Safety and Advocacy Education Opportunities Abound at IAAPA Attractions Expo 2011

IAAPA Attractions Expo 2011 is just around the corner (it starts two weeks from today)! Here are some can’t-miss Safety and Advocacy-related education sessions:

The recent adoption of recreation rules to the Americans with Disabilities Act has left facility operators with lots of questions. The good news is IAAPA is here to help. The Americans with Disabilities Act and the Attractions Industry session (Tuesday, Nov. 15, 3:30 p.m.) will cover miniature golf courses, amusement rides, water attractions, play structures, and other elements commonly found in attractions facilities. There will be an ample Q&A period, so bring your most challenging questions for our experts.

Want to learn more about legislative and regulatory challenges facing the J1 Summer Work Travel program and the H2B Temporary Foreign Labor program? Consider attending our Immigration and Employment session (Thursday, Nov. 17, 3:30 p.m.). A panel of industry members and government officials will discuss the cultural benefits international Summer Work Travel students can provide your facility. Also learn about recent restrictive regulatory changes to the H2B temporary foreign worker program, and the current legal challenge to fight them.

You know the impact increased regulation can have on your business. The Safety and Regulations session (Thursday, Nov. 17, 3:30 p.m.) will provide you with information on what’s coming next from OSHA and other regulators so you can be ahead of the curve.

At the Legal Roundtable (Thursday, Nov. 17, noon) we will discuss recent case law and its effect on the attractions industry, including Nalwa v. Cedar Fair, LP, which has the potential to impact not just the attractions industry in California, but across the country. You won’t want to miss this discussion.

A crisis can happen at any time, in any place. The U.S. Department of Homeland Security will present free toolkits, training, and information that will help you get your facility prepared for natural disasters, active shooters, or acts of terrorism during Hot Topics in Government Relations (Thursday, Nov. 17 5 p.m.). During this session we will also discuss the recent repeal of the interpretative definition of "unblockable drain" under the VGB and what that means for the industry.

Gearing up for the 3rd Annual Middle East Safety Institute

I recently conducted an e-mail interview with Richard A. Carroll (otherwise known as "RAC") regarding his participation as a speaker at the upcoming 3rd Annual Middle East Safety Institute in Abu Dhabi. Excerpts from our e-mail are below:

Tell me a little about yourself and your role at Jeff Ellis and Associates (E&A).
My role as SR.VP/COO encompasses oversight and direction of all E&A services. As a senior consultant for the firm I lead a team of six client managers to deliver quality programs and client services to more than 450 facilities participating in the one-of-a-kind Comprehensive Aquatic Risk Management Program worldwide. E&A also provides aquatic safety consulting, accident investigation, litigation support, and site plan reviews within the consulting framework.

What can attendees expect to learn from your session on waterpark safety?
Attendees can expect information on foundational waterpark safety and best practices for lifeguards, lifeguards operations, and facility management of lifeguards.

This is IAAPA’s third safety conference in the Middle East. Why do you feel this program is important for the industry in that part of the world?
The emerging growth and establishment of the Middle East as an amusement and tourism hub underlines the importance of foundational safety and operational best practices. In order for the region to grow as an amusement destination, safety and effective operations must be a hallmark of all facilities.

***

To learn more about the Middle East Safety Institute, visit our web site. Here are the basics: March 15, 2010, at the Radisson Blu Yas Island Hotel Abu Dhabi, United Arab Emirates. The Institute will cover best safety practices and allow attendees to share their own experiences through a combination of roundtable discussions, lectures, and networking opportunities. The cost is US$99 and includes lunch and an exclusive tour of Ferrari World. To register, complete this form and return to Angela Kernan (Fax: +1 703/738-7409) or register online.

Call for Presentations: IAAPA Attractions Expo 2010

A couple little things are hard for me to believe today:

1. IAAPA Attractions Expo 2009 in Las Vegas ended more than two months ago already. Time is going fast. And, on that note …

2. The IAAPA education department is already planning for this year's Expo in Orlando, starting with the annual call for presentations. By checking that link, anyone who has an idea for a seminar at this year's conference can get all the details about categories, deadlines, content, etc. Deadline for submissions is Monday, Feb. 8.

Share the knowledge!

More to Learn: Social Media Webinar Wednesday

How big of a deal is social media anyway?

During IAAPA Attractions Expo 2009 this past November, IAAPA reached capacity during an education session on using these ubiquitous online tools to communicate with customers. So we're reprising the content from the trade show into a webinar Wednesday at 1 p.m. Register now and find out what the buzz is about.

In the meantime, I caught up with one of this week's speakers, Paula Werne of Holiday World, who shares some straight talk on how important these tools are and why operators need to be tuned in.

This webinar is a continuation of a maxed-out session at IAAPA Attractions Expo 2009. Why do you think social media is such a hot-button issue right now?
Did you ever see the old movie “The Blob?” That’s what social media is. This ever-growing, oozing, moving glob of scary stuff. Unfortunately, a lot of folks run from it screaming. So when a couple of communicators from smaller parks offer to talk about what chunks they’ve successfully lobbed off of this monstrosity, it catches their attention.
There’s not a social media rulebook or textbook. But we can learn the basics from each other. Sort of like guitar—how many of us actually took guitar lessons? Most of us can play at least a few songs—enough to impress others around the campfire—thanks to our friends teaching us. We want to show how we started our social media programs, step by step, and hopefully reduce the anxiety so many seem to feel.

Why is it so critical for attractions managers to understand and use these networking tools?
This is how people communicate. They’re texting like crazy; they’re on Twitter; they want to be your Facebook fan. They want to hear from you, and if you’re not talking to them, they may move on to another attraction that is actively tweeting, etc. Social media is not a fad; if you’re waiting for it to pass by you may wait yourself right out of those improved attendance numbers your owners want.
Social media is also increasing how members of the news media communicate. Reporters might pick up a story idea from one of your tweets, embed your YouTube video in their article, or you might catch a lead off of a reporter’s Twitter feed. Just be assured that you'll miss out on opportunities if you're not plugged in.

What advice can webinar participants expect to take from this session and apply to their businesses right away?
What I hope everyone carries away is we are not tech geeks. We are communicators. As communicators, we must be determined to learn how to use the tools our audience is using. That doesn’t mean we need a degree in computer engineering. Starting a Twitter account takes about five minutes. A little longer for Facebook. YouTube the same. Fear not the technology, and don’t get all wrapped up in “where will I find the time?” As a communicator, you’ll find time—because it’s fun! And isn’t having fun part of every IAAPA member's brand?

To register or learn more on IAAPA’s e-learning programs, click here.

Three Questions: AIMS Safety Seminar

The Amusement Industry Manufacturers and Suppliers International (AIMS) Safety Seminar will be held Nov. 15-19 at New York New York Las Vegas in conjunction with IAAPA Attractions Expo 2009.

The seminar features instruction from top safety experts from throughout the industry. To find out more about the event, I asked Premier Rides' Jim Seay, a member of the AIMS board of directors, these three questions:

Who in the industry is ideally suited to attend the seminar?
The typical attendees are individuals who are recognized by their facilities as either being leaders in the areas of maintenance and/or operations or are seen as a future leader whose value to the organization could grow more rapidly with the training being offered. Those who are good communicators are especially well suited, as such people not only learn from attending classes but can then share their newly acquired knowledge with their peers upon returning to their home bases.

What can attendees expect to learn at this year's conference?
With more than 250 classes, there is a wide array of subjects regarding safety in our industry. Classes include—but are not limited to—hands-on reviews of ride inspection, understanding the new ASTM F24 regulations, and gaining an appreciation for the new ADA laws. Areas of specialization include maintenance, operations, aquatics, leadership, and crisis communication.

What else is AIMS working on right now outside of the safety seminar?
AIMS recognizes every facility cannot send every employee to the seminar, even if cost was no object. So we've been working with the AIMS Education Advisory Board (which is made up solely of operators) to find opportunities to expand the organization's reach. So far there has been great success with "AIMS On The Road," where teams of instructors go directly to a facility and teach an entire staff at the same time. Additionally, AIMS Online was established to allow individuals who cannot attend the seminar to still participate in safety education in an online model. This approach is especially appreciated as it offers a resource to maintain certifications.

To find out more about AIMS, click here.

Grow Your F&B Operations … Without Increasing Price

Need some new food and beverage ideas?

During Wednesday's free IAAPA webinar, 1 p.m. EDT, Ken Whiting, president of Whiting's Foods, will share creative advice on adding new life to F&B menu items, tips on location of food stands, advice on value-add and promotion programs, and more—all without raising the prices. Some of these suggestions will come from the case study the IAAPA F&B Committee is presenting at IAAPA Attractions Expo 2009 on Mulligan Family Fun Center in Torrance, California.In the Queue recently caught up with Whiting to get an idea of what participants can expect from the webinar.

What can attendees expect to get out of this session?
Ideas that may challenge their current thinking regarding how to grow sales and profit in their food and beverage operations, as well as many low-cost, high-impact solutions that can be put to immediate use.

Who is this session suited for (what level of employee and what size/type of facility)?
Anyone with food and beverage responsibilities, primarily geared for smaller amusement park properties and FECs.

What is an example of a lesson or idea that a participant will get from this session?
New menu items that are being sold at amusement properties around the country.

How will the provided handout be used in this session?
The handout follows the presentation and will serve as a place for participants to capture the ideas that resonate with them for their operation. It will serve as a great resource and reference tool.

To register for this webinar and to find out more about future sessions, click here.

Three Key Concepts for Entering Social Media

Sharon Swender, president of .Com Marketing, is a speaker at the Institute for Marketing, which is part of the education program at IAAPA Attractions Expo 2009 this November in Las Vegas. Visit the Expo web site for detailed information on the full education program, to register, and to access other important show information.

Not so long ago, a “tweet” was something heard from a bird and the “little black book” was more important than Facebook. But now, thousands of people enter the social media space each day trying to decipher the new applications and determine what’s right for them. While there’s a lot of buzz about social media, there is even more confusion. For those seeking to market themselves and their companies, social media can be a powerful strategy—if used correctly.

There are three important considerations each person should make before launching a social media campaign:

1. Tactical – Social media is nothing more than a marketing tactic. It is one more communications vehicle in an arsenal of ways to communicate with target audiences. Just because thousands of people will be exposed to your messages doesn’t mean the right ones are tuned in.
2. Integration – Like any other tactic, social media must integrate with and support the overall online and offline marketing plan. The key here is online engagement. Does social media help engage customers and/or thought leaders in a way that moves them into action?
3. Cost – While online applications may seem free, the hidden, recurring costs must be considered. Who will set up the application? Who is responsible for ensuring messages are continually refreshed? How will success be measured? What activities or other job responsibilities are being sacrificed?

The bottom line is simple: Don’t focus on the technology—focus on the relationship. If social media can help you engage with your prospects and customers in a meaningful way, then it can be a valuable addition to your communications strategy.

More from Asian Attractions Expo: Waterpark Trends

IAAPA’s Asian Attractions Expo 2009 officially begins Wednesday at the COEX Convention & Exhibition Centre in Seoul, South Korea. As is the case with any IAAPA trade show, education plays a prominent role, and we’re highlighting a couple of this year’s speakers.

On Friday I posted an interview concerning waterpark safety. Today we’re featuring Young Ki Hong, formerly the chief operating officer of Ocean World in South Korea, who will speak Friday on waterpark trends in Korea.

In the Queue: What are some major trends in the Korean attractions industry right now? Young Ki Hong: There are three major trends right now:
1. Waterparks are the biggest trend right now; most new developments either are waterparks or include a waterpark.
2. More high-thrill attractions and world-class roller coasters are being added at major parks.
3. Live shows and parades are becoming more of a focal point at many parks. Lotteworld and Everland have particularly focused on this with spectacular fireworks, shows, and parades.

ITQ: What are Korean guests looking for specifically when they visit a waterpark? Hong: Guests are looking for a complete experience with things that will interest every member of a large or extended family. To achieve this, many companies are combining popular elements from Korea—such as a spa—with big slides, wave pools, and other elements that have been successful in other countries.

ITQ: You were with Ocean World during a huge period of growth—what about the facility excites you?
Hong: It is the first waterpark in Korea to feature such a heavy blend of international influence. It includes “extreme” rides typical of the USA, aesthetics and spa features of a traditional Korean-style waterpark, and some elements of Japanese spas, too. As part of the focus of more extreme attractions, it features eight-foot waves at the outdoor wave pool. The marketing campaign to accompany new attractions is also very exciting – it has generated a lot of national buzz, and attendance has increased dramatically.

ITQ: What key lessons will attendees learn at your session Friday at Asian Attractions Expo? Hong:
• Learn more about the different types of waterparks and particularly about what specific characteristics have been successful in Korean parks.
• Learn and understand why the Korean market is booming.
• Learn about trends in the waterpark industry throughout Asia. The rapid growth and success of waterparks in Korea have been remarkable and there are lessons from its development that could benefit other emerging waterpark markets around the world.

For more information on education at Asian Attractions Expo 2009, click here.

Asian Attractions Expo 2009: Waterpark Safety and Lifeguard Training

IAAPA’s Asian Attractions Expo 2009 kicks off Wednesday in Seoul, South Korea, but a special pre-conference IAAPA Safety Institute is set for Tuesday. Yongpom Ho (his friends and colleagues call him “Yohan”) of international aquatic safety consultants Jeff Ellis & Associates will be one of the featured speakers during the daylong seminar.

In the Queue asked Yohan a few questions about waterpark safety as a primer for his presentation next week:

In the Queue: Can you give an example of a waterpark safety topic you will address in your Expo session and explain why it is an important topic in Asia?
Yohan: A key for operators is understanding a lifeguard’s job and what it can and should include, as well as the importance of specific, detailed training. The issue is quality—not quantity—of lifeguards.
Part of what Jeff Ellis & Associates focuses on is how to properly scan the water so lifeguards will see the guest who is in trouble. If the guard does not see the person, then they cannot rescue him.

ITQ: What is the best way for new park developments to ensure a safe environment for the future? Yohan: Safety experts should be involved from the design and blueprint stage to develop a park that can balance aesthetics with safety. For example, lifeguard stations are then placed in the ideal locations, and the safest non-slip materials are chosen for walkways right from the start. If parks don’t do this at the beginning of the design stage, then they may need to spend a lot more money further down the development line to address these fundamental issues.

ITQ: What can guests do to create a safer experience? Yohan: The majority of drownings occur in children ages 3-6. At those ages, the parents often stop watching their children quite as closely, so those kids are most likely to walk away from their parents and become lost in the crowds. Parents might also let siblings watch them, and those brothers or sisters may not be reliable or old enough for that responsibility. That is where lifeguards are most important, and where is it most important to watch the water properly. However, parents still play a huge role; they must teach their children about water safety and monitor their youngsters at all times.


The Asian Attractions Expo IAAPA Safety Institute is included with general conference registration, but space for the special pre-conference program is running out. Please go here if you’d like to attend. You can also register on-site at the COEX Convention & Exhibition Centre Tuesday.

'Blue Ocean Strategy' Webinar: Last Chance

It's still not too late to sign up for IAAPA's free webinar today on "Blue Ocean Strategy." The session begins at 2 p.m. EDT and is available to all IAAPA members; click here to register.

What is "Blue Ocean Strategy"? Click here for more information. My colleague John Henderson, V.P. of education here at IAAPA, has seen the presentation and recommends it highly.

If you want even more info, check out a Q&A with the speaker we posted last month.

Stand Out from the Crowd

As attractions facilities and suppliers struggle to find ways to thrive in a difficult economy, cutting costs, programs, and projects are most definitely a reality. But tough times can also present opportunities to reevaluate your business, add value, and beat the competition.

During IAAPA’s next webinar on Friday, April 10 at 2 p.m. EDT, Dr. Roch Parayre, a professor at the University of Pennsylvania’s Wharton School of Business and senior partner of Decision Strategies International, will tackle this topic during a presentation on “Blue Ocean Strategy,” which shows how companies can differentiate themselves while simultaneously cutting costs by reinventing their business models. Using “Cirque du Soleil” and other case studies, Parayre will help attendees understand how this methodology applies to the attractions industry.

Parayre answered a few questions about the webinar and what attendees can expect from the discussion.

FUNWORLD: What will be the main focus of your webinar?
Dr. Roch Parayre: The main focus will be on the topic of “Blue Ocean Strategy” which argues that instead of trying to have offerings out there that compete head on with competitors, you should try to reinvent your value offering to become so distinctive that you make the competition irrelevant. The webinar will present tools on how can go about reinventing your value offering away from competition.

FW: For potential attendees who are not familiar with “Blue Ocean Strategy” and how it can relate to their companies, could you give a brief description and example that illustrates what it is?
RP: “Blue Ocean Strategy” is as much about what you are not going to do as what you are going to do. Rather than having a plain vanilla offering, where you perform many things equally well, “Blue Ocean” thinking would suggest cutting some of the things that everyone pursues and are less distinctive to your customers, and focusing instead on fewer dimensions where you can really shine. In launching the Wii, for example, Nintendo moved away from the high-graphics trend that everyone had been competing on, taking the savings from using a lower graphics platform and focusing its resources instead on sophisticated sensor technology—thereby fundamentally changing the gaming experience.

FW: How does your message relate to small parks and family owned businesses?
RP: The core to the “Blue Ocean” story is the simultaneous pursuit of differentiation and low cost, which is new thinking because generally people go for one or the other. Particularly for smaller operators who may be more cost-constrained than their larger counterparts, “Blue Ocean” asks what can you let go of that is a me-too offering in order to focus on the few things you can absolutely shine at?

FW: In a difficult economy, what considerations should be made when applying “Blue Ocean Strategy?”
RP: You know that everybody is going to be cutting costs and shedding high-cost or less profitable activities. But many organizations will tend to cut so deep that they cut into muscle and bone, and as a result end up in a weak competitive position when the economy rebounds. Ironically, that presents opportunities to organizations with a strategic perspective to position themselves for the economic rebound, by picking up cheap resources and skills to bolster their chosen pathways of excellence.

FW: What can attendees expect to take away from this session and apply to their businesses?
RP: One, a better understanding of the value dimensions that customers really care about. Two, a set of tools to apply with their teams back home around how to reinvent themselves away from the competition. And three, it will force them to broaden the definition of “what business are we really in?” They will walk away with a new frame or mental model around that question.

For more information about Dr. Parayre, visit www.thinkdsi.com, and for more details on upcoming IAAPA webinars and other educational updates, click here.

Middle East Safety Conference: Perspective

Recently I conducted an e-mail interview with Michael Mehlhorn, technical services director for
Universal Studios Dubailand, about IAAPA’s 2nd Annual Middle East Safety Conference, which will take place later this week. Michael attended last year’s program and will lead a session at this year's conference.

Read below for excerpts from our e-mail interview:

Heidi Aulakh: Tell me a little about yourself and your role at Universal Studios Dubailand.
Michael Mehlhorn: I have been working in the amusement industry for the past 25 years. My career began as an amusement ride technician where I recognized the important role maintenance plays in protecting patron safety. Throughout my career I have and continue to serve as an advocate for amusement ride safety. I further support this passion for safety by participating in standards development with ASTM International Committee F24 and my affiliation with the National Association of Amusement Ride Safety Officials (NAARSO), promoting safety through communications. I am currently employed to support Universal Studios Dubailand as the technical services director. In this role, I am responsible for supporting design and construction of the park, along with developing and implementing a maintenance program that delivers safety, reliability, and quality.

HA: You attended IAAPA's first Middle East Safety Conference last year and are leading a session this year. Why do you feel this program is important for the industry in the Middle East?
MM: Yes, I was fortunate to attend the first Middle East Safety Conference last year. In meeting and interacting with other attendees, I was impressed with the level of interest and desire to improve the overall safety consciousness and practice within the region. The participants were sincerely interested in learning more about industry standards and practices for amusement ride safety. The program is important for the industry in the Middle East to help educate and build a knowledge base in the region.

HA: What can attendees expect to learn from your session? From attending the program in general?
MM: During my session at this year’s conference I will be offering the attendees a systematic approach to developing a maintenance program. The material presented is intended to offer a guide to formulating and implementing maintenance, especially as it relates to employee and patron safety.
In addition to the advertised sessions for this year’s conference, one of the most valuable benefits of attending will be the opportunity to meet, discuss, and begin to develop a network of colleagues in the region who share an interest in safety.

HA: In your opinion, what is biggest safety issue in the Middle East?
MM: I would have to say the rapid growth within the industry outpacing education, training, and experience. It is important to recognize the benefits of promoting a proactive approach to safety. That is the benefit of IAAPA putting together conferences like this that provide a forum for industry stakeholders to gather and share their knowledge base. This is especially beneficial for new entrants in the industry to learn and share with those who may not have the benefit of that experience.

I am encouraged by the early interest and reception to sharing experience. I am optimistic that the region’s owners, operators, manufacturers, corporations, and jurisdictional authorities will work together and embrace a proactive approach to safety.

We're Back!

Yes, the IAAPA office is hustling and bustling once again as we all jump back in to all the various projects on tap for association members in 2009 (wow, it feels a little weird to type that number—where has this decade gone?).

A quick update on just some of the stuff going on around here:

—The convention department is looking forward to Space Allocation Meeting 2009 in Las Vegas in March. I'll be live-blogging once again, keeping tabs on the fast-paced action as booths are assigned for the association's first IAAPA Attractions Expo in Vegas.

—The folks in membership and marketing are concentrating on the debut of our new annual event, IAAPA Connections, which will be at Atlantis in the Bahamas next month.

—The education department is gearing up for next month's IAAPA Institute for Executive Education at The Wharton School. Oh, and if you can believe it, the call for presentations is already open for IAAPA Attractions Expo 2009.

—The government relations department is monitoring goings-on on Capitol Hill, as the United States Congress returned to work today with the swearing in of all the newly elected officials.

—Our office in Europe continues to plan for Euro Attractions Show 2009 this fall in Amsterdam, and is also on the lookout for a new program manager.

—And here in communications, we're finalizing the February issue of FUNWORLD, which is going to feature a special section unlike anything the magazine's ever done—at least in the four years I've been here, anyway. But more on that in a little while.

So, yeah, things are hopping around here. Be sure to keep an eye on In the Queue as well as IAAPA.org throughout 2009 for the all the latest info.

Why Wharton? Why Now?

Ted Molter is the director of marketing at San Diego Zoo and serves on IAAPA’s Board of Directors and as the chair of the IAAPA Education Committee. In this role, he has become a champion for the IAAPA Institute for Executive Education at the Wharton School.

Knowing that we’re getting close to the holidays, and the Jan. 9 registration deadline, I recently e-mailed with Ted about the Institute to get more information about the program and to find out why you may want to attend.

Here’s an excerpt from our digital conversation:

Heidi: Tell me a little bit about yourself ... what do you do for the San Diego Zoo?
Ted: As director of marketing and a San Diego Zoo executive team member I am responsible for developing and directing collaborative multi-divisional strategic plans. I direct strategic planning and integrated marketing initiatives for a multi-divisional marketing department composed of public relations, publications, web site, advertising and promotions, partnership marketing, licensing, group sales, interpretation, and creative services. Of course this all takes place with the dedicated and successful effort of the 70-member employee team dedicated to sales and marketing.

Together we are responsible for a multimillion-dollar budget designated for marketing the San Diego Zoo, San Diego Zoo’s Wild Animal Park, and the organization’s conservation communication and awareness efforts. But more important than anything else is our responsibility for the world-famous San Diego Zoo brand.

Heidi: As chair of the IAAPA Education Committee and a board member, you are a big advocate of the IAAPA Executive Education Program at the Wharton School. Why do you believe this program is so important for attractions industry executives? What will they gain from the experience?
Ted: I have had the opportunity to work in this industry for more than 25 years. I started in the operations department at SeaWorld of Ohio parking cars. I worked as a penguin keeper and aquarist before going into public relations for the marine-life park, eventually heading west to market the San Diego Zoo. I feel privileged to have learned about this business coming through the ranks as well as getting an outside education. It has become a career and a job that I truly love.

As we look to the future, and even today stories and experiences like mine are not as common as they once were in our industry. Our businesses are hiring people with experience from other industries. These new managers and executives are a highly significant, necessary part of our future.

The program at Wharton is a tremendous opportunity to put everyone together to cultivate the best of breed for the leadership of our industry. In the two years that I have attended Wharton I definitely learned from the instructors, but I also learned from my peers. There just isn't another option for attractions industry executives to get together and have this experience.

Of course brands really mean something to me, so the reputation of Wharton and IAAPA together is a very significant winning combination. The finest executive education and a global attractions membership network absolutely define future leadership for our industry.

Heidi: Economic times are tough, what makes the Wharton program a good investment?
Ted: Twenty-five years for me, 30 to 40 for some of my industry peers. The economics, trends, and the behavior of consumers are always changing, but the basic need for diversion and escape that attractions provide always remains. Many of us have made long-time commitments to these businesses. Take this opportunity to secure the future. So many investments are uncertain at the moment, but investing in leadership can only result in better business. I may have 25 years of experience in this industry, but I have done my best to make it 25 very different years and not the same year 25 times. To this point it doesn't matter how long you have been in this industry or some other, participation in the Wharton program will make your next year of experience new.

Heidi: What is the most intriguing part of this year's curriculum?
Ted: IAAPA is fortunate to have a partner in the Wharton School. They customize the curriculum to be attraction-industry focused and very relevant to our business. This year, the curriculum will focus on decision making and strategic planning, with an emphasis on balancing strategy and execution.

About the IAAPA Institute for Executive Education: As the premier professional development program for attractions industry leaders, the program has graduated more than 200 executives from 30 different countries. The program is designed for CEOs, general managers, owners, department heads, and directors to share their experiences with other industry leader and discover how to maximize global trends and opportunities.

For an application, click here!
Contact Linda Gerson at +1 703/299-5768 or lgerson@IAAPA.org for additional information.

The Institute for Media Relations

Recently I conducted an e-mail interview with Susie Storey, director of communications at Give Kids The World (GKTW) about IAAPA’s Institute for Media Relations, which is taught by attractions industry veteran Courtney Simmons. Susie attended last year’s program and has already signed up to attend again in 2008.

Here’s a little excerpt from our digital conversation:

Heidi: Tell me a little bit about yourself. How did you come to GKTW? What do you for the Village?
Susie: I am the director of communications for GKTW. I have been in this role for a little more than a year and love it. I oversee all areas of our branding and communications efforts, including the gktw.org website, newsletter production, collateral production, and special events. Media relations is an important aspect of my role, as well.

I have been involved with GKTW since 1993, when I first came to the Village as a volunteer. I also worked here for two years fresh out of college, and have remained a part of the Village no matter where my career in the amusement industry took me. In my various roles, I was often my park’s contact for GKTW families with the World Passport for Kids program, providing in-kind donations for the gift-giving program and as a volunteer. My husband and I even got engaged here after a night of volunteering. Returning to GKTW in this professional capacity last year was a career dream come true.

Heidi: Did you learn anything in particular at last year’s Institute for Media Relations that changed the way you, or your colleagues, deal with the media?
Susie: I think a key lesson for me was to remember that even if the message I have to deliver is not something that I want to share, it is still OK to be “me.” That may sound simple, but it clicked. When we were doing a mock interview with Courtney for a “puff” fun story, she challenged each member of the class with our answers, asking, “Do you really talk that way?” and, “Is that what you say, or is that how you have heard your boss answer that question?”

The point was, if you are not comfortable with your delivery of simple, positive messages, your job is only harder—and your delivery of your messages much weaker—in a crisis situation. We all have talking points that we have to stick to, but if we also remain true to our personal style, then the delivery of our message will truly be genuine, honest, and transparent. We’ll feel more comfortable in the situation and come across as such to reporters, leaving us less vulnerable to the tough questions.

I have kept this in mind with various interviews I have participated in. I have a leader who is a master at media interviews, and while I strive to be as good as she is, I must also remember that I am not her, so mimicking her word choice or her style makes me sound less genuine. I can tell the GKTW story in my personal way that reflects who I am and still deliver the special message that we have—in good times and in bad.

Heidi: Who would you recommend attend the 2008 Institute?
Susie: I would recommend Courtney’s class not only to the media/public relations managers of various parks and attractions, but also senior members of leadership who may take part in an interview. I have been working in public relations/marketing for more than 10 years and know I can always benefit from media and crisis training. For leaders in any industry who may only speak to the media once or twice a year—or only in times of crisis—Courtney’s class is truly that much more important. She helps attendees think about an interview in its entirety—message delivery, context, personal style, and reputation management, as well as reminding you that you are in charge of the interview, not the reporter.

I believe sometimes senior members of management think speaking to the media is “easy” and therefore they do not need training. The reality is, it truly is a skill that must be practiced and perfected. Courtney has a teaching style that speaks to professionals who are new their roles as well as seasoned professionals who may need a “refresher.” She is the right speaker for this program during the Expo, and will have members of my team taking her program that week!

About the Institute for Media Relations: Whether you’re a beginner or an experienced pro, the strategies, secrets, and techniques you’ll learn in this course will help you drive your business and safeguard your image. Twenty-year industry media veteran Courtney Simmons will outline ways to work with the press to generate positive coverage for your attraction and understand the secrets for effectively managing bad news coverage during a crisis.

P.S.—A Special Offer for IAAPA Institutes taking place at IAAPA Attractions Expo 2008. Companies paying for three registrations for any IAAPA one-day Institute will receive a fourth Institute registration for free! Choose from:

· Institute for Marketing
· Institute for Media Relations
· Institute for Safety
· Institute for Operations

Whether you attend all four Institutes or send a team to one, this opportunity will help attendees get the most out of the Expo education experience. For more information or to take advantage of this offer, contact training@IAAPA.org.

Inside the Institute for Emerging Leaders

My colleague Heidi Aulakh, manager of membership marketing here at IAAPA, asked me to post this entry featuring a personal perspective on the association's Institute for Emerging Leaders.

At IAAPA Attractions Expo 2007 we launched a new program for the future leaders of the attractions industry: the Institute for Emerging Leaders. This educational program is geared specifically for the mid-level “high flyers” of the industry—middle managers or supervisors looking to move up in their organization and further develop their careers. Think driven, motivated, hard-working individuals who are always looking to learn more, do more, and are dedicated to their work and the industry.

The 2007 class included people from Hersheypark, Gillian’s Wonderland Pier, and Hopi Hari. In preparing to do the marketing for the program, I corresponded with one of last year’s participants, Mark Rees, park services manager at Blackpool Pleasure Beach. Here’s what he had to say about the program:

Heidi: Tell me a little bit about yourself … what do you do as park services manager at Pleasure Beach?
Mark: The Park Services Department is responsible for a lot of operational activities such as cleanliness, security, first aid, car parking, etc. Also, whilst I am not directly in charge of ride operations, I do cover that role when the rides manager is off. I started working for the Pleasure Beach whilst I was still at college, and I am still here 14 years later! In that time I have done just about every operational task that there is to do.

Heidi: What made you decide to go to the Institute for Emerging Leaders last year? What did you learn?
Mark: My director suggested the program to me when I took on my current role last August, and he showed the program to me. What interested me most was the fact that the program identified and covered all of the key disciplines involved in running a successful amusement park, from operations to finance to marketing, plus it tied in neatly with the Expo that was running at the same time. Of course the fact that it meant me going to Orlando—and away from the British weather—played its part!

The program was structured in such a way that we covered each of the key areas first, then finished things off with a case study, involving the Expo, which really brought everything together. I think the greatest lesson I learned was to appreciate each of the parts that contribute to the whole—we were all specialists in one discipline or another, and it is easy to fall into the trap of thinking that your discipline is the most important. The program showed me how everything fits together. Since then I have tried to consider the needs of the company rather than just the needs of my department.

Heidi: What advice do you have for those considering attending this year?
Mark: I would advise the 2008 attendees to go into the program with an open mind, try to see the value the different disciplines bring to the business, and, most importantly of all, do as much networking as humanly possible! After all, this generation of emerging leaders may well be the next generation of leaders.


The Institute takes place during IAAPA Attractions Expo 2008, Sunday-Tuesday, Nov. 16-18, which allows those involved the best opportunity to participate in the program and see the industry in action.

If you want more information, feel free to send an e-mail to our education manager, a high-flyer herself, Linda Gerson at lgerson@IAAPA.org.

FUNWORLD Follow-up: Space Tourism

Today's IAAPA News Flash (if you don't know what this awesome tool is, look under "Communications" here), featured an Associated Press article about space tourism, specifically the unveiling this week of the White Knight Two "mothership" aircraft by Virgin Galactic.

The tech-speak surrounding this project is deep, but as I understand it essentially White Knight Two will provide an airborne launch platform for the next private spacecraft, SpaceShipTwo (pictured conceptually above, courtesy of Virgin Galactic). Here's a key sentence from the AP story:

White Knight Two's long-awaited rollout … is the first tangible sign of progress toward making space tourism a reality.

That one phrase immediately brought to mind one of my all-time favorite educational seminars from the four IAAPA Attractions Expos I've covered for FUNWORLD. When we were in Atlanta in 2005, the final keynote speaker of the week was Dr. Peter H. Diamandis of X Prize, a foundation dedicated to fostering "radical breakthroughs for the benefit of humanity." It was X Prize that helped bring about SpaceShipOne back in 2004, the first private spaceflight in humanity's history, and the group continues to soldier on in its desire to see space tourism become a reality.

Of the dozens (hundreds?) of educational sessions I've covered at IAAPA events over the years, Diamandis' talk back in '05 has always stuck with me, hovering right there at the back of my brain. He was so inspiring in his belief not just for commercial spaceflight, but for the creative will of humanity to always be exploring to the limits of its potential.

“The space experience is now real. It’s not a matter of watching the government do it. The public can do it," Diamandis told us that day. He predicted significant steps toward private spaceflight by 2015, and as of this week, it looks like his bold statement is beginning to prove true. (To read my entire write-up of his seminar, scroll to the bottom of this page.)

Like so many others, I've always been fascinated by outer space. Maybe it was all those visits to the Smithsonian Air and Space Museum here in D.C., maybe it was watching "Star Wars" too many times, I don't know. But I do know how pleasantly shocked I was to find the outlandish idea of space tourism discussed with depth and sincerity at an Attractions Expo. I left the auditorium that week inspired, excited, and hopeful for the future—a perfect way to end a hectic trade show week.

Nice to see that hope starting to be fulfilled.

More Registration Information

So on Tuesday I wrote about registration being open for this year's GKTW 5K, and maybe there were one or two of you out there thinking, "Well, that's nice. What about the Expo itself?"

Uh, yeah, probably should have mentioned that, too, as it does stand to reason if you can sign up for an event associated with the Expo, you should be able to sign up for the actual trade show—which, in fact, you can!

So, let's make it official, shall we? [ahem] Registration for IAAPA Attractions Expo 2008 at the Orange County Convention Center in Orlando, Nov. 17-21, is now open. For those early-bird types, feel free to head on over here to find out all you need to know about signing up, either online, via fax, or through snail-mail.

And what do you get for registering? Thanks for asking: Only access to the biggest and best amusement industry conference and trade show in the world. Seriously, I'm not exaggerating. Want proof? Check out this page with some preliminary details about what's in store for the education program (the full rundown will be available in a couple months, and we'll keep you updated on that here at "In the Queue" as soon as the Conference Brochure hits the mail).

Just to whet your appetite, let me tell you the tours to Orlando-area facilities look insanely cool this year. These tours are always a highlight of any Expo I've attended (this year marks five!), and the 2008 roster offers up sweet trips to Disney's Hollywood Studios, SeaWorld Orlando (Lunch with the Sharks!), and a return engagement of one of last year's most popular outings, a behind-the-screams look at Universal's Halloween Horror Nights. I covered the latter last year, and it was excellently scary (and informative).

Other helpful attendee information can be found here. And once you check all that stuff out, there really is not reason not to sign up. See you in Orlando!

Education on an Executive Level

We’re less than a month away from one of IAAPA’s preeminent learning opportunities, as the Institute for Executive Education at The Wharton School runs from Feb. 3-6 at the University of Pennsylvania in Philadelphia.

The focus of this year’s program is on technology and guest service—more specifically, how the twain meet in today’s amusement facilities. You can find everything you need to know about it over here at IAAPA.org, but we also thought you’d like to hear from someone who’s already planning to attend. Doug Stagner, vice president of park operations for Busch Gardens Europe in Williamsburg, told us the following about why he’s coming to Wharton this year:

I'm very much looking forward to attending the Institute for Executive Education at The Wharton School next month. It will be a great opportunity to meet and network with industry peers and leaders from around the globe.

The “High Tech and High Touch” theme to this year's program is well timed, with the continuing focus on service and rapid expansion of the use of technology in the amusement industry. Professional development is important to anyone looking to learn and grow.

The Wharton program is unique in that it is offered by one of the leading business schools in the country, yet is tailored to our industry. I participated in the IAAPA Cornell program in 2000 and found it to be one of the most rewarding experiences of my career. I look forward to the Wharton program to be just as rewarding and exciting.