Founder Friday: Creating Immersive Experiences: A Conversation with Geoff Thatcher, Founder of Creative Principals and Author of The CEO’s Time Machine

Known by his peers for his infectious creativity and enthusiasm, Geoff Thatcher is an experienced creative leader who knows how to take a project from concept to reality. For most of his career, these projects have involved creating world-class experiences in theme parks, museums, visitor centers, brand experiences, and live events.

Geoff’s eclectic background always delivers a fresh perspective. His experience includes everything from helping the General Entertainment Authority declare Saudi Arabia open for business to Hollywood in 2018 to envisioning new concepts for Miral on Abu Dhabi’s Yas Island. Geoff's work transcends borders, whether it’s the world’s largest video dome on a beach in Dubai or the opening ceremonies of the Rio 2007 Pan American Games in Maracanā Stadium. Recent and current projects include the Delta Flight Museum, Abu Dhabi’s Playtopia, College Football Hall of Fame, Jacksonville’s H2.O Purification Center, Indianapolis Motor Speedway Museum, the FM Global Visitor Center outside Boston, and the Speed Experience Center in Saudi Arabia’s Qiddiya giga project. His work can be seen in attractions such as the Ozark Mill at Finley Farms outside Branson, Missouri, the Quest theme park in Doha, and Warner Bros. World Abu Dhabi.

Geoff is a student of the themed entertainment industry who got his start working as a teenage clean-up boy, lifeguard, train engineer, and stuntman at Lagoon Amusement Park & Pioneer Village in Utah. Before founding Creative Principals in 2017, Geoff was a creative writer, producer, and creative director for JRA, FiveCurrents, and The Brand Experience. He worked on various world-class projects in these roles, including brand experiences like the Lockheed Martin Space Experience Center, museums like Enguinity in the United Kingdom, and theme parks like the Polynesian Cultural Center in Hawaii. Clients included Fortune 500 icons such as Honeywell and Procter & Gamble and institutions and non-profits such as Kaiser Permanente.

He is an author, writer, and speaker who has ghostwritten books, published articles, and speaks regularly at TEA and IAAPA events. His first book, The CEO’s Time Machine, was published in April 2020. TD Magazine said the book is “a great way to prepare your mindset going into conversations about how your business can navigate our new, uncertain world.” He was featured on Science Channel’s show If We Built It Today, discussing how “The Lost City of Atlantis” could be transformed into an attraction. Finally, he launched and owned Ask Buzz, a website and attraction calculator honoring the late Harrison “Buzz” Price.

Instagram: @geoffthatcher
X: @geoffthatcher
LinkedIn: https://www.linkedin.com/in/geoffthatcher/
www.creativeprincipals.com

Geoff's Work and Book Discussion

Theme Park Experiences and Career Paths

Geoff, a veteran of the theme park industry, shared his passion for creating memorable experiences and telling powerful stories with Michael, who agreed on the importance of experiences over possessions. They reminisced about their favorite parks, with Michael mentioning Kings Island and Geoff discussing the global impact of Kings Island's success. Geoff highlighted the benefits of hands-on experience in the amusement industry and the variety of career paths available, including engineering, hospitality, and space travel. Geoff's work as a writer was also discussed, with Michael showing interest in his motivation for writing a book.

Geoff's Time Travel Book Journey

Geoff shared the story of how he wrote "The CEO's Time Machine" while travelling to Saudi Arabia for work. The book explores the idea of time travel and the challenges of making decisions in the present. Geoff had initially intended to publish the book himself, but due to the pandemic, he collaborated with his daughter Zoe, who designed and illustrated the book. The book was eventually published in April 2020, and although it wasn't a bestseller, Geoff expressed pride in its positive reviews.

Debating Time Machine and Future-Thinking

Geoff and Michael debated the pros and cons of a time machine, particularly focusing on its impact on decision-making and future-thinking. Michael highlighted the potential benefits of learning from past events and historical figures, but also noted the potential drawbacks of knowing tragic events in advance. Geoff, drawing from his experience with a history exhibit, underscored the value of a forward-looking perspective, using the example of an invisible airplane, and argued that envisioning and living in the future could offer insights that are currently unavailable.

AI Enhancing Immersive Experiences in Concerts

Geoff and Michael discussed the future of immersive experiences in the experience industry, with a focus on the integration of AI. They agreed that AI has the potential to transform the industry, much like animatronics and other techniques have in the past. They also discussed the evolution of music concert experiences, particularly the use of holographic technology. They highlighted how current technology, such as the new stadium in Vegas and the YouTube concert sphere, offers a more immersive experience compared to traditional concerts, and how AI enhances these experiences by enabling virtual participation and on-stage performances.