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Magic Memories Creates Photography Experiences at San Francisco Dungeon and Madame Tussauds San Francisco


Magic Memories has developed new photography experiences for Merlin Entertainment’s The San Francisco Dungeon and Madame Tussauds San Francisco.

The New Zealand based photographic solutions company has created photography experiences for the attractions that are integrated into guest journey.

Magic Memories aim to capture the guest journey with not just photos, but a ‘narrative of their experience’, ideally incorporated into the attraction design at an early stage.  This approach has proved to be very successful at Merlin’s San Francisco Dungeon and Madame Tussauds San Francisco.

Magic Memories COO Steve Taitoko says, “We’ve been an industry innovator for 20 years and our products at the latest Merlin Entertainments attractions are testament to the success of our all-encompassing approach. We’re always aiming to put smiles on the faces of guests and our business partners, and we’ve achieved both in these projects.”

At The San Francisco Dungeon, the Smyle Family, a themed and scripted ‘drifting band of photography peddlers’, welcome guests and are also the last people they see prior to exiting the retail store also operated by Magic Memories.

Taitoko explains that “by bookending the tour with the Smyle family, we have seen very high levels of engagement in the photography experience, and photography spends that are significantly higher.”

At Madame Tussauds San Francisco the design challenge for Magic Memories was to create an experience that would reflect the technology capital of the world.  Guest ID technology allows photos to be taken throughout the guest’s journey, all tagged, collated and printed, with a personalized storybook available at the exit.  The response from guests has been very positive with ‘significantly higher photography spends’.

Merlin Entertainments local General Manager Adrea Gibbs says, “Magic Memories have ensured the photo and storytelling part of our attraction has been designed as an experience in itself, this is a logical extension of the guest journey, and complementary to our experience on the whole. We are pleased with the financial performance, the creative process, and cooperative partnership that we have with Magic Memories.”

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