HOLLYWOOD comes to Town

As general manager of sales and marketing for Universal Parks & Resorts in Singapore, Douglas Trueblood often bumps into Marilyn Monroe and Shrek at the water cooler. He’s frantically busy in the build up to the early-2010 opening, but says he wouldn’t change a thing. By SARAH PORTER

WHETHER YOU ARE INTO Hollywood and rollercoasters or not, there’s something terribly exciting about Universal Studios opening its doors in South-East Asia. Los Angeles, Orlando and Osaka have all got one, Dubai is getting one, and from next year, Singapore will have its very own silver-screen theme park.

Getting a project like this off the ground takes years of planning, a team of thousands and a soundproof marketing plan. But Douglas Trueblood knows all that. He’s been in the game for over 20 years, and with Universal Studios on and off since he was 27.

He has worked his way up from the bottom and is proud to say so. The only other thing he’d like to do, if he weren’t with Universal, is to host a talk show. He thinks he’d be quite good at it. In the meantime, he exudes child-like excitement about his job – consulting to Resorts World Sentosa, managing a global brand and marketing the only Universal theme park in the region.

How long have you been with Universal and how have you found living in Asia?
I started with Universal Studios Florida in 1988 in the mailroom – true Hollywood story! From that I went to Universal Studios in Japan and was part of the pre-opening team. Then I left the company for eight years and worked in publishing, most recently at the Los Angeles Times as vice-president, integrated marketing. I’ve always had a good relationship with Universal and when they said, ‘Come back’ [when the Singapore project was announced], I said, ‘Sure’. My first question was, ‘Where’s Singapore?’

I relocated in 2008 and will be here through our first operating year. Singapore’s been one of those pleasant surprises.

It’s an easy place to live, great people and a fascinating culture with rich history.

Are you on track for the opening?
I say we’re on the ‘fast track’. It’s amazing to me what they have accomplished this past year. It’s a true sign of the leadership, dedication and fortitude of the entire Resorts World Sentosa team. Our plans are to open in early 2010 and we are even hosting our first ever event in December this year!

What differences should we expect from the US theme parks?
This studio will continue the heritage of our infamous theme parks from around the world, however in Singapore we are debuting some exciting new rides and shows for the first time. These include attractions based on blockbuster movies such as Transformers, Battlestar Galactica and Jurassic Park – and we can’t wait to share these world-firsts with guests visiting from around the globe.

Will the corporate incentive market be a significant segment for you?
We like to say it’s where “serious business meets serious fun” in ways you cannot even imagine. We can host up to 35,000 guests at over 40 unique and somewhat ‘unconventional’ event venues. From one of the region’s largest ballrooms, to one of the world’s largest oceanariums – or perhaps stage your very own WaterWorld show, or street party on Hollywood Boulevard at Universal Studios. Imagine your CEO coming in on a jet ski up on to the stage to welcome his team – that’s serious fun!

Has there been a meeting of minds between you and Resorts World?
A licensing agreement has married the two groups together and I think it’s been extremely successful. We have the same values, the same vision. I’m excited to see what’s going to happen here. The entertainment landscape in Singapore is really going to change.

Describe your typical working day.
Today I bumped into Shrek and Marilyn Monroe in the hallway, then I ran outside to check out the new Universal graphics on our employee bus. Then off I went to a sales meeting to further discuss pricing and our marketing strategy for our opening. At some points in time, I take a step back, and I say, ‘Wow, this is what I do’. It’s a lot of work, but a lot of fun too along the way.

Which countries do you most enjoy visiting on business?
I would have to say that nothing is better than arriving home at Singapore’s Changi Airport – I could live there!

This job has brought me to some unique stops across China, and each time it gets more fascinating and a little more challenging. I love to explore interesting shops and find out where to get the best local flavour – plus, learn some of the language, it’s always appreciated.

What is the most important thing to bear in mind when travelling on business?
Sometimes it’s good to take a walk from your hotel, turn your Blackberry off and just be present in the moment.