Elevating the Guest Experience
Guardians of the Galaxy: Cosmic Rewind at EPCOT.
In the fast-paced world of attractions, where technology constantly evolves and intellectual properties (IP) dazzle with their proven success, it's easy to get swept up in the rush to adopt the latest trends. Jeff Havlik and Al Cross, PGAV Vice Presidents, have seen the use of technology and intellectual property (IP)… and they have thoughts. Amidst the clamor for virtual reality (VR) goggles and blockbuster franchises lies a fundamental element of attraction design: the guest experience.
Is snatching up IP really the golden ticket to success? Havlik notes, “IP that is affordable and attainable can be fleeting. Strong IP this year might fall out of favor in the next five years. You have to ensure that the attraction is good without the IP to ensure long-term sustainability. The IP should be an overlay on a great attraction, not the only thing the attraction has to satisfy the guest.”
Cross agrees, “You can’t depend solely on IP. You need to create a great guest experience first. When Universal opened the Spider-Man ride, you could argue the Spider-Man franchise had become tired. But the ride was a great attraction. The Spider-Man franchise has now been revitalized, but the ride was great to begin with, and it’s still a great experience.”
Creating a satisfying guest experience hinges on our ability to grasp visitors’ desires and preferences. According to PGAV’s Voice of the Visitor 2024 survey, 36% of respondents want a relaxing environment, and 28% want social contact and to spend quality time with friends and family. Can guests truly unwind and connect with loved ones if they're constantly tethered to their phones or have a pair of goggles strapped to their heads?
While technology can enhance the experience, it should never detract from the human elements that make attractions memorable. Roller coasters, with their visceral thrills and tangible sensations, remind us that there's something to physical sensation that can’t always be replicated with technology.
That said, there are ways to harness technology to enhance an experience. Havlik says, “The overall experience should transport you but not make you feel it takes away from the parts of reality you want to experience. You want to feel the vibration of the ride, the wind on your face. You want to hear your friend scream when the coaster reverse launches unexpectedly.”
Attractions are about bringing people together and enjoying an experience. If technology separates the guest from that, it fails. For example, with augmented reality (AR) you can still have togetherness. The technology is an overlay that makes the base guest experience better, different, changeable, or more interactive. You have to start with a great story and a great base and utilize technology because it adds to the experience. You can’t just have a VR or AR attraction because that’s what’s hot right now.
Cross explains, “Some people have figured out how to use the technology to create a great experience. There are designers who know there’s a way to use technology and tweak it to create a new convergence. Guardians of the Galaxy: Cosmic Rewind transcends a typical coaster experience. The depth of the media is something other than what you’re expecting. That’s virtual but without goggles stuck on your head. We need to continue pursuing and thinking about it.”
Guardians of the Galaxy: Cosmic Rewind at EPCOT. Credit: wdwmagic.com
Havlik agrees, “Guardians took technology and used it in a new way. The ride’s Omni Coaster system allows the vehicle to rotate 360 degrees. The track still flows along a screen, but the ride car continually focuses the guest’s attention on the sweet spot of the screen as you pass by. The result is an incredibly immersive experience on a roller coaster. It harnesses technology and IP to create an experience that can be shared with others."
The magic of Guardians of the Galaxy: Cosmic Rewind is its ability to leverage technology and IP with incredible storytelling and emotional connection. Havlik says, “Technology should transport you but not make you feel like you’re separated. Cosmic Rewind transports you to another place where technology plays a huge role, but you never feel like you’ve been yanked out of reality. You’re still in the world with other people and can see and hear their reaction.”
PGAV’s Tyson and Dawn making lasting memories full of joy. Just look at their faces!
Technology and IP are valuable tools that can enhance attractions, but they should never overshadow the guest experience. Allow guests to share smiles and laughter with their loved ones and create memories that endure long after the thrill has faded.
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