Episode 470: Bob Rogers talks about deep story, show business identity, and getting fired from Disney

Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.   What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2026, happening in Orlando, Florida, November 16th - 20th. It’s where more than forty-thousand professionals come to share the wonder, explore over a thousand innovative exhibitors, and discover future-focused solutions. From education to networking to ideas that drive real business impact, IAAPA Expo is where what’s next takes shape.   Register now and save up to 30% at IAAPA.org/IAAPAExpo.   Bob Rogers is the Founder of BRC Imagination Arts. Since founding the company in 1981, Bob has helped create award-winning museums, brand homes, visitor centers, and immersive experiences around the world, earning nearly 500 international awards for creative excellence. His new book, Deep Story, shares many of the principles that have guided his work over the past four and a half decades. In this interview, Bob talks about deep story, show business identity, and getting fired from Disney. Deep Story “You need to go deep, deep, deep into two things and find a common link. You need to go deep into the hearts of the audience... then you go deep into the subject or deep into the brand... and what you're looking for is the same emotional truth.” Bob explains that meaningful attractions are built by connecting the emotional core of an audience with the authentic emotional core of a brand or subject. Rather than relying on technology, clever ideas, or spectacle alone, he encourages creators to begin with the desired outcome and design experiences that inspire lasting change after guests leave. Using examples ranging from the Milwaukee Brewers to the Las Vegas Raiders, Bob demonstrates how emotional resonance creates memorable experiences that influence behavior long after the visit ends. These principles form the foundation of Deep Story and can be applied well beyond themed entertainment. Show business identity “Part of what I was doing there was show business identity.” Bob reflects on his first job demonstrating magic tricks at Disneyland, where he realized that the performance was only part of the experience. Beyond entertaining guests and selling magic tricks, he was helping visitors see themselves differently. Someone entered the shop as a Disneyland guest and left believing they might be a magician. That realization shaped the philosophy behind BRC Imagination Arts. Throughout his career, Bob has focused on creating experiences that do more than entertain. His goal has been to inspire positive changes in how people think, feel, and act, making transformation the true purpose behind the show. Getting fired from Disney “I've been fired by Disney three times. So if I can do it and just keep going, then so can they.” One of the interview's most memorable stories centers on Bob's curiosity as a young Disneyland Cast Member. Fascinated by how the park operated behind the scenes, he wandered into maintenance areas and asked countless questions about everything from Audio Animatronics to operations. That curiosity eventually led to his dismissal and a permanent "no rehire" designation. Rather than allowing those setbacks to define him, Bob used them as motivation. His entrepreneurial journey began after another opportunity led him to form BRC Imagination Arts, ultimately turning a career disappointment into the foundation of one of the industry's most respected creative firms. He shares this story to encourage young professionals to persevere through setbacks, recognizing that career obstacles often become turning points.   Bob can be reached on LinkedIn, and readers can learn more about Deep Story at www.bobrogers.com. To learn more about BRC Imagination Arts, visit www.brcweb.com. To connect with AttractionPros: AttractionPros.com [email protected] AttractionPros on Facebook AttractionPros on LinkedIn AttractionPros on Instagram AttractionPros on Twitter (X)