BRC_RFQ_MusicQuals_SPREAD_06-22-2017_LR

MUSIC EXPERIENCES

BRC IMAGINATION ARTS

INDEX

4 1. COVER LETTER




6 2. GENERAL AGENCY INFORMATION
2.1 What We Do

2.2 How We're Different

2.3 Exceeding Expectations

16 3. RELEVANT AGENCY EXPERIENCE

3.1 Capabilities

3.2 Client Spotlight | References

3.3 Creative Spotlight

3.4 Music Introduction

3.5 Project References

100 4. THE BRC TEAM

4.1 Our Studio

4.2 In Closing

106 5. THANK YOU

CHICAGO BLUES EXPERIENCE
Chicago, Illinois

1. Cover Letter

Dear Bob Santelli:

Thank you for your interest in BRC Imagination Arts. We
are excited to present our credentials and qualifications
for your consideration.

For the past 37 years, we have had the good fortune to
work with many great cultural institutions and museums
on transformative experiences that bond guests to
the institution, museum, or collection. In this package
you will find information on who we are and how we
work with our clients. You will also find a number of
select case studies and contact information for some
people we have worked with. We believe that the
best relationships begin with trust, and we encourage
prospective clients to talk with our current or former
client partners as a step toward building that trust.

We hope you enjoy this package and that it stimulates
a sense of possibility for your project. If you have any
questions, please contact me at 818-841-8084 or
[email protected]. We are eager to discuss your
objectives, and we look forward to taking the next steps
with you.

Most Sincerely,

Christian Lachel and
The BRC Imagination Arts Team

GRAND OLE OPRY
Nashville, Tennessee

2. General Agency
Information

2.1 What We Do Music Experiences

BRC specializes in Cultural ABBEY ROAD STUDIOS TOUR
Experiences, Museums, Visitor London, England
Centers, Brand Homes, and Tours
that Exceed Expectations. Creating Experiences That Matter 9

BRC Imagination Arts is an experience
design and production agency that creates
transformative experiences that build lasting
relationships between visitors and the
organization, institution, or brand.

For more than three decades, our masterful
storytellers have helped notable cultural,
museum, and brand experiences all over the
world tell their stories in ways that engage and
inspire audiences. BRC Imagination Arts has
worked with some of the most respected and
acclaimed destinations in the world, including
the Grand Ole Opry, Ryman Auditorium,
Guinness Storehouse, Rock and Roll Hall
of Fame, Museum of Liverpool, The Henry
Ford, Ford Rouge Factory Tour, Heineken
Experience, Story Garden by AmorePacific,
The World of Coca-Cola, Abbey Road Studios
Tour, Jameson Distillery Bow St., Milwaukee
Brewers’ Miller Park, and many more.

8 Music Experiences

2.2 How We're Different Music Experiences

Rock and Roll Hall of Fame Cleveland, Ohio We take on multiple roles: The Operational Designer:
We think architecturally, experientially, We’re also the feasibility, operational, and business
We create We have a comprehensive vision with one purpose: to create operationally, and financially – every aspect planners. We study, plan, create logistics, think
transformative meaningful experiences that change hearts and build emotional impacting the destination’s life as a business. financially, and train people to make the system
experiences by connections. work flawlessly.
connecting the heart The Experiential Agency:
of the audience to the Cultural experiences, museums, visitor centers, and brand We create and produce everything that your The Creative Producer:
heart of the cultural homes require a unique cross-disciplinary agency that can guests see, feel, touch, and do, perfectly crafting We make sure all the parties working on the
organization or brand – think experientially, architecturally, operationally, and financially these elements into an emotionally engaging creative elements understand each other and
deepening guest loyalty – every aspect impacting the destination’s life as a business. experience that delivers on work together as one team. The talents, trades,
in an experiential BRC understands how to produce successful cultural and brand your goals. and technologies must be integrated in a way
platform (physical and experiences on-budget, on-schedule, and on-target while still that ensures the original vision is achieved, both
digital) that expresses achieving core KPIs and objectives. The Conceptual Architect: artistically and financially.
the organization or We create and integrate the interior concept
brand like no other. BRC is a unique, cross-disciplinary and diverse agency. We are made architecture program, the building infrastructure, The Experiential Director:
up of “Swiss Army Knives” that take on all of these disciplines and and the related systems that support the Most importantly, we design, script, produce,
integrate them into one seamless process. For 37 years, BRC has experience from a conceptual standpoint. and integrate. We do this with media, interactive
delivered impactful and award-winning results, from blank piece of elements, spaces, technology, sensorial effects,
paper to opening day and beyond. The Planner: and live performance. This creates the complete
We design and plan how things work with guest experience and builds a deeper, lasting love
attention to emotional sequencing and flow, and for the organization or brand.
how they impact the experience for both visitors
and the staff. The Creative Producer (Master Agency)
We are a proven, reliable single point of contact
and control to create and produce the entire
visitor experience. This includes every element
of creative design, production, installation, and
operational training so that everything integrates
perfectly to deliver engaging experiences that
transform visitors into brand advocates.

10 Music Experiences Creating Experiences That Matter 11

2.3 Exceeding Expectations Music Experiences

Ryman Auditorium Nashville, Tennessee Ryman Auditorium Nashville, Tennessee

“It has been some ride!! There’s a reason that so many successful cultural attractions, “I absolutely love Our projects generate great word of mouth, the best possible form
We are delighted with museums, and brands want to collaborate – repeatedly – with BRC your museum, and I will of advertising. We’ve had the good fortune to deliver projects that
how it has turned out. on their visitor experiences. Our work exceeds the most ambitious do my all to go every exceed the expectations of everyone they touch, most importantly,
It is better than we expectations of our clients. It’s because our process is grounded in year with my family, and the visitors. Audiences love our projects, and care enough about
could have expected! our core focus: transforming the hearts and minds of the audience. my grandkids until I can them to share their experience with friends and family. We encourage
It has been an absolute no longer walk.” you to review our projects on Yelp and TripAdvisor. You’ll see certain
pleasure working with We do this by recognizing people’s shared values, touching their words used again and again: “amazing,” “wonderful,” and “love.”
BRC. Your expertise and deepest emotions, and bringing them together. -Carlos Munoz
creativity is second to People treat our experiences as “lovemarks” to be visited like an
none.” old friend whenever the visitor wants an emotional boost. A recent
letter of appreciation attests to one guest’s deep connection to the
-Claire Tolan Abraham Lincoln Presidential Library and Museum, a full twelve years
after it opened.

12 Music Experiences Creating Experiences That Matter 13

2.3 Exceeding Expectations Music Experiences

Museum of Liverpool Liverpool, England Ryman Auditorium Nashville, Tennessee

“We saw the The work we do – “we” meaning BRC in collaboration with our clients “We were extremely Happy guests produce happy clients. Happy clients recommend
[Manufacturing – really does matter, and our projects really do deliver very powerful happy with the BRC to other clients.
Innovation] show on experiences that people love, remember, quality of BRC's work,
Saturday and were all and share. which was crucial in We seek to awaken the best in every visitor, and our experiences
blown away on how enabling us to realize generate positive emotions such as curiosity, compassion, hope,
amazing it was. No This brand love and word of mouth manifest in tangible results, our ambitions for the love, and connection. We know that happiness is contagious. Having
doubt about it, your exceeding clients’ return on investment expectations. We work to Museum of Liverpool. done this for over 37 years, we at BRC have come to cherish the
theater is probably now not only increase visitors and admissions, but also offer different BRC are great fun to friendships we’ve formed with clients we’ve served. These friendships
the best STEM oriented types of experiences that maximize the asset and provide a great work with and they are mean everything to us. They mean we’ve gone deeper than just
theater experience in financial return. Our clients tend to see results from their investment full of ideas – indeed, creating a great experience. They mean we have truly touched hearts
North America. more quickly than expected, and our projects beat market feasibility I believe they have and transformed lives.
Great job!" estimates, exceed predictions for admissions, ROI, ROE, and increase no equal in terms of
(often exponentially) per cap spend per guest visit. creativity.”
-Fred Huebener, Michigan
Science Center Additionally, our clients find an ancillary benefit of exceeding their -David Fleming
sponsorship and capital funding expectations. We produce creative
visions that communicate our clients’ passion. We have helped
clients raise hundreds of millions of dollars through investors, funding
organizations, donors, and sponsors eager to enjoy the good will and
great word of mouth produced by successful projects.

14 Music Experiences Creating Experiences That Matter 15

3. Relevant Agency
Experience

3.1 Capabilities Music Experiences

K-LIVE EXPERIENCE We know it’s a cliché, but we really did get started
Seoul, South Korea in a garage. In 1981, our founder, eager to make his
18 Music Experiences mark in the experiential business, broke out on his
own, determined to create experiences that touch
the hearts and stir the emotions of the audience.

The company’s first project? A film for the soon-to-be opened Epcot
Center at Disney World and a series of experiences for General
Motors’ “World of Motion.”

Three decades later we have offices on four continents, over sixty
full-time employees, and have worked on hundreds of projects. We
have stayed true to our founding principles, continually refining an
innovative creative process that delivers transformative experiences.

And incidentally, that first BRC film – Impressions de France – is an
Epcot classic, continuing to touch hearts and stir emotions 35 years
after its debut.

Creating Experiences That Matter 19

3.1 Capabilities Music Experiences

OUR PROCESS - PROJECT LIFECYCLE How is BRC’s Project Lifecycle Different from The visitor experience and its media are produced Installation & Training
while the building/facility is built. Then the visitor During Installation, BRC’s experience elements
Phase 1 Why? Ordinary Construction? experienced is installed, programmed and opened. will become part of the site. This will involve
Strategic The most important difference is this: In an This phase has four major sub-parts: receiving and installing all the most sensitive and
Planning ordinary construction process, the main creative delicate experience items, making final fabrication
act takes place in the Concept Planning stage. Construction & Creative Production touches, installing show lighting, programming,
Phase 2 The Big Idea After that, the work is largely engineering and For your Architect and Builder, this is the media systems, and interactives, plus adjusting
Concept construction. But in the BRC process, the Construction period. experience systems, and training cast members
Planning Experience Planning & creativity and invention continue throughout the and operations staff.
Design process, right up to opening day. For your Experience Producer (BRC), this is
Phase 3 Creative Production. Most of BRC’s production Soft Opening
Experience Construction & Phase 1 & 2 – STRATEGIC & CONCEPT PLANNING work will take place away from the construction Soft Opening is an unpublicized, public sneak
Planning & Creative Production What’s the big idea? BRC’s objectives in the site. This will include off-site pre-fabrication of preview period. It is a chance to bring in real
Design, Strategic and Concept Planning Phase will be all sets, casework, props, special effects, ride audiences, work out any rough spots and polish
Creative 1) listen deeply to under-stand your hopes, systems, etc. There are a few exceptions; for the experiences before the official and very public
Production dreams and visions for your project, 2) develop example, a ride system or a very large artifact may Grand Opening or Dedication Ceremony.
a creative concept for the project that will be a need to be integrated into the construction earlier.
Dust Free Installation & popular, engaging and inspiring experience, and 3) It will also include the production of all media Grand Opening
Grand Opening Training illustrate that vision so you can communicate it to elements, such as: media, interactive experiences, Cheers! Applause! Smiles! You are open!
Soft Opening others and get them excited about your project! trans media, social experiences, exhibits, live
It may also include a rough order of magnitude demonstrations, stage presentations, and more. During the first few weeks after the Grand
Warranties budget and schedule targets as well as Market and Our elements will start to arrive at the site just Opening, BRC’s team will be completing minor
Feasibility Studies. before the completion of construction, at a time punch list items and delivering final updates of
we call “Dust Free.” the operations and maintenance manuals for all
Phase 3 – EXPERIENCE PLANNING & DESIGN, experience systems.
Dust Free
CREATIVE PRODUCTION “Dust Free” is the single most crucial date on your Warranty
During the Experience Planning, Design & schedule. It is the date that all construction is BRC provides a one year warranty on the items
Production Phase, BRC will begin by advancing completely finished. The entire facility and site are it sells. But BRC also warrantees the warrantees.
the broad stroke creative concepts and supposed to be finished, clean, and ready for BRC BRC provides a one-year wrap-around warranty
preliminary designs into detailed facility criteria, to begin installing our delicate displays, sets, and for any vendors contracted under BRC. If two
detailed facility requirements, and other guidelines sensitive electronics. BRC cannot start installation BRC vendors disagree about whose fault a
for the Production, Delivery, Installation and until after Dust Free is permanently achieved. problem is, BRC will figure it out and get it fixed.
Warranty of our work. BRC will generate detailed
design intent documentation and technical criteria
for all experience-related building and facility
requirements, so your Architect and Engineers can
separately complete their final Design Details and
Construction Documents for the project.

20 Music Experiences Creating Experiences That Matter 21

3.1 Capabilities Music Experiences

PROJECT STRATEGY STORY, THEME + MESSAGING EXPERIENTIAL PLANNING PROJECT VISUALIZATION
Executive Summary, Key Performance Experiential Planning, Experience Journey Concept Renderings, 3D Planning,
DEVELOPMENT
Indicators (KPI) Story and Brand Narrative, Mapping (5Es), Technology Guest Experience Plans (sizing, capacity, flow)
Guest Experience Description
Integration Strategy

PHYSICAL PLANNING OPERATIONS AND FEASIBILITY BRAND ID PRESENTATION DEVELOPMENT
Operations, Guest Flow, Spatial, Scenography Attendance Estimate, Market Feasibility, ID and Logo Development, Digital Presentation Deck,

Admission Price, ROI, Operational Planning Brand Guidelines Printed Materials and Book

22 Music Experiences Creating Experiences That Matter 23

3.1 Capabilities Music Experiences

SMART SPACES INTERACTIVE MEDIA DIGITAL EXPERIENCES SCENIC FABRICATION
Digital Driven Spaces That Respond, VR/AR and Interactive Experiences That Engage Web, Augmented Reality, Digital, Smart Spaces Design, Installation & Production

Track and Monitor Audiences and Tie-Back to Digital Platforms

and Extension

PROJECT EXECUTION PLANNING SCHEMATIC AND DETAIL DESIGN ENVIRONMENTAL GRAPHICS COLLECTIONS AND ARCHIVES
Project Work Stream, Budget and Design Detail Package, Refined Creative Design & Production Integrating Artifacts With Attention To Archival
Schedule / Program Planning
Content, Facility Impact Requirements
24 Music Experiences
Creating Experiences That Matter 25

3.1 Capabilities Music Experiences

IMMERSIVE MEDIA PRODUCTION TECHNICAL PLANNING BRAND THEATER™ RETAIL
New Media, Animation, Filmmaking Innovation Show Systems and Facility Integration Script Writing, Ambassador Selection Merchandise Selection & Increased

and Production & Training Visitor Spend

FUNDRAISING SUPPORT CREATIVE PRODUCER PROJECT MANAGEMENT WARRANTY AND MONITORING
Integrating Sponsorship Opportunities Guiding the Process from Beginning to On-site Installation, Technical and One Year Wrap-Around Warranty

26 Music Experiences Opening Day Documentation, Overall Visitor Experience

Creating Experiences That Matter 27

3.2 Client Spotlight REFERENCES Music Experiences

Over the years, we’ve enjoyed Welz Kauffman Sona Wang
heart-to-heart connections with
our clients, working together Ravinia Festival Chicago Blues Experience LLC
to deliver transformative
experiences guests remember Chief Executive Officer Managing Director
for a lifetime. Email: [email protected] Email: [email protected]
We are honored to have Phone: +1 847 266 5400 Phone: +1 847 733 0014
helped tell the stories of many
celebrated destinations. Craig Lovin Sharon Granville

World of Coca-Cola National Museums of Liverpool

Creative Director Executive Director
Email: [email protected] Email: [email protected]
Phone: +1 404 676 3650 Phone: +44 (151) 478 4321

28 Music Experiences Creating Experiences That Matter 29

3.3 Creative Spotlight Music Experiences

SELECTED AWARDS

Our clients have won more than 400 international awards for the work we have
done together, including 2 Academy Award nominations, 20 Thea Awards, and
numerous top honors for creativity and innovation.

2016 / 2015 Thea Award | Ford Manufacturing Innovation
Thea Award | Moments of Happiness Event Marketer’s Event Technology Award
Best Use of A/V | Ford Manufacturing Innovation
Expo Awards Best Presentation
Chicago International Reel Film Festival
Official Selection for Festival | EU Pavilion 2015
Exhibitor Awards Milan Expo
Honorable Mention for Best Presentation | EU Pavilion 2015

2014/2013 International Design Award | Story Garden
Silver Spark Award | Story Garden
THEA Awards 2016 Los Angeles, California IDEA AWARDS | Story Garden
Thea Award | Story Garden

While our focus is on AFFILIATIONS 2012 / 2011 Thea Award | ghost of the castle
creating transformative Event Marketing Best Interactive Element
experiences that matter, The team at BRC Imagination Arts is actively involved in the world Event Marketing Best Use of A/V
many of the projects around us by the many organizations we are involved with including; Thea Award | Dream Big ICT Mobile Device, Information Communications Pavilion
we have produced the International Association of Museum Parks and Attractions
alongside our clients (IAAPA), the Themed Entertainment Association, American 2010 China’s Most Successful Design | Dream Big ICT
have been recognized Association of Museums, Association of Science & Technology
with awards and special Centers, and the Leadership in Energy and Environmental Design Thea Award | Heineken Experience
commendations. (LEED). We have spoken all over the world discussing the best trends
in our markets and discussing storytelling in an innovative way as Event Design Magazine Gold Award for “Best Interactive Element
SEGD Global Members, Museum Next panelists, and at the NASA’s | Information Communications pavilion
Goddard Memorial Symposium discussing innovative approaches to
man-space flight. Founder and Chief Creative Officer, Bob Rogers TimeOut, Award for Best Attraction in Amsterdam | Heineken Experience
was a member of the Board of Governors of the Motion Pictures
Arts and Sciences (Oscars) from 2014 - 2017. BRC Imagination Arts 2009/2008 Thea Award | Forces of Nature
is also committed to corporate and social responsibility that extends
beyond our doors and reaches out into the community. BRC has Thea award | Shuttle Launch Experience
supported such organizations such as Habitat for Humanity Europe,
the Leukemia and Lymphoma Society, Ryman Arts, a local Los A/V Interactive UK | Consumer AV Media Installation of theYear
Angeles organization that teaches classical drawing and painting | Heineken Experience
to high school students, as well as the Milwaukee Brewers
Community Foundation. 2007/2006 Thea Award | Abraham Lincoln Presidential Library and Museum
Thea Award | Images of Singapore

30 Music Experiences Creating Experiences That Matter 31

3.4 Music Introduction Music Experiences

Celebrating the Soundtracks of
Our Lives

“We humans are a musical species no less
than a linguistic one…And to [our] largely
unconscious structural appreciation of music
is added an often intense and profound
emotional reaction to music.” -Oliver Sacks

Music has great power. It is a universal
language that transcends our differences
and answers the innate human need to share
stories. It speaks to our souls and shapes our
emotions. It instantly transports us to the past,
not just key moments in our individual lives,
but also to transformative events throughout
human history. It heightens any celebration
and deepens any reflection of the present. It
propels us forward as well, binding us together
as we move toward a collective future.

ROCK AND ROLL HALL OF FAME
Cleveland, Ohio

32 Music Experiences Creating Experiences That Matter 33

3.4 Music Introduction Music Experiences

Music is an integral component of For some BRC projects, music has been much
every experience BRC Imagination more than a grace note; it has been the subject
Arts has created, enhancing if not of the experience itself. We have collaborated
shaping the audience’s emotional with several different groups to create compelling
journey through the story. music-centric visitor attractions that tell the
stories of these unique places. These experiences
span several musical genres, including classical,
rock, country, folk, heavy metal, pop, and more,
but they all celebrate the impact music has on
the audience, the composers, the performers and
our cultural history. They invite fans—fervent and
casual alike—to connect with the artists, songs,
groups, places, and eras that have provided the
soundtracks to our lives.

K-LIVE EXPERIENCE CHICAGO BLUES EXPERIENCE
Seoul, South Korea Chicago, Illinois
34 Music Experiences
Creating Experiences That Matter 35

3.5 Project Reference Music Experiences

1 ROCK AND ROLL HALL OF FAME 2 RAVINIA FESTIVAL 5 MUSEUM OF LIVERPOOL FOR THE 6 ABBEY ROAD STUDIOS TOUR
Cleveland, Ohio Highland Park, Illinois NATIONAL MUSEUMS LIVERPOOL London, England
Liverpool, England

3 CHICAGO BLUES EXPERIENCE 4 GRAND OLE OPRY / THE RYMAN 7 LES PAUL EXPERIENCE WAUKESHA 8 MICHAEL JACKSON ALL-ACCESS
Chicago, Illinois AUDITORIUM COUNTY MUSEUM EXPERIENCE FOR CIRQUE DU SOLEIL
36 Music Experiences Nashville, Tennessee Waukesha, Wisconsin Las Vegas, Nevada

Creating Experiences That Matter 37

3.5 Project Reference

9 K-LIVE EXPERIENCE 10 OZZY OSBOURNE'S HELL GATE
Seoul, South Korea Las Vegas, Nevada

GRAND OLE OPRY
Nashville, Tennessee

38 Music Experiences Creating Experiences That Matter 39

Rock and Roll Hall
of Fame

Project Reference 1

3.5 Rock and Roll Hall of Fame “Music does a lot of things for a lot of people. It’s
transporting, for sure. It can take you right back, years
Project back, to the very moment certain things happened
Rock and Roll Hall of Fame in your life. It’s uplifting, it’s encouraging, it’s
Client strengthening.” -Aretha Franklin
Rock and Roll Hall of Fame
Location ROCK AND ROLL HALL OF FAME
Cleveland, Ohio Cleveland, Ohio
Scope
Brand Storytelling, Concept Master Creating Experiences That Matter 43
Planning, Schematic Design and
Production

Since its inception, Rock and Roll has served as both an instigator and a reflection of social change. Now
with a history stretching over six decades, it remains an art form of the minute. Since it burst onto the
scene in the 1950s, Rock and Roll has embraced many different sounds and branched into many different
genres, but one thing has remained constant throughout: it rebels against the status quo.
When the Rock and Roll Hall of Fame selected BRC to collaborate on a reimagined visitor experience
(Museum 2.0), the team approached the project in the spirit of the music itself. When the Hall of Fame
opened in 1995, museums were all about the building and the collection. Today, a museum visit must be
an Event: immersive, personalized, engaging, and emotional. It was time to rebel against the status quo.
BRC and the Rock Hall team began this transformation by creating a strategic master plan addressing
everything from the visitor experience and operational planning to public relations efforts and digital
strategy, including new tone of voice documents and brand identity. The plan is being implemented
in phases, starting with Rock Hall’s bold new look, and continuing with an epic signature theatrical
experience featuring arena-quality sound, larger-than-life video screens, and fan interactivity. Operning
July 1, 2017, the Power of Rock experience connects fans with the music, spectacle, and raw emotion of
incredible Rock Hall induction celebrations over the years.
The transformation has already proved successful. Attendance topped 500,000 in 2016, and Rock Hall
enjoyed an 18% revenue increase in 2016 over 2015.

42 Music Experiences

3.5 Rock and Roll Hall of Fame Music Experiences

44 Music Experiences Creating Experiences That Matter 45

Ravinia Festival

Project Reference 2

3.5 Ravinia Festival “Music can name the unnameable and communicate the
unknowable.” -Leonard Bernstein
Project
Ravinia Festival & Ravinia Music Box RAVINIA FESTIVAL
Experience Chicago, Illinois
Client
Ravinia Festival Creating Experiences That Matter 49
Location
Highland Park, Illinois
Scope
Vision Planning Phase and
Schematic Design

The oldest outdoor music festival in the U.S., Ravinia is a celebration of life’s greatest pleasures: music,
food, and friendship. BRC was enlisted by the Ravinia Festival to collaborate with Ravinia Board
members, patrons, dedicated music lovers, and stakeholders to create a sustainable vision to ensure
this very successful Festival will continue to grow and prosper in the 21st century. The resulting master
plan includes ways for this summer home of the Chicago Symphony Orchestra and a wide range of
other musical artists (Earth, Wind & Fire, Joss Stone, Carrie Underwood, Yo-Yo Ma, Midori, and countless
others) to enhance the overall visitor experience for a broad-based, multi-generational audience. Looking
to redefine the Festival as a vital, visionary cultural force dedicated to ensuring that a love for classical
music will flourish in the future, BRC and Ravinia leadership are collaborating on the Ravinia Music
Box Experience Center. This engaging new space will debut in 2019 with interactive exhibits and an
exhilarating theatrical experience celebrating Leonard Bernstein’s musical journey.

48 Music Experiences

3.5 Ravinia Festival Music Experiences

50 Music Experiences Creating Experiences That Matter 51

Chicago Blues
Experience

Project Reference 3

3.5 Chicago Blues Experience “The Blues was bleeding the same blood as me.”
-B.B. King
Project
Chicago Blues Experience CHICAGO BLUES EXPERIENCE
Client Chicago, Illinois
Chicago Blues
Location Creating Experiences That Matter 55
Chicago, Illinois
Scope
Concept Development Phase

The Blues tells stories, and the Blues is a story that needs to be told. BRC is currently working with
tourism entities in Chicago and the State of Illinois, as well as iconic musical figures such as Buddy Guy,
to create an all-new visitor experience that celebrates this genre that continues to influence and inspire
musicians and music lovers around the world. Through deeply emotional exhibitions, memorabilia,
community outreach and educational programs, and a live music venue, the Chicago Blues Experience
will immerse guests in a transformative story of struggle, suffering, heartache, hope, aspiration, jubilation,
perseverance and transcendence. This story has roots that go back thousands of years to the plains of
Africa. The primal, healing music that was born on that continent crossed the ocean on inhumane slave
ships and then traveled north from the Mississippi Delta during the Great Migration of the 1920s to found
a unique, memorable expression in Chicago. There it was electrified and sent out across the world on
the radio and on disc, and it continues to enthrall us today. This is the story of music so powerful that it
served as the bedrock for many of today’s most popular musical forms, including Jazz, Rock and Roll,
Soul, Rhythm and Blues, Gospel, Hip Hop, and more.

54 Music Experiences

3.5 Chicago Blues Experience Music Experiences

56 Music Experiences Creating Experiences That Matter 57

Grand Ole Opry/The
Ryman Auditorium

Project Reference 4

3.5 Grande Ole Opry/Ryman Auditorium “That was the most exciting moment of my life. As I
stepped into the circle, I told everyone that my greatest
Project dream just came true.” -Dustin Lynch
Grand Ole Opry and “Soul of
Nashville” at the Ryman Auditorium GRAND OLE OPRY
Client Nashville, Tennessee
Gaylord Entertainment & Ryman
Hospitality Creating Experiences That Matter 61
Properties, Inc.
Location
Nashville, Tennessee
Scope
Story Master Planning, Concept
through Production

No other venue or institution in Nashville--Music City, USA--can come close to the heritage, legacy, and
brand values of the Grand Ole Opry and the Ryman Auditorium. These are places where performers
become stars, stars become legends, and music comes alive for every generation. These are the homes
of the authentic Spirit of Nashville. BRC was approached initially to reimagine the Grand Ole Opry
Backstage tour. We homed in on the story of this Music City icon, and the new tour resulted in marked
increases in attendance and per caps: 300% and 20%, respectively.

Following this success, BRC collaborated with the Ryman Auditorium to create an immersive and
emotional experience telling the story of the treasured “Mother Church” of country music. Opened in
June 2015, The “Soul of Nashville” is a 100-seat theater experience that utilizes cutting edge technology
to put the audience in the center of the story, surrounding guests with moving images on multiple
projection planes. Using archival images and footage from Ryman’s past performers alongside new
media created exclusively for the “Soul of Nashville,” the historic Ryman comes to life in front of guests’
eyes as they are carried through the story by the indomitable Lula C. Naff, the Ryman’s longtime
promoter and manager.

The history of this iconic Nashville institution is told through captivating performances, including original
music and a contemporary arrangement of the traditional gospel song “Workin’ on a Building,” featuring
performances by Nashville’s best session musicians, the acclaimed Fisk Jubilee singers, and international
stars Darius Rucker, Sheryl Crow, and Vince Gill. Since its debut, “Soul of Nashville” has increased Ryman
attendance 14%.

60 Music Experiences

3.5 Grande Ole Opry/Ryman Auditorium Music Experiences

62 Music Experiences Creating Experiences That Matter 63

Museum of Liverpool
For the National
Museums Liverpool

Project Reference 5

3.5 Museum of Liverpool “This museum is to die for. You can spend the
whole day in there!” -Trip Advisor Review
Project
Museum of Liverpool MUSEUM OF LIVERPOOL
For the National Museums Liverpool Liverpool, England
Client
National Museums Liverpool Creating Experiences That Matter 67
Location
Liverpool, England
Scope
Master Planning, Schematic
Development & Exhibition Design

National Museums Liverpool (NML) is the UK’s largest collection of national museums outside of London,
and when museum directors decided to establish the world’s first true social history museum, they
selected BRC to develop a master plan and schematic design that brings the story of this iconic city
and its people to life. In 2001, Liverpool was declared “City of Pop” by the Guinness Book of World
Records, so naturally, music was integral to the project. BRC collaborated with NML music curators and
representatives from Apple Records to develop the core concepts for a dynamic, story-driven musical
experience that is loved by Liverpudlians and tourists alike.

The Museum of Liverpool (MoL) honors the city’s rich history of assimilating different musical traditions
as they arrived at the docks in the form of sea shanties and other tunes from far across the ocean, as well
as how this vital city shaped that music and fostered groundbreaking bands, from Merseybeat to today.
Guests are immersed in the stories of their favorite musicians from Liverpool, including such international
figures as Rory Storm and the Hurricanes, Gerry and the Pacemakers, Frankie Goes to Hollywood, Atomic
Kitten, Flock of Seagulls, and of course, the incomparable Fab Four. In The Beatles Show, visitors time-
travel from the Second World War years in working-class Liverpool to the vibrant music scene that
energized the city in the 1960s and then on to the Beatles’ meteoric rise to superstardom. Along the
way, guests follow on the heels of the four lads from Merseyside who changed popular music forever
and made the name and the irrepressible character of Liverpool world famous. The MoL receives over
1.1 million visitors each year, making it the U.K.’s most visited museum outside of London, and outpacing
feasibility predictions by over 30%. It has a 4.5 Star Rating on TripAdvisor and has garnered several
accolades, including being named the Council of Europe’s Museum of the Year in 2013.

66 Music Experiences

3.5 Museum of Liverpool Music Experiences

68 Music Experiences Creating Experiences That Matter 69

Abbey Road
Studios Tour

Project Reference 6

3.5 Abbey Road Studios Tour “I remember wearing overcoats, hiding in the bushes
outside of Abbey Road Studios, waiting for the traffic
Project to clear. As it did, we would drop our overcoats and run
Abbey Road Studios Tour out on to the cross walk and strike our poses.”
Client -Jack Irons
Abbey Road Studios
Location ABBEY ROAD STUDIOS TOUR
London, England London, England
Scope
Concept Development Creating Experiences That Matter 73

Abbey Road is an international icon of inspiration. It calls to mind the wildly talented experts that
create the technologies and processes that enhance the way we experience music. It also connotes the
incredible inspiration we draw from the music created there. Abbey Road and the Zebra Crossing serve
as a beacon of the world’s Number 1 tourist destination city. The Studios attract countless pilgrims to the
famous birthplace of many of their favorite albums by the Beatles, Pink Floyd, Queen, Adele, etc.; millions
more people have drawn inspiration from the artists making those seminal albums. EMI and Abbey Road
Studios entrusted BRC with this story of significant cultural importance, and asked us to reimagine a tour
that would immerse guests in the incredible history of Abbey Road and introduce them to the experts
who have helped shape that history. Once guests acquire an up-close relationship with the amazing
Abbey Road legacy, they are invited to become part of the story by recording their own piece of music
that they can share with others.

72 Music Experiences

3.5 Abbey Road Studios Tour Music Experiences

74 Music Experiences Creating Experiences That Matter 75

Les Paul Experience
Waukesha County
Museum

Project Reference 7

3.5 Les Paul Experience “I never stopped being amazed by all the different ways
of playing the guitar and making it deliver a message.”
Project -Les Paul
Les Paul Experience
Waukesha County Museum LES PAUL EXPERIENCE
Client Waukesha, Wisconsin
Waukesha, Wisconsin
Location Creating Experiences That Matter 79
Waukesha, Wisconsin
Scope
Concept and Exhibit Planning

When Waukesha County decided they needed to share their story with the world, they brought in BRC
to imagine how to bring that story to life. A key component of Waukesha’s powerful story of dreams
realized is the Les Paul Experience. The Wizard of Waukesha dreamed of changing the world with his
love of music and making the world a better place by bringing a kind heart and a generous spirit to
everything he did. Les Paul’s vision, talent, ingenuity and tenacious spirit of creativity literally changed
the world, and his story not only appeals to musicians who owe much of their craft to Paul, but also to
music fans, tourists, and county residents who want to deepen their relationship with their community.
This compelling guest experience celebrates this giant of music, honors his familial and musical roots,
and inspires others to persevere in making their dreams come true.

78 Music Experiences

3.5 Les Paul Experience Music Experiences

80 Music Experiences Creating Experiences That Matter 81

Michael Jackson All-
Access Experience
For Cirque du Soleil

Project Reference 8

3.5 Michael Jackson All-Access “My goal in life is to give to the world what I was lucky
Experience For Cirque du Soleil to receive: the ecstasy of divine union through my
music and my dance.” -Michael Jackson
Project
Michael Jackson All-Access
Experience For Cirque du Soleil
Client
Cirque du Soleil
Location
Las Vegas, Nevada
Scope
Concept Planning

The King of Pop and Cirque du Soleil: two iconic brands known around the world. Montreal-based Cirque
du Soleil asked BRC to design a permanent attraction that would complement their hugely successful
Michael Jackson ONE dynamic show in Las Vegas. BRC worked with Cirque, the Jackson family, and his
estate to develop an attraction that allows visitors to step into the life of Michael Jackson. They join him
in his formative years, singing with his brothers, Jackson 5, and Motown, and follow his evolution into
one of the most electrifying Pop performers the world has ever known. Guests see Michael backstage,
at home, in their favorite videos, and on stage. They relive his infectious generosity of spirit and leave
feeling that the transformative journey of Michael Jackson has a direct relevance to their own lives.

MICHAEL JACKSON LIVE EXPERIENCE
Las Vegas, Nevada

84 Music Experiences Creating Experiences That Matter 85

3.5 Michael Jackson All-Access Music Experiences
Experience For Cirque du Soleil

86 Music Experiences Creating Experiences That Matter 87

K-Live Experience

Project Reference 9

3.5 K-Live Experience “The world’s most famous and popular language
is music.” -Psy
Project
K-Live Experience K-LIVE EXPERIENCE
Client Seoul, South Korea
KT Telecom & YG Entertainment
Location Creating Experiences That Matter 91
Seoul, South Korea
Scope
Next Generation Master Planning

Psy’s catchy “Gangnam Style” became a viral sensation with over 2 billion You Tube hits in 2012, and
K-Pop became a global phenomenon. K-Pop offers a new kind of sound and spectacle that is fresh,
unique, and vibrant. The irrepressible music videos inspire people to dream big, escape from reality,
and most of all, have fun. YG Entertainment, Korea Telecom, and Next Interactive K turned to BRC to
develop an immersive new attraction that invites audiences to discover and explore the exciting world
of Asian pop. It promises to be an unforgettable experience for every visitor, from the dedicated fan to
the curious passerby. Here people of all ages can experience their Asian pop dreams. They can celebrate
their favorite artists, such as Psy, 2NE1, Big Bang, and G-Dragon, in concerts with live performers and
holograms. They can even embark on the life of an Asian pop star, seeing if they have what it takes
to master the music, the moves, and the energy. Cutting-edge technologies bring this world to life
physically and virtually, and provide the ability to refresh content on a regular basis to keep the attraction
fresh and relevant.

90 Music Experiences

3.5 K-Live Experience Music Experiences

92 Music Experiences Creating Experiences That Matter 93

Ozzy Osbourne's
Hell Gate

Project Reference 10

3.5 Ozzy Osbourne's Hell Gate “I have a genuine love affair with my
audience. When I’m on stage they’re not
Project privileged to see me. It’s a privilege for me
Ozzy Osbourne's Hell Gate to see them.” -Ozzy Osbourne
Client
Sharon Osbourne Management
Location
Las Vegas, Nevada
Scope
Vision Planning

Ozzy Osbourne is the godfather of Heavy Metal, the front man of Black Sabbath and a multi-platinum
recording artist with over $100 million in album sales worldwide. He has over 40 years of performing, and
is an inductee in both the U.S. Rock and Roll Hall of Fame and the U.K. Music Hall of Fame. He is also an
entrepreneur, and he and his wife, Sharon, engaged BRC to develop concepts for a Halloween-themed,
experience-based attraction in Las Vegas. The on-going work includes concepts for unique concert and
live experience programs that allow guests to interact with the Ozzy brand in an all-new way.

OZZY OSBOURNE'S HELL GATE
Las Vegas, Nevada

96 Music Experiences Creating Experiences That Matter 97

3.5 Ozzy Osbourne's Hell Gate Music Experiences

98 Music Experiences Creating Experiences That Matter 99