Integrated Insight, a leading consulting firm in the attractions industry, has shared valuable knowledge with IAAPA members throughout the years, including webinars and keynote IAAPA presentations on pricing, marketing, operations, and feasibility. At IAAPA Expo 2024, the team will share best practices in two educational sessions.
Optimising revenue through merchandising
In Money in Merchandising: Maximizing Sales from Analytics to Operations, Laura Iles, COO at Integrated Insight, will share guiding principles for optimising revenue through merchandising.
Iles, who has consulted a wide range of clients from around the world during her 11 years with Integrated Insight, will provide attendees with insights into how analytics and operational tactics can create highly valuable merchandising opportunities.
Iles joined Integrated Insight in 2012 from Darden, Inc. She specialises in strategic planning, pricing, research, and data analytics. An expert in research and revenue strategy, she helps companies understand the “why” and how customers will respond to the approach. Her work for Lowe’s Home Improvement, Halstrom Academy, Cedar Fair, Universal Parks and Resorts, Carnival Corporation, ICON Orlando, Portsmouth Historic Dockyard, and others has helped to boost revenue.
This takes place on Monday 19 November from 2:30 – 3:30 p.m., in room S331CD.
Data-driven strategies
Meanwhile, in Marketing Optimization: Leveraging Data-Driven Strategies, Jessica Dreiling, chief marketing officer at Integrated Insight, and Kristi Keister, senior marketing consultant at Integrated Insight, will deliver a presentation focused on marketing optimisation.
Dreiling and Keister will use their extensive real-world experience to provide attendees with valuable insights they can apply to their business.
Dreiling is an experienced consultant who has created innovative optimisation and development plans for travel, hospitality, and retail businesses that have increased profitability by double-digits.
She has worked for Disney and Hilton Worldwide and has coordinated international partnerships with Walt Disney Parks and Resorts, Southwest Airlines, ABC, and Wheel of Fortune. Dreiling also previously oversaw the marketing department at ICON Park in Orlando, Florida, where she established a consumer-research-based integrated marketing and sales plan that improved attendance and national visibility.
Kristi Keister specialises in themed attraction marketing and is skilled in creating and implementing market penetration plans based on her experience in consumer marketing, market research, pricing, and promotions.
She spent almost 10 years with Six Flags, supporting the strategic growth of four parks, including Six Flags Over Georgia & Hurricane Harbour and Six Flags St. Louis. Keister developed creative sales and PR campaigns at Six Flags that increased demand and became corporate standards, and oversaw Six Flags Frontier City’s sales, media, e-commerce, corporate partnerships, and public relations as Director of Marketing and Sales.
This is scheduled for Tuesday 19 November, at the same time, in neighbouring room S330CD.
Actionable insights
“We are thrilled to be part of IAAPA Expo 2024 and share our expertise in marketing and merchandising with industry professionals,” says Dreiling.
“Our team is dedicated to providing valuable knowledge to the attractions industry, and this year’s educational sessions will be no exception. It’s a great opportunity to learn from our experience working with a variety of attractions, both large and small, over the last 15 years. Each attendee will be equipped on how to implement these tried-and-true strategies for their own attraction.”
IAAPA Expo 2024 will take place from 18 – 22 November at the Orange County Convention Center in Orlando, Florida. The Integrated Insight team will be speaking as part of the Expo’s extensive programme of EDUSessions.
