Page 86 - BCM June 2024

DESIGN

Seriously, If It

Was Good Enough

for Walt Disney…

Perhaps not as grandiose, but theming

can work wonders for proprietors.

WHEN IT COMES to theming in the world of
family entertainment, nobody out-themes
Disney. How could they? The Walt Disney
Company has a whole staff of “imagineers”
— illustrators, architects, engineers, light-
ing designers and graphic designers —
who do nothing but dream up and design
new themed attractions for the company’s
parks around the world.
While it would be impossible to compete
with Disney in the realm of theming, count-
less retailers, restaurateurs and purveyors
of family entertainment have recognized
the benefits of theming and implemented
it — in less grandiose ways — into their
operations.
The goal of a unique theme design is to
reflect your brand’s personality, values and
target audience. When you can deliver on
that, you create a memorable experience
that builds customer trust and loyalty.
Chuck E. Cheese was a pioneer in restau-
rant and party theming targeted at children
and pulled it off using just two characters.
The company has had its ups and downs
but once again finds itself on solid footing
even though the competition for children’s Uncle Buck’s FishBowl & Grill, a joint venture between Bass Pro Shops and
birthday parties has exploded in many mar- Brunswick Bowling, broke the mold when it came to themed bowling venues.
ket areas that Chuck E. Cheese serves.
Another early adopter in the realm of
themed restaurants was Rainforest Café. Founded The ceiling and much of the walls were lined with
in 1994, Rainforest Cafe really made its name in the artificial foliage, while lower areas and booth seating
late 1990s and early 2000s on the cutting edge of were decorated with faux rock.
animatronics. Each restaurant was designed to depict The restaurant experienced quick growth, opening
the atmosphere of a tropical rainforest, including fake 34 locations during a span of four years. The company
plants, fog machines, waterfalls and rainforest animals. also made a global mark during that span, opening

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