Theme Park Design: 25 Questions with Katapult's Creative Director
Dream ride with no budget?
A dark ride, for sure. It’s one of the most exciting ways to tell a story and with current new technologies, the possibilities are limitless.
2.What’s the wildest attraction concept you’ve ever dreamed up?
I mean, most things we do are pretty wild but a personal favourite; “What if killer robots from outer space came and took over a drive-in movie theatre!?”
Which existing theme park ride do you wish you’d worked on?
I would have LOVED to have worked on the original Horizons ride, back in EPCOT.
New vs retrofit — which offers more challenge?
Oh, definitely retrofit, for sure. It’s always harder to make a new story in an existing box but it’s actually, sometimes more of a fun challenge!
What makes an experience unforgettable?
I actually have two things for this, something that engages with guests on an emotional level, whether they laugh or are scared, and a personal one, smell. Smell on a ride always leaves guests with a strong memory connection.
6.What’s the smallest detail that makes the biggest impact on guests?
Queue comfort. It’s something we don’t always get the budget for– how guests wait may only be a small part of the overall experience but definitely a fundamental overall.
What is the biggest misconception about guests?
This is a big one for me; it’s the classic, “They won’t notice anyway.” Guests do notice, whether consciously or subconsciously. Ignore that at your peril!
How do you design for both kids and adults at the same time?
An audience is full of variety, we study all types of people, personalities and interactions and plan a menu of experiences around those beats and engagements to give something for everyone.
Most important moment in a guest journey?
Their first impression of the experience.
Story, tech, or design first?
Always story first. Story is king. Once you have a great story, it unlocks all of the world and the tools you could use.
Go-to inspiration source?
I have a massive library of books in my office, collected over years and years, and I always try to come at the research from a different angle.
How do you keep ideas fresh in such a competitive industry?
I think you have to start with all the ideas, get everything out. Look at the ‘lowest hanging fruit’, something people would expect and then ask; “But, what if…?”
What trend in themed entertainment excites you most right now?
The invisibility and seamless integration of new technology.
When is an idea done?
When the budget or schedule runs out!
What’s something guests would never guess goes into designing an attraction?
I think the overall endurance required. These things take years, it’s definitely a marathon, not a sprint and I think people are surprised how long it takes to create and build magic.
What’s been your biggest “this might not work… oh wait, it does!” moment?
There was a moment in a project with a massive client on a very popular IP, pitching a far-out idea of; “Well, it’s kind of like a paper-Victorian-theatrical-musicbox.” It sounded crazy but really landed.
How do you handle constraints?
Constraints are really liberating actually. I always say, you need to know what the box is to think outside of it.
What’s the most challenging brief you’ve ever been given?
It was for a famous IP and the task was to bring ALL of their stories together in one space. The challenge was bringing it all together in a way that felt cohesive and magical. I think we came up with something awesome!
What’s your favourite part of the creative process?
Sketching on paper, right at the start!
What was your first job in the industry?
Being an assistant model maker and logging artwork for a famous theatre designer.
What advice would you give your younger self?
Take a breath.
Can you name a project that changed you?
I think all projects stay with me, I’m a better creative after each one, the highs and the lows and working with the team. The process is the best part.
23.Which fictional world would you love to turn into a real attraction?
The land of the dead from Disney/Pixar’s COCO would be an incredible place to visit.
If you weren’t a Creative Director, what would you be doing?
I think it would still have to be something creative and with a pencil, but I also loved working in radio when I was younger, so maybe hosting a breakfast radio show.
What advice would you give to someone dreaming of designing the next great attraction?
Always remember your audience, you’re telling them the story, make it a good one!
Theme Park Design: Let's Create Wow Together
At Katapult, we merge guest insights, creative storytelling, and technical clarity to help destinations thrive. As the world's first B Corp Certified attraction design company, our people-first approach ensures we build world-class experiences that deliver long-term value for operators.
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