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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 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
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!
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.
To connect with AttractionPros:
Tuesday Aug 05, 2025
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:
- AttractionPros.com
- AttractionPros@gmail.com
- AttractionPros on Facebook
- AttractionPros on LinkedIn
- AttractionPros on Instagram
- AttractionPros on Twitter (X)
Tuesday Jul 29, 2025
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
Tuesday Jul 22, 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.
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
Tuesday Jul 15, 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.
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
Tuesday Jul 08, 2025
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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: