KENNEDY SPACE CENTER SHUTTLE LAUNCH EXPERIENCE CONTINUES TO THRILL SPACE ENTHUSIASTS

release date: September 13, 2007

Prime Example of New “Sensory Illusion” Trend in Visitor Attractions, Notes Designer BRC Imagination Arts

BURBANK, CA — BRC Imagination Arts, one of the world’s leading creators of educational, entertainment, and brand experiences, celebrates the early success of Shuttle Launch Experience, which opened to visitors at NASA’s Kennedy Space Center on May 25, 2007. The only authentic depiction of a NASA shuttle launch, Shuttle Launch Experience was designed with direct input from NASA and numerous shuttle astronauts, and is the most realistic space shuttle simulation available that everyone—from families to space enthusiasts—can enjoy without actually going into space.

With recent amusement park ride incidents making headlines, consumers are even more tuned in safety issues, but still want to have the most thrilling experience possible. As well, attractions realize the need to “wow” visitors, without taking unnecessary risks.

“Our mission was to re-create all the true sensations and excitement of a space shuttle launch, and we believe we’ve done just that,” said Bob Rogers, founder of BRC Imagination Arts. “Shuttle Launch Experience is the epitome of the forthcoming trend of ‘Sensory Illusion.’ As the roller coaster arms race approaches human limits, what people want is the sense of danger and ‘Sensory Illusion’ gives the impression that guests have undergone a much greater physical experience than they really did.”

The $60 million, 44,000 square foot Shuttle Launch Experience is the most technologically advanced attraction ever created at NASA’s Kennedy Space Center Visitor Complex (www.kennedyspacecenter.com) and includes immersive exhibits and the centerpiece simulator that accommodates up to 1,500 passengers per hour. A team composed of astronauts and NASA experts partnered with the experience design vision and talent of BRC (www.brcweb.com) to conceive, design and deliver an authentic simulation attraction like no other in the world. State-of-the-art motion technologies and special effects immerse visitors in the incredible sensations of a shuttle launch—all the sights, sounds, visceral feelings and emotions of blasting into space, accelerating from zero to 17,500 mph in just over eight minutes.

This is the fourth NASA project for BRC and follows successful collaborations between NASA, Delaware North Companies Parks & Resorts, operator of the Kennedy Space Center Visitor Complex, and BRC. Previously they worked together to create the award-winning Apollo/Saturn V Center, which opened in 1996 and remains one of the Complex centerpieces.

With a world-class team of designers, project managers, and production staff, BRC is one of the most respected and creative experience design companies in the world, reinventing the way its clients educate, entertain, and inspire visitors of all ages. Renowned for its “Showmanship Meets Scholarship”™ approach to design, BRC combines innovative story telling with the state-of-the-art technology and special effects techniques of themed entertainment, Hollywood, and Broadway.

The Kennedy Space Center Visitor Complex is the gateway to a working space center and one of Florida’s most popular destinations with more than 1.4 million visitors annually. Activities include the Shuttle Launch Experience, inspiring tours of NASA’s spaceport facilities, daily Astronaut Encounters, towering rockets, IMAX ® space films, and the U.S. Astronaut Hall of Fame ® featuring the world’s largest collection of astronaut memorabilia, interactive simulators, displays, and tributes to the heroes of Mercury, Gemini, Apollo and space shuttle programs.

ABOUT BRC IMAGINATION ARTS

Founded in 1981, BRC Imagination Arts is the leader in the design, creation, and production of innovative and immersive educational, entertainment, and brand experiences. BRC projects have consistently exceeded the expectations of clients and visitors, and have a proven track record of economic sustainability and the industry’s best record for on time, on budget performance. BRC clients include Abraham Lincoln Presidential Museum, Adler Planetarium, Disney, Ford Motor Company, General Motors, NASA, Universal Studios, and The Empire State Building. With offices in California, The Netherlands, and the United Kingdom, BRC has been honored with over 250 international awards for creative excellence including two Academy Award nominations, and 12 THEA Awards for Outstanding Achievement in themed entertainment. The company is currently engaged in major projects in the United States and Europe.

Media contact:
Lisa Colli, KMC Partners Public Relations
781-721-0819
lcolli@kmcpartners.com