Trinity Florida site, designed to redefine North Tampa community as Florida’s ‘Sports Coast’, revealed in massive multi-use lifestyle development project announced at IAAPA 2024 Expo in Orlando.

Plans for the nation’s largest sports entertainment community development were announced at the 2024 IAAPA conference in Orlando. It’s a place designed for thousands of fans, teams and families to cheer, compete and make legendary memories on nearly 800+ acres in Florida’s Pasco, County. Known simply as “Trinity”, the project will blend sports entertainment, arts, and health focused facilities and amenities into a sustainable lifestyle community themed and designed by Storyland Studios. The project design was announced today at the IAAPA Expo, an annual conference of attraction professionals, experience craftsman and suppliers with members in more than 100 countries.

Storyland Studios has envisioned indoor and outdoor sports stadiums, arenas, complexes, professional fields and recreational spaces that compliment a mixed-use landscape complete with hotels, retail centers, an arts and theatre district, restaurants, medical centers, and residential developments in an area six-and-a-half times the size of Orlando’s Disney Springs. While still in pre-development, “Trinity” will be the largest community land development project in the United States.

“A story is waiting to be shared here by athletes, coaches, teams and the families that will gather on these acres from across the country,” said Matt Ferguson, Storyland Studios Chief Innovation Officer. “Professional, collegiate, amateur and community athletes will have world-class facilities in which to compete, train, work and play here in pursuit of their dreams, with all the support facilities necessary to see those dreams become everlasting personal and shared family memories.”

The project’s development team at Trinity Development Initiative, Inc. (TDI), has been inspired with the help of Storyland Studios’ designers to imagine the assembled land transformed into a city center supporting the ‘Sports Coast’ identity of North Tampa through sports entertainment, art and cultural events, and a health-centered lifestyle community with attention to helping shape the body, mind and soul of the total athlete and those that support them.

“This community loves sports and the arts, and yet, it is difficult to engage in those pursuits with most of the professional and amateur facilities and venues located well outside of our area,” said Johnny Scott, CEO of TDI. “We want to give this community – one of the fastest growing in America – the very best in sports entertainment, with all the convenience of great shops, restaurants, hotels, and all the lifestyle amenities to help them live their best life here and now. Whether they are working here, competing here or finding ways to connect into the community here, this will be a destination were athletes, artists, and dreamers — and the families that support them — will always find themselves at home.”

A professional soccer stadium, an ice arena complex with five sheets of regulation and practice ice, a 7,500-seat regulation baseball stadium and amateur multi-field training complex, a basketball arena and a variety of collegiate and amateur sports venues will attract teams and spectators from around the country to Trinity for tournaments, events and games year-round. An outdoor adventure park for trail and off-road sports along with a performing arts center that will attract touring and regional art events will add to the draw and memory-making opportunities planned for Trinity.

“It’s rare to find a vision that is so intentional on serving the community that it calls home and calling others from across the country to an experience,” said Mel McGowan, Storyland Studios’ Chief Creative Officer. “The opportunity that this community has through the Trinity project to impact the region, nation and world with a place that will yield unforgettable experiences is truly transforming. We know that sports, the arts and healthy lifestyles can be inspirational, but the integration of place, design and intentionality that can point people toward a change moment in their lives derived from those elements is exceptional landscape indeed.”

The development aspires to be an example of intentional land remediation, energy and water sustainability, and an integrated county partner in providing solutions to the surrounding infrastructure of the community that build up the county and region while making little demand on existing infrastructure.

“It is important for this project fund the necessary roads, and water infrastructure, power and responsible land usage through landscaping and resource utilization design to make this development a gift to our neighbors while we attract the world to enjoy it,” said Scott. “We aspire to be carbon neutral in generating our own power, freshwater protectant in managing both fresh and wastewater resources, and good stewards of the myriad resources that have long been afforded to our beautiful county and state. This place is a gift and we intend to protect that and regift it again, and again.”

About Storyland Studios

Storyland Studios is a full-service experience design firm with offices in the US and Europe. We imagine, design, and create immersive experiences and environments that lift the Spirit. Storyland Studios team Members and Executive Leadership include alumni from The Walt Disney Company, Walt Disney lmagineering, Pixar Animation Studios, Universal Studios, and LEGOLAND® – all passionate about creating immersive storytelling experiences that shape culture and connect with people on an emotional level. storylandstudios.com

About IAAPA

IAAPA is a diverse and dynamic community of global attractions professionals. As the largest international trade association for permanently located attractions, IAAPA unifies the attractions community, connects people to learn and grow together, and strives to promote the highest professional standards for excellence and safety around the world.

Founded in 1918, IAAPA represents leading industry attractions and supplier companies, consultants, and individual members from more than 100 countries. Members include professionals from amusement parks, theme parks, attractions, water parks, resorts, family entertainment centers, zoos, aquariums, science centers, museums, cruise lines, manufacturers, and suppliers.

The association’s global headquarters and North America office are in Orlando, Florida, U.S. IAAPA also maintains offices in Brussels, Belgium; Hong Kong, China; Shanghai, China; and, Mexico City, Mexico. Visit IAAPA.org or connect through IAAPA’s social media channels.

About Trinity Development Initiative

Trinity Development Initiative, Inc. is a land development and management corporation located in Trinity, Florida currently developing the nation’s largest sports and entertainment lifestyle community just North of Tampa.

www.trinitydevelopmentinitiative.com.

Media Contacts:

Nathan Smith, Marketing Manager of Storyland Studios
(951) 735-4587
nathan@storylandstudios.com

Chris Jefferson, COO Trinity Development Initiative, Inc Media Contact
(970) 889-2009
cjefferson@trinitydevelopmentinitiative.com

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

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

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

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

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

End-to-end solutions

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

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

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

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

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

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

A multidisciplinary team

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

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

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

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

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

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

Inspired by the early days of Imagineering

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

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

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

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

Collaboration, purpose, and friendship

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

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

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

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

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

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

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

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

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

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

 

Article originally published on blooloop.com

---

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

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

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

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

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

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

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

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

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

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

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

Originally published on wltx.com

Storyland Studios, the global experience design and strategy firm comprised of former Disney Imagineering, Universal Creative and Merlin Entertainments alumni with offices and staff across the US and Europe, has become the presenting partner of the 2023 Theme Index and Museum Index Report, to be released in summer 2024.

The TEA/AECOM Theme Index and Museum Index is an annual collaboration between AECOM, an international infrastructure consulting firm, and the Themed Entertainment Association (TEA). Storyland Studios will be the presenting partner for the 2023 edition. The new edition will feature an introduction and industry review from Storyland’s Partner and Chief Strategy Officer Ben Thompson.

“The Index is the leading source for attractions attendance and insights,” Thompson said “Storyland Studios and our Storyland Consulting practice are proud to contribute to this incredibly important industry reference. Strategy and data-led insights are crucial for operators and owners to make informed decisions about their current and potential new attractions, and this report is a key foundation to much of that vital work.”

A longstanding source of industry data, this calendar-year study of global attractions attendance is free to park operators, land developers and the travel industry. Top worldwide theme parks, amusement parks, water parks, museums and theme park group operators are named, ranked by attendance, and evaluated to identify industry trends.

The global market is studied as a whole, and each of its main regions is also profiled separately: Europe, Middle East & Africa (EMEA); Asia-Pacific; North America and Latin America. Information gleaned from this report is leveraged in feasibility studies, strategies, and business plans, ultimately promoting the health and growth of the themed entertainment industry.

Throughout the year, Storyland Consulting will share insights and implications from the report on its website and social media channels. The report will be available to download from the TEA, AECOM and Storyland Studios websites.

“TEA is thrilled to welcome Storyland as presenting sponsor and collaborator in the production of the 2023 Theme and Museum Index,” stated TEA Executive Director, Lindsey Nelson. “Together with our longstanding partner, AECOM, we are excited to leverage the best of all of our collective knowledge and insights, with what is sure to be an enhanced report, benefiting TEA members and the industry at large.”

“AECOM is pleased to once again bring industry insights and information to this fast evolving and growing industry.  We are excited to have Storyland as presenting partner and contributing to the production and insights,” expressed Chris Yoshii, AECOM Vice President & Global Director of Leisure and Culture Services – Asia. “Storyland’s involvement allows us to produce and distribute this high quality and timely global resource freely to the industry.”

---

About The Themed Entertainment Association

The Themed Entertainment Association (TEA) is an international non-profit association representing the world’s leading creators, developers, designers, and producers of compelling places and experiences. Our members bring the experience of engaging storytelling and entertainment to a vast number of theme parks, waterparks, museums, wildlife attractions, casinos, hotels/resorts, restaurants, retail stores, sports/performance venues, and an ever-growing list of destinations that aim to bring a higher level of visitor experiences worldwide. Visit http://www.teaconnect.org. #TEAthemeindex @tea_connect

---

About AECOM

AECOM is the world’s trusted infrastructure consulting firm, delivering professional services throughout the project lifecycle – from advisory, planning, design and engineering to program and construction management. On projects spanning transportation, buildings, water, new energy and the environment, our public- and private-sector clients trust us to solve their most complex challenges. Our teams are driven by a common purpose to deliver a better world through our unrivaled technical and digital expertise, a culture of equity, diversity and inclusion, and a commitment to environmental, social and governance priorities. See how we are delivering sustainable legacies for generations to come at aecom.com and @AECOM.

---

About Storyland Studios

Storyland Studios is a full-service strategy and design firm on a mission to imagine, design, and create immersive experiences and environments that lift the spirit. With offices in California, Atlanta, Orlando and London, its team of professionals have significant experience designing projects such as theme parks, museums, resorts, and more, around the world.

Storyland helps its clients arrive at a story-driven big idea and then shape it into narratives that resonate with guests and users across the globe. The firm’s collaborative process launches a journey through strategic storytelling to master planning and production design while aligning the creative efforts with client business goals, and providing memorable guest experiences.

---

Be amongst the first to receive the Index:

We’re still putting the finishing touches to this year’s Index. Fill in your details below and we’ll let you know when it’s ready!

 

As Walt Disney once famously said, “Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.” This quote is proven factual across the industry every season, as new capital is put in place at large and small parks worldwide.

With major investments expected to bring immediate returns and life expectancies of 30 years or longer, it is essential that decision-makers get the investment right not only for today’s audience but also for the guests who will visit “tomorrow.” Finding the balance between short-term and long-term theme park plans will likely involve the following trends in demographics

An aging population

When looking at what that guest will look like the population is increasingly senior. Especially in regions like Europe and North America. When Walt first opened Disneyland in Anaheim, California, only eight per cent of the US population was 65 or older. Today, 17.3 per cent, or nearly 57 million citizens, are 65+.

This mix is likely to continue rising rapidly over the next decade. It will ultimately level off around 22 percent by 2050. The trend is greatly accelerated in Europe. Already today, 21 percent of EU citizens are 65+. By 2050, it’s estimated that over 30 percent of the EU will be made up of “retirees.”

As median age grows, the accessibility of comfortable, low-impact activities will become necessary for attracting guests. I believe the early stages of this evolution is already in evidence in parks across the world.

In Florida, two United Parks & Entertainment properties are taking a break from building world’s-first thrill rides to drop in two less-intense family-friendly coasters. These are Phoenix Rising at Busch Gardens Tampa and Penguin Trek at SeaWorld Orlando. Drayton Manor, in England, removed its Intamin Giant Drop Tower. Instead, it announced a “family thrill coaster” as its replacement.

More accessible rides for changing theme park demographics

The target demographic for these attractions is families with young kids. However, these moderate experiences will remain options for an aging guest who may not be physically able to ride the intense thrill attractions that already dot the landscape.

Beyond family thrill coasters, incorporating attractions that include individualized pacing, comfortable seating, and less physical stress will appeal to a growing market. Beyond ride capital, I anticipate changes in overall ticketing behavior as well. There is often already a hurdle when it comes to eldest family members visiting a theme park. Requiring everyone to pay the same price, even if individual members opt out of the rides, creates friction.

In Orlando, Fun Spot takes a genius approach towards attacking this opportunity. Its current marketing copy specifically highlights their “pay-as-you-play” model, and the benefit of Grandma being able to enjoy the day without paying for rides she won’t or can’t ride. It’s akin to what streaming was meant to be a decade ago, finding a pricing plan that will maximize revenue while enabling the guest to choose what level of engagement they pay into.

 

A diverse culture

Gen Z is the most ethnically diverse generation, ever (for now). 48 per cent of Gen Z are from racial or ethnic minorities, including multi-racial families. This generation, which is rapidly entering their prime consumer years, also believe more strongly than any other generation that diversity is a driver of positive cultural change. Surveys show that 62 per cent believe increasing diversity is good for society.

In addition to their diversity, the generation is more connected and inclusive than ever before. This inclusion drives trends from media consumption to food preferences to authentic storytelling. As venues refresh or reimagine experiences, finding an approach that speaks to a multi-cultural
population will enhance the appeal of an attraction with this group.

We are seeing the beginning of this trend in demographics across the US and EU theme parks. At Efetling in the Netherlands, a teacup ride that was themed to tribal cannibalism. Monsieur Cannibale is now Sirocco, the name of the wind current that dominates the Sahara. And most famously, the Disney parks have begun the extensive refurbishment of the former Splash Mountain ride. The theming is changing from the Song of the South characters to Princess Tiana.

 

A shrinking middle class

While the median age may be growing, household income is shrinking. The definition varies depending on the view of the economist you are talking to. However, it is generally accepted that those in the middle-income bracket, or adults living in households with between two-thirds and twice the median income of $90k, or between $50-$140k, are shrinking.

In the 70’s, as many as 61 percent of adults were classified as middle income. Today that number sits at just 50 percent, and it isn’t because there are more wealthy individuals. The theme park boom seen in the 1980’s was a direct result of the unprecedented economic growth in the US, particularly for middle income families.

Inflation continues to be a drain on discretionary spending, and forecasts say that these conditions will get worse. So, the once dependable middle-class market is becoming tighter. Entertainment venues will need to recognize their strengths in the market and lean into what separates them from the competitor.

New pricing strategies and premium offerings as theme park demographics shift

For some, this will be exploring the true price/value of their offer and creating a pricing strategy that aligns with the new normal of spend. Dynamic pricing is often cited as a price increase lever. However, with proper strategy and marketing this “bad-word” can be a tool to capture the price conscious and generate demand for all budgets.

For other venues, there will be a need to continue to “premiumize” the offering in new ways.

Much like Express Passes and Cabanas have created new tiers of experiences over the last 15 years, future offerings will continue to push the separation of service level experience, allowing for higher spenders to further enhance their visits.

Major macro trends will continue to put pressure on the themed entertainment industry and challenge it in ways that will change how some places look. The successful firms will find the flexibility in addressing short-term needs with the opportunity to reshape their offering for the long-term trends.

 

Article by Tyler Rizzo, Storyland Studios

Credit Blooloop.com

Storyland Studios, the full-service experience design and strategy firm, has confirmed it has renewed its sponsorship of IAAPA, the global association for the attractions industry.

Following the firm’s presence at IAAPA Expo trade shows and summits worldwide last year, Storyland Studios has committed to supporting IAAPA with its expos, conferences, education and events – across the globe and virtually again for 2024.

“IAAPA has been instrumental in the development and growth of our business over the last several years, and we couldn’t imagine doing what we do without the support of this fantastic organization,” says Partner and Chief Strategy Officer Ben Thompson.

“Having worked across a few different industries in my career, I can tell you that there is no better trade organisation in the world than IAAPA. The culture created and maintained by the upper board of directors on the executive team and upheld by every single person who works within IAAPA both in the office and at the trade shows is exemplary.”

“Our industry is special because of this culture of collaboration, of seeing the best in people, and of continuous improvement.”

Thompson attended a number of IAAPA events throughout 2023 with members of the Storyland team, and had presence as a panel speaker and moderator at multiple summits and expos.

“IAAPA is more than just a way for us to connect. It’s a platform that promotes the sharing of knowledge. It empowers us as an industry to learn, create, and shape the best experiences for our guests and visitors”.

In November, Storyland announced two brand new theme parks whilst at exhibiting at the annual expo in Orlando; LibertylandUSA in South Dakota, and Porto Boega on the Minho River in Portugal.

Marie Rayner, the firm’s Head of Bids and Sustainability Champion, moderated the Sustainability in Attractions panel at the IAAPA Middle East Trade Summit back in January, whilst Marlene Toussaint, the firm’s Director of Business Development, will also lead a panel on creating experiences with technology trends at the IAAPA LATAM Summit in Colombia this month.

“We look forward to another year of meeting friends old and new around the world as we support IAAPA expos in the Middle East, Latin America, Asia Pacific, Europe, and, of course, North America”, concludes Thompson.

 

 

Auburn-Opelika, Ala. – Storyland Studios, the international experience design firm, has been selected to design and create an all-new interactive visitor experience for the Auburn-Opelika area in eastern Alabama.

Created in partnership with Auburn-Opelika Tourism, as well as local artists and craftspeople, this new experience will utilize innovative technologies to tell the surrounding community’s story in a fresh, unique way. Housed inside the new home of the Opelika Chamber of Commerce, the visitor experience will highlight popular features of the area to spark guest interest, drive engagement and ultimately attract visitors to the area again and again.

“We’re thrilled to be part of this new chapter in Auburn-Opelika’s story,” says Matt Ferguson, Chief Innovation Officer at Storyland Studios. “This interactive visitor experience is designed to surprise and delight guests, going beyond an information center to become an attraction in itself, inspiring people to stay longer and keep coming back to the area.”

“Auburn-Opelika is a destination of great stories,” says Robyn Bridges, President and CEO of Auburn-Opelika Tourism. “We are thrilled to work with Storyland Studios to bring to life the people and places of our community. The commitment and vision they bring to the table will showcase our authentic experiences and local legends in ways our visitors could never have imagined.”

The interactive experience will change frequently, drawing visitors back again and again. A social sharing component will encourage guests to engage and share their visit across social media. And, according to Ferguson, the experience will also have a built-in “Easter egg” component that will keep visitors guessing.

“We have some great surprises in store,” he says.

Home of Auburn University, a rich local history, and a host of attractions and recreational activities, the Auburn-Opelika area attracts a wide variety of visitors each year. Auburn University draws in a large student population annually, with a record fall enrollment of 33,015 students in 2023.

Visitors to the area also enjoy a rich culinary scene, which includes upscale restaurants and craft breweries. The area is a stop along the Robert Trent Jones Golf Trail, and sports and outdoor enthusiasts alike can find a variety of activities to engage in. The new visitor experience will also feature fan-favorite local stops, including arts and entertainment offerings.

Just eight miles down the road from Auburn University is the historic city of Opelika. The new Auburn-Opelika visitor experience aims to uncover stories of local history from this former railroad town.

“This experience will be a great way to not only discover opportunities in the Auburn-Opelika area, but also learn things you didn’t know about its history and current story.” Ferguson says.

---

Storyland Studios is a full-service experience design and strategy firm with offices in the US and Europe. We imagine, design, and create story driven experiences that lift the Spirit.

About Storyland Studios:
Established in 2001, Thea Award-winning Storyland Studios follows the design principles of the original Walt Disney Imagineers. By collaborating closely with  clients, and partnering with top IP owners, developers, and visionaries, we provide strategic design solutions that will bring your stories to life in a consistent and connected way through Experience Design, Immersive Storytelling, and Exceptional Service.

About Auburn-Opelika Tourism:
Auburn-Opelika Tourism is a non-profit service organization positively impacting our local economy and enhancing the quality of life in our community through tourism and travel. Learn more about AO Tourism at aotourism.com.

Storyland Studios, a global experience design and strategy firm comprising former Disney Imagineering, Universal Creative and Merlin Entertainments alumni with offices and staff across the US and Europe, has added Landscape Architecture practice to its studio’s integrated services.

---

Landscape architecture has long been a service Storyland includes in its master plans. For more than two decades, the firm has collaborated with external partners offering this service.

Now, Storyland also offers its own landscape architecture practice in-house. Former ima design Principal Rob Moffat, a long-time industry leader and Walt Disney Imagineering alum, has signed on to lead Storyland’s landscape architecture practice as Director of Landscape and Area Development.

Moffat brings a rich history of international experience in themed entertainment and guest experience. For nearly two decades, he has acted as a senior designer for a number of impactful, high-profile projects across some of the most well-known resorts, mixed-use developments, themed attractions and IPs in the world.

“As a witness to Rob’s personal and professional growth and leadership over more than two decades, I’m humbled and honored to work closely with him as part of the Storyland team,” says Mel McGowan, Chief Creative Officer at Storyland Studios.

“In collaboration with Rob and ima design, we’ve designed over $5 billion in projects, from some of our earliest clients to recent projects in Saudi Arabia. We’re looking forward to this new chapter. We expect the collaboration with ima and other firms to continue. There’s plenty of work to go around in these amazing projects we get to be a part of.”

“It’s exciting to be in a new sandbox,” says Moffat. “I like Storyland’s multidisciplinary nature and that’s exciting to me because I get to learn from this talented team–and I can bring what I learn to my projects.”

Current projects that Moffat is actively designing include sites in northwest Maui and at the 1000-acre Trilith Studios in Atlanta, Ga., where much of the Marvel Cinematic Universe has been filmed. He’s also working on various projects within the Kingdom of Saudi Arabia, including Qiddiya’s recently-announced e-gaming district. Other notable projects Moffat has been part of include:

Experience Design: Leave a Legacy Plaza at Walt Disney World’s EPCOT (Orlando, Fla); Motiongate, Bollywood, and Six Flags Dubai Parks and Resorts (UAE); Parque Warner Madrid (Spain)

Master Planning & Community Planning: Hamilo Coast (Nasugbu, Philippines); Glen, Ivy Hot Springs Master Plan (Temescal Valley, Calif.)

Hospitality & Hotels: Disneyland Anaheim Hotel (Anaheim, Calif.); Disney’s Aulani Vacation Village Renovation (Oahu, Hawaii); Rio Hotel and Casino (Las Vegas, Nev.); Harrah’s Resort Southern California (San Diego, Calif.); Pendry Park City (Park City, Utah); Yaamava’ Resort & Casino at San Manuel (Highland, Calif.)

Retail, Dining & Entertainment: The District at Tustin Legacy (Tustin, Calif.)

From Rural Ohio Artist to Globetrotting Landscape Architect

An Ohio native and graduate of The Ohio State University, Moffat had a childhood flair for art. In the rural area where he grew up, conventional wisdom placed artists on one of two paths: teaching or poverty. But when Moffat was first introduced to the discipline of landscape architecture in the early 90s, it was a light-bulb moment for him.

His international travels began while enrolled in university, beginning with a ten-week stint in Argentina working alongside other architects.

Along the way, Moffat was enthralled by the rich South American culture. This became the first of many international adventures as his career in themed entertainment took off.

Moffat was accepted into an internship co-op program at Walt Disney Imagineering, where he worked for over a year alongside late Imagineer John Hench on the Leave A Legacy plaza at Walt Disney World’s EPCOT Center in Orlando, Fla. He learned storyboarding, shaping scale models, and got plenty of experience sketching concepts as the project unfolded.

When his internship with Walt Disney Imagineering ended, Moffat moved on to work as a designer at EDAW (now known as AECOM), where he continued to work on numerous Disney projects. In 2003, he joined ima design.

To Moffat, guest experience isn’t exclusively tied to themed entertainment- nor does it begin at the entrance to a building or park.

“The guest’s experience starts before you get to the front door,” he says. “As a designer, I always look at the front door expanded. Where is the front door, really? It’s never really at the actual project itself.”

He believes the area development is the pre-and post-show to any story, event, or attraction.

“We have an opportunity to awaken the guests’ emotions as they experience the landscape,” Moffat says.

This is a philosophy that Moffat has employed throughout his career. Now, he’s sharing it through Storyland–a place where he feels deeply aligned.

“I enjoy working with smart, talented people,” he adds, “I’m excited because Storyland has a purpose and a vision. It aligns with my vision and purpose, so that’s really important, too.”

Moffat will work alongside Jeff Damron, renowned architect and Vice President of Master Planning and Design at Storyland Studios. Damron was associate vice principal, themed entertainment and leisure at AECOM from 2012 until 2023.

The disciplines Damron oversees at Storyland include architecture, master planning, landscape architecture, graphic design, show set design and interior design.

---

About Storyland Studios

Storyland Studios is a full-service strategy and design firm on mission to imagine, design, and create immersive experiences and environments that lift the spirit.

With offices in California, Atlanta, Orlando and London, its team of professionals have significant experience designing projects such as theme parks, museums, resorts, and more, around the world.

Storyland helps its clients arrive at a story-driven big idea and then shape it into narratives that resonate with guests and users across the globe. The firm’s collaborative process launches a journey through strategic storytelling to master planning and production design while aligning the creative efforts with client business goals, and providing memorable guest experiences.

 

Storyland Studios are delighted to announce Porto Boega, a new attraction on Boega Island in Portugal in partnership with BlueCrow Capital.

---

This 50-hectare island sits next to the border between Portugal and Spain, on the Minho River. The island was previously a farming settlement, yet has now been unoccupied for many years.

Porto Boega will immerse guests in a rich storytelling-driven world. It showcases the tale of a daring explorer from Portugal who travelled the four corners of the world aboard his enchanted flying ship in search of incredible stories to bring back home.

During his voyage, he was joined by several explorers from each of these worlds who shared a passion for adventure. Now, with his ship securely moored at Porto Boega, guests will be invited to discover these wondrous worlds that dare to be explored. Here, anything is possible, and guests will be able to live out their own amazing adventures.

Rodrigo Passarinho Gonçalves Silva, Investments Associate for BlueCrow Capital said: “We want to create something unique. Something that can not only inspire the world of today, but can also stand the test of time.”

“In a world of ‘remakes’, original ideas like this one are one in a million, and with the right team, it can become something absolutely legendary.

“We believe that Porto Boega will not only put Portugal on the map as one of the stages of the entertainment world, but will also showcase our culture and identity in a way no one has ever seen before.”

“The Minho River is along the border between Portugal and Spain, and the island sits on the Portuguese side. It’s a beautiful part of the world,” says Adam Booth, Storyland Studios Senior Project Manager working on the Porto Boega project.

“Although the beautiful location offers much to inspire and entice visitors, the island needs intervention and management, because it’s important to the river. Occupying the island is key to its longevity.”

Sean Featonby, the Head of Business Development for the UK & Europe at Storyland Studios, comments: “The collaboration with Obvious Gravity and BlueCrow on this endeavour has been truly remarkable. They have entrusted Storyland Studios with the stewardship of Boega Island, and we are honoured by this responsibility.

“I take immense pride in the remarkable efforts put forth by Adam Booth and the entire Storyland Studios team in bringing this project to fruition. Our commitment to ensuring cultural relevance in the markets we serve is unwavering, and Porto Boega on Boega Island is no exception, as it will stand as a tribute to Portuguese people, culture, and history.

“This project signifies the first world-class destination of its kind in development within the region and one that is set to contribute significantly to the European-themed entertainment industry”.

The Porto Boega project will be located one hour north of the city of Porto in Portugal, and 45 minutes south of the city of Vigo in Spain.