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BRC Imagination Arts TURNING BRANDS INTO DESTINATIONS™

Kennedy Space Center Visitor Complex


The collaboration between BRC and NASA spans over three decades. During this time, BRC has designed and produced several visitor experiences that celebrate the adventures and accomplishments of NASA’s Manned Space Flight Program and invite the public to join the dreamers who are creating a promising future of continued space exploration. A few of the projects located at Kennedy Space Center (KSC) include:

Apollo Saturn V

BRC was part of the winning team in a stiff competition to build a protective cover over KSC’s aging Saturn V rocket that was slowly dissolving as it lay outside in the brutal Florida coast weather. BRC proposed a complete visitor adventure, not merely the architectural housing in NASA’s Request for Proposal. The resulting Apollo/Saturn V Center collects elements that had previously been scattered all over KSC, and weaves them together to tell a single, powerful story that imbues the final reveal of this national treasure with the awe it deserves. To set the stage for the massive rocket that launched the first Americans into space, BRC puts the build-up to manned space flight into historical and emotional context. A special effects theater containing the refurbished original consoles from the Apollo program places visitors in Launch Control for the final seconds of the Apollo 8 countdown. Guests feel the relentless tension with the lives of three astronauts and the race to the moon at stake. After the triumph of a successful launch, visitors experience the giant engines of the mighty Saturn V rocket in an entirely different way.

Shuttle Launch Experience

Realizing every KSC visitor secretly wishes they could experience a real space launch, BRC created the Shuttle Launch Experience, a high-fidelity simulated ascent aboard NASA’s space shuttle. State-of-the-art motion base technologies and special effects immerse visitors in the incredible sensations of a launch. Guests experience all the sights, sounds, visceral feelings, and emotions of blasting into space at many times the speed of sound. It took a lot of research, testing, and three years of intensive design and production to ensure the Shuttle Launch Experience is authentic in both content and physical sensations to an actual launch. BRC worked with the NASA astronaut team to create a realistic experience that is thrilling, yet safe enough for the public to ride.

Kennedy Space Center Master Plan

Recognizing the overwhelmingly positive public reaction to BRC-created projects at KSC, NASA engaged BRC to develop a long-range master plan considering every visitor experience at the vast KSC complex. BRC choreographed a cohesive, story-driven guest experience that imbues the real-world science and technology of space flight with the primal emotional drive that compels humankind to persist in exploring what lies “out there.” KSC is implementing elements of the master plan, including the new home for the Space Shuttle Atlantis, keeping NASA’s mission alive in the minds and hearts of KSC visitors.

Explorers Wanted

Exploration Space – Explorers Wanted at the Kennedy Space Center Visitor Complex invites guests to join NASA and become a vital part of the next epic quest into space. Part real-time briefing center, part immersive experience center, part futuristic recruitment center, “Exploration Space” is something entirely new and exciting that puts guests where they want to be – at the center of the adventure.

The dynamic show space features large-scale video projections, dimensional exhibits and interactive experiences that invite guests to discover more about their future mission. At least twice an hour, the space becomes an immersive show environment, hosting a 10 to 12 minute multi-screen live presentation. Each show is different, and many shows will present real-time updates on the status of the Constellation mission at that moment. Young guests will exit with a new enthusiasm for space exploration.

SHUTTLE LAUNCH EXPERIENCE

RESULTS

  • 1.5 million visitors annually.

  • One of Central Florida’s most popular tourist destinations.

AWARDS

  • 1997 Themed Entertainment Association Thea Award (Apollo/Saturn V Center)

  • 2008 Themed Entertainment Association Thea Award (Shuttle Launch Experience)

  • 2010 IAAPA Brass Ring Award 

  • PRO AV Magazine Spotlight Award (Best Government AV Project: Exploration Space: Explorer’s Wanted

VIDEO

APOLLO SATURN V

RESULTS

  • Returned an operating profit in all of its first 10 years of operation.

  • Paid back its capitol costs 10 years ahead of schedule. 

  • Attendance increase of 25%

  • Admissions value increase of 25%

  • The top attraction at the Visitor Center

AWARDS

  • 1997 Themed Entertainment Association Thea Award (Apollo/Saturn V Center)

  • 2008 Themed Entertainment Association Thea Award (Shuttle Launch Experience)

  • 2010 IAAPA Brass Ring Award 

  • PRO AV Magazine Spotlight Award (Best Government AV Project: Exploration Space: Explorer’s Wanted

VIDEO

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