Funworld October 2011

by Jeremy Schoolfield

Win a free trip to IAAPA Attractions Expo 2011! OK, so that contest doesn’t technically exist, but you can still reap its rewards—from Chip Cleary’s point of view, anyway.

This may be Cleary’s first Expo as president and CEO of IAAPA, but he’s been attending the conference and trade show for a long time. As an executive for Palace Entertainment/Parques, he had the tough job of determining how many employees to bring with him each year to the attractions industry’s largest annual event.

“There are many people in every park who, together, create the total revenue for the operation,” Cleary says, and those people have specific areas of expertise that make them valuable to an Expo excursion. “I always made sure there was one representative from each of the main areas in the park,” Cleary says, because he or she may walk down an aisle and not notice a revolutionary food and beverage product, but the F&B manager sure would. “If you don’t drill down in your organization and take the specialists, then I don’t think you’re doing your company as good a service as you could.”

In his former life, Cleary challenged himself and his employees to each find five new ideas at IAAPA Attractions Expo—it didn’t matter whether they came from the trade show floor, an educational session, or a conversation with a colleague at a networking event. They also didn’t have to “radically change our business, but if you find five ideas or processes or products that, in total, help you make or save money, then it becomes a free trip or certainly one that pays for itself. That’s the magic of the trade show.”

At Home in Orlando
Cleary knows there are a lot of “easy” answers for why Orlando’s a great host city: a modern airport, easy access to rental cars, thousands upon thousands of hotel rooms, fantastic restaurants of any imaginable variety, etc., etc.

“But what I really like about Orlando,” he says, “is no matter what constituency you come from in our industry there are world-class attractions on every level in this town. Anything you find on that trade show floor, you can go right out and see it in use in a practical environment. It’s all there, and I don’t think there’s any other city with that same type of ‘laboratory’ feel that Orlando has.”

This year’s Expo will be taking broad advantage of what our industry has to offer in Central Florida, with multiple behind-the-scenes tours to area attractions such as Legoland Florida, Busch Gardens Tampa, FunSpot USA, and more. IAAPA Celebrates at Disney’s Hollywood Studios on Thursday, Nov. 17, continues the association’s trend of hosting a major networking event in a great environment.

“We learned last year at The Wizarding World of Harry Potter how powerful that event can be for our members,” Cleary says. The key, he says, is staying in a specific section of a park, so everyone gets to enjoy the local attractions but isn’t dispersed over a huge area. Attendees who Celebrate at Disney’s Hollywood Studios will get to spend time in and around the park’s newly reimagined “Star Tours—The Adventures Continue” dark ride, which debuted earlier this year. Cleary challenges IAAPA guests to board the “Star Tours” speeder several times so they can experience its revolutionary multiadventure-style 3-D presentation. “I’ve ridden it, and it is amazing,” he says. There might even be an appearance by Darth Vader himself amid the millions of twinkling bulbs from “The Osborne Family Spectacular of Dancing Lights.”

Plan Ahead
Cleary’s biggest piece of advice is a simple one: Plan, plan, plan! “There’s so much going on, it can be overwhelming if you’re not prepared for the entire week,” he says. “Make use of the online personal planner on our website [www.IAAPA. org/AttractionsExpo]. You don’t want to end up wasting any time.”

There is, of course, the nearly 500,000 square feet of exhibit space to attack, with more than 1,100 exhibitors offering the latest and greatest products to the industry. Cleary is also excited about the bevy of top-level executives who are scheduled to speak at this year’s show, including CEOs from SeaWorld Parks & Entertainment, Six Flags Entertainment Corporation, Herschend Family Entertainment, and the Science Center Singapore. And that doesn’t even count all the other sharp minds whom Cleary says he’s bumped into simply by walking the show floor.

“You normally won’t get to hear a great guy like Jim Atchison from Sea- World Parks & Entertainment in your day-to-day life. He’s not going to show up in your parking lot, set up a microphone, and start talking about the industry. When you have the opportunity to listen to these top people, that’s like going for your MBA, and it’s a tremendous advantage of IAAPA Attractions Expo.”

Contact Senior Editor Jeremy Schoolfield at jschoolfield@IAAPA.org.

IAAPA Attractions Expo 2011 Annual Conference and Trade Show runs Monday, Nov. 14, through Friday, Nov. 18. Select events begin Sunday, Nov. 13; the full conference program begins Monday; and the trade show floor opens Tuesday, Nov. 15, at 10 a.m. For more information or to register online, visit www.IAAPA.org/AttractionsExpo.

Out and About

Places to go, things to do, and food to eat while you’re in town for Expo week
by Patricia Weigel

Orlando—otherwise known as The City Beautiful—has more to offer than the expected high-volume tourist hotspots. Unique dining options, fresh produce in an unlikely downtown locale, and even boat rides—there is bound to be something that keeps you coming back for more. This attractions mecca with global appeal now boasts a hip, emerging dining scene that rivals the best the region has to offer. So as you plan your week in and around IAAPA Attractions Expo 2011, here’s some places to eat and things to do that only the locals know about.

Winter Park
The first stop on our journey is glorious Winter Park. Sure, it’s a little off the beaten path—and a far cry from bustling I-Drive—but it is one of the greatest treasures of Central Florida. “Winter Park is a wonderful little worldclass city,” says Wanda Salerno of Winter Park’s Scenic Boat Tour. “If you’re looking for culture it’s here. If you’re looking for shopping it’s here.”

On Saturday afternoons, locals, students, and a few well-informed tourists can be found strolling tree-lined Park Avenue. But if hitting the pavement isn’t your style, take in the sights and sounds of this beautiful enclave by boat. Scenic Boat Tours boasts spectacular views of Winter Park flora, fauna, and residential architecture. During the hour-long tour, the 18-person pontoon boat will make its way through the Winter Park chain of lakes ensuring every guest who boards the boat leaves with an insider’s view of this pristine city.

“We’ve been in business since 1938,” says Salerno. “So, I guess we’re doing something right.” Special group rates are available and the company is well accustomed to hosting professionals looking to get out on the town. http://scenicboattours.com

Downtown Orlando
If you like the sound of a boat experience but are also looking for a downtown atmosphere, be sure to check out downtown Orlando’s Lake Eola Swan Boats. These paddleboats disguised as graceful swans make for a unique way to take a mental snapshot of downtown’s crown jewel, Lake Eola. Rates are $12 per half hour. www.theotherorlando.com/contents/chapters/14/lakeeola.html

Sea legs? Don’t fret. There’s plenty to do on land. If you’re in town the Sunday before or after the convention, be sure to check out downtown Orlando’s Farmer’s Market. Fresh produce, live music, food and wine—there is something to spike all your senses.

For a bit of evening entertainment downtown, try Central Florida’s only full-time, not-for-profit alternative cinema, Enzian Theater. “They have a children’s lineup, show independent films, and have a great outdoor bar and restaurant,” says Mark Baratelli, producer of TheDailyCity.com and the Daily City Food Truck Bazaar. This isn’t your typical multiplex experience. Check out http://enzian.org for show times during Expo week.

When your stomach begins to grumble and you want to grab a bite of the best local grub, you needn’t wander far. Right in the heart of downtown is the latest talk of the city, The Rusty Spoon.

“Our philosophy is to buy local and stay local,” says owner William Blake. The Rusty Spoon, defined as a locally sourced gastro pub, works with five Central Florida farms on a regular basis that supply the freshest ingredients possible for the restaurant’s cooked-fromscratch meals. “The whole idea is to take the craft really seriously and make the best products that we possibly can,” says Blake. It seems that anyone who has frequented The Rusty Spoon will agree that mission has been accomplished. To keep you on your toes, the menu is constantly changing depending on what the farmers bring in each week. So, be sure to stop by to see what’s cooking. www.therustyspoon.com

Attention early birds: If you’re arriving early or staying past the Expo, check out The Daily City Food Truck Bazaar at Oviedo Mall on Nov. 13 or Nov. 20 at Orlando Fashion Square for a wide variety of dining options all in one place. Since its introduction in March, the Bazaar’s surrounding hype has exploded into a highly successful business that’s here to stay. What’s the secret? Baratelli says quality: “When the gourmet scene launched, the bar was set very high. Now I think trucks that open know they need to meet or exceed that quality or at least complement it.” If you can’t make it to a bazaar, check TheDailyCity.com for a list of Central Florida food trucks and links to their Twitter pages—the best way to find out where in the city they are parking. www.thedailycity.com/p/top-tenevents- of-2010.html

New Food Options Near the Convention Center
Need chow, pronto? For more great eats check out Big Fin Seafood Kitchen not far from the Expo on West Sand Lake Road. The oceanic eatery opened its doors in December 2009 and has been the place to be ever since. “We are one of the highest volume restaurants in town,” says owner Bobby Moore. “You can come in here with a shirt and shorts and your kids and feel comfortable, or you can come in here with a suit and tie with your clients and feel comfortable.” Big Fin brings in fresh seafood from all over the country three to four times a day. Moore recommends the 14-ounce swordfish filet mignon. It’s about four inches thick and consistently receives rave reviews. www.bigfinseafood.com

What’s the freshest Orlando’s got? While all of these restaurants feature the freshest ingredients, if you are looking for a whole lot of freshness, Expo week is occurring simultaneously with Slow Food Orlando Eat Local Week. Check out http://eatlocalweek.com for a list of participating restaurants and events.

Year after year, Orlando continues to evolve. Whether this is your first trip or you’re a veteran visitor, Central Florida will assuredly have something new to offer.

“We like to say that if you haven’t seen Orlando lately, you haven’t seen Orlando,” says Gary Sain, president and CEO of Visit Orlando. “There’s always something new for everyone to experience.”

Patricia Weigel, a University of Central Florida grad, has written for a number of magazines, including Southern Accents, WakeBoarding, and Neiman Marcus’ InCircle Entrée. She currently resides in Tampa.

Making a List, Checking It Twice

Expo attendees can visit all of these new Central Florida attractions as part of special events or tours
by Jeremy Schoolfield

Christmas comes early for IAAPA Attractions Expo attendees because Central Florida has some big, shiny presents waiting for those who haven’t visited the industry hub since last year’s trade show. This list certainly doesn’t contain everything new in 2011, but you can consider it the Cliff’s Notes version.

Legoland Florida
Merlin Entertainments Group’s latest Legothemed park is set to open Oct. 15 in nearby Winter Haven at the site of the former Cypress Gardens. In development for nearly two years, the 150-acre facility features more than 50 rides, shows, and attractions themed to the world-famous building blocks. In addition, the new Legoland maintains the iconic gardens from the previous attraction. Expo attendees can take a behind-the-scenes tour of the new park on Wednesday morning, Nov. 16 (separate registration required).
www.legolandfloridaresort.com

‘Cheetah Hunt’
Busch Gardens Tampa
Busch Gardens’ new steel coaster mimics its namesake by offering three separate high-speed launches as it traverses nearly 4,500 feet of track that hug the park’s existing terrain. With a 48-inch height limit and top speed of 60 mph, “Cheetah Hunt” offers accessible thrills for all ages. Its unique “Windcatcher Tower” element adds a new icon to the park’s collection of coasters. Expo attendees can take a behind-the-scenes trip to “Cheetah Hunt” and animal attraction “Cheetah Run” Tuesday morning, Nov. 15 (separate ticket and Expo registration required).
www.buschgardens.com/bgt

‘Star Tours—The Adventures Continue’
Disney’s Hollywood Studios
Walt Disney Imagineering overhauled this long-standing simulator attraction in 2011. The original film was replaced with a new digital system that allows for multiple “branching” storylines that mesh together in different ways each ride (there are a staggering 54 total combinations). In addition, Imagineers added crystal-clear 3-D to provide a more realistic ride experience. “Star Tours” will be open to guests during IAAPA Celebrates at Disney’s Hollywood Studios on Thursday, Nov. 17 (event ticket required).
www.waltdisneyworld.com

‘One Ocean’
SeaWorld Orlando The aquatic theme park’s first new orca show in five years plays off the theme that animals and humans are part of one world, and its future is in the hands of humans to “cherish and protect.” The show features several killer whales interacting with one another, their trainers, and the audience as they take multiple leaps, among other moves. Expo attendees can see “One Ocean” and hear from its producers as part of an exclusive tour of the park on Tuesday afternoon, Nov. 15 (separate registration required).
http://seaworldparks.com/seaworld-orlando

Contact Senior Editor Jeremy Schoolfield at jschoolfield@IAAPA.org.

All tour participants must be at least 16 years old. Expo registration is required. Ticket price per tour: IAAPA members US$99.99; nonmembers US$129.99 except where otherwise noted.

High-Caliber Learning

Expo brings top-level keynote addresses, fresh seminar topics, and creative ideas to 25,000 attendees
by Amanda Charney

This year the IAAPA Education Committee jumped far outside the box to bring attendees the absolute best in headlining speakers and seminar topics. “Regardless of membership constituency, there’s a wide variety of sessions this year to meet the needs and interests of Expo attendees,” says Doug Stagner, director of operations, SeaWorld Parks & Entertainment and chair of the committee. “I firmly believe one pillar of IAAPA’s success is the willingness of members to share, support, and learn from each other. No matter which committee, the focus is always what is it the members and Expo attendees want out of the education programming and how can we best deliver it.”

This year, the delivery is in the form of big names in the industry, creative sessions for every employee level, and forward-thinking topics, including a half-day symposium on mobile communications and how they affect the business now and in the future.

“I think [attendees will] see from the education session lineup at this year’s Expo, the sessions are top-notch, filled with practical, useful information, presented by industry leaders and experts in engaging formats,” he says. “The difficult part as an attendee is having to choose which sessions to attend, since it’s impossible to attend them all.”

FEC Education Preview

IAAPA Attractions Expo FEC sessions focus on group sales, networking opportunities
by Mike Bederka

You asked, and they listened. Feedback from last year’s IAAPA Attractions Expo helped to develop a large chunk of the family entertainment center (FEC) track for the upcoming conference in Orlando, Florida.

“We really lean on those evaluations and what our attendees want to hear,” says Michelle Kapuscinski, chair of the education subcommittee for the FEC committee.

For example, strong demand for group sales led the subcommittee to start off Monday, Nov. 14, the first full day of sessions, with “The Ups and Downs of Group Sales” at 9 a.m. In addition, Thursday, Nov. 17, will feature the first-ever summit-style “Group Sales for FECs—An Afternoon With the Experts” at 3:30 p.m. Topics will include training your group sales manager, selling without a salesperson, capturing corporate clients, penetrating the nonprofit world, and cold-calling tactics.

Also new to the program will be a special team-building event on Sunday night, Nov. 13, at Fun Spot USA, a nearby FEC. “We wanted to kick off the week with networking opportunities,” notes Kapuscinski, citing more face time with owners and operators as another request from attendees.

Along those lines, the FEC committee decided to bring back two popular, networking-centric programs from last year.

The first, the varied Lunch and Learns will cover events and parties, with a focus on the teen and adult markets (Tuesday, Nov. 15, noon); “Reinventing Food and Beverage for FECs” (Wednesday, Nov. 16, noon); and end with the top-rated FEC Roundtable Luncheon on Nov. 17, noon.

The day-and-a-half Rookies and Newcomers program—starting on Nov. 13, 9 a.m.—will review a wealth of “relevant and timely information,” including creating a feasibility study and business plan; trends in FEC design; developing a marketing plan; hiring, managing, and motivating staff; group sales; and an introduction to birthday parties. This program costs $329 for IAAPA members and $429 for nonmembers; Kapuscinski suggests those interested should register ahead of time.

Other Highlights
Attendees always ask for ways to enhance their facilities or increase revenue, she says. To meet this desire, they developed “Surf-n-Turf: Adding Water Elements to Your FEC” (Nov. 17, 3:30 p.m.). FEC veterans will explain how water play structures, lazy rivers, surf units, and other traditional waterpark features can enhance summer business through increased length of stay. Waterpark experts will discuss the pros and cons of these elements.

Another can’t-miss lecture will be “New Social Media Marketing Technologies” in 2011 on Nov. 14, 10:30 a.m., says Kapuscinski, owner of Fiesta Village Family Fun Park in Colton, California. Here, attendees will learn about location- based social media, like Foursquare and Facebook Places, as well as social couponing, like Groupon and Living Social.

Several additional FEC talks will cross over to multiple audiences. The session covering the ins and outs of ADA, on Nov. 15, 3:30 p.m., is a “very necessary lecture to attend,” Kapuscinski says.

And the Mobile Communication Symposium, closing out the Expo on Friday, Nov. 18, should provide multiple benefits to FEC operators, says Katie Bruno, FEC committee member and director of wddonline in Wadsworth, Ohio.

Attendees will learn about the current mobile landscape: what devices people are using (phones, tablets, etc.) and how that need fits into their new marketing process; and the importance of and how to implement a mobile website. They will get to talk to vendors of new mobile technologies as well.

From beginning to end, Kapuscinski promises a full slate of lectures not to disappoint. “Arrive energized, ready to learn from the sessions, and network with your peers,” she concludes, “and go home with valuable tools and contacts to help grow your business.”

For the full FEC program and to register for the Attractions Expo, visit www.IAAPA.org.

Contact Contributing Editor Mike Bederka at mbederka@IAAPA.org.

Education Tracks are groupings of sessions related to specific constituency groups. See www.IAAPA.org/attractionsexpo, and view the Schedule-at-a-Glance for details.

Digital Download–Mobile Symposium

Newbies and veterans get a full day of mobile communications best practices

The ubiquitous handheld device, aka smartphone, is driving marketing plans and communications strategies in many industries. Attractions are using apps, texting, e-mail, and social media to get their messages, tickets, special deals, and news to their customers in an instant.

That’s why the final day of IAAPA Attractions Expo will focus solely on mobile communication strategies.

“Mobile media is growing beyond the world of simple texting campaigns, and we are all struggling with how to adapt it into our marketing mix, much like social media five years ago,” says Ron McKenzie, marketing director at Six Flags St. Louis. “Park operations, in-park revenue, human resources, and staffing management are all areas where this technology can provide great benefits. We think that Friday’s symposium will present information that is both useful and relevant to a very broad group of IAAPA attendees regardless of your particular industry expertise.”

Audience members from all levels of an organization and knowledge base will walk away with immediate action items from the sessions, he says, adding that the program includes real-world case studies and the Mobile Application Showcase, which will provide attendees with a firsthand look at how these strategies work.

Attention!
Are You ADA Compliant?

Experts and facility operators discuss changes, requirements, and the impact of the Americans with Disabilities Act (ADA) and the Model Aquatic Health Code (MAHC) for relevant facilities during two important Expo sessions.

• During “Designing, Developing, and Demolition with the ADA, MAHC, and Congress,” representatives from three design and development firms will share insight on designing any new waterpark project. Monday, Nov. 14, 10:30 a.m.
  
  
• “New ADA Rules: What Your U.S. Facility Needs to Do by March 2012” addresses specifically the ADA 2010 Standard for Accessible Design and its requirements of amusement parks, waterparks, and FECs. Participants will hear from all angles—operations, accessibility, and design—on how this will affect facilities and what specifically is required by the deadline. Tuesday, Nov. 15, 3:30 p.m.

Education Highlight: Food and Beverage (F&B)

Expo serves up several sessions to help you keep menus fresh and tasty

Same ole, same ole won’t work year after year. Food needs to be fresh—both metaphorically and literally.

At IAAPA Attractions Expo, F&B managers will hear from a range of experts about food trends, operational ideas, specific revenue builders for zoos and aquariums, and cost management, just to name a few topics.

One of Europe’s beloved parks, Astrid Lindgrens Varld, sources its food supplies locally and is bringing its best practices to Expo this year.

Also back again in the food and beverage arena are the popular consulting sessions (appointments available on Tuesday and Wednesday), which are ideal for operators looking to revamp their F&B operations or those who are just looking for a fresh perspective from a member of IAAPA’s food and beverage committee.

Find out what operators at Dutch theme park Efteling learned from the F&B committee during its comprehensive audit of the park’s F&B operations and offerings—benefit directly from Efteling’s experience and take some of that learning back to your facility.

And if you’re ready to make purchases this year, sign up for the Food and Beverage Suppliers Trade Show Floor Tour and get fast-tracked to the exhibitors you will want to see.

“We were very focused on our approach to F&B sessions this year,” says Ken Whiting of Whiting’s Foods/Santa Cruz Beach Boardwalk and chair of the IAAPA Food and Beverage Committee. “And that was driven on feedback received, IAAPA membership and Expo attendance, current industry trends, and ensuring that every session delivers value and can have an impact on an operations, bottom line.

“Additionally we are committed, through each presenter, to having each session as interactive as possible with an environment conducive to getting attendees to know one another.”

F&B sessions this year are:

• “Locally Grown: How One Park Has Strengthened Its Brand by Sourcing Food Locally,” Monday, Nov. 14, 10:30 a.m.
  
  
• “2011 Food Trends,” Monday, Nov. 14, 2 p.m.
  
  
• “Zoo and Aquarium Day: Not Ancillary Anymore – Optimize your Revenue Opportunities,” Monday, Nov. 14, 3:15 p.m.
  
  
• “The Efteling - Food & Beverage Case Study,” Tuesday, Nov. 15, 3:30 p.m.
  
  
• “Food & Beverage Profit and Loss Basics,” Wednesday, Nov. 16, 9 a.m.

• “Constituency Lunch for FECs: Re-inventing Food and Beverage,” Wednesday, Nov. 16, noon (ticket and Expo registration required)
  
  
• Trade Show Floor Tour: Food and Beverage Suppliers, Thursday Nov. 17, 10 a.m. (ticket and Expo registration required)

Education Highlight: Leadership

Operators and coaches share insight about leading a team and developing a strong workforce

Staffing and human resources issues are perennial worries. Do you have the right staff? Do you have enough staff? How do you motivate, inspire, and reward everyone appropriately?

And those are the everyday questions. Leaders also want to groom their entry-level workforce to take on more managerial duties or take their middle managers to the next level as a leader.

This year at IAAPA Attractions Expo, HR managers and experts tackle these questions for HR professionals looking to increase their workforce’s responsibilities.

In “Planting the Leadership Seed,” Monday, Nov. 14, 10:30 a.m., Ben Santos- Rogers of Funtown Splashtown in Maine will identify the characteristics you should look for in your emerging leaders, as well as ways to begin the leadership grooming early on. “Attendees will walk away with a better understanding of the leadership process and how to select, develop and turn our sometimes annual team members into perennial leaders,” he says.

Ron Morrison, CEO of The Docentus Group, will follow that up with “Apples and Hammers: The Subtle and Vast Difference between Managing and Leading,” Monday, Nov. 14, 3:30 p.m. Morrison says we manage “things” and lead “people.”

“In my experiences of presenting management and leadership seminars, as well as with coaching leaders to high performance, I have come to realize that (all too often) people consistently confuse managing with leading,” Morrison says. “The words ‘manager’ and ‘leader’ are frequently used interchangeably to describe a person’s position or responsibilities, not what he or she is actually doing. It is for this reason I desire to bring about the realization that managing and leading are as different as apples and hammers.”

While you’re pondering those issues, consider these sessions designed to help you motivate and inspire those emerging leaders along the way:

• “Micro-Culture: Navigating the Motivation and Satisfaction of Young Employees,” Tuesday, Nov. 15, 5 p.m.
  
  
• “Get an Enhanced License to Thrill: A Management Strategy for Success!,” Wednesday, Nov. 16, 9 a.m.
  
  
• “Employee Training Tool Kit,” Thursday, Nov. 17, 9 a.m.
  
  
• “TEA Presents: Future Legends 2011—The Next 20 Years,” Thursday, Nov. 17, 9 a.m.