Introducing
THE SCARY SEMINAR
Master the art of fearful fun for your attraction
2-day Masterclass at Liseberg, Gothenburg, Sweden
November 25-26, 2026
MEET YOUR HOSTS
Michael Badelt
Michael is a live-experience designer and theatrical attraction creator with over 25 years of experience in the theme park industry with his companies INTYA Creative and jinXXed - The Xperience Xperts.
Coming from an original background in media production, business administration and IT, he has worked on projects in Europe and around the globe. For the past 17 years, his main focus has been on the creation of scare-based attractions and experiences. A majority of his work centres around exploring the „Joy-of-Fear“ in relation to different target and age groups, as scare entertainment is no longer just a seasonal "thing“ happening in and around October - even though that still is the main event. His areas of expertise include concept and storyline creation, scare actor coaching and training, project management and consulting, media production, show control systems and quite a bit more.
Michael is based out of Frankfurt, Germany, and when not on "scare-duty", he refers to himself as a professional nerd who enjoys great food and riding roller coasters. He has a love for immersive theatre and is passionate about (experience) design in general.
Klaus Sommer Paulsen
Klaus Sommer Paulsen is an internationally renowned expert in merging narratives with experience design for themed and branded experiences. As the CEO and founder of AdventureLAB, he focuses on how storytelling, the experience economy, creative development, and technology can strengthen brands, organisations, and communities. As a lecturer and instructor in both academic and professional settings, he has three decades of experience training at multiple levels and career stages.
He has worked with storytelling and media for more than 30 years and, since the mid-1990s, with strategies, concepts, and designs for several award-winning projects. His 2021 book, “Integrated Storytelling by Design,” addresses storytelling as an audience-centric design process and is used worldwide to create story-based experiences.
Klaus is an experienced speaker and facilitator who has delivered presentations and worked with brands worldwide, including the USA, the UK, Europe, and Asia. On stage, he strives to present food for thought and action that is innovative, highly relevant to the audience, inclusive, and immediately applicable. As a facilitator for many years, he applies original, tried-and-tested design models to anchor workshops and other participatory activities with the teams he works with.