Former zoo and museum executive to run RWS’s Leased Experience Division which boasts globally recognized brands including Peanuts, Hasbro, BRICKLIVE and Rudolph the Red-Nosed Reindeer; New hire part of major expansion for RWS including the addition of  more than  50 new positions

NEW YORK, NY – October 20, 2021 – RWS Entertainment Group, the world’s largest full-service live entertainment production company, has tapped Rochelle Wilhelm for the newly created Director of Business Development position. In this role, Wilhelm will be instrumental in expanding the recently launched Leased Experience Division bringing both large and small-scale branded and custom experiences to zoos, botanical gardens, museums, cultural institutions, sporting venues, municipalities, retail centers and more. Prior to joining RWS, Wilhelm held guest experience positions at leading venues including the Oklahoma City Zoo, San Antonio Zoo and the DoSeum children’s museum.

Through existing agreements with top brands, RWS’s new Leased Experiences Division has partnered with and offers access to some of the biggest names in entertainment including Peanuts, Hasbro and BRICKLIVE.  The division offers turn-key experiences including a wide array of truly immersive engagements versus traditional and static exhibits. This includes activations that are easily tailored to the client’s needs, including immersive and fun instagrammable moments surrounding education and conservation. Exclusive to RWS, these services provide on-site, live experiences that incorporate full design, fabrication and live entertainment and operations for clients.

RWS’s Leased Experience Division also provides clients direct access to activations for seasonal experiences such as A Charlie Brown Christmas and Rudolph the Red-Nosed Reindeer.  In addition, RWS works with clients to create revenue-producing opportunities including VIP meet and greets, branded merchandise and character dining events.

“With leased experiences we provide the theatrical staffing which makes the experience much better—this is where most leased experiences fail,” said RWS Entertainment Group Founder and CEO Ryan Stana.  “As RWS continues to expand our partnerships with leading entertainment brands, we can scale many of our most in-demand products and services to meet the specific needs of unique venues including zoos, museums and botanical gardens.  Rochelle’s experience planning and expanding exhibits and experiences to elevate both attendance and guest satisfaction will be invaluable to our creative teams and our clients.”

Wilhelm’s services also extend to the RWS Fun Crew: Staffing Reimagined, an RWS program that delivers staffing solutions for front of house positions by providing hospitality-minded crew members to deliver operational excellence while raising the guest experience with moments of surprise and delight. Currently, the Denver Zoo, Brookfield Zoo and the Riverbanks Zoo and Garden have all tapped RWS’s Fun Crew for staffing needs.

“Having worked with RWS while in the zoo and non-profit sector I’m excited to be joining a team that I know can innovate and deliver on truly immersive branded experiences,” said Wilhelm.  “RWS’s innovation and execution know no bounds and I’m greatly looking forward to helping expand the brand.”

Wilhelm received her B.S. in Technological Entrepreneurship and Management from Arizona State University and currently resides in Oklahoma City with her husband and two children.

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About RWS Entertainment Group


RWS Entertainment Group is a global, Emmy Award-winning entertainment company with headquarters in New York City, London and Cincinnati. Together with its subsidiaries, RWS designs, fabricates, installs and operates custom entertainment, live events and branded experiences delivering over 400 live productions and providing more than 4,500 career opportunities each year. With projects on six of the world’s seven continents and all the oceans in between, RWS provides services for theme parks, attractions, cruise ships, zoos, aquariums, museums, theater venues, casinos, hotels and resorts, botanical gardens, visitor centers, port of call destinations, retail and real estate, municipalities, airports, corporate and branded experiences.

Founded in 2003, RWS operates the largest live production facility in New York City which includes 56,000 square feet of office space, a rehearsal studio complex and performer housing. RWS properties include a Theatrical and Ticketed Experiences division; Binder Casting serving the stage, film and commercial markets; the innovative RWS Fun Crew: Staffing Reimagined; RWS Décor Products and RWS Leased Experiences.

RWS has supplied ground-breaking productions and custom brand experiences for an impressive roster of clients that includes Warner Bros., Apple, Disney, NBCUniversal, Hasbro, O, the Oprah Magazine, Vera Wang, Holland America Line, Disney Cruise Lines, Azamara, MSC Cruises, Virgin Voyages, Hard Rock Resorts, Iberostar Hotels & Resorts, The Galleria Al Maryah Island, Europa-Park Resort, Paultons Park, Six Flags, Hershey Entertainment and Resorts, Cedar Fair Entertainment Company, The Denver Zoo and many more. 

In 2021, RWS acquired JRA, an award-winning creative studio with headquarters in Cincinnati, Ohio. JRA plans, designs and delivers exceptional visitor experiences for theme parks, museums, brand experiences, children’s experiences, attractions, theater venues, visitor centers, cruise ships and port of call destinations. Services include master planning, writing and content development, attraction/exhibit planning and design, graphic design, executive media production, art direction and project management.

For more than thirty years, a diverse group of clients has trusted JRA to turn their dreams into successful realities. Clients include Warner Bros., Lionsgate, The Coca-Cola Company, Universal Studios Florida, Ferrari World Abu Dhabi, National Comedy Center, Science Centre Singapore, Space Center Houston, The FRIENDS™ Experience by Superfly X, Toyota and more.

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