Donne che stupiscono: Pioniere e potenti

Heather Barnes

Heather Barnes, founder and CEO of Improv at Work LLC and a faculty member at Northwestern, first started shaping the attractions industry in 2006, with a focus on museums and zoos. Her journey began when an innovative boss encouraged her to explore diverse industries to enhance the guest experience at the Museum of Science and Industry. “I was floored by how much sharing there was,” she recalled of her first IAAPA experience. “It was awesome.” Over the years, Barnes has built a reputation for resilience and growth. “I’m proud of my moments when I’ve failed,” she admits. “I try to push myself to learn from those failures, to evolve, and to move forward on something more positive.” Barnes is particularly proud of the community she’s helped foster, including her work on the IAAPA Education Committee. Her advice to aspiring industry leaders is clear: “Participate. Ask how to get involved. Look for mentors and ask them to be mentors,” she emphasizes. “Sometimes it takes you taking initiative again and again to figure out the next step. No one’s going to take care of your career—you have to take charge and take initiative.”

MJ Brewer 

MJ Brewer, senior risk consultant for American Specialty Insurance and a dedicated member of the IAAPA North America Regional Advisory Board, began her journey in the attractions industry with early roles in public parks and aquatic recreation. She eventually made the transition to private water parks through a water park manager role at Six Flags Fiesta Texas, where her career blossomed. She then turned her focus to safety and risk management, becoming a senior leader in the sector. As a woman navigating traditionally male-dominated roles, such as a park maintenance director and a third-party amusement ride inspector, she says that “you have to be willing to expand your knowledge, to get education that gives you ways to hold your own in that maledominated environment. I think that all people respect knowledge, and they respect expertise, so if you take the time to improve that, I think that’s how you get ahead.” Brewer has also strengthened her knowledge and network through her involvement with IAAPA. “I’ve been involved with IAAPA for probably about 20 years,” she reflects. In her interactions with individuals looking to follow a similar career trajectory, Brewer aims to inspire others to break barriers and find their path to leadership in the attractions industry.”

Gina Claassen

Gina Claassen, vice president of safety at Herschend Family Entertainment, began her journey in attractions with a summer job at Silver Dollar City, where she discovered a passion for ride operations. “I fell in love with what I was doing and knew this was what I wanted to do for the rest of my life,” she shares. Her career took a pivotal turn when she became an IAAPA Show Ambassador during college—a role that ignited her commitment to volunteering and industry engagement. “I haven’t missed a show since,” Claassen proudly notes. Now, in her safety-centered role, Claassen has learned to embrace the complexity and diversity of the industry. “Safety isn’t just about rides; it’s guest safety, employee safety, animal safety—every aspect of what we do,” she explains. Claassen also leads with a desire to learn, even as a now-leader. “I am not the expert, but I surround myself with people that are experts and that help me with guiding our safety program.” For aspiring attractions professionals, Claassen emphasizes the power of relationships. “When I started, the industry was very male-dominated, and I was often one of the only women in the room, and I was perfectly okay with that. They mentored me, they guided me, and I still have those relationships today,” she says.”

Fri Forjindam

Fri Forjindam, chief development officer and co-owner of Mycotoo, has forged a groundbreaking path in the attractions industry through what she calls “serendipity and unicorn magic.” A former theater performer, Forjindam transitioned from waiting tables to an assistant role at a theme park design company, where she discovered the power of storytelling on a commercial scale. “That opened my eyes to the world of storytelling and theatricality beyond the stage,” she shares. From there, she climbed the ranks, co-founding Mycotoo, which grew from a three-person operation to an award-winning global team.

Among her proudest achievements are her work transforming Paisley Park, Prince’s estate, into a world-class destination, and spearheading partnerships with Netflix for the Stranger Things global tour. “We’ve built something that blends creative, business, and tech in a way that’s both responsible and revolutionary,” she says, reflecting on her company’s unique journey. Forjindam also celebrates Mycotoo’s hands-on innovation with projects like Dig It, a STEM-based indoor play space.

Her advice to aspiring attractions leaders? “You don’t need to become a leader—you already are. Our stories, our life experiences, are our superpower,” she emphasizes. Authenticity, lived experience, and a hunger to innovate are the qualities she believes set individuals apart. “People respond to emotional relationships and context, not just the bottom line. Bring who you are at your core, and that will make you indispensable.”

Carolyn Franks

Carolyn Franks, creator of Gillie's World, transformed a run-down 1800s farm in San Juan Capistrano, California, into the thriving River Street Ranch petting zoo, blending rural charm with creative innovation. “I took it over and turned it into a children’s petting zoo because in Orange County in Southern California, it isn’t very rural. It’s a place of glitz and glamour, and kids don’t get to see pigs and cows and sheep and goats,” Franks shares of her philosophy behind the natural attraction. The zoo’s heartwarming mascot, Gillie the guinea pig—named after the farm’s original owners, Gil and Millie Jones—quickly became a sensation. What started as a story on the Gillie’s World website turned into a book, a plush toy, music, and even yielded a 2018 IAAPA Brass Ring Award. For newcomers to the industry, Franks emphasizes the importance of persistence and networking. “A friend of mine told me recently that most people quit at the 10-yard line, and you never really know where it [the end zone] is, so just keep going,” she advises. Franks credits IAAPA as a pivotal resource, sharing, “I went to every seminar, took notes, and even learned how to host kids’ birthday parties, which grew [at River Street] from one a weekend to 12.” Her advice is simple but powerful: “IAAPA is all of us, and it’s really what you make it.”

Aamna Jalal

Aamna Jalal is the powerhouse head of global business affairs and strategic initiatives for New York-based marketing and event company Superfly. Known as a dynamic executive and advisor with more than 16 years of experience working across the global attractions industry, her ability to blend the technical with the creative has left an impact. From her contributions to the opening Warner Bros. World Abu Dhabi in 2018 to her involvement in music festivals, Dalal says she finds joy in navigating these diverse experiences. As a woman who has reached a high-level role in a rewarding, yet rigorous industry, she recommends that others looking to follow her path find a mentor. “In fact, find multiple mentors,” Dalal emphasizes. “Find people that you admire. They don’t have to be from any particular level of experience. You can find someone who’s at the beginning or in the middle of their career, but make sure you surround yourself with people that can advise you and give you sound advice going forward.”

Angie Judge

Angie Judge, CEO of a data company named Dexibit that aims to predict and analyze visitor behavior, is a New Zealander with a dream to transform visitor experiences. Judge was first intrigued by the attractions industry at a young age, sharing, “My mother used to take me to the museum every weekend to see the haka, an indigenous Māori dance and cultural performance. That memory stayed with me, inspiring my journey into the cultural and commercial attractions sector to do something meaningful with data.” Her leadership philosophy is equally impactful, emphasizing community and mentorship. “Seeing people who’ve worked with us go on to start their own companies, build families, and achieve their dreams—it’s incredibly special,” she says. Judge also credits figures like Gail Evans, Disney’s trailblazing chief digital and technology officer, for inspiring her, noting Evans’ central role in Disney’s creation of MagicBands and in facilitating the company’s broader digital transformation. For women aspiring to leadership in the global attractions industry, Judge recommends cultivating diverse experiences. “This industry is incredibly multifaceted—tickets, memberships, exhibitions, food and beverage, technology. To lead effectively, you need to understand all these elements, including digital, even if it’s not your background.” She adds, “Frontline service experience is essential—it instills a sense of service that stays with you for life.”

Lena Lee

Lena Lee, senior vice president of the Park Operations Division at Universal Studios Japan (USJ), began her career managing events and attractions for the NBA. That experience led her to join the opening team at Universal Studios Singapore as part of its VIP and events division and sparked a passion for theme parks.

“It opened my eyes to a new world of possibilities beyond events and tours. Taking on leadership roles and facing the challenges of a park opening taught me resilience, adaptability, and the importance of team collaboration,” she says.

Lee explored the casino and esports industries before returning to traditional sports, delivering large-scale, pre-season soccer tours across Asia. “These diverse experiences ultimately brought me to Osaka, where I lead operations at USJ. I’ve been fortunate to work with inspiring leaders and have had unique opportunities.”

Safety is non-negotiable for Lee and underpins every decision she makes. She also empowers team members to make decisions. In an industry that thrives on creating fun and memorable experiences, she strives to ensure that “guests and team members enjoy and cherish their time with us.”

“Give every opportunity a chance and believe in your ability to lead and make a difference,” she says.

Elizabeth Lugo

Elizabeth Lugo is chief operating officer at Grupo Xcaret, a leader in sustainable and socially responsible tourism and recreation in Mexico. She began working with the company in 1996, presenting a proposal for Xel-Há Park, which was joining the group. “Initially planning to stay for three months, I ended up staying for 29 years,” she says. “I fell in love with the people, the place, and the company’s vision.”

Lugo, who grew up and studied in Mexico City and the United States, called arriving at Quintana Roo a profound experience. “I saw illiterate people working with great enthusiasm at Xel-Há Park. The company launched the Zero Educational Backlog program, ensuring employees completed elementary education. This transformation deepened my commitment to Grupo Xcaret and its values,” she says.

“I am proud to contribute to the mission of sharing Mexico’s culture with the world, welcoming over four million visitors annually. It’s a privilege to represent Mexico and witness our positive impact on many lives.”

Lugo’s leadership is based on preparation and discipline, the constant pursuit of opportunities, and passion for her work. She strives to “make decisions that benefit the company and respect people’s well-being.”

Technology’s potential to transform our lives enthuses Lugo. “I’m excited about Grupo Xcaret’s innovations and adaptability,” she says.

Her career advice: “Aim for high performance, be professional, inclusive, and open to learning. Both men and women bring valuable perspectives to the table.”

Victoria Lynn

Victoria Lynn’s mission is to make people fall in love with Drayton Manor again. “It’s all about epic family fun and our 75-year legacy! With consumer confidence soaring, this year is about showcasing the amazing experiences and investments that have happened in the park over the last five years,” she says.

Lynn took over as Drayton Manor’s managing director in 2022 after a 25-year career that included roles at Wild Wadi Waterpark, Ferrari World Abu Dhabi, and Dubai Holding Entertainment.

“I knew I could make a difference here, helping to deliver higher levels of service and implementing a great investment plan—we have introduced two new lands and seven new attractions in three years.” Last Christmas, the park launched an accessible grotto for SEND (special educational needs and disabilities) children. “I had guests seeking me out crying because they were so overwhelmed by the experience that their child could enjoy for the first time. It made my year to see that positive reaction.”

Earlier in her career, under the guidance of Glenn Davidson, Lynn saw how valuable training was to an organization. She remains committed to training and quality and to driving the business. She wants to pave the way for others to reach the top. “Always be your best. If someone says you can’t, show them you can!”

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

From her experience as a technical translator for gondola lift companies to her current role as a client relations lead for the Latin American arm of British design company Katapult, Cynthia Vergon has charted an inspiring, diverse, and unconventional path in the attractions industry. Starting in the natural attraction sector, she discovered her passion for themed entertainment, transitioning seamlessly into creative writing and project development. “I just fell in love with this industry,” she recalls, describing her journey as “a convoluted way to get here, but that’s how so many of us find our place.” 

Vergon’s career is defined by adaptability and resilience. Whether contributing to projects like the Quake Experience at the Quake Museum in Lisbon or launching her own experience consulting company, Canopy Solutions, in Brazil, she has consistently combined her technical expertise and creative vision. During an 18-month journey through Latin America, she explored regional parks and their untapped potential, which she describes as a market with vast opportunities for growth in themed attractions. “My idea was to visit parks and understand what they do, how they do things,” she says. “I saw the challenges they face and the incredible potential for improvement through theming.” 

Now based in Brazil, Vergon continues to shape the future of the industry while embracing the vibrant culture of her adopted home. As she puts it, “I call myself a Swiss Army knife—translating, creative writing, consulting, and helping Latin American parks build the skills to enhance experiences and theming. There’s so much opportunity here, and I’m excited to be part of it.”