Exclusive | Many more attractions at Adlabs Imagica soon: Pooja Shetty

Adlabs Imagica, the bollywood based themed based park, the flagship venture of Adlabs Entertainment  which opened to public in mid-April is actively adding new attractions and joints to attract more audiences. The park offers entertainment, fun, action, relaxation, dining, shopping and accommodation at a single location. The international theme park aims to be a celebration of the family entertainment and international wholesome experience going forward.

Recently the company opened India’s only and the largest indoor roller coaster, Deep Space. It is set to become one of the main attractions at the park and has been built at a cost of $ 10 million. Deep Space promises the rider a new experience of being transported into space, in the midst of the stars and the planets. This ride extends to a height of 56 feet and clocks speeds of 85 km’s per hour. Deep Space was launched by ‘the lost astronaut’ actor Varun Dhawan who was able to live out his childhood dream of becoming an astronaut and flying into space! The ride makes one experience what a real life adventure in space would feel like.

In an exclusive interaction with Adgully, Pooja Shetty, Joint MD, AEL, briefed us about their upcoming initiatives and expansion plans. When asked about the concept Shetty said, “The idea interested us. We wanted to offer something different like this where people can explore something new like exploring the galaxy.”

Adding further, she said, “Deep Space is a part of overall right mix of Imagica, the mix was planned to create different varieties and experience for our guests. This ride is a completely  different attraction apart from our other rides.”

Adlabs Imagica closely works with few known international companies for new and innovative concepts, so on asked whom they’ve worked with for this specific project, Shetty said, “The right technology for this ride was brought to us by Premiere Rides, a USA based company which was the first to introduce the Linear Synchronous Motor (LSM) roller coaster.”

LSM has been used in India for the very first time. Unlike a normal roller coaster, which makes a slow first climb, through the LSM technology, Deep Space accelerates to very fast speeds
in a matter of seconds. Premier Rides has created pioneering rides like the “Revenge of the Mummy” & “Mr Freeze” amongst others. Only a few large theme parks in the world boast of
having an LSM coaster and now Imagica figures in one of them. Guests are taken on a virtual trip into outer space surrounded by planets and galaxies in the attraction. The coaster reaches a height of about 56 feet as it goes through two crazy inversions at a very high speed, made possible due to LSM.

“The ride will give the audience a different experience compared with the best internationally.” Says, Shetty.

On a larger note she said,  “Here everything is different as the park itself has been set up on a totally different theme and is focused on Indian audiences. Apart from this, this is a great opportunity to experience something of international standard in India.”

On future plans Shetty said, “We are planning to launch couple of new rides every year, open a new hotel and a water park over a period of next year or so.” At present Adlabs Imagica has five restaurants of its own Red Bonnet, The Imagica Capital, ZeZe, Roberto’s and Arrmada.

On the initial response to the park, Shetty replied, “It’s just been two months and we’ve received good responses as we are getting 2000-3000 people on weekdays and approximately 5000 on weekends. Its monsoon but still we are seeing people coming in and enjoying.” The company’s target market is Mumbai, Pune and Gujarat initially.

On how social media space is helping Adlabs Imagica, she said, “We’ve been getting good feedback on our site and even the social media space has worked well for us, but still it will take us some time to create more awareness about our park.”

On association front, she explained that, “We’ve just launched it this April so as of now we are not looking for any kind of associations. It will take us atleast a year to understand our audience and the brands with whom we should associate.”

Design and the right mix of the park is attracting new visitors to visit and experience the park, and for them it’s a worth spending money experience. On a concluding note Shetty said, “We have observed that there are not many rides for kids so we will be adding few rides for kids and also packages for school kids, corporates and large groups would be announced soon. The monsoon packages already announced.” 


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