EAS 2018 Masthead
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Session: Retailtainment - Where Retail Meets Leisure


Wednesday 26 Sept. 2018
15:30 - 16:45


Conference Room 2

Entertainment and experience are everywhere

The experience economy is blurring lines causing some activities to now look and feel like an attraction. Leisure is becoming an active part of retailers’ missions and visions with the aim of realizing higher retention and longer time spent at the retailers’ accommodation: no admission fee, but lots of attractions and a link to catering. Does the retail sector offer the new free day out? Does the leisure industry embrace the retail sector as an opportunity? In this session you’ll get an overview of interesting international business cases, learn about the key factors for a successful integration of both sectors and much more.



Massimiliano Freddi
Host - 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.

Ingrid Grimbergen
Ingrid Grimbergen, Marketing Advisor, Bright Buildings

Ingrid Grimbergen’s career started in the amusement industry with a part-time job as a fairy in a Dutch amusement park. After a university of applied sciences degree programme in Communications, she worked in sales for the Netherlands’ largest temporary employment agency Randstad for 10 years. Because of her passion for education, she traded in her job at Randstad for one at non-profit organisation Mama Alice, where as a spokesperson and fundraiser she made learning pathways for street children in Peru possible.

Since 2014, Ingrid works as marketing manager for Thermoflor, the European market leader in garden centre construction. In addition to her work at Thermoflor, she helped start up Bright Buildings for the construction of large glass structures and Open Sky buildings ( retractable buildings) for zoos, water parks and swimming pools. Bright Buildings won an Innovation Award for the Open Sky concept at the British Holiday Park & Resort trade fair.

Now that the 1st innovative Open Sky swimming pool has been realised for a Dutch holiday park, an Open Sky swimming pool with a retractable roof will be launched next year for a large British chain of sports centres.

Steven Putzeys, Operations Manager Leisure and Entertainment, M.H. Alshaya

Steven has been working for more than 20 years in the Leisure and Entertainment industry, covering various management positions and departments from attractions, guest relations to entertainment. He expanded his career in Disneyland Paris and Compagnie des Alpes ,through Walibi Belgium and Aqualibi, developing teams and projects. In 2014 he relocated from Europe to the Middle East, where he has been working in Kuwait. Initially taking care of the operations of Kidzania, later as Operations Manager Leisure and Entertainment developing a brand new Family Entertainment Center concept: Tekzone.

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Practical summary

Date: Wednesday, 26 September 2018
15:30 - 16:45
Location:   RAI Amsterdam Convention Center Conference Room 2
Fee: Free Admission with EAS badge (IAAPA-members)
'Conference Programme' add-on required (non-members) 
Track: Design Track
Notes: Must be 18 or older to attend.