Memory Makers Podcast

On this episode of the Memory Makers Podcast, Russ is joined by industry titan Kevin Williams—publisher of The Stinger Report and consultant at KWP. Kevin unpacks why traditional definitions limit our thinking, how modern tech reshapes physical venues, and why operators leave serious revenue on the table.

"We are dealing with an audience now that has been born with a silver internet connection in their mouth, and they expect a high level of gamification. They expect a level of engagement."

— Kevin Williams

Today's guests grow up with digital screens at their fingertips, and they demand responsive, high-impact experiences whenever they step outside their front doors. That is why Kevin says that to thrive now and in the future, operators must curate intentional guest journeys, capture data to drive change, and stop competing in a race to the bottom on price.

On this episode of the Memory Makers Podcast, Russ sits down with Renee Welsh, CEO of Embed, to unpack the human side behind system overhauls, AI, and digital tools. Renee offers actionable guidance to ease tech adoption friction and establish clear benchmarks for team success.

"It's not just about implementing the technology itself. It's all of the stakeholders wrapped around that. It's the training. It's the onboarding. It's the workflow changes. It's the comforting and giving people the space to learn and to make mistakes."

— Renee Welsh

Renee says success happens when you break new rollouts into focused 'micro-experiments ' and allow team members grace to learn, adapt, and master a new system.

"But it's not just about implementing the technology itself. It's all of the stakeholders wrapped around that. It's the training. It's the onboarding. It's the workflow changes. It's the comforting and giving people the space to learn and to make mistakes."

— Renee Welsh

While rollouts often test a team's resolve before delivering results, Renee says success happens when leadership prioritizes people, frames new rollouts as focused micro-experiments, and creates an environment where team members feel safe to learn, iterate, and adapt.

On this episode of the Memory Makers Podcast, Russ sits down with John Keys, Sales Director at CenterEdge Software, to discuss how family entertainment centers can transform tense guest interactions into lifelong loyalty through intentional staff training, active listening, and simple system processes.

Turning friction into loyalty requires giving your team the proper tools, repetitive role-playing opportunities, and room to practice scenario-based problem-solving before stepping into real-world situations. When guests face long lines, unexpected delays, or technical hiccups, frontline employees—often high school or college students in their first jobs—are the first line of defense. Without practice, these young team members often freeze up or feel overwhelmed.

"All of the things that we're doing are life skills that we can provide for our younger employees that are having their first or second job."

— John Keys

John emphasizes that team members who feel supported and empowered can instantly defuse tense situations. Even more important than quick giveaways, training staff in active liste

On this episode of the Memory Makers Podcast, Russ is joined by Armando Lanuti, President and Owner of Creative Works. Together, they strip away the corporate speak to reveal what really brings guests through your doors, how rising real estate costs drive attraction design, and why frontline staff shape guest memories more than shiny hardware.

When discussing the industry’s obsession with labeling every attraction as a battleground, Armando breaks down why operators need a mindset shift:

"I want to change the mindset... It is I'm going there to play. I'm going there to enjoy myself, enjoy my friends, enjoy my family... Let's maintain the fun, right? Let's enjoy ourselves and not put ourselves in one more layer of an adversarial situation."

— Armando Lanuti

Long-term success comes down to how guests feel during their visit. By looking at venues through fresh eyes, operators can invest wisely in stay-relevant upgrades, train frontline staff to deliver seamless interactions, and earn a permanent spot on every local family's short list for entertainment.

On this episode of the Memory Makers Podcast, Russ is joined by Kay Anderson, Founder of Prana Play in Carmel, Indiana. Inspired by raising her own family, Kay opened a family entertainment center uniquely engineered to welcome both neurodiverse and neurotypical children simultaneously. Kay breaks down the practical mechanics of sensory-balanced venue design, highlighting how critical choices—like silent fluorescent lighting, soft earth-toned palettes, sound-dampening wallpaper, and dual-action rocking-swivel chairs—cost the exact same as traditional fixtures when planned upfront.

"Think of sensory spaces across multi-dimensions—it's sound, it's vision, it's temperature, and how you feel. If you design for all those senses on the front end, you're in a really good spot."

— Kay Anderson

Kay also shares actionable tips for existing operators to audit their own facilities, demonstrating how hosting dedicated sensory-inclusive hours with adjusted lighting and lower sound volumes can attract underserved families who usually avoid traditional venues due to overwhelming noise, bright lights, and intense stimulation.

ns, to reveal a powerful growth engine local venues constantly overlook: public relations. Kevin knows you do not need to spend millions of dollars on a massive facility overhaul to catch the attention of journalists or local creators. By capitalizing on timely pop culture moments, engaging local micro-influencers, and building simple relationships with local media contacts, your venue can earn high-trust exposure that drives long-term traffic and boosts local search rankings.

"Start today with just establishing a media relationship, even if you have nothing going on... That is so easy to do with people who are considered gatekeepers within your community."

— Kevin Loughery

Kevin emphasizes that trusted news coverage or authentic local reviews carry real influence. Public relations gives your venue third-party validation that traditional advertising simply cannot buy. Building these connections takes consistency rather than a massive budget, letting you turn simple, creative ideas into major community buzz.

On this episode of the Memory Makers Podcast, Russ sits down with Creative Work's Concept Artist and Illustrator, Kimberly Holbrook. You will recognize her as one of the creative forces behind some of Creative Works' most dynamic 2D and 3D animations, prop designs, and interactive Laser Tag Launch Room experiences.

"It's important seeing what people are gravitating towards so that as they open up these facilities, they're suited for success in terms of what people just genuinely like to enjoy.."

— Kimberly Holbrook

Kimberly opens up about designing durable, safety-conscious theme park assets, matching artistic styles across massive creative teams, and finding inspiration in unexpected places. From scaling up seven-foot ghost town skeletons to designing immersive launch room sequences that transport guests straight into a fantasy world, Kimberly shares what it takes to turn static concepts into tangible, memory-making environments.

On this episode of the Memory Makers Podcast, Russ is joined by David Pascoe, Business Development and Sales Executive at LAI Games. Drawing on over 15 years of industry experience—including servicing arcade machines across Walt Disney World properties and directing amusements and attractions for Andretti Karting & Games—David breaks down the essential balance between business analytics and guests' emotional connection.

"What's your vision for the end of your guest experience? You're not selling a toy, you're selling: 'Mom and dad took me out Saturday for my birthday, and I won this plush or this toy.' It's connected to a memory."

— David Pascoe

David reveals how venue owners reverse engineer the guest experience by focusing on the lingering feeling visitors have as they head for the door. He shares real-world guidance on understanding ticket values, managing the honeymoons of new location launches, and training frontline staff to become enthusiastic advocates for high-tech attractions like virtual reality.

On this episode of the Memory Makers Podcast, Russ sits down with Josh Liebman, ICAE—Guest Experience Strategist, Founder of Liebman Leisure Group, Co-Host of the AttractionPros Podcast, and Author of The Hospitality Mentality. Josh shares tactical strategies for de-escalating tense situations, empowering frontline staff, and building an intentional service recovery system.

"We can only fix the problems that we know about. Therefore, by you telling me about this issue, we're going to be able to resolve it not only for you, but for future guests as well."

— Josh Liebman, ICAE

Josh hits hard on how to stop viewing service recovery as damage control. By giving guests space to vent, establishing clear operational guardrails for compensation, and shifting from basic customer service to authentic hospitality, your venue turns service failures into your strongest loyalty drivers.

Ep. 150 - How Smart AV Integration and Atmosphere Drive Revenue for FECs with Danielle Hardin by Creative Works