Founder Bob Rogers transfers ownership of BRC Imagination Arts to four long-serving senior executives
The succession plan was first outlined in 2022 and has been 15 years in the making
Company remains independently owned, rejecting a sale to an outside buyer
Rogers stays actively involved as adviser while BRC continues work on cultural attractions and branded experiences worldwide
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Ownership has transferred to president Carmel Lewis, chief creative officer Christian Lachel and vice presidents of story and creative, Brad Shelton and Matthew Solari. The move formalises a leadership structure that the company says has been operating in practice for some time.
Rogers, who founded BRC 45 years ago, will continue to advise on story development and creative philosophy and remain involved with the business.
The succession plan has been in development for 15 years and follows a commitment made by BRC in 2022 to transition leadership internally rather than pursue a sale to an external buyer, with the aim of maintaining continuity and preserving the organisation’s culture and operating model.
Rogers said: "Between them they have over a century of experience at BRC. They've been running the company day to day for sometime, so this important step is more of an acknowledgment of something that's already been successfully happening."
Rogers began his career as a Disneyland magician and later worked as an Imagineer. He founded BRC on the principle that successful visitor experiences should be built around an understanding of audience emotions and motivations. The company describes this approach as 'Deep Story', which will also be the title of Rogers’ forthcoming book, which is scheduled for publication on 8 September 2026.
The leadership team says the business continues to be shaped by that philosophy. Lewis has been at the heart of BRC's leadership for over a quarter century. Lachel has spent decades translating the art of storymaking into a discipline rooted in craft and human understanding, while Shelton and Solari have delivered projects across brand, culture and entertainment.
Lewis said: "One mark of distinction at BRC is the relationships – with each other, with our clients and with the work itself.
"We sit down and eat together. We solve challenges together. We share a deeply-rooted passion for our clients and the teams who contribute and support every aspect of BRC and the projects we create for audiences around the world."
"BRC has always been a people-first company," said Lachel. "It's how we work, how we treat each other and how we treat the clients who trust us with their most ambitious projects. Bob built that culture, and it's an honour for us to carry it forward. Story, magic and craft stay at the heart of everything we do."
Shelton said: "The relationships we have with clients have been built over generations of doing work with purpose, integrity and a commitment to excellence. That trust deserves to be honoured, and it will be. Nothing about how we approach a project changes."
He added: "What BRC does every day is create moments of awe and genuine connection. The real magic is in our ability to bring people together around a story. This transition makes possible the continuity that allows us to keep doing this work, at this standard, with this team."
Solari said: "To create those moments takes Deep Story. It takes craft, precision and the sense of enchantment that has always been BRC's signature. With this transition, we carry that forward."
Lachel confimed that the company will continue to operate independently. "Independence has always given BRC the freedom to do what is best for our clients, to make decisions based on what the work needs and what audiences deserve, without compromise."
BRC Imagination Arts has developed cultural attractions, brand destinations and visitor experiences around the world during its 45 years in operation. The company recently received the World Experience Organization (WXO) Experience Team of the Year Award and has projects including new experiences for Horse Soldier Farms and the Hoover Presidential Museum scheduled to open in the coming months.
The company said the ownership transition had been announced at a time when it's experiencing continued momentum across its portfolio of cultural, brand and entertainment projects.
Rogers will remain involved with BRC while continuing his speaking and writing activities.
