Human Connection and Personal Moments are Key Topic During State of the Industry

The 2026 State of the Industry panel, moderated by Shawn McCoy, Senior Vice President & Creative Strategy, Imagine, brought attendees into a dynamic conversation that covered a wide range of topics impacting and facing themed entertainment. While each panelist shared their own unique perspective, all were united in their unwavering belief in the power of storytelling and that personal interactions are driving guest experience. 

The panelists addressed everything from technology to accessibility to sustainability to the future. Central to each theme is how the industry must continue to create and drive personal experience for guests. 

Jenefer Brown, President, Global Products and Experiences, LIONSGATE, shared the industry has great opportunity to design and launch experiences beyond tourists and focus on local guests. “We're seeing more localized attractions and experiences that are created for the people in the community,” she said. “They’re receiving a first-class experience at a localized level. There’s a lot of opportunity and people are responding.” 

Cecil Magpuri, Founder and Owner, Falcon’s Beyond, agreed and cited the “number of new and unique lanes of opportunity for storytelling” as both a new chapter and new canvas for the industry. “Media-based experiences like Cosm and Sphere, where content plays a big part in immersion, along with the opportunities we see at location-based experiences to apply storytelling to hospitality and retailtainment – all off these lanes are exciting,” he shared. 

Ali Rubinstein, Senior Vice President Executive Global Management – Creative Development, Walt Disney Imagineering, shared that while themed entertainment creates vast and incredible immersive environments it’s equally important to remember special, small moments drive the guest experience. “The personal intimacy side of themed entertainment has a lot of opportunity,” she said.  She highlighted Disney’s recent addition of the new robot Olaf in the Frozen land at its parks in Paris and Hong Kong. “He’s adorable,” she continued. “This is an example of creating brand new personal interactions on a very small, literally short scale, and people have gone crazy for him. Within the big picture, we are creating more and more of these truly personalized moments.”

Page Thompson, President, New Ventures, Universal Destinations & Experiences, also agreed, sharing that interactive live characters at Universal Epic Universe drive the storytelling while creating meaningful personal moments for the park guests.  “Igor is a great example of how immersion doesn’t require massive show buildings or large ride systems. Our guests love engaging with him and our other characters in the space. These small moments really enhance the overall visit to the park.”

“Live shows, festivals, and special activations within larger spaces are part of the equation,” Andy Westfall, Senior Director of Strategic Planning and Development, Herschend Creative Studios, added. “They are a key area of opportunity for themed entertainment that further storytelling and provide reasons for repeat visitation.”

The use and application of AI was also discussed and the panel agreed that while AI is getting a lot of attention, it is a tool that assists the industry, not something that will replace roles. “AI is used to improve efficiency across workflows, not replace creative roles,” Ali shared. “AI can help us streamline processes to help give teams more time to collaborate and focus on the creative work.”

“The human aspect of what we do is what draws people in,” Page concluded. “There’s no substitute for human interaction.”