AS DEMAND FOR IMMERSIVE EXPERIENCES CONTINUES TO GROW, Funworld spoke with Chris Stafford, CEO of Thirteenth Floor Entertainment Group, a producer of live events and location-based entertainment experiences, about the keys to success needed in this evolving entertainment landscape.
“We live so much of our lives communicating with friends and family in the digital world, on the device in our hands,” says Stafford. “Our goal is to create bespoke experiences that bring people together with a reason to socialize in person, authentically.”
While operators may struggle to quantify the financial return of immersive environments, can you share why these events are essential?
I think one of the biggest mistakes operators make is viewing immersion as a cost center rather than a value driver. When you create a truly immersive environment, you increase emotional engagement—and emotional engagement drives behavior. Guests stay longer, spend more, share more, and return more frequently. The return isn’t always isolated to a single attraction component. It shows up in attendance growth, premium ticket sales, ancillary spending, social media reach, repeat visitation, and brand loyalty. In today’s entertainment landscape, consumers have endless options competing for their time and money. Immersion is often the differentiator.
Which technologies meaningfully enhance guest immersion versus those that add operational complexity without clear value?
We try to focus on whether or not the technology serves the story. Technology should never become the attraction itself—unless that’s the intended experience. When evaluating new tools, we ask ourselves: ‘Does it create a guest experience that cannot be achieved another way? Is it reliable enough to operate consistently at scale? And does the value it creates justify the operational and maintenance requirements?’ Some of the most effective
immersive moments are surprisingly low-tech. A talented performer, thoughtful environmental design, and strong storytelling often outperform expensive technology.
What training framework is essential for maintaining consistency and guest satisfaction?
Maintaining consistency at scale starts with culture. Every team member receives extensive training to ensure they can handle a wide range of situations safely, confidently, and professionally while preserving the guest experience. We’ve built a structure that empowers our people while maintaining accountability. We view training as an ongoing process rather than a one-time exercise. Whether it’s integrating new technologies, enhancing customer service protocols, or adapting to emerging industry trends, we’re constantly evaluating how we can elevate the guest experience, and is what allows us to maintain high levels of guest satisfaction while continuing to grow.
What trends or shifts do you anticipate in guest expectations?
Guests increasingly look for experiences that feel personal, participatory, and memorable. The next generation of immersive attractions will move beyond passive consumption. People want agency. They want their decisions to matter. They want experiences that feel unique to them rather than identical for every guest who walks through the door. We’re also seeing a growing expectation for higher production value and richer storytelling. I
believe the future belongs to experiences that create genuine emotional connection. Technology will continue to evolve, but the attractions that win will be the ones that make guests feel something and give them a story worth telling afterward.
