In this episode of Skip the Queue, Andy Povey explores how visitor attractions can improve website performance in 2026 using insight from the 4th Visitor Attractions Website Survey.

Andy is joined by two contributors to the report:

• Simon Jones, Managing Director at Navigate
• Steve Mills, Director at Decision House

They break down what visitors expect from attraction websites, how digital behaviour is changing, and where operators should focus to improve conversion, visibility and trust.

• AI search and how visitors are using it without realising
• Mobile-first design and poor mobile performance
• Website speed and its impact on conversion
• Visitor confidence, risk and late booking behaviour
• Pricing transparency and hidden fees
• Flexible ticketing and weather-driven decisions
• Reviews, social proof and AI-driven discovery
• Using first-party data more effectively
• The rise of repeat visitors over first-time visits

Show References:

Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

Simon Jones - Managing Director of Navigate

• https://navigate.agency/
• https://www.linkedin.com/in/simontjones/

Steve Mills, Director at Decision House

• https://decisionhouse.co.uk/
• https://www.linkedin.com/in/steve-mills-0528661b/

Mentioned:

Olly Reed of Navigate Agency: https://www.linkedin.com/in/olly-reed/

Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

This special Monday release of Skip the Queue marks Blue Monday, often labelled the most depressing day of the year. But is Blue Monday real, or just clever marketing?

Andy Povey is joined by Emma Newell, Chair of the TEA Wellness Council, to unpack the truth behind Blue Monday and explore a much bigger issue facing the attractions industry: burnout.

Key Topics Covered: 

• The truth about Blue Monday
• What burnout really looks like
• The Window of Tolerance
• Why the attractions industry is uniquely challenging
• Why burnout often feels “normal” in themed entertainment
• Seasonal living and energy management
• Leadership, boundaries and responsibility
• The role of the TEA Wellness Council

Show References:

Emma Newell, TEA Chair, and Strategy, Culture & Leadership Coach at Magnetic Moon Coaching

• https://www.teaconnect.org/
• https://magneticmooncoaching.com/
• https://www.linkedin.com/in/emma-newell-magneticmooncoachingltd/

Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

Step into the woods with us for a behind-the-scenes look at one of the UK’s most iconic winter light trails: Windsor Great Park Illuminated.

In this episode of Skip the Queue, Paul Marden is joined on-site by Rob Paul, Design Director at LCI Productions, and Kathryn Stafford, Senior Events Manager at IMG Events, to discuss how this 2.2km light trail continues to evolve, surprise and delight hundreds of thousands of visitors each year.

Rob and Kathryn reveal how they transform a natural woodland into a breathtaking immersive world — all while protecting wildlife and crafting stories that keep guests coming back year after year.

You’ll discover:

• What’s new for the 2025 trail
• The creative process behind reinventing the experience annually
• The challenges of designing large-scale AV in a protected natural landscape
• How iconic Instagram moments are balanced with quieter storytelling
• Brand-new characters, narratives and festive surprises
• Trends in repeat visitation and evolving guest expectations

Show References:

Windsor Great Park Illuminated 

• https://www.windsorilluminated.com/tickets/

Rob Paul - Design Director, LCI Productions

• https://www.linkedin.com/company/lci-productions-ltd/
• https://www.linkedin.com/in/rob-paul-7a4ab417/

Kathryn Stafford - Senior Events Manager, IMG Events  / PWR

• https://www.linkedin.com/company/img/
• https://www.linkedin.com/in/kathryn-stafford-7504241b/

Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Paul Marden.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

In this episode of Skip the Queue, Andy Povey is joined by Melissa Oviedo (TEA), Martin Palicki (InPark Magazine), and Ed Chih (ECA) to discuss the TEA Global Experience Index and trends shaping the attractions industry in 2026.

Key Topics Covered:

• Overview of the TEA Global Experience Index and global attendance trends
• Shifts in guest expectations and evolving experiences
• Rise of immersive IP-driven experiences
• Importance of reinvestment for long-term success
• Strategies to compete for guest attention and engagement
• Role of storytelling and brand integration in attractions
• Growth of cruise lines and location-based entertainment
• Insights for operators, developers, designers, and storytellers

Show References:

Download the TEA Global Experience Index™ Report: https://www.teaconnect.org/tea-global-experience-indextm

Melissa Oviedo, Chief Executive Officer, Themed Entertainment Association (TEA)

• https://www.teaconnect.org/
•  https://www.linkedin.com/in/melissa-oviedo-ruminot-90a63228/

Martin Palicki, Publisher of InPark Magazine

• https://www.inparkmagazine.com/
• https://www.linkedin.com/in/inparkmagazine/

Edmond Chih, Director, Entertainment & Cultural Advisors (ECA)

• https://www.entertainmentandculture.com/

Skip the Queue is brought to you by Crowd Convert. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

Andy Povey is joined by two guests at the forefront of this space: Rob Liddell, Executive Producer at BBC Studios Science Unit, and Simon Clarke, Creative Director and Founder of Moonraker VFX. Fresh from announcing their new creative partnership, they’re here to share what happens when world-class storytelling meets cutting-edge visual effects in the world of immersive experiences.

Show References:

Rob Liddell, Executive Producer at BBC Studios Science Unit

• https://productions.bbcstudios.com/our-production-brands/the-science-unit/
• https://www.linkedin.com/in/rob-liddell-171639137/

Simon Clarke, Creative Director and Founder of Moonraker VFX

• https://moonrakervfx.com/
• https://www.linkedin.com/in/simon-clarke-07ba9146/

Skip the Queue is brought to you by Crowd Convert. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

Today’s attractions need to do more than look amazing — they need to feel, sound, and even smell unforgettable. In this episode, we explore how to go beyond the visual and bring audio, scent and motion to the forefront of the guest experience.  Paul Marden is joined by Liam Findlay, Theme Park and Museum Scenting Consultant from AromaPrime Themed Scents; David Wakefield Director and Co-founder of On the Sly; and Matt Clarkson, Creative Director of Simworx.

Show References:

Liam R. Findlay – Theme Park & Museum Scenting Consultant, AromaPrime Themed Scents

• Why smell is a form of mind control, with Liam Findlay
• https://aromaprime.com/
• https://www.linkedin.com/in/liam-r-findlay/

David Wakefield – Director & Co-founder, ON THE SLY

• http://www.onthesly.com
• https://www.linkedin.com/in/davidonthesly/

Matt Clarkson – Creative Director, Simworx

• http://www.simworx.co.uk
• https://www.linkedin.com/in/matt-clarkson-a42a95124/

Skip the Queue is brought to you by Crowd Convert. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Paul Marden.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.
 

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

In today’s episode, recorded live at the National Science and Media Museum during the Association for Science and Discovery Centres Annual Conference 2025, we’re exploring what’s on the horizon for Science and Discovery Centres right now, over the next 5 years, and looking even further ahead to the next 25 years.

It’s a throwback to the break between Seasons 6 and 7, when Paul Marden was invited to the ASDC National Conference in Bradford, at the height of the Bradford City of Culture celebrations. It was Paul’s first time in Bradford, but not his first ASDC conference, and this one was an absolute standout.

At the end of the first day, Paul gathered a brilliant panel of delegates to unpack the conference’s central theme: the Now, Next, and Future for Science Centres.

Joining Paul on the panel were:

• Jo Quinton-Tulloch, Director, National Science and Media Museum
• David Jones, Community Engagement Manager, International Centre for Life
• Natalie Whitehead, Founder and Director, Exeter Science Centre
• Stephen Breslin, CEO, Glasgow Science Centre and Chair of the Association for Science and Discovery Centres ASDC
• Shaaron Leverment, CEO, Association for Science and Discovery Centres ASDC

Let’s head back to Bradford for a fascinating conversation about innovation, engagement, and the long-term vision shaping the future of science discovery in the UK.

Show references: 

Jo Quinton-Tulloch - Director, National Science and Media Museum

• https://www.scienceandmediamuseum.org.uk/
• https://www.linkedin.com/in/jo-quinton-tulloch-22503791/

David Jones, Community Engagement Manager, International Centre for Life

• https://www.life.org.uk/
• https://www.linkedin.com/in/david-jones-031570198/

Natalie Whitehead, Founder and Director, Exeter Science Centre

• https://exetersciencecentre.org/
• https://www.linkedin.com/in/natalie-whitehead-17323ba9/

Stephen Breslin, CEO, Glasgow Science Centre and Chair of ASDC

• https://www.glasgowsciencecentre.org/
• https://www.linkedin.com/in/stephen-breslin-b331135b/

Shaaron Leverment - CEO, Association for Science and Discovery Centres ASDC

• https://www.sciencecentres.org.uk/events/asdc-conference-2025/
• https://www.linkedin.com/in/shaaron-leverment-74b53b50/

Skip the Queue is brought to you by Crowd Convert. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Paul Marden.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

This week on Skip The Queue we explore the science behind ensuring good visitor experiences, by looking at the role data has to play in this

Joining me are two experts in this field, Professor Jim Deegan, economist, tourism policy expert, and founder of the National Centre for Tourism Policy Studies at the University of Limerick, and Ernesto Sánchez- Batista, an expert in destination planning and digital transformation.

Together, they have been instrumental in developing a new Tourism Data Dashboard. This has been utilised to transform the visitor experience at The Cliffs of Moher, one of  Ireland’s most iconic landmarks.

Let’s find out how, and what they’ve achieved. 

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here: https://pages.crowdconvert.co.uk/skip-the-queue-playbook

Skip the Queue is brought to you by Crowd Convert. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Paul Marden.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

Show references: 

Jim Deegan - PHD Scholar of Cliffs of Moer Project

• https://www.cliffsofmoher.ie/
• https://www.irishexaminer.com/business/economy/arid-41721501.html
• https://www.linkedin.com/in/jim-deegan-94438b2a/

Jim Deegan is the Director of the National Centre for Tourism Policy Studies (NCTPS), University of Limerick(UL), a member of the Economics Department( Head of department, 2011-2016) ) and Professor of Tourism Policy. He is an economist by training and his research interests and publications are in all facets of public policy for tourism. Jim is a highly cited author in tourism economics/policy papers and he acts as a referee for all the top rated international journals in tourism and has served on editorial boards of numerous journals that have included the Cornell Quarterly and Tourism Economics. As director of the NCTPS at UL he has raised more than €6 million through project research and philanthropic donations  that has funded research scholarships for more than 25 students to study tourism at postgraduate level. Jim has undertaken project research on behalf of the World Bank, The European Commission, Eurostat, The Irish Government, Failte Ireland, Tourism Ireland, the Marine Institute, the Law Society and many other public and private sector organisations across the world. He was the project lead for the team that delivered Ireland’s first Tourism Satellite Account in 2004.

Jim has served on numerous public and private sector committees/boards on tourism issues over the last 25 years and was a founding member of the Business Tourism Forum of Failte Ireland  from 2004 and was appointed to the Board of The National Tourism Development Authority( Failte Ireland) by the Minister for Transport, Tourism and Sport in 2013. He is currently a board member of the Birr Scientific and Heritage Foundation. Jim was the founding chairman and a shareholder in Treaty Radio Ltd that was sold to UTV PLC for €15.7million in 2002.

Ernesto Batista Sánchez - PHD Scholar of Cliffs of Moer Project

• https://www.ul.ie/business/departments/department-economics/research/national-centre-tourism-policy-studies
• https://www.linkedin.com/in/ebats/

Ernesto Batista Sánchez is a PhD researcher at the National Centre for Tourism Policy Studies (NCTPS), Kemmy Business School, University of Limerick, Ireland. Prior to this, he worked as an Assistant Professor in Tourism programmes at the University of Holguín, Cuba. He graduated with a first-class honours MA in International Tourism from the University of Limerick in 2020 and holds a PhD from the University of Holguín (2024). His research explores the application of technology and data analysis in tourism.

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

We’ve got a frightfully good episode for you today on Skip The Queue. We’re taking a trip to the dark side… where screams echo, shadows stir and the scare actors never seem to take a night off.

We’re joined by the team behind Avon Valley’s FEAR Scream Park, a family-run adventure park with more than 35 years of experience, and now home to one of the UK’s most terrifying Halloween events.

Winners of Best Event Entertainment at the 2024 Thrill Nation Halloween Awards, Avon Valley has mastered the art of blending immersive theatre, multi-sensory scares and spine-tingling attractions that keep thrill seekers coming back for more.

From scare zones to scream-worthy shows, and even a ‘scaredy-cat lanyard’ for those who’d rather keep the monsters at arm’s length, there’s something for everyone who dares to step inside.

Let’s unmask what’s new this year at FEAR…

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here: https://pages.crowdconvert.co.uk/skip-the-queue-playbook

Skip the Queue is brought to you by Crowd Convert. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

Show references: 

FEAR Avon Valley Scream Park

• https://www.fearscreampark.co.uk/

Avon Valley Adventure Park

• https://avonvalley.co.uk/

Doug Douglas on LinkedIn

• https://www.linkedin.com/in/douglas-douglas-87826038/

National Farm Attractions Network (NFAN)

• https://www.farmattractions.net/

Halloween and Scare Attraction Association (HSAA)

• https://www.hsaa.uk/

Avon Valley Adventure Park is a family business with 35 years of experience

Winner of Best Event Entertainment at the 2024 Thrill Nation Halloween Awards, Avon Valley’s FEAR Scream Park offers a unique and thrilling experience for Halloween and adrenaline lovers across the UK and beyond. 

Re-opening on Friday 10th October, FEAR Scream Park will welcome visitors for 11 nights of scares. Boasting two zones, five multi-sensory and immersive scare attractions, it will also play host to fire and laser shows, street entertainment and a ‘bolt on’ scare experience known as The Exorcism. Visitors will be challenged to hold their nerve as they navigate the attractions and enjoy a night that is as thrilling as it is terrifying.

FEAR welcomes all who dare to experience its horrors but for those who prefer a less intense night the park offers a 'scaredy-cat lanyard,' which lets actors know to keep their distance allowing all guests to have a bloody good night. 

FEARless at Avon Valley Scream Park

For those on half term, younger scare-lovers can experience the award-winning FEAR Scream Park with FEARless, a frightfully fun experience that invites under 16 year olds to navigate a tamed-down version of four attraction mazes with no major scares (but still plenty of spooks) along the way. With street performers, food stalls and fairground rides, the event is running for select daytime slots from Saturday 26th - Thursday 31st October.

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

Paul Marden and Andy Povey head to the VAC 2025 Conference at the Queen Elizabeth II Centre in Westminster, London, to explore the evolving world of attraction retail and e-commerce.

With special participation from Skip the Queue’s founding host, Kelly Molson, the conversation delves into practical steps for creating seamless, authentic and profitable online experiences.

Joining him are industry experts Stephen Spencer, Director of Stephen Spencer + Associates, and Simon Jones, Managing Director of Navigate Agency, to discuss how attractions can create e-commerce gift shops that truly enhance the visitor experience.

They discuss the Visitor Attraction Playbook and explore how storytelling, sustainability and smart integration can transform your retail offer from an afterthought into a powerful brand extension.

This episode also marks the launch of our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here: https://pages.crowdconvert.co.uk/skip-the-queue-playbook

Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your hosts are Paul Marden and Andy Povey.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

Show references: 

Stephen Spencer, Ambience Director of Stephen Spencer + Associates

• https://www.stephenspencerassociates.com/
• https://www.linkedin.com/in/customerexperiencespecialist/

Simon Jones, Managing Director of Navigate Agency

• https://www.navigate.agency/
• https://www.linkedin.com/in/simontjones/

Kelly Molson, Skip the Queue’s founding host, Agency Advisor, Kelly Molson Consulting

• https://www.kellymolson.co.uk/
•  https://www.linkedin.com/in/kellymolson/

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here