Schedule

Sunday, May 31

9:00 am – 2:00 pm
Registration Desk

Conference Registration Open

Sponsored by Welcome Guide-Map / CJ Publishers

12:00 – 1:30 pm 

Board of Directors Working Lunch

Sponsored by Welcome Guide-Map / CJ Publishers
For Current FAA Leadership Only

2:30 – 4:00 pm

Veranda Room

Mystery Connect LIVE!

Sponsored by Integrated Insight

5:00 – 6:15 pm

Grand Ballroom F-J

General Session #1
State of the Industry



Sponsored by Visit Tampa Bay

6:15 – 7:45 pm
Grand Ballroom A-E

Opening Night Reception in Networking Center


Official opening of the Networking Center. Exhibitors compete for awards. Silent Auction Opens.


Sponsored by Visit Tampa Bay

Monday, June 1

7:30 am – 3:30 pm

Registration Desk

Conference Registration Open

Sponsored by Welcome Guide-Map / CJ Publishers

7:30 – 8:30 am

Grand Ballroom A-E

Continental Breakfast in the Networking Center


Sponsored by


Silent Auction Bidding

8:30 – 9:45 am

Grand Ballroom F-J

General Session #2
Navigating the New Leisure Landscape: Insights from PGAV Destinations & Integrated Insight


Sponsored by A3 Visual

9:45 – 10:15 am

Grand Ballroom A-E

Session Break in
Networking Center

10:15  – 11:30 am

Meeting Rooms 8-12 • 3rd Floor

Breakout Sessions #1
(five concurrent sessions)

Sponsored by Howes & Company -
Project Managers

  • Meeting Room 8 | Fueling Group Business Through Key Industry Partnerships

    Facilitators:

    • Cameron O’Connell - Sr. Director, Sales and Partnerships; ZooTampa at Lowry Park
    • Carylann Assante – CEO; Student Youth and Travel Association (SYTA)
    • Santiago Corrada – President & CEO; Visit Tampa Bay

    Track: Marketing/Sales


    From school field trips to corporate buyouts, team-building events, and community collaborations, group sales are evolving—and so should your approach. This session dives into practical, real-world strategies attractions can use to attract, sell, and retain group business. Learn how to create compelling group experiences, engage local partners, and adapt your sales efforts to meet changing customer expectations. Ideal for sales, marketing, and operations leaders looking to maximize group revenue and long-term relationships.

  • Meeting Room 9 | Member Forum - AI in Action: Hiring Your First Digital Intern

    Facilitator:

    John Penney – Founder; BlackDog Advertising



    Track: Marketing/Sales, Operations/Guest Experience


    You already know AI can answer questions and draft copy. But a bigger shift is coming to the everyday software attractions rely on: the new wave of 'agentic AI' doesn't just respond — it takes action, handling multi-step tasks on its own.


    This is a plain-English introduction to what's about to hit, with real-world examples of AI handling everyday chores like weather rebookings, review responses, and pricing alerts — always with a human giving final approval.


    No technical background needed. Come ready to swap ideas and leave knowing what to watch for as this wave reaches your operation.


  • Meeting Room 10 | Your Best Content Is Invisible: Why Organic Social Media is Failing Attractions

    Facilitator:

    Kevin McNulty – President and CEO; NetWeave Social Networking 



    Track: Communications/Social Media


    If your social media posts suddenly feel invisible, it’s not just you. Major platform changes have reshaped how content is shown and shared. This session breaks down what’s changed, why older strategies may no longer work, and how to adapt without chasing trends. We’ll focus on practical adjustments that help you reconnect with your audience and get more value from the time you’re already spending.

  • Meeting Room 11 | Capitalizing on Your Culture with Those Pesky Core Values

    Facilitators:

    • Michelle Coleman – Sr. Vice President, Human Resources; ZooTampa at Lowry Park
    • Kelly Curington – Executive Vice President of Human Resources & CPO (Chief People Officer); The Florida Aquarium
    • Jessica Rhodes – Manager of Guest Services; Mote Science Education Aquarium (MoteSEA)
    • Diana Vega – Chief of Operations; Zoo Miami

    Track: HR/Leadership


    Learn how to bring your core values off the poster and into everyday practice in this interactive session. Discover creative ways to embed values into operations, guest experiences, programming, rewards, and team traditions. From recognition games and value‑themed challenges to event tie‑ins and story sharing, you’ll see how to make values engaging, memorable, and genuinely meaningful. We’ll explore how leaders can model and reinforce values in ways that spark connection—not eye‑rolls—and how a value‑driven culture boosts engagement, retention, and guest satisfaction. Whether you run a zoo, aquarium, park, or museum, you’ll leave ready to turn values into culture‑building tools.

  • Meeting Room 12 | Back of the House, Front of Mind: How Operations and Marketing Work Together

    Facilitators:

    • Scott Rose – Senior Vice President/Chief Operating Officer; ZooTampa at Lowry Park
    • Matt Johnson – Executive Director; IMAG History & Science Center 
    • Jennifer Berthiaume - Attractions Industry Consultant

    Track: Marketing/Sales, Operations/Guest Experience


    Great guest experiences don’t happen by accident—they happen when operations and marketing work as one. This session explores how breaking down silos between teams leads to clearer communication, smarter decision‑making, and a more consistent experience from the first ad impression to the final farewell at the exit gate. Learn how shared goals, cross‑department insights, and aligned messaging can improve service delivery, streamline workflows, and eliminate internal friction. Through real examples and practical tools, you’ll discover how collaborative planning and continuous feedback loops create stronger outcomes for guests, staff, and the attraction as a whole.

11:45 am – 1:30 pm

Grand Ballroom F-J

General Session #3
Power Lunch


Sponsored by SSA Group


  • Surprise Arrival of the Gavel!
  • FAA Annual Meeting
  • FAA Advocacy Report - Jennifer Green, Liberty Partners of Tallahassee
  • Florida Attractions Scholarship Foundation Presentations
  • Florida Attractions Leadership Academy – Inaugural Cohort
  • VISIT FLORIDA UPDATE, Bryan Griffin, President and CEO of VISIT FLORIDA

1:30 – 2:30 pm
Grand Ballroom A-E

Networking Center Visit, Dessert, Silent Auction Bidding

2:30 – 3:45 pm

Grand Ballroom F-J

General Session #4
Epic Universe: Inside the Creation of the World’s Most Advanced Theme Park

4:00 – 4:45 pm
Grand Ballroom Pre-function Area

Peer Pods LIVE!

Sponsored by


Click for Topics & Table Numbers

6:30 – 9:00 pm
ZooTampa at Lowry Park

Evening Event at ZooTampa at Lowry Park


 Motorcoach Transportation provided

Tuesday, June 2

7:30 am – 1:30 pm

Registration Desk

Conference Registration Open

Sponsored by Welcome Guide-Map / CJ Publishers

8:00  – 9:45 am

Grand Ballroom F-J

General Session #5

Celebration Breakfast



  • Florida AZA Presentation - Tim Tetzlaff, Naples Zoo
  • Installation of new Board and Officers for 2026-2027
  • Award Presentations (Outstanding Attraction & Associate Member)

9:45  – 10:00 am 

Session Break

10:00 am  – 12:00 pm

Grand Ballroom Pre-function Area

Industry Roundtable Sessions

(3 Rotations)


Sponsored by BlackDog Advertising

Table 1
Maximizing Your FAA Membership


Table 2
Issues and Answers with Liberty Partners


Table 3
F&B Wins, Lessons, and Innovations


Table 4
Scroll-Stopping Social Media


Table 5
Ways to Improve the Guest Experience


Table 6
Legal Landmines


Table 7
New Audiences, New Revenue


Table 8
AI Show and Tell


Table 9

Professional Development Think Tank


Table 10
Your VISIT FLORIDA Partnership


Table 11

Building a Culture of Hospitality

12:00 – 1:20 pm

Grand Ballroom A-E

Lunch in the Networking Center

Sponsored by accesso


Silent Auction Finale

Final opportunity to bid on Silent Auction

1:30  – 2:45 pm

Meeting Rooms 8-12 • 3rd Floor

Breakout Sessions #2
(five concurrent sessions)

  • Meeting Room 8 | Turning Social Engagements into Real-World Visits

    Facilitators:

    • Stephen Kubiak – Head of Social Strategy & Content, Universal Destinations & Experiences; Universal Orlando Resort 
    • Will Wellons – Founder & President, Wellons Communications 

    Track: Social Media/Communications


    Discover how to transform online attention into on‑site attendance in this dynamic session. Panelists will unpack the tactics that turn likes, comments, and shares into measurable foot traffic. Learn how to identify high‑value audiences, create content that motivates action, and optimize campaigns across platforms. The session will explore influencer partnerships, geo‑based promotions, and how to track digital engagement all the way to the ticket booth. Walk away with practical frameworks and creative ideas to drive real‑world visits from your social presence.

  • Meeting Room 9 | Data to Decisions: Using What You Track to Drive Growth

    Facilitator:

    • Beth Trainer – Director of Business Intelligence; The Florida Aquarium
    • Ben Story – CEO; Avius
    • Shelby Brookbank – Guest Operations Manager; The Florida Aquarium
    • Derek Chapin – Director of Partner Success; SSA Group
    • James Paulding – Manager; Deep Blue Attractions 

    Track: Marketing/Sales


    Unlock the power of your attraction’s data in this practical session focused on turning information into action. Learn how CRM insights, ticketing trends, and visitor feedback can work together to reveal growth opportunities and guide smarter decision‑making. Presenters will walk through real examples of how data can identify underserved audiences, optimize marketing spend, refine the guest experience, and forecast attendance. You’ll also discover simple frameworks for integrating data across teams and building a culture of insight‑driven strategy. Leave with clear steps for transforming what you track into meaningful attendance and revenue growth.

  • Meeting Room 10 | From Roadside Stop to Destination: How Family-Owned Attractions Find Success

    Facilitator:

    • Bill Weinaug – President; Wekiva Island
    • Carrie Vanderhoef – Bar, Retail and Events Manager; Wekiva Island
    • Jo Laborde – Corporate Business Concierge; Wekiva Island
    • Mary Weinaug - Leisure Bookings Manager;  Wekiva Island

    Track: Operations/Guest Experience


    From humble roadside stop to can’t-miss Central Florida destination, Wekiva Island’s evolution proves that vision, resilience, and a little family chaos can build something unforgettable. This dynamic session explores how a family-owned attraction can grow strategically while preserving their souls — transforming “Let’s stop by” into “Let’s plan the whole weekend around it.” Attendees will leave with insights on balancing growth with family values, making decisions without corporate safety nets, planning for succession, and staying nimble during crisis, all centered on the specific challenges family businesses face.

  • Meeting Room 11 | Florida Attractions Workforce Development: The Bridge to Higher Education

    Facilitators:

    • Dr. Zac Cole – Assistant Professor, Hospitality & Tourism; Flagler College
    • Dr. Peter Ricci - Director, Hospitality & Tourism Management Program; Florida Atlantic University

    Track: HR/Leadership


    Florida’s attractions industry demands a workforce capable of managing both hands‑on operations and rapidly evolving “phygital” guest environments. This session examines the gap between academic preparation and real‑world resilience, highlighting strengths in creative thinking while addressing deficits in troubleshooting, communication, de‑escalation, logistics, and crisis response. The panel proposes an immersive, ground‑up approach that pairs classroom learning with frontline experience, helping students understand how attractions truly function and develop adaptable problem‑solving skills. The session concludes with a look at career pathways and an interactive Q&A aimed at bridging the “trade vs. degree” divide and shaping a stronger, more resilient talent pipeline.

  • Meeting Room 12 | Side Roads to Success: Alternative Revenue for Attractions

    Facilitators:

    • Diana Vega – Chief of Operations; Zoo Miami
    • Jared Reid – CEO; Wild Florida 

    Track: Operations/Guest Experience


    If your budget depends on sunny weather and sold-out Saturdays, it’s time to explore creative, mission-friendly ways to grow revenue beyond the front gate. From after-hours events and facility rentals to animal encounters, photo ops, retail glow-ups, revenue-share opportunities, and reseller partnerships, this session will provide practical ideas and real-world examples you can implement. Attendees will walk away with actionable strategies to maximize space, staffing, and audience—and a few “why didn’t we think of that?” ideas that will work even on rainy days.

3:00 - 4:15 pm
Grand Ballroom F-J

General Session #6
Keynote Speaker: Alex Sheen

"Because I Said I Would"


Sponsored by VISIT FLORIDA

4:15 pm - Adjournment 

Grand Ballroom F-J

Conference Finale


Passing of the Gavel, Chairman’s Remarks, Grand Prize Drawings.

Adjournment - 5:30 pm

Grand Ballroom A-E

Silent Auction Check Out

Networking Center Available for Exhibit Breakdown

6:00 - 9:00pm

The Florida Aquarium

Evening Event at

The Florida Aquarium