Every year, the Association of Zoos and Aquariums (AZA) brings together professionals from around the globe to share ideas, explore challenges, and highlight innovations shaping the future of zoos and aquariums. AZA is widely recognized for its role in setting the highest standards for animal care, conservation, and education, making its annual conference a pulse check on where the industry is headed.

When we attend a conference like AZA, we’re not simply observing industry trends — we’re stepping into the very world our clients live in. As a full service agency specializing in attractions and tourism, immersion is a key way we show up for our clients. It enables us to learn about the innovations, motivations, and trends of the industry first-hand— and in turn, build marketing strategies with our learnings at the forefront.  

Below are four themes from the AZA conference that resonated strongly — not just for zoo and aquarium professionals, but for anyone aiming to stay ahead in an audience-driven, mission-oriented marketing environment.

1. Balancing Urgency with Empathy

When it comes to communicating about important topics (like conservation, for example), approaches that focus only on extremes — negative or positive — often fall flat over time. The more effective path lies in a tone that’s rooted in empathy, understanding, and action. The lesson for communicators everywhere is that urgency and care can, and should, coexist.

2. Partnerships as Natural Extensions

Some of the most compelling case studies were those that extended beyond the traditional channels and audiences. Partnerships with local libraries, theater groups, or other nonprofits that align with a brand’s mission allows for reaching new audiences, building trust with current audiences, and weaving a brand more tightly into the fabric of its community. 

3. Technology Must Enhance, Not Replace

AI and data-driven tools were discussed widely — but the recurring theme was restraint. Success is rarely about adopting the flashiest tech, but about choosing tools that amplify core strategy and maintain trust. Whether it’s visitor personalizations or operational efficiencies, technology that aligns with mission and values will always outperform technology use for technology’s sake.

4. Immersive Experiences Drive Deeper Connection

Habitat design is moving into a new era. The most resonant experiences are ones that engage senses, provoke curiosity, and invite ongoing action. The most successful projects at AZA were those that married storytelling, science, and visitor agency in ways that lingered past the exit gate. And this extends into marketing too — using videos and engaging content to promote the experience prior to stepping foot into the attraction allows for amplified excitement upon guest arrival. 

The conversations at AZA made one thing clear: organizations that stay attuned to cultural shifts, community connections, and authentic engagement will be best positioned for the future. The lessons may come from zoos and aquariums, but they carry relevance for anyone working to connect with audiences in an evolving digital landscape. Contact our Attractions, Tourism and the Arts team if you want to explore incorporating these lessons into your future advertising efforts.

At Schaefer, we believe the best stories start with real connection and sometimes, those stories are best told from behind the lens.

We recently partnered with NEC Co-op Energy to create a community-focused streaming video centered on the idea of “team.” The goal was simple, but meaningful: to celebrate the spirit of community that powers NEC Co-op Energy, the bonds between employees, members, and neighbors, and their shared commitment to supporting one another.

Stock footage just wouldn’t cut it. To truly reflect NEC Co-op Energy’s sense of connection, we needed to be there capturing real moments, unscripted teamwork, and genuine interactions. When your story is rooted in people and purpose, authenticity isn’t optional.

A Look Behind the Lens

As you’ll see in the behind-the-scenes moments we’re sharing here, there’s something energizing about being on set, especially with a client like NEC Co-op Energy, who brings both heart and collaboration to the process. They didn’t just show up, they leaned in, shared ideas, and helped shape the story every step of the way.

At Schaefer, collaboration is one of our core values, and this project brought that to life in the best way. From concept to final cut, our teams worked side by side, blending ideas, solving challenges, and having a lot of fun along the way.

This shoot reminded us why we love what we do: working with good people, telling stories that matter, and creating something meaningful together. When your message is all about community, it only makes sense that collaboration is the method.

We’re proud to help NEC Co-op Energy shine a light on the power of community and grateful to partner with a team that values connection, service, and storytelling just as much as we do.

Want to tell your brand’s story in a meaningful way? Let’s collaborate.

This year’s ADDYs recognized some of our proudest moments—from full campaigns to design details and even some AI integration. I couldn’t be happier to see our team’s hard work honored with some shiny new glass.

What makes these awards so meaningful is the prestige and scale of the American Advertising Awards program. With more than 30,000 entries each year, the ADDYs are one of the advertising industry’s largest and most competitive award shows. The competition starts locally, with winners moving on to district and then national levels—ensuring that every piece of recognized work has proven its merit on multiple stages. We’re proud to have our work advance to the regional competition, where it will compete against some of the best creative minds in the industry.

Exploring new creative horizons, we also ventured into AI integration for the first time last year. This allowed us to push the boundaries of what’s possible and bring fresh, innovative ideas to life—giving us a new perspective and a powerful creative advantage.

The local competition against other Fort Worth agencies is always inspiring, and any win for Fort Worth is a win for us. These achievements reflect more than just talent; they highlight the spirit of collaboration, curiosity, and excellence that drives everything we do.

Cheers to the work, the team and clients, and the passion that keeps us moving forward.

Zoo Ball Invitation – Bailemos 

Best of Show, Gold ADDY Award for Sales Collateral, Crystal ADDY Award Illustrations | Client: Fort Worth Zoo

Texas A&M Brochure – Igniting Progress 

Best of Print, Gold ADDY Award | Client: Texas A&M – Fort Worth

AAF Fort Worth – It’s Time to Submit 

Special Judges Award, Gold ADDY AWARD – Campaign, Gold ADDY Award – Poster Series | Client: AAF – Fort Worth

IanTrek Illustrations 

Silver ADDY Award | Client: Iantrek

Zoo Membership (Zoo More Campaign) 

Crystal ADDY Award | Client: Fort Worth Zoo

FWM Omni Theater Campaign Assets

Crystal ADDY Award | Client: Fort Worth Museum of Science & History Omni Theater

The Real Estate Council of Greater Fort Worth recently hosted their 2025 Tarrant County Commercial Real Estate Forecast offering a dynamic view of where the market is heading over the next few years. From surging industrial demand and nearshoring trends to optimism in retail and shifts in the office sector, a variety of speakers shared data-driven insights that painted a cautiously optimistic picture. 

As a full-service agency with a special focus on real estate and economic development, we’re constantly looking for innovative ways to elevate our clients’ projects and investments. For that reason, the insights shared at the 2025 Real Estate Council Tarrant County CRE Forecast were especially valuable, offering a clear look at the industry’s trends and challenges. Below, we’ve distilled our top takeaways from this year’s event. 

Economic Indicators Point to a 2025 Rebound

Easing inflation, stable material costs, and continued demand in data centers, healthcare, and higher ed have created cautious optimism for growth.

Workforce and Labor Remain Critical

Even with a positive outlook, labor constraints continue to shape project timelines and costs, with competition for skilled talent poised to intensify.

Construction Cost Escalation – Still a Concern

Costs have risen more slowly than in previous years, but firms remain vigilant—particularly on large-scale projects where financing and contract timing are crucial.

Mixed-Use and Adaptive Reuse on the Rise

Shifting work patterns and demand for experiential spaces have investors and developers repurposing older properties into dynamic, multi-functional environments.

Sustainability: A Must-Have, Not a Nice-to-Have

Biophilic design, carbon neutrality, and eco-friendly building strategies are now table stakes, with “green” considerations central to most commercial real estate decisions.

High Retail Occupancy Marks the “Year of the Grocer”

Retail occupancy is strong (95%), with grocers claiming nearly half of new developments. Pop-up shops, technology-driven experiences, and eco-conscious offerings are also reshaping consumer expectations.

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Multifamily Demand Holds Steady Amid Fewer New Starts

While construction pipelines have shrunk from historic highs, robust absorption and stable occupancies signal ongoing renter demand, placing DFW among the Sunbelt’s healthiest multifamily markets.

Industrial Growth Driven by Nearshoring

DFW’s position as the second-largest industrial market and its proximity to Mexico continues to attract large-scale deals. Forecasters predict lower vacancy and rising rents as demand outpaces supply.

Office Market “Built Different”

Despite national headwinds, DFW’s office sector bucks the trend, seeing new district developments, ongoing tenant expansions, and a landlord-favorable environment where rents and escalations are climbing.

Capital & Investor Interest in DFW Remains High

Even with potential volatility ahead, investor interest in commercial real estate in the DFW Metroplex remains strong. DFW remains attractive when compared to competitive markets, thanks to its expansive land and green space, convenient airport access, lack of state income tax and a welcoming community that actively supports growth and success. 

Amid all the insights, trends, and data shared at the Commercial Forecast, one overarching sentiment remains: there’s tremendous opportunity in the DFW region. In Fort Worth specifically, meaningful economic development transcends bricks and mortar—it’s about forging strong partnerships, investing in people, and building resilient communities. That’s the vision we champion at Schaefer. We build brands that actively engage consumers and drive business results. We combine meaningful data about the market with insight and intuition to create value and bring real estate to life. If you’re ready to make your mark on the DFW market and beyond, let’s talk.

Saying we are a pet-friendly agency is an understatement. At Schaefer, furry friends aren’t just welcome — they’re part of our DNA. (Shout out Lyla+Ranger, Biggs, Griswold, Macy and many others!) So, attending the 2025 VMX Annual Conference in Orlando felt like a homecoming. 

For those of us with deep experience in both human and animal health, the event was both familiar and newly invigorating. Schaefer has built a wealth of expertise in healthcare marketing, and while there are parallels between human and veterinary medicine, VMX reinforced why animal health is truly a breed apart (pun intended).

We showed up in full force — our way of demonstrating long-term commitment to this industry. Over a few whirlwind days, we reconnected with longtime partners, forged new relationships, and immersed ourselves in the latest innovations. Through it all, we carried our strategic curiosity, observing both the big shifts and subtle nuances shaping the field. 

Because results drive everything we do, we’re sharing our key takeaways from VMX 2025 — through fresh eyes. If you’re in animal health, let’s compare notes:

1. Can Anyone Escape It?

The two most popular vowels — A and I — were everywhere. AI permeated product claims, booth graphics, and PIMS (practice information management system) solutions. But AI itself isn’t the news — it’s how we harness it for better outcomes that matters.

2. Ample Automation

After a multi-year hiatus from VMX, one thing was clear: the market is flooded with PIMS options. From scrappy startups to established players, everyone is competing to make veterinary clinics more efficient. The differences between offerings feel razor-thin — could consolidation be on the horizon? The brands that carve out a truly differentiated value proposition will be the ones that thrive.

3. Practical Innovations

Sometimes, the biggest breakthroughs happen in unexpected places. We saw exhibitors challenging traditional approaches, like Cubex, which adapted a sophisticated drug inventory management system from human health, and Casco Pet, which is rethinking kennel design.

4. Economic Influence

Both human and animal health are driven by innovation, but their economic structures set them apart. Without a widespread third-party payer system, pet owners often prioritize value over optimal care. The expanded presence of Care Credit, pet insurers, and new financing solutions underscored the industry’s growing focus on accessibility.

5. Bam! Pow! Comic Books Conquer

As advertisers, we can’t help but see the world through a design lens. One standout trend at VMX? The rise of comic book-style visuals in booth graphics and promotional materials. We’ve long championed illustration as a powerful branding tool — it was fascinating to see it embraced on such a large scale. 

6. Diagnosis Differentiators

Breakthroughs in diagnostics took center stage, with IDEXX unveiling a low-cost cancer panel and a wave of other manufacturers with advancements that are expanding what’s possible. In diagnostics, seeing and knowing more isn’t just innovation—it’s empowerment.

7. AnimALL Health

One of the most dynamic events we attended was a networking session hosted by Women in Leadership and Management in Animal Health (WILMAH). This organization is doing vital work to build a more well-rounded, inclusive industry, and the energy in the room was undeniable. 

8. Bio Breakthroughs

Advanced biomedical treatments—monoclonal antibodies (hello Dechra!), cell and gene therapy—are rapidly making their way into animal health. But given the economic landscape, how quickly will these innovations become widespread? (Not soon enough, if you ask us.) 

9. Consumerization Conundrum

Pet owners—and let’s be honest, all patients—are increasingly starting their care journey with Dr. Google and social media. Many conversations at VMX reinforced how this shift is impacting the animal health industry, as consumer healthcare purchasing continues to migrate online. While we can’t (and shouldn’t) discourage information-seeking, we can build stronger brand connections by fostering trust and emotional resonance that converts interest into action.

10. The Journey’s Still The Thing

Any marketer will tell you that top-of-funnel awareness is critical to driving the customer journey. And at VMX, it was clear that breaking through the noise with a new product or brand is tougher than ever. The good news? There’s a time-tested solution: understanding the evolving media landscape and strategically leveraging key points in the consumer journey to create impact.

The Heart of It All

Across every conversation, product, and innovation at VMX, one theme stood out: the deep, unwavering dedication of veterinarians, vet techs, and industry leaders to the animals they serve. None of this progress happens without human connection first—and VMX is a powerful forum for that exchange.

At Schaefer, we’re not just healthcare specialists—we’re human specialists. We understand how to create emotional resonance that connects people with people, so that the animals we love receive the care they deserve.If you’re ready to put that perspective to work for your brand, let’s talk.

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.