When guests step into a theme park, they’re stepping into a story. What they don’t see is the team of creatives working behind the scenes to make every moment feel intentional, immersive, and unforgettable. We sat down with four Falcon’s Creative Group team members to talk about what they do, how they do it, why it matters, and their advice for those who want to work in the theme park industry.
Here’s what a day in the life looks like for them!
Meet the team:
Audrey Jo (AJ)
Show Set Designer
Joe Schaefer
Executive Vice President of Development
Elizabeth Delos Reyes
CG Generalist
Ignacio Cerron
Director of Digital Delivery
In a sentence or two, what do you do?
AJ — Show Set Designer
“A show set designer is kind of like the jack of all trades within the team. We are in charge of collaborating with the technical, the creative, the basically whatever makes a space super cool, but in a way that is actually physically feasible.”
Joe — EVP of Development
“I think most of my time is spent liaising with vendors, with the client, with our internal team, trying to make sure that we understand what the parameters of the project are, how to achieve those parameters, and then how to efficiently do it from a business perspective.”
Elizabeth — CG Generalist
“A CG generalist typically works throughout the entire media pipeline. So, we work on different parts such as modeling, texturing, lighting, compositing, and many other things across the pipeline.”
Ignacio — Director of Digital Delivery
“A Director of Digital Delivery helps to develop and set the rules for how teams collaborate and create and produce the deliverables. It’s about setting the standards so everything gets produced, streamlined, and can make it to the end of the line and be received by the client.
What does your typical workflow look like?
AJ — Show Set Designer
“Typical workflow, usually we receive a project and then we get together as a team to discuss which roles everybody will be taking on. Show set design is not a singular job or position, but we have a hyper focus on guest experience and how to amplify that narrative.”
Joe — EVP of Development
“I’ve been really fortunate to be involved in nearly every stage of the design process, from early concepting to work in the field, which is something I know is pretty rare. That kind of exposure gave me a deeper understanding of how all the pieces fit together and how to better support teams as projects move forward. What really drives me, though, is the people. My role has always been about supporting the team, making their work easier, and helping everyone succeed together.”
Elizabeth — CG Generalist
“We usually start with the end goal in mind. Knowing what you’re trying to achieve makes it easier to guide the team, improve efficiency, and hit the mark without guesswork. A simple example is greyboxing. You build a rough, no-detail prototype first, map out the experience, then refine it. That way, you avoid wasting time on details before you know the bigger picture works.”
Ignacio — Director of Digital Delivery
“We put a strong emphasis on technical coordination, especially in defining how teams work together. On large projects, it’s critical that everyone has clear goals, responsibilities, and scope so the process stays streamlined. An equally important part of the role is looking ahead, anticipating potential roadblocks, and solving them before they become real issues.”
What is your design philosophy?
AJ — Show Set Designer
“My design philosophy is to make it exist first and then make it pretty later. It’s like a push and pull balance. Put your ideas out there and refine them later. Along the way, you get a lot of different inputs and opinions from people that are very, very knowledgeable in their field, so that knowledge and data is what helps create the end product.
Joe — EVP of Development
“My design philosophy is rooted in knowledge and efficiency. I believe it’s critical to stay curious and continuously update our toolbox by seeking out what’s new, cutting edge, and emerging in the industry. By staying informed about where technology and ride systems are headed, we’re able to design not just for what exists today, but for what’s coming next, and that’s how we create smarter, more future-ready experiences.”
Elizabeth — CG Generalist
“My design philosophy is efficiency without compromising quality. As a generalist, that means creating clean, organized workflows so teams can move smoothly, while still optimizing assets and performance to deliver the intended result.”
Ignacio — Director of Digital Delivery
“My design philosophy, it’s about bridging the gap between great ideas and the reality. I’m an architect, I love great ideas. But it’s really when these big ideas can be rooted in reality, when the experiences can be lived by the people. So, I love bridging the gap in between these great ideas and something that’s coordinated, that’s buildable, and that becomes a real space and a real experience for the people.”
What is something most people don’t realize about your job?
AJ — Show Set Designer
“Show set design, it seems from the surface a very creative role, which it can be, but there are a lot of really technical aspects to it that people don’t know about. I have to think about guest flow, how it will affect ride vehicles, and whether the space I’m designing will intrude on maintenance.”
Joe — EVP of Development
“People don’t understand the breadth, scope, and intricacies involved in themed entertainment design. There are so many layers to the process that people usually just ask the first thing that comes to mind, which is almost always, ‘So you design roller coasters?’. It’s really about the process, the problem‑solving mindset, and understanding how a lot of smaller components come together to make something that feels seamless to the guest.”
Elizabeth — CG Generalist
“I think people don’t know how long it takes to make something in general. How much effort, how much time, and how many people it takes to get that one thing done, especially when the final result is only one version out of hundreds.”
Ignacio — Director of Digital Delivery
“There’s a lot of work that happens under the hood that people don’t see. The work involved in models, plans, and digital delivery is fundamental to establishing how everything works together. Even though most people don’t see it, that work is critical to ensure the rest of the team can continue working smoothly.
What advice would you give a guest to enhance their park experience?
AJ — Show Set Designer
“First and foremost, let yourself get fully immersed. Don’t immediately think about how things were built. Just sit and enjoy it. Let yourself marinate in the experience and appreciate the work before digging into how it was done.”
Joe — EVP of Development
“You only get one opportunity to experience something for the first time. Let yourself be immersed, focus on the story, and don’t dissect how it works right away. That first experience is where the magic is and where the memory is created.”
Elizabeth — CG Generalist
“There’s always intention behind the design—the color, the shape, everything. I’d tell guests to slow down and notice the small details because those moments connect you to the artists who made the space.”
Ignacio — Director of Digital Delivery
“Slow down and try to see all the details. Don’t rush from ride to ride, because a lot of the story exists in the spaces in between. The slower you go, the richer the experience becomes.”
What makes working at Falcon’s different?
AJ — Show Set Designer
“The people at Falcon’s, I feel like have a very specific formula that makes them very different from any other workplace that I’ve been at. It’s a combination of having very creative imaginations, the willingness to work with others, being team players, and having a good attitude, especially during stressful times. I have never once felt like I was stupid for asking a question, and I feel very heard.”
Joe — EVP of Development
“The environment here has always been conducive to learning, growth, and collaboration. People want to help each other and be part of something great, and when there’s trust, camaraderie, and respect, everyone just wants success for everyone else.”
Elizabeth — CG Generalist
“You make lifelong friends here, and you’re always learning from the people around you.
It never feels uncomfortable to be here, even if I’ve never met that person before, I feel like I could find a friend in anyone.”
Ignacio — Director of Digital Delivery
“Everybody at Falcon’s is extremely talented and top‑notch in their field. But it’s not only that, there’s this common feeling of being close to each other. People are fun, we help each other and coming to work with talented and fun people really makes a huge difference.”
What advice would you give someone who wants to do what you do?
AJ — Show Set Designer
“I would say do a lot of theme park research. That is the most fun part of it! Go into the parks and look at all the rock work, the thematic cladding, and even how queues are designed. I would also say go on LinkedIn, look at how professionals in the field started off, and don’t be afraid to reach out. That first step is the scariest, but usually people are very nice, and you can end up talking to somebody that really makes it worth your while to get into this industry.”
Joe — EVP of Development
“You have to want it, you have to want to know what’s out there and how you can utilize it. The only way to do this well is to stay curious, stay involved, and constantly hunt out opportunities to learn. A lot of what makes this industry special is understanding process, problem‑solving, and how smaller components come together to create something impactful.”
Elizabeth — CG Generalist
“Do it. Go research and find out what is it that you really like and find out how you can get to that point to make that stuff. Once you meet more people and really get into it, you realize this is something you could have been working toward without even knowing it.”
Ignacio — Director of Digital Delivery
“I would encourage everybody that’s interested and looking to make a living out of this to pursue it. It’s a very niche space, especially for architects, but it’s very rewarding. It’s a small world, pretty much everybody knows each other, and collaboration is a huge part of what makes it work.”
