JRA’s Global Design Expansion Continues with Addition of Sam Xu in Asia-Pacific - RWS Entertainment Group

Former Thinkwell Group Director joins
JRA Business Development Team and as Manager, Asia
JRA 业务发展团队并担任亚洲区经理

New York – May 25, 2022 – JRA – Part of RWS Entertainment Group – welcomes a new strategic leader to expand its presence in the Asia-Pacific region.

纽约 – 20225XX – JRA – RWS娱乐集团的一部分 – 欢迎一位新的战略领导者,以扩大其在亚太地区的影响力。

Sam Xu joins JRA as a Beijing-based senior business development leader and account manager. He most recently served in a similar role for the Beijing studio of Thinkwell Group, a global design and production agency. He also previously served in account manager roles for Kingsmen Beijing Co., Ltd. and Fu Expo, Beijing.

Sam Xu作为驻北京的高级商务拓展负责人和客户经理加入到JRA。他曾在全球知名的设计和制作机构Thinkwell Group的北京工作室担任类似职务。他还曾在Kingsmen北京公司和FuExpo担任过客户经理。

Xu’s high-profile projects and accounts include:

Sam Xu的高知名度项目和客户包括:

  • Universal Beijing, which opened September 2021. The US$3.3 billion amusement park is the fifth Universal Studios-branded theme park in the world.


  • Oriental Pearl Tower Park, an attraction centered around the world’s sixth tallest tower. The appeal of its unique architectural design combined with diverse attractions make it one of the most popular tourist destinations in Shanghai.


  • Sunac Hangzhou Bay Theme Park, a water park in Hangzhou that features 18 rides, including a slide that promises speeds up to 60 mph and one of the longest water coasters in China.


In this role, Xu will serve as the face of JRA in the region, focusing on the attraction, tourism, leisure, hospitality, retail and municipalities markets in the Asia-Pacific region. He will be responsible for driving growth in B2B experiences, master planning, design, project management, events, productions and services to organizations, while raising the awareness of JRA within the industry.

在这个职位上,Sam Xu将作为JRA在该地区的代言人,专注于亚太地区的景点、旅游、休闲、酒店、零售和城市市场。他将负责推动B2B体验、总体规划、设计、项目管理、活动、制作和运营服务的增长,同时提高JRA在业内的知名度。

JRA is experiencing its biggest year to date with three dozen projects in design and development all over the world. JRA is a subsidiary of RWS Entertainment Group, the world’s largest, full-service provider of visitor attractions and experiences. RWS continues to expand its global presence, including the recent acquisition of ted, Europe’s largest entertainment, audio visual, fitness and custom merchandise company.


“While JRA has been working in the Asia-Pacific region for over four decades, hiring Sam further solidifies our commitment to the region and our belief in its potential,” said JRA Vice President Chloe Hausfeld. “Sam will bring a whole new level of service to the Asia-Pacific region. Each client will benefit from the strength of the entire international team, elevating the guest experience and bringing more smiles to visitors across the globe.”

JRA副总裁Chloe Hausfeld谈到:“虽然JRA在亚太地区已经有了40多年经验,但雇用Sam进一步巩固了我们对该地区的承诺以及我们对其潜力的信心,Sam将为亚太地区带来全新的服务水平。每个客户都将受益于整个国际团队的力量,提升游客的体验,为全球的游客带来更多的微笑”。




Chris Kemper
Global Manager, Marketing
+1 (513) 746-6057



About RWS Entertainment Group

RWS Entertainment Group is a global, Emmy Award-winning entertainment company with headquarters in New York, London and Cincinnati. Together with its subsidiaries, RWS designs, fabricates, installs and operates custom entertainment, live events and branded experiences delivering over 500 live performances and providing more than 6,500 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 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.

In 2022, RWS acquired ted, Europe’s largest leisure entertainment experience company. Specialising in theatre, cruise, travel, resort, and retail, ted leverages a vast knowledge of multiple industries across six internal departments: talent, production, audio visual, studio, retail and fitness. The ted team’s capabilities extend from creative character development and custom-made merchandise to original music scores and set fabrication.

A deep understanding of design and production; world-class creators, artists, musicians, trainers and technicians; and the entertainment industries’ most modern studios ensure that for every project, for every client, everything is tailor made. By delivering a 360-degree experience design, ted has served clients such as TUI Group, Marella Cruises, Roompot, Bourne Leisure, David Lloyd Clubs, Away Resorts and Hoburne.

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