Ferrari Land theme park revs up in Spain
By David Szondy
Car brand marketing usually means slapping a badge on a tote bag and asking a thousand dollars for it, but Ferrari has gone one better by applying its badge to not one, but two theme parks. Ferrari and PortAventura Entertainment S.A.U have signed an agreement to build a second Ferrari-themed park, Ferrari Land, as part of the PortAventura resort and theme park outside Barcelona, Spain. Expected to open in 2016, the 7.5 ha (18.5 ac) site is billed as “an opportunity for the whole family to experience and discover the world of Ferrari.”
The supercar maker’s previous venture into theme parkdom was Ferrari World, which opened in 2010 and was the biggest indoor theme park in the world covered with the world’s largest Ferrari badge. With its actual and virtual exhibits, a ride through a Ferrari V-12 engine, the world’s largest Ferrari gallery, the world's fastest roller coaster and (of course) the world’s largest Ferrari shop, the company hasn't done bad, Now it’s set its sights on building the new Ferrari Land inside the PortAventura theme park, which draws four million visitors a year.
Details have yet to be worked out for the €100 million (US$136 million) park, but Ferrari promises “new and exciting attractions” that will include Europe’s highest and fastest vertical accelerator; a luxury five-star establishment with 250 rooms, restaurants, and a driving simulator; and Formula 1 car exhibits and a slot-car ride.
"After the success of Ferrari World in Abu Dhabi, we received many, many requests to develop new amusement parks," says Andrea Perrone, CEO of Ferrari Brand. "We carefully sifted through the various proposals and decided to accept [PortAventura parent company] Investindustrial’s because it is a very solid plan developed by competent people that will bring the magic of Ferrari to Spain, a nation where we have many supporters and enthusiasts, and to which large numbers of tourists flock each year, in part thanks to PortAventura. This new licence further underscores our brand’s presence in this area. Ferrari Land will delight the whole family and not just Formula 1 fans."
And more Ferrari-themed attractions could follow around the world with Perrone adding, "We will continue to evaluate other proposals for theme parks outside Europe at our leisure: the brand is our most important asset and we have to enhance its value without diluting it."
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