Universal Re-Themes…Itself?!
Here’s a story that often comes up at theme parks.
A corporation starts a theme park, but various attractions grow stale over time. So, management tears down the existing thing and builds from scratch.
Photo: Orlando Sentinel
No, I’m not talking about the upcoming Minions Land at Universal Orlando Resort.
Universal Studios has just re-themed…itself. What does that even mean? Allow me to explain.
The Big Announcement
Photo: Universal Orlando Creative
This change will sound silly, and I realize that. But what it signifies supersedes the ridiculous nature of the change.
Universal Parks & Resorts just changed its name to something better befitting the company’s long-term plans.
Image: Universal
From now on, you can call the theme park division by its new identity, Universal Destinations & Experiences.
I’ll wait for you to stop giggling before I explain why this matters. You good? Okay, great.
Image: Universal
Universal currently runs what it would humbly describe as a theme park empire. While that sounds impressive, Disney fans sneer and say, “that’s cute.”
That statement is accurate in that Disney theme parks host roughly 100 million more annual guests than Universal manages.
Photo: Hong Kong Disneyland
Depending on how you keep score, Universal claims somewhere between the second and fourth-most tourists in the theme park oligopoly.
By any reasonable measure, Universal performs extremely well. In fact, its profits arguably surpass virtually any other division of the Comcast empire save for the obvious one.
(Jeff Fusco/Comcast via AP Images)
So, Universal is a lot like the Gronkowski brothers who aren’t Rob. They all played football at the collegiate and professional level, which is amazing.
If you compare them to anyone other than their future Hall of Famer brother, they’re fantastic. They’re nowhere near Rob’s level, though.
Photo: Universal
That’s how Universal feels with Disney in its backyard in Orlando, Florida, and Southern California.
Still, the staggering financial success of Universal has paid recent dividends as Comcast executives have signed off on multiple expansions.
Photo: NBC
Universal Studios will add a mini-park (but never call it that) in Frisco, Texas.
Then, in Las Vegas, Nevada, Universal will introduce a Halloween Horror experience at Area15. And one word from that previous sentence matters more.
Photo: USA Today
Universal cannot compete to become the most trafficked theme park company in the world anytime. But…
Welcome to Universal Experiences…
Photo: Universal Blog
We have a new mantra at Universal Studios, and it’s frankly one we should have seen coming.
Late in 2022, several high-profile Executive Vice-Presidents in the theme park division suddenly accepted early retirement.
Photo: Bloody-disgusting.com
Why would Universal do that with Super Nintendo World and Epic Universe in the offing? The answer involves a philosophical change behind the scenes.
From now on, Universal intends to lean into what it does best. Conveniently, that’s also what customers appear to want the most.
Photo: Facebook/Universal Monsters Universe
Universal has created an almost incomprehensible level of buzz and brand awareness for Halloween Horror Nights (HHN).
This after-hours event utilizes “Scareactors” to tell new stories every few minutes. Universal assigns its employees tasks.
Photo: Universal Orlando
Then, the de facto improv actors put on a show intended to give park guests a cheap thrill.
The danger is never real, yet HHN fans gleefully recount their favorite memories, when Scareactors terrified them with memorable actions.
Photo: Universal
That’s the fascinating part of the next generation of theme park – err, destinations tourists. It’s an experiential group, a social group, and a sharing group.
Gen Z represents the first true internet generation, and so the people in this age group think more collectively.
Image: Universal
When you examine what’s involved at Super Nintendo World, you recognize that this is Universal’s future.
Guests use Power-Up Bands to compete in events, some of which are solo, while others are group projects.
Photo: Universal Studios Japan
Here’s WWE superstar Xavier Woods showing that even professional athletes struggle with some of them:
If you glance at the rest of the video, you can’t help but notice how small Super Nintendo World is.
Photo: gameintime.com
Universal officials recognized that they didn’t need to create something massive. An insular area feels more intimate and realistic.
In short, Universal learned from The Wizarding World of Harry Potter.
The Next Generation of Universal
Photo: Universal
What I mean by this is that Universal somewhat overdeveloped The Wizarding World. It uses more space than is needed.
You may not believe that, but the size of Super Nintendo World and the upcoming Minions-themed land at Universal Studios Florida underscore the point.
Photo:UO
Similarly, the announced park in Frisco won’t even approach the size of the American parks already in existence.
Meanwhile, Universal is effectively licensing its Halloween Horror Nights brand to Area15 for that experience.
Photo: UNIVERSAL BLOG
While Epic Universe will cover 750 acres of space, it’s the exception to the rule.
Also, importantly, many of the people who planned that park are no longer with the company.
Image: Universal
Universal may have phased out its old guard of theme park designers because they were entrenched in the past.
Younger theme park strategists recognize the essential need for experiential attractions at the theme parks.
Photo: Universal
I mean, Universal Studios Hollywood only intends to operate one ride at Super Nintendo World! That would have been unimaginable a few years ago!
Instead, Universal’s new mantra, one it has put right there in the name, is to build new destinations brimming with experiences.
Photo: Paste Magazine
Most of them will utilize existing Universal Studios intellectual properties like Minions, Shrek, and How to Train Your Dragon.
What Universal won’t bother doing is competing with Disney to have the most attractions and amenities…except for Epic Universe.
Photo:howtotrainyourdragon.fandom.com
That one park will stand out from everything else that Universal has planned for its next wave of attractions.
In short, Universal just altered its blueprint to go smaller and smarter.
Photo:instagram/universalorlando
From now on, the magic word is experiential! And you better get used to it!
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