Education Sessions

General Sessions

General Session #1

 Annual Conference Launch

Join your colleagues for the launch of the Florida Attractions Association 2025 Annual Conference. Hear details of our conference sessions and functions, welcome first-time conference attendees, be in the conference’s official group portrait, and prepare to Power Up! Florida's attractions industry! 



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


General Session #2

Power Up: Supercharge Your Future

It’s time to hit the power-up button on your business! In this high-energy, interactive session, you will level up with actionable strategies to drive innovation, become game changers in the industry, and supercharge your organization’s success. Your hosts, Matt Heller and Josh Liebman, will engage the audience with hands-on exercises, dynamic discussions, and a little friendly competition, where you’ll discover what’s next for your business and how to break through to new levels of performance. Get ready to challenge the status quo, spark bold ideas, and leave with a roadmap for transformation. If you’re serious about taking your business to the next level, this session is your can’t-miss game plan for growth!

Matt Heller
Founder 
Performance Optimist Consulting

Josh Liebman
Founder
Liebman Leisure Group

After more than 20 years in hospitality leadership and human resources, Matt founded Performance Optimist Consulting in 2011 with one simple goal: Help Leaders Lead. Matt does this through training workshops, coaching programs and on-going development initiatives. Matt is the author of The Myth of Employee Burnout, What it is. Why it happens. What to do about it.


Josh is a guest experience evangelist and brings more than 16 years of experience working for some of the top tourism destinations in the world, including Walt Disney World and Universal Orlando, and has consulted for organizations such as Ritz Carlton, Four Seasons, Waldorf Astoria, Mandarin Oriental, Peninsula, Montage, and Rosewood. Josh is the author of The Hospitality Mentality: Create Raving Fans Through Your Guest Experience.


Together, Matt and Josh co-host the podcast Attraction Pros - where they tackle the hottest topics facing the attractions industry, Please help me welcome Matt Heller and Josh Liebman.



General Session #3

Power Up! Lunch

AGENDA

  • Arrival of the Historic Florida Attractions Association Gavel – Each year, the 76-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 2025 FASF Scholarships and award Grants to worthy FAA members to support their professional development programs.

  • Special Guest Speaker

General Session #4

Innovation by Design

Dan Donovan; Senior Director, Marketing & Sales Talent Orchestration; Universal Destinations & Experiences & Friends from Universal Destinations & Experiences


Innovation is a core value of the FAA, representing our shared ability to drive the future through creativity and forward-thinking - always seeking and implementing cutting-edge solutions and ideas for the betterment of our industry. In this interactive presentation, hosted by Universal Destinations & Experiences, you will be introduced to a simple framework that you can apply immediately within your organization to elevate guest experiences through innovative solutions. This session will provide practical insights and tools to help you power up creativity and drive meaningful improvements.


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

Power Up Your Leadership

Alex Weber - American Ninja Warrior, Award Winning Host for NBC, acclaimed Author, and US Lacrosse Coach of the Year


Imagine the possibilities if you were truly unstoppable. What could you lead? Who could you become? What could you achieve? Setbacks, fears, and failures are inevitable for everyone, but not everyone possesses the tools to overcome these challenges with a reliable and consistent system. As a result, many individuals find themselves hesitating, delaying, or giving up entirely, wasting valuable time, energy, and resources in the process.


Alex Weber, a proven leader and peak performer, has experienced record-breaking achievements in his career. However, along the way, he has also encountered intense pressure, failures, and personal limitations. Through his battle-tested system, Alex shares the key to achieving peak leadership and performance during critical moments when we are required to be at our best - not only for ourselves but for those who depend on us.

In these high-stakes situations, where stress, doubt, negativity, and competition threaten to derail us, it is essential to tap into our ultimate confidence, creativity, resourcefulness, and peak performance. Alex Weber will provide you with the tools necessary to push through when others may falter, enabling you to continue growing, improving, and ultimately achieving your most important goals.


By embracing this system, you will not only succeed in your professional endeavors but also in your personal relationships and overall life. This is how you power up - by persevering, evolving, and ultimately triumphing in all aspects of your life.

And for our Finale…


  • Grand Prize Drawings
  • Announcement of the 2026 Annual Conference Location
  • Passing of the Gavel
  • Conference Wrap & Adjournment



Breakout Sessions

Monday, June 9 | 10:15 - 11:30am

The Advent of AI and Its Uses in Business

Steve Smith – Vice-President of Marketing and Sales; Tyler Treasures

Track: Technology


This session explores the transformative potential of artificial intelligence (AI) in the attractions and entertainment industry, showcasing its ability to boost operational efficiency, elevate customer experiences, and craft unforgettable moments. Participants will discover how AI can revolutionize the visitor journey by generating personalized recommendations, powering chatbots for seamless customer support, enabling dynamic pricing, and introducing voice-activated ticketing. Additionally, the session will highlight how AI streamlines entry processes, enhances event planning, and delivers in-depth analytics for customer engagement and real-time sentiment analysis.

Best Practices to Reduce Claims, Liability, and Lower Business Insurance Premiums

Steven Del Vecchio - CIC; Director, Underwriting; McGowan Allied Specialty Insurance

Drew Tewksbury - NAARSO 1; Director, Sales & Marketing; McGowan Allied Specialty Insurance

Track: Operations


This session, tailored specifically for FAA members, will cover essential strategies to minimize claims and liability risks, ultimately leading to lower business insurance premiums. Attendees will learn about proactive risk management techniques, effective safety protocols, and the latest attractions industry best practices from insurance industry experts. Don't miss this opportunity to enhance your business's financial stability and operational efficiency.

Corporate Partnership Workshop for Attractions

Cameron O’Connell – Sr. Director, Sales & Partnerships; Zoo Tampa at Lowry Park

Track: Marketing/Sales


A panel of attraction and corporate experts will share strategies for developing partnership acquisition strategies that can be scaled based on your attraction's size. Attendees will learn how to create a partnership inventory, develop tiered rate cards, and identify business prospects for events, exhibits, and programs. Gain insights into building, timing, and closing deals, as well as how to create reports that ensure successful partnership renewals.

Captivating Visitors with Immersive Experiential Experiences 

Breanna Clapp – Account Executive – Immersive Division; A3 Visual

Retta Logan - Account Executive; A3 Visual
Track: Guest Experience/Operations


Attractions are increasingly relying on immersive and experiential elements to captivate guests and create unforgettable moments. This session will explore how sensory experiences, interactive environments, storytelling techniques, and the integration of technology are reshaping the guest experience. We’ll also delve into how these elements are being used as temporary activations to boost sales—creating unique, limited-time offerings that entice large groups, corporate clients, and event planners.

Master the Art of Online Reputation Management

Megan Ring – Director of Client Strategy & Marketing; Reach

Track: Communications/Social Media


Discover how to optimize your visibility across social media, online search listings (i.e. Google Business Profile), travel listings and more. This session will equip you with strategies and best practices to enhance your profiles, manage reviews, and ensure your brand stands out across the crowded digital landscape. Don't miss the chance to transform how the world sees your business!

Monday, June 9 | 2:00 - 3:15pm

Slicing and Dicing Your Offers: Unlocking Revenue Potential in Florida Attractions

Sondra Shannon – CEO; Gatemaster Technology

Jake Shannon – CFO; Gatemaster Technology
Track: Guest Experience/Revenue


Every attraction’s success hinges on maximizing its offerings' value while catering to diverse guest needs. This session focuses “slicing and dicing” your existing experiences to uncover hidden revenue opportunities and creating customizable packages to enhance guest satisfaction. Participants will gain a toolkit of ideas to drive incremental revenue, improve guest loyalty, and stand out. Whether you’re a small venue or a large theme park, this session will empower you to rethink your approach to pricing and packaging for sustainable growth and success.



Managing Challenging Guest Interactions: Strategies for a Safer & Positive Experience for All

Shaleen Godfrey – Vice President, Guest and Security Systems Operations; Frost Science Museum

Track: Guest Experience/Operations


This session explores strategies for managing challenging guest interactions in attractions, focusing on safety, professionalism, and inclusivity. Participants will learn to de-escalate tense situations, understand crisis management protocols, and foster a culture of empathy. The workshop covers identifying triggers, using verbal/non-verbal techniques, and implementing safety protocols. Attendees will gain confidence in handling interactions, prioritize guest experience, and receive training tools. Real-world examples and group discussions will enhance learning and application.

3 Essentials for AI in Marketing to Boost Sales at Your Attraction

John Penney – CEO; BlackDog Advertising

Track: Guest Marketing/Sales


The rise of AI presents exciting opportunities for attractions to connect with their audience and drive sales. This presentation will explore three essential AI-powered marketing strategies that can help you stay ahead of the curve and attract more visitors. Learn how AI can personalize email campaigns, segment audiences, optimize send times, and lead to higher engagement. Hear tips on how AI can generate compelling content, translate languages, and personalize website experience as well as its uses to optimize paid advertising to drive ROI and direct bookings.

Elevating the Experience: On Budget and On Mission

Emily Howard – Vice President; PGAV Destinations

Ned Diestelkamp – Vice President; PGAV Destinations

Ashley Edelbrock – Orlando Studio Leader; PGAV Destinations
Track: Guest Experience/Operations


Great destinations evoke emotion, spark learning, and create lasting memories. Join the PGAV team to learn how to enhance your guest experience in line with your budget and mission. Using the latest PGAV Destinations’ Voice of the Visitor research study, we will discuss the latest industry trends and what is resonating with and attracting guests. Explore how your attraction can evolve to exceed visitor expectations and create value at any investment level. 

What do You Meme by That - Effective Use of Humor by Brands on Social Media  

Kevin McNulty – President & CEO; NetWeave Social Networking

Track: Communications/Social Media


Explore the art and strategy of using humor to connect with audiences online. Learn how to create and share memes, witty content, and humorous campaigns that align with your brand voice while boosting engagement and relatability. This session dives into real-world examples, best practices, and tips for navigating humor’s fine line to ensure it resonates positively with your audience.

Tuesday, June 10 | 1:15 - 2:30pm

Strategies to Craft a 360-degree Guest Experience  

Josh Liebman – President; Liebman Leisure Group

Track: Guest Experience/Operations


Learn how to create a unified guest experience by structuring a clear vision across multiple departments that connects service standards, recovery processes, and promotion of premium experiences by looking at it through a holistic lens. In this session, attendees will gain practical tools needed to craft a robust guest experience strategy at their attraction that yields higher guest and employee satisfaction, streamlined operations, increased attendance and per capita spending, and reduced acquisition costs.

Helping Leaders Grow – Embracing the Uncomfortable

Matt Heller – Founder; Performance Optimist Consulting

Track: Guest Leadership/HR


Growth happens when we embrace vulnerabilities and face uncomfortable situations. This course examines workplace scenarios that challenge leaders, such as sensitive conversations, conflicts, and lack of direct authority. Participants will explore real-world examples to develop practical strategies and desired outcomes. Learning outcomes include understanding why situations are uncomfortable, examining strategies to address them, and practicing in a safe environment with the goal of gaining confidence in handling discomfort and improving leadership skills.

Thrills & Strategies of IP: Protecting Your Attraction's Most Valuable Assets

Camille Wilson – Attorney-at-law; Wilson Dutra 

Track: Guest Operations/CEO


This comprehensive session combines essential IP protection strategies for the attractions industry into one practical roadmap. Navigate the complex world of protecting your park's unique features—from ride designs to character merchandise—while learning to build memorable brands that generate revenue. Through real-world case studies, discover how leading attractions leverage trademark and patent protection effectively while avoiding common legal pitfalls that could derail your success. Get actionable insights on safeguarding everything from attraction names to innovative ride systems, identifying infringement risks, and maximizing the commercial value of your intellectual property in today's competitive amusement industry.

An Army of Advocates: Using Micro-Influencers in Your Social Media Strategy

Stephen Kubiak – Assistant Director, Social Strategy & Content; Universal Destinations & Experiences

Track: Social Media


In a digital world full of influencers asking to be invited to your destination, how do you use them to the advantage of your business? In this session, we’ll explore the world of micro-influencers and how this type of influencer is helping reshape the travel and tourism marketing landscape. The session will include real-world examples of how Universal Orlando Resort has used micro-influencers to support new attractions and, most recently, its latest theme park, Universal Epic Universe.

Break the Cycle: Build Transparent, Employee-Focused Health Plans

Rhett Robbins – Agency Principal; Butler Benefit Group

Track: HR/CEO


This workshop will unveil the reason why some health plans benefit insurers over employers and employees – and how to break the cycle. By examining real data, you’ll learn how misaligned incentives and hidden information drive skyrocketing costs, frustrating renewal cycles, and subpar employee care contributing to financial stress and delayed care. You’ll discover how strategies like care navigation, high-quality provider access, and fair pricing can drastically improve outcomes while reducing costs and a tangible solution: a transparent, employee-focused health plan model proven to work.

Industry Roundtables

Tuesday, June 10 | 9:45 - 11:40am

LEARN (Bring Your Questions to the Experts!)

  • How to Get What You Want - Negotiation Techniques I Learned from My Dog
  • The AI Advantage - Leveraging the Latest Developments in AI
  • Maximizing Your FAA Membership
  • Your VISIT FLORIDA Partnership
  • Issues and Answers with Liberty Partners
  • Attraction Marketing Must Haves Follow up
  • Exploring Social Media Trends
  • Optimizing Retail Sales
  • Legal Landmines

SHARE (Come Prepared to Learn and Contribute)

  • What's Your Win and What’s On Your Horizon?
  • Tips to increase Per Caps and Admissions
  • Ways to Improve Your Guest Experience
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