Riding the Wave of Immersive Entertainment: Why Now?
With the grand opening of BVO Memphis will take its place in the growing and global industry of immersive experiences. In the past few years, attractions that blend art, technology, and interactive storytelling have surged in popularity, reflecting a shift in what audiences crave. We live in the age of the “Experience Economy,” where people often value unique, shareable, participatory experiences more than material things. Baron Von Opperbean’s adventure taps directly into this zeitgeist.
Consider the success of pioneers like Meow Wolf, an arts collective that opened a wild immersive exhibition in Santa Fe in 2016. It struck a nerve – in its first year, Meow Wolf’s House of Eternal Return drew more than 1 million visitors to wander its psychedelic storytelling house. Today, Meow Wolf has expanded to multiple cities and welcomes about 3 million visitors each year across its locations, proving a huge public appetite for immersive art adventures. Likewise, venues like AREA15 in Las Vegas and Otherworld in Columbus have attracted national attention by offering multi-sensory playgrounds for adults and families. These aren’t traditional theme parks or museums, but hybrids that immerse you in fantastical environments. Seeing their success, industry analysts project immersive attractions to be a growing segment of tourism and entertainment in the coming decade.
When people ask what BVO is, we often hear: “Is it like Meow Wolf? Or City Museum? Or Area15?” The truth? It’s a fusion of inspiration from the industry — and something more: a narrative you can live inside, games you can play, and worlds you can shape.
We’re weaving deep storytelling with hands-on play and interactive game design. This isn’t a copy. It’s a new standard. And it’s starting here in Memphis.
Timing is on our side. Post-pandemic, people are seeking out-of-home experiences that feel safe, meaningful, and exciting. Cities that invest in creative attractions are reaping benefits in tourism and reputation. Memphis, with its rich cultural heritage, has an opportunity to shine as an innovator in experiential entertainment – adding to our musical and culinary accolades a new feather: immersive arts and play. There’s also a tech dimension: AR/VR and interactive tech are more advanced and affordable than ever, allowing experiences like BVO to achieve things that were unimaginable a decade ago. We’re leveraging these technologies at just the right moment, as they’re starting to become mainstream.
For business-savvy observers, it’s clear why this matters. Immersive experiences can drive significant economic activity (visitors = hotel stays, restaurant visits, etc.) and can revitalize underutilized urban areas (just as we hope to revive Mud Island). The trend is rising, and Memphis is positioning itself to ride that wave rather than lag behind. BVO’s development has already caught international interest in the attractions industry, and we’re confident it will put Memphis on the map for audiences who might not have visited otherwise. In short, the WHY NOW is simple: the world is hungry for exactly this kind of imaginative, participatory adventure. And we’re thrilled to be delivering it, right when it’s needed. Follow us to learn more about the trends driving our project, and the innovations we’re bringing to immersive entertainment. The future of fun is here, and Memphis is about to be a big part of it!
Curious about the world of immersive entertainment? We’ll be sharing articles and insights about this booming industry. Follow us and subscribe to our newsletter to stay informed on how BVO fits into the global trend – and how you can experience it for yourself soon.
