Falcon’s Creative Group, the entertainment design firm, is celebrating 20 years in the business and looking back at some highlights from the previous two decades.
Falcon’s Creative Group is proud to have reached the milestone of 20 years in the entertainment and attractions industry. Founded by Cecil D. Magpuri and his wife Marty Magpuri in 2000, the company has won numerous accolades and completed several innovative projects over the years. Yvette Whittaker, who now serves as the company’s Executive Vice President of Operations, has also been instrumental in the development of Falcon’s Creative Group from day one.
Falcon’s Creative Group is a tight-knit community of professionals, based in Orlando, Florida. Magpuri himself was already a recognised name in the industry when he founded the company, after opening Twister at Universal Studios Florida.
In the early days, the new company focused on establishing a solid infrastructure through sound accounting practices as well as clear marketing and branding strategies. It was also important to Magpuri that he formed a strong team with a positive working culture from the beginning.
The company’s first website won a Webby award, showing the attention to detail that Falcon’s paid to every aspect of its work from the very start. Cecil Magpuri also wanted to create a clear roadmap for the company and hired a company to come up with a business plan, most of which is still followed to this day. Despite the company’s growth since then, it has still maintained an employee culture of respect and cooperation.
Falcon’s first large project came from iXL, a dot-com company in Atlanta which was looking for a studio to design a client solution centre. The recommendation for this job came from Walt Disney Imagineering after the company completed a project at Epcot. Soon, Falcon’s was receiving job offers from venues of all sizes, from small brands to large theme parks.
One of these early projects was a Charlie and the Chocolate Factory ride in the UK, which earned the company its first Thea award. Another notable moment in Falcon’s history was the award-winning Dragon’s Treasure attraction in Macau, a groundbreaking and immersive 360-degree dome experience that earned media coverage around the world.
“I was nervous because I had never been to a project opening of this magnitude, on the other side of the world,” says Whittaker. “I got the chance to see the people enjoy the show and be amazed. They were freakin’ blown away! Literally, their mouths were open. Klaus’s music was so moving, too. I get goosebumps thinking about that moment.”
Establishing an identity
Soon the company needed to move to larger premises and found an ideal building in MetroWest. After construction was completed, the team moved into its new home on the 3rd floor, which has since been expanded two more times.
Falcon’s also invested in a second space next door, which serves as a showroom. This is where the company houses one of its licensing products, the Spheron Dome Theatre. Here, it tests new 360-degree dome content and presents new projects to clients.
In 2014, Falcon’s turned to some branding experts to clarify its messaging and its position in the market, as it had several different types of businesses on the go. Thanks to this project, the company’s design side, its media side, its consumer-facing projects (branded clothing and other quality items) and its work on developing ride systems were able to gain their own identities and then come together under one umbrella – Falcon’s Creative Group.
“Our spirit came out,” says Whittaker. “We felt we created a voice that was fresh but still held key components from our established brand. We consider that the moment when our identity evolved, which proved to be a pivotal flashpoint in our history.”
The company now offers a variety of skills under one roof, allowing them to create unique projects. For example Hulk: Epsilon Base 3D, a thrill attraction at IMG Worlds of Adventure in Dubai. Falcon’s created all the aspects of this first-of-its-kind attraction, including its CircuMotion Theatre patented ride technology.
It also recently launched a successful podcast series called Experience Imagination, where guest experts and inhouse professionals explore the latest trends, theories, and technologies in themed entertainment
Falcon’s now owns almost three dozen patents and is committed to bringing new products and cutting edge experiences to audiences all around the globe. It completed several notable projects in 2019, including Halo: Outpost Discovery and two unique exhibitions at the National Geographic Museum.