2017 EAS

Measuring Success: How to Use Benchmarks and Economic Data to Manage Your Business

Hard data on the economic performance of the attractions industry has been difficult to obtain

Date Tuesday 6 October 2015
Time 14.15 - 15.45

Session Description

IAAPA and other industry operators have been steadily improving this data-gathering exercise and in this session you will see the latest bench-marking  and econometric information that the industry can share.

You will learn from data analysis experts why data and bench-marking is so important for your business, how to use the data, and what the results tell us about the industry today and trends for tomorrow.   

And they will examine how the various data reports commissioned by IAAPA can help you understand and position your business better for improved success.

This session will be moderated by Lesley Morisetti, Industry consultant, UK.


Christer Fogelmarck

Christer Fogelmarck, CEO Parks and Resorts Scandinavia

Christer has been in the Entertainment industry since the late 1990’s. After first being the Event Director of the ATP Tennis Tournament Stockholm Open, he moved on to several CEO positions in the events, music and film industries. 
Christer has a Master’s degree in Business Administration from Linnaeus University.
In 2011 Christer joined the management team at Parks and Resorts Scandinavia as the group’s first ever Marketing Director. He became CEO of the group in 2013. 
The company runs five different parks in Sweden, with a total annual attendance of about 3 million visitors.

Pieter Cornelis

Dr. Pieter C.M Cornelis, researcher, Fontys Academy for Creative Industries

Pieter Cornelis started his career in the theme park industry 15 years ago, as Research Director for Efteling .He combined his tenure with teaching at the Tilburg University in the department of leisure sciences. He led a PhD-research called “attraction accountability: predicting the unpredictable effects of theme park investments?!”.
He gained invaluable insights into the effects of (re)investment strategies, new attraction development processes and theming, storytelling and IP.
When Pieter became Director of Strategy & Development in 2011, in Toverland, he set up the Magical Valley, an idea that increased the number of visitor to the park by almost 35% in two years.
Since 2013, Pieter has returned to the academic world, teaching ‘theme park concepting’ and ‘theme park investments’ and sharing his expertise. He is a prolific author of publications and presentations, and is currently working on a new book ‘theme park investments’, which will be released by Fall 2016.


Lesley Morisetti

Lesley Morisetti, Industry consultant (Moderator)

Lesley started her career in the Entertainments industry over 30 years ago, working for the Tussauds Group, where she gained invaluable experience, in operations, marketing, revenue management and new attraction development roles. 

She moved into consultancy in 2002 and became a Director of Economics Research Associates, leading projects across Europe, the Middle East and North Africa, assessing the opportunity for new attraction and associated land development.

In 2010, Lesley set up Morisetti Associates, to focus on advising clients on attraction and entertainment operating performance and the development of new and existing attractions. This led to successful projects for major operators such as Merlin Entertainments, Universal Studios, National Trust, IAAPA Europe, ALVA, and Silverstone Race Circuits.


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