AttractionPros Podcast

Episode 306: Dawn Foote talks about a rebel sense of creativity, stakeholder glue and creating emotions

Dawn Foote is the Co-Founder and CEO of Katapult, a design agency that works with themed attractions and experiences across the globe.  Katapult was formed by a group of university students who worked with nightclubs to put on live events.  By the time they graduated, the co-founders were able to expand into other industries and sectors and began specializing in themed entertainment in the early 2010s.  Today, Katapult designs and creates themed experiences globally and is fortunate to work with some of the world's most-known intellectual properties.  In this interview, Dawn talks about a rebel sense of creativity, stakeholder glue, and creating emotions.  

 

Rebel sense of creativity

"We always have to think in a rebel sense around creativity."

As a teenager, Dawn states that she was a “rebel with a cause” as she campaigned heavily for the environment and preferred to create her own path rather than conform to standards.  This attitude ultimately led to Katapult’s creation and initial success.  When working with large brands and intellectual properties, however, there are often strict processes in place that partners need to conform to.

However, when it comes to coming up with creative ideas, Dawn says that they need to have a rebel sense of creativity, fueled by curiosity, that leads to innovative ideas.  It also leads to adaptability and being not only suitable to change but knowing that change is part of the process.  The rebel sense ensures that they recognize that there is always a way to improve upon something and that they can never sit still.

 

Stakeholder glue

“We’re the glue between those parties to make sure the needs are met.”

A critical portion of the project management process is managing the stakeholders involved.  Whenever it seems that a project might be shifting, it’s important to bring it back to the “why” of the key stakeholders involved in the process.  While there may be several opinions from various stakeholders, the project needs to balance the needs of what will make it successful commercially and creatively.

Stakeholders can include the operator, the investors, or the intellectual property, meaning that many needs must be met in order for a project to be considered successful across all parties.  Dawn says that Katapult acts as the glue between all of the stakeholders to ensure that each party’s needs are met equally.

 

Creating emotions

“Part of the design thinking is what the feeling and emotion is that you want people to get.”

Part of Katapult’s guest experience audit when entering into a new project is referred to as emotional journey mapping, which is a less quantifiable form of measuring the guest experience when compared to other metrics that audit objective or binary factors.  Emotion, however, is often brought up in initial brainstorming sessions and drives much of the creative process.

Emotional journey mapping takes into consideration the various emotions we want our guests to feel at various times.  While many assume that we always want our guests to be happy, there are many other emotions to consider - such as being comfortable, secure, scared, quiet, tranquil, and joyful.  All of these emotions play a large role in the design process that can then be felt in the final product.

 

To learn more about Katapult, visit their website, and to reach out to Dawn directly, you can connect with her on LinkedIn.

To connect with AttractionPros: attractionpros@gmail.com

 

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

• Scheduling and correspondence by Kristen Karaliunas

Episode 305: Massimiliano Freddi talks about resistance, being close to the product and the power of word of mouth

Massimiliano Freddi is the Founder and CEO of Wonderwood, an adventure park in Italy where “little ones can have grown-up adventures and grown-ups can become children again for a day.” Massi is also the Second Vice Chair of IAAPA and will be taking the reins as chair in 2024. In this fascinating and inspiring conversation, Massi talks about resistance, being close to the product and the power of word of mouth.

 

Resistance

 

“People aren't waiting their entire lives for you to open your venue. They have busy lives.”

 

There are many forms of resistance when it comes to starting and running a business, and the first one we often have to overcome is our own resistance to taking action or following through on our dreams. Wonderwood is a great example of what can be accomplished when you stop thinking about what holds you back and begin thinking about the path forward.

 

Resistance can also look like guests not choosing your location as the place where they want to spend their time and money. We have to realize that as much as we are behind our product and that we believe in it, not everyone is sitting around just waiting for your gates to open. This means finding new and innovative experiences to entice them, as well as creative marketing strategies to build awareness. 

 

Being close to the product

 

“I love getting 5-star reviews, but I'm not growing from that.”

 

Massi explained that one of the drivers for wanting to open his own park was so that he could be closer to the product, i.e., the guest experience. He takes pride in the fact that he learns so much by watching and listening to the guests in real time. 

 

Massi also shared that while he loves hearing about the great things the guests are experiencing, he recognizes that growth lives in the uncomfortable state of getting constructive feedback. Massi and his team seek this out in order to find ways to take the guest experience to the next level. 

 

The power of word of mouth

 

“Wonderwood is a safe and beautiful place where people leave better than they arrive.”

 

“Transformation” is a word Massi used to describe the experience at Wonderwood. Building confidence, competence and inspiring guests to take on challenges that may not have taken on in other walks of life. That leads to a transformative experience.

 

When people have a good time, they will tell a few people. However, when their lives are transformed, they will tell everyone, and that is the kind of word of mouth Massi and his team attempt to drive every single day. Word of mouth advertising is not seen as a marketing initiative, but an operational one where the experience is laid out, and honest feedback from guests becomes the most powerful (and cost-effective) marketing campaign available. 

To learn more about Wonderwood, you can visit their website or check them out on Facebook or Instagram. To connect with Massi directly, he suggests LinkedIn or sending him an email at massimiliano.freddi@gmail.com. 

 

To connect with AttractionPros: attractionpros@gmail.com

 

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

 

• Scheduling and correspondence by Kristen Karaliunas

Episode 304: Mpume Mabuza talks about music as an attraction, industry growth in Africa and barriers as opportunities

Mpume Mabuza is the CEO of Downtown Music Hub, an iconic music heritage facility in the heart of Johannesburg, South Africa.  Additionally, Mpume is the President and Board Chairperson of the African Association of Visitor Experiences and Attractions (AAVEA).  Mpume began her career in the industry as a marketing executive at uShaka Marine World in Durban, at which point she also volunteered with the organization that later became AAVEA.  Her goal at Downtown Music Hub is to create an experience that is immersive, transformative, and interactive.  In this interview, Mpume talks about music as an attraction, the industry’s growth in Africa, and seeing barriers as opportunities.

 

Music as an attraction

 

“This is quite topical right now - how music plays a role in tourism, and it truly does.”

 

South Africa has a rich music heritage and was the only location where musicians could record music on the entire continent for decades.  This gives the Downtown Music Hub a unique positioning that allows guests to immerse themselves into the music culture that has developed in South Africa and learn about international artists who recorded in that space, such as Dolly Parton and U2.

 

Mpume stresses that music is the attraction and is the universal language that connects people.  Her goal is to take the museum to the next level to expand the facility and visitor experience, including inspiring people to sing, be happy, and maybe even discover their hidden talents!

 

Industry growth in Africa

 

“There is innovation that comes out of collaboration.”

 

As the President and Board Chairperson of AAVEA, Mpume says that days of attractions operating in a silo are gone and that there is a need to collaborate with attractions across the region to share what has worked in countries such as South Africa, where the industry has seen success.  

 

Part of what will fuel the growth goes back to the basics, and that includes defining what an attraction is.  AAVEA’s website has spelled out how an attraction is defined because there is a perception that an attraction consists of large destinations, marine parks, monuments, and national parks.  However, attractions come in all shapes and sizes, and irrespective of the type of facility, AAVEA’s goal is for those operators to know that the association represents them as well as the larger players in the industry.

 

Barriers as opportunities

 

Connecting with industry professionals throughout Africa has presented its challenges.  Historically, barriers have existed within the continent that have prevented people from being able to travel from country to country easily.  For instance, for many years, traveling from South Africa to Nigeria required connecting through Germany, making it extremely restrictive to be able to travel.  

 

When the restrictions on travel and trade were lifted in East African countries, the attractions industry saw immediate success and a boost in business.  By identifying the barriers put in place, the industry can see these as opportunities to fuel its growth.  For instance, AAVEA partners closely with IAAPA to share initiatives, which allows them to adapt to global industry trends while simultaneously embracing their rich cultural heritage.

To learn more about the Downtown Music Hub, visit their website.  To get in touch with AAVEA, you can visit the website or email info@aavea.org.za.

 

To connect with AttractionPros: attractionpros@gmail.com

 

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

 

• Scheduling and correspondence by Kristen Karaliunas

Episode 303: Josh and Matt talk about cultivating experts, using your awareness of the guest and how to find answers

There is a lot of talk these days about guests having autonomy and agency to create and curate their own experiences within our attractions. What about the other side of the coin, where guests may need the help and assistance of our expert employees to truly have the experience they want to have?  In this episode, Matt and Josh explore the concept of cultivating experts, using your awareness of the guest and how to find answers. 

 

 

Cultivating experts

 

“You’re in my domain. I’m going to tell you how to have the best experience.”

 

We all want our team members to be experts… experts at the functional portion of their jobs, experts at providing service and experts at explaining all of the features and benefits of your facility to your guests. The problem is, that level of expertise takes longer to cultivate than most team members will be around. 

 

So the first strategy of cultivating experts to serve your guests is to realize it takes time. On top of that it takes coaching, repetition, practice, teaching, coaching and a bit more time. Malcolm Gladwell says that it takes upwards of 10,000 hours of deliberate practice to become world-class at something. That’s just over 9 years someone would have to spend becoming an expert in your business. 

 

 

 Using your awareness of the guest

 

“Be aware of what’s around you and what people are saying.”

 

Sometimes the biggest impact gesture comes from the act of being aware of your surroundings so you can react in the moment or even anticipate a guest's need because you almost see what they need before they see it. 

 

Maybe you are passing someone on the midway and you overhear them talking about ice cream or how to get to a show venue. Taking a few seconds to respond could mean the difference in a good guest experience and a great one. However, we can get so focussed on the operation and efficiency that we can lose sight of those in-the-moment opportunities that only present themselves if we are aware of our guests and what they need. 

 

How to find answers

 

“Give people the opportunity to learn how to find the information, rather than expecting everyone will know everything.”

 

We’ve all heard a manager say, “We don’t want you to say, ‘I don’t know’ when a guest asks a question.”  Okay, then what SHOULD I say?  That is the frustration many team members go through when learning the finer points of their job. The sentiment, of course, is that we want our “experts” to be able to provide any assistance a guest may want. 

 

In order to do this and help cultivate experts, organizations need to provide tools for team members to learn where to get this information. For example, a park map or app likely has answers to 95% of questions a guest may have, so teach your team how to use the app. It could also be a hotline/helpline that people can call, maybe it goes directly to Guest Services who likely have the answers our operators are seeking. 

 

It’s intimidating to say, “don’t say I don’t know.”, but it’s empowering to provide a way for people to find the information they need at a moment’s notice. 

 

 

To connect with AttractionPros: attractionpros@gmail.com

 

This episode would not be possible with the incredible work of our team!

• Abby Giganan - audio/video editing

 

Episode 302: Professional lessons from leisure travel

Traveling for leisure can be rejuvenating, relaxing, educational, and an opportunity to disconnect from the real world for a short time.  And when you work in the attractions industry, it can also inspire you to come up with new ways to improve your operation back home!  Recently, Matt and Josh both traveled internationally and came back with several guest and employee experience examples worth talking about.  Even better, they recorded their findings in person at the Florida Attractions Association annual conference in the middle of the networking center.  In this episode, Matt and Josh share insights from recent trips to Ireland and Turks and Caicos, respectively.

 

It takes people to make the dream a reality

“It’s the human beings that are going to determine whether the experience is positive or negative.”

 

Walt Disney said, “You can design and create, and build the most wonderful place in the world, but it takes people to make the dream a reality.”  This quote resonates throughout the attractions industry and any other business where the team members truly deliver the experience.  In Josh’s recent experience, he stayed at a Ritz Carlton, whose brand commands a high standard of premium service.  With that said, it was the individuals with whom he interacted that made the experience what it was, and a select few truly made the dream a reality.  Despite the warm weather, blue skies, sandy beach, and crystal clear waters, the biggest memories from the trip were the team members who went above and beyond.

 

It takes years – sometimes decades – to make skills appear seamless

“When we are training people to be great service providers, it takes time.”

 

We expect a lot from our team members, especially when there is a high standard for service and excellence.  We also know that we need to train them efficiently so that they are proficient from their first day interacting with guests.  True service skills, however, come with time.  Matt shares an experience in a Pub in Killarney where the bartender interacted with guests with his authentic personality, which created an enjoyable experience, even though his service could be described as “non-traditional.”

 

When a guest made an obscure off-menu request, the bartender fully understood what she was asking for and her response was that it was exactly what she wanted.  The bartender’s reply was, “I should hope so.  I’ve been doing this for 20 years!”  Had it been earlier in his career, he may have sought assistance from a coworker or made a drink that did not align with the guest’s request, but after two decades of experience, the unusual request was able to be seamlessly delivered.

 

The challenge of exceeding expectations is that it raises expectations

“When you have a high guest experience standard in place, you need to keep pushing it forward.”

 

We all strive to exceed the expectations from our guests.  But what happens when our guests get used to us exceeding expectations for them?  Josh shares an encounter he had that met the definition of “wow” moment – the staff found a way to do something that most guests wouldn’t expect that would leave a lasting impression.  However, Josh expected it based on previous experience at other properties within the brand and even other brands with similar standards.

 

This is not to say that it wasn’t a positive experience, but it met his expectations for what the brand is known for, rather than go above and beyond.  We need to continually think of ways to surprise and delight our guests so that once they pick up on certain patterns, we can push the envelope even further.

 

A genuine experience can transcend, or exceed, what you know is happening

“I knew that the offer was coming, but I didn’t feel like I was being sold to.”

 

In the attractions industry, much of the experience is predictable.  In a theme park, after you ride a ride, you expect to walk through a gift shop at the end of the experience.  On a tour, you expect the guide to present a solicitation for gratuity.  However, when the experience is genuine, the feeling of “being sold to” disappears, because it’s a natural part of the experience.

 

When Matt partook in an experience where he made his own scones and ate them after, the owner said to the group, “If you enjoyed the scones, you can buy the recipe.”  In response, guests lined up to buy it.  While Matt knew it was coming, he didn’t feel like he was being sold to or manipulated as part of a retail experience.  The recipe solicitation was a natural extension of the experience, which was delivered so excellently, Matt felt like his group was the only one in the world who had done it – despite multiple tours running daily.

 

If we look at it from the lens of the employee experience, if every part of the culture shows that leadership wants them to have the best employee experience, when it comes time to have difficult conversations, they should come across seamlessly, just like the sales opportunity at the end of the guest experience.

 

Use your knowledge of how guests can have an even better experience

“Sometimes you need to help your guests have the best experience that they can.”

 

One of the core tenets of guest service is anticipating guests’ needs, which recognizes that guests may not have all the information to have the best experience possible.  It Josh’s case, it wasn’t just information, it was talent and skill when he rented a paddleboard in relatively choppy water.  After falling several times in a short period of time (providing quality entertainment for everyone on the beach), the guide called Josh back to shore and gave him several tips that he could use to improve his skills.  The guide didn’t need to do it; his responsibility including efficient paddleboard rentals and ensuring that all guests were safe – but he saw an opportunity to help Josh have a better experience, which was even more satisfying than it gone well from the start.

 

This also connects to the employee experience.  As employees are learning their jobs and building their proficiency, leaders can recognize opportunities where they can give their employees the chance to fail, learn, adjust, and improve – similar to Josh’s experience on the paddleboard.

  

The environment plays a significant role in the experience

“In the physical environment that we put people in, what kind of mood does that create?”

 

Matt visited a pub in Waterford that was more than 300 years old, and possibly even owned by the original family.  The pub remained mostly untouched, with modern fixtures like restrooms only being installed in the 1960s.  The environment was supported by a musician playing songs and the wobbly tables that allowed guests to appreciate the historic significance of the pub.

 

In modern-day structures, we create the environments that put guests in certain moods, and supplement them by the amenities that go along with them to match the mood you are seeking to create, which leads to full immersion and escapism.  By fully immersing guests into the desired emotional outcomes, it allows them to disconnect from the challenges and stresses of their daily lives, and be fully present in the experience.

 

We hope you enjoyed these takeaways as much as we enjoyed collecting them!

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 301: Peter van der Schans talks about selling emotions, up and coming markets and supporting young professionals.

Peter van der Schans is the Executive Director & Vice President IAAPA EMEA, which represents IAAPA member interests in Europe, the Middle East and Africa. Peter will be the first to tell you that these areas are not only diverse culturally, but are also wide ranging in terms of industry maturity and development. Peter’s background in operations helps him relate to the members and provide support in navigating their most difficult challenges. In this episode, we get to hear Peter’s thoughts on selling emotions, up and coming markets and supporting young professionals. 

Selling Emotions

 

"It’s young, it’s old, it’s laughs, it’s fear. In the end, it comes back to that emotion."

 

Many people will say that our real “product” in the attractions industry is fun or memories or experiences. Peter distills this down to its core by saying we sell emotions. An emotion will drive our behavior and our willingness to come back and tell our friends. Our emotions, if expectations aren’t met, can also prevent us from returning.

 

Peter also shares that those emotions can come from many different places, such as riding a roller coaster or sitting on a bench to enjoy the view. No matter the size or scope of the operation, it’s critical to look at all of the opportunities a guest has to feel something, because those are decision points and will determine if we have done our jobs or not. 

 

Up and Coming Markets

 

"You can see that there is a gray zone that is not the obvious theme park that is our member."

 

Peter talks about the diversity of the markets he and his team support, stating that on the whole, Europe would be considered mature, the Middle East is developing and Africa is up and coming. He is sure that in the coming years Africa will gain ground and develop as a great spot for attraction development.

 

What Peter acknowledges that what he doesn’t know is what the timeframe or the attraction mix will look like in that region. Currently, you have safaris, cave tours, and other nature-based attractions and experiences. Will we see full blown theme parks in Africa?  Tough to say, but the desire to expand the tourism base is there, and where there is a will, there is a way!

 

Supporting Young Professionals

 

"We try to touch their hearts to see if we can persuade them to pursue a career in our industry."

 

In sharing his own journey, you can tell that Peter is passionate about developing his own skills as well as the skills of others, particularly Young Professionals in, or interested in, the attractions industry. 

Peter outlined some of the initiatives and strategies to engage the future leaders of our industry. At the Europe Expo in Vienna in 2023, a job fair is being held to attract students and young professionals who may be interested in pursuing a career in the industry, but may not realize their area of study has a place. For example, those focusing on tech, as well as operations, F&B, and hospitality are all needed as the industry continues to grow. In addition, Peter talked about his desire to have Young Professionals represented across the board in committees and strategic planning to get their perspectives and provide exposure to the inner workings of the industry. 

 

To connect with Peter, check out the IAAPA team members page.  To learn more about IAAPA EMEA, click here. 

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 300 - Matt and Josh celebrate 300 episodes

We have reached an incredible milestone, and we are celebrating in style!  For the 300th episode of the AttractionPros Podcast, Matt and Josh flew to Orlando and recorded this special episode in the lobby of IAAPA’s World Headquarters.  But wait!  Instead of interviewing an industry leader, the tables were turned as Scott Fais, Global Editorial Director for IAAPA, put Matt and Josh in the hot seats and interviewed them on their careers, the impact of AttractionPros on the industry and themselves, and a series of rapid-fire questions.  We’d like to thank Scott for opening the doors to IAAPA headquarters and hosting this special episode!

 

The impact of AttractionPros on the attractions industry

 

“It’s never a straight line from being a ride operator or a sweeper or scooping ice cream to being the CEO of a company.” –Matt

 

One of the biggest impacts AttractionPros has made on the industry is that the podcast has opened people’s eyes to various career paths.  Throughout the hundreds of interviews we’ve conducted, it’s clear that there is no one clear path from being a frontline employee to an executive leader.

 

“We saw an opportunity to create something for attractions industry professionals to learn from the best in the business.” –Josh

 

When we began the podcast in 2017, we identified a gap in educational content for those building a career in the industry.  With plenty of content available for enthusiasts and travel planning, we set out to make an impact on attractions industry professionals (also known as AttractionPros) to learn from the best of the best across all areas of the attractions industry.

 

How we look at the industry differently

 

“Sometimes, when you think about people in those positions and you don’t know them, it’s easy to dehumanize them.” –Matt

 

After 299 episodes, one of the biggest takeaways is that we’re all human.  Someone in an executive leadership role may come across as intimidating, and by conducting an interview that highlights their career path, their personal life, and mistakes they’ve made along the way, it shines a light on the person behind the title.

 

“I feel that the industry is even smaller after talking to so many people.” –Josh

 

It also makes the industry feel smaller.  In addition to identifying mutual connections and connecting the dots from a networking standpoint, hearing similar challenges and guidance across attractions and facility types that you may not associate with each other, it shows that the industry is largely on the same page and singing the same song.

 

Podcast guests who have made a large impact

 

Every guest on the podcast has had an incredible story to share and an incredible message for the industry, making it difficult for Matt and Josh to each pick one!  Nevertheless, Matt stated that when we interviewed Brian Knoebel, it was a last-minute scheduling based on a cancellation, meaning we had no questions prepared.  Despite the lack of preparation, his father’s birthday, and only a few days before opening the park for the season, Brian offered us his undivided attention and conducted an incredible interview.

 

Josh cited John Wood, President and Chairman of Sally Dark Rides, and the way in which he shared how rides like Sally - and the experience in a theme park in general - create a lasting impact on people’s lives that extends far beyond the duration of the ride or the visit to the park.  We often lose sight of why people visit attractions of any kind because it gets lost in the day-to-day minutiae, and listening to John’s view of the industry is a refreshing reminder.

 

What has the podcast done for us

 

“The podcast has given me another way to give back that I never would have thought of.” –Matt

 

The podcast has deepened Matt and Josh's ability to network and make connections within the industry.  An invitation to come on a podcast is not a sales pitch, making it more likely for an executive to say yes to offering their time.  It also has been an excellent way to give back to the industry that we have gained so much from.

 

“I feel like I am continually gaining an advanced degree in the industry.” –Josh

 

Additionally, the amount of education and inspiration from the podcast makes it feels like one can gain an advanced degree in the attractions industry.  With hundreds of interviews across so many topics, the audience can learn about executive leadership, operations, hospitality, marketing, safety, animal care, DEI, and nearly every topic that you can think of that touches the attractions industry.

Scott also asked Matt and Josh about the impact that IAAPA has made on their career, the value of being an IAAPA show ambassador, how the AttractionPros Mentorship Internship came to be, common challenges that the industry is facing, advice for starting a podcast, and then a fast round of rapid-fire questions.

To learn more about IAAPA, who graciously hosted us for this special recording, visit www.iaapa.org.  To get in touch with us directly, contact attractionpros@gmail.com.

Episode 299 - How will AI disrupt the attractions industry?

How will AI disrupt the attractions industry, including theme parks, zoos, museums, aquariums, and family entertainment centers?

Artificial Intelligence (AI) has the potential to transform the attractions industry in a variety of ways, including theme parks, zoos, museums, aquariums, and family entertainment centers. Here are some ways AI could disrupt the industry:

1. Personalized experiences: AI can be used to create more personalized experiences for visitors. For example, theme parks could use facial recognition technology to identify visitors as they enter the park, and then provide recommendations for attractions and activities based on their past behavior and preferences.
2. Enhanced safety: AI can help improve safety and security at attractions. For example, facial recognition and behavior analysis algorithms could be used to identify potential threats and alert staff.
3. Efficient operations: AI can help attractions operate more efficiently by automating certain tasks. For example, chatbots could be used to answer frequently asked questions, freeing up staff to focus on other tasks.
4. Predictive maintenance: AI can help attractions predict and prevent equipment failures. For example, sensors could be used to monitor ride components and alert maintenance staff before a failure occurs.
5. Augmented and virtual reality: AI can be used to create more immersive experiences, such as augmented and virtual reality attractions. These experiences can be customized to the individual visitor, providing a unique and memorable experience.

Overall, AI has the potential to enhance the attractions industry by providing more personalized experiences, improving safety and security, and increasing efficiency. However, there are also potential risks, such as privacy concerns and job displacement. As the industry evolves, it will be important to carefully consider these risks and work to mitigate them.

What do you think?  How will AI disrupt the attractions industry?  Let us know your thoughts on Facebook, Twitter, LinkedIn, or Instagram.

Also, what do you think of this episode format?  Should we do more of these?

To connect with AttractionPros: attractionpros@gmail.com

Episode 298 - Are branding and theming the same thing?

Are branding and theming the same thing?

 

With each podcast interview, we share multiple quotes on social media aimed to inspire, motivate, and educate our audience (AKA you) while encouraging you to check out the full interview to gain the full story behind the quotes.  While promoting episode 294, we posted a quote from our interview with Jerry Davis: "Branding and theming are the same thing.”

 

If you listen to Jerry’s reason behind the quote and the full story that led to it, it makes perfect sense (side note: check out episode 294 if you haven’t already).  However, on its own, it sparks debate.  In this first-ever minisode, Matt and Josh read comments from Instagram, Twitter, and LinkedIn, where many industry professionals chimed in with their thoughts on the subject.

 

What do you think?  Are branding and theming the same thing?  Let us know your thoughts on Facebook, Twitter, LinkedIn, or Instagram.

 

Also, what do you think of this episode format?  Should we do more of these?  (Spoiler alert: episode 299 is also a minisode)

 

To connect with AttractionPros: attractionpros@gmail.com

Episode 297 - Dr. Mike Adkesson talks about learning while having fun, conservation beyond the zoo and animals being happy

Dr. Mike Adkesson is the Chief Executive Officer at the Brookfield Zoo. As a veterinarian by trade, Mike has always had a soft spot for animals, working tirelessly to create a better world for them both in nature and under human care. Mike's passion for animals began at a young age when he participated in his first animal care youth program at age 8, leading him to become a zookeeper at 15 before pursuing his doctorate in veterinary medicine. With over 15 years of experience in animal care and welfare, Mike was promoted to CEO of Brookfield Zoo in October 2021 and is now dedicated to providing guests with unforgettable experiences while also leading global conservation efforts beyond the walls of Brookfield. In this interview, Mike talks about learning while having fun, conservation beyond the zoo, and animals being happy.

 

Learning While Having Fun

"I passionately believe that people listen and learn more when they're having fun."

Mike emphasizes that the guest experience is paramount in ensuring that the messages of animal care and conservation are absorbed. When guests are surrounded by problems and can’t enjoy the true zoo experience, we can’t expect them to care about messages that go beyond the zoo. 

To tackle this problem, Mike shares that the operation needs to have excellence in every corner of the experience. The food should taste amazing, and the attractions should be engaging. However, Mike emphasizes that the most crucial element is to create intimate and one-of-a-kind animal experiences to engage guests and get them to care. Mike believes that without a great guest experience, the zoo's mission and purpose can’t be fulfilled.

 

Conservation Beyond the Zoo

"They care more about a specific species because they saw it close-up here at the zoo."

Mike's passion for conservation and the missions supported by The Brookfield Zoo stem from his background as a veterinarian. He believes that to expand these efforts, it's crucial to make the information about them readily available and easily accessible to the public. From featuring information on the website to organizing lunch seminars for the public, the zoo endeavors to communicate the other side of what they do beyond providing exceptional care for the animals at their facility.

Zoos and aquariums worldwide have provided 1 billion dollars in funding for these conservation programs. Mike shares that by letting the guests know where their dollars are going, it can create that next level of attachment to the animals in the zoo and the missions the zoo supports. Moreover, by providing intimate interactions with certain animals, the guest experience can be elevated to a call for action, inspiring them to support conservation efforts beyond their visit to the zoo.

 

Animals Being Happy

"Our animals receive better care than billions of people around the world."

In the past, Zoos haven’t been nearly as caring and appreciative of their animals as they are now. Mike shares that it’s important to change the narrative and discuss the changes that have been made over the past 30 years to bring significant improvement to the lives of these animals, and show just how important that care is.

Many guests don’t understand indicators of certain animals being happy, and can actually misunderstand those indicators. To combat this, Mike provides guests with scientific evidence and measured data to not only let the guest know that the animal is happy, but prove it. Mike emphasizes that by having open, tough conversations, guests will ultimately walk out of the experience much more educated. 

 

To connect with Mike, you can find him on LinkedIn. To learn more about The Brookfield Zoo, you can find their website here.

 

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

• Scheduling and correspondence by Kristen Karaliunas
• Summary by Mason Nichols
• Video editing by Abigail Giganan

 

To connect with AttractionPros: attractionpros@gmail.com