The Brass Ring Excellence Awards

FEC of the Year honors a Family Entertainment Center that demonstrates outstanding excellence across all areas of operation, including guest service, guest experience, cleanliness, attractions, food and beverage (if applicable), theming, special events, safety, and community impact. 

Family Entertainment Centers (FECs) are activity based permanent facilities catering primarily, though not exclusively, to families. They typically feature a mix of attractions such as arcade, redemption, go karts, laser tag, bowling, roller skating, and more. Most FECs operate without a gated entry fee, with activities offered on a pay to play basis.

Immersive Experience of the Year honors an immersive attraction or venue that delivers a highly themed, story driven, and emotionally engaging experience. These facilities use world building, narrative, interactivity, and multisensory design to transport guests into a distinct environment or storyline. 

Immersive Experiences may be permanent or traveling and can include interactive art environments, branded experiences, escape rooms, virtual or augmented reality, walkthrough attractions, or hybrid entertainment concepts. They may incorporate food & beverage, retail, or live facilitation, but the core of the experience is immersion and storytelling.

Museum or Science Center of the Year honors a museum or science center that demonstrates excellence in educational impact, exhibit quality, guest engagement, accessibility, and community value. These facilities provide cultural, scientific, or educational experiences through exhibits, interactives, demonstrations, and programming. 

Museums and Science Centers may serve families, school groups, and general audiences and may include food & beverage, retail, special events, and more. They are evaluated on their ability to inspire curiosity, support learning, and deliver meaningful guest experiences.

Natural or Adventure Attraction of the Year honors a nature based or adventure focused facility that excels in outdoor recreation, guest experience, environmental integration, safety, and stewardship. These facilities provide adventure based or nature driven activities such as ziplines, ropes courses, climbing, hiking, water recreation, or outdoor exploration.oNatural and Adventure Attractions may include guided experiences, food & beverage, retail, or educational programming. They serve a wide range of audiences and are evaluated on their ability to deliver safe, memorable, and environmentally responsible outdoor experiences.

Zoo or Aquarium of the Year honors a zoo, aquarium, or wildlife facility that demonstrates excellence in animal care, habitat design, conservation impact, education, guest experience, and operational excellence. These facilities provide opportunities for guests to learn about animals, ecosystems, and conservation through exhibits, programs, and interactive experiences. 

Zoos and Aquariums may include shows, feedings, tours, food & beverage, retail, and educational programming. They are evaluated on their commitment to animal welfare, conservation leadership, guest engagement, and community impact.

This category celebrates exceptional creativity and innovation in developing a new food or beverage menu item. Entries should demonstrate how the item elevates the guest experience through originality, quality, or industry‑leading execution. Menu items must have debuted between Nov. 1, 2025 – Oct. 31, 2026.

• Limited Operation: Facilities open 9 months or fewer per calendar year
• Year‑Round Operation: Facilities open 10 months or more per calendar year

This category recognizes outstanding creativity, innovation, and excellence in launching a new food ‑ or beverage ‑ focused festival or special event. Entries should highlight how the event’s theme, programming, and execution delivered a unique guest experience and advanced industry standards. Events may last any period of time, from a few days, to a few months.

• Events must have taken place between November 1, 2025, and October 10, 2026
• Events may begin or end outside this window as long as at least one event day falls within it
• A festival or special event is defined by having a set start and end date, a theme, may or may not require special ticketing, and has a separate operational and marketing budget apart from regular operations.

This category honors excellence in the creation of a new food & beverage facility or renovation. Entries should demonstrate how the build enhances operations—whether through increased transactions, improved quality, labor efficiency, guest experience, or overall innovation.

• Builds must have been completed between November 1, 2025, and October 31, 2026

This category honors outstanding creativity and innovation in the development of a single custom product designed for either retail sale or play‑to‑win game prize distribution. Entries should showcase how one unique item represents and celebrates an attraction, game, character, theme, or storyline. Products may be designed for midway gameplay or for in‑store/online retail purchase.

This category honors excellence in the creation of a cohesive custom retail line or product collection consisting of three or more SKUs. Entries should demonstrate how multiple items work together through shared design elements, storytelling, theming, or brand identity to create a compelling retail offering. Collections may include apparel, accessories, plush, drinkware, novelty items, or any combination of custom‑designed products 

Note: Merchandise Collections must consist of three(3) or more SKUs to be considered for this award.

This category honors excellence in visual merchandising for a single, stand‑alone display. Entries should demonstrate how one focused display uses products, creativity, and design to elevate a specific item, celebrate a particular experience, or support a cohesive store or attraction theme.

This category honors excellence in visual merchandising across an entire game area or full retail store. Your entry should showcase various products and other creative, innovative displays that work together to create a cohesive store and/or game area experience that links with the store/attraction’s theme or story.

This category honors the most innovative and effective new or updated talent acquisition programs, initiatives, or strategies that have significantly enhanced an organization’s hiring efforts. The winning program will demonstrate a comprehensive and forward-thinking approach to sourcing, attracting, and retaining top talent, while addressing key organizational hiring needs.

Talent acquisition programs entered can include but are not limited to new projects or programs, one-off projects in specific areas, or any other related efforts. Entries should demonstrate the effectiveness of submitted programs.

This category honors new or updated training programs and initiatives that demonstrate innovation in enhancing employee skills, knowledge, and professional development. The winning program will showcase a forward-thinking approach to learning, incorporating cutting-edge techniques, technologies, and strategies that drive employee growth and contribute to organizational success. 

Training programs may include, but are not limited to: manager-in-training, internships and early career development, internal promotion and career advancement, personalized learning paths, cross-functional or departmental training, leadership development initiatives, micro-learning or on-the-job training annual/seasonal training.

This category honors new or updated programs within an organization that have made significant strides in improving and supporting employee health and wellness. The winning program will demonstrate a holistic approach to promoting physical, mental, and emotional well-being, contributing to a healthier, more engaged workforce. 

Programs may include, but are not limited to: mental and/or physical health focused benefits or programs, medical benefits plans, employee assistance programs, work/life balance programs, bereavement benefits, any other related efforts designed to support employee health and wellness.

This category honors new or updated rewards and recognition programs within an organization that improve and strengthen employee engagement, productivity, and retention. This category honors new or updated rewards and recognition programs that have a positive impact on employee engagement, productivity, and retention. The winning program will demonstrate an innovative and meaningful approach to acknowledging and celebrating employee achievements, fostering a culture of recognition, and motivating employees to perform at their best. 

Programs may include, but are not limited to: ongoing recognition programs (daily, monthly, quarterly, etc.), employee recognition platforms, employee milestone celebrations, non-monetary recognition, annual awards ceremonies, compensation analysis (may include organizational restructure and title updates), any other related efforts designed to further employee engagement and improve retention.

This award honors excellence and innovation in a holiday-themed production presented within an attraction. Eligible productions deliver exceptional entertainment value through creative storytelling, performance quality, thematic integration, technical execution, and guest engagement. 

Examples include: Halloween, Chinese New Year, Christmas, Independence Days, Mother’s Day, Valentine’s Day, Diwali, Chanukah, and other culturally significant celebrations.

This award honors excellence and innovation in a walk-through production that features exceptional entertainment value with a Halloween or haunt theme. Eligible productions demonstrate creative storytelling, atmospheric immersion, performance quality, technical design, and guest impact. Note that walk-through experiences must have at least three (3) live actors. 

Examples include: Haunted houses, mazes, atmospheric or interactive entertainment, scare zones, haunting grounds, and more. 

Note: Halloween stage shows and/or parades should be submitted in the "Most Creative New Holiday Production" category.

This award honors excellence and innovation in an atmospheric production that delivers exceptional entertainment value in a non-traditional performance environment. Eligible productions captivate guests through creativity, spontaneity, performance quality, and immersive engagement. 

Examples include: Daytime parades, musicians, character interactions, pop-up performances, roving entertainers, living statues, comedic acts, cultural demonstrations, and more.

These awards honor excellence and innovation in a theatrical production presented within an attraction or member facility. Eligible productions deliver exceptional entertainment value through creative storytelling, performance quality, technical execution, and guest engagement.

• Limited Run: Productions opening within the eligibility period that are intended to run for six (6) months or less.
• Extended Run: Productions opening within the eligibility period that are intended to run for more than six (6) months.

This award honors excellence and innovation in a spectacle production that delivers exceptional entertainment value on a grand scale. Eligible productions create memorable, high-impact moments that celebrate the day, encourage guests to stay in the park, and elevate the attraction or member facility's overall experience. 

Examples include: Nighttime parades, drone shows, multimedia shows, fountain/water shows, projection mapping shows, fireworks, and other large-format presentations, and more.

This category honors outstanding creativity, innovation, and impact through any outdoor marketing installations. Entries and campaigns should transform physical spaces into powerful brand moments, using any of the below in an imaginative and effective way. This includes, but is not limited to:

• Digital and static billboards
• Bus stop signage
• Vehicle wraps
• Vinyl clings (window, floor, building exterior, doors, ceilings, etc)
• Posters or handbills
• Projection mapping or drones
• Mall activations
• Interactive pop up experiences and installations
• Any other marketing that takes place in the physical, rather than digital world

This category honors excellence, creativity, and originality through any social media marketing campaigns. Entries should showcase how content, storytelling, and platform-specific features were used to engage audiences, spark conversation, and build community across social channels. This includes, but is not limited to:

• Instagram, Facebook, YouTube, X (Twitter), TikTok, Pinterest, LinkedIn, WeChat, Snapchat
• Influencers/PR Packages
• Livestreaming platforms
• User-Generated Content
• Paid Social Ads
• Social Media Brand Partnerships
• Social graphics and other social content
• Any other social media marketing

This category honors outstanding creativity, innovation and impact through the use of traditional broadcast media. Whether through compelling storytelling, breakthrough creative concepts, memorable scripts, celebrity endorsements, or standout production quality, this campaign demonstrates how classic channels can still command attention and drive results. This includes, but is not limited to:

• National/local TV spots
• Cable and network advertising
• Streaming TV placements
• Radio commercials
• Satellite radio
• Cinema ads
• Syndicated programming sponsorships
• Infomercials
• Audio ads within traditional broadcast environments
• Any other traditional marketing

This category honors exceptional campaigns that seamlessly combine multiple marketing channels to deliver a unified, cohesive brand experience. Entries should demonstrate how creative strategy, messaging, and execution worked together across platforms. This can include but is not limited to:

• Any outdoor/out-of-home marketing medias (clings, wraps, digital/static billboards, projection mapping, drones, pop-up/interactive experiences, posters/handbills)
• Any social media marketing medias (all social platforms, influencer marketing, PR packages, paid social ads, livestreaming platforms, brand partnerships)
• Any traditional marketing medias (local or national TV/broadcast/cable/network ads, national or local radio spots, infomercials, cinema ads)
• Any digital marketing medias (SEO, in-app ads, microsites, web advertisements, email campaigns)
• Any other marketing medias not mentioned above