Episodes
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Where will the attractions industry go next? Find out at IAAPA North America Summit, March 30 – April 1, 2025, at Disney’s Grand Californian Hotel. Join executives, innovators, and thought leaders to build connections, explore trends through exclusive EDUTours, and gain strategic insights to put into action tomorrow. This Summit offers a unique opportunity to learn and grow alongside the industry’s best. Don’t miss the chance to shape the future of the attractions industry. Register Today!
Training is an essential part of employee development, but a one-time session is rarely enough to ensure long-term success. Many organizations struggle with finding the balance between equipping employees with the knowledge they need upfront and reinforcing that learning over time. Without ongoing reinforcement, employees may struggle to retain information, lack confidence in their roles, and ultimately provide a subpar guest experience. In this episode, Matt and Josh talk about the importance of ongoing training and development, exploring how organizations can build confidence and competence over time to improve both employee performance and guest satisfaction.
The Most Important Part of Training"The way that they could take what they're learning and immediately see it through their lens and apply it directly to the specific aspects of their job duties... That's the most important part.”
Training is only effective if employees can connect it directly to their roles. The best training programs help team members understand the practical applications of what they’re learning, ensuring they can implement new knowledge in real-world situations.
The Importance of Ongoing Learning"The learning doesn’t stop just because the training does."
Employees absorb and process information at different rates. Some may excel with a single training session, while others need repeated reinforcement. Instead of relying on one-time training events, organizations should adopt a continuous learning model that provides opportunities for employees to practice, fail, and improve over time.
Balancing Immediate Performance Needs with Long-Term Growth"We need you to have the standard that we expect from you. Therefore, the bandwidth to fail maybe tightens a little bit."
Organizations must balance the necessity of immediate performance with the reality that true skill development takes time. Investing in early training while implementing ongoing reinforcement helps employees develop without compromising the guest experience.
The Know-Feel-Do Framework"What do you want them to know? How do you want them to feel? And what do you want them to do?"
The Know-Feel-Do framework provides a structured approach to training:
Know – What key information should employees retain?Feel – How should they emotionally connect to the training?Do – What actions should they take after the training?By incorporating all three elements, organizations can ensure training is engaging, relevant, and actionable.
Reinforcement Through Daily Operations"If you're not the one leading the charge in terms of training, employees will learn from someone else – and you might not like the outcome."
Training shouldn’t exist in isolation. Organizations can integrate learning into daily operations by:
Holding structured pre-shift meetings with quick training refreshers.Providing real-time coaching and feedback.Using guest interactions and real-life scenarios to reinforce learning.Encouraging a Culture of Learning"People want to learn more. They want to continue to be challenged."
Creating an environment where learning is continuous fosters engagement and retention. Employees who feel supported in their development are more likely to stay motivated and committed to delivering high-quality service.
What strategies does your organization use for ongoing employee training? Share your thoughts with us!
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Audio and Video editing by Abby GigananTo connect with AttractionPros:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Where will the attractions industry go next? Find out at IAAPA North America Summit, March 30 – April 1, 2025, at Disney’s Grand Californian Hotel. Join executives, innovators, and thought leaders to build connections, explore trends through exclusive EDUTours, and gain strategic insights to put into action tomorrow. This Summit offers a unique opportunity to learn and grow alongside the industry’s best. Don’t miss the chance to shape the future of the attractions industry. Register Today!
Allen Greene is the Senior Design Director at Ark Encounter and the Creation Museum. With a background in theme park design and experience working at Kings Island and with firms like Jack Rouse Associates, Allen brings a wealth of expertise in immersive storytelling and attraction development. The Ark Encounter, a life-size recreation of Noah’s Ark in Williamstown, Kentucky, and the Creation Museum, located 45 minutes away, are part of Answers in Genesis, an organization dedicated to faith-based educational experiences. In this interview, Allen talks about building the ark, designing through the lens of the guest, and faith-based attractions.
Building the Ark“It was a unique goal for our team to try to recreate as real as possible Noah’s Ark, but also in such a way that it’s a themed experience that anybody can walk into.”
Constructing the Ark Encounter was a massive undertaking that combined biblical history with modern building techniques. The Ark itself is the largest timber-frame structure in the world, standing at 510 feet long, 85 feet wide, and 51 feet tall. Allen describes the meticulous planning process, including consulting with shipbuilding experts and using standing-dead Engelmann spruce harvested from Utah. The project required a balance between authenticity and modern guest expectations, incorporating accessibility features such as elevators and ramps while maintaining the look and feel of an ancient ship. The design team worked in parallel with fabricators to build immersive exhibits inside the Ark, ensuring that guests could engage with the story of Noah in a meaningful way.
Designing Through the Lens of the Guest“Having a frontline exposure, and seeing what guests naturally do, the questions they ask, the desires they have, that comes into the designs that we think about every day.”
Allen’s early career in ride operations at Kings Island helped shape his approach to attraction design, giving him first hand insight into guest behavior and operational challenges. This experience influences his design philosophy at Ark Encounter, where guest flow and storytelling are seamlessly integrated. The Ark’s three decks follow a structured narrative—preparing for the flood, life on the Ark, and life after the flood—providing a mix of immersive sets, historical exhibits, and interactive displays. Balancing thematic integrity with practical functionality, the team ensures that guests not only experience the story but also navigate the attraction comfortably. By continuously evaluating guest feedback and operational pain points, the team refines exhibits and pathways to enhance the visitor experience.
Faith-Based Attractions“What we’re trying to create is more than just a fun day at a park. It’s more than just escapism. We want people to experience an encounter, not just with the Ark, but with God.”
Faith-based attractions like Ark Encounter differ from traditional theme parks in that they strive to provide a deeper, more meaningful experience for visitors. Allen explains how their mission extends beyond a single visit, offering resources such as books, educational programs, and Vacation Bible School materials to help guests continue their journey at home. He also acknowledges the challenges of catering to a specific audience while maintaining an inclusive environment where all visitors, regardless of faith, feel welcome. The team aims to balance entertainment and education, using modern tools like virtual reality to bring biblical stories to life in new and engaging ways. The demand for wholesome, family-friendly attractions continues to grow, and Ark Encounter seeks to meet that need by providing a space where guests can both enjoy and reflect.
For more information about the Ark Encounter, the Creation Museum, and upcoming events like Spark at the Ark, visit arkencounter.com, creationmuseum.org, or answersingenesis.org. You can also connect with Allen on LinkedIn.
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:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Missing episodes?
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Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Where will the attractions industry go next? Find out at IAAPA North America Summit, March 30 – April 1, 2025, at Disney’s Grand Californian Hotel. Join executives, innovators, and thought leaders to build connections, explore trends through exclusive EDUTours, and gain strategic insights to put into action tomorrow. This Summit offers a unique opportunity to learn and grow alongside the industry’s best. Don’t miss the chance to shape the future of the attractions industry. Register Today!
Tony Sanders is the General Manager of Old Tucson. With a career spanning multiple operators in the attractions industry, including Six Flags, Merlin, and Fun Spot, Tony has held leadership roles in operations, HR, and revenue management. Old Tucson, a unique combination of a working movie studio and an immersive Wild West attraction, has a deep-rooted history in the film industry and a strong connection to the local community. In this interview, Tony talks about Wild West entertainment, immersion without technology, and the 4 P’s of leadership.
Wild West Entertainment“We call ourselves a Wild West entertainment park because most of the attractions that you will see or experience are live entertainment-based.”
Old Tucson is unlike traditional amusement parks, as its core experience is centered around live entertainment rather than rides. Guests are immersed in a true Western setting with gunfight stunt shows, can-can performances in the Grand Palace Saloon, and interactive experiences. Tony describes how the park’s authenticity is enhanced by horse-drawn wagons, period characters, and even livestock roaming the dirt streets, bringing the Old West to life in a way that is both theatrical and historically rooted. This unique entertainment model makes Old Tucson stand out from traditional theme parks, offering an experience that feels like stepping onto the set of a classic Western film.
Immersion without Technology“We have a thing called road apples here. That’s where the animals who walk leave a little something on the road as they go by. That’s immersive. You’re going to smell it. You’re going to see it.”
Unlike many modern attractions that rely on screens and digital elements to create immersive experiences, Old Tucson relies entirely on its physical environment. Tony explains that the goal is to make guests feel like they’ve stepped back in time, using sensory immersion rather than technology. The sights, sounds, and even smells of the Old West contribute to a level of authenticity that can’t be replicated with virtual reality or augmented reality. Characters roam the park engaging with guests, forming relationships before they even step into a live show. The emotional connection is so strong that when a beloved character meets their fictional demise in a performance, audience members audibly react, proving that true immersion is about storytelling, not screens.
The 4 P’s of Leadership“If I live these four P’s, I’m trying to believe in this philosophy for my team.”
Tony describes his leadership philosophy through the 4 P’s:
Professionalism – Treating guests, employees, and vendors with respect and maintaining a high standard of conduct.Proactive – Anticipating challenges before they arise and instilling a mindset of forward-thinking in his team.Positivity – Keeping an optimistic outlook and encouraging the same in others, even during difficult times.Passion – Leading with enthusiasm and sharing a love for the industry that inspires his team.Tony emphasizes that leadership is not just about giving direction but about building trust. He believes in strong, honest communication and encourages his team to voice concerns directly to him. He also conducts “proactive Tony walks,” where he challenges his team to identify areas for improvement in the park, helping them develop an instinct for anticipating and solving problems before they escalate.
For those who want to learn more about Old Tucson, visit oldtucson.com or follow them on social media. Tony can be contacted via LinkedIn for industry discussions and networking.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen KaraliunasTo connect with AttractionPros:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Where will the attractions industry go next? Find out at IAAPA North America Summit, March 30 – April 1, 2025, at Disney’s Grand Californian Hotel. Join executives, innovators, and thought leaders to build connections, explore trends through exclusive EDUTours, and gain strategic insights to put into action tomorrow. This Summit offers a unique opportunity to learn and grow alongside the industry’s best. Don’t miss the chance to shape the future of the attractions industry. Register Today!
Mark Moore is the Vice President and General Manager of Gulf Islands Waterpark in Gulfport, Mississippi. With nearly 30 years of experience in the water park industry, Mark started his career as a lifeguard and has since played a pivotal role in developing operational efficiencies and guest experience strategies. Gulf Islands Water Park, which opened just weeks before Hurricane Katrina in 2005, has grown into a regional attraction, drawing visitors from across the Gulf Coast. In this interview, Mark talks about cabanas as daytime hotels, balancing demand with dynamic pricing, and free soft drinks.
Cabanas as Daytime Hotels
“I said to a friend who operates a park with over 100 cabanas, ‘So you’re a daytime hotel,’ and he kind of cocked his head at me and said, ‘I never thought about it that way.’”
Mark shared an insightful perspective on the role cabanas play in the water park experience. He compared them to hotel rooms, emphasizing how guests use them as a home base for relaxation, much like a hotel stay. The average length of a hotel stay, when excluding sleeping hours, is similar to the average duration of a visit to a water park—around four to five hours. With this in mind, Gulf Islands Water Park has considered adding amenities typically found in hotels, such as towels, cushioned seating, and concierge-style service, to elevate the cabana experience. Recognizing cabanas as more than just an upcharge but rather a premium hospitality experience has allowed them to enhance guest satisfaction and increase demand for these spaces.
Balancing Demand with Dynamic Pricing
“It took about two years to convince ownership, but once we did, we saw our weekday attendance grow by 8 to 10%, while peak weekend crowds eased up by about 2 to 3%.”
Mark discussed the journey of implementing dynamic pricing at Gulf Islands Water Park, a process inspired by his experience in hotel management. The idea was initially met with hesitation, but after demonstrating how businesses across various industries use demand-based pricing to influence consumer behavior, ownership came on board. The result has been a more evenly distributed attendance pattern, reducing strain on peak days while incentivizing visits on traditionally slower weekdays. The messaging around dynamic pricing has been carefully framed to highlight guest value—focusing on the savings of visiting during less crowded periods rather than the higher cost of peak days. Over time, guests have embraced the model, with many now purchasing tickets in advance to secure the best possible rate.
Free Soft Drinks
“We had done everything we could to speed up our food service, but then we realized the biggest bottleneck was people deciding on drinks. Offering free soft drinks eliminated that completely.”
Inspired by Holiday World’s long-standing free soft drink program, Gulf Islands Water Park introduced complimentary fountain drinks as a way to improve efficiency and enhance guest experience. The results were immediate—food and beverage revenue increased by 20% in the first year, and the overall guest experience improved as wait times at food stands significantly decreased. Instead of bottlenecks forming as guests debated drink choices, they now receive their food quickly and grab a drink at self-serve stations. While there were initial operational challenges, such as managing cup waste, the overall benefits far outweighed the drawbacks. The move has been a major marketing win, with guests frequently citing free drinks as a key perk of visiting the park.
Gulf Islands Water Park continues to evolve by embracing innovative operational strategies and guest-centric enhancements. To learn more about the park, visit gulfislandswaterpark.com. Mark Moore can be reached via email at mark@gulfislandswaterpark.com or by phone at 228-297-6972.
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:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Where will the attractions industry go next? Find out at IAAPA North America Summit, March 30 – April 1, 2025, at Disney’s Grand Californian Hotel. Join executives, innovators, and thought leaders to build connections, explore trends through exclusive EDUTours, and gain strategic insights to put into action tomorrow. This Summit offers a unique opportunity to learn and grow alongside the industry’s best. Don’t miss the chance to shape the future of the attractions industry. Register Today!
Shawn Whitman is the Vice President of Membership and Guest Experience at Zoo Atlanta. With a background in exercise physiology, Shawn's career journey took him from the fitness industry to the world of zoos and aquariums, where he now oversees membership, admissions, rides, guest experience, and more. His role is crucial in ensuring that Zoo Atlanta provides an engaging and educational experience while fostering strong connections with guests and members. In this interview, Shawn talks about saying yes to everything, exercising guest experience muscles, and looking through the lens of the guest.
Saying Yes to Everything"When I was newer in my career, I was just so eager to learn anything and everything that I could."
Shawn attributes much of his career growth to his willingness to say yes to new opportunities. From his early days at the YMCA, where he took on multiple roles, to his expansion of responsibilities at Zoo Atlanta, Shawn's mindset of embracing new challenges has led to tremendous professional development. He believes that saying yes opens doors to learning, collaboration, and career advancement. Even when opportunities pushed him outside his comfort zone, his openness to new experiences helped him build expertise across various departments. This philosophy has also shaped his approach to leadership, where he encourages his team to be adaptable and open to growth.
Exercising Guest Experience Muscles"Just like with exercise, you have to be consistent in your approach to guest experience, continually refining and improving."
Drawing from his background in exercise physiology, Shawn makes a compelling connection between fitness and guest experience. Just as muscles need to be trained consistently to stay strong, organizations must continuously refine their guest experience strategies. At Zoo Atlanta, guest feedback is reviewed regularly to identify opportunities for improvement. Shawn emphasizes the importance of tracking patterns in visitor feedback, much like tracking fitness progress, and adjusting strategies accordingly. Whether it's enhancing signage, improving wayfinding, or refining service training, his approach ensures that the guest experience remains dynamic and evolving.
Looking Through the Lens of the Guest"I visit the zoo in incognito mode to see it exactly as a guest does."
Shawn makes a habit of walking through Zoo Atlanta as an ordinary visitor, removing his name tag and observing interactions firsthand. This approach allows him to see potential pain points in the guest journey and make necessary adjustments. Whether it's noticing which areas guests tend to overlook, observing how they navigate the park, or hearing their feedback in an unfiltered way, this strategy provides invaluable insights. He also emphasizes the importance of knowing when to engage with guests and when to step back, ensuring that their experience is both immersive and uninterrupted.
Shawn encourages his team to adopt this mindset, ensuring that every decision made prioritizes the visitor’s perspective. By aligning guest experience improvements with the zoo’s mission, his team fosters stronger connections between visitors and conservation efforts.
Shawn can be reached on LinkedIn. To learn more about Zoo Atlanta and its initiatives, visit zooatlanta.org or follow them on social media for updates on events, conservation efforts, and guest experiences.
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:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Where will the attractions industry go next? Find out at IAAPA North America Summit, March 30 – April 1, 2025, at Disney’s Grand Californian Hotel. Join executives, innovators, and thought leaders to build connections, explore trends through exclusive EDUTours, and gain strategic insights to put into action tomorrow. This Summit offers a unique opportunity to learn and grow alongside the industry’s best. Don’t miss the chance to shape the future of the attractions industry. Register Today!
Frank Nunez is the President of FrankNDesign. With a background in architecture and a passion for leveraging technology in design, Frank transitioned from traditional architecture to themed entertainment. His company, FrankNDesign, specializes in integrating digital modeling into themed design, helping to bridge the gap between creative vision and practical implementation. In this interview, Frank talks about themed design software, identifying issues before construction, and jillyfraz.
Themed Design Software"Revit was going to be an arranged marriage. Either I was miserable my whole life, or I fell in love and enjoyed the arranged marriage after all."
Frank discussed the evolution of architectural software and how the themed entertainment industry was lagging behind other fields in digital integration. He recognized that while video game designers and filmmakers had advanced tools to create immersive environments, architecture was still relying on rudimentary CAD systems. This led him to explore ways to bring digital intelligence into design, ultimately resulting in FrankNDesign’s approach to using Revit for themed entertainment. By translating creative visions into 3D architectural models, FrankNDesign helps designers and architects collaborate more efficiently while maintaining artistic integrity.
Identifying Issues Before Construction"Everybody knows that it's a lot cheaper to change it digitally by moving a mouse than it is by cutting a piece of rock work in the field."
A major benefit of FrankNDesign’s approach is the ability to identify potential clashes between themed elements and structural necessities before construction begins. By working directly within Revit, their models coexist with architectural designs, allowing designers to foresee problems such as ventilation placement, exit sign visibility, and rockwork integration. Frank emphasized how this process prevents costly and time-consuming field modifications by resolving these conflicts in a digital space first. The result is a more seamless, immersive environment that aligns with both guest expectations and operational needs.
Jillyfraz"Our rock work, our jillyfraz, the pretty stuff that makes the— we are in charge of everything the guest sees."
Frank introduced the term "jillyfraz" to describe the intricate themed elements that make up the visual storytelling of an environment. These are the immersive details—rockwork, signage, facades—that transport guests into another world. His team specializes in ensuring that these elements are both aesthetically accurate and structurally feasible, blending creativity with technical precision. By refining the details before construction begins, FrankNDesign helps maintain the integrity of themed experiences while ensuring practical functionality behind the scenes.
For those interested in learning more about FrankenDesign or getting in touch with Frank, visit https://frankndesign.com. The company is also active on Instagram, LinkedIn, Facebook, and Twitter. Frank encourages industry professionals to reach out via their website’s contact page or at info@frankendesign.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:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
Where will the attractions industry go next? Find out at IAAPA North America Summit, March 30 – April 1, 2025, at Disney’s Grand Californian Hotel. Join executives, innovators, and thought leaders to build connections, explore trends through exclusive EDUTours, and gain strategic insights to put into action tomorrow. This Summit offers a unique opportunity to learn and grow alongside the industry’s best. Don’t miss the chance to shape the future of the attractions industry. Register Today!
Brian Kilpatrick is the Chief Operating Officer of Trinity Park Conservancy. With nearly four decades of experience in the attractions and hospitality industry, Brian has built a career that spans multiple disciplines, including food and beverage, retail, finance, and operations. His journey began at SeaWorld, where he spent 35 years, and later took him to leadership roles at Anakeesta and the Artis—Naples performing arts center. Now, at Trinity Park Conservancy, he is focused on creating accessible and sustainable green spaces for the Dallas community. In this interview, Brian talks about building green space intentionally, being a good listener, and getting to know the community.
Building Green Space Intentionally"We are building Dallas’s Central Park."
Trinity Park Conservancy’s mission is to transform the Trinity River into a connected and accessible green space for the Dallas community. Brian emphasizes the importance of designing Harold Simmons Park with clear intent, ensuring it serves as more than just a recreational area—it’s a space for nature, conservation, and community gathering. The project spans 250 acres and is designed to unite Dallas through a series of scenic overlooks, improved pedestrian access, and a deep focus on sustainability. Drawing from his theme park background, Brian applies best practices in operational planning to ensure the park remains well-maintained and inviting for years to come.
Being a Good Listener"I've learned over the years, and again, I think it's evolved into my style today, that you really have to be inclusive of what you're going to use from a knowledge base and experience base to make a decision."
Throughout his career, Brian has adapted his leadership style to focus on active listening and inclusivity. Early in his career, he admits to being more assertive, but over time, he realized the power of truly understanding the perspectives of others before making decisions. At Trinity Park Conservancy, listening plays a central role in ensuring the project aligns with community needs. Whether it’s gathering feedback from stakeholders or engaging in conversations with local residents, Brian stresses the importance of hearing different viewpoints to create a space that reflects the desires of those it serves. His ability to synthesize insights from various sources, including community members and industry peers, has been instrumental in shaping the vision for Harold Simmons Park.
Getting to Know the Community"I can tell you without a doubt, if I walked you through the park plan today, the elements of the park are what the community told us they wanted."
Brian recognizes that for Trinity Park Conservancy to be successful, it must reflect the unique needs of the people it serves. Understanding the historical and socioeconomic landscape of Dallas, he and his team have taken a grassroots approach to community engagement. By meeting with residents, attending local board meetings, and walking the grounds himself, Brian has built connections that help inform the park’s development. The Conservancy’s commitment to listening to the community has led to a park design that directly incorporates their input, ensuring it fosters inclusivity and unity. Brian’s leadership ensures that Harold Simmons Park is not just a project but a shared vision with the people of Dallas.
Brian Kilpatrick can be reached via LinkedIn or by email at Brian.Kilpatrick@TPCDallas.org. To learn more about Trinity Park Conservancy and the development of Harold Simmons Park, visit www.TPCDallas.org.
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:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
This episode is brought to you by New Vue. New Vue is a team of attractions experts providing an ‘all-in-one’ reporting suite for attractions businesses. Their reporting solution empowers attraction leaders to make well-informed decisions, based on real-time data. New Vue also build slick websites that elevate your digital guest experience and provide strategic support to help you with booking systems and all of your IT needs.
Clara Rice is the Director of Global Marketing at Adirondack Studios. With a career spanning over 17 years in the attractions industry, Clara has worn multiple hats, from theater management to marketing leadership, and has a passion for storytelling and cultural attractions. Adirondack Studios is a renowned design and fabrication company that has been bringing creative visions to life for 50 years. In this interview, Clara talks about your workplace vs. your worth place, the importance of transparency, and building marketing from scratch.
Your Workplace vs. Your Worth Place"Make sure you're separating your professional goals from your personal goals."
Clara shares this key piece of advice from her father, emphasizing the importance of distinguishing between your identity within your workplace and your personal worth. She notes how easy it is to tether one’s identity to the brand they work for, potentially losing sight of personal aspirations. Clara also highlighted her LinkedIn posts, where she dives into these topics, helping others find clarity and purpose in their careers. By maintaining a balance, she believes people can better define their individual goals while thriving professionally.
The Importance of Transparency"I am very honest, and that comes from the fact that I have benefited from the honesty of others."
Clara discussed how sharing personal stories, especially about her sobriety and mental health journey, has inspired her professional connections and LinkedIn audience. Her openness has fostered trust and motivated others to reach out with their own struggles, creating meaningful conversations around vulnerability and wellness. Clara's candor extends to her involvement with the TEA Wellness Council, which focuses on preventing burnout and creating thriving workplace communities.
Building Marketing from Scratch"Being a best-kept secret is probably not the best growth strategy for the next 50 years."
Clara recounted her journey at Adirondack Studios as their first-ever Director of Global Marketing, a role that she created from the ground up. Her "Make a Scene" campaign became a transformative initiative, celebrating the company’s talent and empowering all 300 employees to feel part of the brand’s story. From developing recruiting tools to engaging content, Clara detailed how she built a marketing department that not only showcased Adirondack's capabilities but also fostered a collaborative culture across its global locations.
To learn more about Adirondack Studios, visit wemakeascene.com. Clara can be reached directly via LinkedIn for further insights into her work and the company.
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 GigananClara’s headshot photo credit: Matt Witherspoon Photography
To connect with AttractionPros:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
This episode is brought to you by New Vue. New Vue is a team of attractions experts providing an ‘all-in-one’ reporting suite for attractions businesses. Their reporting solution empowers attraction leaders to make well-informed decisions, based on real-time data. New Vue also build slick websites that elevate your digital guest experience and provide strategic support to help you with booking systems and all of your IT needs.
Jim Futrell is the Historian for the National Amusement Park Historical Association and IAAPA. With over 40 years of experience researching and preserving amusement park history, Jim has authored multiple books and articles on the subject and is recognized as a leading voice in the field. In this interview, Jim talks about amusement park history, putting context on history, and shared experiences across generations.
Amusement Park History“One of the first watershed moments in amusement park history was the 1893 World’s Columbian Exposition in Chicago. It gave birth to the modern amusement park industry.”
Jim discussed how the exposition introduced the Midway Plaisance, which became a blueprint for amusement parks worldwide. Attractions like the Ferris wheel captivated visitors, and the fair’s profitability from entertainment inspired park developers to embrace thrilling rides and immersive environments. Jim highlights key moments, such as the development of John Miller’s under-friction wheel in 1919, which revolutionized roller coaster safety and design. This innovation allowed coasters to evolve from scenic rides to thrilling centerpieces of amusement parks. According to Jim, these milestones laid the foundation for the resilient and ever-evolving amusement park industry we know today.
Putting Context on History“Being a true historian isn’t just memorizing facts—it’s about contextualizing them within a broader framework.”
Jim emphasized how understanding historical context deepens our appreciation of amusement parks. For instance, he explored how global events like World War I and II transformed the industry. After World War II, the rise of suburbanization and interstate highways shifted parks from urban centers to sprawling suburban attractions, such as Disneyland. He also shared examples of how past myths about the industry, such as Disney's alleged detachment from IAAPA or the history of Blackpool Pleasure Beach’s membership, were debunked through diligent research. For Jim, the essence of amusement park history lies in connecting these moments to broader societal changes.
Shared Experiences Across Generations“Amusement parks are one of the few places where you can share the same experience across generations.”
Jim passionately described how amusement parks enable families to create multi-generational memories. He shared a personal story about how his family has ridden Kings Island’s carousel for six generations, underscoring the industry’s ability to preserve nostalgia while remaining relevant to new audiences. Jim noted that balancing tradition with innovation is critical for parks. They must honor iconic attractions while introducing new experiences that resonate with modern guests. For example, parks like Knoebels and Kennywood have thrived by preserving their history and making forward-thinking investments.
Jim Futrell’s dedication to preserving amusement park history offers valuable insights into how the industry’s past shapes its future. To connect with Jim directly, you can reach him on LinkedIn or Facebook. To learn more about the National Amusement Park Historical Association and IAAPA, visit their websites.
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:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) -
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
This is episode is brought to you by New Vue. New Vue is a team of attractions experts providing an ‘all-in-one’ reporting suite for attractions businesses. Their reporting solution empowers attraction leaders to make well-informed decisions, based on real-time data. New Vue also build slick websites that elevate your digital guest experience and provide strategic support to help you with booking systems and all of your IT needs.
Kyle Allison is the Owner of Altitude 1291 and Director of Fun at Allison’s Fun Incorporated. Raised in a family of entrepreneurs, Kyle grew up immersed in the hospitality industry, contributing to his passion for small businesses and community-focused ventures. From inflatable rentals to family entertainment centers and even children’s haircut franchises, Kyle’s career has been defined by innovative approaches to customer experiences. In this interview, Kyle discusses haircuts and hospitality, overcoming staffing challenges, and serving the community.
Haircuts and Hospitality"It's about taking care of people. If mom's happy, the haircut doesn't even have to be perfect."
Kyle shares his unique venture into children’s haircut franchises and how it connects to his hospitality roots. Initially inspired by his own experiences as a parent, Kyle saw the opportunity to create a service-oriented environment for families. While haircuts may not seem connected to family entertainment centers at first glance, the emphasis on treating customers well ties both businesses together. He highlights how understanding customer needs and prioritizing exceptional service can transform any business into a hospitable experience.
Overcoming Staffing Challenges"It's not just about money. It's about creating an environment where people want to be."
Kyle addresses the labor challenges many businesses faced during and after the pandemic. From providing flexibility in scheduling to fostering a team-oriented culture, Kyle emphasizes the importance of building a workplace where employees feel valued. He describes how his hands-on leadership style—working alongside his team—creates a sense of camaraderie and trust. By focusing on employee satisfaction and training, Kyle ensures his team delivers exceptional guest experiences while maintaining operational efficiency.
Serving the Community"Nothing is more rewarding than giving back to the town that raised you."
Beyond his businesses, Kyle has made significant contributions to his community. From serving on the Norman City Council to participating in the IAAPA Government Affairs Committee, he has leveraged his leadership to advocate for the attractions industry. Kyle discusses how these roles have informed his business strategies, particularly in areas like economic development and community engagement. His dedication to civic involvement reflects his commitment to building strong connections between businesses and their communities.
To learn more about Kyle’s businesses, visit Altitude1291.com and AllisonsFunInc.com. Kyle can also be reached via email at kyle@allisonsfuninc.com, or connect with him on Facebook and LinkedIn.
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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The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!
Richard Pretlow is the Park President of Morgan's Wonderland in San Antonio, Texas. With a background in theme park management that spans Six Flags, SeaWorld, and Crayola, Richard brought his expertise to Morgan's Wonderland in 2023. Known for being the world’s first ultra-accessible theme park, Morgan's Wonderland creates a space where everyone, regardless of ability, can enjoy the magic of theme parks. In this interview, Richard talks about solving complex problems beautifully, ultra accessibility, and shifting mindsets.
Solving Complex Problems Beautifully
"In architecture, you combine the beauty of art with the science of engineering. Here, we solve complex problems beautifully for our guests and team members alike."
Richard’s background in architecture shaped his ability to approach problems with creativity and practicality. At Morgan’s Wonderland, this approach manifests in seamless solutions for accessibility challenges that preserve the guest experience. Whether it’s redesigning a ride’s layout or addressing operational hurdles, Richard emphasizes the importance of learning directly from frontline team members. By understanding the root causes of issues and collaborating with his staff, Morgan’s Wonderland crafts solutions that prioritize inclusivity while maintaining operational excellence.
Ultra Accessibility"Ultra accessibility means nobody is separated from their mobility or life-support devices."
Richard shared the unique commitment Morgan’s Wonderland has made to create a truly inclusive environment. Unlike typical accessibility accommodations, ultra-accessible rides allow guests to remain in their wheelchairs or bring essential devices on attractions, ensuring no one feels separated from their mobility aids. From flat-surface carousels to harnesses designed for torso stability, every detail is considered. This philosophy extends beyond rides, with accessible retail spaces and policies like allowing outside food for guests with special dietary needs.
Shifting Mindsets"The mindset here is to say ‘yes’ instead of ‘no.’ We look for ways to make the impossible possible."
Richard highlighted how Morgan's Wonderland challenges industry norms by rethinking what’s possible for both guests and employees. For example, the park employs individuals with disabilities in a range of roles, including positions previously considered unsuitable. A visually impaired ride operator exemplifies this shift, leveraging heightened sensory awareness to manage operations with precision. This inclusive mindset not only enriches the guest experience but also serves as a model for other parks to expand opportunities for individuals with diverse abilities.
Richard Pretlow’s leadership at Morgan's Wonderland exemplifies how shifting mindsets and solving problems creatively can lead to groundbreaking inclusivity.
To learn more about Morgan’s Wonderland, visit morganswonderland.org. For insights into the park’s broader initiatives, visit morgans.org. You can also connect with Richard directly through the park’s contact page.
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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Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!
One of the biggest struggles that attractions face is service recovery and complaint resolution. To address this, Josh is excited to release a new online course called Service Recovery Hero, which allows attraction operators to streamline the service recovery process and use guest complaints to grow the business. Designed for the attractions industry, the course offers actionable strategies to handle complaints, empower employees, and turn service failures into opportunities for growth. In this episode, Matt and Josh delve into the nuances of service recovery, showing how it should be treated as a necessary component of any business strategy.
Guests Aren’t Complaining Enough"Less than 4% of people who have an issue are actually going to speak up about it."
Guest feedback provides a wealth of insights, but the majority of dissatisfied guests remain silent. To get more complaints, embrace the four key pillars for collecting guest feedback: onsite channels, post-visit surveys, mystery shops, and public reviews. These pillars ensure businesses capture and act on valuable information to improve the guest experience proactively.
Train Your Staff for Complaint Resolution"The LAST model stands for Listen, Apologize, Solve, and Thank."
One cornerstone of service recovery is the LAST model, a structured approach to handling complaints. Training staff in this model equips them to navigate difficult conversations and resolve issues effectively. By emphasizing empathy and empowerment, this framework minimizes disruptions and enhances guest satisfaction.
Empower Team Members with Recovery Tools"There is so much you have to offer that has high value to guests but low cost to your business."
When you implement a robust recovery toolbox, you enable team members to resolve complaints without managerial escalation. By offering high-value, low-cost solutions—like complimentary tickets or experiential compensation—teams can address issues swiftly and achieve higher levels of guest satisfaction.
The Importance of Documentation"Documenting recovery efforts helps track trends, coach team members, and prevent abuse."
Documentation is essential for managing service recovery effectively. It allows businesses to identify repeat offenders and ensure recovery measures are applied judiciously. This systematic approach also helps refine operational strategies based on aggregated feedback.
Handling Public Reviews and Online Feedback"Your response to a review is not just for the reviewer but for everyone who reads it."
Public responses to negative reviews require tact and professionalism, along with validating the guest’s concerns and stresses further discussion offline. This approach not only addresses the reviewer’s issue but also demonstrates the organization’s commitment to service excellence to potential future guests.
Plan for the Worst"Even irate or unreasonable complaints can be addressed with a structured approach."
Part of your service recovery strategy is to prepare for worst-case scenarios, including obscure and aggressive complaints. Training staff to use conflict resolution strategies, while maintaining safety, ensures even the most challenging situations are managed effectively.
Grow Through Guest Feedback"The solution is not the opposite of the problem but solving for the perception behind it."
Guest feedback offers opportunities for continuous improvement. Aggregating data and addressing systemic issues can lead to long-term enhancements in operations. This iterative process ensures guest satisfaction remains a cornerstone of the business.
Service Recovery Hero is available now as a self-paced online course tailored for the attractions industry. Click here to access the course at a 20% discount. Elevate your guest experience strategy and become the hero your guests deserve!
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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Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!
Are you ready for 2025? For the eighth year in a row, Matt and Josh host the AttractionPros “Resolutionary” episode, laying out goals and objectives for the following year. By sharing them with each other and publicly on the podcast, it ensures a high degree of accountability. This past year even included a mid-year resolutionary check-in in July that allowed Matt and Josh to share updates on how their resolutions were going. In this year’s Resolutionary episode, Matt and Josh reflect on their 2024 resolutions, and share their goals for 2025 as we head into the new year.
Matt’s ResolutionsIn 2024, Matt focused on three key resolutions. First, he aimed to expand Performance Optimist Consulting POC YOUniversity by incorporating new perspectives and expertise. While progress was made, Matt recognized the need for a new approach in 2025 to better engage and support the community. Second, he committed to improving his health following quadruple bypass surgery by maintaining a healthy diet, reducing portion sizes, and staying active, even during busy events like IAAPA. Finally, Matt resolved to share his personal story strategically, ensuring it created meaningful impact without dominating his narrative—a goal he achieved by thoughtfully incorporating it into his coaching and speaking engagements.
Looking ahead to 2025, Matt plans to embrace writing as a central focus, starting with his third book about middle management and revisiting his love for articles and blog posts. He also aims to rebuild the POC YOUniversity model into a more accessible format, emphasizing community through open sessions and masterminds. Moreover, Matt is dedicated to actively supporting leadership development and embracing bold, innovative ideas that push boundaries, reinforcing his belief in the value of creative risks.
Josh’s ResolutionsJosh also set ambitious goals for 2024. He focused on building long-term guest experience partnerships, making significant progress by expanding his consulting programs and fostering sustainable client relationships. He also worked to improve his public speaking skills, completing a stand-up comedy course at The Second City to integrate humor and storytelling into his presentations, earning enthusiastic feedback from audiences. Additionally, Josh planned to host more in-person events but, due to family commitments, limited these efforts to one successful meetup. He remains committed to hosting future events, including an AttractionPros Meetup at IAAPA Expo 2025.
Josh’s resolutions for 2025 are centered on growth, following a year of stabilization in 2024. He plans to expand his consulting business sustainably, focusing on delivering measurable results for clients. To prepare for scalability in 2026, Josh is developing digital offerings like the “Service Recovery Hero” online course, which will allow broader access to his expertise. He also plans to establish a stronger industry presence by exhibiting at IAAPA Expo 2025.
For AttractionPros, the focus in 2025 will be on audience growth, engagement, and leveraging technology. Matt and Josh plan to refresh the podcast’s seven-year-old website to improve user experience and continue using AI tools for tasks like generating daily quotes and identifying impactful podcast clips. Engagement with listeners will also take center stage, with efforts to foster a more robust community through both digital platforms and potential in-person events.
Lastly, Josh and Matt express deep gratitude for the AttractionPros interns, Abby and Kristen, whose contributions are vital to the podcast’s success. Together, they remain committed to inspiring and connecting with the attractions industry in meaningful and innovative ways.
What are your goals for 2025? Let us know!
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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Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!
Jim Howell is the President of Perky's Pizza. With decades of experience in the global pizza industry, Jim has had a storied career spanning Domino's, Brugger's Bagels, and even running pizza operations in Europe and the Caribbean. He now leads Perky's Pizza, a pioneer in non-traditional food service spaces like family entertainment centers (FECs) and resorts. With a commitment to quality and innovation, Jim’s expertise in ingredient sourcing, operational efficiency, and customer satisfaction has made him a leader in his field. In this interview, Jim talks about how pizza rules the world, not following the trends, and the importance of meeting everybody.
Pizza Rules the World"Pizza is the number one selling item in family entertainment centers, and nothing will replace it."
Jim’s passion for pizza is evident as he delves into why it dominates as the go-to food choice in FECs and beyond. He discusses the universal appeal of pizza, describing it as a versatile dish that’s familiar and accessible to guests of all ages. From thin crust to deep dish, Jim emphasizes that offering a dependable and delicious pizza experience is crucial to FEC success. Perky's Pizza focuses on maintaining high-quality standards while keeping operations simple and scalable. According to Jim, pizza isn't just a menu item—it's the backbone of FEC food programs, generating significant revenue and enhancing guest satisfaction.
Not Following the Trends"I hate trends because they’re not sustainable in family entertainment centers."
Jim cautions against chasing food trends, especially in the context of FECs. Drawing from decades of data, he argues that introducing trendy menu items like salads or gluten-free options often results in wasted resources, as these items rarely resonate with the core audience. Instead, Jim advises operators to focus on proven staples, particularly pizza, and to learn from larger chains like McDonald's, which invest heavily in research before launching new products. His philosophy is clear: stick with what works and avoid overcomplicating the menu with fleeting trends.
The Importance of Meeting Everybody"Good old-fashioned networking is key—you never know where opportunities might come from."
Jim shares anecdotes from his career to highlight the value of building and maintaining relationships. From his early days working in Europe to his current role at Perky’s Pizza, Jim has leveraged connections to create new opportunities and grow his business. At industry events like IAAPA, Jim emphasizes the importance of engaging with everyone, whether they’re prospective clients or industry peers. By staying visible and approachable, he ensures that Perky's Pizza remains top-of-mind for operators looking to enhance their food programs.
To learn more about Perky’s Pizza or to connect with Jim, visit PerkysPizza.com or call their office at 813-855-7700. Jim is also reachable directly on his cell at 813-382-6044. Whether you’re planning a new FEC or looking to upgrade your food service, Jim and his team are ready to help you create a successful pizza program.
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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Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!
IAAPA Expo is the world’s largest gathering of professionals in the attractions industry, showcasing cutting-edge innovations, networking opportunities, and educational sessions that shape the future of location-based experiences. As long-time participants and advocates for the industry, Matt and Josh were actively involved in this year’s expo, including leading education sessions, along with hosting the highly successful AttractionPros Meetup, which brought together attendees from around the globe. In this episode, they reflect on their biggest takeaways from the Expo, highlighting lessons learned, the value of connections, and key trends shaping the attractions industry.
The Importance of NetworkingJosh and Matt emphasize how IAAPA fosters connections that can have long-term impacts. They share personal stories, including meeting mentees at Career Slam and having meaningful interactions during the AttractionPros Sunday Night Meetup, which exceeded attendance expectations and highlighted the sense of community within the industry.
Both Josh and Matt underscore the "compounding effect" of networking, describing how relationships formed years ago can evolve into significant opportunities, professionally and personally.
Adapting to ChangeJosh and Matt reflect on the importance of adaptability in both personal and professional contexts. They highlight how careers in the attractions industry often follow nonlinear paths, encouraging flexibility and openness to unexpected opportunities. Whether it’s exploring roles outside of one’s initial focus or seizing unplanned chances for growth, their advice emphasizes embracing change as a constant and transformative force in achieving long-term success.
Leadership and People Skills in a Tech-Driven WorldWhile the Expo showcased cutting-edge technology and innovation, Josh and Matt remind listeners that the industry remains fundamentally people-driven. Genuine connections, trust-building, and shared experiences remain irreplaceable.
Takeaways for Future IAAPA Attendees Show Up: Simply being present and actively engaging can lead to transformative opportunities.Embrace Crazy Ideas: Matt’s "random ate" dinner at Maggiano’s demonstrated how small, informal gatherings can create meaningful connections.Focus on Passion: For mentees, the advice was clear: find what you’re drawn to, and pursue roles and companies aligned with your interests, even if the job title isn’t an exact match. Impact and GratitudeLastly, one of the biggest takeaways that Matt and Josh had from this year’s expo was the impact that this podcast makes. Several people shared stories of episodes and interviews that impacted their career development and growth. Josh shared a touching story of a listener who found solace and motivation in the AttractionPros Podcast during cancer treatment.
We’d like to express our heartfelt thanks to the IAAPA team, the ambassadors, and everyone who contributed to making the Expo a success. We encourage listeners to share their own Expo takeaways and consider submitting ideas for educational sessions for IAAPA Expo 2025.
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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Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!
David Rosenberg is the Executive Vice President, Growth and Experience, for SSA Ventures. SSA Ventures, a division of SSA Group, focuses on enhancing visitor experiences, integrating sustainability practices, and leveraging innovative technology to elevate attractions globally. SSA Group has over 90 partnerships with cultural attractions, zoos, aquariums, and theme parks, providing food and beverage, retail, and admissions solutions. In this interview, David talks about next-level hospitality, trends in sustainability, and a frictionless visitor experience.
Next Level Hospitality"452 Lyons Street was where hospitality came to life, where the front door was always open, food was always cooking, and the community came together in warmth and welcome."
David shared how this personal story, recounted by SSA's CEO, Sean McNicholas, became a metaphor for SSA’s hospitality ethos. “452 Hospitality,” as the concept is called, embodies the nostalgia and spirit of genuine connection. It inspires SSA’s modern strategies for guest engagement, emphasizing warmth, personalization, and innovation. David elaborated on how SSA consistently strives to exceed current hospitality standards, using his experiences at Monterey Bay Aquarium as an example of adapting to guests' expectations and continually raising the bar to meet future demands.
By identifying areas of friction and integrating cutting-edge practices, SSA ensures its partners offer more than just service—they create lasting impressions that align with both emotional connection and operational efficiency.
Trends in Sustainability"Sustainability isn't just about reducing waste; it’s about embedding it into the DNA of the organization and leveraging our scale to move the needle."
David highlighted SSA's leadership in sustainability, noting their partnerships with cultural attractions that prioritize environmental conservation. SSA's purchasing power plays a key role in driving sustainable practices, from eliminating plastic water bottles across operations to exploring kitchen electrification to reduce emissions.
He also emphasized aligning SSA’s sustainability efforts with the missions of their partners, such as zoos and aquariums. David shared how these collaborations amplify impact, making SSA a catalyst for positive environmental change. He pointed to examples like the widespread adoption of sustainable seafood practices initiated at the Monterey Bay Aquarium and scaled across SSA’s other venues. These initiatives showcase how SSA leverages its influence to meet and exceed the sustainability goals of its clients.
Frictionless Visitor Experience"From the moment someone decides to visit to the time they leave and beyond, the goal is to remove barriers and create seamless, memorable experiences."
David underscored the importance of eliminating friction in the guest journey. Drawing from his past experiences, he explained how integrating technology—such as touchless security screening and app-based navigation—has made visits smoother and more engaging. He emphasized that a frictionless experience isn't just about efficiency; it’s about ensuring visitors feel connected and valued throughout their journey.
SSA fosters a seamless blend between its staff and the institutions they serve, ensuring that visitors can’t distinguish between SSA employees and the venue's team. This integration extends to training, uniforms, and shared values, guaranteeing a consistent and unified experience. David highlighted how SSA's commitment to innovation, such as adopting podium-style service points, enhances visitor engagement and satisfaction.
To learn more about SSA Ventures, visit their website or connect with David Rosenberg on LinkedIn. SSA continues to redefine hospitality, sustainability, and visitor experiences, making every partnership a step toward a brighter, more innovative future.
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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Mark Berlin is the Director of Operations at the USS Midway Museum in San Diego, CA. Mark's career journey began in tourism with Historic Tours of America as a tour guide for Old Town Trolley Tours in Boston. He climbed the ranks, eventually managing operations in San Diego and Washington, DC. His path later led to the museum industry, where he managed audio tours at iconic Smithsonian museums, and served as Guest Services Director at the Natural History Museum in San Diego. Since joining the Midway in 2006, Mark has been integral to its success and transformation. In this interview, Mark talks about unexpected fun, embracing the introverts, and how life is a field trip.
Unexpected Fun"Retired Navy personnel are a lot of fun, and they love sharing that fun with our guests on board."
Mark explained that many visitors to the USS Midway Museum are surprised to find the experience not only educational but also deeply enjoyable. The ship’s docents, many of whom are retired Navy personnel, bring their unique personalities and stories, injecting humor and enthusiasm into tours. Mark emphasized that creating this atmosphere of enjoyment is deeply rooted in the museum's culture. By balancing respect for the history of the Midway with engaging interactions, the museum staff delivers an unexpectedly fun experience for guests of all ages. This joyful spirit contributes to the Midway’s status as a top-rated attraction in San Diego.
Embracing the Introverts"I'm still a proud introvert, but I find myself in an extroverted role."
Reflecting on his own path from a quiet tour guide to a leadership role, Mark shared his commitment to supporting introverted team members. During hiring, he values candidates who may initially appear reserved but exhibit potential. He recalled a memorable hire—a quiet young woman determined to overcome her shyness. With support and opportunity, she blossomed into one of the Midway's best team members. Mark encourages introverted staff to find their voice, creating an inclusive culture where every personality type can thrive.
Life is a Field Trip"I only take jobs where I would have gone on a field trip as a kid."
Mark’s passion for experiential learning and immersive environments guides his work at the Midway. He recalled childhood field trips to historical sites and how these experiences ignited his interest in tourism and museums. Now, he strives to recreate that sense of awe and discovery for visitors. From engaging exhibits to interactive experiences with volunteers, Mark ensures that every guest’s visit to the Midway feels like a memorable field trip—one that educates and inspires in equal measure.
To learn more about the USS Midway Museum, visit midway.org. You can also reach Mark directly at mberlin@midway.org.
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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. TJ’s journey into hospitality began as a Disney College Program participant working in parking at Disney MGM Studio (now Hollywood Studios), where he caught the “hospitality bug.” 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. BlueGator’s 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, TJ’s team helps operators overcome the “spaghetti and spiderwebs” 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 itself—it’s about enhancing guest experiences and making meaningful connections. He emphasizes that whether it’s a visit to a museum, zoo, or aquarium, the interactions guests have can be life-changing, fostering lifelong passions or interests. BlueGator’s work involves linking disparate data streams—like ticketing and donor engagement systems—to 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 spend—those are the four pillars or key metrics."
TJ introduces the framework of four key metrics—recency, frequency, duration, and spend—as 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 tj.christensen@bluegator.com 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:
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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 can’t be described, just go.'”
Katy shares the challenge of conveying City Museum’s essence, explaining that the museum isn’t your typical museum. It’s 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"It’s critical that marketing is aligned with operations and events, and that we’re 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 kenrique@citymuseum.org.
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:
AttractionPros.comAttractionPros@gmail.comAttractionPros 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 expo’s 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 you’re 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 you’ll be at the expo, join us at our AttractionPros Meetup! On Sunday, November 18th, we’ll 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:
AttractionPros.comAttractionPros@gmail.comAttractionPros on FacebookAttractionPros on LinkedInAttractionPros on InstagramAttractionPros on Twitter (X) - Show more
