IAM Amsterdam 2014 Coursebook - IAAPA

224 Pages·2013·14.1 MB·English

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The International Association of Amusement Parks

and Attractions

Presents

Institute for Attractions Managers

September 21 - 23, 2014

The Heineken Experience, Amsterdam
No part of this publication may be reproduced, stored in a retrieval system, or transmitted,
in any form or by any means, electronic, mechanical, photocopying, recording, or
otherwise, without the prior written permission of International Association of
Amusement Parks and Attractions.
International Association of Amusement Parks and Attractions
1448 Duke Street
Alexandria, VA 22314 USA
(703)-836-4800
(703)-836-6742 Fax

© Copyright International Association of Amusement Parks and Attractions
2014 IAAPA Institute for Attractions Managers
Table of Contents

Page
3. Table of Contents
5. Welcome Letter
7. Schedule
9. 2014 Faculty List
15. Participants
17. Funworld Park Data and Operating Statistics
35. Attractions Industry Overview
61. Leadership in the Attractions Industry
83. Finance in the Attractions Industry
107. Safety in the Attractions Industry
129. Marketing and Public Relations in the Attractions Industry
185. Revenue Operations in the Attractions Industry
201. Facility Operations and Entertainment
217. Reading List
220. Notes Section
2014 IAM Amsterdam 3
2014 IAM Amsterdam 4
September 10, 2014

Welcome to the Institute for Attractions Managers!
International
Association of This promises to be an exciting 2 ½ days for each of you as you learn
Amusement Parks from some of the top leaders in the attractions industry. This Institute
and Attractions provides you the opportunity to enhance and expand upon what you

already know about the core elements needed to become a leader in the
Headquarters
industry. You will explore the fundamental aspects of marketing;
1448 Duke Street
Alexandria, VA 22314, USA revenue operations; finance; human resources; and safety operations. In
Phone [phone] addition you will have the opportunity to network with your peers to
Fax [phone]
share best practices and learn from one another.
www.IAAPA.org

We encourage you to participate fully in this event, ask questions, share

IAAPA EVENTS ideas, probe for deeper meaning from the facilitators and challenge each
other in order to gain the most from this experience.
Euro Attractions Show

RAI Convention Center
Amsterdam, Netherlands We believe that the knowledge you gain from this experience will help
Sept 23 - 25, 2014
you continue your journey of becoming a leader in the industry.
IAAPA Attractions Expo
Orlando, Florida, USA
Nov 17 - 21, 2014 Be sure to take advantage of your time in Amsterdam to enjoy the Euro

Attractions Show.
2015 IAAPA Leadership
Conference
Dubai, UAE
Best wishes
March 10 – 12, 2015

Paul Noland Doug Stagner
President & CEO Chair, IAAPA Education Committee
IAAPA Corporate Senior Director, Operations
SeaWorld Parks & Entertainment

2014 IAM Amsterdam 5
2014 IAM Amsterdam 6
COURSE SCHEDULE 
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1 2014 IAAPA 
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IA
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A INSTITUTE FOR ATTRACTIONS MANAGERS
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Sunday, September 21, 2014 Monday, September 22, 2014 Tuesday, September 23, 2014
Location Heineken Experience | Koelschip Location Heineken Experience | Koelschip Location Heineken Experience | Molenzolder
8:30‐ 9:00 Welcome and Course introductions  8:30‐ 9:00 Welcome and Class announcements. 8:30‐ 9:00 Welcome and Class announcements.
9:00 ‐ 10:00 Introduction to the Attractions Industry 1 09:00 ‐ 10:00 Group work and Case‐study
9:00 ‐ 10:30 Safety Course
10:00 ‐ 11:00 Introduction to the Attractions Industry 2 10:00 ‐ 11:00 Group work and Case‐study
11:00 ‐ 11:15 Refresher break  10:30 ‐ 10:45 Refresher break  11:00 ‐ 11:15 Refresher break 
11:15 ‐12:15 Human Resources and Leadership Course 1 10:45 ‐ 11:45 Marketing and PR Course 1 11:15 ‐12:15 Presentation of Case‐studies 
12:15‐ 13:15 Human Resources and Leadership Course 2 11:45 ‐ 13:00 Marketing and PR Course 2 12:15‐ 13:15 Presentation of Case‐studies 
13:15 ‐14:00 Lunch  13:00 ‐14:00 Lunch 13:15 ‐14:30 Lunch and Certification
14:00 ‐ 15:00 Financial Management Course 1 14:00 ‐ 15:00 Revenue Operations Course 1
15:00 ‐ 16:00 Financial Management Course 2 15:00 ‐ 16:00 Revenue Operations Course 2
16:00 ‐16:15 Refresher break  16:00 ‐16:15 Refresher break 
Facility Operations and Entertainment 
16:15 ‐ 16:45 Introduction to Funworld Case‐Study  16:15 ‐ 17:45
Course
16:45 ‐ 17:00 Wrap up Day 1  17:45 ‐ 18:00 IAAPA Officers Greeting & Welcome
17:00 ‐ 18:30 Back Stage Tour Heineken Experience 18:00 ‐ 18:30 Refresch in Hotel Ibis
18:30 ‐ 19:00 Refresch in Hotel Ibis 18:30 ‐ 19:30 Transport to Schiphol airport
7 19:15 ‐ 19:30 Walk to Restaurant 19:30 ‐22:30 Diner and Tour of Schiphol Plaza
19:30 ‐ 22:00 Committee Dinner 1 22:30 ‐ 23:00 Transport to Hotel Ibis
2014 IAM Amsterdam 8