Celebrating 15 Years: Imagine’s extraordinary evolution

by Judith Rubin

When Tom Zaller founded Imagine Exhibitions fifteen years ago, his business philosophy was simple: “Create great experiences; treat our clients, colleagues, and partners with respect; and have fun. The rest will take care of itself.” While this mantra has served Zaller and the company well since its inception, Imagine has grown significantly over a decade and has quietly transformed from a modest exhibition company to a global force in the museum and attractions sector.

Imagine has always preferred to let its work speak for itself, focusing on delivering world-class experiences rather than self-promotion. Now, as it celebrates its 15th anniversary, the company is ready to share the story behind its growth.

“We need to reintroduce ourselves,” says Zaller, Imagine’s CEO and Founder.

From its Atlanta headquarters, Imagine has spent years perfecting the art of creating, designing, and operating exhibitions and attractions across the globe. With expertise in master planning, exhibition design, production, retail design, and marketing, the company has been a behind-the-scenes force driving attendance and delighting audiences worldwide. But that’s just the beginning.

Imagine’s four service divisions – Studio, Exhibitions, Retail, and Operations – are now poised to bring their proven methods to new markets and clients. With this “re-imagining,” the company has renewed its focus on a more holistic approach, offering comprehensive services for both clients and guests. As part of this transformation, Imagine has dropped “Exhibitions” from its name to better reflect the full scope of its capabilities, embracing its expanded role beyond exhibitions to include design, production, operations, and retail management on a global scale.

In the background of Zaller’s eclectic office hangs a sign that reflects his straightforward leadership philosophy: “Work Hard and Be Kind.” It’s a principle he instills in his growing team, which now includes over 125 full-time employees and 150 site staff supporting projects worldwide.

This expansion has been driven by bringing in industry veterans with deep expertise from major operators and design firms. Their knowledge and experience have opened doors for Imagine, allowing the company to broaden its offerings and continue its steady growth across global markets.

“Once you scale to a certain level, you can offer these services outward to a pretty diverse client base. They are all industry-adjacent,” says Zaller. “And because we understand and operate in global markets, we are able to develop a project in any part of the world.”

“This is our next big leap,” says COO Debbie Donohue, who has been with the company since its inception. “It positions us to continue to be leaders in the global experiential industry. We offer A-to-Z turnkey services for new and existing clients from museums to studios to artists and beyond.”

“It’s a straightforward equation,” says Shawn McCoy, who joined Imagine in 2023 to take the reins of its expanded Studio division as Senior Vice President of Business Development and Creative Strategy. “Imagine specializes in creating visitor experiences that captivate audiences, operate efficiently, drive attendance, and generate revenue. These are the key parameters of a successful attraction, whether it’s focused on education or entertainment, permanent or temporary, or based in a major destination or regional market.”

A global portfolio with a blockbuster appeal

Since launching Imagine, Zaller and his team have created a catalog of over 40 experiences, from Discovering King Tut’s Tomb to themed bars like The Cabinet of Curiosities and The Lock in Las Vegas. Imagine’s current headliner, Harry Potter™: The Exhibition, has been a global sensation. Conceptualized, designed, and produced by Imagine in partnership with Warner Bros. Discovery Global Themed Entertainment, it’s now captivating audiences in Boston, Madrid, Macao, and São Paulo. Beyond the magic of the exhibition itself, Imagine’s team has created immersive retail environments, bespoke merchandise, and even themed food and beverage experiences to complete the world of Harry Potter for fans.

But Harry Potter is just the latest in a line of popular exhibitions. From Downton Abbey: The Exhibition to Jurassic World: The Exhibition and Titanic: The Exhibition, Imagine has developed a portfolio of experiences that set new standards in the industry. The company’s outdoor exhibit, TROLLS: Save the Humans by Thomas Dambo, showcases its range by bringing environmental storytelling to life in open- air settings. Imagine’s portfolio of both indoor and outdoor experiences continues to grow with new partnerships.

Imagine’s projects reflect broader trends in the attractions industry: museums are turning to traveling exhibitions to drive attendance; branded experiences are extending the reach of intellectual properties; and retail has become an integral part of the guest journey, adding both depth and revenue to the visitor experience.

For 15 years, Imagine has played a pivotal role in shaping these trends, always with an owner’s perspective. “We have a hand in every aspect of the creation and implementation of a project. And because we own and operate a number of attractions ourselves, that makes a huge difference in our perspective and approach,” Zaller explains. “Budgeting, project feasibility, revenue generation, throughput, ticket sales, retail sales, creative excellence, authenticity, market penetration, ROI and the overall guest experience are all just as important to us as they are to the client, the owner, the operator, the licensor.”

Zaller Dollars: The heart of the Exhibitions division

Blockbuster traveling exhibitions are the major driver of attendance at top museums around the world, a fact made abundantly clear in the figures published each year in the TEA/AECOM Museum Index.

At the core of Imagine’s success is its Exhibitions division, which started it all. Zaller’s early career in theater and live entertainment laid the foundation for what Imagine would become. He worked on everything from rigging for The Grateful Dead to carpentry for David Copperfield before a pivotal moment came with his work on Titanic: The Exhibit. It was, as he describes, a life-changing experience that set the course for his future.

Twelve years ago, Imagine embarked on its first licensed project with Angry Birds, followed by a collaboration with Lionsgate to help develop and tour an exhibition based on The Hunger Games. Subsequently, the company collaborated with NBCUniversal to tour Downton Abbey: The Exhibition and then with Universal Studios Consumer Products to develop the popular Jurassic World touring exhibition, later sold to Neon.

In crafting authentic IP-based experiences, Imagine emphasizes collaboration among all teams, to represent the IP and brand in the best way possible. This teamwork ensures that every experience remains true to the essence of the intellectual property while adhering to branding guidelines. By maintaining open lines of communication and aligning on a cohesive creative vision, the team guarantees that each attraction reflects the authenticity and integrity of the brand. This commitment underscores Imagine’s dedication to honoring the legacy of each brand while creating immersive experiences that engage and delight guests.

“We create, produce, promote, and operate exhibitions around the world and are truly a one-stop provider,” says Zaller. “Imagine is a partner – not just a supplier or a contractor or designer, but a partner – helping developers, operators, and museums drive attendance and revenue while collaborating with cultural institutions to provide engaging educational experiences for their communities that help fulfill their missions. We can do this because we understand the whole picture and our senior team has decades of experience.”

Each of these projects has carried Zaller’s signature entrepreneurial spirit and attention to detail, what his team affectionately calls “Zaller Dollars” – the practice of getting the most value for clients and audiences alike.

“We’re good at allocating resources and making smart choices to optimize budgets and still make the best experience possible,” says Zaller.

Driving attendance and creating memories

At Imagine, success goes far beyond ticket sales – it’s about crafting experiences that make lasting impressions and foster meaningful connections. While driving attendance is a primary focus, the broader vision centers on storytelling and creating opportunities for guests to build lasting memories. The most successful attractions are those that bring people together, offering a shared experience that resonates well beyond their visit.

This deeper connection sets Imagine apart. By focusing on the emotional impact of its exhibitions, the goal is to create moments that inspire and engage guests on a personal level. These are the experiences that spark conversations, bring families and friends together, and build bonds between individuals who share common interests.

To engage a diverse audience, Imagine employs a data-driven marketing approach, carefully tailoring strategies to the specific characteristics of each market. Whether operating in a major global destination or a regional hub, tactics are adjusted to connect with local audiences in authentic and relevant ways. By understanding the cultural and demographic nuances of each location and by building relationships with local partners, the marketing ensures messaging speaks directly to the needs and interests of the guests.

“The goal is to do more than just sell tickets,” says Laurie Squire, Senior Vice President of Marketing. “It’s about creating stories that resonate with people and building moments that they take with them – memories that become part of their lives. That’s what keeps them coming back, and that’s why the approach is constantly evolving to meet their needs.”

Adaptability has been a key driver of Imagine’s success. With projects spanning the globe, the company has developed a keen understanding of how to engage different audiences, whether they’re seeking entertainment, education, or a blend of both. This flexibility extends to every aspect of its operations, from exhibition design to marketing and promotions, continuously evolving to meet changing expectations and emerging trends.

This focus on innovation and change, combined with a commitment to creating meaningful experiences, has been central to Imagine’s ongoing growth and success. “Being successful in this industry means you do have to continue to evolve and adapt,” adds Donohue. “We have always been able to quickly pivot and be flexible – a company cultural trait – that helps us to continue to think in new and creative ways and stay relevant and remain as a leader for the past decade plus. Our hardworking nimble culture helps fuel the company’s continued growth.”

Story-driven retail

For Imagine, retail goes far beyond simply selling products; it’s a vital extension of the storytelling that shapes the guest experience. As each exhibition crafts a narrative that engages and inspires, the retail component continues that story, allowing visitors to take a tangible piece of the experience home with them. The result is a deepened connection between guests and the exhibition.

Leading the charge is Bill Pinkston, Senior Vice President of Retail, who joined the team in 2021 after working with major brands like Warner Bros. Discovery and Miral Experiences.

Pinkston and his team are the driving force behind the retail side of the Harry Potter exhibitions that Imagine is currently touring in four cities worldwide. As they travel to a series of venues within their regions, Pinkston’s team keep their stores “staffed, supplied, and full of dynamic products.”

Curating a successful line of merchandise, Pinkston explains, entails designing and producing some custom items in combination with acquiring some existing items. “Retail is an extension of the story, so the first thing with any project is to evaluate the story and identify the key themes to build around, then work with the client to make sure we hit the right themes.”

With exhibits touring in all parts of the world, there are regional aspects and tastes to consider, as well as local regulations and duties that affect imports and suppliers. “We have to do our homework,” says Pinkston. There are also logistics of shipping, storage, and replenishing stock that keep Imagine’s retail team busy throughout the year.

Within Imagine’s Retail division, the merchandising team handles product development, working closely with the brand or IP to ensure every piece of merchandise goes through the approval process. The logistics team helps with the delivery of goods, while the operations side handles all installations, HR, staffing, and inventory management. Once open, the analysis team watches the flow of goods, noting the most popular items, so that the product offerings can be adjusted to maximize revenue. Exhibition and sales staff are mostly locally driven.

Seeing the retail component as part of the guest experience, putting creative resources into its development, and applying high standards result in a more cohesive and immersive guest experience that extends the length of stay and raises per-cap spending. These bespoke curated retail stores are the best in the business and is one of the ways that Imagine has continued to evolve its experiences for visitors.

The Studio: Trending now

One of the most popular program offerings at the IAAPA Expo in Orlando, drawing capacity audiences year after year, is the annual “Emerging Trends” session, presented by McCoy since 2011. McCoy’s expertise has also attracted the attention of mainstream media, with interviews with such outlets as Forbes, USA Today and CNN.

Over the past 30 years, McCoy has become known within the museum and attractions communities for his thoughtful, creative leadership, leading projects for major brands, IPs, studios and cultural destinations. He is now leading Imagine’s expanded Studio division, along with Executive Director of Design Rick O’Connell, who oversees a creative team of some 15 people.

“Rick and I are so fortunate to work with such a talented group of people who put their heart and soul into every project,” says McCoy.

“Over the past several years, we have built up a team made up of designers and producers with great experience and backgrounds, including those formerly with Universal, Disney, and other major operators, so our studio is adept at creating environments and experiences that are entertaining and resonate with audiences.”

Over the past year, Imagine has been awarded numerous projects with major brands, studios and museums, many of which will be announced within the coming weeks and months.

Looking ahead

“What new ways will be created for audiences to connect with IP or interact with content? What new artists could we represent? There’s no end to it,” muses Donohue. Creative spirit and innovation are the constants of change. “The reason I have been with the company for 15 years is that we are always working on new projects, I am always learning new things, and we are always growing.”

As Imagine steps into its next chapter, the team remains committed to innovation and creativity. With exciting projects on the horizon and a growing list of partnerships with major brands, museums, and IP owners, the future looks bright. But for Zaller, the greatest reward remains the same. “I really don’t know what the future holds,” says Zaller. “But what I do know is that having the opportunity to work with a great group of people to create experiences that bring a bit of inspiration and fun to the world is really a privilege. I mean, I think I’ve got the greatest job in the world.” •

Visit www.theimagineteam.com.

As Imagine celebrates its 15-year milestone, team members will be at the IAAPA Expo in Orlando to meet and talk about projects and possibilities. Shawn McCoy will also be presenting his annual “Emerging Trends” session on Monday, November 18th at 4 p.m., as well as moderating a panel with a variety of industry executives entitled Transforming IP into Tangible Magic: The Art of Immersive Attractions on Thursday, November 21 at 10:00 a.m.