Master
Planning & Schematic Design
For
new tourist attractions, Leisure Business Advisors LLC (LBA) begins by
conducting the feasibility study. This study is typically the first
step of the development process, and is generally required by investors
and financing institutions. It evaluates potential market support,
determines potential financial performance, and establishes the maximum
warranted development cost. It is critical that designs are in line
with market needs and justified investment.
The
feasibility study also provides initial physical planning parameters,
such as total land size needed and building space required. It also
recommends the attraction mix and major components.
LBA
does not have an exclusive business relationship with a single design
firm, and welcomes opportunities for future cooperation. For example,
we are currently working with Vertex Productions on a theme park
project in China.
We
can also expand our feasibility study effort and add conceptual design
and master planning services. These could include images of the new
leisure
attraction seen through the eyes of a typical visitor, which would help
define the project's "look and feel" in financing and promotional
presentations. This effort would also begin the detailed planning
process needed to move the project towards completion. This expanded
planning effort can be chosen at the start of the consulting
assignment, or added after the standard feasibility study has been
completed.
We
can provide this service in cooperation with Montchai Design. Tom
Montchai is an experienced leisure attraction designer and is a member
of the American Institute of Architects (AIA). Examples of his past
work are shown on this page.
Although
the actual design process differs from one project to another, the
following paragraphs outline a typical approach for a new theme park or
amusement park.
Concept Development in the
Feasibility Study
The
development process generally begins with a site visit and initial
meeting to discuss the client's vision for the new leisure attraction.
Conceptually, the design effort begins with a blank page. The greatest
opportunity occurs when unique aspects of the project can be
effectively integrated with the proven experience of comparable
attractions elsewhere and potential market support for this particular
location. The resulting plan is generally the strongest tool in
financing and operational efforts.
Design Charrette
As
the feasibility study nears completion, the physical and financial
framework is in place for conceptual design. The transition often
occurs in a "design charrette" that brings together the client group
with designers and other creative team members. The study's findings
are discussed, and ideas presented by all involved.
Specific
goals for this brainstorming session differ, depending on the type of
leisure attraction being developed. For a new theme park or amusement
park, this effort can begin with selecting a general overall theme and
specific themes for individual areas. The most popular themes typically
involve adventure or fantasy.
From
the start, it is important to keep the potential guest experience in
mind. Ultimate success depends on the new leisure attraction meeting
visitor expectations and desires.
Land Use Plan
At
the design charrette, the master planning process also begins. It often
starts with a "bubble diagram" that applies the feasibility study's
physical recommendations to the client's site. This initial land use
plan becomes more refined and detailed as it adapts to the particular
needs of the concept and site.
The
above example provided by Tom Montchai, is from a past amusement
park project with five themed areas, each of which would have a unique
identity that is reinforced by its architecture and landscaping. A
"theme park" typically has five to seven distinctively themed areas
under a broad overall theme.
The
functional layout of this particular example basically follows the
"loop" approach that is common with many recent theme parks. In this
layout, the themed areas surround a central lake that often serves as
the location for evening spectacles. Another common layout is
the "hub and spoke" approach that Disneyland first popularized. It has
a central visual icon (such as a castle) as its hub,
with themed areas fanning out from this centerpiece. Other
layouts are used, and none is clearly superior to the others.
Unique site characteristics influence the choice of the best functional
layout, as well as other design aspects.
After
establishing the themed areas, individual components are
distributed within each area. Major rides and shows are
typically placed at the edges in order to attract guests throughout the
park. This approach helps maximize overall holding capacity
and crowd flow. The main shops are generally placed near the
exit for convenience.
Based
on typical guest behavior and pedestrian planning standards, a visitor
circulation plan can also be prepared to ensure smooth movement
throughout the theme park. This enhances guest comfort and prevents
bottlenecks.
Illustrated Master Plan
Functional
needs are combined with visual theming in an illustrated master plan.
An example is shown below by Tom Montchai from his past design work for
a major new theme park in China. As shown, structures are often
color-coded by type in order to aid optimum distribution and placement.
Aerial Perspective
Although
functional aspects are critical for operational success, a new theme
park also needs to be visually appealing and understandable to
non-professional individuals involved with the project. An effective
way of showcasing a new theme park is with an aerial perspective, often
from a "bird's-eye" perspective. The aerial perspective below is for
the same theme park as the illustrated master plan above, but this
perspective gives a better sense of what the theme park would look like
as it more clearly comes to life in the eyes of viewers.
As
the overall design vision for the project takes form, more detailed
views of smaller parts of the project (such as an individual themed
area) can also be prepared. Below is an example of a close-up rendering
that Tom Montchai prepared for the Town Square entertainment complex in
Las Vegas. This image shows the locally acclaimed children's park area
that opened in 2007.
Concept Art
Our
visual perspective can shift to ground level, now that we have a
detailed overall perspective. The conceptual sketch, or vignette, below
is one of the many concept art images prepared by Tom Montchai for the
Town Square children's park area in Las Vegas shown in the close-up
rendering above. These artist conception images provide a view of the
new leisure attraction through the eyes of a typical visitor.
Assistance with Later Design
Efforts
This schematic
design effort lays the groundwork for the subsequent design
development and detailed design stages. The concept art images of
individual structures will later become the starting point
for scaled architectural drawings.
As
an architect for Forrec Ltd, Tom Montchai was part of the design team
for Universal Studios Florida and was the project
architect for its Fievel's Playland area. Below is one of his
facade sketches along with a photograph of the actual building on that
theme park's New York Street after construction.
More Details on the Feasibility
Study Process
These
design tasks are part of an expanded planning effort that begins with
the feasibility study. To learn more about the specific tasks involved
in that study, click
here.
Project Types
The
types of leisure projects that LBA serves include the following, listed
alphabetically:
Copyright
@2013 Leisure Business Advisors LLC and its licensors. Design images are provided courtesy of Montchai
Design.
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