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.
Peter McGowan is one of the founders of PlainJoe and Storyland Studios. He is a champion of bringing clients’ unique stories to life by broadening their visual vocabulary beyond words and helping shape the cultural influence of their organizations.
Having worked with large-scale corporate clients such as Infinity, Nissan, IBM and Johnson & Johnson, as well as creative pioneers including Disney, Universal and Lego – Peter has a robust background in technology, art, and architecture which has equipped him to skillfully integrate these fields of design to tell immersive stories on the graphic and environmental stages. He is especially passionate about partnering with non-profit and cause-based organizations to reflect their missions with excellence and heart.
At the end of the day, he loves spending time with his wife, Jennifer, and their three kids making memories that usually involve Lego sets, Star Wars, Disney, or all three.
A TECHNOLOGY COMPANY FOCUSED ON DELIVERING OUTSTANDING 3D CHARACTER CREATION TOOLS
Peter serves as the CEO of Ozone Story Tech, an innovation-driven firm specializing in real-time immersive storytelling, AI-powered interactive experiences, and world-building technology. The studio is pioneering advancements in 3D spatial computing, virtual production, and digital twins, helping brands create dynamic, adaptable, and deeply engaging experiences across platforms.
MASTERPLANNING A CREATIVE HUB WHERE STORYTELLERS LIVE, WORK, AND THRIVE
A groundbreaking creative hub spanning 1,000 acres, Trilith is a visionary cultural ecosystem that blends entertainment, community, and innovation. Storyland Studios played a pivotal role in master planning Trilith Live, a $300 million mixed-use district featuring a performing arts center, media studio, and a vibrant town square, as well as the design of the Trilith Studios Tour, a one-of-a-kind immersive experience bringing the magic of filmmaking to life.
REIMAGINING A CAUSE-DRIVEN RETREAT THROUGH IMMERSIVE DESIGN AND NATURE
A legacy project bringing adventure, education, and conservation together, Storyland Studios worked with Alliance Redwoods to create a cause-driven experiential retreat that blends nature, storytelling, and innovative design.
REVAMPING A DESTINATION BRAND, INCLUDING SPATIAL AND DIGITAL EXPERIENCES
Storyland Studios partnered with Glen Ivy Hot Springs, an iconic wellness retreat, to revitalize its brand identity, redesign the guest experience, and enhance its digital presence. Through a strategic master plan and an immersive brand transformation, Peter’s team helped drive a 300% increase in organic traffic and positioned Glen Ivy for a successful acquisition.
Mel McGowan, AICP, DBIA, LEED AP creatively leads Storyland Studios’s unique, multidisciplinary Spatial Storytelling℠ practice, which integrates master planning, conceptual development, architecture, interior and production design, graphics and wayfinding, and dimensional fabrication and installation. He combines his background in film and design with a decade-long stint at the Walt Disney Company to create a team synergy inspired by Disney’s original Imagineers, designers, and fabricators.
Mel is passionate about creating compelling experiences and immersive environments around the world. Post-Disney, he co-founded Visioneering and PlainJoe Studios, where he led multi-award-winning architectural teams and was named one of the top 25 influencers by OC Metro Magazine. Mel is the author of Design Intervention and an adjunct professor at CBU’s College of Architecture, Visual Arts & Design. Mel is the host of The Themed Attraction Podcast, a show featuring interviews with themed entertainment innovators past and present.
Mel’s experience and portfolio includes the renewal of the Disneyland Resort, Morongo Casino, new urbanist towns, and museum and theme park work in the US, China, and Korea, as well as non-profit cause-oriented projects in the Americas, Africa, Australia, Europe and Asia.
Mel currently sits on the Themed Entertainment Association (TEA)’s Western Board Of Directors, and is a host of the TEA Masters, speaking with legendary industry masters of their craft. In 2021, he was ranked in The Blooloop 50 Theme Park Influencer List.
GIVING VISITORS AN IMMERSIVE, FIRST-HAND GLIMPSE AT THE REALITY OF POVERTY
California nonprofit Children’s Hunger Fund (CHF) wanted to build an immersive and dimensional attraction experience that would introduce visitors to the sad realities of childhood poverty – Poverty Encounter.
Rejecting the predictably common charity video, they wanted to surprise volunteers with an eye-opening journey of insight, empathy, and action.
By telling the true stories of the suffering children through a realistic, walk-through attraction, CHF’s Poverty Encounter recreates the experience of visiting impoverished communities around the world.
Mel worked with the Storyland team to bring these stories and spaces to life, in a close to our hearts project that culminated in the winning of a THEA Award.
A MAJOR REGIONAL ENTERTAINMENT AND RESIDENTIAL DESTINATION IN THE HEART OF THE BLACK HILLS
The Pete Lien & Sons mining company has been a fixture in western South Dakota since 1944. Over the decades, the Liens have made significant contributions to their community. Founder Pete Lien’s nine children wanted to honor their father’s legacy by creating a live-work-play destination that would welcome both residents and visitors to their beloved Black Hills.
The Lien family turned to Mel and the Storyland Studios to master plan and design LIBERTYLAND USA, an all-American theme park, residential and entertainment destination that honors a wide variety of American Journeys (our Big Idea!) that anchors a broader mixed-use destination for travelers and residents to enjoy.
DESIGNING AN IMMERSIVE, INTERACTIVE THEME PARK FEATURING BELOVED STORIES FROM AROUND THE WORLD.
DeLisa and Elde Guerrier of Nashville, creators of the Storyville Gardens concept, are partnering with Storyland Studios to bring their dream to life. Storyville’s mission is to draw on stories from cultures worldwide, inspiring children, their families, and visitors of all ages through the profound power of storytelling. The project aims to rekindle a deep love for reading that transcends the basic requirements of formal education and reaches the heart.
Mel and the Storyland team set to create a world inspired by timeless stories from the four corners of the world: Africa, America, Asia, and Europe. Visitors can choose their own adventure, crossing the “Seven Seas” toward the corner of the world that sparks their imagination first. The park’s eclectic combination of classic and folk tales, cutting-edge innovations, culinary delights, and live entertainment will create unforgettable edutainment experiences for visitors.
A GLOBAL DESTINATION FOR ENTERTAINMENT, SPORTS AND CULTURE, BASED ON THE POWER OF PLAY.
Mel is leading the creative efforts with Storyland Studios on a number of projects on the within the Kingdom of Saudi Arabia, including on projects within the world’s first mixed-use gaming and esports district.
Blake Ryan is the Chief Executive Officer (CEO) & Managing Partner at Storyland Studios. In addition to leading the multidisciplinary firm, comprised of architects, artisans, creatives, and some of the most experienced professionals in the themed entertainment industry, Blake acts as Storyland’s Guardian of Culture.
Over nearly two decades of service, Blake has helped to shape a standout culture at Storyland, while working alongside notable clients such as The Walt Disney Company, Universal Studios, Salesforce, SoFi Stadium, and World Vision. The firm has experienced a healthy growth trajectory, significant organizational transformation, and a broad expansion of service offerings. As an entrepreneurial leader, he champions vision, culture, creative innovation, and collaboration to fulfill commitments to both clients and employees alike.
Blake is passionate about Storyland, but he also has a big heart for the community. In 2014, he founded Restoration Roasters, a specialty coffee bar that provides financial support and hands-on vocational training for homeless veterans.
Before joining Storyland, Blake served as a finance and operations executive, working with a broad range of domestic and international organizations from large financial institutions to small nonprofit organizations.
Ben Thompson has spent the last 25 years in marketing, strategy and new business development roles in major global organisations. A graduate of the accelerated management training program at Mars Inc, Ben spent 11 years at the company including the last 3 years as Director of Category Leadership. In 2011 Ben moved to the Walt Disney company where in under 5 years he rose to become Marketing Director for Retail EMEA, leading the region’s marketing strategy on Star Wars VII, Marvel, Frozen, and several Pixar titles. In 2015 Ben moved to Merlin Entertainments as Global Marketing Director, New Openings where he had responsibility for the launches of 4 LEGOLAND® parks and 40 Indoor attractions. This included the development of new brands; Little Big City, the Bear Grylls Adventure and Peppa Pig World. In 2018 Ben founded his own strategy consultancy and enjoyed great success working with clients including KidZania, Tony’s Chocolonely, the Cataratas Group and Europa Park. Ben joined Storyland Studios as Chief Strategy Officer and Head of International in August 2020 and runs Storyland’s International office just outside London. In this role Ben handles all Storyland’s relationships with global IP partners, and was the lead executive responsible for the partnership with Ubisoft Entertainment.
FORGING A LANDMARK PARTNERSHIP TO BRING VIDEO GAME WORLDS TO LIFE
At Storyland Studios, Ben spearheaded the partnership with Ubisoft Entertainment, leading the charge on creating immersive theme park experiences inspired by some of the world’s most beloved gaming franchises.
CREATING A CHOCOLATE-THEMED IMMERSIVE EXPERIENCE WITH A POWERFUL MISSION
Ben worked with Tony’s Chocolonely, the ethical chocolate company, to develop an immersive brand experience that educates and engages visitors in Tony’s mission to create a 100% slave-free chocolate industry through story-driven, interactive experiences.
DRIVING GLOBAL EXPANSION WITH FOUR NEW LEGOLAND® PARK OPENINGS
As Global Marketing Director, New Openings at Merlin Entertainments, Ben led the strategic planning and execution behind the launches of four LEGOLAND® parks, expanding the beloved brand into new regions and elevating guest engagement worldwide.
ELEVATING AN ICONIC BRAND THROUGH NEW MARKET EXPANSION
During his tenure at Merlin, Ben contributed to Madame Tussauds’ strategic expansion, helping evolve the brand’s appeal through innovative marketing and new attraction openings.
Matt’s career began at the Walt Disney Company, where he led national brand and marketing programs for the Walt Disney World destination, Walt Disney World Resort Hotels, Golf and Dining, and ESPN Wide World of Sports. Over the course of his career, Matt has worked with dozens of multi-national companies, including Cedar Fair Entertainment, the Biltmore Estate, Chiquita, and Habitat for Humanity. He joined Storyland Studios in 2020 to serve as the Chief Innovation Officer.
DESIGNING & MASTER PLANNING A FIRST-OF-ITS-KIND FILM CITY IN LAGOS, NIGERIA
A groundbreaking Nollywood-inspired film city and entertainment hub, Kebulania is set to redefine the African entertainment landscape. Storyland Studios is leading the master planning and immersive design to create a world-class destination for filmmakers, creatives, and global audiences.
TRANSFORMING A BELOVED CHILDREN’S HOSPITAL THROUGH HEARTFELT SPATIAL STORYTELLING
Storyland Studios partnered with Bethany Children’s Health Center to reimagine its campus through an immersive, story-driven master plan, blending healing environments with engaging, interactive spaces that uplift young patients and their families.
CRAFTING IMMERSIVE BRAND EXPERIENCES FOR DISNEY’S WILDEST THEME PARK
As part of his tenure at The Walt Disney Company, Matt contributed to brand and marketing strategies for Disney’s Animal Kingdom, one of the most immersive and narrative-driven theme parks in the world.
SHAPING THE BRAND EXPERIENCE OF DISNEY’S PREMIER SPORTS DESTINATION
Matt played a key role in the brand and marketing development for ESPN Wide World of Sports, a premier multi-sport complex that hosts elite athletic competitions, training camps, and global sports events at Walt Disney World Resort.
From planning and building the Waldorf Astoria Hotel in Monarch Beach, California, to working with the Walt Disney Imagineering Architecture team on Disney’s Tokyo DisneySea Hotel MiraCosta Resort in Japan, Jeff Damron has created some of the world’s most recognisable landmarks. His international portfolio covers four continents and includes work in the entertainment, hospitality, retail, and other industries.
Damron was associate vice principal of themed entertainment and leisure at AECOM from 2012 until 2023. In addition to Tokyo DisneySea, he has contributed his architectural skills to rides, attractions, and venues at the Disneyland Resort in Anaheim, including Disney’s California Adventure.
Other notable projects that he has worked on include Universal Studios Super Nintendo World (Los Angeles, California), Universal Studios Grand Hotel and NUO Resort Hotel at Universal Beijing Resort (Beijing, China), Warner Bros. World Abu Dhabi (Abu Dhabi, United Arab Emirates), Parque Warner (Madrid, Spain) and Disney Vacation Club (Orlando, Florida)
Damron graduated from Arizona State University with a degree in architecture. In contrast to many architects of such large-scale projects, Damron has had the rare privilege to see several of his projects through from conception to completion. Damron likes to be actively involved throughout the entire process, from the concept design phase through the official opening.
DEVELOPING A NEW UNIVERSAL RESORT IN BEIJING, WORKING ALONG WITH THE TEAM AT UNIVERSAL CREATIVE.
Universal Beijing Resort is a theme park and entertainment resort complex in Beijing, China. It has been in full operation since September 20th, 2021. The theme park hosts seven themed areas: Hollywood, Jurassic World: Isla Nublar, Waterworld, Kung Fu Panda: Land of Awesomeness, The Wizarding World of Harry Potter, Transformers: Metrobase, and Minion Land.
The resort is also home to Universal CityWalk, the gateway to Universal Studios Beijing. The entertainment, dining and retail complex includes stores and restaurants. A later phase for the resort features plans for a second theme park and waterpark, which have not yet been developed.
DESIGNING A NEW, FULLY ENCLOSED WARNER BROS THEME PARK, LOCATED IN ABU DHABI
Jeff helped lead the design of the world’s largest indoor theme park, where visitors can immerse themselves in their favorite Warner Bros. stories, from the Looney Tunes to the universe of DC Comics.
The site is approximately two hectares and the work included lead design consulting, architecture, structural, mechanical, electrical, and public health engineering design, together with specialist consultancy services.
Guests can enjoy 29 state-of-the-art exhilarating rides, interactive family-friendly attractions and unique live entertainment located across six immersive lands – Gotham City, Metropolis, Cartoon Junction, Bedrock, Dynamite Gulch and Warner Bros. Plaza.
PROJECT DESIGN ARCHITECT FOR A 400-ROOM, FIVE-STAR RESORT HOTEL, INCLUDING RESTAURANTS AND RETAIL
The Tokyo DisneySea Hotel MiraCosta was the second hotel built at the Tokyo Disney Resort in Japan. It opened in 2001, alongside the opening of the Tokyo DisneySea theme park. The hotel gains the distinction of being the only hotel in the world which is entirely placed inside a Disney theme park. It is highly themed to the ports of Portofino and Venice.
Guests entering the park must pass underneath the hotel to gain entry. The hotel offers rooms on three sides (rooms that overlook the central area of the park, rooms that overlook the Venetian gondolas and rooms that overlook the entrance plaza). There are three restaurants in the hotel, a store, two pools, a pool bar, a spa area and a fitness room. Chapel MiraCosta, located near the hotel, is one of three locations where weddings are offered at Tokyo Disney Resort.
PRINCIPAL DESIGNER FOR THE 400-ROOM, FIVE-STAR WALDORF ASTORIA MONARCH BEACH RESORT
The Waldorf Astoria Monarch Beach Resort, formerly known as Monarch Beach Resort, is the perfect blend of Southern California’s legendary laid-back luxury and sincerely elegant service. The resort boasts an impressive 175 acres and a location overlooking the Pacific Ocean and the PGA golf course.
The property was named Best New Five-Star Resort in the US by Departures, and has received multiple accolades, including a AAA Five-Diamond rating, Conde Nast Traveler Readers’ Choice award, and Travel+Leisure World’s Best award.
TRANSPORTING GUESTS BACK IN TIME TO A BEAUTIFULLY THEMED, UNIQUE DESTINATION EXPERIENCE THAT BLENDS THE CHARM OF CAPE COD WITH AN UNFORGETTABLE SHOPPING ENVIRONMENT
Like many themed destinations, Cuffy’s of Cape Cod had humble beginnings. Dominick Ablano dreamed of creating a shopping and family entertainment attraction in the Cape. He started out selling T-shirts from the back of his mom’s car in 1980. Over time, Cuffy’s grew into a premiere stop for travellers and locals alike.
In addition to period architectural stylings, Cuffy’s follows parallel stories and themes throughout the experience. Visitors follow the stories of fictional immigrant families putting down roots in New England alongside Ablano’s own story of starting and scaling Cuffy’s.
The goal was to create a family shopping destination that’s one-of-a-kind.
Guests at Cuffy’s of Cape Cod enjoy a lively shopping experience on the boardwalk. Shop at the turn-of-the-century-style emporium or beach club, enjoy a treat from the confectionary or the general store, or browse the household goods at the Cottage Kitchen.
Visitors will also find a life-saving station boathouse, where they can learn about this fixture in Cape history. Cuffy’s is off to a fantastic start and has been a rousing success so far. Its guests love being transported back in time. You’ll find them enjoying a game of checkers at the general store, or savoring a snack in one of the many rocking chairs along the boardwalk. Families love engaging in seasonal activities such as crafting, face painting, and building sand sculptures.
*Jeff completed these projects before joining Storyland Studios. All images have been sourced from the public domain and belong to their original owners.
Considered one of the preeminent concept designers and creative leaders in the Location Based Entertainment industry, Christian’s professional affiliations over the last forty years include: Google, 20th Century Fox, Illumination Entertainment, Dubai Parks & Resorts, Paramount Global, Universal Studios and The Walt Disney Company.
CREATIVE DEVELOPMENT AND CONCEPT DESIGNS FOR MICKEYAVENUE AT SHANGAHI DISNEYLAND
Mickey Avenue is located at the entrance to the park and serves as the equivalent to Main Street USA. It is one of only two Disney castle parks not to feature Main Street USA as its entrance street, Tokyo Disneyland’s World Bazaar being the other. Mickey Avenue is inspired by the personalities of Disney characters such as Mickey Mouse, Minnie Mouse, Donald Duck, and Chip’n’Dale as well as Disney PIXAR films such as Ratatouille.
The Storytellers statue, which depicts a young Walt Disney and Mickey Mouse, is at the end of Mickey Avenue and in front of the Gardens of Imagination.
INITIAL CONCEPT DESIGN AND ART DIRECTION FOR THE SUPERHERO ISLAND AT UNIVERSAL ISLANDS OF ADVENTURE
Marvel Superhero Island is an area at Universal Orlando’s Islands of Adventure park in Orlando Florida that is themed after popular Marvel Comics. The area is home to four attractions – The Amazing Adventures of Spider-Man (motion-based 3D dark ride), The Incredible Hulk Coaster (launched roller coaster), Doctor Doom’s Fearfall (space shot drop tower) and Storm Force Accelatron (teacup ride).
The area is also home to various dining, merchandise and meet and greet locations.
CONCEPT DESIGN SUPPORT FOR EACH ATTRACTION, RETAIL AND F&B EXPERIENCE FOR FRONTIERLAND AT DISNEYLAND PARIS
Frontierland features nine attractions, including Big Thunder Mountain (Coaster), Thunder Mesa Riverboat Landing (ferry ride), Phantom Manor (dark ride), and Frontierland Theatre, among others. The land also features a number of restaurants and shops including the Lucky Nugget Saloon and the Pueblo Trading Post.
The land has an elaborate backstory featuring the town of Thunder Mesa, founded by Henry Ravenswood to support the mining of Big Thunder Mountain.
CREATIVE DEVELOPMENT AND CONCEPT DEVELOPMENT FOR THE ABC TIMES SQUARE STUDIO, NEW YORK STUDIO
The ABC Times Square Studio is owned by The Walt Disney Company and is best known as the home of ABC News’ Good Morning America and other ABC News programs as well as various programs on ESPN. It was inau was designed and constructed by Walt Disney Imagineering. Christian was a Concept Design Director for WDI during the project.
The studio is located on the southeastern corner of West 44th Street and Broadway in Times Square, Midtown Manhattan, New York City.
TRANSPORTING GUESTS BACK IN TIME TO A BEAUTIFULLY THEMED, UNIQUE DESTINATION EXPERIENCE THAT BLENDS THE CHARM OF CAPE COD WITH AN UNFORGETTABLE SHOPPING ENVIRONMENT
Like many themed destinations, Cuffy’s of Cape Cod had humble beginnings. Dominick Ablano dreamed of creating a shopping and family entertainment attraction in the Cape. He started out selling T-shirts from the back of his mom’s car in 1980. Over time, Cuffy’s grew into a premiere stop for travellers and locals alike.
In addition to period architectural stylings, Cuffy’s follows parallel stories and themes throughout the experience. Visitors follow the stories of fictional immigrant families putting down roots in New England alongside Ablano’s own story of starting and scaling Cuffy’s.
The goal was to create a family shopping destination that’s one-of-a-kind.
Guests at Cuffy’s of Cape Cod enjoy a lively shopping experience on the boardwalk. Shop at the turn-of-the-century-style emporium or beach club, enjoy a treat from the confectionary or the general store, or browse the household goods at the Cottage Kitchen.
Visitors will also find a life-saving station boathouse, where they can learn about this fixture in Cape history. Cuffy’s is off to a fantastic start and has been a rousing success so far. Its guests love being transported back in time. You’ll find them enjoying a game of checkers at the general store, or savoring a snack in one of the many rocking chairs along the boardwalk. Families love engaging in seasonal activities such as crafting, face painting, and building sand sculptures.
*Christian completed these projects before joining Storyland Studios. All images have been sourced from the public domain and belong to their original owners.
Rob has told stories and created memories through landscape for over 25 years. He has provided master landscape and area development design services for entertainment, hospitality, retail, and residential projects.
Rob instils the belief in the added value of integrating artistry, storytelling, and engaging the six senses of the guest or user with landscape. He sees the landscape as the pre and post-show to any destination, attraction, resort, urban hotel, or mixed-use project.
He is especially adept at large-scale installations, working in close collaboration with clients, creatives, architects and engineers to create dynamic environments that entice and captivate visitors.
DEVELOPING A QUAINT MEDIEVAL SQUARE AT THE HEART OF DISNEYLAND PARK
As part of a design team, Rob assisted Walt Disney Imagineering in executing the area development for Disneyland’s Castle Fantasy Faire, an interactive opportunity for guests to interface with Disney characters. It includes a stage for live performances and a themed photography queue where guests can explore and meet Disney friends from The Little Mermaid, Cinderella, Sleeping Beauty, Tangled, and Beauty and the Beast.
Rob and his team’s effort included an overall streetscape with a small stone footbridge to the left of Sleeping Beauty Castle, a walkthrough located at the heart of Disneyland Park inspired by classic Disney movies with design elements from the existing Fantasyland. The blending of past and present area development was used to make guests believe this addition was part of the original Disneyland Resort.
LANDSCAPING A COHESIVE PARK EXPERIENCE BY INTERTWINING KEY LANDS
Parque Warner Madrid, formerly Movie World, delivers the thrill of moviemaking and cartoon fun to millions of fans in Spain. Opening in 2002, Movie World has five themed lands featuring studio film and cartoon characters along with thrill rides, shows and shops. Landscape architects created one cohesive park experience by intertwining the park’s forest, city and desert lands.
Hollywood Boulevard is an Art Deco themed land, recalling cinema’s golden age. Visitors to Warner Bros. back lot learn movie secrets like stunts and 3-D animation. The Wild West is a western Frontierland with thrill-seeking rides and adventures. Batman and Superman amaze crowds with stunts, shows and attractions in Superhero land. Toon Town showcases the WB’s beloved Looney Toon and Cartoon Network characters for the park’s youngsters and the young at heart.
BRINGING THE CREATIVE VISION AND STORYTELLING TO LIFE IN THIS HOLLYWOOD-STYLE PARK
Motiongate Dubai is a Hollywood-inspired theme park located in Dubai, United Arab Emirates. Rob and his team’s role was to bring the creative vision and story into reality. This reality will come to life in the guest experience, the moment a guest walks through the front gates. The guests walk through the entry plaza and New York Street into the main hub connecting the lands of the park, including Sony Pictures Studio, Smurfs Village, Dreamworks and Lionsgate.
The team’s area development created an experience that seamlessly immerses the guests into a world where meatballs fall from the sky, and Smurfs live in mushroom homes with the articulate design of paving, rails, walls and landscape to communicate the stories and uphold their intellectual properties. Rob and his team also envisioned utilizing mature trees and shrubs from the beginning to support the story.
WORKING WITH WALT DISNEY IMAGINEERING TO DESIGN
PRELIMINARY CONCEPTS AND ASSIST WITH EXPANSION
Rob worked with Walt Disney Imagineers for preliminary concepts and later for expanding Aulani, a Disney Resort & Spa located in the Ko Olina Resort Community & Marina in Ko Olina, Hawaii.
This 21-acre oceanfront resort features a white sand beach, saltwater lagoon, water garden, tropical landscaping, an 18,000 square foot spa and the Waikolohe Valley pool and water activity area. It celebrates Hawaiian culture, history and traditions using contemporary Hawaiian art and design.
It has a number of recreational activities, entertainment, excursions and more.
PROVIDING LANDSCAPE ARCHITECTURE AND BUILDING INFORMATION MODELING FOR A POOL-SIDE REFURBISHMENT
Rob and his team provided the Landscape Architecture and Building Information Modelling (BIM) for the area surrounding the Never Land Pool’s complete cosmetic makeover. A new, four-foot deep pool will be built between the Never Land Pool and the water play area. A footbridge will stretch over this new pool, connecting both sides of the courtyard area and giving easy access across the property.
The centerpiece of the pool area’s makeover is a 26 foot tall, dual water slide tower. Reminiscent of the original Monorail station at the Disneyland Hotel, at each slide’s entrance will sit a replica Monorail Car that guests will glide through as they twist and turn their way to the pool below. The pool will also feature a third, two-lane mini slide, perfect for little ones, which is just three and a half feet high and is 19 feet long. The team built the entire pool area in BIM and detected dozens of potential problems, before a single shovel hit the ground.
CURATING A NEW STORY FOR THE RENOVATION AND REBRANDING OF THE ICONIC RIO RESORT IN LAS VEGAS
Rob and his team were approached to develop a story for the renovation and rebranding of the Rio Resort in Las Vegas. The story created helped steer the design effort for the team, creating a north star to reference in decision making. The program captures the five senses of each guest at arrival and throughout their stay.
The design area included the arrival sequence and porte cochere as well as a redesign pool experience. His visualizations were incorporated in the marketing package used to successfully close on a new flag for the non-gaming tower.
*Rob completed these projects before joining Storyland Studios. All images have been sourced from the public domain and belong to their original owners.
Kevin is an experienced master planner and landscape architect, having led and coordinated the design and development of immersive themed environments and attractions globally.
He has worked on a number of THEA award winning projects, including Star Wars Galaxy Edge, Universal Beijing, and has most recently overseen the area development scope and budget throughout all design phases of components of Universal’s Epic Universe.
RE-DEVELOPING THE SITE PLAN FOR AN UPCOMING NEW THEME PARK AREA TO INTEGRATE LEGENDARY TALES AND NEW ATTRACTIONS
Kevin worked with the Universal Creative team to create a new site plan for Dark Universe, reducing the overall size of the land while maintaining the content.
This included the integration of a new family spinning roller coaster, A&E Area Development scope and budget throughout all design phases, and creating detailed drawings for railing, curbs, hardscape and other area development items.
SHAPING SIGHTLINES AND GUEST FLOWS TO TRANSPORT VISITORS TO A GALAXY FAR, FAR AWAY.
Kevin partnered with the Creative Directors and Producers to iterate site plans for multiple site locations, including Disneyland, Walt Disney World, Hong Kong Disneyland & Shanghai Disneyland while working with ride engineers to inform the design. This included partnering with park management to craft site plans that solved existing guest flow challenges.
He Initiated site surveys and pre-visualization sightline studies to better understand the impacts of this large development on the visual compositions of Disneyland and Disney’s Hollywood Studios. The outcome of these studies completely altered fundamental elements of the land.
PRESERVE THE HISTORIC NATURE OF A POPULAR DISNEY AREA DURING AN AREA ALTERATION.
Kevin created initial conceptual site plans showing relocation possibilities for the Disneyland Railroad and Rivers of America while maintaining sensitivity to the historic nature of these attractions. He worked closely with the Disneyland show quality team and on-location creative team to reroute the Disneyland railroad and Rivers of America, creating an expansion parcel while improving existing attractions.
He inventoried existing assets to create a scope of work, working to retain, relocate, and reuse as many figures and props as physically possible while re-staging scenes to be more successful in their respective new environments. Kevin also completed site supervision during install, creating and reviewing contractor punch lists.
*Kevin completed these projects before joining Storyland Studios. All images have been sourced from the public domain and belong to their original owners.
With over 15 years of design experience, Renata has delivered creative visions, while maintaining brand identity and storytelling by working effectively on highly complex projects within the diverse perspectives of multi-disciplinary teams. Renata specializes in environmental design, branding, design packages, environmentally responsible and economically feasible design including safe design for animals of all sizes.
FULL CREATIVE VISION FOR THEA AWARD-WINNING AREA AND ATTRACTION.
Renata delivered creative vision from concept and design development to building-ready design packages, working with multi-disciplinary project teams to bring the world of Avatar to life. She maintained story and consistency
while collaborating, problem-solving and value-engineering with team members.
She successfully estimated design time, managed the design schedules, and helped freelance designers and junior team members to deliver the projects on time and on budget.
TRANSPORTING GUESTS BACK IN TIME TO A BEAUTIFULLY THEMED, UNIQUE DESTINATION EXPERIENCE THAT BLENDS THE CHARM OF CAPE COD WITH AN UNFORGETTABLE SHOPPING ENVIRONMENT
Like many themed destinations, Cuffy’s of Cape Cod had humble beginnings. Dominick Ablano dreamed of creating a shopping and family entertainment attraction in the Cape. He started out selling T-shirts from the back of his mom’s car in 1980. Over time, Cuffy’s grew into a premiere stop for travellers and locals alike.
In addition to period architectural stylings, Cuffy’s follows parallel stories and themes throughout the experience. Visitors follow the stories of fictional immigrant families putting down roots in New England alongside Ablano’s own story of starting and scaling Cuffy’s.
The goal was to create a family shopping destination that’s one-of-a-kind.
Guests at Cuffy’s of Cape Cod enjoy a lively shopping experience on the boardwalk. Shop at the turn-of-the-century-style emporium or beach club, enjoy a treat from the confectionary or the general store, or browse the household goods at the Cottage Kitchen.
Visitors will also find a life-saving station boathouse, where they can learn about this fixture in Cape history. Cuffy’s is off to a fantastic start and has been a rousing success so far. Its guests love being transported back in time. You’ll find them enjoying a game of checkers at the general store, or savoring a snack in one of the many rocking chairs along the boardwalk. Families love engaging in seasonal activities such as crafting, face painting, and building sand sculptures.
*Renata completed these projects before joining Storyland Studios. All images have been sourced from the public domain and belong to their original owners.
As Vice President of Project Delivery, Dale Borgen is responsible for the many elements and moving parts that drive project excellence at Storyland Studios. Dale leads and manages the Project Delivery Team through all phases of development, ensuring the successful execution and delivery of all Strategic, Interactive, and Spatial Storytelling projects. Dale brings a long-term partnership with PlainJoe, A Storyland Studio, and two decades of vocational ministry to the table, making him an excellent driver of our cause-oriented work, as well as projects across a wide range of industries.
When Dale isn’t hard at work at Storyland, he enjoys cycling, playing guitar, and traveling.
Helped increase the scale and worldwide impact of the ministry through digital and print media as a member of the ministry’s strategic leadership team.
Partnered with Mariner’s Church to develop the Rooted brand, digital presence and conference network resulting in churches utilizing the Rooted small group curriculum.
Facilitated development of online church broadcast platforms with a focus on quality control and user experience that met the specific needs of churches.
Tyler is an accomplished Theme Park and Hospitality Executive with twenty years of experience, working with some of the industries most notable names. With a results-driven track record across multiple facets of the industry and an MBA in International Business Management, Tyler has a wealth of experience leading teams in multi-national settings.
Before joining Storyland Studios and Storyland Consulting, he served as corporate director at SeaWorld Entertainment, overseeing $600m of revenue across 12 theme and water parks. He also led in-park revenue analysis for Cedar Fair Entertainment.
Tyler also writes a monthly column, “Rizzo Reviews” for attraction industry news platform Blooloop. Each month, he explores and takes a deep dive into some of the latest news and trends of strategy in the world of themed entertainment.
Tap here to read Tyler’s “Rizzo Reviews”.
A WORLD-CLASS RESORT, WORKING IN HARMONY WITH THE LOCAL CULTURE, COMMUNITY AND ENVIRONMENT
Storyland Studios are developing Porto Boega – a theme park driven heavily by a story that can evolve over time.
The 50-hectare Boega Island was previously a farming settlement but has been unoccupied for many years. It is located on the Minho River, along the Portuguese-Spanish border.
The island has since been left untouched but still holds a vital role in the maintenance and flow of the river. It requires management and intervention, with occupancy key to ensuring its longevity.
As part of the early stages of the project, Tyler led the in-depth feasibility study for the clients, commanding a high-level view of strategic planning, demographics and projected financial figures.
Matthew Luhn is a sought-after story supervisor, award-winning writer and director, branding consultant, and keynote speaker with over 25 years of experience creating unforgettable stories and characters. He’s an alumni of Pixar Animation Studios whose story credits include the Toy Story film franchise, Finding Nemo, Cars, Monsters, Inc., Monsters University, Up, Ratatouille, and more. As a speaker and consultant, he has served some of the world’s most well-known brands, including Google, Meta, LEGO®, Coca-Cola, Target, Sony, Apple, and many others.
While studying at CalArts, Matthew began his career as the youngest animator to work on The Simpsons. Today, he’s an international Fortune 500 storytelling consultant, award-winning writer & director, keynote speaker, branding consultant, and the author of The Best Story Wins. We welcome him as a friend of the Storyland Studios family.
Matthew was a story artist at Pixar, developing films such as Toy Story 2 and 3, Finding Nemo, Cars, Monsters, Inc., Monsters University, Up, Ratatouille, and more.
Matthew acted as story supervisor for a number of Pixar shorts and specials, including Toy Story of Terror and Toy Story That Time Forgot.
Juliane Ramadan is an accomplished art director, creative producer, designer, and creative lead in the themed entertainment Industry. She’s a results-driven leader, assessing, troubleshooting, and managing complex projects with excellence. Juliane collaborates closely with Storyland clients, creative teams, and artists to develop creative concepts, establish an overall artistic style for each project, and guide the visual direction from start to finish. Passionate about creating world-class guest experiences for consumers around the globe, Juliane has experience working with some of the world’s most beloved entertainment brands and IPs.
Prior to her work at Storyland, Juliane was a creative producer at Paramount and a creative designer/creative manager at 31Thirteen Inc.
Juliane served as creative associate/producer for Super Nintendo World at Universal Studios Hollywood, where she provided concept design and illustration for the overall land, and show set package illustration for the Mario Kart: Bowser’s Challenge attraction.
Juliane acted as creative producer and illustrator for the wall mural inside Maria & Enzo’s Ristorante at Disney Springs in Lake Buena Vista, Florida. The large mural was digitally illustrated and rendered to fit within the restaurant.
As a creative associate, Juliane provided concept design and illustration for The Edison, a restaurant located at Disney Springs in Lake Buena Vista, Florida.
With over 20 years of experience in commercial interior design, Danielle Mercado is a seasoned professional known for her creative approach and leadership roles in Storyland’s Spatial Storytelling projects. As a Certified Interior Designer in California (CID) and a National Council for Interior Design Qualification (NCIDQ) certificate holder, she brings expertise and credibility to her work. She oversees interior design projects throughout the project life cycle, from concept to opening day.
Danielle has led numerous successful projects specializing in story-driven design, transforming spaces with a unique blend of innovation and purpose. She holds an Associate of Arts degree from the Interior Design Institute in Newport Beach, California.
Danielle led the interior design team in providing design, graphics, and theming for the public spaces at the new, state-of-the-art facility in Bethany, Oklahoma.
Kelsey Sibal serves as both the director of production and senior project manager at Storyland Studios and PlainJoe Studios. She helps bring her client’s ideas and stories to life in three dimensions: branding, digital, and environments.
In her role as director of production, she oversees the project management team as well as overall studio resource allocation. As senior project manager, she’s managed more than forty successful projects across all studio disciplines (branding, digital, environmental design, architecture, and custom fabrication) and with varying ranges of complexity and scale of budget, scope and schedule.
Prior to Storyland, Kelsey worked as a Water Rescue/Project Manager for Amphibious Medics helping to run large scale events such as Tough Mudder, Color Run and Spartan Races around the country. Kelsey graduated from Cal State San Bernardino with a degree in Business Marketing.
Prior to joining Storyland, Shawn was the national brand strategy and brand management lead at Kaiser Permanente, a multibillion-dollar health care provider and not-for-profit health plan serving over 10 million members nationwide. He has 20+ years of multi-category brand building experience from strategy to creative direction working on both the agency and client sides of the business. Shawn is a specialist in corporate brand strategy and brand culture development and the co-creator of the Personality Profile Framework, an organizational psychology-based management tool used by hundreds of organizations in the United States.
Shawn began his career as a brand identity designer, graduating with honors from the Art Institute of Fort Lauderdale and the AIGA Executive Management Program for Creative Leaders at Yale University.
Shawn takes great pleasure in teaching what he knows and encouraging others. He is dedicated to learning and interested in forging true partnerships with those alongside whom he works and serves.
Tyler brings a wealth of experience – over twenty one years – working in the entertainment industry to bear leading projects at Storyland Studios. Prior to joining the SLS team, Tyler worked in various roles at Thinkwell Group in the media, project management and project development departments and has been involved in many signature, global Thinkwell Group projects, including the Google Customer Experience Center in Redwood City, CA, the Jaguar Land Rover Brand Experience Centre, Ski Dubai: Snowfari, and The Hunger Games: The Exhibition. His career has developed through both themed and on-screen entertainment, working as a Show Producer creating blockbuster traveling exhibitions, running promotional events for major entertainment brands, and as a freelance Film/Television/Commercial production professional.
Matt Molsberry, AIA, NCARB serves Storyland Studios as a Principal Architect from PlainJoe Studios Architecture, where he oversees the master planning, design, and development of innovative, immersive environments and themed spaces. Previously, he served at Chevlin-Molsberry Architects and Visioneering Studios where he emerged as one of the leading church architects in the nation, serving as the Principal Architect on teams that won multiple Solomon Awards for “Best Church Architect.” Matt is a CalPoly alumnus, and his design studies included a focus on VR and Augmented Reality. Matt cut his teeth at AECOM (the world’s largest architecture & engineering firm) where he was part of multiple architectural teams for various projects and attractions at Warner Brothers Movie World (now Parque Warner) in Madrid, Spain, Disney’s California Adventure, and Disneyland.
Prior to joining Storyland Studios, Joe worked in the automotive and entertainment industry including Primedia Inc., Kelley Blue Book, and Foreshock. He has creatively lead digital campaigns for Sony PlayStation, MotorTrend, Kawasaki and Bosch. With a degree in Graphic Design from Chapman University, his background experience includes development of UX strategies and innovative user experiences across a range of digital channels and platforms advocating on user-centric solutions. He is passionate about technology and actively stays in-tuned with the latest digital trends. Today Joe leads the interactive team at Storyland Studios and PlainJoe Studios, occasionally finding time to help with design and development.
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:
From this process, a BIG IDEA emerges: the heart of the story and our guide through the rest of the design process.
