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For more than 15 years, IdeAttack has been focused on delivering the highest quality of design for hundreds of attractions around the world, from unique, immersive theme parks to sprawling mixed-use tourism developments; each one very different, yet each sharing common similarities when it comes to meticulous placemaking and attention to detail.

Our team approaches every endeavor the same way in ideology and process: First and foremost, we are storytellers. That means before any cement is poured or steel is erected, our writers have created wondrous worlds and exciting moments, our artists have breathed life into engaging characters and stunning locales, and our clients are well on their way to seeing their projects blossom into world-class attractions.

We understand that we’re not just designing successful destinations – but that we are creating memories that will belong to generations to come, special places or experiences that have long-lasting impact on guests of all ages.

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Natasha Varnica

Founding Principal and Chief Executive Officer

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Dan Thomas

Founding Principal and Chief Creative Officer


Natasha Varnica

Founding Principal and Chief Executive Officer

Natasha Varnica is a co-founder of IdeAttack, serving as its CEO since 2004.

Drawing on more than 15 years of business development and media production in the fields of art and design, Natasha works closely with IdeAttack’s executive team to oversee and expand the company’s domestic and international operations, from production methodology to new business development.

After carefully evaluating each new project and client from a cultural and logistical perspective, Natasha plays a key role in assembling the perfect production teams, remaining a liaison between IdeAttack and its clients throughout the course of every project; this ensures that creative excellence and overall quality remain top priority from start to finish.

Natasha holds a PhD degree from the University of Southern California.

Dan Thomas​

Founding Principal and Chief Creative Officer

Dan Thomas co-founded IdeAttack in 2004.

In addition to being one of the company principals, he serves as its Chief Creative Officer, overseeing all projects and project teams, client relations, and day-to-day operations.

Prior to forming IdeAttack, Dan worked as a consultant, associate, planner, designer, and/or project manager for numerous architectural and themed entertainment companies in the United States including Universal Creative, Paramount Parks, 20th Century Fox, Warner Bros., Sony Entertainment, and Anheuser-Busch.

A graduate of USC with a Master of Architecture, Dan possesses a wide range of tourism and entertainment industry experience from concept design, ideation, and master planning to media production and architecture.

While at the helm of IdeAttack, Dan has been responsible for hundreds of domestic and international projects.

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Rick West​

Vice President Creative Development

Rick West began working with IdeAttack in 2017, conceptualizing, writing, and creative directing multiple shows and attractions.

In 2020, he became a member of the company’s executive team, which he serves as Vice President Creative Development.

Rick’s day-to-day responsibilities include overseeing all show writing and creative direction for each of IdeAttack’s projects, as well as managing all production teams from concept through completion.

Prior to joining IdeAttack, Rick worked as a writer and creative director for multiple themed entertainment firms including Thinkwell, Wyatt Design Group, BRC Imagination Arts, Apogee Attractions, The Hettema Group, Rethink Leisure & Entertainment, and The Producers Group. In addition to working with IdeAttack, Rick is a co-founder and the Creative Director of Midsummer Scream, the world’s largest Halloween and horror convention.