Artificial Reality, Virtual Reality, Authentic Reality: Why Guests Want More Than Technology

When walking through a Harry Potter or Star Wars attraction at an amusement park, it may seem like an escape from reality. Park guests can immerse themselves in another world and leave anything going on in their real life behind.

However, even in a ‘galaxy far, far away,’ amusement parks are focused on authenticity and reality.

At IAAPA 2019, the largest industry event for the attractions industry, Universal Studios Orlando Creative Director George Walker spoke about what he calls ‘the Next Reality’. Augmented and virtual reality have opened up new frontiers for the industry, but those using these technological advances to make human connections will be best positioned for success.

“I always say technology for technology’s sake is not going to last very long. You have to have it be a tool in the toolbox that’s supporting the experience you’re trying to create,” Walker said.

Walker explained that authentic reality is the latest layer in storytelling, which makes a larger impression on park guests than generic experiences. He also mentioned that according to a study, 74 percent of Americans value experiences over products and services, meaning people are looking for a personal connection in the things they do.

“I think the true people that are going to succeed are going to be those that tap into those stories and then tell them in a really authentic way,” Walker said.

The status quo is changing, and attractions companies of all sizes can get in on the action by focusing on the authenticity of their offerings.

“You’re going to get left in the dust if you don’t start thinking about how to tell your story in a more authentic way that will get people more engaged,” Walker said.

Technology will continue to play an important role in transporting people otherworldly locations and experiences, but without an authentic connection or meaningful story it will only be so captivating.

For the latest news, videos, and podcasts in the Sports & Entertainment Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!
Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

influencer partnerships
Moving Beyond Social Media Buzz: How Authentic Content & Long-Term Influencer Partnerships Can Drive Hotel ROI
July 30, 2025

Influencer marketing is rapidly changing, and many hotels are still figuring out how to tap into its full potential. As travelers demand more authentic and relatable content, the pressure is on for hotels to adapt their marketing strategies. But with skepticism around the true ROI of influencer partnerships, it’s more important than ever for brands…

Read More
workforce
Building a Future-Ready Workforce: With Traditional Training Models Failing, It’s Time for Employers and Educators to Build Solutions Together
July 30, 2025

In an era where the average job tenure in the U.S. hovers under four years and industries are evolving faster than academic curricula can keep up, the need for a new approach to workforce development has never been more urgent. Companies like Amazon and McDonald’s are responding by investing in “education as a benefit”…

Read More
belief
Learning Out Loud with Belief, Courage, and the Power of Yes
July 30, 2025

In a world where workplace disengagement is on the rise, with global employee engagement falling to just 21% in 2024, leaders and teams are increasingly seeking meaning, connection, and growth in their work. Amid this shift, professionals are asking deeper questions about purpose and fulfillment, both individually and collectively. That’s exactly where Paul Plamondon’s…

Read More
professional advancement
The Measured Mindset: How Mentorship, Curiosity, and Listening Drive Professional Advancement and Growth
July 29, 2025

Not every path into analytics starts with code and spreadsheets. For some, it begins with curiosity, adaptability, mentorship, and a willingness to learn something entirely new. That’s the case for Mayank Malviya, whose journey from a humanities education in India to a career in U.S.-based market research reveals how initiative and mentorship can accelerate…

Read More