SeaWorld's Brian Morrow reveals design theory behind 'Experiences That Matter'

SeaWorld creative designer Brian Morrow has lifted the lid on “Experiences That Matter”, detailing how the company’s new message affects design.

Morrow, who is vice president of theme park experience design for SeaWorld, is at the forefront of ride and attraction design for the company as it continues an extensive rebranding effort.

Overseeing development of guest experiences, one of Morrow’s newest projects is the Infinity Falls river ride – the first SeaWorld attraction to be created from concept under the new banner.

"Experiences that Matter is now a design filter to us – we're making sure we deliver on it in every attraction we build,” said Morrow, speaking to Attractions Management.

“There’s no other company in the world investing money like we are into education, play and purpose. We tie it into big rides and experiences, but underneath it all is this message, which drives our experience design team to these extremes.

"Infinity Falls is the first project built with that sole purpose of ‘Experiences That Matter’. In 2018 you’re going to see more projects unveiled under that banner, which is fantastic for the creative team because it gives us new design and experience goals.”

Manufactured by Intamin, the family-friendly Infinity Falls ride will feature a world-record 40ft (12.2m) drop when it makes its debut at SeaWorld Orlando in 2018. The design finds inspiration from the rainforests of South America, with guests taken through a jungle environment as they travel along the 1,520ft (460 m) rapids. With the new addition comes a themed village area, which will include a retail store, rest areas, dining and interactive educational experiences.

“It will be the first time we introduce our new digital interactives, allowing our guests to play educational games in the park,” added Morrow, who said player scores would be converted into real-world water saving initiatives using SeaWorld dollars.

“We’re building digital experiences that the family will gather around – big touch screens and oversized big play elements. It allows us to track those points and how they’re doing. The kid scores three points and he saves three gallons of water instantaneously.”

SeaWorld has been aggressively investing in new experiences as part of a rebranding plan aimed at boosting attendance and halting a drop in revenue, which has been falling since 2012 as visitors numbers decline. In the company’s latest earnings report, SeaWorld president and CEO Joel Manby reiterated that financial discipline remains a top priority for the operator as it looks to achieve its long-term goal of saving US$40m (€34.5m, £30.5m) by the end of 2018.

Brian Morrow  theme parks  visitor attractions  SeaWorld  orcas  Infinity Falls  Joel Manby  Intamin  conservation  Experiences That Matter 
Related stories
07 Nov 2017

SeaWorld tightens financial leash following poor third quarter

11 Oct 2017

Parques Reunidos linked to SeaWorld sale

10 Aug 2017

SeaWorld continuing with Chinese expansion plans despite domestic woes

08 Aug 2017

SeaWorld to cut further costs following poor first half of 2017

15 Nov 2016

'Fun and meaningful' at the forefront as SeaWorld details upcoming attractions for 2017

SeaWorld creative designer Brian Morrow has lifted the lid on “Experiences That Matter”, detailing how the company’s new message affects design. Morrow, who is vice president of theme park experience design for SeaWorld, is at the forefront of ride and attraction design for the company as it continues an extensive rebranding effort. Overseeing development of guest experiences, one of Morrow’s newest projects is the Infinity Falls river ride – the
The design finds inspiration from the rainforests of South America / SeaWorld
More news
News stories: 1 - 30 of 7659     
News stories: 1 - 30 of 7659     
company profile
Company profile: Robert D. Henry Architects + Interiors
Robert D Henry Architects (RDH-Architects) was founded in 1990 in New York City by Bob Henry, known as the “sensuous architect of serenity.”
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
Last word: Tina Norden
Tina Norden
"We have created an approach which is playful, provocative but also functional"

Conran and Partners’ Tina Norden on playing with colour at Prague’s newly redesigned Hotel Maximilian

Movement in the platform creates vibrations, adding a sense of danger
Alan Metcalfe
"When people are a bit scared, they gather together"

Featuring a vibrating glass platform and one of the US’s longest tree canopy walks, Whiting Forest has been designed to bring visitors closer to nature and to one another

Interview: John McElgunn and Stephen Barrett
Stephen Barrett (left) 
and John McElgunn (right) were both made partners at RSHP in 2016
"Leisure space – public space – is at the very root of democracy, and architecture is about democracy"

As RSHP completes its latest cultural project, we speak to two of its partners about why Richard Rogers isn’t leaving his succession to chance

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
Former track and field athlete Phillip Mills is the founder and CEO of Les Mills
"We’ve designed the space so that the atmosphere is intimate"

Les Mills’ new studio spaces at its iconic Auckland City Gym showcase a trend away from masculine ‘grunty’ gyms to something altogether different

The design of the Da Sistina restaurant was inspired by traditional Roman trattoria
Olga Polizzi is director of design for Rocco Forte Hotels and also owns two of her own hotels
"On Via Sistina, everything breathes history. At the same time I wanted to reflect the modern hunger for the fantastical - Tommaso Ziffer"

Following the highly anticipated launch of Rome’s Hotel de la Ville, Rocco Forte’s director of design reflects on a fascinating project

"The technology involved in paint is extraordinary"

Used cleverly, colour has the power to influence how people use the spaces they inhabit, says the creative director of Dulux

The waste-to-energy plant has a ski slope, hiking trails, an 85m climbing wall, restaurant and apres ski bar
"It was born from the sheer anxiety of having to submit something brilliant in a very short timescale"

How a moment of desperation led to BIG’s CopenHill, the clean power plant that’s doubling as a skiing and leisure destination. Magali Robathan speaks to the architects that made it happen

Interview: Blurred lines
Scott Lee became president of SB Architects in 2000. Tracy Lee founded TLee Spas in 2015
"We design to connect the guest to the place, positioning people at the centre of the design"

Architect Scott Lee and spa consultant Tracey Lee on marrying the worlds of design and wellness in a series of interesting projects

cladkit product news
LianTronics’ glasses-free 3D Star Trek LED screen attracts attention
Magali Robathan
LianTronics’ giant curved LED wall with stunning glasses-less 3D spaceship display effect has attracted many on the street of Chengdu, ...
Cosm unveils Experience Centre with ‘one of a kind’ LED dome
The new Experience Centre houses a 20m LED dome
Magali Robathan
Cosm, a global technology company that builds end-to-end solutions for immersive experiences, has unveiled its Experience Centre which houses a ...
Christie laser projectors power new Five Senses Bubble dome theatre
The dome aims to integrate technology with arts and culture
Magali Robathan
Christie® GS Series 1DLP® laser projectors are delivering vivid and lifelike visuals in a new dome theatre located in Xiong’an ...
cladkit product news
Móz Designs columns anchor the world’s largest indoor aquarium
The design of the columns was inspired by the sea
Magali Robathan
After a two-year renovation, Oakland-based metal experts Móz Designs have unveiled their inclusion in Georgia Aquarium’s new shark gallery. Located ...
Diamond balloon concept merges tourist attraction with advertising billboard
Magali Robathan
A group of Dutch engineers have presented a new attractions concept that combines a flying observation cabin with LED digital ...
Alberto Apostoli and Newform collaborate to launch the A.Zeta showerhead
The showerhead offers two modes; rainfall or waterfall
Megan Whitby
Italian architect Alberto Apostoli has renewed his partnership with Newform – an Italian wellness company – and designed A.Zeta. A.Zeta ...
cladkit product news
Fabio Alemanno Design uses elegant semi-precious stones to create memorable spa experiences
Alemanno believes the stones are well-placed in the spa environment thanks to their capacity to positively support physical and mental health
Megan Whitby
Fabio Alemanno Design has expanded its collection with semi-precious stones to enhance spas, wellness facilities, hotels and private residences. The ...
Jaffe Holden helps bring Academy Museum of Motion Pictures alive
Jaffe Holden provided architectural acoustics for the Academy Museum
Magali Robathan
Acoustical consulting firm Jaffe Holden provided architectural acoustics and audio/video design services for the recently opened Academy Museum of Motion ...
Eden project uses drones to spell out climate change warning
Magali Robathan
Almost 300 drones were used to signal an environmental message above the Eden Project’s biomes, during the UN Climate Change ...
Sign up with CLAD for regular news updates