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Kelly Herrick

Kelly Herrick is Strategy & Development Director at Katapult, the themed attraction and experience design agency. Heading up the Insights & Strategy team, she drives strategic explorations, facilitating research, narrative concept development and strategic goal setting.

Change your mindset; guests not customers!

If we want to create connected, authentic experiences, we must shift away from a customer mentality...

What the vegan trend can teach us about attractions

Veganism, or plant-based living, is on the rise. In fact, the vegan trend has grown sevenfold...

The beauty of JOMO: Stop entertaining me, I’m trying to have fun

Being over entertained, overstimulated and forced to take part is turning our guests off in their...

The biggest challenge facing the attractions industry is a lack of operators

Many IPs, brand owners, retailers, estate owners, property developers and investors want to develop...

Three ways to capitalise on Halloween’s rhythm of fear

Halloween has a reach, a fan base and a sense of occasion all of its own. I remember watching ET as...