Thea Blog

09 January 2015

Thea Award recipients Gråtassland at Kongeparken (Norway) and the Grand Hall Experience (Saint Louis USA) revive historic icons

Each coming in under $3 million, each reviving an historic, local icon, and each named for a Thea Award: Gråtassland (Kongeparken, Norway) and the Grand Hall Experience at Union Station (Saint Louis, USA) will be showcased March 20 at Thea Case Studies Day, and officially honored at the Thea Awards Gala March 21, at Disneyland Resort in Anaheim. Information/tickets:

Thea Awards

Haakon Lund, owner of Kongeparken will give a presentation about the creation of Gråtassland, (The Land of the Little Gray Tractor) - of which the Thea Awards Committee wrote that "'Little Gray Fergie,' the storied tractor that revolutionized Norwegian farming, is now the center of a charming theme park experience." Gråtassland will receive a Thea Award for New Park Land on a Limited Budget. 

John Miceli of Technomedia Solutions and Shawn McCoy of Jack Rouse Associates (JRAwill showcase the Grand Hall Experience at Saint Louis Union Station. The Thea Awards Committee wrote of the projection-mapped show that it "...has rejuvenated a National Historic Landmark with an engaging dynamic space that allows the audience to see the architecture in a whole new way." The project will receive a Thea Award for Live Show on a Limited Budget. [scroll down for additional project info, and speaker bios]

More presenters for Thea Case Studies Day will be announced soon at the official Thea Awards & Summit blog. Tickets are on sale now at Thea Case Studies Day is part of the annual TEA Summit (March 19-20) followed by the annual Thea Awards Gala (March 21) at the Disneyland Hotel in Anaheim, Calif. Thea Case Studies Day, co-chaired by Roberta Perry of ETI and Fresh Juice, and Pat MacKay of Ones&ZerosMedia, will highlight some 15 projects and people set to be officially honored with Thea Awards the following evening. Hashtags: #TEAsummit, #TEAtheas


Gråtassland “The Land of the Little Gray Tractor” 

This new park land themed like a working farm is based on the Massey Ferguson tractor known as “Little Gray Fergie” (Gråtass). This tractor revolutionized Norwegian agriculture after the Second World War and was sold through a company based in Stavanger. where Kongeparken is located). In the 1990s, “Little Gray Fergie” became a well-established and beloved children’s character in a world of stories and activities for younger children. There have been several television series, two feature films, ten music albums, live shows and more than 15 books. It is the tractor everyone has an emotional connection to and as of 2013 it is also a charming theme park attraction aimed at children between the ages of 2-7.

Using Massey Ferguson’s modern tractors, Kongeparken built the ride, which traverses the whole land, on an industry standard tractor ride using “Little Gray Fergie” as the storyline. It is a charming new land that engages adults and children alike. It immerses them in the world of “Little Gray Fergie” and is an ideal mix of real environments and fantasy. It celebrates history, modern times and fantasy, all with a goal of entertaining and teaching about animals, farming and the importance of taking care of our environment. For the limited budget of $2,263,000 it is a tremendous success that never strays from the story of the IP or the goals of the project.

Grand Hall Experience, Saint Louis Union Station

The Grand Hall Experience at Saint Louis Union Station

A large, permanently installed, indoor immersive projection-mapping experience that occurs in the historical Grand Hall of Union Station in St. Louis. Once the “Gateway to the West,” this location is now a new hotel, dining and shopping experience. The goal of the project was to drive visitation to the new properties while still maintaining the historic character of the original architecture.

Projected on the Grand Hall’s 65-foot-tall, barrel-vaulted ceilings and across the entire space, the 3D presentation is made up of 30 vignettes that take the guests on a fantastic journey from the depths of the sea to the Sistine Chapel to Busch Stadium. The show is a combination of projection, audio and LED lighting, all used to elevate the space and immerse the audience in the media event. The show differs nightly with every hourly evening performance, which gives visitors a reason to visit time and time again.

The project has not only rejuvenated a National Historic Landmark, but it is an engaging dynamic space that allows the audience to see the architecture in a whole new way. It is a well-thought-out show that uses the trains as a historical reference for time passing. The various vignettes and pieces are gorgeously rendered, uniquely stylized and fully-developed moments in time or place. For the limited budget of $2,279,236 it is a great success.

Haakon Lund

Haakon Lund, Owner at Lund Gruppen Holding AS; CEO, Kongeparken

The Lund Group is one of Europe’s oldest amusement companies, established in 1895. Today the company operates Lunds Tivoli, large music festivals, one of the leading theme parks in Norway, Kongeparken, and Skaanes Djurpark in Sweden. Haakon Lund is the fourth generation, growing up with popcorn and candy-floss. Formal background is law with an MBA. He was nominated for Entrepreneur of the year in 2014. Kongeparken’s attractions include the Children’s Fire-station, Freia Chocolate-factory and other themed attractions. Kongeparken is based on six values, which are the basis for attractions and stories. The goal is to create magical moments and experiences.

John Miceli

John Miceli, President & Chief Creative Officer - Technomedia, a Mood Media company

In 1990, John Miceli co-founded Soundelux Showorks in Orlando, Florida, and during his 11 years as President, developed the entertainment technology company into “one of the country’s most significant creative production and systems contracting firms” (Systems Contractor). John and his company perfected key technologies, building a substantial portfolio of high-profile projectsworldwide. During this time the concept of seamless integration between content and technology was born. In 2001, Technomedia Solutions was founded and has proven to be a leader in this specialized area, bringing collaborative ideas and solutions and a positive, can-do attitude to envisioning the final product in complete detail. 

Shawn McCoy

Shawn McCoy, Vice President Marketing & Business Development, JRA

Shawn McCoy is is integral to fostering positive working relationships between JRA and its clients. He also takes an active role in projects, participating from early brainstorming meetings to opening day. He is instrumental in assembling outside specialists and vendors for large design projects. Shawn is very active in the museum community. He has written several nationally published articles concerning the museum industry and regularly speaks at trade events. Shawn has undergraduate degrees in both Marketing and Finance from the University of Cincinnati, and a Master’s degree in Marketing from Xavier University. 

MORE DETAILS - Click here for 2015 TEA Summit & Thea Awards overview

Posted by Judith Rubin



TEA Members please log in to comment

More Thea Blog

05 May 2022.
Photos and Media Coverage: 2022 TEA Summit & Thea Awards Gala

Disneyland Hotel, Anaheim - The Themed Entertainment Association (TEA) reported success and attendance numbers in line with a standard event year for its annual big weekend of events, April 21-23, 2022, consisting of the two-day TEA Summit conference, followed by the 28th Annual TEA Thea Awards Gala presented by Chimelong. #TEAsummit #TEAtheas