Business Daily (BBC World Service)
Episode: How do you build a successful theme park?
Date: September 10, 2025
Host: Elizabeth Hodson
Overview
This episode delves into the multi-faceted world of theme park development, focusing on Universal’s ambitious plans to build a mega-park in Bedford, UK. Through interviews with industry experts, local residents, and managers of both global and regional parks, the program explores what really makes a theme park successful—from strategic location and economic impact to intellectual property, food, and even weather challenges.
Key Discussion Points & Insights
1. Why Bedford? The Power of Location
- Universal’s New Park: Universal plans to build its first European theme park in Bedford, UK, aiming for major economic and tourism benefits.
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Projected Impact: $65 billion economic boost, 28,000 jobs, with opening targeted for 2031.
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Location Rationale:
- Accessible to most of the UK within three hours.
- Proximity to London ensures easy access for international travelers.
“Bedford is ideal for people who are coming through London. London is a hub in terms of travellers from America and everywhere else coming into Europe. It’s that gateway capturing tourism coming through to the UK.”
— Ella Baskerville, 03:54
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2. Adapting to Climate: Weather-Proofing Parks
- British weather means parks like Universal in Bedford must feature more indoor attractions compared to counterparts in temperate climates like Orlando.
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Expect greater emphasis on “story-driven” dark rides and ample covered spaces.
“What we might see is more indoor dark rides, which are more story driven. And I think we can see a lot more food and beverage outlets and places where people can sit and take cover.”
— Ella Baskerville, 04:33
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3. Localized Experiences: Food & Beverage
- Food offerings must match regional tastes.
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Tokyo Disney: Highly themed, playful food experiences.
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Disneyland Paris: Initially tried highly American concepts, but had to adapt to local appetites.
“It is completely different in different geographic regions. … In Tokyo Disney … the food was really much more themed … versus somewhere like France. When Disneyland Paris opened, they did have originally very American food, which wasn’t really to the local appetite.”
— Ella Baskerville, 05:14
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4. The Power of Intellectual Property (IP)
- IP drives emotional connection and merchandise sales.
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Example: Harry Potter at Universal Orlando—a proven, emotionally resonant franchise increases guest engagement and spending.
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Attractions are now designed with merchandising in mind: themed wands, power-up bands (Nintendo), magic bands (Disney), etc.
“You can’t go do the wand experience at Universal unless you buy a wand. That’s the same thing with the power up bands in the Nintendo lands… The merch is baked into the experience.”
— Edward Marks, 06:59
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5. Local Community Perspectives
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Mixed feelings from Bedford residents: excitement over jobs and regeneration vs. concerns about having a “mega-attraction” on their doorstep.
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Infrastructure improvements promised (over $670 million government investment in transport).
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Economic “multiplier effect” anticipated for the area, with indirect benefits for hotels, restaurants, and local businesses.
“There is no doubt that this will plow tens of billions of dollars … into not only the local economy, but also the wider region and the UK economy. … It’s estimated that could generate another 20,000 jobs after the theme park is established.”
— Jo Nellis, 08:51“This project requires continuous improvement in infrastructure … It also, of course, will have a significant impact on the local housing market.”
— Jo Nellis, 10:10
6. Can Small Parks Survive? Spotlight on Diggerland
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Innovative niche parks like Diggerland (based in Kent) cater to alternative interests—guests operate real diggers and dumpers.
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Diggerland adapts to off-peak seasons by offering unique experiences (stag/hen parties, music videos, training courses).
“I don’t think anybody else in the world has ever thought of the idea and actually made the idea happen.”
— Mike Chapman, 13:36“If the weather’s bad, it’s just that much more fun. It’s more fun to dig into the dirt. The kids love getting wet…”
— Mike Chapman, 15:07
7. The Enduring Allure of Classic Parks
- Liseberg in Gothenburg, Sweden, showcases how traditional parks survive: constant reinvention, integration with city life, and focus on local entertainment culture.
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Blend of rides, concerts, comedy nights, and unique regional flavor.
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“Never finished”—parks must adapt and evolve with changing generations.
“When will Tivoli be finished? And he answered, 'Never. Tivoli will never be finished.' And I think that sort of summarizes the way we try to develop and take care of these parks.”
— Andreas Anderson, quoting Tivoli’s founder, 17:57“Some of my favorite rides in the world, they’re actually in the UK in Blackpool, Pleasure Beach … I pray for my life every time I’m on them, but they’re wonderful…”
— Andreas Anderson, 19:38
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Notable Quotes & Memorable Moments
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On the importance of emotional connection and IP:
“They like Harry Potter and it makes them money because it resonates with audiences, it connects with their emotions.”
— Edward Marks, 05:59 -
Local economic optimism, with caveats:
“But let’s not forget the cafes and restaurants, hotels, all the local economy will benefit…”
— Jo Nellis, 08:51"I'm expecting house prices to rise in the area. That's a good thing on the one hand for some people, but it's actually a bad thing on the other hand for first time buyers and the younger generation."
— Jo Nellis, 10:10 -
On constant evolution:
“Tivoli will never be finished.”
— Andreas Anderson (quoting Tivoli founder), 17:57
Important Timestamps
- [01:24] Introduction to Universal’s Bedford project
- [03:54] Ella Baskerville on the importance of location
- [04:33] Weather adaptation strategies for parks in northern climates
- [05:14] Cultural adaptation of food & beverage
- [05:59] Edward Marks on the power of IP
- [06:59] How merch is “baked in” to attraction design
- [08:09] Local resident reactions to Bedford project
- [08:51] Jo Nellis on economic benefits and multiplier effect
- [10:10] Jo Nellis on infrastructure and social considerations
- [13:14] On-the-ground at Diggerland, a unique UK attraction
- [15:07] Diggerland’s attitude towards weather challenges
- [16:56] Liseberg CEO Andreas Anderson on tradition and reinvention
- [17:57] Tivoli's “never finished” philosophy
- [19:38] Andreas Anderson’s surprising favorite rides
Tone & Style
- The episode blends upbeat curiosity with business insight; experts speak with a mix of enthusiasm and cautious optimism.
- The host, Elizabeth Hodson, maintains an engaging and conversational tone, pushing guests for practical details and real-life examples.
- Quotes reflect direct, lively speech and personal opinion.
Conclusion
Building a successful theme park is about much more than dazzling rides: it’s location, cultural adaptation, intellectual property, and careful consideration of both local and global tastes. While mega-projects promise economic transformation, smaller parks and heritage operations survive—and even thrive—by finding their unique edge and evolving with their communities.
Ideal for: Listeners interested in business, tourism, urban development, and the behind-the-scenes drama of global entertainment brands.
