Tuesday, May 18, 2021

Falcon’s Creative celebrates 20 years of innovative attraction design

Twenty years after Cecil D. Magpuri first opened the doors of his award-winning themed entertainment company, it continues to stand on a stable foundation of positive culture, forward-thinking design, and a strategic roadmap.

Over the last two decades, Falcon’s Creative has offered a multitude of different types of services, with diversification always having been the plan. Cecil, his wife Marty, and Yvette Whittaker, Cecil’s first employee, have been the brain trust that has guided Falcon’s since the beginning. They have closely stuck to the game plan while also evolving some of their methods to remain a leader in a constantly changing landscape.

Falcon’s Treehouse became an official company on February 1, 2000. Because Cecil was already a recognized creative designer, the startup was able to secure a few contracts that helped them build a solid reputation. Through recommendations, including a big one from Walt Disney Imagineering, and a focus on marketing and branding, Cecil and his small company gained a foothold in the themed entertainment and design space, taking on international projects as well as ones closer to home.

In the early days, Cecil wanted to maintain a streamlined overhead, so he planned to hire no more than 21 employees. Fast forward to 2020, and they are now triple that number. The necessary additional team members have been carefully selected to enhance the studio’s capabilities that exist under three brands – Falcon’s Treehouse, Falcon’s Digital Media, and Falcon’s Licensing. Falcon’s Creative Group is the umbrella under which the brands exist. The rebranding came about in 2014 through a series of sessions with brand experts.

Yvette recalls those sessions. “Our spirit came out. We felt we created a voice that was fresh but still held key components from our established brand. We consider that the moment when our identity evolved, which proved to be a pivotal flashpoint in our history.”  

Some highlights of the company’s history include:

Charlie & The Chocolate Factory: The Ride at Alton Towers – Earned first Thea Award

Dragon’s Treasure™ attraction in Macau – Set a new bar for media-based storytelling in a first-of-its-kind 360° dome experience; earned Thea and VES awards

Turtle Trek® at SeaWorld Orlando – Unveiled Spheron® Theater  

Chimelong Ocean Kingdom’s Media Canopy – Produced award-winning content for an unprecedented 10 m x 100 m LED canvas

IMG Worlds of Adventure – Master-planned the world’s largest indoor theme park

Busch Gardens Williamsburg: Battle For Eire – Designed custom solution for virtual reality experience, separating the head mount from the display

Atlantis Sanya – Provided thematic and interior design services as well as art direction for two of the resort’s highly themed areas

Becoming Jane: The Evolution of Dr. Jane Goodall – Premiered Falcon’s Vision™, a customizable augmented reality headset that allows us to develop even more engaging and immersive content

In the years ahead, Falcon’s will take global audiences on new and unexpected journeys by utilizing their unique blend of attraction design, storytelling, visual effects, animation, architectural design, character development, and patented ride technology systems.

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