The Immersive 5 With Scott Levkoff of Goldfire Design & Mystic Midway

The Bay Area designer shares the inspirations for his decades of work

The Immersive 5 With Scott Levkoff of Goldfire Design & Mystic Midway
A glimpse of the Midway at Winchester 2018. (Source: Midwayville)

Barron Scott Levkoff has been a fixture on the SF Bay Area art scene for three decades now, creating large scale theatrical events for revelers of across the region. Like many creators on the immersive, Levkoff’s work has popped up as part of corporate events for clients like Google as well as publicly ticketed events like the beloved Edwardian Ball in the Bay. The latest event materializing from Levkoff’s mesmeric efforts is the upcoming Madame Nightshade’s Spirit Carnival at the Winchester Mystery House’s Unhinged event this Spooky Season.


The Immersive 5 series asks creators across the various immersive disciplines the same five questions in search of both their approach to crafting work, and the elusive nature of immersive work itself.


NO PROSCENIUM: What does “immersive” mean to you, and what terms do you use when talking about your own work?

Scott Levkoff: I’ve used the term ‘immersive’ since the late 90’s to describe my work as a World Builder and Experience Designer who designs, produces and builds immersive events.

Though the word seems to be used for pretty much everything these days — ‘ an immersive cocktail experience!’, ‘an immersive product activation!’, etc. I remain loyal to the term for it really does best describe what I do. I love immersing my audiences as fully as possible in another world as fellow participants on a journey.

I’ve embraced the phrase ‘THEATER OF THE MARVELOUS’ for many years as well, taken from Gloria Orensteins’ book — ‘THE THEATER OF THE MARVELOUS : SURREALISM AND THE CONTEMPORARY STAGE’ which I found in my UC Santa Cruz library back in 1985 to describe the work we do with MYSTIC MIDWAY — our ongoing immersive project.

Other terms I use to describe my work are Playful, ‘‘Storied’, ‘Gameful’, ‘Immersive A.F.’ and ‘Irritaining.’

On the Midway at Winchester 2018. (Source: Midwayville)

NP: What should every creator be thinking about first and foremost when designing for the audience?

SL: I very much create experiences from a place of listening and not just from what my own Muse dictates.

I like to ask a ton of questions, dig deep with research and take the time to really tune into my audiences, address elements that may be present in their lives and stuff thats ‘up’ for them.

Deep listening is something I do wish more immersive designers would practice with regards to how they forge work. Related to this, I guess I could say I approach my work with a ‘Service Ethos’ when and where i can as well.

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NP: What did you wish you knew when you were starting out with this stuff and what’s the one thing you’d tell a creator starting out today?

SL: Be open to learn from others and seek out Mentors! As a fledgling theater kid back in the day I definitely felt I needed to do it all myself and invent THE STAGE from scratch.

Cultivating Listening and being open to Learn and See in new ways was essential on my path as an experience designer As I got older I learned the value of cultivating a BEGINNERS MIND and taking on a ‘Forever Student’ attitude.

I also sought out Mentors, Elders and those who had walked the path as Entertainment Innovators, Experience Designers and such. An example: I’d like to honor the Renaissance Pleasure Faire tradition Ron & Phyllis Patterson crafted for it had a huge influence on my work. They were also very supportive of my work as a young events producer.

A sneak peak of what’s in store for 2022. (Source: Scott Levkoff)

NP: Why do this kind of work and not something more “traditional” that might have more mainstream appeal at the moment?

SL: I create offerings that I want to go to, that I myself would enjoy.

As a Weird Fiction/ Fantasy Nerd very much addicted to Novelty & Experience, I want to fully step through magic portals into these worlds. I want experiences that are less passive, more participatory.

I also want to know that my stories matter and i’m not just a willing cog in someone else’s entertainment money machine. I want experiences that rare & beautiful & transformative. I guess i crave moments of transcendence, the ones that great Art & Theater can can offer us so I guess I try my best to offer that to others as well.

NP: What inspirations — and anything is fair game here — are currently shaping your creative practice?

SL: Currently, working on MADAME NIGHTSHADES SPIRIT SHOW for the Winchester Mystery House, I am exploring the tradition of American ‘SPOOKSHOWS’ that toured across America and played in movie houses from the 1930’s into the early 1970’s written about in Mark Walkers book ‘GHOSTMASTERS’.

These lo-fi touring shows were a weird hybrid mix of Magic Show & Midnight Movie with garage quality ‘Grand Guignol’ horror theater production wrapped in a lot of carny hype. Movie theaters still had stages from their Vaudeville origins and were a perfect venue to present immersive blackout antics to folks who may had never seen ‘glow in the dark paint’ before.

Other influences on my current production; Medicine Show & Seance traditions, European Street Festivals such as the Festival Mondial des théâtres de marionnettes in Charlesville-Meziers, France and the ‘fabulous’ history of The WINCHESTER MYSTERY HOUSE itself.


Discover the latest immersive events, festivals, workshops, and more at our new site EVERYTHING IMMERSIVE, new home of NoPro’s show listings.

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