Senior Creative Director

ABOUT US

Herschend is the world’s largest family-held themed attractions company, with a portfolio of over 40 family entertainment brands across North America, including destinations, resorts, theme parks, water parks, immersive experiences, and content enjoyed by audiences worldwide.

While each of our family brands offers something unique, all are united by a shared purpose: Bringing Families Closer Together by Creating Memories Worth Repeating®. Our 22,000 passionate hosts make this purpose possible through everyday acts of love and service—what we call Heartspitality®—the intersection of heart and hospitality.

As an equal-opportunity employer, we strive to provide environments where every host, guest, and partner feels welcome, valued, and loved. We firmly believe that words and actions matter, which is why all individuals are to be treated equally and with respect. For more information, visit www.Herschend.com.

POSITION SUMMARY:

The Senior Creative Director / Art Director is responsible for establishing, leading, and executing the creative vision for assigned Herschend properties and projects. This position leads the creation of new guest experiences, attractions, festivals, entertainment, resorts, and revenue-driving venues that support Herschend’s strategic goals and strengthen the unique identity of each property.

The role leads creative development from multi-year visioning and early concept development through design, production, installation, and opening day. Working within the parameters established by Herschend Creative Studios (HCS), this position develops the creative strategy, establishes and communicates creative intent, and serves as the vision-keeper throughout the life of the project—ensuring the original idea is translated into a compelling, cohesive, and executable guest experience.

A critical differentiator of this position is the ability to create what does not yet exist. Much of Herschend’s work is not based on existing IP. This leader must be able to research, benchmark, imagine, and create—and ultimately ensure the original creative promise is translated into every aspect of the finished experience.

This role requires the ability to lead through influence, inspire multidisciplinary teams, build alignment, make decisions, and solve problems within Herschend’s highly collaborative matrix organization. The Senior Creative Director / Art Director must balance big-picture creative thinking with exceptional visual judgment and attention to detail, maintaining a high creative standard from concept through execution.

Most importantly, this position is highly creative and nonroutine. Every project is different. The work requires curiosity, flexibility, speed, tenacity, strong creative judgment, and a constant pursuit of excellence

LOCATION:

This position is full-time and is in the Herschend Creative Studios HQ in Orlando, FL. It will require regular travel.

CREATIVE DIRECTION RESPONSIBILITIES:

• Lead the overall creative vision and strategy for assigned properties, major / minor capital projects, attractions, resorts, festivals, and guest experiences.
• Lead early visioning and big-idea development, translating Herschend and property strategies into compelling guest experiences.
• Create original concepts, stories, and experiences that differentiate Herschend and strengthen the identity of each property.
• Serve as a senior creative voice and vision-keeper, protecting creative intent from initial concept through opening day.
• Lead and inspire multidisciplinary creative teams, establishing clear direction, priorities, and expectations.
• Build alignment with senior leadership and Property Leadership, clearly communicating the creative vision and driving key creative decisions.
• Partner with Project Management to ensure the creative vision is achievable within scope, schedule, budget, and operational requirements.
• Present and sell the vision, developing compelling presentations that inspire confidence, create alignment, and move projects forward.
• Set the creative standard for assigned projects and make critical creative decisions when competing priorities or solutions arise.
• Champion innovation and creative excellence, continually pushing the team toward experiences that are original, differentiated, and unmistakably Herschend.

ART DIRECTION RESPONSIBLITIES:

• Translate the approved creative vision into a cohesive visual language across every element of the guest experience.
• Establish and direct the look and feel of architecture, interiors, scenic, graphics, signage, materials, color, lighting, media, artwork, and other visual elements.
• Provide hands-on art direction to designers, architects, artists, consultants, fabricators, and other creative partners.
• Develop and maintain visual references and design standards, including mood boards, palettes, imagery, materials, patterns, textures, graphics, and brand elements.
• Review and redline drawings, renderings, design packages, samples, mockups, and submittals to ensure alignment with approved creative intent.
• Drive visual consistency across disciplines, ensuring individual design elements work together as one integrated guest experience.

COMPLEXITY OF WORK:

• Highly creative, nonroutine. Must be able to communicate complex conceptual ideas clearly and be able to work in a highly collaborate environment.

EDUCATION and/or EXPERIENCE:

• Bachelor’s degree required in Art, Architecture, Environmental Design, Interior Design, Themed Entertainment, or a related creative/design discipline.
• Master’s degree preferred in Architecture, Design, Fine Arts, Themed Entertainment, Business, or a related field.
• Significant senior-level experience leading complex, multidisciplinary creative and design projects from early visioning through final execution.
• Proven ability to lead and inspire multi-disciplinary teams, influence senior stakeholders, and successfully translate creative vision into built experiences.