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TJ Christensen is the Founding Partner and CEO of BlueGator, a company dedicated to helping theme parks, zoos, aquariums, museums, and other attractions enhance their operations by leveraging Salesforce as a CRM and data integration platform. TJâs journey into hospitality began as a Disney College Program participant working in parking at Disney MGM Studio (now Hollywood Studios), where he caught the âhospitality bug.â From there, he advanced through roles in sales, marketing, and guest experience at Disney, followed by a decade-long tenure at accesso, leading their sales operations and helping the company expand globally. BlueGator, co-founded with a former accesso colleague, focuses on bringing advanced data integration solutions to nonprofits and attractions, streamlining their guest and donor engagement processes. In this interview, TJ talks about wrestling with data, connecting the dots, and the four key metrics.
Wrestling with Data"You have to bring all the data that each one of those systems has, and you have to make sense of it and be able to use it."
TJ discusses the challenge of consolidating data from disconnected systems within attractions and nonprofits, where operations often rely on multiple, independent platforms like ticketing systems, point-of-sale systems, and fundraising tools. This lack of integration leads to "wrestling with data," requiring manual workarounds that are time-consuming and prone to errors. BlueGatorâs approach centers on creating a unified platform using Salesforce, eliminating data silos and providing a comprehensive view of guest interactions and operations. By streamlining data, TJâs team helps operators overcome the âspaghetti and spiderwebsâ of traditional data integration, reducing friction and allowing them to better serve guests and meet organizational goals.
Connecting the Dots"It's not just about the ones and zeros. It's about the impact that experience can have on someone's trajectory in life."
For TJ, effective data integration goes beyond the technology itselfâitâs about enhancing guest experiences and making meaningful connections. He emphasizes that whether itâs a visit to a museum, zoo, or aquarium, the interactions guests have can be life-changing, fostering lifelong passions or interests. BlueGatorâs work involves linking disparate data streamsâlike ticketing and donor engagement systemsâto present a holistic view of each visitor's journey. This integration allows attractions to personalize interactions, boost guest engagement, and foster deeper emotional connections. TJ draws from his background at Disney and accesso to illustrate how technology can support meaningful guest engagement without losing sight of the human impact.
The Four Key Metrics"Recency, frequency, duration, and spendâthose are the four pillars or key metrics."
TJ introduces the framework of four key metricsârecency, frequency, duration, and spendâas a way to measure and optimize guest engagement. By focusing on how recently a guest visited, how often they return, how long they stay, and how much they spend, operators can build targeted strategies to maximize value and deepen relationships with their visitors. TJ explains that this structured approach allows attractions to understand and anticipate guest behavior, enabling tailored communications and offers that drive repeat visits and greater overall satisfaction. BlueGator applies this framework to create data-driven solutions that help operators achieve their business goals while keeping guests at the center of their mission.
For more information, you can reach TJ via email at [email protected] or connect with him on LinkedIn. Learn more about BlueGator at their website, where you can also submit a request for a meeting.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and Video editing by Abby GigananTo connect with AttractionPros:
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Katy Enrique is the Director of Marketing and Sales at the City Museum in St. Louis, MO. With a career rooted in the attractions industry, Katy's background includes significant experience at Six Flags, where she worked her way up through guest relations, special events, and public relations before transitioning to her current role at City Museum. Known for its unique blend of art, architecture, and play, the City Museum offers an indescribable experience that has captivated both locals and tourists alike. In this interview, Katy talks about describing the indescribable, seeking uniqueness, and how marketing impacts everything.
Describing the Indescribable"When we moved here, everybody was like, 'Oh my gosh, your kids are at the perfect age to take them to City Museum.' And I'm like, 'What is that place?' And they were like, 'Nope, it canât be described, just go.'â
Katy shares the challenge of conveying City Museumâs essence, explaining that the museum isnât your typical museum. Itâs a place where art and adventure collide, and visitors are invited to explore with knee pads and headlamps. Katy highlights that marketing the museum involves tapping into user-generated content and social media, where guests share their unique experiences. This helps potential visitors grasp what the museum offers, even though words and pictures often fall short of encapsulating its true essence.
Seeking Uniqueness"We started foundationally as an artist-built playground... it's an eclectic blend of many things from the city of St. Louis."
Katy delves into the museum's commitment to uniqueness, not only in its attractions but also in how it engages with both visitors and employees. She notes that everything in the museum is built from interesting or repurposed materials, creating an environment unlike any other. This philosophy extends to their recruitment efforts, where the museum markets itself as a fun and different place to work. Whether it's a unique slide made from reclaimed materials or hosting special adult-only events, City Museum thrives on offering something visitors and employees can't find anywhere else.
Marketing Impacts Everything"Itâs critical that marketing is aligned with operations and events, and that weâre always connecting the dots to make sure things run smoothly."
Katy discusses the broad scope of marketing at City Museum, emphasizing that it goes far beyond traditional advertising. Marketing plays a role in shaping the guest experience, recruiting employees, and even coordinating with the operations team to ensure that events and daily activities run smoothly. Whether it's creating fun and engaging content for social media or collaborating with HR on recruitment campaigns, Katy highlights that marketing is at the core of the museum's success and integral to every department.
For more information about City Museum or to contact Katy Enrique directly, visit citymuseum.org or email her at [email protected].
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and Video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
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IAAPA Expo 2024 will be held at the Orange County Convention Center in Orlando, FL from November 18th to the 22nd. The expoâs trade show floor alone includes nine miles of aisles of exhibitors from every corner of the attractions industry - from ride manufacturers, ticketing software, games, retail, the latest in food and beverage options, and much more. When it comes to education, the expo packs a wide variety of sessions that cover topics from guest and employee experience, safety, security, revenue growth, and again⊠much more. The events, occurring throughout the days and evenings are excellent networking opportunities that also allow for the enjoyment of area attractions. Whether youâre a first-timer or a seasoned attendee, the expo can be overwhelming, given the sheer number of options for where to go and what to do.
For the last few years, AttractionPros has published a guide with tips and tricks, and this year, we collected submissions, tips and advice from our audience. In this episode, Matt and Josh share a handful of submissions received, as well as their own guidance to have a successful show, based on years of experience attending.
Download the full IAAPA Expo 2024 Thrival Guide here
And if youâll be at the expo, join us at our AttractionPros Meetup! On Sunday, November 18th, weâll be hosting an event at Ole Red at Icon Park from 6:00pm to 8:00pm. Drinks and appetizers will be provided, as well as a great opportunity to meet and network with your fellow AttractionPros! Space is limited, so please RSVP in advance.
RSVP for the AttractionPros Meetup at IAAPA Expo
We look forward to seeing you there!
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Audio and Video editing by Abby GigananTo connect with AttractionPros:
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Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Ricky Spicuzza is the General Manager of Kennywood Park & Sandcastle Waterpark in West Mifflin, PA. Ricky's career journey started as a teenager in Kennywoodâs food and beverage department, selling hot sausages and hot dogs. This early role ignited a passion for food that would shape his career. After gaining experience at Idlewild and Sandcastle Waterpark, where he also led a multimillion-dollar rebranding project, Ricky returned to his roots at Kennywood, bringing full circle a lifelong connection to the park. In this interview, Ricky talks about treating every interaction like an interview, keeping history in every decision, and the Potato Patch Fries secret menu.
Treating Every Interaction Like an Interview"You have to treat every interaction as if it's an interview. No matter what... you're putting your best foot forward, you're selling yourself, you're selling your passion."
Ricky emphasized the importance of always being "on," whether interacting with consultants, park guests, or colleagues from other parks. He learned early in his career that these interactions build reputation and recognition. This mindset helped him grow from an entry-level food service role to becoming a general manager. Persistence and passion were key, as he constantly sought to be visible to leadership while maintaining a genuine love for the park and industry. Rickyâs philosophy underscores the importance of professionalism in even the smallest encounters.
History in Every DecisionâOur history is in every decision we make, no matter what. Every project we do, we're thinking about the history of Kennywood."
At Kennywood, a park steeped in 126 years of history, every decision honors its past. Ricky spoke about how projects, whether a new ride or renovations, are always made with consideration for Kennywoodâs legacy. He shared examples like the installation of a modern ride that paid homage to the long-gone Swing Around, and the creation of Jeterâs Pub, a nod to a mascot from the 1970s, which doubles as a museum filled with park memorabilia. This commitment to blending the old with the new ensures Kennywood remains relevant to both nostalgic long-time visitors and younger generations.
The Potato Patch Fries Secret MenuâIf you're feeling a little excited, you go, I just say like a tablespoon, that's all you need, of the gravy... the hidden way to do it."
Ricky shared his personal favorite way to enjoy Kennywoodâs famous Potato Patch Friesâseasoned salt, cheese, bacon, and just a tablespoon of gravy. This combination, he explains, adds a subtle richness without overwhelming the dish. Although this unique twist isnât officially on the menu, Ricky humorously suggests it could be considered part of a "secret menu." His love for food and attention to small details shine through as he shares this insider tip with pride.
To learn more about Kennywood, visit www.kennywood.com. For direct inquiries, Ricky Spicuzza can be reached via LinkedIn. He encourages anyone visiting the park to flag him down if they see him around!
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and Video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Megan Hartman is the General Manager of Dutch Wonderland in Lancaster, PA, along with the Cartoon Network Hotel and Old Mill Stream Campground. With a career that began in 2004 at Paramount Kings Island as a lifeguard, Megan's journey has spanned numerous roles, including leadership positions at Great Wolf Lodge and Splish Splash Water Park. Now at Dutch Wonderland, a family-focused amusement park designed for children, Megan has embraced the slower, family-friendly pace of Lancaster while bringing in guests from larger cities like Philadelphia and New York. In this interview, Megan talks about seeing through the lens of a lifeguard, letting your team have the vision, and being comfortable with the uncomfortable.
The Lens of a Lifeguard"Being a lifeguard is all about being observant. It's looking for the thing that is different or isnât normal or watching for human behavior."
Megan shares how her early experiences as a lifeguard have shaped her leadership style, particularly in her ability to observe and respond quickly to situations. This heightened awareness translates into her daily work as she walks through the park, noticing details others might missâwhether it's a piece of trash out of place or a guest who might need assistance. Her sharp observational skills, honed through years of lifeguard training, now guide her in managing Dutch Wonderland, ensuring that both guest experience and safety are maintained at high levels.
Letting Your Team Have the Vision"My purpose here is, what is your vision? And how do we enact that?"
Megan emphasizes the importance of empowering her team to develop and implement their own vision for the park. She recognizes that her role is not to dictate every decision but to support her staff in bringing their ideas to life. By stepping back and allowing her team to take the lead, Megan fosters a sense of ownership and creativity among her employees. This leadership philosophy has helped create a collaborative environment at Dutch Wonderland, where team members feel valued and are encouraged to innovate.
Being Comfortable with the Uncomfortable"Iâm comfortable in the not knowing. If you have people who are passionate and who care, you can combine those visions."
Megan acknowledges that stepping into the unknown is a natural part of leadership. Whether itâs navigating the complexities of managing a multi-faceted property or making decisions with incomplete information, she has learned to embrace discomfort. Her openness to admitting when she doesnât have all the answers has allowed her to rely on her team's expertise. This mindset has been instrumental in her leadership approach, where creating a supportive space for her staff to learn from mistakes and grow is key to long-term success.
To learn more about Dutch Wonderland, visit www.dutchwonderland.com. Megan can be reached at [email protected], where she welcomes inquiries or further discussion.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and Video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Bron Launsby is the CEO and Founder of Slick City Action Park and Innovative Heights Management Company. Bronâs journey to founding Slick City started with a background in retail, working in corporate positions for companies like Kohl's and Cracker Barrel, where he developed product lines and strategies to increase sales. In 2011, after being introduced to the trampoline park industry, Bron decided to pivot his career into entrepreneurship, eventually scaling to nine trampoline park locations. His innovative approach led to the creation of Slick City Action Park, a new concept that blends dry slides with attractions for all ages. In this interview, Bron talks about innovation excellence, building a franchise, and how culture is everything.
Innovation Excellence"Sometimes innovation comes in the form of processes, and sometimes programs, but itâs always about reinvesting in your business."
Bronâs background in retail management laid the foundation for his relentless focus on innovation. He describes how his early career in retail taught him the importance of constantly improving operations, whether by creating new attractions or refining existing processes. The shift to trampoline parks and eventually the launch of Slick City is a testament to this mindset. Bron believes innovation doesnât always have to be monumental; it can be subtle but impactful, like introducing new attractions or developing membership programs that enhance guest engagement.
At Slick City, this approach has led to the development of dry slide parks, an innovative concept within the attractions industry. What started as an idea during his trampoline park days has now blossomed into a successful and scalable brand with multiple locations. The continual pursuit of improvement, from the attractions offered to the way parks are managed, is what has positioned Bron and his company as leaders in the family entertainment space.
Building a Franchise"Franchising is awesome, but youâve got to stay relevant to your franchisees."
Bronâs experience as both a franchisee and franchisor gives him a unique perspective on the franchise model. He explains that staying relevant to franchisees is crucial for success. For Bron, this means keeping operations streamlined and efficient, as well as offering franchisees support through Innovative Heights, his management company. By being involved in every aspect, from location selection to day-to-day operations, Bron ensures that the franchisees have the tools they need to succeed.
His company offers what he calls a "park in a box" model, where franchisees receive everything they need to build a consistent brand. This consistency ensures that each location, whether in a mall or industrial space, reflects the Slick City vision and meets the same high standards. Bronâs approach emphasizes that franchising isnât just about replicating a successful model; itâs about continuously supporting and innovating to maintain the integrity of the brand across all locations.
Culture is Everything"Your guest engagement will never be higher than your team member engagement."
For Bron, building a strong company culture is non-negotiable. He stresses that the success of Slick City is rooted in a "we mentality" where the team works together toward unified goals. Bron developed an acronym, "SLICK," which stands for Stand Tall Together, Love Your Community, Innovate Always, Commit to Fun, and Keep the Experience Safe. This culture-driven philosophy extends from senior management down to the newest hires, ensuring that everyone is aligned with the company's mission.
Bronâs belief in the power of culture is evident in the way he manages his team. He highlights that engaged employees lead to higher guest satisfaction, which is crucial in the entertainment industry. Bronâs emphasis on taking care of the team and fostering a collaborative environment has been key to his company's success and rapid growth.
To learn more about Slick City Action Park or get in touch with Bron, you can find him on LinkedIn under Bron Launsby. For information about Slick City, visit slickcity.com, and for franchising opportunities, visit slickcityfranchise.com. Additionally, you can find more about Slick Slide slickslide.com.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and Video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
AttractionPros LIVE! is back at IATP! In September 2024, Matt and Josh held a session at the International Association of Adventure and Trampoline Parksâs annual conference in Hollywood, FL. Participants were asked to anonymously share their biggest challenges in their business, and by selecting topics at random, were then invited to share solutions. From staffing to marketing and guest engagement, this wide-ranging conversation led to significant outcomes. In this episode, Matt and Josh tap into the collective wisdom in the room, where the challenges facing trampoline and adventure parks are transferable to every area of the attractions industry.
Innovative Marketing and Guest Engagement
âYou're going to buy new socks all the time anyways... so change your colors every so often, reinvent your sock, and when you do that, send a blast email to everybody and say, 'Hey, do you know we have new socks?'â
The attendees in the session discuss creative ways to refresh attractions without significant costs, such as changing product offerings (like reinventing sock designs) and promoting them to attract repeat visits. They also mention using email blasts to engage customers and using social media to amplify brand awareness.
Collaboration with Communities
"We partner with our PTA in all of our local districts. We offer up our party rooms as spots for them to hold their PTA meetings... It makes us the hangout spot after the Friday night football game."
Participants share success stories on how partnerships with local schools, sports teams, and organizations help generate more traffic, such as offering spirit nights and collaborative fundraisers. Some operators highlight the benefits of inviting schools to use their facilities for PTA meetings or hosting ongoing fundraising events.
Staff Training and Productivity
"We train the staff to always prepare like you are working for 50 or 60 parties... We want to make sure that even in those slower months, we are working like we are packed out."
The conversation dives into challenges of transitioning staff between high and low seasons, with suggestions to keep teams always prepared for peak activity. One operator emphasizes the need for consistent productivity, while another notes the importance of personalizing guest experiences based on the pace of business.
Hiring and Leadership Development
"I always make sure to ask for very specific examples... People like to say, 'I'm good at this,' but until you get them to share those examples, you donât know if they're really speaking the truth."
The group discusses how to identify leaders during interviews, using group interviews and role-playing as techniques to assess candidates. Emphasis is placed on observing how potential hires interact with both staff and customers outside the formal interview environment.
Safety and Operations
"It's not only the equipment, it's the staff too... If your staff aren't controlling how many jumpers are in that airbag, your airbag is not going to work the way it's supposed to."
Participants stress the importance of maintaining safe equipment and fostering a culture of safety. Regular inspections, staff training on equipment, and creating a safety-first mindset were highlighted as essential to minimizing risks and enhancing guest experience.
Weâd like to thank IATP for inviting us to speak and lead this energetic and enlightening session. To learn more about IATP, visit www.indooradventureparks.org.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Audio and Video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Leadership lessons can come from anywhere. Recently, Josh took an online course unrelated to the attractions industry - or business leadership at all - yet there were multiple lightbulbs that went off related to leading a team, and specifically when it comes to onboarding and training new-hires. Lessons ranged from maintaining a consistent leadership approach to reframing training sessions to foster a learning environment for team members, as well as allowing team members to make mistakes in low-stakes settings. In this episode, Matt and Josh discuss nine leadership lessons from an unlikely source.
Is It Training or Learning?"Is it the team member going through training or is it the team member who is now learning how to do this skill?"
The distinction between training and learning is critical. Training often refers to what the instructor does, while learning is focused on the participant. By reframing the experience as learning, leaders can shift their perspective to better support the growth and understanding of the individual. The emphasis should be on how the trainee absorbs and applies the information, not just on delivering the content.
The Three C's of Leadership: Commitment, Consistency, and Keeping It CoolâKeep it cool... those learning moments happen when the team member is not demonstrating immediate proficiency."
Effective leadership, especially in training, requires commitment, consistency, and a calm demeanor. Leaders need to stay focused on the process without getting distracted by other responsibilities. Consistency ensures that each new team member receives the same level of instruction. Finally, keeping cool in the face of setbacks or slow progress is essential for maintaining a positive learning environment and encouraging growth.
Incentives and Rewards Donât Reinforce the Behavior"The team member starts doing it for the incentive, not because itâs their job."
Relying on external rewards like incentives may undermine intrinsic motivation. When employees perform tasks just for rewards, they miss out on internalizing the desired behavior. It's better to introduce incentives as surprises for achieving results, rather than making them the primary goal. This approach ensures that team members are motivated to perform well because of their own drive, not just for rewards.
If Something is Second Nature to You, Reset Your Frame of Reference"I completely deconstructed the process... and determined what needs to be done to do this."
Leaders who are experts in a task may find it difficult to teach it to others because they forget what itâs like to learn it for the first time. By breaking the task down into smaller, more understandable components, they can help trainees understand it better. This approach encourages empathy in leadership, ensuring that new employees are given the tools they need to truly master their roles, even when the leader has long mastered the task.
Stay Neutral with Positive Performance"Be neutral with it... you let them know how great of a job that is without adding too much pressure."
Celebrating positive performance can unintentionally put pressure on team members to maintain that high level of work, which may lead to anxiety or burnout. Instead of overly exuberant praise, leaders should adopt a more neutral tone, acknowledging good work without making it overwhelming. This prevents the individual from feeling pressured to consistently outperform and allows for steady, sustainable improvement.
Stay Neutral with Negative Performance"Redirect instead of punish... taking the emotion out of it and making it very straightforward."
Similarly, leaders should handle negative performance without punishing employees emotionally. Constructive feedback that is calm and clear helps to redirect behaviors without creating a negative atmosphere. By maintaining neutrality, the leader ensures that team members are focused on correcting their mistakes and improving rather than fearing harsh consequences.
Let Them Make Mistakes in Low-Stakes Environments"I will let you lead your tour into a broom closet... Iâm going to let you make those mistakes."
Allowing team members to make small mistakes in a controlled, low-stakes environment provides them with valuable learning experiences. In the example of a VIP tour guide training, the trainer allowed small errors but was ready to step in before major problems occurred. This method encourages hands-on learning and helps build confidence, as employees learn from their mistakes without facing significant repercussions.
The Best Punishment for Poor Performance is the Natural Consequence of Their Actions"Talk about how it impacts their paycheck... how does it impact that individual directly."
Rather than relying on formal disciplinary actions, natural consequences are often the best way for team members to understand the impact of their poor performance. For example, consistently arriving late may lead to lost wages, which hits closer to home than formal reprimands. This approach emphasizes accountability and helps employees see how their actions directly affect their work and outcomes.
Training and Learning is Ongoing"Training and learning is ongoing... it is not one-and-done."
Learning is a continuous process, not something that is completed in a single session. Even after initial training, team members should be encouraged to refine their skills and improve over time. Leaders need to reinforce positive behaviors while continuing to coach through challenges, creating an environment of ongoing growth rather than a finish line mentality in learning.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Audio and Video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Val Syganevich is the President and Co-Founder of Freckled Sky, a production company specializing in themed entertainment and live events. With a diverse background ranging from programming to graphic design and eventually comedy, Valâs career took a turn when he decided to pursue entertainment more seriously. After moving from Ukraine to the United States with his family, Freckled Sky was born out of a passion for creating immersive experiences that merge physical and digital worlds. In this interview, Val talks about mixed-reality storytelling, competing with the digital world, and the power of âwhat-if.â
Mixed-Reality StorytellingâWe are in live experiences, attractions, whatever, in our real world. But we also had our own unique creative expertise, how we merge physical and digital worlds, how we tell stories by using technologies but not showing technologies.â
Val discusses how Freckled Sky differentiates itself by focusing on mixed-reality storytelling. This approach blends physical and digital elements to create immersive experiences without relying on visible technology like screens or VR headsets. Val emphasizes the importance of storytelling in their productions, ensuring that the audience is fully engaged without the distraction of obvious technological elements. By integrating digital aspects seamlessly into the physical environment, Freckled Sky creates a unique experience that goes beyond traditional entertainment.
Competing with the Digital WorldâThe only way how we compete with digital world, to use all the power of digital world and make something more than that in our real-life experiences.â
Val touches on the challenge of competing with the pervasive digital world. He recognizes that the younger generation is deeply entrenched in digital experiences, yet he believes that live, in-person events still hold unparalleled value. Freckled Sky aims to leverage digital tools not to replicate screen-based experiences but to enhance real-world interactions. By doing so, they provide audiences with something that purely digital experiences cannotâan authentic, tangible connection in a shared physical space.
The Power of âWhat-IfââFirst of all, we are dreamers, and that's actually what moves us. We haven't done our best show yet, our best project yet.â
Val reflects on the importance of dreaming and the question of "what if" as a driving force behind Freckled Skyâs innovations. He believes that there are no bad ideas, only bad executions, and that the key to success lies in the "how" rather than the "what." This mindset allows his team to constantly push the boundaries of whatâs possible in live entertainment. Whether developing new attractions or refining existing concepts, the spirit of exploration and the willingness to dream big keep Freckled Sky at the forefront of the industry.
To learn more about Val and Freckled Sky, visit their website at freckledsky.com.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and Video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What does âimmersive experienceâ actually mean? In the attractions industry and across various realms of themed entertainment, the concept of immersion has been a hot topic in recent years, with no sign of slowing down. However, immersive experiences arenât new, and they donât require state-of-the-art technology to meet the definition. On a recent trip to Italy, Matt encountered several moments that qualify as immersive, leading to key takeaways for attractions industry leaders. In this episode, Matt shares lessons from Italy along with his evolving definition of immersive experiences.
Evolving Definition of Immersion"It's an experience that is so compelling that you actually change behavior or your outlook. You try to fit in and assimilate and you actually take on characteristics of the surroundings."
Matt starts by sharing his evolving definition of immersion, describing it as an experience so engaging that it changes behavior or outlook. Whether itâs trying to blend in with the local culture or adopting new habits, immersion goes beyond just being in a placeâitâs about truly becoming a part of it. This concept of immersion is increasingly relevant in the attractions industry, where creating an environment that fully engages guests can lead to a deeper and more memorable experience.
Immersion Leads to a Desire to Be Immersed More"What I noticed is that the more I was immersed, the more I wanted to be immersed."
Matt discusses how his experiences in Italy made him crave deeper immersion. Whether it was listening to Italian violinists or being surrounded by centuries-old architecture, the more he was immersed in the culture and environment, the more he wanted to continue that experience. This is a crucial insight for attractions, where the goal is to create such compelling experiences that guests naturally want to delve deeper and engage more fully with the environment.
Immersion Changing Your Behaviors"I'm not a wine drinker, I'm not a coffee drinker, but I drank wine and I drank coffee in Italy."
Immersion can lead to unexpected changes in behavior, as Matt discovered when he found himself drinking wine and coffeeâthings he normally wouldn't doâjust to fully experience Italian culture. This change is significant because it highlights how a well-crafted immersive experience can influence guests to step outside their comfort zones and try new things, adding another layer of engagement and personal growth.
Immersive Experiences Should Focus Your Attention"If you are creating an immersive experience, you've really got to take care of every little detail so that one little thing doesn't pull you out."
The conversation turns to the importance of directing attention in immersive experiences. Matt recalls a moment during a tour of The Last Supper where a distraction pulled him out of the experience, emphasizing how crucial it is to control the environment to maintain immersion. This serves as a reminder for attractions industry leaders to meticulously plan every detail to ensure guests' attention is focused on the intended elements, keeping them fully engaged.
Immersive Experiences for Employees"Are we creating an immersive enough experience for our employees so that they want to embrace our culture, so that they are so compelled to be a part and assimilate to the world that we've created?â
Matt extends the concept of immersion to employee experiences, suggesting that the same principles used to create guest immersion should be applied to team members, aligning with our recurring theme of the intersection of the guest and employee experience. By fostering a compelling work environment that employees want to assimilate into, companies can create a culture where team members are fully engaged and aligned with the brandâs values. This approach not only enhances employee satisfaction but also improves the overall guest experience.
Don't Underestimate the Planning"Don't underestimate the amount of time, effort, and energy that people put into the planning because that's contributing as much to the expectation as your advertising and their previous experiences."
Finally, Matt discusses the often-overlooked importance of planning in creating immersive experiences. The effort put into planning a tripâor any experienceâcan set the tone for how that experience is received. In the context of attractions, this means understanding the expectations that guests bring with them and ensuring that the experience lives up to or exceeds those expectations, which can be as critical as the experience itself.
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Kile Ozier is The Guy at The Guy, LLC. With a career spanning decades in the live experience industry, Kile has crafted a unique role for himself as a creative venture catalyst, master of spectacle and story, and a guiding force in creating emotionally resonant experiences. He has a rich history of working in diverse fields, from theme parks and global events to fundraising campaigns and theatrical productions. His approach is centered on moving audiences deeply, often leaving them profoundly impacted by the experiences he designs. In this interview, Kile talks about moving people emotionally, creating global community, and the joy of connecting.
Moving People Emotionally"My filter is if I can move myself, I can move anyone."
Kile Ozierâs ability to craft emotionally resonant experiences stems from his deep understanding of how to engage and move an audience. He shares a powerful anecdote from an event at the Lincoln Memorial, where he designed a silent firework to coincide with a poignant moment in a tribute. The sheer silence, coupled with the emotional weight of the moment, created a collective gasp from 250,000 peopleâa testament to Kile's mastery in orchestrating profound emotional experiences. He emphasizes that his goal is to touch hearts in a way that feels both personal and universal, making each experience unforgettable.
Creating Global Community"Creating global community through shared experience is the mission Iâve adopted for the rest of my life."
Kile believes in the power of shared experiences to build a sense of global community. He discusses how his work often transcends mere entertainment, aiming to foster unity, peace, and a deeper understanding among people. Through his projects, whether large-scale events or intimate gatherings, Kile strives to create moments where people from diverse backgrounds come together and feel connected. He views these experiences as opportunities to subtly influence positive change and promote a sense of shared humanity.
Joy of Connecting"Connecting with people is joyful."
For Kile, the joy of connecting with others is at the heart of his work. He talks about the simple yet profound impact of altering how people enter a space, like guiding them through a side entrance theyâve never used before, to change their perspective and open them up to new experiences. This approach is part of his broader philosophy of creating comfortable disorientation, where participants feel safe yet intrigued, leading them to engage more deeply with the experience. Kileâs ultimate goal is to create environments where people feel a genuine connectionâto the event, to others, and themselves.
If you want to learn more about Kile Ozier and his work, you can reach him at [email protected] or explore his insights further in his book, available on Amazon. Kile is also open to connecting with individuals through LinkedIn or his website, offering guidance and inspiration to those looking to make a meaningful impact through their creative endeavors.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
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Kristy Tozer is the Founder and Marketing Consultant for RumbleBuzz, based in Tampa, FL. Kristy began her journey at SeaWorld Parks & Entertainment, where she gained extensive experience in marketing, operations, and event management. Her career includes roles at ZooTampa, where she was instrumental in the rebranding from Lowry Park Zoo to its current identity. In 2020, she co-founded RumbleBuzz, a marketing agency that caters specifically to attractions and hospitality industries, ensuring that their marketing strategies align seamlessly with their operational goals. In this interview, Kristy talks about a seat at the table, rebranding, and marketing & ops supporting each other.
A Seat at the Table
"Everyone had a seat at the table, and what came out of that was really learning how to build a sub-brand."
Kristy emphasizes the importance of collaboration across departments in any successful marketing strategy. Drawing from her experiences at SeaWorld, she shares how cross-departmental teams were crucial in coordinating large events and initiatives. This approach ensured that all voices were heard and that every department, from operations to food service, contributed to a cohesive and immersive guest experience. Kristy believes that giving everyone a seat at the table not only improves communication but also leads to more innovative and effective marketing strategies.
Rebranding
"Rebranding is not just a logo change; it's about establishing yourself as a global brand."*
Kristy recounts the comprehensive rebranding of ZooTampa, explaining that the change was much more than just a new name or logo. The goal was to position the zoo as a globally recognized brand, which involved not only changing the name but also telling a deeper story about the zoo's commitment to animal care and conservation. Kristy highlights how PR, social media, and even a partnership with National Geographic's "Secrets of the Zoo" played pivotal roles in this transformation. The rebranding was a strategic move that helped Zoo Tampa reach a broader audience and establish a stronger presence in the global market.
Marketing & Ops Supporting Each Other
"When everybody had a seat at the table, the experience from the ad to the actual visit was consistent."
Kristy discusses the critical relationship between marketing and operations, sharing examples of when the two worked seamlessly together, as well as instances where they didn't. She illustrates how successful campaigns, like the one for Busch Gardens' "Howl-O-Scream," were the result of close collaboration between marketing and operations. This ensured that the guest experience aligned perfectly with what was promised in the marketing materials. Kristy stresses that for a brand to truly succeed, marketing and operations must not only support each other but also work together from the very beginning to create a consistent and memorable guest experience.
If youâd like to connect with Kristy or learn more about RumbleBuzz, you can visit their website at therumblebuzz.com or email her directly at [email protected]. You can also follow RumbleBuzz on Instagram and LinkedIn for the latest updates and insights from Kristy and her team.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
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Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.Michael Browning is the Founder and CEO of Unleashed Brands, a company born out of a desire to create a consolidated platform for youth enrichment during the COVID-19 pandemic. Unleashed Brands focuses on helping children learn, play, and grow by bringing together world-class brands that offer everything from science and technology education to physical activity and creative play. The company was inspired by Michaelâs personal experiences as a parent and his frustration with the fragmented nature of youth activities. In this interview, Michael talks about consolidating fragmentation, customers and users, and adventure slides.
Side note: check out Michaelâs first interview on AttractionPros, released in May of 2019.
Consolidating Fragmentation
"Where there is fragmentation, there is an opportunity for consolidation."
Michaelâs vision for Unleashed Brands was born out of a personal frustration during the pandemic. While trying to find activities for his three children, he noticed the fragmented nature of youth enrichment opportunities. This led him to the realization that there was a significant opportunity to consolidate these offerings under one platform. Drawing inspiration from other industries that successfully consolidated servicesâlike restaurants and home servicesâMichael aimed to create a platform that addressed the most important asset in a family: the children. Unleashed Brands was built with the mission to help children learn basic skills in science, technology, engineering, and math, identify and grow in their hobbies, and escape through play. The company now includes multiple brands that cater to different aspects of youth development, all working towards the common goal of enriching children's lives.
Customers and Users
"Our customer is the parent, and our user is the child."
Understanding the distinction between customers and users is at the core of Unleashed Brands' success. Michael emphasizes that parents are the customers who make purchasing decisions, while children are the users who actually experience the products and services. This understanding allows Unleashed Brands to create targeted marketing strategies and develop offerings that meet the needs of both groups. For parents, the company focuses on selling values like courage, coordination, and self-respect. For children, the emphasis is on providing a fun and engaging experience that keeps them coming back. This dual approach not only enhances customer satisfaction but also increases the lifetime value of each family within the Unleashed Brands ecosystem.
Adventure Slides
"There are different designs for each of the different slides. There are different ways that the guests will traverse the slides, so it can be different every time."
Urban Air recently introduced adventure slides as part of its attraction mix. While slides have been a staple in various entertainment settings for years, Michael explains that their uniqueness at Urban Air lies in how they are integrated with other attractions. The goal is to provide a diverse range of physical experiences that keep guests engaged and coming back for more. Michael notes that a single attraction cannot sustain a business over time, which is why Urban Air continues to innovate and add new experiences. The adventure slides are a testament to this strategy, offering a fresh and exciting way for children to stay active while ensuring that the overall experience at Urban Air remains dynamic and appealing.
To learn more about Michael Browning and Unleashed Brands, you can connect with him on LinkedIn or visit UnleashedBrands.com for more information about the company and its offerings.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
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Samantha Palmer is the Director of Brand Experience for Flagler College in St. Augustine, FL. With over 20 years of experience at the college, plus time as a student, Samantha has played a pivotal role in developing and overseeing the historic tours and retail operations at Flagler. Her work focuses on enhancing the brand experience for both students and visitors, leveraging the collegeâs rich history and iconic architecture. In this interview, Samantha talks about historic tours, St. Augustine's tourism industry, and taking chances on people.
Historic tours
"You get to experience the brand not only through what their script is... but you also get to experience a student who is here working on their four-year education."
Samantha discusses how Flagler Collegeâs historic tours are a unique blend of education and tourism, allowing students to gain invaluable public speaking and storytelling skills. The tours are not just about showcasing the beautiful and historic campus; they also serve as a crucial recruitment tool for the college. By involving students as tour guides, the program offers a dual benefitâvisitors get a glimpse of the collegeâs rich history, and students gain hands-on experience that enhances their academic journey and prepares them for future careers.
St. Augustine's tourism industry
"We have always been members of the St. Augustine Attractions Association... we're kind of lucky that this area is so concentrated with attractions, but we're also willing to talk to each other."
Samantha highlights the collaborative spirit within St. Augustineâs tourism industry, emphasizing the unique position Flagler College holds within this historic city. As a major attraction in St. Augustine, Flagler College contributes to and benefits from the city's vibrant tourism sector. The collegeâs involvement in local attractions associations and partnerships with other sites, such as the St. Augustine Lighthouse and the Pirate Museum, ensures a cohesive and enriched experience for visitors. Samantha also notes how the collegeâs location and history make it an essential stop for those exploring the oldest city in the U.S.
Taking chances on people
"I like to take chances on people. Let's see. What's the worst that happens?"
In her role at Flagler College, Samantha has learned the importance of taking chances on people, particularly students who may not initially seem like the perfect fit for a role. She shares stories of students who, despite their initial reservations or lack of experience, have thrived in positions like tour guides. These experiences often lead to surprising and rewarding outcomes, with students gaining confidence and discovering new career paths, such as in public speaking, theater, or law. Samanthaâs belief in giving people opportunities reflects her broader philosophy of mentorship and development, helping to foster a supportive and growth-oriented environment at Flagler College.
If you'd like to learn more about Flagler College or get in touch with Samantha Palmer, you can visit Flagler College's website or reach out to her directly via email at [email protected]. The historic tours at Flagler College, currently on hiatus for renovation, will resume in September 2024, offering visitors a unique glimpse into the college's rich history and architecture.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Chris Kearsing is the General Manager of Story Land in Glen, New Hampshire. With a career that spans over two decades, Chris has held various leadership roles in theme parks across the United States, from his early days at The Great Escape in Lake George, New York, to key positions at Holiday World and Splashinâ Safari, Elitch Gardens, and Six Flags parks. Story Land, where Chris currently oversees operations, is a beloved family destination known for its charming attractions and natural beauty. In this interview, Chris talks about his storied career, saying yes, and celebrating 70 years.
A Storied Career"I'd say it's been a very storied career.â
Starting as a ride operator right after high school at The Great Escape, Chris never imagined his summer job would lead to a lifelong career in the theme park industry. Over the years, he climbed the ranks, holding various operational roles that provided a deep understanding of park management. Chrisâs career took him across the country, from the Northeast to the Midwest, and eventually to Texas, where he worked for Six Flags over Texas and Adventureland in Iowa. His journey is marked by adaptability, a willingness to take on new challenges, and a passion for delivering exceptional guest experiences.
Saying Yes"Say yes, or if you have to say no to something, have a really good reason."
Throughout his career, Chris has embraced opportunities that came his way, whether it was taking on new responsibilities, moving across the country, or stepping into leadership roles during times of transition. This mindset has allowed him to gather a wealth of experience in different facets of park operations, from ride safety to food and beverage management. Chris believes that by saying yes and being open to new experiences, he has been able to grow both professionally and personally, leading him to his current role at Story Land.
Celebrating 70 YearsâThereâs so much charm that has been maintained over the years,â
The park, nestled in the White Mountains, is known for its family-friendly attractions and unique blend of natural beauty and whimsical theming. To honor the 70th anniversary, Story Land has introduced new attractions like the Moo Lagoon water play area, while also preserving beloved features like animatronics and classic rides. Chris discusses the importance of balancing innovation with nostalgia, ensuring that the park remains a cherished destination for generations to come.
For more information about Story Land, visit their website. You can also connect with Chris on LinkedIn for further insights into his work and the park's ongoing developments.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Neil Dwyer is the Vice President of Operations at Six Flags Qiddiya City, the largest amusement park in Saudi Arabia, opening in 2025. Neil's career began when a summer job as a ride operator sparked a lifelong passion for the attractions industry. Over the years, he has climbed the ranks, gaining invaluable experience at notable parks like Blackpool Pleasure Beach, IMG Worlds of Adventure in Dubai, and Global Village, a multicultural heritage park in Dubai. In this interview, Neil talks about designing through the operator's perspective, effective service recovery, and how no challenge is unsolvable.
Designing from the Operator's Perspective"We've been fortunate enough to work with some really great architects and some really great designers who've just absolutely listened to everything that we wanted to do and we wanted to incorporate."
Neil explains how being involved in the early design stages of Six Flags Qiddia has been crucial to ensuring the park's success. By incorporating the operator's perspective, Neil and his team have focused on details like the operator's visibility in the control booth and guest flow throughout the park. This level of involvement has allowed them to address potential operational issues before they arise, leveraging advanced technology like 3D modeling to visualize and optimize every aspect of the guest experience.
Effective Service Recovery"Just giving a free ticket and saying sorry is probably not enough to recover that service experience."
Neil discusses his findings from his master's thesis on guest service and service recovery, revealing that only 30% of guests who received free tickets after a negative experience returned to the park. This insight led Neil to understand that effective service recovery goes beyond offering compensation; it requires genuine apologies and thoughtful resolutions that leave a lasting positive impression on guests. He emphasizes the importance of empowering staff to address issues on the spot, ensuring that every guest feels heard and valued.
No Challenge is Unsolvable"No challenge is unsolvable. We're going to have all these issues, but we're going to solve all of them. That's part of the fun of the game."
Neil's optimistic outlook on overcoming challenges is a driving force behind the development of Six Flags Qiddiya. He acknowledges the unique challenges of opening a theme park in a new market like Saudi Arabia, where there is limited local expertise in the attractions industry. However, Neil sees this as an opportunity rather than a setback, allowing his team to innovate without the constraints of "how things have always been done." This mindset has been instrumental in tackling the monumental task of building the world's tallest, fastest, and longest roller coaster, Falcon's Flight.
To connect with Neil and learn more about his work, you can reach out to him on LinkedIn, where he is always open to networking and sharing insights from his extensive experience in the attractions industry. For more information on Six Flags Qiddiya, visit their website.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and video editing by Abby GigananTo connect with AttractionPros:
[email protected] on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.
Nick Miller is the Director of Guest Experience for Original X Productions. With a career that began in his teenage years, Nick's passion for attractions was sparked by a contest win at Six Flags Great America, leading him to pursue roles in marketing, public relations, and operations with Merlin Entertainments. Now at OGX Productions, Nick helps create immersive, branded experiences like the Friends Experience and Harry Potter Magic at Play. OGX Productions, a leader in location-based branded entertainment, is known for delivering high-quality, interactive experiences in partnership with major intellectual properties. In this interview, Nick talks about being part of the show, the need for human connection, and trusting your crazy ideas.
Being Part of the Show"The staff really can make or break just about any experience. They can play roles, they can play characters, and they can be so into Friends and be a Friends superfan themselves that they're teaching our guests things that they didn't know about the show previously."
Nick emphasizes the importance of staff engagement in delivering exceptional guest experiences. At OGX Productions, team members are encouraged to immerse themselves in the worlds they represent, whether itâs Friends, Harry Potter, or other beloved franchises. By embodying characters and using specific vocabulary, staff can create an authentic and engaging atmosphere. This approach not only enhances the guest experience but also ensures that visitors feel a deeper connection to the attractions.
Training and recruitment are crucial to this process. Nick highlights the need for finding individuals who are passionate about the IPs and providing them with the tools to succeed. This includes giving staff members a script of lines and scenarios to use, ensuring they can interact with guests in ways that feel both natural and magical. By doing so, OGX Productions maintains high standards of guest satisfaction and engagement.
The Need for Human Connection"People have a craving for real connection and real experiences and something that is going to transport them out of the every day and allow them to suspend their disbelief somewhere else. And that's where attractions can come in."
Nick discusses the challenges and opportunities presented by technology in the attractions industry. While smartphones and digital content offer convenience, they often fall short in providing the deep, emotional connections that in-person experiences can offer. Attractions have the unique ability to offer immersive, multi-sensory experiences that cannot be replicated online. This is crucial in an age where human connection is increasingly mediated by screens.
Nick believes that attractions must leverage this advantage by creating environments that foster genuine interactions and memorable moments. By doing so, they can attract visitors who seek more meaningful and engaging experiences. This emphasis on human connection helps differentiate attractions from digital entertainment and reinforces their value in creating lasting memories.
Trusting Your Crazy Ideas"Trust your crazy ideas. Itâs something that I've held very close to me since college, and I just went with it."
Nickâs philosophy of embracing unconventional ideas has been a guiding principle throughout his career. He recounts a story of bringing LEGO minifigures to a networking event, which helped him stand out and make connections. This willingness to think outside the box has not only fueled his personal success but also driven innovation within the organizations he has worked for.
In the context of staff development and leadership, Nick encourages a culture where employees feel empowered to propose and pursue bold ideas. This approach fosters creativity and drives progress within the industry. By trusting their instincts and taking calculated risks, leaders and team members alike can contribute to the growth and evolution of their attractions, ultimately enhancing the guest experience.
For those interested in connecting with Nick or learning more about Original X Productions, he can be reached on LinkedIn. Additionally, he welcomes emails at [email protected].
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasAudio and video editing by Abby GigananTo connect with AttractionPros:
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Tim Murphy is the CEO of Boomers Parks. With a rich career background that spans various sectors within the entertainment and hospitality industries, Tim has brought significant transformations to Boomers Parks since taking on the role in June 2020. Under his leadership, the company has seen a focus on improving food and beverage offerings, repurposing real estate, and enhancing team engagement. His initiatives have not only increased profitability but also improved the overall guest experience. In this interview, Tim talks about high-quality food, repurposing retail, and the power of people.
High-Quality FoodâThe investment in enhancing food and beverage quality also enhances the attraction component of the business as well.â
Tim emphasizes the pivotal role that high-quality food plays in the success of Boomers Parks. By investing in better food and beverage offerings, Boomers Parks has significantly increased the length of guest stays, which in turn boosts overall spending. Tim explains that the introduction of high-quality food items, while retaining fan favorites like pizza and hamburgers, has kept guests satisfied and engaged longer. The approach has shifted the typical visit duration from 90 minutes to three or four hours, resulting in higher per capita spending across various attractions within the parks.
The strategic focus on food quality extends beyond merely offering better meals. It creates a comprehensive guest experience that encourages visitors to spend more time on-site. This, in turn, leads to increased spending on attractions and games. Timâs philosophy demonstrates that enhancing one aspect of the park, such as food quality, can have a ripple effect on overall business performance, making it a crucial element of the parkâs operations.
Repurposing RetailâI believe there's a plethora of locations to go to. And the good thing for those in the FEC space is landlords are flexible.â
Tim Murphy sees immense potential in repurposing vacant retail spaces for family entertainment centers (FECs). With many big-box retailers closing down, there is an abundance of available real estate that can be transformed into engaging indoor entertainment venues. Tim highlights that spaces ranging from 20,000 to 50,000 square feet are ideal for FECs, providing ample room for various attractions while being manageable and cost-effective.
The flexibility of landlords with these vacant properties presents a unique opportunity for FEC operators. Tim notes that landlords are often willing to offer favorable terms, such as reduced rent and funding for tenant improvements, to fill their empty spaces. This not only revitalizes unused properties but also creates new destinations that draw foot traffic, potentially benefiting the surrounding businesses. By repurposing retail spaces, Boomers Parks can create controlled environments less affected by weather, ensuring consistent and enjoyable guest experiences.
The Power of PeopleâWe want to be competitive with wages...but what else do we want to be able to offer and remind our team members that we're doing differently than other potential opportunities for them to go to?â
Tim underscores the importance of people in the success of Boomers. He believes that fostering a supportive and engaging work environment is crucial for both employee satisfaction and guest experience. Under his leadership, Boomers has developed a set of core values that include safety, inclusion, and accountability. These values are not just posted on walls but are actively lived and reinforced through regular training and communication.
To attract and retain top talent, Boomers offers competitive wages and additional perks such as free meals, snacks, and drinks for employees during their shifts. The company also implements a points-based reward system, where employees can earn points for exceptional performance and redeem them for gift cards, merchandise, or trips. This consistent recognition of good work helps build a motivated and dedicated team. By focusing on the well-being and development of their employees, Boomers Parks ensures that their team is committed to delivering outstanding service, thus enhancing the overall guest experience.
For those interested in learning more about Boomers Parks or exploring franchising opportunities, Tim can be contacted directly at [email protected]. Additionally, more information is available on the Boomers Parks website at boomersparks.com.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
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Itâs time to talk about CNC2024! Every year, Matt and his friends visit multiple theme and amusement parks throughout the country, leading to lasting memories and lessons related to business operations, leadership, and guest experience. In this episode, Matt and Josh delve into a wide array of insights gleaned from Mattâs recent experiences at various theme parks and attractions. From operational challenges to guest-centric strategies, they explore themes ranging from the impact of effective systems on employee performance to the nuances of guest behavior and the evolving definition of immersion in theme park experiences.
There's always more to the storyMatt and Josh emphasize the complexity behind operational decisions, corporate mergers, and guest interactions within theme parks. They discuss how behind every situation lies a deeper narrative, and stress the importance of considering the broader context when analyzing guest experiences and operational challenges.
The spieling ride op is backReflecting on the pivotal role of enthusiastic ride operators, Matt shares how their engaging interactions can significantly enhance guest experiences. They highlight the importance of passionate employees in shaping positive guest perceptions and memorable moments. While an automated spiel creates consistency and efficiency, the personalized approach allows for increased guest engagement, an enhanced experience, and for messages of safety and loading procedures to be adhered to more effectively than an automated message.
Your systems need to support your peopleObservations about audio quality sparked a discussion on the critical role of operational systems in supporting employees. Matt and Josh stress that efficient and user-friendly systems are essential for staff to deliver exceptional service. They draw from personal experiences where technical failures hindered operational effectiveness and guest satisfaction. Whether itâs a microphone and PA system, point of sale software, or ticket scanners, ensuring that these systems can be easily used by employees impacts the employee and guest experience alike.
How guest behavior impacts operationsExploring the dynamic relationship between guest behavior and park operations, Matt and Josh discuss examples where guest preferences influence operational decisions. They highlight how parks adapt to meet guest expectations, such as extending ride hours for popular attractions like The Beast at Kings Island. Even 45 years later, The Beast is still regarded as an iconic attraction and maintains a strong fandom specifically around night rides. As a result, the park extends operating hours only for The Beast, even after the rest of the park has closed, to align the parkâs operations around a guest-centric mentality.
The real definition of immersionMatt and Josh challenge conventional views of immersion, expanding the concept beyond technology-driven experiences. They explore how both high-tech innovations and low-tech interactions can create immersive guest experiences by fostering genuine engagement and memorable moments. They conclude that the definition of an immersive experience is when guests are fully present and free of distractions, whether they are standing on a ride platform after putting their phones in a locker or wearing a VR headset. While immersive is often aligned with state-of-the-art technology, the concept can and should be expanded into other applications that allow guests to be fully present.
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This minisode delves into a scenario where a guest misunderstood the online ticketing process for an attraction. Josh brings up the topic of service recovery, highlighting its importance in hospitality. He recounts a recent workshop where the issue of a guest misunderstanding online ticketing surfaced, sparking a discussion on the perception of service failures.
Josh presents a case where a guest expected VIP treatment upon purchasing tickets online but faced a 20-minute wait upon arrival. He emphasizes how service failures can be self-imposed perceptions rather than actual wrongdoings by the business. Josh proposes considering the cost of not recovering from such situations and explores the potential long-term negative impacts on guest satisfaction and business reputation.
Matt relates the discussion to his personal experience in Iceland, where he encountered similar situations. He stresses the importance of doing the right thing for the guest and highlights the emotional toll of unresolved issues on guest experiences. Matt and Josh discuss the significance of acknowledging guest frustrations and the potential benefits of proactive service recovery efforts.
Josh suggests addressing guest concerns empathetically and considering solutions that align with guest expectations, even if it means deviating from standard procedures occasionally. He emphasizes the value of creating positive experiences that outweigh initial frustrations and leads to guest satisfaction and loyalty.
This minisode advocates for a guest-centric approach to service recovery, emphasizing the long-term benefits of addressing guest concerns and exceeding expectations to foster positive guest experiences and business success.
What do you think? Should you consider recovering from service failures, even when theyâre self-imposed? Let us know by commenting on LinkedIn, X, Facebook, or Instagram.
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