Quince Imaging and the Dolly Parton Experience
interview by Judith Rubin
A little more Dolly in the world is a really good thing,” said Eugene Naughton, President of Dollywood® Parks & Resorts, at the grand opening of the new Dolly Parton Experience in May 2024. With the park’s 40th anniversary approaching in 2025, Dollywood has been rolling out updates and teasing more. The 160-acre park founded by country music legend Dolly Parton features some 50 rides and attractions and is located in Pigeon Forge, Tennessee, in the Great Smoky Mountains.
The new Dolly Parton Experience is one of the park’s 11 themed areas. It is a re-imagining of the former “Adventures in Imagination” area, located near the park gate. A huge butterfly marks the portal to this new, multi-part, multi-building, walkthrough museum of Dolly Parton’s life, work and career as a songwriter, performer, touring artist and community-minded entrepreneur.
The centerpiece experience – what Dollywood calls the “showstopper” – takes place in a multimedia, 360-degree projection-mapped immersive space. It presents, as described by Naughton, “a collection of memories and stories and not just physical things.” Naughton emphasized the digital aspect that supports continual refreshing of the content, which corresponds to Dolly’s continued flow of creativity. “It allows us to update our story because she’s always going to continue to grow,” he said.
Dollywood Parks & Resorts operates in partnership with Herschend Family Entertainment (HFE). The Herschend portfolio includes a diverse range of entertainment and hospitality properties.
Quince Imaging was contracted directly by HFE to provide AV technology and services to help realize the “showstopper” space, for which the integration of RGB laser projection technology supporting the Rec. 2020 expanded color gamut was key. The projectors used in this case were Christie M 4K25 RGB.
Quince Imaging serves multiple entertainment markets, including theme parks, live events, sports and broadcast, with a wide range of imaging services and creative and tech expertise. Eric Gazzillo (Vice President, Innovation) and Larry Howard (Vice President, Business Development) shared details of the company’s work on the Dolly Parton Experience.
Please tell us about goals, scope of work and key technology elements for this project.
Eric Gazzillo: Our goal was to create an unparalleled immersive setting that would use 360-degree, projection-mapped storytelling. The seamlessly integrated AV technology would support content to delight and captivate guests and enhance the unique ambiance of the theme park
Larry Howard: Our range of services on this segment of the Dolly Parton Experience included technical design, integration, installation and consulting. The space is about 40’ x 40’ x 20’ and the six-minute guest experience depends on deft integration of lighting, audio, and video elements and the use of state-of-the-art technology and techniques.
For any truly immersive environment, full collaboration with the partners designing and supplying the media is critical. Quince designed and installed a video system with a rich color space and an 8.1 channel audio system. Each wall was discreetly processed at 4K60 4:4:4. Audio was configured in an 8.1 channel setup. Show control was provided by Q-SYS, as a closed subsystem tied into the parkwide network, and the projection system enabled a very rich display, using the Rec. 2020 color space.
Key products include the Christie M 4K25 RGB laser projectors, selected for their superior color accuracy and brightness; JBL AM Series speakers, which paired with Q-SYS Core 110f & CX-Q 4K4 ensured crystal-clear sound quality, enveloping visitors in Dolly Parton’s musical narratives; the Dataton Watchout Version 7 media server which facilitated synchronized, high-resolution media playback.
We provided a single turnkey service spanning immersive audio systems and a high-resolution video system, as well as rigging and control systems. Not only did we provide a scenario where the clients could see different options for projection, we also made some changes to the control system which increased the amount of Q-SYS equipment used in the project. [Q-SYS is a leading provider of cloud-manageable audio, video and control platforms built around modern IT architecture.]
What were some critical challenges of the job?
Gazzillo: Transforming this space and achieving seamless integration into the pre-existing framework was a significant endeavor that called on Quince Imaging’s technological expertise. The initial challenge was to build out the specified bid design package into a fully-fledged and cohesive system. We looked at projector models, control systems, speakers, etc. with a view toward long-term maintenance as well as quality, performance and versatility.
Immersive spaces are unique in their requirements for tight synchronization between audio, video, lighting and show systems. Any delay between systems breaks the illusion. Hitting this head-on from the design phase allowed our team to create an activation that has tight playback and control systems both locally and tied into a wider system.
Howard: When we came on, things were well into development. Our timeline on the project spanned about eight months. Working with Dollywood and the media team to ensure the media took full advantage of the system was an important part of the process. Collaboration with manufacturers including Christie, Dataton, Q-SYS, JBL, and Netgear was crucial in integrating high-quality components that met the project’s demanding specifications.
Tell us about how the projectors were evaluated and selected.
Howard: Upon initial contact, Quince suggested a hands- on demonstration of multiple projection technologies. At Quince’s soundstage in Sterling, Virginia, various models, including laser phosphor and RGB projectors, were set up for the client’s evaluation. This arrangement enabled the HFE and Dollywood teams to assess each model’s performance, comparing capabilities, image quality, brightness levels, and color reproduction.
The demonstration was critical and allowed Dollywood’s tech and creative personnel to make a very informed decision to change the project’s equipment specifications, ultimately opting for the Christie M 4K25 RGB projectors due to their RGB color gamut capabilities, consistent performance and easier maintenance.
Quince was uniquely positioned to set up this demo. Our team has three decades of projection design and implementation experience, and the company owns gear for the live events side of the business, and we have a soundstage available for demos. This gave us the power to provide the Dollywood technical and creative teams with an opportunity to understand their technology options and find the best fit.
This is a high-profile project. What are some unique strengths that enabled Quince Imaging to stand out against the competition for this kind of work?
Gazzillo: Relationships are important in this industry, and there was a prior working relationship between HFE Project Manager Joel House and Quince’s Larry Howard. The trust built up in their previous collaborations was supported by our company’s decades of experience delivering superior solutions.
Quince’s team has a distinguished track record of creating immersive experiences across various markets, including museums, sports, live events, and theme parks. We have extensive experience in projection mapping and visual storytelling.
Howard: One of Quince’s strong suits for installation is our team’s knowledge of the requirements for doing live events – where you get one shot to get it right. This type of pressure to perform and the expertise needed to constantly pull off major events roll right into the preparation and implementation of fixed install installations.
The installation process was managed by Quince Imaging’s technical team and involved meticulous planning and execution. Every element of the project was scrutinized and optimized for the best possible performance. The design and creative processes were closely aligned with Dollywood’s thematic and aesthetic expectations, ensuring that every visual element echoed the essence of Dolly Parton and her musical legacy.
How would you summarize the success of this immersive showcase, described by Dollywood press as telling the story of how Dolly has become one of the most beloved figures in the world?
Gazzillo: We’ll share some comments from the HFE team!
Cyndi McCormack said, “As Creative Director for the Dolly Parton Experience, I wanted to know how the imaging project team, projection equipment, operating system, and technology could deliver Dolly’s story at a level of quality that matches her excellence. From early conversations and projector evaluation to installation and integration, the Quince Imaging team gained our confidence. Their knowledge, professionalism, and commitment made them a valuable partner and essential for the project results.”
Eugene Naughton said, “Our team has created a remarkable experience that shares Dolly’s inspiring story in an authentic, larger-than-life way. I think the Dolly Parton Experience is going to truly move our guests when they see it.” •
For more information: www.QuinceImaging.com www.Dollywood.com
Principal members of the internal and external teams for the Dolly Parton Experience
Internal
Dollywood Parks & Resorts
Cyndi McCormack (VP Guest Experience)
Stephen Byrne (Technical Operations)
Herschend Family Entertainment
Joel House (Project Manager)
External
Quince Imaging Team
Larry Howard (Account Manager)
Eric Gazzillo (Program Director)
Ben Whitmore (Project Coordinator)
Sergio Hernandez (System Programmer)
Liam O’Hanlon (System Engineer)
Pablo De-Negri (Technical Director)
Keith Price (Audio Engineer)
Ian McClain (Media Server Programmer)
Other companies on the external team included:
Roto (Media Design)
Lightswitch (Lighting Direction)
Bandit Lites (Lighting Integration)
