Skip the Queue
Skip the Queue is for visitor attraction owners, directors and suppliers who want to improve their organisations and deliver a better experience for their guests. Each episode we speak with inspiring industry experts who share their knowledge of what really makes an attraction successful. This podcast is brought to you by Merac. We're here to help attractions unlock growth with innovative solutions, expert insights, and customer-first strategies.
How is AI starting to play a role in visitor attractions - Dominique Bouchard
In this episode of Skip the Queue, Andy Povey is joined by Dominique Bouchard, Heritage and Engagement Director at Leeds Castle and incoming Creative Director at the Shakespeare Birthplace Trust, to explore how artificial intelligence is transforming heritage storytelling. They discuss the creation of the world’s first interactive historical AI avatar, how Leeds Castle brought Queen Eleanor of Castile to life, and what this innovation means for the future of visitor engagement across heritage attractions.
Topics Discussed:
How artificial intelligence is reshaping heritage storytelling The creation of Leeds Castle’s interactive Queen Eleanor of Castile AI a...Climate Action in Attractions: What’s Holding the Industry Back? - Vero Celis and Marie Rayner with Ruth Read
In this Skip the Queue podcast episode, our guest host Ruth Read, Director of blooloop and greenloop, is joined by Vero Celis, CEO and Founder of Valumia and Sustainability Advisor at Skutek Consulting, and Marie Rayner, Director of Project Development and Sustainability Lead at Storyland Studios, to discuss sustainability in the attractions industry, focusing on practical climate action, key risks, and how small, data-driven steps can create meaningful progress.
Topics Discussed:
what sustainability and climate action mean for attractions how to get started using existing data and simple steps integrating sustainability into storytelling and guest experience ...The Future of Experiences: What Guests Expect Now (and What Comes Next) - Andy Zimmerman
Andy Povey is joined by Andy Zimmerman, CEO of Journey, the global design and innovation agency behind some of the world's most innovative immersive experiences. Andy shares how Journey blends storytelling, technology, and multidisciplinary creativity to transform everything from theme parks and observation decks to healthcare and live entertainment. They discuss the shift from digital to real-world experiences, the importance of designing every touchpoint in the guest journey, and why the most memorable moments often happen before the main event even begins.
Topics Discussed
How Journey creates world-class immersive experiences across multiple industries Why s...What Three Generations of Women Can Teach Us About Running a Theme Park - Debs Griffin
Andy Povey is joined by Debs Griffin, Director of Sundown Adventureland, to explore a family-run theme park shaped by three generations of women. The conversation covers its growth into a leading destination for young families, alongside insights on expansion, operations, and maintaining a clear focus on imaginative play for children under 10.
Topics Discussed
Origins and growth of Sundown Adventureland Three generations of female leadership Expansion into rides, play areas, and accommodation Challenges in staffing and operations Importance of hands-on leadership Focus on under 10s and free play experiences Balancing growth while maintaining family valuesFrom Zoo to Conservation Experience: Reinventing a 200-Year-Old Institution-Matthew Philpott
In this episode, Andy Povey is joined by Matthew Philpott, Head of Marketing at Bristol Zoological Society to discuss the transformation of Bristol Zoological Society and the move from Bristol Zoo Gardens to the larger, conservation focused Bristol Zoo Project.
They explore how the new site prioritises animal welfare through natural habitats, the challenges of relocating animals including gorillas, and the creation of immersive environments like the African Forest. The episode also touches on changing visitor expectations and the evolving role of zoos in global conservation.
Key Topics Discussed
Transformation from city z...What happens when museums stop giving answers and start asking questions instead - Donna Speed
In this episode of Skip the Queue, Andy Povey is joined by Donna Speed, CEO of We The Curious, to explore how curiosity can transform visitor experiences. Following major challenges, including COVID-19 and a devastating fire in 2022, the organisation rebuilt with a strong community-first approach, taking science directly to people through outreach while the venue was closed.
The conversation focuses on a shift from traditional, answer-led exhibitions to question-led experiences, highlighted by the “Project What If” exhibition built from over 20,000 public questions. Donna shares how co-creation, inclusivity, and audience-led design are reshaping engagement, and how attractions can bala...
Dark Universe at Epic Universe: Design Secrets from Universal Creative and Framestore - Greg Hall and Max MacEwan
In this episode of Skip the Queue, Andy Povey speaks with Greg Hall from Universal Creative and Max MacEwan from Framestore about the creation of Dark Universe at Universal Epic Universe. Inspired by the legacy of Universal Monsters, they explore how storytelling, technology, and psychology come together to create a thrilling yet re-rideable attraction. The conversation highlights the importance of anticipation, immersive queue design, creative collaboration, and balancing innovation with guest experience.
Key Topics Discussed
Creating Dark Universe at Universal Epic Universe Reimagining Universal Monsters for a modern audience Designing immersive queues and building anticipation Balancing...Why neuroinclusion needs to be top of mind for themed attractions - with Robbie Jones
In this episode of Skip the Queue, host Andy Povey is joined by Robbie Jones from Katapult to discuss how guest insights and psychology shape the design of modern visitor attractions. Robbie shares how Katapult works with IPs, theme parks and destinations to create experiences that focus on guest behaviour, emotions and expectations.
The conversation centres on a groundbreaking four-year research project with University of Birmingham and Drayton Manor Resort exploring how attractions can better support neurodivergent guests. The project aims to develop a global blueprint for neuroinclusive design that improves accessibility while maintaining exciting and immersive...
The Leaders Redefining the Visitor Attractions Industry - Emily Popovich, Rachael Hamilton, Ruth Read, Liz Sanchez Rasking & Claire Furnival
In this special International Women’s Day episode of Skip the Queue, guest host Claire Furnival brings together four leaders from across the global visitor attractions industry to discuss progress, challenges and what comes next.
Joining Claire are Emily Popovich of KMI International, Rachael Hamilton of Rise AV, Liz Sanchez Rasking of Looking Glass Strategies and Entertainment SHE-nanigans, and Ruth Read of blooloop.
They share personal career journeys and discuss the ongoing barriers women face, including pay gaps, unconscious bias, burnout, safety at trade shows and confidence in leadership. The episode highlights practical initiatives driving ch...
Master Planning the Future: How to Build Visitor Attractions That Last - Ray Hole
In this episode of Skip the Queue, Andy Povey is joined by Ray Hole of Ray Hole Architects for a wide-ranging and thought-provoking conversation about strategy, storytelling and the true economics of experience design.
Key Topics Discussed
The “Camelot” collaboration model in attraction development Experience economy vs. pure economics Primacy and recency effects in guest psychology Designing the departure experience Turning operational cost into experiential value Storytelling through architecture Instagrammable design and generational behaviour Empathy in ticketing and security Integrating accommodation into attraction strategy Converting capex into revenue-generating experiences
Show References:
...
Live at Cultural Enterprises Conference with Richard Paterson
In this live episode of Skip the Queue, recorded at the Association of Cultural Enterprises Conference, Andy Povey is joined by Richard Paterson, Chief Operating Officer at the Shakespeare Birthplace Trust, to explore the delicate balance between commercial performance and heritage protection.
Richard shares practical, real-world strategies for running sustainable cultural attractions in a challenging post-Covid landscape from improving ticket yield to rethinking discount strategies.
Key Topics Discussed:
Post-Covid financial pressures on cultural attractions Increasing income yield without increasing footfallSimplifying ticket structures at the Shakespeare Birthplace TrustReducing and rationalising discountsEncouraging online booking vs on-the-door s...From Brand to Belonging: Designing Experiences People Feel Connected to - Mark Lofthouse
In this episode of Skip the Queue, Andy Povey is joined by Mark Lofthouse, Creative Director and Business & Client Strategy Manager at RWS Global, a global entertainment company delivering experiences across attractions, live events and destination design.
Mark shares his journey into the attractions industry, from starting out in haunted attractions as a teenager to leading creative strategy on IP-led experiences around the world. Andy and Mark talks about how brands and attractions can create meaningful emotional connections, why guest-first design is critical to commercial success, and how IP partnerships can help venues reach new audiences when...
How to Design Play Spaces That Drive Revenue and Repeat Visits - Simon Egan
In this episode of Skip the Queue, Andy Povey is joined by Simon Egan, Project Development Fellow at CAPCO, the creative studio behind some of the UK’s most immersive and story-led play environments.
Simon shares his unexpected journey into the attractions industry, from co-creating the much-loved BeWILDerwood to founding CAPCO and championing play as a powerful driver of social connection, wellbeing, and commercial success. Andy and Simon explore why play matters more than ever in a screen-dominated world, how storytelling can transform visitor experiences, and what attractions can learn from farm parks, schools, and international projects.
...How to Improve Your Attraction’s Website in 2026: What the Latest Data Tells Us - Simon Jones and Steve Mills
In this episode of Skip the Queue, Andy Povey explores how visitor attractions can improve website performance in 2026 using insight from the 4th Visitor Attractions Website Survey.
Andy is joined by two contributors to the report:
Simon Jones, Managing Director at NavigateSteve Mills, Director at Decision HouseThey break down what visitors expect from attraction websites, how digital behaviour is changing, and where operators should focus to improve conversion, visibility and trust.
Key Topics Discussed:
AI search and how visitors are using it without realisingMobile-first design and poor mobile performanceWebsite speed and...Burnout and Blue Monday: Why Wellness Matters in the Attractions Industry - Emma Newell
This special Monday release of Skip the Queue marks Blue Monday, often labelled the most depressing day of the year. But is Blue Monday real, or just clever marketing?
Andy Povey is joined by Emma Newell, Chair of the TEA Wellness Council, to unpack the truth behind Blue Monday and explore a much bigger issue facing the attractions industry: burnout.
Key Topics Covered:
The truth about Blue MondayWhat burnout really looks likeThe Window of ToleranceWhy the attractions industry is uniquely challengingWhy burnout often feels “normal” in themed entertainmentSeasonal living and energy managementLeadership, boundaries and respo...Windsor Great Park Illuminated: Designing Experiences That Draw Guests Back Year After Year - Rob Paul and Kathryn Stafford
Step into the woods with us for a behind-the-scenes look at one of the UK’s most iconic winter light trails: Windsor Great Park Illuminated.
In this episode of Skip the Queue, Paul Marden is joined on-site by Rob Paul, Design Director at LCI Productions, and Kathryn Stafford, Senior Events Manager at IMG Events, to discuss how this 2.2km light trail continues to evolve, surprise and delight hundreds of thousands of visitors each year.
Rob and Kathryn reveal how they transform a natural woodland into a breathtaking immersive world — all while protecting wildlife and crafting stor...
Attraction Trends 2026 and insights from the TEA Global Experience Index - Melissa Oviedo, Martin Palicki and Edmond Chih
In this episode of Skip the Queue, Andy Povey is joined by Melissa Oviedo (TEA), Martin Palicki (InPark Magazine), and Ed Chih (ECA) to discuss the TEA Global Experience Index and trends shaping the attractions industry in 2026.
Key Topics Covered:
Overview of the TEA Global Experience Index and global attendance trendsShifts in guest expectations and evolving experiencesRise of immersive IP-driven experiencesImportance of reinvestment for long-term successStrategies to compete for guest attention and engagementRole of storytelling and brand integration in attractionsGrowth of cruise lines and location-based entertainmentInsights for operators, developers, designers, and storytellers
Show R...
When VFX meets visitor attractions - Rob Liddell and Simon Clarke
Andy Povey is joined by two guests at the forefront of this space: Rob Liddell, Executive Producer at BBC Studios Science Unit, and Simon Clarke, Creative Director and Founder of Moonraker VFX. Fresh from announcing their new creative partnership, they’re here to share what happens when world-class storytelling meets cutting-edge visual effects in the world of immersive experiences.
Show References:
Rob Liddell, Executive Producer at BBC Studios Science Unit
https://productions.bbcstudios.com/our-production-brands/the-science-unit/https://www.linkedin.com/in/rob-liddell-171639137/
Simon Clarke, Creative Director and Found...
How to Engage All the Senses: Building More Immersive Attractions
Today’s attractions need to do more than look amazing — they need to feel, sound, and even smell unforgettable. In this episode, we explore how to go beyond the visual and bring audio, scent and motion to the forefront of the guest experience. Paul Marden is joined by Liam Findlay, Theme Park and Museum Scenting Consultant from AromaPrime Themed Scents; David Wakefield Director and Co-founder of On the Sly; and Matt Clarkson, Creative Director of Simworx.
Show References:
Liam R. Findlay – Theme Park & Museum Scenting Consultant, AromaPrime Themed Scents
Reflect. Adapt. Thrive - Science and Discovery Centres the next 25 years.
In today’s episode, recorded live at the National Science and Media Museum during the Association for Science and Discovery Centres Annual Conference 2025, we’re exploring what’s on the horizon for Science and Discovery Centres right now, over the next 5 years, and looking even further ahead to the next 25 years.
It’s a throwback to the break between Seasons 6 and 7, when Paul Marden was invited to the ASDC National Conference in Bradford, at the height of the Bradford City of Culture celebrations. It was Paul’s first time in Bradford, but not his first ASDC conference, and this o...
The Role Of Data For Visitor Attraction Management with Jim Deegan and Ernesto Batista- Sanchez
This week on Skip The Queue we explore the science behind ensuring good visitor experiences, by looking at the role data has to play in this
Joining me are two experts in this field, Professor Jim Deegan, economist, tourism policy expert, and founder of the National Centre for Tourism Policy Studies at the University of Limerick, and Ernesto Sánchez- Batista, an expert in destination planning and digital transformation.
Together, they have been instrumental in developing a new Tourism Data Dashboard. This has been utilised to transform the visitor experience at The Cliffs of Moher, o...
Behind the Screams: How Avon Valley Masters Halloween Attractions - Doug Douglas
We’ve got a frightfully good episode for you today on Skip The Queue. We’re taking a trip to the dark side… where screams echo, shadows stir and the scare actors never seem to take a night off.
We’re joined by the team behind Avon Valley’s FEAR Scream Park, a family-run adventure park with more than 35 years of experience, and now home to one of the UK’s most terrifying Halloween events.
Winners of Best Event Entertainment at the 2024 Thrill Nation Halloween Awards, Avon Valley has mastered the art of blending immersive theatre, mult...
How to Build a High-Converting Online Gift Shop for Museums and Attractions - Stephen Spencer and Simon Jones
Paul Marden and Andy Povey head to the VAC 2025 Conference at the Queen Elizabeth II Centre in Westminster, London, to explore the evolving world of attraction retail and e-commerce.
With special participation from Skip the Queue’s founding host, Kelly Molson, the conversation delves into practical steps for creating seamless, authentic and profitable online experiences.
Joining him are industry experts Stephen Spencer, Director of Stephen Spencer + Associates, and Simon Jones, Managing Director of Navigate Agency, to discuss how attractions can create e-commerce gift shops that truly enhance the visitor experience.
They discuss the Vis...
LIVE from AVEA Conference 2025 - Get your attraction retail ready
Paul Marden heads to the AVEA conference in front of a LIVE audience to find out why gift shops are such an important part of the attraction mix.
Joining him is Jennifer Kennedy, Retail Consultant, JK Consulting and Michael Dolan, MD of Shamrock Gift Company. They discuss why your gift shop is an integral part of your brand and why it needs to be just as good as the experience you have on offer.
This coinsides with the launch of our brand new playbook: ‘The Retail Ready Guide To Going Beyond The Gift Shop’, where you ca...
Behind the scenes at The Traitors Live Experience - Neil Connolly
This week on Skip the Queue, we’re stepping into the turret and turning up the tension, as we explore one of the UK’s most talked-about immersive experiences.
Paul Marden is joined by Neil Connolly, Creative Director at The Everywhere Group, who have brought The Traitors Live Experience to life. With over 10 million viewers watching every betrayal, backstab and banishment on the BBC show, expectations for the live version were nothing short of murderous.
So, how do you even begin to transform a TV juggernaut into a thrilling, guest-led experience? Let’s find out who’s...
Green by Design - Choni Fernández
In this episode, we chat with Choni Fernández, Chief Sustainability Officer and Customer at PortAventura World, the first carbon-neutral theme park in the world, and now proudly B Corp certified.
Choni isn’t just ticking ESG boxes, she’s leading a cultural shift in how attractions operate. From zero-emissions hotels to renewable energy and deep supply chain work, PortAventura is setting the global standard.
In this episode, we dive into the real work behind the headlines. How do you build a sustainability culture that actually sticks? Can you lead without a big green team? And w...
Leading with Authenticity - Andreas Andersen
It’s Day 3 of IAAPA Expo Europe, and this episode of Skip the Queue brings you insights from industry leaders. Hear from Andreas Andersen (Liseberg), Peter van der Schans (IAAPA EMEA), Laura Read (Marwell Zoo), Aaron Wilson (ProSlide), and Robbi Jones (Katapult) on resilience, creativity, and the future of attractions.
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden, with co host Andy Povey and roving reporter Claire Furnival.
If you li...
Magic in the Sky - Jérôme Giacomoni
In this episode of Skip the Queue, Andy Povey sits down with Jérôme Giacomoni, co-founder and Chairman of AEROPHILE, the world leader in tethered gas balloons and immersive aerial experiences. Jérôme shares the story of how AEROPHILE began with a simple idea, to “make everybody fly” and grew into a global company operating in multiple countries, including France and the U.S.
Tune in to hear about the company’s signature attractions, including tethered balloon flights, the innovative Aerobar concept, and high-profile projects such as how you can experience flying the Olympic cauldron in Paris...
The £100 Million Dream - Andy Hadden
In this episode of Skip the Queue, host Paul Marden speaks with Andy Hadden, founder of the Lost Shore Surf Resort in Scotland. Andy shares the remarkable journey from his sporting background and early property career to discovering wave technology in the Basque Country, which inspired him to bring inland surfing to Scotland. Despite starting with no money and no land, Andy raised over £100 million and built one of the world’s most advanced inland surf destinations. He explains how Lost Shore Surf Resort combines world-class waves with a strong community focus, sustainability initiatives, and partnerships with schools and uni...
Think Different, Do Different - Massimiliano Freddi
We’ve well and truly kicked off season 7 in style as we welcome our first guest onto the show - IAAPA Board Chairman, Massimiliano Freddi. In this episode, Paul sits down with Massimiliano Freddi, the first Italian to ever hold the role of IAAPA Chairman in the association’s 107-year history. From his early dream of running a theme park to founding Wonderwood and shaping Italy’s unique attractions landscape, Massi shares how passion, storytelling, and a people-first mindset continue to drive his vision for the industry.
Skip The Queue is back for Season 7 and we’re announcin...
Go Big Or Go Home!
Skip The Queue is back for Season 7 and we’re announcing some big changes! Get ready for new hosts, a fresh new look, weekly content and find out where you can catch us live at events to be part of the action.
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden and Andy Povey.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by...
It's not pipes and slippers
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter or Bluesky for your chance to win the books t...
Collaboration in the Maritime Museums Sector
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter or Bluesky for your chance to win the books t...
Museums + Heritage Show 2025 the big catch up
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your hosts are Paul Marden and Andy Povey.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us.
Show references:
Anna Preedy, Director M+H...
What does best in class museum retail look like?
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter or Bluesky for your chance to win the books t...
25 Years of the Millennium Projects - Dynamic Earth
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter or Bluesky for your chance to win the books t...
Starting a new heritage attraction in the UAE
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter or Bluesky for your chance to win the books t...
Sharing our secret squirrel project - Crowd Convert
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter or Bluesky for your chance to win the books t...
Innovation in the Cultural Sector - the View from the Top
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter or Bluesky for your chance to win the books t...
Vox pops from the Farm Attractions Conference 2025
Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.
If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.
If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter or Bluesky for your chance to win the books t...
