LESSONS FROM SELLING MY FIRST COMPANY.

Big news, big life changes! After years of pouring my heart and soul into Hounds Immersive Experiences, I’ve made the tough decision to sell the company. It’s a bittersweet moment for me, but I believe it’s time to pass the torch and let someone else take it to new heights.

Opening day at Hounds. Looking back, it looks so bland and empty compared to what it became.

The Journey Begins

Hounds started as a dream that blossomed from my early days in the immersive industry. I’ve been in this world for what feels like ages now, working in everything from year-round attractions to escape rooms, immersive events, festivals, and scare attractions. I’ve worn many hats including front-line staff, actor, management... you name it. Through all those experiences, I learned so much about what works and what doesn’t in creating unforgettable moments.

Initially, Hounds kicked off as a basic escape room format. But it quickly took on a life of its own! I introduced live actors, compelling scripts, cinematic scenes, and gameplay that completely flipped the script on what escape rooms were “supposed” to be. I was driven to merge the best elements of various live entertainment formats, and before I knew it, Hounds was creating experiences that were unlike anything else out there.

One of the things I’m most proud of is pioneering guest experience design. I didn’t just want people to enjoy their time with us; I wanted them to feel like they were stepping into a whole new world,and putting thier trust and money into a company that knew what they were doing (even when we didn't have a clue!). Every aspect of their visit, from the moment they walked in to how they were inducted into our stories, was meticulously crafted. And let me tell you, the productions we worked on at Hounds were nothing short of extraordinary. Some of the elements we introduced changed the industry for good.

Hounds first Christmas. Everyone, cast and guests, all wearing masks 24/7

The Tough Decision to Move On

Selling Hounds was one of the hardest decisions I’ve ever had to make. It’s like leaving behind your child with new parents; it feels surreal. But deep down, I knew it was time. I’ve poured everything I could into Hounds, and now I’m ready to tackle bigger and better projects that align with my evolving skills and passions.

The independent immersive venue scene has been a tough landscape lately, and it’s no secret that many are struggling. Since transitioning to full time freelance work as a writer and designer for immersive and experiential attractions, I’ve made it my mission to collaborate with my former competitors, helping to grow the sector through innovative design. I genuinely believe in the potential of this industry, and I want to contribute to its survival. I have no doubt that I will start another company in this field again one day, but now is the time for betterment of the entire industry, not just what I can produce.

Builds were exciting times, working on things we never thought possible, and learning skills we'd never considered before.

The Crazy Challenges We Faced

Running a business in the entertainment world is no walk in the park. If you think regular business challenges are tough, try dealing with the unpredictability of immersive experiences! It’s not like a retail store where you can just work a little harder if you’re understaffed. In our world, when something goes wrong during a show, it’s a mad dash to fix it before guests start asking for refunds. You’ve got hundreds of people awaiting an unforgettable experience, and you simply can’t let them down.

Sometimes, unexpected issues arise during a performance, and you have mere seconds to figure out a solution. But as they say, “the show must go on!” And it’s not just about tech issues; keeping our actors motivated was crucial. We weren’t just hiring anyone; our actors were talented performers who had to deliver their best to keep the magic alive.

Looking back, a huge part of my day-to-day was contingency planning. I learned things the hard way, but those lessons shaped how I designed our experiences. Now, I create everything to be modular and adjustable, so we’re prepared for almost anything that could happen. This approach has proven to be incredibly valuable for my clients, as I can spot potential failure points before they become problems, and ask the questions that wouldn't even cross their mind.

Hounds evolved into a true masterpiece in experience design

Celebrating Our Wins

Reflecting on my time with Hounds, I’m overwhelmed by the amazing achievements I accomplished. One of the standout moments was winning "UK Best Company" at the 2024 Lock and Key Awards, along with the titles of "Best Escape Room" and "Best International Adventure" at the Bullseye Awards. It felt incredible to see our hard work recognized, especially since our unique format didn’t fit neatly into traditional categories.

And let’s not forget about “The Acid Bath Murderer Live Experience”! That project took Hounds to a whole new level. The format was so one-of-a-kind that it defied classification, but it received the best press I’ve ever seen for an immersive show. We were even runners-up for UK awards, going head-to-head with industry giants like Thorpe Park and Alton Towers. Not too shabby for an independent attraction, right?

Not to brag, but the amount of awards we won was staggering!

What’s Next for Hounds?

As I hand over the reins to the new owners of Hounds, I am filled with a mix of nostalgia and excitement for the future. My hope is that they’ll not only keep the magic alive that has been so carefully cultivated over the years but also infuse their unique skills and perspectives into the brand. The essence of Hounds is something truly special, a reflection of hard work, dedication, and a deep understanding of our industry and customers. It is my firm belief that any changes introduced should serve to enhance this essence rather than alter it in any fundamental way.

The brand we’ve built is more than just a business. It embodies a commitment to quality, creativity, and connection, all of which have been integral to our identity. I envision the new owners embracing this foundation while also bringing fresh ideas and innovative approaches that could elevate Hounds to new heights. This balance between honoring what has been established and exploring new avenues is crucial for the continued success of the brand.

In addition to maintaining the core values, I would love to see them focus on tightening up essential business processes such as human resources, finance, and marketing. Streamlining these areas can lead to increased efficiency and effectiveness, allowing the team to focus more on creating exceptional experiences for our customers. With a solid infrastructure in place, there’s truly no limit to how high Hounds can soar! The potential for growth is immense, and I am confident that with the right systems and processes, the new owners can capitalize on opportunities that may have previously been overlooked.

Ultimately, my hope is that the new owners will take the legacy of Hounds and build upon it, transforming it into an even more powerful force in the industry. With their vision and expertise, coupled with the strong foundation we’ve laid, the sky is truly the limit for Hounds. I look forward to witnessing the next chapter of this remarkable journey, confident that it will be filled with innovation, growth, and continued magic.

The Acid Bath Murderer Live Experience during it's final show tests before opening

Advice for the New Crew

To the new owners, here’s my two cents: Hounds is not just another attraction of it's kind. Dive deep into what makes it tick, stay curious, and learn from every aspect of the business. The hard work that has gone into shaping Hounds is a gold mine of insights waiting to be uncovered. Embrace that journey!

A Bittersweet Farewell

As I close this chapter, I’m filled with a mix of nostalgia and excitement for the future. I started as an unknown and leave as a recognized designer and business owner, with connections and fans around the globe. I’ll miss the experiences, the sounds, the smells, the lights, the people, and the incredible cast who brought Hounds to life every day.

As for what’s next for me? I’m eager to collaborate with others in the industry to elevate the immersive experience sector. It's worth mentioning that everything at Hounds was designed and built ourselves, without outside contractors. Our hands touched every single part of the business through conception, launch and operations, and we’re true experts in our fields because of that. And taking those skills and learnings to attractions around the UK and beyond can only be a positive thing.

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DESIGNING IMMERSIVE.

It's complicated, intricate and specialist. Koncept has it mastered. 

An asset, ally and hidden superpower to creative teams and businesses. I am a specialist in writing and designing immersive attractions that stand out. As the mind behind some of the UKs most critically acclaimed experiences, Koncept Creative has a proven track record of transforming LBE and FEC business's ideas into fully realized, expertly written masterpieces that customers will pay to be immersed in.