When you step into the world of live entertainment and sports, you soon realise success isn’t just about one big moment. It’s about every moment felt, seen and heard. That’s the kind of world the team at RWS Global builds.
And at IAAPA Expo 2025 — the premier event for the global attractions industry — they arrive with full force.
Meeting the Moment: IAAPA Expo 2025
The event by the International Association of Amusement Parks and Attractions (IAAPA) is scheduled for November 17-21, 2025 at the Orange County Convention Center in Orlando, Florida.
This is the place where theme-parks, water parks, resorts, live-entertainment providers, family attractions and sports experiences all come together. So the fact that RWS Global is positioning itself here says something: they want to be at the centre of it all.
Who is RWS Global?
In other words: until you see what they do, you might think of them as just another production company. But they’re far more than that.
- They describe themselves as “the worldwide leaders in doing what can’t be done.”
- Their reach spans entertainment and live events, sports production, immersive experiences, creative design, and more.
- They’re global: headquartered in multiple cities (New York, London, Cincinnati, Shanghai, Orlando and Sydney) with dedicated studio environments.
- They recently expanded capability in the sports domain through strategic acquisition: Great Big Events (GBE) in May 2024.
- Their tagline: “Raise Your Experience.”
What this means for you – as a destination operator, brand partner, live venue manager or sports property – is they’re a one-stop partner who brings vision + execution.
Why Their Presence at IAAPA Expo Matters
When you attend or exhibit at IAAPA, you’re showing up to a stage where innovation, design, guest experience and attraction operations matter. RWS Global’s skillset aligns with all of that.
Here’s what stands out:
- They are more than just show producers. They design immersive destinations, exhibits, entertainment staging, sports-production services.
- They serve major global brands: cruise lines, parks, sports federations, entertainment companies.
- At a trade show floor filled with hardware vendors, ride manufacturers and attraction suppliers, RWS Global stands as the creative and experiential partner you bring in to “make the moment live.”
- Their showing at IAAPA signals to attendees: “we can serve your full guest-experience ecosystem,” not just one piece.
Three Big Capabilities They’re Likely to Highlight
When you walk into their booth at IAAPA, here are three capability areas you’ll very likely see—and that deserve attention.
1. Experiential Design & Immersive Environments
The company’s “Experiential Design” capabilities speak to big picture: visioning, ideation, conceptual design, pulling guests into another world.
Whether it’s a theme-park land, cruise ship deck, museum installation or retail-destination plinth, RWS Global emphasises the environmental storytelling and guest journey.
In other words: they don’t just build rides — they build environments where the ride, the set piece, the activation and the guest narrative all flow together.
2. Event & Show Production (Entertainment + Sports)
From the “Shows & Live Entertainment” side: RWS Global creates stage shows, lounge experiences, top-deck playgrounds for cruise lines, etc.
From the sports side: With the acquisition of GBE, they now speak directly to sporting tournament production, venue design, fan-engagement tech, etc.
This dual focus — entertainment + sports — gives them an edge in a trade show world (like IAAPA) where crossing over between family entertainment, parks, resorts and live sports is increasingly valuable.
3. End-To-End Service & Global Scale
What sets apart an “ideas studio” from an “end-to-end execution partner” is the ability to deliver across ideation, design, technical build, casting, operations, and global deployment. RWS Global emphasizes exactly that.
At a trade show like IAAPA, where the big clients are looking for turnkey solutions, this matters. Here’s what that might look like in practice:
- You bring the destination concept (theme park expansion).
- They help with visioning + master-plan.
- Then design the immersive environment (scenic, props, tech).
- Then produce & operate the entertainment experiences (shows, activations).
- Then scale globally (multi-site, cruise, park, resort).
The takeaway: for a company attending IAAPA, they’re not just selling a ride or a digital kiosk—the whole guest-moment ecosystem.
What This Means for Attendees & Exhibitors
If you’re attending IAAPA Expo 2025, visiting RWS Global’s presence can offer several strategic benefits:
- Inspiration for big-picture guest experiences. Even if you operate a smaller venue, seeing how a large creative-production partner operates helps you raise your own vision.
- Partnership potential. Whether you need help with creative design, technology, operations, or sports/entertainment production, RWS Global offers a partner rather than just a vendor.
- Bridging attractions + sports. For venue operators who host family entertainment, live shows, branded experiences and now sports-themed activations, the crossover capability is significant.
- Global deployment insights. For clients or operators who scale across locations, the fact that RWS Global operates globally means they understand the logistics, cultural adaptations and regional demands.
- Future-proofing. In an era where guest expectations evolve rapidly (immersive tech, personalised experiences, multi-platform storytelling), working with a partner capable of full-stack experience helps.
What to Look for at Their Booth or Presentation
When you walk into the RWS Global booth at IAAPA, here are some specific elements worth noting:
- Show-reel of marquee projects. They’ll likely display case studies: large scale theme-parks, cruise ship entertainment, sports event activations, immersive environments.
- Technology integration. Look for example of fan-engagement apps, augmented reality, immersive tech in sports/stadium context – given their sports-event production capabilities.
- Talent pipeline and casting capability. Given their statement of “over 8,000 performers and technicians worldwide” in some press.
- Global footprint visuals. Locations in New York, London, Shanghai, Orlando, Sydney suggest broad coverage; this translates to multi-region deployment agility.
- End-to-end service messaging. Whether from ideation to operations — they will emphasise seamless delivery.
- Sports + entertainment synergy. With their recent acquisition of GBE and sporting-event credentials, you’ll want to check how they bring stadium/fan activations into the mix.
Why This Matters for the Attractions & Sports Industry in 2025
As we move through 2025 and beyond, key industry trends make the RWS Global story especially timely:
- Guest expectations are rising. Visitors don’t just want a ride—they want a story, an environment, a moment. Immersive, memorable, shareable. RWS Global is built for that.
- Convergence of entertainment + sports + attractions. Venues increasingly host multi-type events (sports, concerts, themed experiences). A production partner comfortable across domains is a big advantage.
- Globalization and scalability. Many operators are thinking broader: regional chains, international partnerships, cruise lines, resorts. Global partners win.
- Technology + engagement. Apps, AR/VR, real-time fan interaction, multisensory experiences—the technical side is growing rapidly. RWS Global’s capabilities in production and tech give them a platform.
- Operational complexity. Live events, multiple destination types, global logistics, talent casting—all add complexity. A partner that claims full-service ease helps free you up to focus on guest experience rather than just logistics.
How You Might Leverage Walking Away from IAAPA Expo 2025
If you are attending with a view to partnering or sourcing creative/production services, here’s how you can think about walking away with value:
- Define your big vision. What is the guest-experience gap you’re trying to fill? What moment do you want to create?
- Match capabilities to your need. Look at RWS Global’s design/creative, production, technology, operations. Which capability do you need most?
- Check scalability & budget alignment. Ensure the ambition you have is aligned with budget, resources and timeline.
- Look for case studies. Ask to see similar projects they’ve done. References matter.
- Explore global/local fit. If you operate in multiple markets (or want to), ensure the partner can handle local regulations, culture, logistics.
- Understand timeline & operations. Live events and immersive experiences often need longer lead-times. Ask: what is the timeline from ideation → opening?
- Plan for ROI. How will the enhanced guest experience translate into incremental revenue, repeat visits, guest loyalty? The “show” is compelling—but the business case matters.
Potential Challenges & Questions to Ask
In any high-end production partnership, it’s wise to ask tough questions upfront:
- Budget creep. With immersive design and live entertainment, costs can escalate. What controls are in place?
- Operational sustainability. Once the installation or activation launches, how is it maintained? Who handles staffing, tech updates, guest flow?
- Measuring success. How will performance metrics (guest satisfaction, engagement, revenue, repeat visits) be defined and measured?
- Market relevance. Is the guest experience designed with your specific market (demographics, culture, region) in mind? One size rarely fits all.
- Technology obsolescence. With rapidly changing tech (AR/VR, mobile apps, immersive media), what’s the refresh plan?
- Global logistics. If you’re scaling, how will the partner handle multiple sites, time-zones, local teams, regulatory differences?
RWS Global’s messaging suggests they are equipped to address many of these—but as with any major partner, you’ll want to dig in.
Why You Should Care (Even If You’re Not a Big Brand)
You might think: “That sounds like big budget, big destination stuff. What about smaller venues?” But the truth is: many of the principles apply to venues of all sizes. Here’s why:
- Guest experience mindset wins everywhere. Whether you run a regional family-entertainment centre or a multi-park resort, visitors expect more.
- Creative thinking scales down. Immersive environments and storytelling can work in 20,000 sq ft as well as 200,000 sq ft.
- Partnerships matter. Even small venues can engage external creative/production partners to elevate their offering.
- Technology democratization. What used to be high-end is now more accessible. App-based engagement, projection mapping, immersive audio—all are more affordable.
So even if you’re not Disney-scale, engaging with a partner like RWS Global gives insight into best practices, innovation mindset, and strategic frameworks you can adapt.
What to Keep an Eye On Going Forward
Post-IAAPA, here are a few things to watch:
- New case studies from RWS Global. They will likely share project wins, new client partnerships and deployments following the Expo.
- Technology roll-out. Especially in sports-fan engagement and immersive visitor apps (given their acquisition of GBE and related technology).
- Regional expansion. Their announced Middle-East headquarters plans show they’re expanding – this may mean growth opportunities in new markets.
- Cross-industry trends. As attractions, sports, live shows and resorts converge, look for hybrid offerings (e.g., venue + digital + live show) that blur lines.
- Operational models for immersive experience. How these large-scale productions transition from novelty to repeatable guest experiences will be key.
Final Invitation
In short: when you visit IAAPA Expo 2025 and you see RWS Global’s presence, don’t just admire the booth design. Think beyond the façade. Ask: What guest moment are they helping you craft? What problem are they solving? How will that translate into your visitor’s joy, engagement, loyalty and ultimately your bottom-line?
The world of attractions and experiences is evolving fast. And partners like RWS Global signal a shift: from ride-and-seat to story-and-moment, from operator-only to creative-ecosystem partner.
If you’re ready to raise your experience, the time is now.
Wishing you an inspired visit and meaningful connections at IAAPA. Here’s to craft, creativity and moments that elevate.
Warmly, your neighbor in the world of experience-making