Ordering Information
$24.95, 7 x 10 in, PB, 208 pages, color photographs
$34.95, 7 x 10 in, HC, 208 pages, color photographs
Ebook editions will also be available.
PB ISBN: 978-1-963714-15-9
HC ISBN: 978-1-963714-23-4
Ebook ISBN: 978-1-963714-16-6
Publication date: September 8, 2026
To order copies, please visit CasemateIPM.com or give them a call at (610) 853-9131.
Deep Story
A Complete Guide to Creating Transformational Visitor Attractions
by Bob Rogers
Deep Story is the complete guide to the creation of themed exhibits and visitor experiences that millions of people remember and treasure. The foundational stories in this book are drawn from decades of the author’s experience creating transformational attractions. More than merely messaging or raising awareness, experiences powered by Deep Story seek to lead visitors to see differently, act differently—to become different.
Readers’ Comments
“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
“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 corporations, and many others. He knows how to reach his audience’s heads and hearts, and leave them wanting to help make their world a better place. With Roger’s insights into leadership and creativity, you too can build great experiences for your teams and organizations.”
—Bob Weis, President Walt Disney Imagineering, retired; Disney Global Ambassador Emeritus, retired; Author of 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.
About the Author
Bob Rogers is the founder and chairman of BRC Imagination Arts, a design and production company known for reliably delivering magic with heart by creating award-winning attractions for some of the world’s greatest brands and museums. Bob has been awarded his industry’s two highest honors: the Thea Award for Lifetime Achievement from the Themed Entertainment Association (TEA), and induction into the International Association of Amusement Parks and Attractions (IAAPA) Theme Park Hall of Fame. He’s a former member of the Board of Directors for both the Motion Picture Academy (the Oscars) and IAAPA. Bob Rogers has been nominated for two Oscars and one Emmy, and he has been awarded the NASA Public Service Medal.
Bob attended Stanford University and California Institute of the Arts School of Film. While at Cal Arts he co-authored the world’s first textbook on cinematography, Cinematography: A Guide for Film Makers and Film Teachers (Van Nostrand Reinhold Company, 1973). His first job in the industry was as a magician at the Magic Shop in Disneyland.
Visit his company website for more information at BRC Arts.
