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.

  • 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

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

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.