About Us (and a glimpse of what we are planning)

Having gained a Bachelor of Arts Honors Degree in Music, Drama, Film and Television from the University of Leeds, Sarah began her career in 1989 at the Aldeburgh Festival of Music and the Arts in Suffolk, England. There she founded the Aldeburgh Education Department specializing in inclusive arts activities for children and their families. She was also responsible for the Children’s Programming at the world-renowned Snape Maltings Concert Hall and the commissioning of new Opera for Children each year.

In 1994, Sarah moved to London to pursue a freelance career as a producer of arts for young people and their families. Retaining a consultancy with Aldeburgh, she also instigated a new arts program for16--19 yr olds for the Society for the Promotion of New Music (spnm) in London. Part of this program enabled spnm to win the Prudential Award for Music in 1995. At this time, Sarah set up Artswise --the children’s program for the City of London Festival in 1996, 97 and 98. Her brainchild ‘The Arts Place’ took over 5000 young people on ‘performed walks’ around the City as part of the Festival and attracted major funding from Marks & Spencer. Sarah also ran the Opera Factory Summer Schools at the South Bank Centre and consulted for the Royal Philharmonic Orchestra, the City of London Sinfonia and the Eastern Orchestral Board on their work for children, young people and families.

In 1998 Sarah took up the post of Entertainment Manager at LEGOLAND Windsor, with the specific brief to create, commission and manage cutting--edge theatre for children, for the four theatres within the LEGOLAND Park. This included a substantial atmosphere programme, special events programme and the new Christmas season. Sarah was then promoted to Director of Shows and Entertainment for LEGO Global Family Attractions, based in Carlsbad California. Whilst in California, Sarah created and produced show and special event content based on the LEGO toy product, specifically bringing the LEGO brand ‘to life’ within the global LEGOLAND Parks.

Sarah returned to the UK in 2001 and set up SGA Productions (based in London). For 12 years as CEO and Creative Director of SGA, Sarah produced events, campaigns and programs for some of the leading UK and Global family brands. These included the BBC, Sanrio, LEGOLAND Parks, Aardman Animations, the City of London, Tesco, Chupa Chups, the Intellectual Property Office and LOCOG – receiving an award for ‘Best Integrated Campaign’ for the London Olympics ALL THE BELLS project that opened the London 2012 festivities. 

In June 2013 Sarah left the UK and moved to Dubai where she took up the post of Senior Manager (LEGOLAND) for the Dubai Parks & Resorts Project, working for Hill International. In 2015 she was appointed as Vice President -- Show Design and Production for DXB Entertainments where she was responsible for leading the Creative, Production and Show Quality Standards Teams for DPR and Meraas Attractions. With a growing portfolio of visitor attractions such as LEGOLAND Dubai, Motiongate Dubai, Bollywood Parks Dubai, LEGOLAND Waterpark Dubai and Riverland Dubai Parks & Resorts, Sarah continued creating, devising, developing, designing and implementing new concepts for world--class guest experiences in Dubai and further afield.

In 2018 Sarah was sponsored by Universal Creative to join the UDX Team in Orlando, Florida as Vice President - Executive Producer for Epic Universe. For five years, Sarah led the 130-strong Team responsible for the creative design, development and delivery of Universal Orlando’s fourth theme park with particular focus on innovative immersive guest experiences. From 2023 to 2025, Sarah was asked lead the development of the new Universal Kids Resort Brand and to lead the UDX partnership portfolio with Illumination Entertainment. In June 2025 her tenure with UDX was complete and now Gingerfly Life can begin. 

Over the last 37 years, Sarah’s creative work has been delivered throughout the UK, Europe, the US and Australia and has been enjoyed by over 50 million young people and their families. Now she brings her creative acumen and experience to Hancock County in Maine, where she is establishing Gingerfly Life – her new creative lifestyle brand. 

Starting Summer 2027, Gingerfly Life will provide opportunities to stay in the restorative natural environment of Maine. Whether you stay a day, a week or longer; Gingerfly Life will offer an escape from the everyday - to relax, to explore or to write that book you have always wanted to. 

Starting in the Autumn of 2026, Gingerfly Life will gather an array of artists and creators who will offer a program of one-day classes, events and talks. Attend solo or with family and friends; our events program will be updated monthly. We look forward to welcoming you.