Mulheres que impressionam: Pioneiras e poderosas

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.”