The 2025 Brass Ring Excellence Awards

Chosen as a finalist for a top-notch training program that began at the main entrance and expanded thoughtfully, tying into a guiding book, brand, culture, and theming. With opt-in mentoring, post-training check-ins, support for 200 part-timers, and a renewed focus on animal welfare communication, it delivered meaningful, positive change.

Chosen as a finalist for redefining atmospheric entertainment with organic, cohesive design and unique talent. Diverse performers, thoughtful props, and creative use of space create an authentic, engaging street-corner environment where story, music, and movement naturally immerse guests in the experience.

Chosen as a finalist for an energetic street production with joyful tone, strong choreography, and dynamic mobile scenic elements. Costume characters, live performance, and interactive moments create a vibrant, high-energy atmosphere that delights guests and sustains excitement throughout the celebration.

Chosen as a finalist for using cutting-edge technology to transform fireworks into impactful moments, blending projections and practical effects to immerse audiences in history and create a unique, never-before-seen experiential storytelling moment.

Chosen as a finalist for their unique weekend-by-weekend festival theming, giving guests compelling reasons to return multiple times, and for extended hours that enhanced accessibility and maximized the overall experience.

Chosen as a finalist for a groundbreaking brand campaign that combined immersive urban experiences with a compelling story, boosting unaided awareness, consideration, and differentiation in China’s competitive tourism market, and positioning Universal Beijing Resort as an iconic vacation destination.