Sara Beil

Sara Beil is a creative director and immersive storyteller who influences how audiences worldwide connect with narrative-focused experiences.

At TAIT, a global leader in the live experience industry, she integrates game design strategies and storytelling structures into immersive environments to develop experiences for theme parks, live performances, museum displays, and brand activations.

Her background in theatre, film, and virtual reality informs her approach, combining traditional and experiential methods to ensure every guest feels free to explore. Her passion is crafting experiences that let guests tap into their inner child and foster community and teamwork through play.

Beil has over a decade of experience creating stories for high-profile attractions worldwide. Her projects include the USA Pavilion at Expo 2020 Dubai, as well as scripting media experiences such as a projection-mapped show and a greeting from US leaders. In Niagara Falls, her work on Currents: Niagara’s Power Transformed revitalised a defunct hydroelectric plant into a multimedia journey.

She served as creative director for Cirque du Soleil KURIOS, transforming the preshow into a steampunk train station with interactive touchpoints. Guests collected sparks of imagination to start the main act, showcasing her skill in building engaging narratives that heighten anticipation and immersion.

Beyond her work at TAIT, she leads Los Angeles’ immersive theatre scene as a co-founder of After Hours Theatre Company. She has created hybrid productions, including One Flew Over the Cuckoo’s Nest: The Immersive Experience, The Last Five Years: A Multisensory Experience with Janel Parrish and Scott Porter, Rock of Ages Hollywood, and The Tempest, all in collaboration with the Shakespeare Center of LA. These have been helping attract younger, diverse audiences to live theatre.

Beil is also a founding producer of the LA Immersive Invitational, an annual 48-hour event where some of the city’s leading creators collaborate to design and develop original immersive projects.

Sara Beil’s work connects storytelling and spatial design, combining emotional impact with audience participation. Her involvement in large-scale attractions, independent theatre, and experimental formats is actively shaping the evolution of immersive entertainment across various media and markets.