How ProFun Manages the Masses at World Expo 2010
by Jeremy Schoolfield
 California’s ProFun Management Group has been involved with World Expos for more than 25 years, but the veteran staff has never seen anything quite like this year’s event in Shanghai. The company is handling operations for the Information and Communication Pavilion (ICP) at the Expo, and FUNWORLD asked Chief Operating Officer L. James Benedick about his experience so far in Shanghai.
What is ProFun’s role in the telecom pavilion?
The ICP is sponsored by China Mobile and China Telecom, both owned by the Chinese government. ProFun and our Chinese partner Betterway China (owned by Publicis Dialog) are the managers and operators of the pavilion. We provide all of the daily management, operations, staffing, VIP services, security, employee food service, wardrobe/uniforms, janitorial, accounting, payroll, etc., for the pavilion.
The ICP pavilion is a series and sequence of theaters including a Welcome Lobby where the guests learn how to utilize the unique ICT interactive device; preshow; main show, which is an interactive 4-D theater; and post-show games area. This pavilion and show were developed by BRC Imagination Arts.
Can you tell me more about the ICT device BRC developed?
The ICT Mobile Device uses a combination of systems including RFID, custom WiFi network distribution and server design, custom software program design, and show control systems. It connects each guest with each show and communicates with each guest at various times during the show.
When guests enter the Welcome Lobby the ICTs are activated and handed to each guest. The activated ICT allows each guest to interact with the show series they are about to experience. In the Welcome Lobby the guests are asked to register an identifying name, preferably their e-mail address, and a password. This will provide guests with a way to access their experience on the pavilion web site after they leave. They are also asked what dreams they have for the future, and they register those dreams on the ICT.
 In the pre-show and main show (a 4-D experience) the guests are signaled at various times to choose and register their preference of multiple options. During the post show the guests continue to interact with the various games and photo options, and all of their chosen experiences are registered on the ICT and can later be downloaded from the pavilion's web site.
What are some of the key operational challenges you’re dealing with at the pavilion?
This is the first attraction that utilizes an interactive device (ICT) for every guest where the guests can interact with the show (also utilized for other languages, including English, Korean, and Japanese) and later go to a web site and view their participation. The challenge, like with any prototype, is to make sure the ICT devices are charged, cleaned, working properly, activated to the proper show cycle, [that] guests utilize them properly, and the proper number are handed out for each show. Another issue is when VIPs enter from a special entrance and join the proper show cycle with the ICTs.
The normal challenge is to provide the maximum number of guests per show (500 per cycle) and distribute this number of working ICTs for each 20-minute cycle.
Have you developed any new techniques or strategies to handle the massive crowds expected for the Expo?
So far the crowds have been very manageable, but we have set up a tried-and-true crowd control queuing system and believe we can handle the expected crowds with the physical system established and our experienced operators. We have effectively utilized wait-time signage to inform the crowds of the expected waits for the shows, and so far guests are making an informed decision whether to wait or move on. We have found that the guests at this Expo can become irritated very quickly, so we go out of our way to inform each guest of wait times, what is happening if we have a downtime, to treat everyone fairly within the queue, and limit the queue length and wait time.
The Expo instituted a reservation system for any pavilion that wanted to participate, but we chose not to utilize this system because it means guests can enter the show ahead of others who have waited for a much longer time. We found this causes great irritation with the nonreservation guests, so we abandoned the idea. In addition, the current reservation system is typically sold out in about one to two hours first thing in the morning, so if you don’t get to the site early you may not be able to visit a pavilion that utilizes the system.
The real secret to handling crowds is capacity, capacity, and capacity. Although not extremely large, our pavilion has the hourly capacity of around 1,500. Of the many pavilions at Expo, few have the hourly capacity of the ICP pavilion.
What are your overall impressions of World Expo 2010?
It is fantastic. Like many things in China this is the biggest in many respects: size (approximately 5.4 square kilometers), most international participants, most money spent to develop, largest fireworks show (more than 100,000 fireworks), largest LED screen ever for the grand opening ceremonies, and largest expected attendance at 70 million.
What impact do you think World Expo 2010 will have on the attractions industry’s future?
Like any large Exposition there are always some unique ideas that are later utilized at theme parks. With the use of the innovative ICT interactive device with a 4-D theater, I feel that our pavilion is certainly stretching the envelope of attraction development.
Contact Senior Editor Jeremy Schoolfield at jschoolfield@IAAPA.org.
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