Operations + Imagination: Why Story Is Strategy
July 8, 2025
Designing unforgettable destinations is a mix of art and strategy. A beautiful experience without a strategy may be dazzling, but it ultimately fails in terms of function. A purely strategic experience may move people efficiently, but without emotional resonance, it’s flat and forgettable. But when story and strategy intersect—when imagination is used with intention—you get something much more powerful: a destination that feels cohesive and memorable.
The Storyteller’s Role
Storytellers like Carol Breeze, PGAV Lead Designer, Story Experience, and PGAV Creative Writer A.D. Gladu play a pivotal role in the development of the overall parks and attractions. They are masters at designing story arcs and emotional beats, developing characters and target messaging, and conducting research.
Imagine mapping an emotional arc through an experience:
- Act 1 introduces the world
- Act 2 presents the peaks and choices
- Act 3 offers resolution and reflection
The Emotional Blueprint
What do we mean by “story” in an attraction? There are several components.
- Story strategy: Select key story elements that align with the client’s strategic objectives, mission, and project goals.
- Story development: The big idea that aligns guest experience with brand goals, arcs, characters, and emotional beats.
- Storytelling: Putting the guest into the story through the design of the experience and space.
Think of it like writing a novel. The goal is to guide people through an emotional arc. From anticipation to awe, from surprise to satisfaction, the story lives in the pacing of experiences just as much as in their themes.
“In a truly fantastic book, every plot point is clear, every character has an arc, and every setting has enough detail to support the action. The writer has spent precious time making sure that everything connects with their style. The same is true for destinations and attractions,” Gladu says.
The big difference between novels and attractions? In novels, you can do this across hundreds of pages; in an attraction, you have only minutes. You must establish the setting, emotional drivers, the challenge, and the resolution quickly.
Step Into the Spectacle
Take Tempesto, a coaster located within the Festa Italia section of Busch Gardens Williamsburg.
- Setting: A traveling stunt show
- Emotional Driver: You’re the daredevil Tempesto. What’s it like to test the impossible?
- Challenge: Perform Tempesto’s signature stunt
- Resolution: You did it!
Step right up to the edge of danger and delight! Tempesto’s queue immerses guests in the age of early 1900s daredevil shows, capturing the thrill of a bygone era when fearless performers risked it all for roaring crowds. Guests wind through a vividly themed entrance lined with vintage-style sideshow posters. Overhead, strings of carnival lights flicker with nostalgic charm. Wooden structures, faded canvas tents, and brass accents complete the atmosphere, while the gift shop at the end of the ride continues the experience with retro décor.
Breeze says, “Every element is intentional. From the first step, guests transition from the fun energy of Festa Italia to the moment they face Tempesto’s famous stunt. Visual storytelling, environmental design, and brand integration are choreographed as pieces of the story arc.”
It’s strategic. It’s artistic. And it’s storytelling in action.
Operational Planning is Story Planning
We know the story is nice. But what does this have to do with the operational aspect of an attraction? As Breeze explains, “The story and the operations go hand-in-hand. The ops model we use provides vital information about attraction mix, circulation, and even bathroom locations. That all connects to the story. You need pacing. You need flow. And you need the connection to emotional arcs.” If you think of it in terms of a novel again, you wouldn’t write three climaxes into a single chapter. And you wouldn’t cram three intense thrill rides into one area of a park either.
Details, Details
What’s the storyteller’s role in research? Gladu says, “I dig into every aspect of a zone or exhibit, from the ecological details of the featured species to the cultural nuances of a story’s origin. I explore the historical context, emotional touchpoints, and subtle sensory cues that shape a guest’s experience. My goal is to uncover the emotional core. We want the story to form a meaningful connection with visitors.”
That information is then shared with the broader design team. Gladu says, “When writers do the work to deeply understand a subject, they bring clarity and inspiration that empowers designers to build immersive, believable worlds. I help the designer identify which facts are relevant and which emotions, environments, behaviors, and authentic references can shape everything from the overall atmosphere to details like the texture of a pathway or color of a graphic panel.”
Every Attraction Tells a Story
Every element can communicate something—intentionally or not. Chipped paint, worn signage, or faded graphics all send messages. “A minimum amount of theming that is well maintained is better than something more elaborate that looks dingy after two seasons. That’s part of the strategy, too. A clean ride with clear signage and tidy landscaping communicates: ‘You’ll be safe here, and you’ll have fun.’ That’s a valuable narrative,” Gladu says.
Choosing the Level
There’s no one-size-fits-all level of theming. It’s about using the right storytelling tools in the right places. At SeaWorld Yas Island, the kids’ zone is rich with story detail from floor to ceiling. At Space Shuttle Atlantis at Kennedy Space Center, the shuttle is the story. Both work because both are guided by the same principle: aligning art and strategy.
Storyboards to Story Arcs
Ultimately, storytelling is a throughline. It lives in sketches and ops models, in park-wide planning and moment-to-moment experiences. It helps teams make smart decisions and helps guests feel something real.
Date
July 8, 2025
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