SSA focuses on delivering integrated services that enhance revenue generation for cultural attractions. It aims to unify operations across the entire attraction, fostering synergies, improving guest experiences, and increasing efficiency. The company’s strategy includes cross-promotion, mobile ticketing, and data-driven methods to boost sales and optimise service delivery.
By integrating these elements into a cohesive experience, SSA and its associated Ventures companies empower attractions to achieve their full potential while ensuring a seamless journey for guests. With over 50 years of experience, the company partners with zoos, aquariums, museums and other cultural attractions across the US, serving over 52 million families annually.
Over the last two years, SSA has focused on strategic partnerships, expanding services in admissions, food, and retail within attractions. Following a period of rapid growth, CEO Sean McNicholas and David Rosenberg, executive vice president of ventures, growth, and experience at SSA Ventures, speak to blooloop about the company’s broader vision and strategy.
452 hospitality
SSA’s roots date back to the 1970s, and in 2020, the family-operated company celebrated five decades of supporting zoos, museums, and other cultural attractions with guest services, revenue-generating support, and friendship.
Reflecting on the firm’s origins and how the ethos of its founders has shaped it into what it is today, McNicholas says:
“We’ve been around for over 50 years, which we’re incredibly grateful for, and it also motivates us to continue bringing new and exciting ideas and concepts to the industry. Our partnerships and employees, whom we call family members, are truly amazing and integral to our success. The company’s roots were developed at 452 Leyden Street, where I grew up. That’s where the magic happened—singing, dancing, and gatherings. It was a place where anyone in need could find a meal or a welcoming space.
“That spirit of hospitality is the essence of SSA, and it drives us to continue creating lasting, impactful moments for people.”
Today, that 452 hospitality embodies what SSA is all about: a welcoming spirit drives the team to create authentic moments and memories.
The SSA DNA
Having grown up with the business, McNicholas gathered experience at other firms before joining the ownership team in 2010, following in the footsteps of his father, founder Kevin McNicholas.
“I grew up in an entrepreneurial household and then had the opportunity to work for large companies, where I saw both the good and the bad,” says McNicholas.
“At SSA, we do things differently. Instead of a mission statement, we have what we call our DNA. So, our DNA is that we are passionate innovators. We’re also nimble operators. One thing that people realise when they partner with SSA is that we are a group of operators; we love to operate businesses, drive revenue, drive the guest experience, and help deliver the mission.
“Plus, we are relentless dreamers and occasional troublemakers. We’re unapologetically family, and I truly believe in that culture.”
While it can be challenging to stay true to founding principles while also growing and expanding, he adds that the buy-in to this DNA from the whole team means that SSA’s growth has been authentically on mission:
“As David once said to me, ‘Culture can scale if the people strongly believe in it.’ That’s exactly what we’re building at SSA.”
Rosenberg, on the other hand, has been with SSA Ventures for just eight months. However, he says: “I may be new to this title, but I’ve been working with SSA for over 15 years, having come from Monterey Bay Aquarium, where we had an outstanding partnership. Moving to SSA felt seamless. The past six months have been about transitioning from viewing things from the outside to being part of the inner workings, helping craft the ‘secret sauce’ that has always impressed me.
“It’s been a fun and exciting learning experience, and I’m so happy to be here.”
SSA Ventures
SSA Ventures is a group of companies aimed at improving hospitality and guest experiences through digital and human innovation. Founded on SSA’s legacy of operational excellence, SSA Ventures invests in companies that focus on understanding people, enhancing digital processes, and developing new products.
“The best way to think about SSA Ventures and SSA as a whole is that we’re anticipating a generational shift in the attractions industry,” says Rosenberg. “Every few years, a new generation comes of age with different expectations. Sean has always been forward-thinking about positioning the company to stay ahead of that shift, not just reacting to it.
“That vision is at the heart of how we’ve structured SSA today and what it will look like in the future. We have our core services like food and beverage, merchandise, and ticketing, but we’re looking at the broader picture—everything that happens from when visitors first contemplate coming to an attraction to what happens after they leave, and everything in between.”
“We’re focused on ensuring SSA is the go-to company for attractions and guest experiences, and we’re committed to meeting and exceeding the expectations of tomorrow’s visitors.
“That’s the essence of SSA and the direction we’re building toward.”
Recent milestones for SSA Ventures include the creation of Cinchio Solutions, a software company that streamlines operations and enhances guest experience through its platform, and the acquisition of Centegra, a top hospitality technology supplier.
Cinchio Solutions provides a digital platform for hospitality operators to streamline operations and increase profits. It lowers workforce demands, enhances visitor experience, and delivers insights. Centegra will partner with Cinchio Solutions to offer leading digital service bundles for hospitality and multi-use venues.
Driving transformation
Reflecting on these developments and how they position the company for future growth, as well as helping partners succeed in the here and now, McNicholas says:
“The generational shift David mentioned is something we’ve been seeing unfold over the last couple of years, and it’s only going to accelerate. The industry is transforming, and we like to think of this transformation in two key areas. First, revenue – how do we drive new revenue opportunities and maximise existing ones?
“Second, guest experience – we focus on how to deliver mission-driven experiences, whether it’s fun and thrills at a theme park or education and conservation at a cultural attraction. We continue to build with these core principles in mind, ensuring we drive that transformation.”
“Our job is to ensure our current and future partners are ready for this change. That means investing in innovation and technology, such as artificial intelligence and other advancements we bring to market through collaborations like with Attractions.io [a leading creator of mobile visitor apps that worked with Cinchio Solutions to launch mobile apps at many attractions, including Detroit Zoo, Brookfield Zoo Chicago, Columbus Zoo, Cincinnati Zoo, and Toronto Zoo].
“Over the last few years, we’ve been busy building the company to ensure our partners are prepared for this transformation.”
Rosenberg adds: “We’re bringing in some of the best leaders in the industry.”
Partnerships are key
Along with building relationships with industry innovators, nurturing strong partnerships with attractions is vital for SSA. Its approach is not just about providing services but truly understanding the unique needs of each attraction, whether it’s a theme park, museum, zoo, or cultural institution.
“Partnerships with attractions are immensely important to us,” says Rosenberg. “Many of the attractions we operate and support are cultural institutions, each with its own mission. Every strong company is driven by a clear mission. Looking back at the roots and DNA of SSA, we find that our core values—focused on guest experience and sustainability—align closely with the missions of our partner organisations.”
“This alignment is key to our success and to building strong, lasting relationships. Because our DNA and our partners’ values are in sync, that’s what has made SSA so powerful in the attractions industry.”
By working closely with partners, SSA can tailor its solutions—whether in food, retail, ticketing, or beyond—to ensure they align with those organisations’ specific missions and goals. Long-term relationships allow the company and its partners to innovate together, stay ahead of industry trends, and ultimately create memorable experiences that leave a lasting impact.
Giving back
Giving back to the communities where SSA operates is also something that the firm deeply values:
“While we are considered a middle-market company—small enough to remain nimble, yet large enough to bring the resources needed for growth—we haven’t forgotten our roots as a small business,” says McNicholas.
“We are passionate about mentoring small businesses, like Harms Charm in Maryland, Simply Pizza in Colorado, and Cole’s Cup in New Orleans. These are just a few examples of the over a dozen small businesses we support. Additionally, we focus on finding and nurturing talent within our organisation to become strong leaders in managerial and leadership roles across the 40 states where we operate.”
SSA’s commitment to community goes beyond business. Its DICE chapters (Diversity, Inclusion, Community Engagement) ensure that local communities are supported and that there is a strong sense of belonging within SSA.
“We also collaborate with local producers to help make operations more sustainable, such as working with local fisheries to improve packaging practices. Ultimately, we wouldn’t exist without the support of the local communities, and we’re proud to contribute to their growth and well-being.”
Sustainability
The company is also keen to emphasise that sustainability isn’t just a buzzword; it’s truly embedded in the DNA of the organisation:
“As a family business, we understand the importance of operating sustainably, not only for the future of our company but also for the world we leave behind for our children,” says Rosenberg. “We’ve taken significant steps, including developing a robust climate action plan that guides our operations and helps us set and meet essential sustainability goals.”
In September 2024, SSA became the first corporate member of the Aquarium Conservation Partnership (ACP). ACP unites aquariums and zoos throughout the US to enhance ocean health through initiatives that decrease plastic waste, protect marine ecosystems and wildlife, and promote sustainable practices.
“We’re proud to have become the first corporate members of ACP, where we play an active role in helping aquariums across the US understand how their buying practices and operations can make a meaningful impact on sustainability.”
It also partners with Verdis Group, a leader in sustainability consulting, to help it plan for the future and ensure that it is not only sustainable today but also stays ahead of future demands.
“By combining our internal expertise with these valuable partnerships, we’re driving real innovation in sustainability. We’re excited to be part of shaping a more sustainable future for our industry.”
Innovation & future trends
McNicholas says that SSA focuses on innovation in two main areas: enhancing guest experience and improving operations.
“On the guest experience side, we’re leveraging new technologies through partnerships with innovative companies like Attractions.io, Behavioral Essentials, Centegra, and Cinchio, as outlined above. These solutions help us transform how visitors engage with attractions.
“On the operations side, we continue to refine mobile and digital ordering platforms, recognising the shift in guest behaviour and their preference for convenience. We’re working on systems where guests can receive their products while moving through the attraction rather than having to stop at a physical location.”
In addition, the firm has created SSA Labs, a space “where ‘yes’ is always the answer.”
“It’s where we experiment and collaborate with our partners, whether zoos, aquariums, or theme parks, to co-create and co-invest in innovative ideas and products. We then bring those to market to help transform the industry. We’re particularly excited about artificial intelligence, and SSA Labs is already working on projects in that space.”
Rosenberg adds that while AI is a hot topic, many questions remain about how to use it effectively.
“For us, it’s a trend we’re hyper-focused on as we work to embrace AI and leverage it to drive the future of technology and the attractions industry. AI is about taking past data, combining it, and using that information to predict what’s next. When you think about it like that, it’s an excellent tool for advancing the attractions industry.”
SSA & the visitor experience of tomorrow
Looking ahead to 2025 and beyond, McNicholas says he sees tremendous transformation coming to the industry:
“We believe the next five to ten years will likely bring the most significant change, evolution, and technological advancements we’ve ever seen. It will be a time of massive transformation, and the impact on revenue, guest experience, and delivering the mission of attractions will be profound.”
The future business model is clear: it’s about doing what you do best.
“For us, that means partnering with amazing cultural attractions that excel at education, conservation, and sustainability, while SSA focuses on the operational revenue points within the attraction—food, retail, ticketing, and guest experience. When we combine all these pieces, we create a powerful and sustainable model for the future.”
“I am excited and energised to be working toward the visitor experience of tomorrow,” says Rosenberg. “My entire career—spanning Disney, Hyatt, the aquarium, and now also SSA—has been laser-focused on creating visitor experiences that are constantly elevating. With the power of SSA behind me and our technology and expertise, I’m confident we will push that vision forward.”
SSA has now set its sights on ‘Destination 2030,’ a plan to guide it as it turns 60 in 2030.
“Destination 2030 is about combining our deep roots in hospitality, our unique ‘secret sauce’—our DNA—and a laser focus on innovation, relationships, and operational intelligence,” says McNicholas. “All this will enable us to help our partners stay ahead of the curve and push the attractions industry forward.
“And the best part? We’re going to have so much fun doing it! We’re going to reimagine the industry and create special moments that will have a lasting impact.”
