2015 IAAPA Institute for Executive Education
January 25th - January 30th
San Diego, California
Program Fee: $3,750 (Includes tuition, lodging, and most meals)

A minimum US$2,000 deposit is due upon registration. The remaining balance (US$1750) is due by January 2, 2014. You must be 18 years old or older to participate.

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Schedule at a Glance

Sunday, January 25th - Arrival Day & Hotel Check In
6:00pm - 8:00pm Welcome Reception

Monday, January 26th - Day One (San Diego State University)
8:30am - 5:00pm Strategy & Context: Uniqueness in the Memories Business
6:00pm - 8:00pm Hosted Dinner

Tuesday, January 27th - Day Two (Sea World San Diego)
8:30am - 7:00pm Innovating the Experience: Experience Mapping & Revenue Enhancement
Including applied group learning activity at Sea World San Diego and Networking Reception

Wednesday, January 28th - Day Three (San Diego State University)
8:30am - 4:30pm Maximizing Opportunities: Case Studies from Around the World

Thursday, January 29th - Day Four (San Diego Zoo)
8:30am - 5:00pm Organizational Culture: Defining and Auditing Your Culture
Including applied group learning activity at San Diego Zoo

Friday, January 30th - Closing Day & Hotel Check Out (San Diego State University)
9:00am - 2:00pm Integration: Gap Analysis & Road Map

Why should you attend?

IAAPA and its academic partner, L. Robert Payne School of Hospitality Management at San Diego State University (SDSU), are pleased to offer an executive education program tailored to meet the needs of today’s  senior-level leaders in the worldwide attractions industry. This highly rated institute provides participants with unique learning opportunities including site visits and hands-on learning at local San Diego attractions, networking, and classroom instruction from leading attractions industry experts. The program will focus on one central theme: making you and your business more successful.

Executive Education Program Detail
Executive Skill Building

The Institute will enhance and further develop the critical skills you need to compete in today’s business world. With a focus on delivering the very best to your guests in an ever-changing “experience economy,” the Institute will provide the opportunity to fine tune your financial skills and broaden your strategic thinking.

Content Tailored to the Attractions Industry

All of the content presented is tailored to the attractions industry by the experts at SDSU. Topics will include: sense- of-urgency marketing; importance of compelling branding; public relations; balancing capacity with guest satisfaction; working with a young workforce; government relations; risk management; revenue management; working with financial partners; and managing and asset-intensive organization.

Classroom and Hands-On Learning

Only IAAPA’s Institute for Executive Education can provide you with access to targeted classroom instruction, as well as hands-on learning at some of the most esteemed attractions in the industry including, San Diego Zoo and SeaWorld San Diego.

Networking and Learning from Your Peers

The Institute will welcome participants from family entertainment centers (FECs), waterparks, zoos, aquariums, museums, science centers, amusement parks, attractions, and manufacturers and suppliers – providing you with an opportunity to learn from other people from the attractions industry.

Continued Learning Opportunities

The learning does not end when you leave San Diego. Not only will you depart with new solutions for your business and an enhanced network of industry peers, but throughout the year the SDSU staff will host online learning opportunities.

Institute Combines Classroom Learning and Attractions Industry Field Experience

The Institute for Executive Education combines classroom lectures from SDSU faculty and attractions industry leaders, with site visits to some of San Diego’s world-renowned attractions such as SeaWorld and the San Diego Zoo. The curriculum includes group projects and pre- and post-program work utilizing the latest in online learning technology. Participants will receive credit that can be applied toward IAAPA’s new certification program for attractions industry executives.

About San Diego State University

San Diego State University is the oldest and largest higher education institution in the San Diego region. Since it was founded in 1897, the university has grown to offer bachelor's degrees in 84 areas, master's degrees in 76 areas, and doctorates in 16 areas. SDSU's approximately 30,000 students participate in an academic curriculum distinguished by direct contact with faculty and an increasing international emphasis that prepares them for a global future. For more information, visit www.sdsu.edu


Carl Winston, School Director

Lori J. Sipe, M.B.A., Lecturer

Mark R. Testa, Ph.D., Associate Professor

Word of Mouth

Sometimes the best advertising comes from those who have experienced your product. Here is a sampling of what IAAPA’s customers have said about the Institute for Executive Education at San Diego State University:  

“The Institute was a wellspring of knowledge that flowed freely from the combination of lectures, facility visits, case studies and simple interaction among all the participants who were all eager to learn and share with one another. I am definitely sending the rest of my management team in the future.”

Mario Mamon, CEO Enchanted Kingdom, IAAPA Second Vice Chair and participant in the 2011 Institute for Executive Education

“The institute was an eye-opener for me as it ignited all my 5 senses and set me up for my career in this industry.” Alex Chu, Ocean Park Hong Kong.

“The Institute allowed me the opportunity to look into the heart of the park, attraction and FECs to understand the culture, organization and strategies in the memory business. As a leader my skills were broadened in strategy and implementation and I now have a greater understanding of the experience economy.” Deborah Eicher, Picsolve, Inc.

"No other association can provide an executive-level training course for the attractions industry that creates a collaborative network and a genuine hands-on experience with world-class brands. As a global association, IAAPA education programs are designed to enhance training and promote the value and benefits of safe, family-friendly experiences while reinforcing the global influence and responsibility of the attractions industry." Ted Molter, Director of Marketing for the world-famous San Diego Zoo Safari Park.

Request for Further Information

To receive updates and announcements, or if you have questions regarding the IAAPA Institute for Executive Education, please click here to provide your contact information, or contact Rebecca Turner, IAAPA's vice president of education, professional development, and training services at +1 703/836-4800.

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