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.

Attractions Expert Q&A: Mel McGowan | Tap here to read.

Mel’s Projects

Poverty Encounter

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.

Libertyland USA

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.

Tap here to learn more!

Storyville Gardens

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.

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GAMING & ESPORTS DISTRICT – QIDDIYA

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.

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.

Jeff’s Projects at Previous Firms

Universal Studios Beijing

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.

Warner Bros. World™ Abu Dhabi

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.

Hotel Miracosta

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.

Waldorf Astoria Monarch Beach 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.

Cuffy’s Boardwalk

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.

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.

Rob’s Projects At Previous Firms

Disneyland Resort – Fantasy Faire

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.

Parque Warner Madrid

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.

Motiongate

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.

Aulani Resort

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.

Disneyland Resort Hotel

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.

Rio Resort

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.

Kevin’s Projects At Previous Firms

Universal’s Epic Universe – Dark 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.

Disneyland Park – Galaxy’s Edge

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.

Disneyland Park – Frontierland Expansion

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 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’s Projects

Bethany Children’s Health Center

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.

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.