The Buzz Price Award
Su Zhigang
Founder of the Chimelong Group and Chairman LEARN MORE
Exclusive article provided for the Thea Awards Program by Chimelong Group - The full article will appear in the Thea program. After 35 years of development under Mr. Su’s leadership, Chimelong Group has grown into one of China’s most iconic entertainment and hospitality brands, one that includes six world-class theme parks, over 10,000 hotel rooms, and three grand circus show theatres. At the same time, Chimelong contributes actively to the global effort to preserve biodiversity by directly supporting wild life conservation programs in 15 countries in the Asia-Pacific region and Africa. Chimelong Group is also a driving force behind the sustainable development of the tourism industry in those countries, and creates employment opportunities to help reduce poverty and improve people’s lives. "Bringing people happiness, adding value to society and being recognized for it – that is the greatest source of happiness in my life!” said Mr. Su. |
The Thea Catalyst Award
Paul C. Hutton
Director of Regenerative Design, Retired at Cuningham LEARN MORE
WHAT IS YOUR PROUDEST CAREER MOMENT? My proudest career moment is receiving fellowship from both the American Institute of Architects (AIA) and the U.S. Green Building Council (USGBC). My career has been dedicated to creating innovative design that foster ecological well-being — being inducted into the AIA Council of Fellows and receiving USGBC’s LEED Fellowship are recognitions of my lifelong commitment. WHAT IS A FUN FACT ABOUT YOU? I’ve been promoting sustainability in the built environment since I was a teenager. In the late 1970s, before the term “sustainability” was even part of the common lexicon, I was building solar houses to put myself through graduate architecture school. In fact, I was late to my own wedding rehearsal because I was waiting for a concrete truck at one of those houses. There were no cell phones back then—I couldn’t let anybody know! I’m still married to that patient woman, by the way. I live on a sustainable ranch in the foothills south of Denver. Previously a dairy and cattle operation, I’ve been working to restore the land and it’s ecosystems for the past three decades. As part of this restoration, I use cattle to emulate the beneficial impact of the bison who once roamed the land, goats for weed control, and free-range chickens that live in a passive solar coop. WHAT IS YOUR FAVORITE PART ABOUT YOUR JOB? Engaging our clients and understanding the problems they are trying to solve is the most rewarding part of my job. Our clients and their passion for their missions inspire me. |
Peter Chernack Distinguished Service AwardDavid Green and Lisa Passamonte Green
Visual Terrain LEARN MORE
WHAT IS YOUR PROUDEST CAREER MOMENT? David: Getting through the pandemic without laying off or furloughing a single employee. Lisa: The White House Halloween event we did with Bezark in 2010. WHAT IS A FUN FACT ABOUT YOU? David: I've written song lyrics for rock and jazz bands in the US, England, Switzerland, and France. Lisa: That my projects have taken me to 5 of the 7 continents and went to I went all the way to Libya to see a total solar eclipse. WHAT IS YOUR FAVORITE PART ABOUT YOUR JOB? David: Other than getting to work with Lisa, getting to collaborate with so many creative people. Lisa: Other than working with David, my favorite part is getting to collaborate with so many creative people and then seeing the guests' faces when a project opens. |
The Thea Classic
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Indoor Marine ParkSeaWorld® Yas Island, Abu Dhabi
Yas Island, Abu Dhabi, United Arab Emirates LEARN MORE
SeaWorld® Abu Dhabi on Yas Island is a next-generation marine life theme park, and a venue unique to the Middle East region. It features interactive experiences, rides, live performances, and the world’s largest aquarium (25million liters of water, a 20 meter tall endless vista window, and 68,000 marine animals) while also being home to are search, rescue, and rehabilitation center. Overall storytelling of the space is impressive. Media, lighting design and integration are immersive, including a massive,360-degree screen and a mix of spatial audio and footage that transport guests into enchanting, undersea worlds. SeaWorld® Abu Dhabi on Yas Island aims to entertain and educate people of all ages and backgrounds and to make a difference in animal care and conservation, building on the SeaWorld® organization’s 55 years of expertise. Telling the stories of the animals, the narratives that impact their habitat and educating the public on the extensive care received from animal caregivers is critical. |
AttractionBermuda Storm
Chimelong Spaceship, Zhuhai, China LEARN MORE
This knockout attraction in Chimelong’s latest indoor theme park, said to be the world’s largest, Bermuda Storm at Chimelong Spaceship delivers a 4D-style guest experience with a massive dome projection space, a 300-seat simulator platform, animatronics and a multitude of custom special effectshis knockout attraction in Chimelong’s latest indoor theme park, said to be the world’s largest, Bermuda Storm at Chimelong Spaceship delivers a 4D-style guest experience with a massive dome projection space, a 300-seat simulator platform, animatronics and a multitude of custom special effects. By seamlessly integrating a unique collection of innovative technologies and specially-created show elements that support a wild and crazy mythical sea adventure, the Bermuda Storm attraction invites guests to encounter a next-step immersive theme park experience. Locating the attraction within Chimelong’s marine science park is an unconventional placement yet an excellent fit. |
Attraction, Limited BudgetMusikkfabrikken Hunderfossen
Hunderfossen Eventyrpark, Lillehammer, Norway LEARN MORE
WHAT CHALLENGES DID YOU OVERCOME?
ANY FUN BEHIND THE SCENES MOMENTS?
HOW LONG DID IT TAKE TO COMPLETE THE PROJECT? Six years |
AttractionGuardians of the Galaxy: Cosmic Rewind
EPCOT, Lake Buena Vista, Florida, USA LEARN MORE
WHAT CHALLENGES DID YOU OVERCOME? Working and collaborating from home during the pandemic, and returning to work with social distancing ANY FUN BEHIND THE SCENES MOMENTS? All recording with talent happened on the first few days of filming for Guardians of the Galaxy: Vol. 3 with writer-director James Gunn. HOW LONG DID IT TAKE TO COMPLETE THE PROJECT? 5+ years |
Brand Experience
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Retail Experience, Limited BudgetDisney Encanto x CAMP
New York, New York, USA LEARN MORE
WHAT CHALLENGES DID YOU OVERCOME? Time and space! We met a very aggressive timeline and fit an entire magical house in 5000 SF. ANY FUN BEHIND THE SCENES MOMENTS? Throughout Casita, we brought magical environments from Encanto to fit into our experience and become fun, immersive, playable environments. One room, however, was never seen in the film. Aided by early concept sketches from the filmmakers, conversations with producer Yvett Merino and production design Ian Gooding, and a bit of psychoanalysis, we created a brand-new room for Luisa full of song, exercise, donkeycorns (a donkey with a unicorn horn of course), and skee-boulder. HOW LONG DID IT TAKE TO COMPLETE THE PROJECT? Five months |
Live Spectacular
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Visitor Experience Re-envisioned, Limited BudgetTitanic Belfast
Belfast, Northern Ireland, United Kingdom LEARN MORE
WHAT CHALLENGES DID YOU OVERCOME? Despite the pandemic initially delaying the project, the refreshment went really smoothly. There was a very tight timeline for onsite works as we needed to close the attraction for the shortest time possible in our low season to complete these. So as much as possible was prepared off-site and work was undertaken around the clock during the two intensive closure months to get everything done. The project was about collaboration from the outset and not only the team at Titanic Belfast but the whole project team of wider partners worked seamlessly to deliver a really ambitious refresh on time. ANY FUN BEHIND THE SCENES MOMENTS? We are over the moon with the reimagined Titanic Experience and it’s hard to choose just one or two features which stand out as there has been so much thought put into not only the content of the spaces but the visual storytelling! However, one element we are all immensely proud of is The Ship of Dreams gallery, which houses the huge 7.6m scale model of RMS Titanic. Suspended from the ceiling, the ship takes approximately 90 seconds to rotate and is illuminated in sync with the state-of-the-art projections and a bespoke musical score playing around it, providing a true wow-factor for visitors. This combined with the installation of a stunning collection of original Titanic artefacts on loan from a private collection were both standout moments of the project. HOW LONG DID IT TAKE TO COMPLETE THE PROJECT? About five years ago we at Titanic Belfast developed plans to complete a large-scale refreshment of the Titanic Experience which would deliver a world-class spectacle, enabling us to continue to drive visitors to Belfast and Northern Ireland while enhancing the interpretive and interactive experience in an innovative way for future generations. With the initial plan to have the works completed ahead of Titanic Belfast’s 10th birthday in March 2022, this was postponed due to the pandemic, however after two intensive months of 24 hour, 7 days a week working operations, the reimagined Titanic Experience reopened on 4th March 2023 with 3 of the existing gallery spaces transformed into 4 new themed galleries. |
Immersive Mall ExperienceAURA: The Forest at the Edge of the Sky
Haikou International Duty-Free Shopping Complex, Haikou, China LEARN MORE
WHAT CHALLENGES DID YOU OVERCOME? The project started during COVID lockdown and we moved to working remotely – but continued to operate as a unified team. Though travel was partially limited at different stages of the project, we are fortunate to have a long working relationship with many clients, partners, and vendors in China. We engaged remotely on all aspects of production and focused our international travel on key moments throughout the project. ANY FUN BEHIND THE SCENES MOMENTS? As a New Zealand-based studio and manufacture facility who frequently work internationally, being able to engage with partners and vendors in China was one of the most enjoyable aspects of this creative collaboration. The China-based collaborators had the utmost respect for Wētā Workshop’s creative vision, and Dafeng brought incredible enthusiasm and capability to prototyping, testing, and building the creations. This was a creative collaboration based on mutual respect and strengths. China Duty Free (CDF) set out an ambitious goal for the Haikou International Duty Free Shopping Complex – being able to work on the themed atrium space provided an almost unparalleled canvas. The first time walking into the space is almost an overwhelming experience. The project featured an immersive light show that encompassed a 360-degree soundscape; 25-metre tall “Tree of Light” sculpture, and 29-metre tall LED screen, lighting, and projection. Collaborating and designing the immersive light show in real-time using Unreal Engine and visual programming interactive software was an exciting and enjoyable for both Wētā Workshop and Dafeng. HOW LONG DID IT TAKE TO COMPLETE THE PROJECT? 2 years, 7 months |
Live Interactive ExperiencePeaky Blinders: The Rise
Camden Stables Market, London, England, United Kingdom LEARN MORE
WHAT CHALLENGES DID YOU OVERCOME? Working in a Grade II listed building: It was important for us to place the show authentically in the Peaky Blinders universe. We therefore took the decision to base the production in a Grade II listed former horse hospital, a moment away from Solomons Yard, the real-life stomping grounds of Alfie Solomons. A heady mix of listed building consents and sympathetic physical builds ensued which had ramifications on the lead into the show in terms of the length of time for planning applications and the need to fit the creative ambitions to the practical implications of the building. Meeting the art with the venue was a lot of fun but a careful process. Casting the audience: One thing we knew was that we wanted the audience to feel like they were important throughout the experience. We knew we wanted them to attend as a guest of the Shelbys and that there were traitors amongst us. Tom led a great vision to bring an element of gameplay to the show, where the audience have genuine agency and can affect the ending. We created a gameplay mechanic which means, depending on how much audiences steal, bribe and win on behalf of their chosen family, the Solomons, The Sabinis or The Peaky Blinders, they can change the ending of the show. With one additional secret ending triggered by a secret scene in the show. The execution was brilliant but getting there took a huge amount of work from the entire team (cast and crew, lighting and sound designers, everyone involved). Rewriting female roles for a current audience: As a male heavy TV show with strong but limited female story lines, we wanted our characters to be balanced, for the women in the show to be just as influential, just as powerful and just as formidable as Tommy Shelby. Just before we started work on the build of the show the mighty Helen Macrory passed away, it was clear to us that making Aunt Pol the beating heart of the story and paying homage to such a magnificent force of a performer was critical to the show. It was a genuine honour. Explaining immersive to traditional Peaky Blinders fans: Positioning the experience of this show as something you ‘go and do’ versus ‘go and see’ was imperative. Peaky Blinders: The Rise isn’t a passive viewing theatre show, it’s one that takes guests on a journey with the actors and empowers them to be part of the unfolding storytelling and action. Audience pre-show communication and digital marketing with filmed content ensured audiences knew what to expect (to negate any worries about participation) and were then brought into the Peaky Blinders world as soon as they purchased their tickets. User reviews were also used across the marketing campaign (OOH, email marketing, paid social, digital) using social proof to remove one of the biggest barriers to entry (potential customers who love Peaky Blinders being apprehensive about the immersive nature of the show). "Explainer" social media videos were also scripted with the characters from the show. Meeting the audience expectation: As we have done with a few of our titles, the production is at its best when it feels like anything is possible, when it feels like you're making underhanded deals, betting on fights and rigging racehorses. So, balancing that audience expectation whilst setting clear expectations of care, safeguarding and looking after our teams took allot of expert planning. We hold ourselves to the highest levels in this regard and brought a huge amount of experience into the room on this point. So felt incredibly in control of our audiences and the experiences which allowed us to make an environment that felt exciting and dangerous whilst still being in control throughout. ANY FUN BEHIND THE SCENES MOMENTS? The production has around 200 screen used costume, set and props from the show. From items of Tommy Shelby’s costume to the original Garrison Pub set, to the caravans from the show. Giving our audiences an authentic and exciting touch point to the show and making it as legitimate a product as possible. The show printed over a quarter of million pounds worth of forged £1 notes during the course of the run (won and lost, stolen and earned by our audience members every night). The show had 4 alternate endings, chosen nightly by how the audiences interact with the show. On average the Peaky Blinders won the night and took London over half of the time, folks fought for Alfie Solomons to take London just over 20% of the time. The Sabinis, whilst the funniest of the 3 endings were the underdog at 10% and lastly the secret Aunt Pol ending was triggered only a few times throughout the run. If you wanted to steal the money from the gangs, the Sabinis money was hidden in a safe, opened by rotating a table into the shape of a scorpion, the Peaky safe could be cracked by listening to the safe door as you rotated the dials. There was also secret safe in Tommy's office, a hidden cache in barrels in the Garrison, a secret cubby hole in the bookies and Alfies cash hidden in his office. The show is headed on to an exciting future life in a major city in the UK. HOW LONG DID IT TAKE TO COMPLETE THE PROJECT? The first email about Peaky Blinders: The Rise was sent in August of 2015, and I think it took a long time for us to get the first conversation in with the rights holders. However, after one meeting with Steve, we pretty much mapped 90% of the show that audiences saw in 2022. Our director, Tom Maller, and designer Rebecca Brower were working with us on Doctor Who: Time Fracture at the time and so there was already a shared language of working together as well as an understanding of audience flows and the type of storytelling we wanted to achieve. |
Museum Attraction, Limited BudgetDeutschlandmuseum
Berlin, Germany LEARN MORE
In the heart of Berlin stands the Deutschlandmuseum, presenting history through a one-of-a-kind visitor experience, a one-hour walk-through that uses captivating storytelling, combining the world of interactive, educational museums with that of immersive theme park elements. Open since June2023, Deutschlandmuseum takes visitors on a journey through two thousand years of German history. The museum is divided into twelve rooms, each representing a specific era, from the Germanic peoples in 9 A.D. to the German Reunification in 1990. The educational sets and family-friendly design make it suitable for visitors of all ages. Every detail is carefully crafted to transport visitors to a different time period. For instance, in the Reformation room, visitors can interact with hands-on exhibits and explore oversized projections. The Enlightenment room features an animated wall design, rare originals, and even a climbable philosopher's head. The German Confederation room showcases a real-life barricade, expressive exhibits, and a room-sized interactive map. The Deutschlandmuseum offers an extraordinary and immersive museum experience in which visitors get the opportunity to engage with the past in a meaningful and memorable way. It is an excellent example of modern historical education. |
Live Show
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Extended Reality ExhibitColored (Noire)
Centre Georges, Pompidou, Paris, France LEARN MORE
WHAT CHALLENGES DID YOU OVERCOME? It was a technical challenge as we had to develop the necessary technologies to create a high-quality experience on HoloLens 2, with high-definition volumetric capture. No other narrative experience had been executed in this manner with augmented reality. After overcoming a few glitches, we have finally mastered the device and can now share this story with the world. ANY FUN BEHIND THE SCENES MOMENTS? Such a project generates endless fun (and less fun!) and behind-the-scenes moments could be the basis of their own original narrative! This XR experience was a real challenge from beginning to end, but the casting, shooting, and reconstitution of 1950s Alabama in Taiwan was one of our highlights, especially when we found a young student from Uganda with no previous experience in drama eating a sandwich in a Taipei park and turned her into Claudette Colvin. The idea of a French team, telling the story of the American Civil Rights Movement, reuniting more than 15 nationalities in Taiwan to film in 3D with brand new technologies… it was like going back to the origins of cinema, when silent movies became talkies. HOW LONG DID IT TAKE TO COMPLETE THE PROJECT? Two years |
Experiential Dining AttractionEatrenalin
Europa-Park, Rust, Germany LEARN MORE
WHAT CHALLENGES DID YOU OVERCOME? One of the challenges was to transport the guests through different rooms. It was important to consider each guest as an individual to develop the appropriate choreography. And then to coordinate and time this choreography with all the other aspects of our experience, such as the kitchen, the service, and the entertainment. ANY FUN BEHIND THE SCENES MOMENTS? The development of the floating chair has led to some funny moments. In the first test phases of the individually moving chairs, we had a few minor collisions or service staff who had to adjust their walking routes to the floating chairs. HOW LONG DID IT TAKE TO COMPLETE THE PROJECT? Four years |
