Alexandre Lair on how VALKYRIE is reshaping Parc Festyland through storytelling, events and immersive experiences
As we’ve discussed in this edition operators are increasingly looking beyond the traditional new ride at long-term operational sustainability, many parks are discovering that immersive events, evolving narratives and adaptable themed environments can create a powerful sense of renewal without relying solely on headline-grabbing hardware investments every year.
Few regional parks currently illustrate this shift more clearly than Parc Festyland. With the introduction of VALKYRIE, the Normandy-based family park has not simply added a new coaster, but created a broader Viking-inspired storytelling platform capable of supporting seasonal events, live entertainment, interactive experiences and future narrative expansion. The attraction has become both a guest experience and a long-term content engine, helping the park generate repeat visitation and deeper emotional engagement whilst remaining true to its independent, family-operated philosophy.
In this interview with Interpark, Alexandre Lair discusses how VALKYRIE evolved from a ride investment into a wider destination strategy, why immersive storytelling is becoming increasingly important for regional parks and how Festyland is approaching future growth through carefully considered, sustainable development rather than a constant race for scale.
InterPark: VALKYRIE feels like much more than simply a new roller coaster. At what point did the project evolve from being “a ride investment” into becoming a much broader storytelling and destination strategy for the park?
Alexandre Lair: Since 2023, we have been working on the park’s strategic development plan with one question in mind: which attraction and which project will best illustrate the shift our park wishes to make in order to truly become a regional destination, rather than just a local park? When we decided to develop the VALKYRIE project around the family boomerang, we focused our thinking on the identity of the VALKYRIE project and its narrative universe, so that it could serve as the first milestone in this new direction we are embarking upon.
IP: When you first began planning VALKYRIE, what were the most important objectives for Festyland? Was the priority attendance growth, strengthening the family offering, extending guest dwell time, enhancing the Viking identity of the park or perhaps all of these together?
AL: We had several complementary objectives. Naturally, one was to increase attendance, but we also aimed to strengthen our family-friendly offering, reinforce the park’s Viking theme, and encourage visitors to take the time to fully embrace the ‘FESTYLAND experience’. VALKYRIE had to be spectacular, accessible and deeply reflective of our identity.
IP: Many parks traditionally build a major attraction and then market it primarily around statistics or thrills. VALKYRIE appears to have been designed as an immersive narrative platform. How important was storytelling in the early planning stages?
AL: Storytelling was central from the outset. We didn’t just want to build a rollercoaster; we wanted to tell a story. The ride is part of a wider narrative, designed to be intuitively understood by visitors. In my view, this approach gives meaning to the experience we offer and goes beyond the search for thrills.
IP: The Valhalla event demonstrated how naturally the attraction can support live entertainment, roleplay experiences and seasonal overlays. Was that flexibility intentionally designed into the project from the beginning?
AL: We may be an amusement park, but our families don’t just come here only for the rides. They also come for the emotions, to share family moments and to enjoy new experiences. We are a LIVING space, and the live events we organise are designed to let our visitors experience these emotions and play an active part in their visit.
IP: Looking back now that guests have experienced both the coaster and the wider Viking storytelling around it, what aspects of the project have most exceeded your expectations?
AL: What struck us most during our event days was how visitors really embraced our themes. They don’t just come to ‘ride the rollercoaster’ or ‘try this or that ride’, they explore the park, interact with it and immerse themselves in the story we’ve created. Seeing families return to relive the experience from a different perspective was a real and welcome surprise. Last season, during the Viking weekend, we even heard families in the walkways saying to each other: “We’ll have to come back – we enjoyed the event so much that we didn’t have time to go on all the rides.”
IP: The Viking and Norse mythology theme gives Festyland an enormous amount of creative freedom. How far ahead are you already thinking in terms of future storylines, seasonal events, new characters or expansions connected to VALKYRIE?
AL: The Viking theme offers immense creative freedom, but it is not the park’s only theme, as we also explore the history of Normandy more broadly (the Vikings, the Middle Ages, pirates and the Belle Époque). We are already thinking about new stories and events, always with a view to gradual development, so that each season can bring something new.
IP: To what extent do you now see attractions needing to function as long-term “content engines” for marketing teams, rather than simply standalone rides?
AL: Nowadays, a ride can no longer be viewed standing alone. It must become a source of content for marketing teams, events and social media. Because through social media and the photos or videos our visitors take home with them, our rides continue to live on beyond the day of the visit and the fences of our park.
IP: We are seeing many parks globally looking for ways to create a sense of “newness” without necessarily building a major new attraction every season. Do you believe immersive events, changing narratives and live experiences are becoming increasingly important tools for regional parks?
AL: In my view, immersive events and ‘live’ experiences are becoming increasingly important, particularly for regional parks. They help to create a sense of novelty, surprise and exclusivity without necessarily having to invest in a major attraction every year. It is a more flexible and sustainable approach.
IP : Have you already seen the attraction influence retail, food and beverage or merchandising opportunities within park?
AL: It’s still a bit too early to evaluate these changes. But we’re convinced that immersion encourages emotional purchasing: visitors no longer simply buy a product; they leave with a memory linked to the experience they’ve had.
IP: Independent and family-operated parks often approach growth differently from large corporate operators. How would you describe Festyland’s management philosophy when it comes to expansion and investment?
AL: As an independent, family-operated park, we take a gradual and considered approach, step by step. Every investment must make sense in the long term – creatively, economically and in terms of human resources – because the challenges are high for our businesses. For our part, we prioritise consistency and sustainability over the race for new rides. The visitor experience comes before the financial aspect, as we want visitors to leave wanting to come back. We’re not here for a one shot.
IP: VALKYRIE represents one of the largest investments in the park’s history. How do you balance ambition with sustainability and long-term operational stability?
AL: VALKYRIE is the largest investment our company has made to date, but one we control. We have tried to find the right balance between creative ambition and operational stability. The aim is for each project to strengthen our park over several years, not just for a single season.
IP: Has guest behaviour changed in recent years in ways that have influenced how you now plan attractions and experiences?
AL: Today’s guests are looking for shared, immersive experiences and want to create memories. They want to feel like active participants, not just spectators. This shift is having a profound impact on how we design rides today and is the starting point of our events calendar.
IP: What lessons did the team learn during the development of VALKYRIE that may shape future projects at Festyland?
AL: We have learnt the importance of aligning creative vision, operational constraints and day-to-day operations at a very early stage. Collaboration – both internally and with our partners – has been a key factor in the success of the Valkyrie project.
IP: As someone who has grown up closely connected to Festyland and its evolution, what does it mean personally to see the park entering this new phase?
AL: Festyland is a family-run business; I grew up in this park, so seeing it enter this new phase is incredibly moving and rewarding. It is both a source of pride and a responsibility to develop this place without betraying its history or the spirit of the families who created it.
IP: When you walk through the park during an event like Valhalla and see families interacting with performers, solving challenges and fully engaging with the story world, what emotions does that create for you as a park leader?
AL: It’s fantastic to see families interacting with the actors, tackling challenges and becoming completely immersed in the world we’ve created. As a manager, it brings everything we’ve imagined to life and gives a real sense of achievement. And it makes me proud of my team and the work they’ve done
IP: What do you hope children visiting Festyland today will remember most vividly many years from now?
AL: Festyland opened its doors in 1989 – that’s 37 years ago now, which, in demographic terms, is a whole generation. Today, we see parents in our aisles who used to come here as children and who tell their own children about it. They share their childhood memories and the emotions they felt back then, and I hope that today’s children will be able to do the same, right here in our aisles. That’s also how we can keep our childlike spirit alive, by not forgetting our childhood memories.
IP: Finally, when you think about the future of Festyland over the next decade, what excites you most?
AL: What excites me most is continuing to grow Festyland whilst preserving its spirit and history. Behind independent park owners, there are often creative men and women and dreamers who want to build castles, cowboy forts or ‘simply fly’ – that is what drives us. So, I hope that we can continue to develop new stories and enhance the immersive experience, whilst remaining a park on a human scale, close to its guests.
Images : Courtesy of Parc Festyland
