Storyland Studios, a global experience design and strategy firm composed of former Walt Disney Imagineering, Universal Creative and Merlin Entertainments alumni with offices and staff across the US and Europe, has assembled a world-class creative team of industry leaders across multiple disciplines to create and deliver a broad range of themed environments, both spatial and interactive, from concept to opening day.

From its earliest roots working with cause-based organisations, the firm’s unprecedented growth has paved the way for engagement in major projects handling some of the most well-known IPs worldwide today.

Over the last few years, Storyland has assembled and enhanced an expert team of “Avengers”: discipline leaders with extensive professional experience in the architecture and themed entertainment industries who bring a wealth of knowledge from the world’s top leisure, hospitality, and entertainment properties.

“These architects and artists have grown up with storytelling as their first language,” says Storyland’s chief creative officer, Mel McGowan.

Jeff Damron, Storyland’s senior vice president of master planning and design, adds: “We’re bringing extensive knowledge and experience to the table, and we’re looking forward to doing things in a much bigger way.”

End-to-end solutions

The creative team, spearheaded by McGowan, is made up of two divisions. Damron, an architect, master planner, and former associate vice president of themed entertainment and leisure at AECOM, leads the project design team. Christian Hope, senior vice president of creative development at Storyland, former VP of design and creative development at Paramount, and Walt Disney Imagineering alum, leads the creative development team.

“Jeff and Christian are the left brain and right brain,” says McGowan. “Jeff is involved with every project just as early as Christian because of his experience as a master planner. He’s doing the very first pencil-to-paper sketches, and he understands the complexity and discipline it takes to orchestrate large-scale projects.”

“It’s never a one-man show. You need that kind of complementary relationship.”

Damron says this team structure keeps architects involved in project development from start to finish.

Since Storyland can handle a project from BlueSky to construction administration, its staff can provide architectural, conceptual, and creative solutions. The firm can transform artistic visions into story-driven spatial experiences by translating creative concepts into schematic designs and construction paperwork.

“We’ve got an incredibly talented group of architects, landscape architects, interior designers, graphics people, wayfinding people, creative designers, writers, and show set designers so that we can tackle just about any major entertainment-driven project of any scale,” Damron says.

A multidisciplinary team

Because of its multidisciplinary team, Storyland has achieved true continuity throughout its projects’ many stages.

“By being able to start a project from day one and see it through to opening day, you get continuity of team, continuity of resources, and you build that knowledge from day one to day one-thousand, or however long it takes before the project opens,” says Kevin Blakeney, Storyland’s director of master planning. “You have all that learned history that you’re not losing throughout the process as you trade off teams.

“Companies that pass the baton from phase to phase, or from company to company, don’t get quite as much tribal knowledge throughout the phases of the project. I think that’s the biggest benefit of taking the process all the way through like we do at Storyland. It’s less of a patchwork and more of a collective, collaborative effort within the same container, where every decision is made for a reason.”

The ability to handle complex, major projects in-house also amplifies the trust among members of the creative team.

“We have reliable sources and trusted team members,” says senior creative director Johnny Davis. “I know every facet of a design is going to be as excellent as they can make it.”

See also: How storytelling can transform an island: Storyland Studios’ plans for Porto Boega

Inspired by the early days of Imagineering

Storyland’s ethos and team synergy were originally inspired by WED Enterprises, now known as Walt Disney Imagineering. Walt Disney initially planned to hire a typical architectural firm to master plan Disneyland. Instead, his neighbour—a renowned architect—suggested that he hire art directors who knew how to tell stories in space. So Disney assigned concept artists to dream up his environment and then brought in architects who could translate those concepts into construction drawings.

Storyland has taken cues from Disney’s approach to assembling a wide array of talents, skill sets, and areas of expertise.

“WED Enterprises was Walt’s happy place, where you have that cross-fertilization of all the different disciplines represented,” says McGowan, formerly of the Walt Disney Company. “It has that familial culture, but also a rich diversity. In terms of spatial storytelling, you need that motley crew of artists, architects, artisans, and accountants.”

“I believe Storyland is a company that’s closest to the original Walt Disney Imagineering that I recall from when I first started working there, back in the 80s and 90s. So that’s a wonderful thing to be a part of,” says Hope. “Imagineering, to me, was like the little light that moths are attracted to, that we all moved toward. That sort of feeling, that ethos, has been transposed into this company now.”

Collaboration, purpose, and friendship

Several of Storyland’s discipline leaders have been colleagues and friends for decades, even working on the same projects together. These leaders had extensive experience working together before joining Storyland, whether for the same organisation or in a client-vendor relationship.

“Our creative design group has been ingrained at Storyland for 20 years or longer, and that creative team was energized even more so with the addition of Christian Hope,” Damron says. “It has been a decades-long interaction, and we’re doing it in a very intentional way. It’s why people are talking a lot about Storyland and what our possibilities are.”

Underpinning this broad range of capabilities and camaraderie is Storyland’s mission to lift the Spirit.

“We don’t think superficially,” Hope says. “There’s a purposeful approach to the design and the types of projects we bring into the studio. There’s a deeper goal to uplift people and allow them to ponder wonderful things. That’s what we were bringing to the world.”

But lifting the Spirit isn’t limited to the projects Storyland imagines, designs, and creates. It extends to the team’s people-centric culture, too.

“We push a sense of community in the work we do and cultivate that sense of community within the team and the people we work with on a daily basis,” says Storyland’s art director Juliane Ramadan. There’s genuine care for everyone on the team and for the projects we’re doing.”

“There’s a very servant-led culture,” adds Rob Moffat, Storyland’s director of landscape and area development. “I think that’s really valuable.”

As Storyland’s story unfolds, the team has plenty of surprises in store—and a bright future ahead.

“Our in-house artists and designers are some of the best in the world, and the proof is in the pudding,” Damron says. “Our international work is off the charts right now, and we’re getting calls left and right for people wanting to experience what Storyland can offer.”

Storyland Studios recently announced the members of the industry expert judging panel for its 2024 Design Challenge. The firm is also sponsoring the blooloop 50 Immersive Influencer List 2024, which is now open for nominations.

Article originally published on blooloop.com

In its heyday, many people in the region made the drive to the mountain town to get a glimpse of the old west…

MAGGIE VALLEY, N.C. — With the summer travel season here, many of will be heading to the beach or the mountains or some other family friendly destination. But years ago, that destination for many families was Ghost Town in Maggie Valley, NC.

Many people in the region made the drive to the mountain town to get a glimpse of the old west. And while that amusement park is now closed, Ghost Town is still there and there’s talk of bringing it back.

When the western theme park opened in 1961 it quickly became a popular tourist destination. It featured buildings made to look like ones from the Old West (including a saloon and a church), staged gunfights on the streets of the town, concerts, and rides, including in later years a roller coaster.

“When Ghost Town first opened it was a huge attraction in this area bringing people in from all over the Southeast who wanted to experience the Wild West but in the mountains of North Carolina,” explained Dave Angel, a former member of the Maggie Valley Chamber of Commerce.

But time hasn’t been kind to Ghost Town. Over the years, the park has opened and closed several times, never quite being able to recreate the magic of yesteryear. All that’s left are rotting buildings, old amusement rides and memories of better days.

Credit: WLTX

 

Credit: WLTX

 

Credit: WLTX

 

She said while reopening Ghost Town would do wonders for the economy, it would also give those who experienced the theme park years ago a chance to make new memories with loved ones.

“The number of people who post on Facebook and social media about how much they want it to come back, they would love to make memories with their children and grandchildren,” Blanton said. “It would be what Maggie Valley needs.”

And if Ghost Town were to eventually reopen, there’s hope that people from around the region and country will make the trip to Maggie Valley, just like many of did in the 60s, 70s, and 80s.

“We obviously know that a market for us is the Midlands area,” said Angel. “In fact on I-26 outside of Columbia you will see a billboard that says come experience the magic of Maggie Valley. We’ve always recognized that as one of our key markets  and guests that we’d love to see come ton this area on a regular basis.”

News19 was told by those involved with the project that if the effort to revive Ghost Town is successful, it would 4 to 5 years before the gates to the park would open once again.

Originally published on wltx.com

Executive Producer Tyler Thornberg brings a wealth of theatrical, film, TV, and themed entertainment expertise to the Storyland team. He’s a pro at taking projects from concept through completion, from themed attractions to experiential marketing campaigns. 

A Nashville resident, Tyler joined our team in the spring of 2022. Since then, he has embarked on several exciting, large-scale projects, including a yet-to-be-announced endeavour in the Midwestern United States.  

“As an Executive Producer, it’s my job to understand the client and project needs,” Tyler says. “I build teams to execute on each project, and ultimately, I’m accountable for the project’s success on Storyland’s side.” 

Embarking on a Storied Entertainment Career  

Tyler studied theater at Wheaton College in Wheaton, Illinois, where he met his wife, Heidi. After graduating, he pursued a career in film and TV for eight years, working on numerous feature films, episodic scripted TV shows, and unscripted reality TV along the way. The experience was wildly different from what he’d studied.

“In film and television, I didn’t get to use much of what I learned in college,” Tyler says. “It was more like, hey, can you endure the long hours? Are you smart? Can you be on time? Can you be prepared?” 

The resilience Tyler gained from film and TV prepped him for the next steps in his career. In 2009, he transitioned into themed entertainment, first at Global Experience Specialists (GES), followed by Thinkwell Group. His first themed entertainment project was a Chronicles of Narnia traveling exhibition based on the beloved feature films. 

(Interestingly enough, Tyler’s first encounter with Storyland came when GES hired our fabrication team to build a large-scale HogwartsTM Express replica for Harry Potter: The Exhibition. Small world!) 

In addition to the Narnia and Harry Potter projects, Tyler was involved in multiple experiential marketing activations for Walt Disney Animation, Pixar, and other entertainment giants. 

“We did all sorts of things – big, morning show stunts for national and regional media outlets,” Tyler says.

How’s the Weather Up There? 

One of the most memorable marketing activations Tyler contributed to was for the Pixar film Up, which involved a comfy chair, a massive cluster of helium balloons, and a morning show tour that saw TV personalities nationwide floating 165 feet into the air on an easy chair patterned after Carl Fredrickson’s favorite perch. 

“We put traffic reporters, weather reporters, and morning show hosts in the chair, and it would fly 165 feet up, tethered,” he says. “Then, they’d report live from the chair.”  

The carbon fiber chair replica had a five-point harness attached to it and was designed to fly its passengers up, up (but not away) for their morning reports. Tyler’s team had a custom cluster balloon rig they inflated during the wee hours of every morning on tour, adjusting balloon inflation depending on the location’s altitude. 

Another of Tyler’s favorite projects was Google’s The Grove, a customer experience hub in Redwood City, California, where he was responsible for the interior design’s visual media content. 

Bringing a Lifelong Love of Music Full Circle

Along with visual media, the themed entertainment industry also opened opportunities for Tyler to lean harder into his passion for audio, leading him to work on projects that needed playlists, custom compositions, and sound effects. Because orchestral film soundtracks were some of his earliest inspirations, this felt full circle to him. 

“Even at a young age, music evoked mental images and feelings,” he says. “That’s what drew me to creating stories and trying to find ways to evoke emotion. It’s a little bit abstract, like, how do I bottle the lightning?” 

Leveraging Creative Passions to Bring Environments to Life

Overall, the themed entertainment world had allowed Tyler to combine his love of live performance with the immersive nature of visitor attractions and themed environments–something he didn’t initially expect.

“When I got into themed entertainment, I got back into creating live experiences,” he says. “They’re not onstage theatrical experiences, but they require theatrical applications for entertainment. 

“Anything you experience live is treated differently than how you can set things up on camera. The lighting is different. The audio is different. The way the speakers are set up, the scents you can put in the room–it’s all different. So I took my love of theater and combined it with what I knew of the entertainment industry, allowing me to pursue a career that felt like a hybrid of the things that I love.” 

As for the future, Tyler says he’s thrilled to be a part of guiding some of Storyland’s most exciting projects from start to finish. 

“The thing I’m most jazzed about with Storyland is there’s vision and ambition, both clearly expressed by the senior leadership and the company,” he says. “They’re invested in the success of that vision and seeing that ambition through, and that’s appealing to me.”  

About Storyland Studios

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the spirit. The firm was recently slated to design the first-ever Ubisoft Entertainment Center at France’s Studios Occitanie, the first in its ongoing partnership with Ubisoft. Storyland is also heading up master planning for the first-ever Sports Illustrated resorts, and designing for Storyville Gardens, an interactive, story-driven theme park based in Middle Tennessee, and much more. 

In addition to the firm’s exciting recent projects, Storyland has worked alongside some of the world’s most well-known IPs over its twenty-year history. Some of their most notable work includes concepts, designs, scenic fabrication, and themed environments for Marvel, Star Wars, The Wizarding World of Harry Potter™, The Walt Disney Company, LEGO®, and Trillith Studios. For more information, visit www.storylandstudios.com.

Contacts:

Ben Thompson, Storyland Studios International

Email: ben@storylandstudios.com

International Phone: 0044 1494 732414

Mel McGowan, Storyland Studios West Coast

Email:  mel@storylandstudios.com

U.S. Phone: +1 800-218-1932

Matt Ferguson, Storyland Studios East Coast

Email: mattf@storylandstudios.com

U.S. Phone: +1 800-218-1932

Desiree Lukowiak is one of our incredible Spatial Storytellers here at Storyland Studios. An invaluable part of our team since 2017, Desiree brings a wealth of worldbuilding knowledge to the table–and we mean that quite literally. 

As an avid gamer and tabletop RPG enthusiast, Desiree has been enthusiastically immersing herself in interactive experiences for most of her life. Her interest in media and gaming, including a deep love for anime, led her first to a career in graphic design before she joined the Storyland team.

“I’ve been playing video games since I was five years old,” Desiree says. “I remember playing Frogger on my parents’ computer and trying to learn how to type. The addiction started from there.”  

Desiree is particularly passionate about Dungeons and Dragons™. As a Dungeon Master, she was inspired to create her own 10-hour adventure module called Heisel: Forgotten Legacy. 

“The story centered around a small mining town in these frosty mountains,” she says. “I got to flesh out the city and the different characters, and then Dungeon Masters could take their players through and discover this place.” 

Throughout the story development process, Desiree wrote over 25,000 words that comprised the game’s technical rules, plus the quest and world narratives. She created the concepts and designs for three game levels, the town of Heisel, a new monster race (frost goblins!), and more than 15 NPCs (non-player characters). The module delivered detailed gameplay for players looking for a new side quest with stunning graphic design, pages styled after illuminated manuscripts, and even a history of Heisel itself. 

Desiree describes the harrowing but rewarding worldbuilding process as a “fever dream of six to eight months.” In addition to developing a well-rounded world and story for Heisel, she also led and interviewed quality assurance testers to help her refine the product. She created a bug system to help the team better categorise the issues they encountered, then resolved each bug as it arose. 

Next Quest: Loading… 

In 2017, Desiree was working as a graphic designer when she decided to follow her passion for worldbuilding into a new career. She looked to the video game industry, where she began making connections and gathering information. Ultimately, she wanted to use her combined experiences to make the pivot. 

“I really wanted to get into narrative design,” she says. “I started looking around to see how I could blend my skills as a graphic designer, Dungeon Master, and game writer.” 

Desiree’s search led her to Storyland Studios, where she applied for a position as a Spatial Storyteller. Although she had never worked in themed entertainment, her unique blend of skills perfectly matched the kind of projects our team tackles. She had a wealth of experience and insight to bring to the table, and she hit the ground running immediately. 

Since joining Storyland, Desiree has been involved in a number of exciting spatial projects (some of which are top-secret–shh!). In addition to creating imaginative, thematic spaces for children. Some of these themes include a vintage, National Park-inspired environment, a mountain climbing expedition (complete with a base camp), and a nostalgic lakeside retreat. 

Leveling Up With Every Adventure

One of Desiree’s favourite projects was for Anime Expo 2022 in Los Angeles–North America’s largest anime convention. Every year, it sees about 150,000 visitors over the course of four days. Anime Expo needed to upgrade their signage to a uniform look and feel, as they had amassed a collection of signs and maps over two decades that all looked different. 

“There was no cohesion,” Desiree says. “It was so difficult to navigate the expo and understand the signage. The Los Angeles Convention Center is confusing enough if you’re unfamiliar with it.” 

Desiree and her team created a new wayfinding system that leveraged Anime Expo’s new branding (designed by Blind). The new signs were colourful and eye-catching and helped visitors easily locate themselves on the expo map. In addition, our team created placemaking and event branding logos, including Desiree’s favourite, the Butler Cafe logo. 

Butler cafes are popular themed dining experiences in Japan. Staff members dress as butlers and maids, offering enthusiastic guests the royal treatment. Diners can enjoy English tea, a light snack of scones or crumpets, or even a full meal Victorian England-style. Anime Expo’s Butler Cafe isn’t a restaurant, but it does feature some top-notch entertainment and the aesthetics of Japan’s famous themed cafes. 

In addition to signage and logo design, “I got to really get wild and creative with the typography and iconography,” Desiree says. “We got to design merchandise for them, which I’d never done before. It was just so much fun.” 

What’s Next for Desiree and Storyland? 

Over the past few years, Storyland Studios has leveraged its expertise in theme park design and immersive experiences to expand into the gaming industry. We’re on the leading edge of integrating video game IP and design principles, with a number of exciting projects in the works. One notable example is our partnership with video game giant Ubisoft. Storyland is designing the first-ever Ubisoft Entertainment Center at France’s Studios Occitanie, the first in an incredible ongoing collaboration with the company. Planned attractions include indoor entertainment centres (IECs) and full-scale theme parks featuring some of Ubisoft’s most iconic stories, worlds, and characters, like Assassin’s Creed®, Just Dance®, The Crew®, Tom Clancy’s The Division®, Watch Dogs®, and many more.

For her part, Desiree is working on several thrilling and innovative projects that have yet to be announced. One she’s particularly delighted about is an upcoming museum exhibit, which was delayed due to the COVID-19 pandemic and is set for installation later this year. 

“It’s a really fun blend of physical and interactive space, so you can actually experience the museum from home,” Desiree says. “It’s the same content, design, and interactive that you’ll be able to experience both in person and online. 

“I got to art direct and tell the story of that exhibit, and I can’t wait for people to see it–and to experience it for myself in person.” 

According to Desiree, there are also a few top-secret, cutting-edge theme park projects in the works that Storyland is proud to be part of. 

“I can’t share more than that, but I’m really excited,” she says. “It’s really cool stuff.” 

Final Thoughts: Follow Your Passions 

For those who may want to use their existing talents to forge a new career path, Desiree says it’s important to take note of your passions and focus on developing them. She adds that you don’t necessarily have to have a specific list of degrees, certifications, or accolades to get where you want to be in your career.

“I am not a traditional artist; I didn’t have an extensive art education. And for a long time, I thought that was a detriment,” Desiree says. “My portfolio was small, but I was able to showcase my creativity and leverage the hobbies that I have.

“I showcased my passions in creative ways, and it didn’t matter that I didn’t have a fancy education. What matters was that I showed my passion, that I’ve been learning and growing, and that I have the skill sets to tell stories to build worlds. I just did it a different way than other people do. 

“For a long time, that was a stumbling block because I thought I wasn’t good enough. And that’s not true.”

Desiree says that there are multiple paths to each destination and that it’s possible to build something amazing from the things you’re passionate about. Ultimately, it’s important to keep moving forward and never give up.

“I was able to use my passion for D&D and my skills in graphic design to land a career that I didn’t even know existed until I started searching for worldbuilding jobs,” she says. “And now, here I am, building worlds for all types of people.” 

About Storyland Studios

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the spirit. The firm was recently slated to design the first-ever Ubisoft Entertainment Center at France’s Studios Occitanie, the first in its ongoing partnership with Ubisoft. Storyland is also heading up master planning for the first-ever Sports Illustrated resorts, and designing for Storyville Gardens, an interactive, story-driven theme park based in Middle Tennessee, and much more. 

In addition to the firm’s exciting recent projects, Storyland has worked alongside some of the world’s most well-known IPs over its twenty-year history. Some of their most notable work includes concepts, designs, scenic fabrication, and themed environments for Marvel, Star Wars, The Wizarding World of Harry Potter™, The Walt Disney Company, LEGO®, and Trillith Studios. For more information, visit www.storylandstudios.com.

Contacts:

Ben Thompson, Storyland Studios International

Email: ben@storylandstudios.com

International Phone: 0044 1494 732414

Mel McGowan, Storyland Studios West Coast

Email:  mel@storylandstudios.com

U.S. Phone: +1 800-218-1932

Matt Ferguson, Storyland Studios East Coast

Email: mattf@storylandstudios.com

U.S. Phone: +1 800-218-1932

Amersham, England, UK – International experience design and production firm Storyland Studios is welcoming themed entertainment professional Jonathan Bonner to its UK team as Executive Producer.

As a themed entertainment and attraction producer and project manager, Bonner has extensive experience in business development and will come alongside the UK team in its international outreach and client management efforts. This development comes as Storyland Studios is increasing its global presence.

“With ongoing themed attraction projects now on five continents, this was the perfect opportunity to introduce an Executive Producer to our international team,” said Ben Thompson, Chief Strategy Officer, Partner and Head of Global Clients at Storyland Studios. “We’re excited to work with Jonathan as we continue to develop and secure projects for the global market.”

Bonner will be jumping into some of Storyland Studios’ most notable international projects and partnerships, including Saudi Arabia’s Qiddiya, Brasil’s Grupo Cataratas, France’s Ubisoft attraction at Studios Occitanie, and many more.

“I’m incredibly excited,” Bonner said. “I’ve been a fan of Storyland’s from the sidelines for quite a while now. The team seems great to work with–really collaborative–and they’re passionate about the industry.”

As Executive Producer, Bonner will oversee not only project budgets and schedules, but also managing each project’s creative intent from start to finish.

“I’ll be ensuring that the client’s story stays protected as and as it should be throughout the process,” Bonner said.

Over the course of his career, Bonner has been involved in attraction design and build projects with Walt Disney Imagineering, The LEGO® Group, Warner Bros., Europa-Park, Merlin Entertainments, EMAAR Entertainment, Al Hokair Group, Portsmouth Historic Dockyard, and many more. He has worked across every project stage in the themed attractions industry.

Bonner has served distinguished names in the industry, including Paragon Creative Ltd, THEME3, and, most recently, Katapult. He is also a former member of the Themed Entertainment Association’s EME Division board.

He became fascinated with the themed entertainment world from a young age after a family trip to Walt Disney World in Orlando, Florida.

“I’ve been a theme park geek and lover since I was about 11 years old,” Bonner said. “I just completely fell in love with that kind of world and these amazing attractions.

“I didn’t realise, growing up in the UK, that you could actually make a career out of this kind of thing until I was much older.”

Bonner jumped headlong into the themed entertainment industry through Paragon Creative Ltd, where he began in a business development role that expanded to involvement in project management and executive production. Through Paragon, Bonner worked alongside Walt Disney Imagineering on the Pirates of the Caribbean and Phantom Manor ride refurbishments at Disneyland Paris. At Katapult, he was involved in multiple LEGOLAND® projects with The LEGO® Group, in addition to a number of prominent, recognisable IPs.

Now, he’s looking forward to beginning the next adventure in his career with Storyland Studios.

“I’m thrilled about working with the international team,” Bonner said. “It feels like we’re very much a new chapter in Storyland’s development. To be a part of that is really exciting.”

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About Storyland Studios

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the spirit. The firm was recently slated to design the first-ever Ubisoft Entertainment Center at France’s Studios Occitanie, the first in its ongoing partnership with Ubisoft. Storyland is heading up master planning for the first-ever Sports Illustrated resorts, design for Storyville Gardens, an interactive, story-driven theme park based in Middle Tennessee, and much more. For more information, visit www.storylandstudios.com.

In addition to the firm’s exciting recent projects, Storyland has worked alongside some of the world’s most well-known IPs over its twenty-year history. Some of their most notable work includes concepts, designs, scenic fabrication, and themed environments for Marvel, Star Wars, The Wizarding World of Harry Potter™, The Walt Disney Company, LEGO®, and Trillith Studios. For more information, visit www.storylandstudios.com.

Contacts:

Ben Thompson, Storyland Studios International

Email: ben@storylandstudios.com

International Phone: 0044 1494 732414

Mel McGowan, Storyland Studios West Coast

Email:  mel@storylandstudios.com

U.S. Phone: +1 800-218-1932

Matt Ferguson, Storyland Studios East Coast

Email: mattf@storylandstudios.com

U.S. Phone: +1 800-218-1932

Lake Elsinore, Calif. (April 7th, 2022) – Renowned international experience design and production studio Storyland Studios has been selected to master plan and design the latest addition to the world of immersive experiences: Sports Illustrated Hotels and Resorts, which are set to begin rolling out worldwide as early as 2023.

These new destinations will feature a variety of engaging, entertaining attractions for visitors and sports enthusiasts of all ages. Storyland’s team, made up of experience-design experts and veterans of the themed attractions industry, will lend its three-dimensional approach to storytelling to the project.

“Storyland is thrilled to begin the design and master planning processes for the global family of Sports Illustrated resorts,” said Ben Thompson, Chief Strategy Officer and Head of Global Clients at Storyland Studios. “Our incredibly talented and diverse team of artists and artisans is well-equipped to deliver unforgettable experiences for guests of all ages and backgrounds.”

Since 1954, Sports Illustrated has been the most trusted and impactful media outlet in sports. The publication’s engaging storytelling, in-depth journalism, and powerful photography have made it a centerpiece of American sports culture for over six decades.

“To appear in Sports Illustrated is one of the greatest and most recognisable honours in popular culture,” says Matt Ferguson, Chief Innovation Officer at Storyland Studios. “It’s truly one of the most coveted pieces of real estate in sports media.”

The organization’s annual reach of more than 70 million consumers uniquely positions it to expand its offerings beyond publications and multimedia into real-life experiences.

Leading the design effort is master planner and Founder & Chief Creative Officer at Storyland Studios, Mel McGowan, AICP, DBIA, LEED AP. McGowan spent a decade with the Walt Disney Company, where he was involved in a variety of master planning and design roles.

“We’re honored to be a part of bringing our team’s concepts for this resort to life,” McGowan said. “Sports Illustrated is known worldwide for its enduring influence in the sports world. Transforming the brand from page to themed environment, then inviting sports enthusiasts, families, and adults of all ages to immerse themselves in that space, is going to be an incredibly exciting journey.”

The Orlando project, one of multiple Sports Illustrated Resorts in the works, will feature active, participatory visitor attractions, high-quality dining, lifestyle and wellness experiences, and celebrating some of the most iconic moments and athletes in sports history. Visitors who prefer direct, high-energy participation in attractions will thrive in the space.

Authentic Brands Group (ABG), the owner of Sports Illustrated, is at the helm of resort development. In partnership with Experiential Ventures Hospitality LLC and ADMI Inc., ABG aims to develop and launch a number of premium Sports Illustrated resort destinations.

The first Sports Illustrated resort location is anticipated to be in Punta Cana, Dominican Republic, with an expected unveiling date in 2023. The Orlando resort will follow. Other possible locations in the United States and Hawaii are under consideration.

Storyland Studios are looking forward to announcing more exciting IP partnerships in the near future.

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About Storyland Studios

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the spirit. The firm was recently slated to design the first-ever Ubisoft Entertainment Center at France’s Studios Occitanie, the first in its ongoing partnership with Ubisoft. Additionally, Storyland is heading up design for Storyville Gardens, an interactive, story-driven theme park based in Middle Tennessee, and a revamp of the beloved Ghost Town in the Sky theme park in Maggie Valley, North Carolina.

In addition to the firm’s exciting recent projects, Storyland has worked alongside some of the world’s most well-known IPs over its twenty-year history. Some of their most notable work includes concepts, designs, scenic fabrication, and themed environments for Marvel, Star Wars, The Wizarding World of Harry Potter™, The Walt Disney Company, LEGO®, and Trillith Studios. For more information, visit www.storylandstudios.com.

Contacts:

Ben Thompson, Storyland Studios International

Email: ben@storylandstudios.com

International Phone: 0044 1494 732414

Mel McGowan, Storyland Studios West Coast

Email:  mel@storylandstudios.com

U.S. Phone: +1 800-218-1932

Matt Ferguson, Storyland Studios East Coast

Email: mattf@storylandstudios.com

U.S. Phone: +1 800-218-1932

About Sports Illustrated

Sports Illustrated (SI) is an unparalleled and influential leader recognized for shaping modern culture and uniting athletes, teams and fans worldwide. At the intersection of sports, lifestyle and entertainment, Sports Illustrated is a 360-degree enterprise that delivers immersive content, innovative digital experiences, unforgettable events, and original products. Its award-winning media outlet brings powerful storytelling to life through probing profiles, up-to-date news and game-day stats on SI.com, social media and the monthly print magazine. The most trusted name in sports transcends media through SI Tix, a fan ticketing platform for sports and entertainment events and SI Sportsbook, the most trusted platform in sports betting, which recently launched in Colorado with more states to follow. Sports Illustrated Studios translates the biggest and most compelling stories, characters and moments in sports into long-form film, television and audio content. The franchise brings its unique and authentic perspective to marquee events and captivating brand activations including The Sports Illustrated Awards, The Party, and Club SI.

For more information, visit SI.com.

Follow Sports Illustrated on Twitter, Instagram, and Facebook.

About Authentic Brands Group

Authentic Brands Group (ABG) is a brand development, marketing and entertainment company, which owns a portfolio of global media, entertainment and lifestyle brands. Headquartered in New York City, ABG elevates and builds the long-term value of more than 30 consumer brands and properties by partnering with best-in-class manufacturers, wholesalers and retailers. Its brands have a global retail footprint across the luxury, specialty, department store, mid-tier, mass and e-commerce channels and in more than 7,800* freestanding stores and shop-in-shops around the world.

ABG is committed to transforming brands by delivering compelling product, content, business and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. ABG’s portfolio of iconic and world-renowned brands includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Sports Illustrated®, Reebok®*, Eddie Bauer®, Spyder®, Volcom®, Airwalk®, Nautica®, Izod®, Forever 21®, Aéropostale®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Nine West®, Jones New York®, Frederick’s of Hollywood®, Adrienne Vittadini®, Van Heusen®, Arrow®, Tretorn®, Tapout®, Prince®, Vision Street Wear®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Herve Leger®, Frye®, Hickey Freeman®, Hart Schaffner Marx®, Thomasville®, Drexel® and Henredon®. Pending acquisition in Q1 2022*.

For more information, visit authenticbrands.com.

Follow ABG on Twitter, LinkedIn and Instagram.

Lagos, Nigeria – Storyland Studios, the experience design and production studio with offices in the US and Europe, has been selected to master plan and design a film city and entertainment industry campus, a sprawling, first-of-its-kind film industry hub in Lagos, Nigeria.

The project sponsor, Del York International Group in partnership with the Lagos State Government, is in the advanced stages of development. The project aims to position the state as a focal point for the entertainment industry–primarily film–and its peripheral industries, where both new and traditional media will be produced and celebrated for generations to come.

The facility is envisioned as a sanctuary of leisure, entertainment, and learning; a place where film and all types of creative industry professionals can live, work, and learn in a serene and conducive environment with best-in-class facilities intermingled with amenities and infrastructure that support a modern sustainable city.

“Our team is thrilled to have been chosen for this unique opportunity,” said Mel McGowan, Founder and Chief Creative Officer at Storyland Studios. “We’re excited to be part of the further development of Nigeria’s incredibly prolific and rapidly-growing film industry.”

“The industry has long desired a home, that special place on the continent that would galvanize our young people to a new hope whilst igniting the fire of their creativity,” said Linus Idahosa, President and Founder of Del York International Group. “The continent’s burgeoning community of creatives have long been inspired through the magic of film and television, spiriting themselves into worlds they never thought possible, but curtailed by their immediate circumstances.

“With this agreement in place, we can finally realize that purpose designed infrastructure that will match the dreams and most expansive imaginations of these young people on the African continent. I believe we have been specially chosen by providence to make this project a reality for our community and continent. From the onset, our focus was to partner with a world leader with a track record of successful projects from across the world, and more so with a heart for Africa. Storyland Studios was the perfect fit.

“Africa is the next big destination for the film and creative industry and with the phenomenon that is Nollywood, Lagos is its epicentre. The film city project will provide an enduring ecosystem of value and a home where creatives from across the continent can come together to live, work, and learn in an environment that sustainably supports enterprise.”

As founder of the Del York Creative Academy (DCA), Idahosa is passionate about repositioning and transforming Nigeria’s film and media landscape to forge stronger connections with global audiences. The DCA is Africa’s foremost capacity building establishment for the film and creative industry and is at the forefront of creating sustainable impact in the continent’s movie industry.

Building on the Momentum of “Nollywood”

The Nigerian film industry, known as “Nollywood,” has a projected annual growth rate of 8.6%, the industry accounts for ₦ 853.9 billion ($7.2 billion), or 1.42% of the Nigerian GDP. More than one million people are employed by Nollywood, either directly or adjacent to the industry. Next to agriculture, it is Nigeria’s largest job market.

“Nollywood is one of the world’s largest film industries in terms of production volume,” said Ubong Eton, Digital Storyteller at Storyland Studios. “Lagos is home to most of the productions, but there’s no proper infrastructure that can cater effectively to the industry.”

For the first time, the Lagos film city will establish the infrastructure Nollywood needs to grow and thrive beyond its current capacity. Storyland will be engaged in master planning the film city and entertainment industry campus. The firm will also deliver a feasibility study to right-size the space requirements and warranted investment.

“The Lagos film city concept is a cultural, creative ecosystem that will be a catalyst not only for the country of Nigeria but for Africa,” said McGowan. “It will be not only a world-class production studio facility but also a visitor attraction. There will be an extensive production facility, in addition to an education component to develop talent from across the continent.”

The Lagos Film City Vision

The vision for the Lagos film city concept is a modern, Hollywood-style complex inspired by the magic of film. It aims to create not only a production haven for Nollywood and international filmmakers but also a one-of-a-kind leisure destination for travellers and film enthusiasts alike.

The film city’s campus will be located in Lagos’ Epe area, at Ejirin City. The 100-hectare, mixed-use campus will have the capacity to support anywhere from 5,000 to 10,000 daily visitors. Both production, post-production, and editing facilities and services will be housed on campus, open to both local and international filmmakers. There will also be educational facilities, including a Creative Academy for film students.

Peripheral infrastructure will include housing and shopping for residents and visitors working in the industry. In addition, the Lagos film city will appeal to tourists from all over the globe. There will be dining, shopping, lodging, leisure, and recreational offerings that include an amusement park, water park, and a variety of attractions, shows, and rides for visitors of all ages. Film enthusiasts will be able to visit the Nollywood Walk of Fame, the Nigerian Movie Repository, and the Museum of Movie History.

The film city will be designed with aesthetics and sustainability in mind, leveraging environmentally-friendly materials, modern features, and elements of the natural world. Lush gardens, artificial lakes, and attractive parks will add to the campus’ aesthetic appeal.

The project has gone through the initial concept and planning stages and has now entered its implementation stages and is set to deliver its first and second phases in the years 2022 and 2023.

About Storyland Studios:

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the Spirit. The firm was recently slated to design the first-ever Ubisoft Entertainment Center at France’s Studios Occitanie, the first in its ongoing partnership with Ubisoft. Additionally, Storyland is heading up design for Storyville Gardens, an interactive, story-driven theme park based in Middle Tennessee, and a revamp of the beloved Ghost Town in the Sky theme park in Maggie Valley, North Carolina. For more information, visit www.storylandstudios.com

Ben Thompson, Storyland Studios International

Email: ben@storylandstudios.com

International Phone: 0044 1494 732414

Mel McGowan, Storyland Studios West Coast

Email: mel@storylandstudios.com

U.S. Phone: +1 800-218-1932

Matt Ferguson, Storyland Studios East Coast

Email: mattf@storylandstudios.com

U.S. Phone: +1 800-218-1932

Studios Occitanie Méditerranée is a new mixed-entertainment destination opening in 2025

ORLANDO, FL – November 18, 2021 – Ubisoft and Storyland Studios announced the development of the world’s first Ubisoft Entertainment Center at Studios Occitanie Méditerranée. This multi-brand themed entertainment experience is the first in a series of centers that will immerse fans and newcomers alike in fully interactive worlds based on Ubisoft’s popular game franchises.

“Studios Occitanie is excited to become the first location for Ubisoft’s groundbreaking Entertainment Center concept,” said Bruno Granja, founder of Studios Occitanie. “Gaming has grown to become the biggest form of entertainment. It makes sense that we partner with France’s leading game publisher to create a new kind of immersive experience that celebrates gaming culture.”

Studios Occitanie Méditerranée is a world-class business and entertainment hub dedicated to the global media industry and their fans. Strategically located on France’s Mediterranean coast and a 40-minute drive from the city of Montpellier, the 88-hectare mixed development will include a professional film studio, multiple entertainment offerings as well as retail, dining, and hospitality. Studio Occitanie is slated to open to the public in 2025.

“Ubisoft is thrilled to partner with Studios Occitanie, an ambitious new entertainment development that aims to bring the magic of storytelling to life in France,” said Mathilde Bresson, Location Based Entertainment Manager, Ubisoft.  “We couldn’t think of a better place to establish our first location than in the region of Montpellier, home of the Ubisoft studio that created our iconic characters Rayman and Rabbids.”

The unique entertainment concept will be designed by Storyland Studios and powered by Alterface’s cutting-edge gamification technology, “Wander.”

“We’re proud to be designing a truly next-generation concept that will allow those who grew up in the digital media age to experience Ubisoft’s diverse worlds through three-dimensional immersive storytelling,” said Ben Thompson, Chief Strategy Officer and Head of Global Clients at Storyland Studios.

“Thanks to the Wander technology, we’re creating unlimited opportunities for guests who want to engage with our experience on a deeper level, to do so in an interactive, personalized and ever-evolving way,” said Etienne Sainton, Product Manager at Alterface.

In addition to the Ubisoft Entertainment Center concept, Ubisoft and Storyland Studios are designing a large-scale Ubisoft Theme Park.

“Both designs are being created with a wide variety of potential target markets and locations in mind,” Bresson said. “We are eager to bring these experiences to our ever-growing international fanbase, and to new audiences in every country across the globe.”

Press Contact

Joanie Simms
Associate Corporate Communications Manager
joanie.simms@ubisoft.com

About Ubisoft

Ubisoft is a creator of worlds, committed to enriching players’ lives with original and memorable entertainment experiences. Ubisoft’s global teams create and develop a deep and diverse portfolio of games, featuring brands such as Assassin’s Creed®, Brawlhalla®, For Honor®, Far Cry®, Tom Clancy’s Ghost Recon®, Just Dance®, Rabbids, Tom Clancy’s Rainbow Six®, The Crew®, Tom Clancy’s The Division® and Watch Dogs®. Through Ubisoft Connect, players can enjoy an ecosystem of services to enhance their gaming experience, get rewards and connect with friends across platforms. With Ubisoft+, the subscription service, they can access a growing catalog of more than 100 Ubisoft games and DLC. For the 2020-21 fiscal year, Ubisoft generated net bookings of €2,241 million. To learn more, please visit: www.ubisoftgroup.com.

Amersham, United Kingdom – Storyland Studios is proud to welcome Sean Featonby as their new UK-based Client Development Champion, effective October 4th, 2021.

With an extensive background in business development, sales, marketing, and project production in the global entertainment and themed attraction industries, Featonby brings a wealth of experience to the table.

“Storyland Studios is an incredibly talented global team who have a family feel to their business,” says Featonby. “It felt like such a great fit from the very start, and we aligned so quickly on the plans the business has moving forward.

“The whole team has welcomed me with open arms, and it is a real pleasure to join such a talented group of people and support with the amazing plans we have for the future.”

Featonby excels at identifying unique business opportunities through strategy and idea development. He will be the first point of contact for both new and existing Storyland clients who have new ideas or projects they want to pursue.

“The team at Storyland is delighted to have Sean on board,” says Ben Thompson, Chief Strategy Officer and Head of Global Clients at Storyland Studios. “He’s a natural connector who loves building enduring relationships with creative partners. We place a high priority on strong client relationships, so he’s an excellent asset to our growing team.”

Featonby will play an instrumental role in making key business development connections for Storyland, particularly across the UK and European markets. While the firm’s US facility focuses on design, fabrication and delivery, the international offices will hone in on design and consulting headed up by Thompson.

As a liaison between project executives and client leads, Featonby will work to place projects in their appropriate divisions, where the company is comprised of three defined areas:

• Storyland Studios – attraction and environmental design, production, and architecture
• Storyland Fabrication – scenic fabrication and themed environments
• PlainJoe Studios – nonprofit, faith-based, and cause-based organizations

Prior to Storyland, Featonby served as Head of Development at EPH Creative, a firm that develops, builds and delivers bespoke themed projects and events. At EPH, Featonby helped establish the bespoke division of the team. As a result of his business development efforts at EPH, his team was awarded a number of projects from prominent international clients, including Diageo, Chester Zoo, Warhammer, and Cirque Du Soleil. Most recently, Featonby’s team created all of the iconic Striding Man sculptures for the Johnnie Walker Four Corners Distilleries, as well as their new multi-million pound visitor attraction in Edinburgh’s Princes St., which opened to the public in September 2021.

Before EPH, Featonby worked as Business Development Manager at Paragon Creative, where he led on commercial, leisure and theme park projects, in addition to new developments. As one of the leading global design, development and build companies, Paragon worked on over 1000 projects in more than 26 countries, including theme parks, visitor attractions, TV and film, commercial, museums and heritage sites, aquariums, amongst many others.

A graduate of Northumbria University, Featonby moved directly into an advertising career, where he worked in a number of senior account management roles. Over time, his career evolved into business development due to his passion for helping people realise their vision and his commitment to innovation and new ideas. He also has a wealth of ad agency experience working with leading UK brands such as Asda, Pets at Home, and Hermes on their creative campaigns and brand strategies. His first experience with themed entertainment and experiential design came during his time at Paragon Creative many years ago, “where the themed entertainment industry truly became part of my DNA,” he says.

“Sean has a great track record, not only in the themed entertainment world, but in developing valuable connections that lead to creative innovation,” says Blake Ryan, CEO & Managing Partner at Storyland Studios. “We’re looking forward to doing some incredible work together.”

When he’s not leading discussions on turnkey projects from design to development, Featonby can be found supporting his fiancee, Helen, with their Yorkshire based business in the UK, White Cherry Bakery.

“I don’t bake myself; Helen and her team are the talent behind that,” he says. “My focus is ensuring we are constantly developing and innovating, which keeps me busy in the hours where I’m not working with the awesome team at Storyland.”

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the Spirit. They specialise in themed entertainment, experiential retail, museums and cultural attractions, expos, temporary exhibits and branded experiences. The company recently announced a partnership with gaming giant Ubisoft to develop the next generation of themed entertainment. For more information, visit www.storylandstudios.com.

Contacts:

Ben Thompson, Storyland Studios International
Email:
International Phone: 0044 1494 732414

Mel McGowan, Storyland Studios West Coast
Email:
U.S. Phone: +1 800-218-1932

Matt Ferguson, Storyland Studios East Coast
Email:
U.S. Phone: +1 800-218-1932

#####

LAKE ELSINORE, CALIF. – International experience design and production firm Storyland Studios is announcing a partnership today with leading video game publisher Ubisoft to develop a new generation of tech-enabled, in-person themed entertainment experiences. The agreement puts Storyland at the helm of designing two multi-brand themed entertainment offerings based on Ubisoft’s game worlds, for fans and families across the world to enjoy.

A global leader in interactive entertainment, Ubisoft is the creator of iconic properties such as Assassin’s Creed, Just Dance, Prince of Persia, Rabbids and the Tom Clancy’s video game series, to name a few. Over the past several years, the company has expanded beyond video games into film, television, consumer products and themed entertainment.

“Ubisoft’s stories and characters are iconic and globally recognizable,” says Ben Thompson, Chief Strategy Officer and Head of Global Clients at Storyland Studios. “The settings within Ubisoft’s game worlds are a perfect tapestry for physical world creation–whether historic, real life, city-based, under the ocean, or on a different planet. For an experience designer like Storyland, it’s an incredibly exciting sandbox to play in. We’re thrilled to have been entrusted with this opportunity.”

“We are impressed with Storyland’s expertise in themed entertainment and their three-dimensional story development approach,” said Mathilde Bresson, Location-Based Entertainment Manager at Ubisoft. “Video games and themed parks have a lot more in common than we think. We are excited to join forces with Storyland to continue exploring the potential for synergies and design immersive, innovative and unforgettable experiences based on our catalog of worlds.”

Storyland will be developing themed entertainment concepts capable of being realized in multiple locations around the world, including a full-scale Ubisoft theme park and a 2–3-hour indoor attraction. Both Ubisoft concepts will be predominantly indoor, with outdoor elements. The Storyland team expects to start presenting the concepts at the upcoming IAAPA Expo in November 2021.

Video games have become a juggernaut within the entertainment industry, and are predicted to surpass $200 billion in annual revenue by 2023. Console and PC gaming expect around a 6.8 percent revenue increase by 2025, with about 44 percent of American video gamers choosing these outlets to play.

“The team is ready to dive in,” says Blake Ryan, President and CEO of Storyland Studios. “As a firm that has embraced and championed innovation for more than two decades, we’re really excited to partner with Ubisoft to continue that future-forward innovation.”

To enable the fullest possible realization of interactive gameplay within a themed entertainment environment, Storyland will be partnering with award-winning interactive technology firm Alterface, a developer of dark rides, interactive theatre, and interactive walkthroughs.

About UBISOFT:

Ubisoft is a leading creator, publisher and distributor of interactive entertainment and services, with a rich portfolio of world-renowned brands, including Assassin’s Creed®, Far Cry®, For Honor®, Just Dance®, Watch Dogs®, and the Tom Clancy’s video game series including Ghost Recon®, Rainbow Six® and The Division®. The teams throughout Ubisoft’s worldwide network of studios and business offices are committed to delivering original and memorable gaming experiences across all popular platforms, including consoles, mobile phones, tablets and PCs. For the 2020-21 fiscal year, Ubisoft generated net bookings of €2,241 million. To learn more, please visit: www.ubisoftgroup.com.

About Storyland Studios:

Storyland Studios imagines, designs, and creates immersive experiences and environments that lift the spirit. For more information, visit www.storylandstudios.com.

Contacts:

Joanie Simms, Ubisoft
Email:

Ben Thompson, Storyland Studios International
Email:
International Phone: 0044 1494 732414

Mel McGowan, Storyland Studios West Coast
Email:
U.S. Phone: +1 800-218-1932

Matt Ferguson, Storyland Studios East Coast
Email:
U.S. Phone: +1 800-218-1932

Lake Elsinore, CA, April 27, 2021 – Storyland Studios have been appointed to design a series of new location-based entertainment concepts for Grupo Cataratas, the largest tourism operator in South America.

Grupo Cataratas currently operates six sites in Brazil, with more in development. In 2019 alone, the group welcomed nearly six million guests. The group champions conservation, sustainability, and preservation of the natural environment for future generations.

“Brazil is home to some of earth’s richest landscapes, and many of the most undiscovered parts of our world; places, communities, cultures and histories that have not yet been documented to this day,” said Ben Thompson, Chief Strategy Officer and Head of Global Clients at Storyland Studios.

“Grupo Cataratas are a wonderful organisation because their core purpose is about celebrating and securing the legacy of the natural environment; the flora and the fauna, the indigenous species, the landscapes and the ecology of this beautiful country. Grupo Cataratas see their role as custodians of the natural world, creating educational, fun experiences that immerse and educate people in the things that really matter in our world.”

Attractions managed by Grupo Cataratas include:

• BioParque do Rio, a reimagined zoo experience which focuses on research, education, and conservation.
• AquaRio, the largest aquarium in South America, which features immersive exhibitions and 350 aquatic species.
• The Paineiras Visitors Center at the base of Corcovado mountain, where more than two million visitors per year travel to see the famous statue of Christ that overlooks Rio de Janeiro.
• The Marco das Três Fronteiras tourist complex, located at the meeting point between Brazil, Paraguay, and Argentina featuring historical sites, regional fare, and an immersive educational experience in the Parana region.
• The Iguaçu National Park and its visitors’ center, where travelers can discover incredible natural wonders such as the Iguaçu Falls.
• EcoNoronha park, a beautifully preserved, government-protected series of islands that include coral reefs and locations such as Praia do Sancho, twice voted the world’s most beautiful beach.
• The upcoming AquaFoz, an aquarium facility that will champion research of both marine and freshwater species, particularly from the ecosystems supported by the Paraná and Iguaçu rivers.

Grupo Cataratas are looking to grow their tourism offerings throughout South America, adding new immersive experiences and attractions. That’s where Storyland Studios comes in.

“Grupo Cataratas hopes to dive deeper into location-based entertainment, in addition to their current, successful aquarium brand “Aqua” which I had a hand in developing as a consultant,” Thompson said. “They want to explore other kinds of immersive, story-led visitor experiences they can offer that are in line with their core purpose. These could center around technology, IP, gaming, or educational content. We’re thrilled to have been selected to help them with this next stage of their journey.”

Storyland will work to develop a themed entertainment strategy for Grupo Cataratas, which includes identifying locations for potential attractions and concept development for the attractions themselves.

“Our team will come alongside Grupo Cataratas to determine whether these attraction sites will utilize existing international or local intellectual property (IP), or develop something completely new for each space,” McGowan says.

For example, Grupo Cataratas recently inked a deal with a Brazilian IP owner, Turma de Monica, to develop an attraction which will operate from the AquaRio aquarium in Rio de Janeiro’s Porto Maravilha Urban Operation. This waterfront community is located in one of the oldest urban developments in Rio de Janeiro, and its goal is to breathe new life into the area through inclusivity, sustainability, modern infrastructure, and innovation, while honoring the region’s rich heritage.

As the partnership develops, Storyland and Grupo Cataratas will explore multiple potential avenues for these immersive attractions. Possible attraction formats include physical activity, IP, edutainment, and both indoor and outdoor water parks.

“This is a fantastic company for Storyland to work with,” Thompson said. “Grupo Cataratas leads with their values and the impact they want to have on future generations. Their goal is to both preserve the natural world, but to also celebrate its power to educate.

“Grupo Cataratas wants to create ways for people to enjoy landscapes, environments and the natural world in a way that leads to better understanding, better actions for a better world.”

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the spirit. For more information, visit www.storylandstudios.com.

Photo by Gabriel Rissi

Lake Elsinore, Calif. – Experience design and themed entertainment firm Storyland Studios is excited to announce its inaugural Storyland Design Challenge, an all-new, international concept design competition for freelance designers working in the themed entertainment industry.

Freelance designers seeking to make their name in themed entertainment are invited to pitch their design concepts for immersive, story-based experiences. The grand prize is $20,000 and the winner will have the opportunity to pitch their concept to industry veterans in a spotlight session at the 2021 Blooloop V-Expo this October.

“After 20 years of telling stories in space, Storyland Studios is inviting the next generation of storytellers to showcase their talent,” said Mel McGowan, Chief Creative Officer at Storyland Studios and veteran Disney Imagineer. “We’re thrilled to offer this incredible opportunity to freelance designers during this unprecedented time in our industry.”

Joining Storyland for this exciting event are industry leading judges, legendary in the themed entertainment world. They include:

• Michael Mack, CEO, Europa Park and Mack NeXT
• Andreas Andersen, CEO and President, Liseberg Group, Sweden, and Board Member at LEGO®️ House Denmark
• Doris Hardoon, Executive Creative Director and veteran Disney Imagineer
• Laurence Beckers, Creative Director, Alterface and Board Member of l’Institut des Arts et Diffusion, Louvain-La-Neuve
• Rachel Read, Founder and co-CEO, Blooloop
• Mel McGowan, CCO, Storyland Studios and veteran Disney Imagineer

Storyland Studios Design Challenge partners include Alterface, Blooloop, Mack NeXT and ThemedAttraction.com.

Hardoon, a prominent voice in The Imagineering Story and Executive Creative Director at Disneyland Shanghai, is a passionate advocate for supporting emerging designers in the industry, alongside the group of stellar, industry-leading judges participating.

“I know the entertainment industry is flourishing and relevant when I see versatile designers showcase who they want to be as the industry’s next generation of visionaries,” she said.

Giving back to the themed entertainment industry

Twenty years ago this October, in the buildup following 9/11, Storyland Studios was formed as a design studio. Since then, Storyland has had the pleasure and privilege of serving the themed entertainment industry with some distinction. As a firm, Storyland has had the distinct privilege of working on award-winning projects, with award-winning industry innovators.

For example, Poverty Encounter by the Children’s Hunger Fund, a project Storyland worked on, was honored with the prestigious Themed Attraction Association’s (TEA) Thea Award. Josh Steadman, Art Director for Storyland, was also honored with a Thea Award for his work on Shanghai Disneyland. Steadman is also the recipient of 11 Solomon Awards and 24 AAFIEs.

Today, the Storyland team boasts over 100 team members and has evolved into a full experience design and storytelling firm with offices on three continents. Most importantly, the firm enjoys cherished relationships with its clients and partners.

“To recognize this achievement, rather than do the usual patting ourselves on the back, we wanted to do something different,” said Ben Thompson, Chief Strategy Officer at Storyland Studios. “we want to give back to the industry which has enabled us to become who we are today.

In particular, we want to give a helping hand to freelance creatives who have been most impacted by COVID. It would be a great shame if talented creative people left our industry at this time, and we felt we could do something about that.”

Design competitions create a networking boost for designers

In light of the COVID pandemic, the nature of networking has changed. The Storyland Design Challenge offers freelance designers the opportunity to get their pitch concepts in front of a distinguished and influential audience.

“The crucial first step to one day landing that dream job is just getting the opportunity to be heard,” said Jakob Fagerström, an independent spatial experience designer and art director. “If you don’t have any natural touch points within the industry, that can feel almost impossible.

“This makes every chance to connect and showcase invaluable for any designer who has a big dream but not as big of a network.”

According to Hardoon, giving future generations a platform is a duty that industry veterans should strive to fulfill wherever possible. Likewise, new talent should be actively making connections among peers and mentors.

“Awareness, connections and discovering talent are a relentless responsibility both the industry veterans and future talent need to engage in,” she said. “Opportunities like this Design Challenge provide a great platform to demonstrate who, why, and how an individual can be recognized and excel.”

Pre-registration open now

Three finalists will be invited to present their concepts during this year’s Storyland Innovation Webinar. All participants will receive a one-year subscription to the Kitestring virtual training platform.

Early registration is open from now through March 31. Entrants who register early may enter the competition free of charge. Standard registration is open from April 1 through June 4, 2021. Entrants may register at storylandstudios.com/designchallenge.

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the spirit. For more information, visit www.storylandstudios.com.

Lake Elsinore, Calif. – Experience design and themed entertainment firm Storyland Studios is excited to welcome Jason Surrell to their rapidly expanding team as Executive Creative Director. Surrell, a veteran of both Walt Disney Imagineering and Universal Creative Group, brings a wealth of experience in themed entertainment and storytelling to Storyland.

Most recently, Surrell served as Senior Creative Executive for both of Universal Studios’s upcoming parks: the $6 billion Universal Studios Beijing and Universal’s Epic Universe. Now, he is looking forward to taking on executive creative direction with Storyland.

“I had a special feeling about Storyland,” he said. “It feels very much how I imagine Walt Disney Imagineering–or WED Enterprises, as it was called at the time–must have felt like in the 50s and 60s. It’s an eclectic and diverse group of highly talented people from probably a hundred different disciplines.”

From the time he was a child, Surrell’s lifelong dream was to work in both film and television, in addition to being a Disney Imagineer. After multiple stints with both the Walt Disney Company and Universal Studios, he embarked on his next career adventure–which brought him to Storyland.

When Surrell saw the concept art for the projects he’s covering at Storyland, which include a theme park and a major film studio tour, he said they felt like “a match made in heaven.”

“Half of my career has been spent working with studio parks and ‘making of’ experiences in some of the biggest franchises in history,” he said. “It looks and feels like something Walt would have done.”

Surrell began his entertainment career as a college student. While working as an hourly performer and as Pluto at Walt Disney World in Orlando, Fla., he and a friend pitched their first show, which went on to be approved and produced.

“I may be the youngest person to pitch, write, and direct a show for Disney. I was 21 and still in college,” Surrell says. “That showed me that, as a writer and director, I could have a future in the business.”

Surrell went on to work with Universal Studios Orlando and Universal Creative Group, where he concepted, wrote, and directed shows in the Orlando parks, in addition to Universal Studios Japan. He scripted both the Jurassic Park River Adventure ride and pre-show at Islands of Adventure.

Next, he moved on to Walt Disney Imagineering, where he worked on concepting and producing shows and media, creative direction, script and story writing, and copywriting. Surrell wrote the first treatment for the New Fantasyland in Orlando’s Magic Kingdom theme park.

“We called out a new way to meet and greet the characters, which became Enchanted Tales with Belle,” he said. “I first wrote down the concept of the Seven Dwarfs Mine Train. The whole idea was presenting Fantasyland differently, in a more organic space with trees, mountains, boulders and water.”

Other credits with the Walt Disney Company include early creative development for Star Wars Land prior to Galaxy’s Edge, Star Tours: The Adventures Continue, The Legend of Captain Jack Sparrow starring Johnny Depp, Raiders of the Lost Jedi Temple of Doom, Star Wars Weekends, The Great Movie Ride, and many more. In addition, Surrell was involved in the enhancements and updates to The Haunted Mansion and Pirates of the Caribbean.

Finally, Surrell headed back to Universal Creative Group, where he took on the role of Executive Creative Director for Universal Studios Beijing and Universal’s Epic Universe. He also oversaw creative direction of Race Through New York Starring Jimmy Fallon, as well as several projects that have not yet been announced.

Surrell is the latest team member to join Storyland’s diverse, rapidly expanding team of creative professionals that includes individuals who formerly served Walt Disney Imagineering, Universal Creative Group, and Pixar Animation Studios, to name a few.

“I’m excited about Jason joining the team because it further enhances the Disney-Universal-Storyland Studios ‘triumvirate’ that we already enjoy and cherish,” said Ben Thompson, Chief Strategy Officer at Storyland Studios.

“Among our executive hires over the last year, Jason Surrell is the sixth alumni of Disney and Universal, joining Jeff Wyatt and Bruce Green, both of Universal and Disney Imagineering, together with Matt Ferguson, Ben Thompson and Josh Steadman, all of whom are Walt Disney Company and Walt Disney Imagineering veterans.”

Surrell says the move to Storyland Studios feels like a natural progression extending from his rich and varied career in themed entertainment.

“I’m excited to progress with a company that is so family-oriented and really has a lot of great projects on the docket. This is the job I would want if I were still working for Disney or Universal. It’s just that kind of company.”

Storyland Studios imagines, designs and creates immersive experiences and environments that lift the spirit. For more information, visit www.storylandstudios.com.

back·​story \ˈbak-ˌstȯr-ē

noun, plural back·sto·ries.

1. a narrative providing a history or background context, especially for a character or situation in a literary work, film, or dramatic series.

In themed entertainment design, we regularly employ a literary tool called “backstory.” Typically, this is used to provide color and context for a character. However, in Spatial Storytelling℠, characters may play second fiddle to the setting,  which visitors are invited to step into and be immersed in. Rather than a generic “theme” or “genre”-based setting (eg. Disneyland’s Adventureland or Universal Studios Singapore’s Sci-Fi City), a backstory may be employed to provide a unifying thread of internal logic and layered storytelling that makes the whole greater than the sum of the parts.

A recent post on the Disney Parks Blog from Scot Drake, Creative Executive of Marvel Global Portfolio, revealed the backstory the company isrolling out in three of its parks. This elaborate story is worldwide in scope with each of the park locations (Hong Kong, California, Paris) playing a part in the Avengers’ global fight against Hydra. Guests will become characters in a story that literally takes place across three continents. While most Disney guests will never visit all three of these locations, the backstory has been established all the same and will guide every design detail built into these environments.

In most art forms, an individual artist is the only one painting on a canvas. Because of our larger multi-dimensional canvas and the collective, co-creative nature of the art form known as themed entertainment, the backstory (whether it is a one-liner, a paragraph, or a larger document) can provide a “North star” to the many individuals contributing to the design, fabrication and operation of a themed experience.

For all of its advantages in facilitating a more believable, immersive design where “One plus one equals three” over and over, backstories become less frequently used at larger scales of design. For example, at the scale of an individual cart, shop or attraction, it makes perfect sense to think through the fictional shopkeeper or protagonist of a story. Their story informs hundreds of design decisions from light fixtures to furniture, props and background music. Essential backstory elements are those story points that have to be conveyed to guests in order to make sense of the basic narrative arc and conflict points of an attraction. The “Scene One” queue, or “Pre-show” is often used to establish these elements because of the time constraints of most attractions. An excellent example is the spatial sequence leading up to and inside the Twilight Zone Tower of Terror before we ever step into the ill-fated elevator shaft. At the “land” or “district” level, both the strength and weakness of backstory is its ability to edit out inconsistent IPs (Intellectual Properties), brands and characters.  

For example, without employing an elaborate backstory, any of Disney’s Fantasylands are flexible enough to encompass multiple settings (from a French castle courtyard, to an Alpine village, to the Hundred-Acre Wood, to Neverland, to an early American circus). In contrast the designers of Universal’s Hogsmeade and Diagon Alley have to live within very specific “rules of the universe” established by JK Rowling and the pre-existing “dogma” of the Harry Potter books and films. Far from being a “curse” the depth of the backstory provided elevate these environments to the heights of Spatial Storytelling℠.  

When designing “beyond the berm” we have found that a soil-specific backstory elevates standard real estate projects into experiences and live/work/worship/play destinations that lift the spirit. People are drawn to and want to spend time in cohesive soil-specific settings, as opposed to another “Mall of Generica.” In Florida, Disney recently employed backstory to fix a problematic real estate development, now known as Disney Springs. The district was originally conceived of as a 70s wood-shake “downtown” of Lake Buena Vista, a leisure-based planned “host community.” “Inspired” by Orlando’s Church Street Station and Universal CityWalk, Michael Eisner globbed on a faux-warehouse club district in the 80s and a postmodern “big box” zone in the 90s.

With its recent re-imagining, the Imagineers researched the natural and cultural history of Florida small towns, including the freshwater springs that attracted settlers and represent nature, optimism, possibilities and inspiration. Theron Skees, the Creative Director of Disney Springs summarizes that the backstory “we developed for Disney Springs is different from our theme parks. It’s not like Frontierland or one of the lands in a theme park, but the storyline that we developed gives us a background history for which to create everything on – our landscaping, our architecture and everything.” This “storyline” is summarized in plaques bearing the town seal and motto “Disney Springs: The Source of Inspiration.”

Backstory also provides a rabbit hole that visitors can go as deep as they desire. Details throughout the district provide clues to the fictional history of the town that parallels the real history of real places in the real state. For example, D-Luxe Burger is housed in the “original” ranch house of the Glowing Oak Ranch. On the front porch, the oak tree still stands and a display case contains an undated letter from the original settler Martin Sinclair to his wife Clara. “After a particularly hard rain, the light from my campfire was reflected in the droplets of water clinging to the leaves of the oak tree overhead. The leaves appeared to be dancing and the sight of it inspired me to name the place ‘Glowing Oak’. In a fortnight I will return to you in South Carolina and cannot wait to start our living here in this happy place.”

Similarly, the various other buildings and districts trace the evolution of this isolated ranch into a century of town building that culminates in the the fictional 1950 Springs Centennial Expo, and encompassing multiple Floridian architectural eras. The result is a taste of the density and diversity of an actual downtown.

In my hometown of Corona, California, I worked on a similar mixed-use town center called Dos Lagos. Built on the site of two former mining pits, the Dos Lagos site plan is centered on a perfectly circular pedestrian spine surrounding a matching pair of reflective lakes shaped like a heart, which redeem the scars of the abandoned mining pits. The thousands of details embedded in the urban design, architecture, landscape architecture, environmental graphics, lighting, and soundscape create a destination unlike any other in the area.   

Even today, at Storyland Studios, we’re applying the same depth of detail to an upcoming theme park project we are master planning and designing from the ground up. This incredible project is allowing us to create an elaborate backstory that draws upon and pulls together the universal stories that unite humankind. Guests will not only find the details of the backstory designed into the very architecture, landscaping, and attractions, but will bring to it a backstory familiar to each one of us.

In theme park design, or any creative endeavor for that matter, a well-developed backstory provides a living tapestry of “facts” and plausible “fictions” that help the viewer understand the full experience being presented to them, whether they recognize it or not. And as developers and designers of themed entertainment, it is our responsibility to author backstories so rich and believable that our guests never question the worlds we create for them to enjoy.

This post was originally published at ThemedAttraction.com by Mel McGowan. Mel is Storyland Studios’ Chief Creative Officer.

One of our team sat down with Disney Imagineering Legend Bob Gurr to find out where the theme park industry is going in the future.

Bob Gurr’s theme park career began in 1955 when he was asked to design the Autopia vehicles for Disneyland’s grand opening. From there, he designed practically everything on wheels at the Disney parks including the Monorail, Main Street Omnibus, PeopleMovers, and the Haunted Mansion’s Doom Buggies. His storied career also took him to other parks including Universal Studios and to design gigantic show effects for Queen, Michael Jackson, and the 1984 Olympics in Los Angeles.

Bob has seen the growth of the themed entertainment industry from the beginning, so his perspective on its future is extremely valuable for those of us who plan to carry the torch.

Storyland: Where is the theme park industry going next?

Bob Gurr: Well, in the broader sense, I don’t see anything drastically different because we’re still filling the world with theme parks.

You see Walt was the first to do a real modern theme park, even though Tivoli Gardens and other places had existed for a very, very long time. But the idea of this generic theme park thing which would fit any size, any country, anywhere… What’s Disney got? 10, 11 of them now?*

And it’s almost certain that the next big country that gets filled up is going to be India because there are so many people in India. They’re going to grow in parallel to China. There’s so many theme parks in China. There’s so many companies in the Themed Entertainment Association. Vendors are so busy all over China.* And now Bahrain, Dubai and Abu Dhabi, they’re all starting to compete with one another.

I think, looking way ahead, when we’ve got the countries that can support it, we will sort of have done the infill of conventional theme parks. And I would love to come back in a hundred years and see what that next wave of innovation [is going to be].

It’s almost like when you have something and you infill all the stuff and now somebody says, “Ok, we’ve done that. Now what?” The “now what” usually leads to some people coming up with some brilliant stuff.

I don’t know what it’s going to be, but I see it’s way down the road. But it’s not there yet.

So there might be some kind of stuff, obviously some of its going to be virtual reality. But virtual reality, I think, is coming to a point where it’s going to be very generic in another couple of decades, in a way. And it’s almost like there’s going to be a semi-throwback to more naturalistic environments that are entertaining.

I can’t tell you very much, but I was paid recently for an entire morning with probably one of the most important, far-out theme park designers in the world, and I can’t say anything more than that. But that was the thrust I could see that they’re headed to. And this person has always been in the forefront.*

So, all I can share with you, is that, yeah, I might be the 86 year-old guy on the bus, but I did get invited to poke my nose into that next wave of the future. Because it’s out there.

To read the entire interview, visit FreddyMartin.net.

*Edited for clarity.