EAS 2018 Masthead

Date:    Sunday 24 and Monday 25 September 2017
Time:   08:30 - 19:00
Date:   Tuesday 26 September 2017
Time:   08:30 - 19:00
Fee:    € 695 (IAAPA-Members)
    € 1210 (Non Members) 

Management Development Program for Attractions Industry Professionals

Course Description

The Institute for Attractions Managers is IAAPA’s premier management development programme. The two and a half day course gives attendees detailed training in attractions management and is directed at emerging industry professionals, who have the potential and commitment 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, the industry’s key drivers, and the metrics for success.

The programme covers five core subjects: Finance, Operations and Safety, Marketing and Communications, Revenue Operations, and Human Resources and Leadership.

register now


This year´s IAAPA Insititute for Attractions Managers will take place at: 

Hampton by Hilton Berlin City West Hotel 

Uhlandstrasse 188-189
10623 Berlin
Phone Number: 490304050271103

Participants have the option, upon availability, to reserve a room (breakfast included) at a group rate of:
Single room 119,- euro /  Double room 134,- euro


The courses are a blend of classroom instruction, audio presentation, case study, class work, and field work. Attendees will receive a detailed workbook for each course with additional references and online support material.

Course fee includes

  • Course tuition and support materials
  • Registration to EAS 2017
  • Daytime meals and refreshments
  • Certificate of completion
  • IAAPA Certification Credit Hours

€ 1089,00

€ 1089,00

€ 1089,00

€ 1089,00

€ 1089,00

€ 1089,00

€ 1089,00

€ 1089,00

Program Faculty


Sandy Clark, Visitor Attractions Account Director of Engie, UK
(member of IAAPA EMEA Education sub-committee, Head of the Faculty of  the Institute for Attractions Managers)

Sandy is the Visitor Attractions Account Director of Engie, a multinational electric utility company. Sandy has worked in the Attractions industry since 1988, when he first joined Chessington World of Adventures just outside of London. From there, he went to the Tower Bridge Experience in 1993, where he was the Exhibition Manager, in charge of all the operational aspects of the tourism offer at the Bridge, until 2001. Then he became Head of Visitor Services at the Natural History Museum, for 10 years, where visitors numbers increased from 1.8 million to 4.8 million per year. He became Operations Director of The Shard in London, the viewing gallery in the European Union’s tallest building, since it opened in 2013. Sandy is also a trustee of the Museum of Carpet in Kidderminster.


Massimiliano Freddi, V.P Strategic Development Leolandia, Italy
(member of IAAPA EMEA Education sub-committee)

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. 


Ellen Verburg, Manager Retail & Games, Walibi Holland & Manager Additional income, Compagnie des Alpes 
(member of IAAPA EMEA Education sub-committee)

Ellen Verburg is an industry expert on additional income, visual merchandising and retail in attraction parks industry with nearly 20 years in retail business, managing teams, creating a new merchandise brand, buying merchandise and negotiating new contracts. Ellen manages her own team in Walibi Holland and also consults for other parks, providing cost effective solutions to growing revenue and decreasing costs and is always looking for new trends in the market. 


Eric Cosset, Director Park Operations Product and Development, Disneyland Paris, France (member of IAAPA EMEA Education Sub-committee)

Eric Cosset has been working for Disneyland Paris for 23 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.
Eric is currently member of the Opening team of Shanghaï Disney Resort.


Mikael Ahlerup , CEO AIK Football Club, Sweden

Mikael is the CEO of AIK Football Club, one of the largest clubs in the Nordic Countries and one of 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 in the summer and a zoo.
Mikael was also CEO of Astrid Lindgrens World, Sweden. This special park is based on the stories from the world famous children books writer and operates without any rides. The main attraction is actors making Astrid's stories become realty for kids from all Europe.
Mikael is currently serving as Chairman of the board of Idre Mountain Ski Resorts and on the Advisory Board of Lund Group of Norway. In 2011, Mikael was awarded as the General Manager of the year in Sweden, he has been on the faculty of IAM since it started.