Photograph of Eric Hoff

Eric Hoff


As Principal, Eric creates experiences for guests with innovative stories, ideas, and technologies. He ensures that the creative vision is properly executed across projects, from concept to completion. Eric also plans and oversees the creative process and gives guidance to internal project teams and creative teams that work with him.

  • Prior to Thinkwell, Eric worked as the Creator, Writer, and Producer for a variety of immersive nightlife experiences and alternate reality experiences, including Arcana in Los Angeles, CA, Overlook Film Festival in New Orleans, LA, and REVIVAL in Chicago, IL. Eric’s range of experience includes producing large-scale spectacle and special events, as well as directing plays and musicals in theaters across the US. His specialties are directing for the stage, adapting television and film IPs for live events, pulsed experiences, immersive theater, script writing, and dramaturgy. With Fever Originals, he served as Sr. Creative Director for numerous WB and Netflix live experiences based on popular IPs.

    Eric has directed and produced live entertainment since age 11. His work has been seen Off-Broadway at Barrow Street Theatre, 59E59, Steppenwolf, Goodman, Berkeley Rep, Center Theatre Group, Actors Theater of Louisville, About Face Theatre, The Pritzker Pavilion, and more.

  • BA, Latin American Studies – Spanish, Seattle Pacific University

  • Producer/Co-Creator, Arcana

    Director, Barrow Street Theater Off-Broadway

    Director, The Second City

    Director, Actors Theater of Louisville

    Producer/Curator, REVIVAL



    CultureHub Los Angeles

    Seoul Arts University


    California State University, Long Beach

    California State University, San Marcos

  • Stage Directors and Choreographers Society

    Lincoln Center Theater Directors Lab Alumnus

  • Stranger Things: The Experience

    Money Heist: The Experience

    The Queen’s Ball: A Bridgerton Experience

    Warner Bros. Studio Tour Japan – The Making of Harry Potter

    Warner Bros. Studio Tour Hollywood

    Currents: Niagara’s Power Transformed

    Live Entertainment: Sea World Abu Dhabi

    Google Tokyo Partner Plex, Tokyo, Japan

    King Abdullah Financial District (KAFD)

    The St. James, Chicago, IL, USA

    Arcana, Los Angeles, CA, USA (ranked top ten games by LA Times, 2020