Working with Cedar Fair’s Experience Design Studio, Knott’s Berry Farm, and other key consultants, THG developed and collaborated on the creative design of the reimagining of Knott’s Berry Farm’s Fiesta Village
Buena Park, CA (May 30, 2023) – THG, an independent creative agency specializing in creating awe-inspiring attractions for theme parks, museums, and leading brands, unveils their latest venture as the lead creative team for the transformation of Fiesta Village at Knott’s Berry Farm, working in partnership with Cedar Fair’s Experience Design Studio and Knott’s Berry Farm teams.
THG served as creative directors behind the redesigned Fiesta Village at Knott’s Berry Farm. Tasked with introducing a new life into this beloved land, the THG team collaborated on developing the creative intent and design, overseeing every stage of the project across all land elements. THG embarked on a comprehensive array of tasks, including concept design and art, show design, ride design, food and beverage design, retail design, attraction design, graphic design, including ride vehicle graphics, color studies, and produced immersive POVs and flythrough videos to showcase the envisioned experience. Additionally, THG’s expertise supported on-site art direction, ensuring that the creative vision seamlessly translated. Visitors to the newly transformed land will be captivated as they walk down El Camino Real, immersing themselves in an atmosphere inspired by Los Angeles’ Olvera Street with a redesigned marketplace and an updated stage area, while also experiencing a refresh of Fiesta Village’s seven rides as part of the land’s makeover.
“We are thrilled to be a part of the incredible transformation of the beloved Fiesta Village at Knott’s Berry Farm. To be able to refresh and enhance the storytelling of this iconic part of the park is truly special,” said Erik Neergaard, Chief Creative Officer at THG. “At THG, we pride ourselves on forming close partnerships with our clients, working hand-in-hand to bring their visions to life and transform dreams into reality. Our work with Knott’s Berry Farm is a testament to our shared passion for creating unforgettable moments.”
“Having grown up immersed in the vibrant culture of Mexico, and having lived across the Southwest, I drew inspiration from personal experiences while working with Knott’s Berry Farm on Fiesta Village,” said Willliam Alton, Senior Director of Design at THG. “It was important to me to maintain this authenticity through design and decor. By working with Mexican artists, we are able to capture the true spirit and essence to create an immersive experience for our visitors.”
As a global leader in experiential design, THG has been honored to work for high-profile clients around the globe such as Universal Creative, Walt Disney Imagineering, DreamWorks, Sony, Paramount, Nickelodeon and more. Collaborating with clients to transform their visions into uniquely creative attractions, exhibits, shows and settings. THG has additional projects in the pipeline for this year that further showcases its innovative approach and commitment to delivering exceptional experiences.
THG Team Credits
Phil Hettema – Chief Executive Officer/Partner
Erik Neergaard – Chief Creative Officer/Partner
William Alton Ortega – Creative Director
Janai Phibbs – Art Director
Connor Sinclair – Graphic Designer
Karen Thompson – Color Master
Kristen Showalter – Show Designer / Illustrator
Mabel Che – Lead Illustrator
Antar Castro – Designer
Daniel Flores – 3D Designer
Arturo Baron – 3D Designer
Oscar Trejo – 3D Designer
Sam Buescher – Show Set Designer
Connor Murphey Boyd – Show Set Designer
Ryan Rowe – Animatic, Sound Design, and Licensing
Marney Miller – Illustration Support
Estephania Leyva – Associate GFX Designer
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About THG:
THG is an independent creative agency dedicated to creating awe-inspiring attractions around the world for theme parks, museums, and leading brands who has worked closely with high-profile clients including Universal Creative, Walt Disney Imagineering, DreamWorks, Sony, Paramount, Nickelodeon, Los Angeles Dodgers, Galaxy Entertainment Group, Cedar Fair, McKinsey & Company, and Chicago’s Museum of Science and Industry, among others. Based in Pasadena, California, the THG continues to build upon decades of designing one-of-a-kind experiences, transforming ideas into reality in partnerships with clients spanning myriad industries including theme parks, destination attractions, rides, resorts, museums, casinos, sporting events, and brand experiences. More information on THG can be found at THGcreative.com.
Media Contacts:
Power Digital
