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 Karaliunas
• Audio and Video editing by Abby Giganan

 

To connect with AttractionPros:

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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 Giganan

 

To connect with AttractionPros:

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Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.

 

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

 

Ricky Spicuzza is the General Manager of Kennywood Park & Sandcastle Waterpark in West Mifflin, PA. Ricky's career journey started as a teenager in Kennywood’s food and beverage department, selling hot sausages and hot dogs. This early role ignited a passion for food that would shape his career. After gaining experience at Idlewild and Sandcastle Waterpark, where he also led a multimillion-dollar rebranding project, Ricky returned to his roots at Kennywood, bringing full circle a lifelong connection to the park. In this interview, Ricky talks about treating every interaction like an interview, keeping history in every decision, and the Potato Patch Fries secret menu.

Treating Every Interaction Like an Interview 

"You have to treat every interaction as if it's an interview. No matter what... you're putting your best foot forward, you're selling yourself, you're selling your passion."

 

Ricky emphasized the importance of always being "on," whether interacting with consultants, park guests, or colleagues from other parks. He learned early in his career that these interactions build reputation and recognition. This mindset helped him grow from an entry-level food service role to becoming a general manager. Persistence and passion were key, as he constantly sought to be visible to leadership while maintaining a genuine love for the park and industry. Ricky’s philosophy underscores the importance of professionalism in even the smallest encounters.

History in Every Decision

“Our history is in every decision we make, no matter what. Every project we do, we're thinking about the history of Kennywood."

 

At Kennywood, a park steeped in 126 years of history, every decision honors its past. Ricky spoke about how projects, whether a new ride or renovations, are always made with consideration for Kennywood’s legacy. He shared examples like the installation of a modern ride that paid homage to the long-gone Swing Around, and the creation of Jeter’s Pub, a nod to a mascot from the 1970s, which doubles as a museum filled with park memorabilia. This commitment to blending the old with the new ensures Kennywood remains relevant to both nostalgic long-time visitors and younger generations.

The Potato Patch Fries Secret Menu

“If you're feeling a little excited, you go, I just say like a tablespoon, that's all you need, of the gravy... the hidden way to do it."

 

Ricky shared his personal favorite way to enjoy Kennywood’s famous Potato Patch Fries—seasoned salt, cheese, bacon, and just a tablespoon of gravy. This combination, he explains, adds a subtle richness without overwhelming the dish. Although this unique twist isn’t officially on the menu, Ricky humorously suggests it could be considered part of a "secret menu." His love for food and attention to small details shine through as he shares this insider tip with pride.

 

 

To learn more about Kennywood, visit www.kennywood.com. For direct inquiries, Ricky Spicuzza can be reached via LinkedIn. He encourages anyone visiting the park to flag him down if they see him around!

 

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

 

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

 

To connect with AttractionPros:

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Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.

 

Megan Hartman is the General Manager of Dutch Wonderland in Lancaster, PA, along with the Cartoon Network Hotel and Old Mill Stream Campground. With a career that began in 2004 at Paramount Kings Island as a lifeguard, Megan's journey has spanned numerous roles, including leadership positions at Great Wolf Lodge and Splish Splash Water Park. Now at Dutch Wonderland, a family-focused amusement park designed for children, Megan has embraced the slower, family-friendly pace of Lancaster while bringing in guests from larger cities like Philadelphia and New York. In this interview, Megan talks about seeing through the lens of a lifeguard, letting your team have the vision, and being comfortable with the uncomfortable.

The Lens of a Lifeguard

"Being a lifeguard is all about being observant. It's looking for the thing that is different or isn’t normal or watching for human behavior."

Megan shares how her early experiences as a lifeguard have shaped her leadership style, particularly in her ability to observe and respond quickly to situations. This heightened awareness translates into her daily work as she walks through the park, noticing details others might miss—whether it's a piece of trash out of place or a guest who might need assistance. Her sharp observational skills, honed through years of lifeguard training, now guide her in managing Dutch Wonderland, ensuring that both guest experience and safety are maintained at high levels.

Letting Your Team Have the Vision

"My purpose here is, what is your vision? And how do we enact that?"

Megan emphasizes the importance of empowering her team to develop and implement their own vision for the park. She recognizes that her role is not to dictate every decision but to support her staff in bringing their ideas to life. By stepping back and allowing her team to take the lead, Megan fosters a sense of ownership and creativity among her employees. This leadership philosophy has helped create a collaborative environment at Dutch Wonderland, where team members feel valued and are encouraged to innovate.

Being Comfortable with the Uncomfortable

"I’m comfortable in the not knowing. If you have people who are passionate and who care, you can combine those visions."

Megan acknowledges that stepping into the unknown is a natural part of leadership. Whether it’s navigating the complexities of managing a multi-faceted property or making decisions with incomplete information, she has learned to embrace discomfort. Her openness to admitting when she doesn’t have all the answers has allowed her to rely on her team's expertise. This mindset has been instrumental in her leadership approach, where creating a supportive space for her staff to learn from mistakes and grow is key to long-term success.

 

To learn more about Dutch Wonderland, visit www.dutchwonderland.com.  Megan can be reached at megan.hartman@palaceentertainment.com, where she welcomes inquiries or further discussion.

 

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

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

 

To connect with AttractionPros:

• AttractionPros.com
• AttractionPros@gmail.com
• AttractionPros on Facebook
• AttractionPros on LinkedIn
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Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.

 

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

 

Bron Launsby is the CEO and Founder of Slick City Action Park and Innovative Heights Management Company. Bron’s journey to founding Slick City started with a background in retail, working in corporate positions for companies like Kohl's and Cracker Barrel, where he developed product lines and strategies to increase sales. In 2011, after being introduced to the trampoline park industry, Bron decided to pivot his career into entrepreneurship, eventually scaling to nine trampoline park locations. His innovative approach led to the creation of Slick City Action Park, a new concept that blends dry slides with attractions for all ages. In this interview, Bron talks about innovation excellence, building a franchise, and how culture is everything.

Innovation Excellence

"Sometimes innovation comes in the form of processes, and sometimes programs, but it’s always about reinvesting in your business."

Bron’s background in retail management laid the foundation for his relentless focus on innovation. He describes how his early career in retail taught him the importance of constantly improving operations, whether by creating new attractions or refining existing processes. The shift to trampoline parks and eventually the launch of Slick City is a testament to this mindset. Bron believes innovation doesn’t always have to be monumental; it can be subtle but impactful, like introducing new attractions or developing membership programs that enhance guest engagement.

At Slick City, this approach has led to the development of dry slide parks, an innovative concept within the attractions industry. What started as an idea during his trampoline park days has now blossomed into a successful and scalable brand with multiple locations. The continual pursuit of improvement, from the attractions offered to the way parks are managed, is what has positioned Bron and his company as leaders in the family entertainment space.

Building a Franchise

"Franchising is awesome, but you’ve got to stay relevant to your franchisees."

Bron’s experience as both a franchisee and franchisor gives him a unique perspective on the franchise model. He explains that staying relevant to franchisees is crucial for success. For Bron, this means keeping operations streamlined and efficient, as well as offering franchisees support through Innovative Heights, his management company. By being involved in every aspect, from location selection to day-to-day operations, Bron ensures that the franchisees have the tools they need to succeed.

His company offers what he calls a "park in a box" model, where franchisees receive everything they need to build a consistent brand. This consistency ensures that each location, whether in a mall or industrial space, reflects the Slick City vision and meets the same high standards. Bron’s approach emphasizes that franchising isn’t just about replicating a successful model; it’s about continuously supporting and innovating to maintain the integrity of the brand across all locations.

Culture is Everything

"Your guest engagement will never be higher than your team member engagement."

For Bron, building a strong company culture is non-negotiable. He stresses that the success of Slick City is rooted in a "we mentality" where the team works together toward unified goals. Bron developed an acronym, "SLICK," which stands for Stand Tall Together, Love Your Community, Innovate Always, Commit to Fun, and Keep the Experience Safe. This culture-driven philosophy extends from senior management down to the newest hires, ensuring that everyone is aligned with the company's mission.

Bron’s belief in the power of culture is evident in the way he manages his team. He highlights that engaged employees lead to higher guest satisfaction, which is crucial in the entertainment industry. Bron’s emphasis on taking care of the team and fostering a collaborative environment has been key to his company's success and rapid growth.

 

To learn more about Slick City Action Park or get in touch with Bron, you can find him on LinkedIn under Bron Launsby. For information about Slick City, visit slickcity.com, and for franchising opportunities, visit slickcityfranchise.com. Additionally, you can find more about Slick Slide slickslide.com.

 

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

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

 

To connect with AttractionPros:

• AttractionPros.com
• AttractionPros@gmail.com
• AttractionPros on Facebook
• AttractionPros on LinkedIn
• AttractionPros on Instagram
• AttractionPros on Twitter (X)

 

Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.

 

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

 

AttractionPros LIVE! is back at IATP! In September 2024, Matt and Josh held a session at the International Association of Adventure and Trampoline Parks’s annual conference in Hollywood, FL.  Participants were asked to anonymously share their biggest challenges in their business, and by selecting topics at random, were then invited to share solutions. From staffing to marketing and guest engagement, this wide-ranging conversation led to significant outcomes. In this episode, Matt and Josh tap into the collective wisdom in the room, where the challenges facing trampoline and adventure parks are transferable to every area of the attractions industry.

 

Innovative Marketing and Guest Engagement

 

“You're going to buy new socks all the time anyways... so change your colors every so often, reinvent your sock, and when you do that, send a blast email to everybody and say, 'Hey, do you know we have new socks?'”

 

The attendees in the session discuss creative ways to refresh attractions without significant costs, such as changing product offerings (like reinventing sock designs) and promoting them to attract repeat visits. They also mention using email blasts to engage customers and using social media to amplify brand awareness.

 

Collaboration with Communities

 

"We partner with our PTA in all of our local districts. We offer up our party rooms as spots for them to hold their PTA meetings... It makes us the hangout spot after the Friday night football game."

 

Participants share success stories on how partnerships with local schools, sports teams, and organizations help generate more traffic, such as offering spirit nights and collaborative fundraisers. Some operators highlight the benefits of inviting schools to use their facilities for PTA meetings or hosting ongoing fundraising events.

 

Staff Training and Productivity

 

"We train the staff to always prepare like you are working for 50 or 60 parties... We want to make sure that even in those slower months, we are working like we are packed out."

 

The conversation dives into challenges of transitioning staff between high and low seasons, with suggestions to keep teams always prepared for peak activity. One operator emphasizes the need for consistent productivity, while another notes the importance of personalizing guest experiences based on the pace of business.

 

Hiring and Leadership Development

 

"I always make sure to ask for very specific examples... People like to say, 'I'm good at this,' but until you get them to share those examples, you don’t know if they're really speaking the truth."

 

The group discusses how to identify leaders during interviews, using group interviews and role-playing as techniques to assess candidates. Emphasis is placed on observing how potential hires interact with both staff and customers outside the formal interview environment.

 

Safety and Operations

"It's not only the equipment, it's the staff too... If your staff aren't controlling how many jumpers are in that airbag, your airbag is not going to work the way it's supposed to."

Participants stress the importance of maintaining safe equipment and fostering a culture of safety. Regular inspections, staff training on equipment, and creating a safety-first mindset were highlighted as essential to minimizing risks and enhancing guest experience.

We’d like to thank IATP for inviting us to speak and lead this energetic and enlightening session. To learn more about IATP, visit www.indooradventureparks.org.

 

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

 

• Audio and Video editing by Abby Giganan

 

To connect with AttractionPros:

• AttractionPros.com
• AttractionPros@gmail.com
• AttractionPros on Facebook
• AttractionPros on LinkedIn
• AttractionPros on Instagram
• AttractionPros on Twitter (X)

Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.

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

 

Leadership lessons can come from anywhere. Recently, Josh took an online course unrelated to the attractions industry - or business leadership at all - yet there were multiple lightbulbs that went off related to leading a team, and specifically when it comes to onboarding and training new-hires. Lessons ranged from maintaining a consistent leadership approach to reframing training sessions to foster a learning environment for team members, as well as allowing team members to make mistakes in low-stakes settings. In this episode, Matt and Josh discuss nine leadership lessons from an unlikely source.

 

1. Is It Training or Learning?

"Is it the team member going through training or is it the team member who is now learning how to do this skill?"

The distinction between training and learning is critical. Training often refers to what the instructor does, while learning is focused on the participant. By reframing the experience as learning, leaders can shift their perspective to better support the growth and understanding of the individual. The emphasis should be on how the trainee absorbs and applies the information, not just on delivering the content.

 

2. The Three C's of Leadership: Commitment, Consistency, and Keeping It Cool

“Keep it cool... those learning moments happen when the team member is not demonstrating immediate proficiency."

Effective leadership, especially in training, requires commitment, consistency, and a calm demeanor. Leaders need to stay focused on the process without getting distracted by other responsibilities. Consistency ensures that each new team member receives the same level of instruction. Finally, keeping cool in the face of setbacks or slow progress is essential for maintaining a positive learning environment and encouraging growth.

 

3. Incentives and Rewards Don’t Reinforce the Behavior

"The team member starts doing it for the incentive, not because it’s their job."

Relying on external rewards like incentives may undermine intrinsic motivation. When employees perform tasks just for rewards, they miss out on internalizing the desired behavior. It's better to introduce incentives as surprises for achieving results, rather than making them the primary goal. This approach ensures that team members are motivated to perform well because of their own drive, not just for rewards.

 

4. If Something is Second Nature to You, Reset Your Frame of Reference

"I completely deconstructed the process... and determined what needs to be done to do this."

Leaders who are experts in a task may find it difficult to teach it to others because they forget what it’s like to learn it for the first time. By breaking the task down into smaller, more understandable components, they can help trainees understand it better. This approach encourages empathy in leadership, ensuring that new employees are given the tools they need to truly master their roles, even when the leader has long mastered the task.

 

5. Stay Neutral with Positive Performance

"Be neutral with it... you let them know how great of a job that is without adding too much pressure."

Celebrating positive performance can unintentionally put pressure on team members to maintain that high level of work, which may lead to anxiety or burnout. Instead of overly exuberant praise, leaders should adopt a more neutral tone, acknowledging good work without making it overwhelming. This prevents the individual from feeling pressured to consistently outperform and allows for steady, sustainable improvement.

 

6. Stay Neutral with Negative Performance

"Redirect instead of punish... taking the emotion out of it and making it very straightforward."

Similarly, leaders should handle negative performance without punishing employees emotionally. Constructive feedback that is calm and clear helps to redirect behaviors without creating a negative atmosphere. By maintaining neutrality, the leader ensures that team members are focused on correcting their mistakes and improving rather than fearing harsh consequences.

 

7. Let Them Make Mistakes in Low-Stakes Environments

"I will let you lead your tour into a broom closet... I’m going to let you make those mistakes."

Allowing team members to make small mistakes in a controlled, low-stakes environment provides them with valuable learning experiences. In the example of a VIP tour guide training, the trainer allowed small errors but was ready to step in before major problems occurred. This method encourages hands-on learning and helps build confidence, as employees learn from their mistakes without facing significant repercussions.

 

8. The Best Punishment for Poor Performance is the Natural Consequence of Their Actions

"Talk about how it impacts their paycheck... how does it impact that individual directly."

Rather than relying on formal disciplinary actions, natural consequences are often the best way for team members to understand the impact of their poor performance. For example, consistently arriving late may lead to lost wages, which hits closer to home than formal reprimands. This approach emphasizes accountability and helps employees see how their actions directly affect their work and outcomes.

 

9. Training and Learning is Ongoing

"Training and learning is ongoing... it is not one-and-done."

Learning is a continuous process, not something that is completed in a single session. Even after initial training, team members should be encouraged to refine their skills and improve over time. Leaders need to reinforce positive behaviors while continuing to coach through challenges, creating an environment of ongoing growth rather than a finish line mentality in learning.

 

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

• Audio and Video editing by Abby Giganan

 

To connect with AttractionPros:

• AttractionPros.com
• AttractionPros@gmail.com
• AttractionPros on Facebook
• AttractionPros on LinkedIn
• AttractionPros on Instagram
• AttractionPros on Twitter (X)

Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.

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

 

Val Syganevich is the President and Co-Founder of Freckled Sky, a production company specializing in themed entertainment and live events. With a diverse background ranging from programming to graphic design and eventually comedy, Val’s career took a turn when he decided to pursue entertainment more seriously. After moving from Ukraine to the United States with his family, Freckled Sky was born out of a passion for creating immersive experiences that merge physical and digital worlds. In this interview, Val talks about mixed-reality storytelling, competing with the digital world, and the power of “what-if.”

Mixed-Reality Storytelling

“We are in live experiences, attractions, whatever, in our real world. But we also had our own unique creative expertise, how we merge physical and digital worlds, how we tell stories by using technologies but not showing technologies.”

Val discusses how Freckled Sky differentiates itself by focusing on mixed-reality storytelling. This approach blends physical and digital elements to create immersive experiences without relying on visible technology like screens or VR headsets. Val emphasizes the importance of storytelling in their productions, ensuring that the audience is fully engaged without the distraction of obvious technological elements. By integrating digital aspects seamlessly into the physical environment, Freckled Sky creates a unique experience that goes beyond traditional entertainment.

Competing with the Digital World

“The only way how we compete with digital world, to use all the power of digital world and make something more than that in our real-life experiences.”

Val touches on the challenge of competing with the pervasive digital world. He recognizes that the younger generation is deeply entrenched in digital experiences, yet he believes that live, in-person events still hold unparalleled value. Freckled Sky aims to leverage digital tools not to replicate screen-based experiences but to enhance real-world interactions. By doing so, they provide audiences with something that purely digital experiences cannot—an authentic, tangible connection in a shared physical space.

The Power of “What-If”

“First of all, we are dreamers, and that's actually what moves us. We haven't done our best show yet, our best project yet.”

Val reflects on the importance of dreaming and the question of "what if" as a driving force behind Freckled Sky’s innovations. He believes that there are no bad ideas, only bad executions, and that the key to success lies in the "how" rather than the "what." This mindset allows his team to constantly push the boundaries of what’s possible in live entertainment. Whether developing new attractions or refining existing concepts, the spirit of exploration and the willingness to dream big keep Freckled Sky at the forefront of the industry.

 

To learn more about Val and Freckled Sky, visit their website at freckledsky.com.

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

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

 

To connect with AttractionPros:

• AttractionPros.com
• AttractionPros@gmail.com
• AttractionPros on Facebook
• AttractionPros on LinkedIn
• AttractionPros on Instagram
• AttractionPros on Twitter (X)

 

Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%.

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

What does “immersive experience” actually mean?  In the attractions industry and across various realms of themed entertainment, the concept of immersion has been a hot topic in recent years, with no sign of slowing down.  However, immersive experiences aren’t new, and they don’t require state-of-the-art technology to meet the definition.  On a recent trip to Italy, Matt encountered several moments that qualify as immersive, leading to key takeaways for attractions industry leaders.  In this episode, Matt shares lessons from Italy along with his evolving definition of immersive experiences.

 

Evolving Definition of Immersion

"It's an experience that is so compelling that you actually change behavior or your outlook. You try to fit in and assimilate and you actually take on characteristics of the surroundings."

Matt starts by sharing his evolving definition of immersion, describing it as an experience so engaging that it changes behavior or outlook. Whether it’s trying to blend in with the local culture or adopting new habits, immersion goes beyond just being in a place—it’s about truly becoming a part of it. This concept of immersion is increasingly relevant in the attractions industry, where creating an environment that fully engages guests can lead to a deeper and more memorable experience.

Immersion Leads to a Desire to Be Immersed More

"What I noticed is that the more I was immersed, the more I wanted to be immersed."

Matt discusses how his experiences in Italy made him crave deeper immersion. Whether it was listening to Italian violinists or being surrounded by centuries-old architecture, the more he was immersed in the culture and environment, the more he wanted to continue that experience. This is a crucial insight for attractions, where the goal is to create such compelling experiences that guests naturally want to delve deeper and engage more fully with the environment.

Immersion Changing Your Behaviors

"I'm not a wine drinker, I'm not a coffee drinker, but I drank wine and I drank coffee in Italy."

Immersion can lead to unexpected changes in behavior, as Matt discovered when he found himself drinking wine and coffee—things he normally wouldn't do—just to fully experience Italian culture. This change is significant because it highlights how a well-crafted immersive experience can influence guests to step outside their comfort zones and try new things, adding another layer of engagement and personal growth.

Immersive Experiences Should Focus Your Attention

"If you are creating an immersive experience, you've really got to take care of every little detail so that one little thing doesn't pull you out."

The conversation turns to the importance of directing attention in immersive experiences. Matt recalls a moment during a tour of The Last Supper where a distraction pulled him out of the experience, emphasizing how crucial it is to control the environment to maintain immersion. This serves as a reminder for attractions industry leaders to meticulously plan every detail to ensure guests' attention is focused on the intended elements, keeping them fully engaged.

Immersive Experiences for Employees

"Are we creating an immersive enough experience for our employees so that they want to embrace our culture, so that they are so compelled to be a part and assimilate to the world that we've created?”

Matt extends the concept of immersion to employee experiences, suggesting that the same principles used to create guest immersion should be applied to team members, aligning with our recurring theme of the intersection of the guest and employee experience. By fostering a compelling work environment that employees want to assimilate into, companies can create a culture where team members are fully engaged and aligned with the brand’s values. This approach not only enhances employee satisfaction but also improves the overall guest experience.

Don't Underestimate the Planning

"Don't underestimate the amount of time, effort, and energy that people put into the planning because that's contributing as much to the expectation as your advertising and their previous experiences."

Finally, Matt discusses the often-overlooked importance of planning in creating immersive experiences. The effort put into planning a trip—or any experience—can set the tone for how that experience is received. In the context of attractions, this means understanding the expectations that guests bring with them and ensuring that the experience lives up to or exceeds those expectations, which can be as critical as the experience itself.

 

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• Audio and Video editing by Abby Giganan

 

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Kile Ozier is The Guy at The Guy, LLC. With a career spanning decades in the live experience industry, Kile has crafted a unique role for himself as a creative venture catalyst, master of spectacle and story, and a guiding force in creating emotionally resonant experiences. He has a rich history of working in diverse fields, from theme parks and global events to fundraising campaigns and theatrical productions. His approach is centered on moving audiences deeply, often leaving them profoundly impacted by the experiences he designs. In this interview, Kile talks about moving people emotionally, creating global community, and the joy of connecting.

 

Moving People Emotionally

"My filter is if I can move myself, I can move anyone."

Kile Ozier’s ability to craft emotionally resonant experiences stems from his deep understanding of how to engage and move an audience. He shares a powerful anecdote from an event at the Lincoln Memorial, where he designed a silent firework to coincide with a poignant moment in a tribute. The sheer silence, coupled with the emotional weight of the moment, created a collective gasp from 250,000 people—a testament to Kile's mastery in orchestrating profound emotional experiences. He emphasizes that his goal is to touch hearts in a way that feels both personal and universal, making each experience unforgettable.

Creating Global Community

"Creating global community through shared experience is the mission I’ve adopted for the rest of my life."

Kile believes in the power of shared experiences to build a sense of global community. He discusses how his work often transcends mere entertainment, aiming to foster unity, peace, and a deeper understanding among people. Through his projects, whether large-scale events or intimate gatherings, Kile strives to create moments where people from diverse backgrounds come together and feel connected. He views these experiences as opportunities to subtly influence positive change and promote a sense of shared humanity.

Joy of Connecting

"Connecting with people is joyful."

For Kile, the joy of connecting with others is at the heart of his work. He talks about the simple yet profound impact of altering how people enter a space, like guiding them through a side entrance they’ve never used before, to change their perspective and open them up to new experiences. This approach is part of his broader philosophy of creating comfortable disorientation, where participants feel safe yet intrigued, leading them to engage more deeply with the experience. Kile’s ultimate goal is to create environments where people feel a genuine connection—to the event, to others, and themselves.

 

If you want to learn more about Kile Ozier and his work, you can reach him at kile@kileozier.com or explore his insights further in his book, available on Amazon. Kile is also open to connecting with individuals through LinkedIn or his website, offering guidance and inspiration to those looking to make a meaningful impact through their creative endeavors.

 

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

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

 

To connect with AttractionPros:

• AttractionPros.com
• AttractionPros@gmail.com
• AttractionPros on Facebook
• AttractionPros on LinkedIn
• AttractionPros on Instagram
• AttractionPros on Twitter (X)