As Imagicaa turns 10, Dhimant Bakshi reveals plans to up immersive experiences

As the years have passed, Imagicaa has grown and evolved, introducing innovative attractions, exhilarating rides, and captivating entertainment that continue to push the boundaries of imagination. Each visit to Imagicaa has been an unforgettable experience, with memories etched in the hearts of guests who have made it their second home.

To express their gratitude and appreciation, the minds behind Imagicaa conceived a grand plan – a 10-day carnival that promised to take guests on an extraordinary journey of celebration. From May 19 to 28, 2023, the park was transformed into a dazzling spectacle, pulsating with excitement, and brimming with surprises at every corner.

In conversation with Adgully, Dhimant Bakshi, CEO, Imagica World Entertainment, speaks at length about their 10th year anniversary bash, how the theme park is driving tourism in India, plans of expansion, and much more…

How has your 10-year journey been? Please share some insights into the unique experiences and celebrations planned for this special milestone.

Change has been the only constant at Imagicaa and that has led to inevitable change in brand identity and business transformation. From being a single thematic park to holistic entertainment cum holiday destination with addition of newer attractions each year; the journey has been incredible. Innovative and immersive guest experience will remain at the centre of it all. From unique IP tie-ups like Hot Wheels Nitro, Chhota Bheem to Imagicaa CSR initiative ‘Share The Joy’ being inducted in the Guinness Book of World Records and Limca Book of Records; to entertaining 10 million+ happy guests; we have done it all. It has truly been a decade of thrill and excitement.

To commemorate these 10 Magical Years of Fun & Happiness, Imagicaa is throwing a carnival celebration that is a reflection of this magical decade. Along with our world-class thrilling thematic rides and attractions; guests will get to experience a day packed full of excitement and non-stop entertainment when they visit.

Guests can look forward to the specially curated flea market replete with fun zone and activities such as Canvas and Origami Painting, Fluid Art, Pottery making, live music, karaoke and unique dance performances, caricature art, games, cotton candy and Turkish ice cream stall and a fire act apart from our signature, visually spectacular Grand Imagicaa Night Parade.

In order to attract new customers, how does Imagicaa differentiate itself in the market to stand out and capture the attention of potential visitors?

At Imagicaa, we refine and evolve our marketing and promotional activities strategy to cater to our target audience, thereby improving customer experience. Efforts have been put in adding newer attractions year-on-year, creating record-worthy moments through CSR initiative Share The Joy, etc. Digital marketing has played a huge role in the way we communicate to masses and tap into newer markets. Mapping historic trends to apportioning our marketing spends also aids in reaching the right audience at the right time.

Social media engagement driven activities also helps us connect with our TG who are tech-savvy YANKs (Young Adult No Kids). Destination marketing fuelled by influencer marketing has helped Imagicaa as it builds desire for visit among the influencers followers. Celebrities like Rupali Ganguly, Atrangz team (Awez Darbar, Nagma Mirajkar, etc.) Shweta Tiwari and more, all have had positive words to speak on their visit and stay which builds the brands credibility and desirability to visit as well. Social media frenzy has been scaled by the addition of quirky selfie-points.

Immersive in-park experiences like special fire act or topical event celebrations, innovative BTL activation participation, branding exercise in schools, positioning the destination good for fairy-tale weddings, MICE events, etc., all of which have contributed towards garnering recall and visibility.

As a step to attract a new customer base, we have recently even launched Aquamagicaa Water Park in the heart of Surat city, which has received positive response as well.

As a theme park, how do you believe Imagicaa can add value to drive tourism in India? Are there any collaborative efforts or partnerships in place to promote tourism through Imagicaa’s offerings?

Imagicaa is an Indian initiative to bring world class entertainment consisting of Indian Stories and Themes and International standard rides with high quality orientation. Our mission really is to ensure that adventure seeking audiences visit Imagicaa at least once to this world class Theme Park and we are sure that it will bring a sense of Pride and happiness in what has been created. Currently Indians travel overseas to visit Theme Parks and with Imagicaa as a strong and a credible option we will have more people choosing what’s offered here as it comes at almost 1/4^th the price of international parks with comparable standards. This will not only help in reducing Foreign exchange outflow of Indian tourists but also encourage more participation from Indian Tourism options to improve standards and offer better guest experience to demanding and value conscious guests.

Further, with Indian Themes, we do see many international tourists showing interest to visit Imagicaa especially with the attractions such as ‘The Wrath of the Gods’, ‘Alibaba and Chalis Chorr’ and ‘The Curse of Salimgarh’.

What is the current growth and potential of the theme park industry in India? How do you foresee this industry evolving in the coming years, and how does Imagicaa position itself to leverage these opportunities?

The parks and rides themselves are often designed to recreate fictional environments drawn from stories, myths, and books. Since these are ultimately experiential, they are also a very important part of the hospitality industry. They can act as an “economic engine” for local communities along with generating demand for hotel stays, restaurants, etc. and job creation; incentivizing investment opportunities. Industry as a whole can therefore drive travel demand contributing positively to tourism revenue. As a major tourist destination, Imagicaa has helped create local jobs and can be attributed with socio-economic development of Khopoli and emergence of ancillary industries in the region.

Despite being in the nascent stage; India’s theme park and amusement park sector exhibits significant growth potential. A Future Market Insights report predicts that the theme park tourism market could reach $167 billion by 2032, growing at an annual rate of 13%. Theme parks and amusement parks attract young people in search of exciting experiences. This change in target demographic from children to young people is likely to support the growth of the industry during the forecast period.

Collaborative approach between the government and Imagicaa and other category players can strengthen tourism and take it to the next level. Fundamentally, governments can support tourism promotion measures, the provision of appropriate travel infrastructure, as well as the maintenance and beautification of historic buildings to enhance the guest experience. While theme and amusement park and entertainment category players shall focus on enhanced guest experience, entertainment innovations and talent development to create more jobs, improve livelihoods, and improve social welfare through increased employment of women. Imagicaa has been a strong contributor in regional welfare and aims to continue doing so.

How has the business of Imagicaa grown or evolved pre- and post-COVID-19? What challenges were encountered during the pandemic, and what strategies were employed to navigate through those challenges?

The pandemic was a challenge for all, including the theme and amusement park category. Business sustenance was paramount whilst safeguarding employee and guest interest. Adequate measures were taken for guest engagement via digital initiatives like ‘Quarantivities’, fun social media contests, etc.; and on reopening stringent safety protocols were followed and communicated. Ensured employee livelihood was undisturbed through salary disbursements whilst balancing cash inflow.

Imagicaa ran staggered operations during unlock phases and resumed daily operations of both its parks with effect from March 2022 onwards with overall visitation matching pre-COVID numbers triggered by the need and experience outdoors. With the on-going summer season; the positive traction continues. As stated previously, the addition of Aquamagicaa Water Park, Surat to the Imagicaa portfolio has been another feather in the cap and testament of the brand growing stronger year-on-year.

What role does customer feedback and satisfaction play in the continuous growth and improvement of Imagicaa? How does the theme park actively seek feedback and incorporate it into its operations and offerings?

Customer feedback and satisfaction play a vital role in Imagicaa’s continuous growth and improvement. The brand values the opinions and experiences of its visitors and considers them as valuable insights for enhancing its operations and offerings.

By actively seeking and incorporating customer feedback via in-park surveys, timely response on review platforms, resolving customer queries and concerns, post-visit feedback surveys, etc.; Imagicaa ensures that visitor experiences are continually refined, providing a more enjoyable and satisfying experience for future guests. This iterative process enables us as a brand to adapt to evolving customer expectations, drive growth, and maintain the position as a premier entertainment cum holiday destination.

Are there any expansion plans for Imagicaa in terms of new attractions, experiences, or locations? Could you provide insights into how these expansion plans align with the long-term vision of the company?

The recent launch of Aquamagicaa Water Park in Surat aligns with Imagicaa’s geographic expansion plan, which aims to bring their unique and exciting entertainment offerings to new locations. By expanding into Surat, Imagicaa can now cater to a broader audience and provide them with a refreshing water park experience that complements Imagicaa Theme and Water Park, Khopoli offerings. This expansion allows Imagicaa as a brand to tap into newer markets, reach new customers, and further establish presence as a leading entertainment destination thereby demonstrating commitment to growth and vision of providing enjoyable experiences to people across different regions.

Looking ahead, what are the key goals or aspirations of Imagicaa for the next few years? How do you envision the future of Imagicaa and its impact on the entertainment and tourism industry in India?

As the Indian middle class grows and disposable incomes increase, there is a rising demand for unique leisure experiences. Imagicaa’s ability to deliver thrilling and immersive experiences, coupled with its commitment to customer satisfaction, can contribute to the overall growth of the entertainment and tourism industry in India.

Imagicaa also shall aim to expand geographic presence capitalising on the growing demand for themed or experiential offerings in India and has begun this with launch of Aquamagicaa Water Park Surat. Continual innovations to provide unique and immersive experiences to promote sustainability to exploring brand collaborations to drive appeal and reach masses will be the focus.