Presentations
Monday, June 10 – Morning Breakouts
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A | Implementing AI: How to Get Past the Experimental Phase
Presenters:
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.
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B | Capital Projects – Where Do I Even Start? Best Practices for Developing A New or Expanded Attraction
Presenters:
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.
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C | When Leading Becomes a Chore
Presenters:
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.
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D | From Static to Strategic: Unlocking Revenue Growth with Dynamic Pricing
Presenters:
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.
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E | Marketing Hacks for Attractions Using Google Ads
Presenters:
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 – Afternoon Breakouts
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A | Leveraging Technology to Enhance Visitor Engagement and Grow Revenue
Presenters:
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 Mahoney, 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.
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B | Money in Merchandising: Maximizing Sales from Analytics to Operations
Presenters:
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!
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C | Simplifying Success with Annual Marketing Plans
Presenters:
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.
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D | 2024 Voice of Visitor
Presenters:
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.
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E | Social-First Storytelling
Presenters:
Marissa Valentine, Head of Marketing & Promotion, Odyssey – Miles Partnership
Track: Marketing/Sales
In the ever-changing landscape of social, great storytelling remains a timeless trend. Every brand has a story to tell but how do you inspire a deeper connection between your audience and your attraction? That’s what we are going to answer. In this session, you will learn how to apply classic storytelling techniques to your social strategy, plus best practices for short form video content creation.
Tuesday, June 11
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A | We Need to Talk: How Conversational AI is Reshaping Every Stage of the Visitor’s Journey
Presenters:
Jamie Claudio, Sr. Vice President/Destination & Marketing 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.
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B | Leveraging Creative Assets to Amplify Brand, Revenue, and Engagement
Presenters:
Suzette Lopez, Owner/Illustrator – Parrot Fish Studio
Danny Elfenbein, Development & Strategy – Parrot Fish Studio
Cindy Castelblanco, Director of Marketing & Integrated Communications - Zoo Miami Foundation
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.
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C | Coach Like A Boss and Boss Like a Coach
Presenters:
Matt Heller, Founder – Performance Optimist Consulting
Track: Marketing/Sales
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.
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D | How Well Do You Know Your Guests? Unlocking the Potential of Visitor Research
Presenters:
Seth Baklor, Director of Visitor Research and Industrial Engineering - 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.
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E | “The Who, What, When, Where, Why, and How” of Media Relations
Presenters:
Kathy Hernandez, President – KHA PR
Jule Baross, Director of Marketing - Gatorland
Track: Marketing/Sales
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.
Additional Presentations
