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

4 days ago

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

4 days ago

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.

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:

Tuesday Apr 15, 2025

Episode 397: Burton Heiss talks about brand-led businesses, disconnect to reconnect, and the future of escape rooms

Tuesday Apr 15, 2025

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Burton Heiss is the CEO of Escapology. With a rich background in the restaurant industry, including leadership roles at Baja Fresh, Wagamama, Nando’s, and Buddy’s Pizza, Burton brings a business-savvy approach to the world of escape rooms. His career has been centered around high-growth, brand-led companies, which made Escapology—a fast-growing escape room franchise with a strong emphasis on brand identity—a natural next step. In this interview, Burton talks about brand-led businesses, disconnect to reconnect, and the future of escape rooms.

Brand-Led Businesses

“I always want to work someplace where when I get on the airplane, I don’t put a piece of paper in my pocket to cover up the logo.”

Burton explains that brand-led businesses have a distinct identity that resonates emotionally with consumers, unlike commodity-driven models. He points out that a brand like Disney evokes excitement and emotional connection, while a commodity might be viewed as interchangeable or forgettable. From a leadership standpoint, he emphasizes that it’s easier to rally a team around a brand that stands for something. Employees feel a sense of pride when the brand on their shirt is something others recognize and admire. That internal passion, he says, is contagious and helps permeate enthusiasm throughout the organization.

Transitioning from restaurants to attractions, Burton notes that although the escape room industry is relatively new, the foundational leadership principles remain the same. “Leadership is leadership,” he says, emphasizing that strong team culture and strategic planning are transferable across industries when they’re rooted in purpose and clarity.

Disconnect to Reconnect

“What escape rooms offer you is the opportunity to disconnect from your device and reconnect with your friends and family.”

Burton describes a key differentiator of escape rooms: the opportunity to truly unplug and engage in a meaningful, shared activity. At a time when screens dominate daily life, Escapology encourages people to step into immersive environments that demand teamwork, communication, and critical thinking. This idea of “disconnect to reconnect” isn’t just a catchy phrase—it’s central to the guest experience.

He also addresses common misconceptions that may prevent people from trying an escape room, such as fears of being physically locked in. Escapology aims to overcome that barrier with inviting locations in mainstream retail environments and licensed IP like Scooby-Doo and Batman. These approachable themes lower the intimidation factor and encourage first-timers to take the leap. Once they do, he says, most guests are hooked by the joy and adrenaline of the experience.

The Future of Escape Rooms

“We want to continue to make things feel seamless, that they just happen… Technology is a great way to do that.”

Looking ahead, Burton sees the future of escape rooms becoming increasingly immersive and emotionally resonant. He notes a shift from puzzle-centric gameplay to experiences that prioritize atmosphere and storytelling. Recent games like Haunted House and Pirate’s Curse focus heavily on set design and narrative, offering guests more than just a mental challenge—they’re stepping into a different world.

Innovation will also come in the form of technology integration, but with intentionality. Escapology uses tech to support the story rather than distract from it, aiming for those moments of awe and surprise—like a magic trick that leaves guests wondering how it all worked. As the industry grows, Burton predicts greater consolidation and sophistication, with larger players like Escapology leading the charge by investing in high-quality game development and expanding their franchise model worldwide.

To learn more about Escapology or to get in touch with Burton, visit escapology.com. Burton can be reached directly at burton.heiss@escapology.com.

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 08, 2025

Episode 396: Anne Shimerdla talks about balancing recreation with education, animal welfare standards, and who she believes is the least important person at the zoo

Tuesday Apr 08, 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.

Anne Shimerdla is the CEO of Blank Park Zoo in Des Moines, Iowa. Her career began with an internship at the zoo nearly three decades ago, leading her through various roles in education, operations, and HR before stepping into her current leadership position. Blank Park Zoo is a 30-acre, AZA-accredited nonprofit zoo that engages approximately 500,000 guests annually and is driven by a mission centered on conservation, education, research, and recreation. In this interview, Anne talks about balancing recreation with education, animal welfare standards, and who she believes is the least important person at the zoo.

Balancing Recreation with Education

“We cannot do our mission without the attractions component.”

Anne explains that the zoo’s mission—to foster conservation, education, and research—is intrinsically linked to its ability to attract and engage visitors. She emphasizes the importance of balancing the business and ecological aspects of the organization, drawing on her background in both ecology and business administration. By making the guest experience enjoyable and memorable, the zoo creates a pathway for people to connect with its mission. From offering unique experiences like feeding giraffes to developing inclusive programming and exhibits, Blank Park Zoo aims to captivate diverse audiences and deepen their appreciation for animals and conservation.

This dual focus means the zoo must cater to both the physical and intellectual needs of guests. Whether it’s interactive exhibits, educational signage, keeper chats, or social media storytelling, every touchpoint is designed to spark curiosity and inspire conservation action. Anne notes that engaging experiences are critical not only for education but also for generating the revenue necessary to support animal care and the zoo's long-term sustainability.

Animal Welfare Standards

“The emphasis on animal welfare has really evolved… not only are we meeting the physical needs of the animal, but really focusing on that social and mental need.”

Anne highlights the zoo’s commitment to the comprehensive well-being of its 3,000 animals. Over the past two decades, animal care has shifted from simply meeting physical needs to also prioritizing mental and emotional welfare. For example, the zoo carefully considers whether animals are social or solitary, and designs habitats and routines to reflect natural behaviors. Staff members conduct daily observations and periodic welfare assessments that include input from zookeepers, veterinarians, educators, and guest services.

She also addresses a common challenge: public misinterpretations of animal behavior. For instance, lions naturally sleep up to 20 hours a day, a fact that may be misunderstood by guests as boredom or poor welfare. To combat these assumptions, the zoo uses multiple educational tools—from signage to social media to personal interaction—to convey accurate information and promote transparency. Anne sees social media as a particularly powerful tool that serves both marketing and education purposes, helping demystify zoo operations and engage guests before, during, and after their visit.

The Least Important Person

“I firmly believe I am the least important person here.”

Anne’s leadership philosophy is rooted in humility and a deep respect for her team. Despite her title, she views her role as one of support and barrier removal, rather than command. She emphasizes that it’s the educators, zookeepers, and guest service staff—those on the front lines—who are the most essential to delivering the zoo’s mission. Her goal is to empower staff by encouraging innovation, supporting new ideas, and fostering a collaborative environment.

This mindset was especially impactful during the challenges of 2020, when the zoo faced closures and operational shifts due to the pandemic. Anne leaned into flexibility and teamwork, reallocating staff to care for animals and maintain operations. Her approach ensured that morale stayed high and the zoo continued to serve the community—even turning parking lots into drive-through experiences and launching virtual programming. Anne's ability to lead with empathy and curiosity has made a lasting impact on Blank Park Zoo’s culture and resilience.

To learn more about Blank Park Zoo, visit BlankParkZoo.com or follow them on Facebook, Instagram, or YouTube. For direct inquiries, you can reach out through the zoo’s social media channels or the contact information provided on their website.

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 01, 2025

Episode 395: Matt and Josh talk about creating effective recognition programs

Tuesday Apr 01, 2025

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

Employee recognition programs are essential for fostering motivation and engagement in the workplace. However, many attractions struggle to design programs that are sustainable, meaningful, and relevant to their employees. A poorly structured recognition program can lead to confusion, disengagement, and even demotivation. In this episode, Matt and Josh talk about the key components of an effective employee recognition program and share insights on how to make it valuable, scalable, and engaging for team members.

Authenticity in Recognition

"A recognition program can spark motivation, but it should be something that team members naturally want to perform the actions for, regardless of the reward."

A successful recognition program must be authentic. If employees feel like they are being rewarded for actions they would have taken anyway, the program enhances intrinsic motivation rather than feeling like a transactional exchange. Leaders should ensure that recognition feels genuine and aligns with the company’s core values.

Keeping it Simple and Relevant

"Too often, companies get carried away with layering in additional complexity, making it harder for employees to adopt and understand."

A recognition program should be intuitive and easy to understand. When companies overcomplicate incentives with excessive criteria, rules, or unnecessary gamification, employees can lose sight of what they are working toward. Matt and Josh emphasize the importance of designing a straightforward program that reinforces behaviors that leadership wants to encourage while ensuring its relevance to different roles within the organization.

Making Recognition Valuable and Scalable

"The success of your recognition program should not mean an ever-growing expense."

A well-designed program does not have to come with a high price tag. Many successful recognition programs involve low-cost yet high-value rewards, such as choosing break times, getting priority in scheduling, or personalized notes from leadership. By thinking creatively, companies can make their programs both meaningful and financially sustainable.

Recognition Should Be Flexible and Tailored

"We hear often that recognition should be public and coaching should be private, but public recognition only works if the team member is comfortable with it."

Different employees appreciate recognition in different ways. Some prefer public acknowledgment, while others value a private thank-you. By understanding individual preferences, leaders can ensure that recognition resonates rather than feeling forced. Personalization is key to making employees feel seen and appreciated.

Employee Recognition Should Be Fun!

"Your recognition program should be as fun as it is rewarding. Think about the energy of something like the Savannah Bananas and bring that excitement to your team."

Fun and engagement should be at the heart of any recognition program. Whether it’s through gamification, creative reward structures, or lighthearted competition, employees should enjoy participating. If recognition becomes a chore, its effectiveness diminishes.

Have you implemented a program that has worked well in your organization? Do you have insights into what makes recognition meaningful? Reach out on social media or email attractionpros@gmail.com to join the conversation!

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 Mar 25, 2025

Episode 394: Matt and Josh talk about the importance of ongoing training

Tuesday Mar 25, 2025

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!

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 Giganan

To connect with AttractionPros:

Tuesday Mar 18, 2025

Episode 393: Allen Greene talks about building the ark, designing through the lens of the guest, and faith-based attractions

Tuesday Mar 18, 2025

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

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 Karaliunas
Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Mar 11, 2025

Episode 392: Tony Sanders talks about Wild West entertainment, immersion without technology, and the 4 P’s of leadership

Tuesday Mar 11, 2025

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 Karaliunas

To connect with AttractionPros:

Tuesday Mar 04, 2025

Episode 391: Mark Moore talks about cabanas as daytime hotels, balancing demand with dynamic pricing, and free soft drinks

Tuesday Mar 04, 2025

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

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 Karaliunas
Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Feb 25, 2025

Episode 390: Shawn Whitman talks about saying yes to everything, exercising guest experience muscles, and looking through the lens of the guest

Tuesday Feb 25, 2025

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

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 Karaliunas
Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Feb 18, 2025

Episode 389: Francisco Nunez talks about themed design software, identifying issues before construction, and jillyfraz

Tuesday Feb 18, 2025

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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 Karaliunas
Audio and Video editing by Abby Giganan

To connect with AttractionPros: