AttractionPros Podcast

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AttractionPros brings you into the room with the top leaders, executives, and influencers in the attractions industry, to gain the widest possible perspective of all areas of the industry. Most people are only exposed to the practices of their own organization without seeing how the rest of the industry operates. By following AttractionPros, you will gain the skills and knowledge needed to succeed and learn from the best of the best, whether you are the CEO or just beginning your career.

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Episodes

5 hours ago

Episode 407: Sondra and Jake Shannon talk about performance coaching, revenue strategy, and technology integration

5 hours ago

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

Tired of outdated systems holding your attraction back? Gatemaster believes technology is part of the experience, transforming every touchpoint into an opportunity. Imagine seamless online booking, effortless mobile ordering, and data-driven insights at your fingertips. Ready to revolutionize your guest journey and maximize revenue? Power your attraction with Gatemaster. Discover the future at Gatemaster.com.

Sondra Shannon is the Chief Executive Officer, and Jake Shannon is the Chief Growth Officer of Gatemaster Technology. With decades of combined experience in operations, business strategy, and technology, Sondra and Jake lead a company that has supported attractions for over 30 years. Gatemaster started as a point-of-sale software provider and has evolved into a full-service solutions partner for attractions of all sizes. In this interview, Sondra and Jake talk about performance coaching, revenue strategy, and technology integration.

Performance Coaching

“Success is your duty to make sure that your business is protected and that you are growing so that you have generations to pass this on to.”

Jake shares how his exposure to performance coaching through Grant Cardone led to a transformational shift in both his personal and professional life. After becoming Cardone’s top-ranked coach out of 700 worldwide, Jake applied high-performance business principles to Gatemaster, helping nearly double its revenue. Sondra was so inspired by the results that she and COO Tiffany Blair began their own coaching journey to better serve the attractions they work with. They believe that coaching—more than managing—is the key to unlocking growth, developing leaders, and driving revenue across the industry.

Revenue Strategy

“We increased revenue by $150,000 between March and May with no new capital investment or labor investment—just strategy.”

One of the most impactful themes discussed was helping attractions rethink their revenue opportunities by packaging what they already offer in new ways. Sondra explains how creating family bundles, date night deals, and themed packages for a mini-golf client led to a major uptick in revenue with no added cost. By reframing how products are presented and communicating availability clearly (without feeling like an “upsell”), Gatemaster helps clients personalize the guest journey and maximize spend from the first interaction.

Technology Integration

“We’re now asking ourselves all the time—who’s got the kind of problems we can help solve, rather than who can I sell this system to?”

As a company that’s been serving attractions since 1994, Gatemaster combines technical expertise with operator experience. Sondra and Jake explain how the company has evolved beyond traditional software, adding managed services to help clients navigate staffing shortages, tool fatigue, and operational complexity. Their technology is grounded in business logic and human-centered design—something that traces back to founder Steve, a chiropractor who built systems around ergonomic functionality. With many clients staying on for over a decade, the long-term relationships reflect Gatemaster’s philosophy of service, customization, and genuine partnership.

You can connect with Sondra and Jake on LinkedIn, or learn more about Gatemaster Technology by visiting gatemaster.com.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Jun 17, 2025

Episode 406: Josh and Matt discuss their impressions of Epic Universe

Tuesday Jun 17, 2025

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When a new theme park opens, it’s more than a ribbon-cutting—it’s a generational milestone. With the debut of Universal’s Epic Universe, the attractions industry sees its most significant park opening in the United States in over two decades. In this episode, Matt and Josh talk about the immersive design, emotional resonance, operational innovations, and friction points of Epic Universe—reflecting on their respective visits and unpacking the guest experience from both a fan and professional perspective.

A Landmark for the Industry

“This is the newest major theme park to open, not just in Central Florida but the largest new theme park to open in the country in the last quarter century.”

Matt and Josh reflect on how Epic Universe represents a once-in-a-generation event. The sheer scale, technology, and artistic vision mark a pivotal point for theme park development. From Celestial Park’s community-like aesthetic to the themed portals, the park feels intentional and deeply considered. The duo also draws parallels between industry advancements and their personal excitement as fans, recognizing that few other sectors experience a $7 billion innovation that also thrills millions of people.

Immersion and Emotional Connection

“The second I walked through the portal into Nintendo, I felt like I was spit out through the green pipe and I was right in my childhood.”

Josh and Matt compare their emotional connections with the IPs represented in Epic Universe’s lands. Josh describes how Super Nintendo World transported him back to childhood, while Matt—less attached to the brand—found the land visually stunning even though it was less personally engaging. Both agree that attractions like Stardust Racers and Monsters Unchained push boundaries in guest immersion. Matt praises how Dark Universe’s street character Eigor connects thematically to the ride experience, blurring the line between streetmosphere and narrative continuity.

Operational Wins and Friction Points

“It was the most seamless locker experience I’ve ever had... until it wasn’t.”

While Epic Universe delivers next-gen technology like facial recognition lockers and mobile food ordering, not every implementation is flawless. Josh describes a frustrating locker bay issue that caused a substantial delay. Similarly, Matt notes mobile ordering hiccups and virtual queue limitations, particularly for the Ministry of Magic ride. However, both highlight excellent guest service, including a team member in the Isle of Berk who delivered proactive communication and compassion amid uncertain show schedules.

The Re-experience Factor

“It’s a park that is absolutely re-experiencable... you get that repeat visitation feeling.”

Matt and Josh both emphasize Epic Universe’s lasting impact. It’s not just a one-time visit—it’s a park that demands exploration over time. With hidden details, evolving guest flow strategies, and high emotional engagement, Epic Universe offers a compelling case study in how to merge immersive storytelling with thoughtful operations. Matt and Josh applaud the Universal team for crafting a park that has already made history.

Have you visited Epic Universe? Let us know your thoughts!

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Jun 10, 2025

Episode 405: Tyler Adams talks about bourbon as an attraction, creating connections with consumers and recovering before the crisis starts

Tuesday Jun 10, 2025

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Tyler Adams is the General Manager of the Buffalo Trace Distillery Home Place. With a career that began in the attractions industry at Cedar Point, Tyler brings decades of experience in guest services, marketing, and operations. At Buffalo Trace in Frankfort, Kentucky, he now leads one of the most immersive brand-based visitor experiences in the spirits industry. Buffalo Trace is not only a functioning distillery but also a destination attracting over 700,000 visitors annually. In this interview, Tyler talks about bourbon as an attraction, creating connections with consumers, and recovering before the crisis starts.

Bourbon as an Attraction

“A lot of our visitors say this was like an adult Disneyland for them.”

Tyler describes the Buffalo Trace Distillery as a pilgrimage destination for bourbon enthusiasts. While some visitors may arrive with no prior interest in spirits, many leave with a deep appreciation for the experience. The distillery is steeped in history, with active production taking place on a site that has been distilling for hundreds of years. Unlike fabricated environments, guests witness the genuine operations, including forklifts and barrel transport, as part of their tour. This authenticity, paired with complimentary tastings and educational touchpoints, creates a unique environment where bourbon is not just a beverage—it’s the centerpiece of a full-fledged attraction experience.

The sensory immersion of walking through historic warehouses and experiencing the sounds and aromas of production connects guests to the brand in a meaningful way. Tyler highlights how guests often leave with a deeper understanding, even if they never become bourbon drinkers. This inclusive approach—paired with tangible takeaways like handcrafted items made from retired barrels—turns Buffalo Trace into a destination that mirrors the magic of traditional theme parks, but with the cultural and historic significance of Kentucky bourbon.

Creating Connections with Consumers

“Our whole mission is to create connections with our consumers to bring a brand to life.”

At Buffalo Trace, the visitor experience is part of the marketing department—deliberately designed to transform consumers into brand advocates. Tyler compares the distillery to other brand homes like World of Coke or the Guinness Storehouse, but emphasizes that Buffalo Trace offers something distinct: authenticity without theming. Rather than a stylized walkthrough, guests engage with the actual production process in real time.

These interactions create deep brand loyalty and foster connections not only between the brand and consumers, but also among guests themselves. Tyler notes that many visitors bond with each other during their tours, united by a shared passion. The distillery encourages storytelling, with team members who listen and respond to guests' personal narratives. Through elements like bourbon tastings and handcrafted woodcrafts, visitors leave with more than just a souvenir—they leave with a story and a relationship to the brand.

Recovering Before the Crisis Starts

“We were preparing for it. And we got to the point where we did everything we could… and actually started planning for recovery.”

In early 2024, Buffalo Trace experienced a major flood due to record water levels in the Kentucky River. Tyler shares how the team used forecasting models to anticipate the crisis before it fully struck, allowing them to shift into recovery mode even before the peak flooding occurred. This proactive approach enabled them to reopen in phases—first with pop-up tastings, followed by partial retail access, and eventually full tours.

Tyler emphasizes that the key to their successful recovery was collaboration and communication. The leadership team divided responsibilities based on both timing and physical space. Some team members focused on immediate cleanup, while others strategized for future phases of reopening. Communication was also prioritized across all 200 team members, including live video broadcasts and daily updates to ensure transparency. Tyler believes this level of engagement—both internally and externally—was not only critical to recovery, but also a reflection of the brand’s value of authenticity. The crisis became a real-time demonstration of Buffalo Trace’s commitment to its people and guests.

Visitors interested in touring the distillery can learn more and book a free tour at buffalotracedistillery.com. To connect directly with Tyler Adams, the best place to reach him is on LinkedIn.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Scheduling and correspondence by Kristen Karaliunas
Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Jun 03, 2025

Episode 404: Automated surveys minisode

Tuesday Jun 03, 2025

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

Organizations often rely on sporadic guest surveys to gather feedback, resulting in limited data and missed opportunities to enhance both the guest experience and operational performance. The challenge is not just about collecting data but about building meaningful relationships with guests at scale. In this episode, Matt and Josh talk about how automating surveys can go beyond data collection to drive engagement, service recovery, and even revenue generation.

Beyond the Data: Validating Assumptions

“You probably can walk through your venue and say, here are some friction points... but if you gain a large quantity of guests who are also saying the same thing, it helps to justify when you are bringing this into saying, hey, we need to invest in x, y, z.”

Even when assumptions about the guest experience seem obvious, large-scale feedback provides the validation needed to secure buy-in for improvements. Automated surveys ensure that decisions are supported by both intuition and data.

Strengthening Engagement and Recovery Opportunities

“Guests who do fill out a survey are allowing you the opportunity to continue the discussion about what went well with their experience and what fell below their expectation.”

Matt and Josh highlight that automated surveys keep the conversation going after a visit, giving guests an outlet to share both praise and complaints. This proactive approach helps capture issues before they escalate to public reviews, increasing satisfaction and creating service recovery opportunities.

Optimizing the Feedback Loop for Real-Time Insights

“If surveys are automated, then you've got a continuous stream of data... you're getting the real-time feedback from the guest.”

Automating surveys provides a steady flow of data, enabling venues to monitor the impact of operational changes in real time. This agile feedback loop allows teams to fine-tune guest experience strategies without waiting for periodic surveys.

Leveraging Surveys for Reviews and Revenue

“Your survey collection should be a revenue-generating source because you are strengthening the relationship with your guests.”

Josh and Matt discuss how surveys can be used to direct promoters toward online reviews, boosting search visibility, while also offering targeted upsells like memberships or bounce-back discounts—turning surveys into a marketing and revenue tool.

Building Relationships at Scale

“When you're building that positive relationship, it's now less of a chore for that guest to maybe give you feedback and it's more of part of a conversation that you're having.”

The core message can be summarized with a single word: relationship. By reframing surveys as a relationship-building tool rather than just a data collection exercise, operators can create deeper connections with guests at scale, making the process feel more personal and less transactional.

What methods are you using to build guest relationships through surveys? Share your ideas and experiences by reaching out through your preferred social media channels or contacting us directly.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday May 27, 2025

Episode 403: Increasing dwell time minisode

Tuesday May 27, 2025

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

When attractions look for ways to enhance guest satisfaction and drive revenue, they often focus on major offerings like rides, shows, or food. But sometimes, it’s the unexpected and simple additions that can create memorable moments, extend dwell time, and increase spend. In this episode, Matt and Josh talk about how a casual encounter with baby goats at a distillery unexpectedly revealed key lessons about guest engagement, dwell time, and storytelling that apply directly to the attractions industry.

Extending Dwell Time Through Unexpected Encounters

“Here come the baby goats...and everybody goes crazy. Everybody goes nuts, right? They're going to play with the baby goats... And of course, in my AttractionPros mind, I'm thinking he just got us to stay longer.”

Matt shares a personal experience while visiting a distillery where the surprise appearance of baby goats prompted his group to stay longer, enjoy more offerings, and ultimately spend more. This spontaneous addition extended their visit and enriched their experience, demonstrating how small, unexpected moments can slow guests down and deepen their engagement.

Cost-Benefit of Non-Revenue Experiences

“If you want people to stay longer, think about things that may or may not generate revenue… recognize the cost-to-benefit analysis with that.”

Not all guest touchpoints need to be direct revenue drivers. Experiences like interacting with animals—or offering a quiet lounge space—may carry costs but can result in guests lingering longer, increasing spending in other areas, and creating a stronger emotional connection to the venue.

Reading Guests and Curating Moments

“Reading your guests, understanding what they need and being able to provide something that extends their stay.”

Operators have the opportunity to read their guests in real time to identify opportunities for engagement. Whether it’s by offering an unexpected encounter or slowing down the pace of the experience, curating these moments can elevate the guest journey while driving both satisfaction and revenue.

Surprise and Delight Leads to Stories Worth Sharing

“It was something you had not expected... and ultimately, that became the story.”

The power of surprise and delight can create memorable stories that guests will share long after their visit. Even small, obscure moments—like interacting with baby goats—can become the most talked-about part of an experience, reinforcing the importance of designing elements that give guests something remarkable to talk about.

Storytelling as Part of the Guest Experience

“When told in a very engaged and genuine way… it heightens the experience of what you're experiencing.”

Matt ties the distillery’s storytelling to the themed entertainment industry, underscoring how sharing authentic stories enhances immersion. Whether it’s the history of a distillery or the backstory of a ride, embedding guests into the narrative enriches the overall experience and fosters a deeper connection.

What are some of the creative ways you extend dwell time and create shareable moments? Join the conversation by sharing your stories and experiences on social media or by emailing AttractionPros directly.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday May 20, 2025

Episode 402: Service culture beyond training minisode

Tuesday May 20, 2025

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

In many organizations, training is seen as the cornerstone of employee development, particularly in the realm of guest service. However, relying solely on training can lead to missed opportunities to build a truly immersive service culture. The challenge is not whether to train, but how to embed training within a broader, more strategic framework that sustains guest service excellence over time. In this episode, Matt and Josh talk about how training fits into a larger ecosystem of steps to create a guest service culture that goes far beyond initial onboarding.

Looking at training from 50,000 feet

"What do you want to be known for? What makes you number one in your category?"

Matt and Josh emphasize that while training is essential, it is not the sole solution to performance issues, pointing out that organizations often focus on training without questioning if they are teaching the right skills or addressing other factors that impact performance. The conversation highlights the risk of defaulting to retraining when the root cause of issues may lie elsewhere.

The first two steps in crafting a guest service culture: establishing a guest experience vision and defining the service standards that will fulfill that vision. This strategic clarity ensures that training aligns with the organization's larger goals and that team members understand not just what to do, but why it matters.

Assessing and Sustaining the Standard

"How do you know that your team members know what is expected from them?"

Ensure comprehension through assessments, ongoing coaching, and reinforcement. Matt and Josh stress that training should not end at the classroom door—it must be followed by observation, feedback, and recognition to keep the standard alive and evolving in daily operations.

Celebrating Success and Re-evaluating

"Where can team members quickly access success stories that exemplify the guest experience standard?"

The importance of celebrating success stories and broadcasting them throughout the organization cannot be overstated. This not only reinforces desired behaviors but also helps to create a motivational feedback loop for team members. The final step—re-evaluating the standard—ensures that guest experience remains dynamic, competitive, and innovative by seeking input from team members and challenging the status quo.

How are you building and sustaining your own guest service cultures? Reach out to us on social media with insights, success stories, and creative approaches to crafting memorable guest experiences.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday May 13, 2025

Episode 401: The nuances of name tags minisode

Tuesday May 13, 2025

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

Attractions and hospitality organizations often view name tags as a simple part of the uniform—a box to check to ensure guests know who they’re interacting with. However, overlooking the deeper significance behind name tags can lead to missed opportunities in team engagement, guest connection, and even operational accuracy. In this episode, Matt and Josh talk about how a name tag can be a powerful symbol of identity, pride, and personal connection that strengthens both the employee and guest experience.

Name Tags as Symbols of Pride and Representation

"It was a weighty responsibility, but I felt like I was representing the company."

Matt reflects on his personal connection to the name tags he wore throughout his career, recognizing them not just as an identifier, but as a symbol of the company and his role within it. The discussion highlights that when team members are given a name tag, it can become a source of pride and ownership—if organizations frame it that way. Rather than being a disposable piece of plastic, it can represent belonging and responsibility within the company culture.

The Risk of Misidentification

"What if that person provided an exemplary experience and that guest wrote an online review about that individual or sent in an email or called and said, you absolutely have to recognize Nick?"

Josh points out the operational risks of allowing employees to wear random name tags simply to meet uniform standards. Whether the result is a missed opportunity to recognize excellence or a guest complaint directed at the wrong person, the repercussions can erode both guest trust and team morale. By ensuring accurate name tag usage, organizations reinforce the integrity of both the guest experience and internal processes.

A Tool for Connection and Storytelling

"It was a micro-moment about personalizing the experience. I was the guest. I did this."

Josh shares a personal story where a name tag sparked an unexpected connection during a visit to Epic Universe. This anecdote illustrates how name tags can become tools for personalized storytelling, conversation starters, and guest engagement. When name tags include elements like hometowns, passions, or favorite rides, they create openings for guests to connect authentically with team members—turning a small detail into a memorable moment.

Elevating the Importance of Name Tags

"There could be maybe more of a presentation like here's your name tag. Like this is something that's super important and you should think it's important."

Matt suggests that organizations can enhance team pride by elevating the name tag presentation process itself. By treating it as a meaningful rite of passage—rather than a casual handoff from wardrobe—leaders can reinforce the value placed on identity and representation. This small gesture can have a lasting impact on how team members view their role within the company.

Practical Tips for Effective Name Tag Use

"Make it big enough to read."

Matt closes the conversation with a practical reminder for anyone involved in name tag procurement: ensure the text is large enough for guests to read comfortably. A name tag’s primary function is to allow guests to identify and connect with employees, and if the name isn’t easily visible, the opportunity is lost.

Do you have creative ideas for making name tags more impactful? Matt and Josh encourage you to share your experiences and suggestions. Connect with them on social media or through the AttractionPros website and join the conversation about how small details like name tags can make a big difference in the guest and employee experience.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday May 06, 2025

Episode 400: Josh and Matt explore some amazing quotes from the first 399 episodes

Tuesday May 06, 2025

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

Tired of outdated systems holding your attraction back? Gatemaster believes technology is part of the experience, transforming every touchpoint into an opportunity. Imagine seamless online booking, effortless mobile ordering, and data-driven insights at your fingertips. Ready to revolutionize your guest journey and maximize revenue? Power your attraction with Gatemaster. Discover the future at Gatemaster.com.

Reaching 400 episodes is no small feat, but staying consistent comes with its own challenges — keeping the content fresh, meaningful, and reflective of the evolving attractions industry. One of the biggest realizations Matt and Josh have encountered along the way is that the guest experience and the employee experience are deeply intertwined, yet organizations often separate them. By pulling powerful quotes from past AttractionPros episodes — with a little help from AI — Matt and Josh revisit the lessons that show how these two experiences are inseparable and essential for success. In this episode, Matt and Josh talk about the most impactful guest and employee experience insights shared over 400 episodes and how they can have an impact on your attraction.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Scheduling and correspondence by Kristen Karaliunas
Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Apr 29, 2025

Episode 399: Dameon Nelson talks about mindset, motivation, and mastery, embracing change and putting value in your team

Tuesday Apr 29, 2025

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

This episode of AttractionPros is brought to you by our friend Eric Fluet at Get it Done Marketing. With 30 years of experience in the attractions industry, Get it Done Marketing offers freelance marketing insight, strategy, and execution—at a fraction of the cost of a full-time hire. Partnering with over 30 parks and resorts from family water parks to large multi-location organizations, Get it Done Marketing fills leadership voids on property and corporate marketing teams, assists with resource allocation and supports emerging marketing professionals. Learn more at getitdonemarketing.com.

Dameon Nelson is a seasoned veteran with the Six Flags organization. With a career spanning more than 30 years in the attractions industry, Dameon has held numerous operational and leadership roles across several Six Flags parks, including Great America, Great Adventure, Discovery Kingdom, and an international post in Beijing, China. Most recently, he worked with Meow Wolf to support operational standardization in their immersive art experiences. In this interview, Dameon talks about Mindset, Motivation, and Mastery, Embracing Change, and Putting Value in Your Team.

Mindset, Motivation, and Mastery

“You have to be motivated to have meaningful conversations and meaningful discussions with the hope of resolving challenges, or realizing opportunities that can be created as well.”

Dameon describes mindset as a critical, yet often overlooked, element in leadership. He emphasizes that leaders must choose how they perceive and approach challenges—whether they allow problems to persist or actively seek solutions. He believes motivation fuels the pursuit of those solutions, not just for oneself but for inspiring others. Mastery, in his view, is about empowering team members to align with values and expectations, not just in theory, but through effective execution. He shared how, in a challenging environment plagued with negativity, he personally committed to understanding the team’s frustrations, motivating them through action, and leading them toward improvement—illustrating how mindset, motivation, and mastery intersect to drive positive change.

Embracing Change

“It’s easy to do what you know. But when you get the opportunity to step outside of that and understand that there will be challenges... that, I think, is a mindset that is always beneficial to have.”

Dameon’s career is a blueprint for embracing change. From his first role as a street sweeper to moving across the world to support Six Flags’ international projects, he repeatedly stepped outside his comfort zone. He explains that while some individuals are naturally more open to change, everyone should be willing to pursue it when it benefits their personal or professional growth. His time in Beijing taught him patience, cultural understanding, and the value of vulnerability—especially in moments where progress was difficult. By keeping an open mind and maintaining confidence in his abilities, he was able to navigate uncertainty and unfamiliar environments while continuing to grow as a leader.

Putting Value in Your Team

“Budgets are built in a boardroom and reality is executed out in the parks.”

Dameon challenges the idea of viewing employees as mere expenditures. He advocates for seeing labor and operational resources as investments in guest experience, team morale, and long-term success. He shares several stories, including one where a small, inexpensive investment in costume replacements made a significant impact on team morale. He explains that while it may be difficult to prove direct ROI on such investments, the benefits show up in improved guest satisfaction, reduced turnover, and increased engagement. By asking questions like “How can I help?” and demonstrating vulnerability and support, Dameon fosters trust and shows that even minimal investments can yield disproportionate value for both staff and guests.

To connect with Dameon, reach out to him on LinkedIn. For more information about his work and future endeavors, be sure to follow him there.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Scheduling and correspondence by Kristen Karaliunas
Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Apr 22, 2025

Episode 398: Brian Stovall talks about operational design consulting, visualizing what doesn’t exist, and lessons from 30 years in the industry

Tuesday Apr 22, 2025

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

Brian Stovall is the Founder and Managing Partner of Icon Leisure Services. With a career spanning more than three decades, Brian’s experience runs the gamut from theme parks and amphitheaters to live concerts and water attractions. He began his journey at Schlitterbahn Waterpark and later worked with House of Blues and Universal, gaining hands-on experience in both operations and entertainment production. Today, Icon Leisure Services is focused on bringing leisure-based multi-use developments to life, offering a unique blend of operational insight and creative design support. In this interview, Brian talks about operational design consulting, visualizing what doesn’t exist, and lessons from 30 years in the industry.

Operational Design Consulting

“Let’s start when we can do it with a pencil and eraser rather than a jackhammer.”

Brian explains that operational design consulting is about influencing the layout and structure of a facility before construction begins. Traditional operators are often brought in after a venue is built, which leads to costly retrofits and inefficient guest or staff flow. Instead, Brian advocates for embedding operators into the planning phase early on—working alongside architects, engineers, and developers to build spaces that function seamlessly from day one.

He shared examples such as walking freezers being placed on the wrong side of a kitchen, which would disrupt workflow, or facilities being designed with no thought for trash removal or vendor access. By introducing an operator’s perspective before any concrete is poured, Brian and his team can help prevent these logistical headaches. This approach has led Icon Leisure Services to become a trusted sub-consultant for numerous architecture and engineering firms across the country.

Visualizing What Doesn’t Exist

“You basically have to mentally walk through the park.”

When it comes to designing new attractions or multi-use developments, Brian notes the importance—and difficulty—of visualizing something that hasn’t been built yet. It’s a skill developed over years of experience. He explains that he mentally walks through a future facility, applying all the lessons he's learned across operations, entertainment, and hospitality to anticipate needs for things like power access, water drainage, and guest circulation.

He emphasized that this process is not done in isolation. Design teams collaborate and troubleshoot together, adjusting based on feedback and constraints. While budget limitations always factor in, Brian focuses on programming the space first—understanding how it will function—so that infrastructure needs naturally follow.

Lessons from 30 Years in the Industry

“It really made you appreciate where you are if you know where you’ve been.”

Reflecting on a career that began with picking up tubes and trash at Schlitterbahn, Brian credits early mentors for instilling a strong work ethic and ownership mentality. He explained how those early experiences shaped his current approach to designing operationally efficient facilities, down to minimizing the dreaded “trash trails” from leaking liners.

From overseeing massive entertainment venues to running 20-hour-a-day operations in Las Vegas, Brian described how every role added to his understanding of how people move through spaces and how teams function behind the scenes. Today, he takes pride not just in building guest-friendly environments, but also in creating workplaces where staff feel empowered and supported—a key factor, he says, in long-term success.

To learn more about Icon Leisure Services or to get in touch with Brian directly, visit iconls.com or connect via the Icon Leisure LinkedIn page.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

Scheduling and correspondence by Kristen Karaliunas
Audio and Video editing by Abby Giganan

To connect with AttractionPros: