Tom ZallerPhoto: Courtesy of Imagine Exhibitions
How he got his start: Zaller is a 25-year veteran of the entertainment and exhibition industries—and is president and CEO of the global traveling entertainment company Imagine Exhibitions. Zaller and his team are currently producing more than 40 unique exhibitions in museums, science centers, zoos, integrated resorts, and non-traditional venues.
The company also designs, opens, and operates permanent installations and venues, and consults on building, expanding, and directing museums and attractions. He's worked on exhibitions for globally recognized brands like Warner Bros. (on Harry Potter: The Exhibition), Rovio (on Angry Birds Universe: The Art & Science Behind a Global Phenomenon), Lionsgate (on The Hunger Games: The Exhibition), Universal Brand Development (on Jurassic World: The Exhibition), and NBCU International (on Downtown Abbey: The Exhibition).
"I grew up working in the live entertainment industry as a rigger and then production manager," remembers Zaller. "In my early years, I had the chance to work and tour with many bands and shows as well as with a well-known magician in the '90s. After that experience, I asked my boss, 'What’s the next thing?' And that next project ended up being the Titanic exhibition, where I was responsible for the touring exhibition which led me to the beginning of a new adventure—and one that forever changed my life."
He launched Imagine Exhibitions 14 years ago. Early in his career, he also served as founding director of Singapore’s Art Science Museum, where he collaborated with multiple local and global teams to carefully craft the museum’s identity and structure as well as develop overall programming, staffing, marketing, and operations for the museum. Zaller is also one of the founders, and sits on the board of directors, for MuseumExpert.org, an organization of museum professionals who drive career fulfillment.
What innovation means to him: "At the end of the day, we tell stories, and we try and do it in compelling and memorable ways. In this sense, we’re always looking for better ways to tell our stories," Zaller explains, adding that he likes leaning on new advances in technology. "In Harry Potter: The Exhibition, we’ve found creative ways to integrate tech in a way that feels additive, personal, and more magical for the user. For example, upon check-in, guests are given an RFID wristband that is personalized to their unique journey in the exhibition. Guests can pick their own Hogwarts House, choose their own Patronus and character wand, and then earn points for their house throughout the adventure. All of the photos captured throughout the experience are then emailed to guests to share their memories with others." 
Harry Potter: The Exhibition uses a number of tech-forward elements, including RFID wristband technology that allows guests to earn points for their selected house by tapping their wristband on the designated sensor. In another area, guests can "cast a spell" by tapping their tech-enabled wristband on a sensor to activate a mini game.Photo: Stephanie Ramones, Contigo Photography
What sets his company apart: "We have a dedicated team of people who care and who love what they do," he says.
How he stays inspired: Zaller finds inspiration in staying active. "I’m always traveling, watching, and seeing what’s going on in different parts of the world. I try and stay aware of all the things happening across our industry and in adjacent fields, and look for inspiration in other areas—whether it’s a product launch, or a retail project, or a theater production. If I see something outstanding, I think about ways that we can potentially weave it into what we’re currently doing," he says. "We are always working to innovate."
Career highlights: "Diving 12,500 feet to the bottom of the ocean and seeing the Titanic in person was a big one," he says, adding that overseeing the development and launch of the Art Science museum was another favorite project.
Another highlight? "Having the studios call and ask me to work on something important to them. When IP owners reach out to Imagine to make the experience come alive, such as in the case of Downton Abbey, or Jurassic World, or Harry Potter—that feels good."
His favorite thing about the event industry: "I love people having a good time. I love people going out to do something and leaving the experience happy," he says. "Our business is about giving people another experience outside of their regular lives—a moment to escape and experience something new and memorable."
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