The rapid convergence of professional sports, participatory sports and the world of themed experiences, which includes everything from the Magic Kingdom to Planet Hollywood, is creating a sea change in the world of spectator' venues. Even the most traditional sports businesses are noticing the change. Another article on the same page of the Journal tells of Viacom Inc.'s plan to send Beavis and Butthead into the game against Mickey Mouse and Bugs Bunny as it joins rivals Disney and Warner Brothers in the fast growing entertainment retail business. But hard as it is to avoid noticing this convergence of sports and entertainment experiences, the best is yet to come. Despite numerous efforts to synthesize spectator events and theme parks, true integration is still mainly on the drawing boards.
Examples abound of projects that come close.
The Ballpark in Arlington was built right next door to Six Flags over Texas, a prototypical American theme park, but synergy between the two consists mostly of sharing parking for overflow crowds. Meanwhile, innumerable sports venues have added playgrounds, sports bars, and mini-museums in an effort to enhance the spectator experience. The convergence of theming and sports is more than just a big ancillary attraction pasted onto a spectator facility. It is the complete integration of sports and entertainment experiences that blends the reality and excitement of professional sports with the story line, interactivity and attention to detail found in a well-run theme park. The Walt Disney Company is masterful at this story development, applying it to their retail and park environments just as they would to an animated feature film.