Printer Friendly, PDF & Email

IAAPA Institute for Attractions Managers South Africa


Event Type: Education
Venue: In-Person
Member Price: € 650 (IAAPA and/or AAVEA) | Nonmember Price: € 765
Credit Hour(s): 16

Start: 12 p.m. August 18, 2019 (Registration desk open at 11 a.m.)
End: 6 p.m. August 20, 2019

The Institute for Attractions Managers is IAAPA’s premier management development program. This 2 and a half day course gives attendees detailed training in attractions management and is directed at emerging industry professionals, who have the potential to be on a senior management team or newly hired executives joining the attractions industry.

It is also an excellent program for managers entering the attractions industry laterally from other businesses providing a solid foundation on how attractions operate and what the industry’s key drivers and the metrics for success.

Register Here


Radisson Red Hotel V&A Waterfront
Cape Town, South Africa

About the course

The IAAPA Institute for Attractions Managers is a 2 and a half day intensive course that gives attendees detailed training in attractions management featuring hands-on instruction and case studies.

Industry leaders will immerse your staff into five core topics and provide a closer look at how these issues are managed in the attractions industry:

  • Attractions Finance: Capital, expense and revenue budgeting, and other financial tools
  • Attractions Marketing: The role of public relations, media relations, advertising, group sales, and marketing
  • Attractions Leadership: Successful human resources development strategies to motivate a team
  • Attractions Operations and Safety: Industry regulation, facility best practices, and crisis management awareness
  • Attractions Revenue Operations: The role and importance of food and beverage, merchandise, and games.

For who?

  1. Emerging industry professionals, who have the potential to be on a senior management team
  2. Managers entering the attractions industry laterally from other businesses
  3. Newly hired executives joining the attractions industry

IAAPA Institute for Attractions Managers in Cape Town

IAAPA is hosting the Institute for Attractions Managers in South Africa to cater to the request of the many members in Africa. The course will be organized in conjunction with the Annual AAVEA Conference (AAVEA 2019), offering attendees the chance to save on time, travel & hotel costs... IAAPA is bringing the Institute for Attractions Managers to you!

IAAPA Certification

Participants in the IAAPA Institute for Attractions Managers earn 16 credit hours towards IAAPA Certification. More information on IAAPA Certification is available here.

Reviews by attendees of previous institutes:

"I expected a lot and it matched my expectations."

"All speakers did an excellent job, I thoroughly enjoyed it."

"Amazing initiative. Perfect for mid-level managers with subject matter expertise, but no general management know-how."

More information?

You can always contact IAAPA EMEA for more info. 


Mikael Ahlerup, CEO, Lund Group Holding, Norway

Mikael Ahlerup

CEO, Lund Group Holding

Mikael is CEO of Lund Group in Norway, a family company for generations and one of Norways largest companies inside the leisure industry, they own a number of different businesses, for example, Kongeparken theme park, Lunds Tivoli, Christmas in Winterland Oslo, Skånes ZOO in Sweden, Palmesus (Scandinavia’s biggest beach party) and they arrange festivals in Norway, in total Lund Group had more than 3 million visitors 2018. 

Before his current position Mikael was the CEO of AIK Football Club in Sweden, one of the largest clubs in the Nordic Countries. Prior to soccer Mikael has a solid background in the Leisure industry through Scandinavia within TUI Nordic, CEO at Orsa Grönklitt; a ski resort, waterpark and a zoo. Mikael was also for 10 years the CEO of Astrid Lindgrens World, a unique theme park in Sweden.

For his leadership Mikael was in 2011 awarded as the CEO/General Manager of the year in Sweden.

Robert Arvidsson, Head of Marketing, Liseberg

Robert Arvidsson, Head of Marketing, Liseberg, Sweden

Head of Marketing, Liseberg

Robert Arvidsson is Head of Marketing at Liseberg and member of the management team. He joined Liseberg in 2014 and his key responsibilities includes group brand strategy, marketing communications, eCommerce and digital business development. Prior to Liseberg, Robert held different senior brand management and e-commerce positions within retail and airline industries such as Team Sportia and the SAS Group. He also have several years of experience working as a consultant in some of the leading brand and communication agencies in the Nordic region. Robert hold a BA in Marketing Communications and an MBA in Strategic Brand Management from the Norwegian School of Economics in Bergen (NHH).

Yael Coifman,Senior Partner, Leisure Development Partners

Yael Coifman

Leisure Development Partners LLP, Senior Partner

Yael is a founding partner of LDP. With over 20 years of experience conducting market and financial assessments of projects throughout the EMEA region, Asia, Africa and the Americas. She applies global knowledge and passion for the industry to every local market situation. Based in London, Yael conducts studies on stand alone attractions and museums or innovative leisure real estate projects that incorporate entertainment, retail and attraction elements into resorts and tourism destinations. She provides qualitative and quantitative analysis regarding entertainment concepts and content, strategic development and financial feasibility.  

Melissa Lockwood, Operations Director, Yas Waterworld Abu Dhabi

Melissa Lockwood

Yas Waterworld Abu Dhabi, Operations Director

Melissa Lockwood is the Operations Director at Yas Waterworld Abu Dhabi where she leads a team of more than 180 colleagues in the park’s 365 day operation. She moved to Abu Dhabi in 2012 to join the pre-opening team of Yas Waterworld. Since then she’s also spent time working at Yas Waterworld’s sister park, Ferrari World Abu Dhabi, in both Operations & Guest Services. Before relocating to Abu Dhabi, Lockwood held management positions for municipalities in Texas and Missouri in parks and recreation. She began her career as a lifeguard in 1998 and worked in several different roles at aquatic facilities and ice arenas throughout high school and college.

Lockwood is an IAAPA Certified Attractions Leader, an Ellis & Associates Instructor Trainer, a Certified Parks and Recreation Executive, a Certified Pool Operator and a Professional Pool & Spa Operator. She has delivered educational sessions at conferences for the Missouri Park and Recreation Association, the Texas Recreation and Park Society, the Texas Public Pool Council, the International Association of Amusement Parks and Attractions, International Aquatic Safety School – East, and the World Waterpark Association, as well as published articles for Aquatics International.

Lockwood holds a Bachelor of Science degree in Parks, Recreation and Tourism from the University of Missouri and a Master of Science degree in Recreation and Leisure Studies from the University of North Texas.