Adirondack Studios, a company that provides creative solutions for designers, artists, producers, and owners across the themed entertainment industry, has announced the appointment of Clara Rice as global marketing director.
As the firm’s first global marketing director, Rice joins Adirondack Studios (ADKS) during a period of expansion into new geographical regions and market verticals.
Marketing excellence
Rice was the associate executive director of the two-time Tony Award-winning Cincinnati Playhouse in the Park for six seasons, following her Master of Fine Arts degree in Theatre Management from Yale University’s David Geffen School of Drama.
In 2008, she joined JRA and developed the marketing and communications department. During her 15-year tenure, Rice led the studio through two rebrands and an extensive website redesign, secured more than 150 stories in international publications, and launched the firm’s social media channels.
Rice produced three weekly video series throughout the peak of the pandemic to maintain consistent client engagement and stimulate virtual team development, which resulted in thousands of new social followers.
She was promoted to director of global marketing for the studio’s new parent company, RWS Global, in 2021 as a result of her performance on JRA’s acquisition announcement. In this role, Rice was responsible for establishing and executing the overall growth marketing strategy, as well as building or relaunching the marketing departments of the company’s four subsidiaries – RWS, ted, JRA, and ARC.
Rice ran a year-long rebranding campaign that celebrated the team’s collective 120 years of experience. The project resulted in the development of websites, logos, and branded materials that respected the equity of each subsidiary brand while bringing them together under a unified visual identity.
Her PR campaigns resulted in significant placements in publications such as the Wall Street Journal, Travel + Leisure, Billboard Magazine, and Entrepreneur, and in 2023 alone generated almost 700 million media impressions for the companies. Rice was honoured with NEAAPA’s 2023 Paragon Award for Marketing Excellence for her work at RWS Global.
Industry knowledge
Rice has viewed giving back as a passion and a priority during her career in the attractions sector. Since 2011, she has held numerous leadership positions for the Themed Entertainment Association, progressing from NextGen Committee chair to a member of the Eastern North America Divisional Board, to vice president of the International Board and Executive Committee member.
She has also presented at industry conferences all over the world, speaking on issues such as gender inequity, accessibility and universal design, industry trends, and career development. Her writing has been published in all of the attractions industry’s prominent publications.
Rice says: “I feel like joining Adirondack Studios is a new adventure as well as a homecoming of sorts. Through our work together for the TEA, I have known [ADKS President] Michael Blau for over 15 years, so there is already an established level of trust. ADKS’ theatrical roots are also familiar territory, and I love their philosophy that developing an attraction is akin to producing a show.
“Experiencing the industry from the fabrication side will be an exciting new journey for me, and I look forward to sharing the stories of ADKS’ projects and people to a global audience. From my perspective, ADKS’ legacy of creativity and innovation has been a best kept secret – one that I can’t wait to divulge in this new role.”
Blau comments: “Clara brings extensive industry knowledge and marketing expertise to ADKS. With her appointment and the creation of our new Global Marketing Department, we can now inform the world of our almost 50 years of artistry and craftsmanship, better communicating our story and the ways we serve projects and clients. Clara’s background in theatre reinforces the traditions that ADKS is based on, which makes her a welcome addition to the team.”
Looking to future growth
ADKS is currently working on several notable entertainment destinations in the Middle East, as well as a diverse range of theatrical, public art, entertainment, and marketing experiences across North America.
This follows the success of recent projects which include Mickey & Minnie’s Runaway Railway at Disney’s Hollywood Studios, Kung Fu Panda: Land of Awesomeness at Universal Beijing, Hersheypark Dark Nights, Genting SkyWorlds, Doha Oasis, Meow Wolf: Convergence Station, and Knott’s Berry Farm’s Fiesta Village.
“Stay tuned for the announcement of new roles and employment opportunities that will further support ADKS’ commitment to ensuring fully collaborative partnerships, thoughtful design solutions and industry-leading project delivery,” adds Blau.
Delegates at IAAPA Expo in November will be able to meet Rice and other representatives from the Adirondack Studios Business Development team. Appointments can be booked by emailing crice@adkstudios.com.
Earlier this year, Adirondack Studios announced that it had been selected to design and build the iconic relay torches and games’ cauldron centrepiece for the World University Games in Lake Placid, New York. The project came 43 years after the firm was first asked to assist the Olympics in this same location.
Top image kind courtesy of Matt Witherspoon Photography
