Since its opening in 2005, Kingda Ka at Six Flags Great Adventure was the world’s tallest and fastest rollercoaster and the technical behemoth remains a true point of pride for the East Coast and Jackson, New Jersey, specifically. However, Ferrari World Abu Dhabi’s Formula Rossa dethroned the King to become the world’s fastest rollercoaster with a mind-bending speed of 150 miles-per-hour in 2010.
Like the impressive Formula Rossa, which is a Ferrari Formula One racecar flying on a track; every attraction at Ferrari World Abu Dhabi incorporates the technology, the thrill and the luxury of the Ferrari brand to create an unprecedented experience. Ferrari World Abu Dhabi is also the largest indoor amusement park in the world. Currently the park hosts 20 rollercoasters, 30 classic Ferrari cars on display, five restaurants, two Ferrari stores and a water ride. The impressive Ferrari monument, which spans 925,696 square feet, was constructed in less than two years and the façade is modeled after the side profile of a Ferrari GT—12,370 tons of steel was used to create the structure. By comparison, the illustrious Eifel Tower only required 7,000 tons.
Unfortunately, no formal events are currently planned at Ferrari World Abu Dhabi for the rest of the summer, but in the past the park has held parades, concerts, business exhibitions, Ferrari test drives and movie series within its gleaming red walls. In May, Ferrari World Abu Dhabi welcomed perhaps its most esteemed national legends when members of the United Arab Emirates Football League signed autographs, displayed their soccer skills and talked to lucky fans of every age. Expect next year to be filled with more attractions as increased demand is resulting in the park changing its current five-day schedule to seven days a week later in 2013.
The glitz and thrills aside, Ferrari is the true motor behind the park’s success and it could not be successful without the powerful brand’s support. With the evolution of advertising, the creation of branded theme parks has become a strengthening trend because of immense financial gains as well as the ability to cement a brand within the hearts and minds of international visitors. From the Disney theme parks, Coca-Cola World in Georgia, Hershey Park in Pennsylvania, Angry Birds Land in Finland, Paramount’s planned park in London, and Ferrari World Abu Dhabi, it appears that branded theme parks have only just strapped in to the advertising rollercoaster.
In all regards, it appears that Ferrari World Abu Dhabi has wowed its international market and is close to solidifying itself as the “Disney World” of the United Arab Emirates. With theme parks creating $12 billion in revenue each year in the United States alone, it makes sense that savvy brands are willing to create multi-sensory theme parks that let their audience pick and choose which rides they believe are worth taking.