Bob Rogers Published Book on Visitor Attractions
The BRC Imagination Arts founder shared design methodologies in his new guide, Deep Story.
Updated on Sept. 22, 2026 in Theme Parks
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In September 2026, Bob Rogers published Deep Story: A Complete Guide to Creating Transformational Visitor Attractions. The book documents the craft behind experiences created by BRC Imagination Arts over the company's 45-year history.
Why it matters
The publication serves as a resource for the next generation of experience makers, codifying the mentorship ethos and design philosophy developed by Rogers throughout his career. It offers industry professionals a direct look at the methodology behind successful global attractions.
BRC Imagination Arts has operated as a design and production firm for 45 years. The company recently announced plans for the Herbert Hoover Museum project in West Branch, Iowa, in August 2026.
The players
Bob Rogers
He is the founder of BRC Imagination Arts and the author of the industry guide Deep Story.
BRC Imagination Arts
This design and production company has created visitor attractions for 45 years.
Bart Dohmen
He is a professional who served as the host for the IAAPA Legends Europe panel.
Keith James
He participated in the industry discussion at the IAAPA Expo Europe.
Chip Cleary
He joined the panel of experts to discuss design and visitor experiences.
The details
The book details the specific tools and crafts used by BRC Imagination Arts to build large-scale visitor experiences. Following the launch, Rogers discussed these principles during an IAAPA Legends Europe panel moderated by Bart Dohmen, where he was joined by Keith James and Chip Cleary.
Timeline
August 2026: BRC announced details for the Herbert Hoover Library project.
September 2026: Deep Story officially launched.
September 22, 2026: Bob Rogers participated in the IAAPA Legends Europe panel from 3:30 pm to 4:30 pm.
Travel Outlook
The publication aligns with the professional development goals of the IAAPA Expo Europe, which facilitates industry-wide knowledge sharing. It follows the precedent of industry leaders contributing to the ongoing evolution of visitor attraction design standards.
Readers interested in theme park design can utilize this book as a reference for understanding the construction of large-scale attractions. It provides practical insights into the methodology used for projects like the Herbert Hoover Museum.
The takeaway
This book provides a comprehensive look at the craft behind world-class visitor experiences. Professionals can implement these established methodologies to improve the narrative and technical quality of their own attraction projects.
Further reading
Learn more about the latest innovations and industry standards in our Theme Parks section.
Source note: This article includes information reported by Blooloop.
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