Artificial Reality, Virtual Reality, Authentic Reality: Why Guests Want More Than Technology

When walking through a Harry Potter or Star Wars attraction at an amusement park, it may seem like an escape from reality. Park guests can immerse themselves in another world and leave anything going on in their real life behind.

However, even in a ‘galaxy far, far away,’ amusement parks are focused on authenticity and reality.

At IAAPA 2019, the largest industry event for the attractions industry, Universal Studios Orlando Creative Director George Walker spoke about what he calls ‘the Next Reality’. Augmented and virtual reality have opened up new frontiers for the industry, but those using these technological advances to make human connections will be best positioned for success.

“I always say technology for technology’s sake is not going to last very long. You have to have it be a tool in the toolbox that’s supporting the experience you’re trying to create,” Walker said.

Walker explained that authentic reality is the latest layer in storytelling, which makes a larger impression on park guests than generic experiences. He also mentioned that according to a study, 74 percent of Americans value experiences over products and services, meaning people are looking for a personal connection in the things they do.

“I think the true people that are going to succeed are going to be those that tap into those stories and then tell them in a really authentic way,” Walker said.

The status quo is changing, and attractions companies of all sizes can get in on the action by focusing on the authenticity of their offerings.

“You’re going to get left in the dust if you don’t start thinking about how to tell your story in a more authentic way that will get people more engaged,” Walker said.

Technology will continue to play an important role in transporting people otherworldly locations and experiences, but without an authentic connection or meaningful story it will only be so captivating.

For the latest news, videos, and podcasts in the Sports & Entertainment Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!
Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

innovations in healthcare
Innovations in Healthcare: A Discussion with Dr. Craig Joseph at HIMSS 2024
May 24, 2024

Innovations in healthcare were easy to spot at the recent HIMSS 2024 conference. Healthcare Rethink’s Brian Urban caught up with one of those innovators for a live discussion at HIMSS 2024. podcast, Their conversation opens a window and dialogue into the cutting-edge trends reshaping healthcare technology today. This episode features Dr. Craig Joseph, the…

Read More
Preventing burnout
Achieving Professional Growth and Preventing Burnout: The Importance of Time Management and Support Networks in a Fast-Paced World
May 23, 2024

In today’s fast-paced world, balancing professional growth with personal well-being is more crucial than ever. With the rise of remote work, digital transformation, and the constant hustle culture, finding this balance has become a significant challenge for many. A survey conducted by Deloitte suggests that a whopping 77% of professionals experience burnout at work….

Read More
Fan-Centric Business Transformation
Prop Room
May 23, 2024

In this episode of the Fans First series, Jesse Cole, the mastermind behind the Savannah Bananas, shares with us that in the vibrant world of marketing, creativity knows no bounds—a philosophy embodied by a prop room and studio teeming with eclectic costumes and outlandish ideas. This creative hub, seemingly disconnected from conventional themes like bananas,…

Read More
Ace Gardner and Jacob Lewis discuss NIL Deals and Transfer Portals
NIL Deals and Transfer Portals are Also Impacting College Staff and Their Roles
May 23, 2024

College sports is undergoing a significant transformation with the advent of Name, Image, and Likeness (NIL) rights and the increasing prevalence of transfer portals. These changes are reshaping how college staff operate, presenting both opportunities and challenges. With the rise of NIL deals and transfer portals, understanding the behind-the-scenes impact on college coaching staff…

Read More