Museums, amusement parks & themed attractions, entertainment, zoos and aquariums and even retail stores are learning, taking and adopting what works and what is effective. In the highly competitive business for visitors, each is slowly starting to resemble the other as they grow and evolve. Each industry has a role to play in the collective success, so we look at each.
Edutainment
Similar to “shoppertainment”, the combination of shopping and entertainment, “edutainment”, combines programmatic education found in traditional children’s and/or science museums with family entertainment centers. Two centers, Kid City in Mexico and Wanna Do in Florida, are benchmarks of this new idea. At the center of this type of establishment is the
role-playing concept. Children learn daily math and science by role-playing a wide variety of vocation types -- doctor, fire fighter, pilot, etc.
The Museum Industry
Modern museums (especially children’s) are places where exhibits immerse you and let you experience events. New exhibits create total environment re-creations, allowing visitors to travel to far-off destinations or back in time. “This new museum approach is more than just good ideas, it produces positive results,” says Joseph Wisne of the Center of Science and Industry (COSI) in Columbus, Ohio. COSI is at the forefront of creating science worlds and organizing science around themes. "The purpose of these exhibits is to take people to "real" places that involve all their senses, inspire them to see science as exciting and relevant, engage them in scientific processes, and to create a sense of wonder, which encourages visitors to stay longer and makes learning memorable."
The Entertainment Industry
The entertainment industry encompasses many entities: Amusement Parks, Themed Attractions, and Family Fun Centers (FEC). Amusement/themed attractions and FEC’s are adding content to their mix. Content in the form of educational programs, factual accuracy and a historical basis. An excellent example of this is the Universal Studios attraction "Jurassic Park". In addition to providing the water splash log ride, a visitor center exhibit is complete with dinosaur skeletons, dioramas depicting the habitats of prehistoric life, and interactive exhibits in which the kids can push, pull, climb and play as they explore and learn.
Zoos and Aquariums
Zoos and aquariums, which for a long time did not go beyond a factual presentation, have embraced qualities from the amusement side. Animals and facts are presented with a tremendous amount of attention to atmosphere and fun. An excellent example of this is the Shed Aquarium in Chicago. The aquarium articulates what the public wants and responds with "branded" solutions, encompassing the overall look and feel of the center including the graphic presentations, gift shops and merchandising.
Retail Industry
Retailers have acquired a new term to summarize this diversity trend- Shoppertainement. This term as described by Mills Development CEO Laurence Sigel describes the shopping center of today "as hubs for activities, recreation, shopping and entertainment for the entire family in a wonderful, larger-than-life environment." This design approach is meant to be "a diverting, engaging, pulsating, dynamic and vibrant shopping experience." The Mills Nashville project "Opry Land Mills" is an excellent example of this design for diversity approach.
