Skip the Queue

In this special International Women’s Day episode of Skip the Queue, guest host Claire Furnival brings together four leaders from across the global visitor attractions industry to discuss progress, challenges and what comes next.

Joining Claire are Emily Popovich of KMI International, Rachael Hamilton of Rise AV, Liz Sanchez Rasking of Looking Glass Strategies and Entertainment SHE-nanigans, and Ruth Read of blooloop.

They share personal career journeys and discuss the ongoing barriers women face, including pay gaps, unconscious bias, burnout, safety at trade shows and confidence in leadership. The episode highlights practical initiatives driving change, such as mentoring programmes, representation in awards and panels, pay transparency advocacy and grassroots networking groups.

The conversation reinforces the importance of community, allyship, visibility and self advocacy in accelerating equality across the sector, while recognising there is still work to do before women focused initiatives are no longer needed.

Show References:

Claire Furnival, Client Success Manager of JP Showsystems & previously Head of Engineering of Merac

Emily Popovich, Director of Global Business Development of KMI International

Rachael Hamilton, Managing Director of Rise AV

Liz Sanchez Rasking,  Founder | Director of Business Development, Looking Glass Strategies

Ruth Read, Director of blooloop

There's an incredible line-up of events taking place for this year's #IWD that you can be a part of:

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 Claire Furnival.

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.

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

In this episode of Skip the Queue, Andy Povey is joined by Ray Hole of Ray Hole Architects for a wide-ranging and thought-provoking conversation about strategy, storytelling and the true economics of experience design.

Show References:

Ray Hole, Managing Director of Ray Hole Architects

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.

Credits:

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

In this live episode of Skip the Queue, recorded at the Association of Cultural Enterprises Conference, Andy Povey is joined by Richard Paterson, Chief Operating Officer at the Shakespeare Birthplace Trust, to explore the delicate balance between commercial performance and heritage protection.

Richard shares practical, real-world strategies for running sustainable cultural attractions in a challenging post-Covid landscape from improving ticket yield to rethinking discount strategies.

• Post-Covid financial pressures on cultural attractions 
• Increasing income yield without increasing footfall
• Simplifying ticket structures at the Shakespeare Birthplace Trust
• Reducing and rationalising discounts
• Encouraging online booking vs on-the-door sales
• Using ticketing data to test and track performance
• Re-engaging local audiences within drive-time markets
• Growing repeat visitation
• Communicating conservation impact to visitors
• Turning restoration work into part of the experience
• Leveraging cultural moments like Hamnet to refresh storytelling

Show References:

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

Richard Paterson, Chief Operating Officer at the Shakespeare Birthplace Trust

• https://www.shakespeare.org.uk/
• https://www.linkedin.com/in/richardpaterson1/

• Birmingham on 9-11 February 2026
• https://culturalenterprises.org.uk/conference/

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.

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

In this episode of Skip the Queue, Andy Povey is joined by Mark Lofthouse, Creative Director and Business & Client Strategy Manager at RWS Global, a global entertainment company delivering experiences across attractions, live events and destination design.

Mark shares his journey into the attractions industry, from starting out in haunted attractions as a teenager to leading creative strategy on IP-led experiences around the world. Andy and Mark talks about how brands and attractions can create meaningful emotional connections, why guest-first design is critical to commercial success, and how IP partnerships can help venues reach new audiences when done thoughtfully. The conversation also looks ahead to the future of immersive experiences, personalisation, and what regional and family attractions can learn from projects that are thriving today.

• Emotional connection as the core of great attractions
• How IP and brands can attract new audiences
• Why guest-first design matters more than visuals
• What makes IP partnerships succeed or fail
• Lessons for regional and family attractions
• The future of immersive and personalised experiences

Show References:

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

Mark Lofthouse, Senior Manager, Business & Client Strategy at RWS Global

• https://www.rwsglobal.com/
• https://www.linkedin.com/in/markloftcd/

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.

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

In this episode of Skip the Queue, Andy Povey is joined by Simon Egan, Project Development Fellow at CAPCO, the creative studio behind some of the UK’s most immersive and story-led play environments.

Simon shares his unexpected journey into the attractions industry, from co-creating the much-loved BeWILDerwood to founding CAPCO and championing play as a powerful driver of social connection, wellbeing, and commercial success. Andy and Simon explore why play matters more than ever in a screen-dominated world, how storytelling can transform visitor experiences, and what attractions can learn from farm parks, schools, and international projects.

• Simon’s route into the attractions industry
• The creation and success of BeWILDerwood
• Why story and narrative are critical to play design
• Getting children (and parents) playing again outdoors
• The impact of play on wellbeing, inclusion, and social skills
• Designing for dwell time, food spend, and revenue growth
• Lessons from farm parks in the UK and North America
• Why play is becoming just as important for adults
• CAPCO’s Royal Warrant and future projects

Show References:

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

Simon Egan - Project Development Fella at CAP.CO (Creating Adventurous Places Ltd)

• https://www.wearecapco.com
• https://www.linkedin.com/in/simonpegan/

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.

Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sammy Entwistle (Plaster), with Wenalyn Dionaldo (Skip the Queue HQ)

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

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.

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

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.

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

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.

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

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.

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

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.

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