IAAPA Honors

As Europa-Park celebrates its 50th anniversary, this fireside chat offers a unique opportunity to gain insights from the Mack family on the park’s incredible journey. From its origins to becoming a global benchmark in themed entertainment, Europa-Park has continually evolved through innovation, storytelling, and operational excellence. Join us as we explore key milestones, challenges, and the strategic vision that has shaped one of Europe’s most celebrated attractions. This session promises valuable takeaways for industry professionals looking to learn from five decades of success and leadership in the attractions industry.

AI is transforming the attractions industry but how can organizations practically prepare for this shift? In this interactive workshop, Thomas Buijtenweg, an expert speaker and game designer, will provide a hands-on guide to AI success, equipping executives with the tools to navigate AI’s opportunities and challenges.

Attendees will:

• Explore the latest AI advancements and their impact on operations, guest engagement, and attraction design.
• Engage in interactive demonstrations showcasing AI’s strengths and limitations, from next-gen chatbots to predictive analytics.
• Gain practical insights on how to strategically integrate AI into their organizations for long-term success.

Walk away with a deeper understanding of AI’s potential and clear steps to ensure your organization is ready for the future

In this forward-looking conversation, Michael Mack explores the emerging directions and innovations that are set to shape the future of the entertainment and attractions industry. From emerging technologies and AI-driven formats to immersive experiences and new approaches to storytelling – this session offers insights into the opportunities and challenges of a rapidly evolving landscape.

As the CEO of a globally recognized leader in themed entertainment, Michael Mack shares strategic perspectives and creative visions for how the next generation of guest experiences can be imagined and brought to life. He also provides insights into the role and strategic direction of MACK One as a creative force and innovation platform.

Join us for a fireside chat with Dr. Robert C. Hanea, CEO of Therme Group, an internationally recognized pioneer in holistic well-being. Discover how Therme Group seamlessly weaves nature, technology, and architecture to lead the shift beyond the experience economy into the transformative economy. For example, the newly announced “Therme Dubai – Islands in the Sky,” rising 100 meters in Zabeel Park, will feature suspended botanical gardens, cascading thermal pools, and cultural event spaces. Learn about the cutting-edge sustainability measures behind these immersive destinations, from advanced water-filtration systems to renewable energy initiatives. Don’t miss this rare opportunity to see how Therme Group is redefining eco-conscious leisure and setting new standards for holistic well-being.

Great dining experiences don’t happen by chance! They are designed with intention, innovation, and a deep understanding of evolving guest expectations. Eatrenalin is a testament to how culinary concepts can be reimagined through a structured methodology that blends gastronomy, technology, and storytelling. This keynote delves into the creative and strategic process behind its design: How do you craft a multi-sensory journey that feels seamless? What F&B trends shape the foundation of this experience? And how can a structured approach to innovation redefine what’s possible in food and beverage? By exploring the key principles, models, and methodologies behind Eatrenalin, this session will offer insights into how bold ideas can be translated into tangible, marketable experiences providing inspiration for anyone looking to push the boundaries of culinary design in their own business.

Choose from one of the following specialized EDUTours:

• Food & Beverage EDUTour
• HR EDUTour
• Live Entertainment EDUTour

Each EDUTour consists of 60 minutes of content followed with +/- 30-minute transfer period.

Aperitif, Exclusive Ride Time at Voltron Nevera and GRAND PRIX Edventure, followed by a networking dinner at Seehaus Restaurant.

Join Wim Hubrechtsen, CEO of SnowWorld, as he shares the visionary story behind the company’s rapid expansion and its mission to make year-round winter sports accessible to everyone. Learn how SnowWorld has successfully grown into multiple locations, from Zoetermeer and Landgraaf to its newest acquisitions in Germany, while maintaining a strong commitment to sustainability. Discover how SnowWorld’s forward-looking strategy is reshaping traditional leisure experiences through advanced cooling systems that minimize environmental impact and on-site amenities that cater to evolving consumer needs.

The workforce is evolving, with younger generations bringing new expectations, values, and work styles that challenge traditional leadership approaches. How can business leaders effectively engage, motivate, and retain today’s talent? In this keynote, Eric Jafari, a leader with a background in hospitality and large-scale development projects explores what research and data reveal about the new workforce and how to translate these insights into practical leadership strategies. From shifting career priorities to new workplace dynamics, discover how businesses can adapt and implement solutions that resonate with today’s employees. Whether you're leading a team, managing change, or rethinking your approach to talent, this session offers actionable insights on navigating and thriving in this new era of work.

Entertainment in attractions isn’t just about putting on a show—it’s about creating moments that resonate long after the curtain falls. But what does it take to bring these experiences to life? This panel pulls back the curtain on the world of show production in the attractions industry. From designing breathtaking performances to managing the complexities of live entertainment, our speakers share the triumphs and challenges of making magic happen on stage and beyond. Expect candid conversations, behind-the-scenes insights, and a look at how technology, storytelling, and guest expectations are shaping the future of attraction-based entertainment.

What if the secrets of the retail world could do more than just sell products—what if they could create the ultimate experience?

With 15 years of experience at Decathlon in product selection, merchandising, and customer behavior, Sparkx has developed a unique approach that blends entertainment with personalization.

This keynote takes you behind the scenes of Sparkx’s creation and explores how proven retail strategies—like strategic product placement and customer-centric optimization—have been reimagined for the world of sportainment.

The metail century has just begun.

How do you apply the tried-and-tested methods of retail in theme parks while keeping the experience fresh and compelling? From the way stores are designed to the subtle cues that influence spending, the psychology of guest behavior plays a crucial role in shaping experiences across attractions, retail, and hospitality.

This keynote takes a deep dive into last year’s launch of Hyperia at the UK’s Thorpe Park, exploring the science behind decision-making and revealing powerful techniques used to capture attention, drive engagement, and increase sales—often without guests even realizing it.

Discover how small tweaks in design, pricing, and sensory cues can significantly impact customer behavior, and learn practical strategies to apply these insights to your own operations. Whether you’re looking to enhance guest experiences, boost revenue, or simply understand the psychology behind great retail and entertainment spaces, this session will change the way you think about your commercial strategy—whether it’s for your next big launch or your day-to-day operations.

Choose from one of the following specialized EDUTours or a Presentation:

• Marketing Insights Presentation
• Games & Merchandise EDUTour
• Sustainability EDUTour

Each EDUTour consists of 60 minutes of content followed with +/- 30-minute transfer period.

Feel free to use this time to explore the park or prepare for the reception followed by the Gala, which will begin at 6:30 PM.

Note: We encourage guests to wear elegant evening gowns, formal dresses, tuxedos, or tailored suits to complement the sophisticated atmosphere of the event.

A grand finale with a spectacular dinner show featuring world-class acts and the IAAPA Awards presentations for Top FEC, Top LBE, and the Inspiration, Service, and Young Professional Individual Achievement Awards, plus the Liseberg Applause Award.

Note: We encourage guests to wear elegant evening gowns, formal dresses, tuxedos, or tailored suits to complement the sophisticated atmosphere of the event.