The partnership is part of a major push to develop themed entertainment centres in North America, Western Europe, and the Asia-Pacific region.
Parques Reunidos and Discovery Communications are planning around ten indoor entertainment centres. Each will include a combination of deeply interactive entertainment facilities, state-of-the-art rides, a dining area, and a retail store.
The centres will each span approximately 5,000 square meters. They will be themed around topics such as Nature, Space, The Oceans, and Adventure. Visitors will be able to interact with their favourite Discovery brands, taking them beyond the TV screen.
Discovery Communications brings a wide portfolio to the project. Its premium nonfiction, lifestyle, sports and kids content brands include Discovery Channel, TLC, Investigation Discovery, Animal Planet, Science and Turbo/Velocity. It also possesses OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport, the leading provider of locally targeted premium sports and home of the Olympic Games across Europe.
Discovery is available in more than 220 countries and territories. Its programming reaches 3 billion cumulative viewers, who consume 54 billion hours of Discovery content each year. So the potential customer base for the centres is vast.
“This partnership with Discovery Communications represents a unique opportunity to create innovative family-friendly, educational experiences,” says Fernando Eiroa, CEO of Parques Reunidos. “Discovery’s mission to entertain and enlighten people about the world around them makes the perfect match with Parques Reunidos as we deliver engaging entertainment experiences for all.”
Parques Reunidos is one of the world’s leading leisure park operators. It owns 61 theme parks, animal and aquatic parks and family entertainment centres worldwide. The company is well-known for developing attractions in shopping malls and downtown landmark buildings with a strategy to grow through international expansion and retailtaiment.
It is currently working with other partners, alongside Discovery. Four projects in Spain and Portugal have been agreed: Centro Comercial Thader in Murcia; Dolce Vita Tejo in Lisbon and two projects in Centro Comercial Xanadú in Madrid. A further project, Intu Lakeside, is planned for London with Lionsgate Entertainment City scheduled for New York. These six projects are set to open in the next two years.