EPIC Entertainment Group, a producer of themed entertainment, live events, and immersive environments, is launching a portfolio of spring and summer experiences across the US.
With this rollout, the company builds on strong visitor engagement and revenue growth achieved for partner destinations during the holiday season, while continuing to strengthen its position as a strategic partner in narrative-focused destination design.
The Group’s expanding portfolio highlights its ability to deliver experiences that connect with audiences and drive business impact.
Its projects range from immersive attractions to seasonal programming and cultural exhibitions, and include acting as operating partner for the US debut of From the Heart to the Hands: Dolce&Gabbana in Miami.
Steve Sheldon, co-founder and managing partner of EPIC Entertainment Group, says: "Destinations today aren’t just competing for visitors, they’re competing for relevance.
"The most successful properties are thinking beyond single events and investing in experiences that tell a story across the entire guest journey.
"That’s where we come in, helping partners transform their spaces into environments people want to explore, return to, and share."
Fostering active exploration
EPIC Entertainment Group combines nostalgia and storytelling at Santa Monica Pier's Funhouse at Pacific Park, a 2,800-square-foot immersive experience inspired by the venue's historic Toonerville Funhouse that has become a standout attraction since its launch in autumn 2025.
Funhouse at Pacific Park
Exemplifying how layered storytelling can re-energise legacy attractions and enhance on-site visitor engagement, the attraction features nine interactive chambers, optical illusions, and a playful narrative tied to the Pier’s past.
In Miami, EPIC Entertainment Group’s ongoing collaboration with Fairchild Tropical Botanic Garden marks a broader evolution in how cultural institutions are programming for contemporary visitors.
In addition to seasonal events such as the Easter Celebration and Mother’s Day at the Garden, the Group is working with Fairchild Tropical Botanic Garden to redefine how visitors move through and interact with the venue, creating experiences that are increasingly immersive, responsive, and based on visitor behaviour.
The Bunny Hoppening at Fairchild Tropical Botanic Garden
"What we’re seeing across cultural destinations is a shift from passive visitation to active exploration," says Sheldon.
"At Fairchild, that means designing experiences that guide how guests move through the garden, uncover moments of discovery, and engage more deeply with the environment.
"It’s not just about adding programming, it’s about shaping a journey that feels intentional, immersive, and connected to the story the space is already telling."
Fairchild Tropical Botanic Garden's new and expanded offerings include Fairies in the Garden, a narrative-driven scavenger hunt that turns the landscape into a charming story setting, as well as evolving overlays such as Luck of the Leprechaun.
Looking forward, EPIC Entertainment Group and Fairchild Tropical Botanic Garden are devising new nighttime programming, including concerts and other experiences, that enable visitors to explore the venue in entirely different ways.
Future projects also explore the juncture of nature and innovation, with programming informed by Fairchild’s Growing Beyond Earth partnership with NASA and educational institutions.
Deeper connections drive enhanced business outcomes
This narrative-focused approach has been a key element of the Group’s resort collaborations, notably at Hotel del Coronado, where the group reimagined seasonal programming with Holiday in Oz.
The experience was based on a deep examination of L. Frank Baum’s original text, which was largely written during his time at the historic hotel. While staying true to the heart of the original story, it sought to activate newly refurbished areas of the property, such as the Victorian Garden.
Holiday in Oz at Hotel del Coronado
Going beyond layered décor, EPIC Entertainment Group created a coherent storyline across the resort that connects each environment and installation to a character or moment from the story.
Ranging from subtle references, such as silver slippers that allude to the original book rather than the film adaptation, to large-scale light displays and immersive pieces, the experience prompted visitors to move through the property and explore new spaces, deepening their engagement.
As a result, the resort has one of its strongest seasons to date. Visitor flow increased across the venue, audience reach expanded, and overall engagement and revenue increased significantly.
Charity Hill, co-founder and managing partner of EPIC Entertainment Group, says: "We’re always asking: how do we get guests to explore more, stay longer, and connect more deeply with a place?
"That means designing experiences that are intentional, from how a story unfolds across a property to how guests physically move through it. When it all works together, it changes not just the experience, but the business outcomes as well."
Hersheypark Dark Nights
As spring activations launch across the US, EPIC Entertainment Group is already developing productions for fall and the holiday season. These will include the return of Dark Nights at Hersheypark, and new immersive holiday experiences at leading resort destinations such as Hotel del Coronado in San Diego, and The Ritz-Carlton Oʻahu, Turtle Bay.
EPIC Entertainment Group recently shared details of the 2025 edition of A Holiday in Oz at Hotel del Coronado, marking the production's fifth year.
