DXB Entertainments Strategy Manual Report by Ayesha Sharaf

Strategy Manual Report

Ayesha Al Hashmi Elham Ascha Maya AlKharaz Khaled Fakhouri

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TABLE OF CONTENTS EXECUTIVE SUMMARY

PART ONE

UAE OVERVIEW

COMPANY OVERVIEW

ATTITUDE TO INNOVATION

ATTITUDE TO DESIGN

ATTITUDE TO STANDARDS

ATTITUDE TO INTELLECTUAL PROPERTY RIGHTS

DESIGN LED

STANDARDS

39 39

INTELLECTUAL PROPERTY RIGHTS

EXPERIENCE

BUSINESS MODEL CANVAS

PART TWO

INTRODUCTION

CONTEXT

OVERVIEW

ECOSYSTEM

RISK ASSESSMENT

PRODUCT DEVELOPMENT AND PLANNING

DIFFUSION OF INNOVATION CURVE

PRODUCT DEVELOPMENT PROCESS

PRODUCT LIFE CYCLE

ORGANIZATIONAL CONTEXT

MANAGING INNOVATION WITHIN THE ORGANIZATION

MANAGING THE VALUE OF DESIGN

CONCLUSION & RECOMMENDATIONS

REFERENCES

100

APPENDIX

103

EXECUTIVE SUMMARY The first part of the strategy manual report explores DXBE’s new ideas on developing their own brand identity. First, it introduces the U.A.E. and the Emirates Authority For Standardization and Metrology (ESMA). Second, it gives a detailed overview on DXBE’s organization by explaining their attitude towards innovation, design, standards, and Intellectual Property Rights. Third, the report discusses Design Led, which explains the new ideas that were introduced to DXB Entertainment in relation to standards, experience, and Intellectual Property Rights. Fourth, the Business Model Canvas which discusses nine features in details, that includes the key partners, key resources, key activities, value propositions, customer relationships, customer channels, customer segments, cost structure, and revenues streams. The second part of the strategy manual report focuses on implementing one of DXBE’s new ideas, which is Beyond Theme Park. First, it introduces the Beyond Theme Park idea along with its ecosystem and risk assessments. Second, it establishes three product development and planning diagrams on the theme park. Third, the report discusses Beyond Theme Park’s organizational context, which includes: strategy, culture, climate, systems, structure, policies, and procedures. Fourth, it explains Beyond Theme Park’s ability to manage innovation within the organization and ability to manage the value of design.

PART ONE

UAE Overview

The United Arab Emirates is a GCC country located in the Middle

East, well known for its rapid growth economically as it was established in 1971. The UAE is split into seven emirates with the capital being Abu Dhabi. The seven emirates are Abu Dhabi, Ajman, Dubai, Fujairah, Ras al-Khaimah, Sharjah and Umm al-Quwain. The UAE has a population of about 9.5 million people of which less than 20% are Emirati citizens and the rest being expatriates. The UAE is an Islamic country that has a law system that branches out between civil and Sharia Law. The Emirati culture is derived from the religion of the country and the previous nomadic lifestyle of the Bedouins before the development of the country. Moreover, UAE’s climate is hot especially during the summer, in which it could rise to 50°C. However, in the winter the temperature tends to range between 13°C to 25°C (The United Arab Emirates, n.d.).

Now after technology evolved, UAE developed its own community

in many different aspects. Therefore, by developing this aspect UAE established Emirates Authority For Standardization and Metrology (ESMA). It is considered as the sole Standardization Body in the UAE under the Law No. 28/2001. The Board of Directors chaired by H.E. Eng. Sultan Bin Saeed Al Mansoori, UAE Minister of Economy is including representatives of the main parties associated with the institutionalization of the UAE. “The Board is the dominant affairs and lay down its policy and adopting all the suitable procedures to ensure efficient performance to its assignments” (About ESMA, n.d.).

ESMA enhances the economic, environmental and social

sustainability within UAE through the development and accomplishment of various projects and programs to guarantee the safety and health of society. Therefore, ESMA aim is to reduce negative environmental impacts of products, buildings, and vehicles by applying programs to reduce pollutants and energy consumption in order to achieve green environment practice in coordination with public and private sectors inside and outside UAE (Annual Report, 2016). Vision: Global leader in building trust in products and quality systems. Mission: Enhancing the national economy and attain improvement of the quality of life through issuing technical regulations and standards in the fields of safety, health, and environmental protection by monitoring the implementation of these regulations. Strategic Plan 2017-2021: • Sustainability: To improve the quality of the products and services to support sustainable development and enhance the quality of life and the position of UAE as a global economic center. • Innovative Environment: To build a culture of innovation within the organizational environment. • Competitiveness: To improve UAE competitiveness, develop and empower the national capabilities working the field of standardization and raise awareness of its importance. • Supportive Work Environment: To ensure quality and transparency in the provision of all administrative services (Vision, Mission, and Strategy, n.d.).

ESMA Values:

Transparency And Efficiency Customer Centric

Loyalty And Belonging

Teamwork Learning And Growth

Initiative And Creativity

(Our Values, n.d.)

ESMA Organizational Chart:

Board of Directors

Director General

Control & Technical Affairs Sector

Customer Happiness Centers Conformity Affairs Department Control Development

Legislation & Specifications Sector

Metrology Department

Standardization Department

Business Competitiveness & Development Department Technical Legislations Department

(Organizational Chart, n.d.)

ESMA is a member of other International Standards Organizations: •

International Organization for Standardization (ISO)

•

International Organization for Legal Metrology (OIML)

•

GCC Standardization Organization (GSO)

•

Arab Accreditation Authority (ARAC)

•

Standards And Metrology Institute For Islamic Countries (SMIIC)

•

International Electrotechnical Commission (IEC)

(Annual Report, 2016)

Additionally, ESMA follows the Intellectual Property Rights through

copyrights. The information that they own and provide is protected under the laws of copyright, which blocks any person from stealing or copying it. Also, their website protects their information through securit, in which it strengthening their organization and gives them the sense of power over that they own (Copy Right, n.d., Federal Law, 2002).

Company Overview *the following factual section is retrieved from https://dxbentertainments.com

DXB Entertainments is a leisure and amusement company that

is founded in Dubai. The company carries diverse samples of worldclass brands in order to achieve entertainment in the sectors of theme parks, family entertainment centers, and retail and hospitality. Today, DXB entertainment is the owner of Dubai Parks and Resorts which opened in October 2016. It bodies three theme parks: MotionGate Dubai (Hollywood movie influenced theme park), LEGOLAND Dubai (The first Lego Land in the Middle East), and Bollywood Parks ( First of a kind experience that previews Bollywoodâ&#x20AC;&#x2122;s most genuine movies). All connected by Riverland Dubai which is a retail and dining location in the middle of Dubai Parks and Resorts where guests can check in at the Lapita Hotel. The hotel is a part of the Marriott Autograph Collection and it is family Polynesian themed. Secondly, DXB Entertainment is the manager of select Meraas which is a company of owned leisure and entertainment contributions in Dubai. Overall, the business is segregated into three operational units: Theme Parks, Family Entertainment Centers, and Retail and Hospitality. It is the largest merged theme park destination in the Middle East; it owns, five theme parks (Motiongate, Bollywood parks, Legoland, Legoland water park, and Six Flags), two hotels (Lapita Hotel and Legoland Hotel), and a themed retail and dining destination (RiverLand) spread on a 30.6 million sq. ft of land, all combined under one development. Not only that, but DXB Entertainments is also in charge of five family entertainment centers in Dubai such as, Hub Zero, The Green Planet, different Roxy Cinema branches, THE VOID, Play Town, and Splash Pad. All the above, nominates the company to be the largest leisure and entertainment company in the region. In fact, DXB Entertainmentâ&#x20AC;&#x2122;s market capital on 31st July 2017 was AED 6.2 billion. Due to the many fields, the business is in, its decided to only focus on the theme parks sector of the business for our strategy manual.

Vision:

DXB Entertainmentâ&#x20AC;&#x2122;s target is to become a leader in providing

leisure, entertainment, and services for the best family experiences so that their customers throughout the region can be boosted with fun and joy. Furthermore, they are looking to build and control plenty of experiences and assets that bring long-term value to the shareholders. They are achieving this vision regionally, however, further measures must be taken if they want to see their organization a leader internationally. Mission:

To deliver a one of a kind experience to all the visitors, to bring

long-term value to its stakeholders, and to be leading internationally by providing diverse options for entertainment. Our evaluation of this that, it is a well-written and a specific mission, however again, they do not lead internationally, and they need to be more innovative and self-efficient in designing their own parks in order to truly attract people from around the world. Strategic Goals: 1. Growing the number of visitors by setting up Dubai as a regional leader in the entertainment experiences industry. 2. Expand their portfolio pursuing the best, moneymaking enterprises and opportunities. 3. Building and launching the famous Six Flags in Dubai Parks and Resorts by the end of 2019, which marks the first Six Flags theme park in the Middle East. 4. Constantly innovating and venturing to become an internationally wellknown leader in the entertainment field.

Their goals are clear and they are striving for the best case scenario.

Nonetheless, due to their huge success and determination, this is greatly possible. They are currently expanding their portfolio. For example, Six

*the following factual section is retrieved from https://dxbentertainments.com

flags is part of it, in which it will develop their portfolio t the next level. Also, they are building relationships internationally so that the companyâ&#x20AC;&#x2122;s name could be well known. However, now they need a reason for tourists to come and experience something new not something they have back in their country. Furthermore, each theme park has its own strategy to follow: 1. Motiongate: Appeal to a wide range in the demographic segment and leverage global recognized IPS. 2. LegoLand: Grip and provide a well established Legoland in comparison to the original. 3. Bollywood Parks: Grasp the attention of the unconsidered Asian population and grip Bollywoodâ&#x20AC;&#x2122;s underestimated IPs. 4. LegoLand Water Park: Grip and provide a well established Legoland waterpark in comparison to the original. 5. Riverland: Get the attention of top tenants for long-term leases, and attraction to the customers who do not want to visit the theme parks. 6. Lapita: gives a different experience in comparison with existing hotels, adding lagoons and pools. Company Objectives:

DXB Entertainmentâ&#x20AC;&#x2122;s aim is to cause a long-term growth through

expansion relevant companies and assets in the marked sectors of Theme Parks, Hospitality, and Retail and Dining. The short-term goal is to give a lot of attention to attaining operational excellence as well as adding additional growth to the visitor numbers at Dubai Parks and Resorts. In the medium, to long-term, the Company is looking to grow its opportunities to include media and entertainment. Both in whichthey are achievable/ being achieved. The short-term goals are currently shown through the excellent service they provide and through the more recognition it is gaining per day. With their practices, it is possible that in the long term, they will be able to take over the media sector. As for the entertainment sector, they are always finding new opportunities to open it.

Values: 1. Customer Service: In fact, they have shown great consideration to their customers throughout their practices. For example, they provide a pre-booking solution for tourists planning to vacation in Dubai, they handle demand and ensure change for the tourists/ locals in Dubai, they deliver a solid booking solution, created a resort app with every available service such as discovering, purchasing, finding, sharing, and event exploration. They also provide an easier experience to the user through allowing the hotel key to be their ticket into the themed parks, and they also have a portal to engage customers. Furthermore, they have taken the seasonality issue into consideration, therefore, they have designed a strategy to address the heat through the use of cooling systems, indoor air conditioning when there are line queues and outdoor fans, landscape and architecture has a great deal of shading, and adjustment of working hours during summer months to address the peak day temperature. This does not only relate to the values they have but also the standards they endure which will be discussed later in our manual. 2. Productivity: DXB Entertainment produces diverse businesses in order to achieve off-peak attendance; they are currently working on their six flags theme park. They also build consumer insight and revenue management in order to understand and predict ways to better their business. 3. Sustainability: DXB Entertainment is very caring in its environmental concerns. Aside from wanting to be internationally recognized, they want to be able to reduce waste , reduce electricity consumption through minimizing the impact of their operations, prevent pollution, and reduce water use. Again, this is also part of the standards DXB Entertainment follows that will be mentioned throughout attitude to standards.

*the following factual section is retrieved from https://dxbentertainments.com

Other values include fun for both employees and guests, integrity

when dealing with the consumers and employees, respect for the diverse culture and each other, safety to every shareholder, and passion for delivering the ultimate user experience. Market/Brand Position:

DXB Entertainment has a unique market position to tap into the

regional theme park market. Firstly, although theme parks are highly demanded, it is currently a sector that is untapped in the MENA/Indian Subcontinent. Therefore, DXB can brand its position based on being the first destination in the region to bring world-class theme parks. Secondly, the growth in the UAE tourism, international visitors in the UAE reached 14.9 million in 2016 which is a 5% increase from the year before and a 10% increase from two years, not to forget the expected tourism growth by the end of 2020. That is why, DXB entertainment has a strong market position of bringing in different individuals locally and internationally to its theme parks, something that would not be possible if it was in another Arab country such as Jordan for example, which welcomes fewer tourists per year. In fact, Dubai is the 4th most visited city in the world. Not only that, but the location within the UAE was also studied. Dubai, a destination that is a 4-hour flight from 3 billion people. In specific, Sheikh Zayed Road midway drive between Dubai and Abu Dhabi International Airports. Thirdly, DXB Entertainment is positioning itself in the uniqueness of its offerings in different ranges, it is the only multi-themed park destination in the region, came up with the first Bollywood theme park in the world, the first regional water park that targets children, the only destination with a Legoland Park in the region, as well as a distinctive Hollywood theme park.

The image shows the top theme parks within a country around the world.

Core Capabilities: As mentioned in the market positioning, DXB Entertainment is strong in its unique offers: First Bollywood theme park in the world, first Legoland park in the region, water park targeting children, and bestbranded entertainment from the three largest picture studios in Hollywood (DreamWorks Animation, Columbia Pictures, and Lionsgate). Being the first and the best is definitely the strength of the business which therefore allows it to extend into new markets in the

(Dubai Parks and Resorts, 2015)

field of theme parks and grow to its own name. Their other core capability is their customer service. They study and understand their audience and try to fit the strategy to their needs and make the experience easier and more enjoyable for them. For example, DXB Entertainment is the only theme park in the world that has 4 gates within walking from each other, they address the heat concerns, and taking price inflation and

*the following factual section is retrieved from https://dxbentertainments.com

ticket buying into consideration for affordability. The image on the right describes the core capabilities of DXB that allow it to be competitive in the business market. Regional including Wild wadi, Yas Waterworld, and Ferrari World versus International such as Disneyland and Universal Studios. Competitive Advantage:

One of the competitive advantages DXB Entertainment has is the

pricing of the tickets. The chart shows the different prices offered for other regional theme parks and international theme parks. Compared to the regional Bollywood Parks and LegoLand Water Parks is the cheapest of all. However, all except motion gate Dubai are cheaper than Ski Dubai, other vary depending on what is compared. Nonetheless, prices are also based on the entertainment value that is provided. International theme parks tend to be more expensive the Dubai based theme parks again depending on the region but the top 5 global parks come at a median higher than all the prices available in DXB Entertainment which gives the business an advantage from its competitors. Furthermore, DXB Entertainment has a competitive advantage among its international competitors because of its destination, the UAE is the second most crucial international retail destination after London, and the tourism the UAE receives if greatly for the cause of leisure and entertainment which means more visitors to the entertainment parks. Collaborative Advantage:

DXB Entertainment has launched a corporate marketing partnership,

which allows it to further brand itself and reach out to a larger global target audience. The five companies they have partnered with are: Etisalat, which is the market leader in the telecommunication services, DXB Entertainment partnered with Etisalat in order to facilitate a smooth digital experience for the visitors. Picsolve International, in order to generate one of the worldâ&#x20AC;&#x2122;s greatest photography integrations. Dubai first, DXB Entertainmentâ&#x20AC;&#x2122;s official financial partner, together they launched a

card for the company. Pepsi collaborated in order to provide a wide range of food and beverage including treats and nutritious food, researching innovative ways to impact the environment as least as possible as well as reducing costs, providing a safe workplace for employees, and investing in local communities. Finally, McDonaldâ&#x20AC;&#x2122;s which is a quick service restaurant of DXB Entertainments in Riverland. Furthermore, they have sealed with tour operators and rep offices locally and around the world, such as the DXB bus, 10 tour operators in the UK, 8 in Africa, etc. Furthermore, DXB Entertainment collaborates with IP partners in order to construct the theme parks, each theme park has different partners. For Motiongate collaboration with Sony pictures consumer: Ghostbusters, The Smurfs, The Greenhornet, Cloudy with a Chance of Meatballs, Hotel Transylvania, Underworld, and Zombieland, Lionsgate: The Hunger games, Step-Up: All In, and Step-Up: Revolution, and DreamWorks: Shrek, Madagascar, How to Train Your Dragon, and Kung-fu Panda was made. Bollywood Park has various IP partners some include Rock On, Don, Sholay, Ra One, and Mughal-e-Azam. LegoLand Dubai and LegoLand water park was a collaboration with LegoLand which is a Merlin Entertainments brand. Lapita hotel which will be operated by Marriott and finally, Riverland which is leased out to third-party tenants divided by 4 theme zones: French Village, Boardwalk, India Gate, and the Peninsula. Audience: The target audience for DXB Entertainment is first families with children looking for a fun family day and teenagers/teen adults looking for a hangout with their friends. Users: Individuals locally or internationally who search up the company to learn more about it and look into what it offers but purchase nothing from it. When they search for the company it means that they are tech-savvy and therefore the age group is probably between teenagers to adults. Customers: Local and international individuals which include families with children between the ages of 2-12, teenagers, as well as, adults who pay and experience the theme parks entertainment.

*the following factual section is retrieved from https://dxbentertainments.com

Target Market: DXB Entertainment targets a wide range of audience, demographics, and age groups within the following: 1. Motiongate: Family, teenagers, young adults, couples, and thrill seekers. 2. LegoLand Dubai: Aimed at families with children between the ages of 2-12 3. Bollywood Parks: To the 3 billion fans of Bollywood across the GCC and the Indian continent, including families, teenagers, young adults, and active seniors. 4. LegoLand Waterpark: Aimed at families with children between the ages of 2-12 (First waterpark to target this age in the region in comparison to other watermarks such as Wild Wadi or YAS water world). 5. Lapita: A hotel that is family friendly, leisure travelers to Dubai, visitors to theme parks who prefer to stay on site while experiencing DXB Entertainment other offerings. 6. RiverLand: Location for the local residents of Dubai and Abu Dhabi, corporate parties, meetings reasons such as conferences and events, visitors of the theme parks, and hotel guests. Customer Benefits: DXB Entertainment offers many customer benefits to the visitors both tangible and intangible. Tangible: • Food and Beverages. • Souvenirs: IP branded products and Park branded products. • Photos and games: In collaboration with Picsolve • Ticketing: Super VIP ticket, Annual tickets, Multi-day ticket, Park Hopper ticket, and Individual/group seasonal tickets.

Intangible: • Online ticketing service: Website or app • Theme park: Riding a roller coaster • Events and shows • Extended memories • Services: Locker rental, stroller rental, wheelchair rental, and ECV rental (electric convenience vehicles).

Organizational Structure:

(DXB Entertainment , n.d.)

Board of Directors include: • Mohamed Almulla - Executive Director • Abdulla Al Habbai, Edris Alrafi, Mukesh Sodani - Non-Executive Director • Abdul What Al- Halabi, Sharvan Shroff, Amina Taher - Independent Director CEO: • Mohamed Al Mulla - CEO • Ahmad Hussain Bin Issa - Deputy CEO • John Ireland - CFO

(Board Of Directors, n.d.) *the following factual section is retrieved from https://dxbentertainments.com

Audit Committee:

Meet four times a year or more if required, they assist in the board

of discharging the responsibilities with care for finance, external and internal audit controls, reviewing and keeping up to date with the integrity of annual financial statements and the extent of the non-audit work. Their most important job is to review and approve of the annual reports and accounts that are within the Board of DXB Entertainment. They have obtained a confirmation that the business’s auditors are complying with the rules required by the Government. Nomination and Remuneration Committee:

They also meet four times a year or more if required, and assist

the board to discharge its duties relating to the structure of the Board and any committees of the board. They assess the equality of skills, understanding, experience, dimensions, and the makeup of the board. They also review the Board’s structure occasionally in order to find possible candidates as directors or members of the board. Corporate Governance:

DXB Entertainments is carried out by a set of standards from the

government. There is a special governance manual that has been created with the Board of Directors to adhere to. There are certain guides in which DXB Entertainment’s follow: Transparency and Disclosure: an action they put in their minds while publishing information, information must be factual and honest, and then the company issues its information on the website including their financial statement and annual reports in order to have more detailed clarification about the company and for transparency. Stakeholders and Shareholders Rights: The company takes into consideration the attentiveness of all its stakeholders and confirms that are shareholders and treated equally. Internal control, DXB Entertainment applies a detailed internal control system to assess the company’s risk management, it is to make sure that internal controls are made, documented, maintained, and stuck to in each

sector. Finally, awards and regulations: DXB Entertainment won an Ethical Boardroom Award in 2016. Senior Management: • Sandesh Pandhare - Financial and Investment Officer • Paul La France - Projects Officer • Matthew Priddy - Technical Officer • Vinit Shah - Strategy and Business Development Officer • Stanford Pinto - Parks Operating Officer • Klaus Assman - Retail and Hospitality • Aida Hamza - Business Support • Julien Munoz - Sales • Brian Machamer - Theme Park Operations • Muhammed Suleman - Director of Governance • Krishna Prasanna Muralidharan - Director of Internal Control • Marwa Gouda - Head of Investor Relations Goals for the future:

They are not so clear about the future because not much is talked

about when it comes to what lies ahead for DXB Entertainment and where they want to be in the future but they have announced some of the new service experiences they are working on for the near future. Six Flags Dubai is expected to open by the end of 2019. The theme park will have 27 rides and be spread across 2 million square feet. LegoLand Hotel is also expected to be part of DXB Entertainment’s future, just like six flags, it will be the first in the Middle East, with 250 rooms, and a 60:40 joint venture among DXB Entertainments and Merlin Entertainment (the company will also operate it once upon). DXB Entertainments also talks about exploring in and taking over areas for other future development. Company analysis tool:

When it’s an existing service and an existing product it is called

“Market Penetration” in DXB Entertainment’s case this includes the idea

*the following factual section is retrieved from https://dxbentertainments.com

of theme parks in general and the services they provide, for example, Ferrari world is also an existing theme park in the UAE. Moving to market development where its a new market in and an existing service, this includes Legoland Dubai, Motion gate, and Laptia Hotel. They are all extracted /from existing theme parks/hotels however they are the first of their type in the region. Next is Product development and that is when it is a new product in an existing market in this case Riverland. According to their website, Riverland already has an existence in the market however new concepts have been introduced and it was formed and ordered in a new way in order achieve a new product/ type of service. Finally, diversification is when it is a new product in a new market. DXB Entertainment has introduced the first of a kind Bollywood theme park Dubai, not only is it the first of its type, it is also taken from its usual market (India) and placed in a new one.

Overall, the results of the companyâ&#x20AC;&#x2122;s efforts can be noted from its

financial results. For the third quarter of 2017, DXB Entertainments had made a revenue of AED 115 million, and the number of visitors by the end of September 2017 has increased by 16%, with a recorded total of 1.5 million visits, and 478,000 visits in the third quarter alone. Of the AED 115 million, AED 68 million were made in theme parks alone, at a rate of AED 142 revenue per visit. There was a slight decrease in revenue compared to the previous quarter and that is because more people stayed in the Lapita Hotel which includes the price of theme park access. AED 11 million was made through retail and AED 15 million through hospitality services. The revenue mentioned is after the adjustment of the total losses which came up to AED 91 million during the quarter. The study also showed that their market efforts proved to work because 19% of visitors were brought through tour and travel posters from people around the world such as India, China, and Russia. However, this does not end here because better results are expected by time.

*the following factual section is retrieved from https://dxbentertainments.com

Attitude To Innovation

When looking at the MENA region, it was discovered that DXB

Entertainments (DXBE) to be innovative in bringing famous, well-known, theme parks and making them a touristic attraction and new for the people in this region in the world. After researching DXBE, show thoughts started to form that they were just opening theme parks here that exist somewhere else around the world for example LEGOLAND; which was the first LEGOLAND theme park in the Middle East, and Motion Gate, which is a theme park inspired by Hollywood; however, later it was found out that they started the first Bollywood theme park here, in UAE (About Us DXB Entertainment, n.d.). Even though starting the Bollywood Theme Park in UAE is a good step towards innovation, it was still not original since it is based on an actual place, we thought that DXB Entertainments needed something they had complete ownership of, a Visual Identity and their own IP Standards.

On their website, DXBE mentioned that they did care about

innovation and it is evident through the variety of the work they are doing as well as trying to bring new things to the Middle East such as LEGOLAND® Water Park, which is the first water park aimed at kids between the ages 2-12 in the Middle East.

DXBE’s strategy is to provide people with leisure, entertainment,

and other services. According to The National, DXBE faced losses which made it divide its business into 3 sections (2017). This made DXBE’s goal is to spread joy in family-oriented activities and strives to become a top competitor in the industry (About Us DXB Entertainment, n.d.). Innovation Process: The innovation process is a five-stage process used to develop innovative ideas which are also a way to brainstorm. The five stages are: • Generating Ideas and Mobilization • Advocacy and Screening • Experimentation • Diffusion and Implementation (Neese, 2017)

As mentioned earlier, DXBEâ&#x20AC;&#x2122;s main goal is to provide new

experiences in the Middle East. They are bringing ideas that are not originally theirs, so they do not they follow a solid process for their innovation process. For example, take LEGOLAND and think about what process would DXBE have followed in order to come up with this idea, we find that there really is not much other than marketing strategies and not really something the could be called an innovative process of a product or a service. They would not need to generate ideas or screen them since the idea is already there, they are just implementing it in a different environment. Hence, they could be experimenting since they do try to open different theme parks and other services here, like with LEGOLAND waterpark and motion gate, they are not completely similar so they do take some risk.

Therefore, the last stage of the innovation process is the one thatâ&#x20AC;&#x2122;s

most crucial for DXBE. Implementation of ideas, receiving feedback and marketing strategies could either make the project succeed or fail if they did not communicate to their audience effectively. It is challenging for them in this region since theme parks are still a new idea here and not as widespread as other regions in the world. Design Management Staircase:

(Savic, 2009)

*the following factual section is retrieved from https://dxbentertainments.com

DXBE is at step 2 in the design management staircase, where

design serves as a project. Step 2 represents companies that integrate design into the project.

They can develop their design/innovation strategy more by creating

something completely original rather than borrowing ideas from the outside as the case in Motion Gate and Bollywood, or open theme parks that are opened in another region such as Six Flags and LEGOLAND. Make their own Trademark.

Product: new material innovation Service: process innovation Experience: social innovation Culture: business model innovation Ten Types of Innovation: Following the ten types innovation model, the innovation types that are most prominent within DXBE are the service and brand.

(Keeley et al., 2013)

Process: DXBE brought theme parks and developed it in the Middle East, as well as the first waterpark in the region for children and the first Bollywood theme park around the world, which is something DXBE has became known for. Service: DXBE focuses on Family-oriented activities and attractions, which is why most of their theme parks can be enjoyed by different ages and as a family. This is evident by their waterpark which is aimed directly at children and indirectly at a family. Bringing fun and joy to their visitors is one of DXBEâ&#x20AC;&#x2122;s main focus. Brand: DXBE has divided its brand into 3 sectors, Theme Parks, Family Entertainment Centers, and Retail and Hospitality.

As a growing company, DXBE has a high potential to include more

innovation types in their strategies; Customer Engagement, Channel, and Network would benefit their theme park sector most, which is what will be focused on. For customer engagement, like an Arabian Night, the compnay can engage the customers with a story and make them part of it for a different kind of experience. Even for Space, a different world for the customers to uncover. As for Channel, this can be done by having DXBE create their own characters for their theme parks, and also sell them in gift shops and using them in advertisements. This way then expand their strategies, as well as appeal to children even from far away. As for Network, building connections could happen from our Space idea and their partnership with NASA. This has not been done before in other theme parks, which would be a great way to attract a bigger audience and also for more business opportunities.

*the following factual section is retrieved from https://dxbentertainments.com

Attitude To Design

Although they do not actually state it, it is obvious that a design

process is required throughout this experience in order to achieve their strategies and design an entertainment. A research is first required in order to find out what types of theme parks are required and then results are studied. Then a drawing of a design to construct the theme park or a study of other theme parks in order to understand which one would most fit the UAE is needed, tests are further required. At this point, designers need to work with engineers to construct an experience of the theme park with the area given. Design is also required in this company while building the theme park because everything created must be designed to fit a specific theme again conducted by designers. Furthermore, the whole experience is studied by a designer in order to give suggestions to what could improve the experience for the user and then with collaboration of the makers and the business employees it is decided if it can be done/ cant be done/ or needs to be improved upon. Design is also needed in the after the opening of the theme parks or other services they provide in collaboration with marketers to make people aware of this new available service. Although not in details, they did state how they required design throughout building. For example, while building motiongate and Bollywood they used RIVA designers for theme park experts and Gensler designs, which is the #1 among top 10 green design firms. For Legoland and Legoland Water Park, they built it with the help of Forrec designers who were the designers of Universal studios and Legoland in Florida, and for Riverland the designers were RTKL, a worldwide architect creative service organization. Some of the designs incorporated in their theme parks fit their values and standards, for example, they have designed a strategy to deal with the heat so that it is safe for their customers. They ensured so through making parts as indoor attractions and parts outside but with queuing fans. Designing an experience is also very important in order to achieve the businessâ&#x20AC;&#x2122;s quality customer service strategy, every detail needs to be considered

from the attraction to the entrance, exit, and extension. â&#x20AC;&#x153;How do I hear about it, how easy is it for me to buy a ticket, do I have options, can I still enjoy my time and be safe if I am disabled, what memories will be left behind, do I have different food options, are my kids safe?â&#x20AC;? All those are questions that a designer considered when creating an experience they do not just make it and leave it they think about it and progress it when an issue is found in particular a Design manager would. Although it seems very obvious that design is required and practiced in the business, not much signs of design jobs are present, which leads us to believe that for their design jobs they are recruiting outside agencies. In the organizational structure and team dynamics there was no obvious job role for any any designer, the closest thing was marketing but then again that is a business job. Nonetheless, as mentioned, it is obvious that this company requires a design manger. They do have a very well studied and implemented experience but it could be better with a design manager who is specialized in understanding their clients, managing projects, conducting research, user experience, and collaboratively working with all teams and targeting them towards one goal to achieve with minimal issues, creating a design brief and analysis, and finding solutions to issues the company may be facing, that is why its believed they should add a new type of manager (Design) in their organizational structure, due to the design process required a design manager is obviously needed but not found, in fact, no type of design job is found.

Design Management staircase: The company is currently at the

second step in the staircase which is Design Management as a project. Design is used to a limited basis for product extension or improvement projects, however, not as a major tool (no design job). Nonetheless, they do hire designers from other companies to do all the design needed jobs. In their company design is mostly used as a marketing tool to add value through the aesthetics of the product, style, package, marketing, or visual identity.

*the following factual section is retrieved from https://dxbentertainments.com

Attitude To Standards

DXB Entertainments uses standards to reduce wasting resources

and be innovative in order to improve their service’s experience. They focus on being sustainable and innovative at the same time. Therefore, they are currently using three standards: ISO 14001, ISO 9001, and OHSAS 18001.

First, ISO 14001: Environment Management. For instance, this

organization applies this standard by reducing waste to landfill, electricity consumption, and water usage. Also, they have Treated Sewage Effluent (TSE) recycling plant, which is part of the sewage treatment and it helps to reduce pollution into the environment (Corporate Governance Report, 2016).

Second, ISO 9001: Quality Management. They focus on satisfying

their customers and employees experience. In 2016, the company invited the construction workforce to be the first to experience the theme parks before the grand opening, in which it was the best surprise gift to them after achieving the impossible and working hard to build these parks. Also, DXB Entertainments thought about the weather in the UAE, which is a key factor that could affect theme park attendance, such as; rain, snow, and high temperatures. UAE’s weather is very hot and this weather could affect not only the attendance but also the equipment’s functionality. Therefore, the company came up with a strategy to deal with the heat. For example, inserting indoor air conditioning systems for each ride, inserting outdoor cooling fans, building landscapes which include significant shadings, and adjusting the operating hours based of the season and weather (Corporate Governance Report, 2016; Dubai Parks and Resorts, 2015).

Third, OHSAS 18001: Health and Safety Management. DXB

Entertainments cares very deeply about its workers and customers safety

by tracking the environment daily and checking all the equipment before turning them on to be sure nothing can lead to harm. They even have health centers and ambulance cars in every theme park, giving the people sense of safety and security. Moreover, DXB Entertainments protects its community and environment by identifying hazards places such as electricity and heat rooms. They even have fire exits on every corner and every ride found in theme parks (Corporate Governance Report, 2016).

In addition, ESMA has some standards that DXB Entertainments

also follows, such as being sustainable in each of these sectors: • Chemical And Plastic Products Sector • Food and Agriculture Sector • Electrical And Electronic Sector • Metrology Sector • Cosmetics Sector • Mechanical And Vehicles Sector • Oil and Gas Sector

(Annual Report, 2016)

This paper is sealed and stamped by ESMA and UAE government. It represents the importance of establishing health, safety, and environment (HSE) standards in each organization, in which DXB Entertainments has also used : • ISO 14001: Environment Management • ISO 9001: Quality Management • OHSAS 18001: Health and Safety Management (Laws and Legislations List, n.d.)

Attitude To Intellectual Property Rights

DXB Entertainments uses Intellectual Property Rights to protect their

original work from being stolen, in which it encourages new technologies, inventions, and economic growth. Therefore, the company uses two types of Intellectual Property Rights: trademark and patent partnerships.

DXB Entertainment’s first trademark was by creating the first

Bollywood Theme Park in the world. It is the first of its kind Bollywood IPs led theme park in the world including a Bollywood inspired theater. This park targets over 3 billion Bollywood fans across the GCC and Indian subcontinent. Moreover, “for the first-time visitors will able to live, learn, and experience the kaleidoscopic world of Mumbai’s famous film industry, in the world’s first Bollywood themed park covering 1.7million square feet” (Bollywood Parks Dubai, n.d.). This theme park is a monopoly in its own way, giving it the benefit of being on top in its own market. Hence, by building the first Bollywood Theme Park DXB Entertainments was able to create their own brand identity. Furthermore, DXB Entertainment enhances copyright laws same as ESMA. DXB Entertainment copyright law includes protecting their database and information from being stolen and copied. This gives them a huge advancement in strengthening their brand and trademark. It gives them the power to protect their own production and services that makes them unique (Terms and Conditions, n.d.).

Additionally, DXB Entertainments has so many Intellectual Property

brand partnerships, in which it allows the companies services and experiences to improve the increase in customers and profit.

Sony Pictures Consumer Products:

Ghostbusters The Smurfs Cloudy with a Chance of Meatballs Hotel Transylvania Underworld Zombieland

DreamWorks Animation LLC:

Rock On!! Don Dabangg Lagaan Sholay Zindagi Na Milegi Dobara Krrish Ra One Mughal-e-Azam

Merlin Entertainments plc LEGOLAND® Parks

Shrek/ Madagascar How to Train Your Dragon KungFu Panda

Lionsgate:

The Hunger Games Step-Up: All In Step-Up: Revolution

(Dubai Parks and Resorts, 2015)

Design LED

DXB Entertainments could develop their brand identity through

creating the first of its kind experiences of Enchanted Forest Theme Park, Beyond Theme Park, and Arabian Nights Theme Park in the world. Each of these theme parks will have different experiences and Intellectual Properties, but at the same time use the same standards. Standards applies to the three theme parks:

Standards support technological change, process of improvement,

innovative ideas, and solutions to global challenges (Standards and Innovation Report, 2014). Therefore, DXB Entertainments could add three new standards, in which they will apply to all of the theme parks experiences equally. The theme parks are the Enchanted Forest Theme Park, Beyond Theme Park, and Arabian Nights Theme Park. The three new standards are ISO 22000, ISO 20121, and ISO 31000.

First, ISO 22000: Food Safety Management. DXB Entertainments

could control food safety hazards through prerequisite programs and HACCP plans in each of these new theme parks. They can also constantly improve and update the food safety management system so the customers wonâ&#x20AC;&#x2122;t suffer from food poisoning or stomach pains if the food expires (ISO 22000 Food Safety Management, n.d.).

Second, ISO 20121: Sustainable Event Management. For instance,

the company could help these new theme parks to achieve best practice levels of efficiency and performance by being hiring expert works and obtaining high-quality equipmentâ&#x20AC;&#x2122;s. Also, the company could define roles and responsibilities for each employee, contractor, and supplier. They even could cut cost through better energy and waste management (ISO 20121 Sustainable Event Management, n.d.).

Third, ISO 31000: Risk Management. The company needs to have

guidelines, provide principles, framework, and process of managing risk. Thus, they could do a risk assessment to help decision makers understand the consequences of risk-taking in order to achieve an objective (ISO 31000 Risk Management, n.d.). The company needs to think whether if taking a certain risk is worth the sacrifice or not, because sometimes when decision makers take a risk they forget to measure how large the consequences could be.

Enchanted Forest Theme Park “When Magic Turns Into An Abstract Reality”

Design Led Intellectual Property:

Target group: families, children, teenagers, young adults, and thrill seekers who are between the ages of 5 to 30’s.

Target: attract the target group with a special focus on forest adventures and experiences.

Therefore, by having a trademark and a logo Enchanted Forest Theme

Park can protect its idea from being copied and stolen. It is a sign for the people that this service or organization has identified its ownership of their products and services. Also, Enchanted Forest Theme Park could establish copyrights to protect their services. Copyrights law can grant Enchanted Forest Theme Park protection for producing their own services, building their own rides, and selling their own products. Also, it allows Enchanted Forest Theme Park to take legal actions against plagiarism and infringement (Summary of Intellectual Property Rights, n.d.). This allows the park to be unique in its own market and build up its own reputation to its peak, in which their revenues increase due to its rare services. It’s like they are their own monopoly and that gives them the advantage to control their customer’s desires in order to gain more profit. Design Led Experience:

Enchanted Forest Theme Park is a magical universe where fairies meet

the mountains and adventures. It’s a place where your imagination turns

into reality. This parkâ&#x20AC;&#x2122;s aim is to give the customer the experience of how the forest can be magical, adventurous, and dangerous. Theme: Enchanted Forest Theme Park, will be a huge indoor space due to the hot weather in Dubai and it will include air condition systems, however, it would be a bit humid in some places in order to achieve the forest feel. The theme of this space will include mostly different degrees of green color. It will be divided into two parts: daylight and midnight theme. Daylight theme will contain sunlight ceiling with real looking clouds that actually move around, sparky waterfalls and flowing rivers, projections of magical kind creatures such as fairies flying around , the seven types of dwarfs waking around each with his own character style that entertains the customers (Happy, Grumpy, Sleepy, Dopey, Sneezy, Bashful, and Sad), animals, high trees, and different types of beautiful flowers. However, the midnight theme will contain a dark blue ceiling with stars in different sizes glowing, dark mountains with fog, fireflies, fairies, evil magical monsters, sounds of crickets, and the smell of leaves, talking trees, and night flowers. The theme park will also have areas where people with carts are selling snacks such as sugar dipped apples and pretzels. Other areas for food would include typical loved fast food chains, however, they will be designed within the forest theme (depending on the section), the more high-end restaurants will have a unique vibe, the inside will be all wood looking and leaf ceiling and the chairs will be designed to look like the bottom part of the animals, there will also be a funny animal hologram and a Tarzan lookalike that comes out every two hours. Color Template:

Rides: In this magical space, each ride has its own story or legend to tell. For example, one of the rides in the daylight theme is «Fairies Vs. Pirates», it is a four-dimensional ride, with a huge cinematic screen that will tell the rider the legend of how fairies used to fight the pirates to get back their own land and resources. First, the customers will need to wait in line to get the three-dimensional glasses. Then, they will enter the fourdimensional cinema, which will include a large number of motion chairs that are equipped with scent, wind, light and water effects, they will use based upon the scenes presented in the movie. These aspects will activate the customers five senses and make them live in the moment as if they are a part of the movie. After the movie ends, the customers will need to return the three-dimensional glasses and optional head to the gift store to buy one of the many souvenirs as a reminder. The emotion that this ride sends is excitement and the thrill of wanting to know what will happen next.

Another ride in midnight section is the «We Slay Monsters”, this ride

is a hunting game that teaches the young adults how to slay evil monsters and save the magical fairy kingdom from being destroyed by them. Again the first step is for the customers to wait in line to get the gear, helmet, shield, and sword. Second, after they have worn the outfit, the customers will be taken into the forest to hunt the monster and who slays the most monsters will win the game. The top three winners will be given the game›s posters as a certificate for the purpose of experience extension. After exiting the ride, there will be the gift shop that sells products and items related to the ride›s story. The items are sold as souvenirs and something to remind the rider of their experiences.

Moreover, the Enchanted Forest Theme Park also contains Zip-line,

bungee jumping, and maze. The Zip-line is basically a hike towards the top of the night themed mountain (although be careful because walking at night in that area can be filled with monsters) it is also the last game in the theme park, once you reach the top you will have to wait for your turn,

when you finally reach you will wear the required vest and hooked up to the zip. As you are ready to jump, the zip-line will take you on a journey throughout the entire theme park giving you a final glimpse before taking you back to the beginning (daylight section), when you reach there will be a guide waiting to unhook you and direct you out. Bungee jumping will be in the daylight section, it will be a jump into the waterfall/river where the tip of your head gets wet in the water and then taken back up. These, various rides in this magical forest expresses a certain emotion that will be incorporated into the riderâ&#x20AC;şs heart leaving an impression of thrill, adventure, and excitement. Hence, each ride will also include a fast-track to give the customer the experience of entering the ride without having to wait in line for a long time.

Beyond Theme Park “An Out of This World Experience”

Design Led Intellectual Property:

Target group: This theme park will have a little of everything for everyone. To be more specific, some sites will be targeting ages 6-17, the other section will be marketed towards older generations 18-30. Other audiences include thrill explorers.

Target: attract the target group with a special focus on space education and adventures.

Therefore, by having a trademark and a logo Beyond Theme Park

can protect its idea from being copied and stolen. It is a sign for the people that this service or organization has identified its ownership of their products and services. Also, Beyond Theme Park could establish copyrights to protect their services. Copyrights law can grant Beyond Theme Park protection for producing their own services, building their own rides, and selling their own products. Also, it allows Beyond Theme Park to take legal actions against plagiarism and infringement (Summary of Intellectual Property Rights, n.d.). This allows the park to be unique in its own market and build up its own reputation to its peak, in which their revenues increase due to its rare services. It’s like they are their own monopoly and that gives them the advantage to control their customer’s desires in order to gain more profit.

Design Led Experience:

Beyond Theme Park is a provides the experiences of science

fiction and real-life space exploration projects. The aim is to educate and excitingly interact with the consumers about space exploration from aeronautical engineering to astronomy. Theme: Most of the theme park would be indoors due to the hot weather in the UAE, however, the major roller coaster attractions would be outdoors. Nonetheless, while walking outdoors the whole path will be supplied with big fans that cool the customer. Also, to follow the standards and values of DXB Entertainment, the company could alter the working hours during summer when it gets too hot because the safety of our customers is very important. Moving on to the color scheme of the theme park, it would align with an outer space theme by having colors such as deep orange, blue, dusty dark red, bright red, white, glowing stars on a black background, the compnay will be even looking to have the color range of purple and blue galaxies. Those colors will be used to set the mood of the theme park to feel like you are in space, it will look so real you will doubt where you are! The theme park will contain multiple venues depending on the attraction it is hosting. The attractions would be a science fiction theme for the younger demography with exciting rides and educational attractions. Attractions in the park would include, a space exploration museum where it starts off by going inside what seems like a big spaceship tent, when the customer goes inside it would feel like they are walking on the moon from the surfaceâ&#x20AC;&#x2122;s texture and color, the skyâ&#x20AC;&#x2122;s colors, and even the cold air temperature (there will be a warning outside that this is below 0 room please wear the provided jacket prior to entering). Meanwhile the purpose of this is to educate the customers through showing them the history of space from the first moon landing to current space technology, there will be interaction spaces, for example, entering a room where there is no gravity and so you can float (or attest feel like it), entering a spaceship and getting familiarized with the buttons and how it feels like being on the ship, you can also get your picture taken

with an astronauts outfit in different locations. Since it is educational, the company will have a speaker who talks to the audience and communicate with them stories and facts, the requirements for this position is to be funny (really funny) as well as informative, and so people applying for this job will have to go through a test to grab the attention of a very stressed/ not in the mood individual and engage them in your jokes as well as be able to address an informative topic. Another portion of the theme park would be dedicated to Space Camp. Space camp will teach its users about space exploration using flight simulators and training that astronauts currently undergo. Each age group will have its own training, they will be divided between 9-11, 12-14, 15-18, 18+, the company will also make family space camps available for parents who want to be there with their children. The company will plan on dividing them based on age group in order to minimize conflict and understand the target market and how they can be taught which differs from one age group to the next. Activities within the space camp will range from: constructing and launching your own model rocket, learn how it feels like to live on board the ship (prices including food fee), technology to design a futuristic colony, and training through engaging with real astronaut experiences such as the degree of freedom which is a chair that will teach you to work in a frictionless environment, 1/6 chair stimulator which is a moon walking training, and finally the multi-axis trainer is a ring within a ring stimulator that allows the campers to practice regaining control of a spacecraft in a tumble spin. Within an older group, other activities could be included such as team building exercises on rope courses and designing a protective heat shield. Moreover, the duration of the camp will also depend on the group age which might be between 3 to 6 days. Individuals Individuals who decide to hop on board will get a packaging list of all the required materials to bring along for their overnights stay but things such as space food will be available on board the ship. By the end of the camp, its not only expected that the trainees to be more educated in the field of space and surviving on space, they will also learn team skills, and have fun through the cold nights of story sharing.

Finally, the colors that would be used are mostly black, but also

other colors that would represent the seven planets themes and even stars, every night will not look like the night before! The theme park will have a storyboard design to align with the theme and characters will be created to provide an identity of this out of the world experience. Every attraction in the theme park will be thought out and designed accordingly to detail. The theme park will contain a variety of what is required to meet the traditional theme park standard. There will be multiple food outlets from fast food chains such as McDonaldâ&#x20AC;&#x2122;s to fine space dining. McDonald and other typical fast food chains will be expected to have a design that fits the space theme while as the more expensive dining will be designed very futuristically, that is, dark atmosphere area but with white design all throughout, blue lights, glass tables, and high back chairs. The area is enclosed with a projection that is mistaken for the real thing of a space background with Earth slightly showing and an astronaut waving to the customers, these restaurants will also have space-themed food by infusing typical daily food burgers and pizzas with designs that make it look futuristic. Waiters will be dressed as outer space aliens and projections of aliens walking among us will also be there for a little spook and laughter. Gift shops will be available across the park where customers are able to purchase souvenirs such as a snow globe, bags, mugs, pens, key chains, etc. The stores will also allow the customer to buy the photos of themselves that were taken throughout their experience or even buy space food such as astronaut ice cream that is vacuum sealed. Color Template:

Rides: Not to worry, our theme park will have different tickets for different users, which means, VIP tickets for those who hate waiting in the long queues!

Moving on, one of the biggest park attractions will be “The

BlackHole Roller Coaster”. It will be the world’s fastest roller coaster as humanity comes closer to the speed of light (which also shows what the UAE is about, innovation and its ability to be the first) Also, it will contain a black-hole theme and include features to give the experience a sense of danger and thrill. For the safety of the customers, not everyone will be

allowed on the ride, people with back and heart problems are not advised to go on it. The second step is to make sure all personal belongings are left within the provided shelves. Then, they will be given a gear to protect themselves from the strong wind and any bumps that will come from the ride (If they want to use it). Which leads up to the start of the experience, customers will be buckled into their seats and the roller coaster will start from the indoor space of glowing stars background with different colors, then stars will begin moving at high speed to form the increase of acceleration to the ride. In less than a second, the roller coaster will speed up and take the riders to an outdoor space to give them the experience of flying up high in the skies. Before, the ride ends the roller coaster will be sucked back again in a dark indoor space to give the experience of falling a black hole. As you are falling, with the use of virtual reality, we will make it look as the roller coaster has suddenly come to a calm mode where it is floating in space, only to surprise you once more.This ride is a shorttimer ride that takes about 2 minutes, in which makes the rider anxious for more. After the ride ends, the customers will be escorted towards the gift store where they look at their hilarious pictures and they have the option of purchasing it which will give them an extension of this experience that will act as a memorable reminder in the future. Thus, this ride wanted to give the emotion of thrill, excitement, and a little bit of fear.

Another attraction would be the “4D Rover Mars” where the users

would be in a simulation of Mars. The users would be able to control the

rover they are on and carry out quests that are guided by the instructor at the attraction. This will be a large four-dimensional ride, which will be split into various little rooms. Further, each of these rooms will have a rover and large 360-degree screens. First of all, the customers will be instructed to choose a certain space and be seated in it. Then, the screen will display a visual scene of Mars and on the side of the screen quests and goals will be listed. When the customers being to play they will be capable of feeling the events that are occurring on the screen through their five senses. For example, through the chair motion, scent, wind, light and water effects. At the end of the ride, not only would they have had fun, but the customer would have also learned facts about Mars, such as; Mars has the tallest mountain in the solar system and Mars has the largest dust storms throughout the solar system (Mars Facts, n.d.).

A trampoline park called “Moon Bounce”, will also be an attraction

for the younger generation, it will mimic the concept of the low level of gravity on the moon because the attraction will be designed to be a trampoline park on the moon. This attraction gives the emotion of joy and happiness along freedom. It will be a part of the children’s playground. Again, after each exiting ride, there will be the gift shop that sells products and items related to the ride’s story. The items are sold as souvenirs and something to remind the rider of their experiences.

Space Camp: Like mentioned, the space camp program will

be broad and will include students from all over the world and it will provide training and education to all that partake. It will even have special programs offered for who individuals with special needs such as blindness or deafness.

Space Camp training programs will give off challenges from “What

if?” to “Can do!”. This camp will be an inspiration and motivation to young adults and children to learn about NASA astronauts, engineers, scientist, and technologists. It will teach them the important values of Space Camp,

which are teamwork, leadership, decision-making, individualism, detailorienting and communication skills. Summary of some of the activities that will be included are: • Training to construct and launch a rocket model. • Use technology to build a futuristic Martian colony. • Learn what it is like to live like an astronaut onboard the International Space Station. • Develop teamwork and communication skills in an aquatic activity.

Arabian Night Theme Park “I shall tell you tonight, but only if you visit”

Design Led Intellectual Property:

Target group: Our theme park is aimed towards the mature audience, therefore, the target audience would be 15 and above, since the whole theme might not be something a child would enjoy.

Target: attract the target group with a special focus on 1001 Arabian nights and each story’s experiences.

Therefore, by having a trademark and a logo Arabian Night Theme

Park can protect its idea from being copied and stolen. It is a sign for the people that this service or organization has identified its ownership of their products and services. Also, Arabian Night Theme Park could establish copyrights to protect their services. Copyrights law can grant Arabian Night Theme Park protection for producing their own services, building their own rides, and selling their own products. Also, it allows Arabian Night Theme Park to take legal actions against plagiarism and infringement (Summary of Intellectual Property Rights, n.d.). This allows the park to be unique in its own market and build up its own reputation to its peak, in which their revenues increase due to its rare services. It’s like they are their own monopoly and that gives them the advantage to control their customer’s desires in order to gain more profit. Design Led Experience:

Arabian Night theme park is a connection to the Arab history and

culture, and it is a memory of childhood. What better way to present it

through fun interactions making your favorite stories from the 1001 nights turn into reality. The aim of this theme park is to provide the customers with adventures, thrilling, and memorable experience. Theme: Arabian night is a theme park based on the old book 1001 nights. The book has 1001 stories that have been exchanging and changing since our childhood. For example, Ali Baba and the 40 thieves is one of the stories in this book; people mostly in the MENA region have used Ali Baba in different stories they have created themselves, which implies that the newer generation and even the older have forgotten about the original stories.

The purpose of this Theme Park is to display the culture Arabs

share and make a theme park that connects the people living in the UAE through our shared history. Since there are 1001 Stories to be exhibited, each story would be given two weeks to be displayed at the park and then move on to the other ones. For this Theme Park, there will be tents acting as â&#x20AC;&#x2DC;restaurantsâ&#x20AC;&#x2122; with Arabic food served.

The timing of the theme park starts once the sun sets, around 6 to 7

pm would be when the park would open and it would close at 12 am on weekdays and 2 am on weekends. The timing was made to be at night since it can make the people feel like they are part of the story as they are staying up with the prince while Shahrezad is telling her story.

The idea along those lines could excite the audience and would

bring something new to the table as this is not the usual theme park where they just go from one ride to the next. This time, the audience will be blended in within the theme, as part of the story. A part that without it the park would not go on. There will also be horses and camel rides at the park, however, those would usually be kept in an isolated place, for example, in an arena. The park will also provide shooting games, of course, they will not be harmful like real guns, but they will also not be children toys, it will make the customer feel like its real, only safer. Around

the park, there will be shops or booths that are modeled after old shops and people have the option of dressing up similarly to that era. Also, Arabic coffee would be passed around as a complimentary drink to those walking around from the theme park. Since this theme park does not operate like the usual one, and the audience are studied as a part of the story, people can book their tickets online and no more than 500 people can enter in an operating day. Also, that means that people are going to the attraction together (as friends, family) instead of by themselves since again it is part of the story and it is only more fun that way. Then, after people have gone to all the rides and explored all the attractions there will be a play of the chosen story at night, people will sit around in circles together and watch. Before people go home they can buy items from the souvenir shops, where there will be displayed clothes, silverware, and “desert globes”, and other theme-related items. Color Template:

Rides: The people working at the park will act as if they are part of the story. For example, let’s say while walking you suddenly spot Ali Baba chasing the workers, trying to escape, the workers will encourage the audience to onto the carts ride inside a cave built design. There will also be speakers and voice actors acting like the characters from the story and so there will be an illustrated scene that can take place in the park.

An example would be: “Where are my 77 hostages?” GET THEM

NOW!”

[Audience rushes towards the cart ride and jumps in to escape]

workers buckle them up and the cart moves on to a roller coaster journey, this will be in the dark built-in cave and so holograms will be projecting to tell a thrilling story where the customer will stay on edge. [ Sounds of the workers running, trying to find the evil guy’s 77 hostages trying to grab them]. The emotion behind this experience is to speed up the user’s heart rate and get them excited for the unknown, this is a ride that is hidden in a secret place and only the workers will take you there. During the ride the users get to feel nostalgic and emotionally connected to their favorite stories come to life.

Another ride is called the “Flying Feather”, it will be inside an Arabian

designed palace and only two people can sit per carpet, individuals have to lay on the carpet and they get buckled up by the helpers. The whole ride is meant to be looked at from the roof, the carpet moves in an upwards and downwards manner and it also tilts to give a thrill. The customer would be looking at the different illustrations or projections that go through a process of storytelling. In the end, the carpet goes upwards, to an open roof where people get to look at the beautiful night sky and all of the sudden the carpet will suddenly drop back low for a sense of a rush. The emotions to experience behind this ride is peaceful yet kept on edge feeling, you get to experience the Arab culture and look at the sky of a desert for 3 seconds you will feel very relaxed until you are pulled down (which would be truly unexpected), it is also a different ride in a sense that you must be laying down with the air hitting your face as you watch the illustration which will further relax the customer.

Business Model Canvas

This Business Model Canvas will focus on Beyond Theme Park.

The model will include nine features: key partners, key resources, key activities, value propositions, customer relationships, customer channels, customer segments, cost structure, and revenues streams. Key Partners: are the linkage of suppliers and partners that make the business model work. DXB Entrainments forms partnerships to optimize the business model, reduce risk and uncertainty, and acquire resources. Therefore, DXB Entrainments forms partnerships with:

Momentum Design Lab is one of the best user experience

companies, they focus on design thinking, innovation, human-centered, and experiences in order to give the customers the best experience. Their service offers research, strategy, Ux Design, and development. The company even worked on huge project with financial services, healthcare, startups, and consumer products industries (Momentum Design Lab, n.d.). DXB Entrainments needs to form partnerships with this company in order to help create a user experience service for the customers who will visit Beyond Theme Park. Momentum Design Lab will help DXB Entrainments by innovating and creating a space experience for this park.

AECOM stands for architecture, engineering, construction,

operations, and management. It is ranked the first in Engineering News Records â&#x20AC;&#x153;Top 500 Design Firmsâ&#x20AC;? for the eighth consecutive year. This company is part Engineering and Environmentalist. They deliver clean water and energy, build skyscrapers, plan new cities, restore damaged environments, design children parks, and connect people with economies, roads, bridges, tunnels, and transit systems. The company even focuses on services, experience, markets, and geographies, design, and finance to unlock opportunities and at the same time protect the

environment (About AECOM, n.d.). Beyond Theme Park needs

to form a partnership with AECOM in order to build the theme park and maintain environmental sustainability at the same time. AECOM will provide the design and architecture of theme park. Also, they will construct and build the theme park from scratch. Hence, this will be a big opportunity for Beyond Theme Park.

NASA stands for National Aeronautics and Space Administration.

Their vision is to reach new heights and reveal the unknown for the humankind benefit. This organization accomplished many great scientific and technological achievements in air and space. “NASA is a leading force in scientific research and in stimulating public interest in aerospace exploration, as well as science and technology in general” (Garber, n.d.). Also, they focus on discovering the knowledge of space with high-tech equipments. Therefore, NASA’s education and knowledge will be a huge benefit to Beyond Theme Park, in which NASA could educate the customers about space and news discovered of the solar system. The event could construct events or workshops to attract the customer’s attention and interest in space. Also, NASA could build many rides along Momentum Design Lab to get the experience of outer space and have fun at the same time. Hence, this even could be used to increase Beyond Theme Park‘s markets share.

Emirates is a well-known airline company founded in Dubai.

Their goal is quality, not quantity. They aim to offer their customers the best comforts and most efficient wide-body aircraft in the skies. They inspire travelers around the world with their rapidly growing network of worldwide destinations. This company focuses on quality, experiences, and expanding plane ride’s destinations (Our story, n.d.). Consequently, Beyond Theme Park can benefit from this company by forming a partnership in order to work together to construct airplane rides and workshops. For instance, teaching the customers about airplane details, such as; the function of each button in control room or how the engine works for the airplane to fly up in the sky.

KHDA stands for Knowledge and Human Development Authority,

in Dubai. It is government agency specialized in evaluating education in institutions, schools, and organizations. Their aim is to create a highquality education sector focused on happiness and well-being in a safe environment. They value collaboration, learning experience, and teamwork. This government agency can take education to the next level by combining knowledge and entertainment to create an unforgettable user experience (KHDA, n.d.). Hence, providing high-quality educating to the customers about space and making them excited about it at the same time, has a high percentage of remembering the experience for a long period of time. This education about space will help to improve the customerâ&#x20AC;&#x2122;s knowledge about space and it will give theme park a push in the right direction on learning.

Areej Landscaping Company is a landscape design and

maintenance company offering their customers high-quality services and products, with the aim of customers satisfaction. This company works with irrigation systems, planting, garden maintenance, gazebo, soft/hard landscape, and swimming pools. Their mission is to deliver the customer a high-quality landscape design and maintenance through professionally skilled staff using the latest technology in the industry. The company focuses on meeting efficiency and customerâ&#x20AC;&#x2122;s present and future needs (About Our Company Areej, n.d.). Thus, Beyond Theme Park can use their high-quality landscape design to build the theme park on a land that would suit the construction made by AECOM architecture plan. For instance, by first checking the environment and if the landscape design could be built in that space or not. This company will benefit Beyond Theme Park greatly in creating different landscapes in different theme park sections. Key Resources:

It is the building block describing the most important assets that are

needed to achieve the organizational goal. First of all, DXB Entrainments

needs money and financial assets to launch, invest, and build Beyond Theme Park. Seconds, the company needs human capital, which is labor and employees to build and work in Beyond Theme Park. Third, they need physical capital to build the theme park such as industrial equipment’s, electricity, water, energy, and sustainability. Key Activities: • Marketing :Advertisements: social media pages, short animation films of our original characters on TV, Billboards, and Posters. • Management: Tight chain of command, since they have huge projects each department within a project will have a manager and someone in a higher position for that manager to report to. • Service Design: Theme extending to the beginning of the gate. In Beyond Theme Park’s Service Design, will be mainly focusing on making it as fun as possible. So if even on the gate the security guards and other staff’s dress code follows the theme park’s. As well as some catchphrases would be said to customers for a more engaging experience. • Customer Service: Be available for the customers. Making a page for Customers to ask questions or complain about their dissatisfaction. There will also be a call center available. In addition, having a near guide in every point at the theme park in case anyone has a question or if a kid got lost. • User Experience Design: For the Space theme park: The experience will be educational and unique since everything that will be included is original. Characters, space-themed food paired with space-themed packaging. So the food would be like the survival kit for the visitors, also crazy rides and rocket fireworks to provide an out of world experience for both children and adults.

Value propositions: • Quick Service: It can be achievde by having 20 people available for calls/emails/questions, not the webpage. At least 2 social media managers. Even in the theme park, avoid long lines by having multiple desks open. • Digital Payment: for the customers who do not want to wait in lines to pay can pay online. • Performance: Always check the rides and if they need any maintenance in order to avoid awkward situations like stopping in the middle of the ride or if it stopped working completely. • Futuristic | Vision of UAE: Educational and Scientific, UAE would need to increase their technological research in order to satisfy this educational need and expand their resources for the space theme park. Also, this can bring astronomy researchers (what even) to give talks to the mature audience to inform them about their research of space. Customer Relationships:

It is the building block that explains the types of relationships

that Beyond Theme Park can establish with their targeted customers. The customer segments expect from Beyond Theme Park to have selfservice, which is the company maintains no direct contact the customers, but at the same time provides them the means to help themselves. Also, the customer segments expect to have a loyalty card, which is an identity card that encourages the customers to continue to use the services in Beyond Theme Park. The more the customers use the card, the more points they gain in order to win a gift. Loyalty cards are also given to the members of the Beyond Theme Park Membership club. Moreover, the customer segments expect to have an online customer service, in which they can interact and communicate with the company and tell them their

negative comments about the theme park. Therefore, by having customer relationships Beyond Theme Park can improve their services and experiences through listening to the customers complains and coming up with a solution for their problems. So, in the future, these problems would vanish and the experience of this park would develop and be the best in its own industry. Customer Channels:

It is the building block that explains how a company connects

with its customer segments to deliver a value proposition. It has several marketing functions. First of all, raising awareness about Beyond Theme Park experience services. Second, helping customers to evaluate the theme parkâ&#x20AC;&#x2122;s value proposition. Third, allowing customers to purchase specific products and services. Fourth, delivering the value proposition to customers. Fifth, providing post-purchase customer support and after sales (Customer Channels, n.d.). Customer segments can be reached through all these aspects, which include marketing and advertisement. The best way to reach them is through social media since nowadays everyone depends on social media for information and events. Therefore, by advertising on social media and internet website Beyond Theme Park can reach their customer segments easily. The customer will be aware of this new theme park and be tempted to go and buy tickets to enter this theme park. Hence, this is the most cost-efficient, but also the best way to reach the target customers awareness. Moreover, the theme park can reach their targeted customers through internet map search and customer feedback system. The feedback system could spread awareness to other customer segments about Beyond Theme Park positive experience. Customer Segments

Customer Segments are the different groups of people or

organizations a Beyond Theme Park aims to reach or achieve. These theme park will have a little of everything for everyone. To be more specific, some sites will be targeting ages 6-17, the other section will be

marketed towards older generations 18-30. Other audiences include thrill explorers. Moreover, Beyond Theme Park targets mainly the entertainment industry and theme park market. Their goal is to bring the best experience of entertainment and performance to their target group. Cost Structure:

It is all the costs that DXB Entrainments needs to pay and calculate

after defining key resources, key activities, and key partnerships. For instance, building, energy, electricity, and land expenses are the most expensive key resources, while marketing, sales, and service design are the most expensive key activates. Even though they are expensive, these aspects are important for the Beyond Theme Park built and created. Moreover, internet payment, labor income, taxes, and waste removal are also some of the basic cost structures that need to be paid on time. Revenues Streams:

It is the building block representing the cash as in revenue minus

cost. It is what the company generates and earners. DXB Entrainments customers will be willing to pay for the experience they will gain in Beyond Theme Park. They will be paying through cash, credit card, and online payments, which is called payment revenues. Also, this park will gain more revenues from events and global conferences that will be held in the theme park. However, half of the revenue would be from the store rents and fees.

PART TWO

Introduction

The first part of the strategy manual, explores DXB Entertainment

implementation to strategy, innovation, and design to its business which enabled us, the DXB Entertainment design team to present our three innovative theme park ideas for the organization. Moreover, new innovative ideas were created by exploring the data collected for and provided by DXB Entertainment. The data included elaborating on DXB Entertainmentâ&#x20AC;&#x2122;s ecosystem, researching the stakeholders included in that ecosystem, and analyzing how the UAE context effects, and will be affected by future developments of the system. From the three theme park concepts provided in the previous section of the manual, Beyond Theme Park was nominated as the most confident innovative design-led idea. Beyond Theme Park will provide a science fiction experience as well as a scientific real-world space exploration experience. The purpose is to stimulate the opportunity for space exploration and the study of astronomy in the United Arab Emirates as the UAE is a rapidly growing innovative country. Beyond Theme Park is set to have the Middle Eastâ&#x20AC;&#x2122;s very first Space Camp program giving the opportunity of future astronauts from the Arab world and inspiring the younger demography to raise the interest in space exploration. The theme park itself will target different age groups as the park will be sectioned off accordingly to the attractions for different ages. Hence, manual part two will focus on implementing Beyond Theme Park idea in the market through analyzing its ecosystem, risk assessments, product development, Intellectual Property, and value of creation.

Context Overview:

Beyond Theme Park is a space that provides the experiences

of science fiction and real-life space exploration projects. The aim is to educate and excitingly interact with the consumers about space exploration from aeronautical engineering to astronomy. Its main experience focuses on to bring “An Out Of This World Experience”.

Moreover, this theme park will have a little of everything for

everyone. To be more specific, some sites will be targeting ages 6-17, the other section will be marketed towards older generations 18-30. Other audiences include thrill explorers. Their goal is to attract the target group with a special focus on space education and adventures. Therefore, by applying an ecosystem and risk assessment Beyond Theme Park can build its own community within standards and regulations so, it won’t fall a prey to its own dangerous risks.

Beyond Theme Park “An Out of This World Experience”

Families

Visitors

KHDA

Tourists

Space Camp

Momentum Design Lab

AECOM

LDP

Space Explorers

Children

UAE Space Agency

RIVA Group

Emirates Airline

Customers

Employees

Students

Ecosystem:

This diagram represents Beyond Theme Park ecosystem. It shows

who DXB Entertainments will be dealing and be working within the future. The outermost circle embodies DXB Entertainments target group, which are: customers, visitors, families, children, students, friends, tourists, and space explorers. Also, it includes the employees, who have as much influence as the target group does. These employees determine how high the service could be to gain high profit from the target group. Moreover, the middle circle represents DXB Entertainments partners: • Momentum Design Lab is one of the best user experience companies, they focus on design thinking, innovation, human-centered, and experiences in order to give the customers the best experience.Hence, by working with Beyond Theme Park, they will be able to create the best space experience for this park (Momentum Design Lab, n.d.). • AECOM stands for architecture, engineering, construction, operations, and management. It is ranked the first in Engineering News Records “Top 500 Design Firms” for the eighth consecutive year. This company is part Engineering and Environmentalist. Therefore, by working together with Beyond Theme Park, they will be able to construct a sustainable environment and build the architecture of the park and the rides within it, such as airplane rides and workshops (About AECOM, n.d.). • KHDA stands for Knowledge and Human Development Authority, in Dubai. It is government agency specialized in evaluating education in institutions, schools, and organizations. Their aim is to create a highquality education sector focused on happiness and well-being in a safe environment. Hence, KHDA can help Beyond Theme Park by providing high-quality educating to the customers about space, which gives them a memorable experience with the park (KHDA, n.d.).

• Areej Landscaping Company is a landscape design and maintenance company. This company works with irrigation systems, planting, garden maintenance, gazebo, soft/hard landscape, and swimming pools. Thus, Areej Group can help Beyond Theme Park to build the theme park on a land that would suit the construction made by AECOM architecture plan (About Our Company Areej, n.d.). • Emirates Airline is a well-known airline company founded in Dubai. Their aim to offer their customers the best comforts and most efficient wide-body aircraft in the skies. This company focuses on quality, experiences, and expanding plane ride’s destinations. Consequently, Emirates Airline can help Beyond Theme Park by constructing airplane rides and workshops about aircraft and its regulations. For instance, teaching the customers about airplane details, such as; the function of each button in control room or how the engine works for the airplane to fly up in the sky (Our story, n.d.). • RIVA Creative is a full-service design group with an extraordinary pedigree in theme parks, branded experiences and location-based entertainment. This company collaborates with a team of experts and dreamers consisting of master planners, producers, creative directors, designers, artists, graphic designers, and ride and attraction technicians, along with a world-class lineup of project-based consultants and freelance vendors. They even worked with Disney, Universal, DreamWorks, Warner Bros, etc. Consequently, RIVA Creative can collaborate with various designers to help design Beyond Theme Park based on its brand identity (RIVA Creative, n.d.). • Leisure Development Partners (LDP) is a leading consulting practice focused on leisure and entertainment real estate. LDP excels at market and economic testing for both new projects and existing operations, providing services to the development, investment, and operations communities. Therefore, LDP can help Beyond Theme Park by

providing it economically and market analysis, in which it helps to test their service and improve its performance (What we do, n.d.). • UAE Space Agency is a federal agency that was created under Federal Law by Decree No. 1 of 2014. The space sector includes all projects, activities, and programs related to outer space. Their aim is to encourage the development of space science and technology in the UAE. Also, they encourage to raise awareness of the importance of the space technologies by enhancing national capabilities and peaceful application of space research. Therefore, UAE Space Agency can provide Beyond Theme Park, with their knowledge of space science and its advanced technology. Through this knowledge, they can construct workshops and rides to educate the visitors about recent space science development (About UAE Space Agency, n.d.). • Space Camp is an outer-space program that encourages trainees to pursue science, technology, engineering and math disciplines through exciting, hands-on educational activities. It guides the participants through the past, present, and future of space exploration. Hence, Space Camp can build their own base in Beyond Theme Park and educate the visitors about outer-space experiences. For example, giving the visitors the experience of walking on the moon in the 6/1th gravity chair to feel what it›s like to work in a frictionless environment (Space Camp, n.d.).

Risk Assessment:

Risk assessment is a systematic process of evaluating the potential

risks that may be involved in a projected activity or undertaking. Therefore, by understanding risk assessments DXB Entertainments can have things under control by applying limits and regulations to keep the project “Beyond Theme Park” from failing and demolishing. Hence, DXB Entertainments established three risk assessments for “Beyond Theme Park”, which are Interdependence Risk, Initiative Risk, and Integration Risk.

Interdependence Risk:

When DXB Entertainments launches their project Beyond Theme

Park, in the entertainment and leisure industry, they will need to resource to build it. Therefore, to build this new theme park DXB Entertainments needs to work with multiple stakeholders. Some of the stakeholders are AECOM, Areej Group, and RIVA Creative Group. These partners signify low risk because DXB Entertainments trusts them. They have worked with them before and knows their potentials and limits (Dubai Parks and Resorts, 2015).

However, Beyond Theme Park is a first-of-its-kind theme park in the

Middle East, which means that it will need to work with other stakeholders that DXB Entertainments has not worked with before. The new stakeholders are Momentum Design Lab, KHDA, Emirates Airline, Leisure Development Partners, UAE Space Agency, and Space Camp. These partners signify high risk to DXB Entertainments because they don’t fully trust them. Since they haven’t worked with them before and they don’t know their limits and regulations. For example, these new stakeholders might hurt Beyond Theme Park through these aspects: • Shortage of resources • Produce low-quality output • Hard to communicate and agree with • Low time management • Lack of management system • Failure to integrate the components together • Low decision quality

But, at the same time having new stakeholders could be a huge

benefit for DXB Entertainments to build Beyond Theme Park. For example, these new stakeholders could add efficient ideas that could help design and build the theme park. They could develop Beyond Theme park structure, design, experience, and architecture. Also, by developing these aspects the theme park quality would increase, giving the visitor a satisfying experience.

Initiative Risk: • Beyond theme park might not have a return of investment or high profit. • There might be a chance for Beyond Theme Park to fail due it not being interesting for the Entertainment market. • The deadline to finish Beyond Theme Park might not be met. Since it’s a new idea, it will take time to plan and get the resources. • The market might not be ready for a new idea “Beyond Theme Park” or maybe the idea is too far ahead of our time. • There might be a competitor who launched the same idea as the “Beyond Theme Park”, which might cause a conflict or low interest in “Beyond Theme Park”. • There could be a financial risk, in which there might not be enough money to cover the marketing, advertisement, taxes, labor salary, consultancy, payment for stakeholders and their resources. Integration Risk:

There are many different technical risks that DXB Entertainments

might go through to build Beyond Theme Park, in which they are medium risks because it might and might not happen. Some of these risks are: • Integrating the new stakeholder’s culture with DXB Entertainments culture could cause conflict. Since they might have different values and beliefs. • Environment engineers could disagree with the type of technology DXB Entertainments uses to build Beyond Theme Park. For example, they might believe that it causes the environment harm. • Delays in infrastructure such as hardware and software resources. • Beyond Theme Park might fail to integrate with the existing system. • The project budget might not be enough to pay the bills and investments. • Customers might not visit the park due to the hot weather or due to it being a long journey from their houses.

Product Development and Planning Diffusion Of Innovation Curve:

Diffusion of Innovation Theory is a social science theory. It helps

to communicate and explain how, why, and at what rate new ideas and technology spread. Also, it focuses on spreading innovation through different approaches over time among the participants in a social system (The 5 Customer Segments of Technology Adoption, n.d.). Innovators: They are a small group of people exploring new ideas and technologies that include the theme park geeks. They want to be the first to experience the innovation as they are interested in new ideas and they are willing to take risks. In our case, they would visit Beyond Theme Park the moment it opens and experiences its new services. They would try to get into the soft opening of the theme park and be Beyondâ&#x20AC;&#x2122;s beta testers when the last stage of testing is in progress. DXBE would welcome these individuals to test their services and give feedback about it. They are considered very important at this stage because they will give their honest opinion and give good feedback for the park.

Early Adopters: This group contains a larger group of people

than the innovators, they are considered to be opinion leaders who may share positive testimonials about new products and services, seeking improvements and efficiency. Engagement requires little persuasion as theyâ&#x20AC;&#x2122;re receptive to change they are also more discrete in adoption choices than innovators. As oppose to the upcoming group of people, they are younger in age, have higher social status, and more socially forward. This group of people will be there at the hard opening of the park, they would probably buy their tickets before the opening in weeks and arrive excitingly at the beginning.

Early Majority:Â These are the followers of the trendsetters. Before

buying their tickets, they will read reviews about Beyond Theme Parks

written by the early adopters discussing the park’s services. They look for feedback on social media through mediums such as YouTube in order to learn about people’s experiences and opinions. Based upon that, they would decide whether it is worth going or not.

Late Majority: This group is skeptical, they are not keen on change

and will only adopt a new product or service if there is a strong feeling of being left behind or missing out. They have to see evidence that innovation is there in order to try it. Therefore, these people will visit Beyond Them Park if they find a positive marketing material, evidence, reviews from opinion leaders and case studies about their services.

Laggards: Individuals in this category are the last to adapt to

innovation, they prefer traditional and conservative communications, they are very hard to bring on boards, and will adopt new products when there are no alternatives. Since they show little to no leadership, laggards will visit Beyond Them Park only when ‘others’ have written about the services, there is a proof of research evidence, statistics or feeling pressured by others. Another way to convince laggards to come to the theme parks is through Groupon. Groupon is an easy way to get huge discounts while discovering fun activities within the city. The UAE has its special activity discount booklet known as “The entertainer vouchers”, in this case, it would be even more ideal to add the Beyond theme park in the entertainer where larger target audience uses this offer locally, not to mention, Groupon companies are not well known in the UAE as oppose to the entertainer where higher quality of accounts and the better offers are included.

Product Development Process:

The product development process is a series of steps taken

throughout the procedure of creating the final desired results. It is important to evaluate and achieve the full potential of each step in order to best predict the future of the deliverable and ensure the success of the launch. The following are the steps required as well as an explanation of their relationship with “Beyond Theme Park”.

Idea Generation: After analyzing the company, this was the first

step taken towards coming up with an idea. Idea screening is important in this step, its needed to understand the company’s strength, weakness, needs, trends, and affordability. Based on that, different ideas were thrown in that relate to what the company is and what it wants to do. After further studying and throwing away the ideas that were existing or do not relate to what DXB Entertainment is looking for and then combined ideas with each other to come up with our top three. From that further discussions and analyzing were required to pick the unique concept that truly relates to DXB Entertainment’s want to be innovative and conveying first of a kind experience. Beyond theme park is an architectural spaced theme park, that considers every age group whether they are looking for fun through thrilling rides, learning more about space, or even experiencing the life of an astronaut through space camp.

Concept Testing: After coming up with the design idea concept, it

needs to be tested within the target consumer group. The question that needs an answer for is if this concept has a strong consumer appeal. The focus group that is demographically diverse from age to culture for testing and will provide them with visuals and other illustrations that play an important role in getting a response in order to test our concept. For example, getting children and show them an image of an astronaut landing in space, and getting feedback such as “I want to go there” or “It is scary”. Another way that is more concrete could be asking questions to the target consumers in order to find out their appeal and value for the

concept, do they understand, need, or want the service? Thus, by using a cost-efficient way to find out whether consumers in this region will approve of this new product.

Product Development: Further product development will have to

happen at this point. Before this step, the only thing was avaliable was short descriptions and rough prototypes of Beyond theme park, but if the idea passed the concept testing, this is where the most detailed and important effort is put in. Since many detailed ideas are introduced in this step some that are taken forward and developed, while others prove to fail after testing or studying. In the case of Beyond theme park, every detail needs to be considered, from the rides to the way one goes through the park, the space camp, and the products inside the gift stores. At this point, it is important to know which department is working with whom. At first, every department will have to report to their manager and the managers are meant to meet every week if not couple days to update each other with what is going on in that department, this way they will ensure that they are not going over budget and are aware of the track each department is at so no one slacks off. Furthermore, each department will have to work with each other. For example the engineers which are hired from the outside will be working with parks operations and projects, our strategy and business development department will be working with finance and investments, sales, and business support, and the with our addition of the design solution team, that party will be working with the marketing team and retail and hospitality. As for the design of the product itself, there are three levels of product development. The core product which is what the visitor is really buying which is excitement, fun, atmosphere, educational, a variety of on-site attraction, value for money, and family gathering this section is also included in the concept testing. The next level which is supporting which is the tangible product includes rides, activities, shows, catering, souvenir shops, and environmentally friendly parkâ&#x20AC;&#x2122;s design. A huge thought is put into this, for example, what is the design of the rides, maybe having swing tower, sky

swatter, roundabout, pagoda, etc. Finally, the third level that makes the experience more satisfying, which includes the opening hours, weather conditions, and on-site transportation such as shuttle bus services for visitors.

Market Testing: The last step before the new server is out on the

market. The service is now proposed to the market program within realistic settings. It gives the company the chance to make sure the entire concept including target market, position strategy, advertisement, and even packaging is correct before making the full investment. Since this service includes large investments and the risks are high a lot of test marking need to be carried out. For the Beyond theme park, tests could be within the park in the rides, testing first should not be made on humans but dummies or sensors to make sure it is safe, testing organization must test for the public safety, and then market testing could be made on the target market, employees or limited public. Furthermore, people within different group ages could be used to test the concept of space camp and feedback could be collected on whether this has met their expectations, if not further product development will be needed.

Product Launch: The product is now going to the market, there

must be a product launch plan, budget, a forecast, and date set for the theme park to open its gates to the public. The date set will be during the month and year of December 2020 so that there is something to look forward to by the end of Expo 2020. It is hard to suggest a budget to build theme parks because unlike small or medium-sized companies this requires a huge capital investment and on-going funding. The strong financial resources are required because the fundings donâ&#x20AC;&#x2122;t end when the park is opened but there will be funds every day from new attractions to upgrades, replacements, and fixations towards the visitorâ&#x20AC;&#x2122;s preferences, otherwise, the e-business will decline due to lack of attendance and it will lose its prestigious name. There is no evidence of an initial construction cost for the Kennedy Space Center Visitor Complex (NASA) in order to

get a close approximation but Disney World initiated at $131,621,135 in modern dollars which gives us an estimate of how much it would cost to build a powerful theme park. This will show that the UAE has not reached its peak in expo 2020 quite yet, instead this theme park will be a small preview of the bright future of the UAE. Those deliverables are important so that the launching goes smoothly and no surprises interpret the takeoff of this theme park. Every final minor and major decision will be made before the final introduction stage of the new service.

Evaluation of Results: Evaluation of the results will be able to let

us know whether the service has passed or failed in the market it is in, if it passes then everything was studied and analyzed was well-conducted, if issues were faced, then there is a need to go back to the source of the problem and find a quick solution to the problem and try to minimize the damage. Assessing results can be done through different methods some include an exit interview, which is asking people exiting the theme park about their experience and how they can improve upon it and although this may be good it may not get to the core of the problem as individuals may be caught in the moment or in a hurry. Another method is through a survey, upon entrance they can ask the visitors buying the tickets to share their emails and an automated email will be sent to them asking them to click on the link provided and taking the survey, after completing the survey they can get a 10% discount on their next visit! Other evaluations can be more obvious but disastrous for example if not many individuals are coming to the park then maybe the wrong market might have been targeted or if over a short period of time the number of people coming declines then there is also a problem that needs to be studied, but if previous steps were taken into full consideration then such problems should be avoided.

Product Life Cycle:

The purpose of a product’s lifecycle is to almost measure the

popularity stages of Beyond Theme Park over a period of time. There are four stages of the Product’s life cycle: Introduction: This is when Beyond Theme Park first spreads out and starts promoting itself in order to create a market for itself. Since Beyond theme park’s prime target audience is children, family, and people of interest in astronomy, they should be the first people targeted in order to create the market. This means that Beyond Theme Park should be markeedt through mediums that those individuals frequent use. It can be done by choosing to display our commercials during a children’s show, and a time they are at home. As well as upload commercials on youtube and advertisements on children shows. As for people interested in Astronomy, then posters on planetariums and observatories or on Forums that discuss Astronomy can be posted. At this point sales are low, there are high costs per customer, financial losses, and few competitors.

Growth Stage: This is when the Beyond Theme Park becomes

popular enough that it is talked about, recommended to others, and families and children plan to go there, or children beg their parents to take them there. Basically, it is when Beyond Theme Park reaches out to its primary audience and might appeal a bit to any other because of the ‘hype’. At this stage sales are increasing, costs fall and profits rise, customers increase, and there are more competitors.

Maturity Stage: Beyond theme Park has now secured its audience,

it is popular enough so it does not need to be concerned with promoting itself as often. It is now a place families go to without thinking twice, it has become something normal, children would not be as excited probably. However, since the growth has slowed down there is plenty of room for competition, which is why Beyond Theme Park should focus on defending the market they have created for themselves during the introductory and

growth stages, and maximize the profit they earn. Sales have peaked at this point, costs per customer are the lowest, profits are high, and there is a stable number of competitors.

Decline Stage: That is when the Beyond Theme Park audience

becomes somewhat abandoned. It is more difficult for theme parks to reach the decline stage quickly unless they were not fit to the market, nonetheless, it is not completely out of the question. It could happen when there is nothing new to offer, and there are other things attracting attention in the market, a new theme park most probably or an arcade. Studying the reason of the decline stage is also important because there may be something in the market that is similar and there is a cheaper alternative or maybe the visitors are bored. Therefore, new entertainment can be thought of or cheaper deals can be made. People still go there sometimes but not as often. In this stage the sales will fall, costs per customer are low, profits fall, and the number of competitors also fall. However, the theme park must go on, and therefore, there must be steps taken to decrease the harshness of the decline stage for long-term success such measures include event promotions.

Organizational Context Strategy Innovating New IP Competing in the entertainment Industry

Culture UAE’s Multi-culture Diversity in the visitors Cooling System

INDIVIDUAL BEYOND THEME PARK

Excitement Thrill

STEEP analysis Sociological Technological Economical Environmental Political

Safety, Standards, Warnings and Restrictions

Thought

Feeling

Climate

Policies & Procedures

Behavior

Out of this world experience

Adventurous Wild Individual

ORGANIZATIONAL

Structure Design team in DXB’s Organizational Structure

Systems How things will happen after integrating design

ENVIRONMENT

(Diane Chinn, 2017)

The Organizational model, also known as the Organizational Structure,

outlines the framework of the company by defining lines of authority, resource allocation, networks, communications, and responsibilities (Chinn, 2017). The diagram for the organizational model shows the company from 3 perspectives. Individual and Organizational, and how they interact with the Environment. At the individual level, there are only very raw ideas, so for Beyond Theme Park, its the feelings, thoughts, and behaviors that made us come up with the idea; an out of world experience (thought); excitement and thrill (feeling); adventurous wild (behavior). Thus, for the people to understand how this idea can be integrated with DXB Entertainment, they can look at it from an Organizational perspective, strategy, system, policies & procedures, strategy, culture, structure, and climate, and how these affect the environment.

Policies and Procedures: The policies and procedures for Beyond

Theme Park will be the same as the Policies that DXBE already follows, however, specifically to Beyond theme park there will be a set of policies and procedures to ensure the visitors’ safety. The policies cover Beyond theme park in general and the games: • Visitors should not damage the property of Beyond Theme Park, and that includes drawing on, scratching, or abusing property. • People without a ticket cannot enter unless they are between the ages of 0-4. No cutting in lines, wait for your turn. • Lost items are retrieved from the Lost and Found center. • There will be smoking zones available, visitors are not allowed to smoke outside those smoking zones, and there will be no children allowed inside the smoking zones. • Age restrictions: Not all games will suit the wide range of visitors that the theme park will have, so for the children’s safety, some games like rollercoasters will not allow children under 10 years old to go on or adults above the age of 60. As well as, Children that are below 15 should have a guardian to be able to go on rides. A sign will be placed at the entrance of those games.

• Height and Weight restrictions: For the safety of the visitors, there will be height and weight restrictions on some of the games. A sign will be placed at the entrance of those games. • Other than restrictions, there will be warnings on games that might shock the visitor, or the visitor might receive a strong emotional impact from and therefore affect their health. These will mostly be for people who have a weak heart or suffer from a heart disease or other severe illnesses. Other warnings will be placed on games that will have a lot of movement, so the visitors will be warned to not eat before going mentioned games. There will also be information/warnings on food, in case the food is hot or for people who have allergies. As well as a label that certifies that this food is halal since we are in an Arab, Muslim country. • In addition, there will be rules on the games. Some games might require the visitors to place their belongings in a locker, wear a helmet, or wear a seatbelt. There will also be instructions provided in both Arabic and English next to the game’s entrance for the visitors to read themselves. The employees will also check on whether or not the visitors are following the instructions.

Structure | Organizational Chart: Adding a Design team within

DXB’s chart is one of the best choices, since outsourcing is not enough when making an idea, design needs to be implemented and considered in all aspects of the project. Since the term ‘Design’ in DXB was not a part of their language, instead of going for a department title such as ‘Creative Solutions’. The compnay settled for Design to introduce new terms in the organization and bring change. As shown in the diagram, the new design department is added within the same level of all the other existing departments, so the roles of the design team will not overshadow or overtake the roles of the other teams. Bringing in the design team is only the first step, new roles and responsibilities will be created for the design teams since we want to change DXBE’s outlook on projects and change their focus to something more meaningful through design. The design

team will not only have their own roles but will also be included in each step of the process, it is there for support and checking that design is being considered in each step of the process of making a project, which in this case is Beyond Theme Park. This means that the design department will work alongside Marketing to ensure that the Brand identity of DXBEâ&#x20AC;&#x2122;s Beyond Theme Park is being delivered clearly to the receiver, and will be included in decision making in the Park Operations department to ensure that design is being used correctly, and other departments on the chart will be supported and will include design in its process. Also, to bring change to DXBEâ&#x20AC;&#x2122;s structure, the design will be added at the core, but without changing the routine or roles of other departments. Hence, its important for departments to have enough knowledge about design to be able to include, and that is where, the design team comes in.

BEYOND THEME PARK Nomination & Remuneration Commitee

Board of Directors

Audit Committee

Functional

CEO

Governance, Risk & Compliance

DESIGN

Marketing

Strategy & Business

Development

Technical Services

Parks Operations

Retail & Hopitality

Administrative

Projects

Internal Control

Finance & Investments

Business Support

Sales

Maya Al Kharaz Elham Ascha Ayesha Al Hashmi Khaled Fakhouri

System: After having to integrated design into the structure of DXBE, how things happen and the procedures will change because of the value design has added. So, for the leisure company such as DXBE with a very strict chain of command, the chief executive, after considering the projects’ risks, and finalizes a decision along with the board of directors, tasks will be laid out for the departments to work on the project. Each department will be split into teams, and each team should have someone from design in it where it’s important. So for example, in technical services, sales, finance, and investments; implementing design will not affect the way things operate and it will not be effective. For Departments such as Marketing, Strategy and Business Development, Park Operations, Retail and Hospitality, Projects, and Business support, a design is a crucial element. Marketing, Strategy and business development, and projects should meet often with the design team in order to make sure that the essence of Beyond theme park is there, and that design is being implemented correctly and consistently. Marketing needs to make sure they are appealing to the customers, and branding DXBE’s new idea in a meaningful way; either through animations or infographics, or just an advertisement to attract the viewer, and those promotions should enhance the brand identity and should not be foreign from it. Strategy and Business Development also need to apply creative solutions in their strategy using design thinking tools, in order to achieve Beyond theme park’s purpose, which is an out of world experience that engages the visitors. They need to consider the user experience design as well, and the 5 stages of every experience: Attraction, Entry, Engagement, Exit, and Extension. So the way the people buy tickets from Beyond theme park, the website of the DXBE, how people interact with it and how the employees interact with the customers; which is closely linked to hospitality. Projects and Park Operations also need to look at user experience design and bring in a consultant, making it their highest priority to provide the visitor with a rich, engaging experience. The design team will often exercise their other roles, such as making design briefs and editing them based on the changes happening; guiding the other

departments and supporting them where they lack. After discussing what needs to be done the design team will check on the rest of the departments periodically and meetings will be held at least once a week to clear any misunderstandings and to think and brainstorm about the next step.

Culture: UAE is a touristic spot for many people, especially Dubai. Our theme park, which subtly shares UAE’s culture of being the most innovative and modern; welcomes people from all nationalities since it is about a topic familiar to everyone: space. No one will feel left out and the visitors at the park will be diverse, which will lead to the diversity of the restaurants we’ll have there. Not only that, but the signs/instructions in Beyond theme park, as well as the employees, will speak both Arabic, which is widely used in the UAE and English, which is an international language learned by many. This way, it will be easier for citizens of the UAE as well as tourists to be engaged in this experience without any language or cultural barriers.

Furthermore, UAE is known for its hot weather all the year except

in ‘winter’. Which is why it is specifically chosen to be opened on New year’s eve 2020. Not only that, but following DXBE’s strategy, the design group will install cooling systems inside the theme park because of the hot weather, but also because it is UAE’s culture, that is dependent on air conditions to circulate the air. Also, because in Arab culture and especially in UAE, there is the culture of giving, space, which embraces all the planets reinforces that culture subliminally. Furthermore, Space has many different planets, stars, and any living form known to humans, this diversity in space is almost similar to UAE. Since many of UAE’s citizens are expats from different cultures and countries around the world.

Beyond theme park’s concept is futuristic since it involves space

and gives the visitors a feeling of being outside in space, it complements UAE’s 10-year vision of being the most innovative and technological developed country.

Strategy: With DXBE’s history with recreating theme parks, and the sole original theme park’s idea did not originate from UAE’s culture,

Beyond theme park’s idea is innovative, since it is not based on another theme park, the idea is completely original, and it brings change and will affect DXBE’s placement in the theme park market exponentially; This is why marketing development strategy is the most beneficial strategy for DXBE .Since they are not many theme parks in the UAE, and DXBE is already one of the leading in the MENA region, Beyond theme park that provides an out of the world experience will compete with others from overseas, instead of focusing on this area alone. Depending on its success, DXBE might set an example for other theme parks, making other organizations recreate DXBE’s Beyond theme park. Also, with this original idea, Beyond Theme Park will have their own intellectual property (as mentioned in Strategy Manual part one), which is a different strategy than DXB.

For Beyond theme park, targeted audiences which are children, the

park will have characters and mascots that the children can remember Beyond theme park by, and they are also the characters we will use in our advertisements. Since children show a strong interest in things that move, animations of those characters in advertisements on TV, and mascots greeting the children and the families as they enter will make the children relate to the characters and emotionally link them to Beyond theme park, guaranteeing their return. As for the mature audience, who might be more interested in the space camp, being sponsored by UAE’s Emirates Airlines and providing an educational experience would spark their interest in learning more about space.

Another concept Beyond theme park follows is the extension of the

experience to the food court. Since the food will be space themed, even eating has become part of the out of this world experience that visitors get to engage with. Characters to relate to, extending the experience beyond the rides and the fun, and appealing to the larger audience with educational content is something that is unique to Beyond theme park and would be an effective strategy that would make it a strong competitor in the market and in the entertainment industry as a whole.

Climate: To analyze how Beyond theme park will fit in UAE and DXBE’s climate, the STEEP analysis will be used. STEEP analysis is a marketing tool that is used asses the external factors that affect the organization, which in this case is DXBE’s Beyond theme park.

S T P E E Cultural Trends

Labor Law UAE’s government laws and regulations Tariffs

STEEP ANALYSIS

Technological development and cost of production & Building Networks Encourage caring for the environment; Use Eco-friendly products and materials

Inﬂation in UAE Promotions and offers to encourage saving

(What is STEEP Analysis?, 2016)

• Sociological: People are showing more interest in leisure and entertainment industries as they share their experiences on social media. Beyond theme park can use this by making their own Snapchat filters, sharing gifs or boomerangs of the visitors on their official Instagram page in order to attract more people to the park, engaging the visitor on the Instagram page by asking for example “which is the best ride you preferred?”. Also since many people are on social media, Beyond theme park can use influencers in order to reach to the younger audience, by producing original content that captures people’s attention. Also since people are more aware of their health, the company will provide healthy, organic food in Beyond’s food court. Since there different cultures in UAE, where Beyond theme park will be opened, Beyond theme park employees need to be prepared to deal with visitors from a wide range of backgrounds. Which is why the compnay will try their best to provide people who speak multiple languages; mostly Arabic and English, as well as French, Russian, and Indian. • Technological: Development of technology influences the cost of production as well as the richness of the experience for the visitors. Since UAE is interested in advancing in technology, this could be of importance. If by using Beyond theme park, the company can gain sponsors and create networks which UAE can benefit from in the future. • Economical: Since there is Inflation in the UAE, the price of the tickets would be higher than the average theme park. Instead of exploiting UAE’s economic situation, we can use this to win more customers by providing promotions and deals that will encourage saving and customer loyalty. • Environmental: People now care more about the environment than before DXBE has set its own standards in being environmentally

friendly. This why in Beyond theme park we will use eco-friendly materials in building the park as well as in the packaging of the products and other facilities required with the help of environmental engineers. We will also make available recycling bins that will be all around the park to encourage people to take care of the environment instead of littering. • Political: Tariffs and Taxes will be a matter of concern since not everything is available in UAE which is why imported goods are important for Beyond theme park. The finance and investment department of DXBE should be well aware of the Tariffs as well as the exchange rates.Tighter laws and regulations concerning the Park’s safety. Since it is a theme park with a wide range of people from all ages, it is important for Beyond to ensure the safety of the visitors and follow UAE government’s regulations and laws. DXBE should be careful not to abuse the workers’ official working hours and have strict, scheduled shifts for their employees’ posts.

Managing Innovation within the Organization

Beyond Theme Park strives for obtaining satisfying experience and

high-quality output. Therefore, it established new services, standards, and Intellectual Property.

Its services focus on targeting specific groups. Some sites will be

targeting ages 6-17, the other section will be marketed towards older generations 18-30. Other audiences include thrill explorers. Their goal is to attract the target group with a special focus on space education and adventures. This theme park focuses on experiences of science fiction and real-life space exploration projects. The aim is to educate and excitingly interact with the consumers about space exploration from aeronautical engineering to astronomy. Its main experience focuses on to bring “An Out of This World Experience”. This experience will be met based on building and working with the stakeholders. The services that Beyond Theme Park will represent are the rides, workshops, giftshops, and the restaurants, which will give an outer-space theme and experience. This experience is not only for leisure, but also to educate the customers about space science and its development. Thus, this will raise the quality of the experience, which will cause the organization to be popular in its own industry. So, as Beyond Theme Park increases its popularity, DXB Entertainments will gain more customers and profit leading them to succeed in their own industry and be one of the best in it.

Beyond Theme Park established three new standards that help to

reduce wasting resources and be innovative in order to improve their service’s experience. They focus on being sustainable and innovative at the same time. Therefore, they are currently using three standards: ISO 14001, ISO 9001, and OHSAS 18001. First, ISO 14001: Environment Management. It’s based on reducing waste to landfill, electricity consumption, and water usage. Also, they have Treated Sewage Effluent (TSE) recycling plant, which helps to reduce pollution into the environment

(Corporate Governance Report, 2016). Second, ISO 9001: Quality Management. It focusses on satisfying their customers and employees experience. The company came up with a strategy to deal with the heat. For example, Beyond Theme Park will be inserting indoor air conditioning systems for each ride, inserting outdoor cooling fans, building landscapes which include significant shadings, and adjusting the operating hours based of the season and weather (Corporate Governance Report, 2016; Dubai Parks and Resorts, 2015). Third, OHSAS 18001: Health and Safety Management. DXB Entertainments cares very deeply about its workers and customers safety by tracking the environment daily and checking all the equipment before turning them on to be sure nothing can lead to harm. For instance, Beyond Theme Park will be having health centers, ambulance for emergencies, and identifying hazards places such as electricity and heat rooms. (Corporate Governance Report, 2016). Hence, these standards will help to keep Beyond Theme Park sustainable, secure, and environment-friendly leading them to be innovative and unique in their own industry.

Moreover, Beyond Theme Park can protect its idea from being

copied through Intellectual Property. First, by having their own trademark and logo, which is a sign that individuals or business or legal entities use to identify their ownership of products and services. Beyond Theme Parkâ&#x20AC;&#x2122;s trademark over their products and services show its ownership. However, a trademark isnâ&#x20AC;&#x2122;t enough, Beyond Theme Park also needs to establish copyrights to protect their services. Copyrights law can grant Beyond Theme Park protection for producing their own services, building their own rides, and selling their own products. Also, it allows Beyond Theme Park to take legal actions against plagiarism and infringement (Summary of Intellectual Property Rights, n.d.). Hence, by establishing Intellectual Property, Beyond Theme Park can protect its own services from being copied by competitors and other business. It will be unique in its own market.

In conclusion, Beyond Theme Park gains a huge benefit from

establishing its own Intellectual Property, new standards, and unique outer-space experience it gives. It will gain positive reviews from customers, governances, and stakeholders, in which it will increase its profit and fame. Also, DXB Entertainments will win over its competitors by being unique and by introducing a new idea. Hence, Beyond Theme Park will succeed due to it being a new idea that has not been done before in the Middle East. It will not only benefit DXB Entertainments, but also the Entertainment and Leisure industry by raising its economic rate in a good way. And eventually, their success will attract more customers and visitors.

Managing the Value of Design

In order to explain how design manager can visualize the added

value of the design to support the organizational innovation, the Design Group will use two of the four powers of design explained by Mozota (2006). The two powers include: • Design as differentiator: Design used as competitive advantage in order to bring an edge to the company. There will be customer loyalty, price premium, or customer orientation. In the case of Beyond theme park, customer loyalty could be achieved through price premium, which means offering customers an option of buying a pass for a year for less. This way it could lead to achieve the customer’s satisfaction for paying less but also gain an insurance that he/she are coming back. • Design as a transformer: Using design to create new business opportunities for improving the company’s image through innovation. The one if its kind idea of Beyond theme park ticks this section as the whole concept is based on innovation in the UAE by looking into the future with technology. Beyond theme park adds value to the organization’s want to be innovative and leader within the region. This theme park will diversify the brand’s reputation around the world as everyone will want to visit it.

In more details, design managers still understand that one can not

manage what is not measured. Therefore, measuring the impact design value has is a key factor for designers. In order to measure the value added the BSC tool can be used. The BSC tool to shows how each design discipline is linked to the other and they all have a common vision. First is designed as a difference, in this part we as design managers think oh how we should appear through design to our customers to achieve our goals, this is related to market value, customer value, the brand, and consumer research. Beyond theme park will be able to achieve that through marketing itself as innovative and first of its kind theme park in

the UAE, customers will value us through the experience created and concern towards them through trying to improve and having solutions for every group, and the brand itself will have its own logo, color scheme and designs that remind the visitor of this specific theme park but they will always be able to relate to the brand itself and understand the vision. Second, design as performance. This is design management in the innovation process. It is the innovative idea, the modern technology, and the total quality management such as customer focus, the culture we endure, the commitment, and teamwork. This is the design thinking process that helps the business to excel and it is required to satisfy the stakeholders. Third, design as a vision, this is the step where design is used to change and improve. Since DXBE does not have a design section, the first step that will be made is adding a design department but the job is still not done. The company will need to recruit high potential profiles, improve the learning abilities with the use of design, and be able to motivate and empower staff. Finally, â&#x20AC;&#x153;good design is good businessâ&#x20AC;?, a design also needs to add value financially and this should also appear to the shareholders of Beyond. This is through increasing the turnover sale of the new theme park service and increasing the number of protected designs. DXB entertainment uses trademarks, copyrights, and database rights to protect its workers and therefore, everything created in Beyond Theme Park must also be patented to follow the guidelines. Thus, by using both design patent and utility patent in order to ensure no one copies the ride nor the look. Furthermore, by having copyrights for Beyond Theme Park artistic work such as the logo, font type, color scheme and in order to avoid copycats and knock-offs. Finally, creating a trademark for Beyond Theme Park can ensure that the service will be protected as DXBE protects its name.

CONCLUSION & RECOMMENDATIONS

DXB Entertainments is a well-known, leisure and entertainment

company that is one of the largest entertainment companies in the middle-east, mostly targeting families. DXBE has divided its business into three sectors: Theme Parks, Family Entertainment Centers, and Retail and Hospitality. DXBE follows strong values in their business strategies such as customer service, productivity, sustainability, and providing the people with the ultimate user experience. We maintained these values and standards they have defined for themselves while analyzing their company and suggesting creative solutions that had potential specifically for their Theme Parks sector. The ideas we generated offered different experiences with the main purpose of creating a visual identity, Intellectual properties, and standards that solely belong to DXBE. Dubai Entertainments have a unique market position, which was analyzed using different business tools such as The Matrix. Other tools were used such as the Design Staircase, Ten Types of Innovation, Innovation Process, and The Business Canvas Models, all to evaluate what the company has and its hidden potential which could help it improve. To spark the curiosity of space exploration in the Middle East, we chose Beyond Theme Park as the idea to develop in the second part of the manual. Using carefully planned strategies explained through the manual will meet the vision DXB Entertainment has to offer. As explained earlier, if following the correct procedures, we can develop the ability to minimize the risks that play along with this investment. Since DXB Entertainment has to interact with new stakeholders, it is encouraged to deal professionally and ethically in order to build the trust and improve the convenience of creating a synergy between the multiple organizations influencing the project. Following the strategies that have been provided, this project will be delivered before time with minimal monetary waste. As to post-launch, our innovation team is ready to consistently deliver new design-led experiences in order to promote the project. As illustrated in the product life cycle, multiple actions shall be carried out in order to revert the life cycle to another

growth phase. Creating new promotions such as season pass tickets and offering premium services to loyal consumers are options planned still to pursue. The design team is ready to create loyalty programs and to create new attractions in order to keep beyond growing and developing over the years to come. Creating the trust between our new stakeholders and improving with DXB Entertainments current stakeholders is a key factor to focus on as with technological era providing rapid development in innovation. Hence, for Beyond Theme Park to gain more fame and profit it could consistently stay up to date with trends and implement new technological opportunities in order to stimulate the curiosity of space exploration in the Arab world as well as provide a fun, memorable and interesting experience for all friends and family visiting this innovative theme park. Their main goal should be customerâ&#x20AC;&#x2122;s satisfaction through memorable experiences with DXB Entertainments own services.

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Appendix

This is Dubai Parks And Resorts policy statement of Health, safety, and environment. It talks about their aims in order to achieve this policy statement.

(HSE Policy Statement, n.d.)

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This diagram represents DXB Entertainments concerns around heat levels in Dubai during the summer months and their solution to it. (Dubai Parks and Resorts, 2015)

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