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ome to Â鶹ӳ»­´«Ă˝, Orlando has long been a global center for themed entertainment. As immersive attractions, museums and themed entertainment experiences continue to grow in scale, complexity and cultural impact, the industry faces a critical challenge: preparing the next generation of professionals with the real-world skills needed to bring immersive experiences to life.

Spanning storytelling, architecture, engineering, media, operations and production, today’s themed experiences and attractions demand skills that rarely live within a single academic discipline.

For many aspiring professionals, the pathway into themed entertainment remains unclear, with limited visibility into professional workflows, real-world timelines and the cross-functional dynamics that ultimately determine a project’s success.

A new partnership between Â鶹ӳ»­´«Ă˝ and AOA — a leading immersive experience design, production and project management company — aims to change that to better support the future of the industry.

Ideal Partnership

±«°äąó’s themed experience graduate programs at the College of Arts and Humanities and AOA have launched the AOA Scholars Program, a hands-on practicum designed to give graduate students direct exposure to the real-world processes behind themed entertainment design and production.

Â鶹ӳ»­´«Ă˝ introduced a theatre Master of Fine Arts track in themed experience in 2018. In 2021, the university offered a stand-alone degree program in themed experience. Both programs are  the first of its kind at a public university.

The program’s focused curriculum in themed experience and attractions makes it an ideal partner for AOA.

The scholars initiative will address a common challenge in the field: while demand for immersive attractions, museums and experiences continues to grow, there is an expanding need for practical training and field work for emerging talent.

“Florida is home to some of the most sophisticated themed entertainment work in the world, but the way people enter the industry hasn’t kept pace,” says Tom Acomb, co-founder and chief creative officer of AOA. “This program is about opening the door earlier and giving students a clearer view of how these projects actually come together.”

Each semester, a select cohort of students will participate in workshops led by AOA professionals, visit active project sites and production facilities, and learn how creative, technical and operational decisions intersect in real projects.

“AOA has always believed in investing in early-career talent, starting with a strong internship program that’s been part of our culture since the early days,” says Mike Ostendorf, co-founder and CEO of AOA. “This partnership with Â鶹ӳ»­´«Ă˝ is an evolution of that long-standing commitment — because seeing the full lifecycle of a project up close matters.”

“This partnership gives students access to professional workflows with one of the top firms in the themed entertainment industry.” — Peter Weishar, Â鶹ӳ»­´«Ă˝ director of themed experience

What’s Next

Â鶹ӳ»­´«Ă˝ will oversee academic structure and accreditation, while AOA will contribute funding and industry expertise.

“This partnership gives students access to professional workflows with one of the top firms in the themed entertainment industry with diverse project and a global reach” says Peter Weishar, director of themed experience at Â鶹ӳ»­´«Ă˝. “It strengthens Florida’s role as a global talent pipeline for themed entertainment.”

The AOA Scholars Program is expected to begin Fall 2026, reinforcing Central Florida’s position as a training ground for the next generation of immersive experience professionals.

We sat down with Surrell to talk about what storytelling means today — not just for theme parks, but for anyone looking to make an impact. Here are five insights he believes every student should know.

1. Storytelling Is a Universal Skill

Whether you’re designing a ride, writing a research paper or helping a patient, storytelling matters. It is how we connect, communicate and create meaning.

“Regardless of your discipline …  we’re all storytellers,” Surrell says. And it is particularly important in today’s entertainment options: “The thing that separates theme parks from amusement parks is stories.”

He encourages students to understand classic story structures, like the hero’s journey, because they help us make sense of life.

“I’ve mapped my own personal and professional life to the hero’s journey — and I’ll be damned if it doesn’t work,” he says.

2. Curiosity Is Your Superpower

Surrell believes curiosity is essential, not just for creatives but for anyone who wants to innovate.

“You need to be a student of life. You need to be curious about everything, because you never know what’s going to come into play in this field.”

While working on Disney’s Pal Mickey, Surrell had to learn about unfamiliar subjects to write dialogue for the interactive toy. It was a challenge that pushed him outside his comfort zone and led to the creation of a toy that entertained and educated guests at the parks, including Animal Kingdom.

“All of a sudden I’m a zoologist  … literally having to learn about ring-tailed lemurs,” he says.

3. Comfort, Reassurance and Escape Are Human Needs

Theme parks aren’t just entertainment — they’re emotional experiences. Nostalgia plays a big role in this, especially in places like Disney’s Magic Kingdom, Surrell says.

“There’s something inherently reassuring about going to a place that … remains the way you remembered it as a kid,” he says.

He sees themed entertainment as a noble pursuit, one that supports mental and emotional well-being, which became very apparent during the COVID-19 pandemic.

“Theme parks are explicit about it,” he says. “It’s comfort, reassurance and escape. There really is no more noble pursuit than to provide that for people. Our central product really is emotion.”

4. Be Ready to Pivot

Surrell’s career path — from performer to Imagineer to professor — shows the power of flexibility.

“You have to be ready to pivot and adapt to whatever life in the industry throws at you.”

He shares how a mentor once advised him to gain more experience before applying to Disney. That advice led him to Universal, and eventually back to Disney.

“Five years later, a job opened up … That was a deviation from the path I thought I was on.”

Students should be prepared to adapt, take risks, and embrace opportunities outside their original plans.

5. Themed Experience Is a Growth Industry

The themed entertainment industry is booming, and that extends beyond the opening of  Epic Universe and Disney’s expansions. Themed experience can be found everywhere now, including restaurants, hotels, libraries, cruise ships, hospitals, museums and retail. Surrell sees Â鶹ӳ»­´«Ă˝ as the ideal place to study this field.

“It only makes sense. We’re in the theme park capital of the world … the go-to place for themed experience,” he says.

He compares ±«°äąó’s program to film schools in the 1960s — a launchpad for a new generation of storytellers.

“This program offers young people a very clear and legitimate pathway into the industry.”

Surrell’s message to students is clear: Be curious, be adaptable and embrace storytelling — no matter your field.

“Charge forth now because you have everything on your side,” he says. “Be fearless, be courageous and go for it.”

Taking Themed Entertainment to New Heights

The demand for trained professionals in themed entertainment is at an all-time high.  As the industry expands to encompass a range of projects, including theme parks, immersive art installations, live performances and more, there is a growing need for individuals who can effectively manage the complexities of producing these experiences. The program aims to address this need by providing students with comprehensive training in project management, financial budgeting, creative collaboration and advanced production technologies.

“Producing is a key pillar in the successful execution of any immersive experience,” says Peter Weishar, director of ±«°äąó’s themed experience program. “Our new concentration offers a pathway for students to acquire the skills needed to lead projects that blend creativity with logistics, ensuring these experiences resonate with audiences on a global scale.”

In the Heart of Orlando

A standout feature of the themed experience M.S. program is its exceptional connection to the real-world industry, enhanced by ±«°äąó’s prime location in Orlando — the epicenter of the themed entertainment world. Home to some of the world’s largest and most iconic theme parks, entertainment companies and immersive attractions, Orlando offers an ideal environment for students to engage with the industry in ways that few other programs can provide.

Students enrolled in ±«°äąó’s themed experience M.S. program have exclusive access to a vast network of industry professionals, internships and partnerships with leading attractions and companies such as Disney and Universal. These connections not only enrich students’ academic experiences but also offer invaluable real-world insights that directly shape their learning. From collaborating on cutting-edge projects to engaging with experts across various fields, the program’s ties to industry leaders are integrated into the curriculum, equipping students with the tools and experience needed to thrive in this competitive field.

“±«°äąó’s location in Orlando, at the heart of the themed entertainment industry, provides students with unparalleled access to hands-on experiences,” Weishar says. “Collaborating with industry leaders, walking through the parks after hours with designers, engineers, and producers, and working directly on live projects gives our students a unique advantage. The proximity to major companies and resources creates an environment where students can learn and grow alongside the best in the industry. Not only do they gain exposure to high-level creative and technical practices, but they also experience first-hand the complexities of managing projects from concept to execution.”

Through this robust network of industry engagement, students can refine their skills, build professional relationships and gain a deeper understanding of the evolving trends and challenges that shape the future of themed entertainment. Whether it’s exploring innovative technologies, diving into the logistics of large-scale projects or interacting with professionals who have decades of industry experience, the program guarantees that students graduate with the knowledge and hands-on experience required to succeed in this dynamic sector.

A World of Possibilities Awaits

The curriculum for the producing concentration is carefully designed to address the evolving challenges of the themed entertainment industry. Students will gain in-depth knowledge in key areas such as creative direction, production management and technology integration. They will also explore topics like audience engagement, sustainable practices and the global impact of immersive entertainment.

±«°äąó’s commitment to providing a forward-thinking education is reflected in this program, as it prepares students to be at the cutting-edge of technological and creative advancements in the industry.

“My time in the program helped me understand that being a producer isn’t just about managing budgets — it’s about managing creativity and collaboration,” says Jordan Zauha ’22MFA, a member of the inaugural cohort of the themed experience M.F.A. program at Â鶹ӳ»­´«Ă˝. “The skills I gained, especially in communication and logistics, helped me transition smoothly into my first professional role, making me a valuable asset to any team.”

The growing need for specialized producers within themed entertainment is just one facet of the expanding career possibilities for graduates of the themed experience M.S. program. With the industry’s focus shifting toward interactive, immersive and technology-driven experiences, ±«°äąó’s new concentration ensures students will be equipped to lead and innovate in an increasingly complex landscape.

In the coming years, this first-of-its-kind producing concentration promises to not only offer world-class education but also to serve as a catalyst for new forms of themed entertainment that push the boundaries of creativity and technology. With ±«°äąó’s rich resources and industry partnerships, graduates will be ready to make their mark on the global stage.