Alex Lemmens
Director, Project Development - Europe

When the legendary Efteling Park won the Thea Classic Award in 2004, Alex Lemmens was justly proud. He helped create Efteling’s guiding principles of nostalgia and romance, and supported those elements with solid technical developments that have made Efteling a true, enduring, beloved classic. Alex first managed Efteling’s technical services (1975 – 1987), operations (1987 – 1991), and eventually all research and development of new themed attractions (1991 – 2004). For thirty years, Alex never forgot the ultimate test of success – the wonder and joy of the park’s visitor experience.

When Alex began with the Efteling, it was primarily a fairy tale theme park. He began doing technical work, but quickly learned about the importance of presentation, reduced queuing time, visitor contact, and cash flow. His most memorable lesson was the importance of employees – they make Efteling magical.

He was a key player in the park’s evolution, contributing to the development of major dark rides like Dream Flight, Fata Morgana and Carnival Festival. In October 2000, Alex was the driving force behind the first Carrousel Festival, as part of IAAPA’s International Year of the Carrousel.

Alex’s crowning achievement at Efteling was his innovative joint development with the World Wildlife Fund (WWF). This effort resulted in the Panda Dream, a 4D theatrical experience which married the best of WWF’s message and Efteling’s magic. Since August 2003, he has worked as assistant general manager of Efteling. Last year he was Chairman for the TiLE Conference where he has sat on the Committee since 1993 (with a break from 1996 –1998) and will continue to serve until 2007.

In December of 2004, Alex joined the Project Development Department of BRC Imagination Arts to contribute to their efforts in theme parks, corporate branding centres and the infinite interactions between them. His specialties include theme park layouts and design philosophy, innovative approaches to the design and construction of themed attractions, dark ride concepts, sound and light concepts, technical park design, technical approaches and support for manufacturers, and technical park service support and maintenance. This treasure trove of knowledge is now available to BRC’s extensive list of clients.

Last updated: 27 February, 2008