When our partners at 22 Entertainment approached us to reimagine a boardwalk classic for Pacific Park on the Santa Monica Pier, the question was: how do you honor the history and lore of a beloved attraction while creating something that feels fresh, immersive, and operationally sound for today’s audiences?
This project became an exploration of how story, design, and operations can intersect to bring nostalgia and innovation into the same space.
Starting with story
Every successful attraction begins with a story.
For the Pacific Funhouse, a narrative was developed that was rooted in the pier’s colorful past; the idea that a long-abandoned funhouse had been unearthed and polished for modern guests. Each room became a chapter in that rediscovery, from a topsy-turvy circus tent and mirror maze to a puppet theater, ice cream truck, and gumball machine.
Anchoring the experience with light narrative characters, such as a fortune teller and a mischievous clown, provides cohesion without overwhelming it.
The result is a story that guides the guest through the attraction in a way that feels intentional, immersive, and deeply tied to its location.
Designing for experience, not just décor
Projects like this show how true immersion happens when storytelling and fabrication are fully integrated.
• Prototyping: Scale models and full-size mockups refined sightlines, throughput, and lighting transitions.
• Custom fabrication: In-house engineering of everything from the marionette rigs and hydraulic truck platforms to oversized gumballs and blacklight mazes ensured durability for thousands of visitors daily without sacrificing creative detail.
• Material choices: Lightweight, durable materials balanced structural integrity with the historic pier’s limitations.
• Immersive details: Lighting, scent, sound, and tactile flooring were layered in to keep every sensory element aligned with the storyline.
This integrated design-build process offers a valuable lesson for any operator: when creative intent and practical execution are aligned from the start, the result is both durable and deeply engaging.
Building for operations and longevity
Designing for operations means designing for evolution. From the outset, the Pacific Funhouse was built to adapt.
Seasonal overlays, like a creepier soundtrack, performer-driven scares, or atmospheric tweaks, allow the attraction to shift seamlessly between family-friendly fun and Halloween-ready fright.
Accessibility, guest flow, and maintenance considerations were embedded in the design from day one, ensuring the experience remains both operationally efficient and creatively flexible.
Why it matters
The Pacific Funhouse underscores a key principle in experiential design: scale matters less than intention. When story, fabrication, and operations align, even modest spaces can achieve remarkable impact.
For the wider industry, it’s a reminder that:
• A unique attraction can tie deeply into local history.
• Flexibility enables seasonal and branded overlays that extend a project’s life.
• Shareability follows naturally when the guest experience feels authentic and well-crafted.
For designers and operators alike, this project highlights how integrated teams can move from concept to operation without losing creative intent.
Continuing the conversation
For operators looking to transform history, brand identity, or cultural narrative into a living guest experience, EPIC is ready to help. Connect with us to learn more about our immersive design and build capabilities.
