Signature Experiences
for Museums & Cultural Attractions
Mike Lutz is an international consultant guiding cultural attractions to technology and signature experiences that breathe new life into their mission and tell their unique stories better than ever before.
Mike specializes in revitalizing brands and radically expanding relevance via never-before-possible immersive exhibits and theatres.
“If Mike Lutz is on your team, great things are going to happen.”
“A very strategic resource in the entertainment and education space.”
Bringing new
- Enchantment
- Authenticity
- Flexibility
- Immediacy
- Diversity
To
- Art Museums and Centers
- Aquariums
- Botanical Gardens
- Children’s Museums
- Destination Visitor Experiences
- Natural History Museums
- Performing Arts Centers
- Science Centers and Museums
- Theme Parks
- Zoos
What Experts Say
Mary Jane Dodge
Senior Project Director and Executive Producer at MacGillivray Freeman Films
I have known Mike for over 25 years and he’s simply one of the best people that I have ever worked with. I say that as a colleague and also someone who worked for Mike, while he was at MacGillivray Freeman. He’s creative, a great strategic thinker, understands the big picture, and how to implement the details too.
If Mike Lutz is on your team, great things are going to happen. He makes them happen. I saw it first-hand working with him on so many projects.
He would have an idea and I would sit in awe, because I could see the brilliance in it and would simply say Count me in! He can bring together people and organizations to achieve a goal that is good for everyone involved and at the same time move the needle forward for the whole industry. Not many people can do that. But a leader can and Mike is a great leader for our industry.
Chris Liedel
Vice Chair and Managing Director, Tyton Partners
Worked closely with Mike when Chris was President of Smithsonian Enterprises
Mike Lutz is a leader and catalyst for growth within the global education, media and AR/VR communities. His ability to see emerging trends and the possibilities from new technologies enhancing the way audiences and students learn and engage with immersive experiences is world-class.
His network of senior executives and relationships with the best museums and educational institutions is a hallmark to his abilities to convene, connect and compel decision makers to enable advances in immersive technologies for the betterment of learners everywhere.
Ian McLennan
Consultant to Museums, Science Centres, Planetariums, Theme Attractions, and World Expositions
I have known Mike Lutz for many years. Most of our dealings have involved interacting on behalf of third party clients, requiring coordinated efforts.
Mike is a pro. He is always fun to work with – and is able to navigate that most delicate balance between having fun and settling down to getting things done. When a project is enjoyable, that guarantees a better outcome for the client, as well as making the journey more worthwhile for everyone.
Mike is honourable, both in business and personal dealings. He keeps his word, and always follows through. I am impressed how he carefully balances his cherished family’s interests against business obligations. I have enormous respect for that.
I always look forward to working with Mike – or sometimes, just chatting over a meal. He is a good listener – one of the most valuable qualities of anyone proffering advice, corporate, technical or personal.
William McQiu
Managing Director NZPR Group and President, ST Giant Films
Mike and I started working together in 2008 when Mike was President of MacGillivray Freeman Films Distribution Company. Together, we started MFFDC giant screen distribution operations in China. Establishing that business required hard and detailed coordination, ethics, strong communications and trust. He led me into the GSCA industry and taught me the business from the ground up. I still enjoy and remain in that business today.
Mike is a loyal partner with one of the giant screen industry’s best reputations. He is like a brother to me with his Top Class efficiency and effectiveness for every objective while striving to create win-win relationships for all parties.
Toby Mensforth
Deputy Director, Smithsonian National Postal Museum
Worked closely with Mike when Toby was VP, Business Partnerships, Theaters and 3rd Party Concessions at Smithsonian Enterprises
Mike Lutz is a key catalyst for the promotion and profitability of the entire museum industry. He is an absolute win-win partner for anyone associated with him on a business endeavor. Mike has the ability to see the long-term ramifications of any action or business deal and will always ensure that his partners success is a primary concern.
Zach Noyce
Technical Proposal Writer
I worked with Mike long enough to know that I didn’t get to work with Mike for long enough. Mike is the rare professional that understands the importance of time. He knows there’s no shortcut to wisdom and experience. He knows that, in some industries, there’s no substitution for spending the time it takes to get a deal done, accomplish a goal, do things right.
During his years of experience, he’s gotten to know everyone in his industries and earned their respect. Mike’s relationships are based on a kind of mutuality and earned trust rarely seen.
Mary Nucci
Associate Professor, Department of Human Ecology, Rutgers University
I have known Mike for several years through my involvement with the Giant Screen Cinema Association. Mike has demonstrated an encyclopedic knowledge of the industry, but more importantly, is a thoughtful, forward-thinking individual who is willing to take on challenges with great energy and a positive attitude.
He has an engaging personality that is welcoming to all who work with him. It has been my pleasure to work with Mike. I know that anyone who works with Mike will find him to be a supportive colleague.
Alan Nursall
President and CEO (Retired), TELUS World of Science Edmonton
Worked closely with Mike during Alan’s GSCA Board Chair term
I have worked with Mike in many different capacities and have a deep respect for his work ethic, insight, knowledge, and collaborative skills. Mike managed the theatre upgrade and installation of our IMAX xenon (and then GT laser) projection system back in 2013, accomplished on time and on budget.
Mike was an amazing partner on initiatives for the Giant Screen Cinema Association (GSCA), serving on the Board of Directors and leading our CEO initiative to more deeply engage museum leadership in GSCA business. Mike is reliable, easy to work with, and brings energy and enthusiasm to whatever task he takes on.
Jon Shaw
President and CEO (Retired), Evans & Sutherland/Spitz
As CEO of Evans & Sutherland, I had the pleasure of hiring and working with Mike. His unique ability to network among many different and related industries makes him a very strategic resource in the entertainment and education space. He is adept at grasping customer concepts, needs and vision to develop a strategic solution.
In addition, his passion for the importance of relationships based on trust and his ability to manage them better than anyone I have worked with cannot be overstated.
JT Towne
Planetarium/Fulldome Consultant
Worked closely with Mike when JT was Sales Director at Spitz
Mike is a long-time professional in the dome entertainment field and has guided museum programs and marketing. He’s worked for years around premium, cutting-edge immersive systems, screens, and large-format storytelling products, as well as with advertising and PR.
His broad range of skills equip him well to guide the planning of new venues or immersive, compelling programming which will hit the target and be successful. Mike instinctively thinks outside a box and shares fresh perspectives which are, at the same time, grounded by experience.
Holly Williamson
Public Affairs Specialist, National Air and Space Museum
Mike Lutz is the real deal. In addition to serving as a business partner, he has also been a mentor for me. His knowledge is vast, his opinions sound, and his personality disarming. His focus on partnerships with the theaters has been a key factor to the success of many films. Anyone afforded the opportunity to work with him will definitely find it a positive experience.
Experience
Lutz moderates a “New Immersive Programming” professional development session co-hosted by the International Planetarium Society (IPS) and GSCA at the Association of Science and Technology Centers (ASTC) 2024 conference.
Lutz moderates a panel of world-leading immersive producers and experts at the 2022 industry milestone Giant Screen Cinema Association (GSCA) Film Expo.
Cosm
Director of New Business Development at the pioneering “Shared Reality” entertainment venue network premiering in mid-2024. Cosm-branded venues feature a recently patented ultra bright and extreme high resolution compound curved LED screen to stream live sports, new immersive art and innovative enrichment experiences.
Evans & Sutherland/Spitz, Inc.
VP of New Business Development at the world’s leading producer of planetarium systems and provider of the most advanced design and manufacturing services for dome screens. Developed a new business XR pilot project for exhibitions for cultural attractions expanding community engagement beyond their location. Cosm acquired E&S/Spitz in 2020.
IMAX Corporation
VP, Institutional Sales and Client Services at world’s leading immersive cinema company that first originated in branded cultural attractions such as science centers, natural history museums, aquariums, destination centers. Represented IMAX worldwide to those original kinds of attractions, shepherding their transition from the original 15 perf/70mm film projection format to proprietary digital laser projection systems.
MacGillivray Freeman Films
President of Distribution Company, SVP for Business Development at the world’s leading giant screen film production and distribution company. Licensed films for 14 years to cultural attractions around the world, including Asia. In later years, I also led campaigns to attract other film investors into the production pipeline and developed key parts of MFF’s “One World One Ocean” initiative.
Laser Fantasy International
VP, Theatre Operations at a seminal laser display company. Led and vastly expanded LFI’s operations, including marketing, programming and employee management. Specialized in providing off-hours entertainment to science center planetariums in the US and Canada.
ProMedia/Double Tee Concert Promotions
Account Executive Managed media buying and promotions for Oregon pioneer concert promotions company presenting emerging artists like k.d. lang and Robert Cray Band, and staging legendary shows like Dylan and The Dead, Sting, Bonnie Raitt and Whitney Houston.
Consulting Projects
Smithsonian Enterprises
Washington, DC
Principal Director: Zarth Bertsch, Director, Theaters
Worked to co-issue a report with Diane Carlson of Giant Screen Consulting on possible programming launch strategies for National Museum of American History’s Warner Bros. Theater re-boot for 2018.
Kennedy Space Center Visitor Complex
Delaware North, Merritt Island, FL
Principal Director: Therrin Protze, COO
Developed selection criteria and made recommendations on the 2018 conversion of the conversation of Kennedy Space Center Visitor Complex’s IMAX film theatre to digital projection.
Destination Cinema
Manhattan Beach, CA
Principal Director: Bob Perkins, CEO
Worked with entire leadership team to evaluate strategic expansion plans for Destination Cinema to re-establish a giant screen film distribution arm through new films in production.
Development Service Expertise
- Dynamic programming
- Premium display hardware
- Story production
- Distribution
Trade Association Leadership
Giant Screen Cinema Association (GSCA)
- 6-term Member, Board of Directors (12 years)
- Founding Co-Chair, Industry Leadership Committee (Current)
Association of Science and Technology Centers (ASTC)