AttractionPros Podcast

Episode 278 - Wess Long talks about the role of a lifeguard, experiential learning, and client-centric solutions

Wess Long is the President of StarGuard ELITE, an aquatic risk prevention agency that is internationally recognized for its elite training, certification, and consulting programs serving lifeguards, management, attraction attendants, and more. Wess is passionate about the aquatics industry, having spent time in facilities all over the world. It's that experience and passion that drives him and the team at StarGuard ELITE to pursue the best in training practices for the people who are keeping our pools and waterparks safe. In this episode, Wess talks about the role of a lifeguard, experiential learning and client centric solutions.

 

The role of a lifeguard

 

"It's critical that we understand the role of a lifeguard."

 

If everything goes as planned, you likely won’t have a lot of interaction with a lifeguard at your local pool or waterpark. That is because their job is to literally guard lives, and they do this by watching for distress in swimmers so they can identify dangerous situations long before they pose a threat to the public.

 

In many ways, lifeguards are first responders and are part of the medical response team and can mean the difference between life and death. Like the fire department or paramedics, their job, in the event of an emergency, is to sustain life and stabilize the situation until others arrive. It’s a big responsibility that in many cases is bestowed on young adults. 

 

Experiential learning

 

"Experiential learning is not just about doing, but also talking about it."

 

Guarding a life is not a passive activity. Wess believes that the training that prepares someone for the role of a lifeguard should be more than just classroom learning, and even more than a hands-on experience. At StarGuard ELITE, their training program is centered around the concept of experiential learning - which like lifeguarding itself, is not a passive process. 

 

As Wess says, it’s not enough to do the activities, you must also talk about them and personalize them. What went well, what can be improved, and how did a particular guard’s actions help or hinder the process?  Talking through scenarios also tends to uncover the “why” and purpose of what lifeguards do.

Client-centric solutions

 

"There are objectives and standards that can be the same, but the ways to get there can be very different."

 

Every client has the same goal - keep their guests safe. Wess and StarGuard ELITE’s approach is that there are many ways to get there, taking into consideration the size and scope of the facility they are working with.

 

This means that there is no one-size-fits all approach. Wess and his team take time to assess the strengths and needs of each team they work with, finding an approach and process that takes into consideration budget, staffing and location. At the end of the day, SGE and their clients want the same thing - 100% safety for their teams and guests. 

To learn more about StartGuard Elite, you can find them at StarGuard Elite.  Wess can be reached at wess.long@starguardelite.com or info@starguardleite.com.

 

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

 

• Kristen Karaliunas - Scheduling and Correspondence
• Abby Giganan - Audio and Video Editing

Episode 277: Susan Storey talks about planting seeds through PR, storytelling for suppliers, and leveraging ambassadors

Susie Storey is the Communications & PR Strategist for Storey to Story Communications, a public relations firm focused on helping attractions industry suppliers amplify their stories. Susie has worked in the attractions industry her entire career, mostly in public relations, at organizations that include Disney, Six Flags, Universal, Cedar Fair, Give Kids the World, Great Wolf Lodge, SeaWorld Parks & Resorts, and IAAPA. In this interview, Susie talks about planting seeds through PR, storytelling for suppliers, and leveraging ambassadors.

 

Planting seeds through PR

"The places to plant your stories have changed."

The way that people consume content has evolved substantially over the years. Previously, companies would seek media recognition through traditional publishing and newspapers, or publications like Good Housekeeping and Parenting Magazine. Many of these outlets no longer exist - at least not in the same form - which has changed the way that businesses should think about getting their message out.

Susie talks about the importance of earned publicity, or publicity that you are not buying, in your PR strategy. Gone are the days of striving for millions of impressions, because we need to think about not just the amount of people we’re reaching, but if we are reaching the right people. Social media, publications, and podcasts are all avenues for communication, and the way in which they are leveraged is key to their success.

 

Storytelling for suppliers

"Gone are the days of throwing every message to the wall and hoping they all stick."

Historically, suppliers in the attractions industry have relied on traditional marketing and communications to get the word out about their product in an attempt to reach their target demographics - the attraction's operators. However, by pulling back, there are opportunities to get creative with how the messages are broadcast and how the stories are told.

For example, when a theme park gives a roller coaster a fresh coat of paint, the business relationship is between the paint company and the park operator, but the interest extends into the enthusiast community, where the appeal of the story can be magnified. Suppliers are not necessarily trying to reach guests, which include families and parents, but by doing so they can turn their work into human interest stories.

 

Leveraging ambassadors

"If you're going through a tough time as a company, you want your ambassadors there to support you."

Guests can be citizen journalists, and your employees can and should be ambassadors of your business. From an employee standpoint, it’s a challenge to create a policy on whether they can post on behalf of the organization. Susie’s recommendation is to have an evolving policy that can set a framework for what employees can share and what they cannot, recognizing that employees will post online regardless.

For guests, building advocacy in the guest experience is also a form of planting seeds that you won’t know when you’ll need to harvest. When a business experiences a crisis, it is often the most loyal guests who come to the company’s defense and set the record straight. This includes building relationships with enthusiast organizations, bloggers, and other groups that carry influence over your reputation.

When asked about advice for aspiring PR professionals, Susie says that people need to be able to write and communicate, as well as wear multiple hats in their roles. PR is more than party planning!

 

To reach Susie, you can connect with her on LinkedIn, or reach out directly at storeytostory@gmail.com.

 

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

• Video editing by Abigail Giganan

To connect with AttractionPros: attractionpros@gmail.com

Episode 276: Dennis Speigel talks about feasibility & master planning, future trends, and that everyone wants to have fun.

Dennis Speigel is the Founder and Owner of International Theme Park Services, Inc., a company centered around theme park consulting with specialties in feasibility and master planning. Starting out as a ticket taker at Coney Island in Cincinnati, Dennis found his love for the amusement industry and found a major interest in the business side of entertainment. After graduating, Dennis was invited to join the Coney Island team and later Kings Island, now one of the most popular amusement destinations in America. Years later, Dennis took his master planning and business experience to create ITPS, pioneering the expansion of the attractions industry worldwide. In this interview, the IAAPA Hall of Fame inductee tells us about feasibility & master planning, future trends, and how everyone wants to have fun.

Feasibility & Master Planning

 

"The least fun we have is conducting a feasibility study, but it's the most important thing we do."

 

One of Dennis’s first major projects was the $60 million construction of Kings Dominion in Virginia. Since then, Dennis has dedicated his life to mastering the economics of theme parks. When studying a new proposal and trying to bring it to life, the same feasibility study process has been used since the building of Disneyland. It charts the course for the design and planning of any new development in the industry, which results in a 10 to 12 week process. 

 

However, theme parks aren’t immune to the unpredictable market. With recessions and inflation, ITPS has also helped banks and theme park investors through whatever troubles they may be having. ITPS has sold over $800 million in theme parks and also helped many companies recover from an economic downturn. Whatever the challenge is, Dennis has worked through it before. 

Future Trends

 

“We've continued to evolve and expand through technology, and through the people's love of our business."

 

Covid-19 changed the world, and technology still continues to grow at a shockingly fast rate. The direct effects of these recent events have resulted in per capita spending skyrocketing to levels we have never seen before. With ‘revenge traveling’ from the pandemic and touchless and cashless technology continuing to grow, consumers are being more monetarily engaged than ever before.

 

However, Dennis knows the real challenge is keeping the demand up. Although we may see opportunities while we sit at the master panel, we have to make the calls that keep our core values of the industry alive. The attractions industry is a mature business now, and managing the varying factors of the ever growing business is something we need to focus on. 

Everyone Wants to Have Fun

 

"The one common denominator of people all over the world is that people want to have fun."

 

After traveling across the world hundreds of times, Dennis knows that the one universal language is fun. After wars have shredded through countries and people start to rebuild, one of the common things that every culture looks for is fun. It’s why the attractions industry was able to march across the world in the past decades, and why the market is consistently growing to this day.  

 

New generations like Gen Z and Gen A are engaged in the industry, and Dennis stresses that we need to capitalize on that to keep our guests coming. Unlike other industries, we don’t put smoke in the air or pollute rivers, but instead we market memories. By capitalizing on the core values of our industry, we can keep growing for years to come simply because the market for fun will never disappear. 

To contact Dennis, you can connect with him on LinkedIn. To learn more about ITPS, you can visit their website here. 

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

• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 275: Dolf DeJong talks about ruthless optimism, separating music from the noise, and scarring people in positive ways

Dolf DeJong is the CEO of The Toronto Zoo, home of more than 4,000 animals spanning across a property of 710 acres. In his childhood, Dolf visited the zoo often and developed a strong passion and connection to wildlife. An educator by training, Dolf was sure he would end up in the classroom, but stumbled into the path of management and tapped into his passion for wildlife he developed years ago. Today, Dolf leads the Toronto Zoo team in their mission to connect guests to wildlife and create the core link between connection and caring in order to fight the growing risk of extinction worldwide. In this interview, Dolf shares his insights on the power of ruthless optimism, separating music from the noise, and scarring people in positive ways. 

Ruthless Optimism

 

"The spirit of ruthless optimism is required."

 

Dolf doesn’t sugarcoat the fact that the environment isn’t getting better. To combat the constant stress and fatigue caused by the negative news we are always surrounded by, Dolf has found serenity through the power of ruthless optimism. By constantly seeing the good in things, we can still feel encouraged to make a difference and fight through the negatives to see the light in the dark tunnel. 

 

The power of ruthless optimism spans further than just the environment. In the operations world, overcoming challenges that linger from the pandemic in addition to other common issues like understaffing can create stress and fatigue and cause burnout. By applying these same concepts, the spirit of ruthless optimism will help you through the challenges and allow you to keep making strides day by day. 

Separating Music from the Noise

 

"We want to respect tradition, but we don't want to fall to toxic nostalgia."

 

Within the Toronto Zoo operation, Dolf is faced with the challenge of taking care of his frontline team members as well as over 4,000 animals. Every day, Dolf meets with team members and animals to find where the pulse is to separate the music from the noise and turn that into meaningful action to evolve the operation. 

 

Dolf stresses the importance of having a diversity of voices around you to not get lost in the noise. In addition, having the ability to talk to anyone at any time can help you turn your plan into action after finding the music. Knowing that you have weight and that your conversation can be treated as direction drastically impacts team members and allows for you to create meaningful changes within your operation.

Scarring People in Positive Ways

 

"Human interaction improves retention of information."

 

By running a massive operation responsible for sending a message to guests, Dolf is faced with challenges like balancing entertainment and education, but primarily making a lasting impact on guests. By creating moments for human interaction, guests will feel more connected to the experience and develop a lasting imprint. However, the major challenge of making a lasting impact is the sheer diversity of the audience.

 

One in every five people read signs. Dolf knows that to cater to a larger audience, there needs to be several ways to send a message to the guests. By giving guests tangible action to take, such as eating one less course of meat every week, guests can see that their actions have an impact, and assists in developing that lasting imprint. The information and connections that are created at experiences like the Toronto Zoo can change the trajectory of lives, and Dolf knows that we need to focus on what will come back with the guest tomorrow if we truly want to make change. 

To contact Dolf, you can connect with him on LinkedIn. To learn more about the Toronto Zoo, you can visit their website here. 

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

• Summary by Mason Nichols
• Video editing by Abigail Giganan

To connect with AttractionPros: attractionpros@gmail.com

Episode 274: Matt and Josh devour leftovers from AttractionPros Live at IAAPA Expo 2022

With IAAPA Expo 2022 in the books, our sights shift toward the holiday season and the end of the year.  However, after hosting “AttractionPros LIVE!” at this year’s conference, there are still many thoughtful questions left on the plate from our audience. In this episode, Matt and Josh devour these leftover questions and discuss selling yourself, overcoming imposter syndrome, keeping your team engaged during the slower season, and eliminating gossip in the workplace.

How to “Sell Yourself” and Promote Your Marketable Skills

 

When it comes to selling yourself, you have to make yourself in demand. Networking is an upstream battle and can seem difficult, but by looking at it from the long term, you can reverse the flow of the river. Every year, you build more connections and gradually get more people coming to you rather than having to reach out. Capitalize on this idea and market yourself in light of that concept.

 

To start playing the inbound, consider speaking at events like IAAPA expos. By serving the industry, people will begin to see your presence and put a name to the face. Starting out is hard, so don’t be discouraged if session proposals are not accepted immediately. Get back up and try again by strengthening your online presence and increasing your marketability by trying to develop the 3 important words; Know, Trust, and Like.

Overcoming Imposter Syndrome

 

Imposter syndrome is when you are passionate and proficient about a certain topic, but there are a number of other people who are more successful and knowledgeable than you, therefore making you feel scared to put your ideas forward. It’s a common situation, and many people think that with the amount of success surrounding them, they haven’t accomplished anything when they truly have. 

 

Sometimes you have to have to drown out Imposter Syndrome to start the battle. Put your message forward and back it up. By getting uncomfortable, you’ll begin to realize that people do care about your ideas and what you have to say. Even if it’s a common topic, getting people’s gears to turn a different direction can make a massive impact. 

Keeping Your Team Engaged During the Slower Season

 

Employees are often engaged when they get to personalize the guest experience rather than only focus on efficiency and numbers. By training your employees to take on the slower season by creating a more interactive and unique guest experience, they will be more engaged and excited to come to work. 

 

Personalizing the experience for guests can be as flexible as you need to be, like an accordion-style approach, and you can train your team to handle the busy moments when the line is long and also to handle the slower hours. By extending the accordion, you can give more liberty to your team to interact with guests, and when the time comes, you can shorten the accordion as well. 

 

In addition, the slow season is a great time to take on new projects and include your team in them. Not only can you engage your team and let them have an impact in your operation, but you can also check off the items on your list that you couldn’t get to during the busy season. 

Eliminating (or Minimizing) Gossip in the Workplace

 

Previous podcast guest Brad Collins often talks about how his company declared war on gossip. When seen, it was immediately taken care of, therefore significantly reducing the amount of negativity shared throughout the workplace. By drawing a line in the sand, people will know limits and the employee experience will not falter.

 

Additionally, having the tools to share information that could lead to gossip can be very beneficial and stop the issue at its source. However, having open communication is even more critical. Even if it’s a difficult conversation to have, if people realize the intent is positive, they’ll take your side. By being honest and being a bridge to the river, you can fight the game of telephone and encourage healthy, positive communication. Overall, being proactive is the best way to fight gossip in the workplace. 

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

• Summary by Mason Nichols
• Video editing by Abigail Giganan

To connect with AttractionPros: attractionpros@gmail.com

Episode 273: Renato Lenzi talks about using social media correctly, creating memories through emotions, and cohesive experiences across properties

Renato Lenzi is the Chief Operating Officer of The Dolphin Company, one of the largest operators of marine experiences with locations in 10 different countries, averaging 2 million visitors each year. Starting young, Renato originally worked with marine life as a trainer and found a passion in leadership through a partnered company's complimentary training. While growing with the company, Renato has made many strides in the worlds of marine life inspection and even made improvements with government inspections and regulations to help improve the marine experience industry. Today, The Dolphin Company focuses on bringing educational and entertaining experiences to guests across the world. In this interview, Renato talks about using social media correctly, creating memories through emotions, and cohesive experiences across properties.

Using Social Media Correctly

 

"Social media has pushed us all to be opinionators."

 

The fact is, Tiktok is the speediest form of news. Compared to when people would only spend 2 hours a day watching TV, we now have a generation that spends nearly double that on their personal devices. If something relevant were to happen across the globe, people everywhere would be notified and start discussing it in under a minute.

 

It’s safe to say that social media is a huge platform to be used for your benefit, and Renato knows taking advantage of it is a massive opportunity. Some large parks don’t even use certain social media, and they are left out of a massive market to engage with potential guests and people who can connect to your brand.

 

Additionally, with Renato’s mission to connect guests to wildlife, social media can be incredibly powerful. By connecting with an incredibly interactive audience, people fly across the world to The Dolphin Company’s experiences with dreams of becoming a vet or marine biologist, and they get more than what they came for. 

Creating Memories Through Emotions

 

"If you create an experience that will last a lifetime, you can make an emotional connection."

 

People experience many things in a year, and what makes some experiences more memorable than others are the emotions that are associated with them. Renato emphasizes that when people create memories with the emotions they felt, they often remember many other aspects of the experience that would otherwise be forgotten, such as who they were with and what events followed that experience. By creating these core memories, guests will remember your experience for a much longer time.

 

Everybody remembers their first kiss, and Renato has applied the science of this idea to his experiences. The wild emotions surrounding that major event are what compel people to remember their experience and share it with others.

Cohesive Experiences Across Properties

 

“There's more similarity than differences.”

 

With locations across 10 different countries, it is a challenge for The Dolphin Company to create experiences that complement one another. Furthermore, Renato has seen the company morph over the course of its existence, moving from marine parks to additionally acquiring water parks and adventure parks. To help tackle this challenge, The Dolphin Company has implemented regional directors to oversee operations in their many locations. 

 

Although each facility shares a common goal of family fun, there’s certain aspects where originality can make an impact. By serving food popular in the region, guests will be more engaged and excited about what the park has to offer. However, Renato knows that oftentimes, what works in one park will work on parks on the opposite side of the world.  

To learn more about The Dolphin Company, click here. To contact Renato, you can connect with him on Linkedin.

 

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 272: AttractionPros Live at IAAPA Expo 2022

“AttractionPros LIVE!” has come back to Orlando! Each year, the International Association of Amusement Parks and Attractions (IAAPA) hosts a trade show showcasing the latest and greatest in attractions technology, operations, and everything in between. Hosted at the Orange County Convention Center, the largest event in attractions and themed entertainment brings everyone together to share ideas, products, and much more. Once again, AttractionPros was given the opportunity to host a session to answer questions and gain insight from attendees - all of which is recorded for the podcast. In this episode, our guests share their struggles, experiences, and ideas to help each other and develop new strategies to take on the upcoming year.  

 

Developing leaders to help reduce turnover

Leaders impact turnover. Since leaders are so involved in the employee experience, it’s no surprise that they have a massive effect on turnover. Matt emphasizes that developing leaders can not be a one time situation, and that it is rather a journey where you learn new things and lessons as you move forward. Josh shared that employees should be an investment, and that when you invest in your employees and work to improve their experience, it can make better leaders and also drastically improve the employee experience. 

Rob Lara of Zoo Miami shared that he recently became the new leader of a team that had already been established. By implementing a system of 1 on 1s throughout his operation, it has helped his team understand each other and improved the employee experience.

 

More Frequent and More Timely Communication Between Separate Departments  

Karen Burns of the Virginia Aquarium & Marine Science Center shared that they have implemented mentorship programs where department leaders take on positions at other departments as well as an employee shadowing program to help build morale and buy-in by encouraging team members to explore other departments and further understand the operation. 

However, it can be a challenge getting employees to partake in these great ideas. To combat this, creating incentives can be used to encourage employees. By creating a system where voices can be heard and people can earn unique benefits by partaking in your system, your idea can gain much more traction.

 

How to Keep Guests Engaged With Your Brand

Technology is always changing, so to keep guests engaged, taking an approach in the metaverse may be the path of the future. Instead of winning a stuffed animal, maybe instead a guest could win an NFT profile picture to show off their time at your experience and compliment the in-person experience. 

To keep guests engaged, companies have to adapt to the ever-changing climate of the internet and social media. By thinking out 5 to 10 years from now, it can help to create an action plan and begin to develop some ideas on keeping your guests engaged outside of your experience. 

 

Burnout Due to Staffing Challenges and Turnover / Employee Appreciation

Cole Sosnowski from Georgia Tech shared that on the academic end, after being burnt out by school and assignments, we can have little time and energy to do the things we care about. It’s a challenge to improve after school activities without adding onto the already taxing workload.

Megan from Universal Parks and Resorts shared that burnout can be tough when you’re not only feeling tired, but also undervalued. It’s super easy to give recognition and help employees when they’re experiencing burnout.

Purpose gives people a reason to push through burnout, and giving employees purpose can really help push them through tough times. When you lose purpose, that’s when employees start to question their situation. Physically, we can do more than we think we can, but when we lose purpose in our mind, that's when we stop.

Rob Lara of Zoo Miami shared that encouragement needs to be authentic. People need more than a paycheck and should be treated well in order to avoid burnout and contribute to a healthy work culture.

 

Karen Burns of the Virginia Aquarium & Marine Science Center shared that to avoid burnout, you have to know your staff. By understanding their wants and desires, you can cater to that and help avoid burnout by making them feel appreciated.

Dino Fazio of Morey’s Piers shared that being specific in your appreciation is important as it contributes to the personability of the appreciation. Rather than saying “Great Job,” it should be more about what exactly they did and what positive effect it had.

 

Specific Recognition Within the Guest Experience

Attractions are a unique experience for everyone, and by training employees to not give everyone the same ‘cookie cutter’ experience, it can revolutionize someone’s experience and make the entire trip more personable and memorable. 

Brandon Willey with Hownd shared that the recognition of humanity is critical for both employees and for the guest. By recognizing people as an individual person with their own passions and interests, it can create a moment for a guest/employee and let them recognize that they’re not just a cog in the machine.

 

Learning New Skills and Reaching Outside Your Comfort Zone

Frank Hamedl of Fun Spot America shared the importance of getting comfortable with being uncomfortable. Taking leaps of faith into positions where you might find yourself out of your comfort zone will help you learn and become a more well-rounded professional. 

Brandon Willey with Hownd shared that taking small little steps into your goal can be a good way to combat the natural uncomfort that comes with taking big leaps. For example, taking steps like buying a karaoke machine and performing in front of increasing sizes of crowds can help someone ease into a situation and follow their passion, even if there are obstacles like stage fright.  

Jamie Flaherty with Xola shared that sometimes you don’t have to step outside of your comfort zone when it comes to networking. Within the attractions industry, we’re surrounded by businesses that share similar interests. By sticking to what you know, you can help break the ice and open the doors to a great conversation.

 

How to be Confident in Your Abilities While Still Being Inclusive and Accepting of Others Ideas and Contributions

If you’re passionate and proficient at something, it’s important to recognize that you’ll always want to become more passionate and educated on this topic. There’s always more to learn, and you can become even more confident in your abilities by keeping an open mind. 

Rob Lara of Zoo Miami shared that sometimes being confident means giving a piece of that confidence to others. As a leader, sometimes it’s best to let your team give their attempt at tackling the problem rather than immediately taking it into your own hands.

Brandon Willey with Hownd shared that everyone needs a coach in order to stay as good as possible. Every great team has a coach, showing that there is always something to learn and develop even if you are the best at something.

 

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

• Summary by Mason Nichols
• Video editing by Abigail Giganan

To connect with AttractionPros: attractionpros@gmail.com

Episode 271: Robert Morris talks about leading by example, active family fun, and return on capacity

Robert Morris is the Vice President of Development and Global Operations at Altitude Trampoline Parks, a multi-national chain of trampoline-based family entertainment centers targeted around bringing fun to everyone. Prior to joining Altitude in late 2020, Robert gained a wealth of experience in the restaurant industry, which transitioned seamlessly into entertainment and then into attractions. Today, Altitude has nearly 90 locations in multiple countries and will soon be celebrating its 10th anniversary. In this interview, Robert teaches us about leading by example, active family fun, and return on capacity.

Leading by Example

 

"You have to value your employees, or they won't value you or your guests."

 

As a leader, Robert preaches that you need to know that no action is below you if it benefits the guest experience. Everything your employees do and contribute benefit the operation in important ways. Whether it’s picking up trash or selling a beverage, showing your employees that you are just as willing to contribute in every way possible gives them a deeper understanding of the guest experience and assists in developing a healthier and more interactive guest environment. 

 

Without proper leadership, employees will begin to feel disconnected from the purpose of the company and guests will begin to notice that behavior. Robert stresses that this method of leadership is important because it teaches employees to connect with guests of all ages, and when guests feel connected, they return. 

Active Family Fun

 

"Kids need to socialize. They need to interact with other kids."

 

Robert knows that the guest experience goes beyond what a facility can provide, but rather what environment it can create. In a trampoline park with team-based games and endless opportunities for socialization, kids will find themselves making friends and having a blast beyond just doing backflips into the foam pit. 

 

When kids make friends, not only does it give the kid a great experience, but it also gives their parents a great time as well. Robert shares that when parents watch their kids make friends, it encourages them to become recurring customers, as parents love watching their kid socialize and have a good time. By noticing these trends, Altitude has created an interactive experience where kids can socialize with employees and have a blast with their friends while simultaneously creating a returning base of members. 

Return on Capacity

 

"The energy in a park becomes contagious."

 

It’s simple, many large companies have a subscription-based service, and it’s not always because it makes money. Robert says that people come places for reasons similar to why we go to the movies. The shared ‘oos’ and ‘aahs’ make guests feel connected and engaged in a similar experience. However, you can’t always fill up a facility on a random Tuesday night. By introducing a subscription-based service like memberships, you can have guest retainage and begin to create return on capacity.

 

Additionally, Robert emphasizes the benefits of consistent attendance with memberships beyond just raising the average attendance. When members come to the facility, they will oftentimes purchase a drink or make a transaction to boost their experience. By having these memberships, you can maintain a steady income to keep the lights on and also give the guest experience a massive boost. 

To learn more about Altitude Trampoline Parks, you can visit their website here. You can also contact Robert directly at robert.morris@apphq.com.

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 270 - Lee Cockerell talks about getting out of the village, doing the hard things and being a teacher

Lee Cockerell is the former Executive Vice President of Walt Disney World, and after retiring in 2006 formed Cockerell Academy where he consults on leadership and management.  Lee grew up on a farm in Oklahoma where his family was “poor as mice.”  They lacked modern conveniences like outdoor plumbing, and his mother was married five times.  Lee joined the army after dropping out of college, where he met someone who led him to be a server at the Hilton in Washington, D.C.  Despite no knowledge of the hotel business at the time, he learned the business, moved his way up, then worked for Marriott for 17 years.

 

In 1990, Lee was hired by Disney as Vice President of Resorts for Disneyland Paris, and after a few years took on the role of Senior of VP of Operations at Walt Disney World in Orlando, and then served as Executive Vice President of Operations at Walt Disney World for nearly a decade until his retirement in 2006.  Today, Lee uses his wealth of experience with Cockerell Academy to help companies enhance their leadership, management, culture, and customer service.  In this interview, Lee talks about getting out of the village, doing the hard things, and being a teacher.

Getting out of the village

 

"My advice is to get out of the village."

 

Lee provides excellent career advice throughout this interview, and shares that three things necessary to advance in your career are knowledge, experience, and exposure.  Knowledge can be learned through formal education, but in his case, it came through experience.  By joining the army and then later working as a server, he learned business and leadership by immersing himself into it.  This could only happen by leaving his small town in Oklahoma.

 

In addition to the education it provided, it also allowed him to see a much wider perspective of the world than he had at home.  Getting out of the village is both a literal and figurative statement, in that we all need to have exposure to diverse viewpoints and lifestyles that will enhance ourselves, along with how we lead others.

Doing the hard things

 

"When you don't do the hard things, the stuff gets harder."

 

It’s easier to procrastinate or hope that problems sort themselves out on their own than it is to deal with them head-on.  However, Lee stresses that the sooner the hard things are dealt with, the better the solution is, regardless of what the problem might be.  Without addressing it, the problem festers and ultimately becomes even more difficult to deal with down the road

 

The best example that Lee gives is when a team member or leader is not the best fit for the company, letting them go can be a difficult and emotional decision.  In one story, Lee shared that a consulting client let go of someone who had been with the company for 20 years, and when asked how long ago it should have been done, the client responded that it should have happened 10 years earlier.

Being a teacher

 

"Teaching is what we should all strive to do."

 

By gaining knowledge, experience, and exposure, we all have the opportunity - and even the obligation - to impart our wisdom onto others.  In leadership, we can make the choice between being a boss or being a teacher.  Lee’s guidance is that we should all strive to be teachers, because our leadership will be more effective and impactful for the long run.  A boss is someone who tells others what to do, whereas a teacher guides others toward the best outcome.

 

To learn more about Lee, visit www.leecockerell.com.  From there, you can learn about Cockerell Academy, Lee’s podcast, and Lee’s books.

To connect with AttractionPros: attractionpros@gmail.com.

Episode 269 - Emily Cole talks about putting fans first, eliminating friction and making baseball fun

Emily Cole is the Owner and Director of Fun of the Savannah Bananas, a viral sensation and touring baseball team centered around the idea of fans having a great experience, win or lose. Since graduating college, Emily has worked with several baseball franchises and consistently discovered new ways to put the fans first and create unique and memorable experiences you wouldn’t find at other ballparks. After 7 years of experience in the baseball industry, Emily and her husband created the Savannah Bananas, one of the most  recognizable baseball teams outside of the major leagues due to the way they create a phenomenal fan experience. In this interview, Emily goes bananas about putting fans first, eliminating friction, and making baseball fun.

 

Putting Fans First

 

"For us, it is always going to come down to putting fans first."

 

Fans come first. It’s a simple recipe to success, and it’s something the Savannah Bananas have made sure they always prioritize. Whether it’s the unlimited food included with the price of your ticket or watching the middle-aged dad dance team, Emily has made sure there is something for every type of fan at a Bananas game. By creating a truly memorable experience where there is something for every guest big or small, the fans feel included. They’ll rave about the positive experience everywhere, leading to increased media presence, more ticket sales, and people coming back for more.

 

However, putting fans first goes deeper than the scripted experience. In every aspect of the operation, Emily has ensured that the fans are always the center of attention. Before players even get their uniform, they go through a multiple-hour course about putting fans first to ensure that the players are creating the best experience possible. By bringing in players and employees dedicated to the fans, Emily has made an operation that truly makes everyone a part of the family. 

Eliminating Friction

 

"Your experience as a fan is scripted long before you come."

 

It’s simple, guests don’t enjoy it when there are inconveniences. However, Emily shares how  the Savannah Bananas experience is scripted as close to perfection as possible. By thinking about the possible roadblocks and learning from previous mistakes, guests will find their experience to take much less work. Although unlimited free food may sound like a logistical nightmare, the operation works perfectly for the guest, and they get to avoid line delays from payment issues, as well as taking out their own wallet.

 

Emily knows the Bananas aren’t immune to curveballs. After announcing their locations for their upcoming season-long tour, the website shut down because there were so many people trying to buy tickets. While this is a good problem to have, it’s important to still learn from these mistakes and try to make the guest experience as frictionless as possible, whether it's online, in the stands, or in the ballpark. 

Making Baseball Fun

 

"We're a baseball team. but we're better known as a traveling circus."

 

Baseball is a popular sport, but it isn’t loved by every single person. By creating a fun and interactive experience, Emily has seen the Bananas go from players refusing to dance all the way to choreographed dances that go viral on TikTok. By working to create a team that has fun with the fans, baseball can be fun for everyone. In addition, the Bananas don’t script their games, keeping the same competitive spirit that baseball is loved for.

 

After every game, the Bananas host a block party where all the dancing dads, grandmas, mascots, and players meet with the fans and sign autographs. By encouraging the players to spend time with the fans and the fans to spend time with the players, Emily has created a symbiotic relationship that encourages and fosters growth in both the guest and employee experiences.

To learn more about the Savannah Bananas, you can find them here. To contact Emily, you can connect with her on Linkedin.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols

 

To connect with AttractionPros: attractionpros@gmail.com