Wanna be an Imagineer? Advice from the new head of USC’s theme park program

Steve Tatham always wanted to work in theme parks. And growing up in Anaheim, some sort of career associated with Disneyland seemed readily attainable.

“Disneyland was the local business,” Tatham says. “It’s where everyone ended up when they were students and working part-time, and I was no exception.”

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While in college, he got a job as a Jungle Cruise skipper, and since then, he has never looked back. Over the course of his career, Tatham has spent nearly 30 years with the Walt Disney Co., many of them in theme park design with Imagineering. More recently, Tatham worked at Universal Creative for more than a decade and was the executive creative director of Epic Universe, the company’s impressive new Florida park.

Today, Tatham is turning his focus toward the next generation of theme park designers, having recently been tapped by USC to lead the Bachelor of Fine Arts in Themed Entertainment program, which is offered out of the cinema school. The four-year program is designed to prep students for a myriad of fields — modern theme park design firms work not only on new attractions but readily contribute to museums, zoos, immersive marketing events and more.

And yet theme park designer can feel like an elusive dream job, one based on connections, mentoring or even just luck. Part of that myth was shaped by the initial Disney Imagineers, many of whom were simply making up the job as they went along. As a longtime admirer of Tatham’s work, I recently chatted with the newly crowned academic leader on how one should prep for a career in the field, hoping to demystify it just a little bit.

But Tatham notes that when he began his career in the industry, it generally wasn’t a field accounted for by universities. And many theme park designers I meet as a reporter, whether relatively new to the industry or veterans, created their own paths into the biz.

Tatham’s own background still provides a solid template for those students looking to enter themed entertainment design, as not everyone will have the means or the ability to attend a program such as USC’s. “I wrote my own major,” he says of his time as an undergrad at UC Berkeley, where he targeted theme parks as his career goal. He majored in film design but took courses that combined theater, architecture, environmental psychology and film studies. After graduating, Tatham went to UCLA for a masters in architecture.

Architecture was a career path pushed to Tatham by longtime scenic designer Henry May, who was his advisor at Berkeley. It was an early recognition that theme park design is an offshoot of urban design, requiring principles necessary in both stagecraft and real-world planning.

People are hungry for themed experiences. Global theme park attendance topped 246 million in 2024, a 2.5% increase, according to the Themed Entertainment Assn., which also charted a nearly 15% growth in attendance at the world’s top 20 museums, which are often a fertile industry for theme park designers. And that says nothing of the domestic trend of smaller, more locally-focused entertainment centers (think Netflix House or Meow Wolf).

It’s why Tatham tells his USC students to think beyond a Disney or Universal creation.

“If you look in the world out there, there’s marketing firms doing pop-up retail and pop-up dining, and they are doing immersive design in museum spaces,” Tatham says. “In addition to theme parks, there are opportunities within marketing and within architecture. Students who get this interdisciplinary training, which involves coding, architecture, design, exhibition work, landscape architecture and lighting, it’s a growing field.”

Steve Tatham once served as a tour guide on Universal Studios Hollywood’s behind-the-scenes tram tour. (Genaro Molina / Los Angeles Times) The best lessons come from observing guestsLong before Tatham was designing Epic Universe, he was working as a tour guide at Universal Studios Hollywood. As a film buff, he enjoyed the early-career job, but says one lesson from those days continues to stick with him.

“I would go on and on, because I love movie history, and I would be like, ‘Right here is where Jimmy Stewart worked, and Edith Head designed costumes,’” Tatham says. “They would politely listen, but then when ducks walked across, they would get excited and take pictures. People love things that are alive and immediate and happening now. People respond to what is immediate.”

The best theme park design is in conversation with guests. I think of Epic’s “How to Train Your Dragon”-inspired land and the bounty of movement found in the space via animatronic dragons (if you promise dragons, guests better see dragons!), or Disneyland’s New Orleans Square, where the curved, winding paths encourage constant discovery.

Tatham is careful when speaking on the subject of artificial intelligence. He doesn’t want to dismiss its potential to be used as a development tool. And yet Tatham is direct when it comes to AI and creativity.

“I think there are a lot of challenges with AI. I think there are a lot of things that are scary,” he says. “But I think, ultimately, if it’s used as a tool, it can be useful to artists.”

“AI is never going to come up with a great idea,” he says. “It’s just going to recombine and reconfigure and spit back to you ideas that others have had. So I think this is an opportunity for original thought to stand out even more than it has in the past.”

Jennifer Bascom of Disneyland, gives a telegram to Disneyland guest Keith Kocienski of Fullerton while playing a live-action role-playing game in Frontierland called Legends of Frontierland back in 2014. (Christina House / For The Times) But the integration of smartphones remains a challengeWhile Disney recently shuttered its Play Disney Parks mobile app, the park is experimenting with connectivity between the video game “Fortnite” and its attraction Millennium Falcon: Smugglers Run. Tatham cautions that any time a theme park invites someone to use a smartphone during their day at the park, designers are then pulling them away from the curated experience.

“The problem is when you’re in Universal or Disneyland, you’re now competing with all the opportunities that people have to explore their own entertainment,” Tatham says. “Are they going to be on Instagram or playing Solitaire online? So now you’re competing with that.”

And yet Tatham thinks there are lessons to be learned from the interactive world, as long as designers focus on real-world play. Tatham, after all, worked on what was once of my favorite Disneyland projects, the great but short-lived Legends of Frontierland. Some of those who contributed to it brought it to Knott’s Berry Farm, where it has been fine-tuned into the terrific Ghost Town Alive! The latter is a rarity in the theme park space.

So how much can one expect to make? This isn’t an easy question to answer, as there’s only so many slots at Walt Disney Imagineering and Universal Creative, and the theme park design industry encompasses so much more.

There are independent themed entertainment firms to marketing outposts to studios to museums to architecture companies to theaters and more. And salaries can vary greatly between the public or private sector, as well as entry level versus senior positions. Even recruiting sites have a broad range, from around $50,000 to above $200,000.

The good news, says Tatham, is there is a high ceiling. Additionally, that there is a breadth of industries to work in should help any potential graduates. “There are many different job descriptions with different salaries in the themed entertainment field,” Tatham says.

And yet he knows it’s a concern of parents.

“I want students and parents to know that it is possible to make a solid steady income in the arts and that they shouldn’t focus on a backup plan but rather on putting together a killer portfolio because there is work for those who have honed their skills,” he says. “I would tell them that they should be prepared to live in Orlando, Fla., or Glendale, Calif., and be open to international assignments. Top directors can make in excess of $250,000 a year, but they should be prepared for starting salaries similar to architecture, graphic design or similar creative fields.”

A Disneyland cast member playing the role of Alice in Wonderland interacts with guests. (Christina House / Los Angeles Times) Remember why theme parks still matterAnytime I have an opportunity to chat with someone with Tatham’s experience I want to hear their take on one question in particular, and that’s why they love theme parks and why they believe the spaces resonate with so many people. As someone charged with creating passion among the next generation of theme park designers, I was especially interested in Tatham’s response.

“If you go to a theme park, there is something for every demographic,” he says. “There are things for kids. There are things for grandparents. There are things for everyone in between. People can enjoy those times together, which was the original intent of Walt Disney. He was looking for a place while in Griffith Park where he could go do things with his daughters. He created it because it did not exist.”

“If you ask people about their experience in theme parks, they will remember in great detail which parks they went to and who they were with,” he continues. “Ask them about going to the movies, they might say, ‘Sure, I went with my family, but can’t tell you what movies and who I was with.’ But they will remember those moments with theme parks. It’s a great bonding experience. That’s the reason they exist and the reason I love to create them.”

Plans are underway to refurbish the Griffith Park merry-go-round. (Christina House / Los Angeles Times) The Griffith Park carousel will spin again. Assessments are underway to see what it will cost to once again get the Griffith Park merry-go-round spinning. Theme park fans best know it as the site that is said to have inspired Walt Disney to dream up what would become the Disneyland Resort, and it has been shuttered since 2022. Curiously, there’s also a Disney connection with the carousel today, as some of those who work at Walt Disney Imagineering are volunteering their time and efforts to restore this treasure in Griffith Park. Read my story here. Six Flags Magic Mountain shuts down second coaster. Six Flags is closing several rides across the U.S. and Canada — including the Goliath roller coaster at Six Flags Magic Mountain in Valencia — after a man fell to his death from a roller coaster at one of its parks in Georgia. Park officials said Tuesday that the closures were out of an abundance of caution and were temporary. Times writers Hailey Branson-Potts and Fedor Zarkhin have more on this story. Merry Minions. Universal Studios Hollywood has unveiled its slate of holiday of programming, and returning this year are its popular “Grinchmas” offerings, including the 65-foot winding, drooping, Dr. Seuss-inspired Christmas tree. There will be meet-and-greets, including a reading of “How the Grinch Stole Christmas,” as well as holiday carolers and ornament decorating. New this year will be holiday festivities in the park’s kid-focused Minion Land, complete with Minions in holiday attire. Super Nintendo World, Wizarding World of Harry Potter and other areas will also be dressed for the season, beginning Nov. 21 and lasting through Jan. 3. A heads-up for ‘Cars’ fans. It’s the 20th anniversary of the “Cars” franchise, and those with a special affinity for the series will want to find their way to Disneyland’s Pixar Place Hotel and park themselves on the hotel’s second floor art gallery. That’s where the hotel is hosting an exhibit honoring the film with drawings, paintings, sculptures and behind-the-scenes footage that document how Radiator Springs Racers was brought to life. And before you go, read my story on how Route 66 inspired the film and Cars Land.Step into the world of ‘Dune.’ Tickets are now on sale for an immersive “Dune” exhibition in downtown L.A. that promises spectacle, as well as a bit of mystery. Step around, and potentially inside, awe-inspiring vehicles from the film, or come face-to-face with the Bene Gesserit, a group of priestesses who possess, among other things, the ability to bend the will of others. “Dune: The Experience” opens Nov. 20 and and is currently set to run through Dec. 20, although an extension is likely. Standard tickets start at $42 but there are various ticket packages available. Ride Report The dinosaurs on the Disneyland Railroad. (Todd Martens / Los Angeles Times) It’s always a good idea to hop on a Disneyland attraction that has been recently refurbished. It’s generally a chance to see the ride in tip-top shape. And so I was eager to get on the Disneyland Railroad on a recent trip to the park, as the dinos in the Primeval World world section of the attraction had recently been hidden behind illustrated tarps. Good news, as the dinosaurs are looking as sharp as they ever have. No real changes were made to the figures, but they’re all moving as they should, be it munching on grass, rattling out of an egg or getting ready for battle.

The theatrical lighting overall feels a little brighter, and the few digital effects — a volcano erupting in the background, for instance — are all in working order and bring an added sense of dimension to the diorama scenes. Be sure to add it to your day. The Disneyland Railroad is also a fine reminder to slow down during your Disneyland visit.

Have a theme park tale to share? Whether it was a good day or less-than-perfect day, I would love to hear about it. Have a question? A tip? A fun photo from the parks to share? Email me at todd.martens@latimes.com. I may feature your note in an upcoming newsletter.

What is “Eggs in Space”? (Todd Martens / Los Angeles Times) A cinematic mystery is brewing, one that seemingly has connections to the local immersive entertainment community. What, for instance, is “Eggs in Space”? A recent sci-fi event at indie nonprofit movie theater and store Vidiots ended with the beginnings of a puzzle.

The screening appeared to be interrupted by a film that was taking control of the projectors. The film? “Eggs in Space.” As an abstract image of an egg appeared on screen, performers began walking toward the front of the theater in a transfixed, cult-like fashion.

There is, of course, no record of a film titled “Eggs in Space,” although there is a website dedicated to its disappearance. So dig in. A new alternate reality game just dropped. I have a hunch you’ll want to know where it leads.

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Todd Martens is a features columnist at the Los Angeles Times who writes about theme parks and West Coast Experiences, among other topics. His weekly newsletter, Mr. Todd’s Wild Ride, covers the ever-changing world of theme parks from SoCal. Martens joined the Los Angeles Times in 2007 and has covered a mix of interactive entertainment as its game critic and pop music as a reporter and editor. Previously, he reported on the music business for Billboard Magazine.