Join us at 2 pm GMT on Wednesday 21 January for our Innovation in Guest Journey session at the Festival of Innovation.
Sponsored by SSA Group, a best-in-class provider of integrated guest services, this session is titled Reimagining guest experiences through innovation, design, and storytelling.
It will discuss how the guest experience can be improved through innovation, design and storytelling across any attraction.
The expert panel features Tera Greenwood, executive vice president of brand and relationships at SSA Group; Randi Hamilton, chief experience officer at the Detroit Zoo; and Abby Bysshe, chief experience and strategy officer at The Franklin Institute.
Join blooloop for the Festival of Innovation 2026
The Festival of Innovation will be held online from 21 to 22 January 2026, celebrating the creative ideas, products, and organisations advancing the industry.
All sessions will be available on demand for 30 days.
To register, please click here.
The blooloop Innovation Awards, held in partnership with Area15, recognise the remarkable energy, creativity, and imagination that propel the attractions industry forward.
The winners of the 2025 Guest Journey category will be announced at this session. Attendees can view all the entries during the event.
Meet the speakers
Tera Greenwood is a hospitality strategist and brand storyteller with over two decades of experience in the cultural attractions industry.
At SSA Group, she leads partner engagement, brand voice, and experiential strategy, helping venues reimagine the guest journey through design, technology, and 452 Hospitality. Greenwood believes in the power of moments that make people feel seen, connected, and part of something bigger.
She oversees SSA’s brand identity, guides experiential marketing, and promotes 452 Hospitality as an operational approach that transforms everyday interactions into lasting impact. She is also a passionate advocate for inclusive experiences and neurodiversity in the workplace.
Randi Hamilton is the chief experience officer for the Detroit Zoological Society (DZS), which runs the Detroit Zoo and Belle Isle Nature Centre.
She oversees guest experience, marketing, communications, events, membership, attractions, and visitor engagement, ensuring each contact connects audiences with animals, nature, and DZS’s conservation and education mission.
Hamilton joined the DZS in 2014, serving in leadership roles such as VP of guest services, communications, and marketing. Before that, she spent over 14 years in hospitality leadership at major Midwest hotels, including Metro Detroit.
As the chief experience and strategy officer at The Franklin Institute, Abby Bysshe is focusing on enhancing visitor experience, exhibitions, and leading a master plan for the museum’s bicentennial in 2024.
With 20 years of experience in museum business modelling, exhibition development, and implementation, Bysshe previously worked at the National Gallery of Art and National Geographic, leading their exhibitions and partnerships. Her curiosity about the entertainment industries fuels her efforts to transform how museums operate and earn.
She is a recognised thought leader who speaks at major industry events. In 2022, she was named among blooloop's Top 50 Museum Influencers, and in 2024, received the Women of Influence award from the Philadelphia Business Journal.
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
