Veronica Hart brings more than two decades of leadership experience in entertainment, licensing, brand strategy, and franchise development to her role at RWS Global, where she leads the company's worldwide growth strategy across live entertainment, immersive experiences, sports, and destination design. In this episode, David and Greg dive deep into her unique career journey—from Sunbow Entertainment to the Jim Henson Company, Sesame Workshop, HIT Entertainment, CBS, and Paramount—and explore how her background in consumer products and global franchise planning informs her approach to experiential design today.
Veronica discusses the evolution of location-based entertainment as a distinct business model from traditional licensing, explaining why IP holders are increasingly investing in these projects for greater creative control and return on investment. She breaks down the critical differences between designing a merchandise program and designing an immersive experience, and why narrative storytelling must be at the heart of every project.
The conversation covers RWS Global's portfolio—from designing world-class attractions like Ferrari World and working with Merlin Entertainments on Legoland parks, to producing live entertainment for hospitality venues, international sports competitions (including the Paris Olympics and Cricket T20 World Cup), and branded merchandise. Veronica emphasizes the importance of authenticity, knowing your audience, and executing a comprehensive creative vision rather than treating experiences as afterthoughts.
Key topics include: the role of technology in immersive experiences (and the risks of being too cutting-edge too early), global expansion strategies and cultural adaptation, funding challenges and the pilot-to-scale model, the emerging mid-range experience market, and the untapped potential of merchandise as an integral part of the guest experience—not just a gift shop transaction.
Veronica also touches on the Friends experience, John Wick experience, Netflix House, the Bronx Zoo's Daniel Tiger exhibit, and the future of immersive entertainment in retail and hospitality spaces worldwide.
