AttractionPros Podcast

AttractionPros
  • 5.0 (24)
  • Management
  • Updated Weekly

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.

  1. 20h ago

    Episode 460: Jake McCoy talks about human-led experiences, a single source of truth, and the Ferrari analogy

    Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.   Jake McCoy is the Interim CEO of RWS Global. With a background in technical theater production and more than 15 years of experience across live entertainment, production, operations, and business strategy, Jake has helped shape RWS into a global leader in live moments across cruise lines, theme parks, sports, and destination experiences. After meeting RWS founder Ryan Stana backstage during Mariah Carey’s first “All I Want for Christmas Is You” production at the Beacon Theatre, Jake joined the company and has since worked across nearly every department within the organization. In this interview, Jake talks about human-led experiences, a single source of truth, and the Ferrari analogy. Human-Led Experiences “At the end of the day, for me, this is really what it is all about is we create human-led experiences powered by exceptional human talent.” Jake emphasized that while technology and AI continue to reshape the entertainment landscape, RWS differentiates itself through people. He explained that the company’s success comes from blending creative excellence with operational excellence while relying on world-class talent to bring experiences to life. Rather than simply producing entertainment, RWS focuses on creating emotional human connections through storytelling and immersive engagement. He shared that audiences today no longer want entertainment to simply “happen at them.” Instead, guests want to actively participate in experiences. Jake highlighted immersive cruise ship lounges, secret speakeasy experiences, and branded activations as examples of how RWS creates environments where guests become part of the story. He also reflected on the emotional impact of character meet-and-greets, explaining that even seemingly small interactions can become lifelong memories for families and children. Single Source Of Truth “I think one foundational principle, it doesn't matter how big you are, it doesn't matter if you're a five-person team or a 500-person team, is single source of truth.” As RWS expanded globally through acquisitions, Jake explained that communication and operational alignment became one of the company’s biggest challenges. He described how different offices initially operated on disconnected systems, making collaboration inefficient and inconsistent. To solve this, RWS implemented a unified operational infrastructure where all teams use the same communication tools, HR systems, project management platforms, and content repositories. Jake explained that a single source of truth is about much more than software. It creates clarity, accountability, and consistency across an organization. Whether someone works in New York, Shanghai, London, or Riyadh, every team member knows exactly where to find the most accurate information and how to communicate effectively. He stressed that scalable businesses require stable systems, consistent rhythms, and clearly defined communication channels that allow people to focus on delivering experiences instead of searching for the correct version of a document. The Ferrari Analogy “RWS Global looks like a Ferrari on the outside. My job is to make sure that it is built like a Ferrari on the inside.” Jake used this analogy to explain his operational philosophy as COO and now Interim CEO. While many companies focus only on what guests see externally, he believes long-term success depends on building strong systems, infrastructure, and operational discipline beneath the surface. That includes scalable processes, integrated global teams, intentional communication strategies, and carefully aligned acquisitions. He explained that sustainable growth requires more than rapid expansion. Organizations must build a reliable internal engine capable of supporting future scale without sacrificing quality or culture. Jake shared that RWS learned early on that acquisitions do not naturally integrate themselves. Success requires clear communication, cultural understanding, unified systems, and leadership that intentionally creates one cohesive team. By building a strong operational foundation, RWS has positioned itself to continue growing across entertainment and sports markets around the world.   Jake can be reached on LinkedIn, as well as through the official RWS Global Instagram account at @rwsglobalofficial. To learn more about RWS Global, visit www.rwsglobal.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)

    44 min

  2. Jun 23

    Episode 459: Alyse Sklover talks about “nail it before you scale it,” collaboration as our power-up, and letting your guests be mad

    Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.   Alyse Sklover is the Senior Manager of Events and Partnerships at ROLLER. Her career in the attractions industry began at The Walt Disney Company, where she worked in merchandise and entertainment in Tomorrowland before transitioning into the music industry. After studying at Rosen College of Hospitality Management, she returned to attractions at Kennedy Space Center Visitor Complex, later joining IAAPA during the pandemic as the FEC and LBE liaison. Following a role with Escapology, she joined ROLLER, where she now focuses on events and community marketing initiatives that strengthen collaboration across the attractions industry. In this interview, Alyse talks about “nail it before you scale it,” collaboration as our power-up, and letting your guests be mad. Nail it before you scale it “Make sure that your focus really is on nailing it before you scale it.” Alyse emphasized that attractions often become so focused on creating memorable “wow” moments that they overlook the operational basics guests expect. Drawing from her experience at Kennedy Space Center Visitor Complex, she explained that safety, cleanliness, and consistency must come before entertainment enhancements. She pointed out that no amount of “pixie dust” can overcome overflowing trash cans, unsafe walkways, or poor food quality. She also connected this philosophy to larger entertainment brands. While she admires the creativity and energy of many organizations, she believes the industry sometimes becomes overly focused on spectacle instead of operational fundamentals. Alyse argued that once a company reliably delivers on core expectations, the added entertainment elements become much more impactful. Collaboration as our power-up “Collaboration is my absolute favorite thing. And the power up for sure, it's what keeps this industry going.” Alyse described community marketing as a way to strengthen the already collaborative nature of the attractions industry. Rather than building competing platforms or sales-focused events, her goal is to make existing resources more accessible to operators who are often stretched thin. She discussed creating regional events, roundtables, and resource hubs that help operators connect, learn, and support one another. She believes attractions are unique because competitors openly share ideas, strategies, and best practices. Alyse shared a story about one roller skating operator willingly allowing another operator in the same state to copy her liability waiver because she simply wanted to help. She noted that poor experiences at one attraction can negatively impact perceptions of the entire industry, which motivates operators to collectively raise standards rather than protect information. Letting your guests be mad “Just let me be upset. I'm not mad at you. This is not your failure. You're trying to make it right, but just let me be upset.” Guest recovery is one of Alyse’s biggest passions, and much of her philosophy was shaped during her time at Kennedy Space Center Visitor Complex, where rocket launches could be scrubbed moments before liftoff. She explained that guests often traveled internationally and built entire vacations around launches, making those emotional disappointments incredibly difficult to recover from. Instead of immediately trying to “fix” emotions, she learned the importance of first allowing guests to feel disappointed and heard. Alyse also stressed the importance of empowering frontline employees to resolve issues quickly. Crew members were given tools and recovery options they could offer immediately without waiting for management approval. She believes silence and delays only escalate frustration, while empathy and decisive action build trust. In many cases, she argued that a well-handled recovery can create a more loyal guest than an experience where nothing went wrong at all.   Alyse can be reached on LinkedIn, as well as through ROLLER’s website. To learn more about ROLLER, visit roller.software. 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)

    34 min

  3. Jun 16

    Episode 458: Scott Brown talks about being an ambassador for service, how everything is marketing, and serving your niche

    Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning. Scott Brown is an attractions marketing leader with a career that spans family entertainment centers, digital solutions for attractions, and nearly a decade leading marketing initiatives for Family Entertainment Group. From working at miniature golf courses as a teenager to becoming a GM and marketing executive, Scott has built his career around creating memorable experiences and helping attractions connect emotionally with guests. Throughout the conversation, he reflects on the intersection of service, operations, and marketing, while sharing lessons learned from both leadership and frontline experience. In this interview, Scott talks about being an ambassador for service, how everything is marketing, and serving your niche. Being an ambassador for service “Excellent service is easy to understand, but it is very difficult to execute.” Scott explains that his passion for guest service was heavily inspired by his admiration for the Disney parks and their ability to create emotional connections with guests. Early in his leadership career, he immersed himself in service training philosophies and focused on teaching teams not only what to do, but why service matters. He emphasizes that excellent service is easy to understand but difficult to execute consistently because it requires leadership commitment, operational alignment, and emotional buy-in from employees. He also discusses how scalable service culture cannot rely solely on slogans or surface-level friendliness. Instead, it must be embedded into leadership behaviors and daily operations. Scott believes that service starts with leaders who genuinely care about their teams, understand employee challenges, and reinforce the broader vision behind the guest experience. By doing so, organizations create teams that continue delivering exceptional experiences even during difficult or stressful moments. Everything is marketing “Everything is marketing and marketing is everything.” Scott describes marketing as far more than advertisements, coupons, or social media campaigns. In his view, every guest touchpoint contributes to the marketing of an attraction, from the condition of the parking lot to the attitude of frontline employees. He explains that marketing and guest service are inseparable because marketing creates expectations while operations and service fulfill them. He shares that the strongest organizations intentionally align their messaging with the actual emotional experience guests will have on-site. When marketing promises one experience but operations fail to deliver it, the organization damages trust. Conversely, even attractions with weak advertising can generate powerful word-of-mouth marketing if the guest experience exceeds expectations. Scott repeatedly returns to the importance of emotion and “feel,” explaining that the best marketing communicates how guests will feel during the experience, not simply what they will buy. Serving your niche “If you want to be something for everybody, you’re going to be something for nobody.” Scott believes one of the biggest mistakes attractions make is trying to appeal to everyone instead of identifying a distinct audience and emotional position in the marketplace. He explains that attractions are not simply competing against businesses with similar offerings, but against every experience that competes for guests’ discretionary time and money. Using an example from his work with an entertainment center in Massachusetts, Scott describes how his team focused on positioning the venue as the place “where fun families come to compete and play.” He explains that the phrase was intentionally crafted to shape both the attraction’s messaging and the emotional identity of the guests they hoped to attract. By clearly defining the type of guest experience they wanted to create, the organization was able to communicate more authentically and differentiate itself from competitors. Scott believes the most successful organizations are the ones that deeply resonate with a specific audience rather than attempting to broadly appeal to everyone.   Scott can be reached on LinkedIn, as well as by email at browngator1@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: AttractionPros.com AttractionPros@gmail.com AttractionPros on Facebook AttractionPros on LinkedIn AttractionPros on Instagram AttractionPros on Twitter (X)

    49 min

  4. Jun 9

    Episode 457: Lauren Weaver talks about the impact of dark rides, reciprocal marketing and growing up in the industry

    Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning. Lauren Weaver is the Vice President of Marketing and Business Development at Sally Dark Rides. Raised in Jacksonville, Florida, Lauren grew up immersed in the attractions industry through her family’s business and early exposure to IAAPA expos and theme parks around the world. After graduating from Florida State University with a degree in international affairs, she spent time working at Adventure Landing to gain operational experience before joining Sally Dark Rides and helping lead the company’s marketing and promotional efforts. In this interview, Lauren talks about the impact of dark rides, reciprocal marketing, and growing up in the industry. The impact of dark rides “One of the best things about a dark ride is that it truly gives you a memory that you walk away with and that you hold onto.” Lauren explains that dark rides create a unique emotional connection for guests because they allow families to experience attractions together rather than splitting up due to height restrictions or thrill intensity. She shares how dark rides can become defining attractions for parks, helping create traditions that span generations. Unlike many attractions that cater to specific audiences, dark rides provide a shared storytelling experience where parents and children can enjoy the same adventure side by side. She also discusses how strong themed storytelling extends beyond the attraction itself. Using examples like Phantom Theater at Kings Island and Cupfusion at Hersheypark, Lauren highlights how dark ride characters and stories can influence food and beverage, merchandise, and other attractions throughout a park. She emphasizes that a successful dark ride delivers both short-term excitement and long-term return on investment through nostalgia, repeat visitation, and multi-generational appeal. Reciprocal marketing “If they’re making our product look good, and I’m helping them make our product look good, we both shine.” Lauren shares how marketing a dark ride differs from promoting visible attractions like roller coasters. Since guests cannot immediately see what is inside the attraction building, the marketing must focus on story, mystery, characters, and anticipation. She describes how Sally Dark Rides collaborated with Kings Island to build excitement around Phantom Theater by teasing mysterious developments and releasing behind-the-scenes content that generated strong engagement on social media. She also explains the reciprocal nature of attraction marketing between manufacturers and parks. When a park promotes a new attraction, it elevates the visibility of the supplier that created it. At the same time, Sally Dark Rides actively supports its clients through content creation, trade show exposure, and production updates that help parks market their new attractions more effectively. Lauren notes that this partnership-driven approach allows both companies to benefit from each other’s visibility and credibility within the industry. Growing up in the industry “As soon as you get a taste of this wonderful and incredibly fun attractions industry, you get addicted.” Lauren reflects on growing up around the attractions business and attending IAAPA expos from a young age with her father, Sally Dark Rides co-founder John Wood. She recalls how overwhelming and exciting the trade shows felt as a child, constantly meeting new people and learning about innovative attractions. Rather than simply observing, she was encouraged to actively participate by speaking with attendees and helping represent the company on the trade show floor. That early exposure helped shape her passion for the industry and ultimately influenced her career path. Lauren also credits her time working at Adventure Landing for giving her valuable operational perspective, from handling birthday parties to managing large group events and learning how multiple departments work together to create a seamless guest experience. She believes those experiences strengthened her understanding of what parks truly need from their attraction partners and helped prepare her for her current leadership role at Sally Dark Rides.   Lauren can be reached on LinkedIn, as well as on Facebook. To learn more about Sally Dark Rides, visit www.sallydarkrides.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)

    49 min

  5. Jun 2

    Episode 456: Paul Couch talks about theme park career stories, entertainment as the human experience, and working with Dolly

    Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.   Paul Couch is the Creative Producer of PTC Stages. Over the course of a decades-long career in entertainment, Paul built a remarkable path through theme parks, concert venues, theater management, and higher education. Beginning as a singer inspired by live performance, he worked at parks including Kings Island, Opryland USA, and Dollywood while also helping lead entertainment operations at the historic Ryman Auditorium. Along the way, he produced concerts, managed festivals, developed theatrical productions, and later became an Assistant Professor at Middle Tennessee State University. In this interview, Paul talks about theme park career stories, entertainment as the human experience, and working with Dolly. Theme park career stories “Working at King's Island that summer was the best job of my life.” Paul shares a fascinating career journey that began with a desire to become a professional singer after being inspired by a live Neil Diamond album as a teenager. That passion eventually led him into the theme park industry when he was hired to perform at Kings Island, where he unexpectedly found himself immersed in country music and theme park entertainment. That experience introduced him to a larger world of live entertainment production and sparked his interest in building a career beyond performing alone. From there, Paul worked his way through Nashville’s entertainment scene, balancing music industry jobs with carpentry work before deciding to pursue live show production full time. Networking played a critical role in helping him transition into management at Opryland, where he developed a reputation for getting things done and eventually became deeply involved in concerts, Halloween festivals, and large-scale entertainment operations. His career later expanded to the Ryman Auditorium, where he helped guide concerts and theatrical productions during a transformative period for downtown Nashville before ultimately joining Dollywood’s entertainment leadership team. Entertainment as the human experience “Entertainment has a big footprint, not just as a business, but as part of the human experience.” Paul offers a thoughtful perspective on why entertainment matters so deeply within theme parks and beyond. He explains that gathering together for shared experiences is fundamentally part of being human, pointing to the ancient Greek Theater of Dionysus as evidence that people have always sought communal entertainment experiences. For Paul, theme parks are not simply offering rides and attractions. They are creating opportunities for emotional connection and collective experiences that guests actively crave. He also discusses the evolving role of technology in entertainment and how guest expectations continue to rise. Modern audiences expect sophisticated lighting, sound, video, and production value, and parks that successfully balance those advancements with manageable operating costs will be positioned well for the future. Paul believes entertainment remains essential because it fulfills something deeply rooted in human nature, which is why live concerts, productions, and immersive experiences continue to grow in popularity across the industry. Working with Dolly “She is the person that you hope she is.” When discussing his experience working with Dolly Parton, Paul describes her as authentic, professional, and deeply collaborative. He explains that while working with someone of Dolly’s stature was initially intimidating, their relationship evolved over time into a friendship built on trust and mutual respect. He credits her with maintaining incredibly high standards for the entertainment experiences connected to her name while also remaining approachable and generous in the creative process. Paul also shares insight into their collaboration on Dolly Parton’s Smoky Mountain Christmas Carol, a musical that premiered in Boston before touring internationally and across the United States. He emphasizes that Dolly values equal collaboration and genuinely wants to hear ideas from her creative partners. That openness, combined with her professionalism and kindness, helped create an environment where everyone involved could feel proud of the final product and invested in the work they created together.   Paul can be reached on LinkedIn, as well as by email at ptcstages@gmail.com. To learn more about PTC Stages, visit www.ptcstages.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)

    47 min

  6. May 26

    Episode 455: Walter Magnuson talks about legends and lore, steering the passion, and providing reassurance

    Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.   Walter Magnuson is the Executive Director of Winchester Mystery House. With a background that includes guest-facing leadership roles at The Walt Disney Company and experience in hospitality, entertainment, and operations, Walter brings a blend of historical stewardship and modern attraction management to one of the most recognizable historic properties in the United States. Throughout the conversation, he shares insights into preserving the legacy of Sarah Winchester while continuing to evolve the guest experience for modern audiences. In this interview, Walter talks about legends and lore, steering the passion, and providing reassurance. Legends and lore “And the legends and lore of the story is that she sought out a medium… and the medium advised that all the karma is cursing you.” Walter explains how the story of Sarah Winchester continues to fascinate guests more than a century after her passing. He walks through the origins of the home, from Sarah’s personal tragedies and the rise of spiritualism in the late 1800s to the unusual architectural features that still define the estate today. The house’s winding hallways, stairs leading nowhere, and sealed-off rooms have fueled decades of speculation and intrigue, helping transform the property into a globally recognized attraction. At the same time, Walter emphasizes that the attraction is not solely about ghost stories. The team continues uncovering new historical details about Sarah Winchester’s philanthropy, business acumen, and influence during a time when few women held similar power or independence. By balancing the paranormal appeal with deeper historical storytelling, Winchester Mystery House continues to evolve while still honoring the myths and mysteries that first captured public attention. Steering the passion “I think it’s really trying to steer that passion in the direction that is most beneficial for us and for the guest experience.” Walter speaks candidly about leading a team of “caretakers” who feel personally connected to the house and its history. Rather than referring to employees as staff members, the organization embraces the idea that everyone is collectively responsible for preserving and sharing Sarah Winchester’s legacy. Walter explains that many team members feel deeply protective of the property, sometimes even hesitant to expose certain areas of the house to guests out of fear of damage or overuse. His leadership approach focuses on channeling that passion toward guest-centric thinking. By opening previously restricted spaces, enhancing storytelling, and modernizing parts of the experience, Walter has worked to shift the internal culture toward accessibility and hospitality while still respecting the home’s historical significance. He also discusses the realities of operating a privately owned historic attraction, reminding the team that ticket revenue directly funds restoration efforts and keeps the property relevant for future generations. Providing reassurance “It’s not escapism and it’s not fantasy. It’s reassurance.” Walter reflects on lessons he learned during his time at Disney, specifically the philosophy shared by legendary Imagineer John Hench. Walter explains that great attractions do more than entertain. They reassure guests that the world is meaningful, welcoming, and worth exploring. He connects that philosophy directly to Winchester Mystery House and other historic attractions that create emotional experiences capable of inspiring guests long after they leave. Walter also applies this mindset to leadership and organizational culture. Whether discussing neighborhood development around the property or guiding employees through operational change, he consistently emphasizes optimism, communication, and perspective. For him, attractions are not just places people visit. They are places where people reconnect with history, imagination, and each other. That sense of reassurance, he believes, is what makes experiences truly memorable and enduring.   Walter can be reached on LinkedIn, as well as by email at walter@winchestermysteryhouse.com. To learn more about Winchester Mystery House, visit Winchester Mystery House. 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)

    50 min

  7. May 19

    Episode 454 - Niko Radjenovic talks about about pioneering conservation, nimble leadership, and cascading goals

    Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.   Niko Radjenovic is the Vice President of Business Services for the Wildlife Conservation Society. After growing up visiting the Bronx Zoo as a child, Niko joined the organization at just 15 years old as a seasonal employee and has now spent nearly 35 years with WCS, rising through the ranks from frontline operations to executive leadership. Today, he oversees attendance-driven revenue and visitation strategies across the Bronx Zoo, New York Aquarium, Central Park Zoo, Prospect Park Zoo, and Queens Zoo. In this interview, Niko talks about pioneering conservation, nimble leadership, and cascading goals. Pioneering conservation “We were a pioneer in conservation. Now it's one of those buzzwords, but a hundred plus years ago, not so much.” Niko explains how the Bronx Zoo and the Wildlife Conservation Society helped shape modern conservation efforts long before conservation became a mainstream focus. He shares the story of how the Bronx Zoo played a key role in helping save the American bison population more than a century ago by breeding bison and reintroducing them into protected habitats in the western United States. He also highlights the organization’s history of creating naturalistic, cageless habitats that transformed how zoos approached animal care and guest experiences. Throughout the conversation, Niko reinforces how conservation is woven into every aspect of the organization. From educational messaging throughout the parks to the global field conservation programs operated by WCS, he emphasizes that the guest experience is designed to inspire visitors to care about wildlife and natural habitats. He also discusses how initiatives like the Animal Planet series The Zoo helped communicate the level of care and dedication behind animal welfare and conservation efforts. Nimble leadership “You have to take risks and you have to try new stuff.” Having spent his entire career with one organization, Niko reflects on the leadership philosophy that has allowed him to continually evolve while keeping his teams engaged. He describes the importance of understanding what success looks like, empowering people based on their strengths, and creating excitement around organizational change. Rather than relying on rigid structures or micromanagement, he focuses on transparency, consistency, and helping team members grow into new opportunities. Niko also shares how he approaches leadership with an entrepreneurial mindset. He discusses a pivotal decision around food service operations, where instead of outsourcing, he proposed reinvesting in the business internally and building the expertise needed to improve operations from within. That decision led to significant growth and stronger financial returns for the organization. He credits much of that success to being nimble, embracing change, and surrounding himself with talented people who can execute effectively. Cascading goals “We always make sure they're cascading, that everybody's goals support their manager's goals, support the department goals, support my goals as the business unit head.” One of the leadership concepts Niko revisits multiple times throughout the interview is the importance of alignment across teams and departments. Managing five different properties across New York City requires consistent communication, shared priorities, and a clear understanding of organizational objectives. He explains how cascading goals help ensure every employee understands how their role contributes to broader organizational success. Niko also describes practical strategies for maintaining consistency across multiple locations, including leadership exchanges between properties, regular walkthroughs, and what he calls “inspect what you expect.” By visiting the parks both as a leader and anonymously as a guest, he gains firsthand insight into the visitor experience and identifies opportunities for improvement. This alignment between strategy, operations, and frontline execution has helped WCS maintain strong guest experiences while continuing to grow attendance and revenue.   Niko can be reached on LinkedIn, as well as by email at nradjenovic@wcs.org. To learn more about the Wildlife Conservation Society, visit WCS.org. This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:   Scheduling and correspondence by Kristen Karaliunas   To connect with AttractionPros: AttractionPros.com AttractionPros@gmail.com AttractionPros on Facebook AttractionPros on LinkedIn AttractionPros on Instagram AttractionPros on Twitter (X)

    50 min

  8. May 12

    Episode 453 - Melissa Felder talks about purpose-driven organizations, people-powered experiences and future of cultural attractions

    Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning. Melissa Felder is an executive leader in cultural attractions with more than three decades of experience across consumer packaged goods, technology, financial services, and mission-driven organizations. She has held senior leadership roles at the California Academy of Sciences and most recently served as interim Executive Director at CuriOdyssey. Her career reflects a progression from marketing and product leadership into full organizational oversight, with a focus on experience, revenue, and purpose alignment. In this interview, Melissa talks about purpose-driven organizations, people-powered experiences, and the future of cultural attractions. Purpose-driven organizations “I am a purpose-driven cultural attractions executive leader with over three decades of professional experience developing and growing public-facing brands.” Melissa emphasizes that purpose is not just a statement but an evolving framework that guides decision-making and experience design. She shares how mission statements at the California Academy of Sciences evolved from “explore, explain, protect” to a more forward-looking focus on regeneration, reflecting broader societal shifts. These changes were not cosmetic. They influenced how teams communicated, how experiences were designed, and how success was measured. She also highlights the importance of alignment between organizational purpose, team purpose, and individual purpose. When these are in sync, teams can execute with clarity and conviction. Without that alignment, even well-crafted missions can fall flat. For leaders, the challenge is not defining purpose but operationalizing it in a way that is both meaningful and actionable. People-powered experiences “When a person is involved in the interaction, it greatly increases the entire visit satisfaction.” Melissa stresses that while exhibits and environments matter, it is people who bring experiences to life. At Cal Academy, her team embedded the mission into both physical design and human interaction by equipping staff with prompts and conversation starters that encouraged guests to think, reflect, and connect with nature. These small moments of engagement became critical touchpoints in the overall experience. She explains that people-powered experiences require intentional design, continuous training, and feedback loops. Staff were not only trained but also involved in refining messaging based on guest interactions. This created a sense of ownership and improved outcomes. The result is a virtuous cycle where stronger interactions lead to higher satisfaction, which in turn drives repeat visitation and advocacy. Future of cultural attractions “The shift is from being a passive spectator to being an active participant.” Looking ahead, Melissa identifies a major shift in how guests engage with cultural attractions. Experiences are moving away from passive observation toward active participation, where guests interact, question, and immerse themselves in meaningful ways. This trend is paired with a move toward personalization, where visits are tailored to different audiences rather than designed for a single “average” guest. She also points to broader changes, including increased focus on conservation in zoos and aquariums, evolving ethical considerations, and the integration of technology in ways that enhance rather than replace physical experiences. While digital tools will play a role, she believes the power of real-world, sensory engagement will remain central. The future will be defined by organizations that connect purpose, participation, and personalization into a cohesive guest experience.   Melissa can be reached on LinkedIn, as well as by email at mfelder@tamviewstrategy.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)

    44 min
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5
out of 5
24 Ratings

About

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.

Information

  • Creator
    AttractionPros
  • Years Active
    2017 - 2026
  • Episodes
    100
  • Rating
    Clean
  • Copyright
    © Copyright 2017 . All rights reserved.
  • Show Website
    AttractionPros Podcast

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