Universal Studios planned to develop a series of additional CityWalk urban entertainment centers, at select U.S. and international locations. This UEC product, pioneered as a theme park adjacent retail-entertainment experience, was adapted for better application in non-theme park, central urban settings.

Strategic marketing considerations included examination of the functional guest purpose of a CityWalk - which was understood to be as the "grand facilitator of a great guest experience." A sensibility was developed that CityWalks should morph as placed in their host city / cultural settings - at once American and entertainment but at also with local community signatures. CityWalks were also viewed as having best and enduring value - if based upon real and authentic experience - the unthemed "themed entertainment" venue - a value that could only be delivered by a UEC backed by a major entertainment studio.

Client: Universal Studios Recreation Group, New Business Development