Nassal, a leading global speciality theming fabricator and program manager, is taking proactive measures to fulfil anticipated growth in the hospitality, gaming, and entertainment construction sectors, driven by significant investments and increasing demand for immersive experiences.
A strong outlook for the industry is exemplified by Walt Disney’s plans to invest more than $17 billion in its parks over the next 10 years. While current economic challenges, such as rising interest rates, have temporarily hampered large-scale projects, the global hospitality sector is projected to grow from $4.7 trillion in 2023 to $5.8 trillion in 2027.
In anticipation of opportunities ahead, Nassal’s new facility, innovative technologies, and enhanced capabilities position the company as a leader in this dynamic and growing sector.
Matt Brown, vice president, Nassal, says: “Optimizing budgets, leveraging advanced technology and adopting cutting-edge fabrication methods allow us to remain agile and deliver innovative solutions for our clients. By being proactive and preparing now, we’re positioning ourselves to handle the uptick in activity when the market turns, ensuring projects stay on schedule and within budget.”
Nassal is working to bridge the skills gap ahead of this construction boom, ensuring that skilled personnel are available to satisfy future demand by promoting mentorship programmes, internships, and long-term career development efforts.
Five key trends for 2025
Brown has outlined the top five trends for the upcoming year and shared insights into how the construction sector is prepared to assist.
Rise of movie–based attractions
As amusement parks around the United States seek to update old attractions, several are turning to movie-based experiences to attract new visitors and improve the overall guest experience. This approach capitalises on the success of blockbuster franchises and much-loved characters.
For example, in late 2023, Disney unveiled several additional movie-themed attractions, including the Zootopia Show, the Moana-inspired Journey of Water, and both Indiana Jones and Encanto experiences. Construction will turn these rides and attractions into immersive storytelling experiences.
Immersive experiences beyond the screen
The entertainment industry continues to evolve with the integration of immersive environments and gaming. Venues are now offering mobile experiences that go beyond the visit, such as behind-the-scenes content, gamified challenges, and exclusive previews, seeking to entice consumers away from in-home options.
On-site technologies, such as augmented and virtual reality, are frequently used in the construction of these immersive experiences. These transform static attractions into dynamic, interactive adventures that let players enter worlds they have only explored digitally.
Fabrication innovations
Construction processes are being redefined by technological integration in fabrication, such as the immersive technology used in amusement parks.
In one project, Nassal’s fabrication integrated technology to combine real-time data collection, sophisticated sensors, and the physical building. This enabled guests to use wristbands to track their progress as they earned points or unlocked digital prizes by interacting with the attraction’s physical components, such as playful interfaces.
Revitalised public spaces
In the United States, museum, zoo, and aquarium projects are being driven by public and private funding from COVID-era initiatives. These grants are now being used by institutions to create innovative projects that engage and educate a wide range of audiences.
Nassal has worked on a number of renowned zoos, aquariums, and museum exhibits, including the Mission Everglades exhibit at the Zoo Miami, the African forest exhibit at the Jacksonville Zoo, the Georgia Aquarium Ocean Voyager, and a project to transform the Old Idaho Penitentiary into a museum.
Rise of indoor water parks
Indoor water parks are quickly gaining popularity due to their capacity to provide year-round fun, particularly in colder climates. The US water park sector was valued at $5.5 billion in 2023, up 14.4%, thanks to 16 new indoor parks that totalled 480,000 square feet.
Indoor water parks have a smaller footprint than outdoor parks. This makes them ideal for urban and suburban locations, bringing these attractions closer to densely populated neighbourhoods. Furthermore, resort-style hotels with connected water parks are becoming increasingly popular among vacationers. Constructing these integrated amenities provides a smooth, all-in-one experience, allowing guests to enjoy entertainment, dining, and lodging without ever leaving the resort.
Brown says: “These growing trends align perfectly with Nassal’s expertise in creating immersive, themed environments that captivate guests. As an industry leader for over 40 years, we’ve built a strong foundation of financial stability and high bonding capacity, enabling us to tackle large-scale, complex projects with precision and reliability. At the heart of our success is our talented team of artists and designers, whose creativity and craftsmanship bring immersive environments to life.”
Nassal has been a leading specialist in rockwork and fabrication for theme parks, cultural experiences, hotels, zoos, aquariums, and other culturally relevant immersive environments since 1984. With facilities in Orlando and Los Angeles, its specialists, craftsmen, and artisans offer award-winning destinations around the world.
Last year, Nassal attended the AZA Conference in Calgary, where the company hosted a networking event at NATIONAL 10th Avenue.
