AttractionPros Podcast

Episode 293 - Jeff Fromm talks about generational mindsets, moments that matter and knowing your editorial authority

Jeff Fromm is a serial entrepreneur, distinguished author, Forbes contributor, and a consultant for LANE|TERRALEVER. Jeff focuses on the study of youth marketing and trends, helping companies adapt to the new generations becoming more prominent in the market. Through his writing and research, Jeff has taken a deep dive into the attractions industry, seeking to learn what matters most to today’s consumers and employees, who are gaining more and more traction of economic power. In this interview, Jeff shares his knowledge of generational mindsets, moments that matter, and knowing your editorial authority. 

Generational Mindsets

 

"You can be in your 50s and have a Gen Z mindset."

 

Simply put, generations are demographics. Oftentimes, we see splits in market interests and engagement between generations. Because of this, marketing needs to be applied in different ways to apply to different generations. Jeff knows that each generation has its own unique characteristics and preferences, which play a significant role in shaping their attitudes and behaviors towards various products and services. Understanding these differences is crucial for any business, including the attractions industry, to effectively market and reach their target audience.

 

However, generations are not limited to age ranges, despite the way that most people view them.  Generations should be viewed as mindsets that can transend age groups, debunking myths like everyone who is considered Gen Z due of their age is tech savvy, or that Baby Boomers don’t care about sustainability or social justice.  By focusing on generations as mindsets instead of birth year, you can better serve all of your stakeholders.

Moments That Matter

 

"The new frontier for competition is all about the customer experience."

 

Jeff knows that in today's world, it's important to engage diverse audiences in a way that goes beyond simply providing information or entertainment. While these factors are crucial, it's equally important to ensure that the content resonates with the audience. By adding elements of surprise and delight to the experience, the education can become more meaningful and memorable and contribute to a better guest experience.

 

Creating memorable experiences for guests involves carefully crafting the entire guest journey, from pre-visit to post-visit. It's not just about keeping guests entertained while they're on-site, but also about building excitement leading up to their visit and encouraging them to share their experience on social media afterwards. Experiences need to be tailored to each stage of the journey, whether it's through targeted advertising, personalized communications, or unique experiences.

 

Knowing Your Editorial Authority

 

"Profit is good, but if you only focus on profit you aren't serving all of your stakeholders."

 

Jeff emphasizes that brands need to know their editorial authority. Knowing your company's position on a subject and taking proper action is absolutely crucial to success in the long term. Great brands can do it wrong, and Jeff states that the best way to go about these situations is to listen to your consumers, employees, and be consistent with your message. 

 

Jeff shares that consumers will pay a small premium to companies whose values align with theirs. Staying true to your brand message can build an emotional connection with consumers and promote loyalty, making it easier to achieve your goals. By consistently upholding your company's values, you create a sense of trust with your audience and reinforce your brand identity, which can set you apart from competitors in the market. 

To connect with Jeff, you can find him on LinkedIn or visit his website here. 

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the Kennedy Space Center’s branded mobile apps.

 

Like us, the folks at Attractions.io are on a mission to elevate our experiences. Their latest launch adds in-app photos to the Attractions.io mobile app, giving guests more time to view, purchase and share their media with loved ones. 

 

Impressively, 88% of consumers say they trust content and recommendations from their friends and family over any other form of marketing – making user-generated content, like photo sharing, an essential strategy for your marketing team this season (according to Nielsen, in its global Trust in Advertising Study in 2021).

 

To learn more about Attractions.io and the new in-app photo feature, visit Attractions.io/photos.

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 292 - Ray Lauenstein talks about history of making waves, water amenities outside of water parks, and surfing without the ocean

Ray Lauenstein is the Director of Business Development at ADG (Aquatic Development Group), a leading North American waterpark design, construction, and manufacturing firm. From a young age, Ray had a passion for water and nature while he was exploring, and this passion continued to follow him through his professional career. After starting in sports leisure and baseball training, Ray found his way to ADG through a friend's recommendation, where he rekindled his love for water. With over a decade of experience at ADG, Ray was recently promoted to Director of Business Development, where he aims to bring the joy of water to people around the world. In this interview, Ray shares insights on the history of making waves, water amenities beyond traditional water parks, and surfing without the ocean.

History of Making Waves

 

“When you stand still, you fade away.”

 

ADG initially entered the industry as a pool contractor, constructing Olympic-sized pools for clients in the region. However, as the market for traditional pools began to decline, ADG's leadership recognized the need to innovate and set themselves apart. They started drawing inspiration from around the world, and ventured into the market of creative water, which ultimately definesd their identity today.

 

As ADG continued to grow and innovate, they acquired other companies and continued to find inspiration for their products, which can now be found in water parks worldwide. Today, ADG is a design-build firm and manufacturer, offering a wide range of products and services to help clients take their next big dive in the market.

Water Amenities Outside of Water Parks

 

“Everyone loves water.”

 

While ADG is well-known for their work in water parks, they have expanded their reach into other sectors as well. They have worked with clients in RV resorts, zoos, aquariums, and other areas where water-based entertainment could add another dimension to the experience. ADG's focus on innovation has allowed them to continue pushing the boundaries of what's possible, and their expertise in creating unique water experiences is highly sought after by their clients.

 

Water features are a versatile and universal attraction that can enhance any environment, regardless of language or cultural barriers. Whether it's a pool in a sports stadium or an interactive spray pool in an aquarium, these water features can add a dynamic and immersive dimension to any experience. The appeal of water-based entertainment is widespread, and by incorporating these features into new areas, the guest experience can be taken to another level. 

Surfing Without the Ocean 

 

“Surf is the anchor, and we’re layering it with the social piece.”

 

Starting with a small attraction off of I–drive in Orlando, ADG has always been working to create surf technology ahead of its time. Since catching their first wave, ADG has gone through many renditions of their compact surfing simulator, eventually leading them to epic-surf, a surfing simulator that can use a real surfboard with a water depth of 3-5 ft. 

 

With this innovation, ADG can create new experiences for land-locked guests, and also help inspire the next generation of great surfers. After all, anywhere people can find a wave, they’ll ride it. By taking advantage of this growing market ADG hopes to take compact-footprint surfing to the next level. 

To connect with Ray, you can find him on LinkedIn. To learn more about ADG, visit their website here. 

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 291: Matt and Josh talk about high expectations and how to exceed them

Expectations are funny things. As businesses, we strive to exceed them so our guests will want to come back and also share their great experiences with others. The problem is that each guest may have a different set of expectations based on various inputs and experiences, so defining what the expectations are and what exceeding them looks like can be a challenge. In this episode, Matt shares a recent experience where the perception of exceeding expectations was thought to possibly have a negative connotation, which was quite a surprise. Matt asked Josh for his thoughts, and the following conversation about high expectations and how to exceed them was born.

 

Expectations and experiences are both difficult to define

 

Expectations and experiences are in the eye of the beholder. With varied backgrounds, inputs, stimuli, and reactions, it’s unlikely that different people will perceive that same experience in the same way. Businesses that can seek to understand the majority of their guests' expectations and design experiences to exceed those expectations will be the ones who can consistently captivate their audiences.

 

Over-promise and over-deliver your over-promise

 

When marketing an experience, organizations have to strike a fine balance between driving the anticipation of their offerings and the execution in real-time. Many will say, under-promise, so your delivery will create a WOW for your guests. We discuss a different tactic; to over-promise AND over-deliver on your over-promise! In the highly competitive market for your guests' free time and disposable income, you must entice them to visit, get off the couch, get the kids ready, research your policies and hours, and make the decision to give you a try. That takes a compelling message that, if mishandled, could mean that people choose a different outlet for their entertainment. This tactic also means you HAVE to execute at the highest levels because you have raised the stakes, and your guests will be waiting to see if you can deliver. 

 

The intangible moments are where you go beyond what you promised

 

We’ve all had those moments. Those instances that elevate our view of the experience and make it memorable. Like expectations, those moments can be hard to define, but you know it when you feel it. The best organizations know what those feelings are, beyond the behavior, and empower their teams to do what’s right in the moment to create the emotional reaction and connection that leads to loyalty and great word of mouth. Sometimes those intangible moments can’t be planned. They can’t be put on a schedule. It’s a perfect storm of the employee having a deep understanding of what the guest is looking for so they can deliver on that in an authentic way.

 

Meets before exceeds

 

It should almost go without saying that organizations need to work to meet the defined need before trying to exceed it. In the case of an employee, meeting their expectations may include a safe environment, getting paid on time, and a fair schedule. If those are not met, employees will have a hard time buying into efforts made by their leaders - even if they qualify as intangible moments. Those exceeding efforts will fall flat because the basic needs have not been met. 

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 290: Gina Claassen talks about knowing your appetite for risk, lifelong learning, and balancing tension

Gina Claassen is the Vice President of Safety at Herschend Enterprises, a family-owned entertainment company focused on bringing safe family fun to people from all over the world. Growing up on a farm, Gina found her passion for attractions in college, when she got a summer job at Silver Dollar City. After gaining more knowledge about the industry, she volunteered as a show ambassador at the IAAPA convention in Orlando, which ultimately led to her joining Herschend Enterprises full time. Throughout her career, Gina has progressed from an attractions supervisor to her current role as Vice President of Safety. She also contributes to the industry by educating at events such as AIMS and IAAPA to help improve industry safety practices and standards. In this interview, Gina talks about knowing your appetite for risk, lifelong learning, and balancing tension.

Knowing Your Appetite for Risk

 

"If we don't accept any risk, no one would open."

 

Gina emphasizes that risk is an inherent part of life and must be managed, particularly in an industry where safety is paramount. She recognizes that every second of operation comes with a potential risk, but by creating a robust safety culture and implementing comprehensive training programs, frontline team members can effectively mitigate these risks. By prioritizing safety in all aspects of the business, the chances of accidents or incidents can be significantly reduced, ultimately leading to a safer and more enjoyable experience for guests.

 

Gina has developed a three-step plan for managing "Risk Appetite," which involves identifying the risks, evaluating the current practices in place, and determining whether they are effective or require changes. To delve deeper into these subjects, it's essential to work collaboratively as a team. These concepts are applicable at every stage of the process, from design and construction to operation. By implementing this approach, the team can continually assess and improve safety practices, ensuring that all potential risks are identified and managed effectively so that Herschend can continue to provide safe, wholesome family fun.

 

Lifelong Learning

 

"We're all lifelong learners."

 

Herschend's GROW U program provides a tremendous benefit to its employees, offering 100% free tuition to more than 11,000 individuals. Gina identifies the driving forces behind this initiative as the company's belief that everyone wants to learn, and their commitment to personal and professional growth. 

 

As an educator herself, Gina recognizes the importance of learning, so she can  regularly be found teaching at events such as AIMS and IAAPA. Through her involvement in educating others about safety in the industry, Gina continues to learn and grow as a professional. While she deeply values the opportunity to learn, she has also grown accustomed to being a voice for safety within the industry.

Balancing Tension

 

"We have to balance the tension to get the results we want."

 

To be a leader in safety, Gina says the greatest attribute is loving the challenge. When it comes to balancing tension and making tough choices, Gina claims that one of the most important aspects is being in a room full of different viewpoints. By building a team that shares these unique ideas, the tension of the decisions can be balanced in new and unique ways. 

 

Another big aspect of balancing tension is remembering the big picture. By remembering that the end goal is to provide wholesome family fun, the conversation moves from a tense environment to a more fun, open minded conversation. By implementing these tactics and properly balancing the tension, the results are more than favorable. 

To connect with Gina, you can find her on LinkedIn. To learn more about Herschend Enterprises, visit their website here. 

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

To connect with AttractionPros: attractionpros@gmail.com

Episode 289: Ade Jones talks about adventure tourism, freedom to succeed, and community relations

Adrian Jones is the CEO of Zip World UK, a company that specializes in creating unique and thrilling adventures. From the world's fastest zipline to underground mini-golf, Ade is an expert in taking experiences to the next level. Ade began his career working the frontlines at Alton Towers. This began a career with Merlin Entertainments spanning nearly three decades, where he served as General Manager of Madam Tussauds in Las Vegas and Los Angelos, opened LEGOLAND Florida as General Manager in 2011, before being promoted to President & Divisional Director of Midway Attractions in North America, and then Global New Concepts Development Director.. Recently, he became the CEO of Zip World, where he continues to innovate and create new, exciting experiences for guests. In this interview, Ade shares his insights on adventure tourism, the importance of giving people the freedom to succeed, and building strong relationships with local communities.

 

Adventure Tourism

 

"The adventure market is growing massively."

 

Adventure tourism gives guests the opportunity to experience some of the most unique things our world has to offer. When Ade started with Zip World, he was impressed with how positive the reviews were and how engaged guests were with the facilities. By providing a wide range of attractions for the entire family and creating a great guest experience, Zip World captures the attention of their guests.

 

Ultimately, the attractions industry is about selling fun, something Ade fell in love with when he got his start. One of the best ways to sell fun is to create a facility that can't be replicated virtually. For instance, the caverns at Zip World contain 200 years of formations, and the personal interactions with employees can’t be replicated in the digital space.

 

Freedom to Succeed

 

"If someone is frightened to fail, they won't take any risks."

 

Another key to the success of Zip World is the employee culture. Ade knows that the ‘People Agenda’ is a huge priority when it comes to building a successful culture. To take employees to the next level, Ade emphasizes the importance of creating the freedom to succeed. By implementing this culture, employees get the chance to build who they are and help create a dynamic business.

 

Mistakes build who we are, and by creating a freedom to succeed, we also create the freedom to fail. Failure is important, and everyone can learn from their mistakes. Ade knows that by failing, we can become stronger in the places we were broken before, which is something that could benefit any operation. 

 

Community Relations

 

“We were very sympathetic; we listened.”

 

One of Ade’s greatest challenges was leading the development of LEGOLAND Florida while simultaneously creating a great relationship with the Winter Haven community. By holding town halls and being open to feedback from the locals, Winter Haven is now proud to have LEGOLAND Florida as a staple in their community. 

 

Ade's most valuable lessons were about the importance of following through on your promises and the impact of small gestures. When working with homeowners and existing communities, it's crucial to be mindful and considerate. By being transparent and keeping promises, trust can be built and disasters can be avoided. These actions contribute to fostering a positive and cooperative spirit within the community.

To connect with Ade, you can find him on LinkedIn. To learn more about Zip World, you can visit their website here.

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 288: Dan Cockerell talks about marketing campaigns for leaders, applying your passion and letting go of ego

Dan Cockerell is a Disney Keynote Speaker and co-founder of the Cockrell Consulting Group alongside his wife, Valerie. Dan discovered his passion for service while working in the industry during his college summer months. He pursued a degree in Political Science at Boston University and after graduation, he ventured to Florida to work for Disney. Dan began by parking cars at Epcot, and then took the opportunity to open Euro Disney (now Disneyland Paris), also in parking, before returning to Walt Disney World in Orlando. In due time, he was promoted to Vice President of Epcot, and he later held the same role for Disney’s Hollywood Studios and Magic Kingdom. Dan’s most recent adventure has been his consulting business, helping companies worldwide provide more for their guests and reach their own goals. In this interview, Dan talks about marketing campaigns for leaders, applying your passion, and letting go of ego. 

 

Marketing Campaigns for Leaders

 

"You've got to learn to fly at 10,000 feet, and you've got to learn to walk on the tarmac."

 

Drawing on his experience as a former Disney executive, Dan understands that providing a great guest experience hinges on a positive employee experience. Ultimately, when holding a leadership position at the world's largest single-site employer, it can be challenging to connect with everyone working the front lines. To overcome this obstacle, Dan devised a strategy to establish his reputation as a leader and to create a friendly atmosphere when interacting with his frontline team.

 

By allocating one hour every day to walk the park, Dan made sure that he was consistently seen by his team while learning the truth about the operation. Oftentimes, Dan would buy his team members lunch, or offer them assistance if they seem to be in a tough situation. By consistently interacting with his team members and listening to what they have to say, it showed intention and care. Other leadership at the park quickly followed in Dan’s footsteps, helping bring a new level of communication and excellence to the operation. 

 

Applying your passion

 

"Hire for skills, passion, and attitude."

 

Passion is a huge motivator in the attractions industry, and Dan believes in using that passion to achieve goals beyond providing excellent guest experiences. Dan has identified four essential elements to help build a successful operation based on this same passion that drives people to the industry.

 

The first key is attitude. Dan believes that team members should have the courage to overcome obstacles and keep pushing forward. The second key is relationships. Building strong connections with colleagues and guests is crucial to establish effective communication. The third key is expectations. Setting clear expectations of what greatness looks like and how to achieve it is crucial for a successful team. Lastly, recognizing and reinforcing positive behavior is important to motivate team members to continue performing at their best.

Letting go of Ego

 

"Just because you're in a role with a certain title, it doesn't mean that you're smarter than everyone else."

 

Dan has gained a wealth of experience over the years, and he has learned from numerous mistakes. One of his most significant takeaways from his time at Disney is the importance of letting go of ego. Although holding a special role with substantial responsibilities may be prestigious, the truth is that the person only got to that position due to the support of the people around them. The reality is that you cannot and should not accomplish anything alone, regardless of how insignificant the task may seem.

 

Dan knows there’s lots of value in effective communication, and he believes that ego can often impede it. Dan stresses the importance of sticking to the basics and being a team player within your operation. By doing so, you can elevate your performance by incorporating the ideas of the people around you. The best leaders keep themselves surrounded by people who are smarter than they are. When leaders fail to take input or advice from their team, it can have a detrimental impact on the operation.

 

To connect with Dan, you can find him on LinkedIn. To learn more about Cockrell Consulting, you can find their website here. 

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 287: Josh and Matt talk about infusing Guest Experience Initiatives into the Employee Lifecycle

The guest experience is influenced by many factors, but none are more crucial than our employees. Their interactions with guests can make or break a visit and impact the guests' perception of an experience. To fully immerse our team members in the guest experience, it must be integrated into every aspect of the employee lifecycle, from recruitment to offboarding. By doing so, we can create a sustainable culture of hospitality for both our guests and employees. In this episode, Matt and Josh delve into strategies for infusing guest experience initiatives into the employee lifecycle, to ensure that every touchpoint with our team members enhances the guest experience.

 

Building your culture of hospitality

 

Creating a culture of hospitality for your team members is about more than throwing a pizza party. It requires a comprehensive approach that integrates the guest experience into every aspect of the employee lifecycle. With this foundation in place, we can establish a workplace environment that embodies hospitality, enabling our team members to deliver an exceptional experience to our guests. This holistic approach will equip team members to go above and beyond, resulting in an even more memorable and satisfying experience for guests interacting with our employees.

 

Recruitment

 

Recruitment is the art of building relationships with potential team members and represents the first touchpoint in the employee lifecycle. By infusing the guest experience mentality into the recruitment process, we can identify strong candidates who possess admirable traits and align with the company culture and mission statement. During the interview, we can define a realistic scenario that the candidate may encounter on the job and outline the parameters they would need to work within. By emphasizing the importance of the guest experience from the outset and finding candidates eager to create those experiences, we can develop employees who are better equipped to deliver exceptional experiences.

 

Onboarding

 

Onboarding is the touchpoint in the employee lifecycle where team members gain insight into the inner workings of the company and experience what it's like to work in the facility. Instead of overwhelming employees with information during orientation, we should focus on creating an experience that we would provide to our guests. By instilling a feeling of confidence and the excitement of thinking "I made the right decision," employees develop a stronger connection to the company and are better equipped to deliver exceptional guest experiences. By immersing new team members in the guest experience mentality during onboarding, we can foster this culture of hospitality and set the stage for success.

 

Training

 

When we transition into the training touchpoint, it’s advantageous to build on the foundation of a team member’s previous experiences with the company, such as if they have visited as a guest in the past. By doing so, we can ensure that the guest experience remains infused throughout the entire process, while also helping to develop stronger team members. Effective training not only imparts the necessary knowledge and skills, but also establishes a sense of connection within the company. When these phases are connected and work in harmony, employees can better understand how their work fits into the larger picture, which can foster a sense of purpose and motivation. Additionally, by aligning the training process with the company's values and culture, we can ensure that new team members feel invested in the success of the organization from their first day of on the job training.

 

Development

 

To infuse guest experience into development, create a mentality where it's 'cool to care' about the guest experience. When team members feel invested in the success of the experience, they become more motivated and committed to the mission. This can be done by recognizing and amplifying success, as well as providing constructive feedback to address imperfections. By doing so, we can create a culture of continuous improvement and ensure that our team members are always striving to provide the best possible experience for our guests. However, this mentality needs to be instilled from the top-down, and consistency is key. All levels of the organization, from frontline employees to executives, must be committed to the development and training of team members. Without consistency in this regard, the system breaks at its layers, and fails to create a sustainable positive culture.

 

Offboarding

 

Offboarding is often overlooked in the employee lifecycle, but it can have a significant impact on the guest experience. When team members leave, they become guests again, and how we treat them can influence their perception of our company. To maintain a positive relationship, we need to think beyond the typical exit interview and develop creative ways to show our appreciation. For instance, offering former employees long-term discounts or occasional tickets can keep them engaged as advocates for our brand. Another strategy is to establish an alumni program, which not only maintains the connection with former team members but also helps address staffing needs. 

 

But here's the catch: none of this will work if we don't treat our employees well and create a sustainable positive culture. By building a strong foundation throughout the employee lifecycle, we can create a workforce that is invested in our mission and committed to delivering exceptional guest experiences, even after they move on.

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 286: Jeroen Nijpels talks about selling roller coasters, relationship-based marketing, and advice for young professionals

Jeroen Nijpels is the Owner and Managing Director of JNELC. After several years of experience of theme park planning and attraction sales in Asia and Europe, Jeroen established JNELC to assist parks in purchasing attractions. Throughout his career, Jeroen has developed strong relationships and has been instrumental in leading IAAPA’s young professionals program. Jeroen is also currently the Chair of IAAPA’s Manufacturer & Supplier Committee and serves on the Board of Directors. In this interview, Jeroen shares insights into the challenges of selling roller coasters, the importance of relationship-based marketing, and valuable advice for young professionals aspiring to excel in the industry.

 

Selling Roller Coasters

 

“The bottom line is… I sell roller coasters.”

 

Selling roller coasters (along with other types of rides and attractions) is an art that goes far beyond just adding an attraction to a facility. It involves a comprehensive approach that considers various factors such as the target audience and unforeseen/indirect costs. Jeroen understands that each sale is a defining moment for his company, and he strives to make it successful by incorporating portfolio management and a 'big picture' ideology into his sales practice.

 

Jeroen uses every sale as an opportunity to learn and improve his approach, which helps him become a more effective manager for his clients year after year. By prioritizing a holistic approach to roller coaster sales and figuring out what sticks from previous sales, Jeroen has established a reputation for delivering results that exceed his clients' expectations.

 

Relationship-Based Marketing

 

"Our industry is friendly towards its competition."

 

Jeroen's goal when working with new clients is to establish long-term relationships. JNELC recognizes that purchasing roller coasters and attractions is a significant investment, and they strive to maintain contact with clients to remain updated on their needs and preferences. By keeping this connection, Jeroen has been successful in turning new clients into lifelong customers.

 

Jeroen leverages his existing relationships to build new connections and expand his network. Instead of exhibiting at trade shows, JNELC instead opts to host social events for both existing and potential clients. By taking a patient and proactive approach, JNELC builds strong, lasting connections that extend beyond typical business interactions. This strategy has allowed Jeroen to cultivate a network of clients who trust and value his expertise, making JNELC a go-to source for purchasing attractions and related services.

Advice for Young Professionals

 

"Ask questions, and ask people for help."

 

Jeroen spearheaded the establishment of the IAAPA Young Professionals program nearly two decades ago, finding motivation to create this program after interacting with young talents who expressed their difficulties in networking with industry professionals and breaking into the industry. In response, Jeroen helped create a program that provides young professionals with networking opportunities and helps them step out of their comfort zone.

 

With almost three decades of experience in the industry, Jeroen advises young professionals to broaden their network and seek help from others. By interacting with more people outside of their current network and taking initiative, young professionals can gain a deeper understanding of the industry and identify their career goals. By setting these goals and pursuing them with determination, success is within reach.

 

To connect with Jeroen, you can find him on LinkedIn. To learn more about JNELC, you can find their website here. 

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 285: Brandon Thom talks about making genuine connections, enabling leaders, and following your unique path

Brandon Thom, an experienced theme park executive, discovered his passion for the attractions industry after working in banking for an oil and gas lender. By having an insatiable fascination for amusement parks since his childhood, Brandon realized that his heart was set on working in the industry. Brandon's journey in the attractions industry began when he served as a Show Ambassador for the 2013 IAAPA convention. After the event, Brandon landed an internship at Busch Gardens Williamsburg and quickly transitioned to a full-time role on the team. Since then, Brandon has held various leadership positions at Universal Orlando Resort, Merlin Entertainments, and most recently, he served as the Vice President of Adventure Island for Sea World Parks & Entertainment. In this interview, Brandon talks about making genuine connections, enabling leaders, and following your unique path. 

Making Genuine Connections

 

"The connections have to be authentic and genuine, otherwise the person will see right through it."

 

As a young professional, Brandon understood the importance of networking for success in the industry. However, he also knows that many people make mistakes while networking, such as relying too much on a single contact or being insincere in their approach. To achieve real success in networking, Brandon emphasizes the importance of building friendships, rather than just connections.

 

Brandon's advice is simple: when networking, don't get caught up in someone's job title or position. Instead, focus on finding common ground and building a connection based on shared interests beyond just professional goals/aspirations. This will help you avoid a boring, insincere conversation and develop a stronger bond with your contact. After all, networking should be enjoyable.

Enabling Leaders

 

"Our industry is fortunate to have a lot of engaged leaders."

 

Enabling leaders is crucial to the success of any operation. By giving leaders the confidence they need, you can build a strong team that can withstand challenges and create an excellent guest experience.

 

However, Brandon stresses the importance of understanding the difference between enabling and empowering leaders. Enabling team members may give them some minor responsibilities, but it doesn't necessarily grant them freedom to run a section of the operation and truly learn. This approach could limit them to following orders rather than truly developing as leaders. In contrast, empowering team members gives them significant responsibilities and the opportunity to learn from their mistakes.

When a leader makes a mistake, they should be eager to improve. Fortunately, the attractions industry has many engaged leaders who are committed to making things right. To discourage mistakes, we should demonstrate what they missed out on by not getting it right, rather than merely reprimanding them for their errors.

Following Your Unique Path

 

"Your story is different than everybody else's."

 

Brandon didn't kickstart his career until he was in graduate school, after watching many of his friends land stable careers. The greatest lesson Brandon shares is to follow your own path and avoid comparing yourself to others. It's okay to start later than your peers. As with many other aspects of the industry, have fun and enjoy the experience.

 

Brandon encourages people seeking to start a career in attractions to avoid putting unnecessary pressure on themselves by constantly planning for the future. Instead, focus on doing what makes you happy by taking it one step at a time. When speaking with other young professionals, Brandon enjoys sharing his story and often encourages his audience to avoid common stressors that can make their industry experiences overwhelming.

To connect with Brandon, you can find him on LinkedIn. 

 

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 284: Kimberly Beaudin talks about bringing game day energy, the 4 C’s of leadership, and college football as a lifestyle

Kimberly Beaudin is the Chief Executive Officer at the College Football Hall of Fame. Located in Atlanta, GA, the interactive experience and hall of fame immortalizes players of college football dating back to 1951. Kimberly began her career at Disney, where she developed a love for attractions and hospitality. After several years of marketing experience, Kimberly joined the College Football Hall of Fame, and was promoted to CEO in early 2020. In this interview, Kimberly talks about bringing game day energy, the 4 C’s of leadership, and college football as a lifestyle. 

Bringing Game Day Energy

 

"We're here to deliver a wonderful experience to our guests... and we should enjoy doing it."

 

Kimberly knows that the best way to engage their guests is to have staff energy spill into the guest experience. From the moment guests walk into the main entrance, Kimberly wants them to be completely immersed in game day energy and all the amazing feelings that come with college football.

 

Fan Ambassadors are essential in creating the game day energy. By building a team that interacts with the guests in a personal and exciting manner, it compliments the already interactive experience and helps build the emotions that fight songs and rivalries bring every game day. Kimberly has built this living, breathing experience to go beyond the 3 story helmet wall and into the hearts of their guests. 

The 4 C’s of Leadership

 

"I believe that leaders need to lead with confidence, courage, conviction, and compassion."

 

Kimberly’s leadership philosophy is to work hard and play hard. To accomplish this, she uses the 4 C’s of leadership she’s developed throughout her career: confidence, courage, conviction, and compassion.

 

Confidence means ‘knowing your stuff’ and not being afraid to share your ideas. Courage is the ability to keep moving forward and not being timid when it comes time to make a decision. Conviction is having the ability to make those tough decisions and put your foot down when it’s needed. Finally, compassion is treating people the way they want to be treated.

 

The 4 C’s all play into each other, and although words like conviction and compassion may seem contradictory, they actually feed off of their connection and help develop great leadership practice. By developing one of the C’s, you actually develop all of them, as every word is connected. 

College Football as a Lifestyle

 

"The drive to succeed in team sports is a direct parallel to business."

 

College football is one of the most popular sports in America. For many, watching their alma mater on the field can pull at their heartstrings and get them much more invested in the game since they’re representing something close to their heart. Additionally, generational fandom and rivalries are even more big factors that get people invested in the world of college sports.

 

Kimberly knows that these ideas behind college football also apply to many other things. Passion is a huge aspect in life, whether it be with hobbies or in the workplace. Additionally, this passion creates bonds that unites groups together, both large and small. Overall, implementing the ideology of college football into the workplace or anywhere else can create a great environment for all the people involved. 

To connect with Kimberly, you can connect with her on LinkedIn. To learn more about the College Football Hall of Fame, click here.

 

This episode is kindly sponsored by Attractions.io, the guest experience platform behind Merlin Entertainments’, San Diego Zoo’s, and the PGA Championship’s branded mobile apps. Like us, the team at Attractions.io are on a mission to elevate our guest experiences and ensure they exceed the expectations of today’s digitally native guests. By combining a branded mobile app with an operator console that consolidates behavioral data from every touchpoint in the guest journey, the Attractions.io platform empowers operators with the tools they need to increase guest satisfaction, spending, and loyalty. To learn more about how Attractions.io can help you connect your end-to-end guest experience, visit Attractions.io/howitworks.

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com