TiLEIndia Programme

Thursday 24th January

11:00 – 12:30 Opening Session

Richard Curtis, Managing Director, Andrich International Ltd (TiLE)

Richard Hyde, British Deputy High Commissioner, Andhra Pradesh

Success Factors for the Indian Themed Entertainment Industry – Lessons learnt from Asia

Amitabh Barthakur, Principal / Regional Director, AECOM Planning, Design and Development (India

The Indian attractions industry is slated for tremendous growth. Or at least that’s what we’ve been hearing for the last decade. What is stopping the Indian attractions industry from realizing its full potential? Where are the opportunities and what will make this business thrive? AECOM tracks industry performance in themed entertainment across the globe, providing deep insights into evolution of the business in varying contexts.  The presentation will discuss specific lessons learnt from the rest of Asia and its relevance to India. Amitabh Barthakur will discuss where India is in the transformation of the business, the products that are likely to succeed, markets that are better positioned than others – based on some recent experiences.


14:00 – 15:30 Session

Session Chairman: Richard Curtis, Managing Director, Andrich International Ltd (TiLE)

Creating self-sustaining cultural projects & leisure attractions

Juliana Delaney, CEO, Continuum Group

In the UK, 28 years ago Museums and Heritage sites opened their doors reluctantly, shut them promptly and saw visitors as intruding, irritating and getting in the way of the job of conservation and preservation of artifacts. The funding for these institutions was limited: government or charitable. Innovation came about in the 1980’s with a company called Heritage Projects leading a transformation: first, the presentation of venues to be more welcoming whilst improving .the interpretation of information of collections – like the Jorvik Viking Centre in York; then by providing Disney- style customer care – for example at Canterbury Tales and finally, deploying commercialisation more frequently seen in the retail sector. National museums and heritage sites soon followed. It has taken 28 years but UK and European heritage, museums and cultural sites are now more popular than ever, contribute to their own operating costs through compatible commercial enterprises and act as powerful economic magnets for in-bound tourism. How can India mirror this more self-sustaining heritage model – one which costs less to operate and brings added value? Juliana Delaney was a founder of Heritage Projects in the 80’s, helped bring millions of visitors through the doors of hundreds of cultural sites and now operates many commercially operated cultural attractions in the UK. In this presentation Juliana will share the 7 major steps to creating self-sustaining cultural projects & leisure attractions; learnt in the UK over the last 28 years.

Museums as places of entertainment

Dr Anita Shah, Museologist

To prosper museums need to be attractive and engaging to the public. Traditionally museums have fulfilled & satisfied a particular narrow audience but, as has been seen from around the world, they can be places of entertainment and also augment their prime role to inform and inspire.

Indian amusement parks business

Pradeep Sharma, Managing Director, Bombay Amusement Rides

The current state, and prospects, for the Indian amusement parks business; the types of experiences Indian amusement parks are offering their guests; safety & reliability issues & perceptions; and how the Indian attractions suppliers should react to the interest in this market by overseas suppliers.

Village Underground

Simon Elliott, CEO, Art igniting Minds

Village Underground’s goal is to share and exchange the vibrant culture of London with that of other nationalities and cities. To this end they have established creative communities, venues and affordable facilities in which to experiment, play, produce and perform. Both through physical spaces and virtual networks, they are starting to connect artists and other cultural influencers across the globe, fostering an international creative community with local accessibility. Village Underground would very much like to expand its work structure to India and collaborate with India’s creative community.


16:00 – 17:30 Session: Design Panel

Session Chairman: Juliana Delaney, CEO, Continuum Group

Visitor Experiences are the Key

Ray Hole, Managing Director & Founder of ray hole architects, London, UK

Experience Economy philosophy can be used to both analyse existing visitor attractions and inform the design development of new guest experiences. Using examples from different attraction types the essential design principles are explored and demonstrated highlighting how these can be applied to TiLEIndia delegates own attractions, whether theme parks or museums.

Designing for the Global Audience

Keith James, Owner & Chief Executive Officer, Jack Rouse Associates

The entertainment industry is truly a global market, and is growing into more diverse cultures and locals with each day. Therefore, if our industry is going to continue to grow, it is important for suppliers, consultants and operators to continuously adapt our work processes, designs, products and operations in order to better fit into a variety of local cultures and environments. With over forty years of experience in creating attractions around the world, JRA’s CEO Keith James will share a variety of observations and lessons learned from both the designer and operator’s point of view.

New Approaches to Integrating Retail and Entertainment

Jim Bowen, Retail Design Practice, Forrec

Forrec has learned a lot about entertainment over its 40 years of practice. It knows how to integrate retail with entertainment and entertainment with retail. Jim Bowen, of Forrec’s retail design practice, will share lessons learned and suggest how developers of both entertainment and retail projects might profit by better integrating the two.

18:45 Bus departs from Radisson Blu Hotel for TiLEIndia Party

19:45 – 22:00 TiLEIndia Party

Shilparamam Cultural Village

Friday 25th January

09:30 – 10:30 Session: Indian Amusement Parks

Session Chairman: Kalpesh Shah, CEO, The Suneendra Group?

Development of leisure attractions

Santok Chawla, Managing Directoe, Fun n Food, and President of IAAPI

The current trends and future of Indian theme parks and family entertainment centres.

Manufacturers’ responsibilities and the requirement to meet the expectations of the Indian guest

Anuj Sarin, Managing Director, Hindustan Amusement Rides

Through his experience of the Indian leisure market, Anuj Sarin will address the issues of manufacturers’ responsibilities to their customers and the wider requirement to meet the expectations of the Indian guest.


11:00 – 12:30 Session

Session Chairman: Kalpesh Shah, CEO, The Suneendra Group

Emotionally Mapping to engage your guests

Simon Elliott, CEO, Art igniting Minds

To create a compelling project/venues/attraction that will leave a long lasting impression on audiences, and ensure that they make a return visit, you need to analyse the audience’s emotions. It has been known throughout the ages that when a person makes a choice, their emotions play a huge part in their decision making process. Our emotions are what guide us through life. We use a process called Emotional Mapping which asks audiences how they feel about a project/venue/attraction. The information gathered can then be used to create a project/venue/attraction that emotionally connects with the audience, thereby creating a place people feel good in, thereby increasing the chances of return visits.

Digital Attractions

Pauline Quayle, Director, The Juice

The digitisation of location based entertainment has transformed the experience of the public and this coupled with a sea change in consumer spending, participation and expectation is having a major impact on the requirements for success. Failure is not an option embrace the change. 4D and 5D experiences have injected new life in leisure facilities around the world and are becoming more prevalent in India. They offer a deeper level of immersion and have the potential to offer new opportunities in such diverse venues as museums, theme parks and retail environments. It highlights the need to have quality content whether it is generic or customised.


Rajweer Kapoor, Vice President, Lavasa Corporation

Lavasa is the future of India – within the next 30 years over 500 new cities will have to be built. Lavasa, near Pune near Mumbai, is leading as a new, privately financed garden city. Phase One has been built and all elements are already sold, and Phases 2, 3 & 4 are being developed – however, the vision is yet to go public. Rajweer Kapoor will “open the window” on this mountain lakes destination that will enthral Indian & international visitors for the 21st Century.


14:00 – 15:00 Session: Branded Attractions

Session Chairman: Ray Hole, Managing Director & Founder of ray hole architects

Brandlands are rapidly becoming a potent way to extend existing customer relationships and nurture future brand loyalists. Decisions to embark upon developing and operating such brandlands are ultimately strategic and economic. Using an array of examples across a diversity of sectors a panel of world renowned industry experts will explain and demonstrate why and how brands of varying scales are currently implementing such customer engagement mediums whilst suggesting future possible trends.

The Genesis and Emergence of Brandlands

Keith James, Owner & Chief Executive Officer, Jack Rouse Associates

In today’s competitive marketplace, more and more corporations are creating branded attractions to break through the clutter and connect with consumers in a memorable manner. Over the past twenty-five years, Jack Rouse Associates (JRA) has created some of the world’s best-known brand attractions, from the World of Coca-Cola to Ferrari World Abu Dhabi.  JRA’s CEO Keith James will outline the keys to creating successful brand experiences in a fast-paced and informative session filled with a variety of case studies from the firm’s past and current work.

Brandlands and Experience Economy Strategy

Ray Hole, Managing Director & Founder of ray hole architects

Although the business rationales will be different in each and every case, it is the consistent application of authentic, experience economic philosophy that is fundamental to their success and the increased robustness of their associated businesses.

15:00 TiLEIndia 2013 closes

TiLEIndia supporters: