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.
We exist because redemptive storytelling transforms lives.
During the industrial revolution, storytelling was siloed into entertainment. We are now redeeming it as a unifying cultural force across all parts of life. Redemptive storytelling brings people together, restores purpose, and changes lives.
We're Storytellers that Lift the Spirit
To co-create a world that could and should be through the power of storytelling.
Peter McGowan is President, CEO, and 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 STORY TECHNOLOGY COMPANY DELIVERING NEXT GENERATION CHARACTER RIGGING SOLUTIONS DELIVERING FEATURE FILM QUALITY IN REAL TIME FOR PRODUCTION, GAMING SYSTEMS AND AI.
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 animation, 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.
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.
CRAFTING A STORY-DRIVEN ADVENTURE DESTINATION ON THE RED SEA
Storyland Studios partnered with Red Sea Global as landscape architect and experience designer for ADRENA, an integrated adventure destination on the Red Sea coast. Mel and the Storyland team worked across master planning, landscape design, water features, pools, hardscape, and specialist attraction components from concept design through IFC to shape a story-driven environment built around the themes of Mind, Body, and Spirit, calling guests to Curiosity, Action, and Connection.
From wave pool attractions and adventure courses to beach experiences and underwater exploration, Storyland designed a diverse collection of experiences that connect guests to the sea, the landscape, and each other. The team developed the project in Revit, modeling landscape, seawater processing systems, and underground utilities in BIM to coordinate design, engineering, and construction across the project. By combining narrative thinking, technical landscape design, and BIM coordination, Storyland helped translate an ambitious concept into a cohesive built destination that blends adventure, environment, and immersive storytelling.
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.
Tom McGlinchey, CMA serves as Chief Financial Officer for Storyland Studios and PlainJoe, where he stewards the financial strategy, budgeting, and fiscal discipline that keep the studio’s creative work grounded and sustainable. A Certified Management Accountant with a heart for non-profits and a talent for making budgets make sense, Tom brings decades of financial leadership to a team built on turning ambitious stories into real, buildable places.
Tom’s career began at the Disneyland Resort, where he spent nearly a decade in finance, rising from Accountant to Business Manager and developing an early appreciation for the business behind world-class guest experiences. That foundation carried him into nearly twenty years as Chief Financial Officer of Provision Ministry Group, followed by leadership roles as President of the Co:Mission Foundation and, most recently, Executive Vice President and Vice President for Business & Finance at Hope International University, where he also taught the next generation as an Adjunct Associate Professor.
Today, alongside his role at Storyland Studios, Tom serves as Treasurer of Ozone Story Tech and continues to advise organizations as a consulting CFO seeking clarity and confidence in their numbers. He earned his MBA from UCLA’s Anderson School of Management and his BA in Business Administration and Accounting from California State University, Fullerton.
As Chief Operating Officer, Dale Borgen leads the strategic and operational growth of Storyland Studios as it creates spatial, interactive, and strategic storytelling experiences that lift the Spirit. With a passion for creativity and strategy, he drives the studio’s growth by aligning long-term goals with its mission and championing the visionary leadership of Peter and Mel McGowan.
Dale brings decades of vocational ministry experience to the table and a long-standing partnership with PlainJoe, a Storyland Studio, uniquely positioning him to champion cause-driven initiatives while guiding 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.
Adam Moore is Vice President of Story at Storyland Studios, where he helps shape the narrative and emotional foundations of immersive experiences, working across disciplines to ensure that story remains at the heart of the creative process.
Before joining Storyland, Adam was a senior leader at Walt Disney Animation Studios, where he managed teams of artists and technical directors working on feature animation. Previously, he served as Chair of the Department of Cinematic Arts at California State University, Long Beach, leading one of the largest film programs in the country while teaching screenwriting and developing the next generation of storytellers.
Adam’s career has spanned film, television, animation, interactive media, education, and experiential storytelling. A graduate of the American Film Institute’s MFA Screenwriting program, his credits include writing and producing the television series The Pinkertons.
A lifelong believer in the power of story, Adam has been dreaming up worlds since childhood, when he spent hours designing theme parks on enormous sheets of paper and building them out of LEGO. Today, he gets to do it for a living.
Johnny Davis takes great joy in the connection between his love of experiencing stories and his calling to create them. His goal is to design experiences that elicit an emotional response, be it profound connection, sheer joy, or a call to action.
At Storyland Studios, Johnny lives out this mission as he guides projects through all phases of design, from concept to completion. Some of these projects include Poverty Encounter (THEA award), Avengers S.T.A.T.I.O.N., Las Vegas Mob Experience at the Tropicana Hotel and Casino, and the Wings Over Israel flight-simulating theatrical experience in San Diego.
Prior to his time with Storyland, Johnny worked at Designworks as the concept lead for Pretend City Children’s Museum in Orange County, San Diego Children’s Art Museum, and West Virginia State Museum of Culture and History. He attended Mira Costa College and San Francisco’s Academy of Art University, earning a B.A. in Illustration with a focus on character animation, and mentoring under Conrad Vernon (director of Shrek 2 and voice of “Gingy” for Dreamworks Animation).
Johnny loves making memories with his three kids and his wife, and those experiences are what ultimately fill his imagination and fuel his design. He strives to be the best husband and father he can be, considers himself a theme park junkie, and is a magnificent kitbasher on the side.
Ed McGowan is an experienced Creative Lead with over 25 years of expertise in multiple industries, including themed entertainment. He’s equipped with a multifaceted design proficiency and a comprehensive skill set, including branding, interactive, and spatial thematic experience. Prior to his work at Storyland, Ed provided design direction at Primedia Group.
Ed provided branding and development work for Kebulania, a Nollywood studio city planned for the film industry in Lagos, Nigeria.
For Catalyst Houston, an upscale, high-rise condominium complex in Houston, Texas, Ed provided design and digital experience support.
Ed worked to develop the physical and web experience for Glen Ivy Hot Springs, located in Temescal Valley, California.
Ed acted as web designer for Museum of the Bible in Washington, D.C.
Bryce Reyes serves as a Creative Lead at Storyland Studios, bringing storytelling, design, creative, and strategic experience to client projects from a variety of industries. Bryce’s 14 years of experience on the Storyland team, plus a varied professional background in graphic and brand design, have made him well-versed in communicating branding in various dimensions, including strategic, interactive, and spatial. From large-scale architectural projects to cafes, web environments to apps, and church branding to sports design, Bryce leverages his diverse range of creative expertise to drive excellence across Storyland’s multidisciplinary, multi-industry projects.
When he’s not immersed in design or creative development, Bryce enjoys spending time with his kids.
As Storyland’s Associate Art Director, Desiree Lukowiak wears many hats. She acts as a creative lead, determining the creative vision of each project and overseeing our design teams from concept to final renders. When she’s not leading a project’s creative direction, Desiree leverages her 12 years of design experience and seven years in themed entertainment to support other projects through narrative design, research, and environmental graphic design.
Prior to Storyland, Desiree was a member of the creative team at Saddleback Church, supporting the main campus and 17 satellite campuses worldwide. When she’s not at work, she volunteers as the leader of a team of D&D Dungeon Masters who run a living campaign at her local game store. She loves playing board games with friends and family, attending Renaissance faires, and going to conventions to celebrate her favorite shows and hobbies.
Desiree served as creative director for the revamp of the LEGOLAND® Christmas Experience.
As art director, Desiree oversaw creative for the Museum of the Bible’s Scripture and Science exhibit.
Desiree was the creative lead for Anime Expo’s visual storytelling experience, where she oversaw the creation of the event’s wayfinding system, event branding, and merchandising.
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.
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.
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 18 years of experience in themed entertainment and architecture, Kirk is a seasoned concept artist specializing in creating immersive, visually compelling environments. Throughout his career, he has collaborated with leading design teams to bring imaginative worlds to life, blending artistic vision with architectural precision. His expertise spans from theme park attractions to large-scale architectural projects, making them adept at designing spaces that engage, inspire, and transport audiences into unforgettable experiences.
Launch Pointe
A lakeside recreation destination and RV park in Lake Elsinore, California, reviving the lake as a hub for outdoor and extreme sports. The work drew on concept design and art direction to shape its environments and a visual identity inspired by mid-century American resort towns.
Libertyland
A story-driven theme park and mixed-use destination near Mount Rushmore in Rapid City, South Dakota, built around the American journey. Bringing it to life called for concept design, art direction, 3D modeling, and rendering across its immersive environments and attractions.
Red Sea Global
A story-driven coastal destination on the Red Sea, where extreme sports, immersive discovery, and relaxed luxury meet. Realizing it drew on concept design, 3D modeling, art rendering, and close design coordination from early concept through delivery.
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.
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.
Art Velasco is a Senior Architectural Project Manager and Team Lead at Storyland Studios, bringing 36 years of experience guiding architectural projects from first vision to finished space. His expertise spans every stage of the process, including master planning, design development, construction documents, entitlements, and construction administration, paired with a gift for keeping complex projects on track and teams aligned.
Before joining Storyland, Art spent 17 years at Visioneering Studios as Senior Project Manager and Director of QA/QC, where he safeguarded the quality and precision behind a broad range of architectural and immersive work. Earlier in his career, he served nearly two decades as Senior Project Manager at John Bates & Associates, managing a wide variety of projects from the ground up. Across 36 years in the field, he has built his career on turning ambitious ideas into buildable, lasting, and memorable places.
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.
Kelsey Sibal is Vice President of Project Delivery at Storyland Studios. She helps bring client’s ideas and stories to life across our three dimensions of Storytelling through digital, strategy, and spatial projects.
Leading the project management team as well as overall studio resource allocation, to date she’s successfully managed over forty projects across all the studio’s disciplines. She masterfully conducts projects of varying complexities in scale, 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 across the US.
Anthony Siwajian, Director of Project Management, arrived at Storyland Studios after adventuring through many industries. With a PMP credential and a background in creative writing and mathematics, he has collected valuable skills from analyzing heartbeat data to custom web development. As he managed projects throughout his career, he has found a love for bringing agile methodologies to both technical and creative teams.
His pursuits creatively led him to writing pieces for art installations, along with his own book. But he truly felt at home when he worked with teams of developers and creatives to bring experiences to life while actively bringing to peace in even the most chaotic situations.
Anthony is an avid gamer and has visited many realms, from the boots of a Halfling rogue in Norrath to the forest moon of Endor as a lightsaber wielding Jawa. On the weekends, he loves to hike with his wife and take road trips to whimsical destinations across the West Coast.
Ever since his first trip to Orlando at the age of ten, Jonathan as held a deep passion for Theme Parks and Themed Entertainment. He has spent the last decade working in the themed entertainment industry in roles that cover executive production, project management and business development for a number of exciting companies.
To date, Jonathan has worked on attraction design & build projects with Walt Disney Imagineering, Merlin Entertainments, The LEGO Group, Warner Bros, Qiddiya, EMAAR Entertainment, Europa-Park and many more. Jonathan also served as a board member for the Themed Entertainment Association (TEA)’s EME division between 2013 and 2019.
Jonathan brings with him a strong knowledge of thematic design and fabrication, a large network of industry partners, consultants and vendors, as well as extensive experience working across all attraction project stages, managing both creative and build teams from RFP through to installation. This is all mixed with a ton of passion and boundless enthusiasm for the creation of immersive themed experiences.
Simworx-Robocoaster AGV
With experience in developing theme parks, attractions, guest experiences, VR/AR/XR, digital media, and interactive gaming projects, Adam Booth helps to make Storyland client projects a reality. His background in architecture and construction enables him to bring a holistic perspective to any endeavor. Adam is also knowledgeable and experienced in sustainability, an essential area of expertise for any themed environment development.
For over 15 years, Adam has worked on location-based entertainment projects for some of the industry’s biggest names. Before joining the Storyland team, he served as a project producer at Katapult and in multiple roles at Simworx, including design, art direction, product development, and project management. He holds a Foundation Degree in Construction with Architecture from Staffordshire University.
Adam is the project manager for this ecological site in Portugal, which requires interventions and sustainable planning to meet the environmental needs of the project.
Adam was involved in the rollout and continuous product development of six National Geographic VR and interactive media attractions worldwide, including in China, Mexico, and GCC, from concept to installation.
Adam led a team of engineers and designers to take the product from proof-of-concept to market as an industry-ready product.
Adam acted as Principal Designer for CBeebies Land design and development, located at England’s Alton Towers Theme Park.
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.
Brendan is a seasoned Product Manager and Custom App Developer at Storyland Studios. With a focus on digital transformation, he has led projects in iOS app development, learning management systems, and custom software solutions. Brendan has partnered with organizations like Wycliffe, Navigators, and BRAVE Church, where he oversaw large-scale live events, CRM systems, and technology solutions.
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 digital team at Storyland Studios, occasionally finding time to help with design and development.
As an Executive Producer at Storyland Studios, Joshua Smith leverages his 15+ years of experience in brand marketing and product development to create immersive and engaging stories that uplift the spirit. He has a passion for digital product development, assisting in workshops and leading innovative solutions that businesses require to tackle increasingly complex challenges.
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.
Blake Ryan is a Principal 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.
Sean is an experienced Business Development guy and Marketeer with 15 years in creative industries. Sean started his career at leading Ad agencies in London and Leeds in the UK, managing several high-profile accounts, working with retailers, brands, and I.P. to develop their experiential strategies, customer journey, creative campaigns, and guidelines.
He stumbled into the themed entertainment industry in 2017 as Business Development Lead for a global design and fabrication firm working across theme parks, attractions, FECs, visitor centres and heritage sites. This is where he fell in love with storytelling, alongside the creativity and innovation this industry offers. His true passion is in serving his clients, as well as doing what he can to support in the development of the themed entertainment industry globally.
Sean has been with Storyland Studios International since 2021 and is responsible for securing Storyland’s UK and European projects, and maintaining proposals, contracts, and clientele for Storyland Studios global business.
Marie Rayner serves as Head of Bids and Sustainability Lead at Storyland Studios, where she sets projects up for success from the very start. She supports the studio’s bidding and contract function, collaborating with internal teams on project methodologies and contract terms so that every engagement begins on solid footing.
As sustainability lead, Marie pairs extensive ESG expertise with a genuine passion and commitment to sustainability. With years of experience examining sustainability in the built environment, she has witnessed firsthand the shift toward green thinking and how it translates into real projects and shareable best practices. She has a keen interest in furthering the sustainability of the industry, working alongside the studio’s design teams and drawing on her wider sustainability network to move the work forward.
Before joining Storyland Studios, Marie spent five years at Senator Group as Head of Bids and Contracts, shaping both the commercial and sustainability sides of the business.
Phil spent 20 years in executive and leadership roles across organizations of all sizes, while simultaneously developing leaders around the country through individual coaching and teaching conferences. He is a published author on executive leadership and team development. Phil now spends most of his time helping organizations tell their stories more effectively at Storyland Studios. He has been married for over 25 years and has three kids, two grandchildren, and two cats.
Email him at phil@storylandstudios.com
Nathan Michael Smith is a seasoned digital marketer with years of experience in marketing at Storyland. He’s had the privilege of traveling the world while attaining his Bachelor’s degree in Communication, learning from several former Walt Disney alumni along the way.
In his role, Nathan shares the unique stories from Storyland’s twenty-five year history both externally through social platforms and internally among his team. Having previously worked in guest relations, he’s developed a love for connecting and relating with people. As a digital marketing enthusiast, Nathan is passionate about helping companies achieve their goals through attractive content and creative campaigns.
Beyond his professional life, Nathan enjoys taking trips with his wife, spending time pouring into the next generation, and offering support and encouragement to their respective journeys.
Raquel Ryan has been part of the Storyland team since 2013 and has had the privilege of supporting the company’s growth for more than a decade.
Throughout her time at Storyland, she has worn many hats, contributing across areas including People Strategy, project management, risk management, and company events. Today, she partners closely with employees and leaders across the organization on recruiting, employee development, compensation, benefits, compliance, and employee experience.
Raquel enjoys the variety that comes with her role and the opportunity to support both employees and leaders throughout their Storyland journey. She especially enjoys welcoming new Storylanders to the team, getting to know the people behind the work, and planning company events and gatherings that bring everyone together. For her, some of the best moments happen when people connect, build relationships, and create memories beyond their day-to-day work.
When she’s not working, you’ll likely find her planning her next adventure, exploring new places, or spending time with family and friends.
Ben Thompson is an experienced business leader with a 25-year track record in growth, strategy, marketing and new business development across entertainment, retail and experiential destinations. His career includes senior leadership roles at Mars Inc., The Walt Disney Company and Merlin Entertainments, where he led the launches of four LEGOLAND® parks, more than 40 attractions and new brands including The Bear Grylls Adventure, Little BIG City and Peppa Pig World of Play.
After founding his own successful strategy consultancy in 2018, Ben joined Storyland Studios in 2020 to lead its international business and global IP partnerships, including its relationship with Ubisoft Entertainment. He subsequently founded Storyland Locations, the development arm of Storyland Group, focused on creating, financing and delivering major IP-led visitor attractions and destination-based experiences. Across his career, Ben has helped generate more than $100 million in value for IP and commercial partners.
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.
Madame Tussauds
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.
Robin Riley is the CEO of Ozone 3D, a sister company to Storyland Studios. She leads every aspect of the business, from go-to-market strategy to business planning, capital raise efforts, and organizational development.
Robin brings extensive experience as a chief strategist and senior executive for large-scale non-profit organizations. She specializes in organizational inflection points, turnarounds, and crisis management that require realignment from the ground up.
Rich Hurrey is a 25+ year veteran in the Animation / VFX Industry, spending over fifteen years as a Character TD. He is passionate and skillful in modeling, rigging, teaching, and team-building.
He is grateful beyond measure to be on this journey with his amazing wife and two incredible children.
Brad Abare convenes, facilitates, and leads disparate and diverse teams to create clarity, common ground, and shared purpose. For over 20 years, Brad has come alongside hundreds of organizations—large and small—helping executive teams in areas such as organizational identity, culture, strategy, development, communication, and future planning. Brad has decades of experience in management, including roles as founder, board chair, director, chief of staff, VP, and CEO. An entrepreneur with a knack for failure, Brad has an Executive Masters in Change from INSEAD (Singapore), with an emphasis on consulting and coaching.
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, then joined Storyland Studios in 2020.
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.
Kai has a passion for telling stories at the intersection of physical space and virtual presence. Growing up in sunny southern California where Hollywood storytelling is at its peak, Kai has an aptitude for leading constructive conversations with companies all over the world that increase both brand recognition and user engagement.
He has developed a wide range of projects that span from Physical Interactive Kiosks to Facebook’s Oculus VR Development to IOS & Web Apps. His design and development background allows him to speak intelligently as design teams hand practical assets to software engineers. Since his start at Storyland, Kai has since moved to work with our sister company, Ozone, designing and managing the product’s UX. If the idea has a moving pixel, Kai has helped bring it to life.
When the work day comes to a close, he enjoys making memories with his wife Kasey and their two kids. For added fun, you can catch Kai surfing on the weekends just south of Newport Beach, CA.
Kem elevates key messaging threads and leadership cues to minimize change turbulence, bring people together, and increase productive outcomes. She’s known for her unique ability to eliminate the unnecessary complexity that sabotages effective work.
She brings three decades of experience making organizational communications work in small business, big business, non-profits, tech, finance, PR, marketing, schools, churches, arts, B2B, C2B, and more. Kem empty nests with her husband, Mark, and a couple of cats even dog lovers can’t resist. Kem and Mark have three kids and two grandkids scattered across the midwest.
Ubong Eton is a Digital Storyteller and Technologist at Storyland Studios, working at the intersection of narrative design and technical execution. He shapes how the Studio’s stories are told across digital platforms while engineering interactive and digital experiences for clients. Combining a foundation in information technology with creative content production, Ubong bridges technical infrastructure, digital systems, and visual storytelling—translating complex projects and spatial experiences into high-impact digital narratives for audiences worldwide.
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.
