Theme park ride manufacturer trebles orders

Theme park ride manufacturer trebles orders

Simworx, a designer and supplier of media-based theme park attractions, is set to treble its order intake after a series of high-profile contract wins from across the globe.

The West Midlands business has seen orders grow from £10 million last year to £30 million so far this year as demand for cutting-edge installations booms in emerging markets.

A typical example of a Simworx attraction is their Immersive Tunnel product. Guests, after entering a pre-show area, board a 30 or 60 seat themed vehicle that then moves along a track into a 360° 3D screen – typically between 35 and 70 metres in length.

The screen completely immerses guests that are sat on the vehicle, which also incorporates dynamic motion, perfectly synchronized with the media.

They also combine such attractions with special ‘4D’ effects such as water spray, wind and even bubbles.

Alongside sustained growth in Europe and the Middle East – marked recently by the unveiling of the F1 racing experience in the Ferrari Land theme park at PortAventura World in Spain, and the Kung Fu Panda Ride at Motion Gate in Dubai – Simworx is receiving major international orders.

Whether its China, Russia, Vietnam, Indonesia or Mexico, the firm’s latest 4D/5D effects theatres, 3D audio visual services and immersive experiences are are proving to be a real hit.

Existing high-profile clients in the UK include Drayton Manor Theme Park, Thorpe Park, Paultons Park, and Shrek's Adventure.

Simworx’s latest orders include a flying theatre in Hanoi, Vietnam – a ride that lifts seated visitors up into a huge dome screen and gives them the sensation that they are flying, and an order to an Indonesian theme park called Trans Studios to create the world’s first Media Based Water Ride by adding 3D audio visual media to a water flume ride built by Interlink.

This follows the launch earlier this year of Simworx’s 3D Audio Visual expertise being offered to roller coaster and water ride manufacturers.

The business has also this month signed a £46 million strategic co-operation agreement with a major theme park developer in China to build three new ride’s a year for the next four years.

Simworx’s long-term marketing strategy has been to focus on emerging, high potential markets with burgeoning middle-classes in parts of the world where infrastructure investment is helping to connect consumers with their attractions.

Having invested heavily in exhibitions and business development in these markets, Simworx is seeing significant returns.

In 2015, Simworx received a £4.5m growth capital investment from BGF which supported the acquisition of RoboCoaster and the doubling in size of its production plant in Kingswinford.

This expansion, including the addition of 20 more design and engineering staff, has enabled Simworx to boost capacity and extend its offer overseas.

Terry Monkton, managing director of Simworx, said: “I am thrilled with the recent growth in the business and the quantity of new orders we are receiving from international markets.

“Demand for innovative media-based attractions is growing exponentially in foreign markets and we are well placed to deliver in this space thanks to our range of cutting-edge attractions.

“We will continue to focus our efforts on delivering technical excellence as we bring more adventurous and exciting products to market.” 

Gurinder Sunner, investor at BGF added: “The rapid growth of Simworx is a testament to the ambitions of Terry and the team who have focussed on generating demand in international markets.

“This strategy is now paying dividends as the business expands into new and exciting marketplaces.

“We are proud to support Simworx and we look forward to our continued involvement in the business as it expands further.