How theme park thinking can enhance city visitor experience

Derby should consider applying the principles used by theme parks if it wants to attract more visitors – that was the view of Derby Property Summit keynote speaker Robbie Jones, insights director at themed-attraction designer Katapult.

Robbie’s firm designs attractions and visitor experiences at locations across the globe, working for some of the biggest names in the industry.

In his presentation to the property summit, Robbie said he believed that cities could learn much from theme parks.

He said: “There are five key things a really good theme park needs to have: it must be a great place to play and have fun, to eat and drink, it must be accessible, have great public realm and be a place where people can stay overnight if they want to.

“Some of these qualities can already be found in Derby – but there are areas which could be improved.”

Robbie used the example of Disney’s theme parks, where efforts have been made to ensure visitors have a physical, emotional and spiritual connection – again, something that cities need to work on in order to increase visitor numbers.

Robbie also stressed the importance of creating a consistently positive visitor experience.

He explained how the Katapult team regularly visited theme parks and carried out a ‘guest experience audit’ – ranking every aspect of their visit and how it made them feel, from the rides to the food and drink – even the toilet facilities.

He said: “Multiple positive steps add up to a great experience – and keep people positive. They go away feeling positive about a place.

“We need to start thinking more about what the guest sees when they come to Derby.

“What does a weekend/weekday visitor actually see and experience in our city during their stay?

“When you walk around the city think more about what the guest sees. Think more like a visitor or a tourist.”