15 - 17 April, 2019
The Meydan Hotel, Dubai, United Arab Emirates

Conference Day Two: Wednesday, 17 April 2019

8:30 am - 9:20 am Registration And Networking

9:20 am - 9:30 am Chairperson’s Opening Remarks

Keeping Content Relevant: Developing New Forms Of Content Delivery To Engage Visitors And Triple Ticket Sales

Innovative, fresh theme park attractions with powerful storytelling and engaging theming keep visitors longing to come back and drive word of mouth marketing.
From Harry Potter World to Legoland and Disney’s Star Wars it is essential that your park has a theme to connect with the audience. Operators spend millions on their content investment with the hope that their attractions will last decades.
But in a region of diverse cultures and ages how do you decide which theme is appropriate for your park to drive footfall and increase sales?

This panel session will discuss:

  • Meeting consumer demand for immersive story experiences through partnership with popular entertainment franchises
  • Analysing themes that engage with the Middle East audience but also respect their culture and heritage
  • Debating whether park operators need to work with IPs and franchises to create memorable experiences and attract international audiences?
  • How do theme park designers create content that ensures longevity and connects to the future generations?


Paul Osterhout

Vice President
Universal Parks and Resorts, Orlando, Florida


Dr Hayat Shamsuddin

VP Arts & Culture, Content & Programming
EXPO 2020


Heather Redling

Director of Marketing
Legoland, Dubai


Dina Kfouri

Regional Head of Marketing
Bounce Middle East

10:00 am - 10:20 am INTERNATIONAL CASE STUDY: If we brand it, will they come? Uncover the magic behind LEGOLAND® theme parks and how their branding strategy delivers a worldwide audience

Heather Redling - Director of Marketing, Legoland, Dubai
One of the key ways in which park operators look to differentiate and compete is to work with IP brands to drive visitor attendance and leverage their international status.
However we all know branded attractions worth multi-million dollars that have been scrapped. So what can we learn from this?
In this exclusive presentation you will hear from one of the worlds most powerful brands on the key strategies to ensure your theme park meets brand expectations and avoids expensive failures.

This exclusive project case study insight will demonstrate:

  • Key learning’s from opening a Middle East theme park featuring one of the world’s most powerful brand’s
  • Uncovering how to communicate your brand across a variety of cultures
  • Identifying how to deliver a consistent brand from what is being promised on the brochure and website to what’s being delivered in the park


Heather Redling

Director of Marketing
Legoland, Dubai

10:20 am - 10:40 am The Rise Of The ‘Experience Economy’: How Ar And Vr Can Fulfill The Needs Of Surge Of Consumers Looking To Spend Their Money On Experiences Than Products

The experience economy y is one of the most important global trends. More than ever consumers are looking for unique, immersive and interactive experiences where they can escape from reality.
This exclusive presentation will demonstrate how AR/VR can revolutionize your attraction and make it a truly unmissable experiences

This interactive session will discuss:

  • Enriching consumers experiences through innovations in AR/VR
  • How can AR/VR be used in PR/marketing to create an exciting ‘buzz’ around your attraction and increase visitor footfall
  • Discover how AR/VR can bring together information and entertainment and provide compelling and enriching content for your attraction

10:40 am - 11:10 am REGIONAL TRAILBLAZER: ‘Take a pic or it didn’t happen’ – How the mantra of social media is driving todays theme parks and visitor attendance

Lisa Goswell - Director - International Market Development, DXB Entertainments
Shane Dallas - Social Media Specialist, Keynote Speaker & Trainer,, The Travel Camel
The social media landscape is rapidly evolving and having a direct impact on theme parks and attractions. Whilst the social media revolution is not a new concept there are an increasing number of innovative social media tools and strategies that can benefit attractions and their visitors.
In a world where over nearly 3 billion people live in a virtual world and expect to be connected anytime and anywhere, it is has never been more important to ensure you have a world class social media strategy in place, because without it ultimately your attraction will fail.
Key question: How theme parks and attractions are leveraging social media to connect to millennials and convert likes, shares and posts into visits!

Senior Leadership should therefore acknowledge:

  • Demonstrating how an effective social media strategy can open attractions to new audiences and triple ticket sales
  • Discussing innovative strategies to create more social media opportunities onsite to improve guest experience and encourage word of mouth
  • Get trending! How to create a social buzz and get people talking about your attraction organically
  • Discussing world class social media strategy examples of successful theme parks and attractions


Lisa Goswell

Director - International Market Development
DXB Entertainments


Shane Dallas

Social Media Specialist, Keynote Speaker & Trainer,
The Travel Camel

11:10 am - 11:40 am Networking coffee break

Creating Innovative Indoor Entertainment Options To Compete With Home Entertainment And Attract The Millennial Generation

11:40 am - 12:00 pm REGIONAL TRAILBLAZER: Esports: How gaming is reshaping the entertainment industry and why your indoor entertainment attraction cannot afford to ignore!

Gaming is now the world’s favourite form of entertainment, it has grown into a multi-billion dollar industry over a few decades, becoming the largest entertainment vertical in the world. Given the surge in access to smartphones, computers and the internet, video games are now a staple in the lives of over 1.6 billion people.
So how does this effect theme parks and entertainment development?

This interactive session will discuss:

  • How is gaming disrupting the entertainment sector and why is it essential park operators and entertainment developers take note
  • How attractions can partner with gaming companies to deliver an increasingly compelling experience for consumers
  • How innovations such as AR and VR will increase the demand for gaming options
  • Case study examples of attractions already partnering with gaming such as Universal Parks and Nintendo


12:00 pm - 12:20 pm Reserved For Eaton

12:20 pm - 12:40 pm EXCLUSIVE CASE STUDY: Bringing snow to the desert: How innovative indoor concepts like Snow City drives visitors 365 days a year in Saudi Arabia

Mohamed Attia - General Manager, Al Othaim Leisure, GCC
Saudi Arabia is pushing to provide more entertainment options for its residents, many of whom turn to neighbouring countries such as Bahrain and Dubai. When Snow city opened it received enthusiastic all round support and an excited customer audience who had ‘never experienced snow before’. 2 years after is has opened it is still remaining a hotspot attraction in Saudi Arabia. This exclusive project case study will demonstrate innovative strategies and customer loyalty programmes that keep people coming back for more.

  • Uncovering strategic investment plans and programmes that drive visitor attractions 36 days a year
  • How Snow City has adopted innovative technologies and indoor activities to enhance customer experience
  • How its loyal customer base attracts leisure and retail business increasing overall revenue for the indoor park
  • Snow City’s expansion plans into

Mohamed Attia

General Manager
Al Othaim Leisure, GCC

12:40 pm - 1:00 pm Reserved For Walltopia

1:00 pm - 1:30 pm TRAILBLAZER PANEL: Thinking outside the (X)box: Driving indoor entertainment centre growth in a convenient home entertainment world

John Lacey - Founder and Managing Director, Power League Gaming
Mohamed Attia - General Manager, Al Othaim Leisure, GCC
Senior representative - ., Ropes Courses
In an era where it is possible to have almost any form of entertainment in your living room whether its through home gaming options such as X box live or web streaming services such as Netflix and Hulu, it has left family entertainment centres wondering what this new found convenience means for them?
This strategic panel discussion will demonstrate innovative entertainment concepts that they cannot find at home to engage all ages and drive footfall to indoor entertainment centres

Senior Leadership should therefore acknowledge:

  • Why creating meaningful social interactions are a key ingredient to the success of FEC operations
  • How to create value for customers by offering unique, diverse entertainment options they cannot find at home to encourage return visits
  • How to tap into the non traditional FEC millennial demographic looking for dynamic and socially engaging experiences
  • Learning how to balance active entertainment with the thirst of virtual needs


John Lacey

Founder and Managing Director
Power League Gaming


Mohamed Attia

General Manager
Al Othaim Leisure, GCC

Senior representative

Ropes Courses

1:30 pm - 2:30 pm Networking Lunch Break


Achieve your entertainment goals and deliver exceptional customer service Stay tuned for details on this exciting workshop delivered by VIVATICKET which will ensure you deliver the most innovative design and concept in entertainment development

4:00 pm - 4:00 pm Chairman’s closing