Keith James CEO, Jack Rouse Associates

Keith James was in Saltlake City airport when he got a phone call that made him break down and cry. But don’t worry – it was good news. Bob Ward was ringing to tell him he’d been awarded the themed entertainment industry’s most prestigious accolade, the Buzz Price Thea Award for a Lifetime of Distinguished Achievements.

Months later, on 2 April, 700 people attended the Thea Gala Awards ceremony at Disneyland Resort, Anaheim, where James picked up his award. For many, he’s one of the founding fathers of the modern themed entertainment industry.

James, CEO of Jack Rouse Associates and 45-year industry veteran, has worked with everyone from Coca-Cola to Jack Daniels, Ferrari to Hershey’s, Crayola to Lego, Warner Bros to Universal Studios and Six Flags – but he is nothing if not humble.

“I learned early on you need to surround yourself with good people, the best people you can. Receiving an award like this has always been the furthest thing from my mind because the success is due to all the thousands of people I have worked with – not me,” he says.

James was introduced to Jack Rouse in the 1970s. As well as teaching him to ride a motorbike, Rouse opened his eyes to the world of themed entertainment and the two went on to work together for TAFT Broadcasting.

“I just needed a summer job to pay for college, and that’s how this whole thing started,” James says. “Back then, there was hardly even an industry. It’s grown up beneath me and I’ve been very lucky to have the experiences and friendships that I have had.”

He returned to work with Rouse in 1992, becoming JRA’s owner in a 2008 buyout.

Most of his time now is spent travelling from site to site in countries across the globe. Nine and half million air miles later, James shares his best piece of advice: “Always say yes. Whatever you’re asked to do, say yes, even if you don’t have a clue how you’re going to do it. You can panic and figure it out later.”