On the balmy evening of August 28, 2017, close to 200 people enjoyed the hospitality of a Themed Entertainment Association (TEA) Western North America Division event at the Burbank headquarters of Mousetrappe, an award-winning media design studio.
chats with Bryan Hinckley, president of Electrosonic. Photo: Chris Chien
Report by Tracy Balz, Mousetrappe. Photo at top: Daren Ulmer, founder of Mousetrappe, addresses the gathering; photo by Chris Chien. Click to see many more photos.
Guests were treated to an end-of-summer barbecue. They filled up on tri-tip, chicken and all the fixin’s, then headed inside the studio for demonstrations that included a process and case study documenting Mousetrappe’s work on a new project: The Ferrari Experience at PortAventura World’s Ferrari Land in Spain, which opened in spring 2017.
The demonstrations included VR, AR, video and a wall-mounted, timeline display of storyboards, scripts, concept art, and schematics illustrating two media-based attractions, three pre-shows, and an immersive queue including 100 minutes of media and 40 minutes of music under the hood of the Ferrari Experience building.
In July, Mousetrappe media producer Eric Hungerford had talked about the processes of creating immersive attractions, on the panel “AV Design and Production for Location-Based Entertainment,” part
of an educational series organized by the TEA Western Division at Art Center College of Design. Daren Ulmer, Mousetrappe founder and creative director, saw the August 28 open house as an opportunity to supplement Hungerford’s July presentation with a physical showcase.
“We were thrilled to open the doors of Mousetrappe to our themed entertainment colleagues,” said Ulmer. “It’s enormously helpful to those in our industry to understand how the creative process
develops to integrate media, story, and actual implementation into a ride, show, exhibit, attraction or experience.”
Mousetrappe has worked on numerous projects honored with TEA Thea Awards. The mix of guests on August 28 included executives, creative artists, designers, suppliers, and TEA NextGen members.
“Mousetrappe’s behind-the-scenes glimpse into the workings of media design was a fantastic addition to a full calendar of summer events for our Division,” said TEA Western Division president Tricia Rodriguez of Mad Systems. “Kudos to Daren Ulmer and his team for a well-appointed gathering. It will be remembered for great content, great people and great hospitality. It shows well for everyone: the company, TEA and the TEA Western Division. We plan to bring our members many more events of this caliber in the future.”
Posted by TEA Connect, Judith Rubin