Pre-Order DEEP STORY

Pre-Order DEEP STORY:

A Complete Guide to Creating Transformational Visitor Attractions

For the past twenty years, brand homes, museums, and other visitor centers have poured millions into making their experiences more immersive and entertaining.

But are they really achieving their objectives?

‍Is it your goal to make a real, measurable difference in your visitors and the world? Do you plan to attract the unconvinced and the disinterested, and during a single contact of only a few hours, fire their imaginations through a compelling life-changing experience, and thus permanently modify their behavior, in a positive way, regarding your favorite subject or your favorite brand? If this is an overstatement of your goals… If all you need to do is momentarily engage and entertain… If that’s all you need, then stop reading. There are easier choices before you. But if instead, you want to change the world permanently and measurably increasing your visitors’ interest in your subject or your brand, read on. This book is for you.

DEEP STORY is an expert practitioner’s guide, full of practical how-to guidance for the creation of truly transformational exhibits and visitor experiences. They transform visitors into lifelong fans of a brand, a team, an academic subject, a region, or a historical figure. Guests who arrived looking only for something fun to do for 90 or so minutes come away thinking and acting differently.

The stories in this book, drawn from decades of the author’s experience creating transformational attractions, demonstrate how leaders and creators can combine scholarship, showmanship, and salesmanship to do more than entertain or inform. More than merely sending a message or creating awareness, experiences powered by DEEP STORY seek to permanently cause visitors to see differently, act differently—to become different. As visitors’ identities are changed, so are their subsequent actions.

If you seek to change the world permanently and measurably, by increasing your visitors’ interest in your subject or your brand, this book is for you.     

  • VIDEO COMING SOON

  • About Bob Rogers

  • September 8, 2026. For more information or to receive updates or a pre-publication copy: CLICK HERE

  • “Walt Disney once said, ‘We keep moving forward.’ Few people exemplify this mission as well as industry legend Bob Rogers. For more than four decades, Rogers has been a supreme storyteller and creator of transformational experiences that will remain beloved by audiences for generations to come. In his new book, Rogers reveals those magic tricks of his trade, his craft, honed by work on global projects for Disney, great museums, world class brands, and many others. He knows how to reach his audience’s heads and hearts. With Rogers’ insights into leadership and creativity, you too can build great visitor experiences.”

    • Bob Weis, President, Walt Disney Imagineering, retired; Disney Global Ambassador, retired, author,Dream Chasing: My Four Decades of Success and Failure with Disney Imagineering

    “Deep Story brings you the lessons Bob Rogers has learned in over 50 years in the industry, writing them in a way that easily enables you to understand and apply them to your own business, whatever business that might be. Bob offers frameworks, principles, diagrams, perspectives, examples, and stories – oh, the stories you will read! They bring everything Bob writes to life and enable you to become an experience designer – or a far better one than you were before. Go deep into Deep Story and you, too, can become a leader in today’s Experience Economy – as well as in the emerging Transformation Economy.”

    • B. Joseph Pine II, internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. Author of The Transformation Economy and co-author of The Experience Economy.

    “The experiences that stay with us are the ones that change how we see ourselves and the world around us. Deep Story provides a compelling framework and real-world insight into how transformational experiences are shaped, refined and brought to life. At its heart is a simple but powerful idea: the most meaningful experiences are created when storytellers connect the heart of a subject to the heart of an audience. This book is both inspiring and deeply practical, and a must read for anyone who hopes to design experiences that inspire and endure.”

    • Dr. Chevy Humphrey, President and CEO, Griffin Museum of Science and Industry

    “I have witnessed firsthand how Bob Rogers has helped shape the very fabric of our industry, and Deep Story distills a lifetime of leadership into a powerful, practical guide for creating experiences that truly transform audiences. Read it, embrace it, and put it to work!”

    • Melissa Oviedo, CEO, Themed Entertainment Association (TEA)

    “If you want to learn how to make experiences that transform from one of the industry experts who's been doing just that for more than 40 years – buy this book! Inspired by things he learned as a magician at Disneyland, Bob went on to redefine the art of visitor attractions. And in Deep Story, he's now revealing how to do it through the art of “story making” – where the audience is not only entertained, but also transformed.”

    • James Wallman, CEO, World Experience Organization (WXO)

    “In our communications-driven age, everyone wants to achieve “magic,” but no one actually talks about how to do it. There have been a few great communicators and magicians who have been able to produce real magic for audiences at museums and brand attractions. Bob Rogers earned that enviable reputation, telling complex emotion-packed stories with—seemingly—a wave of the wand. Here, finally, are his secrets and hard-earned formulas for delivering real wonder and emotional meaning in content-driven presentations. In DEEP STORY  he explains his approach, the work of a master in the world of content and messaging, delivering transformational magic with heart..

    • Jim Steinmeyer, illusion designer for award-winning magicians and Broadway shows, author, Hiding the Elephant: How Magicians Invented the Impossible and Learned to Disappear

    “Deep Story is the key to creating meaningful, memorable, and impactful experiences.  Bob Rogers takes the reader through examples with famous BRC Imagination Arts projects and compelling professional experiences to illustrate the fundamentals of great storytelling. From his early career lessons learned in Disneyland’s Main Street USA magic shop to the emotional and poignant Lincoln Library exhibit, each chapter has practical insights and lessons that help the reader understand the importance of reaching an audience on a universal and fundamentally human level to spark their curiosity to learn more.

    Deep Story is a “must read” for everyone in the themed entertainment and attractions industry. Students and novices should use Deep Story as a template for how to approach new projects. Veterans and experts will benefit from clear insights and tenants that effectively communicate ideas and stories.

    There is reason Bob Rogers is a celebrated industry icon.  His decades of success at BRC Imagination Arts can be attributed to an exceptional team that understands how to connect with the guest via a deep and meaningful story.  This book tells us how.”

    • Peter Weishar, professor, Director of Themed Experience, University of Central Florida, co-founder of the Themed Experience & Attractions Academic Society (TEAAS)

  • COMING SOON

  • April 21, 2026 at 3:00 PM

    • Bob at WXO, World Experience Organization, London, UK

    November 18, 2026 at 3:30 PM

    • Bob will again curate and host the annual Legends Panel at IAAPA Expo, Orlando, Florida.

    For 23 years Bob has been curating and moderating the annual Legends Panel at IAAPA Expo, Orlando. Past guests have included some of the most accomplished creative achievers in the themed experience industry.