Education Sessions

General Sessions

General Session #1

 Annual Conference Launch

Enter the World Equestrian Center’s voluminous Expo 1 and join your colleagues for the launch of the Florida Attractions Association 75th Annual Conference. Hear details of our conference sessions and functions, welcome first-time conference attendees, hear stories from the FAA archives, be in the conference’s official group portrait, and prepare to launch into the future of Florida’s attractions industry! 


Upon adjournment, join your fellow attendees for our Welcome Reception in the Networking Center followed by Sunday Dinner.

General Session #2

Finding the Funny In Change

In times of change, finding humor can be a powerful coping mechanism. By the very nature of change, uncertainty and unpredictability are inevitable, which can lead to feelings of stress and anxiety. In her electrifying keynote “Finding the Funny in Change,” Jan McInnis will demonstrate how humor can diffuse tension, bring lightness to difficult situations, and help individuals navigate through challenges with a sense of perspective. It allows us to see things from different angles, find creativity in problem-solving, and build resilience in the face of adversity.


Incorporating humor into our approach to change not only boosts morale but also fosters a positive work environment where individuals feel supported and connected. Embracing laughter is key to adapting to new circumstances, maintaining mental well-being, and driving productivity during times of transition. As professionals, Jan will show how integrating humor into our daily routines can elevate our team's performance, enhance communication, and foster a culture that thrives amidst change.


General Session #3

Power Lunch

AGENDA

  • Arrival of the Historic Florida Attractions Association Gravel – Each year, the 75-year-old gavel, harvested from a tree planted by Thomas Edison and gifted to the FAA arrives in a unique, surprise manner.
  • Florida Attractions Association Annual Meeting – Defined by FAA’s Bylaws, the Annual Meeting recognizes our newest members and considers a slate of Officers and Directors to serve on the FAA Board of Directors.
  • Florida Attractions Scholarship Foundation (FASF) – Our very own Foundation will honor recipients of the 2024 FASF Scholarships and award Grants to worthy FAA members to support their professional development programs.
  • Featured Lunch Panel*

*Threat to Florida’s Tourist Development Tax - The Florida Legislature has signaled that they will consider significant changes to Florida’s bed tax statutes that could reduce your county’s tourism marketing dollars. Three of Florida’s tourism industry association leaders discuss a critically important issue affecting every Floridian dependent on a strong tourism economy.

General Session #4

Trains, Planes & Automobiles: The Future of Florida’s Transportation Infrastructure

A distinguished panel of public servants will provide insight into the state’s plans for expanded capacity of our transportation infrastructure, and how we’ll keep the state’s residents and visitors on the move. 

General Session #5

Celebration Breakfast

Celebrating Us! A traditional highlight of our conference, revealing the recipients of the Chairman’s Award, the Outstanding Associate Member of the Year and the Outstanding Attraction Member of the Year. We will honor the volunteer leaders who have demonstrated selfless service to the FAA and receive our Chairman’s Annual Report.


General Session #6

Keynote Address: reThinking Attractions + Conference Finale

If all our old business practices will not take us where we want to go in the coming years, we’re going to need to adopt some new ideas. Doug Lansky will share interesting best-practices from around the world that will inspire us to figure out what changes we can make to succeed.


Doug Lansky is a Stockholm-based tourism destination advisor and keynote speaker who spent 20 years as a travel journalist, editor and author contributing to such publications as The Guardian, Lonely Planet and Skift. Doug has given acclaimed lectures at over 100 universities, given two TEDx Talks, presented at National Geographic Headquarters, for the United Nations World’s Tourism Organization, at Google Travel, Booking.com, Amadeus, ITB Berlin and for over 100 destination organizations around the world, from Singapore to South Dakota, Finland to Florida, introducing audiences to new insights and smart tourism concepts.


And for our Finale…

  • FAA’s Strategic Plan & Revealing changes to the FAA
  • Grand Prize Drawings
  • 2025 Annual Conference Location
  • Passing of the Gavel
  • Conference Wrap & Adjournment




Breakout Sessions

Monday, June 10 | 10:15 - 11:30am



Implementing AI - How to Get Past the Experimental Phase

Kevin McNulty, President & CEO – NetWeave Social Networking

Track: Operations, Marketing/Sales, CEO



This session will explore how to transition from the experimental to the operational use of generative AI in business. Discover integration strategies, establish AI policy, scale AI initiatives, and hear about real-world examples of AI driving innovation, efficiency, and competitive advantage. Learn how to leverage AI to become a force multiplier for your attraction.

Capital Projects – Where Do I Even Start? Best Practices for Developing A New or Expanded Attraction

Jerry Howes, Owner’s Rep – Howes & Company

Emily Howard, Vice-President – PGAV Destinations

Casey Coy, Chief Operating Officer – Palm Beach Zoo

Track: Operations, CEO


Construction projects are risky and expensive! Great projects don't happen by chance, so get the right team in place and work towards a common goal. This session will address the responsibilities that attractions planning expansion will face, including defining project guardrails, estimating the cost before getting bids, building a team of designers and contractors, and finishing a project successfully to open it to the public.

When Leading Becomes a Chore

Nicole Anderson, Human Resources Director – Lion Country Safari

Track: Human Resources, CEO, Management


This presentation will delve into the challenges and complexities that leaders face and explore the idea of leadership as a dynamic and demanding responsibility that can become burdensome. From navigating organizational politics to managing diverse teams, this session will provide tips on how leaders can successfully manage multifaceted challenges.

From Static to Strategic: Unlocking Revenue Growth with Dynamic Pricing

John Penney, CEO – BlackDog Advertising

Mitch Meyers, Vice-President/Digital Marketing & Brand Strategy – BlackDog Advertising

Track: Marketing/Sales, Operations


Dynamic pricing is a powerful tool that travel brands use to adapt to market dynamics, optimize revenue, and provide tailored customer experiences. However, it is not a one-size-fits-all approach. BlackDog Advertising will guide you through a workshop focused on different dynamic pricing models, reveal best practices for setting prices, and provide actionable insights for maximizing ticket sales and profitability.

Marketing Hacks for Attractions Using Google Ads

Crystal Ruiz, Assistant Director of Marketing & Communication Strategy – Reach

Megan Ring – Director of Client Strategy & Marketing – Reach

Track: Marketing/Sales


In this session, you will discover how to leverage Google Ads to elevate your attraction's visibility and revenue. Delve into cutting-edge strategies, from targeting and creative ad crafting to budget optimization. Learn to craft compelling ads that grab attention and bring people through the door. This session will equip you with the tools for impactful digital marketing and maximize your attraction's digital footprint with Google Ads.

Monday, June 10 | 2:00 - 3:15pm


Leveraging Technology to Enhance Visitor Engagement and Grow Revenue

Shayne Marcely, Manager/Business Transformation – SSA Group

Natalie Schwab, Director of Business Development – SSA Group

Jill Macauley, Chief Operating Officer – Behavioral Essentials

Beth Trainer, Director of Business Intelligence – The Florida Aquarium
Mallory Mahony, Senior Director, Digital Experience Product Management - Cinchio Solutions
Track: Operations, Marketing


This session explores how technology like mobile ordering, digital mapping, and data analytics enhances visitor experiences and operational efficiency at attractions. Featuring experts in behavioral data and digital engagement platforms, we will delve into case studies of successful tech integration and data analysis to drive revenue. Learn how to optimize staffing through behavioral data, improve visitor navigation with digital maps, and boost revenue with mobile/kiosk ordering.

Money in Merchandising: Maximizing Sales from Analytics to Operations

Laura Iles, Chief Operating Officer – Integrated Insight

Track: Operations


Have you ever wondered how some attractions sell so much merchandise? In this session, you will learn the ropes in a friendly, jargon-free way. Learn from Integrated Insight's expertise in working with attraction industry giants and local seasonal operators. Discover key strategies to help you understand your customers better, tweak prices effectively, and maximize your revenue. No data science degree is required—just a readiness to make your retail operation shine!

Simplifying Success with Annual Marketing Plans

Kristy Chase Tozer, President – RumbleBuzz

Track: Marketing/Sales


Discover an innovative approach to streamlining your annual marketing plans and uncover practical tips to simplify planning using real-world examples. Attendees will gain insights to enhance marketing effectiveness and streamline implementation in this empowering session. Learn the value of annual planning and how it can be straightforward and rewarding.

2024 Voice of Visitor

Emily Howard, Vice-President – PGAV Destinations

Ned Diestelkamp, Vice-President – PGAV Destinations

Ashley Edelbrock, Orlando Studio Leader – PGAV Destinations 

Track: Operations, Marketing/Sales, CEO


Join us to gain valuable insights into the attractions industry as the results of PGAV's latest annual research study of attraction visitors are unveiled. Based on twenty different attraction types, the study focuses on crucial trends that will dictate future success for attractions based on multiple key factors.

Social-First Storytelling with Vertical Video

Hayden Pigott, TikTok Platform Manager – Miles Partnership

Marissa Valentine, Head of Marketing & Promotion – Miles Partnership

Track: Marketing/Sales


Creating content that captures the imagination of followers always starts with a great story! Learn the basics of vertical video engagement, actionable steps to enhance your views and likes and workshop your own storyboard alongside our team of social experts, Hayden Pigott and Marissa Valentine.

Tuesday, June 11 | 1:15 - 2:30pm


We Need to Talk: How Conversational AI is Reshaping Every Stage of the Visitor’s Journey

Jamie Claudio, Sr. Vice President/Destination & Marketing Strategy – Clicktripz

Kimberly Faulk, Vice President/Destination Strategy – Clicktripz

Track:  Marketing/Sales, Operations


Discover how to harness AI-powered conversational marketing to drive meaningful engagement, create individual experiences, improve data collection, enhance affinity, and increase attendance while ensuring the continuity of your brand's voice across stages of the marketing funnel. This session will explain how to incorporate AI solutions today to ensure greater market share for your attraction or brand tomorrow.

Leveraging Creative Assets to Amplify Brand, Revenue, and Engagement

Suzette Lopez, Owner/Illustrator – Parrot Fish Studio

Danny Elfenbein, Development & Strategy – Parrot Fish Studio

Jacquelyn Sorvillo, Chief Retail Officer – SSA Group

Sam Burr, Florida District Manager - SSA Group

Track: Marketing/Sales, Operations, CEO


Learn the value of investing in proprietary creative assets (or artwork) to create new brand engagement and revenue opportunities through unique partnerships, product development, food and beverage, retail, and new or diversified business. This session will show how brand-driven creative can go beyond a marketing tactic to enrich the visitor experience and increase your revenue. 

Coach Like A Boss and Boss Like a Coach

Matt Heller, Founder – Performance Optimist Consulting

Track: Human Resources, CEO, Management 


Maintaining high levels of performance in your team is critical to your success. Coaching methods and mindsets can make the process more seamless and natural so that you can recognize what people are good at and navigate performance improvement challenges. In this session, we will explore and use the C.O.A.C.H model for leadership coaching while also discussing key elements of the coaching mindset that can be incorporated into everyday activities.

How Well Do You Know Your Guests? Unlocking the Potential of Visitor Research

Joni Newkirk, Chief Executive Officer – Integrated Insight

Track: Marketing/Sales, Operations


Guests pass through your experience every day, but how well do you know them? Surveying guests provides valuable insights that can drive business KPIs and answer critical questions. If conducted well, guest research can be incredibly beneficial! This session will guide you through cost-effective approaches to learn more about your guests, the best methods to ensure quality feedback, and how the data can propel your business.

“The Who, What, When, Where, Why, and How” of Media Relations

Kathy Hernandez, President – KHA PR

Jule Baross, Director of Marketing - Gatorland

Track: Public Relations


Learn the basics of working with the reporters, assignment editors, and producers from whom to approach, what to send them, and when to have a press event or invite them for individual visits. Learn why a press release is different from a story pitch, and how to build relationships and define your messages. This session will help you gain successful press results, which will create awareness and drive business. 


Industry Roundtables

LEARN (Bring Your Questions to the Experts!)

  • Your VISIT FLORIDA Partnership
  • Maximizing your FAA Membership
  • Issues and Answers with Liberty Partners of Tallahassee
  • Content Marketing Strategies for Attractions
  • Significant IT Savings for Nonprofits and Commercial Attractions
  • Social Media Trends

SHARE (Come Prepared to Learn and Contribute)

  • Defining Personal Success
  • What’s Your Win, What’s on the Horizon?
  • Food & Beverage Operations Best Practices
  • Maximizing Your Third Party Ticket Sales
  • Tips for Nonprofit Capital Campaigns
  • Working with Your County’s TDC
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