Interview by Spencer Bollettieri, lead freelance writer for Theme Park Magazine
The spirit of New Orleans is alive and bringing the celebration to Universal Orlando Resort as part of Universal Mardi Gras: International Flavors of Carnaval. From colorful parade floats showering guests in beads to a flavorful menu inspired by Carnaval traditions and live concerts on select nights, the event transforms Universal Studios Florida into a seasonal celebration. However, another experience has also become an essential part of the festival’s identity: the Tribute Store.
Throughout the year, Universal’s Tribute Stores evolve into immersive, story-driven shopping experiences. Part walkthrough attraction, part souvenir space, each one showcases the creative team’s attention to detail, taking visitors anywhere from the lush jungle sets of Jurassic Park to the neon-lit rooms of a 1980s strip mall.
For Mardi Gras, Universal brings parkgoers into the magical and mysterious world of New Orleans nightlife, guiding them through immersive environments inspired by Baron Tonton’s Roadhouse, the city’s winding streets, and the iconic French Quarter, all while offering exclusive merchandise that feels like an extension of the story itself.
To better understand the art of the Tribute Store and the challenges the park faces, Theme Park Magazine spoke with Gregory Duffy, Universal’s Visual Merch Assistant Creative Manager, to learn how they transform the traditional gift shop into a full-blown experience.
The Philosophy of Immersive Retail And How Its Changing Theme Parks
TPM: Universal Tribute Stores feel closer to an immersive walkthrough attraction than traditional retail. When you’re designing one, does story come before merchandise, or does the merchandise inform the story?
GD: We’re always striving to find the right balance between creating a memorable experience for our guests and making the store a fun, easy place to shop. The overall event theme usually sets the foundation, guiding how the merchandise is presented and helping us shape the story we want to tell as our north star. From there, we make some creative decisions that bring the vision to life, ensuring everything feels connected and intentional.
TPM: In an era where retail trends lean toward minimalist luxury aesthetics, what motivates Universal to invest in something this theatrical for what is, technically, a shop?
GD: The Tribute Store blurs the line between a retail space and an experience. We have several locations throughout the parks and Universal CityWalk that gives guests a more straightforward shopping experience to serve those needs. The Tribute Store is designed to give guests a shopping experience by immersing guests in a world where they become part of the narrative, allowing the merchandise to be discovered within a richer, more meaningful context. That shift in guest mindset—from shopper to participant—is what makes the experience truly special.
TPM: What makes a seasonal experience worth building with the same level of narrative detail as a permanent one?
G.D.: We are always looking for opportunities to bring new immersive experiences to our guests. There is something uniquely rewarding for our team in stepping into the space, dialing in the smallest details, and bringing everything together in a way that feels complete. It’s incredibly fulfilling for our creative minds! The level of detail we put into a seasonal store is all about storytelling. By immersing guests from the moment they walk through the door and making the space feel real, we invite them to come along for the journey ahead.
The Role of Cultural Authenticity & Research in Universal’s Tribute Stores
TPM: Mardi Gras has a deep cultural history, including jazz, voodoo, Creole traditions, and the bayou. How does the team balance honoring that authenticity with the “epic” scale of storytelling Universal is known for?
G.D.: We love the culture behind Mardi Gras. Our team is so eclectic in their backgrounds, histories, and life experiences, and we really lean into that whenever we can. From there, we do the research, prioritize authenticity, and find a balance with the kind of storytelling our guests really love.
TPM: Were there specific New Orleans traditions, architectural styles, or artistic influences that directly shaped TonTon’s Roadhouse, the specific character of this space versus a generic Mardi Gras aesthetic?
G.D.: It’s hard to give credit to any one specific location for influence on Ton Ton’s Roadhouse. There are hundreds of small roadside stops and dive bars that all have echoes in ours. I like to think of the rooms we create in Tribute Stores as walking through a memory. You’ve never been in this specific dive bar, but everyone has been in a dive bar that this one reminds them of. Our best builds usually come from triggering a guest’s memory, because that also inevitably always triggers a feeling, and that’s what makes an immersive space successful in my book.
TPM: Baron TonTon as a mascot is a creative choice that leans into voodoo iconography. How did the team approach developing a character rooted in that cultural space responsibly?
G.D.: Whenever we create a character rooted in a specific culture it’s important to approach it thoughtfully and collaboratively. Having a creative team with varied backgrounds and lived experiences helps ensure the character is developed with respect and authenticity. That collective perspective shapes the final creation.
Crafting The Space And Unleashing The Magic Through Immersion
TPM: The store moves guests through a bumper pool room, a full bar, a music stage, and a kitchen. Each room has its own personality. How do you think about pacing a guest experience across multiple rooms in a retail environment?
G.D.: Each Tribute Store location allows us to approach story pacing intentionally, and we design the layout to support the flow. Some stories call for a quiet opening act with a big finish, and others need something big and grand right up front, and then we bring it in for a cozy landing at the end. It all really depends on what the acts of any given story call for.
TPM: Music, lighting, and sound design do enormous heavy lifting in immersive theming. How does the sensory design of TonTon’s Roadhouse work to make guests feel like they’ve actually wandered into the Louisiana bayou?
G.D.: We leaned heavily into the design of music in this store. The music goes on a journey along with the guest as they move through the space and turns our interpretation of Mardi Gras & New Orleans into a symphony for the senses. In the roadhouse itself, you hear a medley of classic Mardi Gras standards, and they are all played in a very honkey-tonk, blues style.
Then, as you move into the streets of New Orleans and we take you on a surreal journey through the city, you hear the exact same selections of music but played in a jazzier style. As you reach the big finish during a parade through the French Quarter, you hear the same songs once again, but now in a very lively zydeco style.
TPM: Who gets involved creatively in a Tribute Store? Are we talking scenic artists, prop masters, attraction writers, character designers? Walk us through the room?
G.D.: We’re so lucky to have this team. It’s truly one of the most talented and versatile groups I’ve ever worked with. Everyone brings a wide range of skills along with a unique creative strength, often wearing multiple hats across design, art, fabrication, and storytelling. What really sets them apart is how those individual talents come together in a highly collaborative way.
Each team member adds their own perspective, but the work always serves the story first. In the end, that’s what makes the Tribute Stores feel so special: the creativity and passion of the team are the heart of the experience, and the store is simply the expression of that shared storytelling.
Universal Tribute Stores Are More Than Retail, They’re Part of a Story
TPM: Guests who look closely will find references to last year’s cryptid store living inside TonTon’s Roadhouse: the creatures in the fridge, the bumper stickers. Is there an intentional shared universe being built across Tribute Stores year over year?
G.D.: There is! Some Tribute Stores are what would be considered one-offs, but most of them, especially ones that are all original storylines, tend to exist in a shared universe that we craft and add to. Some easter eggs are there just for our guests to discover, but others speak to storylines and serves as a sort of “connective tissues” between stores. We have recurring locations, characters, and props, among other things, that show up in various forms.
Some of us on the team are huge enthusiasts for world-building, so we like to add to it whenever we can and expand the Tribute Store universe! It’s also a ton of fun to see some of the ideas and storylines guests come up with, too!
TPM: What details are the design team most proud of that a first-time guest would almost certainly walk right past?
G.D.: We’ve had some obscure references over the years. Some personal easter eggs make it into the stores sometimes, too. For me, there was an early one that we did that was set in a retro movie theater.
Many years ago, one of my first jobs was working in a movie theater as a projectionist, and when we needed something in the exit of the store, I built as close to a replica of my original projection booth as I could, with a lot of vintage equipment and even some of my original toys and knick-knacks I had adorning my station back in the day. It was something that, to guests, was just a projection booth, but for me, it was sharing a memory of a specific moment that started me on my long journey to where I am now.
I think we all have moments like that where we have worked in some part of ourselves that no guest would ever know, but to us, it is a piece of our puzzle on display.
Tribute Stores Reveal More About Guests And The Future of Theme Park Experiences
TPM: Do you see immersive retail as a direct response to guests seeking deeper, themed experiences beyond traditional rides and attractions?
G.D.: I think it is a direct response to people wanting physical experiences in general. Guests are coming here to spend their time and be a part of something that they can’t get anywhere else, and I think the Tribute Store shows how retail can be part of that journey, not just something you pass through, but an experience of its own.
TPM: Does the seasonal format actually give designers more creative freedom than a permanent attraction, and if so, how do you use that?
G.D.: I think it gives designers more opportunities to be creative. It also gives us a chance to experiment a lot more. We can try something unusual in a seasonal format because if it doesn’t work, it is temporary, and we can learn from it and try a new iteration of the idea in the very next season. And if we try something and it does work, then we can push it even further.
TPM: Where does the Tribute Store format go from here? Is there a ceiling on how immersive a retail space can or should become?
G.D.: That is the big question we ask our team constantly! “What’s next?” I think there will always be progression as long as the mindset of “yes, and…” stays alive, by which I mean, our creative sessions thrive on the approach of “that’s a great idea! Keep going with it!” We have the philosophy of “no idea is a bad idea, and a good idea can come from anywhere and anyone.”
TPM: At Theme Park Magazine, immersion and theming are always the two biggest elements that can turn even the most mundane experiences into something “epic.” We look forward to seeing what the next tribute store brings, how these stories continue, and the other experiences Universal theme parks have in the pipeline. Thanks for taking the time to answer our questions. In addition to the tribute store, guests can enjoy food, festivities, and live performances until April 4th.
Explore More: Videos
Universal Mardi Gras 2026 Tribute Store Full Tour!
Explore More: Resources
Official Website: Universal Orlando Resort
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