College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Experience Industry Management Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Date
3-2026
Primary Advisor
Brian Greenwood, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department
Abstract/Summary
The evolution of contemporary theme parks has increasingly centered on large-scale immersive environments designed to transport guests into cohesive narrative worlds. The purpose of this study was to examine the immersive design practices utilized at Universal Epic Universe. A case study was conducted to evaluate five themed lands, four attractions, and four queue environments using a researcher-developed observational instrument. The results of this study determined that Epic Universe effectively sustains immersion through architectural enclosure, intellectual property-based world-building, sensory layering, and interactive technologies that increase guest agency. The park demonstrates a cohesive “self-contained land” model that minimizes negative cues and extends storytelling across entire environments. The researcher recommends continued refinement of technological systems and further expansion of interactive engagement strategies to strengthen immersive continuity in future developments.
URL: https://digitalcommons.calpoly.edu/expindsp/42