Episode 449: Ben Thompson talks about story-led experiences, connecting IP to operators and being a lifelong learner

Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.   Ben Thompson is the CEO of Storyland Locations. With a career spanning Mars, The Walt Disney Company, and Merlin Entertainments, Ben has built a strong foundation in brand development, storytelling, and attraction design before launching his own ventures within the Storyland ecosystem. His work focuses on creating immersive, story-driven experiences by bridging intellectual property, operators, and locations. In this interview, Ben talks about story-led experiences, connecting IP to operators, and being a lifelong learner. Story-led experiences “Story is how we make sense of the world.” Ben frames story as more than entertainment or escapism. He sees it as a fundamental way humans interpret reality, made up of character, setting, and plot. This philosophy drives his approach to experience design, where attractions are not just physical spaces but narratives that transport guests and help them connect with different perspectives. By anchoring experiences in meaningful storytelling, he believes attractions can foster empathy, connection, and shared understanding. He also emphasizes that story exists on a spectrum. Some experiences are deeply immersive, while others are lighter and more socially driven. The key is intentionality. Whether designing a highly themed environment or a more casual interactive space, the goal is to create something that resonates emotionally and delivers a clear narrative purpose. Connecting IP to operators “There’s enough brilliant IP and locations who want to create beautiful spaces that we can bring both creativity and the rigor to bring these things to life.” Ben explains that Storyland Locations serves as a bridge between intellectual property owners, real estate developers, and operators. Each group plays a critical role, but aligning them requires both creative vision and analytical discipline. His process begins with defining the “why” behind a project, followed by evaluating market opportunities, benchmarking competitors, and modeling feasibility. He highlights that success depends not just on the strength of the IP, but on the people behind it. Strong relationships, trust, and collaboration are essential to bringing concepts to life. Operators must see value beyond licensing costs, while IP holders need flexibility in how their stories are adapted. Ultimately, connecting these pieces is an iterative process that blends storytelling, business strategy, and relationship management. Being a lifelong learner “I am always going to be dissatisfied with how much I know… in a relatively healthy way.” Ben credits much of his growth to continuous learning. Early in his career, he consumed a wide range of business books, and today he supplements that with podcasts and project-specific research. He views learning as both a personal driver and a professional necessity, especially as he frequently steps into new challenges where he only “knows enough to be dangerous.” This mindset fuels his willingness to experiment, adapt, and improve. Whether refining his leadership approach, exploring new creative concepts, or leveraging tools like AI, Ben sees learning as an ongoing process. His curiosity extends beyond the attractions industry, drawing insights from history, architecture, and business to inform his work and keep his perspective evolving.   Ben can be reached on LinkedIn, where he actively engages with industry peers. To learn more about Storyland Locations, visit www.storylandstudios.com. This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:   Scheduling and correspondence by Kristen Karaliunas   To connect with AttractionPros: AttractionPros.com [email protected] AttractionPros on Facebook AttractionPros on LinkedIn AttractionPros on Instagram AttractionPros on Twitter (X)