Imagine Exhibitions produces more than 40 permanent and touring exhibits that millions of people visit every year. Last year, amid the pandemic, it added drive-thru experiences to its roster, and Tom Zaller is excited about its potential.
Zaller is president and CEO of Imagine Exhibitions, which counts among its offerings the “Real Bodies at Bally’s” exhibit.
“We’ve been doing outdoor experiences for years in city parks, zoos, botanical gardens or country fairs and have been successful in many markets,” Zaller said. “The drive-thru element is a new one for us, one we see a lot of opportunity to grow in the new reality of our world.”
In addition to the drive-thrus, Imagine adjusted some content at exhibits, relevant to the pandemic.
Tell us about the adjustments made to the “Real Bodies” exhibit. What went into making those changes so quickly?
When COVID-19 hit, and particularly in those early months when scientists, epidemiologists and health care professionals were struggling to understand the virus and clearly communicate its implications to the general public, I felt “Real Bodies at Bally’s” was the perfect vehicle to share the science as it was unfolding. We partnered with medical advisers with expertise in emerging infectious disease preparedness and response to develop supplementary content for the exhibition to present a multifaceted yet easily understood picture of COVID-19 from an anatomical perspective.
What is it about the Bodies exhibit that keeps people coming back?
There’s a natural curiosity that guests have about the human body. After all, it’s the one thing we all share and is so mysterious in many ways. One thing that “Real Bodies” does is we look at the human body both through the anatomical lens as well as the philosophical one. Our visitors appreciate this powerful approach to the experience and find it to be both mentally and emotionally rewarding. In addition, our specimens are of the highest quality and showcase the incredible complexity of our physiology in a highly detailed way. There is so much to see and learn, and visitors are always finding something new to take away from their visit.
Do you have any recent news you’d like to share?
I’m proud of our stellar team that developed innovative solutions to difficult situations. As a result, we’ve launched several new projects in the past six months. The most exciting is our recently announced “Harry Potter: The Exhibition,” which we’re creating in partnership with Warner Bros. Consumer Products. It celebrates the iconic moments and characters of the “Harry Potter” and “Fantastic Beasts” films. The tour is set to launch in 2022, and my team is working hard creating the most magical experience Harry Potter fans have ever seen.
Since December, we’ve been touring a drive-thru dinosaur adventure, “Dino Safari,” to a number of cities and have received incredible reception from visitors. We also worked with our zoo clients in 2020 to adapt Sean Kenney’s “Nature Connects” — which displays sculptures inspired by nature built from Lego bricks — into a drive-thru experience.
From where do you draw inspiration for your work?
I try to always be open to inspiration and ideas. I travel a lot and am a naturally curious person. I like to ask the locals what they’re interested in or why something inspired them. Many times, I come out of a casual conversation with a stranger, brimming with new ideas for Imagine Exhibitions. I’m sure my team would tell you that my problem is never a lack of ideas.
What are three ingredients that make for a successful exhibit?
Story, story and story, and a bit of execution. Guests are looking for immersive, shareable and interactive story-driven experiences. I want guests to be a part of the story and discover things they didn’t know before, then provide an opportunity to share it with others. As Ben Franklin said, “tell me and I forget. Teach me and I remember. Involve me and I learn.”
What’s the one part of one exhibit that you feel most proud of, or that you think would be on your bucket list, if you hadn’t been displaying it in the first place?
Most proud part for me is that we’re asked to be a part of many cool projects with global brands, like “Harry Potter,” “Downton Abbey” and “Jurassic World.” These companies trust us to develop and tour story-driven experiences. For my bucket list, it’s diving the Titanic. If I had not been involved with creating and producing the “Titanic” exhibits, I never would have had the chance to dive two and a half miles below the ocean surface to see the Titanic firsthand — that was an unforgettable experience.
What led you down this career path?
I originally was interested in becoming a forest ranger and EMT who specializes in high angle and swift water rescue, but the entertainment business bug bit me. It started when I was touring with bands and theater shows. My boss said to me, “Why don’t you go work on that Titanic thing we are developing,” which was 23 years ago. The rest is history.
What has been your most exciting professional project to date?
The Titanic exhibition will always be near and dear to my heart, as it was the first traveling exhibition project I was part of. Outside of exhibitions, I am incredibly proud of the work I did as founding director of the ArtScience Museum in Singapore. There, I collaborated with multiple local and global teams to carefully craft the museum’s identity and structure, as well as developing overall programming, staffing, marketing and operations for the museum, which is now a premier destination and a notable feature in the Singapore skyline.
What are you reading right now? Or binge-watching?
I’m reading and watching all the “Harry Potter” books and films on repeat in order to be completely immersed and knowledgeable for our new project. My 9-year-old daughter is thrilled with this.
What do you do after work or on weekends?
I love to spend time outdoors, particularly white water kayaking and skiing. I have a house in Park City, Utah, where my family and I ski in the winters. I’m also a wine enthusiast and enjoy any opportunity to share a great bottle with friends and loved ones.
Whom do you admire and why?
The person that came to my mind is my 19-year-old son, Luke, who is taking the world by storm. I love the way he wants to discover what the world has to offer.
Are there plans in the works for any more projects in Las Vegas?
I am in talks with a number of partners about potential future projects and attractions. I have worked in attractions in Las Vegas for 20 years and love the energy and excitement of this town. I can’t say much more right now about what we have planned, but I hope you’ll be seeing a lot more from Imagine Exhibitions in Las Vegas in the upcoming years.