How do you build a successful theme park?

Summary

Business Daily (BBC World Service)

Episode: How do you build a successful theme park?

Date: September 10, 2025
Host: Elizabeth Hodson

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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.

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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.

  • Projected Impact: $65 billion economic boost, 28,000 jobs, with opening targeted for 2031.

  • 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

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.

  • 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

3. Localized Experiences: Food & Beverage

• Food offerings must match regional tastes.

  • Tokyo Disney: Highly themed, playful food experiences.

  • 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

4. The Power of Intellectual Property (IP)

• IP drives emotional connection and merchandise sales.

  • Example: Harry Potter at Universal Orlando—a proven, emotionally resonant franchise increases guest engagement and spending.

  • 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

5. Local Community Perspectives

• Mixed feelings from Bedford residents: excitement over jobs and regeneration vs. concerns about having a “mega-attraction” on their doorstep.

• Infrastructure improvements promised (over $670 million government investment in transport).

• 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

• Innovative niche parks like Diggerland (based in Kent) cater to alternative interests—guests operate real diggers and dumpers.

• 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.

  • Blend of rides, concerts, comedy nights, and unique regional flavor.

  • “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

• 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

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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

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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.

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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.

Transcript

[Mike Chapman]

This BBC podcast is supported by ads outside the uk.

[Elizabeth Hodson]

Hey, let's talk about your expense report.

[Jo Nellis]

I didn't submit an expense report.

[Elizabeth Hodson]

You will. Custom saddles and dog training services are not within policy.

[Jo Nellis]

What are you talking about?

[Elizabeth Hodson]

SAP Concur uses advanced AI to audit and automatically detect out of policy expenses. It's the breakthrough I needed to focus more on our future. These are my future expenses. Yes, and self defense classes are out of policy.

[Jo Nellis]

I'll need self defense classes.

[Andreas Anderson]

You will?

[Elizabeth Hodson]

For what? It's a big dog.

[Jo Nellis]

SAP Concur helps your business move forward faster.

[Elizabeth Hodson]

Learn [e-mail] Vanity Fair calls BritBox a delicious streamer Collider says everyone should be watching. Catch Britain's next best series with Britbox Stream acclaim new originals like Code of Silence. You read lips right And Lindley, based on the best selling mystery series. Take it from here and don't miss the new season of Karen Piri coming this October. You don't look like police. I'll take that as a compliment. See it differently when you stream the best of British TV with BritBox. Watch with a free trial today. I'm Elizabeth Hodson and welcome to Business Daily from the BBC World Service. On today's program, I'll be looking at why a theme park giant chose an unassuming town 100km from London for its next mega project.

[Ella Baskerville]

Bedford is ideal for people who are coming through London. London is a hub in terms of travelers from America and everywhere else coming.

[Elizabeth Hodson]

Into Europe, how industrial machinery can provide fun for all the family.

[Mike Chapman]

So now we come up to the smaller Kamatu diggers they've been adapted for basically like a skittle set.

[Elizabeth Hodson]

And why intellectual property is big business when it comes to merchandise.

[Edward Marks]

The reason you're picking an IP to do your attraction on is is because it would already look great on a T shirt. It already probably does look great on a T shirt.

[Elizabeth Hodson]

You'll be hearing all about that and much more in Business Daily from the BBC. That's the the sound of a roller coaster whizzing by. It's called the Valkyrie and is part of a multi million dollar investment in rides at the Liseberg theme park in the Swedish city of Gothenburg. Because from Sweden to Shanghai, there's more competition than ever to create the best and most profitable attractions. The latest salvo in the theme park wars has been fired by entertainment giant Universal, which already has five attractions worldwide and wants to put a neglected corner of southern England on the international ma. The location in question is Bedford, a medium sized town With a population of just over 90,000 and it's around 100 kilometres from London, it's a big deal locally and nationally for the uk, and it made the news when the plan was announced earlier this year. Europe will get its first Universal theme park after the British government secured a deal with the US media giant Comcast. The resort will be based on many of Universal hit movies. Universal claims that the Bedford site will generate around $65 billion in economic benefit and create 28,000 jobs. That's including in the run up to the Park's opening in 2031. But once it does open, any financial and societal benefits will depend on how well the theme park actually does. So what makes a really successful theme park? Ella Baskerville is managing director of Blue Loop, a media organisation for the visitor attractions. And she says that with Bedford, it's about location, location, location.

[Ella Baskerville]

You can reach most of the UK within three hours, so it's about reaching a huge portion of domestic visitors, so they'll really be going after annual passholders. But again, the location in 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.

[Elizabeth Hodson]

So you've chosen a location which is easy for a huge number of people to get to, but when they do get there, other aspects of the site may not be ideal. I'm mainly thinking of the rather unpredictable British weather and that has to be taken into account.

[Ella Baskerville]

They'll be designing this park to have a lot of covered areas and there'll be probably a different mix of rides and attractions than warmer parks like Orlando, for example, that might have a lot of outdoor coasters. 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. It's exactly the same in the Middle East. Disney have just announced our brand new park in Abu Dhabi. It's extremely hot temperatures, it's over 40 degree heat. They'll be doing exactly the same. Lots of covered indoor parts to the park and lots of misting and things to keep guests cool.

[Elizabeth Hodson]

Ella says another thing theme parks need to get right is the food and drink, because what works in one country might not in another.

[Ella Baskerville]

It is completely different in different geographic regions. So I've just come back from Tokyo Disney last year and the food was really much more themed. I think they really lean into the kind of characterization of food which is Lots of fun versus somewhere like France. When Disneyland Paris opened, they did have originally very American food, which wasn't really to the local appetite.

[Elizabeth Hodson]

Food and drink can be a good money spinner. But when you're opening a theme park with ties to big TV shows, films or even comics, your intellectual property or ip can boost revenues even more. Edward Marks is co founder and executive producer of the Producers Group in la, a company which works on everything from the design of theme parks to their huge live action shows.

[Edward Marks]

IP makes it easier because we know how that IP did. If it's based on a book or a film or a comic book, we know how that was received in that region and in that market and by that audience. So our ability to lean in on the things that we believe worked gives us a bit of a shortcut to getting to the emotional route to connect with our audience in that experience. There's a reason why in Orlando, Universal consistently introduces new Harry Potter attractions. It's not simply that they like Harry Potter and it makes them money. They like Harry Potter and it makes them money because it resonates with audiences, it connects with their emotions. It brings out all these promises from when they read the books and when they saw the films and what those connections do to them emotionally.

[Elizabeth Hodson]

And having those big names to hand can be very helpful when it comes to squeezing the most dollars possible out of your guests. I'm talking about merchandise because long gone are the days when the ultimate piece of merch was a pair of mouse ears from the gift shop.

[Edward Marks]

Everyone will tell you that when you design an attraction, you design the attraction first and you don't worry about the merch. However, and it's a big capital H on this, however, the merch is baked into it. Harry Potter Wands is a perfect example of that. 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. This is an experience that you can't do unless you upgrade. And magic bands with Disney have the same thing where you go around Epcot. And so at that level, there is merch baked into the experience. However, generally the reason you're picking an IP to do your attraction on is because it would already look great on a T shirt. It already probably does look great on a T shirt.

[Elizabeth Hodson]

Now, when people have been on all the rides and raided the gift shop, most will travel back to their homes in another city and sometimes another country. But what if you live next door to the planned site of a major New attraction. Here are a few thoughts from some people who live near Universal site in Bedford.

[Mike Chapman]

I've got two kids, 13 and 11.

[Elizabeth Hodson]

Two lads, and they like theme parks.

[Mike Chapman]

And we've been to them sort of all over the world really, but I.

[Elizabeth Hodson]

Don'T really want one on my doorstep.

[Mike Chapman]

Or in my back garden.

[Ella Baskerville]

I think it'll be great. I think it'll be really good for jobs and I think Bedford will be redone. So I think it would help Bedford a lot.

[Elizabeth Hodson]

There were mentions there of more jobs and improved infrastructure, but how realistic are those kinds of promises? The UK government has pledged around $670 million for road and rail infrastructure directly linked to the new theme park. So will it be a worthwhile investment? Jo Nellis is Professor of Global Economy at Cranfield School of Management in Bedfordshire. He's optimistic.

[Jo Nellis]

There is no doubt that this will plow tens of billions of dollars or euros or pounds into not only the local economy, but also the wider region and the UK economy. There are lots of estimates. I do accept that at the moment they are only predictions and predicting the future is very difficult. But the current estimates are that it will generate something like 20,000 jobs during the construction phase over the next six or seven years and then there'll be full time jobs after that. But let's not forget the cafes and restaurants, hotels, all the local economy will benefit and it's estimated that could generate another 20,000 jobs after the theme park is established. So I think there's no doubt this will be the biggest investment into not only Bedfordshire, but into a wider region, probably for, well, since history began. But certainly, you know, in living memory there's nothing has been bigger than this. This is what economists classically describe as having a multiplier effect. In other words, a stimulus program that then multiplies over time. That's what you want from any such project. A one off investment that then stops is not good. And I don't see that happening in this case.

[Elizabeth Hodson]

But Jo does have some words of caution about the years ahead.

[Jo Nellis]

Now, of course, there are a number of concerns. This project requires continuous improvement in infrastructure, in the roads, in the railways, in the airports in order to have continuous benefit from this project. It also, of course, will have a significant impact on the local housing market. 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.

[Elizabeth Hodson]

This is Business Daily from the BBC World Service.

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[Jo Nellis]

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[Elizabeth Hodson]

Of $45 for 3 month plan equivalent to $15 per month Required new customer offer for first 3 months only Speed slow after 35gb of networks Busy taxes and fees extra. See mintmobile.com hi, I'm Elizabeth Hodson and in today's programme we're looking at what goes into creating a world beating theme park. A major concern when a huge theme park comes to the area is that smaller local attractions will lose out. But that doesn't have to be the case, especially if you're offering something totally different. Head south west of London into Kent and you'll find Diggerland. It was the brainchild of local businessman Hugh Adelainu, the chairman of HE Services, a construction machinery hire company. They had some spare land and easy access to, well, diggers and excavators and Diggerland was born. That was 25 years ago and it now has multiple sites across the UK and one in the us. After a train journey to Kent I met General Manager Mike Chapman who showed me around the original site.

[Mike Chapman]

Quite a busy day today in Diggerland. We've got spin just to the side of us, which is a Komatsu 210 digger, which has actually been changed to have Instead of the bucket fitted, having a seat for seven people. So take it up into the air, spun a few times for five minutes and lowered back down again.

[Elizabeth Hodson]

It's like a completely unique take on a fairly traditional fairground ride, isn't it?

[Mike Chapman]

It's a good use of what would say be a standard working digger. I don't think anybody else in the world has ever thought of the idea and actually made the idea happen. So now we come up to the smaller Komatu diggers. They've been adapted for basically like a skittle set. So you've got the arms fixed in position, you've got a skittle set just underneath each one and the aim is just to knock the skittles down as quick as you can.

[Elizabeth Hodson]

Now, looking to the left, it seems like we have got the slowest vehicle race in the history of racing.

[Mike Chapman]

The Macalak dump. One ton dumpers, set up in like a slalom course due to the speed. As you can see on there now we've got some of the younger kids on there who for the first time can use a full working dumper.

[Elizabeth Hodson]

Every young child's dream, including mine and local fan Neil, who was visiting with his family to experience the unique charms of piloting industrial machinery.

[Mike Chapman]

It's a bit different to normal theme parks and it gets kids obviously learning how to use equipment that they probably would never, never have used.

[Elizabeth Hodson]

They do enjoy it, don't they? What have you enjoyed? Oh, that big one down there. I can't remember now, but it's cool.

[Mike Chapman]

Yeah, yeah. We're gonna go in here next.

[Elizabeth Hodson]

Yeah. Which one's that?

[Mike Chapman]

This one that spins you around. Spin dizzy. So that looks quite fast and fun.

[Elizabeth Hodson]

I visited on a beautifully sunny, warm day, but what happens when it's wet, cold and windy? And as is often the case in the uk, here's Mike again.

[Mike Chapman]

Obviously, outdoor theme park. The sun is nice, but 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, the mums and dads. Maybe not at the start, but when they get into it, they're happy with it as well. A lot of machines, they used to work it outside anyway, so it doesn't affect the machine at all. The Marshalls may not be happy if it's 6 inches of snow and blowing a gale, but again, it's just much more of a fun day with theme parks.

[Elizabeth Hodson]

I guess peak time is, what, spring to autumn. But then you've got maybe four months of the year where you're going to have fewer people. It's outside people don't necessarily want to be out in the cold and the wind. So how do you as a business adapt to that? What do you do with those kind of four lost months?

[Mike Chapman]

Our busiest times will be June and July of the summertime. We do shut the theme park itself early November. But then what we have is we offer stag parties, hen parties. We have a lot of artists and fans that come in and actually use us to do music videos. We've had comedians coming down using it as a basis for certain shows. But then what we also have is the plan school which is tied in with us. So on our park itself we can teach how to dig for water pipes, how to dig for power pipes, how to use a digger, a dumper. It's the ideal venue because a we've got the diggers on park, we've got the skilled staff on park who can teach them and yeah, it's good to go.

[Elizabeth Hodson]

Andover in Sweden, a theme park with a very local flavour, recently celebrated its 100th anniversary. Liseberg is a 20 minute walk from the centre of Gothenburg, the country's second largest city, and in the shadow of one of the park's biggest rides, the Valkyrie roller coaster. CEO Andreas Anderson Experience explained why today's attractions aren't actually that different to what you might have experienced decades ago.

[Andreas Anderson]

Well, I think many of theme park rides are actually variations of the rides that were also built maybe 100 years ago. The first roller coasters are from the mid 19th century and most rides are basically updated versions of these rides that were invented, know, a couple of hundred years ago.

[Elizabeth Hodson]

LBERG is now over 100 years old. So how does something like this compete with those multi million dollar attractions like Universal, like Disney and so on?

[Andreas Anderson]

Well, we both compete and we don't compete. I mean obviously when Disney last year announced that they're investing US$60 billion in, in their parks and their cruise line, that puts some pressure on us. At the same time we are also a regional park and we mostly compete with other regional parks in the Nordics.

[Elizabeth Hodson]

What makes Lisseberg unique then? How have you basically remained open? What is it about you as a business and an attraction?

[Andreas Anderson]

It's our ability to reinvent ourselves. Throughout the history of the park. In the Nordic there are these traditions for these city based theme parks like Tivoli in Copenhagen, Liseberg, Gothenburg, Cornerlon in Stockholm. And one of the reasons why we still exist and very often in very valuable downtown locations is because we've been able to grow with the city and adapt to new generations of guests and constantly evolve. There's a really fun quote from the founder of Tivoli, Geo Karstensen, who opened the park in 1843. When he opened the park, it was over budget, not quite finished, and it was delayed. And he got the question from a journalist, 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.

[Elizabeth Hodson]

Andres also says that focusing on local tastes and preferences helps Liseberg create a balance of big rides and other types of attractions.

[Andreas Anderson]

Scandinavian guests, they actually also go to the parks to listen to music or drink a beer or have a dinner. So it's a little bit of a different tradition.

[Elizabeth Hodson]

Yeah. Because I know you've got a comedy night this evening as well. We do.

[Andreas Anderson]

So it's a champagne and stand up night and that's sort of a very typical event for, for a park like ours.

[Elizabeth Hodson]

Now I'm a fan of huge, scary rides. And as someone who's been around the world visiting theme parks for a living, I asked Andreas for his top picks. And I have to say his answer surprised me.

[Andreas Anderson]

Some of my favorite rides in the world, they're actually in the UK in Blackpool, Pleasure Beach. You know, they have a collection of some of the most fantastic wooden roller coasters, coasters ever built. I pray for my life every time I'm on them, but they're wonderful and I know that it's just protect.

[Elizabeth Hodson]

So it seems that whilst you can spend hundreds of millions of dollars on the newest and shiniest rides and attractions, you might have just as much fun on the same rickety old wooden roller coaster your grandparents enjoyed. Well, that's all from me, Elizabeth Hodson. But Business Daily will be back again soon.