Merac, an integrated ticketing, retail and fundraising platform in the Crowd Convert group, presents the new episode of the Skip the Queue podcast.
Hosted by Merac CEO Andy Povey and featuring Greg Hall, assistant director of creative design at Universal Creative, and Max Guy McNair MacEwen, head of strategic partnerships in immersive at visual effects specialist Framestore, the episode reveals new insights into the design, technology and storytelling behind Dark Universe at Universal Epic Universe.
Together, they discuss the creation of the mysterious village of Darkmoor for Universal Orlando Resort’s newest theme park. They also explore emotional pacing, guest psychology, and the use of advanced media technologies within a physical setting.
Creating a memorable experience
During the discussion, Hall and MacEwen describe how creative teams balanced storytelling, technology, and operational factors to design an experience that is both exciting and highly re-rideable.
They also examine the psychology behind horror-themed attractions.
“You can’t scare people more than they scare themselves,” Hall says. “The queue can actually be more intimidating than the ride itself, so that by the time guests finish the attraction, they feel like they’ve overcome something.”
The episode emphasises the crucial role of collaboration among creative designers, visual effects artists, engineers, and prop makers.
“Everyone involved speaks a slightly different creative language,” adds Hall. “But everything has to work together. The moment one element falls out of sync, the audience feels it and the illusion breaks.”
The conversation also discusses reactions from guests, highlighting Egor, Victoria Frankenstein’s assistant, who has rapidly become a fan favourite.
Skip the Queue is a podcast for professionals in visitor attractions, themed entertainment, and experiential design, where industry leaders share insights into creating and managing successful attractions.
The new episode is available now on all major podcast platforms.
Earlier this year, Merac launched the fourth edition of the Visitor Attractions Website Survey.
This publication provides museums, theme parks, heritage sites, and cultural destinations with industry-specific trends and insights on optimising websites for AI search, delivering digital sustainability, and reducing friction to boost digital ROI.
