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- A 25-room immersive Harry Potter experience opens at Sandy's Shops at South Town on Saturday.
- Imagine's exhibition features authentic props, personalized experiences and themed rooms for all ages.
- President Tom Zaller emphasizes storytelling and fan engagement.
SANDY — A 25-room immersive Harry Potter-themed world has landed at the Shops at South Town. Imagine's professional exhibit welcomes fans of all ages to step into the wizarding world while it's in town.
Tom Zaller, president of Imagine, has been creating immersive experiences for over 16 years. The company has over 45 exhibitions, whisking guests away all over the country.
"It's all about creating worlds where people are engaged in the content, having a good time and experiencing something," Zaller said. "I love what I do… and am really excited to bring a part of that to Utah."
Storytelling is the most important aspect of every exhibition. Imagine wants to ensure that an immersive story can be felt throughout every exhibit. Harry Potter lends itself perfectly to their storytelling goals.
"One of the things I love about Potter is it's a world that you can imagine yourself in. It's not that far off. … It's a story about people, hopes and dreams," Zaller expressed.
The exhibition begins with a pre-show room where guests learn about what they will experience. They then get to see a first-edition Harry Potter book in a recreation of Gringott's vault. Guests enter the Harry Potter world, exploring 25 unique themed rooms and movie set recreations. Authentic props and costumes are woven throughout the journey, sourced from Warner Bros.
Imagine also had a goal to make the entire experience personalized to the guest. Each visitor gets to select their house, patronus and wand at the beginning of the journey. After receiving a golden-snitch inspired wristband, visitors can cast a Patronus, brew a potion, create a prophecy and engage in other Potter-themed experiences. Each experience, done correctly, provides points to your assigned house. At the end of the visit, guests can see if their house has won the most house points. A Harry Potter-themed gift shop with exclusive merchandise also aids the experience.
"You get to do it together. … You have people who are superfans and others who are casual fans; you have to satisfy both," Zaller explained. "There is something here for every level of fan."
Along with catering to all levels of fans, the Imagine team also wanted to ensure the experience is friendly for all ages. The numerous activities can be performed by adults and kids alike. For those who want to experience the Harry Potter world in an adult-friendly setting, the exhibition hosts 18+ nights to help with atmosphere and the experience.
Guests across the country have given rave reviews, according to Zaller.
"When I say I see people cry, I'm not lying. They love it," shared Zaller. "In Sandy, Utah, not Universal Studios in Orlando, you can be in the world. You can physically feel like you are there and so many people find comfort in this world. It's really special."
Tickets can be purchased at the Harry Potter Exhibition website. Ticket prices start at $31.10. Flex tickets start at $52.55 and VIP tickets start at $62.21. Children under 3 are free but require a complimentary child's ticket. The exhibition opens Saturday, May 24.
