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Session: More than a Field Trip - Increase Attendance with Programs for Schools


Wednesday 26 Sept. 2018
12:30 - 13:45


Conference Room 1

From slow days to meaningful days (for the visitors AND you)!

Not every day is a peak attendance day at an attraction and with high fixed costs, driving attendance is a key objective for every attractions operator. Inviting school visits during low-attendance days is a way to make better use of available capacity. School programs supporting the curriculum can be a part of a park’s CSR jigsaw, but also bring in additional park income, even with discounted price tags. And you also reach a target group, hard to reach by traditional marketing. This session brings together expertise from different areas with experiences from many different types of amusement-park curricular activities that bring many thousand students every year to their facilities. Factors for success and best practices, as well as concerns and ideas for the future will be discussed in a concluding panel discussion.




Host: Robert Arvidsson, Head of Marketing, Liseberg

Robert is Head of Marketing at Liseberg and member of the management team. His key responsibilities includes group brand strategy, marketing and digital business development. Robert held different senior brand management and e-commerce positions in retail and airline industries. He also worked as a consultant in brand and communications agencies. Robert holds a BA in Marketing Communications and an MBA in Strategic Brand Management.

Ann-Marie Pendrill

Ann-Marie Pendrill, Professor of Science Communication and Physics Education , Lund University

Ann-Marie Pendrill is professor of science communication and physics education at Lund university. She has used amusement park examples in physics teaching for more than 20 years, developed curriculum material and been involved with arrangement of large-scale events at the Liseberg and Gröna Lund amusement parks. Her current work also involves supporting physics teaching in schools, through curriculum material and teacher professional development. Her articles on amusement park physics can be found here.

Christina Høj

Christina Høj , Head of Teaching, Tivoli Gardens

Christina Høj has been the Manager of Education at Tivoli Gardens since 2013. Christina worked as Danish, English, history and arts teacher in the Danish public school for several years before moving on to the Educational Department at the Danish NGO Childrens’ Welfare, where she worked for two years. At Tivoli Gardens, Christina has continued and refined the existing concept “Faglige Dage” Academic Days and she has created the various educational courses, which Tivoli Gardens now offer.

Andreas Theve

Andreas Theve, Park Historian, Gröna Lund

Andreas Theve is a school leader with a background as a high-school history and geography teacher. He is also park historian at Gröna Lund since 2002, responsible for the archives of the amusement park which opened in Stockholm in 1883. Since 2009 he has coordinated Edutainment days at Gröna Lund, involving several actors within Gröna Lund, as well as external organisations.

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Practical summary

Date: Wednesday, 26 September 2018
12:30 - 13:45
Location:   RAI Amsterdam Convention Center Conference Room 1
Fee: Free Admission with EAS badge (IAAPA-members)
'Conference Programme' add-on required (non-members) 
Track: Marketing Track
Notes: Must be 18 or older to attend.