WEBVTT 00:00:00.270 --> 00:00:02.690 Welcome to the Live with Sondra podcast where 00:00:02.690 --> 00:00:05.290 we dive deep into business, tech, and entrepreneurship. 00:00:06.150 --> 00:00:09.349 Hosted by me, Sondra Shannon, CEO of GateMaster 00:00:09.349 --> 00:00:12.689 Technology. Each show, we explore the latest 00:00:12.689 --> 00:00:15.009 trends in ticketing attractions and guest experience, 00:00:15.369 --> 00:00:17.929 helping you stay ahead of the curve in this ever 00:00:17.929 --> 00:00:21.510 -evolving world of attractions and events. Whether 00:00:21.510 --> 00:00:24.010 you're an industry expert or just getting started, 00:00:24.269 --> 00:00:27.129 this show has insights to inspire and empower 00:00:27.129 --> 00:00:30.480 you. Today's episode is sponsored by GateMaster 00:00:30.480 --> 00:00:32.820 Technology, your trusted partner for ticketing 00:00:32.820 --> 00:00:35.960 and attraction management solutions. Let's get 00:00:35.960 --> 00:00:41.579 started with the show. All right, we are live. 00:00:41.659 --> 00:00:44.659 Welcome back to the Live with Sondra show, where 00:00:44.659 --> 00:00:47.740 we dive into inspiring conversations and real 00:00:47.740 --> 00:00:49.920 connections at the intersection of leadership, 00:00:50.039 --> 00:00:53.000 innovation. and the business of attractions. 00:00:53.500 --> 00:00:55.500 And today I'm really excited about this show. 00:00:55.719 --> 00:00:59.039 I just actually told our guest, I'm like, I might 00:00:59.039 --> 00:01:01.119 be a little nervous today because this is somebody 00:01:01.119 --> 00:01:05.599 that I've watched for many years in their career, 00:01:05.780 --> 00:01:07.799 and they've been an inspiration to so many of 00:01:07.799 --> 00:01:11.840 us. And yeah, I'm excited for you to hear who's 00:01:11.840 --> 00:01:13.540 coming on the show. But before we get started, 00:01:13.700 --> 00:01:17.180 let me just give you a word from our sponsors. 00:01:17.519 --> 00:01:19.900 This episode is brought to you by GateMaster 00:01:19.900 --> 00:01:23.260 Technology. The original attraction to innovators 00:01:23.260 --> 00:01:27.280 behind cashless systems and now in the industry, 00:01:27.340 --> 00:01:29.840 the industry leaders in food and beverage point 00:01:29.840 --> 00:01:32.859 of sale and integrated mobile ordering. Imagine 00:01:32.859 --> 00:01:36.640 this. Your guests are relaxing in their cabana 00:01:36.640 --> 00:01:39.719 or lounge chair, ordering burgers, drinks, desserts 00:01:39.719 --> 00:01:42.920 right from their phone. And with GateMaster's 00:01:42.920 --> 00:01:44.959 mobile ordering, they can browse the full menu, 00:01:45.079 --> 00:01:48.060 place an order, get notified by text when their 00:01:48.060 --> 00:01:51.280 order is ready for pickup or delivery. There's 00:01:51.280 --> 00:01:54.659 no lines, no hassle. I'm also going to add no 00:01:54.659 --> 00:02:00.120 hangry kids. Just more time to enjoy the venue. 00:02:00.239 --> 00:02:02.459 I always say that because you guys know I talk 00:02:02.459 --> 00:02:05.140 about my hangry kids in line at the water parks 00:02:05.140 --> 00:02:10.939 all the time. Our mobile ordering system has 00:02:10.939 --> 00:02:14.219 been proven to increase revenue by 20 to 40 % 00:02:14.219 --> 00:02:17.479 because guests can spend more time with your 00:02:17.479 --> 00:02:20.439 menu and less time waiting in line. And it's 00:02:20.439 --> 00:02:22.699 not just about convenience. GateMaster gives 00:02:22.699 --> 00:02:25.740 you everything you need to run a smooth operation. 00:02:26.469 --> 00:02:29.229 full back of house management, location tracking 00:02:29.229 --> 00:02:33.009 for efficient pickup and delivery, seamless tipping 00:02:33.009 --> 00:02:35.870 and tabbing, real -time text notifications for 00:02:35.870 --> 00:02:39.750 your guests, and yes, our original cashless system 00:02:39.750 --> 00:02:43.770 is fully integrated. It's all part of delivering 00:02:43.770 --> 00:02:48.030 a modern connected guest first experience, one 00:02:48.030 --> 00:02:50.449 that keeps people coming back. So if you are 00:02:50.449 --> 00:02:53.530 ready to upgrade your food and beverage service, 00:02:53.750 --> 00:02:57.740 visit gatemaster .com to learn, How to make your 00:02:57.740 --> 00:03:00.500 operation faster, smarter, and more profitable. 00:03:00.979 --> 00:03:03.939 GateMaster is leading the way in cashless convenience 00:03:03.939 --> 00:03:11.199 and next -gen guest service. So before I introduce 00:03:11.199 --> 00:03:15.080 you to today's guest, let me ask you our question 00:03:15.080 --> 00:03:19.300 of the day. What is one innovative food and beverage 00:03:19.300 --> 00:03:22.740 idea that you've implemented or seen that has 00:03:22.740 --> 00:03:27.449 significantly boosted? guest engagement, or revenue 00:03:27.449 --> 00:03:30.610 at your attraction? Let us know in the comments, 00:03:30.789 --> 00:03:34.490 and we'd love to hear your thoughts. Today's 00:03:34.490 --> 00:03:37.229 guest is a powerhouse in the attractions industry 00:03:37.229 --> 00:03:39.789 and someone who truly embodies what it means 00:03:39.789 --> 00:03:43.050 to lead with purpose. Ken Whiting is the president 00:03:43.050 --> 00:03:46.210 and CEO of Whiting Foods, where he oversees all 00:03:46.210 --> 00:03:49.590 food and beverage operations at the iconic Santa 00:03:49.590 --> 00:03:52.650 Cruz Beach Boardwalk. But that's just the beginning. 00:03:53.159 --> 00:03:55.919 With over 40 years of experience in the industry, 00:03:56.180 --> 00:03:58.759 Ken has helped shape revenue strategies for attractions 00:03:58.759 --> 00:04:03.479 across the globe. He served as the 2022 chair 00:04:03.479 --> 00:04:07.599 of the board for IAPA, the Global Association 00:04:07.599 --> 00:04:10.479 for the Attractions Industry, and continues to 00:04:10.479 --> 00:04:14.520 be a guiding force in its future. Ken also is 00:04:14.520 --> 00:04:18.199 the author of Waves for Teenage Workforce Success, 00:04:18.480 --> 00:04:21.120 a powerful book that has been adopted by hundreds. 00:04:21.819 --> 00:04:25.000 of businesses to help elevate and empower young 00:04:25.000 --> 00:04:28.740 workers. He's deeply passionate about developing 00:04:28.740 --> 00:04:33.120 the next generation of talent, and he walks the 00:04:33.120 --> 00:04:38.579 talk. Oh, and I heard this one, and I was like, 00:04:38.680 --> 00:04:43.300 this guy is something. He is not only leading 00:04:43.300 --> 00:04:46.699 teams and when he's not leading teams or creating 00:04:46.699 --> 00:04:49.699 an innovative guest experience, he's likely lacing 00:04:49.699 --> 00:04:52.339 up his running shoes. Ken has completed over 00:04:52.339 --> 00:04:59.519 70 marathons and triathlons. Yes, 70. Wow. That's 00:04:59.519 --> 00:05:02.660 an accomplishment right there. So if you're ever 00:05:02.660 --> 00:05:05.079 curious about food trends, teen workforce culture, 00:05:05.180 --> 00:05:07.360 or what the future of attraction industries looks 00:05:07.360 --> 00:05:11.379 like on a global scale, You are in for a treat. 00:05:12.560 --> 00:05:15.120 So without further ado, please help me welcome 00:05:15.120 --> 00:05:18.519 Ken to the show. Ken, welcome to the Live with 00:05:18.519 --> 00:05:21.839 Sondra show. Hey, Sondra. Thank you for having 00:05:21.839 --> 00:05:25.720 me. And I need you to give all my introductions. 00:05:25.980 --> 00:05:29.680 That was incredible. Oh, well, hey, I am honored 00:05:29.680 --> 00:05:34.579 to have you here. I meant what I said. When I 00:05:34.579 --> 00:05:38.170 was sort of building this show, And we started 00:05:38.170 --> 00:05:41.629 having guests. I tried to start thinking about 00:05:41.629 --> 00:05:43.490 ways that I could create a platform where I could 00:05:43.490 --> 00:05:45.930 have people like you, advocates for this industry, 00:05:46.170 --> 00:05:49.189 people who've done so much for all of us. And 00:05:49.189 --> 00:05:52.029 I truly think that everything that we said is, 00:05:52.089 --> 00:05:55.990 and that I've said, I truly mean from my heart 00:05:55.990 --> 00:05:58.209 because, you know, I know we don't know each 00:05:58.209 --> 00:05:59.810 other that well. I'm hoping to get to know you 00:05:59.810 --> 00:06:03.189 better today and throughout this show, but also. 00:06:03.920 --> 00:06:06.019 I've been able to watch your career over the 00:06:06.019 --> 00:06:10.620 years that I've been in the industry. Well, you 00:06:10.620 --> 00:06:14.319 said I run marathons. Being in the industry has 00:06:14.319 --> 00:06:17.139 been a marathon for me, not a sprint. Because 00:06:17.139 --> 00:06:21.319 if I have anything, I have a lot of years behind 00:06:21.319 --> 00:06:26.899 me. Now, much more behind me than I have in front. 00:06:27.040 --> 00:06:29.800 But as we were chatting earlier, you said, boy, 00:06:29.839 --> 00:06:32.920 don't we have the best jobs ever. And this is 00:06:32.920 --> 00:06:35.560 an industry that really, the attractions industry, 00:06:35.800 --> 00:06:42.139 that just puts us next to people and places that 00:06:42.139 --> 00:06:45.680 come together with a common bond and are willing 00:06:45.680 --> 00:06:49.540 to share and to get to know each other. And I 00:06:49.540 --> 00:06:53.379 couldn't be any... happier and more proud of 00:06:53.379 --> 00:06:55.839 where I've spent my professional life, for sure. 00:06:56.420 --> 00:06:58.139 Well, you know, one thing I've always wanted 00:06:58.139 --> 00:07:00.740 to ask you, if it's okay, is just how you got 00:07:00.740 --> 00:07:03.279 started, because I don't think I know that part 00:07:03.279 --> 00:07:06.620 of your story. Well, let me, yeah, it might be 00:07:06.620 --> 00:07:10.019 helpful, just let me try to give a quick version 00:07:10.019 --> 00:07:14.699 of why I'm sitting where I'm at, and I am sitting 00:07:14.699 --> 00:07:16.680 at the Santa Cruz Beach Boardwalk right now, 00:07:16.740 --> 00:07:20.519 and I will just say as a small disclaimer or 00:07:20.519 --> 00:07:23.199 edit you would know that i operate all the food 00:07:23.199 --> 00:07:25.379 and beverage our company does operate a lot of 00:07:25.379 --> 00:07:27.279 the food and beverage here but honestly not a 00:07:27.279 --> 00:07:30.079 hundred percent but combined we just have a tremendous 00:07:30.079 --> 00:07:32.240 uh growing food and beverage program here at 00:07:32.240 --> 00:07:36.879 the park i got my start um one family business. 00:07:37.000 --> 00:07:40.779 From my father's standpoint, we've operated right 00:07:40.779 --> 00:07:43.899 here in Santa Cruz for over 70 years. So for 00:07:43.899 --> 00:07:48.040 a very long time. And my first job was, I don't 00:07:48.040 --> 00:07:50.399 know, maybe I was 10 years old and I was peeling 00:07:50.399 --> 00:07:54.259 bananas for the chocolate dip bananas that we 00:07:54.259 --> 00:07:59.040 sold then and still sell today. And, you know, 00:07:59.040 --> 00:08:03.139 from there just worked every... in every opportunity 00:08:03.139 --> 00:08:06.060 there was, every job that I had to do, something 00:08:06.060 --> 00:08:08.399 that I didn't want to do probably, I still had 00:08:08.399 --> 00:08:15.560 to do them in full family business style. But 00:08:15.560 --> 00:08:18.639 then when I became a young adult and there was 00:08:18.639 --> 00:08:24.040 a full -time position, a need for one of us in 00:08:24.040 --> 00:08:27.519 the family to be full -time at that time, I said 00:08:27.519 --> 00:08:31.810 yes. And I think that my own... nature is one 00:08:31.810 --> 00:08:34.990 of not wanting to operate in a vacuum. And at 00:08:34.990 --> 00:08:37.649 that particular time, it just seemed like we 00:08:37.649 --> 00:08:39.450 were talking about what other people did and 00:08:39.450 --> 00:08:41.750 we couldn't do that because this is how we do 00:08:41.750 --> 00:08:45.169 it. And that's all good. But I just started to 00:08:45.169 --> 00:08:47.750 reach out honestly to primarily in California 00:08:47.750 --> 00:08:51.899 to other parks and just asking them. Like, hey, 00:08:51.919 --> 00:08:55.039 I visited Knott's Berry Farm and I saw you were 00:08:55.039 --> 00:08:58.159 doing this item. And what can you tell me about 00:08:58.159 --> 00:09:00.759 it? And who did you buy it from? And all those 00:09:00.759 --> 00:09:03.940 kinds of things. And I instantly learned that, 00:09:04.000 --> 00:09:05.899 well, it was like, hey, Ken, why don't you just 00:09:05.899 --> 00:09:07.559 come on down? And the next time you're here, 00:09:07.639 --> 00:09:10.480 you know, check in with me and I'll show you 00:09:10.480 --> 00:09:14.279 around. And people just were so welcoming and 00:09:14.279 --> 00:09:18.120 helpful and encouraging. And I found that with 00:09:18.120 --> 00:09:21.409 anybody I just called out of the blue. And so 00:09:21.409 --> 00:09:25.269 after a couple of years of that, I just was, 00:09:25.289 --> 00:09:28.610 I mean, I was all in on this industry at a very 00:09:28.610 --> 00:09:33.129 young age then. I was attending IAAPA. My first 00:09:33.129 --> 00:09:39.830 one was in 1979, I think. And going to the education 00:09:39.830 --> 00:09:43.110 sessions and learning and meeting, learning plenty 00:09:43.110 --> 00:09:47.789 and meeting others from our industry that were 00:09:47.789 --> 00:09:51.090 sitting in the room. same thing was happening. 00:09:51.230 --> 00:09:54.590 And these people became friends. They became, 00:09:54.649 --> 00:09:57.950 they shared information and I was loving it. 00:09:58.009 --> 00:10:01.190 And I walked into, during one of the expos, I 00:10:01.190 --> 00:10:03.769 just walked into the education office and asked 00:10:03.769 --> 00:10:09.190 how I could help out and, and volunteer. And 00:10:09.190 --> 00:10:11.610 they connected me to, at the time, a gentleman 00:10:11.610 --> 00:10:13.490 that was the chair of the food and beverage committee 00:10:13.490 --> 00:10:18.669 who welcomed me in. And, and man, back then we, 00:10:19.610 --> 00:10:21.750 I mean, we were small. I didn't know anything. 00:10:21.889 --> 00:10:25.370 And I was hanging out with the big boys back 00:10:25.370 --> 00:10:29.129 then. And it was very intimidating. But at the 00:10:29.129 --> 00:10:33.049 same time, I learned that they were sincere and 00:10:33.049 --> 00:10:36.649 honest and transparent and helped this young 00:10:36.649 --> 00:10:41.690 kid along in a crazy way. And so I just never 00:10:41.690 --> 00:10:45.440 looked back from. raising my hand to be a volunteer 00:10:45.440 --> 00:10:49.860 at IAAPA and within our industry on a lot of 00:10:49.860 --> 00:10:52.559 fronts that I could go on and on about that, 00:10:52.620 --> 00:10:55.740 but I've done a lot of things with a lot of bringing 00:10:55.740 --> 00:10:59.519 people together within the industry and hung 00:10:59.519 --> 00:11:02.460 in there with IAAPA, never, ever, ever imagining 00:11:02.460 --> 00:11:05.179 that I'd be a board member, I'd be an officer, 00:11:05.360 --> 00:11:08.659 and there's not a chance on earth I'd ever chair 00:11:08.659 --> 00:11:11.100 this organization, never even thought about it. 00:11:12.399 --> 00:11:14.539 but that's what happened and so i've just um 00:11:14.539 --> 00:11:19.500 i've been a blessed man as it relates to uh where 00:11:19.500 --> 00:11:21.340 i've spent my time and the people i've gotten 00:11:21.340 --> 00:11:23.440 to meet and the things i've gotten to know and 00:11:23.440 --> 00:11:25.779 maybe along the way been able to help a couple 00:11:25.779 --> 00:11:32.299 folks uh myself so uh um that's what i do And 00:11:32.299 --> 00:11:34.460 with the background being food and beverage, 00:11:34.639 --> 00:11:37.320 but I've learned so much more, almost, Sandra, 00:11:37.480 --> 00:11:39.899 perhaps like you in terms of, you know, you have 00:11:39.899 --> 00:11:43.179 a technology solution, but you have to know every 00:11:43.179 --> 00:11:49.379 discipline and every area to really be, to really 00:11:49.379 --> 00:11:52.059 add value and to serve the needs of your clients. 00:11:52.139 --> 00:11:55.799 And so I've had the good fortune of having a 00:11:55.799 --> 00:11:59.049 pretty broad background. Yeah. I mean, I always 00:11:59.049 --> 00:12:01.289 think it's so interesting how people get started. 00:12:01.429 --> 00:12:03.690 And what I loved about what she said is it started 00:12:03.690 --> 00:12:07.090 with family, which is something that's really 00:12:07.090 --> 00:12:09.710 important to us at GateMaster because we're also 00:12:09.710 --> 00:12:11.789 a family business, but also something that I 00:12:11.789 --> 00:12:14.549 think you see time and time again in the industry. 00:12:14.870 --> 00:12:17.149 And one of the things that I really love is families 00:12:17.149 --> 00:12:21.139 thrive. families can really thrive in this industry. 00:12:21.220 --> 00:12:23.000 One of my mentors always says, when the business 00:12:23.000 --> 00:12:25.559 isn't okay, the family's not okay, right? And 00:12:25.559 --> 00:12:29.860 in this industry, it's the truth because so many 00:12:29.860 --> 00:12:33.519 of us are family owned and operated institutions. 00:12:34.299 --> 00:12:37.620 And so I love that that's how you guys got started 00:12:37.620 --> 00:12:41.120 and that you have this long history of being 00:12:41.120 --> 00:12:44.159 a family business, but also you've just taken 00:12:44.159 --> 00:12:46.399 this to the next level with what you've done 00:12:46.399 --> 00:12:49.299 and being a part of that. And I certainly, share 00:12:49.299 --> 00:12:52.539 that sentiment of going to IAAPA and feeling 00:12:52.539 --> 00:12:55.340 intimidated. I think my first IAAPA was like 00:12:55.340 --> 00:12:59.299 1999. And I was working for QZAR at the time. 00:12:59.320 --> 00:13:00.940 Actually, I don't know if you know this about 00:13:00.940 --> 00:13:03.500 me. I used to run the QZAR laser tag in Santa 00:13:03.500 --> 00:13:06.799 Clarita, California. Oh, okay. That was my start 00:13:06.799 --> 00:13:10.539 in the industry. I have a sister -in -law that 00:13:10.539 --> 00:13:13.240 lives there. How's that? Oh, nice. Nice. Yeah. 00:13:13.399 --> 00:13:16.299 My family, a lot of my family is still there. 00:13:17.900 --> 00:13:22.379 But yeah, being out there and then going to IAAPA 00:13:22.379 --> 00:13:26.820 and really being somewhat intimidated by all 00:13:26.820 --> 00:13:28.799 of these things that you have to learn about 00:13:28.799 --> 00:13:31.200 this industry to truly understand the entirety 00:13:31.200 --> 00:13:34.159 of what our guests experience, how to keep them 00:13:34.159 --> 00:13:39.899 safe and how to feed them, which is what I think 00:13:39.899 --> 00:13:42.600 is really, I'm really excited to talk to you 00:13:42.600 --> 00:13:45.179 about today because I know that that's something 00:13:45.179 --> 00:13:49.139 that you've helped so many. understand that food 00:13:49.139 --> 00:13:53.220 is part of the experience and it can make or 00:13:53.220 --> 00:13:58.360 break the experience, right? It's become such 00:13:58.360 --> 00:14:04.679 a growing strategic element of the visit anymore. 00:14:04.879 --> 00:14:07.100 It's become an attraction in itself many times, 00:14:07.240 --> 00:14:12.240 for sure. But it's definitely a significant revenue 00:14:12.240 --> 00:14:16.559 driver for any... property of any size or type 00:14:16.559 --> 00:14:20.539 yeah yeah i think one thing that is interesting 00:14:20.539 --> 00:14:23.440 about food so i had a i had a social influencer 00:14:23.440 --> 00:14:26.720 she just travels around the united states to 00:14:26.720 --> 00:14:29.580 different attractions eating their food and i 00:14:29.580 --> 00:14:31.840 i haven't i don't know if she's been i know she 00:14:31.840 --> 00:14:33.779 was waiting to go to epic to the new steakhouse 00:14:33.779 --> 00:14:37.139 yeah epic universe and and i haven't been yet 00:14:37.139 --> 00:14:39.649 yeah I haven't been yet either, but I know she's 00:14:39.649 --> 00:14:41.830 going to cover it because she literally, like, 00:14:41.909 --> 00:14:44.789 she's traveled to every Disney across the globe 00:14:44.789 --> 00:14:48.250 and all the various parks and just tries their 00:14:48.250 --> 00:14:51.970 food and blogs about it and does her journey 00:14:51.970 --> 00:14:54.009 about it. But I think that's something that is 00:14:54.009 --> 00:14:56.389 interesting compared to how it used to be in 00:14:56.389 --> 00:14:59.250 our industry. You know, food was just there to 00:14:59.250 --> 00:15:03.429 keep people fed and hydrated. But now, you know, 00:15:03.429 --> 00:15:05.730 you've got influencers like her today who are 00:15:05.730 --> 00:15:09.639 visiting our parks. and actually showcasing what 00:15:09.639 --> 00:15:13.039 we're either doing really well or maybe where 00:15:13.039 --> 00:15:16.940 we have room for improvement, which is why I 00:15:16.940 --> 00:15:22.320 am curious if you could tell us, with what you 00:15:22.320 --> 00:15:25.259 do and what you've advocated for, with food being 00:15:25.259 --> 00:15:28.519 a part of the attraction, beyond what's happening 00:15:28.519 --> 00:15:31.100 at Santa Cruz Beach Boardwalk, can you share 00:15:31.100 --> 00:15:34.580 some examples of maybe attractions that have 00:15:34.580 --> 00:15:37.769 truly... that it truly excel at what they're 00:15:37.769 --> 00:15:43.549 doing. Sure, sure. And first I'll just say, I'm 00:15:43.549 --> 00:15:45.450 just kind of thinking out loud here. One, I'll 00:15:45.450 --> 00:15:50.149 say it is not a one size fits all formula, meaning 00:15:50.149 --> 00:15:53.210 that you mentioned Epic Universe. You got these 00:15:53.210 --> 00:15:56.029 giant destination theme parks where guests are 00:15:56.029 --> 00:15:58.549 there for three days and then the parks for 12 00:15:58.549 --> 00:16:03.070 to 15 hours a day. The expectations and needs 00:16:03.070 --> 00:16:06.080 there. are far different than the trampoline 00:16:06.080 --> 00:16:10.820 park or the laser tag arena where I'm drawing 00:16:10.820 --> 00:16:15.039 a local clientele that drives by all the chain 00:16:15.039 --> 00:16:17.740 restaurants and all the local places on their 00:16:17.740 --> 00:16:21.220 way in and out. And I'm only on site for an hour 00:16:21.220 --> 00:16:23.980 or two hours, whatever it might be. So it's way 00:16:23.980 --> 00:16:27.600 different. However, with all that said, the food 00:16:27.600 --> 00:16:30.600 and beverage tends to be the second revenue source 00:16:30.600 --> 00:16:36.559 for... most attractions that fall within that 00:16:36.559 --> 00:16:40.399 range of properties. I know right here in Santa 00:16:40.399 --> 00:16:45.279 Cruz, we've done so much in recent years of advancing 00:16:45.279 --> 00:16:48.559 the food and beverage and looking at everything 00:16:48.559 --> 00:16:55.049 that's available and adding what's new. or making 00:16:55.049 --> 00:16:56.809 what we already do better. In fact, I'm just 00:16:56.809 --> 00:16:58.889 going to share this. This isn't to be about us 00:16:58.889 --> 00:17:01.169 or about me. I just want to share this because 00:17:01.169 --> 00:17:03.490 this just came out the other day in a local, 00:17:03.610 --> 00:17:07.029 we had a local influencer down and do the food 00:17:07.029 --> 00:17:09.369 and beverage tour of the park. And her headline 00:17:09.369 --> 00:17:12.130 is from butter chicken to brisket, you know, 00:17:12.150 --> 00:17:14.450 a guide to the Santa Cruz beach boardwalks food 00:17:14.450 --> 00:17:17.269 scene. And so we, it's incredible the amount 00:17:17.269 --> 00:17:20.349 of items we sell here. that we never used to 00:17:20.349 --> 00:17:23.430 sell and that really echoes what has occurred 00:17:23.430 --> 00:17:26.589 around the industry i've been at it long enough 00:17:26.589 --> 00:17:29.369 now we're in the mid 80s i was in a group with 00:17:29.369 --> 00:17:31.670 a group of food and beverage operators and one 00:17:31.670 --> 00:17:33.950 of them talked about how they tried bottled water 00:17:34.549 --> 00:17:36.789 You know, and it actually sold a little bit. 00:17:36.829 --> 00:17:40.049 And I was there going, not a chance on earth 00:17:40.049 --> 00:17:43.750 bottled water is ever going to be sold in our 00:17:43.750 --> 00:17:46.230 industry or anywhere. Who on earth would buy 00:17:46.230 --> 00:17:48.109 bottled water? We have drinking fountains, for 00:17:48.109 --> 00:17:51.009 crying out loud. So there's been an evolution, 00:17:51.210 --> 00:17:56.970 right? And burgers used to, speed used to be 00:17:56.970 --> 00:17:59.230 such a huge value. You got to get the food out 00:17:59.230 --> 00:18:02.630 as fast as you can. And you just loaded that. 00:18:03.849 --> 00:18:07.049 hot hold or the shoot with your burgers and your 00:18:07.049 --> 00:18:10.029 hot dogs. And so you can just kind of get them 00:18:10.029 --> 00:18:14.430 out. Well, today it's not that way, right? It's 00:18:14.430 --> 00:18:17.269 opportunistic if it's not that way. If you are 00:18:17.269 --> 00:18:19.930 grilling out in front, if you've increased the 00:18:19.930 --> 00:18:24.829 quality of your ingredients, people will gladly 00:18:24.829 --> 00:18:30.460 pay more. They will gladly. wait a little longer 00:18:30.460 --> 00:18:35.779 they will um they just want to know that once 00:18:35.779 --> 00:18:39.859 they get their order that there's a wow attached 00:18:39.859 --> 00:18:42.420 to it it tastes good that maybe they didn't expect 00:18:42.420 --> 00:18:45.359 it it's like boy this is a surprise i had no 00:18:45.359 --> 00:18:47.920 idea the food would be that good here and that 00:18:47.920 --> 00:18:52.319 now here applies everywhere anymore um it it 00:18:52.319 --> 00:18:56.779 applies at the at the travel lane location that 00:18:57.369 --> 00:19:02.690 Only has a little grab and go and maybe they're 00:19:02.690 --> 00:19:04.190 making their own pizza because they do a lot 00:19:04.190 --> 00:19:07.869 of birthday parties, right? It's got to be special 00:19:07.869 --> 00:19:10.230 or the brands they have available have to be 00:19:10.230 --> 00:19:16.029 meaningful and popular. Health food has certainly 00:19:16.029 --> 00:19:21.029 found a way in. And again, it's a bigger deal 00:19:21.029 --> 00:19:23.509 when I'm out of property for a few days than 00:19:23.509 --> 00:19:25.869 it is when I'm out of property for two hours. 00:19:26.619 --> 00:19:29.480 But at the minimum, it's a service. I mean, you've 00:19:29.480 --> 00:19:31.559 got to make sure you're meeting the needs of 00:19:31.559 --> 00:19:41.640 your guests on everything. Go ahead. I was thinking, 00:19:41.759 --> 00:19:44.279 you reminded me of something when I was at Morgan's 00:19:44.279 --> 00:19:46.759 Wonderland with IAAPA just a few weeks ago. We 00:19:46.759 --> 00:19:48.720 were doing our tours and they were talking about 00:19:48.720 --> 00:19:51.680 the food. And how they used to try and have healthy 00:19:51.680 --> 00:19:54.900 options. Because when they started, that was 00:19:54.900 --> 00:19:56.539 their initial thought. Like, let's have healthy 00:19:56.539 --> 00:19:58.440 options. But one of the things that they realized, 00:19:58.640 --> 00:20:01.279 and they still kept the healthy options. But 00:20:01.279 --> 00:20:05.039 one of the team members was telling me that they 00:20:05.039 --> 00:20:08.279 really had to start adding a lot more treats. 00:20:08.799 --> 00:20:12.259 And unique treats. Because they realized that 00:20:12.259 --> 00:20:15.440 their guests were coming there to have a treat. 00:20:16.809 --> 00:20:18.569 And so it's like you said, you got to have a 00:20:18.569 --> 00:20:20.549 little bit for everybody. You got to meet people. 00:20:20.630 --> 00:20:24.190 You've got to personalize it a bit. And I thought 00:20:24.190 --> 00:20:27.549 that was really interesting. It really is. It's 00:20:27.549 --> 00:20:29.589 a smart comment. And by the way, and that's a 00:20:29.589 --> 00:20:32.730 conversation that I've been in a thousand times 00:20:32.730 --> 00:20:39.690 probably about health foods, you know, but it's 00:20:39.690 --> 00:20:42.890 growing, but I don't think the indulgent food 00:20:42.890 --> 00:20:46.859 items are going anywhere. right? One of our longest 00:20:46.859 --> 00:20:50.259 lines for sure is the funnel cake stand. But 00:20:50.259 --> 00:20:55.799 at the same time, we're busy everywhere, but 00:20:55.799 --> 00:20:58.819 the indulgent items aren't going anywhere. We 00:20:58.819 --> 00:21:01.759 look at, and anybody else is looking at, how 00:21:01.759 --> 00:21:05.400 are you doing better? Churros is a good example. 00:21:05.700 --> 00:21:08.549 I mean, we saw a lot of... I don't know, churros 00:21:08.549 --> 00:21:10.970 that you buy frozen. You cook them fresh, you 00:21:10.970 --> 00:21:13.269 cook, you warm them up. But now we have a location 00:21:13.269 --> 00:21:14.849 that just makes them fresh right in front of 00:21:14.849 --> 00:21:17.210 the guests, right? From start to finish. Wow. 00:21:17.529 --> 00:21:21.930 Yeah. And so let's make that indulgent item even 00:21:21.930 --> 00:21:27.789 better. But I've read a lot about even above 00:21:27.789 --> 00:21:30.210 my pay grade, but the, you know, the psychology 00:21:30.210 --> 00:21:33.549 of when a guest walks into the front gate of 00:21:33.549 --> 00:21:37.579 a park or attraction, all bets are off. I mean, 00:21:37.619 --> 00:21:42.180 I can justify anything because when I go home, 00:21:42.240 --> 00:21:45.579 I'm not going to have a funnel cake, as an example. 00:21:45.740 --> 00:21:51.039 So today's my day to live on the edge a little 00:21:51.039 --> 00:21:53.500 bit. And those are the items, quite honestly, 00:21:53.660 --> 00:21:56.660 that are an attraction that folks come for and 00:21:56.660 --> 00:22:01.160 that they're searching out when they go to an 00:22:01.160 --> 00:22:04.950 attraction, for sure. For sure. You know, because 00:22:04.950 --> 00:22:07.430 I grew up in Southern California, my grandfather, 00:22:07.910 --> 00:22:13.529 his favorite thing was the tiki room at Disneyland. 00:22:14.890 --> 00:22:18.390 And, you know, we still have this tradition. 00:22:18.430 --> 00:22:21.670 And if anybody watching who's been to an IAAPA 00:22:21.670 --> 00:22:24.430 event with me, they know if we're in a group, 00:22:24.450 --> 00:22:26.109 I'm like, can we please go to the tiki room first? 00:22:26.190 --> 00:22:28.049 Because that was like my grandfather's thing. 00:22:28.250 --> 00:22:30.730 We had to go to the tiki room and get a dole 00:22:30.730 --> 00:22:34.859 whip. And that was such a treat for our family. 00:22:35.200 --> 00:22:38.880 And it's a tradition for our family now. I've 00:22:38.880 --> 00:22:42.079 carried on with my kids and even in groups with 00:22:42.079 --> 00:22:45.400 my colleagues. If we're at Disneyland, I'm like, 00:22:45.460 --> 00:22:47.000 come on, just give me that. I'll go anywhere 00:22:47.000 --> 00:22:48.819 else you guys want to go. But we got to go to 00:22:48.819 --> 00:22:51.059 the Tiki Room and get a Dole Whip first. Because 00:22:51.059 --> 00:22:53.900 I can't even go there without doing that. So 00:22:53.900 --> 00:22:57.420 just to your point, the food is part of the attraction. 00:22:57.900 --> 00:23:01.670 It becomes part of the... traditions for people 00:23:01.670 --> 00:23:04.529 because also the churro my mom wouldn't end it 00:23:04.529 --> 00:23:08.549 we'd end every night with a churro right it it 00:23:08.549 --> 00:23:12.569 it's it's true and uh i mean the the the dole 00:23:12.569 --> 00:23:18.369 whip at disney is a great example of how parks 00:23:18.369 --> 00:23:21.650 they look for the creating a signature menu item 00:23:21.650 --> 00:23:24.750 something that i can only now i can buy dole 00:23:24.750 --> 00:23:27.529 whip or dole soft serve in other places now but 00:23:27.529 --> 00:23:30.960 disney's the one that brought that To life, really, 00:23:31.079 --> 00:23:37.000 and made it. a part of their own identity, quite 00:23:37.000 --> 00:23:40.140 honestly. And they sell a lot of Dole Whip at 00:23:40.140 --> 00:23:45.160 the Tiki Room. A lot. I imagine. And they don't 00:23:45.160 --> 00:23:47.099 taste the same unless you're at the Tiki Room. 00:23:47.160 --> 00:23:49.960 Somehow, there's some kind of magic with their 00:23:49.960 --> 00:23:54.799 Dole Whips, I've noticed. That's funny and true. 00:23:54.940 --> 00:23:57.940 It's all at the same time. But creating signature 00:23:57.940 --> 00:24:02.569 menu items that maybe I can only get. When I 00:24:02.569 --> 00:24:06.369 go there, you know, it is one of the formulas 00:24:06.369 --> 00:24:09.670 for success because those things have halo effects 00:24:09.670 --> 00:24:12.049 as well. At least that's my term for it in terms 00:24:12.049 --> 00:24:15.349 of if I'm going for some food item, whatever 00:24:15.349 --> 00:24:18.250 it happens to be. Well, it makes me think about 00:24:18.250 --> 00:24:21.809 food when I'm at that property and of all of 00:24:21.809 --> 00:24:26.789 all things. So. But that's it. No, that's a Disney 00:24:26.789 --> 00:24:29.269 and the Tiki Room in Dole Whip. That's a good 00:24:29.269 --> 00:24:31.779 example. Well, and just kind of along those same 00:24:31.779 --> 00:24:33.819 lines, because I know one of the things that 00:24:33.819 --> 00:24:39.539 you've effectively helped integrate into some 00:24:39.539 --> 00:24:42.259 of these attractions are things like food festivals, 00:24:42.440 --> 00:24:48.240 right? That's right. That's an interesting part 00:24:48.240 --> 00:24:51.640 of the food business that's evolving quite a 00:24:51.640 --> 00:24:56.950 lot lately. I don't know, maybe it really accelerated 00:24:56.950 --> 00:25:01.410 coming through and out of COVID. Because even 00:25:01.410 --> 00:25:03.369 during COVID, there were some properties, Knott's 00:25:03.369 --> 00:25:05.269 Berry Farm was one for sure, but there's a lot 00:25:05.269 --> 00:25:07.769 that could be open. We couldn't have rides open, 00:25:07.930 --> 00:25:12.869 but you could open food locations with all the 00:25:12.869 --> 00:25:17.150 conditions that needed to be in place. And so 00:25:17.150 --> 00:25:19.890 there was a lot of that occurring during that 00:25:19.890 --> 00:25:25.019 period and accelerated it. Coming out of COVID, 00:25:25.200 --> 00:25:28.019 there's a lot of properties have added their 00:25:28.019 --> 00:25:33.200 version of a food festival, a food event. And 00:25:33.200 --> 00:25:36.259 honestly, at that point, now you've got a, it's 00:25:36.259 --> 00:25:38.720 a promotion, it's an attendance driver, it's 00:25:38.720 --> 00:25:43.700 a length of stay strategy. It is a huge halo 00:25:43.700 --> 00:25:46.599 effect over the fact that this location is all 00:25:46.599 --> 00:25:50.299 about. food at the same time it's less expensive 00:25:50.299 --> 00:25:53.940 than buying a new roller coaster to uh to drop 00:25:53.940 --> 00:25:56.119 people to have you look at you think about park 00:25:56.119 --> 00:25:58.920 like dollywood i think they have their festival 00:25:58.920 --> 00:26:02.099 driven i think they've got three or four a year 00:26:02.099 --> 00:26:05.859 that each one is lasting the whole quarter a 00:26:05.859 --> 00:26:09.359 couple months anyway and and so yeah food festivals 00:26:09.359 --> 00:26:15.519 have really become a way to um uh Well, to expand 00:26:15.519 --> 00:26:20.440 the marketing's promotional arsenal of how we 00:26:20.440 --> 00:26:22.680 get guests to come and how we want guests to 00:26:22.680 --> 00:26:26.779 feel about properties. A lot of, I think about 00:26:26.779 --> 00:26:31.180 back in Pittsburgh, they did a, I'm going to 00:26:31.180 --> 00:26:36.940 embarrass myself now, but a regional menu item. 00:26:37.019 --> 00:26:38.700 I'm just drawing a blank all of a sudden. But 00:26:38.700 --> 00:26:42.740 it's a way to feature regional food, which also 00:26:42.740 --> 00:26:46.730 is on. trend as well uh guests are looking for 00:26:46.730 --> 00:26:51.490 those uh when you can deliver a local item something 00:26:51.490 --> 00:26:53.609 is from that part of the country that makes it 00:26:53.609 --> 00:26:56.329 it makes it unique and there's a there's an attraction 00:26:56.329 --> 00:27:00.250 to that as well uh pierogies is what i was thinking 00:27:00.250 --> 00:27:05.240 about i think and um And so, yeah, food festivals 00:27:05.240 --> 00:27:09.460 are really becoming oftentimes an anchor now 00:27:09.460 --> 00:27:12.740 at a lot of locations or food promotions, even 00:27:12.740 --> 00:27:17.380 if it's just a happy hour kind of timeframe, 00:27:17.759 --> 00:27:20.440 a timeframe event that never used to occur in 00:27:20.440 --> 00:27:23.799 the past. But food's being used as a way to draw. 00:27:24.039 --> 00:27:26.579 Right here in Santa Cruz, though, we've had an 00:27:26.579 --> 00:27:31.380 annual clam chowder festival. We've had it for... 00:27:32.809 --> 00:27:35.450 I should know this, but very close to 50 years, 00:27:35.529 --> 00:27:38.410 55. Yeah. I mean, it's like, I think we just 00:27:38.410 --> 00:27:42.430 had the 47th or eighth year along that line. 00:27:42.509 --> 00:27:45.670 So, so they've been around for a long time as 00:27:45.670 --> 00:27:49.730 well, but, but in more recent years, there's 00:27:49.730 --> 00:27:56.130 been this continuum of delivering food in various 00:27:56.130 --> 00:27:59.230 and sundry ways. A lot of limited time offerings 00:27:59.230 --> 00:28:02.049 now too. We certainly do that. where you can 00:28:02.049 --> 00:28:07.569 test items throughout the year. Yeah, well, like 00:28:07.569 --> 00:28:10.750 the boysenberry, because you were at the IAAPA 00:28:10.750 --> 00:28:15.509 North American Summit. The boysenberry. How many 00:28:15.509 --> 00:28:17.730 menu items did they have? 50 of them, I bet. 00:28:17.890 --> 00:28:20.109 I don't remember. It was a lot, but there were 00:28:20.109 --> 00:28:22.549 quite a few things that I never even would have 00:28:22.549 --> 00:28:24.650 considered mixing with boysenberry, like with 00:28:24.650 --> 00:28:28.500 the brisket. Yes, that was very good. Delicious. 00:28:29.480 --> 00:28:32.660 It was delicious. And then they had like a Chinese 00:28:32.660 --> 00:28:35.839 chopped salad with boysenberry, which was an 00:28:35.839 --> 00:28:38.380 interesting twist because you're mixing different 00:28:38.380 --> 00:28:42.299 flavors. It was really fun. But you know what? 00:28:42.380 --> 00:28:45.299 What I found to be really dangerous, and I have 00:28:45.299 --> 00:28:47.940 not missed one in the last few years, and I hate 00:28:47.940 --> 00:28:49.779 to bring up Disney again, but it's in tandem 00:28:49.779 --> 00:28:53.579 with IAAPA. They have their international festival 00:28:53.579 --> 00:28:59.329 at Epcot. The food and wine during IAAPA. So 00:28:59.329 --> 00:29:03.210 we've been staying the last probably four or 00:29:03.210 --> 00:29:07.130 five years, however long I think. I don't know 00:29:07.130 --> 00:29:08.789 if they've always done it, but as long as I've 00:29:08.789 --> 00:29:11.390 known about it. It's been a long time now. That's 00:29:11.390 --> 00:29:14.170 an example of it's probably expanded and grown 00:29:14.170 --> 00:29:16.849 and evolved, but it's been an event for them 00:29:16.849 --> 00:29:20.289 for a long time. And as soon as I found out about 00:29:20.289 --> 00:29:24.220 it. So, I mean, now I'm. Making that part of 00:29:24.220 --> 00:29:28.819 my tradition with my team at IAPA is to stay 00:29:28.819 --> 00:29:32.339 after so we can go walk from country to country 00:29:32.339 --> 00:29:36.160 and experience those different foods. And it's 00:29:36.160 --> 00:29:38.539 your reason to go. Yeah, it's a reason to go. 00:29:38.859 --> 00:29:41.259 If it was just about the other rides or attractions 00:29:41.259 --> 00:29:44.079 they have, you might not go. You wouldn't go 00:29:44.079 --> 00:29:46.779 over here in any case. I mean, don't get me wrong. 00:29:46.819 --> 00:29:48.799 Guardians of the Galaxy is my favorite ride. 00:29:50.269 --> 00:29:56.009 Make no mistake. But that's a great example of 00:29:56.009 --> 00:30:01.509 how food and beverage has expanded. By the way, 00:30:01.529 --> 00:30:04.609 in all sorts of kind of recreational and leisure 00:30:04.609 --> 00:30:06.589 time or kind of non -traditional environments, 00:30:06.890 --> 00:30:09.829 stadiums and arenas are the same thing. Parks 00:30:09.829 --> 00:30:11.789 and attractions. Look at airports, for crying 00:30:11.789 --> 00:30:14.970 out loud. It was the last place you wanted to 00:30:14.970 --> 00:30:19.279 eat. 20 years ago or pre 9 -11. And, and now 00:30:19.279 --> 00:30:21.099 I'll go early just to, I'll make sure I have 00:30:21.099 --> 00:30:22.880 lunch or something just to be there on time. 00:30:22.880 --> 00:30:25.740 And it's, it's a, those environments have changed. 00:30:25.799 --> 00:30:29.500 And, and I think I used this word a bit ago, 00:30:29.579 --> 00:30:33.500 but it's really been this continuum of following 00:30:33.500 --> 00:30:37.779 either leading and or following consumer preferences 00:30:37.779 --> 00:30:41.440 and trends, right? We've, we as, we as consumers 00:30:41.440 --> 00:30:44.559 have become in the last Well, more in the last 00:30:44.559 --> 00:30:48.380 decade now, last 15 years or more, we're way 00:30:48.380 --> 00:30:53.619 more food and beverage savvy and looking to explore 00:30:53.619 --> 00:30:56.940 new food items and probably under the growth 00:30:56.940 --> 00:31:00.759 of the food channel on TV and all of these things. 00:31:00.859 --> 00:31:04.680 People are willing to adventure a little bit 00:31:04.680 --> 00:31:07.579 more on the food scene and are more knowledgeable 00:31:07.579 --> 00:31:13.400 about the food scene and are willing to. experiment 00:31:13.400 --> 00:31:17.339 with, try and pay for that opportunity as, as 00:31:17.339 --> 00:31:21.059 well. And I don't disagree. I think what's interesting 00:31:21.059 --> 00:31:23.660 too, that you brought up is the marketing that 00:31:23.660 --> 00:31:27.099 it, that it brings, because when you met, you 00:31:27.099 --> 00:31:28.799 mentioned the food network, but then we look 00:31:28.799 --> 00:31:30.920 at like what's happening on social media, it's 00:31:30.920 --> 00:31:33.240 giving attractions a lot, you know, even more 00:31:33.240 --> 00:31:37.730 to talk about. I like what you said about it 00:31:37.730 --> 00:31:40.009 gives people a reason to come back because you're 00:31:40.009 --> 00:31:42.369 doing something new. Maybe it's a one -time offering. 00:31:42.750 --> 00:31:47.349 And I think that that is a really cool strategy 00:31:47.349 --> 00:31:49.930 for attractions, especially maybe those that 00:31:49.930 --> 00:31:52.109 are looking to figure out how to get people to 00:31:52.109 --> 00:31:54.210 come back. Because you're right. I'm the same 00:31:54.210 --> 00:31:56.549 way. I go to the airport to eat now. Actually, 00:31:57.230 --> 00:32:00.470 my favorite in the C Terminal here at Denver 00:32:00.470 --> 00:32:05.480 is La Casitas. Okay. Actually, do you know? uh 00:32:05.480 --> 00:32:11.180 john from disney uh john dent oh yeah he's always 00:32:11.180 --> 00:32:13.680 telling me they're not the best tamales in in 00:32:13.680 --> 00:32:17.980 in denver but i'm like no they are the best tamales 00:32:17.980 --> 00:32:21.259 so we have that i got that back and forth next 00:32:21.259 --> 00:32:25.319 time i see him but you know because they've they've 00:32:25.319 --> 00:32:28.039 now set up shop in the denver airport and it's 00:32:28.039 --> 00:32:31.170 one of our favorite restaurants locally My husband's 00:32:31.170 --> 00:32:32.710 always like, let's leave three hours early so 00:32:32.710 --> 00:32:34.269 we have enough time to go to La Casita. Because 00:32:34.269 --> 00:32:37.569 you're right. It's a draw for people to be able 00:32:37.569 --> 00:32:43.069 to have these good food experiences. Go ahead. 00:32:43.269 --> 00:32:45.869 No, no, please. Well, I was just going to say, 00:32:45.990 --> 00:32:49.849 into the attractions industry specifically, season 00:32:49.849 --> 00:32:53.150 pass holders or members are such a growing piece 00:32:53.150 --> 00:32:55.690 of the attendance. And so those are folks that 00:32:55.690 --> 00:32:58.940 you want to welcome back, right? Yes. You know, 00:32:58.960 --> 00:33:01.059 you can only ride the ride so many times. So 00:33:01.059 --> 00:33:08.359 coming to dine, right, is very attainable if, 00:33:08.400 --> 00:33:11.059 in fact, you deliver what they're looking for. 00:33:11.279 --> 00:33:15.119 So, you know, knowing who your guests are, knowing 00:33:15.119 --> 00:33:18.119 what they want, giving them a shot, telling them 00:33:18.119 --> 00:33:20.819 about it. Well, I'm curious how you feel about 00:33:20.819 --> 00:33:24.019 these meal passes because, you know, at our park 00:33:24.019 --> 00:33:26.440 that's local, the kids and I all have our meal 00:33:26.440 --> 00:33:29.619 passes. And I will say this, like there's a Friday 00:33:29.619 --> 00:33:31.539 night we don't have anything to do. We'll shoot 00:33:31.539 --> 00:33:33.880 over there, have dinner. And you're right because, 00:33:34.039 --> 00:33:36.960 you know, we've ridden all the rides. I can't 00:33:36.960 --> 00:33:39.759 tell you how many times. And I still love them. 00:33:40.259 --> 00:33:43.900 But, you know, my kids have their favorite restaurant 00:33:43.900 --> 00:33:46.779 inside of Elige's that they go to and eat every 00:33:46.779 --> 00:33:54.289 time. The meal passes have been. there's a lot 00:33:54.289 --> 00:33:56.750 of new, if you, if you have that, there's a lot 00:33:56.750 --> 00:33:58.650 of nuances to them or when you can use them and 00:33:58.650 --> 00:34:01.849 what's available. Sure. But, but they are value. 00:34:01.930 --> 00:34:04.730 If you, in fact, you do that. And of course they're, 00:34:04.730 --> 00:34:10.010 and they're very successful. If developed and 00:34:10.010 --> 00:34:12.250 executed correctly, they're very successful. 00:34:12.349 --> 00:34:17.469 And it's a, it's really all about pricing them 00:34:17.469 --> 00:34:19.969 based on how many times you think you're going 00:34:19.969 --> 00:34:24.340 to go. to Elitch and, and you, but then you don't 00:34:24.340 --> 00:34:28.500 go with that often. And, and so, but there, for 00:34:28.500 --> 00:34:31.500 those folks that use them, they are, they've 00:34:31.500 --> 00:34:34.019 been great. Absolutely great. Well, what I think 00:34:34.019 --> 00:34:38.199 is really cool about it as a mom is just that, 00:34:38.320 --> 00:34:41.239 you know, I can, the kids were going, you know, 00:34:41.239 --> 00:34:44.420 Saturday all day by them, you know, by themselves 00:34:44.420 --> 00:34:47.440 with their friends often. I mean, I'm there a 00:34:47.440 --> 00:34:49.139 lot of times, but they don't want to hang out 00:34:49.139 --> 00:34:52.940 with me. No, no, no. So they're off doing their 00:34:52.940 --> 00:34:55.760 thing. But at least this way, like it's a manageable 00:34:55.760 --> 00:34:59.179 expense for a family. But what I do appreciate 00:34:59.179 --> 00:35:01.519 is there are some good options, right? You know, 00:35:01.519 --> 00:35:05.539 there's some decent food options because it's 00:35:05.539 --> 00:35:07.320 like you said, I'm not going to go there and 00:35:07.320 --> 00:35:09.159 eat on Friday night if I don't know that I can 00:35:09.159 --> 00:35:12.650 get, they've got a burrito bowl. I can tolerate. 00:35:12.849 --> 00:35:14.710 I'll eat that. I'll eat that on Friday nights. 00:35:14.769 --> 00:35:17.130 Right. So the kids can play and have a good time. 00:35:17.170 --> 00:35:19.550 And, and, and, you know, at the end of the day, 00:35:19.610 --> 00:35:22.610 you pay almost twice or three times as much for 00:35:22.610 --> 00:35:25.590 the pass, but it's worth it because of the convenience 00:35:25.590 --> 00:35:28.010 and what it does, especially for me as a parent, 00:35:28.030 --> 00:35:29.309 the peace of mind, I know they're going to have 00:35:29.309 --> 00:35:31.889 food. They're going to eat. The unlimited drinks 00:35:31.889 --> 00:35:38.070 is a huge value add, you know, never can stand 00:35:38.070 --> 00:35:41.500 hydrated. You're calling out great examples of 00:35:41.500 --> 00:35:47.179 how food is used as a value for guests, for sure. 00:35:47.380 --> 00:35:49.119 Elitch does a great job with all that, by the 00:35:49.119 --> 00:35:53.219 way, as you well know. Yeah, I love Elitch's. 00:35:53.320 --> 00:35:55.000 Well, hey, I know we're running up, bumping up 00:35:55.000 --> 00:35:56.679 against time, and there is something I wanted 00:35:56.679 --> 00:35:59.619 to talk to you about, and that is your book and 00:35:59.619 --> 00:36:02.679 the next generation of the workforce. Because, 00:36:02.679 --> 00:36:05.539 you know, that is something. You mentioned you've 00:36:05.539 --> 00:36:07.340 got to be aware of all the parts of the business, 00:36:07.380 --> 00:36:09.320 and food is a part of the business that does 00:36:09.320 --> 00:36:14.900 require quite a lot of staff. We're a very labor 00:36:14.900 --> 00:36:19.320 -intensive business. I don't know how AI is going 00:36:19.320 --> 00:36:21.840 to affect us in the big picture, but I know that 00:36:21.840 --> 00:36:26.400 we still will need hundreds of folks serving 00:36:26.400 --> 00:36:31.400 guests in various and sundry ways. All of that 00:36:31.400 --> 00:36:37.000 can't... Won't go away. Let me ask about my book. 00:36:37.059 --> 00:36:40.579 It's been a number of years ago now. During a 00:36:40.579 --> 00:36:43.380 time, God darn it, probably 12, 15 years ago, 00:36:43.440 --> 00:36:46.820 when labor market was really tough. And not only 00:36:46.820 --> 00:36:51.460 that, colleagues of mine, others around the country, 00:36:51.599 --> 00:36:53.860 everybody was complaining, not only about not 00:36:53.860 --> 00:36:57.539 having enough, but more about, good God, these 00:36:57.539 --> 00:37:01.760 teens today. Sure. They just don't know anything, 00:37:01.940 --> 00:37:04.880 you know, and lots of frustration and people 00:37:04.880 --> 00:37:09.820 calling off from work very casually without concern 00:37:09.820 --> 00:37:14.340 about anything other than I want to go surfing 00:37:14.340 --> 00:37:17.739 today and not work, you know. And so I just, 00:37:17.820 --> 00:37:21.300 at that time, went about starting to chat with 00:37:21.300 --> 00:37:24.460 this kind of, this stemmed out of IAPA, started 00:37:24.460 --> 00:37:26.820 to chat with just all sorts of operators around 00:37:26.820 --> 00:37:30.420 the country. And then with all that said, there 00:37:30.420 --> 00:37:34.000 were also, there was evidence of success. Well, 00:37:34.079 --> 00:37:37.800 you know, these people here are managing a certain 00:37:37.800 --> 00:37:41.260 element this way. They changed the uniforms or 00:37:41.260 --> 00:37:46.260 let their employees wear hats that the guests 00:37:46.260 --> 00:37:50.219 could buy, all the cool hats, not the... industrial 00:37:50.219 --> 00:37:52.699 thing that we used to give them. And that was 00:37:52.699 --> 00:37:55.820 a win. And over here, they were putting training 00:37:55.820 --> 00:37:59.820 online and doing scheduling online. And that 00:37:59.820 --> 00:38:04.539 was a success. And over here, they reformatted 00:38:04.539 --> 00:38:07.619 their entire training program and understood 00:38:07.619 --> 00:38:12.739 that they needed to really educate their employees, 00:38:12.920 --> 00:38:16.460 not just train them and could not assume that. 00:38:17.610 --> 00:38:21.690 That they get it, if you will. And so there were 00:38:21.690 --> 00:38:26.090 all these signs of success. And so I did manage 00:38:26.090 --> 00:38:28.230 to put a whole program together at that time. 00:38:28.269 --> 00:38:33.510 And it was very popular. And I was actively engaged 00:38:33.510 --> 00:38:36.349 with all over the country speaking on the topic. 00:38:36.389 --> 00:38:40.530 And I don't know that too much has changed since 00:38:40.530 --> 00:38:44.989 then. The broad stroke. And under the sensitivity 00:38:44.989 --> 00:38:48.349 of time here, the broad stroke is you've got 00:38:48.349 --> 00:38:51.030 to look at, you have to manage young people through 00:38:51.030 --> 00:38:55.050 their eyes, not through whatever it looked like 00:38:55.050 --> 00:38:58.590 to you at that day, through your own eyes of 00:38:58.590 --> 00:39:01.030 being a teen, but through the eyes of today's 00:39:01.030 --> 00:39:06.190 teens. And at least have some. patience and compassion 00:39:06.190 --> 00:39:09.130 around what that might look like different and 00:39:09.130 --> 00:39:12.250 what might be important to them and make adjustments 00:39:12.250 --> 00:39:15.590 in the workplace and adjustments of maybe policies 00:39:15.590 --> 00:39:20.369 and procedures that inspires and motivates them 00:39:20.369 --> 00:39:25.590 to contribute at higher levels. And it's very 00:39:25.590 --> 00:39:31.110 possible to do that for sure. You know, technology 00:39:31.110 --> 00:39:33.510 always pops up as the big difference. And, you 00:39:33.510 --> 00:39:34.789 know, we all look at it. We're on technology 00:39:34.789 --> 00:39:38.550 right now. But the younger you are, it's so much 00:39:38.550 --> 00:39:40.590 a part of your life at levels that I probably 00:39:40.590 --> 00:39:43.510 can't even understand. And at my age, I certainly 00:39:43.510 --> 00:39:47.449 know the difference as well, that you can survive 00:39:47.449 --> 00:39:51.369 without getting on the computer or my phone, 00:39:51.389 --> 00:39:57.750 I guess, you know, on a daily. So since then. 00:39:58.190 --> 00:40:00.409 I think the biggest thing that's probably changed 00:40:00.409 --> 00:40:09.889 is because of the consistent exposure to technology 00:40:09.889 --> 00:40:14.829 and a screen and so many young folks' social 00:40:14.829 --> 00:40:18.030 life and human connections come through digital 00:40:18.030 --> 00:40:20.690 formats. I don't think that's, this is me thinking 00:40:20.690 --> 00:40:23.769 my own beliefs. I don't think that's doing anybody 00:40:23.769 --> 00:40:28.710 any favors. COVID. kind of accelerated folks. 00:40:28.869 --> 00:40:31.809 They were isolated for a while and that didn't 00:40:31.809 --> 00:40:35.510 help. And so I think there's a growing need to 00:40:35.510 --> 00:40:40.750 really be sensitive to the mental health of young 00:40:40.750 --> 00:40:44.210 people as well. And so, I mean, I know that we 00:40:44.210 --> 00:40:46.889 offer programs for folks that, you know, they 00:40:46.889 --> 00:40:50.090 can get help if they need it. Or we try to make 00:40:50.090 --> 00:40:52.050 sure that we're open to understanding what might 00:40:52.050 --> 00:40:54.170 be going on in somebody's life. And I say we, 00:40:54.269 --> 00:40:57.670 that's our industry now, for sure. But it's a 00:40:57.670 --> 00:41:04.849 requirement because we need them, candidly. But 00:41:04.849 --> 00:41:07.969 we care about that. We, being our industry, are 00:41:07.969 --> 00:41:12.150 great employers. First jobs matter in young people's 00:41:12.150 --> 00:41:16.070 lives. There's countless stories of starting 00:41:16.070 --> 00:41:19.090 at the lifeguard. They're working the ride. They're 00:41:19.090 --> 00:41:21.489 sweeping in the park or working the parking lot 00:41:21.489 --> 00:41:25.170 or selling churros. And the next thing you know, 00:41:25.210 --> 00:41:29.309 you're the president of a park or you found your 00:41:29.309 --> 00:41:33.239 full -time pathway forward. And in fact, IAAPA 00:41:33.239 --> 00:41:34.960 has embraced that through the IAAPA Foundation, 00:41:35.340 --> 00:41:39.800 where our, and I sit on the board of that, as 00:41:39.800 --> 00:41:44.659 our mission is to engage young people into a 00:41:44.659 --> 00:41:48.139 career, into our industry, and to make sure that 00:41:48.139 --> 00:41:51.900 they understand that we're a choice. So, and 00:41:51.900 --> 00:41:54.519 not just a summer job, you know, or a means to 00:41:54.519 --> 00:41:59.590 get my real job. We can be the real job. I mean, 00:41:59.610 --> 00:42:01.210 there's so much more I could say about working 00:42:01.210 --> 00:42:03.710 with young folks or the things that we put together, 00:42:03.829 --> 00:42:09.989 but it's really that looking, understanding what's 00:42:09.989 --> 00:42:12.909 going on in their lives. Yeah, I think that's 00:42:12.909 --> 00:42:19.349 a great way to... To open the eyes of the attraction 00:42:19.349 --> 00:42:21.530 operators, because I agree with you, this is 00:42:21.530 --> 00:42:23.409 one of the things that I love the most about 00:42:23.409 --> 00:42:25.269 this industry. And I have to say from my own 00:42:25.269 --> 00:42:27.710 personal experience as a young person who started 00:42:27.710 --> 00:42:31.130 in an attraction, this is kind of my moonshot. 00:42:31.190 --> 00:42:34.329 I didn't have a college degree. I didn't have 00:42:34.329 --> 00:42:38.929 parents who had done anything really big and 00:42:38.929 --> 00:42:41.329 I didn't have a lot of guidance, but I did have 00:42:41.329 --> 00:42:46.380 this job where I could see an opportunity. in 00:42:46.380 --> 00:42:49.960 the future and i think if we really look at like 00:42:49.960 --> 00:42:52.760 what we can do for the young gen the next generation 00:42:52.760 --> 00:42:54.960 of people with regards to the jobs that we're 00:42:54.960 --> 00:42:57.679 creating for them and the opportunities it's 00:42:57.679 --> 00:43:01.099 so huge i love this about our industry we um 00:43:01.099 --> 00:43:05.079 uh through our foundation there's a lot of diapus 00:43:05.079 --> 00:43:07.599 foundation there is um yeah there are things 00:43:07.599 --> 00:43:09.179 in the work to make sure that we're communicating 00:43:09.179 --> 00:43:13.510 that in a broad, broad level to the young people 00:43:13.510 --> 00:43:15.989 we have even right now. So they're thinking about, 00:43:16.010 --> 00:43:18.530 cause you can go so many ways, right? You go 00:43:18.530 --> 00:43:20.469 to, you might be selling funnel cakes today, 00:43:20.550 --> 00:43:23.789 but I can take my technology interests or my 00:43:23.789 --> 00:43:28.050 mechanical engineering interests or my marketing 00:43:28.050 --> 00:43:31.210 or finance or other, whatever, or culinary interests 00:43:31.210 --> 00:43:36.050 and find a professional pathway forward within 00:43:36.050 --> 00:43:39.670 our industry. And, and do that anywhere in the 00:43:39.670 --> 00:43:43.469 world. So lots of opportunities all over the 00:43:43.469 --> 00:43:47.550 place. That's amazing. Well, Ken, I so appreciate 00:43:47.550 --> 00:43:49.809 you being on the show and spending so much time. 00:43:49.869 --> 00:43:52.050 I know we're bumping up on time and you've been 00:43:52.050 --> 00:43:54.469 so generous with your time and the information 00:43:54.469 --> 00:43:57.010 that you shared today. I want to make sure that 00:43:57.010 --> 00:44:00.429 if anyone is watching today or listening on our 00:44:00.429 --> 00:44:02.710 podcast, you know, what's the best way for them 00:44:02.710 --> 00:44:05.710 to get a hold of you or connect with you? Yeah, 00:44:05.750 --> 00:44:08.690 I get it. without having anything on the screen 00:44:08.690 --> 00:44:11.630 the simplest way is linkedin i mean that's my 00:44:11.630 --> 00:44:17.010 only that's my only uh social network and uh 00:44:17.010 --> 00:44:20.849 and i spend a moment on there so uh uh i'm easy 00:44:20.849 --> 00:44:23.510 to find on there just ken whiting and i'm sure 00:44:23.510 --> 00:44:26.449 i'll pop right up so yeah that's awesome i actually 00:44:26.449 --> 00:44:29.349 really love that our industry has embraced linkedin 00:44:29.349 --> 00:44:32.639 too because I'm sure like you, I've been in this 00:44:32.639 --> 00:44:34.780 industry for a long time. There was a time where 00:44:34.780 --> 00:44:36.599 I didn't know how to connect with my colleagues. 00:44:36.699 --> 00:44:39.780 And today, you know, we're very lucky that way. 00:44:40.139 --> 00:44:44.900 I am not a social media guy, but over time, I 00:44:44.900 --> 00:44:49.460 built my really around the attractions industry 00:44:49.460 --> 00:44:51.559 and maybe food and beverage industry, hospitality 00:44:51.559 --> 00:44:55.079 in the bigger picture. And I get, I mean, on 00:44:55.079 --> 00:44:57.900 a daily, every day, there's somebody reaching 00:44:57.900 --> 00:45:00.920 out to me. about something and from all over 00:45:00.920 --> 00:45:03.139 the world. And yeah, it's pretty, it's pretty 00:45:03.139 --> 00:45:05.940 powerful. Well, of course, cause you are an amazing 00:45:05.940 --> 00:45:08.059 man who's done amazing things and I appreciate 00:45:08.059 --> 00:45:10.780 you sharing your journey and your insights. And 00:45:10.780 --> 00:45:13.199 I appreciate you being on the show today. I really 00:45:13.199 --> 00:45:16.739 do. Yeah. Thank you for saying that. And I'm 00:45:16.739 --> 00:45:19.599 grateful one for the time, but also for what 00:45:19.599 --> 00:45:21.500 you're doing for the industry. This is, this 00:45:21.500 --> 00:45:25.119 is real. You're bringing on folks that are, you 00:45:25.119 --> 00:45:27.230 know, the sum total is a. A lot of information 00:45:27.230 --> 00:45:32.489 for those that can follow you and learn a lot. 00:45:32.769 --> 00:45:34.889 Hey, well, I appreciate that. And you know what? 00:45:34.929 --> 00:45:37.349 We failed to mention you are the 50th guest and 00:45:37.349 --> 00:45:40.110 we are celebrating the 50th guest today. So thank 00:45:40.110 --> 00:45:44.050 you for being one of those monumental guests 00:45:44.050 --> 00:45:47.949 for me today. My team reminded me, they're like, 00:45:48.050 --> 00:45:50.889 remember, he's the 50th guest. And you reminded 00:45:50.889 --> 00:45:53.969 me before we came on here. So that's really neat. 00:45:54.030 --> 00:45:55.510 So thank you for sharing that with me today. 00:45:56.030 --> 00:45:57.730 Very fun. Well, it's been my pleasure to be a 00:45:57.730 --> 00:45:59.929 part of this. All right. Well, I'll talk to you 00:45:59.929 --> 00:46:02.250 soon. Thanks for being here. All right. I'm out. 00:46:04.949 --> 00:46:07.809 All right, guys, that was a great show with somebody 00:46:07.809 --> 00:46:10.610 that I think everybody needs to hear from or 00:46:10.610 --> 00:46:13.969 listen to. And we can all learn from really. 00:46:14.110 --> 00:46:17.610 I know I learned a lot today and I say this all 00:46:17.610 --> 00:46:20.449 the time, but like, I feel like my brain is getting. 00:46:21.670 --> 00:46:25.469 bigger because I've been able to sit with 50 00:46:25.469 --> 00:46:28.349 of the most incredible people in this industry 00:46:28.349 --> 00:46:30.869 and have conversations with them about their 00:46:30.869 --> 00:46:33.190 careers, what they're doing, the insights that 00:46:33.190 --> 00:46:36.130 they have. And I, I do hope that that's something 00:46:36.130 --> 00:46:38.110 that you also get from this show. Maybe your 00:46:38.110 --> 00:46:40.429 brain's going to expand and get bigger like mine 00:46:40.429 --> 00:46:43.210 because you're watching. So I do want to thank 00:46:43.210 --> 00:46:45.150 you for watching. I want to thank the team who 00:46:45.150 --> 00:46:48.809 helps us put together this show and for all the 00:46:48.809 --> 00:46:52.240 guests that have been on here. It's such a, I'm 00:46:52.240 --> 00:46:55.420 so excited that we've hit the 50th guest today. 00:46:55.539 --> 00:46:58.739 That's just an incredible accomplishment for 00:46:58.739 --> 00:47:01.559 both me and my team, but also I couldn't have 00:47:01.559 --> 00:47:04.539 done this without these amazing guests. So I 00:47:04.539 --> 00:47:05.940 really want to thank you for being here with 00:47:05.940 --> 00:47:08.519 me today, for being a part of the conversation 00:47:08.519 --> 00:47:12.619 and for continuing on your professional journey 00:47:12.619 --> 00:47:14.980 of getting better at what you do. We know that 00:47:14.980 --> 00:47:18.920 information like this can help parks thrive and 00:47:18.920 --> 00:47:24.210 create. better experiences for our guests. And 00:47:24.210 --> 00:47:26.530 that's really the end goal is massive success 00:47:26.530 --> 00:47:29.650 in this industry means happy guests and happy 00:47:29.650 --> 00:47:32.909 people. So this is just part of that conversation 00:47:32.909 --> 00:47:35.349 that we need to be having. And I'm really grateful 00:47:35.349 --> 00:47:38.869 to Ken for being here today. And this show would 00:47:38.869 --> 00:47:42.010 not be possible without our sponsors, GateMaster 00:47:42.010 --> 00:47:44.530 Technology. And I hope that you will visit them 00:47:44.530 --> 00:47:49.690 today at www .gatemaster .com and find out more 00:47:49.690 --> 00:47:52.210 about how you can have integrated technology 00:47:52.210 --> 00:47:55.369 that helps with your guest experience and maybe 00:47:55.369 --> 00:47:57.130 even helps your team. We've talked a lot about 00:47:57.130 --> 00:48:00.460 on this show how your tech stack. Says a lot 00:48:00.460 --> 00:48:02.360 about how you feel about your guests and your 00:48:02.360 --> 00:48:04.500 team members. And I think that a big part of 00:48:04.500 --> 00:48:06.960 that is, you know, the work that has to be done 00:48:06.960 --> 00:48:09.480 in order for it to be efficient. And we can certainly 00:48:09.480 --> 00:48:11.519 help you with some of that. And even if you aren't 00:48:11.519 --> 00:48:14.059 looking at making the switch, we also have our 00:48:14.059 --> 00:48:18.500 performance coaching where we just help you strategize 00:48:18.500 --> 00:48:20.780 about how you can make more money with your existing 00:48:20.780 --> 00:48:24.420 system. So feel free to reach out to us if that's 00:48:24.420 --> 00:48:27.039 something that we can help you with. So thank 00:48:27.039 --> 00:48:31.289 you again for being. a viewer, a listener. If 00:48:31.289 --> 00:48:33.570 you're listening on the podcast, be sure to leave 00:48:33.570 --> 00:48:36.510 us a comment. If you're listening live, we appreciate 00:48:36.510 --> 00:48:39.630 the comments. If you're listening on a replay, 00:48:39.829 --> 00:48:42.730 hashtag replay so we know you were here. We'd 00:48:42.730 --> 00:48:46.150 love to celebrate you and know that you were 00:48:46.150 --> 00:48:49.030 here. I appreciate you guys and I'll see you 00:48:49.030 --> 00:48:51.530 on the next Live with Sondra. Take care.