OPINION: Why Queer Representation Works in Themed Experiences
- Nicolle Figueroa Rosado
- 2 days ago
- 5 min read
When I attended Universal Studios Hollywood for the first time, I had no idea that one moment would change my entire day.
This is how The Secret Life of Pets: Off the Leash reinforced my perspective on queer representation in theme parks.
Thanks to the efforts and voices of LGBTQIA+ creatives from around the world, the film and TV industry has seen a massive uptick in queer stories not just being featured, but also being portrayed in a respectful and engaging way. Even with this positive trend, there is still plenty of work to be done. GLAAD’S “Where We Are on TV 2023-2024” report actually showed a significant dip in LGBT TV characters, and yet most can agree that queer representation in the entertainment industry is in a much better spot now than even just 10 years ago.
While I had the privilege of growing up with some representation, it was typically in media that was created for an adult audience. There was not any media made for children containing representation of a queer character, which continues to be a rarity today. A recurring argument against introducing LGBT themes to children, and particularly in schools, is that children shouldn’t have any exposure to sexual identities prior to a controlled classroom discussion or intervention from parents.
But did we not all grow up with Cinderella and Prince Charming? “True Love’s Kiss”? Any fairytale that ends with a happily ever after and a romance for the ages?
Children are exposed to the ideas of relationships and romance from a very young age, younger now more than ever due to increased access to the internet. Whether they discover these concepts in a helpful or hurtful way is not for me to discuss, but I bring up this data to counteract the argument of “kids shouldn’t be thinking about romance.” It is simply no longer accurate or achievable in our hyper digital age.
What does this all have to do with theme parks?
So, I’m riding Off the Leash, a slow-moving dark ride that follows the characters from the popular The Secret Life of Pets animated movie franchise. The ride puts guests into the role of puppies hoping to be adopted and getting into some hijinks along the way.
In my “cardboard box” vehicle I encounter an alley of scary cats, an exploding fireworks factory, and a (very fun, very wet) bathtub sequence before reaching the finale. I’m facing a large set of screens depicting the window of a pet adoption agency.
A family steps in front of the window. My breath catches as two women and their child “adopt” me.
Two other vehicles near me were “adopted” by a heterosexual couple. I had no expectation that I would receive any different experience than those around me.
But it is because I had a different experience that I found representation in the industry I have dedicated my career to.
Why representation? And why in theme parks?
As a themed entertainment writer who also happens to be bisexual, I find myself at the crossroads of an evolving conversation surrounding inclusion within themed experiences. The major players of the industry continue to (through some healthy competition) challenge each other to be better, bigger, faster, and surprisingly, more inclusive.
Whether it was the first openly gay character in a Disney park or same-sex dance couples at Universal Orlando, queer representation in theme parks has not been entirely ignored, although it leaves something to be desired.
If I had to guess, what’s missing is a spark of deep, personal connection to the story. It’s that moment when the music swells and you shed a tear, or when you hug your favorite princess for the first time, or when you feel your heartbeat accelerate right before a drop. Those moments of pure, unfiltered emotion are why theme parks are as popular as they are.
It is a difficult concept to quantify, and an even more difficult concept to design. Those moments are like lightning in a bottle: rare, raw, and powerful in a way that is almost impossible to anticipate. Designers try their best, but it can be tricky to identify how audiences will react, especially to something that doesn’t apply to everyone.
Here are just a few suggestions that, in my opinion, could lend itself to the future of inclusive theme park representation:
Consider which characters need to fit a mold versus which ones can be more fluid.
We’ll never be able to escape the need for Intellectual Property in major parks, and with set media comes set characters and set looks. However, as parks start to expand their offerings within these spaces, consider characters that exist within these environments, not just what we’ve already seen on the screens. This provides more flexibility for diverse characters, and for exploring new stories within a familiar space.
Think beyond the binary.
When designing attractions, shows, and environments, don’t stop at your first idea. Consider what angles you might be missing, especially from a representation standpoint. Just because you are not a member of a specific community doesn’t mean you can’t advocate for their inclusion. With that in mind…
Build a team of differing backgrounds and opinions.
The best representation, the most authentic and genuine, comes straight from the source. If you have even an inkling of someone who might be able to share a different perspective on a project, at least allow them the space to ideate with you. You might discover something you would have never considered on your own, which is truly one of the best aspects of designing themed experiences.
I am aware of the fact that queer representation in theme parks will not spark for everyone, it might not even affect the majority of guests that enter a themed space each day. But that doesn’t make it unnecessary.
The world can be big and scary, especially when you’re part of the LGBTQ+ community. Many in the community find solace in stories that remove them from that world. Many also connect with characters that reflect their queer identities, whether overt or inferred.
Themed experiences as a medium have a transformative quality that can provide a safe environment to deal with the stressors of our lives. I am not a fan of the “escapism” lens that many apply to theme parks, but it is not an inaccurate way to assign a purpose to these spaces. What I challenge theme park creatives to consider is to design an escape that still feels real.
Theme park designers hold the power to design an idealistic world. That power can be used to promote healthy, positive, and fantastical depictions of life that still reflect human principles, lessons and stories.
With this power, the opportunity arises to design experiences that help not only queer adults feel seen, but also queer children. As of 2021, 21% of Generation Z identified as LGBTQIA+, a percentage that seems to grow as increased online presence brings queer identities to the forefront. Theme parks are in a unique sector of entertainment that can discuss real topics in a fanciful way.
Lightning in a bottle can hit at any time. I can only hope that we, as themed entertainment designers, will continue to fan the sparks that allow young, bisexual theme park nerds like myself to be struck by that lightning.
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