Friday, September 28, 2012

IAAPA Attractions Expo behind Cruden's 'smaaashing' India debut

New Mumbai-based, sports-focussed entertainment centre, SMAAASH, is the first Indian attraction to install a Cruden professional racing simulator; the SMAAASH team discovered Cruden at previous IAAPA Expos.

Cruden, the world's leading professional motion simulation company, has sold its first simulator in India, thanks to introductions made at previous IAAPA Attractions Expos. As the company prepares its all-new show booth for this year's event (November 12-16, 2012; Orlando, USA; stand 1362) – including, for the first time, a single-seater, Formula Style race simulator – it is also building a Hexathrill simulator for new, Indian leisure concept, SMAASH.

AHA Holdings' SMAASH is a new sports-centric immersive and interactive entertainment centre offering a mix of active and passive entertainment, innovative games, interactive sports and socialising and eating areas, from its location in the Lower Parel area of Mumbai. Guests can drive the Cruden simulator, play on a cricket simulator, enter into combat on an FPS simulator, play on numerous coin-operated machines and watch live sports events on large TV screens. The "high energy" venue will open in October and there are plans to roll out the concept in further cities in India.

"I have been visiting IAAPA for the last 10 years now and it is a one stop shop which inspires truly impressive and exciting entertainment venues across the world and enables the industry to learn best practices from veterans and leaders," says a spokesperson for AHA Holdings Pvt Ltd. "We met Cruden at IAAPA some years ago. We evaluated almost 15 different companies offering motorsport simulation. Finally we decided to go for Cruden and full motion because it adds the much needed entertainment component as well as helping non-sportspeople to participate in the sport. Our positioning is clearly aimed at youth and today's youth is very aspirational about motorsport."

Cruden will exhibit at IAAPA for the 11th consecutive year in 2012 with a new booth design and a specially-built Formula Style simulator in addition to a Hexatech 3CTR (three-seater). "Cruden will look quite different this year – we are offering guests the chance to try the more realistic motorsports driving position of a single-seater race car, something which is being increasingly specified by attractions customers," says Frank Kalff, commercial director at Cruden.

Cruden simulators, such as the Hexathrill acquired by AHA Holdings, use full motion or 'six degrees of freedom'. As a designer and manufacturer of professional race simulators and simulator software for the automotive, motorsport and research markets, the company is able to deliver the most realistic, premium motion experiences to attractions guests which do not compare with driving 'games' on the market.

About Cruden
Cruden is the world's leading designer and manufacturer of professional, interactive, motion-based racing simulators and a developer of motion-based rides. The company develops the most high tech, realistic and accurate professional equipment for the top levels of international motorsport, including Formula 1, as well as vehicle manufacturers and their suppliers. The same package is then made available to the global attractions market and to private individuals to create a motorsport experience which simply does not compare with 'games' machines on the market. Cruden's heritage is in the development of professional simulators for the aerospace, marine and automotive industries. Originating from Fokker Aircraft Company, the company was FCS Racing Simulation before becoming Cruden in 2006. www.cruden.com