Luciana Periales

Dec 22, 2016, 16:30 PM

Jodi Helmer

Since taking on the role of CEO for Argentina-based Neverland in 2013, Luciana Periales has added a number of new responsibilities, including overseeing global strategic business development and operational goals.
Luciana Periales

As CEO, Periales prepares the annual budget and supervises its implementation, ensures each of the 26 locations across Argentina and Spain meet their performance targets and develops strategies to enter new markets. The work is demanding but she welcomes the chance to lead the family entertainment centers (FECs) into the future.

“This is as much challenging as exciting,” she says.

Periales started working for Neverland as a teen. Her uncle, Marcelo Periales, started the chain of family entertainment centers and ran the company until his death in 2013.

Although Neverland is a family business, Periales never planned to spend her career working in the amusement industry.

After an internship that included hosting birthday parties for children, Periales went to college at Universidad Siglo XXI. With a degree in marketing, she worked for a number of companies outside the amusement industry after graduation—she even lived in California and worked for non-governmental organizations.

In 2003, Periales returned to Neverland and she has been with the FEC ever since. Over time, she developed the same passion for the industry that led her uncle to start Neverland.

Despite challenges like incorporating across-the-board new management practices and establishing Neverland in new markets, Periales believes the work is worthwhile because of the impact it has on the parks’ guests. The rewards, she explains, include, “Witnessing first-hand how kids faces turn magic when experiencing a new product created by the company.”

Periales also feels fulfilled when the entire Neverland team comes together to achieve company goals.

Neverland has been a member of IAAPA since 1990. Periales started attending Expo in 2003 and later joined the FEC and Strategic Planning committees; she also served as a judge for IAAPA Brass Ring Award for Top FEC of The World in 2015 and 2016.

Currently, Periales is a member of IAAPA’s Latin American Committee and a member of the IAAPA Service Award Committee.

“My involvement with IAAPA in all of its formats has always been an enjoyable, learning and rewarding experience,” she says. “On top of it is the opportunity it gave me to connect with amazingly wise men and women, which have enriched my personal life and professional career.”