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IAAPA Institute for Attractions Managers


Start: Friday 21 Sept. 2018, 20:00
End: Monday 24 Sept. 2018, 19:30


Start: Efteling, Kaatsheuvel, Netherlands
End: RAI Amsterdam, Netherlands

Management Development Program for Attractions Industry Professionals

The Institute for Attractions Managers is IAAPA’s premier management development programme. This three day course gives attendees detailed training in attractions management and is directed at emerging industry professionals, who have the potential to be on a senior management team or newly hired executives joining the attractions industry.

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 industry’s key drivers and the metrics for success.

Why your staff should participate:

  • This comprehensive training will set your team up for success, build loyalty, and ensure the future growth of your facility.
  • The Institute provides a solid understanding on how attractions operate and what the industry’s key drivers and metrics for success are.
  • Attendees get a unique chance to network with their peers, build valuable relationships and grow their network.
  • The training is designed exclusively for the leisure industry by experts working in the industry

About the course

The IAAPA Institute for Attractions Managers is a three day intensive course that gives attendees detailed training in attractions management featuring hands-on instruction, field work, and case studies.

Industry leaders will immerge your staff into five core topics and provide a closer look at how these issues are managed in the attractions industry:

  • Attractions Finance: Capital, expense and revenue budgeting, and other financial tools
  • Attractions Marketing: The role of public relations, media relations, advertising, group sales, and marketing
  • Attractions Leadership: Successful human resources development strategies to motivate a team
  • Attractions Operations and Safety: Industry regulation, facility best practices, and crisis management awareness
  • Attractions Revenue Operations: The role and importance of food and beverage, merchandise, and games.


For who?

  1. Emerging industry professionals, who have the potential to be on a senior management team
  2. Managers entering the attractions industry laterally from other businesses
  3. Newly hired executives joining the attractions industry

IAAPA Institute for Attractions Managers @ Efteling

This year’s programme will be organized in the inspiring world of Efteling. You will have courses and meals at Efteling Bosrijk, an oasis of nature and comfort in the woods next to the park. IAAPA and Efteling have teamed up to offer you some great extra’s during this year’s course, including:

  • an extra educational session by Efteling on imagineering and design,
  • a guided walk through Het Loonsche Land - the park’s newest holiday village,
  • a visit to CARO – the brand new ‘carousel inspired’ show at Efteling Theatre,
  • free time in the park to observe learnings in practice and to explore the newest attractions.

IAAPA has negotiated a discounted rate to sleep in a Efteling Bosrijk apartment (breakfast included) about which you will receive more information after registration.


IAAPA Certification

Participants in the IAAPA Institute for Attractions Managers earn 16 credit hours toward IAAPA Certification.

IAAPA Institute for Attractions Managers Faculty


Head of Faculty - Sandy Clark, Senior Manager Visitor Services, Expo 2020

Sandy Clark celebrated his 30th year in the industry in 2018. Starting in ride operations at Chessington World of Adventures he ventured into retail and general operations at Tower Bridge and The Natural History Museum in London before opening the viewing gallery at the top of Western Europe’s tallest building, The Shard. Following that he worked with Engie Services Ltd looking into the feasibility of opening and operating new attractions. In September 2018 Sandy moved to Dubai to be part of the start up team for Dubai 2020 with specific management responsibility for two of the three main pavilions that will receive an estimated 25 million visitors between October 2020 and April 2021.

Sandy is committed to professionalizing the attractions industry to help attract young, aspiring talent to an industry which has so much global importance. As part of this Sandy sits on the Board of the IAAPA Foundation whose aims include building links between educators, students and the industry.

Michael Collins
Michael Collins, Senior Partner / Founder, Leisure Development Partners.

Michael Collins is a Senior Partner and one of the founders of LDP (Leisure Development Partners LDP). Michael has worked all over the world with most of the large theme park operating groups and developers, owners and operators of all forms of visitor attractions. Michael and LDP's work is in feasibility, business planning, improvement strategy and due diligence for attractions, entertainment and leisure real estate. Michael’s passion for the entertainment industry stems from his background as the fourth generation of a visitor attraction operating family.

Yael Coifman, Senior Partner / Founder, Leisure Development Partners.

Yael is a founding partner of LDP. With nearly 20 years of experience conducting market and financial assessments of projects throughout the US, Latin America, Europe, and the Middle East. She applies global knowledge and passion for the industry to every local market situation. Based in London, Yael conducts studies on innovative leisure real estate projects that incorporate entertainment, retail and attraction elements into resorts and tourism destinations. She provides qualitative and quantitative analysis regarding entertainment concepts and content, strategic development and financial feasibility.

Eric Cosset
Eric Cosset, Director Park Operations Product Integration, Disneyland Resort Paris

Eric Cosset has been working for Disneyland Paris for 28 years. With a background in Hotel Management, he has worked for the Holiday Inn and the Sheraton group. His missions at Disneyland Paris have been very varied, from Parks Food and Beverage Director, to General Manager for 3 different hotels in the Resort. In 2007, he took the position as Park Operations Director of both parks and in 2011, he became Director Park Operations Product and Development. In this new role, he is in charge of all new attractions projects, of all investments which can improve the existing assets for better safety, efficiency, service and quality and to insure that the product offering for the visitors is up to Disney standards.

Ellen Verburg
Ellen Verburg, Manager Operations, Wildlands Adventure Zoo Emmen

Ellen Verburg is an industry expert in secondary spend and operations in the attraction parks industry with more than 20 years of experience in retail and parks. Negotiating new contracts and always looking for new trends and new experiences regarding in park spending and the total operation experience for guests.

Ellen is a people manager and manages all operational teams (operations, food & beverage, retail, front Office, plant & animal, maintenance departement) in Wildlands adventure zoo, providing cost effective solutions to growing revenue and decreasing costs and is always looking for new trends in the market.

Massimiliano Freddi
Massimiliano Freddi, VP Strategic Development , Leolandia

Led by a strong passion for the amusement parks industry, after his studies in marketing and communication, Massimiliano began his career as a Marketing, Press & PR Manager Italy for Disneyland Paris. In 2008, he took on the challenge to join the team in charge of relaunching the 40-years old miniature facility Minitalia, Milano, and turned it into a cutting edge theme park. After running Leolandia as a General Manager for seven years, Massimiliano became V.P Strategic Development. The park is Italy’s number one park for families with children under 10, with a strong focus on safety, accessibility, environment and service.

Mikael Ahlerup
Mikael Ahlerup, CEO, Lund Gruppen Holding

Mikael is the CEO of Lund Group in Norway, a family company for generations inside the leisure industry. The company owns a number of different businesses, for example the theme park Kongeparken, Lunds Tivoli, Christmas in Oslo, Skånes ZOO in Sweden, some of the big festivals in Norway, Palmesus festival (Scandinavia’s biggest beach party),… In total the Lund Gruppen had more than 2 million visitors in 2017.

Before his current position Mikael was the CEO of AIK Football Club, one of the largest clubs in the Nordic Countries and one of the 3-4 top teams in the Swedish Premier League. Prior to soccer, Mikael spread his solid background of the Leisure industry through Scandinavia with TUI Nordic and Orsa Grönklitt; a ski resort in the winter, a waterpark and zoo in the summer. Mikael was also CEO of Astrid Lindgrens World, Sweden.

Mikael is also currently serving on the Advisory Board of Lund Group of Norway and on the board of directors for Palmesus. In 2011, Mikael was awarded as the General Manager of the year in Sweden and he has been on the faculty of IAM since it started.

Randy Josselyn
Host - Randy Josselyn, Principal, Wildlife and Conservation, Gateway Ticketing Systems, Inc.

Randy Josselyn is an expert in ticketing systems, theme park marketing and waterpark design/operations. Randy works at Gateway Ticketing Systems as the Principal for Wildlife and Conservation providing operational insight and best practices in the industry. Prior to joining Gateway Ticketing, Randy founded Trajectory Ticketing, a consulting company providing expertise for waterparks, theme parks and museum/zoos/aquariums. Prior to that, Randy was employed by Walt Disney Parks and Resorts where he managed new and existing ticketing projects, including the Annual Passport Monthly Payment Program. Randy was also the Director of Admissions and Hospitality at Wild Rivers Waterpark in Irvine, California where he worked for 15 years, working up through the ranks in a variety of departments. At Wild Rivers, Randy was responsible for ticketing systems, computer technology, website development, parkwide hospitality, pricing, guest services, and was a member of the Wild Rivers marketing team. Randy chairs the IAAPA (International Association of Amusement Parks and Attractions) IAAPA Finance and Technology Committee and instructs the Institute of Attraction Managers program. Randy is a multiyear speaker at the IAAPA, WWA and other associations and is a IAAPA Certified Attractions Executive (ICAE). Randy and his wife Bria reside in in Nashville, Tennessee with their 4 children.

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Practical summary

Date: Friday, 21 September 2018 - 20:00 (Check-in from 18:00)
Monday, 24 September 2018 - 19:30 (Expected arrival at RAI Amsterdam)
Location:   Efteling, Kaatsheuvel, Netherlands
Fee: € 680,- (IAAPA-Members)
€ 900,- (Non Members)
Fee includes: Course tuition, materials and activities
Registration to EAS 2018
Networking Reception (Fri), Breakfast & Lunch & Dinner (Sat & Sun), Breakfast & Lunch (Mon)
Refreshments and snacks in class room
Bus to Amsterdam on Monday (estimated arrival at RAI - 19:30)
A free ticket for the Young Professionals Forum and Reception
Certificate of completion
16 IAAPA Certification Credit Hours
Accommodation:   Due to the intensity of the programme, we strongly recommend you to stay on property. IAAPA has negotiated a discounted rate at Efteling Bosrijk for the attendees of the IAAPA Institute for Attractions Managers (Friday - Monday | Bosrijk Apartment). You will receive more information on how to book this promotion after registration.
Notes: Must be 18 or older to attend. Separate ticket and Expo badge required to attend.