Today, Bob Rogers’ new book, Deep Story: A Complete Guide to Creating Transformational Visitor Attractions, is officially out. For those of us who have spent our careers at BRC, this feels less like a launch and more like a homecoming. Bob brought the instinct behind Deep Story™ with him when he founded BRC, and over 45 years of projects, that instinct hardened into the trademarked methodology we now measure every piece of work against.

For the first time, Bob has put that process into writing: the tools and craft behind the visitor experiences BRC has spent decades creating for brands, museums, and cultural institutions around the world. It’s written for anyone building a visitor experience meant to leave people different than when they arrived.

Praise ahead of publication

Deep Story has already earned praise ahead of its release, from academics and museum leaders to fellow experience designers, theme park enthusiasts, and anyone curious about how great storytelling actually works. Early endorsements have come from voices including retired President of Walt Disney Imagineering Bob Weis, Transformation Economy author Joe Pine, and Themed Entertainment Association CEO Melissa Oviedo, each pointing to the same thing: a lifetime of practical knowledge, finally written down.

What the BRC team say

Our Chief Creative Officer, Christian Lachel, has worked alongside Bob for three decades and helped shape Deep Story™ into the methodology it is today.

“Deep Story didn’t come from a whiteboard. It came out of Bob’s early days behind the magic counter at Disneyland, years making films, and decades of testing that instinct on real projects with real clients,” Christian said. “It’s why we’ve never struggled to answer the question every client eventually asks: what’s your process? For us, the answer has always been the same. Marry the heart of a subject with the heart of an audience. We’ve watched that work, project after project, for decades. Bob spent thirty years teaching me this craft, and there’s nobody better placed to finally put it all in writing.”

Our President, Carmel Lewis, shared a similar sense of pride.

“Deep Story feels at once new and deeply familiar to those of us Bob has mentored over the years. It is chock full of thoughtfully honed ideas and practices that have shaped Bob as a creator and form the foundation upon which BRC is built. These principles truly animate Bob’s thinking and are at the core of his creative genius. I’m thrilled to see Deep Story come to fruition,” Carmel said.

Our Vice President of Creative and Story, Brad Shelton, has been part of BRC for more than twenty years.

“Twenty years ago I walked into BRC’s office and thought to myself, ‘what kind of wizard brought together this island of misfit toys, and how do I become a part of it?’ More than two decades later, I’ve been lucky enough to be immersed in that culture Bob built and defined by the process he created and refined. Deep Story is the culmination of everything Bob has created in his 45 years with BRC, and it’s an open invitation for anyone to understand and redefine for themselves the process that revolutionized our industry and has been so important to my own life and career,” Brad said.

Our Vice President of Creative and Story, Matt Solari, is among the many who learned the craft directly from Bob.

“Bob taught a generation of us how to see a story hiding inside a place, an object, or deep inside the human heart. His mentorship shaped how I direct, how I write, and how I lead now that I’m lucky enough to help carry the company forward. This book is Bob doing what he does best: turning story and experience into something transformational,” Matt said.

A career spent teaching the craft

For Bob, writing Deep Story was always about more than the book itself. He has spent his career mentoring the designers and storytellers who came through BRC’s doors, and this feels like the next chapter of that same instinct: sharing what he has learned so the next generation of experience makers can build on it.

Where to buy Deep Story

Deep Story is available now from Bookshop.org, Barnes & Noble, Amazon, Books A Million, and Casemate. You can find more about the book, including upcoming events where Bob will be speaking, at bobrogers.com.

We couldn’t be prouder to celebrate this milestone with our founder, mentor, and friend. Congratulations, Bob.