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This episode is brought to you by New Vue. New Vue is a team of attractions experts providing an ‘all-in-one’ reporting suite for attractions businesses. Their reporting solution empowers attraction leaders to make well-informed decisions, based on real-time data. New Vue also build slick websites that elevate your digital guest experience and provide strategic support to help you with booking systems and all of your IT needs.

Jim Futrell is the Historian for the National Amusement Park Historical Association and IAAPA. With over 40 years of experience researching and preserving amusement park history, Jim has authored multiple books and articles on the subject and is recognized as a leading voice in the field. In this interview, Jim talks about amusement park history, putting context on history, and shared experiences across generations.

“One of the first watershed moments in amusement park history was the 1893 World’s Columbian Exposition in Chicago. It gave birth to the modern amusement park industry.”

Jim discussed how the exposition introduced the Midway Plaisance, which became a blueprint for amusement parks worldwide. Attractions like the Ferris wheel captivated visitors, and the fair’s profitability from entertainment inspired park developers to embrace thrilling rides and immersive environments. Jim highlights key moments, such as the development of John Miller’s under-friction wheel in 1919, which revolutionized roller coaster safety and design. This innovation allowed coasters to evolve from scenic rides to thrilling centerpieces of amusement parks. According to Jim, these milestones laid the foundation for the resilient and ever-evolving amusement park industry we know today.

“Being a true historian isn’t just memorizing facts—it’s about contextualizing them within a broader framework.”

Jim emphasized how understanding historical context deepens our appreciation of amusement parks. For instance, he explored how global events like World War I and II transformed the industry. After World War II, the rise of suburbanization and interstate highways shifted parks from urban centers to sprawling suburban attractions, such as Disneyland. He also shared examples of how past myths about the industry, such as Disney's alleged detachment from IAAPA or the history of Blackpool Pleasure Beach’s membership, were debunked through diligent research. For Jim, the essence of amusement park history lies in connecting these moments to broader societal changes.

“Amusement parks are one of the few places where you can share the same experience across generations.”

Jim passionately described how amusement parks enable families to create multi-generational memories. He shared a personal story about how his family has ridden Kings Island’s carousel for six generations, underscoring the industry’s ability to preserve nostalgia while remaining relevant to new audiences. Jim noted that balancing tradition with innovation is critical for parks. They must honor iconic attractions while introducing new experiences that resonate with modern guests. For example, parks like Knoebels and Kennywood have thrived by preserving their history and making forward-thinking investments.

Jim Futrell’s dedication to preserving amusement park history offers valuable insights into how the industry’s past shapes its future. To connect with Jim directly, you can reach him on LinkedIn or Facebook. To learn more about the National Amusement Park Historical Association and IAAPA, visit their websites.

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This is episode is brought to you by New Vue. New Vue is a team of attractions experts providing an ‘all-in-one’ reporting suite for attractions businesses. Their reporting solution empowers attraction leaders to make well-informed decisions, based on real-time data. New Vue also build slick websites that elevate your digital guest experience and provide strategic support to help you with booking systems and all of your IT needs.

Kyle Allison is the Owner of Altitude 1291 and Director of Fun at Allison’s Fun Incorporated. Raised in a family of entrepreneurs, Kyle grew up immersed in the hospitality industry, contributing to his passion for small businesses and community-focused ventures. From inflatable rentals to family entertainment centers and even children’s haircut franchises, Kyle’s career has been defined by innovative approaches to customer experiences. In this interview, Kyle discusses haircuts and hospitality, overcoming staffing challenges, and serving the community.

"It's about taking care of people. If mom's happy, the haircut doesn't even have to be perfect."

Kyle shares his unique venture into children’s haircut franchises and how it connects to his hospitality roots. Initially inspired by his own experiences as a parent, Kyle saw the opportunity to create a service-oriented environment for families. While haircuts may not seem connected to family entertainment centers at first glance, the emphasis on treating customers well ties both businesses together. He highlights how understanding customer needs and prioritizing exceptional service can transform any business into a hospitable experience.

"It's not just about money. It's about creating an environment where people want to be."

Kyle addresses the labor challenges many businesses faced during and after the pandemic. From providing flexibility in scheduling to fostering a team-oriented culture, Kyle emphasizes the importance of building a workplace where employees feel valued. He describes how his hands-on leadership style—working alongside his team—creates a sense of camaraderie and trust. By focusing on employee satisfaction and training, Kyle ensures his team delivers exceptional guest experiences while maintaining operational efficiency.

"Nothing is more rewarding than giving back to the town that raised you."

Beyond his businesses, Kyle has made significant contributions to his community. From serving on the Norman City Council to participating in the IAAPA Government Affairs Committee, he has leveraged his leadership to advocate for the attractions industry. Kyle discusses how these roles have informed his business strategies, particularly in areas like economic development and community engagement. His dedication to civic involvement reflects his commitment to building strong connections between businesses and their communities.

To learn more about Kyle’s businesses, visit Altitude1291.com and AllisonsFunInc.com. Kyle can also be reached via email at [email protected], or connect with him on Facebook and LinkedIn.

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The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!

Richard Pretlow is the Park President of Morgan's Wonderland in San Antonio, Texas. With a background in theme park management that spans Six Flags, SeaWorld, and Crayola, Richard brought his expertise to Morgan's Wonderland in 2023. Known for being the world’s first ultra-accessible theme park, Morgan's Wonderland creates a space where everyone, regardless of ability, can enjoy the magic of theme parks. In this interview, Richard talks about solving complex problems beautifully, ultra accessibility, and shifting mindsets.

Solving Complex Problems Beautifully

"In architecture, you combine the beauty of art with the science of engineering. Here, we solve complex problems beautifully for our guests and team members alike."

Richard’s background in architecture shaped his ability to approach problems with creativity and practicality. At Morgan’s Wonderland, this approach manifests in seamless solutions for accessibility challenges that preserve the guest experience. Whether it’s redesigning a ride’s layout or addressing operational hurdles, Richard emphasizes the importance of learning directly from frontline team members. By understanding the root causes of issues and collaborating with his staff, Morgan’s Wonderland crafts solutions that prioritize inclusivity while maintaining operational excellence.

"Ultra accessibility means nobody is separated from their mobility or life-support devices."

Richard shared the unique commitment Morgan’s Wonderland has made to create a truly inclusive environment. Unlike typical accessibility accommodations, ultra-accessible rides allow guests to remain in their wheelchairs or bring essential devices on attractions, ensuring no one feels separated from their mobility aids. From flat-surface carousels to harnesses designed for torso stability, every detail is considered. This philosophy extends beyond rides, with accessible retail spaces and policies like allowing outside food for guests with special dietary needs.

"The mindset here is to say ‘yes’ instead of ‘no.’ We look for ways to make the impossible possible."

Richard highlighted how Morgan's Wonderland challenges industry norms by rethinking what’s possible for both guests and employees. For example, the park employs individuals with disabilities in a range of roles, including positions previously considered unsuitable. A visually impaired ride operator exemplifies this shift, leveraging heightened sensory awareness to manage operations with precision. This inclusive mindset not only enriches the guest experience but also serves as a model for other parks to expand opportunities for individuals with diverse abilities.

Richard Pretlow’s leadership at Morgan's Wonderland exemplifies how shifting mindsets and solving problems creatively can lead to groundbreaking inclusivity.

To learn more about Morgan’s Wonderland, visit morganswonderland.org. For insights into the park’s broader initiatives, visit morgans.org. You can also connect with Richard directly through the park’s contact page.

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The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!

One of the biggest struggles that attractions face is service recovery and complaint resolution. To address this, Josh is excited to release a new online course called Service Recovery Hero, which allows attraction operators to streamline the service recovery process and use guest complaints to grow the business. Designed for the attractions industry, the course offers actionable strategies to handle complaints, empower employees, and turn service failures into opportunities for growth. In this episode, Matt and Josh delve into the nuances of service recovery, showing how it should be treated as a necessary component of any business strategy.

"Less than 4% of people who have an issue are actually going to speak up about it."

Guest feedback provides a wealth of insights, but the majority of dissatisfied guests remain silent. To get more complaints, embrace the four key pillars for collecting guest feedback: onsite channels, post-visit surveys, mystery shops, and public reviews. These pillars ensure businesses capture and act on valuable information to improve the guest experience proactively.

"The LAST model stands for Listen, Apologize, Solve, and Thank."

One cornerstone of service recovery is the LAST model, a structured approach to handling complaints. Training staff in this model equips them to navigate difficult conversations and resolve issues effectively. By emphasizing empathy and empowerment, this framework minimizes disruptions and enhances guest satisfaction.

"There is so much you have to offer that has high value to guests but low cost to your business."

When you implement a robust recovery toolbox, you enable team members to resolve complaints without managerial escalation. By offering high-value, low-cost solutions—like complimentary tickets or experiential compensation—teams can address issues swiftly and achieve higher levels of guest satisfaction.

"Documenting recovery efforts helps track trends, coach team members, and prevent abuse."

Documentation is essential for managing service recovery effectively. It allows businesses to identify repeat offenders and ensure recovery measures are applied judiciously. This systematic approach also helps refine operational strategies based on aggregated feedback.

"Your response to a review is not just for the reviewer but for everyone who reads it."

Public responses to negative reviews require tact and professionalism, along with validating the guest’s concerns and stresses further discussion offline. This approach not only addresses the reviewer’s issue but also demonstrates the organization’s commitment to service excellence to potential future guests.

"Even irate or unreasonable complaints can be addressed with a structured approach."

Part of your service recovery strategy is to prepare for worst-case scenarios, including obscure and aggressive complaints. Training staff to use conflict resolution strategies, while maintaining safety, ensures even the most challenging situations are managed effectively.

"The solution is not the opposite of the problem but solving for the perception behind it."

Guest feedback offers opportunities for continuous improvement. Aggregating data and addressing systemic issues can lead to long-term enhancements in operations. This iterative process ensures guest satisfaction remains a cornerstone of the business.

Service Recovery Hero is available now as a self-paced online course tailored for the attractions industry. Click here to access the course at a 20% discount. Elevate your guest experience strategy and become the hero your guests deserve!

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

To connect with AttractionPros:

Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.

The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!

Are you ready for 2025? For the eighth year in a row, Matt and Josh host the AttractionPros “Resolutionary” episode, laying out goals and objectives for the following year. By sharing them with each other and publicly on the podcast, it ensures a high degree of accountability. This past year even included a mid-year resolutionary check-in in July that allowed Matt and Josh to share updates on how their resolutions were going. In this year’s Resolutionary episode, Matt and Josh reflect on their 2024 resolutions, and share their goals for 2025 as we head into the new year.

In 2024, Matt focused on three key resolutions. First, he aimed to expand Performance Optimist Consulting POC YOUniversity by incorporating new perspectives and expertise. While progress was made, Matt recognized the need for a new approach in 2025 to better engage and support the community. Second, he committed to improving his health following quadruple bypass surgery by maintaining a healthy diet, reducing portion sizes, and staying active, even during busy events like IAAPA. Finally, Matt resolved to share his personal story strategically, ensuring it created meaningful impact without dominating his narrative—a goal he achieved by thoughtfully incorporating it into his coaching and speaking engagements.

Looking ahead to 2025, Matt plans to embrace writing as a central focus, starting with his third book about middle management and revisiting his love for articles and blog posts. He also aims to rebuild the POC YOUniversity model into a more accessible format, emphasizing community through open sessions and masterminds. Moreover, Matt is dedicated to actively supporting leadership development and embracing bold, innovative ideas that push boundaries, reinforcing his belief in the value of creative risks.

Josh also set ambitious goals for 2024. He focused on building long-term guest experience partnerships, making significant progress by expanding his consulting programs and fostering sustainable client relationships. He also worked to improve his public speaking skills, completing a stand-up comedy course at The Second City to integrate humor and storytelling into his presentations, earning enthusiastic feedback from audiences. Additionally, Josh planned to host more in-person events but, due to family commitments, limited these efforts to one successful meetup. He remains committed to hosting future events, including an AttractionPros Meetup at IAAPA Expo 2025.

Josh’s resolutions for 2025 are centered on growth, following a year of stabilization in 2024. He plans to expand his consulting business sustainably, focusing on delivering measurable results for clients. To prepare for scalability in 2026, Josh is developing digital offerings like the “Service Recovery Hero” online course, which will allow broader access to his expertise. He also plans to establish a stronger industry presence by exhibiting at IAAPA Expo 2025.

For AttractionPros, the focus in 2025 will be on audience growth, engagement, and leveraging technology. Matt and Josh plan to refresh the podcast’s seven-year-old website to improve user experience and continue using AI tools for tasks like generating daily quotes and identifying impactful podcast clips. Engagement with listeners will also take center stage, with efforts to foster a more robust community through both digital platforms and potential in-person events.

Lastly, Josh and Matt express deep gratitude for the AttractionPros interns, Abby and Kristen, whose contributions are vital to the podcast’s success. Together, they remain committed to inspiring and connecting with the attractions industry in meaningful and innovative ways.

What are your goals for 2025? Let us know!

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

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Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.

The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!

Jim Howell is the President of Perky's Pizza. With decades of experience in the global pizza industry, Jim has had a storied career spanning Domino's, Brugger's Bagels, and even running pizza operations in Europe and the Caribbean. He now leads Perky's Pizza, a pioneer in non-traditional food service spaces like family entertainment centers (FECs) and resorts. With a commitment to quality and innovation, Jim’s expertise in ingredient sourcing, operational efficiency, and customer satisfaction has made him a leader in his field. In this interview, Jim talks about how pizza rules the world, not following the trends, and the importance of meeting everybody.

"Pizza is the number one selling item in family entertainment centers, and nothing will replace it."

Jim’s passion for pizza is evident as he delves into why it dominates as the go-to food choice in FECs and beyond. He discusses the universal appeal of pizza, describing it as a versatile dish that’s familiar and accessible to guests of all ages. From thin crust to deep dish, Jim emphasizes that offering a dependable and delicious pizza experience is crucial to FEC success. Perky's Pizza focuses on maintaining high-quality standards while keeping operations simple and scalable. According to Jim, pizza isn't just a menu item—it's the backbone of FEC food programs, generating significant revenue and enhancing guest satisfaction.

"I hate trends because they’re not sustainable in family entertainment centers."

Jim cautions against chasing food trends, especially in the context of FECs. Drawing from decades of data, he argues that introducing trendy menu items like salads or gluten-free options often results in wasted resources, as these items rarely resonate with the core audience. Instead, Jim advises operators to focus on proven staples, particularly pizza, and to learn from larger chains like McDonald's, which invest heavily in research before launching new products. His philosophy is clear: stick with what works and avoid overcomplicating the menu with fleeting trends.

"Good old-fashioned networking is key—you never know where opportunities might come from."

Jim shares anecdotes from his career to highlight the value of building and maintaining relationships. From his early days working in Europe to his current role at Perky’s Pizza, Jim has leveraged connections to create new opportunities and grow his business. At industry events like IAAPA, Jim emphasizes the importance of engaging with everyone, whether they’re prospective clients or industry peers. By staying visible and approachable, he ensures that Perky's Pizza remains top-of-mind for operators looking to enhance their food programs.

To learn more about Perky’s Pizza or to connect with Jim, visit PerkysPizza.com or call their office at 813-855-7700. Jim is also reachable directly on his cell at 813-382-6044. Whether you’re planning a new FEC or looking to upgrade your food service, Jim and his team are ready to help you create a successful pizza program.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

To connect with AttractionPros:

Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.

The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!

IAAPA Expo is the world’s largest gathering of professionals in the attractions industry, showcasing cutting-edge innovations, networking opportunities, and educational sessions that shape the future of location-based experiences. As long-time participants and advocates for the industry, Matt and Josh were actively involved in this year’s expo, including leading education sessions, along with hosting the highly successful AttractionPros Meetup, which brought together attendees from around the globe. In this episode, they reflect on their biggest takeaways from the Expo, highlighting lessons learned, the value of connections, and key trends shaping the attractions industry.

Josh and Matt emphasize how IAAPA fosters connections that can have long-term impacts. They share personal stories, including meeting mentees at Career Slam and having meaningful interactions during the AttractionPros Sunday Night Meetup, which exceeded attendance expectations and highlighted the sense of community within the industry.  

Both Josh and Matt underscore the "compounding effect" of networking, describing how relationships formed years ago can evolve into significant opportunities, professionally and personally.

Josh and Matt reflect on the importance of adaptability in both personal and professional contexts. They highlight how careers in the attractions industry often follow nonlinear paths, encouraging flexibility and openness to unexpected opportunities. Whether it’s exploring roles outside of one’s initial focus or seizing unplanned chances for growth, their advice emphasizes embracing change as a constant and transformative force in achieving long-term success.

While the Expo showcased cutting-edge technology and innovation, Josh and Matt remind listeners that the industry remains fundamentally people-driven. Genuine connections, trust-building, and shared experiences remain irreplaceable.  

Lastly, one of the biggest takeaways that Matt and Josh had from this year’s expo was the impact that this podcast makes. Several people shared stories of episodes and interviews that impacted their career development and growth. Josh shared a touching story of a listener who found solace and motivation in the AttractionPros Podcast during cancer treatment.  

We’d like to express our heartfelt thanks to the IAAPA team, the ambassadors, and everyone who contributed to making the Expo a success. We encourage listeners to share their own Expo takeaways and consider submitting ideas for educational sessions for IAAPA Expo 2025.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

To connect with AttractionPros:

Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.

The future of fun begins at IAAPA FEC Summit, January 19–21, 2025, in New Orleans, Louisiana. Join FEC and LBE professionals for an immersive experience packed with strategic insights, networking, and behind-the-scenes EDUTours of unique local facilities. Learn how to make your FEC stand out a crowded market and explore the latest trends designed to elevate your business. Build valuable connections and leave inspired with actionable strategies for success. Secure your spot today!

David Rosenberg is the Executive Vice President, Growth and Experience, for SSA Ventures. SSA Ventures, a division of SSA Group, focuses on enhancing visitor experiences, integrating sustainability practices, and leveraging innovative technology to elevate attractions globally. SSA Group has over 90 partnerships with cultural attractions, zoos, aquariums, and theme parks, providing food and beverage, retail, and admissions solutions. In this interview, David talks about next-level hospitality, trends in sustainability, and a frictionless visitor experience.

"452 Lyons Street was where hospitality came to life, where the front door was always open, food was always cooking, and the community came together in warmth and welcome."

David shared how this personal story, recounted by SSA's CEO, Sean McNicholas, became a metaphor for SSA’s hospitality ethos. “452 Hospitality,” as the concept is called, embodies the nostalgia and spirit of genuine connection. It inspires SSA’s modern strategies for guest engagement, emphasizing warmth, personalization, and innovation. David elaborated on how SSA consistently strives to exceed current hospitality standards, using his experiences at Monterey Bay Aquarium as an example of adapting to guests' expectations and continually raising the bar to meet future demands.

By identifying areas of friction and integrating cutting-edge practices, SSA ensures its partners offer more than just service—they create lasting impressions that align with both emotional connection and operational efficiency.

"Sustainability isn't just about reducing waste; it’s about embedding it into the DNA of the organization and leveraging our scale to move the needle."

David highlighted SSA's leadership in sustainability, noting their partnerships with cultural attractions that prioritize environmental conservation. SSA's purchasing power plays a key role in driving sustainable practices, from eliminating plastic water bottles across operations to exploring kitchen electrification to reduce emissions.

He also emphasized aligning SSA’s sustainability efforts with the missions of their partners, such as zoos and aquariums. David shared how these collaborations amplify impact, making SSA a catalyst for positive environmental change. He pointed to examples like the widespread adoption of sustainable seafood practices initiated at the Monterey Bay Aquarium and scaled across SSA’s other venues. These initiatives showcase how SSA leverages its influence to meet and exceed the sustainability goals of its clients.

"From the moment someone decides to visit to the time they leave and beyond, the goal is to remove barriers and create seamless, memorable experiences."

David underscored the importance of eliminating friction in the guest journey. Drawing from his past experiences, he explained how integrating technology—such as touchless security screening and app-based navigation—has made visits smoother and more engaging. He emphasized that a frictionless experience isn't just about efficiency; it’s about ensuring visitors feel connected and valued throughout their journey.

SSA fosters a seamless blend between its staff and the institutions they serve, ensuring that visitors can’t distinguish between SSA employees and the venue's team. This integration extends to training, uniforms, and shared values, guaranteeing a consistent and unified experience. David highlighted how SSA's commitment to innovation, such as adopting podium-style service points, enhances visitor engagement and satisfaction.

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Mark Berlin is the Director of Operations at the USS Midway Museum in San Diego, CA. Mark's career journey began in tourism with Historic Tours of America as a tour guide for Old Town Trolley Tours in Boston. He climbed the ranks, eventually managing operations in San Diego and Washington, DC. His path later led to the museum industry, where he managed audio tours at iconic Smithsonian museums, and served as Guest Services Director at the Natural History Museum in San Diego. Since joining the Midway in 2006, Mark has been integral to its success and transformation. In this interview, Mark talks about unexpected fun, embracing the introverts, and how life is a field trip.

"Retired Navy personnel are a lot of fun, and they love sharing that fun with our guests on board."

Mark explained that many visitors to the USS Midway Museum are surprised to find the experience not only educational but also deeply enjoyable. The ship’s docents, many of whom are retired Navy personnel, bring their unique personalities and stories, injecting humor and enthusiasm into tours. Mark emphasized that creating this atmosphere of enjoyment is deeply rooted in the museum's culture. By balancing respect for the history of the Midway with engaging interactions, the museum staff delivers an unexpectedly fun experience for guests of all ages. This joyful spirit contributes to the Midway’s status as a top-rated attraction in San Diego.

"I'm still a proud introvert, but I find myself in an extroverted role."

Reflecting on his own path from a quiet tour guide to a leadership role, Mark shared his commitment to supporting introverted team members. During hiring, he values candidates who may initially appear reserved but exhibit potential. He recalled a memorable hire—a quiet young woman determined to overcome her shyness. With support and opportunity, she blossomed into one of the Midway's best team members. Mark encourages introverted staff to find their voice, creating an inclusive culture where every personality type can thrive.

"I only take jobs where I would have gone on a field trip as a kid."

Mark’s passion for experiential learning and immersive environments guides his work at the Midway. He recalled childhood field trips to historical sites and how these experiences ignited his interest in tourism and museums. Now, he strives to recreate that sense of awe and discovery for visitors. From engaging exhibits to interactive experiences with volunteers, Mark ensures that every guest’s visit to the Midway feels like a memorable field trip—one that educates and inspires in equal measure.

To learn more about the USS Midway Museum, visit midway.org. You can also reach Mark directly at [email protected].

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TJ Christensen is the Founding Partner and CEO of BlueGator, a company dedicated to helping theme parks, zoos, aquariums, museums, and other attractions enhance their operations by leveraging Salesforce as a CRM and data integration platform. TJ’s journey into hospitality began as a Disney College Program participant working in parking at Disney MGM Studio (now Hollywood Studios), where he caught the “hospitality bug.” From there, he advanced through roles in sales, marketing, and guest experience at Disney, followed by a decade-long tenure at accesso, leading their sales operations and helping the company expand globally. BlueGator, co-founded with a former accesso colleague, focuses on bringing advanced data integration solutions to nonprofits and attractions, streamlining their guest and donor engagement processes. In this interview, TJ talks about wrestling with data, connecting the dots, and the four key metrics.

"You have to bring all the data that each one of those systems has, and you have to make sense of it and be able to use it."

TJ discusses the challenge of consolidating data from disconnected systems within attractions and nonprofits, where operations often rely on multiple, independent platforms like ticketing systems, point-of-sale systems, and fundraising tools. This lack of integration leads to "wrestling with data," requiring manual workarounds that are time-consuming and prone to errors. BlueGator’s approach centers on creating a unified platform using Salesforce, eliminating data silos and providing a comprehensive view of guest interactions and operations. By streamlining data, TJ’s team helps operators overcome the “spaghetti and spiderwebs” of traditional data integration, reducing friction and allowing them to better serve guests and meet organizational goals.

"It's not just about the ones and zeros. It's about the impact that experience can have on someone's trajectory in life."

For TJ, effective data integration goes beyond the technology itself—it’s about enhancing guest experiences and making meaningful connections. He emphasizes that whether it’s a visit to a museum, zoo, or aquarium, the interactions guests have can be life-changing, fostering lifelong passions or interests. BlueGator’s work involves linking disparate data streams—like ticketing and donor engagement systems—to present a holistic view of each visitor's journey. This integration allows attractions to personalize interactions, boost guest engagement, and foster deeper emotional connections. TJ draws from his background at Disney and accesso to illustrate how technology can support meaningful guest engagement without losing sight of the human impact.

"Recency, frequency, duration, and spend—those are the four pillars or key metrics."

TJ introduces the framework of four key metrics—recency, frequency, duration, and spend—as a way to measure and optimize guest engagement. By focusing on how recently a guest visited, how often they return, how long they stay, and how much they spend, operators can build targeted strategies to maximize value and deepen relationships with their visitors. TJ explains that this structured approach allows attractions to understand and anticipate guest behavior, enabling tailored communications and offers that drive repeat visits and greater overall satisfaction. BlueGator applies this framework to create data-driven solutions that help operators achieve their business goals while keeping guests at the center of their mission.

For more information, you can reach TJ via email at [email protected] or connect with him on LinkedIn. Learn more about BlueGator at their website, where you can also submit a request for a meeting.

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