The discovery of the water park means it has one inevitable natural feature – that is as a water-based entertainment project, it has a focus on experience with a shortage of being homogenous.
Although the facility can vary and differentiate itself from the size, volume, material and colour, homogeneity is still unavoidable as ultimately it is just the interaction between the customers and those icy, no emotions amusements.
To tackle such an issue, having a theme to package and showcase your water park is an excellent way to reduce the impact of homogeneity and increase individuality. Through emotional immersion, we can assist visitors to obtain a rich, continuous and rhythmical experience better. We will discuss more in the following paragraphs.
Expressive and lifelike immersion
From the second visitors enter the gate of the water park, they should feel that they have entered a different world. In this dimension, every facility and activity are showcased via platforms, games, live-action, and so on, which gives liveliness, dimensionality and a sense of periodic. They are no longer interacting with those lifeless water slides and trumpets, and everything feels more communicable like walking through the Jurassic forest or a kingdom in a fairy tale.
High reducibility
The core of the experience is to construct a physical scene with real people and surrounding. Through these two factors can we develop an IP with focus and concentration. The elements we can use to create a good scene in the water park include construction, amusement facilities, performance, shopping and other commercial facilities and the ecosystem. From these essential points, you can then utilise a variety of colours, materials and special effects to build up a surreal thematic amusement experience.
Complete and exciting storyline
If you are using characters and a story as the base of the theme, the real timeline and space should not be placed as the priority. Instead, we should focus on designing an alternative reality that has its features with surprises and angle.
For example, Dalang created an IP surrounding the story about the adventure of a white whale in the Gansu Fangzhou Water Park. It talked about a small white whale trying to find its father who was lost during a storm when its father protected him. The theme then revolves around this setting and tells a complete story through all other amusement facilities.
Communicable and interactable characters
The characters in the story can be more lively with communication and interaction. The staff can cosplay as the characters and move around the park, where visitors can talk to them, then the staff provide clues about the storyline to increase a sense of immersion.
Conclusion
The competition of the water park amusement industry has been increasingly more stringent, which highlights the needs for a thematic packaging to differentiate your water park from others. A greatly designed water park has content, personality, emotional connection and temperature. Via these elements, customers can resonate with the water park, hence increases the level of consumer loyalty and attachment.
