Italian sports car maker Ferrari has signed an agreement to build its second Ferrari-themed park, Ferrari Land, outside the city of Barcelona in Spain. The park will be constructed on an 18.5 acre site within the PortAventura resort and theme park, and is expected to open in 2016. It will cost $136 million to build.
Ferrari Land is expected to include Europe's highest and fastest vertical accelerator, a driving simulator, Formula 1 car exhibits and a slot-car ride among other attractions. It follows in the heels of Ferrari World in Abu Dhabi, which opened in 2010 and included the world's largest Ferrari badge, the biggest Ferrari gallery, the world's fastest roller-coaster and the world's biggest Ferrari shop.
Ferrari isn't stopping there, and now plans to consider proposals for theme parks outside Europe.
Racecar-Themed Amusement Parks
'Ferrari Land' Will be the World's Second Ferrari-Themed Park
Trend Themes
1. Themed Amusement Parks - There is an opportunity to build more themed amusement parks based on popular brands and automobile manufacturers, similar to Ferrari Land.
2. Vertical Accelerators - The development of taller and faster vertical accelerators can be considered for other amusement parks and attractions, following the example of Europe's highest and fastest vertical accelerator in Ferrari Land.
3. Driving Simulators - The utilization of advanced driving simulators and virtual reality technologies can be incorporated as part of attractions within amusement parks and similar destinations, as demonstrated in Ferrari Land.
Industry Implications
1. Automobile Industry - Automakers can expand their brand experience beyond just automobiles by building thematically designed amusement parks and attractions, driving engagement and brand loyalty as seen in Ferrari Land.
2. Amusement Park Industry - There is an opportunity for companies in the amusement park industry to develop more themed parks to cater to different set of interests including but not limited to brands and/or automobiles, similar to Ferrari Land.
3. Virtual Reality Industry - Virtual reality industry can explore potential opportunities to partner with amusement parks and other destinations to integrate their technology into interactive and immersive experiences, such as seen in Ferrari Land's use of driving simulators.