Join us at 3 pm GMT on Wednesday, 21 January for our Innovation in Storytelling session at the Festival of Innovation.
Sponsored by Blue Telescope, a media and design studio that creates interactive and narrative experiences, the session will discuss the topic: Bringing main character energy: innovation in storytelling.
It will explore themes of nostalgia, making education fun, telling the same story to different audience groups, and how to bring main character energy into your attraction.
Our expert speakers for this session are Therrin Protze, chief operating officer, Kennedy Space Center Visitor Complex; Rosie Brailsford, creative director, Merlin Entertainments; Judith Zissman, executive creative director, Blue Telescope; and Steve Sheldon, managing partner, EPIC Entertainment Group.
The Festival of Innovation will take place from 21 to 22 January 2026. The online event will celebrate the creative ideas, products, and organisations that are propelling the industry forward.
All sessions will be available on demand for 30 days.
Register for free, here.
Meet the speakers
Steve Sheldon is an award-winning event and entertainment producer, co-founder and managing partner of EPIC Entertainment Group, a team of producers, experiential marketers, and designers dedicated to creating live events and immersive experiences.
With over 20 years in the industry, Sheldon is widely recognised for his leadership in managing large-scale projects and dynamic creative teams. He has produced and operated hundreds of events, festivals, concerts, marketing activations, and exhibitions, attracting more than four million attendees.
Sheldon's portfolio features top US entertainment attractions such as Hersheypark’s Dark Nights, Crayola’s IdeaWorks Experience, Queen Mary’s Dark Harbor, and Nerf Challenge, as well as an internationally acclaimed exhibition on Diana, Princess of Wales, the first Ice Adventure Park in the US, and a world-leading haunted experience.
Born and raised in Sacramento, California, Therrin Protze joined the Marine Corps in 1985 and served for eight years. He then moved into the hospitality sector, where he worked on the front line and held various management positions.
Therrin spent 23 years in the gaming industry and joined Delaware North in 2006 as VP of Gaming Operations for the Home Office.
In 2011, he was asked to run Delaware North's new venues, Jumer’s Casino & Hotel in Illinois. He remained there until 2014, when he transitioned to the Parks and Resorts division and now serves as chief operating officer at Kennedy Space Centre Visitor Complex.
Left to right: Steve Sheldon, Therrin Protze, Judith Zissman, and Rosie Brailsford
As executive creative director at Blue Telescope, Judith Zissman leads teams of designers and technologists to create digital interactives with compelling stories and human connection.
Her diverse background in problem-solving, client management, and product strategy strengthens her expertise in experience design, fine art, and storytelling. Passionate about inclusivity and diversity, she strives to craft memorable work that celebrates the broad spectrum of human experience.
Zissman believes transformative experiences foster understanding, connection, possibility, and change. At Blue Telescope, she brings complex topics to life with rigour, compassion, and clarity for clients such as the Sloan History Gallery, Kennedy Space Center, and the Smithsonian’s National Air & Space Museum.
Rosie Brailsford is a creative director at Merlin Entertainments, where she plays a key role within Merlin Magic Making, the team behind some of the best-loved entertainment destinations on the planet.
With over 12 years of experience in immersive attractions, exhibitions, and experiential design, Brailsford brings a multidisciplinary approach as a creative director, art director, producer, and narrative spatial designer. She is passionate about creating playful, educational, and meaningful experiences that engage audiences of all ages.
At Merlin, she leads the creative vision for projects across the Legoland Parks and Global Existing Estate, guiding teams from concept to installation. Her work emphasises guest-centric design, inclusive storytelling, and collaboration, working with producers, technologists, strategists, and brand leads.
The Innovation Awards
The blooloop Innovation Awards, presented with AREA15, celebrate the extraordinary dynamism, imagination and creativity that drive the attractions sector.
The winners of the 2025 Storytelling category will be revealed at this session. Attendees can browse all the entries during the event.
Register to attend here.
