Last week, Universal Destinations and Experience – the attractions branch of Universal Studios – were given the greenlight to proceed with their plans to build a new theme park in the heart of Bedfordshire. This project – set to commence next year and complete by 2031 – will be Universal’s first original park in Europe. The park will be one of the largest on the continent at a whopping 476 acres, with the potential to increase to 700 acres down the line.
With an estimated 28,000 jobs being created before its opening, the potential economic growth is huge, including boosts in employment across construction, artificial intelligence, tourism, and hospitality. One industry that seems sure to profit is AV sales and integration, with a fantastic opportunity to supply and install a wide variety of technology, which is sure to be used in new and innovative ways. AV technology – whether it’s immersive soundscapes, interactive displays, or projection-mapped environments – is increasingly central to the guest experience in modern theme parks. Universal have very recently opened a third park, Epic Universe, in Florida, USA, which is reportedly focused largely on theming, immersion, and guest experience. If this UK park is to follow suit, it seems likely that there will be a chance to apply cutting-edge AV technology that pushes the boundaries of themed entertainment.
This opportunity comes not just from Universal, but from its competitors too. Merlin Entertainments, a customer Pacific are proudly associated with, have been the main player on the UK theme park stage up until this point, with Alton Towers, Chessington World of Adventures, and Thorpe Park. According to the 2023 TEA Theme & Museum Index, Universal parks saw approximately 60.8 million worldwide visitors that year, against Merlin’s 62.1 million. Although these numbers are very close, Universal split these guests across far fewer parks. This will be the first time Merlin has faced a competitor of this scale on UK soil. As such, we can expect Merlin to step up their game and invest in significant upgrades to their UK parks. This, again, provides the AV industry with a brilliant opportunity to explore the latest developments in experiential AV technology and push the boundaries of what is currently possible for the visitor experience.
Bedford is a great location for this park, with strong transport links that Universal have spoken about improving, with upgrades to the Wixams railway station, an additional station on the East West Rail line and dedicated slip roads on the A421. The nearby London Luton Airport has also recently had expansion plans approved. At Pacific, we complete a lot of work in this area, with customers including EasyJet and the University of Bedfordshire, so we’re excited to see the area develop further and potentially become a centre for advancing AV technology and talent.
At Pacific, we’re always watching for shifts that redefine the industry, and Universal’s entry into the UK market is exactly that. This development signals a huge leap forward for the UK attractions industry, and an exciting time for those of us passionate about the future of AV in immersive experiences.