So excited to see the new tour of the Humanitarian Center of The Church of Jesus Christ of Latter-day Saints as preparations are underway for its opening to the public the first week of June. Creative Principals and Unrivaled have been working on this project for almost two years and partnered together with our clients at the Church to design and produce this expeience that answers one of the most important questions in human history: "Who is thy neighbor?"
Our Founder & Chief Creative Officer Geoff Thatcher spoke in April 2026 at the WXO's London Experience Week. His topic? The Unbuilt! Inside the Ministry of Sound's green room, we spoke to a room full of 25 industry professionals about what we can learn from the projects we work on that never open.
The J. Kruse Education Center celebrated the launch of its new Discovery Maze and Manufacturing POD in October 2025 with a ribbon cutting. Part of its Career Quest Experience, Creative Principals partnered with Unrivaled on this innovative experience designed to help students find their passion. We continue to work directly with J. Kruse with the brainstorming for the next POD scheduled for December 2025.
Creative Principals launched a web site called www.ask.buzz that allows attraction designers to ask the legendary Buzz Price questions.
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The Experience Model is the core blueprint for how we create our experiences.
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Creative Principals is led by a creative family with a love for experiences. From theme parks and museums to brand experiences and visitor centers, we work hard to imagine and create the next great experience for clients around the world!
Whether it’s envisioning the future of Abu Dhabi’s Samaliyah Island or standing inside Maracanā Stadium at the opening ceremonies of the Rio 2007 Pan American Games, Geoff’s work transcends borders. He is the Founder & Chief Creative Officer at Creative Principals. As he just did for the College Football Hall of Fame's new GAME ON! AI Experience, Geoff is an experienced creative leader who knows how to take a project from concept to reality. These projects are most often about creating world-class experiences in corporate visitor centers, museums and theme parks. He is also the author of "The CEO's Time Machine."
Zoe is a talented designer and illustrator. Before joining Creative Principals in 2019, Zoe worked designing children's ballet and tap dance costumes in St. Louis. She has distinguished herself as a rising talent in the industry, speaking at events at SCAD, IAAPA and the Themed Entertainment Association's SATE Conference. Zoe has worked on projects around the world, including the Al Ain Zoo, Temple, Square, FM Research Campus, College Football Hall of Fame and Mercedes-AMG Experience Centers. She is also the illustrator of The CEO’s Time Machine and working on her own illustrated book Voyage to King's Cove.
With both a BFA in Writing and a Masters from the Savannah College of Art & Design, as our Creative Director, Joel delivers research, writing and creative direction for our projects. His work can already be seen at the College Football Hall of Fame, Ozark Mill, FM Global's City of Risk and he just wrapped his work on the renovation of the Indianapolis Motor Speedway Museum. Joel also uses his video editing skills to help Creative Principals tell its stories around the world. This includes the YouTube show Park Pals that he hosts with his sister Mia.
Now based in Orlando, Mia Thatcher is 2024 graduate in Sequential Art from the Savannah College of Art & Design and interned for Creative Principals the last three summers. She has worked on storyboards, illustrations and graphic design for several projects, including the College Football Hall of Fame, AMG Experience Centre, Temple Square and Miral. She also is an extreme “coaster nerd” with extensive knowledge on roller coasters that she happily shares with anyone willing to watch and listen to her YouTube show Park Pals that she co-hosts with her brother Joel. In fact, she's a natural on stage and just spoke at the Heritage Rail Alliance's annual convention.
A veteran of the United States Air Force, an elite runner, nurse, teacher and natural leader. For us, Tanya is the heart of the company. As we are in the business of creating experiences, Tanya is also the only member of our team who can give us the perspective of a mother. That's why you'll see her most often on our site visits and charrettes. Considering that mothers make most of the choices about what experiences families visit, this perspective is invaluable.
