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AttractionPros brings you into the room with the top leaders, executives, and influencers in the attractions industry, to gain the widest possible perspective of all areas of the industry. Most people are only exposed to the practices of their own organization without seeing how the rest of the industry operates. By following AttractionPros, you will gain the skills and knowledge needed to succeed and learn from the best of the best, whether you are the CEO or just beginning your career.
Episodes
Tuesday Jun 17, 2025
Tuesday Jun 17, 2025
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When a new theme park opens, it’s more than a ribbon-cutting—it’s a generational milestone. With the debut of Universal’s Epic Universe, the attractions industry sees its most significant park opening in the United States in over two decades. In this episode, Matt and Josh talk about the immersive design, emotional resonance, operational innovations, and friction points of Epic Universe—reflecting on their respective visits and unpacking the guest experience from both a fan and professional perspective.
A Landmark for the Industry
“This is the newest major theme park to open, not just in Central Florida but the largest new theme park to open in the country in the last quarter century.”
Matt and Josh reflect on how Epic Universe represents a once-in-a-generation event. The sheer scale, technology, and artistic vision mark a pivotal point for theme park development. From Celestial Park’s community-like aesthetic to the themed portals, the park feels intentional and deeply considered. The duo also draws parallels between industry advancements and their personal excitement as fans, recognizing that few other sectors experience a $7 billion innovation that also thrills millions of people.
Immersion and Emotional Connection
“The second I walked through the portal into Nintendo, I felt like I was spit out through the green pipe and I was right in my childhood.”
Josh and Matt compare their emotional connections with the IPs represented in Epic Universe’s lands. Josh describes how Super Nintendo World transported him back to childhood, while Matt—less attached to the brand—found the land visually stunning even though it was less personally engaging. Both agree that attractions like Stardust Racers and Monsters Unchained push boundaries in guest immersion. Matt praises how Dark Universe’s street character Eigor connects thematically to the ride experience, blurring the line between streetmosphere and narrative continuity.
Operational Wins and Friction Points
“It was the most seamless locker experience I’ve ever had... until it wasn’t.”
While Epic Universe delivers next-gen technology like facial recognition lockers and mobile food ordering, not every implementation is flawless. Josh describes a frustrating locker bay issue that caused a substantial delay. Similarly, Matt notes mobile ordering hiccups and virtual queue limitations, particularly for the Ministry of Magic ride. However, both highlight excellent guest service, including a team member in the Isle of Berk who delivered proactive communication and compassion amid uncertain show schedules.
The Re-experience Factor
“It’s a park that is absolutely re-experiencable... you get that repeat visitation feeling.”
Matt and Josh both emphasize Epic Universe’s lasting impact. It’s not just a one-time visit—it’s a park that demands exploration over time. With hidden details, evolving guest flow strategies, and high emotional engagement, Epic Universe offers a compelling case study in how to merge immersive storytelling with thoughtful operations. Matt and Josh applaud the Universal team for crafting a park that has already made history.
Have you visited Epic Universe? Let us know your thoughts!
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Audio and Video editing by Abby Giganan
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