The San Francisco Dungeon

The San Francisco Dungeon
Image: albumPhoto 4
Image: SFDU
Image: MPRO0282


    The San Francisco Dungeon

    Case Study People: The San Francisco Dungeon

    The guests are at the heart of everything we do and by empowering and inspiring our people to make their experience unforgettable the guests leave with a smile and an enduring memory.


    The Challenge: 

    The Dungeon attraction experience is somewhat unique in that it is based on 9 live actor shows, 200 years of history and authentic story telling.

    The Insight:

    To create a photography experience that amplifies the theatrical concept of the brand.

    The Solution:

    We recruit actors not photographers, we developed scripts to engage the guests and create unexpected and authentic moments. Costuming and highly engaged actors adds authenticity, unexpected reactions and results in images and memories guests can not create themselves.

    The guest experience begins and ends with the Smyle family – who, slightly mad from the mercury use - are taking advantage of their opportunity to peddle wares beyond their photographic products. This experience effectively ‘bookends’ the attraction – ensuring there is a genuine ‘branded’  feel from entry to exit.

    The Impact:

    Scripting and theming provides authenticity in the faces, and movements of the guests, providing a more compelling completed image. This actor led experience design has seen average spends increase by more than 50%