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“With Roger's insights into leadership and creativity, you, too, can build great visitor experiences.

- Bob Weis, President, Walt Disney Imagineering, retired.

DEEP STORY

A Complete Guide to Creating Transformational Visitor Attractions

For the past twenty years, brand homes, museums and other visitor centers have poured millions into making their experiences more immersive and entertaining. But is this enough?

‍Is it your goal to make a real, measurable difference in your visitors and the world? Do you plan to attract the unconvinced and the disinterested, and during a single contact of only a few hours, fire their imaginations through a compelling life-changing experience, and thus permanently modify their behavior, in a positive way, regarding your favorite subject or your favorite brand? If this is an overstatement of your goals… If all you need to do is momentarily engage and entertain… If that’s all you need, then stop reading. There are easier choices before you. But if instead, you want to change the world, permanently and measurably increasing your visitors’ interest in your subject or your brand, read on. This book is for you.

DEEP STORY is an expert practitioner’s guide, full of practical how-to guidance for the creation of truly transformational exhibits and visitor experiences They transform visitors into lifelong fans of a brand, a team, an academic subject, a region, or a historical figure. Guests who arrived looking only for something fun to do for 90 or so minutes, come away thinking and acting differently.

The stories in this book, drawn from decades of the author’s experience creating transformational attractions, demonstrate how leaders and creators can combine scholarship, showmanship, and salesmanship to do more than entertain or inform. More than merely sending a message or creating awareness, experiences powered by DEEP STORY seek to permanently cause visitors to see differently, act differently—to become different. As visitors’ identities are changed, so are their subsequent actions.

If you seek to change the world, permanently and measurably, by increasing your visitors’ interest in your subject or your brand, this book is for you.     

DEEP STORY; A Complete Guide to Creating Transformational Visitor Attractions,will be officially released September 8, 2026. For more information or to receive a pre-publication copy go to www.BobRogers.com

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BOB ROGERS AND BRC IMAGINATION ARTS

Bob Rogers is the Founder and Chairman of BRC Imagination Arts, BRCweb.com, a legendary design and production company known for reliably delivering magic with heart, in award winning attractions for some of the world’s greatest brands, attractions and museums.

Personally, Bob has been awarded his industry’s two highest honors: the Themed Entertainment Association’s Award for Lifetime Achievement and induction into the International Association of Amusement Parks and Attractions (IAAPA) Theme Park Hall of Fame. He’s a former member of the Board of Directors of both the Motion Picture Academy (the Oscars) and also the board of directors of IAAPA. He has personally been nominated for two Oscars and one Emmy and been awarded the NASA Public Service Medal.

His first job in this industry was as a magician in the Magic Shop in Disneyland.

BRC IMAGINATION ARTS

The company Bob founded, BRC Imagination Arts, is a full-service strategy, design and production company that translates brand and cultural stories into transformational human experiences energized by magic with heart. BRC has received over five hundred international awards for creative and technical excellence. Here’s a 3 minute video about BRC: https://www.brcweb.com/about/

For forty-five years, BRC has been at the forefront of the industry, helping some of the most acclaimed brand, cultural and event destinations in the world, to build more meaningful, enduring relationships with audiences around the globe. These include the Johnnie Walker Experience on Princes Street, the Abraham Lincoln Presidential Library, the Rock and Roll Hall of Fame, Las Vegas Raiders’ Allegiant Stadium Tour, The Grand Ole Opry, The Heineken Experience, The Henry Ford Museum of American Innovation, Jameson Distillery Bow St., and pavilions at numerous World Expos (world’s fairs), such as the European Union Pavilion at Expo 2015, plus the US Pavilion at Expo 2025 in Japan and many others.

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  • “Walt Disney once said, ‘We keep moving forward.’ Few people exemplify this mission as well as industry legend Bob Rogers. For more than four decades, Rogers has been a supreme storyteller and creator of transformational experiences that will remain beloved by audiences for generations to come. In his new book, Rogers reveals those magic tricks of his trade, his craft, honed by work on global projects for Disney, great museums, world class brands, and many others. He knows how to reach his audience’s heads and hearts. With Rogers’ insights into leadership and creativity, you too can build great visitor experiences.”

    • Bob Weis, President, Walt Disney Imagineering, retired; Disney Global Ambassador, retired, author,Dream Chasing: My Four Decades of Success and Failure with Disney Imagineering

    “Deep Story brings you the lessons Bob Rogers has learned in over 50 years in the industry, writing them in a way that easily enables you to understand and apply them to your own business, whatever business that might be. Bob offers frameworks, principles, diagrams, perspectives, examples, and stories – oh, the stories you will read! They bring everything Bob writes to life and enable you to become an experience designer – or a far better one than you were before. Go deep into Deep Story and you, too, can become a leader in today’s Experience Economy – as well as in the emerging Transformation Economy.”

    • B. Joseph Pine II, internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. Author of The Transformation Economy and co-author of The Experience Economy.

    “The experiences that stay with us are the ones that change how we see ourselves and the world around us. Deep Story provides a compelling framework and real-world insight into how transformational experiences are shaped, refined and brought to life. At its heart is a simple but powerful idea: the most meaningful experiences are created when storytellers connect the heart of a subject to the heart of an audience. This book is both inspiring and deeply practical, and a must read for anyone who hopes to design experiences that inspire and endure.”

    • Dr. Chevy Humphrey, President and CEO, Griffin Museum of Science and Industry

    “I have witnessed firsthand how Bob Rogers has helped shape the very fabric of our industry, and Deep Story distills a lifetime of leadership into a powerful, practical guide for creating experiences that truly transform audiences. Read it, embrace it, and put it to work!”

    • Melissa Oviedo, CEO, Themed Entertainment Association (TEA)

    “If you want to learn how to make experiences that transform from one of the industry experts who's been doing just that for more than 40 years – buy this book! Inspired by things he learned as a magician at Disneyland, Bob went on to redefine the art of visitor attractions. And in Deep Story, he's now revealing how to do it through the art of “story making” – where the audience is not only entertained, but also transformed.”

    --James Wallman, CEO, World Experience Organization (WXO)

                “In our communications-driven age, everyone wants to achieve “magic,” but no one actually talks about how to do it. There have been a few great communicators and magicians who have been able to produce real magic for audiences at museums and brand attractions. Bob Rogers earned that enviable reputation, telling complex emotion-packed stories with—seemingly—a wave of the wand. Here, finally, are his secrets and hard-earned formulas for delivering real wonder and emotional meaning in content-driven presentations. In DEEP STORY  he explains his approach, the work of a master in the world of content and messaging, delivering transformational magic with heart..

    • Jim Steinmeyer, illusion designer for award-winning magicians and Broadway shows, author, Hiding the Elephant: How Magicians Invented the Impossible and Learned to Disappear

    “Deep Story is the key to creating meaningful, memorable, and impactful experiences.  Bob Rogers takes the reader through examples with famous BRC Imagination Arts projects and compelling professional experiences to illustrate the fundamentals of great storytelling. From his early career lessons learned in Disneyland’s Main Street USA magic shop to the emotional and poignant Lincoln Library exhibit, each chapter has practical insights and lessons that help the reader understand the importance of reaching an audience on a universal and fundamentally human level to spark their curiosity to learn more.

    Deep Story is a “must read” for everyone in the themed entertainment and attractions industry. Students and novices should use Deep Story as a template for how to approach new projects. Veterans and experts will benefit from clear insights and tenants that effectively communicate ideas and stories.

    There is reason Bob Rogers is a celebrated industry icon.  His decades of success at BRC Imagination Arts can be attributed to an exceptional team that understands how to connect with the guest via a deep and meaningful story.  This book tells us how.”

    • Peter Weishar, professor, Director of Themed Experience, University of Central Florida, co-founder of the Themed Experience & Attractions Academic Society (TEAAS)

  • Pre-order DEEP STORY: https://www.casemateipm.com/9781963714159/deep-story/

  • Bob at WXO, World Experience Organization, London: April 21, 2026 @ 3:00 PM London time

    Bob will again curate and host the annual Legends Panel at IAAPA Expo, Orlando, at 3:30 PM on November 18th, 2026  

    PAST EVENTS FEATURING BOB ROGERS

    For 23 years Bob has been curating and moderating the annual Legends Panel at IAAPA Expo, Orlando. Past guests have included some of the most accomplished creative achievers in the themed experience industry.

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