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AttractionPros brings you into the room with the top leaders, executives, and influencers in the attractions industry, to gain the widest possible perspective of all areas of the industry. Most people are only exposed to the practices of their own organization without seeing how the rest of the industry operates. By following AttractionPros, you will gain the skills and knowledge needed to succeed and learn from the best of the best, whether you are the CEO or just beginning your career.
Episodes
Tuesday Oct 14, 2025
Tuesday Oct 14, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
Faisal Mirza is the Associate Vice President of the New York Hall of Science. With a career spanning iconic New York institutions—including the American Museum of Natural History, the Intrepid Sea, Air & Space Museum, the Empire State Building, One World Observatory, and even LaGuardia’s Terminal B—he has led opening teams, built high-performance operations, and shaped guest experience at scale. At NYSCI, he champions “design, make, and play” through hands-on exhibits rooted in STEM and community impact. In this interview, Faisal talks about the oohs and ahhs, cost-effective vs. better, It’s okay to be nice.
The oohs and aahs
“I think a lot of us have come into this industry because of the oohs and aahs that we are part of… you get those oohs and aahs and you get the wows.”
Faisal ties the magic of reveal moments to operational purpose. He recalls One World Observatory’s deliberate build-up: from the storytelling elevator ride to a dramatic reveal that regularly prompted applause and even tears. He emphasizes that leaders should revisit these moments frequently—stepping out of the back office to reconnect decisions and data with the guest’s emotional response.
At NYSCI, that same spark is cultivated by translating concepts into creation. Visitors learn about light, space, or insects, then head into the Design Lab to “use your hands,” turning ideas into tangible projects. That cycle—from discovery to making—keeps guests coming back for the “wow” and reminds teams why meticulous execution matters.
Cost-effective vs. better
“Should we look into being very cost-effective or being better? There’s always balance… it goes back to what the organization is really looking for and how, as a leader, you can justify that process.”
When choosing between a sign and a person, Faisal argues that “profitable” and “memorable” aren’t always the same. At Terminal B, his team justified human touchpoints (e.g., pre- and post-TSA guidance) by instrumenting the experience with data: NPS, robust passenger surveys at the gate, mystery shops, and large-scale trainings. With measurable outcomes, “better” isn’t a vague ideal—it’s a defensible investment.
He frames the decision as a strategic reflection of organizational DNA. In hyper-competitive markets, small touches compound: clear sightlines, open space, visible staff, and right-sized wayfinding all convert friction into confidence. The lesson for attractions is to define the guest standard, then measure relentlessly so quality choices stand up to budget scrutiny.
It’s okay to be nice
“When you, as part of that team, see, ‘It’s okay to be nice. I didn’t know that.’ When you see others doing it and you’re in that universe of everyone being nice, it’s really great.”
Faisal describes how staffing critical junctions, like the “recomposition” area right after TSA, signals a cultural norm: proactive help is expected. In fast-paced New York, hospitality can still thrive when leaders model it and operationalize it. By placing people where guests naturally feel uncertain, teams normalize courtesy, reduce stress, and elevate the entire journey.
That mindset carries into museums and attractions. From shinier floors to warmer smiles, “little things” matter as much as headliners. Faisal’s leadership lens blends big-picture reveals with micro-gestures that make visitors feel cared for, proving that kindness is both practical and powerful.
Faisal would like to thank everyone he’s worked with over the years, because he’s learned something from everyone at the different organizations he’s been at. Connect with Faisal directly on LinkedIn, and learn more about NYSCI by visiting www.nysci.org.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
- AttractionPros.com
- AttractionPros@gmail.com
- AttractionPros on Facebook
- AttractionPros on LinkedIn
- AttractionPros on Instagram
- AttractionPros on Twitter (X)
Tuesday Oct 07, 2025
Tuesday Oct 07, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
Gina Elliott is the VP of Strategy and Administration of Slick City Action Park, and she now serves as chair of the International Association of Adventure & Trampoline Parks (IATP), where she champions scalable training, safety, and culture across parks of all sizes. Jason Haycock is the Director of Strategic Accounts of Schoox, bringing eight years in enterprise HR technology to mobile-first learning for large frontline workforces. Together, Gina and Jason spotlight how digital platforms, blended with in-person training and coaching, elevate performance, reduce risk, and boost retention. In this interview, Gina and Jason talk about digital training transformation, immersive employee experience, and investing in your team
Digital training transformation
“Training is such a critical piece… there is a direct correlation with training and safety… transitioning to an LMS… you can push that down to the hourly employee and you’re gonna get that instant notification of when it’s done.”
Gina contrasts “pencil-whipped” PDFs and broken binders with a mobile-first LMS that meets today’s frontline where they already learn—on their phones. Digital courses, instant transcripts, and exportable records simplify audits and incident response while allowing rapid, system-wide updates without reprints or classroom bottlenecks.
“It’s surprising to us that we’ll show up and see that they’re still using paper. We really have an emphasis on meeting these employees where they are, being able to learn quickly and on the go.”
Jason explains how short, role-specific modules and micro-assessments accelerate time-to-productivity for younger teams accustomed to bite-sized learning. He notes outcomes such as faster onboarding, sales lift, and reduced injuries/premiums when digital training is paired with clear expectations and live practice.
Immersive employee experience
“You can build the best park, but if your employees aren’t trained or even understand what an immersive experience is, you’ve lost that guest, and it’s gonna be very hard to retain them.”
Gina reframes immersion as an employee mandate: blend brief videos, interactive elements, leaderboards, and hands-on tasks so every learning style is engaged and confidence builds before live guest contact. She stresses pacing: begin with a 10–15-minute orientation, verify knowledge, then layer responsibilities over 30/60/90 days instead of “300 modules” on day one.
“These frontline employees… learn differently than a corporate employee… It’s ongoing training in addition to what they have for onboarding.”
Jason adds that evolving parks (VR next to ax-throwing, bowling, pickleball) demand agile cross-training. Quick, on-the-spot refreshers and continuing modules keep skills current as attractions and technology change, while managers observe and coach to certify real-world proficiency.
Investing in your team
“Make your employees feel like they’re heard and they’re valued. If it comes to spending that money at the beginning, do it. It’s going to ultimately lead to a better customer experience, a better employee experience, and a more successful business.”
Jason frames training as a proactive investment, not an expense: organizations already “pay” through turnover, weak sales, and incidents if they undertrain. Upfront investment converts training into a competitive advantage—supporting growth, reviews, referrals, and retention.
“We saw a park with a 90% completion rate actually increase sales… Another park in the low twenties had turnover of 90%.Culture always has a focus on training.”
Gina shares case studies linking completion rates to front-desk sales and lower turnover. She advises reading performance holistically, such as training data plus social scores, mystery shops, and sales, to target coaching. Her closing push: don’t fear technology; toss the binders, start small with digital courses, and keep coaching continuously.
Find Gina on LinkedIn, or visit indoor@adventureparks.org for IATP resources and the IATP Academy. Reach Jason on LinkedIn or visit schoox.com to learn more about Schoox.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
- AttractionPros.com
- AttractionPros@gmail.com
- AttractionPros on Facebook
- AttractionPros on LinkedIn
- AttractionPros on Instagram
- AttractionPros on Twitter (X)
Tuesday Sep 30, 2025
Tuesday Sep 30, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
Running a modern trampoline or adventure park isn’t as simple as “put trampolines in a warehouse and open the doors” anymore. Operators juggle guest expectations, evolving tech stacks, labor realities, and the need to turn first-time visitors into loyal fans. In this conversation, Matt and Josh surface practical solutions with a live panel—Phillip Howell (Best American Trampolines), Greg Spittle (ROLLER), and Brandon Willey (Intelliplay)—covering design, data, kiosks vs. people, post-visit marketing, gamification, and AI. In this episode, Phillip, Greg, and Brandon share how the trampoline park model has matured and what tech-enabled moves will define the next five years.
From Warehouses to Polished, Parent-Friendly Parks
“We were going into warehouses… 10 to 15,000 square feet of actual trampolines… no party rooms, no decoration on the wall.”
Early parks were bare-bones. Today, Phillip emphasizes warm, inviting environments: clean sightlines, framed netting, wrinkle-free pads, murals, and real seating and TVs for parents. The aesthetic isn’t vanity - it sets the perceived cleanliness and quality bar the moment guests walk in.
Match Online Promises with Onsite Reality
“That upfront experience needs to match the experience when I walk through the door.”
Brandon flags a common miss: aspirational websites and social feeds that don’t reflect the actual facility. Greg adds that outdated online checkout flows lose guests before they arrive. Align visuals and copy with the real experience, and make the digital path to purchase smooth.
Before–During–After: Design the Whole Journey
“There’s a bit of technology in every piece of that journey.”
Before the visit: modern web and frictionless online booking. During the visit: clear wayfinding, staffed self-service kiosks (never kiosks alone), and trained team members who intercept stress and upsell thoughtfully. After the visit: structured follow-ups—survey, intercept negative feedback before it hits Google, and segmented re-engagement.
Kiosks Need Humans
“You can’t just leave the kiosks out there and expect success.”
Automation works best with people in the loop. The winning model pairs one well-trained team member with multiple kiosks to guide choices, protect the experience, and enable upsells… without leaving a 16-year-old “on an island.”
Own the Post-Visit Moment (and the Data)
“Trampoline parks have a massive advantage. You have mandatory waivers… it’s marketing data.”
Use waivers to power segmentation: birthday clubs (30–45 days out), membership offers, and interest-based campaigns. Greg notes birthday bookings often happen ~3 weeks in advance, so time your messages. Automate when possible, but always deliver genuine value in every send.
Wearables & Gamification Drive Repeat Visits
“After the bands were in place, repeat visitation went up to 78%.”
Intelliplay’s wristbands track activity, show session status (green to red), reduce PA “time’s up” moments, and fuel leaderboards. With demographic data and in-park behavior, operators can create attraction-specific events (e.g., dodgeball nights) and reward systems that keep families coming back.
Clean Lines = Clean Minds
“You see a wrinkled pad and it looks dirty.”
Optics shape reviews. Details like pad tension, framed netting, and tidy sightlines communicate safety and care, prevent “dirty” perceptions that damage ratings even when facilities are spotless.
AI Now & Next: Practical, Not Hype
“AI is still in its infancy… but options matter.”
Today: load SOPs into a private assistant for staff training and guest FAQs; use AI for campaign ideation and drafting. Tomorrow: agentic AI will act on your data, building and running segmented campaigns, surfacing decisions from noise, and personalizing in-park and post-visit experiences. Humans stay central; AI reduces drudgery.
Operator Priorities That Don’t Change
“What’s driving my revenue, costs, and guest experience?”
Greg’s three pillars:
- Revenue engines (birthday parties remain foundational; memberships rising).
- Costs (especially labor forecasting by day/week/season).
- Guest experience (measure, intercept, and improve).
Brandon adds: audit your attraction mix and secret shop your own venue regularly, end to end.
The Park of the Near Future
“Immersive, gamified, personalized.”
Expect lighting tied to activity, unified scoring across attractions, persistent profiles, and app-based rewards that feel like arcade redemption—physical prizes today, digital skins tomorrow. Most of all: keep experimenting; iterate quickly, learn, and evolve.
What tech or tactics have moved the needle most in your venue: kiosks, leaderboards, birthday automation, staff training tools, or something else? Share your ideas and questions in the YouTube comments or on social media.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
Tuesday Sep 23, 2025
Tuesday Sep 23, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
Ron Romens is the President of Commercial Recreation Specialists (CRS). A lifelong creator and entrepreneur, he’s been a welder, butcher, truck driver, concession operator, inventor, founder of RAVE Sports (where he helped introduce the first floating trampoline), and, since 1999, the leader of CRS. From Verona, Wisconsin, CRS has grown to approximately 60 team members, representing dozens of top-tier product lines and offering end-to-end recreation solutions—designing lakes and beaches, curating aqua parks, splash pads, shade, and more for camps, municipalities, attractions, and resorts. In this interview, Ron talks about unstructured play, controlling your experience, and how boredom stimulates creativity.
Unstructured play
“To me, I think unstructured play, I don't think there's near enough of it nowadays. Everything we have is very structured.”
Ron ties his inventor mindset directly to the freedom he experienced outdoors as a kid—“sleeping under the stars, swinging off the rope swing, turning over rocks, catching crawdads.” Those unscripted days formed a template for how CRS designs experiences today: create spaces that invite discovery, not dictate it. Whether it’s a floating trampoline evolved into a “floating playground” or a purpose-built lake with active and passive zones, CRS builds environments where guests can self-organize, collaborate, and learn through play.
He contrasts this with more static, linear attractions (“chlorine and concrete”), noting that open-water, back-to-nature settings put “grass and sand between people's toes.” The result is cross-generational connection and replayability—like the multigenerational family he watched at a Whoa Zone, all choosing their own challenges and sharing one big, memorable experience together.
Controlling your experience
“People want to have a little bit more control of their own experience now.”
Ron traces a market shift since the late 2000s from passive, ride-centric theming toward participatory recreation—zip lines, ropes courses, and on-water challenge parks where guests set pace, path, and intensity. CRS leans into this demand by curating “best-of-class” equipment and tailoring it to each client’s goals—amenity, program tool, or monetized attraction—so guests can choose routes, repeat obstacles, or team up with family members.
This philosophy extends to CRS’s consulting approach: before selling gear, they back up to the “why.” Who is the audience? What outcomes matter? How will success be measured over one, three, and five years? By aligning design with desired control (from gentle exploration to vigorous challenge), CRS helps owners deliver experiences that feel personal, social, and repeatable.
Boredom stimulates creativity
“It also gets you into a place where you might even have some boredom. And boredom kind of stimulates creativity as well, especially when you've got a group of kids together.”
For Ron, occasional boredom is a feature, not a bug. In nature, what first seems disorderly reveals patterns the longer you stay. Give kids a bucket, shovel, sand, and water and “they’ll be there forever… creating new games.” CRS intentionally designs canvases—dynamic lakes, floating courses, beaches—where conditions (wind, water, temperature, crowd mix) change daily, nudging guests to tinker, adapt, and invent.
That dynamism inspires the “human spirit,” a core CRS mission. Like skiing after fresh snow versus on ice, the same aqua park feels new each visit. Guests return not just for equipment, but for the open-ended possibilities it unlocks—play that sparks imagination, collaboration, and confidence.
In closing, you can learn more about Commercial Recreation Specialists at crs4rec.com or contact Ron directly at 877-896-8442.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
Tuesday Sep 16, 2025
Tuesday Sep 16, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
As the summer of 2025 winds down, attraction operators face the challenge of balancing operational efficiency with guest satisfaction. From pricing strategies and staffing to wayfinding and third-party partnerships, even the smallest details can shape the overall experience. In this episode, Matt and Josh talk about 10 key guest experience (GX) observations from summer 2025, drawing from theme parks, sporting events, family vacations, and more.
Parking Prices and First Impressions
"Parking is an excellent revenue source. However, charging an exorbitant amount of parking is a surefire way to create a horrible first impression that will cascade into the rest of the visit."
Josh emphasizes that while parking is a strong revenue stream, overpriced parking creates negative sentiment before guests even step inside the gates. Matt connects this point to his experience in Europe, where paying for parking upon exit felt more palatable and less intrusive. When guests feel gouged at the start, it colors their perception of every expense throughout their visit.
Communication Beyond Signs
"It's commonly said that guests don't read signs. Supplement verbiage on signage with audio announcements and, better yet, personalized announcements."
Josh highlights the importance of layered communication, pointing out that lengthy signs often fail to connect. Audio cues and direct interactions provide clarity, ensuring guests feel guided rather than overwhelmed.
Guest Comfort and Stress Reduction
"Sometimes the best thing you can do for your guests is focus on making them more comfortable and removing stress from their visit."
The conversation stresses that alleviating friction points—like confusing kiosks or clunky ticketing—can be just as impactful as adding new amenities. Matt compares this to the Apple Store’s model, where handheld payment devices reduce stress and make transactions seamless.
Empowering Guests Through Participation
"When a guest plays an active role in their experience, it enhances satisfaction and makes the experience more repeatable."
From gem mining activities to splash pads outside stadiums, Josh reflects on how unassuming elements can unexpectedly become highlights for guests, particularly children. The takeaway: attractions should look for ways to make even passive experiences more engaging and interactive.
Staffing Balance and Service Consistency
"Being understaffed negatively impacts the guest experience, but so is being overstaffed if it leads to miscommunication and errors in the steps of service."
The right staffing levels are critical—too few employees cause delays and frustration, while too many can lead to inefficiency and errors. Additionally, Josh stresses that third-party concessionaires must deliver the same service quality as direct employees, and vice versa.
Sometimes the Thing Isn’t the Thing
"Sometimes the thing you think is the thing isn’t the thing, and the thing you’d never think could be the thing might actually be the thing."
Through stories of his son enjoying splash pads and gem mining more than the “main attractions,” Josh illustrates how unexpected elements often create the most memorable moments. For operators, this means recognizing that small, seemingly secondary features can hold immense value for guests.
As summer transitions to fall, Matt and Josh invite listeners to reflect on their own guest experience lessons. What did you notice at attractions this summer—either as an operator or as a guest? Share your insights by emailing attractionpros@gmail.com or connecting on social media.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
Tuesday Sep 09, 2025
Tuesday Sep 09, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
Coen Bertens is the owner of Coen Bertens Consultancy, where he partners with leisure and hospitality operators on operations, leadership, and guest experience. After beginning his career in banking, Coen joined Efteling in the Netherlands, where he moved from finance to operations, ultimately serving as director/CEO of the park. During his tenure, Efteling earned national recognition for guest friendliness and advanced a long-term, story-driven resort vision. In this interview, Coen talks about starting with people, shifting culture, and creating one fan a day.
Starting with people
“How you treat your people is how you treat your guests… you have to start with your people and change them into ambassadors.”
Coen explains that Efteling’s transformation didn’t begin with guest-facing tactics—it began by equipping employees. Guided initially by advice from Lee Cockerell, the team built a “personal compass,” a single digital place where employees sought and shared feedback, identified talents, and aligned those talents to both personal growth and organizational contribution. Rather than pushing a hospitality script, leadership focused on pride, ownership, and talent development so that frontline teams would naturally deliver better experiences.
That shift also meant moving decision-making closer to the work. Managers stopped “running and doing all the tasks,” and responsibilities—like resolving complaints on the spot—moved to the frontline. The results compounded: ideas surfaced faster, confidence grew, and service recovery became immediate instead of hierarchical.
Shifting culture
“We knew that if you want to be the most guest-friendly company… it’s about changing the culture.”
Culture change started with clarity of vision. A survey revealed that only a small slice of leaders could articulate Efteling’s vision; nearly everyone else operated without clear goals. Coen’s team distilled the vision into a simple, memorable “nine-plus organization”—akin to striving for a five-star standard—and recruited 50 internal ambassadors to spread it. Leaders repeated the vision constantly and connected it directly to tools like the personal compass so it lived in daily routines, not just on a wall.
Empowerment mechanisms reinforced the shift. An Innovation Lab replaced the “idea box,” inviting students and staff to pitch solutions onstage to a centralized steering team. One standout idea—using VR to let guests with disabilities experience the Dreamflight dark ride alongside their families—came from a student, not management. Coen also shares a pivotal New Year’s Eve story: when buses failed to arrive after midnight, employees self-organized to drive hundreds of guests home. That response—spontaneous, generous, and owned by the frontline—became a living metric of culture more powerful than any dashboard.
Creating one fan a day
“Keep it simple: create one fan per day… everyone has the time to create one fan per day.”
A hospitality professor’s advice became a durable operating principle: small, intentional moments scale culture. With ~800 employees a day, one fan per person translates into more than a million fan moments annually. Crucially, it’s not about giveaways; it’s about personal attention. In Efteling’s Fairytale Forest, for example, an employee simply walks a parent and child to the restroom through winding paths, turning wayfinding into a warm, human interaction.
Coen ties these moments to financial outcomes with a simple restaurant story: when service anticipates needs: right table, timely drinks, favorite refills, guests happily spend more and tip more. The message to teams is direct and doable: limit training topics, interact far more than you lecture, gamify learning, and repeat small behaviors daily until they become instinct.
For inquiries and further information, connect with Coen on LinkedIn—he welcomes messages and is happy to share tips.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
Tuesday Sep 02, 2025
Tuesday Sep 02, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
In any organization, the challenge of coaching employees lies in going beyond simply correcting mistakes or giving direction. Leaders often struggle with balancing accountability and support, while ensuring coaching conversations remain productive and motivating rather than intimidating. In this episode, Matt and Josh talk about how coaching can be transformed into a meaningful, structured process by using Matt’s acronym “COACH,” which breaks down the essential elements of effective coaching in the workplace.
C – Conversation
"It starts with a relationship, and the relationship starts with a conversation."
Matt emphasizes that coaching begins with genuine, informal conversations that build trust and rapport. By connecting with team members in a non-threatening way, leaders lay the groundwork for more meaningful dialogue about performance and growth. Josh adds that framing it as a “conversation” rather than discipline helps employees feel comfortable and open.
O – Observation
"You're observing with your eyes… you're really listening to what they have to say."
Observation is more than just hearing words—it’s about reading body language, tone, and consistency between words and actions. Matt points out that focused observation helps leaders truly understand their team members, while Josh relates it to the concept of “management by wondering around,” where leaders intentionally gather insights by being present.
A – Ask Questions and Assess
"Until I ask more questions and dive in, I won’t know if I’m answering the right question."
Asking thoughtful, open-ended questions uncovers deeper issues that may not be obvious at first glance. Assessing the responses ensures that leaders don’t jump to the wrong conclusions. Josh draws a parallel to service recovery, where skipping ahead to solutions often leads to addressing the wrong problem.
C – Connect the Dots
"To me, this is the coach’s superpower."
Matt highlights that a coach’s unique value lies in making connections employees may not see themselves. Whether it’s linking patterns of behavior or uncovering underlying causes of challenges, connecting the dots creates “light bulb” moments that drive real growth. Josh notes that this requires active, intentional leadership that goes beyond simply checking boxes.
H – Help and Hold Accountable
"The coach isn’t going to be the one that does it… it’s all about them."
The final step is providing guidance on how to move forward and ensuring accountability for follow-through. By helping team members prepare for conversations or challenges, and then checking back in, leaders empower employees to act with confidence. Josh explains that accountability is more effective when it’s expected and structured, not a surprise.
Coaching is both an art and a science, and Matt’s COACH model offers a framework for leaders to foster growth and accountability in their teams. What strategies do you use when coaching your employees? Share your suggestions with us by emailing attractionpros@gmail.com or joining the conversation on social media.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
Tuesday Aug 26, 2025
Tuesday Aug 26, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
Connecting employees to the mission of an organization is a challenge faced by both nonprofit and for-profit attractions alike. While many companies have a mission statement written on the wall or tucked into a handbook, the real impact comes when team members truly live and breathe it in their daily work. Recently, the AttractionPros community was asked how to connect employees to the mission beyond training and orientation. In this episode, Matt and Josh talk about creative, authentic ways organizations are engaging employees with their mission and the practical strategies leaders are using to foster genuine buy-in.
Making Roles Relevant
"I think it's important for employees to know exactly where their role fits in in achieving the mission." – Kelly
One key approach is showing team members how their work directly contributes to the larger purpose. Kelly shared her experience at a history museum, where orientation tied every role—no matter how behind-the-scenes—to the mission of storytelling. By making the mission specific and personal, employees feel valued and connected.
Mission Beyond Nonprofits
"Our mission is at the forefront of most everything we do at Hershey Entertainment and Resorts Company." – Jeff
While mission-driven cultures are often associated with nonprofits, Jeff from Hershey Entertainment demonstrated how deeply mission can be embedded in a for-profit business. Through internships, education, and community outreach, Hershey connects its legacy to both guest experiences and long-term societal impact. This shows that mission alignment is just as critical in commercial organizations.
Leadership Modeling the Mission
"By consistently embodying our organization's mission, we built greater trust and belief among our team members." – Chris
Chris emphasized that the mission must be demonstrated from the top down. When management actively participates in frontline activities, it reinforces credibility and trust. For employees to embrace the mission, they must see leaders living it every day, not just in one-time gestures.
Recognition and Reward
"What you are reinforcing are behaviors that align with your mission." – Michael
Recognition programs should move beyond generic rewards to focus on behaviors that support the mission. Whether through incentives or acknowledgment, employees should feel that their alignment with organizational values is seen and celebrated. This transforms recognition into a meaningful reinforcement tool.
Listening and Feedback
"Be open to hear the good and bad. Be respectful and kind." – Gil
An open culture ensures the mission is continuously evaluated and strengthened. By encouraging feedback—even when it’s critical—organizations show that the mission is bigger than hierarchy. This openness fosters inclusivity and collective ownership of purpose.
One-on-One Connections
"One-on-one conversations… may feel like not the best use of hours… but could spread like wildfire through the rest of the team." – Brandon
Individual conversations with employees create authentic pride and connection to the mission. While not scalable like company-wide messaging, these personal moments can have an outsized cultural impact. As Matt added, the biggest difference can sometimes be made with the smallest audience.
Building Buy-In
"Another consideration is reviewing the mission annually or biannually." – Eric
Eric highlighted that real mission connection requires regular reflection and inclusion of all stakeholders. From frontline employees to executives, everyone should feel ownership. By revisiting the mission consistently and transparently, organizations nurture buy-in and prevent the mission from becoming just words on paper.
From leadership modeling to one-on-one conversations, each approach reinforces the idea that authentic engagement goes far beyond a plaque on the wall. Now, we’d love to hear from you: How does your organization connect employees to the mission? Share your thoughts with us on social media or email us at AttractionPros@gmail.com.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
Tuesday Aug 19, 2025
Tuesday Aug 19, 2025
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What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/ IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
Matt Cooper is the Founder of SPRK Lighting. With a background in music, theater, and AV integration, Matt brings a unique blend of creative and technical expertise to the attractions industry. After realizing that many of his theater colleagues had moved into theme parks, he joined the industry himself and soon found that lighting design in attractions offered a dynamic canvas for storytelling. SPRK Lighting, founded in 2018, focuses on immersive and intentional lighting design for location-based entertainment venues. In this interview, Matt talks about a novel approach to lighting, theater realism, and budget vs. coordination.
Novel Approach to Lighting
“It was a novel approach to lighting design, specifically for attraction spaces… It was fun, it was creative, it celebrated the collaboration of a team.”
Matt’s entrepreneurial mindset led to the founding of SPRK Lighting with the goal of breaking the mold of the stereotypical grumpy lighting designer. Drawing from his AV integration background, he embraced the design-build model—less common in attractions—which allowed for a more seamless creative process from concept through installation. Matt believes lighting should be accessible, collaborative, and joyful, and that this approach is not only artistically fulfilling but also more cost-effective for regional attractions. By tightly integrating design and execution, SPRK eliminates the common friction between designers and integrators, maximizing value for operators, especially those with lean budgets.
Theater Realism
“We attempted to bring a kind of theater realism, which isn’t real reality, but it’s our interpretation of reality.”
Using a Shanghai project as an example, Matt explained how traditional exhibit-style lighting gave way to more dramatic, theatrical techniques that brought static environments to life. Applying knowledge from live theater—such as manipulating texture, day-to-night transitions, and environmental dynamics—he and his team created lighting effects that made miniature cities appear to breathe. This philosophy elevates lighting beyond utility into a powerful storytelling tool. Whether enhancing drama in a haunted house or invoking wonder in a children’s attraction, Matt emphasizes that lighting can serve as a primary medium for delivering emotional impact—when it’s treated as part of the narrative, not just a technical necessity.
Budget vs. Coordination
“It isn’t always a budgetary issue. It’s often a coordination issue.”
Matt argues that many lighting limitations attributed to budget are actually rooted in a lack of early collaboration. He stresses that meaningful creative integration requires upfront alignment between designers, fabricators, and operators. Too often, infrastructure like power and data is overlooked until late in a project, resulting in compromises that diminish guest impact. Instead, Matt advocates for early conversations that prioritize guest experience, ensure infrastructure supports design goals, and allow the team to find cost-effective yet compelling solutions. As he says, a great guest experience doesn’t come from the most expensive lights—it comes from lights used with purpose, collaboration, and care.
To learn more about SPRK Lighting, visit www.sprklighting.com or connect with Matt on LinkedIn. Whether you're designing a roller coaster or a cookie shop, he’s always open to talking about lighting, bourbon, or Dippin’ Dots at IAAPA.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
Tuesday Aug 12, 2025
Tuesday Aug 12, 2025
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s the one premier event that brings the global attractions industry together? IAAPA Expo 2025, happening in Orlando, Florida, from November 17th through 21st. From breakthrough technology to world-class networking and immersive education, IAAPA Expo 2025 is where you find possible. And, just for our audience, you’ll save $10 when you register at IAAPA.org/ IAAPAExpo and use promo code EXPOAPROSTEN. Don’t miss it — we won’t!
Every year, Matt embarks on a coaster-packed adventure known as CoasterNerdCon (CNC), and this time, the journey took him across Europe to explore some of the continent’s most iconic theme parks. While the thrills were plenty, the biggest takeaways came from the unique operational practices, cultural nuances, and creative design elements that make European parks distinct. In this episode, Matt and Josh talk about Matt’s CNC 2025 trip and what the U.S. attractions industry can learn from parks in the Netherlands, Belgium, Germany, and beyond.
Parking Efficiency and Operational Design
"You pay for parking on the way out."
In contrast to the standard U.S. practice of paying for parking upon arrival, European parks often collect parking fees as guests exit. This adjustment alleviates early morning bottlenecks and allows guests to flow into the parks more smoothly. Matt noted the process was surprisingly efficient, especially when paired with mobile QR code systems.
Cultural Influence on Park Hours and Expectations
"Europeans want to go home for dinner."
Many parks Matt visited closed as early as 6 or 7 PM—a surprising shift from the late-night hours common in the United States. This practice aligns with European cultural norms around evening family dinners, emphasizing how societal values shape operational decisions, even at the cost of potential late-night revenue.
Quiet Platforms and Safety through Simplicity
"There were no loud spiels... just a thumbs up and you go."
Matt observed that European ride platforms are notably quieter than their American counterparts. Without booming safety announcements, parks rely on body language, gestures, and rider intuition—reflecting a different approach to liability and guest trust, possibly stemming from less litigious cultures.
Laughter is Universal
"Smiles, laughter… it doesn't matter what language you're speaking."
Whether at a German theme park or a splash pad in Chicago, Matt and Josh reflected on how joy transcends language. Laughter, excitement, and human connection provide a universal language—an important reminder for guest-facing teams everywhere.
The Power of Industry Connections
"You must be one of us."
Matt recounted how introductions from one industry peer led to behind-the-scenes access, personal tours, and new friendships. These moments underscore the importance of professional networking within the attractions industry and the unique camaraderie shared by theme park enthusiasts.
Constraints Fuel Creativity
"There’s no trademark on creativity."
Parks like Efteling and Phantasialand thrive despite physical limitations like land usage caps or height restrictions. Instead of seeing these as barriers, they use them to drive innovation. Layered layouts, immersive theming, and integrated storytelling show how limitations can lead to imaginative breakthroughs.
Authenticity vs. Theming
"Is it still theming when it feels this real?"
Europa Park’s recreation of European countries felt so authentic that Matt questioned whether it crossed from themed design into genuine reality. Unlike caricature-style lands, these parks replicate realistic environments with subtlety and accuracy—offering immersion without overstated fantasy.
Cross-Cultural Communication
"Body language and gestures became our best tools."
Though Matt doesn’t speak German or Dutch, navigating the parks was easier than expected thanks to signage, body language, and intuitive design. The experience heightened his empathy for international visitors to U.S. parks and reinforced the value of non-verbal communication.
Reawakening the Park Brain
"I was using a part of my brain I hadn’t used in a while."
Visiting unfamiliar parks reactivated Matt’s instincts as a theme park guest. Without relying on familiarity, he had to think critically and observe cues—an experience that reminded him how important way finding and signage are for first-time visitors.
Doing More Than You Have To
"They didn’t have to do that—but they did."
Matt highlighted dozens of examples where parks went beyond expectations: themed observation decks, treetop walkways, immersive queue shows, and even whimsical guardrails. These touches exemplify how small creative choices elevate the entire experience and build long-term guest loyalty.
From logistics to laughter, from constraints to creativity, CNC 2025 provided Matt with profound insights into what makes theme parks in Europe not just operationally efficient but emotionally impactful. Whether it’s walking a new path, connecting with a fellow professional, or reimagining what’s possible within your budget, there are countless lessons to be found when you look beyond your own borders.
Have you had a similar international experience or takeaway from visiting a theme park or attraction abroad? We’d love to hear your thoughts! Share your stories and insights by reaching out on social media or by emailing attractionpros@gmail.com.
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