In 2023, AdventHealth launched a unique emergency room, AdventHealth ER at Flamingo Crossings Town Center, near Walt Disney World Resort in Orlando, Florida. This facility provides emergency care and an exceptional patient experience for visitors to Central Florida and residents, including guests and cast members of Walt Disney World Resort.
The 19,000-square-foot area features all the standard amenities of an ER facility, such as private rooms, respiratory therapy, diagnostic imaging, and a complete laboratory. What distinguishes it, however, is its intentional design, developed in collaboration between Disney and AOA, a design firm renowned for its work in themed entertainment.
The design features Disney-inspired elements and recognisable characters, incorporating colour, sound, and light to create a calming patient environment.
We explore what this project reveals about how themed entertainment design and storytelling can improve patient experiences in healthcare, with insights from the team at AdventHealth, the official healthcare provider for Walt Disney World Resort.
AdventHealth and Disney
AdventHealth has been collaborating with Disney for 25 years, says Teresa Mairn, executive director of partnerships and innovation at AdventHealth, Central Florida Division:
“In 2021, we chose to go deeper in our alliance with them. One of the main reasons is that people don’t leave their healthcare conditions behind when they come on vacation to Disney World.”
Disney identified that as an opportunity: how could the guest experience be better, if the unexpected happens or if visitors travel with a condition?
“We created what we call a healthcare ecosystem. There are many points of contact for a Disney guest to access care in whatever way they choose, whether it’s telehealth, in-person urgent care, getting prescriptions or medical equipment delivered to their resort, or going to an emergency room.”
Building on this strong relationship, when it came to developing the new AdventHealth ER at Flamingo Crossings Town Center, there was the chance to create something different and more than just a typical ER.
“It was an opportunity to do something unique along the consumer journey because we had Disney at the table,” says Mairn.
“They are the customer service experts, all about experience. While an ER visit is not enjoyable, we can potentially reduce anxiety. That’s where this collaboration was born, thinking about how we can take what our companies do well to innovate and create something different, unexpected, and meaningful for a Disney guest.”
Disney has a collection of beloved characters that people have grown up with.
“When you connect with a character, it can reduce your anxiety. You’re not as worried; it’s something familiar, and you feel like this is going to be okay. That, in itself, is epically different from how anyone has approached healthcare before.”
AOA’s work on AdventHealth ER at Flamingo Crossings Town Center
As well as Disney, AOA was another key partner to bring this vision to life:
“We already have amazing care teams; we deliver care excellence across the board. We also have a phenomenal design and construction office, creating best-in-class care facilities every day,” says Valarie Rhodes, executive director of consumer experience at AdventHealth, Central Florida Division.
“With this opportunity, how do you augment the assets we already have with an additional design partner to help bridge what Teresa just mentioned—bringing Disney to life in the context of a healthcare setting, something that hasn’t been done before in a meaningful way?
“We needed the right design partners at the table to help execute that.”
Jim MacPhee, retired COO of Walt Disney World, supported the launch of the partnership between AdventHealth and Disney on behalf of AdventHealth. He began by searching for a team that understood the legacy and brand of Disney and that had current body of work with the company.
MacPhee reached out to AOA’s Tom Acomb, who worked for him early in his career and asked if AOA could support the endeavour. “It quickly became clear that to do this right, it would be critical to look beyond traditional theming ideation and focus on the art of storytelling,” MacPhee says.
“It didn’t take long to think about engaging Tom Acomb, Mike Ostendorf, and their team at AOA. They are masterclass at bringing to life both the art and science in making this an immersive experience in arguably a very stressful time for consumers seeking medical attention, and obviously they delivered.”
Storytelling expertise
The combination of AOA’s creative pedigree and their attachment to experience creation, particularly from a Walt Disney Imagineering perspective, was part of that decision.
Rhodes continues:
“They are also one of the only design firms that have successfully translated that expertise into non-traditional industries. Bringing Disney magic and experience design into areas like space tourism, healthcare, and retail is very difficult outside the Disney bubble. That capability was critical to us as we looked for design partners to bring this to life.”
Continuity was another key factor for Rhodes:
“You want someone who can be with you from blue sky to execution. That’s what makes AOA unique; they can truly partner at every step of the journey to ensure we get it right all the way through.”
Balancing the design goals with the project’s unique needs
A healthcare setting is, of course, very different from a themed entertainment project, with unique needs such as privacy, comfort, and safety.
Speaking about how this project balanced those requirements with a more entertainment-focused design approach, Kimberly Canarie Baken, RN, director of emergency services AdventHealth ER at Flamingo Crossings, Celebration and Palm Parkway, says:
“We focus on whole-person care. It’s not just the body; it’s our mind and spirit. It was essential that, with our mission and how we work together to care for our patients, we created a natural, flowing, and welcoming space in both public and private areas.”
Every design principle that went into the AdventHealth ER at Flamingo Crossings Town Center focused on how the team takes care of the whole person as safely and efficiently as possible,” she adds:
“It starts the moment you walk in—you enter the sand dunes, then go under the pier and under the sea, where you see familiar Disney characters. These familiar faces help our guests and patients feel calm as soon as they arrive. There is also natural wayfinding that guides you through the space, from the waiting room straight to your room.
“Once you get to your room, you can make that space how you want it, choosing what you want to listen to, adjusting the lighting. It’s all customisable.”
“In an emergency department setting, you don’t have much control over what’s happening to you because you’re there for an emergency. Our focus was to ensure that, where our patients can have control, we allow them to. It’s a truly unique experience that we’re very proud of.”
A sense of control
Rhodes continues:
“We wanted to push past the baseline and the norm. If you think about patient comfort, the baseline might be a comfortable bed, pillow, or blanket. Those are fundamental things everyone should provide, and we do. But how do you take that to the next level?
“When you look at the insights behind what it truly means to make consumers feel comfortable, there’s a lot more there, things that healthcare doesn’t always focus on. Some of the work Kim just described, particularly around restoring control, is a way to deliver comfort. In an emergency experience, one of the only ways a patient can feel more at ease is by having some control over their environment.”
Those minor details tie into the emotional relationship that AdventHealth wants to create with the consumer:
“How do we go beyond what is considered standard in healthcare to truly deliver that feeling? Her team nails it every day, and it’s such an incredible opportunity to go deeper and exceed the baseline expectations.”
“Even thinking about the five senses, that’s some of the work we were able to do with AOA and Disney,” says Mairn.
“Beyond just what your body needs, what do you need to feel comfortable? We thought through the sounds you hear, curating Disney music that helps reduce background noise while still being familiar and comforting. You get to choose the lighting, and we selected a blue and green palette that helps reduce anxiety.”
Every one of the five senses was considered in this space, which is unique in a healthcare setting. “Even the sense of smell can create a feeling of security, reducing anxiety while reinforcing the idea that this is a safe place. Every fine detail was carefully thought out to create the best possible experience.”
Positive feedback
Since the facility opened, feedback has been overwhelmingly positive:
“This is what I’m most proud of,” says Canarie Baken. “It has been quite the journey. I would add that it’s not just about listening to patients and visitors and understanding their needs. It’s also about having the right staff and team members in every area. It’s not just the clinical team doing this work; it’s also the ancillary, non-clinical team members.
“Ensuring they were part of the elevated training, in partnership with the Disney Institute, helped bring our vision to life.”
That effort translated into AdventHealth ER at Flamingo Crossings Town Center ranking number 29 in the nation for likelihood to recommend. “After just one year of being open, we’ve reached that level, and when you look specifically at paediatric patients, their satisfaction is 100%—it couldn’t be better.”
It’s about the experience, but more importantly, it’s about the care they’re receiving, she adds:
“You can have a beautiful facility, but people won’t recommend it if the care isn’t exceptional. The focus on having the right team members, providing elevated training, and truly supporting our community has made a real difference.”
Rhodes highlights a favourite moment just before the facility opened: “I turned the corner down the hallway and saw one of the nurse leaders do a Cinderella spin. She was so excited about what had been created for her.”
When people are inspired by their environment, they help people better. “Seeing the team members truly respond to what had been thoughtfully designed for over a year, and knowing that it made a difference, is a reminder of the value of what we do every day for the people working hard to deliver care.”
Staying true to the vision for AdventHealth ER at Flamingo Crossings Town Center
When it comes to the lessons that the team learned from this project and how they might apply to future work, Mairn says:
“From my perspective, it comes down to having a clear vision and staying true to it. It’s easy to drift away from that vision when you’re working on a project that aims to disrupt, innovate, or do something different. Scope creep happens, and you can lose sight of what you originally intended to accomplish.
“It’s critical to be crystal clear on that vision and ensure that everyone understands it, feels it every day, and revisits it often, no matter what part of the project they’re working on. If we start to veer off course or revert to what’s easy, we must bring it back to what we set out to achieve.
“At the end of the day, doing this kind of work takes a lot of effort, but staying true to the vision makes the outcome incredibly rewarding.”
Canarie Baken adds: “As someone from a clinical background, having the right people at the table was essential.
“We underwent a rigorous interview process to ensure we had the right team members to bring our goals and ideas to life. It was about recruiting the right people, ensuring they were engaged, understood the ‘why’ behind the project, knew the story, and were just as excited as we were.
“We needed a team that was genuinely committed to delivering on our promise to our guests and our organisation.
“The biggest takeaway? Having the right people, those who understand our goal and are willing to be a part of it. And that extends beyond clinical roles; our non-clinical team members are just as vital. We are all one team, and we can’t do this without each other.”
The influence of themed entertainment design
While this was a first-of-its-kind project, there is potential for this type of design to influence other healthcare settings in the future.
“The trend is already emerging across the healthcare industry,” says Rhodes. “We’re seeing more organisations explore ways to innovate, and that drive for innovation is always present in healthcare. Traditionally, it’s been more focused on procedures and clinical advancements, but there’s a growing interest in enhancing the consumer experience.”
That shift is becoming a more significant part of the conversation in healthcare:
“I believe these trends will continue to grow. I also think that AdventHealth is ahead of the curve in this space. Consumer-centred care is a core focus of our Vision 2030, and we’re making a meaningful effort to put consumers first. It’s not easy, but projects like this demonstrate that commitment in a real, tangible way.
“So, yes, these trends are happening, but I also believe we’re leading the way.”
Having the right team on board is key
In terms of the advice she might give to other healthcare providers considering this approach, Canarie Baken says:
“I would emphasise the importance of having the right key players at the table. It’s not typical for a director of nursing to be involved in the early stages of a design process like this, but in this case, it was essential. Since this project was innovative and completely new, we also had to ensure that every aspect made sense from a clinical perspective.”
Mairn adds:
“It’s also about ensuring we have the right partners. It all comes back to being fully invested in that true north, staying aligned with the vision and understanding the impact we’re trying to create.
“Having partners who are motivated for the right reasons is critical, and in this case, we absolutely did. The right team members, strong leadership, and a shared commitment to the work made all the difference.
“Making sure everyone is aligned from the start is key to achieving something truly meaningful.”
Innovation in healthcare design requires a clear vision, the right partners, and a commitment to patient-centred care. This project demonstrates how thoughtful design, inspired by the expertise of Disney and AOA in experience creation, can enhance comfort, control, and healing.
By prioritising patient needs and engaging the right stakeholders, AdventHealth has set a new standard for healthcare environments – one that others may soon follow.
