RWS Global, a leading producer of live experiences, has announced that it has appointed Matt Dawson as vice president of business development at JRA.
This hire comes as the experience design firm, led by new executive vice president Mark Amos, is experiencing one of the most ambitious periods in its 35-year history.
Architecture & business development experience
Dawson was formerly vice president of business development at the international experience design firm FORREC, where he was a member of the executive team in charge of establishing corporate priorities, managing risk, and ensuring the organisation’s financial health and expansion.
He defined the strategic direction for FORREC’s relationships with clients. Under his guidance, the 12-person team undertook new business development initiatives in North America, South America, Europe, the Middle East, and Asia.
Before being named VP, Dawson was senior director of visitor attractions for FORREC, where he oversaw client relationships with prestigious cultural organisations including Science North, Mandai Singapore Zoo, and the Panama Canal Authority. Dawson is a highly regarded thought leader who has spoken at conferences all around the world and contributed to dozens of articles on the sector.
Dawson has twenty years of experience in design and business development. At the beginning of his career, he applied his Master of Architecture degree and passion for museums to work in a range of planning, design, and creative direction positions. His initial appointment was at Lord Cultural Resources, before going on to manage major capital projects at the Art Gallery of Ontario, the Musical Instrument Museum, and the Crystal Bridges Museum of American Art.
“I’ve always been passionate about storytelling and creating authentic experiences, and JRA’s track record of doing both is what drew me to the studio,” comments Dawson. “The brand reputation, growth potential and deep bench of talent at JRA are unique in this industry, and I look forward to sharing JRA’s story with clients and collaborators around the world.”
Amos adds: “Matt could not be arriving at a more perfect time. With the leisure market hungry for new experiences, we at JRA set a strategic growth plan in motion to expand our reach into new verticals and regions while deepening our relationships in existing ones. With his architecture and business development background, Matt is uniquely positioned to execute this plan and position us for global success.”
Supporting growth
JRA has already made strides in its growth plan, with the launch of numerous cultural and attraction projects so far this year, and more than 12 yet to come. Completed projects this year include the National Corvette Museum’s McMichael Family Education Gallery, a comprehensive renovation of Louisville Slugger Museum, ExpERIEnce Children’s Museum, The Ozark Mill, Kings Island Adventure Port, View Boston, the Hasbro City FEC in Mexico City and the renowned Cincinnati Black Music Walk of Fame.
JRA’s continuing partnership with Original X Productions has spanned three continents, with The FRIENDS Experience visiting Detroit, Long Beach, Birmingham (UK), Melbourne (Australia), and Amsterdam, and Harry Potter: Magic at Play! making its premiere in Chicago.
Leisure, sports, cultural, and brand destination projects are underway on land in the United States, Saudi Arabia, the United Arab Emirates, China, and Kuwait. The firm is also working on a range of projects at sea with some of the world’s top cruise operators.
Amos has appointed Sevak Petrosian, a seasoned professional in the field, and Trent Taylor, a former production designer for Walt Disney Imagineering, to JRA’s creative team in support of these initiatives.
Petrosian has over three decades of experience in what he terms “production experience architecture,” which is where placemaking and experiential design combine. He has been appointed as JRA’s assistant vice president, environments.
He launched his career as an interior designer in Iran. Petrosian was awarded his master’s degree in architecture and urban design in Armenia, before moving to the United States for further study. He has subsequently worked for renowned firms including Universal Creative and Paramount Parks.
Walt Disney Imagineering recruited Petrosian to develop the Pirates of the Caribbean: Battle for Sunken Treasure ride and the Treasure Cove zone at Shanghai Disneyland. He has also previously completed master planning for The Land of Legends Resort’s Theme Park and Aqualand in Antalya, Turkey, for JRA.
Taylor, who has been appointed as creative director, has a track record of managing multidisciplinary teams and has contributed his design, show production, and art direction skills to some of the world’s most prestigious projects.
He joins the firm from the brand experience creative company Advent, where he was senior producer/project manager. In this role, he managed a team of 20 writers, designers and producers, and was responsible for show budgets of over $20 million across numerous projects, with a total project scope exceeding $800 million.
Taylor worked as an associate production designer for Walt Disney Imagineering, where his accomplishments included credits on Ratatouille’s Adventure, the transformation of EPCOT, the Na’vi River Journey, The Making of The Hall of Presidents, and Millennium Falcon: Smuggler’s Run.
Amos says: “Matt, Sevak and Trent have proven track records not only as great creators and innovators but also as exceptional team leaders. I know they will inspire our existing team to push creative boundaries, explore new techniques and technologies and dream even bigger. With these three on board, plus the combined skill set of our planners, designers and project managers, I’m thrilled at the possibilities of what we can create together in the months and years ahead.”
RWS Global will be exhibiting at the IAAPA Expo in Orlando, which is taking place 13-17 November. Delegates will be able to meet Amos, Dawson, and other representatives from the firm at booth 1067.
Dawson will also be attending the International Museum Construction Congress in Antwerp, Belgium, which is taking place 5-7 November. Delegates can book an appointment by emailing newbusiness@experiencejra.com.
Earlier this month, RWS Global shared details of its collaboration with Six Flags Entertainment Corporation and Warner Bros. Discovery Global Themed Entertainment to create a haunted house experience inspired by New Line Cinema’s The Conjuring.
