Russ Van Natta is the VP of Business Development for Creative Works. Founded in 1997, Creative Works began as a laser tag manufacturer, and has evolved into a wide variety of attractions for family entertainment venues, including virtual reality, mini golf, escape rooms, and many more. In this interview, we look at the guest experience from the lens of the manufacturer. How has Creative Works stayed up to date with trends and consumer preferences to stay relevant? Laser tag is not the same as it was in the 90’s, but the mission remains to provide immersive and social experiences, and Russ says that Creative Works is in the business of making memories.