Interview by Joe Kleiman
Greg Lombardo recently joined content producer and streaming service provider Netflix as its Head of Experiences. Lombardo brings with him more than a decade experience in branded attractions, having served in key positions at Fox Filmed Entertainment and BRC Imagination Arts. At Fox, his projects included the Simpsons Springfield lands at Universal Studios Hollywood and Florida, the Avatar: Discover Pandora touring exhibition, the Aliens Descent VR attraction, and the development of Fox-branded theme parks in Malaysia and Dubai. At BRC, he played a key role in branded entertainment projects for Bacardi, GE, Pepsi, AmorePacific, Chevron, Abbey Road Studios, Guinness, Swarovski, GM, China Mobile and SyFy Channel. Lombardo also served as CEO of OffShore Surf, an indoor surfing concept, and as the Creative Director, Show Content for the USA Pavilion at Expo 2010 Shanghai.
What attracted you to Netflix?
In short: Mission, Culture and People. Netflix has completely re-defined the entertainment experience and having the chance to come aboard at a time when the company is exploring new ways to engage fans through out-of-home experiences was an incredible opportunity. The culture of Netflix encourages questioning, collaboration, learning and forward thinking – all of which are critical to re-defining the experience space.
What’s Netflix’s approach to themed entertainment experiences?
Netflix’s approach is focused on adding value to the consumer experience. Netflix works with some of the best talent in the world to deliver amazing shows and films to its members. We want to apply the same high standards to our experiences. It’s all about creating and sustaining fan joy.
What opportunities are there for individuals and firms in the themed entertainment field to partner with Netflix?
We are seeking collaborative relationships with best in class firms across live and location-based entertainment who are passionate about changing the game. Our partners should understand that creating fan joy is always the primary objective. We want to push the envelop in order to bring our fans profound and innovative experiences and we’ll challenge our partners in positive ways to live up to that pursuit.