ORLANDO, Fla. (AP) — Harry Potter fans helped increase attendance by 50 percent at Universal Orlando Resort in the past few years, and interest in a second Harry Potter park opening there July 8 could keep numbers going up. But even if the new park doesn’t lead to the surge in visitors that accompanied the original Harry Potter park, Universal’s cash registers will surely be ringing.

The new Wizarding World of Harry Potter-Diagon Alley has just one ride, a 3-D thriller called Harry Potter and the Escape from Gringotts (which coincidentally wasn’t working Thursday during a media preview). The first Harry Potter park had three rides. But Diagon Alley has seven shops, all so visually stimulating that you almost don’t notice you’re shopping.