Master planning entire theme parks, designing compelling museum exhibits, creating an all-new attraction that enhances a storyline, and more; it’s all in a day’s work for our Creative Directors. In this Q&A blog, we chat with Stephen, Andrew, Mark, and James, who share insight into their role in the design process.
Stephen Ricker
Andrew Tober
Mark Spencer
James Moore
1. So, what exactly does a Creative Director do?
Stephen: The Creative Director establishes the creative vision for the project and then champions it from beginning to end.
Andrew: Gets innovative $@&! done.
Mark: A Creative Director is the vision keeper of a project, product, or process.
James: Acts as a creative “North Star” - a vision keeper and guide who steers the project team towards a clear, consistent outcome.
2. What does a typical day look like for you?
Stephen: This is probably the #1 question I get asked! In lieu of the typical “every day is different” response… There’s always a little bit of everything, but dependent on where in the process a project is: Anything from some writing, sketching, reference gathering, drawing out plans and sections, but always a LOT of reviewing, redlining, answering questions, and most importantly communicating.
Andrew: The only thing that is typical about the typical day at Falcon’s is that nothing is typical. Sure, there are a lot of meetings, the probably too frequent cup of coffee, and other things that overlap, but every day is always different. Monday, we’re master planning the next big pirate adventure. Tuesday, we’re inventing coasters that the world never thought possible before but are now, somehow, reality. Wednesday, we’re putting it all together to show the client, and so on. There is always a new design to dream up, new problems to solve, and new ideas to discover, which keeps the gig from being anything but typical.
Mark: A ‘good’ day is when I get to dive into the deep end and do design work myself but often a more productive day is when I spend most of my time working with others to help keep everyone headed in the same direction at a fast pace.
James: There really is no “typical day.” It is either trying to predict the future needs of a project or dealing with immediate needs. A lot of the time I’m directing and guiding others to find alignment or clarity.
3. What is your favorite project you have worked on?
Stephen: There are two right now: one I’m currently wrapping up the concept on that combines a lot of very interesting dynamics which hasn’t been done before… stay tuned for that one! The other is Heroes and Legends featuring the US Astronaut Hall of Fame at Kennedy Space Center Visitor Complex. I’m very passionate about the subject matter – space – and it was such a rewarding process to bring to light some untold stories from the early NASA programs. I like to make the distinction in my mind that history isn’t “rewritten” but rather “revealed.”
Andrew: The typical answer to most theme park designers is “what I am working on now!” Which is somewhat true. But if I must pick one of my past projects, it would be, Aquarabia, the Qiddiya Water Theme Park in Saudi Arabia. I came onto the project a little late but had a big part in the design and layout of the park’s central icon, Camel Rock, which is a massive mountain that resides in the center of the park. The water park has yet to open but when it does, I really can’t wait for the world to experience just how extraordinary that mountain is.
Mark: Throughout my many years in the industry I have worked on the design of many wonderful projects that have been built. However, Universal Studios Beijing will always be one of my favorites since I was involved in the project from conception to completion. My kids were even able to be some of the first riders on the attractions!
James: Due to client and project confidentiality, I can’t say my favorite project at this point. But stay tuned for more announcements coming soon.
-
- Stephen onsite at Kennedy Space Center: Heroes and Legends.
-
- Image courtesy of Qiddiya Investment Company (QIC).
4. What is your favorite part of your job?
Stephen: What really gets me excited about what I get to do is establishing exactly what “it” is in a project – getting to define what the guest experience is, what they do/see/hear/feel/smell. Starting with a completely blank canvas and painting something from nothing is such a thrilling experience for me.
Andrew: Getting to come in every day and work with the most creative and inspiring designers in the world. Also, the fact that every day is always different; some days I’m 3D modeling, on others I’m sketching or directing.
Mark: Being around so many talented people. I love learning and growing from everyone I work with.
James: Solving challenges creatively. Seeing a team “get it” - come together with a singular focus and goal for a project - is also a wonderful thing.
5. What collaboration methods do you find most effective when working with a creative team?
Stephen: Honestly, getting in the same room with a whiteboard and just one shared computer (to help keep focus) can be extremely fruitful. The former gives everyone a tool to do some very loose visualizing of ideas, and the latter gives a window to any references or questions, but keeps the group focused together. From there, having a single shared repository of ideas and information that people can contribute to, both together and on their own remotely, allows ideas to be captured quickly and then focused/edited together.
Andrew: I like sitting around the table with the team and brainstorming! Putting pen to paper, throwing out wild ideas, pulling together research and references on the fly. Drawing insane ideas on the whiteboard that should never work and then taking the next step and making them a reality.
Mark: I try to be an open but direct communicator and take the time to hear all ideas at the table. I find I am more successful when I don’t inhibit other's creativity and simply act as a facilitator over the process.
6. How do you encourage and support creativity among your team members?
Stephen: I try to take a more personalized approach to give each artist and designer the tools that they need to succeed because it differs from person to person. Some may want much more structure, but I prefer to establish the vision and goals and then be the guardrails to let our team create and explore.
Andrew: Humor is key, even for a lot of veterans in the industry, because it’s intimidating to throw out an idea you’re unsure of. Putting out jokes or being a little silly helps to lighten the mood and make others feel more open to expressing ideas that they might not normally expose. From my past experience, I know that even a bad or outrageous idea can sometimes lead to a really good idea.
James: They should feel or have some ownership – the goal should be shared, but the floor should be open to ideas on how to achieve it. It’s not about who has the idea, it’s about how good the idea is.
7. How do you balance artistic vision with practical considerations, such as client requirements or project timelines?
Stephen: The product of creative efforts can be so subjective to each person that it can be challenging to always agree completely. By establishing a solid creative vision that supports the overall project vision (think the business side of things from the client), then it’s easier to justify each decision.
Andrew: I find project timelines are a necessary evil. Timelines pressure you to think outside of the box and find new and creative ways to get things done. Deadlines are one heck of a motivator. How often have we all started a personal project only for it to take months or longer to finish? If they even get finished at all. It takes a little pressure to make a diamond.
Mark: A good creative director should be able to play the role of a project manager, but in my experience, you need to allow those forces to pull a bit against each other to get a better product, so it’s best to have a partner to help balance these issues. If the pendulum swings too far in either direction, the product will not be successful.
James: Constraints can be the impetus for a clever solution or a quaint approach to solving the challenge.
8. How do you stay up to date on the latest trends and innovations in the themed entertainment industry?
Stephen: The best way is to experience them firsthand – ride the rides, visit the parks, go to the performances. There is so much happening all the time, however, so take advantage of some of the wonderful vlogs that have high-res, low-light walkthroughs of attractions. From there, try to dissect how everything is done from layout set design, AV, special effects, operations, and everything in between. See how things are done and then ask how it could be done better.
Andrew: Podcasts are the way I stay up to date, and they keep me sane on my I-4 commute. There are a lot of great theme park podcasts to choose from, but a few that I listen are ParkStop Podcast, which is great for construction updates on theme parks worldwide. CoasterRadio.com is another one I enjoy. And of course, I must shamelessly plug our outstanding Falcons’ podcast, Experience Imagination, too!
Mark: Attending industry conferences, following social media, and being friends with people smarter and nerdier than me!
James: Websites and newsletters from industry sources like TEA or IAAPA, etc., attending industry conferences, and maintaining a personal network gathered through work.
9. In your opinion, what qualities are essential for someone aspiring to become a successful Creative Director?
Stephen: Being curious about everything is certainly a step in the right direction. This role is so often about connecting dots that haven’t been connected before.
Andrew: Persistence, a sense of humor, and thick skin are key. Sure, we get to come up with crazy new ideas for the next theme park, hotel, water park, etc., but as a creative director, you must manage taking the next step and bring those ideas into reality, which involves all those traits I previously mentioned. There will be a lot of good days and some bad days, but you just need to roll with the tide and keep pushing forward.
Mark: Get practical experience in all phases of design and get exposed to as many disciplines and workflows as possible. Visit parks and venues both as a fan and a professional. Care about people and develop skills of working with people.
James: Understanding storytelling, placemaking, and the guest experience as relative to this industry. Many years of experience so that you have a foundational understanding of the various disciplines required to create these phenomenal spaces. These projects can be massive, and you will cross many paths. Respect and learn from them all.
10. What inspires you, and do you find ways to apply it into your work?
Andrew: Inspiration can come from anywhere. But one of the first things that comes to mind is going to theme parks and just seeing people interacting with the rides. Seeing the smile on people’s faces when they see the load station of Tron for the first time. Or seeing parents take a sigh of relief as they take a breather in the Animal Kingdom Boneyard as their kids run rampant. Seeing people just enjoying the parks (and sometimes not enjoying) really inspires me and reminds me just why we do this.
Mark: Nature has always inspired me with everything I do. From simple things like shape and form, to more complicated things like wind, erosion, growth, and change. I always like to try and invite back living and changing elements into the immersive worlds I help to create.
James: Immersing oneself in another world. In figuring out the details – the sheer act of trying to let your imagination run wild and create something that others can get lost in, and most importantly, have fun within. “Fun” can help people learn, grow closer, relax . . . it can be lifesaving. I have seen it. That is what motivates me.
Podcast: Sparking Creativity
In this episode of Experience Imagination, we chatted with a group of themed entertainment design creatives about how they keep the creative spark going. Listen for some tips on finding inspiration, unleashing your creative potential, overcoming creative blocks, and more.
