General Sessions & Keynotes

General Session #1

State of the Industry

Sunday, May 31

5:00 - 6:00pm


Join a panel of senior attraction leaders for a timely conversation on the current state of our industry. From emerging trends and operational challenges to growth opportunities and innovation, these executives will share candid insights drawn from the front lines. Gain perspective on where we are today — and where the attractions industry is headed tomorrow.

General Session #2

Navigating the New Leisure Landscape: Insights from PGAV Destinations & Integrated Insight

Monday, June 1

8:30 - 9:45am


What happens when you combine deep consumer economics with powerful visitor motivation research? A clearer roadmap for 2026 and beyond.


In this dynamic joint session, Integrated Insight and PGAV bring complementary perspectives to the stage. Integrated Insight will unpack current spending intent, pricing perceptions, and the financial realities shaping participation decisions. PGAV will explore evolving visitor motivations, the rise of experience-seekers, generational shifts, and the growing demand for novelty and immersive design.

 

Together, these industry leaders will connect the dots between consumer caution and consumer curiosity — offering practical strategies to compete for time, attention, and discretionary dollars. This session will equip you with actionable insights to balance value, innovation, and sustainable growth in today’s competitive attractions’ environment.

General Session #3

Power Lunch

Monday, June 1

11:45am - 1:30pm


Surprise Arrival of the Gavel!


Don’t blink — you won’t want to miss this moment. The ceremonial Gavel makes its grand (and unexpected!) entrance as we celebrate the continued strength of the Florida Attractions Association.


Full of tradition, pride, and just a touch of fun, the Surprise Arrival of the Gavel is a spirited highlight that reminds us leadership is both an honor and a shared responsibility.

FAA Annual Meeting


Join us for the official Annual Meeting of the Florida Attractions Association. This important session provides members with an update on the Association’s progress, financial position, strategic priorities, and key initiatives shaping the year ahead. Primary Attraction Members will also participate in the election of leadership and celebrate the collective accomplishments that continue to strengthen and advance Florida’s attractions industry.

Florida Attractions Scholarship Foundation Presentations



Join us as the Florida Attractions Scholarship Foundation proudly presents scholarship checks to the recipients of the 2026 Scholarship Awards and announces the recipients of the 2026 Professional Development Grants. Celebrate these outstanding individuals and their commitment to advancing their careers — and strengthening the future of Florida’s attractions industry.

Florida Attractions Leadership Academy – Inaugural Cohort


Join us as we recognize the participants of the inaugural cohort of the Florida Attractions Association Leadership Academy. This first class represents a new investment in developing the next generation of leaders for Florida’s attractions industry, and we are proud to celebrate their commitment to growth, collaboration, and professional excellence.

VISIT FLORIDA Update


Bryan Griffin, President and CEO of VISIT FLORIDA, will provide an update on the organization’s latest initiatives and strategic priorities. Hear his vision for Florida’s tourism industry, along with insights into emerging travel trends, current research, and upcoming marketing campaigns and sales initiatives designed to drive visitation to Florida attractions statewide.

General Session #4

Epic Universe: Inside the Creation of the World’s Most Advanced Theme Park

Monday, June 1

2:30 - 3:45pm


This is more than a theme park. It reflects a deliberate vision for the future of immersive entertainment.

 

As the first new theme park to open in Orlando in 25 years, Universal’s Epic Universe represents one of the most ambitious developments in the modern attractions industry. Designed as the cornerstone of a fully integrated vacation destination, it builds on decades of immersive storytelling experience to extend length of stay and deepen guest engagement.

 

Jeff Polk, Executive Vice President and General Manager of Universal’s Epic Universe, will share insights from vision to opening day, including the strategic choices behind the audience-driven design, destination growth and leading transformation at scale.

General Session #5

Celebration Breakfast

Tuesday, June 2

11:45am - 1:30pm


  • Industry Report Card – Amusement Advantage
  • Florida AZA Presentation – Tim Tetzlaff, Naples Zoo
  • FAA Advocacy Report – Jennifer Green – Liberty Partners of Tallahassee
  • Celebrate FAA!
  • Chairman’s Annual Report
  • Installation of new Board and Officers for 2026-2027 
  • Award Presentations (Outstanding Attraction & Associate Member)
  • Celebrating What’s New in Florida’s Attractions (Attraction members sharing their newest rides, facilities, habitats, programs, etc.)

General Session #6

Keynote Speaker: Alex Sheen, "Because I Said I Would"

Tuesday, June 2

3:00 - 4:15pm


In an industry built on delivering unforgettable experiences, our promises matter. Alex Sheen, founder of the social movement Because I Said I Would, brings a powerful message about commitment, accountability, and the impact of keeping your word.

 

For Florida attractions professionals, Alex’s message resonates deeply. Every ticket sold is a promise of value. Every marketing campaign is a promise of experience. Every team commitment is a promise to colleagues and guests alike. In a time when consumers are more selective and expectations are higher than ever, trust and follow-through are competitive advantages.

 

Through compelling stories and practical insights, Alex will challenge us to examine how we show up for our teams, our partners, and our guests — and how a culture of accountability can elevate performance, strengthen leadership, and reinforce the integrity of your organization.

 

This keynote will inspire you to lead with intention, deliver with consistency, and remember that in our business, promises kept create loyalty that lasts.