I work at the intersection of people, culture, and commerce, designing destinations that inspire, engage, and endure — blending narrative, sustainability, and strategy.
Over the past 30 years, my work has spanned stadiums, attractions, hotels, resorts, and cultural venues across the UK, Denmark, China, and the USA. I’ve helped shape destinations for global brands and internationally recognised IPs, creating places that not only perform commercially but also connect deeply with people and culture.
My approach is rooted in systems thinking: seeing destinations as living networks where guest flow, storytelling, design, and commercial success are interconnected. This philosophy has shaped a suite of proprietary frameworks — including Immersive Influence™, Destination Flywheel™, and Guest Flow Optimisation™ — which help operators and investors align experience quality with long-term business performance and sustainability.
Beyond project delivery, I contribute regularly as a speaker, writer, and advisor. I’ve presented at industry-leading events such as Greenloop 2025 (alongside climate scientists, Google innovators, and Disney Imagineers), and my published insights have appeared in Blooloop, Kay Elliott Insights, and LBE forums. I’m also a Fellow of the RSA (FRSA), visiting lecturer at Plymouth University, and a member of the Design West review panel, helping to shape thinking and standards across the built environment.
💡 I’m always open to conversations with operators, investors, and changemakers exploring the future of immersive destinations, placemaking strategy, and the experience economy. If you’re shaping what comes next, let’s connect.
