The IAAPA Expo turns Orlando, Florida, into a hub of imagination and innovation. It’s where the magic of Disney meets the cutting-edge trends shaping attractions, tourism, and hospitality. This year’s event didn’t disappoint—combining jaw-dropping exhibits, global networking opportunities, and actionable insights for professionals across the entertainment spectrum.

As a full-service agency specializing in attractions, tourism, and the arts, we’re always on the lookout for new ways to innovate with our clients. IAAPA 2024 gave us the chance to explore everything from immersive storytelling and AI-driven tools to dynamic pricing strategies and VIP engagement tactics. The expo is more than a trade show—it’s an unparalleled opportunity to connect with industry leaders, spark creative solutions, and reimagine what’s next.

We’ve distilled the top takeaways from this year’s event, offering you insights that can help elevate your attraction, captivate your audience, and drive success in 2025 and beyond. Whether you’re a theme park operator, a museum director, or an arts curator, these trends are designed to inspire action.

1. Dynamic Pricing Makes a Difference

Speakers such as Morey’s Piers’ Tyler Jacobs and Path Entertainment’s David Hutchinson highlighted how attractions can use data-driven strategies to optimize revenue. Offering early and late-day discounts, adjusting prices for peak and off-peak times, and introducing local membership perks are proving effective in filling venues. If you haven’t explored this yet, now is the time to start crunching numbers.

2. AI is Reshaping the Guest Experience

From personalized marketing campaigns to automated phone answering systems, AI programs and software is helping attractions deliver hyper-customized experiences. Platforms like ChatGPT and Slang are creating efficiencies that free up staff for more meaningful guest interactions. The key? Using AI to enhance—not replace—human connection.

3. Immersive Storytelling is No Longer Optional

In a session, Netflix CPX’ Philipp Edelmann said, “Guests increasingly want to be the hero of their own adventure”. Whether it’s creating a personalized experience within an immersive environment or blending branded IP with original narratives, attractions must think creatively to engage visitors on an emotional level.

4. Personalization Drives Loyalty

Data integration tools like Snowflake and Zapier are helping attractions create personalized experiences that resonate. Tailored landing pages, customized promotions, and member-specific content are no longer just nice to have—they’re essential for building loyalty and increasing repeat visits.

5. Vendor Events: The Untapped Revenue Stream

Exclusive events like vendor showcases and behind-the-scenes tours offer a dual benefit: engaging your most loyal guests while creating buzz in your local community. Think beyond the ordinary to attract a mix of event planners, influencers, and new audiences.

6. It’s the Small Things After All

Whether it’s a new customer service investment or a micro-immersive experience, a string of smaller activations can amplify your overall capacity and make a lasting impression on guests. From the moment a customer interacts with your brand or park, you have the opportunity to build their loyalty in new ways. 

7. Creativity Beats Template in a Rapidly Changing World

As Bob Weis noted during a session, AI will likely dominate derivative tasks, leaving creativity as the ultimate differentiator. Attractions should lean into bold, outside-the-box ideas that surprise and delight guests. Whether big or small, they should break the templated status-quo. 

8. Urban Loneliness: A New Opportunity for Attractions

Immersive attractions are becoming a solution to growing urban loneliness. By offering shared, interactive experiences, venues can foster connection and community within a local and tourism market. 

9. Strategic Design from Start to Finish

IAAPA’s show floor was a reminder that design with strategy matters, creating seamless, frictionless experiences for guests. Whether it’s navigating an attraction’s website, purchasing tickets, or moving through the physical space itself, every interaction must feel effortless and engaging. The session on Transforming IP into Tangible Magic underscored that immersive attractions succeed when every touchpoint—before, during, and after the visit—works in harmony. For our attractions and tourism clients, this means investing in cohesive design across digital and physical platforms to enhance the guest journey and build lasting loyalty.

10. The Evolution of Immersive Technology

As digital experiences proliferate, the demand for immersive, tangible encounters is stronger than ever. Insights from IAAPA emphasized that the attractions industry is leveraging technologies like spatial LED displays and innovative 3D solutions that eliminate the isolation of headsets. The ability to integrate advanced tools into storytelling was highlighted in the session on IP-driven attractions, where leaders from Netflix and Imagine Exhibitions showcased how blending cutting-edge tech with beloved stories creates unforgettable moments. For our clients, this means looking beyond the screen and embracing physical, shared experiences that resonate deeply with both residents and tourists.

At IAAPA 2024, we saw firsthand how the attractions industry is evolving at lightning speed. The ideas and innovations shared at the expo reinforce one essential truth: the guest experience is everything. If you’re ready to elevate your attraction and delight your audience, let’s connect and explore how we can help.

Do these trends align with your goals for the next year? Let’s start a conversation about turning these trends into results.

Schaefer had the incredible opportunity to speak at the Circles Conference, where Michele Evans and I shared our approach to “Unlocking Creative Potential. As a team, we’re passionate about helping ideas thrive, and this workshop was a chance to delve into the systems and practices that give ideas their best chance to succeed. Here’s a summary of the workshop, along with a few key takeaways for anyone looking to strengthen their creative processes.

Creative Ideas Are Valuable—But They Need Structure to Survive

One of the core messages of our workshop was that creative ideas are immensely valuable, but they need the right systems to reach their full potential. Creativity can be subjective and challenging to measure, but when paired with intentional processes, it can truly shine. In any project, the ability to unlock creativity relies heavily on how you organize your work and how you communicate your ideas. These two areas became the focus of our workshop: efficient systems and impactful storytelling.

Slow Down to Go Fast: Building Effective Systems

The first part of our session centered on the importance of having a structured approach to file management and project organization. As creatives, it’s easy to feel pressure to deliver quickly, but slowing down to build efficient systems ultimately enables faster, more consistent results. We emphasized a mantra (thank you Jason Shupe) that has guided our work: “Slow down to go fast.”

“Slow down to go fast.”

Jason Shupe

At Schaefer Advertising, we use a streamlined folder and file naming system to ensure that every team member, on every team knows where to find files and save their work. This reduces confusion and allows us to be agile when new projects land on our desks. A well-organized system might seem basic, but it’s the foundation for creativity that can be shared, refined, and improved upon without getting lost in the chaos.

Sharing Ideas with Intention: Turning Thoughts into Impact

The second focus of our workshop was on how to share creative ideas effectively. A great idea can lose its impact if it isn’t presented clearly or if it doesn’t connect with the intended audience. We shared five critical questions that guide our thinking and refine our work at each phase of the process:

1. Am I prepared?
2. What am I delivering?
3. Who’s doing this?
4. How do I sell this?
5. What’s the best outcome?

By intentionally thinking through these questions—whether you’re in a brainstorm, internal review, or client presentation—you set yourself up for success.

Each question serves as a mental checkpoint, helping to ensure you’ve covered all the bases. For example, asking “Am I prepared?” goes beyond simply having materials ready. It’s about deeply understanding the problem, the audience, and your role in delivering the solution. Similarly, “What’s the best outcome?” keeps the final objective for this phase and the final output front and center, allowing you to steer the conversation toward that goal.

This method helps us avoid getting bogged down in details too early or missing the mark on what truly matters. It’s a practice that leads to clarity, better collaboration, and ultimately, a more polished and impactful presentation. Every phase benefits from this disciplined approach—one that helps refine and focus our message until it’s sharp, concise, and ready to make an impact.

Unlocking Potential: It Requires Intention and Team Buy-In

Unlocking potential isn’t something that happens overnight or by accident—it takes intention and practice. Potential, as we define it, is “hidden or concealed qualities or abilities that may be developed and lead to future success or usefulness.” To unlock this, you need to approach each project with focus and purpose.

But it’s not just about individual effort. It takes the full team buying into this approach for true potential to be realized. When everyone is aligned and working toward the same goals, you create an environment where ideas can grow and evolve. Whether it’s through structured systems or intentional collaboration, having the whole team on board ensures that creativity is nurtured at every stage.

With consistent effort and team buy-in, unlocking potential becomes a shared practice. It’s not just about getting through the next project—it’s about improving with each step, turning creative possibilities into meaningful outcomes.

The Takeaway: Give Your Ideas a Chance

In the end, the goal of our workshop was simple: to help fellow creatives give their ideas a chance. By focusing on efficient systems and clear storytelling, you create a space where your ideas can truly thrive. We believe that with intentionality, any team can unlock hidden abilities and turn great ideas into meaningful impact. 

It was an honor to share our insights at Circles Conference 2024, and we hope these strategies inspire others to take a closer look at their own processes. Whether you’re a seasoned professional or just starting, remember that potential is within reach—it just takes the right tools and intention to unlock it.

The Fort Worth advertising community recently gathered at Backlot Studios to honor one of its most distinguished figures—our very own Ken Schaefer—recipient of the American Advertising Federation (AAF) Fort Worth’s Silver Medal Award. This prestigious award not only recognizes outstanding contributions to the advertising industry but more importantly, a commitment to the greater Fort Worth community.

His journey, which started at notable companies like Ogilvy and Procter & Gamble, have taught him that the importance of a people-first approach in everything from brand strategy to company culture. Under his guidance, Schaefer Advertising has flourished, making significant impacts in the Healthcare, Real Estate, and Attractions, Tourism and Arts sectors.

The event was full of camaraderie and storytelling, with colleagues and friends sharing defining moments that illustrate Ken’s career and more importantly his principles, painting the picture of a leader who is not only a master of his craft but also deeply committed to his faith, family, and community. 

In line with Ken’s driving purpose —to make life better—the evening also served a greater purpose; all proceeds from the event were donated to Good Natured, Mayor Parker’s Greenspace Initiative. This move was a fitting tribute to Ken’s dedication to enhancing the community where he lives in and serves.

The Silver Medal Award, established in 1959, is the highest honor the AAF can bestow and recognizes individuals who have not only achieved professional excellence but have actively furthered the industry’s standards and social responsibilities. Ken’s receipt of this award is a testament to his enduring impact on both the advertising world and the broader Fort Worth community.

And we couldn’t be prouder. 

Cheers to you, Ken!

The following is a summary of a presentation I gave at the Best Place for Working Parents^® 2023 National Summit.

We believe our people are what make our agency special. Not just the roles they fill but the whole person they represent. Our careers are only a portion of who we are as individuals. As convenient as it would be, we don’t get to fit our various identities into clean compartments and focus on one at a time. As I write this, I am fully an agency owner, a husband, a father, a friend, and a brother. Those roles and responsibilities are what make me who I am and they all pour into the other. 

Chances are, most people at Schaefer aren’t going to retire here,  though it would be awesome if they did! We’ve come to grips with that reality and know that employees join our team for a season. Some for years and some for decades. We have the extraordinary privilege and opportunity to support them, coach them and learn from them during the season they share with us.  All with a goal of making life better. Sure, it’s hard. But it backs up the principle upon which I started — our people matter. And, we must be intentional about the time we invest in each and every one of them. 

In 2022, we received an award for Policy Innovation for Working Parents. Though humbled and appreciative of the recognition, I don’t think of us as being innovative, but rather deeply intentional. Maybe that intentionality is the real “innovation.” It’s hard, it’s time-consuming and it constantly changes, but it’s proven to be worth it.

More than 15 million U.S. workers have quit their jobs since April 2021 – and 45% percent of those surveyed said needing to take care of family was a key factor in their decision.

– McKinsey, September 2021

The last few years have clearly shown us how the needs of our employees can shift. We have to be willing to reevaluate how we interact, the benefits we offer, and the policies and procedures that support our operations, to ensure we stay relevant, congruent and continue to be catalysts for the positive culture that is essential to our existence.

The importance of family to employees isn’t a new trend but parent’s ability and permission to prioritize their family is. As an original “latchkey” kid, I saw firsthand the struggles working parents often face – the tough reality of choosing work OR family. For them, work drew hard lines that defined a separation between “professional” and “parent.” 

Our intention at Schaefer is to create and nurture an environment where parents don’t ever have to choose between chaperoning their daughter’s field trip to the zoo and work. They don’t have to choose between coaching little league and their career. They don’t have to choose between staying home with their child because they’ve come down with a cold. We’ve worked hard to create an environment that genuinely supports our working parents.

• We’ve expanded our parental leave policy to include fathers and parents of adoption. 
• We’ve set up and outfitted a private nursing room, so our mom’s aren’t forced to choose whether they continue to breastfeed after returning to work. 
• We have an open door policy for children in the office and celebrate them when they are in the office (or show up on a Zoom call).
• We share family pics in our Slack channels and step into conversations about how our new moms and dads are feeling.
• We host baby showers and wedding showers with spouses.
• And much more…

We have found that intentionality is not just one thing; it simply can’t be. It’s the combination of a hundred decisions that make your workplace one that is driven by intention rather than the latest and greatest benefit. It’s far more holistic, and in the end, it’s far more beneficial to our entire team. We want parents (and all of our employees) to be their best, healthy and whole selves.

Do we always get it right? No. Are there still high expectations of our work team – absolutely. But that’s the point. This isn’t an either/or — it’s not a zero-sum game. It’s a both/and. equation.  

This culmination of intentionality toward working parents, over time, generates innovation that lasts. Creating an environment that’s conducive to working parents isn’t built with policies and gimmicks.  It’s built through culture and supported by consistent action. If they don’t see you living it out in both word and deed, then it’s pretty hollow and certainly not authentic or going to last. 

I believe with all my heart that small businesses can support their working parents. It’s not just for big business. Seeing all that my mom had to sacrifice to pursue a career left a lasting imprint on me that has driven me to create a workplace where people don’t have to choose between being a parent and having a career.

About Schaefer

Schaefer Advertising Co. is an independent advertising agency based in Fort Worth, Texas. We combine insight and imagination to create powerful ideas and compelling experiences that help brands connect, inspire and move audiences to take action.

Purpose is at the core of everything we do. It’s the reason we dig deep when learning about your customer, business, and brand. It’s also the lens from which we identify opportunities to make life better for the brands we work with and the people they serve. That said, we strive daily to be better partners to our clients and partners, and a better home-away-from-home for our employees.

About the National Summit

The Best Place for Working Parents^® 2023 National Summit is an opportunity for business leaders across the country to connect and learn about family-friendly workplace practices that are both benefiting today’s working families AND businesses’ bottom line. From boosting attraction and retention efforts to motivating and optimizing a post-COVID workforce — the 2023 Summit featured national experts on the most critical workforce topics of today, as well as industry leaders sharing lessons learned and key strategies for building a stronger workforce in a new era.