Skip the Queue

By Rubber CheeseSociety & Culture Business Technology Places & Travel Management

Skip the Queue episodes

September 08UK Theme Park Awards 2026 Special: The Future of UK Theme Parks: What’s Coming Next?
This week, we’re bringing you a couple of very special episodes of Skip the Queue. We’re at the UK Theme Park Awards in Blackpool, celebrating some of the very best people, businesses and experiences in the attractions industry.
But before we get to the awards themselves, we wanted to ask a slightly different question:
What happens next?
We’re finding out, straight from some of the best people in the industry, what guests are expecting from theme parks and attractions, where the industry is investing, what role technology will play, and what the people working in attractions think the next big change will be.
Follow along for Part One, and stay tuned for Part Two, dropping Friday 11th September, when we’ll be speaking to the winners, getting their reactions and asking them what they think it takes to create a great attraction.

Show references:

UK Theme Park Awards 2026 - https://www.ukthemeparkawards.com/

Guests
Debs Griffin - Sundown Adventureland
https://www.linkedin.com/in/debora-griffin-924161120/
Josh Haywood - Crealy Theme Park & Resort
https://www.linkedin.com/in/josh-haywood-68463630/
Marcus Gaines - Bold Frame Creative
https://www.boldframe.co.uk/
Laura Baxter - Your CMO / Blackgang Chine
https://www.linkedin.com/in/laura-baxter-4a756466/
Anya D'Hondt - BoldMove Nation in Belgium
https://www.linkedin.com/in/anja-d-hondt-20364b1/
Philip Miller MBE - Adventure Island / Stockvale Group
linkedin.com/in/philip-miller-mbe-282a20398
Oz Austwick - Semantic
uk.linkedin.com/in/thatmarketingbloke
Lawrence Roots - UK Theme Park Awards / Theme Park Network
https://uk.linkedin.com/in/lawrence-roots

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

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
21 min
August 12Are suppliers the backbone of the industry? with Stephen Reid
Andy Povey is joined by Stephen Reid, Director of Attraction Brand Consultants, to discuss whether suppliers are the backbone of the attractions industry. They explore operator-supplier relationships, innovation, AI, visitor expectations, human connection, and the future challenges facing museums, theme parks, zoos, and family attractions.

Topics Discussed
Are suppliers the backbone of the attractions industry?

Operator vs supplier perspectives

Building trust and long-term relationships

Innovation through collaboration

Trade associations and industry culture

Why networking matters

Learning across different attraction sectors

Transferable ideas between museums, zoos, and theme parks

The role of suppliers in problem solving

Rising operating costs for attractions

Competition for guests' time and money

Managing visitor expectations

Queueing and guest flow challenges

AI and platform integration

The future of ticketing and operations

Technology vs storytelling

Why immersive is often overused

Human interaction in visitor experiences

Theatre and live performance in attractions

Lessons from farm attractions and seasonal events

The importance of owner-operated attractions

Guest reviews and personal service

Innovation at the granular level

The Sphere in Las Vegas

Freedom to fail and experiment

Practical advice for attraction operators

Show references:

Stephen Reid - Director of Attraction Brand Consultants
https://www.kayelliott.co.uk/

https://www.linkedin.com/in/stephen-reid-37723010/

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 guest host is Andy Povey.
If you like what you hear, you can subscribe on Apple Podcasts, 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.
Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwistle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
41 min
July 29How Queer Britain Tripled Visitor Donations Through Pay What You Can with Andrew Given
How can museums increase revenue without charging mandatory admission? Andy Povey is joined by Andrew Given, CEO of Queer Britain, who shares how Queer Britain's Pay What You Can model generated more than three times the previous donation income while making the museum more accessible to visitors. The discussion covers fundraising strategies, donor psychology, visitor data, inclusive storytelling, partnerships, and why cultural organisations should embrace experimentation and innovation.

Topics Discussed
The founding story of Queer Britain

Building the UK's national LGBTQ+ museum

Operating without government funding

Diversifying museum income streams

Pay What You Can admission strategy

Tripling visitor donations through voluntary giving

Donor psychology and visitor behavior

Making museums more accessible

Collecting visitor data through online bookings

Using visitor insights to improve experiences

Community engagement and volunteer programs

LGBTQ+ history and cultural preservation

Museum storytelling and exhibitions

Partnerships with major cultural institutions

Innovation in museums and visitor attractions

Lessons for nonprofit fundraising

Sustainable museum business models

Improving the visitor journey

Simplifying online ticket booking

The future of museum innovation

Show references:

Andrew Given - Chief Executive at Queer Britain Museum
https://queerbritain.org.uk/

https://www.linkedin.com/company/queer-britain/

https://www.linkedin.com/in/awtgiven/

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 guest host is Andy Povey.
If you like what you hear, you can subscribe on Apple Podcasts, 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.
Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwistle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
33 min
July 22What Makes an Award-Winning Theme Park? With Lawrence Roots
Andy Povey is joined by Lawrence Roots to discuss the UK Theme Park Awards, industry trends, and his Guinness World Record challenge to visit every nominated UK theme park. Plus, Josh Haywood from Crealy shares his excitement for this year's awards and the park's latest developments.
Topics Discussed
The growth and purpose of Theme Park Network

How the UK Theme Park Awards recognise excellence

New award categories introduced for 2026

Lawrence Roots' Guinness World Record challenge

Visiting all 37 nominated UK theme parks in 15 days

Trends shaping the UK theme park industry

Brand activations and IP partnerships

The importance of presentation standards and landscaping

Why staff are the key to exceptional guest experiences

Theme Park Personality, Rising Star and Outstanding Achievement awards

The value of public voting

Continuous investment in attractions and guest experiences

Josh Haywood on Crealy's new attractions for 2026

Josh Haywood's Theme Park Personality nomination

Behind the scenes at the start of Lawrence's record-breaking journey

Show references:

Lawrence Roots, Founder of UK Theme Park Awards
https://www.ukthemeparkawards.com/

https://www.linkedin.com/showcase/ukthemeparkawards/

https://www.linkedin.com/in/lawrence-roots/

Theme Park Awards: How They Work and Why You Should Care - Lawrence Roots
https://skipthequeue.fm/episodes/lawrence-roots

Josh Haywood - Board Director of Crealy Theme Park Resort
https://www.crealy.co.uk/

https://www.linkedin.com/in/josh-haywood-68463630/

Voting in the 2026 UK Theme Park Awards is now open from the 20th July until the 28th August 2026. Register now to vote.
https://www.ukthemeparkawards.com/register

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 guest host is Andy Povey.
If you like what you hear, you can subscribe on Apple Podcasts, 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.
Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwistle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
27 min
July 15The UK VAT Cut for Attractions: Pass Savings to Guests or Invest in Growth? with Clive Morris
In this episode of Skip the Queue, Andy Povey is joined by Clive Morris, founder of CCM Consulting, to explore the financial realities facing visitor attractions. They discuss the recent UK VAT changes, why collecting the right operational and financial data matters, and how attractions can strengthen the case for future VAT reform. Clive also shares practical advice on connecting finance with day-to-day operations to support better business decisions.
Topics Discussed
The recent VAT changes affecting UK visitor attractions

Why finance and operations should work more closely together

The importance of collecting accurate visitor and revenue data

Building the case for future VAT reform

Using financial insights to improve operational decisions

Common financial challenges facing attractions

Practical advice for attraction leaders and finance teams

How better reporting supports long-term business growth

Show references:

Clive Morris - founder of CCM Consulting
https://cmm-consulting.co.uk/

https://www.linkedin.com/in/clive-morris/

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.
If you like what you hear, you can subscribe on Apple Podcasts, 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.

Credits:
Written by Sami Entwisle
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwisle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
46 min
July 08Boost your bottom line: Understanding Dynamic Pricing with Adriaan van der Hek
Dynamic pricing can be one of the most powerful tools available to visitor attractions but only when it's used well. Andy Povey is joined by pricing expert Adriaan Van Der Hek to discuss the practical realities of dynamic pricing, how it benefits both attractions and visitors, and why getting your pricing strategy right can drive higher revenue, better attendance and happier guests.
Topics Discussed
What dynamic pricing really means for visitor attractions

The evolution of dynamic pricing over the past two decades

Balancing revenue optimisation with guest satisfaction

Using demand forecasting to influence ticket pricing

Common misconceptions about dynamic pricing

How attractions can introduce dynamic pricing successfully

The role of technology and online booking platforms

Managing peak and off-peak demand

Pricing strategies for different attraction types

Using data to make smarter commercial decisions

Encouraging advance bookings through pricing

Practical advice for attractions considering dynamic pricing

Show references:

Adriaan van der Hek - COO of HomeBuddy - AI, SaaS, Data, Tech, Advertising, Dynamic Pricing, Operations, E-Commerce, Lead Generation
https://contractor.homebuddy.com/

https://www.linkedin.com/company/homebuddycom/

https://www.linkedin.com/in/ajvdhek/

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.
If you like what you hear, you can subscribe on Apple Podcasts, 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.

Credits:
Written by Sami Entwisle
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwisle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
35 min
July 01Creating Tomorrow's Attractions: Inside Three Major 2026 Launches - Lawrence Mancey, James Cox, Hogne Høstmælingen and Guest Host Owen Ralph
In this Summer Special of Skip the Queue, guest host and attractions industry journalist Owen Ralph is joined by three theme park operators for a closer look at their new offerings for 2026.
Lawrence Mancey discusses Paultons Park’s £12 million themed area Valgard, the largest ever investment at the UK park, also home to Peppa Pig World. He explains how the viking theme was a ‘no-brainer’, why the family-run park likes creating its own IP, and also tells us about Paultons’ embryonic holiday park plans.
Blackpool Pleasure Beach’s James Cox highlights the famous park’s new £8.7 million Aviktas thrill ride and its long-running Hot Ice show. He also explains how the team is trying to revitalise neglected areas of the seaside site and why its operating season is longer than most other British parks.
Finally, Hogne Høstmælingen from Hunderfossen in Norway – celebrating its 40th anniversary this season – tell us about the Lillehammer park’s troll roots and much more. We hear how an IP first introduced in 2014 has spawned three attractions including a rollercoaster, Thea Award-winning simulator experience and the new dark ride Rally Flåklypa.
Topics Discussed
Developing a new themed area

Working with intellectual properties

Increasing Paultons’ appeal to older kids

The flexibility of lodge accommodation Vs a hotel

Choosing a new thrill and where to site it

Revitalising a forgotten corner of Blackpool Pleasure Beach

How an eye-catching ride can be an ‘attraction’ even to those that don’t ride it

Live entertainment and its role in broadening a park’s offering

Squeezing a dark ride into a remarkably small building

How Hunderfossen invested in a movie to extend an IP’s life

A unique troll-themed dining experience

An enchanting winter park offer

Show references:

Guest host:
Owen Ralph
International Editor, Kirmes & Park International
Regular contributor, Blooloop/World’s Fair
www.kirmesparkrevue.de

www.wordsandattractions.com

https://www.linkedin.com/in/owen-ralph/

Lawrence Mancey
Marketing and Technology Director, Paultons Park, UK
www.paultonspark.co.uk/themed-worlds/valgard-realm-of-the-vikings

https://796f0761.flowpaper.com/GemiKirmes0726E150/#page=24

James Cox
Director of Marketing, Sales and PR, Blackpool Pleasure Beach Resort, UK
www.blackpoolpleasurebeach.com/aviktas

www.blackpoolpleasurebeach.com/shows/hot-ice

Hogne Høstmælingen
General Manager, Hunderfossen, Norway
www.hunderfossen.no/en/

www.boldmove-nation.com/rally-fl%C3%A5klypa

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.
If you like what you hear, you can subscribe on Apple Podcasts, 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.

Credits:
Written by Owen Ralph
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwisle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
35 min
June 24Inside Arcade Arena: Building the World’s New Live Gaming Experience - Matt Stubbs
In this episode, Matt Stubbs, Creative Director at Little Lion Entertainment, shares insights into the innovative world of immersive entertainment, from the origins of the Crystal Maze to the cutting-edge Arcade Arena concept. Discover how technology, storytelling, and experiential design are shaping the future of location-based entertainment.
Topics Discussed
The evolution of immersive experiences from theatre to tech-driven attractions

The concept and development of Arcade Arena as a new entertainment category

The integration of gaming, live performance, and technology

Designing scalable and repeatable experiences like Pac-Man and Chaos Carts

The importance of human interaction and storytelling in immersive entertainment

Future trends in location-based entertainment and destination experiences

The role of innovation, testing, and iteration in attraction development

Balancing nostalgia with new technology to create engaging experiences

Show references:

Matt Stubbs - Director of Creative at Little Lion Entertainment
https://littlelionentertainment.com/

https://www.linkedin.com/company/little-lion-entertainment-limited/

https://www.linkedin.com/in/matt-stubbs-8869161b0/
Arcade Arena opening in September
https://www.rli.uk.com/little-lion-entertainment-unveils-arcade-arena/

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 Apple Podcasts, 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.

Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwistle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
38 min
June 17Universal Is Coming: What Does It Mean for the Future of UK Attractions? - Duncan Phillips
In this episode, Andy Povey is joined by Duncan Phillips, Founder and Managing Director of DP Leisure and DP Associates, the team behind 360 Play.
They discuss the potential impact of Universal's proposed UK resort, the opportunities it could create for attractions, and how operators can adapt to changing guest expectations. Duncan shares his thoughts on destination thinking, collaboration, competition, and the priorities attractions should focus on over the next five years.
Topics Discussed
Universal's proposed UK destination resort and its potential impact

How major attractions influence regional tourism

Opportunities for existing attractions to benefit from increased visitor numbers

The role of destination resorts in shaping visitor behaviour

Collaboration versus competition within the attractions sector

Lessons from international theme park destinations

The importance of differentiation and unique experiences

How family attractions can position themselves for future growth

Infrastructure, accommodation, and wider economic impacts

What operators should be doing now to prepare

Show references:

Duncan Phillips, Founder and Managing Director of DP Leisure and DP Associates
https://www.dpassociates.uk.com/

https://360play.co.uk/

https://www.linkedin.com/in/duncan-phillips-7b8962112/

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 Apple Podcasts, 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.
Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwistle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
43 min
June 03The Weather Forecast Debate Every Attraction Is Talking About - Rob Comley and Simon Townsend with Guest Host, Olly Reed
In this episode of Skip the Queue, guest host Olly Reed from Navigate is joined by Rob Comley of Chester Zoo and Simon Townsend of the Eden Project to discuss the growing impact of weather forecasting apps on visitor attractions. They discuss how simple weather icons can influence consumer behaviour, with misleading rain forecasts causing significant drops in attendance even when poor weather never materialises.
Rob shares the story behind Chester Zoo's campaign calling for improvements to how weather forecasts are displayed, a movement now supported by more than 100 attractions and businesses across the UK. They discuss changing visitor behaviour, the importance of value for money, the rise of last-minute booking habits, and the role weather perception plays in decision-making. The episode also looks ahead to the campaign's upcoming discussions with the Met Office and highlights exciting developments at Chester Zoo and the Eden Project.
Topics Discussed
The impact of weather app icons on visitor attraction attendance

How weather perception influences consumer decision-making

Chester Zoo's campaign for improved weather forecast presentation

The economic impact of inaccurate weather perceptions on attractions

Industry support from attractions, farm shops, events, and hospitality businesses

Visitor behaviour changes and the rise of last-minute bookings

The relationship between weather forecasts and value for money expectations

Differences in how weather affects Chester Zoo and the Eden Project

The role of the Met Office and discussions around forecast communication

Alternative weather forecasting models used in Europe

The importance of accurate communication rather than challenging weather science

How attractions adapt to changing weather patterns and climate conditions

Future plans for the weather forecast campaign

New developments at Chester Zoo including Heart of Africa and The Reserve lodges

The Eden Project's 25th anniversary celebrations and Eden Sessions

Optimism for the future of the visitor attraction sector

Show references:

Guest Host:
Olly Reed - Marketing Director of Navigate
https://www.navigate.agency/

https://www.linkedin.com/company/navigate-agency

https://www.linkedin.com/in/olly-reed/

Guests:
Simon Townsend of Eden Project
http://www.edenproject.com

https://www.linkedin.com/company/eden-project/

https://www.linkedin.com/in/simon-townsend-10137914/
Rob Comley - Senior Policy and Advocacy Manager at Chester Zoo
http://www.chesterzoo.org

https://www.linkedin.com/company/chester-zoo/

https://www.linkedin.com/in/robcomley/

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 guest host is Olly Reed.
If you like what you hear, you can subscribe on Apple Podcasts, 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.
Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwistle (Plaster)
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

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
31 min

About Skip the Queue

From the publisher's feed

Skip the Queue is for visitor attraction owners, directors and suppliers who want to improve their organisations and deliver a better experience for their guests. Each episode we speak with inspiring industry experts who share their knowledge of what really makes an attraction successful.