The Oscars of Themed Entertainment
Insights & Takeaways from the 2025 THEA Awards
The Themed Entertainment Association hosts the THEA Awards each year to celebrate excellence and innovation in the global themed entertainment industry. These awards honor outstanding achievements in museums, immersive attractions, water parks, and live experiences - spotlighting projects and leaders who are advancing the future of experiential storytelling, design, and technology.
Coming fresh from the 2025 THEA Awards, I wanted to share key insights gathered from this year’s award recipients and broader industry conversations. These observations reflect trends shaping our work today - highlighting the need for smarter design strategies, operational efficiency, and deeper audience connection.
A huge congratulations to Solomon Group for their award-winning work at the International African American Museum (IAAM). It’s an important recognition, not just for the team’s craftsmanship, but for the cultural significance of the work. It was also great to see The National WWII Museum continue to receive accolades - an institution close to us, and one whose mission feels particularly vital in today’s climate.
Below are my top three insights from this year’s awards and discussions as well as a behavioral science insight.
Limited Budget Projects Are the New Norm
In today’s economic environment, the need to do more with less has become a recurring theme. The “Limited Budget” category at the THEA Awards reflects a broader shift across the industry as projects are forced to balance creativity, guest expectations, and financial realities.
The current administration’s tariffs on imports from major trading partners (Canada, Mexico, China) are impacting over $1 trillion in goods, increasing costs for raw materials and production.
Major financial institutions, including Goldman Sachs, have revised down U.S. GDP growth forecasts, predicting reductions of up to 0.8 percentage points, dampening economic optimism.
Slower economic growth and lower consumer sentiment limit the ability of operators to raise ticket prices to offset increasing production costs.
Cultural institutions, including museums, are also under pressure due to spending cuts and potential reductions in government support, placing strain on capital funding and operational budgets.
Labor shortages and high turnover are affecting museum operations. Many institutions are understaffed, particularly in skilled roles, and face increased demand for exhibits that are intuitive, easy to maintain, and require minimal training.
Early alignment between design, fabrication, and production teams is critical. This ensures cost efficiency, maximizes ROI, and enables data-driven strategies that can demonstrate value to both visitors and stakeholders.
As economic pressures increase, themed entertainment projects must be executed with greater operational discipline and strategic planning. Success in this environment depends on balancing creative vision with an early, integrated approach to design, sourcing, and delivery.
Water Parks Are Evolving into Immersive Destinations
Water parks are no longer just recreational spaces. New projects are transforming them into immersive, storytelling-driven experiences that combine physical activity with digital engagement.
Aquascope at Futuroscope won the THEA Award for its innovative approach to combining aquatic attractions with immersive media environments.
The park features three indoor zones and an outdoor section across 6,000 square meters, offering year-round, climate-controlled access.
Key attractions include:
The Thrill Zone, with slides like the Spiral and Rocket, appealing to adrenaline seekers.
Family zones, such as Kraki’s Tentacles and The Big Bath, designed for multigenerational appeal.
Les Abysses de Lumière, Europe’s first aquatic cinema created by Moment Factory, delivers a sensory-rich, cinematic experience.
The global water park market remains stable, with the top 20 water parks worldwide experiencing a 10.6% attendance increase in 2023 (TEA/AECOM).
New trends in wellness and immersive water experiences are emerging. Examples include:
Submersive in Austin, an immersive spa by Corvas Brinkerhoff.
Othership, a community-centered sauna for Gen Z and Millennial audiences.
Kaleidoscope Kavern by Moment Factory, an immersive lazy river experience.
Keep an eye on Therme Group as the company continues to push the category forward, with major projects in the U.S. and the world’s tallest indoor water park under development in Dubai.
Water parks are becoming platforms for immersive storytelling and wellness experiences, with stable performance creating opportunities for innovation. As guest expectations evolve, operators who integrate narrative and technology into aquatic spaces will lead the market.
Accessibility and Inclusion Are Driving Innovation
Accessibility and inclusive design are no longer just ethical considerations—they are strategic imperatives. Recognized at this year’s awards, Naoki Tanaka’s work highlights the growing importance of designing experiences for all audiences.
Naoki Tanaka won the THEA Catalyst Award for his commitment to accessibility and inclusion in immersive experiences.
His work on the Tokyo 2020 Paralympic Games included a virtual flag-waving ceremony, demonstrating how technology can foster participation across boundaries.
His "All Players Welcome" initiative encourages inclusive participation in both physical and digital environments, ensuring people from diverse backgrounds, including those with disabilities, feel represented.
Over 1 billion people worldwide live with disabilities, representing 15% of the global population.
The disability market controls over $8 trillion in disposable income, making accessibility a major economic opportunity.
In the U.S., ADA compliance is mandatory for public spaces, including themed attractions, with non-compliance risking fines and reputational damage.
Universal design benefits extend beyond disabled guests—it also improves accessibility for families with young children, seniors, and non-native speakers.
Brands that prioritize accessibility build long-term customer loyalty; 62% of consumers prefer companies with strong social responsibility (Accenture, 2018).
Accessibility is both a moral responsibility and a competitive advantage. As visitor demographics diversify, inclusive design enhances the guest experience and strengthens long-term brand loyalty.
Behavioral Science Explains Why Awards Matter
Awards do more than recognize excellence—they serve as powerful psychological tools in reducing perceived risk and influencing decision-making. Understanding the behavioral science behind awards can help companies leverage them effectively.
Loss Aversion (Prospect Theory): People are more sensitive to potential losses than gains. Awards act as a safety signal, reducing fear of failure.
Uncertainty Aversion: Awards offer certainty, serving as mental shortcuts that help decision-makers avoid the stress of ambiguous choices.
Social Proof (Cialdini): Awards demonstrate that a company has been vetted and approved by industry experts, encouraging others to follow suit.
Status Quo Bias & Fear of Regret: People prefer safe, established choices. Awards reinforce the perception of a company as low-risk, minimizing fear of making the wrong decision.
Cognitive Ease & Decision Fatigue: Awards make it easier for decision-makers to justify choices internally, reducing cognitive load in complex decisions.
Awards act as powerful trust builders, lowering perceived risk and simplifying decision-making for clients and stakeholders. They serve as third-party endorsements that influence behavior through psychological principles.
Final Thoughts
What stood out most at this year’s THEA Awards wasn’t just the incredible projects or the well-deserved recognition—it was the profound sense of unity across the industry. In a time of economic pressures, rapid change, and global uncertainty, it was inspiring to see companies, competitors, creatives, and technologists from different countries and disciplines coming together as one community.
Despite representing different businesses and areas of expertise, everyone in the room shared a common commitment: championing the power of entertainment to create meaningful impact, deliver joy, and serve the collective good. Whether through storytelling, design, technology, or operations, it’s clear that this industry remains focused on building experiences that connect people and make the world a better place.
There’s something truly powerful about being part of an industry that not only celebrates innovation and creativity but also stands together with a shared sense of purpose.
Wish I'd been able to join this year (had a blast in 2024). Appreciate your insights and recap!