Case Study: Jurassic Kingdom: How We Create Events That Families Love

jurassic kingdom

Tell us about your event. How did it get started? Who is it aimed at?
Jurassic Kingdom is a unique animatronic dinosaur experience featuring over thirty installations of animated dinosaurs with electronic moving parts.

With its outdoor setting offering plenty of space to explore and run about, this attraction is aimed at family audiences. The animatronics which include moving arms, tails, heads, blinking eyes and jaws opening wide with roaring sound effects, entertain visitors of all ages and make for an educational and entertaining Jurassic experience.

Along the Jurassic Kingdom route there is an education marquee for school groups and families to enter and watch documentaries about dinosaurs on a large projection screen. Children also have the chance to dig up dinosaur bones in an excavation scene.

The festival also has a handful of street food and drink vendors to keep visitors fed and watered as they wander through Jurassic Kingdom. A range of educational and entertaining branded merchandise is available for purchase at the merchandise trailer so visitors can take home a memento of their experience.

Jurassic Kingdom is the second major experiential project produced by Weli Creative: the first being the hugely popular Magical Lantern Festival earlier this year. The mission of Weli Creative is to increase the cultural exchange of values and customs between China and the UK – this provides the inspiration to all our projects.

Why did you move your ticketing over to Eventbrite?
Weli Creative felt that Eventbrite offered a more streamlined ticketing service which gave control to us to manage the ticketing process and track our promotional efforts.

With Eventbrite, the customer’s purchase experience is greatly improved, which is a win for them – and also for us, as it helps us sell more tickets.

They’ve also provided all our ticket booth equipment and supported us with the set up and training for our staff, so we can get people through the gates quickly during our busiest periods. So essentailly, Eventbrite supports our ticketing needs throughout the whole event life-cycle.

What are your future plans?
Jurassic Kingdom will continue its UK tour throughout the spring and summer of 2017. After London it will land in Birmingham – then on to Manchester, Blackpool, Glasgow, Newcastle, finishing in Leeds in October.

We are also planning to repeat the Magical Lantern Festival next Christmas. It will take place in London, Birmingham and Leeds – as well as expanding to Glasgow and Manchester too.

Next year we plan to launch another large scale outdoor event which will also tour the UK throughout the summer months – watch this space!

Check out the upcoming dates for Jurassic Kingdom here.

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Hi, I lead Music, Arts and Entertainment marketing for Eventbrite UK and Ireland.

Gigs, exhibitions, festivals and yoga are among my favourite past times; I have also thrown over a hundred events myself! I love learning about event trends and look forward to sharing my experiences and knowledge with event managers and promoters.