As people's double standards (i.e. where they want unique and memorable experiences that prioritize participation over simply attending) accelerate and continue to transform the event venue landscape, the emerging physical virtual reality venues have become a new opportunity for agencies.
VR simulates the real world or an imaginary environment. In most cases, participants use helmets or glasses connected to a VR system and, using manual controls, engage in multi-dimensional games and adventures that usually last about 10-20 minutes. Now platforms for unattached games (with “free movement”) are appearing on the market. Armed with a helmet and VR equipment in a backpack, participants can walk around “inside” the game with weapons or other objects in their hands.
Augmented and mixed reality technologies are under development and promise deeply immersive games. The first of these technologies extend or “augment” the physical environment with virtual elements. The latter, also known as “hybrid reality,” combine physical and virtual elements to create a new environment that a person experiences in real time.
Based on the experiences of the first wave of local VR pioneers, here's a look at the options being used across the country at conferences, private events, corporate retreats, team building, and more.
Earlier this year, Kalahari Resorts and Conventions, America's largest water park operator, launched a VR attraction called "Arena" at its flagship water park in Wisconsin Dells and at Pocono Mountains in Pennsylvania. Using the latest motion-tracking VR technology developed by Australian company Zero Latency in Melbourne, the Arena (spanning 2,200 sq. ft. - equivalent to a warehouse) is the first multi-player free-roam VR game on the market. Kalahari does not yet offer the Arena for private events. However, organizers renting a site there can take advantage of group sessions. Currently, Arena accommodates 8 players at a time and offers three virtual games: Survive the Zombies, Engineerium (a walking adventure in an alien water world with swimming whales, rays and other colorful characters), and Singularity (a war game on board a space station).
No plans have yet been announced to open an Arena at Sandusky, Kalahari Park in Ohio, or at the company's fourth park under construction in Round Rock, Texas, which is slated to open in 2020.
The company's same Zero Latency technology and three games are being used at MindTrek VR, a new site (located north of Boston in Woburn, Massachusetts) that features the world's first dual VR arenas, according to general manager Brett Bovio. Housed inside a renovated industrial warehouse, both arenas measure 2,000 square meters. ft. can accommodate 8 players at a time. Although these arenas are not connected, together they represent the largest free-roaming VR gaming platform in the country.
Bovio adds that the space was originally created for organizations and can be used for conferences, private events or team building. Designed for meetings and other events, the area is designed for 40 people and is equipped with tables, chairs, magnetic boards and buffet stands. Catering is offered here; or organizations can bring their own food and drinks. Teams of up to 90 people can rent 2,000 square meters of open space adjacent to the arenas. ft. for a dinner or conference. This way, guests can watch their colleagues or clients play in VR.
The company also announced its expansion plans, with a second site opening west of Boston in Marlborough, Massachusetts, in late 2017, followed by additional sites in Philadelphia and New Jersey.
With backgrounds in advertising, animation, gaming and theater, Yoni Koenig and Ilya Druzhnikov, founders of San Francisco-based Exit Reality, have created a unique business model and VR platform: they want to “bring VR to the people” in vans equipped with helmets and computers. Inside the van, participants can try games and experiences “within a room,” a type of VR that uses both motion tracking and VR within a specific area to simulate movement in the virtual environment as well.
The company's first vehicle was a refurbished mail van. Now, with their sights set on large scale, Exit Reality is building their own custom vans, starting with the chassis. The leitmotif of the design of the vans, which look more like an airplane, is “departures and arrivals.” The partners, along with their growing “fleet,” travel around the country. Exit Reality has been able to take its virtual games to private and corporate events, festivals and other events in many cities from New York to Vancouver.
The company is also rapidly promoting its VR cubes. Equipped with electronics and lights, portable metal housings are foam-joined together to create a moveable cubic space wherever it's needed.
In an effort to combine meetings, events, hospitality and VR, the creators of Exit Reality have partnered with Los Angeles-based Viceroy Hotel Group to bring VR to the luxury hotel chain. Their flagship project, unveiled in May, is a virtual space created for the S&L Lounge at the Viceroy Zetta Hotel in San Francisco. Exit Reality also “brands” VR content for specific events, product launches and other corporate events.
VR World NYC in New York set the trend this fall and stood out in several ways. First, their office is located in a very high-traffic area, just a few steps from the Empire State Building in the downtown area. The second is located on 20,000 sq. ft. across three floors, the center can rightfully be called the “largest VR gaming center” in North America. With nearly 50 games ranging from virtual rock climbing to a virtual version of the popular mobile app Fruit Ninja, VR World NYC offers more options than any other site in North America.
Being an entertainment venue, the venue is equipped with its own bar and is ready to host group events. Both private rooms and open space are available, including a 1,000 sq. m mezzanine. ft. and a second floor of 6,000 sq. ft. Rentals are not available for groups of less than 100 people. Rent is conditionally possible for a group of 250-400 people, depending on the number of VR games used. Group discounts start from 20 people, and team building packages for up to 30 people are also available.
This article was published in electronic version BizBash.
