AttractionPros Podcast

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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.

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Episodes

Tuesday Aug 05, 2025

Episode 413: Olly Morgan talks about persistence over scale, staying true to the culture, and adapting the operations to the technology

Tuesday Aug 05, 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!

Olly Morgan is the Founder and CEO of Ventrata. With a background in software engineering, Olly entered the travel and attractions industry by building a ticketing system for an online travel agency before founding Ventrata. What started as a necessity after a job loss evolved into a decade-long journey to develop an enterprise-level ticketing solution tailored for large attractions, tour operators, and museums. Ventrata now powers mission-critical systems across the globe, all while being built organically without large rounds of funding. In this interview, Olly talks about persistence over scale, staying true to the culture, and adapting the operations to the technology.

Persistence over scale

“There’s never been any kind of grand strategic plan or chess move. It’s just been persistence, honestly, on that path.”

Rather than pursuing aggressive scaling or courting large-scale venture capital, Olly built Ventrata by focusing on solving real problems in the industry. In the early days, he lived and worked like a monk in the Czech Republic, coding relentlessly with a small team. That laser focus on product development, not scaling for the sake of growth, allowed the company to form a strong foundation. Even during the pandemic, when the travel industry was severely impacted, Ventrata found momentum by offering modern, cloud-based alternatives to legacy systems. The company’s growth came not from massive investment but from consistent progress, deliberate decision-making, and building technology that could truly serve enterprise needs.

Staying true to the culture

“You’ve got to stay true to your people and your culture… The second you forget that and try to be something else, it never goes well.”

As Ventrata scaled to over 120 employees, Olly remained committed to cultivating a culture rooted in shared values and a unified vision. The team has remarkably low turnover, with only five employees leaving in the company’s 10-year history. Olly attributes this to a clear focus on mission-driven work and hiring individuals who care more about purpose than prestige. Instead of hiring flashy executives from big-name companies, Ventrata has relied on the original team and those aligned with the culture. This approach has allowed them to navigate growth pains—like introducing structure and hierarchy—without sacrificing the familial bond that formed in the company’s earliest days.

Adapting the operations to the technology

“Align yourself really closely to the strengths of a platform that closely matches your requirements—and then completely leverage that.”

Olly challenges a common approach in the attractions industry: creating long, rigid lists of tech requirements and expecting software companies to conform. Instead, he advocates for attractions to choose a tech partner whose product direction they trust, and then adapt internal operations to align with the software’s strengths. This philosophy, illustrated through Ventrata’s partnership with Big Bus Tours, allowed for a transformative change during the pandemic. Rather than over-customizing, Big Bus adopted the system’s approach, which led to more efficient implementation and better long-term results. Olly emphasizes that success comes not from Frankenstein-style customization but from mutual alignment and a willingness to embrace change, with technology providers playing an active consulting role during implementation.

For more information about Ventrata or to contact Olly directly, you can email him at oliver@ventrata.com. To learn more about the company and its offerings, visit ventrata.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 Jul 29, 2025

Episode 412: Mark Shaw talks about CX vs customer service, the ACE framework and recognition isn't rocket science

Tuesday Jul 29, 2025

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

Tired of outdated systems holding your attraction back? Gatemaster believes technology is part of the experience, transforming every touchpoint into an opportunity. Imagine seamless online booking, effortless mobile ordering, and data-driven insights at your fingertips. Ready to revolutionize your guest journey and maximize revenue? Power your attraction with Gatemaster. Discover the future at Gatemaster.com.

Mark Shaw is the Founder of SHAW THING CX. With a career that began in hospitality and transitioned into leadership roles at theme parks across the UK and Australia, Mark brings a uniquely people-focused approach to business transformation. He served as CEO of Adventure World in Perth, where he led a dramatic turnaround in guest satisfaction and profitability. SHAW THING CX helps organizations improve guest experiences through a people-first framework that’s grounded in operational excellence. In this interview, Mark talks about CX vs. customer service, the ACE framework, and how recognition isn’t rocket science.

CX vs. Customer Service

“Customer service is a subset of customer experience. But customer experience is everything from landscaping to signage to lighting to air conditioning, air quality—even marketing efforts.”

Mark explains that many organizations mistakenly treat customer service and customer experience as interchangeable terms. While customer service involves direct interactions between staff and guests, CX encompasses every element of the brand—from the first marketing impression to the cleanliness of the restrooms. He emphasizes that customer experience is about the emotional outcome: how a guest feels throughout their entire journey. Mark also cites data showing that guests value their interactions with staff as much as—if not more than—the physical product itself. This reinforces the importance of prioritizing operational consistency and human connection over just flashy attractions or expensive infrastructure.

The ACE Framework

“ACE is Amplified Customer Experiences. It’s a seven-pillar model built on the service-profit chain, and it starts with leadership.”

After leading a remarkable transformation at Adventure World, Mark created the ACE framework to codify what worked. The framework includes seven pillars: leadership, recruitment, onboarding, training, recognition, guest-centricity, and tools. He emphasizes that the first five pillars are entirely about the employee experience, reinforcing the idea that great guest experiences come from engaged, well-prepared teams. ACE also includes 60 building blocks that organizations can assess to identify gaps and areas for improvement. Mark shares that the framework has helped not only theme parks but also organizations across industries, from hospitality to IT. The universal thread? Businesses that rely on human interaction must focus on team empowerment to succeed.

Recognition Isn’t Rocket Science

“Recognition makes you feel great, and it reinforces the behavior. It’s not rocket science.”

Mark makes a clear distinction between reward and recognition. He explains that while bonuses and monetary rewards have a short-lived impact, genuine recognition creates a lasting emotional response and reinforces desired behaviors. At Adventure World, he implemented a high-frequency recognition program—including employee and department of the week/month awards, a public “wall of fame,” and spontaneous “busted” cards for team members who went above and beyond. Recognition was frequent, specific, and public. Mark also encouraged leaders to plan for recognition, suggesting something as simple as a weekly calendar reminder. His message is clear: consistent and meaningful recognition fuels employee morale, team culture, and ultimately, the guest experience.

To connect with Mark, you can find him on LinkedIn or email him at shawthingcx@outlook.com. For more information, visit www.shawthingcx.com.au.

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

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

To connect with AttractionPros:

Tuesday Jul 22, 2025

Episode 411: Jeremy Hauwelaert talks about the Jungle Island experience, everything is marketing, and taking chances on employees

Tuesday Jul 22, 2025

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

Jeremy Hauwelaert is the President and CEO of Jungle Island. With a unique background that spans business development in Belgium to sales and operations leadership in South Florida attractions, Jeremy brings a global perspective and a deep passion for the guest experience. Jungle Island, located on Watson Island in Miami, blends zoological elements with immersive, eco-friendly experiences and event-based attractions. In this interview, Jeremy talks about the Jungle Island experience, everything is marketing, and taking chances on employees.

The Jungle Island Experience

“Jungle Island really feels like an emerald heart in a concrete jungle in Miami.”

Jeremy describes Jungle Island as an 18-acre eco-adventure park located between downtown Miami and South Beach. Known for its lush landscaping and immersive natural environment, the park blends animal encounters, a botanical setting, and a vibrant event scene. The attraction’s history traces back to 1935, originally known as Parrot Jungle in Pinecrest Gardens. When it moved to Watson Island in 2003, the transition came with both opportunity and challenges. While the central location has made it a prime venue for private events and late-night programming, the daily traffic congestion has impacted visitation from local families—Jungle Island's core demographic. Still, Jeremy and his team have leveraged these dynamics to deliver an evolving and diverse guest experience.

Everything is Marketing

“Marketing is responsible from the first contact you have with your guest... until they've actually left the building and they filled out a survey.”

With a strong foundation in marketing, Jeremy brings a guest-centric perspective to Jungle Island’s operations. He emphasizes the importance of understanding guest behavior and designing experiences that align with their expectations. When reopening after COVID, Jeremy launched a bold initiative: free garden admission for locals. This not only reintroduced guests to the park but also proved more effective than a million-dollar ad campaign. Events like the Lantern Festival and strategic night programming help extend the park’s reach, especially in a market like Miami, where guests tend to make last-minute plans and seek evening entertainment. For Jeremy, marketing extends far beyond promotions—it's about shaping every touchpoint of the guest journey.

Taking Chances on Employees

“Giving young people chances and letting them fly and letting them figure out where life takes them is important.”

Jeremy’s leadership philosophy places a strong emphasis on employee experience. From free meals and snacks to an extra vacation day for visiting other attractions, Jungle Island invests in its team in meaningful ways. Inspired by ideas from industry peers, Jeremy implemented a program where employees explore other attractions using FAA (Florida Attractions Association) white letters and report back with feedback. These insights are reviewed during operational meetings, fostering a culture of learning and innovation. Jeremy also shared his observations about working with younger generations, recognizing the shift in mindset and the importance of mental health support. While not every chance taken leads to long-term retention, he values the growth that comes from giving employees the opportunity to develop and contribute.

For more information about Jungle Island, visit jungleisland.com. To connect with Jeremy directly, reach out via LinkedIn.

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

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

To connect with AttractionPros:

Tuesday Jul 15, 2025

Episode 410: Michael Floyd talks about starting with respect, connecting employees to the mission and lessons from being a touring musician

Tuesday Jul 15, 2025

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

Michall Floyd is the Vice President and Chief Guest Experience Officer at the Tennessee Aquarium. With a career that began in retail management and a decade spent as a touring musician, Michael brings a diverse background to his leadership role at one of the most celebrated aquariums in the country. His journey at the Tennessee Aquarium began as an admissions assistant manager and progressed to the executive team, overseeing guest experience across a sprawling, multi-building campus in Chattanooga. In this interview, Michael talks about starting with respect, connecting employees to the mission, and lessons from being a touring musician.

Starting with Respect

“You’re never going to get in trouble for trying to do your job. If you are doing what in your mind is best for the guest… we can go back later, we can talk through that, we can make adjustments.”

Respect is a foundational value for Michael, both in his personal leadership style and within the Tennessee Aquarium’s culture. He shared how early experiences in management—starting at just 18—taught him the challenges of leading peers and the importance of transitioning from being a peer to being a leader. Over time, he distinguished between managing tasks and truly leading people. As a leader now, he empowers his team by ensuring they don’t fear making decisions in the moment for the benefit of the guest. Mistakes are viewed as opportunities for learning, not punishment.

Michael’s approach promotes psychological safety and trust. By removing fear from the equation, he allows team members to take initiative, try new approaches, and build confidence. This empowerment leads to stronger team performance and, ultimately, better guest experiences.

Connecting Employees to the Mission

“If we expect our employees to connect people to water and wildlife, first we need to connect our employees to water and wildlife.”

At the Tennessee Aquarium, conservation and education are central to the mission. Michael emphasized the importance of immersing employees in the organization’s purpose—not just through training but by giving them firsthand experiences. Team members visit the Conservation Institute, participate in programs like sturgeon releases, and develop a personal connection to the stories they’re telling guests.

This connection transforms the guest interaction. Rather than reciting facts from a script, employees share genuine excitement and passion. Michael explained that this authenticity helps the Aquarium consistently rank in the top 1% for hospitality among global cultural organizations. By investing in the employee experience, they amplify the guest experience in return.

Lessons from Being a Touring Musician

“There’s always something positive that you can go through and focus on and kind of talk through… and really being there and showing that type of respect—people, you start to get that back.”

Before his time at the aquarium, Michael spent years on the road as a guitarist in a band. He credits that experience with shaping his values around community, branding, and respect. Touring taught him to build relationships with promoters, support other bands, and find creative ways to engage with audiences—like offering CDs to fans who beat the band in a game of Mortal Kombat.

These grassroots, DIY (or as Michael prefers, DIT—do it together) experiences taught him how to build loyalty, communicate a brand, and foster belonging. These same principles now guide his work in the attraction space. Just like a band earns its fan base one person at a time, Michael believes in creating meaningful guest experiences by investing in the little things—hospitality, enthusiasm, and consistency.

To learn more about the Tennessee Aquarium, visit TNAqua.org or follow them on social media. To contact Michael directly, you can email him at mtf2@tnaqua.org.

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

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

To connect with AttractionPros:

Tuesday Jul 08, 2025

Episode 409: Resources and best practices for job seekers

Tuesday Jul 08, 2025

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

As the attractions industry faces workforce reductions and career shifts, professionals are grappling with the daunting challenge of reentering the job market. For many, the process feels outdated, impersonal, and overwhelming. In this episode, Matt and Josh talk about how to make the job search more effective and fulfilling, sharing timely advice gathered from recruiters, job seekers, and their own experiences navigating career development in the attractions industry.

The Resume: More Than a Job Description

"Make sure you're telling the story—not just what you did, but how you made an impact."

Matt shares insights from a recent virtual job fair, emphasizing the importance of showing accomplishments, not just tasks. Recruiters want resumes that demonstrate measurable outcomes and individual contributions, not ones that copy and paste job descriptions. Using AI like ChatGPT can help refine wording and formatting, but it's crucial that the document still reflects your authentic voice and personality.

Using AI as a Tool, Not a Crutch

"Let it review your work, not do your work."

While AI tools can help polish resumes and cover letters, Matt and Josh warn against relying on them to create your materials from scratch. Authenticity still matters. AI should be used to enhance your message, not replace your voice. If a recruiter can’t tell who you are from your writing, your application loses its impact.

Your Network Is More Powerful Than Your Resume

"If you know someone at the company, let them know you're applying."

Both hosts agree that your network can often open doors more effectively than a resume alone. A referral can elevate your application and help bypass filters that might otherwise discard it. Matt and Josh emphasize the importance of not only maintaining your network but actively growing it, especially through platforms like LinkedIn.

Be Politely Assertive

"Follow up. Let them know you're still interested."

Recruiters value candidates who show enthusiasm and persistence, without becoming overbearing. Borrowing the phrase “politely assertive” from Denise Beckson of Morey’s Piers, Matt and Josh encourage job seekers to check in respectfully after applying or interviewing. A thoughtful follow-up message can show genuine interest and prevent your application from falling through the cracks.

Transferring Skills Across Industries

"If you managed safety at a water park, you can manage safety on a manufacturing floor."

Don’t underestimate how relevant your attractions-industry experience is in other fields. From safety standards to leadership and guest service, these skills are highly transferable. Matt and Josh advise job seekers to highlight how their expertise applies beyond the attractions world, especially when considering roles in adjacent industries.

Redefining Your Identity and Building Your Brand

"Your employer is not your identity—your skills are."

Josh discusses the importance of separating your identity from your employer (whether past or present) and instead focusing on your personal brand. Creating thought leadership content and posting regularly can build credibility, demonstrate expertise, and attract opportunities organically.

Reflecting on Fit and Culture

"Interview the company as much as they interview you."

Not every job is the right fit, and that’s okay. Both hosts stress the importance of evaluating a company’s culture and values during the application process. Josh shares a story of walking out of a shadowing experience after realizing the role wasn’t a match—an empowering reminder that saying no is sometimes the best move.

Practical Advice from Recruiters

"Apply directly through company websites for better visibility and data accuracy."

Recruiters note that applications from company sites are more complete and reliable than those from job boards like Indeed. Matt also highlights the importance of clarity in the hiring timeline, encouraging hiring managers to communicate expectations clearly to applicants.

Whether you're refining a resume, growing your network, or exploring other industries, the path to your next opportunity begins with knowing who you are and what you bring to the table.

What strategies have worked for you in navigating the job market? Have you ever successfully networked your way into a role or customized your resume to land an interview? Share your experience with us on LinkedIn or email us at AttractionPros@gmail.com—we’d love to hear your story.

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

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Jul 01, 2025

Episode 408: Harry Tomasides talks about dynamic pricing, shifting attendance and the every day is a separate event

Tuesday Jul 01, 2025

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

Harry Tomasides is the Chief Revenue Officer of Digonex. With a background in radio sales management and inventory, Harry transitioned to the attractions industry over a decade ago and now leads the sales and marketing efforts at Digonex, a company specializing exclusively in dynamic pricing solutions. Digonex serves over 130 organizations globally, including attractions and live entertainment venues, and employs a team of PhD economists who create data-driven, customized pricing strategies. In this interview, Harry talks about dynamic pricing, shifting attendance, and why every day is a separate event.

Dynamic Pricing

“With dynamic pricing, in our view, it's the ability to create a solution that utilizes a lot of different factors and variables.”

Harry begins by clarifying what dynamic pricing truly means, especially as it differs from static or variable pricing models. Static pricing remains unchanged regardless of demand or season, while variable pricing may account for off-peak or weekend rates but still lacks true market responsiveness. Digonex’s dynamic pricing model, by contrast, uses real-time data and a range of factors—like weather, Google Analytics, and macroeconomic trends—to generate daily price recommendations. These are not fixed mandates but suggestions that attractions can accept, reject, or adjust based on their goals and comfort level. The process allows organizations to better match their pricing to actual market conditions, ultimately optimizing both revenue and accessibility.

Shifting Attendance

“We have stories where...on the weekend [a client] had 14,000 people...when they did dynamic pricing, it completely smoothed out the attendance.”

One of the most impactful benefits of dynamic pricing, according to Harry, is its ability to shift attendance patterns. By creating incentives for guests to visit during off-peak days or times, attractions can reduce overcrowding and improve the guest experience. This redistribution leads to operational advantages such as shorter queues, less stress on staff, and higher guest satisfaction. Importantly, Harry emphasizes the value of transparency in pricing—clients are advised to display pricing calendars on their websites and to avoid real-time price increases during checkout, which can erode trust. Instead, Digonex recommends plan-ahead pricing, ensuring guests feel confident that booking earlier guarantees the best rate.

Every Day Is a Separate Event

“With attractions...we look at every day as a separate event.”

Unlike concerts or sports games that occur on specific dates, attractions operate continuously and require pricing strategies that reflect daily variations in demand. Harry explains that Digonex treats each operating day as its own event, sometimes even breaking days into segments (like morning, afternoon, and evening) for further granularity. Their algorithms assess price elasticity, guest behavior, conversion data, and substitution effects, which can even lead to increases in membership sales as guests perceive more value in an annual pass. This nuanced view allows for tailored pricing that meets an organization’s financial and strategic goals—whether that’s maximizing revenue, improving accessibility, or encouraging earlier purchases.

For more information about Digonex or to contact Harry directly, visit https://www.digonex.com or email him at htomasides@diginex.com. The site also features their “11 Commandments” company values and more educational resources on dynamic pricing.

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

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

To connect with AttractionPros:

Tuesday Jun 24, 2025

Episode 407: Sondra and Jake Shannon talk about performance coaching, revenue strategy, and technology integration

Tuesday Jun 24, 2025

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

Sondra Shannon is the Chief Executive Officer, and Jake Shannon is the Chief Growth Officer of Gatemaster Technology. With decades of combined experience in operations, business strategy, and technology, Sondra and Jake lead a company that has supported attractions for over 30 years. Gatemaster started as a point-of-sale software provider and has evolved into a full-service solutions partner for attractions of all sizes. In this interview, Sondra and Jake talk about performance coaching, revenue strategy, and technology integration.

Performance Coaching

“Success is your duty to make sure that your business is protected and that you are growing so that you have generations to pass this on to.”

Jake shares how his exposure to performance coaching through Grant Cardone led to a transformational shift in both his personal and professional life. After becoming Cardone’s top-ranked coach out of 700 worldwide, Jake applied high-performance business principles to Gatemaster, helping nearly double its revenue. Sondra was so inspired by the results that she and COO Tiffany Blair began their own coaching journey to better serve the attractions they work with. They believe that coaching—more than managing—is the key to unlocking growth, developing leaders, and driving revenue across the industry.

Revenue Strategy

“We increased revenue by $150,000 between March and May with no new capital investment or labor investment—just strategy.”

One of the most impactful themes discussed was helping attractions rethink their revenue opportunities by packaging what they already offer in new ways. Sondra explains how creating family bundles, date night deals, and themed packages for a mini-golf client led to a major uptick in revenue with no added cost. By reframing how products are presented and communicating availability clearly (without feeling like an “upsell”), Gatemaster helps clients personalize the guest journey and maximize spend from the first interaction.

Technology Integration

“We’re now asking ourselves all the time—who’s got the kind of problems we can help solve, rather than who can I sell this system to?”

As a company that’s been serving attractions since 1994, Gatemaster combines technical expertise with operator experience. Sondra and Jake explain how the company has evolved beyond traditional software, adding managed services to help clients navigate staffing shortages, tool fatigue, and operational complexity. Their technology is grounded in business logic and human-centered design—something that traces back to founder Steve, a chiropractor who built systems around ergonomic functionality. With many clients staying on for over a decade, the long-term relationships reflect Gatemaster’s philosophy of service, customization, and genuine partnership.

You can connect with Sondra and Jake on LinkedIn, or learn more about Gatemaster Technology by visiting gatemaster.com.

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

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Jun 17, 2025

Episode 406: Josh and Matt discuss their impressions of Epic Universe

Tuesday Jun 17, 2025

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

When a new theme park opens, it’s more than a ribbon-cutting—it’s a generational milestone. With the debut of Universal’s Epic Universe, the attractions industry sees its most significant park opening in the United States in over two decades. In this episode, Matt and Josh talk about the immersive design, emotional resonance, operational innovations, and friction points of Epic Universe—reflecting on their respective visits and unpacking the guest experience from both a fan and professional perspective.

A Landmark for the Industry

“This is the newest major theme park to open, not just in Central Florida but the largest new theme park to open in the country in the last quarter century.”

Matt and Josh reflect on how Epic Universe represents a once-in-a-generation event. The sheer scale, technology, and artistic vision mark a pivotal point for theme park development. From Celestial Park’s community-like aesthetic to the themed portals, the park feels intentional and deeply considered. The duo also draws parallels between industry advancements and their personal excitement as fans, recognizing that few other sectors experience a $7 billion innovation that also thrills millions of people.

Immersion and Emotional Connection

“The second I walked through the portal into Nintendo, I felt like I was spit out through the green pipe and I was right in my childhood.”

Josh and Matt compare their emotional connections with the IPs represented in Epic Universe’s lands. Josh describes how Super Nintendo World transported him back to childhood, while Matt—less attached to the brand—found the land visually stunning even though it was less personally engaging. Both agree that attractions like Stardust Racers and Monsters Unchained push boundaries in guest immersion. Matt praises how Dark Universe’s street character Eigor connects thematically to the ride experience, blurring the line between streetmosphere and narrative continuity.

Operational Wins and Friction Points

“It was the most seamless locker experience I’ve ever had... until it wasn’t.”

While Epic Universe delivers next-gen technology like facial recognition lockers and mobile food ordering, not every implementation is flawless. Josh describes a frustrating locker bay issue that caused a substantial delay. Similarly, Matt notes mobile ordering hiccups and virtual queue limitations, particularly for the Ministry of Magic ride. However, both highlight excellent guest service, including a team member in the Isle of Berk who delivered proactive communication and compassion amid uncertain show schedules.

The Re-experience Factor

“It’s a park that is absolutely re-experiencable... you get that repeat visitation feeling.”

Matt and Josh both emphasize Epic Universe’s lasting impact. It’s not just a one-time visit—it’s a park that demands exploration over time. With hidden details, evolving guest flow strategies, and high emotional engagement, Epic Universe offers a compelling case study in how to merge immersive storytelling with thoughtful operations. Matt and Josh applaud the Universal team for crafting a park that has already made history.

Have you visited Epic Universe? Let us know your thoughts!

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

Audio and Video editing by Abby Giganan

To connect with AttractionPros:

Tuesday Jun 10, 2025

Episode 405: Tyler Adams talks about bourbon as an attraction, creating connections with consumers and recovering before the crisis starts

Tuesday Jun 10, 2025

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

Tyler Adams is the General Manager of the Buffalo Trace Distillery Home Place. With a career that began in the attractions industry at Cedar Point, Tyler brings decades of experience in guest services, marketing, and operations. At Buffalo Trace in Frankfort, Kentucky, he now leads one of the most immersive brand-based visitor experiences in the spirits industry. Buffalo Trace is not only a functioning distillery but also a destination attracting over 700,000 visitors annually. In this interview, Tyler talks about bourbon as an attraction, creating connections with consumers, and recovering before the crisis starts.

Bourbon as an Attraction

“A lot of our visitors say this was like an adult Disneyland for them.”

Tyler describes the Buffalo Trace Distillery as a pilgrimage destination for bourbon enthusiasts. While some visitors may arrive with no prior interest in spirits, many leave with a deep appreciation for the experience. The distillery is steeped in history, with active production taking place on a site that has been distilling for hundreds of years. Unlike fabricated environments, guests witness the genuine operations, including forklifts and barrel transport, as part of their tour. This authenticity, paired with complimentary tastings and educational touchpoints, creates a unique environment where bourbon is not just a beverage—it’s the centerpiece of a full-fledged attraction experience.

The sensory immersion of walking through historic warehouses and experiencing the sounds and aromas of production connects guests to the brand in a meaningful way. Tyler highlights how guests often leave with a deeper understanding, even if they never become bourbon drinkers. This inclusive approach—paired with tangible takeaways like handcrafted items made from retired barrels—turns Buffalo Trace into a destination that mirrors the magic of traditional theme parks, but with the cultural and historic significance of Kentucky bourbon.

Creating Connections with Consumers

“Our whole mission is to create connections with our consumers to bring a brand to life.”

At Buffalo Trace, the visitor experience is part of the marketing department—deliberately designed to transform consumers into brand advocates. Tyler compares the distillery to other brand homes like World of Coke or the Guinness Storehouse, but emphasizes that Buffalo Trace offers something distinct: authenticity without theming. Rather than a stylized walkthrough, guests engage with the actual production process in real time.

These interactions create deep brand loyalty and foster connections not only between the brand and consumers, but also among guests themselves. Tyler notes that many visitors bond with each other during their tours, united by a shared passion. The distillery encourages storytelling, with team members who listen and respond to guests' personal narratives. Through elements like bourbon tastings and handcrafted woodcrafts, visitors leave with more than just a souvenir—they leave with a story and a relationship to the brand.

Recovering Before the Crisis Starts

“We were preparing for it. And we got to the point where we did everything we could… and actually started planning for recovery.”

In early 2024, Buffalo Trace experienced a major flood due to record water levels in the Kentucky River. Tyler shares how the team used forecasting models to anticipate the crisis before it fully struck, allowing them to shift into recovery mode even before the peak flooding occurred. This proactive approach enabled them to reopen in phases—first with pop-up tastings, followed by partial retail access, and eventually full tours.

Tyler emphasizes that the key to their successful recovery was collaboration and communication. The leadership team divided responsibilities based on both timing and physical space. Some team members focused on immediate cleanup, while others strategized for future phases of reopening. Communication was also prioritized across all 200 team members, including live video broadcasts and daily updates to ensure transparency. Tyler believes this level of engagement—both internally and externally—was not only critical to recovery, but also a reflection of the brand’s value of authenticity. The crisis became a real-time demonstration of Buffalo Trace’s commitment to its people and guests.

Visitors interested in touring the distillery can learn more and book a free tour at buffalotracedistillery.com. To connect directly with Tyler Adams, the best place to reach him is on LinkedIn.

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

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

To connect with AttractionPros:

Tuesday Jun 03, 2025

Episode 404: Automated surveys minisode

Tuesday Jun 03, 2025

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

Organizations often rely on sporadic guest surveys to gather feedback, resulting in limited data and missed opportunities to enhance both the guest experience and operational performance. The challenge is not just about collecting data but about building meaningful relationships with guests at scale. In this episode, Matt and Josh talk about how automating surveys can go beyond data collection to drive engagement, service recovery, and even revenue generation.

Beyond the Data: Validating Assumptions

“You probably can walk through your venue and say, here are some friction points... but if you gain a large quantity of guests who are also saying the same thing, it helps to justify when you are bringing this into saying, hey, we need to invest in x, y, z.”

Even when assumptions about the guest experience seem obvious, large-scale feedback provides the validation needed to secure buy-in for improvements. Automated surveys ensure that decisions are supported by both intuition and data.

Strengthening Engagement and Recovery Opportunities

“Guests who do fill out a survey are allowing you the opportunity to continue the discussion about what went well with their experience and what fell below their expectation.”

Matt and Josh highlight that automated surveys keep the conversation going after a visit, giving guests an outlet to share both praise and complaints. This proactive approach helps capture issues before they escalate to public reviews, increasing satisfaction and creating service recovery opportunities.

Optimizing the Feedback Loop for Real-Time Insights

“If surveys are automated, then you've got a continuous stream of data... you're getting the real-time feedback from the guest.”

Automating surveys provides a steady flow of data, enabling venues to monitor the impact of operational changes in real time. This agile feedback loop allows teams to fine-tune guest experience strategies without waiting for periodic surveys.

Leveraging Surveys for Reviews and Revenue

“Your survey collection should be a revenue-generating source because you are strengthening the relationship with your guests.”

Josh and Matt discuss how surveys can be used to direct promoters toward online reviews, boosting search visibility, while also offering targeted upsells like memberships or bounce-back discounts—turning surveys into a marketing and revenue tool.

Building Relationships at Scale

“When you're building that positive relationship, it's now less of a chore for that guest to maybe give you feedback and it's more of part of a conversation that you're having.”

The core message can be summarized with a single word: relationship. By reframing surveys as a relationship-building tool rather than just a data collection exercise, operators can create deeper connections with guests at scale, making the process feel more personal and less transactional.

What methods are you using to build guest relationships through surveys? Share your ideas and experiences by reaching out through your preferred social media channels or contacting us directly.

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

Audio and Video editing by Abby Giganan

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