Key Trends and Innovations from IAAPA Expo 2024
The IAAPA Expo 2024 stands out as a premier event for the visitor attractions sector, bringing together industry professionals to delve into innovative products and services. This year’s expo took place from November 18 to 22 at the Orange County Convention Center in Orlando, Florida, featuring engaging educational sessions and invaluable networking opportunities.
As a comprehensive hub for leisure and attractions professionals, the event offered attendees the chance to engage in educational workshops, explore the latest trends, and discuss key industry challenges. The trade show floor showcased cutting-edge rides, video games, VR attractions, design theming, motion simulators, POS technology, water solutions, food and beverage options, health and safety equipment, playground gear, arcade machines, and much more.
Special Events
The IAAPA Expo 2024 officially commenced on Tuesday morning with a dazzling opening ceremony. Following an impressive performance featuring roller skaters and dancers, Michael Shelton, vice president and executive director of IAAPA North America, welcomed attendees to this year’s event. He also introduced exciting new features, including the IAAPA Street Market for food and beverage vendors.
After a captivating ballet performance, the 2024 IAAPA chairman of the board, Wuthichai Luangamornlert, expressed pride in his role over the past year and the progress achieved, stating, “I look forward to seeing what we can do in the future.”
Massimilano Freddi, founder and CEO of Wonderwood in Lake Maggiore, Italy, was introduced as the IAAPA chairman of the board for 2025. He shared a personal story about visiting Gardaland as a child, which inspired his ambition to lead in the industry. Following some acrobatics, Jakob Wahl, president and CEO of IAAPA, addressed the audience, affirming, “We’re moving forward with purpose” to better serve all IAAPA members.
On Monday evening, the Legends: A Hall of Fame Celebratory Affair provided an opportunity to honour the IAAPA Hall of Fame members and introduce the new 2024 inductees: Dick Chance, Geoff Chutter, Rick Hunter, and J. Clark Robinson.
This event celebrated the legends and luminaries whose contributions have significantly influenced the attractions industry, featuring a live auction with proceeds benefiting the IAAPA Foundation.
On Tuesday and Wednesday evenings, attendees were treated to an exciting new drone show sponsored by Sky Elements.
Educational Sessions at IAAPA Expo 2024
By participating in the IAAPA Expo 2024 Education Conference, attendees gained insights into the latest industry developments and practical strategies to enhance their businesses. Here are some highlights from this year’s agenda.
Monday 18 November
One of the first sessions on Monday morning was Creating FOMO-Worthy Experiences through Experiential Activations, led by Matt Ferguson from Storyland Studios, alongside panellists Sascha Triemer of Aquaventure Atlantis Dubai, Chris Grap from Mall of America, and Tyler Thornberg of Storyland Studios.
The session featured successful examples of pop-ups and activations, including Mall of America’s Lego activation with Ed Sheeran. They discussed the decision to close for Thanksgiving to enhance the Black Friday experience, which saw 4,000 people queuing for a chance to win a prize.
At Aquaventure Atlantis Dubai, events like Sunset Saturdays and Aquaventure After Dark are limited to specific seasons, creating a sense of exclusivity. Thornberg highlighted the importance of community, noting that events like the Zenless Zone Zero interactive fan event at Qiddya succeed because they foster community engagement. “It’s about bragging rights,” added Grap.
All panellists agreed on the significance of authenticity and fulfilling promises made to fans, referencing the infamous Willy Wonka event as a cautionary tale of when activations go awry.
FOMO & Immersive Experiences at IAAPA Expo 2024
Meanwhile, Redefining Immersive Experiences examined how leading museums and design firms are transforming immersive experience design. The speakers included Cynthia Brown from Museum EXP, Jesse Kramer of Conner Prairie, Monica Ramsey from The Children’s Museum of Indianapolis, Abby Bysshe from The Franklin Institute, and Erika Kiessner of GSM Projects.
The panel emphasised the importance of sensory and emotional engagement within attractions, showcasing examples from teamLab‘s art installations in Tokyo to Monticello’s narrative-driven exploration of Sally Hemings’ life. Accessibility and inclusivity were recurring themes, particularly at the Children’s Museum of Indianapolis, where early input from individuals with diverse needs ensured that exhibits were accessible to all.
New storytelling approaches were also highlighted, with Kiessner discussing Botanic Panic, an interactive trail and exhibit that boosted Parc Marie-Victorin’s attendance by 40%, attracting audiences who typically did not visit the attraction.
Worldbuilding & Walkthroughs
In a popular session at IAAPA Expo 2024, World Building with Meow Wolf: AVL and Integrated Technologies, Derek Pendergrass of Meow Wolf discussed techniques and technologies that can transform a building into a world.
Pendergrass outlined basic world-building considerations, such as creating impactful moments and considering how the space influences guest feelings. He noted that approximately 30% of world-building at Meow Wolf stems from these fundamentals, with 20% being prescriptive and the remaining 50% allowing artists creative freedom.
“We allow for lots of interpretation from our guests, so we wanted our artists to have the same,” Pendergrass explained, emphasising that both the process and the outcome are forms of art.
Following this, Katie Baker of Simworx led a session titled Extending the Experience: Enhancing Attractions with Interactive Walkthroughs. She defined walkthroughs as experiences traversed by guests without ride technology, enhanced with engaging elements. These can be part of larger attractions, such as queue lines, or standalone experiences like Halloween haunts. Baker shared the history of this attraction type and key examples.
She noted that walkthroughs can enhance guest engagement, boost revenue, and improve guest flow.
Family Trends
Exploring Current Trends: Family Experiences examined how evolving family dynamics and guest expectations shape attraction design and operation. Speakers included Yael Coifman of Leisure Development Partners, Jeff Hornick from B Morrow Productions, Carl Crider from DelGrosso’s Amusement Park, Andreas Andersen of Liseberg, and Logan Zawacki from Sally Dark Rides.
Coifman opened the session by questioning what defines a family today and how changing dynamics influence visitor choices. Parents, concerned about the health and social impacts of screen time, are increasingly taking their children to theme parks for active experiences. They are also drawn to familiar intellectual properties, eager to introduce younger generations to nostalgic brands.
The panel discussed the value of families as repeat customers across generations, emphasising the need to create experiences that engage both active participants and non-riders or “watchers.”
Hornick highlighted design elements that ensure family-friendly experiences, such as visually approachable rides, inclusive restraints, and amenities for non-riders. Diversity and accessibility are crucial, with specific mention of the roller coaster Cobra’s Curse, which features a transfer track for guests needing extra time to board. Andersen noted that small, “sticky” attractions like playgrounds can create lasting impacts without requiring significant investments.
Pitching Masterclass & XR Attractions at IAAPA Expo 2024
In The Pitching Playbook: Mastering the Art of Persuasive Presentations, Tom Acomb from AOA and Mike West of Innovative West shared their extensive industry experience to offer tips on crafting the perfect pitch. Acomb emphasised the importance of research and asking the right questions, stating, “The jobs you don’t take make you successful, not just the ones you do. Don’t be afraid to walk away.”
West concurred, stressing the necessity of knowing your facts and purpose. He provided tips on body language, highlighting the importance of eye contact and clear speech. Above all, he noted that the pitch should convey emotion and passion—believing in your proposal is essential.
In Reality Bytes – How Extended Reality (XR) Attractions are Reshaping Location-based Entertainment, Bob Cooney of The VR Collective and Kevin Williams of KWP Limited explored how emerging technologies are transforming location-based entertainment. Williams highlighted the growing demand for active, multiplayer experiences, as visitors increasingly seek shared play opportunities. “No one is going to arcades by theme sleeves. They are going in groups and with families and want to play together,” he stated.
The panel also discussed the transition from tethered VR systems to free-roaming setups, enhancing both guest experiences and profitability for venues. However, they emphasised the need for compelling content to ensure repeat visits, noting that XR attractions are not a “one-and-done” experience.
Trends in Experiential Design
Emerging Trends, Techniques and Technologies in Experiential Design examined how cutting-edge technologies and innovative storytelling techniques are being employed to create unforgettable guest experiences. Insights were shared by Shawn McCoy of Imagine, Cynthia Sharpe from TAIT, Zoe Thatcher of Creative Principals, and Jenny Lim from Gigantic Playground.
Thatcher began by providing an overview of current fashion trends and how these are reflected in the themed entertainment world. Trends extend across multiple industries and sectors.
McCoy then outlined how trends are rooted in the events and environments unfolding around us. For instance, post-pandemic, there has been a heightened demand for social experiences that people can enjoy together. Additionally, there has been a rise in horror experiences as a response to various stresses. He highlighted how Universal has capitalised on the popularity of its Halloween Horror Nights with this year’s Jimmy Fallon’s Tonightmares experience in New York and its new permanent horror experience at Area15 in Las Vegas.
Other trends discussed by the IAAPA Expo 2024 panel included wellness and ‘timeless reality’. Lim focused on ‘kidults’ and how role-playing games can enhance location-based entertainment.
Embed Connect Summit
On Monday, Embed hosted the inaugural Embed Connect Summit, facilitating knowledge sharing and the cross-pollination of ideas.
Renee Welsh, CEO of Embed, stated, “We work together to elevate knowledge transfer for the latest technology. We look at trends that are future-centric but happening right now.” The event featured workshops on Embed technology, one-on-one meetings, and networking opportunities.
Guest speaker Jeff Zabel, strategic business development – immersive experiences at Amazon Web Services, discussed the convergence of digital and physical worlds. He emphasised that digital alone is insufficient, particularly as we consider the next generation. He noted that Zoomers (Gen Z, Gen A), the next wave of employees and customers, will be the fastest economic power.
Zabel also spoke about smart stores and Amazon’s Just Walk Out technology, which enhances fan engagement at NFL Stadium Lumen Field by eliminating checkout lines and allowing fans to enter and pay using their palms. This innovation has resulted in a 30-40% increase in participation, a 20-30% rise in per-cap spending, and reduced labour costs, focusing on engaging customers throughout the entire 360-fan journey.
Tuesday 19 November
Tuesday morning at IAAPA Expo 2024 began with Hasbro: Innovating the Waterpark, where attendees learned how Hasbro’s portfolio of iconic brands (such as Monopoly, My Little Pony, GI Joe, Transformers, and Power Rangers) is being leveraged to create immersive experiences that connect these brands through storytelling and gamification. The panel featured Josh Martin of Martin Aquatic Design & Engineering, Matthew Cross from OE Experiences, Matthew Proulx of Hasbro, Inc., and Chris Grap from Mall of America.
During the discussion on key considerations for starting a water park project, Martin posed questions such as: “What different worlds can we build that aren’t just brand slaps? What is the guest experience here? How do we bring people into this world? What is the best experience that ties into this IP?”
Cross shared a personal, memorable moment at a water park with his daughter, stating, “If we’re innovating a water park, we need to create those organic moments of connection,” referencing Joe Pine’s assertion that the goal of an experience is to create transformative, memorable moments that connect people.
Attendees were also given a sneak peek at designs for a new Hasbro water park, as the panel discussed the best ways to authentically bring IP to life while allowing designers the freedom to create something truly unique.
Accessibility at IAAPA Expo 2024
In the afternoon, Sharon Newhardt led a session titled Inclusion and Accessibility Champions: The Creative Minds behind the Morgan’s Wonderland 2024 Expansion, joined by Richard Pretlow of Morgan’s Wonderland, Vittorio Babini of Zamperla, and Mike Frueh of SimEx-Iwerks Entertainment.
Pretlow discussed the importance of collaborating with suppliers who are champions of inclusivity. He showcased images of new rides, including Zamperla’s wheelchair-accessible Magic Bikes. For Morgan’s, ADA compliance is merely the starting point; they aim to exceed these standards by partnering with vendors who share their vision and enthusiasm for the challenge.
Babini added that adapting existing rides for accessibility can be challenging. However, Zamperla has changed its approach by considering accessibility from the outset of the ride design process.
Other highlights from the day included Solution Spotlight: Brogent Technologies Inc. – Redefining the Flying Theater: A New Era of Flying. Stefan Rothaug of Brogent Technologies discussed how the firm explores new possibilities to push the boundaries of its offerings. By experimenting with various degrees of motion, budget flexibility, and tailored experiences, it aims to deliver innovations that captivate and surprise every audience.
In SeaWorld Yas Island, Abu Dhabi: The Making of the World’s Largest Indoor Marine-Life Theme Park, the panel discussed the creation, design, and development of the world’s first indoor Marine-Life Theme Park on Yas Island, Abu Dhabi, featuring team members from Miral and Al Cross of PGAV Destinations.
Wednesday 20 November
One of the key topics at IAAPA Expo 2024 was Artificial Intelligence (AI), discussed in several sessions, including Using Artificial Intelligence to Your Advantage with Anthony Palermo of Connect&GO, Jessi O’Daniel from Shipwreck Island Water Park, and Tyler Jacobs from Morey’s Piers.
O’Daniel noted that discussions about AI can be polarising within teams, but it’s crucial to emphasise that it’s not about eliminating jobs; rather, it’s about optimising workflows so teams can achieve more. “It’s like having the best assistant. Something like ChatGPT can get you 80% of the way there in minutes, not months,” Jacobs added.
In terms of applications, both operators noted that AI has streamlined communications. For example, an AI-powered phone answering service or chatbot can handle common inquiries, freeing staff for more complex questions. AI can also enhance training and marketing efforts. However, they cautioned against the risks of misuse, with increasing scams leveraging AI. Palermo remarked, “The bus is moving; you need to get on the bus, at a minimum to know what is happening with the tech and be aware.”
Spotlighting Solutions
This was followed by a rapid introduction to surf park technology in Creating Waves: A Conversation about Surf with Josh Martin of Martin Aquatic, which explored top surf simulators and wave generation technology, highlighting their unique features. Then, in Create a Good Inspection Checklist in Your Water Park, David Bromilow of Mobaro shared essential insights on tailored checklists for aquatic facilities.
In Solution Spotlight: RocketRez – Growing Up: How to take the Attractions Industry from Adolescent to Adult, John Pendergrast discussed two critical areas attractions must prioritise: data and communications, sharing how operators can enhance these elements to future-proof for 2025 and beyond.
Later, in Solution Spotlight: Storyland Studio, Inc. – Secrets of Storytelling, Ben Thompson revealed the secrets of effective storytelling, showcasing powerful experiences driven by compelling narratives. “Stories are full of hope and possibilities. They bring people together… Our brains are wired for story; we look for stories to explain the world around us,” he stated.
Thompson also discussed how storytelling can influence urban development, making cities more inviting. He cited Storyland projects like Georgia’s Trilith Studios and the new Trinity development in Florida.
Brett Sheridan of ROLLER led Solution Spotlight: ROLLER – 2025 Benchmarks: The Cheat Sheet for Business Growth, exploring the latest 2025 industry benchmarks for visitor attractions, including critical data on guest experience, revenue generation, and operational efficiency.
Solution Spotlight: DOF Robotics – Next-Gen Amusement: How AI and DOF Robotics Are Transforming Attractions with Ozgur Kucukates discussed how AI is revolutionising personalised guest experiences, enhancing operational efficiency, boosting safety, and creating immersive attractions. Kucukates also explained how DOF Robotics is pushing the boundaries of what is possible.
Legends at IAAPA Expo 2024
Wednesday afternoon featured the annual Legends Panel, moderated and curated by Bob Rogers of BRC Imagination Arts. This year’s panellists included Joe Pine, author of The Experience Economy, Margaret Chandra Kerrison, author of Immersive Storytelling for Real and Imagined Worlds: A Writer’s Guide, and Bob Weis, author of Dream Chasing: My Four Decades of Success and Failure with Walt Disney Imagineering.
On the art and craftsmanship of creating and sustaining great experiences, Kerrison remarked, “What we do in this industry is recreate, push the boundaries, and come up with something new.” Weis added, “You have to have a lot of passion. It’s about chasing your dream and getting a whole lot of people to chase them with you.”
Pine noted that every industry now acknowledges the value of experiences. The most significant change is the ability to leverage technology to create experiences. Despite new technologies and possibilities, Weis reminded attendees, “We need to remember, in the experiences we create, that it is about the guest; they want to feel part of it.”
Kerrison emphasised the importance of wish fulfilment, urging designers to create interconnected worlds to maintain immersion as guests transition between areas. She also highlighted how experience design can influence other sectors and buildings, such as schools, parks, and hospitals, to address issues like urban decline. She posed the question, “Why aren’t we building places where we want to linger?”
Regarding sources of inspiration, the panellists agreed that it can be found everywhere, encouraging attendees to travel, read, experience, and observe their surroundings.
Thursday 21 November
Thursday’s EDUSession highlights included Unlocking Inclusive Thrills: Rider Accessibility in Amusement Parks with ASTM F24 Standards, featuring insights from Anthony Rossi of Hersheypark and Mark Stepanian from CAVU Designwerks.
This session provided an in-depth look at rider accessibility in amusement parks and attractions, guided by the comprehensive standards established by ASTM F24. Attendees learned how these standards create an inclusive and diverse experience for thrill-seekers of all abilities.
Next, in Transforming IP into Tangible Magic: The Art of Immersive Attractions, Shawn McCoy of Imagine, Greg Lombardo from Netflix CPX, LLC, Alexis Scalice, David Hutchinson of Path Entertainment Group, and Jason Egan of Egan Productions explored the high demand for immersive interactions with popular intellectual properties (IPs). They discussed how recognised IPs are transformed into innovative physical experiences, clarifying the processes and strategies for creating immersive attractions, emphasising the synergy between storytelling, technology, interactivity, and creative design.
Cross-Pollination
In Solution Spotlight: TAIT—Blue Sky to Beyonce and Beyond, Eric Hoff, Chris Wessels, and Margaret Kerrison discussed TAIT’s technology-enabled storytelling and how Thinkwell’s DNA is enhancing its creative capabilities.
In Solution Spotlight: SEGA – Rebuilding an Icon, Ivo Gerscovich, head of Sega brands and chief business and brand officer for Sonic the Hedgehog, examined the success of the legendary Sonic the Hedgehog brand and the journey to rejuvenate and restore the franchise. He provided valuable insights into the strategies and efforts that contributed to this resurgence.
In Dancing Across Disciplinary Boundaries to Create Immersive Experiences, Linda Hung of FORREC led a discussion with panellists Irene Eshak of Huitt-Zollars, Keith James from JRA, part of RWS Global, Luc Mayrand of Walt Disney Imagineering, and Terry Brown from FORREC, discussing the transformative power of live entertainment.
One key takeaway from the discussion on cross-pollination across sectors was that it takes a diverse team to create something truly memorable. James remarked, “The reason we do all this, the reason we go to work in this business, is the smiles and memories of the guests. Be as sophisticated as you want, use as much tech as you want, but don’t forget that.”
Announcements from the Show Floor at IAAPA Expo 2024
On Tuesday, attendees enjoyed numerous press conferences and special announcements from the trade show floor.
At the Zamperla booth, the team unveiled a new Family Thrill Launch coaster for Parc Spirou in Provence, France, themed around the Naruto IP, set to debut in 2026. This ride is designed to blend thrills with family-friendly appeal, promising high-energy excitement and a smooth experience.
The ride experience consists of two parts, with a combined length of 1,004 metres (3,204 feet). The first half features a 65 km/h (40 mph) launch up a High Chicane and Angled Airtime Hill, followed by a descent that hugs the ground, accelerating over a Double Down before circling around the towering spike and returning to the loading station.
Exciting announcements continued with the unveiling of S&S Worldwide’s gondola for Twizzlers Twisted Gravity at Hersheypark.
At a press conference hosted by VidantaWorld, the team presented “a dream come true” with the introduction of the new BON Luxury Theme Park.
