Live Experience · LBE & Attractions

HarryBriggs

Insight-led strategist for live experience within LBE. Designing award-winning live shows, events & immersive experiences for global audiences.

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About

Crafting world-class
live experiences

Award-winning live brand experience creative leader with over six years designing large-scale shows, events and immersive entertainment for the location-based entertainment and attractions industry. I work across the whole guest journey — live shows, seasonal events, IP activations and immersive campaigns — turning the world's biggest licensed IP into physical, high-throughput experiences delivered across EMEA, APAC and North America.

I pioneer an insight-led approach to live entertainment — turning guest data into creative lenses that steer development and prove the direct commercial impact of world-class live experience. LEGO Festival was my proving ground: I led the live experience offering as the testing bed for this strategy, and it went on to become the highest NPS-driving live experience Merlin Entertainments has ever opened — hard evidence the approach works.

That thinking now scales globally — shaping everything from the opening of LEGOLAND Shanghai, the largest theme park Merlin has ever built, to a company-wide strategy for how live experience drives guest value.

LEGO Festival NPS Impact
+13 pts vs non-Festival days
Merlin Entertainments all-time NPS record
Entertainment NPS rank (Merlin estate)
Bottom 5 (2022) → Top 4 (2026)
Across the entire Merlin portfolio
Halloween guest score 2023
85 / 100
Highest in LEGOLAND Windsor history
Team satisfaction 2022
88%
Highest ever for LEGOLAND Windsor Entertainment
Annual tech innovation saving 2023
~£100k / year
Through improved show technology
Methodology

Insight-led, not data-led

Data tells you what happened. Insight tells you why it matters — and what to do about it. I turn raw guest data into creative lenses that steer objective-led development, so every creative decision is anchored in a real human truth about the guest rather than a dashboard — and it runs as a continuous loop, not a one-way line.

01
Collect the data
Pull signal from every direction — client and IP data, live industry metrics, guest sentiment and deep research — so every decision starts from evidence, not assumption.
02
Find the patterns
Read across everything for the signals guests consistently respond to. Private, offline language models help surface the patterns that repeat across audiences and cultures — the process is AI-integrated, never AI-led. AI supports the creativity; it never replaces it.
03
Turn patterns into insight
Translate the pattern into the human truth beneath it — the why that a number alone can never explain.
04
Build creative lenses
Creatives have to be creative. If data dictated the show, nothing new would ever get made — so insight becomes a lens, not a leash, aiming invention at ideas outside the box that still return clear ROI. Pressure makes diamonds.
05
Steer development
Insight lives at every step, not just the brief. An LLM-driven Guest Voice pressure-tests every decision through development — keeping real guests at the centre from first idea to opening night.
06
Review & feed back
Every show gets a structured after-action review — a live-experience spin on Google's HEART framework — capturing not just whether it worked but why, across every success metric. Then it feeds straight back into the data bank.
The loop never closes.

Every production teaches us something the last one couldn't. We capture it, feed it back, and start the next one sharper. Live experience is organic — the moment you stop learning is the moment the work stops living.

Proven outcome
0 NPS pts
Average uplift for guests who engage with any live experience — the direct, measurable result of insight-led creative direction rather than guesswork. Case study: Merlin Entertainments NPS uplift among guests who engaged with entertainment offerings, 2022–2026.
We gather data to find patterns. Patterns become insight. Insight becomes the creative lens that steers everything we build.
Career

Experience

Creative Strategist
Apr 2026 — Present
Senior Global Entertainment & Event Design Manager
Apr 2025 — Apr 2026
Global Entertainment Producer
Feb 2024 — Apr 2025
Senior Entertainment Creative Manager
Dec 2022 — Feb 2024
Entertainment Creative Manager
Oct 2021 — Dec 2022
Entertainment Production Co-ordinator
Mid-2019 — Oct 2021
April 2026 — Present

Creative Strategist

Merlin Magic Making · Merlin Entertainments

Developing creative strategies for live experience offerings across Merlin's global attraction portfolio. Translating brand, guest and commercial objectives into clear creative direction, helping teams define why an experience should exist, what role it plays for guests and how it can be delivered in a way that feels distinctive, useful and scalable.

Creative StrategyLive ExperienceGuest InsightGlobal Attractions
April 2025 — April 2026

Senior Global Entertainment & Event Design Manager

Merlin Magic Making · Merlin Entertainments

Leading global creative development of large-scale themed events and live experiences across LEGOLAND's entire portfolio. Developed an entertainment strategy that moved entertainment from a bottom-5 NPS contributor to a consistent top 4 across the entire Merlin estate. Trusted with this role following the global launch of LEGO Festival — the highest NPS-driving live experience Merlin has ever opened (+13 pts, +2 pts over the previous Merlin record). Turning brand strategy into guest-facing experiences that are joyful, bold and scalable across multiple markets.

Global StrategyLEGO FestivalEMEA · APAC · AmericasMerlin Record
February 2024 — April 2025

Global Entertainment Producer

LEGOLAND Parks · Merlin Entertainments

Managed global brand experience projects with budgets up to £1m — shows, experiences, events and digital content. Supported development and opening of the largest Merlin theme park ever built — LEGOLAND Shanghai Resort. Pioneered language-based data insights in entertainment decision-making, a first for Merlin, proving the commercial value of live experience.

£1m BudgetsLEGOLAND ShanghaiData-Led StrategyScript & Direction
December 2022 — February 2024

Senior Entertainment Creative Manager

LEGOLAND Windsor Resort

Led a team of 15 creatives and technical producers delivering multiple award-winning shows and events. Creatively redeveloped Halloween and Christmas from scratch (85/100 mean KPI — highest ever). Improved show technology saving nearly £100k annually. Won multiple UK Theme Park Awards. Achieved 88% team satisfaction — highest ever for LEGOLAND Windsor Entertainment.

Team of 15£500k BudgetsUK Theme Park AwardsTech Innovation
October 2021 — December 2022

Entertainment Creative Manager

LEGOLAND Windsor Resort

Designed and delivered creative live shows and events, improving guest engagement and earning industry recognition. Replaced legacy contractors with innovative new suppliers. Mentored team members and managed multiple concurrent projects across internal teams and external creative partners.

Creative DirectionSupplier DevelopmentMentorship
Mid-2019 — October 2021

Entertainment Production Co-ordinator

LEGOLAND Windsor Resort

Managed day-to-day entertainment and event operations including staffing, scheduling and technical show support. Acted as event duty manager. Supported creative and technical teams with theatre technology and on-the-ground problem-solving.

OperationsTechnical TheatreEvent Management
Recognition

Awards

Gold Award
26
FMBE Awards · Jan 2026
Integration & Amplification
Festival & Pop-Up
LEGO Festival
Gold Award
26
FMBE Awards · Jan 2026
Most Immersive Event
LEGO Festival
Gold & Honoured Award
25
The Drum Experience Awards · Nov 2025
Experiential — Gold
LEGO Festival
Outstanding Achievement
25
THEA Awards · Nov 2025
Outstanding Achievement
LEGOLAND Shanghai opening entertainment
Bronze Award
25
UK Theme Park Awards · Sep 2025
Best New Entertainment
LEGO Festival
Gold Award
23
UK Theme Park Awards · 2023
Best New Event
Springfest — LEGOLAND Windsor
Gold Award
23
UK Theme Park Awards · 2023
Best Mascot
Ollie the Dragon — LEGOLAND Windsor
Silver Award
23
UK Theme Park Awards · 2023
Best New Show
Monster Jam — LEGOLAND Windsor
Silver Award
22
UK Theme Park Awards · 2022
Best Show
Pirates of Skeleton Bay — LEGOLAND Windsor
Multiple Awards
23
UK Theme Park Awards
Best Show & Best Event
LEGOLAND Windsor Resort
Gold Award
26
FMBE Awards · Jan 2026
Integration & Amplification
Festival & Pop-Up
LEGO Festival
Gold Award
26
FMBE Awards · Jan 2026
Most Immersive Event
LEGO Festival
Gold & Honoured Award
25
The Drum Experience Awards · Nov 2025
Experiential — Gold
LEGO Festival
Outstanding Achievement
25
THEA Awards · Nov 2025
Outstanding Achievement
LEGOLAND Shanghai opening entertainment
Bronze Award
25
UK Theme Park Awards · Sep 2025
Best New Entertainment
LEGO Festival
Gold Award
23
UK Theme Park Awards · 2023
Best New Event
Springfest — LEGOLAND Windsor
Gold Award
23
UK Theme Park Awards · 2023
Best Mascot
Ollie the Dragon — LEGOLAND Windsor
Silver Award
23
UK Theme Park Awards · 2023
Best New Show
Monster Jam — LEGOLAND Windsor
Silver Award
22
UK Theme Park Awards · 2022
Best Show
Pirates of Skeleton Bay — LEGOLAND Windsor
Multiple Awards
23
UK Theme Park Awards
Best Show & Best Event
LEGOLAND Windsor Resort
Featured Work

Portfolio

Battle of the Bands
Watch on YouTube
2025 · Live Show
Battle of the Bands
Global Parks
Lead Producer & Creative
© Video by respective owner
DJ GoodVibes
Watch on YouTube
2025 · Live Show
DJ GoodVibes Dance Party
Global Parks
Lead Creative
© Video by respective owner
LEGO City LIVE Windsor
Watch on YouTube
2025 · Live Show · Windsor
LEGO City LIVE
LEGOLAND Windsor
Lead Producer & Creative
© Video by respective owner
Playtime with Hopsy
Watch on YouTube
2025 · Live Show · Windsor
Playtime with Hopsy
LEGOLAND Windsor
Lead Producer & Creative
© Video by respective owner
Lloyd's Elemental Challenge
Watch on YouTube
2026 · Live Show
Lloyd's Elemental Challenge
Global Parks
Lead Producer & Creative
© Video by respective owner
Shanghai Tourism Parade
Watch on YouTube
2024 · Event
Shanghai Tourism Parade
LEGOLAND Shanghai
Consultant
© Video by respective owner
Expertise

Skills

Creative Leadership
  • Trained Script Writer
  • Live Theatre Director
  • Brand Experience Strategy
  • Costume Character & Mascot Specialist
  • Immersive Experience Design
  • Storytelling & Creative Vision
Production & Management
  • Project Management — Monday.com, MS Planner
  • Budget Management up to £1m
  • Multi-market Team Leadership (15+)
  • Contractor & Supplier Development
  • Mentorship & Team Growth
  • Event Duty Management
Audio Engineering
  • Sound Design — ProTools, Logic Pro, Audition
  • Sound Programming — QLab, PanLab, Atlas, TouchDesigner
  • DiGiCo SD Series Consoles
  • Midas Consoles
  • Allen & Heath SQ Series
Lighting & Technical
  • Lighting Programmer — ETC EOS
  • GrandMA Consoles
  • Technical Theatre Support
  • Stage & Show Technology
  • Technology Innovation & Cost Reduction
Video & Digital
  • 3D Design — Shapr3D, Blender
  • Adobe After Effects & Apple Motion
  • Video Editing — Adobe Premiere Pro
  • Final Cut Pro X & DaVinci Resolve
  • Digital Content Production (Film)
Strategy & Data
  • Language-Based Data Insights
  • NPS Strategy & Impact Analysis
  • Entertainment Creative Strategy
  • Guest Experience Optimisation
  • Cultural Inclusivity in Design
  • Cross-regional Stakeholder Alignment
Productions

Recent Productions

Production Type Role Year Location
+ Many more productions across global themed entertainment destinations worldwide
Contact

Let's build something extraordinary

Open to global creative projects, speaking opportunities and consultancy. Based in Royal Berkshire, UK — fully relocatable.

harry-briggs@outlook.com +44 7557 673753 linkedin.com/in/harry-briggs-entertainment

What I bring

A track record of building world-class live experiences from scratch — from single shows to global multi-park event strategies. I operate at the intersection of creative vision, commercial reality and brand integrity; leading cross-functional international teams, managing complex stakeholder landscapes and consistently delivering work that sets industry benchmarks.

Education

1st Class Honours BSc Media Production — De Montfort University. Specialist training in scripting, direction, production management, sound engineering and media strategy — the technical and creative foundations that underpin a career leading global entertainment at scale.

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