The highly anticipated Wizarding World of Harry Potter at Universal Studios Hollywood hasn't officially opened yet, but thousands of visitors have already passed through the halls of Hogwarts Castle and walked in wonder down the cobblestone streets of Hogsmeade Village.
Since mid-February, the park has been letting guests into the six-acre "immersive land" on the former Gibson Amphitheater site for technical rehearsals, or a soft opening.
More than five years in the making -- and after almost half of that time in construction -- the West Coast version of author J.K. Rowling's magical world officially opens in the heart of the movie industry April 7.
Two days earlier, legendary composer John Williams will lead the Los Angeles Philharmonic in selections from the films at a kickoff event attended by A-listers from the cast.
Even though the land has just two rides and another interactive attraction, the latest Wizarding World is expected to be a smash hit that has already raised the stakes of competition across Southern California's theme park landscape.
WHAT THE MAGICAL LAND HAS TO OFFER
Passing through a stone archway, muggles -- we non-magical folks -- can see the highest towers of Hogwarts Castle peeking in the distance above the centuries-old, snow-capped rooftops of Hogsmeade.
A stationary Hogwarts Express train awaits guests entering the Scottish village, where music from the films fills the air.
The Flight of the Hippogriff, a family-friendly roller coaster, offers views of the land as it zips past Hagrid's Hut.
Guests can go for a wand fitting behind a hidden door at Ollivanders and purchase a wand of their own, as well as special character editions or enhanced versions that can move objects behind 11 windows throughout the land.
Carts offer traditional and frozen varieties of quintessential Butterbeer, bottled Gillywater, Pumpkin Juice and other refreshments. Savory British fare and brews are served at the Three Broomsticks tavern and Hog's Head pub.
Visitors can stock up on Bertie Bott's Every-Flavour Beans and other beloved sweets at Honeydukes, shop for house robes and apparel at Gladrags Wizardwear, buy novelty items at Zonko's Joke Shop and even mail letters postmarked from Hogsmeade at the Owl Post.
Fans might actually enjoy waiting in line for the land's signature 3D-HD ride, Harry Potter and the Forbidden Journey, because the queue winds through familiar stone passageways, classrooms and scenes from Hogwarts Castle, encountering gossiping paintings and holograms of the series' lead characters along the way.
The ride -- which comes with a motion sickness warning -- takes passengers on an exhilarating, spiraling flight over Hogwarts with Harry and Ron.
AN 'ARMAMENT RACE' BUILDS
Experts estimate $500 million has gone into the latest Wizarding World after successes in Orlando, Florida and Tokyo, Japan.
NBCUniversal has invested $1.6 billion into the West Coast property that also includes the theme park, which has "reimagined" of over 75 percent of Universal Studios Hollywood, according to spokesperson Audrey Eig.
"As part of this epic transformation, Universal Studios Hollywood has created over 3,000 job opportunities," she said in an email.
Last week, the park announced plans for a year-round "The Walking Dead" attraction slated to open this summer.
Dennis Speigel, a leading theme park industry expert based in Cincinnati, Ohio, believes the Wizarding World will be the biggest attraction in Southern California since the opening of Disneyland's California Adventure 15 years ago.
Look no further than Orlando for an idea of how the West Coast Wizarding World could make local and regional impacts, Speigel said.
Attendance at Universal Studios Islands of Adventure shot up 36 percent when the first Wizarding World opened there in 2010.
"And more importantly, it's sustained, it's carried forward to today," said Speigel, whose International Theme Park Services firm studies the economic impacts of amusement parks around the world.
He projects the increase in attendance at Universal Studios Hollywood will be at least 15 to 20 percent in its first year alone.
"It not only creates additional attendance, but it creates an incredible internal spend," said Speigel. "People are buying all of the merchandise that's associated with the Harry Potter license, they're eating the food, drinking the Butterbeer -- Orlando sold over 1 million Butterbeers in 6 months."
Surrounding hotels, restaurants, retailers and gas stations will feel the boost, too.
"It'll have an enormous what we call 'multiplier effect' on the local economy," Spegiel said. "We think the Wizarding World in California is going to be very, very dramatic and very successful just like it has been in Japan and Orlando."
He pointed to Disney World's expansion of Fantasyland and Disneyland's plans for a Star Wars land as examples of competing parks stepping up their game in response to the power of Potter and said consumers can expect to see competitors start offering more discounts by the fall.
The amusement park industry -- which Speigel estimates is worth several billion dollars annually in Southern California alone -- is experiencing what he called a "critical armament race."
So how does a comparatively small land have such command over the market?
THE POWER OF MAGIC
For starters, the Harry Potter series is one of the greatest literary successes in history, enjoyed by millions of readers around the world.
The high level of artistry and sensory detail that goes into making the Wizarding Worlds has a powerful ability to bring these loyal fans face-to-face with a place that has only existed in print, their minds and on screen -- to make the imaginary real.
Supervising Art Director Alan Gilmore, who worked on two of the Harry Potter films, has been tasked with achieving that goal at each new park. He must ensure the lands would get the thumbs up from Rowling herself.
"It's almost like a storyboard. Every view is a scene, or a moment, with a beautiful composition," he said. "We designed this like a movie."
That meant adding age and character to even the tiniest of surfaces to achieve the centuries-old aesthetic found both in Rowling's wizarding world and Great Britain.
"This level of patina is quite different than how it's done at other theme parks. Harry Potter is a very old place, its medieval and ancient," Gilmore said. "In the wizarding world, nothing is thrown out, it's used forever."
Artists did such a convincing job, some spots even play magic tricks on the cleaning staff, who get confused by artificial dust and cobwebs, Gilmore said.
POTTERHEADS
If you want to gauge how real the Wizarding World feels, ask a Potterhead purist.
During a soft opening this month, Chad Engel and Michael Thompson strode through Hogsmeade in their Gryffindor and Slytherin house robes, respectively, complete with Head Boy and Prefect pins.
The 26-year-old Toluca Lake residents had already been to the land a few times -- it's where they bought their $109.95 robes -- and each time, they appreciate new details.
"I love the Dragon's Scale beer," Thompson said. "It's just like the actual beer described in the books."
Fans who haven't memorized the books, but know the movies, can also appreciate subtle touches, such as the sound of Moaning Myrtle coming from the restrooms.
"We anticipate this is going to have the biggest impact that any Universal Hollywood attraction introduction has had since the park opening," Speigel said. "I'm talking about Earthquake and Jaws -- all of that."
Resource: http://www.montereyherald.com
Since mid-February, the park has been letting guests into the six-acre "immersive land" on the former Gibson Amphitheater site for technical rehearsals, or a soft opening.
More than five years in the making -- and after almost half of that time in construction -- the West Coast version of author J.K. Rowling's magical world officially opens in the heart of the movie industry April 7.
Two days earlier, legendary composer John Williams will lead the Los Angeles Philharmonic in selections from the films at a kickoff event attended by A-listers from the cast.
Even though the land has just two rides and another interactive attraction, the latest Wizarding World is expected to be a smash hit that has already raised the stakes of competition across Southern California's theme park landscape.
WHAT THE MAGICAL LAND HAS TO OFFER
Passing through a stone archway, muggles -- we non-magical folks -- can see the highest towers of Hogwarts Castle peeking in the distance above the centuries-old, snow-capped rooftops of Hogsmeade.
A stationary Hogwarts Express train awaits guests entering the Scottish village, where music from the films fills the air.
The Flight of the Hippogriff, a family-friendly roller coaster, offers views of the land as it zips past Hagrid's Hut.
Guests can go for a wand fitting behind a hidden door at Ollivanders and purchase a wand of their own, as well as special character editions or enhanced versions that can move objects behind 11 windows throughout the land.
Carts offer traditional and frozen varieties of quintessential Butterbeer, bottled Gillywater, Pumpkin Juice and other refreshments. Savory British fare and brews are served at the Three Broomsticks tavern and Hog's Head pub.
Visitors can stock up on Bertie Bott's Every-Flavour Beans and other beloved sweets at Honeydukes, shop for house robes and apparel at Gladrags Wizardwear, buy novelty items at Zonko's Joke Shop and even mail letters postmarked from Hogsmeade at the Owl Post.
Fans might actually enjoy waiting in line for the land's signature 3D-HD ride, Harry Potter and the Forbidden Journey, because the queue winds through familiar stone passageways, classrooms and scenes from Hogwarts Castle, encountering gossiping paintings and holograms of the series' lead characters along the way.
The ride -- which comes with a motion sickness warning -- takes passengers on an exhilarating, spiraling flight over Hogwarts with Harry and Ron.
AN 'ARMAMENT RACE' BUILDS
Experts estimate $500 million has gone into the latest Wizarding World after successes in Orlando, Florida and Tokyo, Japan.
NBCUniversal has invested $1.6 billion into the West Coast property that also includes the theme park, which has "reimagined" of over 75 percent of Universal Studios Hollywood, according to spokesperson Audrey Eig.
"As part of this epic transformation, Universal Studios Hollywood has created over 3,000 job opportunities," she said in an email.
Last week, the park announced plans for a year-round "The Walking Dead" attraction slated to open this summer.
Dennis Speigel, a leading theme park industry expert based in Cincinnati, Ohio, believes the Wizarding World will be the biggest attraction in Southern California since the opening of Disneyland's California Adventure 15 years ago.
Look no further than Orlando for an idea of how the West Coast Wizarding World could make local and regional impacts, Speigel said.
Attendance at Universal Studios Islands of Adventure shot up 36 percent when the first Wizarding World opened there in 2010.
"And more importantly, it's sustained, it's carried forward to today," said Speigel, whose International Theme Park Services firm studies the economic impacts of amusement parks around the world.
He projects the increase in attendance at Universal Studios Hollywood will be at least 15 to 20 percent in its first year alone.
"It not only creates additional attendance, but it creates an incredible internal spend," said Speigel. "People are buying all of the merchandise that's associated with the Harry Potter license, they're eating the food, drinking the Butterbeer -- Orlando sold over 1 million Butterbeers in 6 months."
Surrounding hotels, restaurants, retailers and gas stations will feel the boost, too.
"It'll have an enormous what we call 'multiplier effect' on the local economy," Spegiel said. "We think the Wizarding World in California is going to be very, very dramatic and very successful just like it has been in Japan and Orlando."
He pointed to Disney World's expansion of Fantasyland and Disneyland's plans for a Star Wars land as examples of competing parks stepping up their game in response to the power of Potter and said consumers can expect to see competitors start offering more discounts by the fall.
The amusement park industry -- which Speigel estimates is worth several billion dollars annually in Southern California alone -- is experiencing what he called a "critical armament race."
So how does a comparatively small land have such command over the market?
THE POWER OF MAGIC
For starters, the Harry Potter series is one of the greatest literary successes in history, enjoyed by millions of readers around the world.
The high level of artistry and sensory detail that goes into making the Wizarding Worlds has a powerful ability to bring these loyal fans face-to-face with a place that has only existed in print, their minds and on screen -- to make the imaginary real.
Supervising Art Director Alan Gilmore, who worked on two of the Harry Potter films, has been tasked with achieving that goal at each new park. He must ensure the lands would get the thumbs up from Rowling herself.
"It's almost like a storyboard. Every view is a scene, or a moment, with a beautiful composition," he said. "We designed this like a movie."
That meant adding age and character to even the tiniest of surfaces to achieve the centuries-old aesthetic found both in Rowling's wizarding world and Great Britain.
"This level of patina is quite different than how it's done at other theme parks. Harry Potter is a very old place, its medieval and ancient," Gilmore said. "In the wizarding world, nothing is thrown out, it's used forever."
Artists did such a convincing job, some spots even play magic tricks on the cleaning staff, who get confused by artificial dust and cobwebs, Gilmore said.
POTTERHEADS
If you want to gauge how real the Wizarding World feels, ask a Potterhead purist.
During a soft opening this month, Chad Engel and Michael Thompson strode through Hogsmeade in their Gryffindor and Slytherin house robes, respectively, complete with Head Boy and Prefect pins.
The 26-year-old Toluca Lake residents had already been to the land a few times -- it's where they bought their $109.95 robes -- and each time, they appreciate new details.
"I love the Dragon's Scale beer," Thompson said. "It's just like the actual beer described in the books."
Fans who haven't memorized the books, but know the movies, can also appreciate subtle touches, such as the sound of Moaning Myrtle coming from the restrooms.
"We anticipate this is going to have the biggest impact that any Universal Hollywood attraction introduction has had since the park opening," Speigel said. "I'm talking about Earthquake and Jaws -- all of that."
Resource: http://www.montereyherald.com
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