Breakout Sessions

Monday, June 1

10:15 - 11:30am

Member Forum - AI in Action: Real-World Applications for Attraction Operations


Facilitator: John Penney – Founder; BlackDog Advertising


Track: Marketing/Sales, Operations/Guest Experience 


Most professionals are familiar with AI tools like ChatGPT and Copilot. But how are attractions actually using artificial intelligence to improve day-to-day operations? This session moves beyond the basics to explore practical applications of AI across the industry—from optimizing staffing and maintenance scheduling to enhancing marketing strategies and improving the guest experience. Participants will share examples, ideas, and lessons learned as attractions begin integrating AI into operational decision-making. Come ready to exchange insights and discover how AI can help streamline operations and unlock new efficiencies.

Back of the House, Front of Mind: How Operations and Marketing Work Together


Facilitators: TBA

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.

Capitalizing on 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, CP; The Florida Aquarium
  • 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.

From Corporate Buyouts to Class Trips: Winning the New Group Business


Facilitators: 


  • Cameron O’Connell - Sr. Director, Sales and Partnerships; ZooTampa at Lowry Park
  • Adam DePiro – Chief Sales Officer; 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.

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.

Monday, June 2

1:15 - 2:30pm

Florida Attractions Workforce Development: The Bridge to Higher Education


Facilitators:


  • Dr. Zac Cole – Assistant Professor, Hospitality & Tourism; Flagler College
  • Dr. Peter Ricci - Director of Hospitality and Tourism; 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.

From Roadside Stop to Destination: How Family-Owned Attractions Find Success


Facilitators:


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

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.

Data to Decisions: Using What You Track to Drive Growth


Facilitators: 


  • Beth Trainer – Director of Business Intelligence; The Florida Aquarium
  • Additional panelists TBA


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.

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.