EDUSession: Harnessing Power of Nostalgia in Attractions

In Wednesday’s IAAPA Expo EDUSession, Marketing Traditions: How to Make Memories that Drive Repeat Visits, moderator Tessa McCrackin, chief marketing officer at Northgate Resorts, led a discussion with three industry leaders on how intentional storytelling, guest rituals, and repeatable moments can strengthen brand loyalty. Their core message was clear—leveraging tradition is not just about preserving the past; it’s about creating enduring reasons for guests to return.

According to the panelists, one of the biggest challenges in leveraging tradition is striking the right balance between honoring what guests already love and introducing something fresh. “Things get stale if they stay the same,” says Chris Giles, director of sales, marketing, and communications for Niagara Parks. He notes that the organization consistently refreshes its offerings with additions like the Power Station Museum and the newly opened Niagara Takes Flight.

Even these new experiences, however, are intentionally rooted in the site’s legacy. While developing the high-tech Niagara Takes Flight attraction, Niagara Parks invited film director James Cameron—whose first job was at the park—to narrate a segment. That creative choice allowed the team to infuse a sense of nostalgia into an entirely new experience, demonstrating how innovation and tradition can strengthen one another.

Trent Hershenson, vice president of marketing for outdoor lodging company Camp Jellystone, says two-thirds of the 55-year-old business’s guests are return visitors—emphasizing the importance of maintaining the beloved experiences shared for decades.  While many of their beloved traditions such as camp games and costumed characters remain, they have evolved.  “It’s not the same experience, but provides the same feeling,” he explains.
Stacey Comishock, director of guest experience at Vermont’s Smugglers' Notch Resort—which has seen families returning for more than 30 years—notes that introducing new ideas is important despite the resort’s extensive history. “As the years evolve, so must your events,” Comishock advises.

She suggests that attractions use moderation when making changes to events and traditions, noting that it is important to “keep the bones and let the past light the way to the future.” These new ideas will eventually lead to the creation of new traditions as visitors acclimate.

The panelists left attendees with the message that any attraction—regardless of size or age—can build stronger guest connections by grounding its experience in authentic emotional moments and a thoughtful respect for its own history. Doing so means nurturing loyalty through emotion, evolving rather than erasing, celebrating heritage, and turning standout moments into lasting traditions.