Institute for Attractions Managers (IAM)
Global Attractions Industry’s Premier Professional Development Program
The IAAPA Institute for Attractions Managers is the professional development program for leaders with five or fewer years’ experience in attractions management. Participants should be highly motivated with an interest in or some experience leading a team. Participants will gain a global attractions perspective, learn more about all areas of operation, and will share best practices across member types.
What is Included
- The intensive in-person program will take place in Riyadh, Saudi Arabia, at JW Marriott Hotel Riyadh and will be conducted in English.
- It will consist of five modules, total of 13 hours, designed with a blend of classroom instruction led by industry experts, case study examinations, and small group presentations.
- The full program will include: three days of learning and three lunches. Scroll down to view the agenda in detail (agenda might be subject to change).
- Participants who will complete all modules will receive the program certification.
For more information contact Tom Van Liefferinge, Education Manager.
To Register Contact Tom van Liefferinge
Program (IAAPA Faculty)
- Facility Operations and Safety Management
- Financial Management
- HR and Leadership
- Marketing and PR Management
- Revenue Management
Neil Dwyer, ICAE
Neil Dwyer has spent the last 16 years in theme parks and has extensive experience in many areas of attractions (both revenue and non-revenue generating).
Born and educated in the UK, Neil begun his career working with some of the UK’s most famous theme parks. Neil held prior roles as the Director of Carnaval Entertainments with Global Village, and the Director of Operations at IMG Worlds of Adventure, the world’s largest indoor theme park. He also held the Park Operations Manager position at Blackpool Pleasure Beach, UK’s largest amusement park. Neil also spent time in various other theme parks in the UK including managing the operations of Camelot Theme Park and being instrumental in the development of Spooky World - a multi-million-pound Halloween attraction in Cheshire, UK.
Neil is also a Committee Member of the Amusement Parks and Attractions Constituency Committee.
Massimiliano Freddi, ICAE
Part of the leisure industry for over 20 years, after being in charge of marketing and press for the Italian market of Disneyland Paris, he joined Leolandia, the No. 1 Italian park for kids under 10. As the general manager and VP of strategic development, he led the park towards a 300% growth.
Since 2016, he has been part of the coaching team for Seth Godin’s AltMBA and Marketing & Experience design professor at IULM University in Milan. Since 2018, he's served as Chairman of the EMEA Education Subcommittee and Member of the Board of IAAPA.
As TradeLab Leisure Consultant, he supports mall properties and developers to identify the best concepts to integrate leisure into shopping and food venues.
French Lebanese born and raised, Maya Mattar is a people-development professional, educator, and speaker. In her 20 years of working in the service industry, with international experience across the Middle East and Southeast Asia, she has helped more than 10,000 individuals develop their skills. Maya has a master’s degree in Coaching Psychology and is passionate about helping individuals and organizations “change their doing by changing the viewing”. Maya was part of the award-winning Emirates Airline service training team and has led the core opening teams responsible in setting up, opening and operating different businesses in the leisure and entertainment sector for worldwide franchises and local organizations. Maya is the author of Amazon best seller book "Lasting Impressions - The Framework for Consistent Service Delivery". This book is a must-read for those in the service industry who are looking for practical tips and techniques on delivering excellence.
Shaun McKeogh, ICAE
Shaun’s experience in the Themed Visitor Attractions, Culture, Leisure & Entertainment Industry around the globe has enabled him to gain a wealth of industry knowledge, connections and strategies for building strong workplace cultures that support high employee engagement; impacting job performance, quality service excellence delivery, sales, safety and productivity. His expertise and passion is directed at organisational development, employee engagement, service excellence systems, attractions training and operations.
Shaun is past Chair of the IAAPA Human Resources Committee and IAAPA Asia Pacific Education Committee. He is currently chairing the IAAPA Asia Pacific Diversity and Inclusion Taskforce and member of the IAAPA Asia Pacific Advisory. He is featured as a regular international speaker for the IAAPA Expo’s, and has been a long-term faculty member delivering the IAAPA Institute for Attraction Managers throughout Asia Pacific.
Shaun managed the Culture & People Development at Australia’s Premier Theme Parks, including Warner Bros. Movie World, Sea World Theme Park & Resort Hotel, Wet ‘N’ Wild Water World, Australian Outback Spectacular & Paradise Country. Beginning his visitor attraction career with extensive frontline experience in rides & attractions and park operations, he has served in many senior leadership roles throughout his exciting career. Shaun is excited about a new visitor attraction initiative to deliver organizational development support and training solutions through the ProFun Academy where he has been recently appointed as Chief Training Officer (CTO) for the ProFun Academy.
Shaun will be a facilitator and moderator of IAM.
Food Service Executive with over 35 years of experience in high volume food and beverage operations. Expertise in design/build, HR recruitment,training and team building, fiscal capital and operating budgeting and building highly successful and profitable food service operations. Jan's experience includes:
Theme Parks: Sea World of Florida, Universal Studios Florida, Universal Studios Dubailand, Universal Studios Hollywood, Six Flags Qiddiya.
Sports & Entertainment Catering and Concessions: NASCAR, National Football League, National Basketball Association, National Hockey League, Major League Baseball, National College Athletics Association, The University of Notre Dame, and multiple Arena and Stadium Concerts and Special Events.
*Please note agenda is subject to change
Extend Your Stay
Why don’t you register for IAAPA Middle East Trade Summit taking place straight after IAM? Learn about exciting attractions projects in Riyadh and gain new business opportunities.