Skip the Queue

Rubber Cheese

Skip the Queue is for visitor attraction owners, directors and suppliers who want to improve their organisations and deliver a better experience for their guests. Each episode we speak with inspiring industry experts who share their knowledge of what really makes an attraction successful. This podcast is brought to you by Merac. We're here to help attractions unlock growth with innovative solutions, expert insights, and customer-first strategies.

  1. The Leaders Redefining the Visitor Attractions Industry - Emily Popovich, Rachael Hamilton, Ruth Read, Liz Sanchez Rasking & Claire Furnival

    1 DAY AGO

    The Leaders Redefining the Visitor Attractions Industry - Emily Popovich, Rachael Hamilton, Ruth Read, Liz Sanchez Rasking & Claire Furnival

    In this special International Women’s Day episode of Skip the Queue, guest host Claire Furnival brings together four leaders from across the global visitor attractions industry to discuss progress, challenges and what comes next. Joining Claire are Emily Popovich of KMI International, Rachael Hamilton of Rise AV, Liz Sanchez Rasking of Looking Glass Strategies and Entertainment SHE-nanigans, and Ruth Read of blooloop. They share personal career journeys and discuss the ongoing barriers women face, including pay gaps, unconscious bias, burnout, safety at trade shows and confidence in leadership. The episode highlights practical initiatives driving change, such as mentoring programmes, representation in awards and panels, pay transparency advocacy and grassroots networking groups. The conversation reinforces the importance of community, allyship, visibility and self advocacy in accelerating equality across the sector, while recognising there is still work to do before women focused initiatives are no longer needed. Key Topics Discussed Career pathways in attractions, AV, media and themed entertainment Confidence gaps and self advocacy Burnout and workplace pressures Gender pay transparency Safety and inclusion at trade shows Mentoring and leadership development Representation on boards and industry awards The role of allyship Building safe and supportive networks Priorities for the next five years   Show References:   Claire Furnival, Client Success Manager of JP Showsystems & previously Head of Engineering of Merac http://www.jpshowsystems.com https://www.linkedin.com/in/claire-furnival-exec/   Emily Popovich, Director of Global Business Development of KMI International https://www.kmiintl.com/ https://www.linkedin.com/in/emilypopovich/   Rachael Hamilton, Managing Director of Rise AV https://www.rise-av.com/ https://www.iamrachael.co.uk/ https://www.linkedin.com/in/rachael-hamilton-836a5825/   Liz Sanchez Rasking,  Founder | Director of Business Development, Looking Glass Strategies https://www.looking-glass.pro/ https://www.linkedin.com/in/lizsanchezrasking/   Ruth Read, Director of blooloop http://www.blooloop.com/ https://www.linkedin.com/in/ruthread/   There's an incredible line-up of events taking place for this year's #IWD that you can be a part of: 📅 5th March | 2:00pm EST & 7:00pm GMT Live Chat: Empowered voices: Celebrating Women who Lead and Inspire hosted by IAAPA. https://iaapa.org/event/live-chat-empowered-voices-celebrating-women-who-lead-and-inspire 📅 6th March | 1:00pm EST  The Power of Connection Webinar brought to you by MUSE and the Female Leaders of Amusement Parks and Attractions.https://events.teams.microsoft.com/event/b47d6a8c-57f5-4e75-b0bc-ffc33c415d11@9ce37703-53e8-441e-8fba-26704215ed39 📅 12th March | 3:30 - 8:00pm GMT  Rise AV International Women’s Day 2026 | Give to Gain hosted by Rise AV. https://www.eventbrite.co.uk/e/rise-international-womens-day-2026-give-to-gain-tickets-1982282957688   Skip the Queue is brought to you by Crowd Convert. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your guest host is Claire Furnival. If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm. If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn. Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.   Download your FREE copy here

    45 min
  2. Master Planning the Future: How to Build Visitor Attractions That Last - Ray Hole

    25 FEB

    Master Planning the Future: How to Build Visitor Attractions That Last - Ray Hole

    In this episode of Skip the Queue, Andy Povey is joined by Ray Hole of Ray Hole Architects for a wide-ranging and thought-provoking conversation about strategy, storytelling and the true economics of experience design. Key Topics Discussed The “Camelot” collaboration model in attraction development Experience economy vs. pure economics Primacy and recency effects in guest psychology Designing the departure experience Turning operational cost into experiential value Storytelling through architecture Instagrammable design and generational behaviour Empathy in ticketing and security Integrating accommodation into attraction strategy Converting capex into revenue-generating experiences   Show References:   Ray Hole, Managing Director of Ray Hole Architects https://www.rayhole-architects.com/ https://www.linkedin.com/in/ray-hole-a6b7396/   Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.   Credits: Written by Emily Burrows (Plaster) Edited by Steve Folland Produced by Emily Burrows and Sami Entwistle (Plaster) Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.   Download your FREE copy here

    51 min
  3. Live at Cultural Enterprises Conference with Richard Paterson

    18 FEB

    Live at Cultural Enterprises Conference with Richard Paterson

    In this live episode of Skip the Queue, recorded at the Association of Cultural Enterprises Conference, Andy Povey is joined by Richard Paterson, Chief Operating Officer at the Shakespeare Birthplace Trust, to explore the delicate balance between commercial performance and heritage protection. Richard shares practical, real-world strategies for running sustainable cultural attractions in a challenging post-Covid landscape from improving ticket yield to rethinking discount strategies. Key Topics Discussed:Post-Covid financial pressures on cultural attractions Increasing income yield without increasing footfallSimplifying ticket structures at the Shakespeare Birthplace TrustReducing and rationalising discountsEncouraging online booking vs on-the-door salesUsing ticketing data to test and track performanceRe-engaging local audiences within drive-time marketsGrowing repeat visitationCommunicating conservation impact to visitorsTurning restoration work into part of the experienceLeveraging cultural moments like Hamnet to refresh storytellingShow References:   Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   Richard Paterson, Chief Operating Officer at the Shakespeare Birthplace Trust https://www.shakespeare.org.uk/https://www.linkedin.com/in/richardpaterson1/  Cultural Enterprises ConferenceBirmingham on 9-11 February 2026https://culturalenterprises.org.uk/conference/  Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.   Credits: Written by Emily Burrows (Plaster) Edited by Steve Folland Produced by Emily Burrows and Sami Entwistle (Plaster) Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.   Download your FREE copy here

    30 min
  4. From Brand to Belonging: Designing Experiences People Feel Connected to - Mark Lofthouse

    11 FEB

    From Brand to Belonging: Designing Experiences People Feel Connected to - Mark Lofthouse

    In this episode of Skip the Queue, Andy Povey is joined by Mark Lofthouse, Creative Director and Business & Client Strategy Manager at RWS Global, a global entertainment company delivering experiences across attractions, live events and destination design. Mark shares his journey into the attractions industry, from starting out in haunted attractions as a teenager to leading creative strategy on IP-led experiences around the world. Andy and Mark talks about how brands and attractions can create meaningful emotional connections, why guest-first design is critical to commercial success, and how IP partnerships can help venues reach new audiences when done thoughtfully. The conversation also looks ahead to the future of immersive experiences, personalisation, and what regional and family attractions can learn from projects that are thriving today. Key Topics Discussed:Emotional connection as the core of great attractionsHow IP and brands can attract new audiencesWhy guest-first design matters more than visualsWhat makes IP partnerships succeed or failLessons for regional and family attractionsThe future of immersive and personalised experiences  Show References:   Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   Mark Lofthouse, Senior Manager, Business & Client Strategy at RWS Global https://www.rwsglobal.com/https://www.linkedin.com/in/markloftcd/  Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.   Credits: Written by Emily Burrows (Plaster) Edited by Steve Folland Produced by Emily Burrows and Sami Entwistle (Plaster) Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.   Download your FREE copy here

    40 min
  5. How to Design Play Spaces That Drive Revenue and Repeat Visits - Simon Egan

    4 FEB

    How to Design Play Spaces That Drive Revenue and Repeat Visits - Simon Egan

    In this episode of Skip the Queue, Andy Povey is joined by Simon Egan, Project Development Fellow at CAPCO, the creative studio behind some of the UK’s most immersive and story-led play environments. Simon shares his unexpected journey into the attractions industry, from co-creating the much-loved BeWILDerwood to founding CAPCO and championing play as a powerful driver of social connection, wellbeing, and commercial success. Andy and Simon explore why play matters more than ever in a screen-dominated world, how storytelling can transform visitor experiences, and what attractions can learn from farm parks, schools, and international projects.   Key Topics Discussed:Simon’s route into the attractions industryThe creation and success of BeWILDerwoodWhy story and narrative are critical to play designGetting children (and parents) playing again outdoorsThe impact of play on wellbeing, inclusion, and social skillsDesigning for dwell time, food spend, and revenue growthLessons from farm parks in the UK and North AmericaWhy play is becoming just as important for adultsCAPCO’s Royal Warrant and future projects  Show References:   Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   Simon Egan - Project Development Fella at CAP.CO (Creating Adventurous Places Ltd) https://www.wearecapco.comhttps://www.linkedin.com/in/simonpegan/  Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.   Credits: Written by Emily Burrows (Plaster) Edited by Steve Folland Produced by Emily Burrows and Sammy Entwistle (Plaster), with Wenalyn Dionaldo (Skip the Queue HQ) Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.   Download your FREE copy here

    41 min
  6. How to Improve Your Attraction’s Website in 2026: What the Latest Data Tells Us - Simon Jones and Steve Mills

    28 JAN

    How to Improve Your Attraction’s Website in 2026: What the Latest Data Tells Us - Simon Jones and Steve Mills

    In this episode of Skip the Queue, Andy Povey explores how visitor attractions can improve website performance in 2026 using insight from the 4th Visitor Attractions Website Survey. Andy is joined by two contributors to the report: Simon Jones, Managing Director at NavigateSteve Mills, Director at Decision HouseThey break down what visitors expect from attraction websites, how digital behaviour is changing, and where operators should focus to improve conversion, visibility and trust. Key Topics Discussed:AI search and how visitors are using it without realisingMobile-first design and poor mobile performanceWebsite speed and its impact on conversionVisitor confidence, risk and late booking behaviourPricing transparency and hidden feesFlexible ticketing and weather-driven decisionsReviews, social proof and AI-driven discoveryUsing first-party data more effectivelyThe rise of repeat visitors over first-time visits  Show References:   Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   Simon Jones - Managing Director of Navigate https://navigate.agency/https://www.linkedin.com/in/simontjones/  Steve Mills, Director at Decision House https://decisionhouse.co.uk/https://www.linkedin.com/in/steve-mills-0528661b/  Mentioned: Olly Reed of Navigate Agency: https://www.linkedin.com/in/olly-reed/   Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey. If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm. Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.   Download your FREE copy here

    41 min
  7. Burnout and Blue Monday: Why Wellness Matters in the Attractions Industry - Emma Newell

    19 JAN

    Burnout and Blue Monday: Why Wellness Matters in the Attractions Industry - Emma Newell

    This special Monday release of Skip the Queue marks Blue Monday, often labelled the most depressing day of the year. But is Blue Monday real, or just clever marketing? Andy Povey is joined by Emma Newell, Chair of the TEA Wellness Council, to unpack the truth behind Blue Monday and explore a much bigger issue facing the attractions industry: burnout. Key Topics Covered:  The truth about Blue MondayWhat burnout really looks likeThe Window of ToleranceWhy the attractions industry is uniquely challengingWhy burnout often feels “normal” in themed entertainmentSeasonal living and energy managementLeadership, boundaries and responsibilityThe role of the TEA Wellness Council  Show References:   Emma Newell, TEA Chair, and Strategy, Culture & Leadership Coach at Magnetic Moon Coaching https://www.teaconnect.org/https://magneticmooncoaching.com/https://www.linkedin.com/in/emma-newell-magneticmooncoachingltd/  Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey. If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm. If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn. Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.   Download your FREE copy here

    46 min
  8. Windsor Great Park Illuminated: Designing Experiences That Draw Guests Back Year After Year - Rob Paul and Kathryn Stafford

    10/12/2025

    Windsor Great Park Illuminated: Designing Experiences That Draw Guests Back Year After Year - Rob Paul and Kathryn Stafford

    Step into the woods with us for a behind-the-scenes look at one of the UK’s most iconic winter light trails: Windsor Great Park Illuminated. In this episode of Skip the Queue, Paul Marden is joined on-site by Rob Paul, Design Director at LCI Productions, and Kathryn Stafford, Senior Events Manager at IMG Events, to discuss how this 2.2km light trail continues to evolve, surprise and delight hundreds of thousands of visitors each year. Rob and Kathryn reveal how they transform a natural woodland into a breathtaking immersive world — all while protecting wildlife and crafting stories that keep guests coming back year after year. You’ll discover: What’s new for the 2025 trailThe creative process behind reinventing the experience annuallyThe challenges of designing large-scale AV in a protected natural landscapeHow iconic Instagram moments are balanced with quieter storytellingBrand-new characters, narratives and festive surprisesTrends in repeat visitation and evolving guest expectations    Show References:   Windsor Great Park Illuminated  https://www.windsorilluminated.com/tickets/  Rob Paul - Design Director, LCI Productions https://www.linkedin.com/company/lci-productions-ltd/https://www.linkedin.com/in/rob-paul-7a4ab417/  Kathryn Stafford - Senior Events Manager, IMG Events  / PWR https://www.linkedin.com/company/img/https://www.linkedin.com/in/kathryn-stafford-7504241b/  Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Paul Marden. If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm. If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn. Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey   We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.   Download your FREE copy here

    33 min

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About

Skip the Queue is for visitor attraction owners, directors and suppliers who want to improve their organisations and deliver a better experience for their guests. Each episode we speak with inspiring industry experts who share their knowledge of what really makes an attraction successful. This podcast is brought to you by Merac. We're here to help attractions unlock growth with innovative solutions, expert insights, and customer-first strategies.

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