Bea is a journalist specialising in entertainment, attractions and tech with 15 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.
British zoos, aquariums and safari parks have lost at least £200 million due to lockdown closures of 207 days and an 18 million decline in visitors, reports i.
"Despite £100m being announced, less than 10 percent has been spent and the vast majority of the over 300 licence holders in England have received no targeted support at all.
Some zoos are delaying conservation and cancelling wildlife education projects as they have been unable to access the £100m Zoo Animals Fund, with just £9m in funding given out so far.
BIAZA says zoos have received limited support
"We are in an extinction crisis and yet we are completely reliant on the natural world for our food, our medicines, the water we drink and the air that we breathe," added Dr Judge.
"Zoos and aquariums have a vital role to play in conserving and reversing this crisis. I want to see the unspent £90m being used to zoos and aquariums back on their feet so they can get on with fighting extinction."
Chester Zoo told i the pandemic has cost it nearly £11.5 million. The attraction has also had to take out loans as it hasn't been able to access the Zoo Animals Fund.
The zoo has cancelled or delayed projects including protecting critically endangered chimpanzees in Nigeria and the reintroduction of black rhinos and conservation of giraffes in Uganda.
British zoos delay or cut conservation projects
Chester Zoo
Chester Zoo’s chief executiveJamie Christon said: "The planet is losing species faster than ever before and so it’s absolutely vital that we get back on track as soon as possible and continue our mission to prevent extinction."
The Zoological Society of London, also unable to access the government fund, said COVID-19 has cost £26m in lost revenue. ZSL secured a bank loan and has raised £6.8m.
"The fund is a safety net, in addition to the other government support available, to ensure that animals can continue to be cared for in the event that a zoo enters severe financial difficulties," said a spokeswoman for the Department for Environment, Food and Rural Affairs.
Earlier this year, BIAZA called on Prime Minister Boris Johnson to replace the inaccessible Zoo Animals Fund with a Zoo Recovery Fund, warning that thousands of animals will be rehomed or slaughtered.
Bea is a journalist specialising in entertainment, attractions and tech with 15 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.
SSA Group has been working on a transformative approach to operations. By weaving its signature 452 Hospitality ethos, rooted in a legacy of welcome and human connection, into Scout, a new AI-driven operating system, the company demonstrates how AI can enhance rather than replace the human side of hospitality.
For nearly 60 years, SSA Group has been a staple in the cultural attractions sector, collaborating with zoos, aquariums, and museums to provide comprehensive guest services. As a family-owned business, the company has continually adapted, but its core mission remains centred on a simple, powerful concept: hospitality.
We speak with CEO Sean McNicholas and vice president of people and culture, Jason Stover, to unpack Scout's mission and learn how it can open the door to both greater efficiency and more memorable moments.
SSA reimagines the industry
Starting by looking at the bigger picture, McNicholas says: “What I love about SSA and our family business is our curiosity for continuing to reimagine the industry.
"Those are pillars of our plan. We approach 60 years as a family business in 2030, and what’s exciting to us is continuing to innovate, not just our business, but the guest experience for our clients and partners.”
Sean McNicholas and Jason Stover
This culture of curiosity is what prompted McNicholas and Stover to investigate the potential of artificial intelligence long before it became the industry buzzword it is today.
"Five or six years ago, Jason came to me as one of the early adopters of AI. We started talking about it, and the more we looked at tools like AI, we asked a very simple question: what one, two, or three areas could AI positively impact our business?"
For SSA, the goal was not to replace staff or remove the human element from the museum or zoo experience through automation. Instead, the emphasis was on liberation.
"The thing that became clear was how tools like AI could help us become more efficient with data, back-end systems, and administrative work," adds McNicholas.
"If we can be more efficient there, we can spend more time meeting guests where they need us, which is on the front line.”
The outcome of this exploration is Scout, an AI-assisted tool and ‘unified intelligence layer’ designed specifically for cultural attractions.
Scout is positioned not as a replacement for human workers, but as a co-pilot. It is an operating system that gathers data from across the industry to provide real-time insights. Unlike general-purpose AI tools, Scout has been built for the sector's operational realities.
"AI is trending now, but it’s not new," says Stover.
"I’ve been with SSA for almost 30 years, and my journey with AI in this company has existed since day one. When I first became a manager, we were already experimenting with predictive analytics, trying to forecast attendance and staffing.
"That was AI at the time."
However, the leap to generative AI offered a new opportunity to support SSA's secret sauce: its people.
Stover employs a cinematic analogy to describe Scout’s role within the workforce:
"I compare it to Tony Stark," he says. "He’s brilliant, but he doesn’t become Iron Man until he has Jarvis. That’s what Scout is. It’s a co-pilot that takes away routine, monotonous work so our people can focus on what matters."
Real-time, useful insights
Designed to support guest-journey walkthroughs, the platform collects real-time observations and converts them into actionable insights tailored to each attraction.
The tool was created in accordance with SSA’s core belief that technology should never replace connection; it should enhance it. The idea is that data and design can collaborate to create memorable guest experiences.
This supports SSA’s wider focus on innovation, which aims to turn curiosity into meaningful change that advances partners' missions. By automating data analysis, Scout helps operators make more informed decisions about designs, platforms, and revenue strategies.
"Guest expectations are evolving faster than ever," says Stover. "Scout was built to meet this moment as a tech-forward AI tool that allows us to keep experiences deeply personal.”
The heart of the system: 452 Hospitality
Although the technology is impressive, the engine driving Scout remains entirely human. At the centre of Scout’s design is 452 Hospitality, the cultural ethos that defines SSA Group’s purpose and character.
Named after 452 Leyden Street, the Denver home where SSA’s founders first lived and practised hospitality, 452 has since become both a numeric and philosophical code for what the company stands for: a spirit of welcome, belonging, and genuine human connection.
At 452 Leyden Street, anyone could come in for a meal, a chat, or a place to rest. And that sense of genuine warmth now lives on in every SSA service encounter.
Today, 452 Hospitality reflects SSA’s ongoing dedication to creating authentic, memorable moments that uplift guests, partners, and colleagues alike.
That same spirit guides Scout’s purpose: rather than replacing people, the AI system aims to enable staff to embody 452 Hospitality more fully, freeing them from administrative burdens so they can provide the personal engagement that makes guests feel welcome and valued.
In practice, this involves a particular method for engaging with guests and monitoring operations. Scout develops a digital framework for this using the SOQ model: Observation, Opinion, and Question.
"Scout is being trained by the entire zoo, aquarium, and cultural attraction industry," Stover says. "Every conversation, every audit, every partner insight gets ingested and shapes how Scout operates.”
Within the Scout ecosystem, there are various ‘agents’ dedicated to different tasks, such as labour optimisation and inventory management. However, the ‘452 agent’ is unique.
"It has vision and voice capabilities. As you walk through operations, it analyses images and observations in real time and evaluates them against our hospitality standards. It acts as a co-pilot for auditors and operators, making observations, offering insights, and matching them with best practices and solutions.
“You might miss something as a human, but Scout won’t.”
Scout in action
The deployment of Scout is already producing tangible outcomes, progressing from theoretical ideas to solving complex on-site issues. This highlights SSA’s focus on turning insights into action by combining data, technology, and human connection.
McNicholas emphasises that the team is "continually evolving Scout by testing it across multiple attractions," noting that "every new site adds more data and sharper insights.”
Stover offers an example of Scout’s operational intelligence in action from a working session with the Detroit Zoo. The team was exploring a complex “what-if” scenario: opening a new entrance near a new exhibit while navigating compliance considerations, budget constraints, and a nearby rail track.
“Using Scout as a sandbox alongside their team, we pressure-tested the constraints, surfaced relevant regulatory considerations, explored alternative approaches like repurposed shipping containers, and generated rough-order cost ranges. It was less about committing to a final plan and more about accelerating discovery.”
“What’s exciting is that every audit surfaces a new real-world question, and we ask: Should this become a new sub-agent? That’s how Scout keeps evolving.”
Another success story comes from the Dallas Zoo, where Scout was instrumental in helping the zoo team explore their own AI journey while SSA conducted an inter-department relationship audit.
Scout is tailored to each user’s psychology
What makes Scout different from typical business AI tools is its incorporation of behavioural psychology. Acknowledging that strong operations don't happen by accident, SSA has combined leadership development with its technological roadmap.
Stover, whose background is in people and culture, insisted that if they were to create co-pilots, they had to understand the humans who would use them. So, instead of providing generic recommendations, Scout adapts its guidance to each leader's thinking and communication style.
"One of the first things we decided was that if we were going to build AI co-pilots, they needed to integrate Behavioural Essentials," Stover says. "We already use behavioural assessments that give leaders a 21-point profile, with strengths, tendencies, and blind spots. We’ve now incorporated that into Scout.”
This means that when a manager logs into Scout, the system is tailored to their specific personality profile.
"It understands how I communicate, where I might need softer language, or where I might need more structure," Stover says.
He adds that McNicholas served as the ‘guinea pig’ for this feature:
"We merged his traits and blind spots into Scout as he was working through our future roadmap. Scout isn’t just an AI tool; it understands your psychological makeup and helps cover your blind spots as you operate in your role.”
The future of the workforce
A common concern about AI is the risk of job displacement. However, SSA’s leadership firmly states that their investment in technology aims to safeguard, not eliminate, their workforce.
"As CEO, culture is my responsibility, and culture starts with values," McNicholas says. "Hospitality, human-to-human interaction, has always been our foundation. I don’t want a world of all robots and automation. I love people too much.
“That’s why Scout exists. It helps us live what we love to do: creating special moments for people.”
Stover shares this view, considering AI as a safeguard against the decline of interpersonal skills observed in other industries:
"We have to be proactive in shaping the future. Many companies will use AI purely to impact the bottom line. That’s their choice. But SSA has always been people-focused. We’re adopting AI safely and intentionally to better our people. As interpersonal skills decline elsewhere, we’re protecting them by freeing people up to reconnect.”
The efficiency gains are clear. Stover notes that tasks like scheduling, which previously took hours to analyse against weather and sales history, now happen in seconds. "That frees managers up to spend time with their team. That’s the point.
“We’re hospitality people. We want to be in front of guests, not behind a screen.”
A vision for 2030
Looking ahead, SSA has set bold goals for the next five years. As the company approaches its 60th anniversary in 2030, the vision is for a fully enabled workforce where each employee has a digital partner.
"By 2030, every person in our company will have a co-pilot that helps them be more efficient," predicts McNicholas. "We’ll also bring a unified revenue strategy to attractions, something the industry lacks.”
He also believes the metrics of success are shifting. It is no longer enough to simply count heads at the gate:
"The future metrics won’t just be attendance. They’ll be revenue, guest experience, and fulfilment," he says.
"There’s more competition than ever, and we have to be the place where guests leave thinking, 'That felt right.' To do that, our people need tools like Scout so they can spend more time creating those moments.
“That’s how we reimagine the industry.”
The future of hospitality
Summing up the benefits, COO Travis Kight says:
"AI is the future of hospitality, but not in the way most imagine. We see AI as a co-pilot, not a replacement, designed to protect the human connection that defines our industry.
“Tools like Scout allow us to turn data into real-time insights, freeing our teams from repetitive tasks so they can focus on creating unforgettable guest experiences.
"As Sean mentioned, by 2030, our vision is for every team member to have a digital partner that amplifies their strengths, covers blind spots, and helps us deliver hospitality at a level the industry has never seen.
“AI isn’t about automation. It’s about empowerment.”
As SSA Group looks towards the attractions of tomorrow, its message is clear: the path to the future is built on data, but the goal remains human connection.
By anchoring Scout in 452 Hospitality's philosophy of creating meaningful, human-centred moments, SSA isn’t just adopting AI for efficiency. It’s enhancing its ability to deliver heartfelt experiences that define its brand and shape the future of the guest experience.
"That’s the foundation of Scout," Stover says. "If a tool doesn’t protect hospitality or make us better people-facing operators, it doesn’t get built.”
Warner Bros. Global Experiences has announced plans to open a new flagship Harry Potter store in London, joining the King’s Cross shop as the UK’s only official Harry Potter retail destinations.
Harry Potter Oxford Street is set to open in autumn 2026 at The Ribbon, 134-140 Oxford Street, spanning 21,000 square feet over two floors.
The space will be transformed into a wizarding emporium celebrating iconic locations from the books and films, with photo opportunities, interactive exhibits, and exclusive merchandise.
A new way to experience the world of Harry Potter in London
Karl Durrant, SVP of worldwide retail at Warner Bros. Global Experiences, says:
“Harry Potter is deeply rooted in British storytelling, and this will give fans an exciting new way to experience this magical world in the city that features so prominently in the stories. Offering a completely new retail experience for Harry Potter fans which will delight and entertain, it’s going to be very special.”
Meanwhile, the upcoming Harry Potter-themed land at Warner Bros. World Abu Dhabi on Yas Island will be the world's first to house both Hogwarts Castle and Diagon Alley.
Miral, Abu Dhabi's developer of immersive destinations and experiences, announced the Middle East's first Harry Potter -themed land in 2022. It will feature iconic locations along with three new rides, retail outlets, and F&B facilities.
FuseMetrix, a leisure management software provider, has announced that it has received a strategic growth investment from Azlin Software, a vertical software platform that acquires and grows mission-driven B2B software companies over the long term.
With this investment, the Milton Keynes-based company further strengthens its dedication to delivering the most comprehensive, innovative, and trusted software in the sector to support the daily operations of leisure operators across the UK and worldwide.
Annalise Dragic, co-CEO of Azlin Software, says: "Leisure and attraction businesses deserve better software and FuseMetrix is delivering it.
"Their product addresses a broader range of needs than any other solution in the market, offering a truly integrated ‘all-in-one’ platform. Beyond just the product, this is a team that genuinely cares about their customers and treats their own people right.
"The combination of an excellent product, a mission-driven culture, and the opportunity for growth is exactly what we look for. We're thrilled to be a values-aligned long-term partner in their future growth.”
Setting the industry standard
Leisure operators are facing a difficult environment due to increasing operational costs and evolving visitor expectations. And dealing with disjointed systems that require manual workarounds can add to these challenges.
FuseMetrix's cloud-based platform combines online booking, ePOS, finance, CRM, HR, and more into a single, integrated system that can be securely accessed through any browser, in any location. With this, operators can spend less time managing disconnected tools and more time delivering exceptional visitor experiences.
With Azlin Software’s investment, the company is now well placed to build on its 20-year foundation, strengthen its operations, expand its team to meet growing client demand, and deliver new features that keep the platform at the forefront of the sector.
The FuseMetrix team
Notably, its core leadership remains unchanged. Darren Darkins and Callum Knight will continue as CEO and sales director, while FuseMetrix founder, Matthew Ballinger, remains chairman.
"We are delighted to partner with Azlin Software to accelerate our growth," says Ballinger. "Since founding FuseMetrix over two decades ago, we have taken great pride in delivering a high-quality product backed by dependable, personal service.
"Azlin Software’s long-term investing approach gives our customers real confidence in the enduring strength of FuseMetrix."
Darkins says: "We are excited to partner with Azlin Software given their expertise in vertical software and their clear alignment with our mission: to build the most innovative, trusted software platform for leisure businesses, setting the industry standard.
"The future of the leisure and attractions sector is exciting, and this partnership allows us to enhance our product and expand the community of operators we support."
Making exceptional leisure experiences effortless
FuseMetrix powers some of the best-known businesses in the UK, such as Go Ape, Zip World, and Twycross Zoo. This strategic investment will accelerate its growth in the leisure and attractions industry.
The platform is designed to support the full breadth of the sector, from farm attractions and FECs to zoos and museums. In 2025, FuseMetrix processed more than 20 million online bookings on behalf of operators.
Building on this success, the company will be expediting product development in key areas.
It plans to increase support for self-service journeys, add functionality for F&B and retail management, and focus on advanced dynamic pricing capabilities, intelligent capacity-based opening controls, and AI-assisted insights within reporting and operational tools.
Together, these developments will help operators increase revenue, streamline operations, and continue to create outstanding experiences for their guests.
Doug Garden, finance director at Go Ape, says: "The team at FuseMetrix have been strong partners since we moved to their platform.
"With the new investment and continued strategic focus on the leisure sector, we’re excited to see how they continue to evolve the platform for the benefit of both existing customers and future operators.”
This investment reflects confidence in the company's current success and a pledge to develop FuseMetrix over the long-term.
Existing clients will benefit from a stronger partner invested in their long-term success, while operators considering adopting the platform can look forward to a growing community driven by purpose-built software, practical service, and a shared vision to make excellent leisure experiences effortless.
Event Network, a leading operator of retail stores for experiential attractions in the US, has lent its support to the American Alliance of Museums' annual Museums Advocacy Day on Capitol Hill, which advocated for federal funding, tax policies, and legislation that benefit museums and cultural institutions in the United States.
The event on 24 February was attended byVeronica Nicholas, EVP of strategic growth, and Michael McCrory, director of marketing and brand management.
They stood alongside representatives from some of the company's current partnerships across the US, including The Franklin Institute, Lincoln Park Zoo, Museum of Science, The Henry Ford, Intrepid Museum, Desert Botanical Garden, Smithsonian American Art Museum, and the Natural History Museum of Los Angeles County.
Panel with Marilyn Jackson, AAM president & CEOPhoto courtesy of Todd Buchanan, Corporate Event Images
Marilyn Jackson, president & CEO of the American Alliance of Museums, says: “Event Network’s participation in Museums Advocacy Day exemplifies what it means to be a true partner to the museum field.
"Beyond their daily work as museum partners in retail operations and brand stewardship, they brought their voice and business perspective to Capitol Hill in support of museums.
"Industry partners who understand the broader economic ecosystem in which museums operate — and can speak authentically to that impact — strengthen our collective advocacy in powerful ways.
"We’re deeply grateful for Event Network’s leadership and partnership and look forward to continuing this work together."
Silver linings in challenging times
Prior to Museums Advocacy Day, Nicholas participated in a panel of museum leaders on the topic 'What’s Next'.
She presented data on the shared challenges of 2025, as well as the encouraging finding that Event Network’s stores’ overall per capita sales increased during this period. This indicates a willingness among guests to 'shop and support' at their local museums.
Nicholas also shared early 2026 data indicating that many of the attractions in Event Network's portfolio are seeing higher attendance than in the previous year.
"The main message I hoped to communicate was that we feel your frustration because we’re seeing it on our side, too," says Nicholas.
"We’re doing our best to overcome it in the retail space in order to deliver as much revenue as possible to our partners in these challenging times."
Advocating for the sector
The AAM sought to make three specific requests: first, to ensure Institute of Museum and Library Services (IMLS) funding remained intact in the 2027 budget.
The primary source of federal funding for US libraries, museums, and cultural institutions, this vital support amounts to less than $1 per person per year.
It also requested that members of the House of Representatives join the newly formed bipartisan Museum Caucus.
Co-chaired by Rep. Paul Tonko (D-NY) and Rep. Mike Turner (R-OH), this was created last year to bring cultural attraction issues into the national conversation and to coordinate lawmakers’ efforts to support museum interests in federal policy.
Its third request was to share a new bill called the CREATIVE Act of 2025 (H.R. 6165).
This bill, which stands for ‘Capital, Repairs, and Employment for Art Talent to Improve Visibility Everywhere,’ was introduced in November 2025 to establish a grant scheme to increase job opportunities for artists and creative professionals, and to improve the quality and availability of arts facilities and arts-related programming.
Members of the House were asked to co-sponsor the bill, and Senators were encouraged to introduce similar legislation.
Serving the local economy
Event Network’s mission is to serve its partners by optimising their retail revenue potential and representing their missions and brands within their stores.
It is proud to add to that commitment by lending its voice to AAM’s Museums Advocacy Day in support of the partners and all cultural attractions across the US.
Nicholas and Michael joined AAM conference attendees to meet with members of Congress and participated in 14 meetings with House and Senate staffers.
Event Network's goals were to emphasise the importance of IMLS funding and highlight the economic impact of museums, which serve as an important layer of the local economy, not only providing on-site jobs but also supporting local artists and small businesses that supply merchandise.
Across the country, Event Network employs almost 3,000 constituents, whose livelihoods depend upon the existence of museums and cultural institutions.
Last year, Event Network launched a 'round up' donation initiative with Children’s Miracle Network (CMN) Hospitals, inviting customers at more than 200 Event Network-operated hotel and resort gift stores across the US to round up their purchases and help support life-saving care for children in the local community.
Paultons Park in Hampshire, UK, has released new ‘first look’ content of its Valgard: Realm of the Vikingsthemed world.
Opening on 16 May, Valgard is the park's biggest investment to date, designed for families with older children and teenagers. It will feature Drakon, its first inverting coaster, with a vertical lift hill and two twists that will take riders upside down.
Valgard also introduces a new Vild Swing by the amusement ride manufacturer ART Engineering, which spins riders 12 metres into the air.
Meanwhile, Cobra, a popular ride at Paultons Park, has been reimagined as Raven, offering a bobsled experience that enhances the Viking village theme.
To enhance the Valgard experience, Paultons Park has also opened a highly themed Feasting Hall restaurant and a new Viking-inspired playground for younger guests.
Lawrence Mancey, marketing and technology director at Paultons Park, says:
“Despite weeks of rain and difficult conditions, our team and contractors have made incredible progress on site. We designed Valgard to offer an immersive, atmospheric, and action-packed experience for families, and it’s amazing to see the vision come together.
“In the last few weeks, new pathways have gone in, landscaping has begun, and our Viking statues have been installed. Drakon and Vild Swing have begun testing, and the Feasting Hall restaurant is looking incredible.
“We are so excited to open the gates in May and see Valgard conquered by our guests. It’s great to be able to share the construction journey and anticipation with our fans online too.”
Valgard: Realm of the Vikings expands the park’s collection to over 80 rides and attractions across six themed worlds. It joins Tornado Springs, famous for Cyclonator and Storm Chaser, the park’s dinosaur-themed area, Lost Kingdom, and Peppa Pig World.
Last year, Paultons Park unveiled its new Scandinavian-inspired resort for overnight guests, its first on-site accommodation.
Chester Zoo
Harry Potter store in Harajuku
The FuseMetrix team
Panel with Marilyn Jackson, AAM president & CEOPhoto courtesy of Todd Buchanan, Corporate Event Images
