Public relations and paid media may sit on different sides of the marketing umbrella, but they both shape how visitors, donors, and stakeholders perceive your institution.

In this episode, we bring in Sharon Dewar, Senior Vice President of Wild Care and Conservation at Public Communications Inc. (PCI), to break down how PR actually works inside zoos, aquariums, gardens, and museums - and when it makes sense to bring in outside help.

We talk about:

• How PR influences long-term reputation, donor confidence, and public trust
• Why earned media matters more than ever in an AI-driven search world
• What internal teams should evaluate before hiring an external PR partner
• How to measure PR impact when success isn’t tied to ticket sales
• Classic newsroom “news values” and how to identify stories that land
• How in-house PR teams can proactively uncover stories - not wait for submissions
• Why owned and earned media must balance social to protect institutional reputation

If your team has ever wondered what outside PR support can bring to your cultural attraction, this episode offers a clear, grounded look at how strategic communications can strengthen both mission and marketing.

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Ticket trades only get you so far. We break down four common approaches to influencer marketing for cultural attractions – media nights, CVB co-ops, big local publishers, and amplified influencer campaigns – and explain why paying creators often drives the best results.

We talk about…

• How to reach audiences who aren’t already coming by proactively recruiting creators that match growth goals, including bilingual voices.
• Why paying creators lets you control the brief, from must-hit talking points to keywords that rank for “things to do in [city].”
• How nano and micro creators function as your on-platform video team, delivering Reels and TikToks built for performance.
• Storytelling prompts that brand spots can’t do, like dynamic pricing walk-throughs, parking tips, and hidden-gem highlights.
• The role of ad codes and usage rights so you can boost creator posts, measure ticket sales, and compare creator vs brand assets.

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

When your attraction has already maxed out on attendance, where does new revenue come from? In this episode, we sit down with John Abrahamson – formerly of the Monterey Bay Aquarium and the upcoming Nat Geo Museum – to talk about creative ways cultural attractions can grow earned revenue while staying true to their mission.

John shares how he helped Monterey Bay Aquarium expand beyond its walls through immersive VR experiences, sustainable food and beverage programs (including saying goodbye to Big Soda), mission-driven retail partnerships, and national licensing opportunities.

We talk about…

Immersive storytelling through VR – How Monterey Bay Aquarium used Apple’s spatial video to bring underwater experiences into homes and attract new audiences.

Mission-aligned food and beverage – Why eliminating single-use plastics and cutting ties with Coke and Pepsi didn’t hurt sales—it grew them.

Chocolate with a purpose – The story behind the “Deep, Dark, and Salty” chocolate bar collaboration that became a model for other aquariums and zoos.

Licensing with impact – Turning the aquarium’s logo and mission into national retail partnerships that extend reach and raise revenue.

Creative diversification – John’s advice on forming cross-departmental teams to brainstorm new income streams that expand mission impact, not just budgets.

Listen to learn how forward-thinking leaders are reimagining what “earned revenue” can mean for gardens, zoos, aquariums, and museums – without losing sight of their mission.

John shares more thinking on his Substack.

Learn more about Blue Ocean Strategy.

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Dynamic pricing is gaining momentum across gardens, zoos, aquariums, and museums. But what does it mean for marketing teams, and how does it affect revenue, accessibility, and guest experience?

We talk about:

• The difference between variable pricing and true dynamic pricing
• Why many attractions market it as “plan ahead pricing”
• How dynamic pricing smooths attendance at blockbuster events like holiday lights
• Revenue lifts institutions are seeing — often 5–20%
• How to communicate pricing changes without losing guest trust

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

The Google Ad Grant offers up to $10,000 a month in free search ads for qualifying nonprofits, including gardens, zoos, aquariums, and museums. But without the right setup, much of that potential goes unused. 

In this episode, we outline the ideal campaign structure to make the grant work harder for your institution.

We talk about:

• Separate branded and non-branded search terms into distinct campaigns for clarity and control.
• Build four core campaigns: Brand, Location + Category, Weddings & Private Events, and Things to Do.
• Use the grant to capture high-value non-branded searches you might skip in paid campaigns.
• Layer in seasonal event keywords to boost traffic during peak visitation periods.
• Audit your paid search to shift branded terms into your grant—freeing up budget for harder-to-reach audiences.

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

We explore whether it’s time for your garden, zoo, aquarium, or museum to go beyond the printed map—and into the world of mobile apps.

We’re joined by Jacob Thompson, CX Director at Attractions.io, who works across both nonprofit attractions and for-profit parks. Together, we talk about what makes an institution ready for an app, what features actually drive revenue (hint: it’s not just a prettier map), and how apps can enhance both the guest experience and your marketing efforts.

Topics include:

• The tipping point for investing in an app
• How mobile tech supports secondary spend and premium upgrades
• Real results from institutions like Chester Zoo and ZooTampa
• Best practices for adoption, retention, and sponsorship integration

Whether you’re just exploring the idea or already pricing vendors, this episode gives you a practical look at how mobile apps are evolving in the cultural attraction space.

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Augmented reality isn’t just for tech companies - it’s helping zoos, aquariums, museums, and gardens create more engaging, measurable guest experiences.

In this episode, we’re joined by Anna Graham, Manager of Marketing Services at Ricoh USA, who shares how AR is being used across the cultural attraction space to enhance exhibits, tell mission-driven stories, and even sell more tickets.

We cover:

• The difference between AR and VR—and why AR is often the better fit
• How AR can boost foot traffic to under-visited areas
• Ways to extend your mission off site (including a hospital partnership that brought the zoo to kids)
• How to use AR in direct mail—and earn a USPS discount while tracking results

Connect with Anna Graham at ricoh-usa.com/marketing-services

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Shawna is a 'newbie' to cultural attraction space. But, she's a seasoned pro in building a collaborative space within diverse organizations. 

Join us as Shawna shares how she and her team created a system and culture for employees across all departments to create and amplify social media content for Riverbanks Zoo and Garden. 

Shawna walks us through: 

• Creating a zoo-wide meeting focused on social media
• How she leveraged Hootsuite’s Amplify tool to empower staff to post on their own personal accounts 
• How small wins like “keeper chat” videos now serve both on-site visitors and social followers 

You’ll hear how open dialogue, creative problem-solving, and a little vulnerability helped Shawna and her “team of one-and-a-half” shift from scrambling for content to inspiring a whole zoo of storytellers. 

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

Jenny makes the argument that most nonprofit attractions don't need a separate, disjointed tourist marketing plan. They need more influencer marketing. 

We talk about...

• How TikTok and Instagram (not Google) are the go-to platforms for travel and trip planning 
• Why influencer content can make your attraction more discoverable on social media 
• Ways to increase visitation with locals and tourists alike with influencer marketing 

Join us as we discuss a 'quick win' way to attract more tourists. 

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com

User-generated content (UGC) is the word-of-mouth marketing of the digital age—and it’s changing how cultural attractions reach new visitors.

In this episode, we're joined by David Leach, who has deep experience helping attractions get the most out of their video content. 

We talk about how zoos, aquariums, museums, and gardens can build momentum with creators, visitors, and influencers who are already sharing their experience online. 

We cover:

• How UGC helps you reach new audiences who don’t follow your brand yet
• The difference between “free content” and strategic content
• Real examples of UGC in action—from rooftop penguins to baby goat season
• Why sharing visitor photos is only step one (and what to do next)

Check out FECLaunch.com

Connect with David Leach on LinkedIn

This podcast is produced by Attend Media.

Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media

Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com