by Joe Tracy, editor of Theme Park Magazine
When The Hettema Group and Themespace joined forces in 2022, they merged creative vision with implementation expertise. Instead of handing off designs to separate production firms, the combined studio maintains creative control from concept through installation.
Four years later, on February 2, 2026, THG Creative announced that Erik Neergaard, who founded Themespace and championed this integrated creative process, is now the chief executive officer. Phil Hettema, the industry legend who led The Hettema Group since 2002, transitions from CEO to founder, focusing on creative vision and storytelling rather than day-to-day operations.
The change makes official what’s been true for a while. Neergaard has been running the business behind the scenes since the merger, integrating teams, managing operations, and steering strategy. His new title simply reflects reality.
“These changes reflect not a departure, but a natural evolution,” Hettema said in the announcement. “THG Creative is built on collaboration, creativity, and trust, and Erik has long been leading from within. I’m excited to continue focusing on creative leadership while supporting Erik as he steers the business forward.”
The Design-Collaborate Philosophy
Neergaard’s approach to themed entertainment focuses on closing the gap between concept and reality. For decades, the industry often operated in silos, with design firms handing off concepts to production companies.
The studio operates differently. The team maintains involvement through installation, ensuring creative intent is preserved. When they collaborated on the Jurassic World: The Ride refresh at Universal Studios Hollywood, they provided creative leadership that accounted for constructability and operational workflows.
This philosophy attracted major clients. Beyond Jurassic World, the studio provided creative consultation and leadership for The Secret Life of Pets: Off the Leash, an attraction praised for its innovative queue line, storytelling, and animatronics. They also contributed to the DreamWorks Theatre featuring Kung Fu Panda Adventure.
Working with IP holders like Universal, DreamWorks, and Paramount required more than creative talent. Studios needed confidence that their brands would translate faithfully into physical spaces without budget disasters or technical failures. Neergaard’s background gave him credibility in both design and delivery.
Before founding Themespace, Neergaard earned a degree in theater and film from Santa Fe University of Art and Design. He worked as a media producer at Matilda Entertainment, served as senior creative consultant at BRC Imagination Arts on projects with Meraas Development in Dubai, and became a principal at Arc Thematic. Each role added layers to his understanding of how entertainment projects actually get built.
Two Studios Become One
The Hettema Group brought something the partner studio couldn’t easily replicate: a 20-year legacy of emotional storytelling. Projects like One World Observatory in New York demonstrated how to honor a site’s history while creating uplifting experiences. The Beyond All Boundaries production at the National WWII Museum, executive-produced by Tom Hanks, set new standards for museum storytelling through layered projection and atmospheric effects.
When the merger was formalized in April 2022 at the Themed Entertainment Association Summit, Neergaard explained the strategic logic: “We distinguished ourselves by our ability to not only design but also implement experiences.” The combined studio focuses on handling projects from concept through installation, maintaining creative continuity throughout the process.
This integrated approach solved real problems. Clients no longer worried about designs getting compromised in production. Designers didn’t have to fight contractors who claimed certain elements were unbuildable. Everyone worked from the same set of assumptions about what was possible.
“THG Creative has extraordinary talent and an incredible legacy,” Neergaard said in the announcement. “Phil remains a creative force and a trusted partner. I’m honored to take on this role as we continue to grow, evolve, and deliver exceptional experiences for our clients around the world.”
The geographic expansion reflected this ambition. While headquarters remained in Pasadena, THG Creative opened an Orlando office in March 2024, positioning the team near major partners like Universal and Disney. Strategic hires followed, including Dan Freedman as director of facility design and Kate McConnell’s promotion to senior creative director.
Proof of Concept
Recent projects demonstrate how the integrated approach works in practice. Top of the Rock at Rockefeller Center, completed in October 2024, required exactly this kind of coordination. THG Creative collaborated with Tishman Speyer to revitalize one of New York’s iconic tourist destinations. The project included The Skylift, a circular glass platform that elevates visitors 30 feet above the 70th-floor observation deck for unobstructed 360-degree views.
Engineering such a structure atop a historic skyscraper required navigating Landmarks Preservation Commission guidelines while integrating modern kinetic systems. The design included The Beam, an interactive photo experience recreating the famous 1932 “Lunch Atop a Skyscraper” photograph, and The Mezzanine, a 46-second elevator show featuring immersive animation. This kind of project demands the design-build coordination Neergaard championed.
The Priddy Family Foundation Freedom Theater at the National WWII Museum in New Orleans showcased Hettema’s team’s storytelling expertise. The multimedia theater uses a rotating audience platform that moves guests between scenic tableaux and screens, creating seamless narrative transitions. The project earned a Thea Award for Outstanding Achievement in 2025
At Knott’s Berry Farm, THG Creative partnered with Cedar Fair to reimagine Fiesta Village, updating aesthetics, dining, and retail to celebrate Hispanic heritage more authentically. The work spans scales and contexts, from intimate museum experiences to large-scale theme park renovations.
Hettema’s Next Chapter
Hettema’s transition from CEO to founder isn’t a retirement announcement. He remains actively involved in creative leadership, guiding vision and design across THG Creative’s portfolio. The move lets him focus on what he does best.
His influence on themed entertainment goes back decades. Before founding The Hettema Group, he spent 14 years at Universal Creative as senior vice president of attraction development. He oversaw creative development of Islands of Adventure in Orlando and led teams responsible for Jurassic Park: The Ride, Terminator 2: 3D, and The Amazing Adventures of Spider-Man. That last attraction pioneered the roving motion-base vehicle combined with 3D projection, establishing a technology that remains a gold standard.
The Themed Entertainment Association honored Hettema with the Buzz Price Thea Award for a Lifetime of Distinguished Achievements, the industry’s highest recognition. His continued involvement ensures THG Creative retains the creative culture and storytelling expertise that defined The Hettema Group’s 20-plus-year reputation.
The Studio That Emerged
THG Creative now operates with a structure that mirrors its post-merger structure. Neergaard leads business strategy, operations, and client partnerships. Hettema guides creative vision and storytelling. The division lets each focus on their strengths while maintaining collaborative oversight.
The client list includes The National WWII Museum, The Children’s Museum of Manhattan, Universal Creative, Walt Disney Imagineering, DreamWorks, Sony, and Paramount. With offices in Pasadena and Orlando, they’re positioned to compete for projects nationally and internationally.
The leadership transition marks the completion of THG Creative’s post-merger integration phase. Two firms with complementary strengths have become one studio with unified leadership. For an industry where creative vision often collides with operational reality, THG Creative’s structure keeps both under one roof with clear leadership responsibilities.
Explore More: Videos
The Skylift at Top Of The Rock
Jurassic World Ride at Universal Studios Hollywood
Explore More: Resources
- Official Website: THG Creative
Feature Image: THG Creative Founder Phil Hettema talks with newly appointed CEO, Erik Neergaard (image courtesy of THG Creative)
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