Louis Alfieri is the Principal and Chief Creative Officer for Raven Sun Creative, an experiential design firm working across several realms of the global attractions industry. In this interview, Louis shares the role of the guest when developing attractions, differences and similarities when working with for-profit and cultural attractions, and how the industry has an opportunity to play a role in solving some of the world’s largest issues. Louis stresses that attraction development incorporates the desired emotional outcome from the guest, knowing that guests have varying goals and desired emotional outcomes for themselves. We also discuss how the emergence of the metaverse and digital experiences presents both threats and opportunities for the attractions industry to consider as we move into the future.