster—Galaxie Express—was developed at Space Center Bremen in Bremen, Germany. One of the oldest operating VR rollercoasters is Alpenexpress Coastiality, which opened in 2015 at Europa-Park in Germany. The ride originally incorporated Samsung Electronics Gear VR headsets to provide an exciting, technology-based sensory experience.
In 2018, Europa-Park opened the first “roam and ride” VR rollercoaster—Eurostat Coastality. The attraction begins with riders putting on a VR headset and exploring a virtual reality world based off the film Valerian and the City of a Thousand Planets. Without taking off their VR headsets, riders are then led to the actual rollercoaster and strapped into the train. Once all passengers are safely strapped in, the ride begins.
The integration of VR technology to existing attractions proved to be a less expensive way for theme parks to entice thrill-seekers to visit their venues. However, other theme parks decided to implement VR technology as stand-alone attractions. Knott’s Berry Farm in California developed an attraction called VR Showdown that enables multiple players to work together to save “Ghost Town” from robots. Players are given a VR helmet, headphones and laser gun to explore a steampunk-themed world and gain points by shooting robot enemies. The stand-alone VR experience was developed for Knott’s Berry Farm by VR Studios with the goal of providing new attractions to visitors and driving sales.
While most theme parks are using VR technology on existing rides or stand-alone experiences, the industry is seeing a shift towards fully dedicated VR theme parks. In 2018, China opened one of the first VR theme parks in the world. It’s called VR Star Theme Park and is located in the Guizhou province. The park hosts over 40 VR-focused rides, from stand-alone attractions to more traditional theme park rides with a VR overlay. The price tag to build the park was over $1.5 billion.
A VR theme park in Dubai is the world’s largest and provides a multitude of interactive VR experiences. The park has teamed with American television and film companies to provide visitors with branded VR attractions, such as The Walking Dead Outbreak and the John Wick Chronicles.
Until VR technology becomes cheaper, there will be a limit to the number of VR theme parks that can be successful in the United States and Europe. As the price of VR technology decreases, VR theme parks should become more prevalent in the industry. VR theme parks are challenged with technological efficiency, hygiene, and addressing the issue of motion sickness related to the VR experience. As VR technology and VR attractions are evolving these issues will surely be addressed.
The Walt Disney Co.’s Disney Accelerator, a mentorship program for organizations that exhibit cutting-edge technology, has been supporting companies like THE VOID to push the boundaries of VR technology. In 2017, Disney teamed up with THE VOID to develop a Star Wars attraction, The Secrets of the Empire, with locations in California and Florida. The attractions create a VR experience that utilizes physical sets to provide a unique experience for visitors. The evolution of VR technology and attractions is providing an atmosphere for tourists that is as exhilarating as traditional theme parks.
To provide visitors with a unique experience, theme park operators are investing in more VR technology. In fact, the lifestyle team of the website, The Week, attended the International Association of Amusement Parks and Attractions (IAAPA) Expo in Orlando. The purpose was to conduct a study on the implementation of VR technology on existing roller coasters. The team analyzed 23 roller coaster manufacturers in Europe and concluded that eight of those manufacturers had implemented VR technology into at least one of their operating roller coasters. Based on their study, it appears that VR technology is already an important and growing factor in the future development of theme parks.
Though the development of VR theme parks is still in its infancy, the success of China’s VR Star Theme Park and Dubai’s VR Park proves that the technology represents the future of the theme park industry. Investors are clamoring at the chance to invest in VR theme parks. The private Chinese investment firm, Shanda Group, invested $350 million for the development of VR Star Theme Park.
According to the customer engagement technology company, Omnico, 89 percent of theme park visitors who were studied stated they would favor VR attractions to get more out of their theme park experience. Chinese visitors were the most excited about the integration of VR technology, with 98 percent saying they would prefer integration. According to the study, 42 percent of American visitors wanted to see VR technology implemented into rides.
The theme park industry originally saw VR technology as a cost-effective means to revitalize existing attractions. In 2015, companies such as Six Flags began using VR technology as an overlay to their existing steel roller coasters. It soon became apparent, however, that there were many complications with implementing VR technology on the rides.
Because of the amount of time it took to outfit riders with VR headsets, wait times and lines began to increase. There were also issues with the visuals in the headsets not syncing with the physical experience of the ride, which caused many riders to suffer from motion sickness. Moreover, companies had to train employees how to set up the VR systems and ensure that all headsets were clean. This proved not to be cost-effective, so new systems had to be put into place.
Busch Gardens in Williamsburg, Virginia, set out to solve these problems by developing a two-part headset for the ride Battle for Eire. The park hired Falcon’s Creative Group to
develop this new technology, which allowed guests to be fitted with a headpiece while waiting in line.
As guests entered the theater, they could easily clip on the VR display to their headsets. This decreased wait times and provided a more sanitary environment, which meant employees spent much less time cleaning the gear. Falcon’s Creative Group and Busch Gardens used innovative thinking to create an attraction that was built around VR.
According to TEA/AECOM Global Attractions Attendance Report, 2018 saw more than 252 million people visit the top 25 theme parks in the world. To sustain these numbers, it is critical that these and other theme-park companies continue to develop innovative attractions — specifically those that leverage advanced VR technology.
Many industry professionals believe VR technology is the future of entertainment for visitors seeking thrills. VR theme parks and amusement parks are not the only sectors that are integrating the technology, however. VR is currently being used by travel agencies, shopping malls and clothing retailers to provide visitors and tourists with exciting attractions. The clothing retailer, Topshop, integrated a VR experience called SPLASH! at its flagship store in London. Riders are given an Oculus Rift VR headset that simulates a waterslide adventure through London’s Oxford Street.
VR technology has expanded opportunities in the hospitality field for those who are looking for leadership roles in the industry. The development of new VR theme parks will require staff that is technically trained to provide visitors with the best VR experience. This growing need for hospitality management professionals is also seen at theme parks that are working to integrate VR technology into existing attractions. As tourism increases to VR theme parks, it stands to reason that organizations will need to hire more hospitality management professionals.
Professionals who are interested in learning how VR theme parks will shape the future of the hospitality industry may choose to pursue a degree in hospitality management from the University of Central Florida. Students pursuing the degree can elect to pursue the Theme Park and Attraction Management Track that provides a specialized curriculum — Product Development in Theme Parks and Attractions, Risk Management in Theme Parks and Attractions, and Operational Issues in the Theme Park and Attraction Industry—giving students the opportunity to complete educational projects at one of the major theme parks in the area.
For UCF students that are not Hospitality Management majors, UCF’s Rosen College of Hospitality Management offers those interested in the field the opportunity to pursue the Theme Park and Attractions Management Certificate, which offers a similar curriculum to the Theme Park and Attractions Management track.
The university is near some of the world’s most popular theme parks, including Walt Disney World, Universal Studios Orlando and Sea World. According to CNN Travel, Florida is home to 6 of the top 25 world’s most visited theme parks, which makes it an ideal location for pursuing a career in amusement hospitality. Acquiring a degree in hospitality is an excellent way for students to gain the knowledge and skills to assume leadership positions in the amusement-hospitality sector. Discover how the University of Central Florida’s online hospitality degree programs prepare students to excel through a robust curriculum that covers different aspects of the industry.
The New Revolution (formerly known as Revolution, Great American Revolution and La Revolución) is a steel roller coaster located at Six Flags Magic Mountain in Valencia, California. Manufactured by Anton Schwarzkopf and designed by Werner Stengel, the roller coaster opened to the public on May 8, 1976. The New Revolution is the world's first modern roller coaster to feature a vertical loop and has been recognized for that accomplishment by American Coaster Enthusiasts (ACE), who awarded the roller coaster its Coaster Landmark status.[1] However, there were earlier examples of roller coasters with a full vertical loop, such as the steel roller coaster called "Looping the Loop" in Parque Japonés in Buenos Aires, which operated from 1911 to 1930.[2]
The coaster was named after the American Revolution in celebration of the country's Bicentennial. Unlike many of the previous looping roller coasters in the 19th and early-20th centuries which attempted circular loops, Revolution's success was dependent on a clothoid-shaped vertical loop – a first in the industry.
In 2016, the coaster received a makeover for its 40th anniversary that included new trains with lap bars and an optional virtual reality experience for riders.[3] The New Revolution soft-launched to season pass holders on March 26, 2016, and opened to the general public on April 21, 2016.[4]
History
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Great American Revolution
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Revolution loop, January 2011In the mid-1970s, Magic Mountain enlisted ride manufacturer Anton Schwarzkopf and legendary designer Werner Stengel to design and build the first looping roller coaster in modern times. The last known existence of one was Loop the Loop at Coney Island during the early 1900s. Prior to Great American Revolution's opening, a week of testing was needed to properly calibrate the tightness of the wheels, in order to get the train to complete one full circuit. At the ride's opening, staff operating the ride were outfitted with Continental Army-style uniforms to match the time period of the American Revolution, which the country was celebrating for its Bicentennial.[5]
La Revolución, Revolution
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In 1979 following the purchase of the park by Six Flags, the ride's name was changed to La Revolución in honor of the Mexican Revolution. In 1988, the ride's name was changed once more to simply Revolution. In 1992, over-the-shoulder restraints were added to the trains, alongside the existing lapbars, to prevent guests from standing up. The addition was heavily criticized, as it led to a rough ride and numerous complaints of discomfort and headbanging.
In June 2002, a Coaster Landmark plaque awarded by American Coaster Enthusiasts (ACE) was placed near the line queue in front of the ride. The award was presented in recognition of its accomplishment as the world's first modern vertical-looping roller coaster. In 2005, parts of Revolution had to be dismantled to make way for the park's new Tatsu roller coaster that was being constructed. Revolution reopened with Tatsu on the new coaster's media day on May 11, 2006.
The New Revolution
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Revolution was refurbished for the 2016 season in celebration of the roller coaster's 40th anniversary.[6] The ride received new red and white trains, with each train's lead car featuring a silver eagle ornament mounted on the front, and the track was painted white and blue. The new trains were also fitted with lap and calf bar restraints, replacing the unpopular over-the-shoulder design, which Six Flags claimed would provide additional airtime and a more comfortable ride experience.[7][8] The ride reopened as The New Revolution.
New seats on the New RevolutionThe New Revolution was among several rides at various parks that received an on-ride virtual reality (VR) feature.[9] Riders were given the option to wear Samsung Gear VR headsets, powered by Oculus, to experience a 3D virtual world themed to a fighter jet, where riders flew through a futuristic city as co-pilots battling alien invaders. The feature debuted with the coaster when it emerged from refurbishment and reopened to season pass holders on March 26, 2016.[10][11][12] It reopened to the general public on April 21, 2016.[4]
On February 8, 2017, Six Flags announced that The New Revolution would offer a new VR experience known as The New Revolution Galactic Attack. It was billed as the world's first mixed Virtual Reality Experience powered by Oculus VR. The experience was centered around an alien invasion in space. As riders crest the lift hill, the setting changed into an intergalactic battle seen from the cockpit of a fighter spaceship. It became available to the public on February 25.[13]
Beginning on November 18, 2017, Six Flags debuted a new VR experience to match the "Holiday in the Park" theme. Dubbed "Santa's Wild Sleigh Ride," it placed riders in Santa's sleigh as he delivered presents to a snowy town.[14]
The VR option was extremely popular, causing 2-3 hour lines. The headsets would overheat and make the lines even longer. Therefore, the headsets were moved to Lex Luthor: Drop of Doom in 2018.[15] With the VR feature removed, the ride now operates in "Classic Revolution" mode.
In November 2018, The New Revolution was renamed Red Sox Revolution temporarily after the park lost a World Series bet to Six Flags New England.[16]
Incidents
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Vertical Loop at nightOn May 31, 1996, a park employee was hit and killed instantly while attempting to cross the tracks in the boarding station as a train was returning. The investigation determined she slipped and fell into a 4-foot (1.2 m) pit below, crossing from the side where passengers exit over to the opposite side.[17]
On June 12, 2015, a 10-year-old girl riding the roller coaster was found breathing but unconscious after returning to the station. She was rushed to a nearby hospital and died the following day. According to the local coroner's office, she died of natural causes unrelated to the ride. An autopsy wasn't performed to determine the exact cause, at the request of the girl's family.[18][19]
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