Asian Attractions Expo 2017
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Location and Date

marina bay sands
Marina Bay Sands, Singapore
Conference 13-16 June 2017
Trade Show 14-16 June 2017


IAAPA Institute for Attractions Managers

11 – 13 June 2017
Marina Bay Sands, Singapore

The IAAPA Institute for Attractions Managers is the attractions industry’s premier development program for professionals with five or fewer years’ experience in operations management.

The intensive two-and-a-half-day program is designed with a blend of classroom instruction led by industry experts, case study examinations, and small group presentations. Participants receive a detailed workbook with additional references and online support material.  IAAPA Institute for Attractions Managers participants will leave with a solid understanding of the key disciplines and processes required to manage a successful attraction.

Who Should Attend
The program is designed for emerging industry professionals with two to three years’ experience, who have the potential and commit­ment to be on a senior management team. This includes vice presidents, directors, managers, department heads, and supervisors who want to expand their industry knowledge and advance their career.

It is also an excellent program for managers entering the attractions industry laterally from other businesses pro­viding a solid foundation on how attractions operate and what the key drivers and the metrics for success.

The institute covers the following five core subject areas: 

1. Attractions Finance: managing capital, expense and revenue budgeting, and other financial tools.
2. Attractions Marketing: marketing, media relations, advertising, group sales, and public relations.
3. Attractions Leadership: human resources development strategies
4. Facility Operations and Safety: industry regulation, facility management best practices, and crisis management.
5. Attractions Revenue Operations: food and beverage, merchandise, pay-per-experience attractions, and rental services revenue.

Sunday, 11 June: 8:30 - 19:00 (includes tour and reception at Singapore Zoo)
Monday, 12 June: 8:30 - 17:00  
Tuesday, 13 June: 8:30 - 15:00 

Institute Fee Includes:

  • One registration for Asian Attractions Expo 2017 (Applicable only for the IAAPA Institute for Attraction Manager participant.)
  • Institute tuition and support materials
  • Daytime meals and refreshments
  • Sunday evening social at the Singapore Zoo
  • Certificate of completion 

Course Faculty:
Faculty members are drawn from across the industry in Asia, Australia, and the US and include:

  • Shaun McKeough, ICAE, Vice President, Head International Training Academy, Management Resources
  • Christina Tse, ICAE, Chief Communications Officer, PUC Founder (MSC) Berhad, Kuala Lumpur, Malaysia
  • Ron Merriman, Managing Director, Operations Planning & Management, MR ProFun China
  • Doug Akers, ICAE, Director, Operations, Universal Parks & Resorts

Cost: IAAPA Members US$599; Nonmembers US$799. Cost includes Asian Attractions Expo 2017 registration. Space is limited and may sell out. Participants must be 18 years of age to attend

IAAPA Certification: Participants can earn 16 credit hour toward IAAPA Certification. Participation in all institute activities is required to be eligible for credit hours.   


Christina Tse
Ron Merriman Doug Akers

IAAPA Safety Institute

13 June 2017
Marina Bay Sands, Singapore

Safety is the attractions industry’s number-one priority: safety for guests, safety for employees, and the safe operation and maintenance of plant and equipment. The IAAPA Safety Institute provides an opportunity for attractions operators and owners to examine these processes and learn about the latest developments and best practices in ride standards, loss prevention, risk management, ride design, and safety compliance.

Join attractions safety experts, industry consultants, manufacturers, and operators from all corners of the business in a series of insightful presentations and discussions. 

  • Hear the latest information on global ride safety standards and IAAPA’s continuing efforts at standards harmonization.
  • Examinethe best practices in operations. 
  • Exploresafety operations, employee training, and compliance best practices.

Speakers: Richard "RAC" Carroll​, ​ICAE​, Senior Vice President/COO, Jeff Ellis and Associates, Inc.; Daan Duijm, Water Park Manager, Legoland Malaysia Resort; Jose "Blue" Reyna III, ICAE, Head of Park Operations Division, Enchanted Kingdom, Inc.; Steve Wood, Compliance and Safety Director, Ultimate Entertainments Group

Cost: US$59 IAAPA Members; US$89 Nonmembers. Tickets should be purchased in advance as space it limited and may sell out. Expo registration is also required.

IAAPA Certification: Participation in the IAAPA Safety Institute earn four (4) credit hours toward IAAPA Certification. To receive a certificate of attendance, attendees must be present throughout all IAAPA Safety Institute sessions.

Education Sessions


Play as the Universal Language of our Business
11:30 - 12:30

Discover how expanding your focus on interactive play can lead to improved length of stay, guest satisfaction, and a stronger sense of community for your attraction. Embracing the primal nature of play in attractions and planning of projects can lead to direct and positive gains in operations and profitability. Physical play connects humans together through shared experiences that entice guests as individuals to engage with others in ways the digital age leaves behind. Gain an understanding of four play styles, how understanding each will help park operators, and how play can be profitable and drive attendance.

Learn about new play experiences (both wet and dry) in the market and how they can complement each other. 

Speaker: Chris Perry, ICAE​, Chief Executive Officer, WhiteWater West SEA

What's New in Asia
13:00 - 14:30 

Learn about the newest trends and hottest new attractions in Asia from a panel of industry leaders as they discuss what is new in the Asia-Pacific market. You will also gain insight into the presenters’ involvement in the region and have a unique opportunity to ask questions and learn from their experiences.

Speakers: Details coming soon.

The Safety Learning Lab 
15:00 - 16:30

Join in this highly practical and interactive workshop as your learn the importance of developing a safety culture by way of introducing risk assessments to your organization. Learn about the basic steps to follow, how to conduct them in your attraction, and what to do with them afterwards so that your organization continually works toward becoming a safer place for your team members and your guests. 

Speakers: Zishan Amir, General Manager, Mega Adventure Singapore; Steve Wood, Senior Technical Consultant, Moo Choo Enterprise Pte Ltd

A World of New Ideas – Multimedia Spectaculars
15:30 - 17:00

Join us for an inspiring look at the latest trends, projects, and stand-out multimedia spectaculars. From the world’s most famous multimedia presentations to Asia's recent productions, explore some of the most breathtaking shows and a preview of what’s to come. Discover what has convinced destination decision makers to implement spectacular attractions to drive attendance, what trends unite successful projects, and what lessons theme parks and resorts can learn. Regardless of the venue, the key questions remain the same: What will give people the urge to visit now? What will keep them coming back? How can we entice them to stay longer?

Moderator: Michael Switow, Contributing Editor, Funworld Magazine
Speakers: Jean-Christophe Canizares, Chairman and CEO, ECA2; ​​Jack Ellison​, Director, H2O Events; ​Michael Reid​, Founder/Director, ICONPATH Curated Experiences; ​Paul Rivet​, Director, Entertainment and Consulting, Walt Disney Attractions Japan, Ltd. 


TEA Panel: Innovation in Attraction Design and Delivery, A Southeast Asia Perspective
10:30 - 12:00 

A world-class panel of TEA members will discuss the state of innovation in attraction design and delivery with a focus on what is appropriate for SE Asia. SE Asia developers and operators want to do more engaging and fun attractions but often have limited budgets. Panel members will discuss the unique characteristics and opportunities for innovation from initial storytelling to opening day. 

Moderator: Jonathan Casson, Director of Development, Twentieth Century Fox – Live- and Location- Based Entertainment
Speakers: Ron James, Chief Theming Creative Director, Wanda Cultural Tourism Planning and Research Institute; Thomas Megna, President, TEA Asia-Pacific; Ron Merriman, Managing Director, MR ProFun China, Co. Ltd.; Ken Wheatley, Director, Christie; Jill Wu, CEO, YAOX5D Group

The Food and Beverage Learning Lab – New Ideas to Drive Revenue and Increase Value Through Upselling

Discover proven techniques to drive your food and beverage revenue sales through the art of upselling. Gain an understanding of what it takes to implement a successful program at your facility through this highly interactive session. Topics covered include who needs to be part of your program, what should you be upselling, why guests want to be upsold to, and how to engage your staff.

Speakers: Neva Heaston, ICAL, Director of Revenue Operations, Wild Wadi Waterpark 

Delivering Transformational Guest Experiences through Business Analytics

Today’s most successful media brands use sophisticated audience development techniques to differentiate themselves from their competitors. When combined with smarter infrastructure and analytics, these emerging frameworks open new ways to know and serve our guests. Universal Parks & Resorts, WeChat, Amazon, Google, and Facebook are all building integrated customer experiences that reward long-term relationships and include complex journeys across the engagement lifecycle. Take cues from these market leaders, and learn how to better engage your guests by looking at experiences holistically, across the entire engagement lifecycle and across the customer relationship as a whole.

Speakers: Vivian Lee, ICAE, Executive Director, Sales and Marketing, Ocean Park Hong Kong; Gerald Parham, Principal Strategist – Multichannel, Global Media and Entertainment Center of Competency, IBM

The New World of Ideas and Digital Experiences in Theme Parks

Learn how to increase annual attendance by allowing guests to first visit your attractions using smartphones and digital devices. Discover new ways to advance your attraction technologically, increase profit margins, and ensure guest safety. 

Moderator: Cynthia Mamon, ICAE, COO, Enchanted Kingdom Inc.
Speakers: Bob Hayward, Principal, Management Consulting, Asia Pacific KPMG; Chris Ho, General Manager, International Business Department, Chimelong Resort; Peter Roedbro, CEO and Founder, Entertainment Booking Concepts

The HR Learning Lab: Exploring and Effective Themed Recognition Program 
15:00 - 16:30

Well-designed recognition programs have a positive effect on employee engagement. Gain exposure to some of the world’s most effective and creative recognition techniques which deliver increased employee productivity and high employee engagement. Attendees will work in small groups to create a tiered themed recognition program to motivate employees and add value to the business. Each participant will be rewarded with a complimentary copy of Reasons 2 Reward.

Ann-Maree O’Neill, Human Resources Manager, Southport Shark


Redefining Your Attraction as a Destination

The pace of growth the tourism and leisure industry in Asia over the past 10 years has been phenomenal. The attractions landscape is increasingly competitive and attractions executives are facing a new breed of visitors who are more sophisticated, well-travelled, and more plugged into technology and social media. How should attractions reshape and reengineer themselves to meet capitalize on these emerging opportunities? How should attractions be redefined as a destination? Learn from industry leaders from some of the region's top attraction-destinations, as they share their perspectives on the future of the industry.

Moderator: Kevin Cheong, Immediate Past Chairman, Association of Singapore Attractions
Speakers: Mike Barclay, Group CEO, Mandai Park Holdings; Bernard Harrison, Principal Partner, Creativity and Design, Bernard Harrison and Friends Ltd; Tom Mehrmann, ICAE, BBS, Founder and CEO, Themed Advisors Limited; Derrell Metzger, former CEO, Sentosa and Ocean Park 

Creating and Elevating Special Events

Discover how creating consumer events increases guest value and provides a positive return on investment for your attraction. Unlock the secrets of success as industry leaders in entertainment, marketing, food and beverage, and merchandise share innovative ideas and compelling insights on how to build the perfect event. Learn about the best practices in event development from inception to execution. Understand how budgets, creative design, social media, marketing strategies and more all work together to insure success. 

Speaker: Todd Hougland, ICAE, Executive Director, Operations and Entertainment, Ocean Park Hong Kong

IAAPA Certifiction: Participation in the general education program at the Asian Attractions Expo 2016 qualifies for eight (8) hours of credit toward IAAPA Certification.

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IAAPA Certification

IAAPA Certification is the new mark of professional achievement in the global attractions industry.

You can earn credit-hours toward IAAPA certification by participating in events and programs at Asian Attraction Expo (AAE). Credit hours are shown at the end of each event above.  

For additional information, visit

IAAPA Certification