Euro Attractions Show 2017: accessing all areas in Berlin


Berlin, 29 September 2017 – Leading players of the entertainment industry met in Berlin during Euro Attractions Show (EAS) 2017 and IAAPA member BBLTRANSLATION was among the 12,400 visitors from 100 countries to visit the Berlin Messe Exhibition Centre to be part of the largest conference and trade fair for the leisure industry in Europe.

BBLTRANSLATION is a translation agency that specialises in the leisure and attractions sector and creatively translates marketing brochures, menus, flyers, etc. into the main European and Asian languages, serving amusement parks, theme parks, water parks and companies providing photographic solutions for attractions.

For this year’s EAS, the International Association of Amusement Parks and Attractions (IAAPA) could not have chosen a better location than Berlin: a city that was appointed City of Design by UNESCO in 2006.

This international city of culture, politics, media and science is home to a diverse range of creative industries, research facilities, media corporations and convention venues and in these days welcomed the latest developments, trends impacting the industry, and cutting-edge innovations from all over the world. Berlin Messe Exhibition Centre hosted virtual reality, flying theatres, dark ride systems, interactive solutions, immersive 3D cinemas, ticketing systems and technologies, water park attractions, food and beverage innovations, decoration and theming solutions, safety products, and much more.

WhiteWater’s introduction to No BoundariesTM was one of the greatest press events that Barbara Beatrice Lavitola, Managing Director of BBLTRANSLATION has ever had the pleasure of attending. Nathan Jones, President Park Attractions and Paul Chutter, Chief Business Development Officer at WhiteWater showed how No BoundariesTM is unique to the market, expertly integrating different ways to play within one attraction, creating huge guest value.

WhiteWater introduced a water park this year specifically for children with disabilities: an ultra-accessible splash park, designed to be inclusive of all cognitive, physical, and sensory abilities so that 100% of its guests can experience the joy of play; five custom-themed, fully-inclusive Splash Pads and an ADA accessible Water Transportation System, all from WhiteWater. Rainbow Reef is a warmed-water splash pad, designed for guests of all ages that may not be able to tolerate regular water temperatures.

CEO Talk at IAAPA-Theatre sponsored by Europa-Park was a great conference where well-respected park owners, CEOs and general managers came together to share their insights on leadership, the industry and its future.

From Germany: Erwin Linnenbach (Blantis), Andreas Leicht (Hansa Park), Andreas Sievering (Fort Fun), Robert Dahl (Karls Tourismus), Martin Kring (Legoland) and Marcus Maier (Therme Erding). From the United Kingdom: Eddie Kemsley (Kidzania UK) treated the audience to one of the liveliest discussions and panels at EAS. A common issue put forward by the speakers was the potential for adverse weather conditions in Northern Europe to affect park attendance and revenue.

Why don’t Northern Europe theme parks enter into agreements with Southern Europe parks to offer packages including more than one theme park so that visitors can take advantage of sunny Spain, for example, and still receive revenue from that sale? This is what Barbara Beatrice Lavitola was wondering.

As the icing on the cake, this year all EAS 2017 attendees were granted free access to IAAPA Member Attractions in Berlin the days before and after the trade show. Among the main attractions such as Berlin Dungeon, Madame Tussauds, Legoland, Discovery Centre, Karls Erlebnis, Dorf Elstal, Filmpark Babelsberg and Tropical Islands Barbara visited Sea Life with the fabulous AquaDom at Hotel Radisson Blu. Barbara Beatrice Lavitola also had a guided tour around that great tourist and business venue in the company of Victoria Lowenstein, Cluster Sales Manager of The Carlson Rezidor Hotel Group.

BBLTRANSLATION was highly impressed by the success of EAS 2017 in Berlin and is already looking forward to participating in EAS 2018, which will take place 25-27 September at the RAI Amsterdam.

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