Immersive Theater in Location-Based Entertainment: The Creative Whys and the Operational Hows

Session Description

The freewheeling Jungle Cruise Skipper. The secretive nurse from Sleep No More. The enigmatic wand keeper at Ollivanders. For years, live performers have proven their ability to transform a perfectly good experience into something altogether exhilarating, unique, and unforgettable. What happens when attractions lean that much further into performance and stagecraft? Audiences are increasingly drawn towards more active experiences - ones where they can explore detailed, immersive sets and follow non-linear storylines at their own pace and interest level. This element of ‘choose your own adventure’ has launched experiences like Money Heist and The Nest into eye-catching successes as they combine the world of themed entertainment with the emotional resonance. This moderated panel includes discussions with some of the industry’s leading voices in immersive theater and location-based entertainment. With questions around the creative whys and the operational hows, the panel will address elements of cost, consistency, and the value of spontaneity and immediacy to today’s audiences. 


  • Adam Bezark, CCO, Founder ,The Bezark Company
  • Lacy Campbell, Creative Director, The Bezark Company, Inc.
  • Eric Hoff, Senior Creative Director, Thinkwell Group
  • Ameenah Kaplan, Immersive Experience Director, Disney Parks, Experiences, and Products
  • Elysia Segal, Producer, Public Programs, Intrepid Sea, Air & Space Museum


 CEUs: N/A

 Session Time: 60 minutes

 Language: American English

 Key Features: Recording of live presentation from IAAPA Expo 2021


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