Launch - First Look - January 2018

PARQUES REUNIDOS

Discovery Communications will collaborate with Parques Reunidos to open 10 indoor entertainment venues themed around nature, oceans, space, and adventure. (Credit: Parques Reunidos)

Discovery, Parques Reunidos Partner for Themed Entertainment Centers

by Keith Miller

Fans of TV shows “Cake Boss,” “Say Yes to the Dress,” and “Deadliest Catch” may soon see their favorite programs pop from the small screen to immersive visitor attractions.

Discovery Communications is partnering with Parques Reunidos to open 10 entertainment venues in North America, Western Europe, and the Asia-Pacific region. 

The agreement is heralded as a first for indoor entertainment centers, developed by one of the world’s largest media companies.

Discovery says the centers will provide visitors the opportunity to “touch, feel, and live the brands they love.”

Discovery television brands include Discovery Channel, TLC, Animal Planet, Investigation Discovery, Science Channel, as well as OWN, the Oprah Winfrey Network, among others. Discovery’s programming is available in more than 220 countries and territories and reaches 3 billion cumulative viewers who experience more than 54 billion hours of Discovery content annually.

“Discovery Communications will collaborate with Parques Reunidos on all aspects of the project to make sure, creatively, the customer experience fully aligns with the Discovery brand,” says Robert Marick, senior vice president, licensing and global location based entertainment at Discovery Communications. 

Set to measure 54,000 square feet, the centers will be themed around space, nature, oceans, and adventure. Discovery says the centers will capture the spirit of adventure and the thrill of exploration, while allowing visitors to interact with Discovery brands in a more profound way than through television and the internet.

Marick says Discovery Communications has licensed the rights to use its name and brand to Parques Reunidos, which will own and operate the centers.

Parques Reunidos operates 61 attractions in 14 countries on three continents, including amusement parks, water parks, zoos, marine parks, and FECs. Creating new entertainment sites in shopping malls and downtown landmark buildings is one of the company’s fundamental development strategies. A target opening date has not been announced.