30 years in Themed Leisure : Blooloop talks to Nick Farmer
Nov 10th, 2011 by outdoors
In November 2007, Nick Farmer will become the first European President of the TEA (formerly the Themed Leisure Association), a publish to which he was unanimously elected. Farmer has 30 years experience of working for theme parks, amusement parks, aquariums, zoos, science centres and different leisure destinations. He advises shoppers on park, story and model development and new attraction planning in Europe and Scandinavia. Blooloop talked to him about his 30 yr profession within the themed entertainment trade and ambitions for his presidency.
Early Profession
Farmer started his career in marketing with Palitoy, makers of Motion Man, Tiny Tears dolls and Star Wars toys. He then fashioned his own manufacturing display company, Farmer Studios, in 1976 which rapidly expanded to supply full design, production and set up services. 4 years in the past, having turn out to be more and more annoyed that the growth of the corporate meant that his time was spent on administration, administration and money flow fairly than design and creativity, Farmer disbanded the manufacturing firm and established Farmer Attraction Development.
By reorganising and creating a group of freelancers which may be gathered together as needed for initiatives, Farmer has created a more environment friendly enterprise mannequin with a lower fixed cost base. This flexibility allows the corporate to weather the seasonality of the trade, in addition to decreasing undertaking costs. He's now free to concentrate on attraction idea development, production and consultancy.
Farmer’s core business entails drawing on his expertise in the trade to create and develop attractions. Most of his business is in Europe and Scandinavia and displays the current state of the European market, with few new parks opening and most work revolving around current parks by either remodeling current rides or enhancing new commonplace rides. He significantly enjoys the challenge of working with established venues to develop sights which can change the route and the general public’s perception of the park.
Current Tasks
Farmer worked on seven new rides and a number of other different points of interest for the 2007 season.
Latest projects embody: • Grona Lund in Stockholm. Farmer developed the title, graphic identification and station design for Kvasten, their new suspended coaster. Kvasten is playing a serious park in repositioning Grona Lund throughout the Swedish leisure market.
• Bewilderwood in Norfolk. Farmer supplied consultancy to the 50 acre family “curious treehouse journey” which opened to such acclaim in Could 2007. His contribution was to reinforce the unique concept and to supply “a layer of storytelling engagement on top of the basic attraction to deliver a much richer expertise and a extremely marketable attraction”
• Earth Explorer in Ostend. Farmer developed an idea using a typical drop experience to create an academic expertise which takes children on a flight across the photo voltaic system. On this case Farmer produced a custom video show to combine with the fundamental journey, so kids have enjoyable similtaneously leaning about space.
In addition to his consultancy enterprise, Farmer is a non-executive director of Wicksteed Park Ltd, Kettering, one of many UK’s oldest leisure parks. This gives him the extra advantage of an operator’s perspective. He finds this convenient for an appreciation that “operators battle with budgets just as much as suppliers”.
Industry Trends
In terms of demographics, the market has now finally realised the long heralded aging inhabitants is lastly here and Farmer is working with parks to assist guarantee new sights are designed to cater for grand dad and mom and grand children. In his own enterprise for attractions aimed primarily at young children he will usually try to “add a layer of entertainment”, often humour, that may enchantment to adults too.
Geographically, he believes that there's still development accessible in Europe, though this is largely via updating of present parks and attractions relatively than new projects. In his own business, of the fourteen tasks he has labored on this yr only one has been a completely new enterprise. So far as trade growth into India and China is anxious, whereas these markets are growing at an unbelievable pace, those entering will want “nerves of metal”. Farmer recommends the fellowship to be gained by membership of the TEA, as many members are already working in these regions. Discussion amongst fellow members can often be very useful when dealing with such essential issues as contracts, terms of cost and business ethics in these regions.
The TEA
Farmer was effusive about his expertise of TEA membership saying that it had been an “unimaginable thing” and had expanded his community within the industry enormously. The TEA (formerly the Themed Leisure Affiliation) is a global non-revenue organization, based in 1991, dedicated to connecting round 6,500 inventive specialists in nearly 500 firms in 39 completely different countries. Farmer has been a TEA member in Europe for the reason that affiliation established its European Division in 1998, and has served three years as European President. He is presently in his second term on the Worldwide Board and has been a Vice-President for the previous five years.
Round eighty% of TEA members are based in the US. However Farmer, regardless of not working within the States, feels that he has realized a great deal from US operators and inventive suppliers. “Our members in the US have been the driving power behind so many key developments in our business,” he says. ”Our personal European business has benefited enormously from the work of these pioneers”
“The TEA exposes you to the world’s brightest people and most fun concepts, helping to develop your individual inventive pondering and good enterprise practice.”
Farmer hopes to develop two key features of TEA membership. The primary is to increase membership inside architectural and digital production disciplines to better replicate the wide selection of abilities and creativity now present in undertaking teams. The second is to increase the TEA’s horizons by bringing in members from around the globe; there are optimistic advantages of membership where-ever creatives are based.
He sees his tenure because the TEA’s first European president as “an ideal alternative to substantiate to the world that the TEA is a truly international association”.











