Jora Vision, a leading design and production company, has shared its experience of working with Emerald Park in Ireland, to develop its theming strategy.
The company has extensive experience in helping amusement parks reposition their offer and develop into theme parks. This reputation led to the Dutch firm being appointed to consult for Emerald Park and support the most significant project in the park’s history.
A short while ago, an innocuous blue lorry travelled down the Irish M2 highway near Dublin. The lorry curtains concealed a cargo not commonly seen on Irish roads: gigantic ruby-coloured track sections for Ireland’s second rollercoaster (set to be the highest). The cargo was heading to Emerald Park, Ireland’s only theme park.
As recently as 2009, the park’s current location was little more than open fields. Despite the fact that the park has only been open for 12 years, it has undergone a dramatic evolution. One highlight is the wooden Cú Chulainn Coaster. This coaster, named after the legendary Irish warrior, is one of the earliest examples of the park genuinely embracing its Irish roots.
Raising the bar
Now, a new themed area with innovative rides aims to push the park to the next level. The focal point is a pair of interweaving steel rollercoasters that twist and spin over one other, resembling a Celtic knot. The rides were engineered and designed by the Dutch manufacturing company Vekoma. In addition, a Zierer waveswinger ride will spin visitors around the new themed area, while offering unrivalled views of the park’s landscape.
Charles Coyle, Emerald Park general manager, says: “Rides of course are key to any area, but the theming is just as important for us now. People have been to other parks around the world, they want more than just rides, so we are setting the bar higher for ourselves.”
The park recognised that they would need to work with a design consultant to develop the theming and storytelling approach. As a result, they contacted another Dutch firm, Jora Vision.
Jora Vision is known for developing rides and environments which are story-driven and themed, informed by over 30 years of experience. With an in-house design and production team, the firm excels at converting existing amusement parks to theme parks. This can be seen in the ongoing refurbishment of the Finnish Särkänniemi and the Polish Energylandia.
Jan Maarten de Raad, CEO of Jora Vision, explains: “We see more and more parks evolving from amusement park to theme park. In this evolution, most parks start out decorating and theming a few rides. This superior appearance is then praised, and parks start taking the next step: story-driven lands and custom-designed experiences such as dark rides. That is where we come in.”
Value of theming
Emerald Park asked for suggestions on how to significantly improve the themed area, and how they could evoke Irish history through storytelling on the two coasters.
Jora Vision’s ‘theme park professor’, researcher Pieter Cornelis, has found that the return on investment of a themed attraction is significantly greater than that of vanilla rides. This is because theming encourages dwell time for visitors. Those riding the coasters are likely to spend longer in the themed area, and visitors who choose not to ride can also enjoy an engaging experience. By encouraging dwell time, spending increases.
Immersive experiences help to build resonance for visitors. Attractions which are highly engaging and offer an escape are valued more highly, and themes which create a feeling of connection are more memorable. In addition, visitors are more likely to purchase branded merchandise if they feel a connection to the theme.
Guests have high expectations of a visit. Even in markets with few immersive theme park experiences (such as Ireland), guests are knowledgeable about spectacular attractions across the world. This makes people desire to have such an experience and demand a greater level of quality in their own market.
Themed areas were traditionally only available at the largest parks. Today, a themed area does not have to be as elaborate as Universal’s Diagon Alley or Disney’s Galaxy’s Edge.
Strategic theming can pull together disparate elements in theming layers. An existing area can be significantly improved by applying a theme to numerous (existing) rides, F&B, and retail. The same is true for new areas in a park. Areas such as Aqualantis in Energylandia or Pouta Land in Särkänniemi are strong examples which show that businesses such as Jora Vision can design immersive worlds for any park.
Irish folklore
The Jora Vision approach always begins with the story. Emerald Park had already chosen its story and wanted to theme the attraction around the mythical, fairytale setting of Tír na nÓg. This island paradise is a part of the Celtic Otherworld and offers visitors eternal youth and happiness.
Jora Vision’s storytellers used this as a starting point from which to explore Irish folklore, and unearth tales that were perfectly suited to the region. It takes skill to tell a story to adrenaline-filled coaster riders. Jora Vision approaches this challenge by considering every detail. Everything is informed by the theme stories, from designing the structures to constructing the landscape, planning the visitor flow, and creating pre-shows.
Robin van der Want, project development director at Jora Vision, says: “We are honoured to be involved from the start of this project. It’s inspiring to work with people that have so much love for their park, and with the myths that are rooted in the very same ground where the area is to arise.”
More detailed plans for Tír na nÓg were recently revealed. A birds-eye illustration by Jora Vision shows the rollercoasters situated within their verdant landscape. This was accompanied by a scale model by M.A.D Models, a division of Scruffy Dog Creative Group, which provides a sense of the park layout.
The final designs and the coaster names are yet to be announced, as anticipation grows for the opening in spring 2024.
Jora Vision also delivered the first new themed zone for Finland’s Särkänniemi theme park in June. This is the first step in the long-term realisation of the park’s new masterplan. The themed land, named Kärsänniemi, is home to park mascot Pouta Possu (Pouta Pig). The new Piggy Town area builds on the success of Pouta’s little piggy train ride, a beloved feature of the park.
