Theme Park Design
Jack Rouse Associates (JRA) is widely considered as one of the world’s leading planning and design consultancies specializing in the design and development of theme parks and attractions. Whether it’s conceptualizing, planning, designing and implementing a major theme park, or providing a creative makeover to an existing attraction, JRA is known for creating experiences that consistently exceed expectations.
Fundamental to our philosophy is belief in our role as advocate for the audience. The end-user audience, the millions who will come to a theme park or attraction, is not at the table during conceptualization, design and development. So we try to inform the process with what we have learned from various audiences, so that the product we develop gains ready acceptance and has enduring appeal.
Our firm attributes our long-term success due to an ability to carefully develop each attraction with a special sensitivity to local and national cultures. We are proud of the fact that our international work takes on the look and feel of the content and culture of each project and are ever wary of “Americanized” or “cookie–cutter” design solutions.
A third pillar of our philosophy is operational orientation. Key members of our senior staff have extensive operating/management experience with major entertainment destinations. So we bring to our designs an operator’s focus on issues like functionality, revenue generating capability, accessibility, safety and maintainability. The long-term value of this orientation cannot be overstated.
Above all, we champion collaborative innovation, an integrative way of thinking and problem solving. The best solutions cannot be developed in a vacuum; they result from a dynamic among client, content, applied specialists and the designer. Over many years of large-project experience, we have formed and constantly renewed a global network of collaborators; we know where to find and how to fashion the best creative, the most efficient and most enduring solutions. Building on our core group, we tailor customized collaborative teams for each project.
