Les femmes qui impressionnent : Pionnières et puissantes

Genevieve Norris-Brown

Genevieve Norris-Brown, general manager of Seabreeze Amusement Park in Rochester, New York, is a sixth-generation leader continuing her family’s legacy in the attractions industry.

“I attended my first IAAPA Expo when I was just 3 months old,” she shared. “So, we’re at year number 38.”

Leading the fourth-oldest operating amusement park in the country is a point of pride for Norris-Brown, who emphasizes the importance of maintaining her family’s storied history. “Becoming the general manager in a sixth-generation family business is an accomplishment that speaks for itself,” she says.

Her journey saw support by mentors like Jane Cooper and Denise Beckson, whom she credits with teaching her resilience and perseverance. “They encouraged me to keep pushing, even when I wanted to give up, and to stand firm in what I believe,” she says.

For aspiring leaders, Norris-Brown stresses the value of mentorship and networking. “Find another woman to mentor you,” she advises. “The women I’ve met in this industry have been invaluable, and everyone is so friendly—don’t be afraid to put yourself out there.”

Ros  Pullen

“I am hooked—I love the industry, the people, and the experiences I have been fortunate to have,” says Ros Pullen, general manager of Raging Waters Sydney. Pullen is the current and first female president of the Australian Amusement, Leisure and Recreation Association (AALARA). She brings extensive knowledge in marketing, strategy, partnerships, and guest and team member experience, gained during a 20-year leisure career in public and private attractions.

“This all came from challenging myself and saying ‘yes’ to opportunities. The fun part is learning along the way,” she says.

Pullen creates “a strong, positive culture of safety, learning, and fun” at the Raging Waters Sydney water park. While the attractions industry inevitably faces challenges, she believes agile companies can rethink their business strategies and succeed. She focuses on “asking the why: ‘Why am I doing something? What am I hoping to achieve? Who will be impacted? And in what way?’”

Pullen aims to build on AALARA’s “strong foundations of connection, collaboration and shared knowledge” and further strengthen the association’s partnership with IAAPA in the Asia-Pacific region—and globally.

“Be open to all the possibilities this industry can offer,” she says. “Everyone’s journey will be different, so don’t compare yours to anyone else’s.”

Sarah  Roots

Sarah Roots, executive vice president of Worldwide Studio Tours and Retail at Warner Bros. Discovery (WBD), believes she has the best job in the world. “My role with Warner Bros. Discovery is amazing, leading the opening and operation of the highly successful Warner Bros. Studio Tour London and subsequently expanding worldwide with Warner Bros. Studio Tour Hollywood, Warner Bros. Studio Tour Tokyo, and shops in London and New York. It’s been exciting to work globally on new Harry Potter experiences, driving innovation and creating opportunities for our team.”

Starting out, her aim was “to work in a dynamic, fun environment full of interesting people.” Advice she received from a hotel manager early in her career stayed with her: “Always work for the brand and then work out the role.” Roots moved into attractions, theme parks, and the museums and heritage sector before joining WBD.

“As I’ve progressed, I recognize the need to stand back and focus on making the best decision for the business. The right decision is not always the easy one. I collaborate with my senior team and listen to opinions and advice. I trust my team and I’m open with them. I love transparency.”

She considers it a privilege to work with such a successful global IP. “We carefully consider everything we do to ensure it reflects our brand values and the integrity of the stories.” 2025 will be a year of growth with two new Harry Potter shops launching in Chicago (April) and Harajuku, Tokyo (August). “While every culture is unique, the world loves Harry Potter!” she says.

Among the many highlights at WBD, Roots singles out her “amazing team” and the customers’ response to the product. “I’m so proud of the feedback we receive. World-class visitor reviews are not magic! They reflect the team effort.”

Bianca Sammut

At age 18, Bianca Sammut began working for Australia’s Wonderland as a ride operator, a role that ignited a lifelong passion for creating memorable experiences for others. She has embraced every opportunity to learn and grow, with a career spanning three continents and cultures.

“I moved on to the Sydney Attractions Group and Village Roadshow Theme Parks before taking an exciting leap to the United Arab Emirates as park manager at Yas Waterworld in Abu Dhabi,” she says. Sammut’s eight years in the Middle East culminated in her heading Yas Island Theme Parks. “In late 2023, I embarked on an exciting new chapter with Merlin Entertainments in the U.K., where I now lead the iconic Alton Towers Resort as vice president. It’s been an extraordinary adventure, filled with challenges, growth, and immense gratitude.”

Sammut praises the “remarkable” mentors and peers she has met. “Inspiration is everywhere, and building a strong network of role models has been invaluable,” she says. Sammut has joined the IAAPA Young Professionals Mentor/Mentee Program, which focuses on nurturing the next generation of leaders. “I’m a firm believer in paying it forward. I’m eager to help our industry’s rising stars thrive and succeed.”

Following the 30th anniversary of Nemesis in 2024 and its triumphant return as Nemesis Reborn, Sammut will welcome another thrilling new ride—Toxicator—in 2025. “Our industry never stands still, and I’m always inspired by the innovation and creativity that continues to redefine guest experiences.”

Cynthia Sharpe

Cynthia Sharpe, who serves as senior principal at live entertainment and events company TAIT, made an unconventional leap into the attractions industry after receiving degrees in molecular biology and genetics. Soon after matriculating, she realized that lab science wasn’t her life’s calling. “I ran screaming from academia,” jokes Sharpe. 

At the time, she serendipitously lived across the street from Chicago’s Museum of Science and Industry—and landing a job at the renowned institution was her inauguration into the industry. Over the years, her experiences allowed her to reach new heights in her career at Thinkwell, acquired by TAIT in 2022. Among her many accomplishments, Sharpe is most proud of receiving the Roy Schafer Leading Edge Award for Non- CEO Leadership from the Association of Science and Technology Centers, stating, “That award meant a lot because it really recognized my body of work—not just in exhibit development, but how I helped museums and communities move the needle with inclusion, diversity, equity, access, and social justice.”

To young professionals aiming for an attractions career, Sharpe advises, “Own your swagger. It’s OK to say, ‘I don’t know, but I can learn.’ Just don’t overreach or take on more than you’re ready for.” She encourages aspiring leaders to take on a growth mindset as well: “Do your research, bring the receipts, and come back strong.”

Cynthia Vergon

De son expérience en tant que traductrice technique pour des sociétés de télécabines à son rôle actuel de responsable des relations avec les clients pour la branche latino-américaine de la société de design britannique Katapult, Cynthia Vergon a tracé un chemin inspirant, diversifié et non conventionnel dans l'industrie des attractions. Après avoir débuté dans le secteur des attractions naturelles, elle s'est découvert une passion pour les divertissements thématiques et s'est orientée vers la rédaction créative et le développement de projets. "Je suis tombée amoureuse de ce secteur", se souvient-elle, décrivant son parcours comme "un chemin alambiqué pour en arriver là, mais c'est ainsi que beaucoup d'entre nous trouvent leur place"

La carrière de Vergon se définit par l'adaptabilité et la résilience. Qu'elle contribue à des projets tels que l'expérience du tremblement de terre au Musée du tremblement de terre à Lisbonne ou qu'elle lance sa propre société de conseil en expérience, Canopy Solutions, au Brésil, elle a toujours su combiner son expertise technique et sa vision créative. Au cours d'un voyage de 18 mois en Amérique latine, elle a exploré les parcs régionaux et leur potentiel inexploité, qu'elle décrit comme un marché offrant de vastes possibilités de croissance dans le domaine des attractions thématiques. "Mon idée était de visiter les parcs et de comprendre ce qu'ils font, comment ils font les choses", explique-t-elle. "J'ai vu les défis auxquels ils sont confrontés et l'incroyable potentiel d'amélioration qu'offre la thématisation

Aujourd'hui installée au Brésil, Mme Vergon continue de façonner l'avenir du secteur tout en s'imprégnant de la culture dynamique de son pays d'adoption. Comme elle le dit, "je me considère comme un couteau suisse : je traduis, j'écris des textes créatifs, je conseille et j'aide les parcs d'Amérique latine à acquérir les compétences nécessaires pour améliorer les expériences et la thématisation. Il y a tellement d'opportunités ici, et je suis ravie d'en faire partie"