From amusement park cleanup to brand experience expert: Geoff Thatcher, Creative Principals

Geoff Thatcher working with producers from The Brand Experience
at StudioEIS, a sculpture studio in Brooklyn in May 2017.
Geoff launched his own company, Creative Principals, in July 2017.
Photo Credit: Elliot Schwartz.

Geoff Thatcher, grownup, brings the same enthusiasm to his work that Geoff Thatcher, teenager, brought initially, years ago, to Lagoon Amusement Park – whether it was cleanup, feeding the animals or writing titles for training slideshows.

“Geoff always had it in him, even when he was 14. We all knew, ‘this kid’s gonna do something great,’” said Lori Capener, Geoff's former supervisor at Lagoon. "He was always ready and willing to do whatever new thing came down the chute, and he was good at motivating others. He was rarin’ to go.”

Geoff's career took him from journalism to JRA, and then to creating corporate branded experiences, where he's had great success applying what he calls "The Experience Model."

As brands and IP have assumed a new prominence in entertainment attractions, Geoff has returned to the heart of the attractions industry - now, as founder and Chief Creative Officer of his own company, Creative Principals.

Read the full story by Judith Rubin for InPark Magazine issue #70, Nov 2017.