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.
Dynamic Attractions, a leading creator of cutting-edge theme park rides, is celebrating a range of upcoming projects, such as a new Flying Theater built for The Island in Pigeon Forge. While it has built more flying theatres than any other company, this is the first one that Dynamic fully created, including the theming, movie, queue and architecture, and is also the first one the company will co-own.
In addition to this, Dynamic Attractions has announced that its parent company, Empire Industries, has changed its name to Dynamic Technologies Group.
Empire Industries, a steel fabrication company with roots that date back to 1926, has now changed its name to Dynamic Technologies Group Inc., effective 1 March 2021. This change of name is thanks, in part, to Dynamic Attractions' success with high-tech attractions for global theme park operators, such as Universal Studios and Disney.
Over the past few years, Empire Industries also branched out to create new businesses, Dynamic Entertainment and Dynamic Structures. Following the change, Dynamic Technologies Group has launched a new website and new digital media platforms, where information on all the company's latest projects and innovations can be found.
Change reflects a commitment to innovation
Guy Nelson, Executive Chairman and CEO of Dynamic Technologies Group says, “The Name Change is reflective of many things, not the least of which is the strategic pivot the Company has been making towards creating and leveraging its proprietary technology.
"One of the Company’s core values is its commitment to innovation which has become a pre-requisite for success in the future. Over the past five years, the Company has invested over 500 person-years of engineering to develop its amusement ride technology, knowhow and intellectual property.
"This technology will be applicable in the global amusement park industry and has application in the location-based entertainment business sector, especially post-Covid as demand increases for world-class entertainment experiences. The Name Change is part of a natural evolution for the Company.”
Dynamic's SFX Coaster has new coaster technology so that both the train and the track move
The change of name symbolizes several important strategic considerations and the timing coincides with the advancement and completion of many tactical initiatives, such as:
The flying theatre co-venture in the Smoky Mountains of Tennessee, which is scheduled to open in the summer of 2021. Dynamic Technologies Group has an option to purchase a 50% interest in this
Leveraging Dynamic Technologies Group's proprietary IP and creative knowhow by pursuing co-ventures globally, a market niche that it believes will grow in a post-pandemic world
Creating and funding a long-term commitment to R&D, focusing the company's multi-disciplinary engineering skills on diversified markets
Successfully completing the handover of Dynamic's first special effects coaster in Abu Dhabi
Finalizing the successful completion and handover of ride systems in Osaka, Beijing, Kuala Lumpur, Los Angeles, and Doha, which will open once the pandemic subsides
Strengthening the Board by adding an American with 35 years of experience in the US capital markets
“It has been a very challenging time for virtually every company in the world as we manage our way through the pandemic, especially companies that produce products and deliver services that entertain guests out of the home like Dynamic,” says Nelson.
“This time was used to get closer to our customers, critically assess the Company’s incredibly valuable intangible assets and reorganize our employees in such a way as to capitalize on the tremendous opportunities that we have identified in a post-pandemic world.”
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.
Embed, a leading worldwide supplier of point-of-sale and revenue management systems, is marking International Women’s Day and Women’s History Month with the release of Rise & Renewal: Women’s Stories of Strength.
This is a tribute to the remarkable women who are embracing their power: rising, adapting, and reshaping what’s achievable across technology, business, and beyond.
Rise & Renewal celebrates women's courage, perseverance, and leadership in turning challenges into opportunities, inspiring future generations. From innovators and entrepreneurs to creators and change-makers, these stories highlight resilience and strength.
Empowering women at every level
“At Embed, we believe in the value and power of cultural and gender diversity in our talent pool; we’re proud to be the change that other companies, both large and small, aspire to achieve," says Renee Welsh, CEO of Embed. "We believe that when women rise, industries transform and strengthen.”
“Rise & Renewal is about celebrating the women who have shaped our journey, challenged the status quo, and continue to build the future of the business of fun with courage, creativity, and conviction.”
As a leading global technology company driving the world’s most popular family entertainment centres, Embed is deeply committed to empowering women at every level of the organisation and industry.
Embed’s gender parity now stands at 66% female at the chief executive level (up from 50%), an unprecedented achievement in technology and a testament to Embed’s dedication to gender equality across all organisational levels.
Through the women@embed platform, Embed continues to champion diversity, equity, and opportunity and to celebrate women's journeys.
“Every March during Women’s History Month and on International Women’s Day, we celebrate women in tech and the business of fun. And this year is no different," says Sara Paz, CMO of Embed.
"Every woman’s journey is a story of strength, navigating life’s challenges, rising to the challenge, stepping into their power, and the renewal, transformation, and growth resulting thereof. It’s the hero’s journey.
"The Rise & Renewal series is a reminder that our strength is not just in what we build and accomplish, but in how we lift and bring others with us as we grow, which can happen directly or indirectly through the gift of our example. When it comes to celebrating, we’re equal opportunity; we celebrate everyone! ”
Inowize, a creative company delivering interactive experiences, presents QBIX Play, the latest version of the QBIX immersive gaming room platform, designed to appeal to younger audiences and serve as a compelling visual and experiential centrepiece in modern entertainment venues.
QBIX Play builds on QBIX's proven success to make group play more accessible, spontaneous, and flexible for operators. While QBIX has become a global leader as the high-performance Pro version for immersive group gaming, QBIX Play expands this concept.
Responding to operator demand
QBIX Play is the open-edition version of QBIX, created for younger audiences, family venues, and day-pass entertainment settings.
The attraction preserves the core gameplay of 6 players playing simultaneously, all within a compact 4 x 4 metre (13 × 13 feet) area. It features nine themed multiplayer titles.
The new edition has been developed in response to a clear operator demand: to increase session frequency, to seamlessly integrate into free-play models, and to reduce friction for younger demographics.
“QBIX Play was born from listening carefully to both operators and guests,” says Claudia Mihalache, co-founder of Inowize.
“The market doesn’t need more complexity. It needs immersive attractions that are easier to deploy, easier to access, and easier to monetize.”
QBIX Play eliminates structural obstacles and adopts an open, highly visible design to encourage spontaneous participation while ensuring high throughput per square meter.
Initially unveiled as a concept at IAAPA Expo in November 2025, it was introduced as a new edition of the immersive gaming room. Due to significant industry interest, the product has now been installed in two U.S. locations: FunVille and AR's Entertainment Hub.
The team also revealed its ninth game title for QBIX, Last Defense, at IAAPA Expo 2025.
Venues can now choose between QBIX, QBIX Play, or scale with QBIX Multi-units, allowing them to build layouts that fit their traffic, space, and business model.
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.”
Disney Cruise Line has unveiled a first look at its new Disney Adventure cruise ship following its arrival in Singapore.
As Disney Cruise Line’s largest-ever ship and its first to be homeported in Asia, the Disney Adventure is set to embark on its maiden voyage from Singapore on 10 March.
Sharing a first glimpse aboard the ship, Disney offered fans a look at its seven themed areas, which include elegant lounges for adults and immersive spaces designed for children and families
Guests aboard can explore seven uniquely themed areas, including Disney Imagination Garden, Town Square, San Fransokyo Street, Marvel Landing, Wayfinder Bay, Disney Discovery Reef, and Toy Story Place.
Featuring an open-air courtyard, Disney Imagination Garden includes a central Garden Stage for shows and events, along with two quick-service dining options.
A celebration of Disney Princesses, Town Square welcomes guests with makeovers, themed dining, Broadway-style shows, and nearby signature restaurants.
Inspired by Big Hero 6, San Fransokyo Street includes the Big Hero Arcade, Baymax Cinemas, the Alley Cat Café, and myriad shopping experiences, including a Duffy and Friends shop.
Set in the Marvel Landing area, an immersive Marvel-themed zone, guests can enjoy the Ironcycle Test Run, the longest roller coaster at sea, alongside the Pym Quantum Racers and Groot Galaxy Spin.
Located on the ship’s stern, Wayfinder Bay offers guests the opportunity to unwind by the pool while enjoying live entertainment, while Discovery Reef offers a collection of themed eateries, bars, and cafés inspired by Disney and Pixar's underwater tales.
Toy Story Place, a water play area on the ship’s upper decks, features pools, whirlpools, slides, and splash pads inspired by Pixar’s Toy Story films.
After arriving at its new home port, Marina Bay Cruise Centre in Singapore, on 3 March, the newest ship in the Cruise Line was welcomed to the fleet with a christening ceremony on 4 March.
"The arrival of the Disney Adventure in Singapore marks a significant milestone in our global expansion, introducing Disney cruising to Asia for the very first time," said Joe Schott, president of Disney Signature Experiences.
He added: "Honouring Disney Cruise Line’s legacy of unforgettable journeys, our newest ship brings together our signature storytelling and creativity in an exciting new region."
After more than three years of work, Elephant Valley is opening at the San Diego Zoo Safari Park today (5 March).
The project is the largest and most transformative in the San Diego Zoo Wildlife Alliance's 109-year history.
The new experience on a 13-acre site will provide an up-close viewing of the park’s herd of eight endangered African savanna elephants – Swazi, Ndlula, Umngani, Khosi, Zuli, Mkhaya, Nisa, and Kami.
Named the Denny Sanford Elephant Valley after its lead donor, the habitat is designed as a dynamic savanna and features more than 350 rare and endangered African plants to replicate the sights, sounds and smells of Africa's ecosystems.
It also serves as a bridge between the zoo's scientific work in San Diego and its elephant conservation initiatives across the African savanna.
At the heart of Elephant Valley is Mkutano House, a two-story restaurant featuring three distinct dining destinations: Mkutano, Ona Lounge, and Tu Grill.
Shawn Dixon, president and CEO of San Diego Zoo Wildlife Alliance, said last year: "Denny Sanford Elephant Valley's innovative design celebrates the world's largest land mammal and the communities that coexist with them.
"Every detail of this habitat has been purposefully designed to reflect the elephants' natural environment, supporting their well-being while inspiring meaningful connections."
San Diego Zoo Safari Park is one of several zoos investing in enhanced elephant habitats, alongside projects such as Elephant Trek at the Cincinnati Zoo and Botanical Garden.
Elephants in zoos across the world remain a controversial topic, with some organisations no longer keeping the animals.
The San Diego Zoo and its safari park are fully accredited by the Association of Zoos and Aquariums (AZA), which has specific rules and guidelines for keeping elephants.
Dan Ashe, AZA’s president and CEO, told the San Diego Union-Tribune the association is committed "to managing elephants as elephants, in multi-generational herds, and allowing them the space and the opportunity to do what they want to do, to behave as elephants and as elephants do in nature".
He said zoos will likely look at the San Diego Safari Park's new habitat "and say, 'Wow, look what they're doing, can't we do that?'"
Images courtesy of the San Diego Zoo Wildlife Alliance
Dynamic's SFX Coaster has new coaster technology so that both the train and the track move
