Education Sessions

Leadership Luncheon Keynote Sessions
THURSDAY, 17 JULY 2008
12 p.m.
Adapting to a Dynamic Global Environment: The Ocean Park Story
Speaker: Tom Mehrmann, CEO, Ocean Park
Ocean Park has broken attendance and revenue goals for four consecutive years. Learn from CEO Tom Mehrmann how they do it, from strategic planning to implementation, including:
• Understanding the local marketplace
• Differentiating yourself from the competition
• Promoting destination tourism.

FRIDAY, 18 JULY 2008
12 p.m.
Clash of the Destinations
This session will compare and contrast some of the world’s top destinations and cover current trends in marketing for the attractions industry.  Dynamic industry leaders from Las Vegas and emerging markets in Asia, such as Macau, will discuss:
• Utilizing convention and visitors bureaus to target regional markets
• Hotel and other related infrastructure
• Local and international hiring practices.

Safety Institute
COMING SOON! Details on IAAPA’s Safety Institute to be offered at Asian Attractions Expo 2008 on Wednesday, 16 July.

Education Sessions
THURSDAY, 17 JULY 2008
1:30 p.m.
One of a Kind: Special Event and Entertainment Marketing
Speakers: Mike Davis, Senior VP/Exec Producer Entertainment, Universal Studios Japan
Todd Hougland, Events and Entertainment Director, Ocean Park
This session will look at the importance of special events in building market share and brand awareness at attractions and leisure facilities. Topics will include:
• Season-extending events (Halloween, etc.)
• Stand-alone events
• Events partnered with other groups (advantages and disadvantages).

3 p.m.
Promotion Strategies: Partnering for Success
Speaker: Mario Mamon, Chairman of the Board, Enchanted Kingdom
Hear from an expert in the Asian attractions industry on the importance of promotions in marketing a local attraction. The session will cover:
• Season pass programs
• Yield management tactics
• “Early bird” ticket prices
• Group sales efforts.

4 p.m.
Understanding the Asian Market
Speakers: Mike Davis, Senior VP/Exec Producer Entertainment, Universal Studios Japan
Brian Smith, Director of Development Asia, Ripley Entertainment, Inc.
Industry experts will lead you through current research on the Asian attractions market to provide a “big picture” view of the size of the market, and an understanding of how that data is currently used by existing operators to refine their business strategies.

FRIDAY, 18 JULY 2008
1:30 p.m.
Sponsorship Best Practices in the Asian Attractions Industry
Speaker: Jim Andrews, Senior VP and Editorial Director, IEG Sponsorship Report
The booming market for attractions throughout Asia presents great opportunities for corporate sponsorship. However, many properties are fighting for the same pool of corporate dollars. In this
session, a senior IEG representative will help attendees understand:
• Global best practices for securing sponsorships
• Understanding the sponsor’s perspective
• Ten packaging, sales, and activation ideas that can be implemented immediately
• Overview of sponsorship trends/activity in local Asian markets.