Scenario, a turnkey show contractor and a leader in themed scenic, rockwork, and speciality fabrication, continues to deliver world-class environments across theme parks, cultural attractions, and branded destinations.
With roots in the US and a strategic expansion to Asia and the Middle East in 2012 & 2016, Scenario has developed into a powerhouse, boasting nine global offices and an impressive portfolio of turnkey projects.
Backed by construction giant Kajima International, the company’s global-local approach, integrated vertical capabilities, and extensive in-house expertise have positioned it as a key player in the future of experience-led development.
blooloop speaks with Scenario’s Tom Stapleton, vice president for Asia & Middle East, and Adrian Millar, director of operations for Asia & Middle East, alongside Ali Saleh, COO & managing partner of Mint, Scenario’s partner in the Middle East.
The three company executives share information about the company’s expansion across these regions, its unique collaborative process, and how it’s shaping the next generation of themed entertainment destinations.
A strategic move
Scenario established its Hong Kong headquarters in 2014, following major projects in the region with two of the attractions industry’s leading players, Disney and Universal.
Its connection with Asia dates back to its participation in two full turnkey attractions for the Universal Studios Singapore project,” says Stapleton. “This was our first ‘major’ project overseas back in 2007-2009. It was an eye-opening experience in which we saw huge potential for world-class companies such as Disney and Universal Studios to make their mark in the Asia market.”
Up to this point, Scenario had supported the expansion of Disney and Universal in the US for many years and had a strong relationship with both. “The trust of working with companies that we were accustomed to overseas is what launched Scenario to heavily consider having a strong presence in Asia.
“It wasn’t until midway through Shanghai Disneyland that we decided to incorporate our business HQ in Hong Kong in 2014.”
Reflecting on some of the key challenges and opportunities that Scenario faced during the transition to Asia, he adds:
“There were definitely new challenges—learning the culture, learning styles, and how Asia operates differently than the US, where most of our work had been up to that point. Also, working with people who weren’t familiar with the theme park business. There was a lot of educating, while also trying to understand the culture at the same time.”
This two-way learning process, he says, made the experience both challenging and incredibly rewarding.
Scenario continues to grow in Asia
Since that initial project in Singapore, Scenario’s footprint in Asia has evolved rapidly.
“With the huge potential market in Asia at the time, we decided to look at ways that we could support the now ‘local’ (Asia) business,” says Millar. “It wasn’t viable at the time to manufacture in the US and ship to Asia for the Asia projects. Therefore, we saw a need to establish manufacturing sectors to support the expansion of the business.”
Scenario established its first manufacturing sector in Thailand in 2016. Following this, it became apparent that a Manila design studio was needed to support the Scenario business globally.
“We established our Manila entity in 2017, which has expanded from 20+ designers and engineers when we first opened to over 100 employees.”
Scenario then felt it was necessary to have a presence in China to support the rapidly expanding theme park clients in the Chinese marketplace.
“We decided to establish the Scenario China office and manufacturing facility in 2019 to not only service the China clients but also our global clients at the time. From there, we have also expanded into Macau in 2021 and more recently, our latest entity in Saudi Arabia, which opened in late 2024.”
The Asian market itself has also evolved during that time, adds Stapleton:
“Asia—especially a decade ago—was probably a larger market than the US, which was one of the main reasons we relocated the HQ to this region. Over the last decade, numerous Chinese theme parks have emerged in the area.
“We knew the theme park business would be very popular in Asia. So, we saw it not as a temporary relocation for a single project, but more of a permanent move, which is still thriving today.”
Global collaboration
Scenario now has nine global offices. Speaking about how the teams ensure seamless collaboration across time zones, Millar says:
“It can be challenging at times, but we have managed to learn each division’s sweet spots for collaboration. For instance, we tend to collaborate in the early mornings with our USA teams (late in the afternoon or evening for them). Mid-mornings are usually set aside for the more Asia-based regional offices, with afternoons and early evenings reserved for our Middle East teams.
“In this industry, there’s so much specialisation that having all the teams in one location just isn’t feasible. In Asia, we’ve expanded our facilities across Thailand and China, with our design office located in Manila. Those locations are where we’re best suited to deliver on client needs and meet cost requirements.”
The firm has also fully embraced the latest in collaboration technology with cloud sharing applications, meaning that each office has live access to the latest information to ensure no lag in the coordination process:
“Centralised teams are a thing of the past. It’s essential now to use all available technology to ensure everyone is working from the same live information and collaborating daily. That way, there’s no lag and no missteps in what everyone’s working toward.”
“To add to that, with technology, we almost work on a 24-hour cycle between Asia and the US, since we’re in opposite time zones,” says Stapleton.
“It allows us to optimise our workflow. Design files are worked on during the day in Asia, sent to the US overnight, and then sent back while we sleep. That kind of handoff has helped with the aggressive schedules we face these days.”
Scenario in the Middle East
Scenario Global’s expansion into Saudi Arabia and its broader focus on the Middle East align with the region’s rapid transformation and strategic importance, particularly under Saudi Arabia’s Vision 2030 initiative.
“Given Scenario’s global reputation, many clients in Saudi Arabia have sought out our involvement in projects to ensure they can achieve the world-class product that is synonymous with the Kingdom’s Vision 2030,” says Stapleton.
In response, the firm established a strategic partnership with Mint Creative to provide the client with Scenario’s global capability, combined with Mint’s local experience.
Mint Creative (‘Mint’) is a leading UAE-based company specialising in architectural theming and 3D fabrication, offering end-to-end turnkey solutions from receiving concept drawings to installation for experiences ranging from visual merchandising to theme parks. Now expanding into Saudi Arabia, Mint brings 20+ years of regional expertise and top creative talent.
Millar says: “Mint is very similar to Scenario; they offer the same fabrication capabilities, but within a specific region outside of our normal backyard. Saudi Arabia is new territory for us, so having a local partner with cultural and language knowledge, as well as an understanding of how things operate there, is invaluable.
“It allows us to focus on what we do best: leveraging our global footprint and resources around the world. At the same time, we have that local interface on the ground, which helps us work effectively with clients, meet local requirements, and ensure we have the right information to be successful.”
It’s a solid partnership, says Stapleton:
“We put a lot of time into getting to know each other before we decided to do a partnership. From the executive level, we all have the same vision.”
Partnership with Mint
Mint and Scenario initially connected while working on the Warner Bros. project in Abu Dhabi, says Saleh.
“Given the close-knit nature of our industry, we had many interactions and mutual contacts who spoke highly of both companies, which helped build the initial relationship. For a long time, it was more of a friendly, competitive connection, sharing information and engaging in general conversations.”
However, as the Saudi market began opening up and mega projects were announced, the relationship grew more serious.
“Mint showed strong interest in expanding into Saudi Arabia, taking on several projects like the Riyadh and Jeddah seasons, which steadily grew in scale. We encouraged Scenario to join us, emphasising that the volume of work was too large for any single company to handle alone.
After successfully delivering a few projects and demonstrating the market’s commitment to high international standards, Scenario became convinced this was the right time to enter Saudi Arabia.
“Together, we engaged with Scenario’s senior management and their parent company, held several discussions, and ultimately decided to lead these projects collaboratively.”
Shared goals
The foundation of the partnership is a combination of transparency, trust, and shared goals, says Saleh.
“From the very beginning, Tom and the team clicked with us, and we emphasised being open and clear about each company’s objectives. By agreeing on a strategy early on, we’ve been able to minimise potential conflicts and work smoothly together over the past two to three years.”
Given our combined strengths, I’m confident this collaboration will continue to grow positively in the years ahead.
This collaboration has given both firms a significant competitive edge in the Saudi and regional markets, primarily through increased capacity and combined capabilities. “Together, we can meet the growing demand in the region and clearly communicate to clients what we can achieve as a united team.”
The partnership leverages factories and teams from across the globe, including those in the US, UAE, Saudi Arabia, Hong Kong, Manila, and Shanghai, and aligns with Saudi Arabia’s Vision 2030.
“It’s been an incredible journey so far, opening doors and allowing our teams to learn from each other’s experiences,” says Saleh. “Given our combined strengths, I’m confident this collaboration will continue to grow positively in the years ahead.”
Another booming market
When asked about what’s most exciting in the Middle East, Millar points to the sheer scale and ambition of its current development boom.
“The projects are really ambitious. What they’re aiming for is the biggest, the best, and the most exciting. To be part of that, and deliver on projects with huge, complex elements, is exciting for us.”
From Scenario’s perspective, the current momentum in Saudi Arabia, in particular, feels familiar, says Stapleton:
“We were fortunate to be involved when China first started its theme park expansion, specifically with Shanghai Disneyland, the first major park there. We were in at the very beginning. Seeing where Saudi is now really reminds us of China 10 or 15 years ago—a country expanding not just in one area, but nationwide.”
Saleh shares the excitement, adding:
“I believe this is the hottest market right now, and it will remain so for the next five to ten years. The growth we’re witnessing in this region is unprecedented. The existing mega projects in the UAE alone are massive, but the announcements of the mega and giga projects spanning both countries are truly mind-blowing.
“Take, for example, our main client, SEVEN, which is set to open 21 FECs within a short time frame, bringing intellectual properties from around the world to the market with high-level production and delivery.”
Beyond that, projects under Qiddiya, such as Six Flags, AquArabia, and the recently announced Dragon Ball Z theme park, alongside other major ventures such as esports and F1, are happening rapidly and on an extravagant scale.
“Even the latest major announcement of a new Disney theme park in Abu Dhabi signals the direction this region is headed. It’s an exciting time to be involved, and we’re proud to play a part in delivering these world-class experiences.”
The benefits of an integrated approach
In 2023, the company adjusted its branding from Scenario Cockram to Scenario Global, highlighting its growing brand strength and international presence. The rebranding marks its evolution from a regional firm to a global leader in themed scenic construction, rockwork, and speciality manufacturing.
“The name ‘Scenario’ had already gained significant recognition in the themed entertainment industry,” says Stapleton. The rebrand unifies Scenario’s operations across Asia, the Middle East, the US, and other regions under a single identity, making it easier for clients to recognise and engage globally.
Since its inception, Scenario has expanded from scenic and rockwork fabrication to offer turnkey solutions for theme parks, branded environments, and cultural experiences.
“While Scenario has long been a leader in the rockwork market, this accounts for only 30% of our business. Scenario’s capabilities cover all aspects of themed attractions, providing clients with a turnkey service that incorporates themed scenery, rockwork, and speciality fabrication, along with other speciality systems like lighting and audiovisual systems.”
The design office and factories worldwide can handle projects from receiving concept sketches to a fully integrated product with minimal interface with other vendors. “This ability to manage all aspects of a project sets Scenario apart from its competitors.”
The integrated approach also brings numerous benefits for customers:
“The projects we take on at Scenario lend themselves to a turnkey approach,” says Stapleton. “The biggest benefit for the client is that it becomes a one-stop shop. It’s much easier to manage and takes significantly less effort from their side.”
Company culture at Scenario
The company’s leadership encourages diverse perspectives and fosters open communication across the global teams.
“The executive leadership teams are deeply engaged with the artistic and technical teams, often describing their roles as ‘dream jobs’ due to the excitement and challenge of working across cultures and disciplines,” says Stapleton.
“Our company culture is built on attention to detail, relationships, the happiness of our employees and pride. These are central to the company’s identity. Employees are encouraged to share ideas freely, creating a supportive environment that values innovation and teamwork.”
Even team members who aren’t directly involved in project delivery are often invited to participate in meetings. The goal is to create space for contributions from people with diverse experiences, which can lead to more informed strategies and innovative solutions.
“Sometimes someone newer to the industry sees things differently than someone who’s been in the business for 28 years. We welcome that kind of input.”
The company also places a strong emphasis on internal growth and team culture.
“We like to ‘promote within,’ so to speak. We have many people who’ve been with us for over 20 years.
That sense of continuity and community translates into a workplace culture that values both dedication and balance, he adds: “We promote a healthy work-life balance, but what’s most important is that we foster collaboration. There’s very little drama. People are upfront with each other, we work together well, and we build solid teams.”
Scenario goes from strength to strength in Asia and the Middle East
With multiple contracts in Saudi Arabia and a well-established presence in Asia & USA, the future looks bright for Scenario, says Millar:
“The industry has evolved dramatically within the last 25 years. Clients are now looking for more turnkey solutions to support the demand for larger and more technically challenging attractions. This allows a company like Scenario to partner with the client to handle every aspect of the project, from receiving concept drawings through to handover.
“This is an ongoing trend, and we see Scenario playing a significant role in supporting our clients’ visions in various locations around the globe.”
Currently, Scenario is focused on global IP clients seeking scalable, repeatable themed environments for retailtainment and family entertainment centres, he adds. “Along with this, we are also noticing a trend among large IP holders seeing the value of their digital assets turning into physical assets in the marketplace.”
Technology continues to play an increasingly critical role in the themed entertainment industry, and Scenario is making it a priority to stay ahead of the curve, adds Stapleton.
“We’re experimenting with a lot of different technologies to see how we can improve our business. Over the last decade, the pace of change has been enormous.”
Rather than simply reacting to advancements, Scenario is actively exploring how new tools and platforms can reshape its operations, both now and in the long term.
“We believe it’s important not to get stagnant in what we do. We keep open minds about how technology can improve not just project delivery or relationships, but also how it can impact our business a decade from now. We’re looking far ahead.”
By staying curious and future-focused, Scenario aims to continually evolve and stay ahead.
