RWS Global has positioned itself as a powerhouse in the world of live entertainment and experiential design. With a portfolio that includes everything from master planning theme parks to creating live events for global audiences, the company has rapidly grown into an industry leader.
Recent milestones include expanding operations with a new partnership in Shanghai and opening a new office in Orlando, signalling its commitment to scaling up globally. But at the heart of this rapid growth lies its creative engine, driven by a commitment to storytelling and immersive design.
To explore the company’s remarkable trajectory and its design philosophy, we speak with Veronica Hart, chief growth officer; Mark Amos, executive vice president of creative design and client relations; and Matt Dawson, vice president of business and client strategy, destination design. Together, they shed light on how RWS Global creates unforgettable experiences for audiences worldwide.
From vision to reality: the scope of RWS Global
“When people think of RWS Global, they often think of live entertainment,” says Amos. “But our capabilities extend far beyond. We design experiences for theme parks, cultural institutions, cruise ships, and even global sporting events like the Paris Olympics. It’s about creating moments that resonate deeply with people, no matter where they are or what medium we use.”
This broad scope is supported by an equally diverse team of designers, strategists, and technologists. RWS Global’s projects often begin with a blank canvas as teams collaborate on master plans for major attractions or design intricate elements for an immersive retail experience.
“The common denominator,” Amos continues, “is our focus on storytelling. Every detail, from the layout of a park to the costumes in a show, is in service of a narrative that captures the imagination of our audiences.”
For RWS Global, storytelling is not just a buzzword, adds Dawson. It is the foundation of the company’s creative process:
“We put storytelling at the core of what we offer. At the end of the day, what guests remember is a really good story, and so you have to start there. Once we establish that, every decision we make is tested against it. Does it enhance the story? Does it engage the audience in a meaningful way? If not, we rethink it.”
Storytelling is key
This approach ensures consistency and emotional impact across projects. Whether designing an entire theme park or a boutique museum exhibit, the goal is to immerse audiences in an authentic and captivating world.
The emphasis on narrative also extends to live entertainment, where shows and events are designed to leave lasting impressions. “Theatre, parades, and live experiences allow us to engage audiences in real-time,” says Hart. “There’s an immediacy and intimacy that makes storytelling in these formats incredibly powerful.”
RWS Global works across a wide range of different projects, from master planning theme parks to bespoke live entertainment. When it comes to maintaining consistency, quality and innovation across such diverse endeavours, Amos says:
“We have amazing people, and within those people, we have a lot of experience. We hire diverse people from various industries, such as architecture, theatre, or people coming out of the ride industry. RWS also has strong internal mentorship. Then, we give our team members experience in different sectors; that cross-pollination allows us to collaborate and innovate across all our projects.”
See also: RWS Global’s Products & Services: full-service offer for unforgettable experiences
Standout projects: Jimmy Fallon’s Tonightmares and MSC’s Robotron
Amos highlights two projects that exemplify RWS’s innovative approach to experiential design: Jimmy Fallon’s Tonightmares and the coaster-like Robotron ride aboard MSC Seascape.
“Tonightmares was a haunt we developed in collaboration with Jimmy Fallon, NBC, and Universal Studios,” he says. “It was a cool project because it brought together all our global departments to create a unique haunt experience. We combined immersive storytelling, media effects, animatronics, and live performance into a cohesive walkthrough experience.”
“We even had a docent guide guests through, controlling the narrative to ensure everyone experienced the story as intended. The project had a tight timeline, but the results were incredible. It was a fun and rewarding collaboration.”
Equally impressive, the Robotron ride developed for MSC Cruises showcases RWS’s ability to turn abstract concepts into personalised guest experiences.
“MSC came to us with this incredible KUKA robotic arm. They essentially said, ‘We bought this, but we’re not sure what to do with it.’ In just five months, we designed a complete experience around it. Guests can create their own soundtrack, and the ride syncs to their chosen music with custom media, lighting overlays, and an enclosure. It all unfolds high above the cruise ship decks, offering breathtaking views.”
Both projects demonstrate the versatility of RWS’s design capabilities, from live events to high-tech ride experiences, and underscore the company’s commitment to creating unforgettable moments.
RWS Global: a collaborative approach to innovation
One of the hallmarks of RWS Global’s success is its collaborative ethos. The company actively fosters a culture where creative and technical teams work hand-in-hand, ensuring seamless execution of ambitious projects.
“There are other companies that do pieces of what we do,” says Hart. “But we see ourselves as unique because we’re incredibly collaborative, both internally and with clients, on how to meet a specific need or be a turnkey partner across our entire ecosystem.”
“We can take every piece of the client journey, from master planning and destination design to bringing seasonal events and stage shows to life. And, we now have a retail and merchandise platform, too, so we can genuinely be a turnkey partner. We can create merchandise organically linked to the experiences we’re creating.”
“Designing immersive experiences is a multidisciplinary effort,” says Amos. “Our creative directors, engineers, and producers all bring something unique. It’s through this collaboration that we’re able to push boundaries and deliver on our vision.”
Creating engaging experiences
Collaboration with clients is also essential, and Dawson adds that the ‘client’s client’, i.e. the guest, is the person they all bear in mind throughout the process:
“It’s those clients, the guests, that are the ultimate arbiters of whether we’ve done a good job. So, it’s in our business interest to keep an eye on them and make sure that those customers, as well as our paying clients, are ultimately satisfied. The yardstick we use to measure ourselves is what’s in it for the guest. Are we truly raising their experience? Are we giving them something that they’re going to love?”
Hart also highlights the importance of integrating cutting-edge technology into the creative process.
“Technology is a tool, not the story,” she explains. “But when used thoughtfully, it can elevate an experience to new heights. We’re constantly experimenting with new technology and interactive elements to find innovative ways to engage audiences.”
Dawson echoes this sentiment, noting that innovation is only as strong as the collaboration that supports it. “You can have the most advanced technology or the boldest concept, but it’s the teamwork and alignment of goals that bring everything together. That’s what sets us apart.”
RWS Global expands worldwide
In November 2024, RWS Global announced the launch of a new headquarters in Shanghai as part of its continued growth into location-based entertainment experiences in Asia. Through a new strategic partnership with Max-Matching Entertainments, RWS Global will expand its end-to-end professional services in Asia to include master planning, design, build, execution, and operations for cruise, theatre, and sports clients.
The collaboration aims to deliver culturally resonant experiences for Asian markets by combining RWS’s creative expertise with local insights.
“We couldn’t be more enthusiastic about opening an office in Shanghai. Our partnership with Max-Matching is a game-changer,” says Hart. “It allows us to tap into a growing market while staying true to our ethos of designing with authenticity and impact. It’s not just about exporting ideas; it’s about co-creating with partners who understand the nuances of their audience.”
“1.4 billion people live in China,” says Dawson. “Or put another way, there are more people in the Chinese middle class than there are people in America. The size of this market is enormous, and it is one that we are excited to do more in. But to be successful, you need to be there on the ground with people who speak the language and understand the nuances. By opening an office in Shanghai, that’s what we’ll be able to do.”
In addition to its international expansion, RWS’s new office in Orlando underscores its commitment to supporting clients in one of the world’s busiest hubs for themed entertainment.
“Orlando is the epicentre of innovation in our industry,” Hart says. “Being there allows us to collaborate more closely with clients and talent, ensuring that we’re always pushing the envelope of what’s possible.”
A clear founding vision
RWS Global has experienced transformational growth over the last few years, including key acquisitions and a significant brand refresh. Hart attributes this growth to the vision of founder Ryan Stana.
“I’ve always been impressed by Ryan and his vision for the company, and he also has a tremendous team that has driven RWS to grow into the powerhouse that it is now across various industries. It comes from having a clear vision from the CEO level and a tremendous amount of passion, enthusiasm, and experience throughout every level of the 300-plus team members across the organisation.”
This growth, she explains, has come without losing the initial spirit of being nimble: “As we grow as a business and we have a bigger footprint that we’re connected to and a more significant base of partners around the world, we continue to elevate the delivery of live entertainment and sports without losing that independent spirit of being a company that will do whatever it takes to bring the guest experience to life.”
Looking ahead: the future of experiential design
As RWS Global continues to grow, its leaders remain focused on pushing the boundaries of experiential design. From expanding into new markets to experimenting with emerging technologies, the company is committed to staying at the forefront of the industry.
“Our goal is to create experiences people will remember for a lifetime,” says Amos. “That means not only staying ahead of trends but also staying true to the core principles that have always guided us: storytelling, collaboration, and innovation.”
Hart is optimistic about the future, particularly as audiences continue to crave shared, in-person experiences. “The world is hungry for connection,” she says. “As designers, we have the privilege and responsibility to create spaces where people can come together, be inspired, and experience something truly extraordinary.”
Dawson adds: “The future of experiential design lies in understanding the evolving needs of audiences. It’s about being attuned to their desires and finding innovative ways to exceed expectations.
“Entertainment is everywhere, and RWS Global, because of its breadth, is embracing that. We’ll entertain you on a cruise ship or when you go to a museum; we’ll entertain you wherever you are. Everything should be entertainment, and what gets me excited about RWS Global is that we have the reach to push those boundaries, raising people’s experiences and providing entertainment in every little nook and cranny of their lives.”
What makes RWS Global unique?
From its origins in live entertainment to its current status as a global leader in experiential design, RWS Global is a company that thrives on creativity, collaboration, and bold vision. Whether master planning a theme park, designing a cultural institution, or creating spectacular moments for the Olympics, its team is dedicated to crafting experiences that captivate and inspire.
When asked about the “secret sauce” behind RWS’s success, Amos points to the people: “It’s the talent and passion of our team. Every person here brings a unique perspective, and together, we can achieve incredible things.”
Hart adds: “Our ability to adapt and innovate sets us apart. We’re not afraid to take risks and always look for ways to improve.”
“At the end of the day, it’s about heart,” says Dawson. “We care deeply about what we do and the experiences we create for our audiences. That’s what makes the difference.”
With its expanding global footprint, innovative partnerships, and commitment to storytelling, RWS Global shows what’s possible when passion meets purpose, and its leaders are determined to continue raising the bar.
