Every year, BRC Imagination Arts founder Bob Rogers hosts a Legends panel at IAAPA Expo. This year he was joined by three accomplished panelists and authors.
Early in the panel, former Walt Disney Imagineering president Bob Weis reminisced about the pandemic, and how every hotel at Walt Disney World was filled during IAAPA this week, and how much fear there was just four years ago about that. It’s remarkable to look back on.
Bob Weis also recalled when working with Microsoft co-founder Paul Allen, that Allen would always say, “Mass produce life-changing experiences.” Those words stuck with Weis throughout the years. Weis says we have to bring the skills of storytelling into the real world. For inspiration, Weis studies entrepreneurs, and goes to museums. Weis also brought up how travel changes perspective. Weis also commented on how risk is a creative driver.
Weis also gave his thoughts on AI which I found fascinating. Weis said, “The more predictable we are, the more replaceable we are. We should be more unpredictable and create something unprecedented.” It is always intriguing to hear how creatives think of AI. Both the good and the bad.
Margaret Kerrison, also a former Imagineer, gave plenty of insights throughout the panel. She questioned how we can reimagine our everyday spaces. “How do we rethink these places and spaces that affect us?”, she asked. Kerrison also mentioned building places where we want to linger. I couldn’t agree more, I think our world would be a much happier place if every city, town, and workplace took a themed entertainment approach on how to make things more fun, functional, and uplifting.
Sidenote: Throughout this panel, I also questioned what do we define this industry as now? It seems like throughout IAAPA it was referred to as themed entertainment, and at other times just “experiences.” Then on other occasions the attractions industry. What defines this all-encompassing industry? Immersive experiences? Something else entirely?
Another point that was brought up by the panel was how video games are now closer to immersive experiences than film/TV. Video games allow the players to explore and make decisions. Some video games have become so immersive and real. Kerrison brought up gaming quite a bit as there is an overlap between the gaming industry and the immersive experience space.
Kerrison also reflected on working on Star Wars: Galaxy’s Edge. As Imagineers they were reminded every day that they had to serve all archetypes of guests for the land. From the diehard Star Wars fans to the Disney fans who are walking in with a Mickey Mouse tee. Imagineering actually made a chart of all the guest archetypes and fandom ranges. Then they were able to inform their decisions based on that.
They knew they couldn’t just appeal to the highest level of Star Wars fans, they had to create Batuu in a way that was accessible to all fans. Kerrison also noted that Walt Disney Imagineering had a range of fans from people who never saw the films and confused it with Star Trek to one Imagineer who could translate Aurebesh (Star Wars language) without having to look it up.
Weis also piggybacked on Kerrison noting that they had to design for all fans. Weis said while working on Kennedy Space Center, the philosophy became “We will get the space fans, we have to get the tourists to come out.”
Kerrison also admitted that a lot of guests never watched a single Star Wars film until they visited Galaxy’s Edge and that the land was the moment that inspired them to watch the films. This segment spoke to me personally because the same happened to me with Harry Potter. I experienced the lands first and then went to watch the films after loving my experience with the lands. (I still have to make it through that series but that’s another article for another time).
Joe Pine brought intriguing insights throughout the panel. He had a note that the healthcare industry is now getting into the experience economy. They want to give their customers a better guest experience, and one way to do that is through theming. Pine also gave great advice, “Understand what business you are in. Foster human flourishing.”
Towards the end of the panel, a lot of advice was being shared. Weis brought up how Walt Disney Imagineers are “stewards of people’s memories.” I think that could describe a lot of Disney in general. The next CEO will be a “steward of people’s memories.” The advice portion included collaboration, sharpen iron with iron, and enhance your ideas. Kerrison also mentioned to never underestimate anyone and to be kind. Weis’ final piece of advice was to “tell people to chase after that dream.” His book was titled Dream Chasing after all.
Two other cool tidbits that we learned throughout the Legends panel was that Margaret Kerrison wanted to bring in more gaming people to Walt Disney Imagineering. If I would’ve met her afterward, I would’ve asked about the Disney & Epic Games collaboration. I’m also curious if more gaming minds ever made their way to Walt Disney Imagineering.
The other anecdote was that Bob Weis’ favorite attraction of all time is the original Haunted Mansion. Weis also wrote a new book called Ghost Dog which is inspired by the Haunted Mansion.
The Legends panel never fails. Bob Weis, Margaret Kerrison, and Joe Pine did a fantastic job, and Bob Rogers is an excellent moderator. I look forward to attending this panel every year at IAAPA.
My bold prediction for next year’s IAAPA Legends panel is that it will be with the creatives behind Epic Universe. That’s just a hunch but to me I think the timing makes too much sense.
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Zach Perilstein is the Editor-in-Chief of the Boardwalk Times
