Falcon’s Beyond Global, Inc., a leader at the forefront of innovation in themed entertainment experiences, is about to embark on a year-long celebration to recognise the 25th anniversary of its Falcon’s Creative Group division.
Twenty-five-year anniversaries are rare in business, particularly for companies led by first-time entrepreneurs, but Falcon’s Creative Group achieved this milestone on 1 February 2025. Since 2000, this themed entertainment studio has set high standards for immersive experiences. Today, it is a leading firm in master planning, theme park design, attraction design, content creation, and interactive experiences.
As a trusted collaborative partner, Falcon’s delivers visually striking and iconic designs found in theme parks, zoos, aquariums, entertainment venues, themed restaurants, resorts, and more. For 25 years, Falcon’s team of creative directors, writers, designers, illustrators, producers, and programmers has brought renowned intellectual properties to life.
Collaborators include Disney, Universal Studios, SeaWorld, Qiddiya Investment Company, Atlantis, Marvel, National Geographic, NASA, AT&T, Lego, Hard Rock, Formula 1, Lionsgate, Cartoon Network, and more. Amongst the company’s notable projects are Ba Na Hills, Motiongate Dubai, Atlantis Sanya, Singapore Science Center, Curse of DarKastle, and many others.
A homegrown Orlando company situated in the theme park capital of the world, Falcon’s Creative Group has served as an incubator for innovation since its inception 25 years ago, when it was founded as Falcon’s Treehouse by CEO Cecil D. Magpuri and his wife, Marty. Magpuri’s extensive experience in themed entertainment with Universal Creative and Iwerks Entertainment led to the formation of Falcon’s Creative Group in 2014, expanding into design, digital media, and licensing.
Since then, Falcon’s Creative Group has designed and delivered over $120 billion in themed experiences across 27 countries. So, what are the secrets to establishing a respected brand in the themed entertainment industry? Magpuri and his long-time collaborator, Yvette Whittaker, now chief corporate officer of Falcon’s Beyond, provide insight.
The Falcon’s culture
Magpuri, a known figure in themed entertainment design, was aware of the risks when he founded Falcon’s. However, he recognised that no other company provided his unique formula: a holistic approach to design, build, and execution in a single package.
Magpuri had faith in his vision and reputation for executing complex projects. He developed his skills as an experiential designer at Iwerks Entertainment and Universal Studios, concentrating on experiences that fused storytelling with technology. He recognised this combination as essential for creating memorable and repeatable guest experiences.
“Back in the very early days of Falcon’s, there were only three of us, and I had faith we were going to grow and land a handful of projects that would allow us to add a couple of dozen people to the team and perhaps move into a slightly bigger office space,” says Magpuri. “When I reflect on where we are now, I am incredibly proud of how far we’ve come and grateful to our Falcon’s team, now more than 200 team members strong, who have had a hand in creating our ambitious projects.”
“As the first employee at Falcon’s, I’ve had the incredible honor of growing with this company from its very beginning,” says Whittaker. “From helping launch a startup to taking our company public, it’s been an exhilarating journey and every challenge we’ve met along the way over the past 25 years has fueled my passion. I’m truly grateful to work alongside such a talented and dedicated team, whose commitment to excellence inspires me every day.”
Falcon’s Creative Group’s management maintains a culture of respect, cooperation, and friendship, which makes Magpuri very happy:
“Something that is very satisfying to me as a business owner is being able to maintain a positive working environment and an excellent culture for everyone. But it’s not just about the people who come to the office every day. Our culture spills over into our relationships with our clients and vendors. For everything to work right, our communication and attitude have to be authentic.”
The company has also built connections with local schools in order to tap into future talent, and many employees have come from the region’s top schools, such as UCF, the DAVE School, Ringling, Full Sail University, and SCAD.
An impressive portfolio of global projects
The trio understood that diversification would be pivotal to their long-term success. They also knew they wanted to provide their services internationally. Fast forward to the present, and Falcon’s Creative Group has undertaken extensive work for Qiddiya Investment Company, focusing on master planning and designing first-of-its-kind immersive entertainment projects for Qiddiya City, the first city built for play near Riyadh, Saudi Arabia. Qiddiya City’s Aquarabia, Saudi Arabia’s first water theme park, is set to open later this year.
The company’s roster of projects also includes Heroes and Legends, featuring the U.S. Astronaut Hall of Fame—an immersive storytelling experience at the Kennedy Space Center Visitor Complex highlighting the pioneers of NASA space exploration. It has contributed to numerous exhibitions at the National Geographic Museum, including the award-winning Becoming Jane: The Evolution of Dr. Jane Goodall. This travelling exhibition presents multimedia experiences that bring Dr. Goodall’s remarkable journey to life.
For IMG Worlds of Adventure, the largest indoor theme park at the time of its opening in Dubai, Falcon’s created the master plan and attractions for the 1.5 million-square-foot entertainment destination, complete with Cartoon Network and dinosaur-themed zones, in addition to themed restaurants and retail outlets.
It also worked on Dragon’s Treasure, a trailblazing 360-degree dome theatre experience at the City of Dreams resort and casino in Macau.
Outstanding achievements earn industry recognition. Falcon’s has received numerous awards from esteemed organisations in the entertainment sector, including the Visual Effects Society (VES), the Themed Entertainment Association (TEA), and the International Association of Amusement Parks and Attractions (IAAPA).
Looking ahead
Falcon’s Creative Group is experiencing unprecedented growth potential in the global theme park industry, which has prompted the company to expand its workforce to support creative projects worldwide. As part of this initiative, it relocated to a new corporate headquarters in February 2024, and in 2023, it broadened its offices with the establishment of Falcon’s Creative Philippines, situated in the vibrant capital city of Manila.
As part of this effort, Falcon’s moved into a new company corporate headquarters in February 2024, and in 2023, expanded its offices with the addition of Falcon’s Creative Philippines, located in the bustling capital city of Manila.
The opening of the Philippines office represented a significant milestone for Magpuri, who remarked at the time: “As someone of Filipino descent, it has been a lifelong dream of mine, as well as my father, to open a Falcon’s office in the Philippines. We’re excited to expand our company’s footprint globally and build a team of passionate storytellers and creatives to support our portfolio of high-profile, international entertainment projects.”
Falcon’s is a company that champions personal growth, and Magpuri has fostered a culture that welcomes diverse ideas and perspectives. “This is just the starting line,” adds Whittaker. “We’ve built this incredible foundation, but we’re always exploring new opportunities and new ways of doing things.”
From the outset, the founding team had a clear vision and remained steadfast. Now, the future is bright for Falcon’s as the company continues to enhance and shape the future of the experiential experience economy.
See also: Falcon’s Beyond shares highlights from 2024
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