Sim Leisure Group, a Malaysian-owned theme park and leisure company, has announced an innovative new ticketing system using facial recognition technology, as well as an evolution of the Escape brand.
During a media event to celebrate CEO Sim Choo Kheng’s place as a blooloop 50 theme park influencer, the group shared updates on its new Escape sites in Ipoh and Cameron Highlands. The company also teased a new brand concept – ‘Escape Beaches of the World’ and the potential for expansion in Klang Valley.
Theme park influencer
Under Sim’s leadership, Sim Leisure Group has designed, fabricated and constructed more than 300 themed entertainment projects across the world.
The blooloop 50 theme park influencer list highlights 50 people whose leadership, innovation and creativity are driving the attractions business forwards.
It celebrates the people who have created groundbreaking initiatives, technologies, designs and projects that are resulting in the theme parks of tomorrow.
“I am truly humbled to be recognised among the upper echelon of industry titans,” said Sim.
“This, in part, is a testament to Sim Leisure Group as a whole. While others conform, we dare to be different, challenging conventions and pushing the boundaries of creativity. We’re about making the impossible possible.
“Today, I am proud to say we are one of the country’s leading attractions, changing the face of conventional theme parks, while playing a vital role in promoting tourism.”
Sim, who boasts more than 30 years’ experience in the attractions industry, is the first and only Malaysian to be named a blooloop 50 influencer.
The award was presented by blooloop’s MD, Charles Read. He said: “The blooloop 50 theme park influencer list was established as a way for our industry to recognise the energy, enthusiasm, creativity and passion of its leaders, as well as serve as inspiration for others across the industry.
“Our influencers are making waves in all corners of the industry. Sim is an inspirational leader who continues to be a force for good with his drive and innovation.”
Alongside the presentation ceremony, Sim Leisure Group organised and held a forum to discuss Malaysia’s bid to become Southeast Asia’s theme park capital.
As well as Sim and Read, the forum was attended by Darrel Metzger, the former chairman and current member of the board of directors of the International Association of Amusement Parks and Attractions (IAAPA), Steve Peet, the director at Peet Leisure, and Philip Whittaker, the CEO of Sim Leisure Group.
Escape expands
Sim Leisure Group’s Escape brand includes Escape Penang, home to climbing zones, zip lines, obstacle courses and waterslides in a natural setting. The group also owns and operates Escape Challenge in Petaling Jaya.
“We are looking at a few other projects, which we have overseas,” Sim told blooloop earlier this year. “There is one project that we are very confident that we should be doing soon in Hanoi.
“We have two further projects ongoing in Malaysia. One is in Cameron Highlands, and the other one is in a town called Ipoh, where we have begun construction.”
At the media event, the company revealed more about the new Escape sites in Ipoh and Cameron Highlands, and said it is in talks about a potential project in Klang Valley.
The parks in Cameron Highlands and Ipoh are currently under development. The former will be the largest Escape park in Malaysia. The $3.6m first phase for Escape Cameron Highlands includes an artificial ski slope. The attraction in Ipoh will feature corporate entertainment and team building facilities.
“We were never one for resting on our laurels, and we never will. We will continue to evolve and grow with the times, delivering new experiences for our visitors every time they set foot through our doors,” said Sim.
Revolutionary online ticketing technology
To place Malaysia on the theme park map, Sim Leisure has developed its own proprietary technology and implemented it at all of its attractions to provide a seamless visitor experience.
The game-changing online ticketing technology simplifies the whole ticketing experience, providing a straightforward and user-friendly approach. This is great for customers and provides vastly improved efficiency and effectiveness for operators.
It will also usher in a new era for how theme parks and attractions manage their customer experience and take advantage of changing trends while transforming the whole end-to-end process for operators.
The group is now looking to expand this technology internationally to serve the global industry.
“At Sim Leisure Group, we are ahead of the times in offering a harmonious experience through the implementation of Cool Melon – a 100 percent online ticketing system,” Whittaker said.
“Customers simply need to purchase their tickets online. After which, they will upload a selfie that will allow them entry into the park through leveraging innovative facial recognition technology.
“This eliminates the need for printing e-tickets, tagging bracelets and better yet, queues to get in. It’s easy, efficient and makes the experience that much more enjoyable. It is essentially a selfie with a purpose.”
Images: Sim Leisure Group
