Creative uses for LED digital displays in theme parks

Theme parks have always focused on creating magical experiences for visitors, and in the last few decades, the advent of LED digital display technology has opened up a whole new host of ways to engage with visitors, drawing the attention and sparking imagination by bringing unique attractions to life. Here at Scanlite, we’re proud to have played a central role in making some of these visions a reality – as indeed we’ve done in the course of our work for Merlin Entertainments (more on that in just a moment!).

Today, LED digital displays fulfil a variety of roles, serving as a flexible, visually stunning tool for storytelling, wayfinding, entertainment, and engagement. Their adaptability provides the means to add spectacular features that keep guests entertained from the moment they arrive until they leave – so if you’re looking to learn more about how they can be used in theme parks, you’re in exactly the right place!

1. Immersive entrances with LED displays

The first impression a theme park makes often comes at its entrance, and LED displays can be used to design grand, immersive gateways. Large-scale LED screens can display moving visuals, animated park logos, or themed introductions that instantly build anticipation. That draws visitors into the world of the park before they’ve even passed through the gates, setting the tone for the day ahead. The scale of these installations can be brilliant for sparking excitement for families and groups as they stop to take photos, share on social media, and begin their journey with a sense of wonder.

For themed parks that focus on distinct stories or seasonal events, LED entrances can also adapt throughout the year. They might show festive animations during the holidays, spooky effects for Halloween, or vibrant visuals tied to specific characters or rides. Plus, the content can be regularly refreshed, ensuring visitors always encounter something new. This ability to switch designs quickly enables the park to remain visually engaging, while still aligning with the larger themes and events that shape the guest experience.

2. Dynamic wayfinding and crowd guidance

Once inside a theme park, guests often need clear and engaging direction to navigate effectively, especially in sprawling environments like Alton Towers. LED screens have transformed wayfinding into something interactive and visually exciting. Today, they can be used to guide visitors towards rides, food courts, and entertainment zones. These displays can adapt throughout the day, pointing guests to less crowded areas, highlighting wait times for attractions, or showing live updates about ride availability.

This last one can be instrumental in managing crowds in real time. During peak hours, displays can suggest alternate routes or attractions, reducing congestion and improving flow throughout the park. Families with younger children, for example, can be directed to areas with shorter queues, while thrill-seekers can be guided towards the latest rollercoaster. All that can be invaluable for managing expectations and reducing frustration, helping visitors to maintain positive vibes throughout the day.

3. Interactive attractions with digital screens

As well as guiding and informing visitors, LED displays can serve as the centrepiece of attractions themselves. One of these is Merlin Entertainments, the global operator behind iconic UK attractions like Madame Tussauds, Legoland Windsor Resort, Thorpe Park, and Alton Towers. Merlin has embraced LED technology to create immersive ride experiences, and our team has worked closely with them to deliver bespoke solutions that bring their vision to life and keep guests entertained while they queue or experience rides.

At Alton Towers, there are two projects in particular that are brilliant for showcasing the creativity that LED technology can facilitate. For the high-intensity Toxicator ride, our team at Scanlite designed and built two large LED cylinders with immersive, liquid-like visuals that effectively strengthen the ride’s dystopian theme. These curved displays were manufactured to strict technical specifications, installed within tight timelines, and created an unmistakable focal point that adds energy to the Forbidden Valley area of the park. The result has been a hit with visitors, who enjoy both the dynamic visuals when the ride is in full swing, as well as the somewhat playful animation for when it’s undergoing maintenance – an image of a man apparently “cleaning” the cylinders from the inside.

The second major project is arguably even more striking – the Nemesis Reborn rollercoaster, one of Alton Towers’ most famous rides. To bring its reimagined identity to life, we built a custom LED sphere that acts as the alien’s glaring eye. Constructed with over 3.4 million LEDs, the sphere was manufactured at our factory and installed on-site by our team. It provides a dramatic centrepiece that interacts with riders as they pass, enhanced further by smoke effects. Guests have responded enthusiastically, with the Nemesis eye becoming a memorable feature that appears frequently in promotional material and guest-created content.

4. Real-time event updates and promotions

Another creative use of LED digital displays in theme parks is along slightly more practical lines – namely for keeping guests informed about live events, shows, and promotions. Crucially, they can display up-to-the-minute updates across the park. Guests can see when the next parade will begin, check which characters are making appearances, or find details about dining offers and merchandise discounts.

Again, not only does it give them helpful directions to the attractions they really want to experience, but it can also help cut down on the potential frustration that might otherwise come from missing the event, or being unable to reach it for some reason (for example, arriving after the end of the last show). If a live show is delayed due to weather or technical issues, updates can be communicated instantly across the park.

Seasonal promotions, special ticket offers, or new ride announcements can be also highlighted in bold, eye-catching visuals that draw attention and encourage guests to act. The immediacy and flexibility of LED technology keep the park atmosphere lively, while also creating extra opportunities to boost engagement and revenue.

These are of course just a couple of ideas – if you need some creative inspiration to kickstart your ideas for your own creative displays, our team is always happy to help here at Scanlite! With more than four decades of experience to our name and our very own on-site manufacturing facilities here at Scanlite, we’ve got all the expertise and resources we need to make your vision a reality. To find out more how we can help you, feel free to give us a call today on 01253 302723!