About - Storyland Studios
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Purveyors of Possibility

We are a unique collection of down-to-earth specialists, artists, architects, strategists and problem solvers who believe in the power of story to change the world.

We exist to help business leaders create and connect their stories in three dimensions: strategic brand narratives, spatial environments, and interactive media. We partner with brands and fellow agencies to create environments and immersive experiences that lift the Spirit.

Our Team

Our Team Members and Executive Leadership include alumni from The Walt Disney Company, Walt Disney lmagineering, Pixar Animation Studios, Universal Studios, and LEGOLAND® - all passionate about creating immersive storytelling experiences that shape culture and connect with people on an emotional level.
Peter McGowan headshot
Peter McGowan
Chief Storyteller
President
Mel McGowan headshot
Mel McGowan
Chief Creative Officer
Co-Founder
Blake Ryan headshot
Blake Ryan
Chief Executive Officer
Ben Thompson headshot
Ben Thompson
Chief Strategy Officer
Partner
Matt Ferguson headshot
Matt Ferguson
Chief Innovation Officer
Jeff Damron headshot
Jeff Damron
Senior Vice President Master Planning & Design
Christian Hope headshot
Christian Hope
Senior Vice President Creative Development
Rob Moffat headshot
Rob Moffat
Director of Landscape and Area Development
Kevin Blakeney headshot
Kevin Blakeney
Director of Master Planning
Renata Molnar headshot
Renata Molnar
Senior Designer - Graphics Team Lead
Dale Borgen headshot
Dale Borgen
Vice President of Project Delivery
Tyler Rizzo headshot
Tyler Rizzo
MBA | Director of Strategy
Matthew Luhn headshot
Matthew Luhn
Story Advisor
Juliane Ramadan headshot
Juliane Ramadan
Art Director
Danielle Mercado headshot
Danielle Mercado
Interior Design Director
Kelsey Sibal headshot
Kelsey Sibal
Executive Director of Operations
Shawn Stewart headshot
Shawn Stewart
Executive Director of People, Strategy & Culture
Tyler Thornberg headshot
Tyler Thornberg
Executive Producer
Matt Molsberry headshot
Matt Molsberry
Principal Architect
Joe Sibal headshot
Joe Sibal
Director of Digital Design
How We Work

Our Model

Everything that we imagine, design, and create should connect to and build on a unique story. In order to do this, our job is to listen well as we complete an essential 3-step process:

  1. Discover the SETTINGS
  2. Clarify the CHARACTERS
  3. Distill the PLOT

From this process, a BIG IDEA emerges: the heart of the story and our guide through the rest of the design process.

Settings Characters Plot = Big Idea
How We Work

Our End-to-End Process

Imagine
Discovery
What's your sherpa?
We kick off by gathering the essential project information that will help us define objectives and desired outcomes. Throughout this phase, our experts collaborate with your team to envision the future, uncover your unique story, and devise a Proposal to bring it to life in your location.
Pre-Production
Where do we want to go?
This stage serves as the roadmap for your Experience Design journey. The goal of this stage is to establish a Project Development Plan, including a description of the project, a Master Budget, and a Master Schedule, as well as strategic parameters and success criteria.
Blue Sky
What’s the Big Idea?
Our creative phase begins with our proprietary Story Circle session, where we work with you and your team of core stakeholders to conceptualize, understand, and articulate the implications of the unique CHARACTER, PLOT and SETTING of each project. We then transform the right mix of site, story, and economics into a “Big Idea” that informs thousands of design and development decisions throughout the project.
Concept Development
What should it feel like?
Building upon the Big Idea, a cohesive Storyboard package documents the proposed guest/user journey. Our ACIP-led Master Plans integrate multiple disciplines, including brand strategy, architecture, landscape, engineering and experience design, into guiding vision documentation. Our multidisciplinary design process creates the foundation for a built environment that fully considers functional and experiential needs.
Design
Design Intent Documentation
What should it look like?
We refine the approved Concept into scaled Schematics and Design Development. Serving as the bridge between imaginative concepts and practical implementation, it ensures that the final design harmoniously aligns with the overall theme, narrative, and objectives of the themed experience.
Construction Documentation
How will we build it?
During this stage, all Production and Construction Documents are meticulously developed, providing essential guidance for consultants, vendors, and contractors tasked with project implementation. Final documentation serves as a critical guide for fabrication shops and on-site construction. Our collaborative approach ensures ongoing alignment with the project’s Big Idea.
Construction + Production
How do we get it right?
Our relentless focus is on the complete delivery of stories effectively told in space on budget and on time. We manage production and media, whilst partnering with construction and fabrication partners, which remain under our supervision and creative guidance.
Pre and Post Opening
What’s next?
During the pre-opening stage, we deliver training, implement procedures, ensure equipment and inventories are accurate, and run attraction “cycling” to confirm reliability, leading to a successful, operational launch. Subsequent stages for brand, guest/employee experience, and marketing strategy lead to the grand opening. This is the culmination of the entire project’s development. Beyond opening day, we maintain support through the rehabilitation and expansion phases.
Create
Construction + Production
How do we get it right?
Our relentless focus is on the complete delivery of stories effectively told in space on budget and on time. We manage production and media, whilst partnering with construction and fabrication partners, which remain under our supervision and creative guidance.
Pre and Post Opening
What’s next?
During the pre-opening stage, we deliver training, implement procedures, ensure equipment and inventories are accurate, and run attraction “cycling” to confirm reliability, leading to a successful, operational launch. Subsequent stages for brand, guest/employee experience, and marketing strategy lead to the grand opening. This is the culmination of the entire project’s development. Beyond opening day, we maintain support through the rehabilitation and expansion phases.
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Storyland Studios team photo at Universal Studios

Join Our Team

Here at Storyland, we’re a multidisciplinary family spanning a wide spectrum of expertise, from artists and creators to designers and architects. We’re passionate about creation, innovation, and breathing life into compelling and unforgettable stories that lift the Spirit.

It takes left and right-brained collaboration to create storytelling magic, and we need visionary creators of all kinds on the journey. If that sounds like you, click the button below to see our open positions and submit your application today.