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Imagine Leisure presents new opportunity in Lelystad

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Imagine Leisure Lelystad City

The municipality is designing a new hub for tourism and leisure within the city

Imagine Leisure, a leading leisure consultant and developer, has outlined the potential of a prime attraction and entertainment development site in the Netherlands.

As one of the newest municipalities in the Netherlands with less than five decades of existence, Lelystad has ambitions to become a top tourism destination in Western Europe, partnering with Imagine Leisure to bring its ambition to fruition.

As a result, the firm has created a Destination Development Plan that outlines which leisure offerings would be a strong addition to current facilities in the region, in line with Lelystad’s latest strategy. The plan has been “enthusiastically received” by the municipality, being approved by the board and city council, with the implementation and realisation stages now commencing.

“The municipality of Lelystad is ambitious and wants to considerably strengthen its appeal for visitors,” says a representative for Imagine Leisure. “For this, a large part of the Bataviakwartier will be overhauled and the area will be considerably expanded. [There is] an ideal opportunity to immediately focus on making this area attractive as a destination for visitors.”  

Lelystad is best known for Batavia Stad Fashion Outlet, a prime retail destination for the country. The city already hosts a variety of attractions including bowling alleys, a theatre, cinema, Aviodrome attraction, a go-kart track and an indoor trampoline park. One of Lelystad’s top cultural sites, the Batavialand Museum, focuses on Flevoland‘s history of land reclamation.

Planning for growth

To provide an educated insight into how to best meet the ambitions of the city, Imagine Leisure was asked to develop a Destination Development Plan which primarily analyses the existing offer within Lelystad. Working with the principles, objectives and framework set by the municipality, Imagine Leisure has analysed the type of leisure activities or attractions which would be the best fit for the area.

The result is a solid, quantified synopsis of concepts that match the city’s ambitions of the city and that are most feasible. The project’s next steps include the preparation of a bid book and a shortlist or longlist of relevant organisations to approach.

With the initial planning stage completed, intensive work will soon commence on the actualisation of plans with a market survey. Imagine Leisure plans to examine the requirements and collaborative opportunities which can be achieved through suitable market parties.

Last year, Imagine Leisure was a session moderator at the debut of LeisureUp by Mapic, discussing leisure innovation with leading manufacturers from the amusement park and attraction sector.

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Adam Whittaker

Adam studied Marketing and Advertising Management at Leeds Beckett University. Originally from Lancashire and now based in Norfolk, UK, you can usually find him appreciating art deco design or on a roller coaster.

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