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.

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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.

Considered one of the preeminent concept designers and creative leaders in the Location Based Entertainment industry, Christian’s professional affiliations over the last forty years include: Google, 20th Century Fox, Illumination Entertainment, Dubai Parks & Resorts, Paramount Global, Universal Studios and The Walt Disney Company.

Christian’s Projects At Previous Firms

Shanghai Disneyland – Mickey Avenue

CREATIVE DEVELOPMENT AND CONCEPT DESIGNS FOR MICKEYAVENUE AT SHANGAHI DISNEYLAND
Mickey Avenue is located at the entrance to the park and serves as the equivalent to Main Street USA. It is one of only two Disney castle parks not to feature Main Street USA as its entrance street, Tokyo Disneyland’s World Bazaar being the other. Mickey Avenue is inspired by the personalities of Disney characters such as Mickey Mouse, Minnie Mouse, Donald Duck, and Chip’n’Dale as well as Disney PIXAR films such as Ratatouille.

The Storytellers statue, which depicts a young Walt Disney and Mickey Mouse, is at the end of Mickey Avenue and in front of the Gardens of Imagination.

Universal Islands of Adventure – Marvel Superhero Island

INITIAL CONCEPT DESIGN AND ART DIRECTION FOR THE SUPERHERO ISLAND AT UNIVERSAL ISLANDS OF ADVENTURE

Marvel Superhero Island is an area at Universal Orlando’s Islands of Adventure park in Orlando Florida that is themed after popular Marvel Comics. The area is home to four attractions – The Amazing Adventures of Spider-Man (motion-based 3D dark ride), The Incredible Hulk Coaster (launched roller coaster), Doctor Doom’s Fearfall (space shot drop tower) and Storm Force Accelatron (teacup ride).

The area is also home to various dining, merchandise and meet and greet locations.

Disneyland Paris – Frontierland

CONCEPT DESIGN SUPPORT FOR EACH ATTRACTION, RETAIL AND F&B EXPERIENCE FOR FRONTIERLAND AT DISNEYLAND PARIS

Frontierland features nine attractions, including Big Thunder Mountain (Coaster), Thunder Mesa Riverboat Landing (ferry ride), Phantom Manor (dark ride), and Frontierland Theatre, among others. The land also features a number of restaurants and shops including the Lucky Nugget Saloon and the Pueblo Trading Post.

The land has an elaborate backstory featuring the town of Thunder Mesa, founded by Henry Ravenswood to support the mining of Big Thunder Mountain.

THE ABC Studios Times Square

CREATIVE DEVELOPMENT AND CONCEPT DEVELOPMENT FOR THE ABC TIMES SQUARE STUDIO, NEW YORK STUDIO

The ABC Times Square Studio is owned by The Walt Disney Company and is best known as the home of ABC News’ Good Morning America and other ABC News programs as well as various programs on ESPN. It was inau was designed and constructed by Walt Disney Imagineering. Christian was a Concept Design Director for WDI during the project.

The studio is located on the southeastern corner of West 44th Street and Broadway in Times Square, Midtown Manhattan, New York City.

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.

*Christian completed these projects before joining Storyland Studios. All images have been sourced from the public domain and belong to their original owners.

Rick Chavez, Senior Graphic Designer at Storyland Studios, is a pro at taking graphic and theming projects from the BlueSky concept phase all the way through to construction. With over four decades of experience, Rick started his career in hand lettering and mural painting for themed and retail environments, as well as graphic design and illustration for print. He has experience in designing corporate architectural signs and graphics, fabrication and installation of graphics and signage, code and construction details, construction management, permits, and project management. 

Prior to Storyland, Rick ran a small design business specializing in entertainment, restaurant, and residential projects. He also worked for multiple design firms, including Hunt Design in Pasadena, California, where he worked on projects for The Walt Disney Company, Warner Bros., San Diego Airport, Children’s Hospital of Los Angeles, The Henry Ford, and Greenfield Village. Through Exhibit Enterprises, Rick was hired to work on the retail concourse at Staple Center. 

When he’s not working, Rick is a DJ and an avid vinyl record collector specializing in dance music. He also records music, is currently learning guitar, and mentors young DJs in the art of music selection and mixing. Rick enjoys spending time with his partner, Lucie, and his granddaughter, collecting design and illustration books, attending toy and comic conventions, and searching for the perfect tiki drink. 

Rick’s Projects at Previous Firms

Warner Bros. Movie World Madrid

Rick provided graphic design and signage for multiple locations within the Warner Bros. Movie World Madrid theme park in Madrid, Spain. 

Bowlium

Rick created the visual branding, graphic design, and signage for Bowlium, Splits Lounge, and Champ’s Arcade, located in Montclair, California. 

Children’s Hospital of Los Angeles

Rick designed signage, environmental graphics, and theming within the facilities at Children’s Hospital of Los Angeles.

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’s Projects

Boega Island

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.

Projects At Previous Firms

National Geographic Ultimate Explorers

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. 

Simworx-Robocoaster AGV

Adam led a team of engineers and designers to take the product from proof-of-concept to market as an industry-ready product. 

CBeebies Land

Adam acted as Principal Designer for CBeebies Land design and development, located at England’s Alton Towers Theme Park. 

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.

Michael is an experiential storyteller with over seventeen years of experience developing immersive experiences. Before joining the Storyland Studios team in 2006, Michael worked with various film and television productions companies, including the Jim Henson Company, where he was involved in the development of several projects centered around the Muppets as well as the Neil Gaimen scripted film, Mirrormask.

Michael has overseen the story development of more than seventy-five experience-based projects. Highlights include the Las Vegas Mob Experience at the Tropicana Hotel and Casino, the THEA award-winning Poverty Encounter, and projects based on some of the most successful intellectual properties on the planet, including Star Wars and the Marvel Cinematic Universe.

Michael is also a published author, and his fantasy-horror novel, 3point8, was a top ten finalist in the Nerdist Fantasy Novel Contest. He currently lives in Southern California with his wife and daughter and spends his free time visiting Disneyland, gaming, and devouring novels, comics, and movies.

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’s Projects

LEGOLAND® Christmas Experience

Desiree served as creative director for the revamp of the LEGOLAND® Christmas Experience.

Museum of the Bible

As art director, Desiree oversaw creative for the Museum of the Bible’s Scripture and Science exhibit.

Anime Expo

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.