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| Company type | Division |
|---|---|
| Industry | Engineering,architecture,design |
| Founded | 1968; 58 years ago (1968) |
| Headquarters | Orlando, Florida |
Key people | Molly Murphy, President |
| Products | Theme parks, resorts, attractions |
| Parent | Universal Destinations & Experiences |
Universal Creative is the division ofUniversal Destinations & Experiences responsible for designing, developing, engineering, and producing themed attractions, rides, and, resorts. Headquartered inOrlando, Florida, the company operates at Universal Parks & Resorts locations around the world in theUnited States,Singapore,Japan, andChina.[1]
Universal Creative often collaborates with entertainment design companies, such asForrec, THG Creative, and P+A Projects.[2][3][4]
In December 1958,MCA Inc. purchased theUniversal City Studio Lot inCalifornia. After MCA and Universal merged in 1962, MCA-Universal expanded into recreation.[5] In 1964, MCA-Universal officially openedUniversal Studios Hollywood.[6] As the park grew, Universal Creative was founded in 1968 under the name MCA Planning, and Development as part of MCA-Universal's recreation division.[7]
Universal Creative continued to operate through 1996 as MCA Planning and Development, openingUniversal Studios Florida in 1990 and creating attractions such asJaws andE.T. Adventure. In 1996 MCA was sold toSeagram, which changed the company name to Universal Studios, Inc. In 1997, MCA Planning and Development was renamed Universal Creative. Two years later, Universal Creative opened Islands of Adventure atUniversal Orlando Resort.
The company moved to Universal Orlando Resort in 2001, the same year it openedUniversal Studios Japan.[7] In 2011,Comcast purchasedNBCUniversal, incorporating Universal Parks & Resorts and Universal Creative into its portfolio.[8]Universal Studios Singapore, a joint venture withResorts World Sentosa on Sentosa Island, was opened by Universal Creative in the same year. The company opened the world's first "Water Theme Park" in 2017 with the opening ofUniversal Volcano Bay. In 2021, Universal openedUniversal Beijing Resort, which was the first ever theme park to achieve aLEED Certification. The company's latest project isUniversal Epic Universe, which will become the fourth park at the Universal Orlando Resort. Universal Creative also has offices inOsaka andBeijing.[9]
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By December 13, 2022, several individuals had retired from Universal Creative as part of an NBCU-wide retirement initiative.[10]
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Universal Volcano Bay is Universal's first attempt at developing a water theme park. This project, the third park at Universal Orlando Resort, replacedWet 'n Wild Orlando in 2017. At the center of the park is "Krakatau", a 200-foot-tall (61 m) volcano. Its slides includewater coasters, capsule plunge slides, and slides that drop riders four feet above the pool below. Similarly to Disney'sMagicBands, Volcano Bay uses TapuTapu wristband technology, which was later used in theSuper Nintendo World areas.[20]
VelociCoaster is said to be Florida's fastest, tallest, and most intense launch coaster, traveling at speeds up to 70 miles per hour (110 km/h), and reaching a maximum height of 155 feet (47 m).[21] VelociCoaster features two high-speed launches powered bylinear synchronous motors, a top hat, four inversions, and an over-waterheartline roll dubbed the "Mosasaurus Roll."
Universal Studios Japan contains the world's firstSuper Nintendo World area. This area contains dozens of interactive elements, as well as two rides that let guests experience the world of theSuper Mario franchise. Universal Creative worked closely withNintendo, includingShigeru Miyamoto, to create the area. The rides in this land includeMario Kart: Koopa's Challenge, an interactivedark ride withaugmented reality based on theMario Kart spin-off franchise. Super Nintendo World uses "Power-Up Bands" that allow guests to interact with certain elements in the land, such as the "Power-Up Band Key Challenges", and track high scores through the official Universal Studios Japan smartphone application.
Universal Creative'sHagrid's Magical Creatures Motorbike Adventure has 7 launches, more than most coasters, and contains the longest coaster track in Florida, measuring approximately 1 mile (1.6 km) in length. The ride has a free-fall vertical drop of 17 feet (5.2 m), and it catapults guests 65 feet (20 m) in the air at more than a 70-degree angle before immediately dropping them back down in one movement. The construction of this attraction also included planting a forest of 1,200 trees.[22]
Hagrid's Magical Creatures Motorbike Adventure won the Thea Award from the Themed Entertainment Association for outstanding achievement, the Best New Roller Coaster Award from Theme Park Insider, and was named "best new attraction installation of 2019" from the 2019Golden Ticket Awards.[23][24][25]
Universal Creative, in partnership withOceaneering International andIndustrial Light & Magic, createdTransformers: The Ride - 3D at Universal Studios Singapore, Universal Studios Hollywood, and Universal Orlando Resort. The attraction blends computer-generated imagery with reality, using 14 screens and physical props.[26] Universal Creative opened this attraction in Singapore in 2011, Hollywood in 2012, and Orlando in 2013. Due to space constraints, the Orlando ride was placed on two stories.[27] Transformers: The Ride - 3D has won numerous awards, including the Thea Award for outstanding achievement, the International 3D Society Lumiere Award, and was named "best new attraction" from Theme Park Insider.[28]
Universal Creative'sThe Amazing Adventures of Spider-Man is a dark ride using advanced audio, with the sound accurate to1⁄5 of a video frame.[29] Universal Creative partnered withOceaneering International to create a 12-passenger motion-base simulator pod capable of six degrees of freedom (heave, sway, surge, yaw, pitch, and roll), and 360-degree rotation (achieved with a ring and pinion gear system), all contained in an angled shell to direct riders' view. Universal Creative'sPhil Hettema and William Mason received inventor credits on the ride system patent, known as the SCOOP.[29]
Universal Creative employeesScott Trowbridge andThierry Coup storyboarded a scene-by-scene breakdown of the ride that would be projected onto thirteen 30-foot-tall projection screens integrated with physical sets. Since guests would be moving toward, away from, or past these 3D screens, animators had to consider the perspective shift that viewers would actually encounter if these really matched. They developed a new process they called "squinching", used to account for a viewer's moving sightline and distorting the animation to match.[29]
Created for theIslands of Adventure theme park that opened on May 28, 1999, The Amazing Adventures of Spider-Man wonAmusement Today'sGolden Ticket Award for Best Dark Ride for twelve consecutive years from 1999 through to 2010. In 2000, the ride won a Thea Award from theThemed Entertainment Association for outstanding themed entertainment, and experience design. It has also won numerous public-voted Theme Park Insider Awards, and Screamscape Ultimate Awards. The ride has been duplicated atUniversal Studios Japan, which opened in January 2004.
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Harry Potter and the Forbidden Journey opened in June 2010 as part of The Wizarding World of Harry Potter - Hogsmeade at Islands of Adventure. It features robotic arms as a ride vehicle which are mounted on a track, to travel through the attraction while performing their movements in synchronization with the ride's show elements (animated props, projection surfaces, and so on).[30] InAmusement Today's annualGolden Ticket Awards, Harry Potter, and the Forbidden Journey debuted as the best new ride of 2010. It won the Best Dark Ride category for five consecutive years from 2011 to 2015.[30] Due to the popularity of the ride, it was duplicated atUniversal Studios Japan (which opened on July 18, 2014), andUniversal Studios Hollywood (which opened on April 7, 2016).
The Universal Creative Resort Development team designs, and develops resort, hotel, restaurant, and retail experiences for Universal Parks & Resorts. Universal Orlando Resort's long-standing partnership withLoews Hotels led to the development of Loews Portofino Bay Hotel, Hard Rock Hotel, Loews Royal Pacific Resort, Cabana Bay Beach Resort, Loews Sapphire Falls Resort, Universal's Aventura Hotel, Universal's Endless Summer Resort – Surfside, and Universal's Endless Summer Resort – Dockside.[31] Universal Creative's other resorts include The Universal Studios Grand Hotel, and the NUO Resort Hotel – Universal Beijing Resort atUniversal Beijing Resort.[32]
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Universal Creative designs, and develops the restaurants inside Universal's theme parks, as well as theirUniversal CityWalk shopping, and restaurant areas. Restaurants within the parks include Mythos Restaurant, The Leaky Cauldron, and The Three Broomsticks at Universal Orlando Resort.[33][34] Restaurants inUniversal CityWalk Orlando include The Cowfish,Vivo Italian Kitchen, Toothsome Chocolate Emporium, and Savory Feast Kitchen. Other restaurants shared between several Universal CityWalk areas include Jimmy Buffett's Margaritaville, Bubba Gump, and Voodoo Doughnut.[35]
On January 11, 2023, the company announcedUniversal Kids Resort, a "new concept"-styled theme park geared towards families with children inFrisco, Texas.[36] On June 26, 2025, a second version ofUniversal Horror Unleashed, a "horror-experience", was announced forChicago.[37][38]
On December 19, 2023, Universal confirmed it had "acquired land" nearBedford, UK, and is "at the early stages of exploring its feasibility for a potential park, and resort at this site".[39] In April 2025, the UK government gave the green light to the project, and that subject to planning approvals, the planned opening date would be in 2031.[40]
| Project | Park/Resort | Opening Date |
|---|---|---|
| Universal Kids Resort | May 2026[41] | |
| Fast & Furious: Hollywood Drift | Universal Studios Hollywood[42][43][44] | Summer 2026[45] |
| Universal Studios Florida | 2027 | |
| Universal Studios Delhi | Mid-2027[46][47] | |
| Universal Horror Unleashed (Chicago) | N/a | Fall 2027[48] |
| Universal United Kingdom[49] | 2031[40][50] | |
| Super Nintendo World | Universal Studios Singapore | TBA[51] |
| Unnamed second theme park | Universal Beijing[52] | TBA[53] |
| Universal Saudi Arabia | TBA[54] | |
Universal Creative files numerous patents for new technologies with theUnited States Patent and Trademark Office. In 2019, Universal Creative filed 43 patents.[55] Some notable patents include the SCOOP ride vehicle designed forThe Amazing Adventures of Spider-Man in Universal Orlando Resort, interactive wand technology for theWizarding World of Harry Potter, and moving portraits for the queue ofHarry Potter and the Forbidden Journey.[56][57] "We actually had to create the technology which was used to make those portraits look like moving paintings," saidThierry Coup, Senior Vice President of Universal Creative's Creative Studio. "There's a whole portfolio of patents that Universal filed just with the creation of this attraction".[58]
| Award[64] | Year(s) Received | Project | Park/Resort |
|---|---|---|---|
| Most Creative Holiday Show | 2021 | Crystal Promise | Universal Studios Japan |
The opening of Super Nintendo World Singapore is expected to take place between 2020 to 2025 at the time of announcement.
The first phase of construction has been completed and I will be able to meet you soon. We also have a second phase project, which is ready to be completed and put into operation in 2025
