BRC Imagination Arts Completes Ownership Transition
From left to right: Brad Shelton, Vice President of Story and Creative; Bob Rogers, Founder; Carmel Lewis, President; Christian Lachel, Chief Creative Officer; and Matthew Solari, Vice President of Story and Creative.
© Photo: Courtesy of BRC Imagination Arts
(eap) The US-based strategy, design and production company BRC Imagination Arts has announced the completion of a long-planned ownership transition. Founder and former Disney Imagineer Bob Rogers will remain involved with the company as an active central presence and advocate, both externally and within the organization.
Ownership of the company has transferred to four long-standing BRC executives: Christian Lachel, Chief Creative Officer; Carmel Lewis, President; as well as Matthew Solari and Brad Shelton, both Vice Presidents of Story and Creative. The move formalizes a structure that, according to the company, has already reflected how BRC has been operating for some time.
For Rogers, the step is above all a recognition of the leadership role that the new co-owner team has already been assuming for some time. Together, the four have more than a century of experience at BRC and have already been running the company’s day-to-day operations for some time. The transition follows a plan Rogers developed over the past 15 years. As early as 2022, BRC had announced its intention to evolve its leadership structure from within rather than sell the company to an outside organization.
BRC was founded by Rogers 45 years ago. The company’s work is based on the philosophy that every great experience begins with the emotions of the audience. Rogers will further outline this approach for the industry in his book “Deep Story™”, which is scheduled to be published on September 8, 2026 (see also our interview with Rogers in EAP 1/2014).
“BRC has always been a people-first company,” Lachel said. Story, magic and craft would continue to remain key elements of its work. The company’s independence is also intended to be secured through the ownership transition. This independence, BRC said, has always given the company the freedom to make decisions in the best interests of its projects, clients and target audiences.
The company’s current and planned projects include new experiences for Horse Soldier Farms and the Hoover Presidential Museum. BRC’s portfolio also includes attractions, brand destinations and major events worldwide. Its references include the Johnnie Walker Experience in Edinburgh (cf. EAP 6/2021), the Rock and Roll Hall of Fame, the Las Vegas Raiders Allegiant Stadium Tour, Great Wolf Lodges and World Expo pavilions for nations and corporations across the globe. ■
