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Bob Rogers Released Guide to Visitor Attractions

The veteran creator shared methodology behind transformational theme park experiences in a new book.

Updated on Oct. 2, 2026 in Theme Parks

Bold vector editorial illustration of a miniature observation wheel model and a gear on a drafting table, representing theme park design.
Bob Rogers, founder of BRC Imagination Arts, has published 'Deep Story,' a manual detailing the methodology behind designing major global visitor attractions. AI Illustration. Upload story photo >

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Bob Rogers, founder of BRC Imagination Arts, has released his book, Deep Story: Complete Guide for Creating Transformational Visitor Attractions. The publication details the creative processes and principles used to design major global attractions.

Why it matters

The book aims to capture the methodology behind creating immersive experiences while providing guidance for students seeking future employment in the attraction industry.

Bob Rogers founded BRC Imagination Arts in 1981 after working at the Disneyland Magic Shop. His work has contributed to major sites, including the Kennedy Space Center Visitor Complex, following the opening of Epcot in 1982.

The players

Bob Rogers

He is the founder of BRC Imagination Arts and a veteran creator of global visitor attractions.

BRC Imagination Arts

This is a design and production company known for creating immersive visitor experiences and attractions.

The details

The book serves as a manual that pairs guiding principles with illustrative examples from Rogers' long career. The content is heavily influenced by a speech he delivered in the early 1990s.

Timeline

  1. 1981: Bob Rogers founded BRC Imagination Arts.

  2. 1982: Disney's Epcot opened.

  3. Early 1990s: Bob Rogers gave a speech that inspired the book.

  4. 24 years ago: The first IAAPA Expo Legends Panel occurred.

  5. October 2026: The book Deep Story became available.

Travel Outlook

The publication follows the tradition of knowledge exchange established by the annual IAAPA Expo Legends Panel. This release formalizes the industry's historical shift toward narrative-driven design rather than purely mechanical attractions.

Students and aspiring attraction designers can use the book's principles to better understand future employment requirements in the field. Readers will gain insight into how iconic visitor experiences are constructed behind the scenes.

The takeaway

This guide provides a comprehensive look at the methodologies that have shaped decades of visitor attractions. Aspiring creators can use these core principles to better align their skills with current industry goals.

Further reading

For more information on the industry, visit the Theme Parks section.

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Do you believe the same storytelling principles apply effectively across different professional industries?