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Dollywood

The Dolly Parton Experience

Immersive Technology Meets Iconic Talent

Client
Featured Capabilities
  • RGB Laser Projection Mapping
  • High-Resolution Media Servers
  • Immersive Audio
  • AV Control Systems

Client Story

The Dolly Parton Experience

The Dolly Parton Experience, which opened in summer 2024 at Dollywood is a vibrant tribute to the legendary singer in her namesake theme park nestled in the rolling hills of Pigeon Forge Tennessee. This new exhibit captures the essence of Dolly Parton’s musical and cultural impact through dynamic visual displays. The main feature of the attraction is a massive room which features a 360-degree, projection-mapped story that showcases Dolly’s life and storied career. Quince Imaging played a crucial role in the project, designing and integrating the AV systems including RGB laser projectors to bring this immersive exhibit to life.

GALLERY

Transforming Bid Design into a Complete AV System

The initial challenge for the project was to build out the specified bid design package, into a fully-fledged and cohesive system. The various (LaPh) projectors models, control systems, and speakers created additional complexities and would require numerous spare parts to maintain the system long term.

“Immersive spaces are unique in their requirements for tight synchronization between audio, video lighting and show systems, any delay between systems breaks the illusion of immersion,” explained Gazzillo. “Hitting this head on from the design phase allowed our team to create an activation that has tight playback and control systems both locally and tied into a wider system”.

“As Creative Director for the Dolly Parton Experience, I wanted to know how the imaging project team, projection equipment, operating system, and technology could deliver Dolly’s story at a level of quality that matches her excellence. From early conversations and projector evaluation to installation and integration, the Quince Imaging team gained our confidence. Their knowledge, professionalism, and commitment made them a valuable partner and essential for the project results.” Cyndi McCormack – Vice President Guest Experience

Quince’s approach was collaborative, and client focused. Upon initial contact, Quince suggested a hands-on demonstration of multiple projection technologies. At Quince’s soundstage in Sterling, VA, various models, including LaPh and RGB projectors, were set up for the client’s evaluation. This arrangement enabled Dollywood’s team to assess each model’s performance, comparing capabilities, image quality, brightness levels, and color reproduction.

“The demonstration was critical and allowed Dollywood’s tech and creative personnel to make a very informed decision to change the project’s equipment specifications, ultimately opting for the Christie M 4K25 RGB projectors due to their RGB color volume capabilities, consistent performance and easier maintenance,” explained Larry Howard, Quince Imaging’s Vice President of Business Development.

A Seamless Integration of Cutting-Edge Technologies

The installation process, managed by Quince Imaging’s technical team, involved meticulous planning and execution over an eight-month period, concluding in May 2024. Every element of the project was scrutinized and optimized for the best possible performance. The design and creative processes were closely aligned with Dollywood’s thematic and aesthetic expectations, ensuring that every visual element echoed the essence of Dolly Parton and her musical legacy.

Strategic Technology Partnerships:

  • Projectors: Christie M 4K25 RGB pure laser projectors, selected for their superior color accuracy and brightness.
  • Media Server: Watchout V7, which facilitated synchronized, high-resolution media playback.
  • Audio: JBL immersive audio system paired with Q-SYS controls ensured crystal-clear sound quality, enveloping visitors in Dolly Parton’s musical narratives.
  • Partners: Collaboration with manufacturers like Christie, Dataton, Q-SYS, JBL, and Netgear was crucial in integrating high-quality components that met the project’s demanding specifications.

IMPRESSIVE RESULTS

The project was a resounding success; the Dolly Parton Experience has become a landmark attraction at Dollywood, drawing significant attention and increasing visitor engagement. The interactive elements and immersive storytelling installations have been lauded for their innovation and emotional impact, offering guests a unique insight into Dolly Parton’s life and legacy.

Feedback from visitors and Dollywood management are positive, with praise for the vividness of the imagery and the precision of the audio delivery, explained Howard. The project serves as a benchmark for future technological integrations within the theme park industry.

Collaborators
  • Herschend Family Entertainment
  • Dollywood
Technology
Their knowledge, professionalism, and commitment made them a valuable partner and essential for the project results.

Cyndi McCormack - Vice President Guest Experience
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