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 Nov 14, 2023

Episode 323: Michael Shelton talks about connecting members, IAAPA’s culture and 9 miles of aisles

Tuesday Nov 14, 2023

Calling all thrill makers, fun creators, and AttractionPros! Get ready for the ride of a lifetime at IAAPA Expo 2023 - the global attractions industry’s premier event. Join us in Orlando, November 13-17, for a week of learning, networking, and exploring trends and new technologies. Discover innovative solutions for growth that will supercharge your business and enhance your career.

Michael Shelton is the Vice President and Executive Director of IAAPA (International Association of Amusement Parks and Attractions) North America. Michael began his career in the attractions industry during his teenage years when his mom suggested that he get a job at Hyland Hills Water World outside of Denver, CO. Over the course of two decades, Michael has progressed within the industry, and was recently appointed as the Vice President and Executive Director of IAAPA North America. Michael now plays a pivotal role in organizing the largest attraction expo globally and contributing to the growth and new age of IAAPA. In this interview, Michael talks about connecting members, IAAPA’s culture, and the 9 miles of aisles.

Connecting Members

"What IAAPA does best is connect members."

Bringing people together solves problems, and that’s what IAAPA does best. As an organization covering diverse disciplines and trades, IAAPA serves as a hub where open communication and interactions flourish. Within this collaborative environment, innovations are birthed, and unsolvable challenges find solutions through the collective efforts and expertise of the varied professionals brought together under the IAAPA umbrella.

To build this collaborative atmosphere, Michael has a straightforward approach: more meetings across more regions. Through a diverse array of social events, webinars, educational sessions, and various gatherings of different sizes and formats, members are provided with ample opportunities to connect and engage with one another.

IAAPA’s Culture

"We all need to advocate for this industry."

Michael knows that IAAPA’s corporate environment has a very unique and fun culture. In order to succeed, IAAPA brings in professionals from the organization industry, but also the attractions industry. By cultivating an atmosphere of collaboration and fun, IAAPA consistently delivers great results year after year.

But Michael knows it goes further than that. After all, IAAPA is so much more than an expo. With around 50 committees of volunteers, IAAPA builds a culture centered around the shared affection among its members.

9 Miles of Aisles

"Bring your comfortable walking shoes."

IAAPA is dedicated to delivering its best expo year after year, and Michael knows that this year won’t come short of that goal. With the expo being IAAPA’s biggest offering, it can help open the eyes of professionals around the world to just how big the attractions industry truly is.

From food carts to a brand-new expo photo system, IAAPA is planning on hosting a fantastic expo for 2023. From professional offerings like a new alcohol beverage and innovation pavilion and a record-setting drone show in the evening of the expo, IAAPA is geared up to have another fantastic year.

To connect with Michael, connect with him on LinkedIn, or send him an email at mshelton@iaapa.org.

To learn more about IAAPA, click here.

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

Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan
Summary written by Mason Nichols

To connect with AttractionPros:

Tuesday Nov 07, 2023

Episode 322: Jenn Whitmer talks about creating positive culture with complex people, conflict as a posture, and the importance of rest

Tuesday Nov 07, 2023

Jenn Whitmer is a renowned speaker, leader, and enneagram specialist. Jenn’s professional journey started in music education, and it was after her transition into school administration that she discovered her deep-seated passion for leadership and conflict resolution. After watching a positive workplace fall apart, Jenn made it her mission to share her powerful message of how personality and leadership intertwines, making her a perfect guest for our podcast! In this interview, Jenn tells us about creating positive culture with complex people, conflict as posture, and the importance of rest.

Creating Positive Culture with Complex People

"Welcoming people as whole people creates more productivity at work."

Jenn shares that workplaces should be viewed as communities, not families. By fostering an environment where colleagues are welcomed with open arms, individuals feel at ease being their authentic selves at work. This approach not only promotes diversity and contributes to a positive workplace culture where emotions are valued, but it helps people experience that wonderful sense of belonging.

Jenn's strategy, known as Joyosity, revolves around what she calls the "Three E's" - Exploration, Engagement, and Experience. This approach encourages colleagues to freely explore their work, become deeply engaged in their tasks and responsibilities, and ultimately have a great experience by feeling welcomed and appreciated.

Conflict as Posture

"80% of conflict is miscommunication."

Viewing conflict as a posture is simple - instead of thinking of conflict as individual vs. individual - Jenn says it should instead be looked at like the game ‘Red Rover’, where it’s an intertwined team fighting to break the conflict across the field. It’s not people vs. people, it’s people vs. conflict.

Additionally, most conflict stems from limited resources and different angles. Instead of framing these situations as conflicts, consider them opportunities for problem-solving that can help the identification of miscommunications and lead to the resolution of the "conflict" in a much more straightforward manner.

The Importance of Rest

"As leaders, we should encourage people to take time off."

It’s simple, when we’re not rested, we’re not effective. Jenn shares that most of the Western world overworks themselves and has lost the true definition of rest. Rest is recognizing that we’re limited, and when we accept and work around those boundaries, we become much more productive.

Jenn highlights that she has three essential keys to achieving proper rest. First, she emphasizes the value of taking mini-breaks to relax the brain. Second, utilizing all of your allocated vacation time can significantly contribute to productivity. Lastly, she underscores the critical importance of tending to your body's physical needs, which includes maintaining a healthy diet and ensuring adequate sleep to get true rest.

To learn more about Jenn, click here. To connect with Jenn, connect with her on LinkedIn or follow her on Instagram.

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

Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan
Summary written by Mason Nichols

To connect with AttractionPros:

Tuesday Oct 31, 2023

Episode 321: John Dunlap talks about micro amusement parks, being the exact customer and attractions as a luxury

Tuesday Oct 31, 2023

John Dunlap is the Chief Executive Officer of Five Star Parks and Attractions. John has been in the attractions and hospitality business his entire life, dating back to when he worked in a restaurant kitchen at 14. He later went on to start a travel agency, which led to a career with Starwood, then had the opportunity to take on the role of Executive Director at the San Diego Zoo, thus beginning John’s transition into the attractions industry. John became CEO of Five Star Parks and Attractions in January 2022, which provides financial backing to family entertainment centers and micro-amusement parks to achieve lasting success. In this interview, John talks about micro-amusement parks, being the exact customer, and attractions as a luxury.

Micro-amusement parks

“We coined the concept of micro-amusement parks.”

There are so many different types of facilities that fall under the umbrella of the attractions industry. Many of them are well-defined, such as a zoo, museum, or aquarium, whereas in the FEC sector, the definition of a family entertainment center has been stretched considerably over the last several years. While the differentiator between an FEC and an amusement park is generally defined by the presence (or lack) of a gate, there are several subsets of family entertainment centers.

When Five Star Parks and Attractions was born, they identified the subset of what became known as the “micro-amusement park,” which is smaller than a traditional regional park, yet larger than a standard family entertainment center. The micro-amusement park includes properties that are fully indoors, as well as those that are a mix of indoor and outdoor experiences, often with rides, food, and games.

Being the exact customer

"I get most of my best customer feedback from my kids."

When asked about leadership lessons that he’s gained from his wide variety of experiences, John says that he is fortunate to have been the exact customer at each point in his career. He talks about when he began working in hotels, he recalled back to his childhood, where he viewed staying in a hotel as a luxury, which formed the standard that he strived for when delivering the guest experience. John says that he is “mortified by mediocrity” and he regularly looks for what can be improved.

John then joined the San Diego Zoo around the same time that he had his first child, allowing him to once again see the guest experience through the eyes of a child. This influenced decisions that he was a part of at the zoo that led to substantial growth. Today, now that his kids are older, he is once again the exact demographic that Five Star Parks and Attractions serve.

Because the work is so important to him personally, John never feels like he’s trading time for money, and says he feels like every day he gets to work on his passion project.

Attractions as a luxury

"We never take for granted that we're competing for a limited share of wallet."

Just like John’s perception of staying in a hotel as a luxury, he looks at the attractions industry in the same way. Considering variable economic conditions, John states that they recognize that there are countless other ways for people to spend their time and money. As a result Five Star has invested heavily into the properties that they have acquired to upgrade the experience, enhance the existing brands that they’ve brought into the portfolio, and focus heavily on training and development.

As Five Star looks to the future, the company’s growth plan includes acquiring additional brands that deliver a high quality experience that meets the mindset of attractions being a luxury, along with continuing to reinvest in the experience at each property in the portfolio.

To learn more about Five Star Parks and Attraction, www.fivestarparks.com. To get a hold of John directly, reach out via email at jdunlap@fivestarparks.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 Oct 24, 2023

Episode 320: Dave Carey and Kristen Seitz talk about tech that you forget, managing pain points, and entitlements vs. tickets

Tuesday Oct 24, 2023

Kristen Seitz and Dave Cary are the Co-Founders and Senior Consultants of The Recur Group, a company focused on helping attractions and facilities find seamless and hassle-free solutions to upgrade their point of sale systems. Kristen and Dave both started at Walt Disney World, helping upgrade standard paper ticketing to the automated ticketing system we know today. After getting their start in the industry, Kristen and Dave both established decorated careers helping venues and their ticketing systems. Today, Kristen and Dave are now part of The Recur Group, helping take the next big leap in the ticketing industry. In this interview, Kristen and Dave talk about tech that you forget, managing pain points, and entitlements vs. tickets.

Tech That You Forget

“From a technical side, we don't want to be remembered.”

Kristen and Dave know the importance of ensuring that the ticketing and entry process is a seamless, almost forgettable experience for guests. A well-functioning ticketing system allows visitors to bypass the hassles and concerns often associated with a flawed system. This, in turn, enables guests to make the most of their time in the park, leading to increased enjoyment and the opportunity to create more memorable experiences.

If you hear a guest talking about a park entry, it’s rare that it’s in a positive light. By staying attuned to the tech-savvy visitors and implementing a user-friendly system that accommodates everyone, parks can significantly enhance the overall guest experience by simply letting them forget.

Managing Pain Points

"When decision-makers are sitting around the table, they are looking out for their own interests."

It’s too often that attractions try to force a square peg into a round hole. When it comes to addressing and managing pain points, Kristen and Dave know the significance of identifying not only the current pain points but also anticipating potential ones. This comprehensive assessment involves examining issues from various angles and perspectives, from the high levels of finance to the mindset of the frontline operator.

But if pain points had easy fixes, we wouldn’t have any. Kristen underscores that in order to effectively address these points, the team must immerse themselves in the situation by putting their boots on the ground and gaining a thorough understanding of the issue at hand in order to offer a viable solution.

Entitlements vs. Tickets

"We're not talking about tickets. We're talking about entitlements."

An entitlement is simply a ticket with great functionality. By providing guests with greater capabilities through their ticket, such as granting access to their rooms and serving as a means of payment, we can significantly enhance the overall guest experience. This added flexibility empowers guests to have more control over their day, ultimately contributing to a better experience.

Additionally, by providing these services with one entitlement, it can become possible to collect more comprehensive data. This wealth of information can be harnessed to offer guests highly detailed and personalized predictions to enhance their experience.

To learn more about The Recur Group, click here. To connect with Kristen, connect with her on LinkedIn. To connect with Dave, you can also find him on LinkedIn. You can also email davecarey@recurgroup.com and kristenseitz@recurgroup.com.

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

Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan
Summary written by Mason Nichols

To connect with AttractionPros:

Tuesday Oct 17, 2023

Episode 319: Paul Ciesiun talks about solving the unsolvable, thinking like an inventor, and growing as a leader

Tuesday Oct 17, 2023

Paul Ciesiun is the President of L3DFX, an award-winning creative studio specializing in the design and manufacturing of themed elements and immersive environments. Getting his start in the Air Force, Paul found a passion for inventing and problem-solving at a young age. During his college years, Paul says he used that passion to help redefine the paintball industry, filing 19 patents and developing water-based film to replace typical petroleum processes for manufacturing paintballs. After deciding to theme his own paintball park, Paul took his talents to the amusement industry where he now serves as the President of L3DFX, helping deliver thousands of projects to take themed entertainment to the next level. In this interview, Paul talks about solving the unsolvable, thinking like an inventor, and growing as a leader.

Solving the Unsolvable

“If you tell me I can’t do it, that’s my biggest motivation.”

When it comes to addressing problems, Paul asserts that the problem-solving process remains consistent. Throughout his career, Paul has never encountered problems that are fundamentally unsolvable. It's all about approaching these issues from a fresh and unique perspective, coupled with a dedicated effort to gain a deep understanding of the problem at hand, as it’s true that any challenge can be overcome.

Paul's career has seen him tackling a diverse range of challenges, from reimagining the fundamental properties of paintballs to devising a UV system for cleaning keypads during the height of the COVID-19 pandemic. His approach underscores the importance of listening to the world around you and finding what you think needs to be changed, as the only unsolvable problem is the one that isn’t found.

Thinking like an inventor

"Everything around you is a solution to a problem."

When it comes to thinking like an inventor, Paul mentions the paramount importance of examining every problem from multiple angles, from straight on to upside down. To authentically think like an inventor, one must go beyond traditional perspectives and approaches, striving to find innovative and unconventional solutions.

Even with an inventive mindset, many principles are applicable to other lines of work. Inventors even approach patent filing creatively, drafting their ideas in a way that distinguishes them from previously filed patents. This process necessitates originality and teamwork, both of which are key elements in becoming a leader.

Growing as a Leader

"It’s difficult to lead without knowing how people perceive you."

Paul's path to leadership was sculpted by the initial challenges, and he reminisces about his early days as an immature leader. During this time, he primarily focused on achieving results rather than nurturing a cohesive team that could collectively take the necessary steps to attain those results. By building a team that feels supported and knows that they can win, Paul has changed his perception and helped create a healthy and prosperous environment.

Paul emphasizes that to become a great leader, it's essential to self-evaluate at the end of each day. Ask yourself the hard questions on “Am I helping my team win?”, “What could I have done for this individual?” and “What should I have done differently?” All of these questions provide valuable insights that can be integrated into one's leadership approach.

To learn more about L3DFX, click here. To connect with Paul, connect with him on LinkedIn, or send him an email at paul@L3DFX.com

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

Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan
Summary written by Mason Nichols

To connect with AttractionPros:

Tuesday Oct 10, 2023

Episode 318: Adrea Gibbs talks about combining creative with operations, performing at work, and embracing diversity

Tuesday Oct 10, 2023

Adrea Gibbs is the CEO, Artistic Director, and Experience Consultant of Alriginal Productions, where she is hyperfocused on behavioral training, hiring, and operational excellence. Adrea says that she combines her creative side with her operational side to elevate guest and employee experience, using the human element to help people understand biases, mental health, and multi-level learning opportunities. In this interview, Adrea talks about combining creative with operations, performing at work, and embracing diversity.

Combining creative with operations

“We’re continuing to innovate the artistic side without losing integrity, but we employ things that functionally make things better for both guests and employees.”

Adrea began her career in the Entertainment department at Disneyland, and after becoming proficient with the theatrical side of the business, continued her career path in other avenues, including children’s fitness and construction management. Adrea’s unique lens has allowed her to gain a full overview of both sides of the same coin.

In themed entertainment, this type of viewpoint is critical because there is both an aesthetic need and a functional need. The creative side must deliver a product that is visually appealing and outstanding, whereas it also must have the functional elements so that the operators can successfully deliver it.

Performing at work

"We don't necessarily think of ourselves as a performer in our job, but we are."

When a team member comes to work and punches in, they are simultaneously punching out the rest of their life. This means that anything frustrating in their life, such as a disagreement with their partner, a conflict at the coffee shop, or just waking up on the wrong side of the bed, is getting punched out and left with their timecard. At the end of the day, the team member punches out of work and takes their personal matters back.

This means that while they are at work, they are playing the role of their job function, whether it is a frontline team member, supervisor, manager, director, or executive leader. This type of attitude allows team members to better manage everything that comes their way over the course of the day - both positively and negatively, when they recognize that they are performing a role, and get to go back to themselves at the end of the day.

Embracing diversity

"We should not be setting boundaries on anybody."

Growing up, Adrea belonged to a church that she says had an open mind and an open heart, and their youth program ensured that young members were able to see and understand religions other than her own. Additionally, she shares the story of a family member with spina bifida that, despite physical limitations, everyone always ensured to include him in any way possible. Adrea shares a story of a cast member at the Magic Kingdom who wanted to climb the stairs to the top of Cinderella Castle, and despite being blind, said that the view was “the most beautiful view” he had ever seen.

Adrea stresses that people set their own boundaries based on their capabilities, and we should not judge people based on their container, but based on what’s inside. When it comes to integrating this mindset into an organizational culture, Adrea says that training and education are critical. The training cannot be a one-and-done exercise, but must continually be woven into the employee experience so that the concepts continually resonate throughout the team.

To connect with Adrea, connect with her on LinkedIn, or send her an email at an.alriginal@gmail.com.

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

Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan

To connect with AttractionPros:

Tuesday Oct 03, 2023

Episode 317: Brendan Walker talks about structuring and creating emotions, the formula for thrill, and failing positively

Tuesday Oct 03, 2023

Brendan Walker is the Founder Director of Studio Go Go and the Thrill Laboratory. Billed as the world’s only Thrill Engineer, Brendan spends his time designing and creating thrilling experiences. He regularly features in character as the Thrill Engineer and has worked with international groups such as Nissan, Durex, Royal Caribbean, & Merlin Entertainment to communicate & amplify core experiential brand components by working both in front, and strategically with the client’s team behind camera. In this fascinating conversation, Brendan talks about structuring and creating emotions, the formula for thrill, and failing positively.

Structuring and creating emotions

"The granularity of anticipation goes from months to weeks to days to hours to minutes to seconds leading to the experience."

Emotions may feel random, but in fact they are calculated reactions to specific stimuli. Long before there were roller coasters and thrill rides, our emotions, such as fear, worked to keep us safe in the event of danger. According to Brendan, for the engineers that are paying attention, it’s very possible to intentionally weave in experiences that stimulate specific emotions to enhance or drive the experience.

But it also goes beyond merely tapping into the emotions a guest may feel at a certain time. It’s also about creating emotions, perhaps where the guest didn’t expect them. For example, the telling of an attractions’ story begins prior to the visit, so feeling a sense of anticipation, even a little uneasiness before even stepping on the property can elicit a stronger emotional response to the experience itself.

The formula for thrill

"You can quantify thrill."

Brendan not only recognizes that thrill can be quantified, but he goes on to explain where the thrill-seeking gene, D40R lives within us. This gives experience creators a formula or road map to follow when designing experiences. While nothing is foolproof, it means you can be a bit more confident that your new attraction will deliver the thrill your guests seek.

In a survey about what people find thrilling, the answers ranged from whitewater rafting to knitting, but the formula was the same. People described the sensation of thrill as a “sudden and large increase in both pleasure and arousal at the same time.” This indicates that regardless of the level of the thrill, the formula to get there is consistent.

Failing positively

"If something is going to fail, we want it to fail positively."

Most parks or attractions that have rides with a high thrill factor play up that angle to get noticed, to market their latest and greatest creations and to generate positive buzz to bring in visitors. Then, if the ride happens to go down, and especially if people are left in an uncomfortable position for an extended period, those without the behind-the-scenes knowledge will assume, largely due to the park's assertion, that those guests are in real danger.

To the contrary, the ride manufacturer and the park officials know that in the majority of cases, the ride behaved exactly as it should have and the guests are actually quite safe. This is what Brendan means about failing positively… that even with a malfunction, there is still a positive outcome.

Brendan invites you to visit both Studio Go Go and the Thrill Laboratory to learn more, and to contact him directly: brendan@studiogogo.ltd.

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

Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan

To connect with AttractionPros:

Tuesday Sep 26, 2023

Episode 316: Alessandro Zamperla talks about pure joy, embracing authenticity, and knowing where you’re from

Tuesday Sep 26, 2023

Alessandro Zamperla is the President and CEO of Central Amusement International Inc. (CAI), which owns and operates Luna Park at Coney Island in New York City. Alessandro refers to Coney Island as being one of the “most iconic and influential” amusement parks in the world, and CAI has the responsibility of being the custodian of a historic landmark while also ensuring that the park can serve the guests of today and in the future. In this interview, Alessandro talks about pure joy, embracing authenticity, and knowing where you’re from.

Pure joy

"Through the moments of difficulty is when you can better appreciate moments of pure joy and exhilaration."

When Alessandro first began working at Coney Island, he worked in food service, flipping Nathan’s Famous Hot Dogs. Alessandro says that this allowed him to connect with other individuals in a unique way. More than solving hunger for his guests, he viewed it as fulfilling a purpose beyond that of the guest that extended beyond eating a hot dog. Given the iconic status of the park, eating a Nathan’s hot dog at Coney Island is an experience in and of itself.

In our industry, we are not just providing a product or a service, according to Alessandro. We are providing the full experience of being a human being. We often get caught up in the day-to-day details that parks and attractions need in order to operate, and every once in a while we need to step back and realize the purpose in our guests’ lives that we get to fulfill for them.

Embracing authenticity

"The KPIs can never replace the passion."

Coney Island is the people’s playground. Given its history, it has developed a strong reputation, although part of Coney Island’s history is less glamorous than it is today. When asked if the park is still facing some of its previous reputation, Alessandro feels that instead of fighting the view of its past, it’s important to embrace its authenticity while striving to deliver the superior experience that it offers today. Through moments of difficulty, whether it is the park’s past reputation or the challenges brought on by the pandemic, it allows you to fully appreciate the pure joy and exhilaration that the park offers today.

For example, Alessandro refers to the day that Coney Island reopened from the pandemic as one of the best days in his professional life. The incremental anticipation that New York residents felt for the park’s reopening led to such a high level of appreciation that the park was open, and guests were more forgiving for any hiccups in the guest experience.

Knowing where you’re from

"It's about the heart. It's about loving what you do."

While Coney Island has a significant role in American culture, the park must maintain its relevance to new and emerging audiences. Alessandro stresses the importance of preserving the park’s history while also incorporating modern technology that guests expect when visiting amusement parks, which he refers to as “authenticity with innovation.” For example, the Cyclone, which originally opened in 1927, is still manually operated, so guests know that they are riding a part of history, while the park also strives for continuous improvement.

The sense of knowing where you’re from also extends to Alessandro’s role in the Zamperla family. Alessandro speaks to the generational significance of the family’s business, and the role that Coney Island plays in it. One example that he shares includes two intertwined rides, Tony’s Express and Leti’s Treasure, named after Alessandro’s grandparents, evoking Italian’s romantic culture. Additionally, he gives a glimpse of the food options available in the park, which includes high-quality artisanal Italian cuisine.

To learn more about Luna Park at Coney Island, visit www.lunaparknyc.com for an overview of the park and its history. To contact Alessandro, connect with him on LinkedIn.

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

Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan

To connect with AttractionPros:

Tuesday Sep 19, 2023

Episode 315: John O’Driscoll talks about growing the team, experiencing Irish history, and future-minded preservation

Tuesday Sep 19, 2023

John O’Driscoll is the General Manager of Strokestown Park and The National Famine Museum in Ireland. The museum and property allow visitors to experience Irish history and learn about one of the most difficult time periods for the Irish people. John considers himself a steward of the property and hopes that many generations to come will be able to walk the grounds and form an appreciation for what the past has to teach us. In this engaging conversation, we talk about growing the team, experiencing Irish history, and future-minded preservation.

Growing the team

"I may be General Manager, but I'm just part of the team."

John started his career as a landscaper, and still carries with him the attitude to grow, cultivate, and nurture his team. Having come up through the ranks, John understands what it takes to be successful at each level of the organization and doesn’t shy away from “getting his hands dirty” to ensure the job is done right.

John is also quick to point out that even though he holds the title of General Manager, he is just one member of the team. That attitude, that you can’t do it alone, seems to permeate every aspect of John’s leadership philosophy, from listening to employees to ensuring they have the right tools and environment to grow.

Experiencing Irish History

"We want people to use history to take note with what is happening today."

The Great Irish Famine is also referred to as the potato famine, as potatoes were the main source of food for many people living in Ireland in the mid to late 1800’s. While we can’t imagine counting on one crop or food source in 2023, the lessons learned about diversity and the way different economic classes of people fared through a national tragedy are very valid today.

It’s one thing to read about such an event, it’s quite another to bring it to life through stories, murals, artwork, and exhibits. The Famine Museum does just that, giving visitors a real sense of the struggle and pain the Irish people went through. Some may say it's a somewhat sad or depressing subject matter for an “attraction,” but telling the real stories in an engaging way is what will stick with people long after their visit.

Future-minded preservation

"We have to be a little bit commercial, because every penny that comes in goes back in."

It would be wonderful if the property could run solely on donations and grants, but that’s just not the reality. Strokestown Park and the National Famine Museum also relies on visitors paying admission and buying food and souvenirs to help pay salaries and for the upkeep of the property. In that vein, John talks about the fact that their mindset has to be focused at least somewhat on sales and incoming revenue.

The property recently went through a major renovation, but that doesn’t mean everything was modernized. Many of the fixtures and features in Strokestown House are shown as they would have been seen and used in the late 1800’s. This sort of preservation allows the team to tell a genuine story and immerse their guests in the true feeling of the day.

To learn more about Strokestown Park and the National Famine Museum, visit https://strokestownpark.ie/ or email info@strokestownpark.ie. They can also be found on Facebook, Twitter and Instagram. To learn more about the walking/biking trail between Strokestown and Dublin, visit https://nationalfamineway.ie/.

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

Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan

To connect with AttractionPros:

Tuesday Sep 12, 2023

Episode 314: Kevin McNulty talks about social media strategy, connecting with people vs. logos, and using social media to drive culture

Tuesday Sep 12, 2023

Calling all thrill makers, fun creators, and AttractionPros! Get ready for the ride of a lifetime at IAAPA Expo 2023 - the global attractions industry’s premier event. Join us in Orlando, November 13th-17th, for a week of learning, networking, and exploring trends and new technologies. Discover innovative solutions for growth that will supercharge your business and enhance your career. Register by November 13th at iaapa.org/iaapaexpo and save up to 30% and get an additional $10 off with code apros. We’ll be there, and we hope to see you too!

Kevin McNulty is the President, CEO, and Co-Founder of Netweave Social Networking, an agency that works with multiple industries, including attractions, to amplify their marketing through effective social media. Based in Southwest Florida, Netweave found its way into the attractions industry through an aviation museum that connected the company with the Florida Attractions Association. In this interview, Kevin talks about social media strategy, connecting with people vs. logos, and using social media to drive culture.

Social media strategy

"The number one strategy of social media is to be the kind of company people want to say good things about."

Regardless of the industry, the most important aspect of social media marketing is building a relationship with your audience. Part of this is ensuring that the messaging is not only specific and relevant, but also speaks the language of that segment of the industry. For example, attractions with animals under their care should ensure to say “habitat” instead of “cage” and “pool” instead “tank,” otherwise it may misalign from the organization’s mission.

Social media is a two-way street, and attractions must balance their outbound messaging with their inbound posts from their guests, and you don’t get to decide what your guests are talking about online. Instead, it is critical to regularly be monitoring your social media channels so that you can respond quickly, rather than limiting your strategy to one-way communication with your audience.

Connecting with people vs. logos

"People want to connect with people. They don't want to connect with logos."

If you had a celebrity spokesperson, who would it be? This is the question that Netweave asks new clients during the onboarding process to define the brand voice that will weave its way into social media marketing. By unifying the brand voice, the messaging becomes consistent, whether it is done through a third party like Netweave or a team of people on your staff.

People follow you on social media to connect with the brand in ways that they aren’t able to in traditional marketing. If your images are all professional photos that are perfectly posed and your posts are always carefully crafted ad copy, it doesn’t have the same appeal as a more humanized voice that enables conversation with your audience.

Using social media to drive culture

“One of the great things about social media is that it can convert fans into evangelists… and it can do the same thing for employees.”

At the 2023 Florida Attractions Association conference, Kevin and Matt presented a breakout session that introduced a concept that they developed together that ties into both social media and employee retention. They suggested that frontline employees be given a 15-minute “brand ambassador” shift that allowed them to leave their positions and capture photos that can be used for social media content. This would enable them to approach guests and take pictures of families, while also amplifying the amount of content that the social media team can use online.

In addition to the marketing-related benefit, it also is intended to make employees feel more valued in the organization, knowing that they are contributing to a goal that extends beyond their immediate job duties. And in addition to social media, they would also be encouraged to document anything that they see out of place, such as paint chipping or a landscaping issue that needs to be reported.

Kevin and Matt both look forward to learning how operators implement this within their organization and seeing the results that can come from it.

To learn more about Netweave, visit https://netweaveonline.com. You can also follow the company on Facebook, Twitter (X), and Instagram.

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Scheduling and correspondence by Kristen Karaliunas
A/V editing by Abby Giganan

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