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2020 ANNUAL REPORT2020 ANNUAL REPORT 2 ON THE FRONT LINE Dear IAAPA Members, Around the world, we all felt the impact of the COVID-19 pandemic on our businesses, families, and lives in 2020. As attractions and manufacturers around the world were forced to shutter, many who fought to reopen discovered new ways of operating their business. The result was that no stone was left unturned throughout the global attractions industry. Our resiliency to weather the storm became evident by the creativity of those on the front line who operated more efficiently, while supporting each other. As IAAPA’s 2020 Annual Report illustrates, the global association for the attractions industry worked hard to support your recovery. In the past year, IAAPA authored and released new safety and security guidelines that assisted all our members around the world. The association also developed new educational programs and ways to communicate—from virtual expos and summits, to webinars and even streaming Funworld Live on Facebook—connecting each other when we could not be together in person. While several events were canceled out of an abundance of caution in 2020, we have plans in place to again gather in person in the months ahead. This pandemic has shown us all how essential face-to-face meetings and trade shows are, while challenging us to stay flexible and stand ready to adapt to the needs of our members. Following a year like no other, I feel it’s important to thank our IAAPA team members in our regions and around the world. Each has developed and deployed new platforms and tools to help you find success on all levels. In addition, I personally would like to thank all our members who have served on committees; this has not been an easy year—but we have navigated it together. Amanda Thompson OBE 2020 IAAPA Chairman of the Board and Managing Director of Blackpool Pleasure Beach LETTER FROM THE CHAIRMANPURPOSE, VISION, MISSION IAAPA’S CORE VALUES We treat others with respect. We operate with transparency. We are courageous and seek to innovate. We are inclusive and value collaboration. We are passionate about our industry and our work. PURPOSE We exist to connect the diverse and dynamic attractions industry, for the good of us all. Through this, we grow and improve our people, our companies, and our industry. VISION A diverse and dynamic association for the attractions industry with global reach and impact. MISSION We inspire, grow, and protect the global attractions industry through member connections. IAAPA is the premier organizer of global attractions industry events and the facilitator of marketplace connections. Through this, we enable the success and competence of our members to deliver safe and memorable experiences to guests. IAAPA will be an indispensable global resource for our members, an international authority for our industry, and a world-class workplace for our employees. IAAPA will have a significant presence in every region of the world and in every part of the growing and diversifying attractions industry. Through this, IAAPA will support the long-term sustainability of members, their partners, and communities.2020 ANNUAL REPORT 4 IAAPA’s diligence continues as the organization supported members around the world through the global coronavirus pandemic. IAAPA first focused on COVID-19 in early January 2020 as the virus began to impact our members in Asia. The association effectively addressed public health issues in the past, but such instances have paled in comparison in terms of complexity, concern, speed, and ease of transmission. The global attractions industry includes a variety of permanently located attractions, including theme and amusement parks, water parks, family entertainment centers, museums, zoos, aquariums, science centers, resorts, cultural attractions, cruise lines, and more. To address the rapidly evolving outbreak, IAAPA facilitated calls between our members in Asia so they could share information and discuss modifying operations to reduce the health risks associated with the transmission of COVID-19. The outcome of those conversations included the development of preliminary operating guidelines that we shared with our members throughout the region. As the virus spread and rates of transmission increased across the world, our members started to feel the impact—in their countries, communities, and organizations. We also saw consumers begin to worry about visiting attractions as information about COVID-19 changed daily. Building from the guidelines established by and for our members in Asia, we expanded that sharing initiative, holding calls and gathering input from members throughout the global attractions industry. We further developed the operating guidance with input and expertise from more than 60 companies around the world. We also enlisted the assistance of a respected infectious disease expert and referenced guidance provided by a variety of industries and government health agencies, including the World Health Organization and the U.S. Centers for Disease Control and Prevention. That information provided the foundation for our conversations and ensured the protocols and solutions we developed were based on science and the latest information available. IAAPA’S ROLE IN THE ROAD TO RECOVERY2020 ANNUAL REPORT 5 The resulting “COVID-19 Reopening Guidance: Considerations for the Global Attractions Industry” was made available to our members in both English and Spanish and shared with local and regional governments and public authorities tasked with reopening their communities to help communicate the work the industry was doing to ensure safe operations for guests and employees. In addition, we created a thorough, member-exclusive resource center on the IAAPA website with timely information, contacts, updates, and data about the pandemic in each region. Through this complex and collaborative process, we were confident that attractions, like many other businesses (grocery stores, retail establishments, etc.), could modify their operations and provide safe experiences for guests and employees. And while these new protocols often required limiting capacities to allow for physical distancing, the wearing of face coverings, and enhanced cleaning, our members worked with their local public health officials to develop operating plans that reduced risks significantly and drove economic activity. The protocols have worked. We are not aware of any mass coronavirus infections attributed to parks or attractions in any country in 2020. The guidelines also became a reference cited by the United Nations World Tourism Organization in its “Global Guidelines to Restart Tourism” and the World Travel & Tourism Council in its “Attractions: Global Protocols for the New Normal” resource. The economic impact of the pandemic on the attractions industry proved devastating. Some attractions closed and were not allowed to reopen— even with COVID-19 safety protocols in place. Some shuttered for several months, while others remained open but at greatly limited capacities. Sadly, some IAAPA members may never reopen again; the effects of lost revenue and business for such an extended time left an irrevocable impact. IAAPA has worked with governments to assure them attractions can open safely. We will continue to do so until all attractions can open at 100% capacity. TO RECOVERY2020 ANNUAL REPORT 6 MEMBERSHIP Many members endured a difficult year, unable to open or only able to open for a short period before the virus forced them to close again. That difficulty impacted some members’ ability to maintain their IAAPA membership. In fact, the pandemic affected all membership types and regions, and the association finished the year down 20% in membership compared to our all-time record membership year in 2019. Cancelling our Expos played a significant role in membership since the in-person events often provide a catalyst for companies to join or renew their membership. At the same time, the team worked to deliver member value through a number of new digital engagement opportunities. (See page 11 for details.) GLOBAL MEMBERSHIP OVERVIEW REGIONAL MEMBERSHIP OVERVIEW TOTAL MEMBERSHIP 20202019% change Facilities 1,976 2,495 -21% Manufacturers and Suppliers 2,279 2,880 -21% Individuals 202 226 -11% Students 604 747 -19% Total 5,061 6,348 -20% ASIA-PACIFICEMEA LATIN AMERICA, CARIBBEANNORTH AMERICA 20202019 % change 20202019 % change 20202019 % change 20202019 % change Facilities 166 198 -16% 575 586 -2% 272 357 -24% 963 1,354 -29% Manufacturers and Suppliers 292 459 -36% 707 784 -10% 46 59 -22% 1,234 1,578 -22% Individuals 16 18 -11% 32 25 28% 12 11 9% 142 172 -17% Students 13 29 -55% 159 169 -6% 9 16 -44% 423 533 -21% Total 487 704 -31% 1,473 1,564 -6% 339 443 -23% 2,762 3,637 -24% IAAPA 2020 HIGHLIGHTS A look at the association’s significant activities and accomplishments from the past year is below. Keep in mind, these were all accomplished with the IAAPA team working remotely from March to December.7 AMID THE PANDEMIC, IAAPA LAUNCHES NEW PROFESSIONAL DEVELOPMENT ECOSYSTEM After three years of planning and work, IAAPA’s Global Education team introduced a new professional development ecosystem to benefit the industry. At the same time, the team responded to the pandemic to best serve the membership. COVID-19 Response The IAAPA team, in collaboration with the IAAPA Global Education Committee and the Regional Education Subcommittees adapted to the ever- changing environment brought on by the pandemic. Some examples to support our members included: •Aligned the education content and delivery strategy with content provided by the Funworld editorial team to execute coordinated, timely, and relevant articles, video news reports, webinars, Facebook Live events, and other resources on a COVID-19 page on IAAPA’s website. •Delivered COVID-19-specific webinars on a variety of topics, including risk mitigation, management, business continuity, and reopening safety protocols. •Provided IAAPA members with complimentary access to more than 100 online courses. Through this five-month initiative, 1,400 individuals took more than 14,000 courses that covered a variety of topics ranging from COVID-19 to diversity, inclusion, and equity topics. IAAPA’s Online Learning Portal We completely overhauled the user experience and content and introduced IAAPA’s Online Learning Portal, which provides members with 24/7 access to on-demand training. •In collaboration with the IAAPA Global Safety Committee, we launched a five-part security training video series to provide a greater understanding of how to screen guests and recognize and respond to critical incidents, such as hostile intruders, those behaving in a suspicious manner, or people displaying heightened emotions. •Refreshed the “First Steps” training series on safety, game operations, guest relations, ride operations, and supervision. •Introduced on-demand courses that focus on core skills in three content clusters: people, personal, and business. •Collaborated with the National Restaurant Association to bring IAAPA members access to the ServSafe training and certification program at a discount.2020 ANNUAL REPORT 8 IAAPA Certification IAAPA’s certification program was completely overhauled, which will greatly expand access to members around the globe. The primary change is individuals will need to pass an examination to earn an IAAPA certification designation in the future. Activities completed in 2020 included: •Onboarding IAAPA’s first dedicated team member to oversee the entire lifecycle management of the current and soon-to-be- launched certification program. •Transitioning the IAAPA Certified Attractions Manager (ICAM) designation to the IAAPA Certified Attractions Professional (ICAP) designation. Those who currently hold the ICAM designation will be grandfathered into the ICAP designation in early 2021. The program continues to provide an IAAPA Certified Attractions Executive (ICAE) designation as well, based on a case study- focused certification exam. •Developing the first global job task analysis, which identified the knowledge, skills, and abilities important for our industry. •Creating a global validation survey, which verified the work of the job task analysis. The survey is the final step to ensure the exams will align with the needs of the industry and create the blueprint for future examinations. The ICAP designation focuses on the individual, while the ICAE certification focuses on how executives apply their knowledge, skills, and abilities across the organizational level. •Founding an item-writing team to develop questions for future exams. •Establishing criteria for professionals to maintain their certification every three years. Institute Curriculum IAAPA’s two flagship curriculum programs—IAAPA Institute for Attractions Managers and IAAPA Safety Institute—continue to evolve to meet member needs. Even before the impacts of COVID-19, IAAPA planned additional ways to deliver these programs to members globally in a virtual environment. In early 2020, the professional development team successfully developed and delivered both programs virtually, increasing access to these important experiences around the world. To support the on-demand learning preferences for members and further meet their needs, these courses are available in IAAPA’s Online Learning Portal in a “light” version. These on-demand courses are meant to provide an overview and drive demand toward the full course. Following the effects of the pandemic, we delayed the relaunch of the IAAPA Institute for Executive Education. This course builds on the learnings of the IAAPA Institute for Attractions Managers program and prepares attendees for moving into a senior leadership position within their company. The team will explore a virtual delivery of this experience in 2021 and will make plans to resume periodic in-person experiences when the time is right. Educational Partnerships For the first time, IAAPA Education is launching an Education Partnership program to allow for partnership opportunities throughout the educational ecosystem. Several options are available for IAAPA members to highlight their company, furthering the overall membership value proposition and generating additional revenue for the association. EDUCATION RECORD NUMBER OF WEBINARS IN 2020 IAAPA hosted a record 79 webinars, including two specifically for manufacturers and suppliers (M&S): “Strategies for the M&S Community During COVID-19” and “CEO Perspective: The Mindset to Thrive During Turbulent Times.” More than 8,600 people attended IAAPA webinars in 2020, which were offered in English, Spanish, and Portuguese. 2020 ANNUAL REPORT 9 together to learn, share, and connect at IAAPA Expo | Virtual Education Conference. More than 25 unique sessions planned for IAAPA Expo moved online, connecting attendees to industry pros. The virtual event took place Nov. 16-18 and included keynote presentations, education sessions, and networking opportunities through unique events and virtual lounges. Experts shared valuable insights and best practices regarding safety, operations, marketing, and more. The 2020 IAAPA Awards also were presented, including the IAAPA Hall of Fame Awards, IAAPA Service Awards, and IAAPA Young Professional of the Year Award. In addition, we held IAAPA Virtual Conference: The Americas, a new collaborative education event between the North America and Latin America, Caribbean regions on Sept. 2-3. The meeting attracted 188 attendees and featured 10 sessions presented in Spanish and English. Also in September, two additional IAAPA regions teamed up for IAAPA Virtual Conference: EMEA and APAC. This online event provided 21 sessions for participants to strengthen their leadership skills, learn best practices, and take advantage of the valuable sharing of peer-to-peer expertise. The innovative education platform connected both regions where 223 attendees benefited from timely topics centered around marketing, leadership, and operations. In looking for new ways to engage our M&S and facility members, Deal Days in December was held for the first time. More than 85 M&S companies participated with many attendees visiting the event. Deal Days allowed M&S companies to present their products to facilities in a new format. LIMITED IN-PERSON EVENTS IN 2020 Sixty people attended the IAAPA EMEA Summit in South Africa from Jan. 27 to Feb. 1. This event also included two Meet IAAPA events—one at Gold Reef City Theme Park in Johannesburg and one at Two Oceans Aquarium in Cape Town. More than 170 family entertainment center (FEC) professionals gathered in Stone Mountain, Georgia, Jan. 26-28, for the eighth annual IAAPA FEC Summit—the attractions industry’s leading international conference for the FEC community. IAAPA North America held its first-ever Meet IAAPA event in Canada at Ripley’s Believe It or Not! in Niagara Falls, Ontario. Nearly 140 people attended the March 3 event. Over 150 attractions industry colleagues came together for IAAPA Leadership Summit 2020 in Los Angeles, California, March 11-13. Attendees heard from industry experts about creativity, innovation, and collaboration and gained fresh insight into their impact on guest experiences, team dynamics, training, and more. Meet IAAPA in Macao on Sept. 26 featured a virtual meet-up and tour attended by 30 industry professionals, followed by an in-person networking event with 28 attendees. More than 100 people attended IAAPA Safety Institute Shanghai on Oct. 29. VIRTUAL EVENTS REPLACE EXPOS Due to COVID-19-related travel concerns and restrictions, the pandemic forced changes to IAAPA’s three major Expos. Planned for London, England, IAAPA Expo Europe 2020 was canceled. IAAPA Expo Europe 2021 is scheduled for Sept. 27-30 in Barcelona, Spain, and will return to London in 2022. IAAPA Expo Asia 2020 pivoted to IAAPA Virtual Expo: Asia, which featured both a virtual trade show and education conference from July 28-30. A total of 3,100 people participated in the event, including 131 exhibitors and 21 speakers. The event schedule also included nine education sessions and seven networking events. IAAPA Expo 2020 also could not happen in person this year, but IAAPA still brought members Next >