Rich Procter

Rich Procter is an accomplished storyteller who has penned dozens of scripts and emotional narratives for BRC since joining the team in 2004. In 2018, he became the first writer to be selected as a “Master of the Craft” by the Themed Entertainment Association. This honor acknowledged Rich’s thirty-plus year career in the business, and the kinds of storytelling he’s contributed: master attraction narratives, shows, tours, and ancillary content, including books.

He has thrived at BRC because the company’s “story first” philosophy: involve the guest from the first moment, put the guest at the center of the journey, and provide the guest with a memorable “emotional souvenir” at the end. “The idea isn’t to give people information about a subject. A website can do that,” says Rich. “The idea is to make people fall in love with the subject, and through the subject make them understand their own ability to put a dent in the universe.”

Procter had a number of careers before he came to themed entertainment. He was part of a two-man rock and roll radio team, a member of the Groundlings comedy troupe (alongside Paul “Pee Wee Herman” Reubens and Phil Hartman) and a Creative Director for a boutique comedy radio advertising company. In 1988, Imagineer Joe Rohde chose him to create shows and exhibits for “The Adventurers Club,” an innovative club on WDW’s Pleasure Island”: one of the first to integrate live entertainment with food and beverage service. Procter was an Entertainment Reporter for a Los Angeles television station and a television writer/producer for the Discovery Channel, PBS, the Home & Garden Network, and NatGeo.

Rich Procter has won 7 THEA Awards during his tenure at BRC, including his favorite project: The Abraham Lincoln Presidential Museum in Springfield, Illinois. The “red thread” in his career is storytelling. “You can tell a complete story in a one-minute radio commercial, a two and half minute country song, and a two-minute news report. Act one, engage people. Act two, surprise them and take them deeper into the story. Act three, an ending that is logical, surprising and—most important—emotional. Storytelling begins and ends with the human heart.”

Selected Experience

• BRC Projects
• The Las Vegas Raiders Stadium Tour
• The Selig Experience
• The Ryman Auditorium
• Ford Rouge Factory Tour
• Grand Ole Opry tour
• “Forces of Nature” at the Arizona Science Center
• “The Ghost of the Castle” at Louisiana’s Old State Capitol
• the Abraham Lincoln Presidential Library and Museum
• Ravinia Festival in Chicago
• Chicago Blues Festival
• Museum of the Bible

Barnum Museum