SSA Group, a best-in-class provider of integrated guest services, will participate in this year’s Association of Zoos & Aquariums (AZA) Annual Conference, taking place from 13 to 18 September in Tampa, Florida.
During the event, the team will co-host the AZA Zero Waste Icebreaker with its partner, The Florida Aquarium, contribute to panel discussions, present at Expo Live, and join its technology partner, Cinchio Solutions, at booth #552.
“At SSA, our work starts with creating moments of hospitality that have a lasting impact. That is the heart of 452 Hospitality,” says the firm.
“Our three pillars, Innovation in Action, Operational Intelligence, and Strength in Relationships, are how we make those moments intentional. At AZA, you will see our pillars in action in the conversations we have, the solutions we share, and the ways we work alongside our partners to reimagine hospitality and advance their missions.”
Innovation in Action
Innovation drives SSA’s approach, turning curiosity into real change and progress that supports partners’ missions. This enables the development of designs, platforms, ticketing, and revenue strategies focused on sustainability and future solutions.
At AZA, the Innovation pillar will be a topic of discussion during sessions on Tuesday and Thursday.
On Tuesday 16 September, from 10:45 am to 11:15 am, AZA Expo LIVE will feature an introduction to SCOUT, a new AI-assisted tool currently in development. In this session, David Rosenberg and Jason Stover from SSA will present a preview of SCOUT. Designed to accompany guest journey walkthroughs, this platform captures real-time observations and converts them into actionable insights tailored specifically to each cultural attraction.
Attendees can see a live demo of this new guest engagement platform, designed to meet modern visitor expectations and maintain a personal experience.
“We believe technology should never replace connection — it should amplify it,” says Rosenberg. “At AZA, we’re debuting SCOUT to show how data and design can work together to create lasting guest experiences.”
“Guest expectations are evolving faster than ever,” adds Stover. “SCOUT was built to meet this moment as a tech-forward AI tool that allows us to keep experiences deeply personal. AZA is the perfect place to share how it will transform guest engagement.”
On Thursday 18 September from 8:00 am to 9:30 am, SSA will also participate in a session titled The Power of Partnerships: Advancing Conservation Through Mission-Aligned Sustainability.
Many aquariums and zoos aim to improve sustainability by reducing their environmental impact, achieving zero waste, and reaching net-zero emissions. These aims require collaborations with like-minded organisations, creating a feedback loop that fosters shared goals and boosts operational excellence, efficiency, and value.
Matthew Beaudin, SSA’s executive chef of innovation, will discuss how redesigning food and beverage programs can support conservation and make sustainability appealing and delicious.
He will be joined by Dr. Debborah Luke, senior vice president of conservation at The Florida Aquarium; Jane Casanta, vice president of partnership development at Event Network, Inc.; Zack Alvarez, co-founder & CEO at Le Roots; and Daniel Lawse, principal and chief century thinker at Verdis Group.
“Food is one of the most powerful tools we use to connect people to conservation,” says Beaudin. “At AZA, I’m excited to show how sustainability can be delicious and how reimagining food and beverage programs can help advance our partners’ missions.”
See also: Sustainable supply chains: how to drive real change
Operational Intelligence
Operational Intelligence converts insights into action by integrating data, technology, and human connection to improve operations, enhance guest experiences, and achieve measurable results for partners. At AZA, this will be featured in sessions on Tuesday and Thursday.
On Tuesday 16 September from 10:30 am to 12:00 pm, the team will be part of a session titled Strengthening Biz Ops Through Leadership Ops.
This session is designed for everyone, from emerging leaders to seasoned executives, who want to develop their leadership skills and enhance their impact on missions. Moderated by Jill Macauley, COO of Behavioral Essentials, and Travis Kight, COO of SSA Group, the session will explore how leadership development combined with operational strategy can help create more resilient and adaptable organisations.
Knight says: “Strong operations don’t happen by accident; they’re built by leaders who know how to align people and strategy. At AZA, we’ll share how leadership development can be a game changer for operational success.”
On Thursday 18 September from 8:00 am to 9:30 am, in Environmental Megatrend: Preparing for Your Next Climate Impact Event, Andrew Fischer, VP of restorative strategies, will discuss the critical role operators play in supporting climate impact education, preparation, and mitigation.
“Climate change isn’t a future risk; it’s a present reality,” says Fischer. “At AZA, I’ll be talking about strong operator partnerships can help Zoos and Aquariums adapt, prepare, and grow through environmental change while staying true to their mission.”
The session features SSA’s Travis Kight; Cristal Torres DeHerrera, COO of Denver Zoo; Justin Sefcik, chief strategy and operations officer at Texas State Aquarium; Lochlan Wooten, chief operating officer at Riverbanks Zoo & Garden; and Eric Donovan, COO of Elmwood Park Zoo.
See also: Empowering experiences: SSA’s vision for the future of attractions
Strength in Relationships
Every interaction is a chance to build connection, central to SSA’s Strength in Relationships pillar, and woven into its AZA panel sessions. Leading with authenticity and transparency fosters lasting industry relationships that extend beyond the hospitality sector. On 17 September, two sessions will showcase how people-first leadership and collaboration benefit partners and communities.
Leading with Neurodiversity: Supporting Staff and Volunteers in Zoos and Aquariums is from 4:00 pm to 5:30 pm. Tera Greenwood, EVP brand and partnership, joins a panel to share strategies for creating environments where neurodiverse staff and volunteers can thrive, unlocking potential and strengthening culture.
Panellists include Tiffany James, membership and donor relations manager at Zoo Knoxville and a professor at Miami University; Austin Conley, teen programs coordinator/educator at North Carolina Aquarium; Fisher Colber Prosper from Prosper and Partners International Consulting Firm, LLC; Lisa New, CEO of Dallas Zoo; and Grayson Ponti, founder/president, Zoos and Aquariums for a Neurodiverse Ecosystem Inc.
“The strength of any organization lies in its people,” says Greenwood. “Embracing neurodiversity, zoos and aquariums unlock new perspectives, foster belonging, and build teams that are truly resilient and reflective of the communities they serve.”
Also from 4:00 pm – 5:30 pm, in a session called But Why?: Challenging Assumptions to Spark Meaningful Change, Jill Macauley will lead attendees through uncovering unseen barriers to progress, inspiring new approaches to leadership and culture.
“The biggest barriers to progress are often the ones we don’t see. At AZA, I’m looking forward to helping leaders uncover their blind spots, challenge assumptions, and build cultures that develop people and advance missions,” says Macauley.
This session features panellists Dr. Jo-Elle Mogerman, president and CEO of Philadelphia Zoo; Dr. Christopher Kuhar, executive director at Cleveland Metroparks Zoo; RoxAnna Breitigan, COO of The Living Desert Zoo & Gardens; Dr. Hayley Murphy, executive director and CEO of Detroit Zoo; Charles Hopper, president and CEO of Santa Barbara Zoo; Dr. Mandi Wilder Schook, science operations director for Disney’s Animals, Science and Environment; and Stephanie Stowell, director of zoo and aquarium projects at TESSERE.
Meet the team
In the AZA Expo Hall on Tuesday 16 September from 9:30 am to 6:30 pm and Wednesday 17 September from 1:30 pm to 7:00 pm, SSA will be partnering with Cinchio Solutions at booth 552.
Cinchio is SSA Group’s technology partner for digital ordering, POS, and kitchen management systems. Its platform supports mobile ordering and kiosks, increasing revenue and streamlining operations. Together with SSA, Cinchio helps guests order quickly and securely, and provides operators with tools to manage back-of-house tasks efficiently.
Cinchio is also the exclusive North American reseller of Attractions.io, a guest experience app that helps cultural institutions connect with visitors, engage them, and maximise visit value.
This summer, SSA partnered with The Florida Aquarium and TCHO Chocolate to launch Dark & Zesty, a unique treat that supports marine conservation with every purchase. The new product was announced on 7 July, in celebration of World Chocolate Day.
