CARNEGIE MELLON UNIVERSITY P I T T S B U R G H , P E N N S Y L VA N I A
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SEPTEMBER 17–18, 2015
T H A N K Y OU T O OUR
GL O B A L PA RT NE R S
WE LC OME TO S ATE ‘15 From the President of the Themed Entertainment Association Steve Birket, Birket Engineering
INTERNATIONAL BOARD OF DIRECTORS 2015
Steve Birket
Thank you for joining us at this special time and place. SATE was created in 2007 to provide a setting for professional dialogue about Experience Design. It has grown each year in size, quality of content, and sophistication. I have been fortunate to attend most of the SATEs, and each one has been unique and exciting. As part of TEA’s collaboration with academic institutions, helping shape the next wave of attractions industry pros, SATE convenes in the creative environment of a college campus. This year we are thrilled to be at Carnegie Mellon University, Pittsburgh. The University’s Entertainment Technology Center (ETC) embodies the intersection of technology, art, and design. Steering SATE ’15 with energy and bold vision are Co-Chairs Shirley Saldamarco of ETC and Loren Barrows of Alcorn McBride. The SATE ’15 planning began even before the curtain went down on last year’s conference. Shirley and Loren have worked hard to assemble an innovative, committed team to bring you relevant, meaningful programming.
President Birket Engineering
Melissa Townsend
Vice President The Attraction Services Company
Joanna Del Moral
VOA Associates
Michael Mercadante
Treasurer Main Street Design
Chris Conte
Secretary Electrosonic
Christine Kerr
Immediate Past President BaAM Productions
Chris Yoshii
President, Asia Pacific Division AECOM
Traci Klainer Polimeni
President, Eastern North America Division Luce Group
David Willrich
President, Europe & Middle East Division D.J. Willrich Ltd.
David Price
President, Western North America Division Price Leisure Group
David Aion
Artistic Entertainment Services
Louie Allen
Adirondack Studios
Lynn Allmandinger
Not all the content is strictly programmed, of course. Part of the “secret sauce” of TEA and of SATE is networking and dialogue: the connection that will be made, the unexpected realization, the future experience resulting from today’s people and presentations.
OASE GmbH
Tommy Bridges
ATI
Greg Combs
Walt Disney Imagineering
Gord Dorrett
Forrec Ltd.
Aram Ebben
As the themed entertainment industry continues to evolve, each SATE conference is (and must be) a fresh portrayal. This is a work of passion – and a precious opportunity. I encourage you to make the most of your time at SATE.
exp
Kathryn Griffiths Universal Creative
Philip Hartley
Philip Hartley Associates, Ltd.
Ann Hathaway Julie Moskalyk
Science North
Many, many thanks to all who helped make SATE ‘15 possible – organizers, speakers, sponsors, staff, volunteers, and attendees. You are the lifeblood of the industry!
Dale Sprague
Canyon Creative ASSOCIATE REPRESENTATIVES
Shirley Saldamarco
Entertainment Technology Center
Liz Terry
Attractions Management
PRESIDENT
THEM ED ENTERTAIN M E NT A S S OC I AT I ON
TEA SATE Team: Jennie Nevin, COO • Tammie Richards, Event Producer • Judith Rubin, PR & Media Relations Martin Palicki, Photographer • Christopher Chien, NextGen Correspondent • Joe Fox, Technical Director Michael Libby, Videographer • Stefan Lawrence, Program Design • Lynn Allmandinger, Registration & Check-in Jeri Kinney, Member Services • Linda Hamm, Bookkeeper • Marie Brennan, TEA Intern
THE DIGITAL AGENCY FOR THEMED ENTERTAINMENT
Custom Interactive 2D/3D Games & Attractions
Online Campaigns & Destination Sites
RFID & iBeacon Park Integration
Mobile Apps, Augmented Reality & Virtual Reality Apps
Our work spans across many global companies including Universal Studios, Disney, Titanic Museums, Ripley’s Museums, Guinness World Records, Smithsonian and many more.
Visit our site: www.xstudios.agency/sate or call us at 877-455-4675
T H E RU L E S A RE C H A N G I NG Buckle your seat belt, keep your hands inside the car and get ready for one amazing ride! The rules are changing and innovative, mind-blowing techniques are taking over what we used to think of as “tried and true.” Over the next two days our speakers will share thought-provoking approaches to Storytelling, changing trends in Architecture, new tools and applications that show Technology doesn’t have to be scary and blend all of these ideas to illustrate how S+A+T=E. This year’s SATE is all about the EXPERIENCE and how to move guests out of their comfort zone and transport them into a totally immersive, magical world.
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BE DISRUPTIVE CHANGE THE RULES EXPLODE THE EXPERIENCE
Lean back…press the “start” button…and allow SATE to transport you out of your comfort zone and into a new way of Experiencing the conference. Thank you for coming. We’re glad you’re here.
Shirley Saldamarco
Loren Barrows
SHIRLEY SALDAMARCO is an entrepreneur, producer and educator. As
President of Interactive Media Productions she has produced television, museum exhibits and numerous corporate programs and events such as TEDx, Unboxed and P4 Conferences. Shirley has been faculty at Carnegie Mellon University since 1990 and currently teaches at the ETC. Shirley sits on the International Board of Directors for the TEA and the NextGen Committee and is very pleased to be co-chairing SATE 2015.
LOREN BARROWS is the Director of Business Development at Alcorn
McBride Inc. She pulls from her twenty years in sales, marketing, training, and personal development to guide the company’s strategy. Loren focuses on finding solutions and helping others succeed. It’s what she enjoys best! Realizing the importance of making connections through personalized experiences, she finds herself right at home in the Themed Entertainment Industry.
D AY 1 S CH E D U L E
T H U R S D AY, S EP T EM B ER 17 , 2 0 1 5 CA R NE GIE M EL L ON U N IVERS IT Y • C H O SKY TH E ATE R 8:00 9:00 9:10 9:15 9:35 10:00 10:20 10:25 10:45 11:05 11:25 11:45 12:10 1:40 1:45 2:05 2:10 2:30 2:50 3:15 3:35 3:40 4:00 5:15 5:30 6:00
Breakfast in the Chosky Theater Foyer & Mezzanine Welcoming Remarks with Co-Chairs Shirley Saldamarco & Loren Barrows EXPERIENCE Intro with Segment Chair Cory Rouse Matt DuPlessie – Personal Experience Adam Bezark – Avoid the Penny George Nauman – The Customer Journey ARCHITECTURE Intro with Segment Chair Anthony Van Dam Matt Earnest – The Art of Extended Diversion Break (20 minutes) Tom Fo – Distortion of Time and Space Cecil D. Magpuri – Uncomfortable Shifts in Reality Anna Musun-Miller – Social Action Unleashed LUNCH (90 minutes) at Rodef Shalom Congregation (4905 Fifth Ave.) TECHNOLOGY Intro with Segment Chair Paul Kent Erik Watts – Keeping the Edge STORYTELLING Intro with Segment Chair Linda Smith Deanna Francl – Architecture Unleashed Lenny Larsen – Enabling Experiences for the Disabled Steve Birket and Paul Kent – There’s No App for This Segment Chair Panel with Q&A TEA NextGen Chair Clara Rice Break (20 minutes) “A Conversation with...Anthony Daniels” moderated by Scott Trowbridge Day 1 Wrap-up SATE Trolleys await guests for ETC Mixer departures. Hosted Reception at ETC (700 Technology Dr.) – 2 Hours
Join us for a Hosted Cocktail Reception at the CMU Entertainment Technology Center (ETC) at 700 Technology Dr.
D AY 2 S CH E D U L E
F RID AY, S EP T EM B ER 18 , 2 0 1 5 CA R N E GIE M EL L ON U N IVERS IT Y • C H O SKY TH E ATE R 8:00 9:00 9:05 9:10 9:40 10:10 10:30 10:32 10:52 10:55 11:15 11:20 11:40 12:10 1:40 1:45 2:15 2:40 2:45 3:05 3:35 3:40 4:00 4:25 4:45 5:05 5:25 5:40 6:00 7:00
Breakfast in the Chosky Theater Foyer & Mezzanine Welcoming Remarks with Co-Chairs Shirley Saldamarco & Loren Barrows TECHNOLOGY Intro with Segment Chair Paul Kent Chris Russell – The Drones are Coming Jakob Wahl – Virtual Reality in a Real Park Jesse Schell – Understanding the Impact of Virtual Reality TEA COO Jennie Nevin – Acknowledgements Break (20 minutes) STORYTELLING Intro with Segment Chair Linda Smith James Grady – Technology Unleashed EXPERIENCE Intro with Segment Chair Cory Rouse Josh Jeffery – Experience in the Age of Big Data Richard Hebert – Neuroscience...Fiction? LUNCH (90 minutes) at Rodef Shalom Congregation (4905 Fifth Ave.) Loren Barrows, Co-Chair – SATE Pitt Stops David Shoup – Life is Hilarious Bernie E. Mosher – This Laugh’s For You ARCHITECTURE Intro with Segment Chair Anthony Van Dam Tony Miceli – Waking Up the Senses Break (30 minutes) Loren Barrows, Co-Chair – SATE Pitt Stops Mark Argo – They’ve Got Some Character Josh Gorin – Evolving Guest Expectations, Evolving Theme Park Design Chris Salerno – Innovation and Emotional Connection Game Show Showdown Final Q&A with Segment Chairs and Speakers SATE Wrap-up and Special CMU Send-Off Trolleys await guest departures to Southside Works Guests dine on their own in Southside Works Closing Mixer at Claddagh Irish Pub (407 Cinema Drive) #SATEoke
Join us for a festive closing night mixer at The Claddagh Irish Pub & Restaurant (407 Cinema Drive), sponsored in part by Alcorn McBride! #SATEoke
T H A N K Y OU T O OUR
CO N F EREN C E H OST S
Timothy McNulty
AVP of Government Relations Carnegie Mellon University
Drew Davidson
Director of the Entertainment Technology Center
CMU University Staff & Student Volunteers
A CONVERSAT IO N W I T H
AN T H O N Y D A N I EL S MODERATED BY SCOTT TROWBRIDGE
“A Conversation With…Anthony Daniels, Moderated by Scott Trowbridge” will be an ‘Inside the Actors Studio’-type, onstage interview and meeting of minds between Anthony Daniels and Walt Disney Imagineering’s Scott Trowbridge who’s dedicated solely to the Star Wars franchise. They’ll share stories exploring the role of technology, how it changed, and the effect that had on the films, the rides, and museum installations. They’ll also reflect on the appeal of Star Wars in Concert to hard core fans, the opportunity it provided to widen fan base and how the use of technology and multiple media exploded the experience.
ANTHONY DANIELS ACTOR/VISITING SCHOLAR, CARNEGIE MELLON UNIVERSITY, ENTERTAINMENT TECHNOLOGY CENTER
As the iconic protocol droid, C-3PO, Anthony Daniels is the only actor to work on all seven Star Wars movies. He has been involved in numerous spin-offs of the Saga: notably The Muppet Show, Sesame Street and Disney’s Star Tours, where after 23 years, his golden character was promoted to the rank of pilot in “The Adventures Continue.” Anthony has scripted and presented for the international arena symphony spectacular, “Star Wars in Concert.” He was spokesperson for the “Art of Star Wars” exhibitions and hosted the Museum Of Science (Boston) international touring exhibition, “Where Science Meets Imagination.”
SCOTT TROWBRIDGE CREATIVE EXECUTIVE, WALT DISNEY IMAGINEERING
Scott Trowbridge is a Walt Disney Imagineering creative executive responsible for strategic concept development and integration of the Star Wars franchise across Walt Disney Parks and Resorts. As Disneyland Resort portfolio creative executive, he leads creative oversight and development of new guest experiences. Trowbridge previously managed WDI Research & Development, leveraging media and technologies to tell new stories and create innovative experiences. Additionally, he oversaw the Blue Sky Design Studio where Imagineers develop new ideas. He holds a degree in cinema from the University of Southern California.
THURSDAY, SEP TEMBER 17
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4: 00 – 5: 15
S T O RYT EL LI NG S EG M EN T C H A IR: L IN D A SMITH
LINDA B. SMITH, SATE ‘15 STORYTELLING CHAIR President, Smithink After leading marketing strategy, brand development and consumer research for a major theme park operator for 25+ years, in 2008 Linda Smith started her own strategic consulting firm, Smithink, with her husband and business partner. Working primarily now with mission-based institutions such as Missouri Botanical Garden, the Indianapolis Zoo, Georgia Aquarium and Washington University, Smithink helps develop and implement long-term strategic plans. Bringing strategic plans to life includes establishing powerful brand strategies, creating unique special events and developing new exhibits. ARCHITECTURE UNLEASHED Deanna Francl, Gensler Where are the cultural trends in storytelling going? Deanna Francl explores new trends in how storytelling is integrated into spaces and how architecture is more than a function of space and theming.
SOCIAL ACTION UNLEASHED Anna Musun-Miller, Indianapolis Zoo Anna Musun-Miller examines how to link storytelling to action, aligning an organization’s core values with the method of telling its story. How do you effectively tell a story to unleash a response? Is it a manipulation of your audience to achieve an agenda? Or is that exactly what we are trying to do? TECHNOLOGY UNLEASHED James Grady, Fathom Information Design Big data and technology have created new ways to craft narratives. How do we tease out a story from in-depth analyses of complex data? How do we extend the experience beyond the destination?
ARCH IT ECT U R E
S EG M EN T C H A IR : A N T H ON Y VAN D AM ANTHONY VAN DAM, SATE ‘15 ARCHITECTURE CHAIR Executive VP and Principal, Forrec Ltd. It didn’t take Anthony Van Dam long to know that entertainment design was his calling. Soon after he graduated from studying landscape architecture (1987), he was working for FORREC on one of the company’s longest standing client relationships, Universal Studios. Some 30 years later, he heads global business development at FORREC and coordinates the efforts of the company’s business development teams, forging lasting client relationships for brands such as Universal Studios, Everland and Chimelong Group. He also serves on the Board of the TEA Asia Pacific Division. THE ART OF EXTENDED DIVERSION Matt Earnest, Entertainment + Culture Advisors (ECA) Purpose-driven visits are exactly the opposite of what entertainment designers do. Instead, they focus on creating longer visits, extending the opportunities to linger and enriching the overall experience to make it more satisfying. By doing this, there is greater revenue potential, and more importantly, more opportunities to make a connection with visitors. Matt Earnest looks at out-of-the-box examples of extended diversions at work today.
THE DISTORTION OF TIME AND PLACE Tom Fo, WATG Transporting people out of their everyday lives into an exotic experience can leave them feeling pleasantly disoriented. By telling a story, using the architecture, landscape and onsite elements, a space can become something magical. Tom Fo, senior vice president of WATG talks about how the element of discovery is key to planning evocative properties. UNCOMFORTABLE SHIFTS IN REALITY Cecil Magpuri, Falcon’s Creative Group An examination of why the most unsettling, heart-stopping rides are always the most popular. Cecil presents his knowledge of crafting attractions of all kinds which transport guests from their imagination to their reality. WAKING UP THE SENSES Tony Miceli, Electrosonic, Inc. Aromas, sounds, music, textures and temperature changes can heighten and transform an experience. By introducing various sounds, scent, temperature changes, air flow and, in some cases, irritants can create subliminal or subconscious affects on the guest that can shape or tremendously change the experience.
T EC H N O L O G Y S EG M EN T C H A IR : PA UL KE N T
PAUL KENT, SATE ‘15 TECHNOLOGY CHAIR Senior Consultant, Electrosonic Paul Kent is with Electrosonic’s Entertainment Division and has been involved in the themed entertainment business for 30+ years, working for design and production companies as well as audiovisual and technology companies. He is a researcher of new technologies that may at some point become applicable for the industry. He brings this to the forefront working with creatives, providing technical direction to help achieve their vision on shows and media-rich environment concepts. Paul has been involved in multiple award winning projects including many Thea Award recipients. NEUROSCIENCE...FICTION? Richard Hebert, ENTI-UB Brain waves can be used to control “things” from simple alpha wave reading cats ears to racing cars. Richard Hebert will look at this whole new way of interacting with guests, including some practical demonstrations.
THE DRONES ARE COMING Chris Russell, Annenberg Foundation Chris Russell will explore he use of drone technology and how it’s changing the rules for the industry.
THERE IS NO APP FOR THIS Paul Kent, Electrosonic • Steve Birket, Birket Engineering, Inc. In our world of ease we are conditioned to think that the solution to anything may be found on the phone in our pocket, if only we have the right software application. There are areas, however, within themed entertainment where the technical challenges are too big for an iPhone.
THEY’VE GOT SOME CHARACTER! Mark Argo, Aesthetec Studio, Inc. Robots are great at performing tasks - often faster, stronger and more precise. Is this the best way to introduce a new generation of kids to robots and technology in general? In this presentation, Mark will explore the two robot projects that have bookended the past 10 years of his work, and how they have challenged his thinking on interaction design, visitor engagement and introducing kids to the world of STEM-focused education. UNDERSTANDING THE IMPACT OF VIRTUAL REALITY Jesse Schell, Schell Games Virtual Reality is not yet a mass-market platform, but it soon will be and is right on the cusp of launching. Will it succeed in the home market, and if so, with whom? Most importantly, what does this mean for location-based themed entertainment? In this talk, Jesse Schell, CEO of Schell Games and former Creative Director of the Disney Virtual Reality Studio will provide answers to these thorny questions based on his twenty years of VR experience. KEEPING THE EDGE Erik Watts, Pittsburgh Penguins Erik Watts will present an inside look at the Pittsburgh Penguins Innovation and Technology strategies which have kept them on the cutting edge both on and off the ice. We will hear about how innovation has led to success, and the unique partnerships and business practices that have been born from this environment. VIRTUAL REALITY IN A REAL PARK Jakob Wahl, Europa-Park A world premiere will be launched in September 2015: for the first time ever, guests will have the opportunity to experience virtual reality on an existing coaster. Alpenexpress VR Ride will take riders on a exciting adventure with the park’s mascot Ed Euromaus and his friends, based on the first successful MackMedia 4D movie “The Castle Secret.” Jakob Wahl will present the details and background for this new experience.
EXP ERI ENC E
S EG M EN T C H A IR : C ORY R O USE
CORY ROUSE, SATE ‘15 EXPERIENCE CHAIR Creative Director, Walt Disney Imagineering, Research & Development Cory Rouse brings 20+ years of theme park experience to his role as Creative Director for performance driven projects at Walt Disney Imagineering Research & Development. Cory has been with Walt Disney Imagineering since 2007, where he has been an integral member of the Autonomatronics division developing new and exciting ways for Disney Parks guests to meet and interact with their favorite characters. He most recently led the Legends of Frontierland: Gold Rush interactive game at the Disneyland Resort as part of the Narrative Experiences work. AVOID THE PENNY Adam Bezark, The Bezark Company What is Experience Design, really? Is it purely commercial entertainment? is it an IP branding tool, a simple marketing spinoff? Or — just maybe — can Experience Design emerge as a legitimate, inspiring art form all its own? We’ll look at what separates great emotional experiences from off-the-shelf solutions. And we’ll reveal the most important rule in experience design: Avoid The Penny EXPERIENCE IN THE AGE OF BIG DATA Joshua Jeffery, Google As technology continues to expand its presence in our day-to-day lives, guest expectations for technology are rapidly evolving. Learn how Google’s Experience Centers Team handles this challenge by approaching the design process differently, and what it could mean for traditional location-based entertainment companies.
PERSONAL EXPERIENCE Matt DuPlessie, 5 Wits Productions As technology develops at an increasing rate, we have unprecedented opportunities to give guests a first person, tailored experience – where they are not passive observers but active participants determining their own fate. Our challenge is to make it real to the guest. THE CUSTOMER JOURNEY George Nauman, Chute Gerdeman Where does it all begin? George Nauman will describe where it all begins and how to disrupt, engage and influence the customer journey through immersive sensory experiences.
EVOLVING GUEST EXPECTATIONS, EVOLVING THEME PARK DESIGN Josh Gorin, Walt Disney Imagineering Today’s consumers have limitless entertainment options that can be personalized and delivered on-demand… anytime… anywhere. Walt Disney Imagineering’s Josh Gorin will explore how the rapidly changing digital landscape influences guest perceptions and how themed entertainment design can evolve to meet (and exceed!) their expectations. LIFE IS HILARIOUS David Shoup, Freedom Personal Development You’re in the business of creating amazing experiences for others. But what about you? It’s important to craft your ride of life in a way that achieves work-life harmony and happiness. David Shoup will inspire you to reflect on perspective and attitude to help reduce your stress. This presentation is all about you and creating your own amazing experience! THIS LAUGH’S FOR YOU Bernie Mosher We’ve all heard that laughter is the best medicine. When was your last big belly laugh? Learn about Laughter Yoga, a unique exercise regime that combines laughter exercises with yoga breathing. So simple, so fun, so incredibly good for you…so why not? Then join Bernie Mosher during the break to experience Laughter Yoga first hand - you’ll be glad you did! (Limited to the first 30 guests) ENABLING EXPERIENCES FOR THE DISABLED Lenny Larsen, Next Generation Creative Group Can we go beyond merely providing access and truly enable disabled guests to engage with the experiences we create? This session will explore some outstanding examples of true accessibility, share a typical theme park visit from the perspective of a wheelchair-bound guest, and most importantly, open the floor for what should be an enlightening discussion exploring how we can better enable all of our guests. INNOVATION & EMOTIONAL CONNECTION: INGREDIENTS TO KENNYWOOD’S SUCCESS Chris Salerno, Kennywood Christopher Salerno is a veteran hospitality professional who has held executive-level sales and marketing positions with some of the hospitality industry leaders including: Six Flags Inc., Dorney Park, Caesars World Inc., Starwood Hotels and Great Wolf Resorts. Chris is experienced in all aspects of marketing and selling themed entertainment experiences including advertising, promotions, sponsorship, public relations, as well as implementing targeted sales programs to generate business from niche audiences. Chris serves as Director of Sales and Marketing for Kennywood Park, Pittsburgh’s iconic amusement park. Kennywood, which celebrated is its 118th year of continuous operation in 2015, is one of the country’s oldest traditional amusement park and a pioneer of the themed entertainment experience, visitor engagement and introducing kids to the world of STEM-focused education.
MARK ARGO Creative Technologist and Founder, Aesthetec Studio, Inc. Mark Argo is an artist and technologist who has worked extensively in creative applications of software, hardware and networks. His work has been exhibited internationally and has been featured in major technology magazines such as Wired and Linux Journal. In 2008, Mark co-founded Aesthetec Studio to create fun and educational interactive exhibits and products. Recent works include a major multi-touch exhibit for the Royal Ontario Museum, the “Science of Hockey” exhibit for Discovery Cube Los Angeles, and Aesthetec Studio’s first commercial product: The Little Robot Friends. ADAM J. BEZARK Founder/Creative Director, The Bezark Company With over USD $1.5 billion in produced concepts worldwide, Adam Bezark’s reputation for merging story, space and spectacle is well established. Clients of The Bezark Company, an experience design studio formed in 2010, include Walt Disney Imagineering, Universal Studios, Kennedy Space Center, Independence National Park, Cirque du Soleil and Ocean Park Hong Kong, Wanda Group and The White House. As a creative leader and consultant, Adam is credited with key roles on such shows and attractions as Terminator 2: 3D, Jurassic Park The Ride, JAWS The Ride and The Amazing Adventures of Spider-Man. STEVE BIRKET, TEA PRESIDENT Business Development Director, Birket Engineering As the International Board President of the Themed Entertainment Association, Steve Birket relishes seeing great guest experiences brought to life. At TEA he has the pleasure of knowing our industry’s best creators of compelling experiences and places. At Birket Engineering, Steve is part of technology implementation at themed sites around the world. Steve has been a performer, engineer, and manager for Universal Creative and The Walt Disney Company, and has been a Walt Disney World Entertainment cast member for 36 years.
MATTHEW DUPLESSIE Founder, 5 Wits • Product Design Instruction, Mechanical Engineering Dept., MIT After completing his Bachelor’s in mechanical engineering at MIT, Matt DuPlessie worked in Florida managing design/build projects for theme parks, museums, and aquariums. Returning to Massachusetts to earn an MBA from Harvard Business School, Matt raised private financing and founded the location-based entertainment chain 5 Wits in 2004. 5 Wits will open its 10th walk-through adventure by the end of 2015. Matt’s second company, 5 Wits Productions, was formed in 2006 to provide design/build solutions for museums, theaters, corporations, and theme parks. MATT EARNEST Co-Founder and Principal, Entertainment + Culture Advisors (ECA) ECA is a consulting practice focused on strategy and market analysis for entertainment attraction development projects. From large scale attraction resorts to entertainment anchored urban mixeduse, Matt Earnest advises clients on location based entertainment strategy, new attraction concept business planning, evaluation of potential visitor segments, attendance and pricing potential, and financial feasibility. Clients include media and IP licensors, attraction operators, real estate developers, investors, non-profit organizations, and public agencies. Project work has included assignments across North America, Europe, Middle East, and Southeast and East Asia. THOMAS FO Senior Vice President, WATG A graduate of the Southern California Institute of Architecture, Thomas Fo joined WATG in 1985 and has filled key roles on high profile gaming projects including the Venetian (Las Vegas) and Tropicana (Atlantic City). He led design efforts on major themed hotels and resorts around the globe and was senior project designer for completed Disney projects in Florida, Paris, Hong Kong and Tokyo. He recently directed design efforts on Cotai Mixed Use Entertainment Project Macau, Dalian Castle Starwood Luxury Collection, Chongming Island Resort in Shanghai; and Disney’s Aulani Resort in Hawaii.
DEANNA FRANCL, LEED® AP Brand Design Practice Area Leader, Principal, Gensler Bringing strategic insights to her work for innovative and powerful brand strategies and differentiated user experiences, Deanna Francl collaborates with teams and clients to create emotional connections and unleash the potential of a place, idea or experience. Her work has earned awards from the International Interior Design Association, American Institute of Architects and American Institute of Graphic Arts. A member of the Society for Experiential Graphic Design (SEGD), Deanna holds a B.A. from Bowling Green Street University, participated in the Duke University Executive Leadership Program, and is pursuing her MBA at Georgetown University. JOSH GORIN Executive R&D Imagineer and Creative Director of Experience Design & Integration , Walt Disney Imagineering Josh is responsible for working across Disney’s creative, technology, business, and operating teams to help invent the future of the end-to-end Disney Parks experience. For the past eleven years, Josh has brought his unique blend of creative and technical know-how to a variety of Disney theme park projects around the world. Josh is a graduate of the University of Pennsylvania with coursework in Cinema Studies, Fine Arts & Design, and Computer Science Engineering. JAMES GRADY Designer, Fathom Information Design James Grady has 15+ years’ design experience, and a Master’s in Graphic Design from Rhode Island School of Design. He has been working with Fathom for more than four years, and spent the previous 11 years at a strategic branding firm. James leads projects for such clients as the Bill & Melinda Gates Foundation, The Clinton Foundation, Google, Nike, Samsung, and Volkswagen. James enjoys regaling the other Fathomites with tales of his youth in Rhode Island and his love for ‘70s movies and pop culture.
RICHARD HEBERT Memorable Experiences Lecturer, ENTI-UB Pioneering Multimedia Engineer Richard Hebert has an extensive background in new media, having managed and/or developed more than 700 projects in the last 15 years. His roles inside a company have included developer, programmer, 3D artist, animator, analyst, project manager, director, CEO. He defined and raised the MediaLab La Salle, which is focused on AR, VR, videogames and mocap; and BLOOM, a technology center emphasizing 3D and emergent technologies. As director of BLOOM, he is now specializing in interactive installations, HCI, BCI, AR, VR, gamification, wearables and videogames. JOSHUA JEFFERY Experience Design Lead, Experience Centers Team, Google In his role with Google, Josh Jeffery focuses on creating immersive, interactive experiences for top clients. Working on a multidisciplinary team of designers and software engineers, he designs and produces experiences for a global portfolio of spaces showcasing Google’s latest products and technologies. Previously, Josh spent five years leading interactive technology for The Andy Warhol Museum in Pittsburgh, working closely with curators to augment their in-gallery interpretation experiences and presences across the web and social media. Josh has a Master of Entertainment Technology degree from Carnegie Mellon University. LENNY LARSEN CEO, Next Generation Creative Group Lenny Larsen is a seasoned executive in the entertainment industry; directing, designing, and executing compelling experiences around the world in every conceivable medium. From theatrical spectaculars and multi-billion-dollar theme parks to children’s television and cutting-edge technological innovations, Lenny has been responsible for nearly 100 projects in 27 different countries. After a catastrophic spinal cord injury in 2013 left him paralyzed from the neck down, Lenny has returned to creating entertainment and experiences with the same energy and vision as always, accompanied by a passionate advocacy for accessibility.
TONY MICELI Executive Consultant, Electrosonic Based in the Orlando office of Electrosonic, Tony Miceli collaborates with the design team, sales team, and management team, building and maintaining new client relationships, performing senior level design consulting services, and developing new business. His unique skill set includes audio system design, audio mixing, sound design and programming, media creation (audio composition, video animation, and graphics) and content creation (writing, directing and producing) and a focus on projection mapping and visual experiences. Past company affiliations include Tony Miceli Creative LLC, Universal Creative, VTI Group and Soundelux, which he co-founded. CECIL D. MAGPURI President/Chief Creative Officer, Falcon’s Creative Group The innovative Falcon’s company is known for its ability to help audiences experience the unimaginable. Founder Cecil D. Magpuri, started the design firm with the idea of a place where imaginations could soar, and his passion for quality has enabled Falcon’s to grow from humble roots to international recognition. Cecil has successfully generated a wide spectrum of work for a diverse range of high-profile clients including Chimelong Ocean Kingdom, Disney, Hard Rock, Lotte World, San Diego Zoo Safari Park, SeaWorld Parks and Entertainment, and Universal Studios.
ANNA MUSUN-MILLER Evaluation, Multimedia and Exhibit Designer, Indianapolis Zoo Anna Musun-Miller is the Evaluation, Multimedia and Exhibit Developer at the Indianapolis Zoo. When she isn’t visiting the walrus or warthogs, she develops content for site-specific games and immersive exhibit spaces, conducts research that shapes Zoo programming, and coaches staff on the implementation of Zoo brand. Anna is passionate about creating powerful guest experiences that connect people with wildlife
GEORGE NAUMAN Executive VP and CMO, Chute Gerdeman Retail design, consumer behavior and brands are ever changing – and as leader of Chute Gerdeman’s growth and innovation initiatives, that’s just the way George Nauman likes it. He possesses a remarkable ability to figure things out. George starts by asking the right questions. He probes without pushing, listens without patronizing. Then George makes insightful, intelligent connections between client goals, consumer research, emerging trends and creative resources. He develops new retail strategies and strategic partner relationships. George is the consummate consensus builder, team champion and client advocate. CHRIS RUSSELL Head of AV Systems & Technology Operations, Annenberg Foundation Chris Russell works closely with world-renowned photographers and visual storytellers at the Annenberg Space for Photography, the first solely photographic cultural destination in Los Angeles. With 15 years of extensive audio/video training, he has helped to ensure the highest quality guest experience for a wide range of companies. Chris has worked across the industry on a variety of projects ranging from development and design of 4K workflows and playback systems to multi-camera production studios and now is a trained UAV Pilot.
CHRISTOPHER SALERNO Director of Sales & Marketing, Kennywood Park Christopher Salerno is a veteran hospitality professional. Prior to joining Pittsburgh’s iconic Kennywood Park, he held executive-level sales and marketing positions with Six Flags Inc., Dorney Park, Caesars World Inc., Starwood Hotels and Great Wolf Resorts. Chris is experienced in all aspects of marketing and selling themed entertainment experiences: advertising, promotions, sponsorship, public relations, and targeted niche sales. Kennywood celebrated its 118th year of continuous operation in 2015, is one of the country’s oldest traditional amusement parks and a pioneer of the themed entertainment experience.
JESSE SCHELL CEO, Schell Games Head of a successful game design company and a Distinguished Professor of the Practice of Entertainment Technology at Carnegie Mellon University, Jesse Schell has numerous game and simulation projects for entertainment and education to his credit. He is known for his award-winning book, “The Art of Game Design: A Book of Lenses” and his talk “Beyond Facebook,” given at the 2010 DICE Summit. In 2004, MIT Technology Review named him one of the world’s Top 100 Young Innovators. Jesse was previously a Creative Director with Walt Disney Imagineering.
DAVID SHOUP Actor & Motivational Speaker As an actor, David Shoup has played everything from Captain Hook to the Sheriff of Nottingham. But his role as a speaker is his most rewarding. David’s programs - infused with humor, enthusiasm, and motivation - inspire other to maximize their potential and achieve their goals. David has traveled the world as a first class motivator. His experience includes working with the U.S. Troops in Iraq as the Morale, Welfare, and Recreation Coordinator. His clients have routinely praised his results-oriented coaching style as original, dynamic, genuine, and funny. BRIAN TIERNEY Entertainment Host, Nickelodeon Brian Tierney has performed with the Nickelodeon brand for over fourteen years. Like most of his generation, Brian’s relationship with Nickelodeon began as a kid, often getting into trouble for watching Double Dare on television, instead of sitting at the dinner table. After graduating with a BA in Theatre, from Wright State University, Brian has now hosted for Nickelodeon in theme parks, resorts, cruise lines, and live events around the globe. Whether it’s slime, pies in the face, game shows, character, improv, or fashion shows, musicals, plays, dance parties, or voice over commercial work, Brian’s goal is to create exciting and memorable experiences for the audience. JAKOB WAHL Director of Communications, Europa-Park Europa-Park is said to be the world’s largest seasonal theme park. Jacob Wahl works closely with the Mack family, which is owner of the park and Mack Rides, in the day-to-day business but also in the development of the Europa-Park resort. Previously, he was Program Manager for IAAPA Europe working from the office in Brussels. TEA honored Europa-Park in 2013 with the Thea Classic Award.
ERIK WATTS Senior Director of Technology, Pittsburgh Penguins Erik Watts attended University of Pittsburgh, DCI Technical Institute, and holds several industry certifications. Erik has been a technology professional for 20+ years, and is in his sixth year with the Pittsburgh Penguins, an NHL team. He was responsible for the design and architecture behind many of the leading edge technologies featured in the arena today, and is responsible for bringing new initiatives that keep the arena fresh, and the fans engaged. Erik resides in Orlando with his family.
Canadian Museum for Human Rights - Winnipeg, Manitoba Photo courtesy CMHR
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The TEA (Themed Entertainment Association) is an international non-profit alliance founded in 1991 and based in Burbank, California. TEA’s 1,000 members represent some 7,500 creative specialists, from architects to designers, technical specialists to master planners, scenic fabricators to artists, and builders to feasibility analysts located in 40 countries and creating projects worldwide. TEA presents the annual Thea Awards and the TEA Summit conference, and the annual SATE conference (Story + Architecture + Technology = Experience). TEA also produces a variety of print and electronic publications, including the TEA/AECOM Theme Index. More information at: www.TEAConnect.org or contact info@TEAConnect.org or telephone +1 818. 843.8497