AttractionPros Podcast

Episode 236: Andrea Wiles discusses cultural humility, advocating for children and connecting with your audience

Andrea Wiles is the President and Chief Executive Officer at DuPage Children’s Museum in Naperville, IL, in the western suburbs of Chicago.  Andrea’s career began as a lawyer, and after practicing law in San Francisco, her passion for social justice guided her toward advocacy and public policy that allow families to be successful.  During this time, she recognized the significance that attractions have - particularly museums and science centers - to impact the lives of children and families.  In this interview, Andrea talks about cultural humility, advocating for children, connecting with your audience.

Cultural Humility

 

"I have always been driven by a desire to witness social justice and to be a part of that."

 

We all have so much to learn.  Even if we thought we were doing the best we could to be sensitive to social justice, it has not been nearly close enough.  By embracing cultural humility, it allows you to embrace cultures that you may not be from or identify in a way that doesn’t actually say that you are competent in them.  It’s not about being culturally competent, but knowing when to ask questions.  Whether guests look the same as you or if they look different, you approach them in a way that is respectful and acknowledge that you may not know where they are coming from.

 

Not everyone feels welcome at museums, and it takes intentionality and hard work to ensure that everyone has access to programs and opportunities.  Guests must be explicitly invited into institutions and museums, and these invitations need to make people feel that the museum actually wants them to visit and that they will feel comfortable upon arrival.

Advocating for Children

 

"Exposing kids to different professions, opportunities, and people is so critically important in those early years."

 

Early on, Andrea recognized that much of the world had difficulties with self-sufficiency and justice for children and families.  Becoming a lawyer allowed her to focus on things that are relevant, and pivoting into cultural institutions provided a broader base and a broader impact.  In this capacity, there are substantial opportunities that allow children to truly blossom, yet there are barriers to engaging with these types of institutions.

 

Children have to know the opportunities that are available to them and we cannot assume that they do.  It is the role of museums and cultural institutions to give them that exposure.  Access and opportunity to participate are what drive the sense of belonging, combined with an intentional welcoming when they get there.

Connecting with Your Audience

 

"Cultural institutions are in a unique position to engage with their community and make an impact."

 

It can be assumed that the largest barrier that prevents access is the price point of the facility; however, even if the facility is free, it still requires a sense of welcome and belonging.  In Chicago, cultural attractions are required to provide 52 free days per year; however, the demographics for guests who visit on free days are identical to guests who pay full price for admission.

 

At the DuPage Children’s Museum, Andrea is proud of the partnerships that the museum has formed with groups in the community to focus on serving areas of the community that are otherwise underserved.  Connecting with these organizations expands the museum’s reach beyond the walls of the facility and helps to genuinely solve the most pressing needs of their neighbors.

 

To learn more about DuPage Children’s Museum, visit dupagechildrensmuseum.org.  To connect with Andrea directly, she can be reached at awiles@dupagechildrensmuseum.org.

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Branding and design by Fabiana Fonseca

To connect with AttractionPros: attractionpros@gmail.com

Episode 235: Ron McKenzie shares theme park stories, lessons in effective communication, and marketing stunts

Ron McKenzie is an attractions industry veteran who was most recently the Park President of Six Flags Over Texas. Ron has a wealth of experience both leading attractions teams and marketing and selling the fun that we produce. In this episode, Ron shares many of the great stories from his career, discusses effective communication, and pulls back the curtain on some of his favorite marketing stunts. 

Theme park stories

 

"I was handed a phone book, and told, go sell something."

 

Ron started with Fiesta Texas (before Six Flags took over) in 1993. New to group sales in a theme park, Ron admits he didn’t know what he was selling, but it was great to be in waiting rooms with others who were selling copy machines, etc., because he knew that his product was so much more fun.

 

Ron has so many great stories about his time in the industry, and he is happy to share them! So many people talk about creating stories that guests get to experience, but we may forget the stories that happen to us as we are creating those memories and special times for others. Those are really important stories, too. 

Effective communication

 

"Leadership is all about effective communication, trust, and getting people to believe in what you are trying to accomplish."

 

Sometimes the best ideas grow out of necessity or a whim. Ron shares that during the hectic days of re-opening that he would stop by the employee cafeteria for a bite to eat and would sit outside. He had no idea that the team members would respond so positively by taking the time to talk to him, share what they loved about their jobs and where they wanted to go in life. 

 

The time to interact with team members became Ron’s favorite time in the park. There were times that he couldn’t finish a meal because so many people were talking with him, but he felt, as a leader, that’s exactly where he was supposed to be. Communicating, listening, and sometimes even giving people a little nudge to keep moving forward. 

Marketing stunts

 

“At that point in my career I knew a lot, but did not know how to pull off a guy jumping 26 cars in our parking lot.”

 

Of all of the significant marketing initiatives and experiences Ron has had, he shared that one of his greatest highlights was working with Robbie Knievel as he attempted to jump 26 Dodge Chargers in the Six Flags St. Louis parking lot to announce the opening of their new wooden coaster. 

 

Ron shares that one of the best things about working with Robbie was that he got to learn so much more about Robbie’s dad, Evel Knievel, who was someone Ron looked up to as a kid. This also led to an unfortunate picture of Ron and Robbie that made it into the local paper!

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

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Branding and design by Fabiana Fonseca

To connect with AttractionPros: attractionpros@gmail.com

Episode 234: Winston Fisher talks about thinking outside the lines, not checking the box, and blending digital and physical

Winston Fisher is the CEO of AREA15, an immersive “content box” in Las Vegas, NV.  Winston’s background is in real estate development and operations, as part of his family’s business, Fisher Brothers, which dates back to 1915, and owns land in Las Vegas.  AREA15 was intentionally built for the experience economy and houses iconic attractions that include Meow Wolf, multiple types of VR experiences, ax throwing, creative dining options, entertainment, and events, that is tied together with large format art, projection mapping, that according to Winston, makes for a badass environment.  In this interview, Winston talks about thinking outside the lines, not checking the box, and blending digital and physical spaces.

 

AREA15 opened in September 2020.  Despite being in the heart of the pandemic, Winston said that this enabled them to have the ultimate soft opening, and they benefited from being the only good news in town, which filled the void.  Winston stresses that you never stop when it’s bad… that’s when you go deeper.  AREA15 was able to establish a brand name without the intense competition that would otherwise challenge the venue’s opening.

Thinking outside the lines

 

“I appreciate creativity, and I can appreciate how you put a business process to creativity without diluting it.”

 

Winston comes from a real estate background but says that he has a love of everything spectacle, zany, and creativity, yet rooted in deep business processes.  In real estate and also in the attractions industry, there is too much fear of creativity.  Thinking outside the lines can be so scary for some people.  To demonstrate this, Winston shares that he has a tattoo of the word “perspective” on his arm that has a box that is ever-opening.

 

The riskiest thing you can do is whatever everybody else is doing.  This commoditizes the business, which results in commoditized returns - usually a race to the bottom.  By thinking about the journey that the customer is going on and the emotion that you are trying to convey, it leads to decisions in the design process, whether it is a residential space or an entertainment space.

Not checking the box

 

“Either do it 100% or don’t do it at all.”

 

Don’t do something for the sake of doing it and having it done.  The act of “checking the box” is lazy and pathetic, according to Winston.  Winston conveys that there are amazing theme parks and there are some that are lazy, just as there are buildings that are amazing and creative, and some that are lazy - they met a functional need but never exceeded the minimum requirements.

 

The mindset of not checking the box flows through Winston’s leadership philosophy.  Winston shares that his team is built on culture, respect, success, and accountability.  As a leader, Winston is never satisfied, meaning there is always an opportunity for a high-performing team to keep pushing the envelope on what’s possible.

 

To build this type of culture, it requires a team that is comfortable going 120mph instead of a steadier pace of 60mph.

Blending digital and physical

 

"I see a world where the digital and physical are blended together."

 

You need new, and you need innovation.  The physical space, which is generally where the attractions industry is based, is at an interesting intersection.  With the rise of digital spaces - such as the metaverse - becoming increasingly realistic, the attractions industry needs to consider how it fits in.

 

Is there a digital skin or avatar that can enhance your experience in the physical space, or can physical events be linked with a digital overlay?  There are understandable limitations to this - for instance, Winston does not believe that a concert should exist solely in the digital realm, given that the energy of screaming fans cannot be (currently) replicated virtually.

 

Winston believes that the best applications of the metaverse are when they are seamlessly integrated into the physical space, and attractions have the content of the physical that can make the metaverse very interesting.  For instance, wearing a VR headset on a roller coaster, while the technology is still in evolution, is still better than riding a virtual roller coaster while wearing a headset at home.  And while we can’t compete with the behemoths of Meta or Microsoft, we have the content that they need.

 

Theme parks and attractions provide primal joy, and that cannot be replaced on a computer.

To learn more about AREA15, visit www.area15.com.  To reach out to Winston directly, connect with him on LinkedIn.

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Branding and design by Fabiana Fonseca

To connect with AttractionPros: attractionpros@gmail.com

Episode 233: Mark Stepanian talks about experience engineering, non-linear storytelling, and giving guests agency

Mark Stepanian is the President and CXO at CAVU Designworks, a company founded by and led by engineers. CAVU engineers stories, solutions, attractions, ROI, and creativity. CAVU is determined to bring new blood to an industry rooted in innovations, while maintaining the legacy of those innovators that came before. At the end of the day, the most important thing engineered is an experience. In this conversation, Mark walks us through the concepts of Experience Engineering, non-linear storytelling, and giving guests agency.

Experience Engineering

 

"My job, as the president, is to be the chief listener."

 

The concept of experience engineering refers to attractions and entertainment venues as much as it applies to employees. Mark refers to himself as the “chief listener” because it’s critical that he keep his finger on the pulse of what the employees are thinking and feeling so they work collaboratively and effectively.

 

Mark takes the concept of listening to another level when he talks about listening to CAVU’s clients and the industry as a whole. Of course, after you’ve listened, you have to do something with that information. Mark explains that after all of that data is gathered through conversation, a course has to be charted to help an employee reach their goals, build an incredible attraction or engage with the industry at large. 

Non-linear Storytelling

 

"We build full-scale modules of some of our attractions, simply because people haven’t experienced this type of storytelling before and there is no historical data about its popularity."

 

Getting people to understand how a brand new type of attraction will feel or how fun it will be has been a struggle for the team at CAVU. They found that building full-scale modules of their attractions is the best way to demonstrate, rather than tell, a prospective client what to expect from their approach to experiences.

 

On many attractions, the story is neatly laid out in front of the audience and they are positioned to see exactly what the storyteller wants them to see. With CAVU’s approach to non-linear storytelling, they take into account the various aspects and directions that need to be considered if the story goes in a certain direction. This makes the development more complicated, but increases the opportunity for guests to want to repeat the attraction and have a different experience. 

Giving Guests Agency

 

“A positive guest experience, right now, is the belief that everybody has to win. I think that’s going to change.”

 

Mark equates giving guests agency to participate and guide their own story to the maxim of, “it’s about the journey, not the destination.”  This means that losing, or not always winning, could be okay, because the journey is the transformative experience, not the outcome. 

 

Taking that a step further, Mark says he feels people are going to start being okay with losing because that means they really taxed and challenged themselves.  And if they really want to win, they’ll have to ride again. 

 

This does not mean that there aren’t critical show and story points along the way.  There are. Mark explains that the balance of giving guests agency is that they have to still perform within the context of the overall story, especially if there are others experiencing a parallel story at the same time. 

To learn more about CAVU, visit https://cavudw.com/. Mark can be reached directly at: mark@cavudw.com or on LinkedIn. 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Branding and design by Fabiana Fonseca

To connect with AttractionPros: attractionpros@gmail.com

Episode 232: Heather Barnes talks about Improv at Work, safe and inclusive spaces, and shifting culture

Heather Barnes is the Founder and Director of Improv at Work, where she leads workshops to help organizations communicate more effectively through improv.  In the attractions industry, this includes leadership, executive coaching, and guest engagement, which energizes teams to be their most authentic selves.  Heather’s background includes teaching at Second City and the University of Chicago, and also held director positions at both the Museum of Science and Industry and the John G. Shedd Aquarium.  In these roles, Heather helped transform how employees engage with guests to be both more participatory and inclusive.  The transformations resulted in more conversation-based learning, rather than a presentation or lecture, and stronger company cultures.  In this interview, Heather talks about Improv at Work, safe and inclusive spaces, and shifting culture.

Improv at Work

 

"Being able to laugh at work impacts employee retention and morale."

 

Improvising is not just about being funny, trying to be on Saturday Night Live, or doing two-person longform scenes.  Rather, using the philosophies and techniques from improv, you can make your skill sets stronger and enhance your abilities to respond in the moment, and respond to different voices.  It positions you to be more participatory and is highly transformative.

 

At the Museum of Science Industry, Heather mentioned that improv was used in the hiring process.  Rather than a one-on-one interview, applicants were placed into groups to see how they interacted with other people and how they adjusted in the moment to changes or if directions were unclear.  This turned job interviews into auditions, which allowed them to hire more qualified candidates in a shorter period of time, while also setting the tone of the company culture.

Safe and Inclusive Spaces

 

"You need to articulate that this is a safe space for everyone."

 

In any experience where improv is created, it must be acknowledged up front that this is a safe space.  You are not requiring anyone to be the funniest or most creative person in the room, but to participate to their level of comfort.  It does, however, involve getting comfortable being uncomfortable in the interest of increasing skill sets together.

 

When people get comfortable participating, it allows individuals to feel safer when voicing an opinion or sharing something that otherwise might not be shared.  Ultimately, the goal of improv is to build confidence, teamwork, and collaboration.  Many students of improv have said that it has changed their life because they can focus on the audience instead of themselves.

Shifting Culture

 

“Treat your teams like you want your teams to treat your guests.”

 

When everybody shares, the tone can shift from being a top-down approach to being more collective.  For example, in a morning team meeting, playing games that are participatory and energize each employee creates a better environment than employees showing up to the meeting to simply be given information about the day.

 

By creating a fun environment, the culture of the team overflows into the guest experience.  If employees are enjoying themselves behind the scenes, the energy will carry when they need to interact with guests, particularly if they are enforcing policies that would otherwise be delivered in a stern tone.  Research also indicates that if you’re playing games with one another, you are more likely to help them out.  This naturally leads to greater teamwork and a more positive work environment.  The business impact can be quite transformative, and the outcome can be fantastic.  

To learn more about Improv at Work, visit improvisationatwork.com.

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Branding and design by Fabiana Fonseca

To connect with AttractionPros: attractionpros@gmail.com

Episode 231: Nick Taylor talks about building fun, being a trailblazer, and promoting diversity

Nick Taylor is the Principal Designer and Creative Director at Masterminds Studios, a design and build firm focused on creating immersive experiences with a decidedly “different lens.”  While they are excited about themed entertainment, they are even more passionate about creating opportunities for others within the industry.  In this episode, Nick talks about building fun, being a trailblazer, and promoting diversity. 

Building Fun

 

“When starting a business during the pandemic, the opportunities that normally were not there, were there.”

 

In the early days of the company, just as the COVID-19 pandemic was starting, Masterminds Studios was able to capitalize on the slow down in business as organizations took that time to reevaluate their offerings and entertainment. Nick said this was a great opportunity for companies to restart and consider the intention behind what they were doing.

 

Masterminds Studios specializes in the imagination, fabrication, and realization of themed experiences, immersive environments, and live entertainment. Their goal is to excite the senses and spark the imagination. 

Being a trailblazer

 

"Nothing beats a fail but a try." - Debra, Nick’s Mom

 

Nick states that he feels lucky to live in a time when starting a company is so easy, and that if you are not finding what you want through traditional channels and means, give it a shot and go your own way. If nothing else, you might find a group of like-minded people who can share the journey.

 

Nick also recognizes that entrepreneurship is not for everyone. His competitive advantage was having two parents that blazed their own trail and set a positive example. It takes a certain kind of personality to say, “hey we’re starting something new, we’re a bare bones crew, but give us a shot.” 

Promoting Diversity

 

"I don’t see a downside to diversity.”

 

Nick wants to be clear that Masterminds Studios is an equal opportunity employer. At the same time, Nick and his team proactively seek out communities and individuals who might not normally be exposed to the types of employment opportunities his firm provides. 

 

This means being involved in local communities and even engaging with STEM and STEAM programs as they educate and inspire future generations of creative individuals. “Promoting Diversity” actually has two meanings.  1. Advocating for those in marginalized communities and 2. Helping to advance the careers of qualified individuals with different voices and points of view. 

To learn more about Masterminds Studios, you can visit https://www.masterminds.design/. They are also active on Instagram, LinkedIn and Facebook.  

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Branding and design by Fabiana Fonseca

To connect with AttractionPros: attractionpros@gmail.com

Episode 230: Nate Thieme talks about scenic design, fabricating for IP, and immersive environments

Nate Thieme is the VP of Scenic Experiences at 3dx Scenic.  What started as a scenic fabrication department for a live events company, 3dx grew when demand was generated from outside the business, notably Kings Island, where now nearly 90% of the business comes from external clients while still supporting the live events produced internally.  In this interview, Nate talks about scenic design, fabricating for IP, and creating immersive environments.

Scenic Design

 

“We like to say it’s like old-school craftsmanship meets new world technology.”

 

Designing for scenery is like putting together a puzzle.  The picture of the finished project comes to life when the project coordinators and managers on the front-end deconstruct the vision of the finished project.  By doing so, they can determine the internal armatures and structures that go into supporting the physical product.

 

A lot of back and forth open communication needs to happen to ensure that these project can come together, and oftentimes the final tweaking is done once onsite.  While working on a touring piece for the movie Trolls, 3dx was tasked with creating a shipping container that had many dynamic components, including a hinge that would come up, hair that rise, and other motion elements.  When the hinge did not rise as originally planned, it was determined that a piece was blocking the hinge from being able to lift.  The final tweaks onsite were able to identify the issue and resolve it quickly.

 

Additional factors, regardless of whether the object is static or dynamic, need to be taken into consideration that are dependent on the project.  For instance, size of the piece, the wind loads it will need to take, and even seismic loads if being constructed in a location such as California.  With all of the structural considerations, it also needs to meet aesthetic standards so it is visually stunning as well.

Fabricating for IP

 

"When you talk real estate, you talk location, location, location. When you talk about IP, you talk sample, sample, sample."

 

The process for working with intellectual property is the same as when there is no IP involved, but the project itself takes additional time.  Because of how protective IP owners are of their brand, it requires additional meetings and input from all stakeholders in the project.

 

From the beginning of the project, the 3-dimensional file with the shapes and dimensions needs to be provided from the client.  3dx will then produce multiple samples that will then be distributed to the designer, the client, the owner of the IP for final approval, and one to be kept internally.  Once the sample is completed and confirmed, at that point the project is treated like a recipe to ensure total consistency and transparency amongst all parties.

Immersive Environments

 

"The better that we can create this dimensional environment and the experience, the easier is is to transport you out of your day-to-day stressors and into something else.”

 

From a pencil sketch through the final deliverable, Nate shares the excitement of being able to bring immersive projects to life.  To ensure minimal disruption to the client’s operation, which is often a theme park or shopping mall, much of the work is done overnight after the venue has closed.  Then, the next day when guests walk in, it’s as if it effortlessly came to life.

 

By using architectural visuals, you can hide seams or partitions that are necessary when transporting pieces onsite.  Nate shares that you use what you have, along with creativity, such as placing snow on a rooftop or using dental molding in a brick wall.

 

So much of the information and content we consume in our lives in 2-dimensional, whether on screens, television, or at movies, yet 3dx focuses on creating immersive, dimensional environments that let people escape the stressors of everything going on in our daily lives.  The more immersive the environment, the more likely people are to a) enjoy the experience, and b) spend more money on food & beverage, retail, and ancillary experiences.

To learn more about 3dx, you can visit www.3dxscenic.com, or reach out to Nate at nthieme@3dxscenic.com or info@3dxscenic.com, or via phone at (513) 469-1015.

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Branding and design by Fabiana Fonseca
• Email marketing by Sam Bercik

To connect with AttractionPros: attractionpros@gmail.com

Episode 229: Eric Hungerford talks about visual storytelling, measuring audience satisfaction, and being a niche within a niche

Eric Hungerford is the President of Mousetrappe, an award-winning media design and production studio that creates and develops inspired ideas into unforgettable cinematic experiences. Their work is featured in shows, spectaculars, immersive films, exhibits, attractions, and live events for the most treasured theme parks, museums, events, and IPs in the world. A movie buff at a young age, Eric knew his career would revolve around this type of media. In this episode, Eric discusses visual storytelling, measuring audience satisfaction and being a niche within a niche. 

Visual storytelling

 

“There is something very quantum about what we do. It doesn’t really exist until it’s viewed.”

 

Henry David Thoreau said, “It’s not what you look at that matters, it’s what you see”.  Eric and the team at Mousetrappe take this quote to heart when thinking about how to convey a story or elicit an emotion with a park visitor. Whether it’s a projection on a castle or guiding someone through a queue experience, the development process is the same.

 

Eric discusses getting new eyes on Mousetrappe’s productions prior to launch to ensure that the story is understandable and that the key emotions are being felt at the right time. He says it can be hard to imagine watching something for the first time after you have worked on it for weeks and months. 

Measuring audience satisfaction

 

"If you don’t look at the negative tweets, you can’t look at the good ones, either."

 

Eric is, of course, ultimately concerned with what the audience is going to think because ultimately that’s who you are trying to please. A client may have a certain idea, or a piece of technology may be really cool, but its usefulness has to be vetted against how well it helps give the audience the desired experience.

 

When asked about specific ways to measure the success of a show, Eric points to the audience survey of those who have experienced the show or event. Eric puts little stock into the social media posts, both good and bad, from those who may just have a big following or are looking for clicks. Eric is much more comfortable watching the faces of the people watching the show and judging its impact by their visceral reaction. 

Being a niche within a niche

 

"Everything we do is a little different every time so it keeps people engaged."

Mousetrappe is a media production company that focuses solely on location-based entertainment, which means they do not do film or television work. Everything they do is viewed in a space such as a theme park or event location. 

 

Eric says this allows his team to focus on the best methods to deliver the content for the audience. Lead times can be up to 2 years so deciding on the technology to be used on a particular project really needs to be focused on the best way to make the tech invisible to tell the best story, not highlight what the fancy tech can do. 

 

For more information, go to mousetrappe.com and medicixd.com.

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Branding and design by Fabiana Fonseca
• Email marketing by Sam Bercik

• To connect with AttractionPros: attractionpros@gmail.com

Episode 228: Mark Locker talks about digital engagement, holistic strategy, and getting out of the way

Mark Locker is the Founder and CEO of Attractions.io, a mobile app platform for visitor attractions.  Mark has been involved in the industry professionally for more than 15 years, but began as an enthusiast as a teenager.  After collecting and studying theme park maps as a child, Mark later bridged his passion for the industry with his proficiency as a software engineer.  Today, Attractions.io is a supplier to the attractions industry and works with brands all around the world.  In this interview, Mark talks about digital engagement, the importance of a holistic strategy, and getting out of the way when it comes to the guest experience.

Digital Engagement

 

"100 years ago parks didn't have apps, but guests didn’t have the same expectations or values."

 

The year 1984 is considered a turning point in digital engagement.  Those born prior to 1984 are considered digital immigrants, while those born after are digital natives.  Younger generations naturally are more tech-savvy as they grew up with more technology around them, whereas digital immigrants often gravitate toward more analog methods with which they are more familiar.

 

A mobile app, including the data it collects, and what it enables is a fantastic tool that connects with digital natives.  This includes marketing, but also guest service and operations.  Digital natives expect more things to be instantaneous and sustainability-driven, and a mobile app resonates with digital natives and the things that they desire.  Brands like Amazon, Netflix, and Uber have shifted expectations for personalized experiences on demand, and have set expectations for experiences everywhere.  Attractions are brands that can embrace that and deliver the same level of digital experience.

Holistic Strategy

 

"To take advantage of an app and everything it can offer, you need to look at it holistically."

 

Oftentimes, a project like building a mobile app falls under the marketing department.  While this may be the most fitting, Mark stresses the importance of involving multiple departments across the organization.  The app is a means to an end.  This includes understanding your guests’ behaviors, as well as influencing them to have a better experience and spend more money.  The app stays with the guest throughout the entire journey.

 

By connecting ticketing, food, hotel, photography, and other departments, you can enhance the experience while at the same time learn more data about your guests that tell you about their behaviors.  Rather than looking at a mobile app as a channel that marketing looks after, look at it as the lynchpin of the park’s digital strategy.

Getting out of the Way

 

"Our philosophy is getting out of the way and making the most of their experience."

 

Most theme parks want guests off of their phones and fully immersed in their surroundings, and that can lead to pushback when discussing the implementation of a mobile app.  However, the way that Mark sees it, if it can help guests plan their day, locate areas of the park, and answer questions quickly, the app actually serves the goal that park operators set in place.  While most apps measure their success by engagement and length of sessions, Attractions.io focuses on the opposite.  The user experience should be designed so that guests can utilize the app when they need it, and once their need is met, the phone goes back in their pocket.  Having the app be a quick solution for way-finding and information replaces the time that a guest would spend deciphering a paper map or asking an employee.

 

Mark claims that it should not detract from the guest experience, but rather elevate it.  If the guest wants to order lunch to avoid lines or find their way to an attraction, the app can help do that quicker.

To learn more about Attractions.io, you can visit their website, and to get ahold of Mark, you can reach him at mark@attractions.io, or connect with him on LinkedIn.

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Social media marketing by Kate Kujawa
• Branding and design by Fabiana Fonseca
• Email marketing by Sam Bercik

To connect with AttractionPros: attractionpros@gmail.com.

Episode 227: Craig Buster talks about ownership culture, learning from failure, celebrating the wins

Craig Buster is GM of Wild Island in Sparks, NV.  Craig started as a go kart attendant and quickly realized that he had something unique to offer. Three decades later he is the GM who works at building a great culture and an amazing facility that both his employees and guests can be proud of.  In this interview, Craig discusses ownership culture, learning from failure, and celebrating the wins.

 

Ownership Culture

“I love to develop people. I probably fail more than I succeed .”

 

Craig talks a lot about culture and how it not only starts at the top, but that it is driven by what’s in the heart. Talk to people as human beings and provide them them the tools and guidance they need to be successful.

 

Being part of the decision-making process is what helps build the culture of ownership according to Craig. He allows his team to give input and debate the pros and cons of the facility’s next move. They then get to see how their decisions play out as they are implemented. Craig admits sometimes the suggestions work out, sometimes they don’t, but in every instance, the team learns. 

 

Learning from failure

 

“When opening a restaurant, that first night you’ve got to nail and if you don’t, you’re done.”

 

The ownership at Wild Island allows Craig and his team to make and own many of the decisions that drive the park forward. When asked about his favorite failures, he points to a few decisions that cost the company significant money, but also taught them some valuable lessons.

 

As they looked to expand, they thought that adding a high-end restaurant would be a great addition to their offerings. Ultimately that failed for many reasons, but the lesson that came out of it was to more closely appeal to your demographic, do what you know and listen to your community for what they want. The restaurant space eventually turned into black-light mini golf and is still a popular attraction to this day. 

Celebrating the wins

 

“You’ve got to celebrate those wins…you need to stand up and clap, jump up on a table, whatever you need to do.”

 

Craig reveals that previously the team wasn’t very good at celebrating wins. They would have a record week, check it off, then move on to the next week. They decided to be a little less humble about their accomplishments and start applying for some industry awards and celebrating the day-to-day wins with their teams.

 

In 2019, Wild Island earned AAMA’s Top FEC Award and have been finalists for IAAPA’s Top FEC of the World Award. Craig acknowledges that it’s a tough industry but it can be very rewarding. “We’re creating experiences, and if that doesn’t get you excited, it might be time to find another industry.”

To learn more about Wild Island, visit: https://wildisland.com/

To contact Craig: CBuster@wildisland.com

 

 

The annual IAAPA FEC Summit is back!  After a 2-year hiatus, IAAPA is bringing FEC owners and operators together in Scottsdale for 2 full days of shared experience, new learning, networking and more.  Scottsdale is the perfect location for this year’s event.  Attendees will experience first-hand several area attractions including the Arizona Boardwalk, OdySeaAquarium, Bam Kazam, Mavrix and Octane Raceway.

 

This year’s theme is “Designing the Future and Maximizing Growth.”  Core topics will include retailtainment in FEC’s, leadership, pop up exhibit experiences, brand loyalty and more.  The Keynote speaker, Kaihan Krippendorff, (pronounced - K-eye-ann Krip-en-dorf) – will inspire and challenge attendees to think in new ways.  His presentation “Be the Disruptor, Not the Disrupted” is timely and important and FECs – and just about all businesses continue to manage through the change and disruption brought upon by COVID-19.  IAAPA’s president and CEO, Hal McEvoy; Chairman of the Board Ken Whiting; and 1st Vice Chairman Jim Pattison Jr. will also be taking part, along with members of the IAAPA North America team to ensure everyone has the engaging, informative and memorable experience IAAPA events are known for.

 

It’s NOT too late to register and be a part of the IAAPA FEC Summit experience.  We have a special code to save $200 on registration. IAAPA members can register at www.iaapa.org/fecsummit and enter code 22FECSMT14 by January 14.

 

OH – and if you have ANY doubts or concerns and want to mention the health and safety protocols we are taking during this in-person event – here are a few key things:

• The health and safety of IAAPA’s attendees is the number-one priority during IAAPA FEC Summit and a great deal of planning and consideration has gone in to ensuring a safe AND successful event.
• During the IAAPA FEC Summit, IAAPA will follow all guidelines regarding social distancing, mask-wearing, cleaning and disinfection, and other protocols set by the We-Ko-Pa resort, all host locations, the local government, and the latest CDC guidance and recommendations for meetings and large groups. 
• Attendees are encouraged to bring their own masks – by now we probably all have a favorite style for comfort – and IAAPA will provide masks while ensuring sanitizing stations are readily available

 

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

• Audio and video editing by Abigail Giganan
• Scheduling and correspondence by Kristen Karaliunas
• Social media marketing by Kate Kujawa
• Branding and design by Fabiana Fonseca
• Email marketing by Sam Bercik

To connect with AttractionPros: attractionpros@gmail.com.