What The Hettema Group does

The Hettema Group, operating under the doing-business-as name THG Creative, is a Pasadena, California-based themed experience design firm founded in 2002. The company specializes in themed architecture, exhibit design, and media design services for enterprise clients including theme park operators, real estate developers, museum administrators, and cultural institutions. Its portfolio includes high-visibility attractions such as One World Observatory at One World Trade Center, the High Roller observation wheel in Las Vegas, DreamWorks Water Park at the American Dream complex in East Rutherford, New Jersey, Top of the Rock in New York City, and Freedom Theater and Beyond All Boundaries at the National WWII Museum in New Orleans.

The firm operates an integrated design-build methodology branded as 'Dream. Design. Build. Beyond.' that covers the full project lifecycle from concept development through construction and installation. Revenue is generated through custom project-based professional services engagements with enterprise buyers; pricing is not publicly disclosed and each engagement is custom-scoped based on client requirements, complexity, and scale. The company pursues new business through direct enterprise field sales, leveraging its portfolio of landmark projects, industry reputation, and participation in themed entertainment industry events as demand-generation channels. Marketing is portfolio-driven via a website gallery, with press coverage and client testimonials supporting top-of-funnel visibility.

With 11-50 employees, THG Creative operates as a specialized boutique design studio. Leadership consists of Phil Hettema (Owner, President, and CEO) and Erik Neergaard (Chief Creative Officer and Partner). The firm is privately held with no disclosed funding, parent company, or revenue figures. Geographic operations span US markets with a stated global footprint intent, though documented projects are concentrated in major US tourism and cultural hubs. No AI/ML capabilities, patents, partnerships, or M&A activity are disclosed in the source material, and the firm shows no signs of platform or product expansion beyond its core themed experience design service line.

Name

The Hettema Group

Website

https://thehettemagroup.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

The Hettema Group (THG Creative) is a Pasadena-based themed experience design firm that creates major attractions, museum exhibits, observatories, and cultural installations for enterprise clients across tourism, hospitality, and cultural sectors.

Ownership category

akta.pro rank

Product category

Themed Experience Design

NAICS

Architectural Services (54131), Interior Design Services (54141), Other Specialized Design Services (54149)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Exhibition, Retail & Experiential Design (BPAHAKAL)

akta.pro secondary industries

Event Fabrication & Scenic/Set Build (Custom Builds, Installations) (BPAFAGAK), Production Design & Art Department Services (Sets, Props, Scenic) (MPADAFAG), Event Signage, Props & Custom Installations (HSACAOAG), Design-Build / EPC General Contracting (IMAFAAAD)

Keywords

• Themed experience design
• Exhibit design
• Themed architecture
• Immersive attractions
• Museum experience design

Headquarters

HQ city

Pasadena

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Experience Design Projects: Project-based professional services revenue from designing and delivering themed attractions, museum exhibits, observatory experiences, and cultural installations for enterprise clients. Engagements span from concept development through construction and installation, with each project custom-scoped.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Hettema Group (operating as THG Creative) is a themed experience design firm that delivers custom-themed architecture, exhibit design, and media design services for theme parks, museums, cultural institutions, observatories, and landmark attractions. Using its "Dream. Design. Build. Beyond." methodology, the firm manages projects end-to-end from concept development through construction and installation, producing record-breaking attractions and intimate storytelling experiences for enterprise clients globally.

Product overview

The Hettema Group (THG Creative) is a themed experience design company that transforms ambitious ideas into built physical experiences through innovative design and hands-on collaboration. Their DREAM. DESIGN. BUILD. BEYOND. methodology covers the full project lifecycle from concept to completion. The company specializes in creating record-breaking attractions and intimate storytelling experiences spanning theme parks, museums, cultural landmarks, and observatories. Their portfolio includes major projects such as One World Observatory, High Roller, DreamWorks Water Park, Freedom Theater, Top of the Rock, and Beyond All Boundaries, serving global clients across diverse sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Themed Architecture Design Custom design of themed architectural environments for attractions, entertainment venues, and cultural landmarks, delivered as part of end-to-end themed experience projects.
• Exhibit Design Design of interactive museum exhibitions and cultural institution installations that communicate complex narratives through immersive and educational storytelling experiences.
• Media Design Design of media-driven experiences including immersive theater productions and 4D effects integrated with themed environments to create layered storytelling for attractions and cultural venues.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Moment Factory: Montreal-based multimedia entertainment studio creating immersive environments, projection mapping, and themed experiences for museums, public spaces, and attractions. Comparable on the immersive-experience and museum vertical, with greater emphasis on digital media.

Direct peers

• PGAV Destinations: Master planning and attraction design firm serving zoos, aquariums, museums, theme parks, and cultural institutions. Highly comparable to THG across the cultural and tourism-attraction design verticals.
• Ralph Appelbaum Associates: Global museum and exhibition design firm responsible for iconic interpretive experiences at major cultural institutions. Highly comparable to THG's museum and cultural-institution work, including projects similar to Beyond All Boundaries.
• FORREC: Toronto-based entertainment design and master planning firm specializing in theme parks, water parks, resorts, and themed attractions. Direct competitor for new-build themed entertainment projects similar to DreamWorks Water Park.
• Legacy Entertainment: Independent themed entertainment design and production firm working on theme parks, water parks, resorts, and immersive attractions worldwide. Comparable in scale and scope to THG with similar project-based service model.
• Thinkwell Group: Independent experience design and production company developing theme parks, museums, branded attractions, and immersive experiences. Closely comparable business model and target customers to THG, with strong overlap on themed attractions and cultural exhibits.
• Jack Rouse Associates: Experience design consultancy serving cultural institutions, museums, theme parks, and visitor attractions. Overlaps with THG on museum and cultural-institution design engagements.
• BRC Imagination Arts: Independent design and production studio specializing in immersive experiences for museums, cultural institutions, and visitor centers. Directly comparable to THG in scope (museums, themed environments) and customer base (cultural and institutional clients).

Broad incumbents

• Universal Creative: Universal Destinations & Experiences' in-house design and engineering division creating theme parks, resorts, and attractions globally. A direct competitor for large-scale themed design commissions, though it typically builds for Universal-owned IP rather than third parties.
• Walt Disney Imagineering: The in-house design and development arm of The Walt Disney Company, responsible for theme park, resort, and immersive entertainment design worldwide. Although vertically integrated and IP-rich, it is the benchmark for the themed experience design category in which THG competes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-hettema-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Hettema Group