Theming


www.parkworld-online.com


Theme design: a foundation for fond memories


Joe McCullough, owner and creative director 


T


heme design, at its core, is storytelling in physical space. Through the careful curation of immersive details, guests are invited to enter and participate in a shared experience engaging their five senses.


The level of immersion is thoughtfully crafted to resonate with guests on an


emotional level and create a shared connection with others experiencing the same spectacle. The concept of creating real life experiences among friends and family through the use of whimsical, historical, or fanciful world building reveals the essence of how Theme Fusion approaches theme design. Theme park attractions built on popular brand narratives (IP) understand


the need for quality theme designs coupled with a strong storyline. When the theme is on point with an underlying story, the IP owner is both honoring the established fan base that made the brand popular, while at the same time offering a new level of connection with fans that may serve to grow the overall fan base. A larger fan base will generate demand for other media properties, thus providing a cycle of financial sustainability for new content. This is the modern driving force behind attractions - and when done well, it works well. Around 2007, a new type of location-based attraction emerged. It hit all


the same notes as the large, crowded theme park attractions, but remained purposefully small in footprint and therefore more intimate by design. I’m referring to escape rooms. First thought to be a trend that would quickly fade away, escape rooms have proven their staying power as bite-sized themed experiences for two to eight people working together to solve a mystery or escape a scenario in under an hour. But there is something else coming… and it looks familiar but is a completely new application for theme design. Theme Fusion has operated for 17 years in the areas of entertainment,


hospitality, education, and healthcare. We view entertainment spaces, such as the attractions in theme parks, through the lens of serving the needs of children of all abilities and their families. Theme Fusion crafts themes that enhance the educational value of spaces designed for learning and development, and we create curated healthcare locations designed to lower anxiety and fear among children when visiting the dentist or pediatrician. Our efforts in hospitality (vacation rental homes) have combined the best


of location-based games, the curated nature of attraction cue lines, and the therapeutic environment from healthcare venues to form gamified vacation experiences for families and corporate retreats. Vacationing in destination cities increasingly involves renting an AirBnB or


VRBO during an extended stay. Theme Fusion is gamifying vacation homes so that the house is a playable game and all members of the group can get involved. Clues are sprinkled throughout the home to lead players on an adventure of discovery and it all happens in the comfort of your own vacation


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Battlefield Parkway Primary School reading nook entrance in Fort Oglethorpe, GA


MARCH 2023 


theming when it comes to creating memorable shared experiences in theme parks, FECS and beyond


home away from home. The experience is both intimate, communal, and specific to the rental so


that owners can showcase their house for rent featuring the adventure games available for each unit. Guests turn ‘down time’ into family game night but extend the experience across multiple days for a deeper dive into the narrative that drives the game. The family solves a mystery or discovers a valuable treasure together and creates a memory they can share for a lifetime and might end up discovering sponsored incentives that relate to their community. The value of


theming is secure as the experience economy has shown guests want to create memories with friends and family. Our post pandemic world shed a spotlight on the need to build our future on memories worth revisiting. Thoughtful theme design can help us do just that.


Give Kids the World Resort


in Kissimmee, FL is the home to Theme Fusion's mushroom-loving snail. Shaun O'Brien, senior


director of guest relations samples the mushroom while the snail looks on disapprovingly.


Guest check-in stations at Brainerd Church in Chattanooga, TN


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