What is the power of story? What tools can designers and creators use to create compelling stories? And how can those stories be transformed into blockbuster attractions. JRA VP of Marketing Shawn McCoy takes viewers on a cross-continental storytelling journey. In his presentation, he outlines the vital components of a story, explains the mediums through which story can be applied, and visits projects around the world that have transformed storytelling into a true art form. At the conclusion, he offers the keys to unlocking the power of story.

1. T H E P O W E R O F S T O RY I N AT T R A C T I O N D E S I G N
S H A W N M C C O Y, J R A

2. W H AT D O E S “ S T O RY ” M E A N ?

3. Great attractions feature
the same components found in great stories

4. ENVIRONMENTS NARRATIVE
GREAT STORIES HAVE
INTERESTING CHARACTERS
What are the
components of a great story?

5. ENVIRONMENTS NARRATIVE
INTERESTING CHARACTERS
What are the
components of a great story?

6. INTERESTING ENVIRONMENTS NARRATIVE
CHARACTERS
What are the
components of a great story?

7. ENVIRONMENTS
A BEGINNING,
A MIDDLE
AND AN END
CHARACTERS
What are the
components of a great story?

8. ENVIRONMENTS NARRATIVE
CHARACTERS
What are the
components of a great story?

9. W H AT P O W E R D O E S “ S T O RY ” H AV E ?

10. Stories have the power to make
you care about characters

11. Which archaeologist would you
want to have a beer with?

12. this guy?

13. or this guy?

14. probably Dr. Jones
(because you know his story)

15. What if you found out
that Dr. Howard Carter
actually discovered
King Tut’s tomb?

16. You’d probably want
to hear that story also

17. Stories have the power to make
you care about content

18. Would you look at this
chair for more than
10 seconds if you saw
it in a museum?

19. What if you found out
that this was the chair
that Abraham Lincoln
sat upon when he
was assassinated?

20. That story makes
this chair much
more interesting

22. Stories have the power to make
attractions more memorable

23. S T O RY T E L L I N G M E D I U M S

24. Attraction designers have a lot of
mediums through which they can tell stories

25. T H E M E D A R C H I T E C T U R E

26. E N V I R O N M E N TA L G R A P H I C S

27. E X H I B I T S

28. I M M E R S I V E E N V I R O N M E N T S

29. M E D I A

30. R I D E S

31. S H O W S

32. Stories have the power to make
attractions more memorable
(really?)

33. NO STORY
no story

34. story

35. U S E S VA R I O U S S T O RY T E L L I N G M E D I U M S

36. T O I M M E R S E G U E S T S I N A S T O RY

37. Great attractions provide time and space for
a story to evolve, allowing guests
the opportunity to understand and care

38. NO STORY
W H I C H I S M O R E M E M O R A B L E ?

39. Intellectual Property vs. New Stories
(To IP, or not IP)

40. R ATAT O U I L L E : T H E A D V E N T U R E

41. G R E AT R I D E B A S E D U P O N A G R E AT I P

42. M Y S T I C M A N O R

43. S I M I L A R R I D E , N O P R E - E X S I T I N G I P

44. E Q U A L LY E N G A G I N G
G R E AT S T O RY G R E AT T E C H N I Q U E S

45. The most memorable experiences immerse
you in the story with all of your senses

46. W I Z A R D I N G W O R L D O F H A R RY P O T T E R

47. Audiences have had over 17 years to
become familiar with the stories, characters and
environments of Harry Potter since
the first book was published in 1997

48. 7 BOOKS

49. 8 MOVIES

50. Universal Studios used a variety of techniques
to completely immerse guests
within the world of Harry Potter

51. E N V I R O N M E N T S G U E S T I N T E R A C T I O N
R I D E SS P E C I A L E F F E C T S

52. F O O D & D R I N K

53. S H O W S

54. O N E - O F - A - K I N D AT T R A C T I O N S

55. To bring a story that once..

56. O N LY E X I S T E D O N A PA G E

57. NO STORY to life…

58. S T O RY I S C O M P R I S E D O F :
C H A R A C T E R S + E N V I R O N M E N T + N A R R AT I V E
K E Y M E S S A G E S
S T O R I E S H AV E T H E P O W E R :
C A R E A B O U T C H A R A C T E R S + C O N T E N T
B E S T AT T R A C T I O N S :
I M M E R S E A U D I E N C E S B Y E N G A G I N G A L L S E N S E S
A G O O D S T O RY N E E D S :
T I M E A N D S PA C E T O E V O LV E
I N T E L L E C T U A L P R O P E R T Y:
N I C E B U T N O T N E C E S S I T Y

59. T H E P O W E R O F S T O RY I N AT T R A C T I O N D E S I G N
S H A W N M C C O Y, J R A
T H A N K Y O U !