Concept development is a crucial step in the creation of any theme park attraction. Jean-Paul of KWAN Leisure agreed to answer our questions about concept development and tell us a little about how he is involved within the themed entertainment industry.
Could you tell us a little bit about your company?
KWAN Leisure was founded in 2002 by myself. It’s still a small company, we have some support in the Netherlands, one person, and an office in Xi’an, China (just opened again, after we had an office there with some partners earlier). But we work closely together with some partners, so we can handle nearly every kind of project clients want.
What is your role and how did you get involved?
I studied Social Geography at the University and became interested in the industry by some of my professors. Started working as a professional for the government, after that for a consultancy firm and in 2002 I started KWAN Leisure. The name KWAN comes from the film Jerry Maguire and stands for, free interpretation, if you are working with your heart, you will become successful.
What concepts have you created?
I came involved with concept development during my work for the Dutch government as a policy developer. Was responsible for some big projects and created a successful exhibition on water sports some 18 years ago. Before I started KWAN, I was involved in some concepts for the Floriade, for van Gogh and worked on a concept for the Chocolate Factory. With KWAN Leisure we where responsible for several concepts and involved as a consultant in concepts from other parties. Blue Village, a combination of leisure and living was designed for a client in China, we designed, together with a partner, the so-called China Experience Park (we hope to build this in the Netherlands in the near future) and the Energy Experience. Smaller concepts have been developed for clients in Suriname, Cameroon and China.
Have you worked on any concepts for roller coasters?
We have designed concepts for two roller coasters, one of which will be built in 2012 if all goes according to plan. This one is called the Serpent. The other one was designed for the China Experience Park, over water and consisting of two dragons who where fighting. This was quite a unique design, two completely different coasters combined to one. Not new, but exciting in the theming also.
What are some of the challenges of working in China?
The main problem in China is gaining the trust of your clients. Visit them, talk to them, drink with them and get to know them. Study their culture and understand things go very differently then in our society. Try to gain their confidence and don’t be too big to start with a small project. Do this well and other projects will follow.
One of our learning moments was the first proposals we made. We forgot to put much background information in the proposal, which is very important in China. So they didn’t take us very seriously and we lost the contract. A mistake you make once and then never again. Very important is finding a good business partner, one that you can trust, and a very good translator.
Do you have any current work or clients in North America? If not, are you looking to gain relationships in the United States or are you focusing more on China?
The US is not our market, yet….In the future we hope to do something there, but at the moment we are focusing on China, the market to be, followed by India (we are doing a quick orientation on that market in the near future).
Do you often visit theme parks and if so which is your favorite one and why?
Yes, I try to visit a lot of parks, especially new attractions. My favorite is, still, Epcot (Orlando). And why….it has numerous attractions I like, the layout is great etc. But also the Efteling here is nice and has some thrilling attractions.
Do you have a favorite ride or attraction?
I have a few. Spiderman, Universal, perfect! But I also done great rides in Walibi (Netherlands, former sixflags), Europapark, Seaworld and Epcot. There are so many great rides. High on my list is a visit to Ferrariworld.
Is there a blog or a website which we can link to if any of our readers wants to know more about your company?
www.kwanonline.nl, with a direct link to my website.
Maybe of interest, I’m organizing a great trip to China, leisure orientated. We can include US participants, just a few but it’s possible. For a great price, due to some sponsoring. If people are interested, 11 days, without the flight to Beijing and back from Xi’an, all other costs included (except visa), € 1950,=. That’s a discount of more then € 700 euro’s in the price here. The trip starts in Beijing on the 31st of august, ends the 9th.
That sounds like a good time! Thanks again to Jean-Paul for answering out questions and providing more insight into the themed entertainment and leisure industries!
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