The four phases of a theme-park unveiling

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By Dewayne Bevil | Orlando Sentinel
May 21, 2008

This spring's trio of openings in Orlando -- Aquatica at SeaWorld 's water park, Toy Story Mania at Disney's Hollywood Studios and The Simpsons Ride at Universal Studios Florida -- provides a glimpse into the dress rehearsals required to launch a new ride.

They come in a variety of levels, from grand openings to limited previews, where select groups -- primarily park employees or annual passholders -- become early adapters of the attraction.

So while your neighbor might be crowing about the latest theme-park thing, you may not be on board yet.

Here's a look at the four phases of a theme-park unveiling:

1. EMPLOYEE PREVIEWS

How it works: Once an attraction is operational, the company typically gives its employees an early run-through. Sometimes they can bring family and friends.

Purpose: "It's important for [cast members] to be familiar with new attractions to help advise our guests," said Charles Stovall, a Disney World spokesman.

Recent example: Disney's Hollywood Studios workers had a chance to try Toy Story Mania before previews were expanded to all cast members.

2. ANNUAL PASSHOLDER PREVIEWS

How it works: Fans with year-round access to the parks are invited to try new offerings before the general public. The event may be a sliver of a day or several hours across many days. This audience is considered friendly.

Purpose: Loyal customers will tell their friends and neighbors about it, said Joe Couceiro, a vice president of Busch Entertainment Corp., parent company of Aquatica.

Recent example: Universal Studios offered early-morning access to The Simpsons Ride plus a coupon for a "Squishee" drink to annual passholders.

3. 'SOFT' OPENING

How it works: Usually aren't advertised to the masses. Many tourists just happen upon new attractions during these periods, which may stretch for days and weeks before the official, grand opening.

There's no guarantee it will be working, said Lance Hart of Screamscape, a theme-park Web site. "It may not open until 2 o'clock and cut the line off at 4 o'clock ... or it may be an all-day thing. You have to be prepared to not ride."

Purpose: Working out the kinks in support systems such as restaurants and schedules.

Recent example: At Aquatica, that meant providing towels at the right place at the right time, Couceiro said.

4. GRAND OPENING

How it works: It's all over but the shouting. This is the official birthday with official hoopla and VIP parties.

Purpose: It's "a moment to celebrate the accomplishments of all involved," Disney's Stovall said.

Recent example: Universal planned a Simpsons-based bash with a media event during the day and a casual industry party in the evening.



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