Storyland Studios

What Storyland Studios does

Storyland Studios is a full-service experience design firm that plans, designs, and delivers immersive themed environments, attractions, and entertainment destinations. Its service portfolio spans the full project lifecycle — creative development, master planning, brand and guest experience strategy, architecture, landscape architecture, interior design, graphic and show set design, digital interactives, production and project management, art direction, installation supervision, and a dedicated 'Creative Guardian' stewardship service. The company's core operating methodology is 'Spatial Storytelling,' a proprietary three-dimensional framework that integrates brand narratives, spatial environments, and interactive media into a single Big Idea driving design decisions. Architecture is delivered through licensed entities (Storyland Architecture, Inc., Molsberry & Associates, P.C., or PlainJoe Studios Architecture), and the firm maintains multi-state and internationally licensed NCARB, AIA, and LEED AP professionals.

The business operates across seven offices in the US (Lake Elsinore HQ, Los Angeles, Seattle, Denver, Nashville, Atlanta, Orlando) and a London-area international office, employing 101-250 people. The firm serves three primary buyer segments: theme park operators and IP owners (Disney, Universal, Warner Bros., LEGOLAND, Merlin, Ubisoft, SeaWorld, Nate Bargatze/Nateland), IP holders seeking location-based entertainment expansion (handled through the Storyland Locations advisory division), and real estate developers seeking entertainment anchors (Trilith, Red Sea Global, Libertyland USA developers), with secondary work in hospitality, healthcare, museums, and brand activations. Revenue mechanics are B2B professional services: project-based design fees on flagged engagements (including multi-hundred-million-dollar master plans such as Nateland at ~$350 million and Trilith Live at $300 million), supplemented by strategic advisory and licensing-representation revenue from Storyland Locations. Three wholly-owned subsidiaries (PlainJoe Studios, Ozone Story Tech, Kitestring) extend the platform into adjacent architecture services and character-rigging / real-time immersive / AI-powered interactive technology. The firm is privately held and founder-controlled, with no disclosed external institutional capital, and pursues an enterprise field-sales go-to-market model leveraging alumni relationships across the global themed-entertainment industry.

Name

Storyland Studios

Legal name

Storyland Studios, Inc.

Website

https://storylandstudios.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Storyland Studios is a full-service experience design firm that plans, designs, and delivers immersive themed environments and entertainment destinations for global theme park operators, IP owners, real estate developers, and select hospitality, healthcare, and cultural clients.

Ownership category

akta.pro rank

Product category

Themed Entertainment Design Services

NAICS

Landscape Architectural Services (54132), Interior Design Services (541410)

SIC

Services-Management Services (8741)

akta.pro primary industry

Production Design & Art Department Services (Sets, Props, Scenic) (MPADAFAG)

akta.pro secondary industry

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

Keywords

• Themed entertainment design
• Master planning services
• Experience design consulting
• Immersive environment design
• Themed architecture services

Headquarters

HQ city

Lake Elsinore

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Design and Consulting Services: Professional services revenue generated through design consulting, master planning, architecture, landscape architecture, interior design, and creative development for themed entertainment venues, attractions, and experiential environments. Projects range from concept development through construction documentation and installation supervision.
2. Strategic Advisory and Licensing Representation: Storyland Locations division provides strategic consulting to IP owners and real estate developers, including deal structuring, representation, and advisory services. The firm has delivered over $100 million in licensing income for IP partners and generates revenue through success fees and consulting engagements.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Storyland Studios is a full-service experience design firm providing end-to-end services for themed entertainment and immersive environments. Its work spans Creative Development, Master Planning, Architecture, Landscape Architecture, Interior Design, Graphic Design, Show Set Design, Digital Interactives & Experiences, Production & Project Management, Art Direction, Creative Guardian, Installation Supervision, and Programming. Through its Storyland Locations division it also provides strategic advisory and licensing representation connecting IP owners with real estate developers and operators.

Product overview

Storyland Studios is a full-service experience design firm that operates as a single unified offering with multiple specialized service disciplines under one roof. The portfolio spans creative development, master planning, architecture, landscape architecture, interior design, graphic design, show set design, digital interactives, production management, art direction, creative guardianship, installation supervision, and programming. The company is organized around its 'Spatial Storytelling' methodology, integrating these disciplines into a cohesive service delivery model. Sub-brands include PlainJoe Studios (architecture services), Ozone (character rigging technology via sister company), and Storyland Locations (strategic consulting for entertainment real estate). The firm also produces the Themed Attraction Podcast and maintains a Merch Store. Services are offered across themed entertainment, hospitality, retail, sports, museums, eSports venues, and non-profit sectors.

Differentiator

Problem solved

Functional benefit

Brands

• PlainJoe Studios: A subsidiary providing architecture, spatial storytelling, and immersive environment design services.
• Ozone Story Tech
• Ozone
• Storyland Locations

Products and services

• Creative Development
• Master Planning
• Brand & Guest Experience
• Architecture
• Landscape Architecture
• Interior Design
• Graphic Design
• Show Set Design
• Digital Interactives & Experiences
• Production & Project Management
• Art Direction
• Creative Guardian
• Installation Supervision
• Programming
• Storyland Locations Strategic Advisory
• PlainJoe Studios (Architecture Services)
• Ozone (Character Rigging Technology)

Quantifiable outcome

• Delivered over $100 million in licensing income for IP and brand partners
• +3 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, major, core and minor.

• Nateland Experiences (Nate Bargatze)flagshipStrategic or Co-development Partner · 1 November 2025Storyland Studios is partnering with comedian Nate Bargatze's Nateland Experiences to develop Nateland, a 100-acre family-friendly theme park in the Nashville area. The project was announced at the IAAPA Expo in November 2025, with an estimated project cost of $350 million. Storyland is providing concept development and feasibility study services, with potential construction beginning within 5-6 years if plans proceed.
• Ubisoft EntertainmentflagshipStrategic or Co-development PartnerBen Thompson led the partnership with Ubisoft Entertainment to create immersive theme park experiences inspired by gaming franchises. The flagship project is 'The First Theme Park You Can Play' at Studios Occitanie Méditerranée in France.
• Red Sea GlobalmajorStrategic or Co-development PartnerStoryland Studios was engaged as landscape architect and experience designer for ADRENA, an integrated adventure destination on the Red Sea coast. The project involves master planning, landscape design, water features, and specialist attraction components from concept design through IFC.
• Trilith StudiosmajorStrategic or Co-development PartnerStoryland Studios played a pivotal role in master planning Trilith Live, a $300 million mixed-use district at the 1,000-acre Trilith creative hub, as well as designing the Trilith Studios Tour immersive experience. Ongoing partnership since 2021.
• Pete Lien & Sons / Libertyland USAmajorStrategic or Co-development PartnerMaster planning and designing Libertyland USA, an all-American theme park and residential entertainment destination in the Black Hills of South Dakota honoring American Journeys as its Big Idea.
• Ozone Story TechcoreTechnology or IntegrationSister company providing real-time immersive storytelling, AI-powered interactive experiences, and world-building technology. Ozone delivers feature film-quality character rigging solutions for production, gaming systems and AI applications.
• PlainJoe StudioscoreTechnology or IntegrationAffiliated design studio providing architectural and interior design services. Architectural services are provided under Storyland Architecture, Inc. or Molsberry & Associates, P.C.
• Chester ZoominorStrategic or Co-development PartnerCollaboration on conservation education projects including interview series with Charlotte Smith, Director of Conservation Education, exploring stories that drive conservation impact in attractions design.
• Themed Entertainment Association (TEA)coreOthersMel McGowan serves on the TEA Western Board of Directors. The company hosts TEA Masters series featuring industry thought leaders.

Scale indicators5 records

Recent moves8 records

Expansion highlights8 records

Direct peers

• BRC Imagination Arts: BRC Imagination Arts is a brand experience and attraction design firm specializing in narrative-driven museums, theme park attractions, and immersive experiences. It is closely comparable to Storyland on creative development and show set design for cultural and entertainment venues.
• Thinkwell Group: Thinkwell Group is a full-service experience design and production firm for theme parks, museums, and branded attractions. It competes head-to-head with Storyland across master planning, attraction design, and production management — VP Tyler Thornberg joined Storyland directly from Thinkwell.
• PGAV Destinations: PGAV Destinations is a global planning and design firm for theme parks, resorts, and cultural attractions. It is a direct competitor on master planning and feasibility for zoos, museums, and theme parks — frequently competing for the same RFPs as Storyland.
• Legacy Entertainment: Legacy Entertainment is a theme park and attraction design and development firm led by former Universal Creative executives. It competes with Storyland on IP-driven theme park master planning and on strategic advisory to IP owners expanding into LBE.
• Jack Rouse Associates (JRA): Jack Rouse Associates is a planning and design firm for themed entertainment, museums, and cultural attractions. It is closely comparable to Storyland on interpretive planning and immersive guest journey design.
• Forrec: Forrec is a Canadian master planning, design, and production firm specializing in theme parks, waterparks, and entertainment destinations globally. It competes with Storyland directly on master planning and attraction design for major operators.
• Hettema Group: Hettema Group is a themed entertainment design and production firm led by former Disney Imagineering executives. It competes directly with Storyland on flagship theme park and immersive experience projects, with a similarly deep Imagineering alumni network.

Broad incumbents

• WATG: WATG is a global architecture and planning firm with a strong hospitality, resort, and entertainment practice. It is a broader incumbent competitor for Storyland's architecture, master planning, and landscape architecture engagements, particularly for integrated resort destinations.
• AECOM (Themed Entertainment division): AECOM is a global engineering and design services firm with a large themed entertainment practice that has delivered master plans for Universal, Disney, and Saudi mega-projects. Storyland's SVP Jeff Damron spent over a decade running AECOM's themed entertainment and leisure practice, making AECOM both a direct competitor and a former employer.

Emerging players

• Momentum Worldwide: Momentum Worldwide is an experiential marketing agency that designs and produces brand experiences, activations, and immersive environments. It overlaps with Storyland's Brand & Guest Experience practice, particularly for non-theme-park brand activations and pop-up experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCRIrR9nmxrFRyJl1Mi2lSIw
• Facebookfacebook.com/storylandstudios
• LinkedInlinkedin.com/company/storyland-studios
• Instagraminstagram.com/storylandstudios
• Xx.com/storylandstudio

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Storyland Studios