Jack Rouse Associates (JRA) celebrates its 20th anniversary this year. The group of designers, writers, producers and project managers based in Cincinnati, Ohio, named by the Wall Street Journal as "one of the signatures of the world's leading design", promotes its ability to conceive, visualize and realize exceptional experiences for museums, corporations and entertainment clients worldwide.
As part of this global ambition, JRA is proactively developing business in emerging markets and has been involved in a number of recent high-profile projects:
HarborLand, Ningbo, China – This new theme park, part of an urban development in Ningbo, China, opened in February 2006 with a master plan and design created by JRA. As a first step in the process of planning and design teacher, ARJ created a fairytale story around which the park is developed. The story is inspired by the Phoenix, the mythical bird of fire and a symbol of happiness in Chinese culture.
Guangdong Science Center, Guangzhou, China – JRA provided overall design exhibition of the children of this science center 450,000 square feet, established in Guangzhou in 2007.
Restless Planet, Dubailand, Dubai, UAE – Projected to open in 2008, Restless Planet will blend entertainment experiences and natural history in a first of its kind destination. JRA is managing the overall design and production of Restless Planet, including development and oversight of all attractions and the media. It is linked to the Mall of Arabia Mall, which is currently the largest shopping center under construction in the world. Working with Natural History Museum, London, and other experts, the team is developing a synergy of architecture and experiences that customers have in "world tour final issue again in the mists of time", allowing them to explore the Earth as it was millions of years ago. From rides that plunge visitors into the world of giant sauropods and terrifying raptors to special zones exploring the prehistoric past and links to the latest findings, Restless Planet will combine breathtaking theme park experiences, enhanced by dramatic lighting and effects audiovisual, with cutting edge educational content.
When Kaheel Park, Dubai, UAE – When completed, Al Kaheel park will become the most comprehensive equine tourist attraction ever built. It will spread over nearly 9. 1 million square feet of preserved desert landscape. The mixed-use development will have real estate and commercial components. JRA has been hired as the team of consultants and provide planning and attractive design for the complex. Al Kaheel will be an educational theme park and working horse farm dedicated to man's relationship with the horse.
Ferrari Theme Park, Abu Dhabi, UAE – Built around the legendary Italian company, the theme park will consist of family rides, driving school and virtual simulations and retail marketing. JRA is providing design and coordination.
Keith James, President, ARJ, has been at the center of cutting-edge projects in the themed entertainment industry for over 30 years and has been instrumental in opening new markets in India, the Pacific Rim and Europe This for JRA. Blooloop talked to him about JRA's approach to business development in emerging markets and asked him to reflect on JRA 20 years in business:What
"Right now we are focusing on museums, theme parks and attractions, halls of fame, centers for corporate visitors and sports venue interactive zones. Geographically we are looking to the Middle East, China, Russia, and when the occasion arises, the US .. We just go where the work is. "
How are you developing your business?
"We have an ongoing marketing effort that includes tradeshows, advertising, public relations website, referrals and our relationship with current and past clients but more importantly our results of industry closely linked in numerous referrals from friends and other companies.
We are always sensitive to the culture of the countries we pursue. We find customers, try to understand their needs and meet those needs. As a company we are sensitive client instead of JRA sensitive. Fortunately, the approach works both ways for the US and other countries. "Forum
structure work proposals differently in each country?
"Each proposal depends on customer needs rather than what country it is. Again, the differences between HarborLand and Restless Planet are determined by the customer's relationship with buyers and requirements of the local project itself qualified. In any Thus, we always work closely with people that the client gives us. "We
As an emerging market requirements differ from North America?
"look closely culture and maintain a sensitivity to the culture that is local to the project. So, as an example, in any country there is less emphasis on thrill rides than in the US .. Usually an analysis is made independent market that helps aa determine the composition of programs. The food and menus are always different. "
So, are there any lessons you have learned to work in these new markets? Any surprises?
"One thing learned is that universally people need to have a good time in a clean and safe environment. With new markets we recognize that it is important to understand the culture of social region and smart business. We always develop a product together with the customer. Collaboration is a must.
speed in the Middle East to establish business is a challenge more than a surprise. Some areas of the world are trying to skip generations and land squarely in the 21st century, and when that happens, you have to be careful not to lose the basis set of experience to make that leap. After all, there are companies that need to succeed. "
What have been the major changes in the industry over the last 20 years? How JRA has responded and what changes expected in the future?
"Technology has grown by leaps and bounds. However, one by one experiences in our projects remain important and we have to make people have a personal relationship with the message. As our CEO, Jack, once said," the first interactive was two people talking, "and we need to ensure we do not lose sight of our technology. The combination of our industries of sports, museums, theme parks and corporate visitors are a noticeable change. 20 years ago museums wouldn 't have spoken with people from theme parks and now those lines between them are gone. Now they are able to learn from each other and explore areas they might not have considered before the perspective of the audience.We always emphasize
people in business and the hearing itself. "
– What Business Associates need to know about HIPAA | Bob Chaput, CISSP, CIPP / US | March 18, 2013.