Theme Park Consultant - Storyland Studios
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The development
arm of storyland
studios

SERVICES AND
SERVICE MODEL

Who We Are

Who We Are

Storyland Locations sits at the intersection of storytelling, strategy, and experiences—connecting iconic brands with destination-defining real estate, operators, and investors.

We bring brand owners and real estate developers together to build world-class, commercially successful location-based entertainment (LBE) experiences.

Like mountain guides, we chart the course between brands and the built environment.

What We Have Done

What We Have Done

We don’t just advise—we deliver. Our team have delivered over $100 million in licensing income for our IP and brand partners and over $1.2 billion in revenue from destinations developed.

Our work history includes:

  • Full-scale Theme Park launches in the USA, Japan, UAE, and S. Korea.

  • Multi-Territory FEC deals featuring world-class family brands from globally recognised entertainment companies.

  • Sports & Entertainment Districts, successfully introducing major IP partners into new entertainment, commercial and mixed-use projects.

  • Multi-City Touring deals across the USA, Europe, MENA and Latin America for world-class touring experiences.

These deals have powered IP-driven projects across theme parks, FECs, immersive exhibitions, and mixed-use destination, generating long-term brand value and dependable income streams for rights holders.

Our Two Main Client Types

Our Two Main Client Types

IP OWNERS

  • We work with IP and brand owners to identify and define the best types of experience for your properties, then negotiate agreements with top-tier developers and operators, providing access to investment and finance solutions as required.

  • Our work unlocks the potential of your brand in the real world—through themed attractions, immersive retail, themed dining, experiential hospitality, and much more.

REAL ESTATE DEVELOPERS

  • We identify the perfect entertainment program for your destination, then bring you globally recognized IP to anchor and differentiate your business.

  • We put together the combination of brand, operator, and capital as required, helping you structure viable, sustainable deals.

  • Whether your aim is increased footfall, dwell-time, media buzz, or long-term income, we deliver LBE programs that fit your market and elevate your asset.

Our Approach

Our Approach

The Arch Framework

We use a strategic framework we call ARCH to assess and deliver opportunities:

(Click each letter to learn more)

A

Audience

Who is the customer and what is the consumer segmentation?

R

Relevance

Why this IP? What settings, characters, and storylines will enhance the experience in this location?

C

Commercial Appeal

Where and how does the IP generate revenue and add brand value?

H

Handling the Delivery

Our expertise lies in structuring win-win agreements that endure creatively and commercially.

Audience

Who is the customer and what is the consumer segmentation?

OUR SOURCES OF DATA AND INSIGHT

OUR SOURCES OF DATA AND INSIGHT

PUBLICLY TRADED COMPANY RECORDS

  • Earnings calls

  • SEC filings

  • Financial disclosures from major theme park operators and related businesses

TEA/ERA GLOBAL EXPERIENCES INDEX

  • Historical industry performance

  • Decades of institutional knowledge

  • Analysing past investments

  • Expansions, and strategic shifts in the theme park sector

GUEST SENTIMENT & MARKET TRENDS

  • Insights from consumer spending patterns

  • Attendance data

  • Guest satisfaction surveys

  • Social media analytics

COMPETITIVE & OPERATIONAL BENCHMARKS

  • Comparison of key performance indicators (KPIs) across parks, regions, and business models

MACROECONOMIC & REGULATORY FACTORS

  • Interest rates

  • Inflation

  • Tourism trends

  • Government policies impacting theme park investments and operations

Decision-Making Benefits

Decision-Making Benefits

01

INVESTMENT STRATEGY

Identify high-performing business models, capital deployment and expansion opportunities, and potential acquisitions based on historical and predictive analysis.

02

REVENUE OPTIMIZATION AND PRICING

Uncover pricing, ticketing, and in-park spending trends to maximize guest value and profitability.

03

OPERATIONAL EFFICIENCY

Benchmark staffing, ride capacity, and guest flow strategies to improve park performance.

04

EXPANSION & DEVELOPMENT PLANNING

Evaluate market demand and feasibility for new attractions, hotels, and themed entertainment projects.

05

RISK MANAGEMENT & FORECASTING

Anticipate industry downturns, regulatory changes, and consumer behavior shifts to mitigate financial and operational risks.

OUR CORE SERVICES FOR IP OWNERS

OUR CORE SERVICES FOR IP OWNERS

STRATEGIC DEFINITION

We assess your IP through our 3-week ARCH process, identifying high-potential applications across the location-based entertainment landscape. We recommend specific formats, markets, developers and deal structures—pinpointing where your brand can thrive commercially and creatively.

INSPIRATION DECK

We develop a high-impact inspiration deck that brings your IP to life in some carefully selected, practical applications—experiences where we believe your brand will resonate with consumers and deliver results. This deck is designed with the benefit of our decades of experience to open doors and to build bridges with developers, operators, and investors.

REPRESENTATION

We act as your business development team in the LBE space—introducing your IP to qualified partners from our network of 500+ active development projects. We pitch, negotiate, and secure deals that drive brand value and long-term income, while safeguarding the creative integrity of your brands.

ADVISORY

We provide clear, independent advice on your current or planned LBE ventures. Whether reviewing creative proposals, commercial terms, or operating models, we offer candid guidance informed by deep industry experience and benchmarks across hundreds of real-world deals.

OUR CORE SERVICES FOR REAL ESTATE DEVELOPERS & INVESTORS

OUR CORE SERVICES FOR REAL ESTATE DEVELOPERS & INVESTORS

STRATEGIC DEFINITION

We assess your destination through a 3-week ARCH process, identifying where and how specific IPs can elevate your asset. We recommend IP typologies, categories and formats that match your audience, physical space, and commercial objectives—grounded in data, experience, and operational reality.

IP OPPORTUNITY DECK

We create a curated IP opportunity deck tailored to your destination. Our decks visualise a set of brand-driven experiences with strong consumer appeal and practical delivery pathways—ready for internal alignment, partner engagement, and next-stage feasibility.

REPRESENTATION

We engage IP and brand holders on your behalf—showcasing your development as a credible, high-potential platform and partner for their brand. We lead conversations, shape proposals, and negotiate commercial terms that align the interests of brand, operator, and developer.

ADVISORY

We act as a strategic sounding board—reviewing proposals, benchmarking deal structures, and advising on operator selection. Our goal is to help you secure commercially viable, creatively compelling experiences that integrate seamlessly into your wider development.

Market Sectors

Market Sectors

Theme Parks – Existing and in development

Family Entertainment Centres - FECs

Mixed-use Developments

Shopping Malls

Hotels and Resorts

Cruise Ships & Island Resorts

Airports

Stadia and Arenas

AREAS OF EXPERTISE

AREAS OF EXPERTISE

Strategic Ideation

Contracting & Deal Structure

Operational Strategy

Investor Relations

Staffing & Recruitment

Pricing Models

Marketing & Positioning

Barbie logo
Disney logo
Garena logo
Gearbox logo
Hasbro logo
Hello Kitty logo
Hotwheels logo
Hoyoverse logo
Krafton logo
Legendary logo
Lego Discovery Enterntainment logo
Lionsgate logo
Marvel logo
Mattel logo
Me logo
Monopoly logo
Moonton logo
NC logo
Nerf logo
Netease logo
Netflix logo
Paramount logo
Play-Doh logo
Pokemon logo
Riot Games logo
Rockstar Games logo
Sesame Streets logo
SJ logo
Sony Interactive Entertainment logo
Tetris logo
Ubisoft logo
Universal logo
Warner Bros. logo
Wemade logo
Xbox Game Studios logo
2k Logo

Subject Matter Experts

Our team and executive leadership include alumni from The Walt Disney Company, Walt Disney Imagineering, Pixar Animation Studios, Universal Creative, and Merlin Entertainments – all passionate about creating immersive storytelling experiences that shape culture and connect with people on an emotional level. 

Ben Thompson headshot
Ben Thompson
CEO, Storyland Locations
Partner
Tyler Thornberg headshot
Tyler Thornberg
Vice President of Business Development