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Bob Rogers to Lead Annual Legends Panel at IAAPA Expo 2021


Thierry Coup, Phil Hettema and Scott Trowbridge to join IAAPA’s annual Legends Panel hosted by industry icon, Bob Rogers.


Orlando, Fla. (10/5/2021) – The legends behind The Amazing Adventures of Spider-Man will take part in the annual Legends Panel at 3:30 pm on Wednesday, Nov. 17 during IAAPA Expo 2021 in Orlando, Florida. 

Just over 20 years ago, The Amazing Adventures of Spider-Man attraction opened at Universal’s Islands of Adventure, forever changing indoor, immersive attractions. Three amazing super-star Legends from the attractions industry will share how they led the team that conceptualized the breakthrough ride and how they brought it to life. Hear insights, creative leadership strategies, and lessons of a lifetime —lessons in audacity, creativity and leadership that guests can apply to their own work, regardless of their field.

As part of the IAAPA Expo this November, the annual Legends Panel, curated and hosted each year by Bob Rogers, Founder and CEO of BRC Imagination Arts, three of the top creators and masterminds of the original Spider-Man attraction will reunite and share how they have continued to blaze trails for world-class innovation, creative leadership, and success.

While Creative Director at Universal Creative, Thierry Coup was credited as the Production Designer for The Amazing Adventures of Spider-Man. He subsequently worked on projects such as Harry Potter and the Forbidden Journey, Transformers: The Ride and The Wizarding World of Harry Potter – Diagon Alley. Today, Thierry is Senior VP and Chief Creative Officer at Universal Creative. For the past 30 years he has worked in a variety of creative roles at both Universal and Disney.

Following the opening of The Amazing Adventures of Spider-Man, Phil Hettema was credited as Senior VP Attraction Development of Universal Creative. Today, Phil is the president and creative director of The Hettema Group (THG), where he creates “stories you can touch.” Since 2002, THG has been interweaving compelling narratives with technology to create experiences with emotional resonance. Through close collaboration, the designers, artists, and production specialists at THG have provided design and production capabilities from concept to delivery. Phil is a recipient of many awards, including The Buzz Price Thea Award for a Lifetime of Outstanding Achievements.

Scott Trowbridge was credited as Show Producer on the original Amazing Adventures of Spider-Man. At the time he was VP, Creative Studio Leader for Universal Creative. Today Scott serves as Portfolio Creative Executive for Walt Disney Imagineering, dedicated to new experience development as well as developing Lucasfilm and Star Wars projects globally. Scott’s recent work includes leading the creation of Star Wars, Galaxy’s Edge, including Rise of the Resistance at Disneyland and Walt Disney World.

For almost twenty years, the annual Legends panel has been curated and moderated by Bob Rogers, Founder & Chairman of BRC Imagination Arts (BRC), a full-service strategy, design, and production company that translates brand and cultural stories into transformative, human experiences. For 40 years, he and the team at BRC have helped clients build more meaningful, enduring relationships with audiences around the globe. Rogers has been inducted into the IAAPA Hall of Fame and is a Thea Lifetime Achievement recipient. He also has been nominated twice for Oscars. Rogers began his career in the attractions industry as a magician in the Magic Shop at Disneyland.

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