Member profile


As a team of practical dreamers, JRA plans, designs, and realizes immersive experiences that create memories and excite audiences around the world. We understand what it takes to bring ideas to life in ways that encourage visitors to connect with your story and return to your attraction. 

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Recent projects

JRA and Appleton Estate Pour Up a Rum Experience to Please the Palette and Stimulate the Senses

J. Wray & Nephew Ltd., a part of the Campari Group and producer of some of the world’s finest rums, recently opened its newly renovated Joy Spence Appleton Estate Rum Experience (JS-AERE) in Siloah, St. Elizabeth, Jamaica.

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Company news

Through Uncharted Territory: A Message from Keith James

Lately, we all have had quite a bit of time on our hands to think about our current difficult situation, and, at the same time, to try to think about one another.

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Photo gallery

Case studies

Keith James: Tales from an "Unbelievable Life"

“Who could have written this script?”

Forty-five years ago, JRA CEO Keith James took a summer job at Kings Island theme park with his friend and mentor, Jack Rouse. He could have never known the adventures, experiences and friendships that would follow, and the lives he would touch along the way.

On April 2, 2016, Keith James received one of the industry’s highest honors – the Buzz Price Thea Award for a Lifetime of Distinguished Achievements.

In excerpts from his Summit Keynote address and Thea Award acceptance speech, Keith offers his lessons learned and thanks all those responsible for his “unbelievable life.”

On the Wisdom Gained from His Mother

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The National Comedy Center - Comedy Lives Here
The National Comedy Center is very much a laughing matter: the first state-of-the-art museum to celebrate the history of American comedic icons and innovators. Since we all have different thoughts about what we find funny, visitors get to experience comedy tailored to their tastes through an RFID bracelet. More than 50 exhibits let guests explore comedy history from vaudeville to viral memes, try their hand at comedy writing and stand-up, and take part in games and competitions. Guests can also go behind the scenes to see the process of creating comedy, and its elevation into an entertainment art form. Jamestown, NY (pop. 35,000), the hometown of the Center and its greatest champion, Lucille Ball, hopes to attract over 100,000 visitors each year. The potential economic and cultural impact of the Center has been deemed so significant, that it is currently being considered for Official National Designation by the US Congress.

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People Profile

Randy Smith,
Senior Project Director

With over three decades of design and industry experience, Randy's skills range from concept planning to attractions and architectual concepts to media direction. His responsibilities have included ...

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