152 M C K I N S EY Q UA RT E R LY destination experience approach, thereby broad ening the portfolio of experiences on offer. Brands could derive several potential benefits from launch ing smaller-scale attractions or attractions that employ a short-term or pop-up approach: - - Much smaller initial investments reduce the general risks stemming from a project that fails to meet audience or revenue goals. The ability to close in one location and open in another makes projects less vulnerable to shifts in local economic conditions. Shorter development times and more nimble operational structures make it easier to time project launches to coincide with moments when the underlying concept (for instance, a piece of IP) will have maximum cultural rele vance (for instance, when a new season of a hit TV show is released). - Limited-duration attractions can create scar city and excitement, resulting in potential for increased social media sharing. - Successful projects can quickly be scaled through expansion to new regions. As rising admission prices have become a con cern at destination theme parks, smaller-scale experiences in regional locations could provide less expensive alternatives for local consumers who don’t want to spend as much on travel or admission tickets. - As further detailed below, lower ongoing costs and less onerous contractual commitments make it feasible to build attractions around concepts that target relatively niche audiences. ENABLING NEWER TYPES OF EXPERIENCES A smaller-scaled, more transitory approach to location-based entertainment is already spurring the creation of new types of experiential attractions. IP Can Be Less Mainstream IP-powered attractions have often centered on major studio franchises and global blockbusters with broad-based fan followings. This makes sense for attractions inside destination theme parks, given the significant up-front investments those models involve. But the short-term, lower-cost experience model is making it easier for less mainstream offer ings—including niche TV shows, movies, and even books—to be adapted as location-based entertain ment. For example, The Queen’s Ball: A Bridgerton Experience, features immersive set recreations, live music, specialty drinks, and theatrical performances all based on the Netflix streaming series Bridgerton . It opened in 11 cities across three countries and saw more than 150,000 visitors across several of these locations within a few months of its launch. The romance book series A Court of Thorns and Roses has been the basis for small-scale, pop-up expe riences that have gained attention largely through - - - networks of like-minded book lovers who post on the social media platform TikTok. Limited-duration attractions can create scar Consumer Products and Food Items Can Provide the Basis for Attractions The interactive experience Monopoly Lifesized (based on the classic Hasbro board game Monop oly) launched in London in 2021 and has since expanded to tour cities in the United States, including Denver and Charlotte. The London and Denver destinations have collectively attracted nearly 500,000 visitors since their opening. The Monopoly Lifesized franchise partners with local production companies in each market. Signing short-term leases in underutilized spaces helps keep costs down. - ChainFEST—a recurring food festival that began as a pop-up event—has partnered with brands including Taco Bell, Pizza Hut, and McDonald’s. In this case, beloved quick-service food items serve as the IP that forms the basis of an attraction, with gourmet chefs creating new takes on popular chain restaurant menus.