New 'Maximum Impact' Theme Park Consulting Collaboration blasts onto the scene
A new full project cycle consultancy specialising in theme parks, attractions, tourism, leisure and hospitality launched this week bringing together some of the industry's leading talents.
Mark Shaw, former CEO of multiple award-winning Perth based theme park Adventure World and a former Merlin Entertainment's Senior Manager is teaming up with award winning Creative, Digital and Marketing duo Mark Newell & Paula Mantle "Biscuit" as well as attractions designer Luke Fazio, the talent behind Funfields' recent ride Voodoo and collaborator with Gold Coast park Aussie World. This new team brings together over 60 years of combined experience and more than $78 million in attraction development experience.
Victoria based Funfields Director John Verga said of the launch: "We love the work that Biscuit do and we know of Mark's experience and achievements and of course we have already worked with Luke so the collaboration makes perfect sense."
Director Mark Shaw said of the collaboration "the great thing about working with these guys is that clients will be able to customise their own requirements, selecting from a range of services including master planning, new attraction developments, immersive theming and 2D & 3D visualisations as well as events, branding, advertising, marketing, social media, PR, strategy, retail, food and beverage and customer service/experience excellence. It is unique to find an agency that have the capacity to advise, guide and project manage what we like to call "maximum impact" (MI) attractions development and delivery, with the ability to link that creative narrative behind the attraction from design and project delivery right through to communications via social media, digital and traditional advertising methods to drive optimal attendance growth and ROI".
Biscuit Creative Director Paula Mantle says "we're immensely excited to be working with an industry heavy weight like Mark Shaw. Mark is a rare gem with his innovative, strategic, creative and truly customer centric approach combined with hands on commercial experience spanning across 3 decades and 3 continents and his results in the transformation of Adventure World speak for themselves. Working together we offer an extensive range of services and knowledge from feasibility study to concept to end-user experiences, something no one else is offering right now and being a lean operating team, we are nimble, flexible, competitively priced and ready to push the boundaries in the industry."
Shaw, went on to say "The important thing about Biscuit as an agency is that these guys are thoroughbred marketing professionals whose previous agency experience has seen them work on huge corporate brands such as Europcar, Mitsubishi Motors, University of Melbourne, Macquarie Bank, Dodo and Xerox to name a few. Their passion for the Theme Park and attractions industry is such that they have chosen to specialise in this area for the past 14 years, transforming the brands of Adventure Park, Funfields and Fairy Park to name a few. That makes all the difference to me because they not only have a genuine passion for the industry but also understand the triggers and levers to pull for optimal results for Parks, where other marketing agencies often make assumptions based on FMCG principals and guess work."