Theme Park, Amusement Park and Attractions Industry News

Forrec’s Steven Rhys retires

Steven C. Rhys, executive vice president of the experience design company Forrec, is retiring after 38 years at the organization, effective 31 December.

Rhys began his career at Forrec in 1982 as a designer, before being promoted to partner in 1986, where he led the master planning of Universal Studios in Orlando, Florida, and the master plan and design of Fiesta Texas Theme Park in San Antonio, Texas. Rhys subsequently served for as senior vice president for eight years, where he oversaw the organization’s growth and succession strategy, project planning, and client relationships.

“Throughout his many roles and responsibilities at Forrec, Steve has played a critical role in the development and ongoing success of our organization, including turning it into the global and industry-leading experience design company we are today,” said Cale Heit, president and CEO, Forrec. “He is an innovative leader who inspires his teams, pushes boundaries in design, and uses creativity and ingenuity to tell a story.”

As an executive at Forrec, Rhys has supported clients and licensed brands to reach their brand extension and global expansion goals. As some branded clients began expanding overseas, he supported investors and IP license holders to work together to develop branded attractions through strategic planning and design specifically geared to the developing markets in the Middle East, Asia, South East Asia, and Europe. Over the course of his tenure, he has led the charge behind several significant projects including West Edmonton Mall, Universal Studios Orlando, Fiesta Texas Theme Park, Herschend Family Entertainment, (Dollywood/Siver Dollar City), Sanrio (Hello Kitty) in Malaysia, and various Six Flags theme parks globally, among others.

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