David Rosenberg is vice president of guest experience at Monterey Bay Aquarium and has led IAAPA for the past year
Taking up the chairship during IAAPA’s centenary year, David Rosenberg is the first IAAPA member to lead the organisation from the zoos and aquariums sector. During his year as chair, Rosenberg set his sights on sustainability. He looks back and tells us what’s next for incoming chair, Amanda Thompson.
How have you found your year as IAAPA chair? 2019 has been very busy and exciting. IAAPA is about making connections with each other and I was very fortunate this year to have the opportunity to meet and connect with so many outstanding industry professionals all around the world. No matter where we were, I was constantly struck by the passion and depth of commitment everyone has for their facilities and organisations. I often felt I was with people who had found their “true calling”. It was inspiring.
You highlighted sustainability as a key thing for you to address during your year as IAAPA chair. What progress has been made on that front? I’ve continued to be a part of the industry-based, global conversations about embracing sustainability. Clearly, corporate social responsibility (CSR) is more than a buzzword – it has made its way into more business plans than ever before. Industry-wide, more and more of us recognise that a commitment to sustainability is about more than just embracing green initiatives – it’s about meeting our guests’ growing expectations that we not only continue to be fun places to visit, but also an industry-wide force for good.
What else have you achieved during your time as chair? This year hasn’t been about my accomplishments, it’s been about everyone coming together to continue to serve the global attractions industry. The incredible IAAPA Board of Directors, supported by our team, all worked together to accomplish so much. This year’s Expos grew in both scope and attendance; and IAAPA launched many new important member benefits, services and events, all with the goal to help members become more connected to the association and each other.
I’m proud to have served on the Sustainability Task Force this year. The work is just beginning, and I’m excited that the Board of Directors approved our request to make this group an ongoing committee so that this important topic will remain a key focus for IAAPA.
How has the attractions industry changed over the last year? I think the key word for us is ‘growth’. The industry continues to grow and expand, especially into new markets and emerging markets like the Middle East and Asia. At the same time, public expectations of the attractions industry continue to evolve. We’ve been keeping a close eye on the changing perception of animals in professional care and how that may impact attractions with animals. And of course technology continues to evolve rapidly and our manufacturers and suppliers are keeping the pace by introducing new products that we could not even have imagined just a few years ago.
Have you seen any particular areas of growth? I’m really intrigued and struck by how important immersive experiences have become, and how they can change the expectations of our visitors. A strong intellectual property (IP) connection is the central premise for many of these experiences, demonstrating that brand affinity for certain pop culture franchises remains stronger – and more important to attractions – than ever.
What trends are emerging in the attractions industry? For years the industry has talked about creating immersive attractions and experiences and I think we see that now more than ever. New lands and themed areas transport guests to different times and places. The full story is told as guests journey through retail areas, or stop for food and beverage. Theming, imagination, innovation, technology and storytelling are all coming together in new ways.
What are the strengths and weaknesses you see in the industry? The global attractions industry’s greatest strengths are the people and the teams who all come together to create fun for millions of guests. The creativity and passion that unites and drives our industry truly sets us apart. Being in the business of creating fun helps drive this passion and the forward momentum of our industry.
IAAPA serves the attractions industry, and one of the best ways industry professionals as individuals, as well as team leaders, can continue to learn and grow is by connecting further with this organisation. I am often surprised to learn IAAPA members do not take full advantage of the many benefits on offer. The association is about much more than trade shows – it’s a source of networking, education, government relations and so much more.
What needs to be addressed in the industry? The shift in guest expectations, particularly from the millennial generation, is having many ripple effects on our industry. It’s important we understand that these expectations are changing and that we’re able to react and adjust in a timely manner. We must strive to be proactive by understanding guest behaviour, needs and expectations and understand how to design, create and enhance our facilities to meet these needs.
I am also proud to say the focus on safety and security remains at the forefront of everything we do. IAAPA continues to bring together the industry and share best practices so we can learn from each other and continue to provide safe experiences for our guests and our employees.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2019 issue 4
Interview: Yves Pépin
A man whose spectaculars have been
witnessed by billions, Yves Pépin
speaks about his trail-blazing career
Rides: Supersonic
We take a look at some of the most
significant ride openings around the world
Preview: Rulantica Rising
Germany’s top theme park is about to
launch a €180m addition with the opening of its long-awaited second
gate. Attractions Management looks
at Rulantica and how the new
waterpark addition is taking shape
Theme Parks: Parisian Magic
Daniel Delcourt and David Wilson
share more about Disney’s €2bn
expansion of Disneyland Paris
Promotional feature: Simworx Ltd
CEO, Terry Monkton, takes
us through the development of two unique projects, from conception to creation
Waterparks: Water World
Debrecen in Hungary is gaining an iconic
new addition – a US$30.1m waterpark
Promotional feature: WhiteWater
WhiteWater’s Una deBoer tells us
how the company maintains elite safety standards
in waterparks and the steps operators can take
to improve safety across the entire industry
Operations: Disaster Management
What can be learned from the experiences
of those unfortunate operators who have
had to react when disaster strikes?
Exhibitions: World Tour
Kath Hudson looks at the potential of the
pop-up and touring exhibition market
David Rosenberg is vice president of guest experience at Monterey Bay Aquarium and has led IAAPA for the past year
Taking up the chairship during IAAPA’s centenary year, David Rosenberg is the first IAAPA member to lead the organisation from the zoos and aquariums sector. During his year as chair, Rosenberg set his sights on sustainability. He looks back and tells us what’s next for incoming chair, Amanda Thompson.
How have you found your year as IAAPA chair? 2019 has been very busy and exciting. IAAPA is about making connections with each other and I was very fortunate this year to have the opportunity to meet and connect with so many outstanding industry professionals all around the world. No matter where we were, I was constantly struck by the passion and depth of commitment everyone has for their facilities and organisations. I often felt I was with people who had found their “true calling”. It was inspiring.
You highlighted sustainability as a key thing for you to address during your year as IAAPA chair. What progress has been made on that front? I’ve continued to be a part of the industry-based, global conversations about embracing sustainability. Clearly, corporate social responsibility (CSR) is more than a buzzword – it has made its way into more business plans than ever before. Industry-wide, more and more of us recognise that a commitment to sustainability is about more than just embracing green initiatives – it’s about meeting our guests’ growing expectations that we not only continue to be fun places to visit, but also an industry-wide force for good.
What else have you achieved during your time as chair? This year hasn’t been about my accomplishments, it’s been about everyone coming together to continue to serve the global attractions industry. The incredible IAAPA Board of Directors, supported by our team, all worked together to accomplish so much. This year’s Expos grew in both scope and attendance; and IAAPA launched many new important member benefits, services and events, all with the goal to help members become more connected to the association and each other.
I’m proud to have served on the Sustainability Task Force this year. The work is just beginning, and I’m excited that the Board of Directors approved our request to make this group an ongoing committee so that this important topic will remain a key focus for IAAPA.
How has the attractions industry changed over the last year? I think the key word for us is ‘growth’. The industry continues to grow and expand, especially into new markets and emerging markets like the Middle East and Asia. At the same time, public expectations of the attractions industry continue to evolve. We’ve been keeping a close eye on the changing perception of animals in professional care and how that may impact attractions with animals. And of course technology continues to evolve rapidly and our manufacturers and suppliers are keeping the pace by introducing new products that we could not even have imagined just a few years ago.
Have you seen any particular areas of growth? I’m really intrigued and struck by how important immersive experiences have become, and how they can change the expectations of our visitors. A strong intellectual property (IP) connection is the central premise for many of these experiences, demonstrating that brand affinity for certain pop culture franchises remains stronger – and more important to attractions – than ever.
What trends are emerging in the attractions industry? For years the industry has talked about creating immersive attractions and experiences and I think we see that now more than ever. New lands and themed areas transport guests to different times and places. The full story is told as guests journey through retail areas, or stop for food and beverage. Theming, imagination, innovation, technology and storytelling are all coming together in new ways.
What are the strengths and weaknesses you see in the industry? The global attractions industry’s greatest strengths are the people and the teams who all come together to create fun for millions of guests. The creativity and passion that unites and drives our industry truly sets us apart. Being in the business of creating fun helps drive this passion and the forward momentum of our industry.
IAAPA serves the attractions industry, and one of the best ways industry professionals as individuals, as well as team leaders, can continue to learn and grow is by connecting further with this organisation. I am often surprised to learn IAAPA members do not take full advantage of the many benefits on offer. The association is about much more than trade shows – it’s a source of networking, education, government relations and so much more.
What needs to be addressed in the industry? The shift in guest expectations, particularly from the millennial generation, is having many ripple effects on our industry. It’s important we understand that these expectations are changing and that we’re able to react and adjust in a timely manner. We must strive to be proactive by understanding guest behaviour, needs and expectations and understand how to design, create and enhance our facilities to meet these needs.
I am also proud to say the focus on safety and security remains at the forefront of everything we do. IAAPA continues to bring together the industry and share best practices so we can learn from each other and continue to provide safe experiences for our guests and our employees.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2019 issue 4
Interview: Yves Pépin
A man whose spectaculars have been
witnessed by billions, Yves Pépin
speaks about his trail-blazing career
Rides: Supersonic
We take a look at some of the most
significant ride openings around the world
Preview: Rulantica Rising
Germany’s top theme park is about to
launch a €180m addition with the opening of its long-awaited second
gate. Attractions Management looks
at Rulantica and how the new
waterpark addition is taking shape
Theme Parks: Parisian Magic
Daniel Delcourt and David Wilson
share more about Disney’s €2bn
expansion of Disneyland Paris
Promotional feature: Simworx Ltd
CEO, Terry Monkton, takes
us through the development of two unique projects, from conception to creation
Waterparks: Water World
Debrecen in Hungary is gaining an iconic
new addition – a US$30.1m waterpark
Promotional feature: WhiteWater
WhiteWater’s Una deBoer tells us
how the company maintains elite safety standards
in waterparks and the steps operators can take
to improve safety across the entire industry
Operations: Disaster Management
What can be learned from the experiences
of those unfortunate operators who have
had to react when disaster strikes?
Exhibitions: World Tour
Kath Hudson looks at the potential of the
pop-up and touring exhibition market
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
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