Launch - On His Own - November 2018

BRIAN-MORROW

Creative designer Brian Morrow shared details on SeaWorld Orlando’s “Infinity Falls” at IAAPA Attractions Expo 2017.

Attractions Designer Brian Morrow Forms B Morrow Productions

by Scott Fais

SEAWORLD MADE HISTORY AT IAAPA ATTRACTIONS EXPO 2012 when the theme park operator teamed up with Oceaneering to debut the ride vehicle for “Antarctica: Empire of the Penguin.” The newsmaking event held on the trade show floor, complete with actors and a curtain drop, marked the first time a theme park and an exhibitor collaborated for a press conference.

In the middle of the whirling media, buzzing executives, and attentive onlookers stood SeaWorld Attractions Designer Brian Morrow holding a microphone with a confident smile. The first event proved so successful, SeaWorld Entertainment press conferences became an Expo standard, with Morrow emceeing the events over the past several years. He’ll again be in attendance at IAAPA Attractions Expo 2018, yet in a new role: as the owner of his own design firm.

“Leading my own company allows me to focus on where my strengths are and where my passion sits,” Morrow says.

Following the holiday season in 2017, Morrow returned to work in January at SeaWorld’s Deep Blue Creative studio and announced his intent to form his own company.

“SeaWorld became the biggest proponent,” Morrow recalls. “They were very generous and offered their assistance.”

After mapping out a transition plan, Morrow left SeaWorld this past spring and hasn’t slowed down since. The new
B Morrow Productions company looks to create immersive experiences worldwide from a new office in a familiar place.

“Orlando has this really amazing nucleus of creative individuals and brains, and they all bounce around new projects based on their creative skill sets,” Morrow says.

Tapping into that network was a reason to stay in Orlando, where Morrow is developing “non-linear guest experiences” and what he calls “distributed attractions.”

The new product uses gamification to introduce live role-playing, point scoring, and foot travel between activity centers.

“It’s about getting people off devices. It’s the combination of physical play and interconnected activities,” he says, adding that goggles, tethers, and plugged-in devices are not necessary. 

A computer tracks participants’ movement while on a mission, allowing a story to evolve as players move from one location to another. Morrow envisions the new attraction can re-energize older spaces at amusement parks, giving a fresh perspective with new moments to discover. Once guests check in at a certain location during a quest, they can score points or be rewarded with a coupon, skip-the-line pass, or have a donation made in their honor to a zoo’s conservation fund.

“It’s a space that I have been watching for a while, and it has not manifested 100 percent anywhere yet, but I think it’s going to,” Morrow says.

The civil engineer, who first entered the attractions business while at Auburn University with an internship at Six Flags designing queue line systems, is also creating traditional themed environments and assisting in construction projects from the field.

“This is a people business; this is a relationship business,” he says. “You build strong bonds with the people you go into project battle with.”

www.bmorrowproductions.com