Bruce Vaughn Returns to Co-Lead Imagineering

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Bruce Vaughn Returns to Co-Lead Imagineering


Walt Disney Imagineering has introduced it’s bringing again Bruce Vaughn to co-lead the artistic unit, introduced Parks Chairman Josh D’Amaro. In this put up, we’ll cowl the information and supply commentary about his shock return to WDI, Vaughn’s previous observe file, and what he’s been as much as since departing Disney.

Let’s begin with that final level. Bruce Vaughn left Imagineering again in 2016 to change into CEO and CCO of Dreamscape Immersive, an organization that creates location-based digital actuality experiences. Following that, he joined Airbnb in 2021 as vice chairman of experiential artistic product. At Airbnb, Vaughn led a crew chargeable for designing immersive choices for Airbnb stays and experiences, which included fellow Disney alum Catherine Powell, who was beloved by followers throughout her time because the chief of Disneyland Paris.

Vaughn had labored at Imagineering in management roles for 22 years, with venture credit that included DisneyQuest and the Spaceship Earth refurbishment. Prior to his departure, he was one of many co-heads of Imagineering as Chief Creative Executive for 9 years. During that point, notable initiatives included Shanghai Disney Resort, New Fantasyland at Magic Kingdom, Pandora – World of Avatar at Animal Kingdom, and early improvement on the overhaul of Disney’s Hollywood Studios.

Upon returning, Vaughn will take the function of Chief Creative Officer. He will begin on this function efficient March 20, 2023 and can co-lead Walt Disney Imagineering alongside present President Barbara Bouza, with each leaders reporting on to Parks Chairman Josh D’Amaro.

“I’ve remained an Imagineer at heart, so I’m thrilled to join Barbara and reunite with this phenomenal global team of creators and innovators during this pivotal time,” Vaughn mentioned in a press release. “With so many exciting projects under way and tremendous opportunities ahead of us, I look forward to partnering with Bruce to fuel creativity and deliver next-level experiences,” Bouza added.

Parks Chairman Josh D’Amaro despatched an inside word to Imagineers saying Bruce Vaughn’s return:

As Bob Iger typically says, creativity is the guts and soul of who we’re and what we do at Disney. In truth, as we take a look at our firm’s 100-year historical past of bringing fascinating and memorable storytelling to life, the constant thread that binds us collectively as an organization throughout all segments is our capability to drive innovation by artistic initiatives.

In Disney Parks, Experiences and Products, we proceed to spend money on new endeavors that ship probably the most compelling experiences, immersing our visitors world wide within the tales they love most. In the previous few years, now we have discovered ourselves on the crossroads of a wave of latest expertise and a seemingly limitless quantity of latest tales and franchises, permitting us to develop groundbreaking new experiences. Of course, none of this involves life and not using a sturdy dedication to creativity and innovation by the superb crew at Walt Disney Imagineering.

With this in thoughts, I’m happy to share that efficient March 20, Bruce Vaughn is returning to Walt Disney Imagineering because the Chief Creative Officer. Bruce will co-lead the group with WDI President Barbara Bouza, with each leaders reporting on to me.

Together, Bruce and Barbara will companion intently to attach visionary artistic considering with venture alternatives and flawless execution and supply. With vital developments beneath method and extra on the horizon, this devoted focus towards creativity and innovation will assist us ship next-level experiences nicely into the long run. To greatest accomplish this, they are going to be working collectively to swiftly determine the best method to construction Imagineering.

Many of you could have had the chance to work with Bruce beforehand. He has a deep historical past with Imagineering, serving for greater than twenty years in management roles together with with WDI R&D, in addition to co-leading the whole WDI group as Chief Creative Executive for 9 years. Bruce left Disney in 2016 to change into CEO and CCO of Dreamscape Immersive the place he labored with groups to advance digital actuality applied sciences for mainstream location-based leisure, and most lately was with Airbnb the place he developed and led the Experiential Creative Product crew.

Please be part of me in welcoming Bruce again to Disney.

In phrases of commentary, I’ll begin by saying that I’m shocked by the constructive response to this information on social media. This has me scratching my head, as a result of Bruce Vaughn was not precisely beloved throughout his time at Walt Disney Imagineering, a minimum of amongst followers.

As with the return of Bob Iger, I believe this response is extra about the established order being so unhealthy and morale being so low that any change is well known. Sort of a “things can only get better from here” combined with “things were better when he was here before.” From these views, followers should not precisely flawed. The firm as a complete and Imagineering specifically had higher runs throughout the prior tenures of Iger and Vaughn.

When it involves Bruce Vaughn, particularly, my information is comparatively restricted. I’ve heard tales and gossip through the years, each constructive and unfavorable, however nothing to obviously peg him as a part of the issue or resolution. My understanding on the time was that his departure was tied to value overruns and delays at Shanghai Disneyland–that he was basically the autumn man–however that’s completely rumor and supposition.

Timing-wise, Vaughn ascended to the highest of Imagineering in 2007, months earlier than the announcement of the Disney’s California Adventure overhaul and solely a pair years earlier than New Fantasyland was greenlit for Magic Kingdom. Those main initiatives precipitated a decade-plus of main improvement within the home and worldwide parks. In phrases of spending on the parks, Vaughn’s observe file speaks for itself.

One doubtlessly fascinating angle of this information is that Vaughn was ousted shortly after Bob Chapek ascended to the function of Parks Chairman, and is returning shortly after Chapek’s downfall. That may very well be completely coincidental, or not. If it isn’t, my honest hope is that that is the beginning of the return of earlier leaders who (allegedly) butted heads with Bob Chapek or in any other case had been considered as threats.

Speaking of homecomings, I’d like to see Joe Rohde, Bob Weis, Tony Baxter, Kevin Rafferty, and different Imagineers introduced again. Walt Disney Imagineering has been hit arduous within the final a number of years, and it’s unattainable to say how most of the current high-profile retirements have truly been “retirements” (with heavy air quotes).

Turning again to Bruce Vaughn, I did attend a D23 Expo panel at which he spoke in 2013, and I can’t say I used to be notably impressed. Vaughn displayed a sure vanity all through, uttering the notorious “no one can touch us” line about Imagineering when dismissing improvement at Universal. The decade or so since actually has not vindicated him.

With the good thing about hindsight, Vaughn now strikes me as the beginning of the development away from Imagineers with spectacular portfolios of artistic contributions and initiatives. That was previous to the present “influencer era,” so he was not that, however he does appear to suit the mould.

Nevertheless, I’m prepared to take a wait and see method on the return of Bruce Vaughn to Walt Disney Imagineering. I’ve been saying for months now that I feel Imagineering is on the precipice of its subsequent massive improvement cycle for the home parks, and Disney may very well be bringing him again not for his artistic chops, however as a result of he’s a great chief and venture supervisor.

In equity, that’s each bit as wanted as good creatives who can dream up creative and envelope-pushing points of interest. Imagineering has change into infamous for bloated budgets and venture delays, and there are many situations of current initiatives missing a coherent imaginative and prescient and focus. Creatives want guardrails, and maybe Bruce Vaughn is the kind of chief that may present that. I actually have no idea.

Ultimately, that’s the place I’m at with this and why I’m withholding judgment. While I can perceive the inclination in the direction of pleasure or this being constructive information because it suggests that Imagineering is gearing up for one thing, they’ve additionally been so gutted within the final 3 years that I’d have to see much more like this earlier than getting too excited. I’d additionally desire to see true creatives with institutional information and clearly-defined portfolios. (It’s additionally attainable that Vaughn’s return has nothing to do with substantive initiatives, however quite, to facilitate Imagineering’s relocation from Glendale to Lake Nona, Florida.)

Then once more, Bruce Vaughn was on the prime of Walt Disney Imagineering throughout the improvement of the unique Pandora – World of Avatar (one other notorious ‘moment’ of his was being Photoshopped out of groundbreaking pictures for that!). Perhaps Imagineering is getting the gang again collectively for spherical two at Disneyland, and Joe Rohde would be the subsequent re-hire. All issues thought-about, I’m excited for the last decade to return at Walt Disney World and Disneyland…and I actually hope this performs into that!

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YOUR THOUGHTS

What do you consider Imagineering bringing again Bruce Vaughn? Think this might be a constructive or unfavorable–or a mix of each–for Imagineering and Disney followers? Thoughts on this being WDI laying the groundwork for large improvement plans which might be on the horizon? Do you agree or disagree with our evaluation? Feel free to share your perspective, however maintain the feedback civil. This just isn’t the place for politically-charged arguing, tradition wars, antagonism, private assaults, or low-cost photographs. We might be heavy-handed in deleting any feedback that cross the road, regardless of viewpoint.

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