Mark Woodbury tours the site of Universal Epic Universe during the construction of the transformative park. Photo courtesy of Universal Destinations & Experiences.
“How is this attraction, land or world going to impact the people who experience it? What are they going to take away from that, from an experience standpoint, from creating a memory that lasts forever? In our case, we like to think about how we use those experiences or those designs to create an experience that’s truly memorable.”
After he graduated from UNM with a Bachelor of Arts in Architecture, another influential UNM professor, Stephen Dent, suggested he continue his education and pursue graduate school at the University of Wisconsin, where he earned his Master of Arts in Architecture. Once out of graduate school, he went into a traditional architectural practice. It was a direct application of his academic career to practice.
Universal Destinations & Experiences
Woodbury’s architectural training at UNM prepared him well for his entire career. He spent five years in traditional architecture before taking a risk and joining Universal.
“I took a risk and took that fork in the road and went into this business,” said Woodbury. “It started with master planning and architecture at a different scale. But then it developed into storytelling using technology and attractions, which ultimately led to a leadership role in the company as Chairman and CEO.”
Before that, Woodbury, who’s been with the company for more than 35 years, served as Vice Chair and President of Universal Creative, the division responsible for developing strategy and creating, planning, and designing all Universal attractions and destinations worldwide. He joined the company during the development of Universal Studios Florida and served on the creative leadership team. He is also a member of the NBCUniversal Executive Committee.
The phrase “how is this going to impact the people who experience it” has been prevalent throughout Woodbury’s career at Universal, leading teams that have blended architecture, engineering, storytelling, and technology. Despite the differences in scale and typology, the fundamentals are basically the same as in traditional architectural design.
The company’s latest theme park, the first major theme park to open in the United States in more than 25 years, is called Universal Epic Universe, featuring five themed worlds including Celestial Park, Dark Universe, and How to Train Your Dragon: Isle of Berk, in addition to The Wizarding World of Harry Potter’s Ministry of Magic and Super Nintendo World. Overall, the park contains some 50 attractions, including 30 dining and 21 retail locations.

Celestial Park is the central hub of Universal Epic Universe, Universal Orlando’s new theme park. Elegant gardens and grand architecture create a breathtaking gateway to adventure. Photo courtesy of Universal Destinations & Experiences.

The Chronos at the main entrance of Universal Epic Universe welcomes guests inside Celestial Park. Photo courtesy of Universal Destinations & Experiences.
Epic is the fourth theme park at Universal Orlando Resort, and the idea of it started with a simple question: How could Universal Orlando become a weeklong destination for guests?
What the company found was that guests loved Universal’s immersive storytelling, thrilling rides, and entertainment. That insight set the challenge, and Universal officially announced its intent to build Epic in 2019.
“When you look at Harry Potter in our parks, it brings the places that people aspire to be a part of from those particular canons to life,” said Woodbury. “In the case of Super Nintendo World, how do you put people into the middle of a video game? Those are the different kinds of story-based and architectural challenges we face, many of which are non-traditional from an architectural point of view. The difference between parks and movies is we have to create a full 360-degree experience that lasts for decades.”
Woodbury’s background, along with the combination of creativity and technology, and how they’ve been applied to different aspects within his various roles throughout his career with Universal, have been instrumental. The fundamentals of his architectural education prepared him by helping to emphasize collaboration and instilling a sense of curiosity that has served him well over the years.
“Everything we do here is really a fusion of creativity and technology. It’s really that fusion of creativity, storytelling, and technology. That technology often delivers the visceral component, supported by sophisticated systems ranging from robotics to motion-based ride and show technologies.”
Woodbury’s teams have also navigated the complexities of developing global destinations, including Universal Beijing Resort and Universal Studios Japan, where architectural fundamentals—thoughtful design, placemaking, and narrative clarity—ensure that each destination feels authentic to its setting while delivering an unforgettable guest experience.
“The pillars of our business are to create mind-blowing experiences and deliver that with really breakthrough marketing and combine that with world-class guest service,” he said.
“Wherever we take that, we like to say that it’s universal, regardless of the geography. There are clearly cultural nuances to that, but the fundamentals of creating great stories and great experiences from a placemaking and architectural standpoint are pretty universal, no pun intended.”
A cornerstone of delivering exceptional guest experiences is the seamless collaboration among architecture, engineering, storytelling and technology—an approach that mirrors the deep collaborative nature of both architectural practice and the entertainment industry. Success in these complex, immersive environments depends on multidisciplinary teams working in concert, blending creative vision with technical precision to bring ambitious ideas to life.
“This work we do is heavily reliant upon a culture of collaboration,” said Woodbury. “Architects are really oftentimes the composer and the conductor of the orchestra, bringing together diverse expertise to create a cohesive end product. Our business is very much like that.”
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