Mark Cornell
“Our vision is to shape a dynamic hub for rides and attractions, tailored to meet the diverse needs and aspirations of our clients. We are committed to providing a platform that allows for a customized product mix that aligns with their unique vision and business objectives. With a focus on flexibility and innovation, we strive to empower our clients to create exceptional experiences that captivate audiences and drive success in the ever-evolving entertainment landscape.” Mark Cornell
The business side of attraction design.
Mark celebrates over three decades of leadership in the entertainment industry. His visionary eye for attraction design, combined with his business acumen and deep understanding of successful operations, forms the foundation of groundbreaking achievements in the attraction industry.
Mark’s impressive portfolio of clients includes world-class theme parks, waterparks, hotels, casinos, museums, and zoos. His projects include interactive motion theaters, IP-themed roller coasters, film production, innovative retail and F&B experiences, as well as laser mazes, zip lines, and nature trek adventures.
Mark is focused on enhancing attendance and maximizing revenues across various venues and experiences. He is committed to delivering dynamic experiences within traditional leisure and entertainment attractions as well as exploring untapped markets and verticals for Location-Based Entertainment (LBE) development. His expertise has been instrumental in the development of co-venture business deals, cultivating essential connections between clients and innovative minds in over 70 venues in North America and the United Kingdom.
After founding Malvern Entertainment in 2020, Mark became one of the pioneering figures behind Epic Resort Destinations which led the development of a new VAI Resort, a world-class resort set to open in Glendale, Arizona. The highlight of the VAI Resort complex is the first-ever Mattel Adventure Park, a unique theme park concept that showcases the full spectrum of Mattel’s iconic brands with an indoor family entertainment center, and world-class theme park rides and attractions. The team recently announced a second resort and Mattel Adventure Park set to open in Kansas City.
A visionary shift.
Throughout his career, Mark has held leadership roles at SimEx-Iwerks Entertainment, Chance Rides, and IMAX. His innovative approach and strategic insight have been crucial in driving their success and advancement.
Mark joined SimEx-Iwerks in 2001 with a mandate to expand the business through innovative experiences and enhanced sales and profit margins. His goal was to drive long-term success by not only ensuring the profitability of the portfolio but also by delivering attractions that offered outstanding guest experiences.
Mark spearheaded a pivotal shift from the company's traditional ride simulation business model to a focus on non-motion seat 4D theaters featuring branded IP and nature/wildlife content. He expertly identified and capitalized on opportunities to transform underutilized auditoriums into immersive experiences that aligned with the missions of partner zoos and aquariums. Mark established crucial partnerships with John G. Shedd Aquarium in Chicago and National Aquarium in Baltimore, laying the foundation for future success.
One of Mark's notable achievements was the co-creation of the 4D Express Theater, a mobile theater installation. This innovation not only provided a high-quality experience but also generated a new revenue stream for major zoos, including Bronx Zoo, San Diego Zoo, and Columbus Zoo.
Within a decade, Mark built a thriving partnership division, generating over $15 million in recurring revenue with an impressive 85% profit margin. Under his leadership, the division expanded to more than 60 locations across North America and the United Kingdom. Mark was responsible for all aspects of the Attraction Development Division, with a keen focus on business and product development. His organization managed revenue share partnerships, marketing strategy, consumer insights and analytics, co-venture performance, business development, and film development.
Breakthrough attractions.
Mark pioneered the SpongeBob SubPants attraction at Moody Gardens in Galveston, TX, which earned the 2016 TEA Award for Outstanding Achievement: Attraction. This innovative attraction featured a fully themed pre-show with live animal exhibits and a submarine-style theater design. Guests could immerse themselves in a themed theater and interact with Patrick Star through a "choose your adventure" custom film experience.
In addition, Mark led a creative team in developing a custom Marvel attraction for Merlin Entertainment. This project included a 4D film experience, a character-driven pre-show with photo opportunities, and interactive elements. The attraction has become a major draw at Madame Tussauds locations in New York, Hollywood, Las Vegas, and Singapore.
Fostering the next generation.
Mark passionately explores innovative methods to shape careers in themed entertainment at secondary and collegiate education levels. He makes significant personal contributions to advancement within the industry through programs that are dedicated to fostering the next generation of themed entertainment professionals.