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.

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