I’m pleased to announce the creation of the Florida Attractions Association Leadership Academy (FLA) — a new pilot program designed to develop and connect the next generation of leaders in Florida’s attractions industry.

The FAA Leadership Academy is a six-month, cohort-based professional development experience that brings together emerging leaders (manager level and above) for an engaging journey of learning and collaboration. Participants will explore key facets of leadership, operations, strategy, and innovation through a virtual classroom facilitated by former FAA Chairs and respected industry experts who bring real-world insight to every session.

• Change Management & Resilience – Matt Johnson
• Problem Solving & Decision Making – Kurt Allen
• Advocacy & Government Relations – Bill Lupfer
• Strategic Planning – Scott Rose
• Relationship Building & Networking – Cindy Stavely
• Leading & Influencing – Jennifer Berthiaume

Our goal is to identify, invest in, and inspire tomorrow’s leaders — those who will continue to advance our industry, represent their organizations within the FAA, and perhaps one day serve on our Board of Directors or as Board Chair.

For this pilot program, applicants must be emerging leaders employed by FAA Primary Attraction Members.

More details and the application are available [here].  Application deadline is November 1, 2025.

We look forward to launching this exciting new chapter in professional development and leadership growth within Florida’s attractions industry.

Sincerely,

Dan

Dan Donovan
Immediate Past-Chairman, Florida Attractions Association and Industry Statesman
Sr. Director, Marketing & Sales Talent Orchestration, Universal Destinations & Experiences

1. How long have you been in the attractions industry? 

I have been in the tour & travel industry for over 30 years and have worked in various areas including theme parks, hotels, attractions and theater. 

2. What is your favorite job you’ve had in the industry and why?

I am currently in my dream role as Director, Group Sales & Marketing, at the Dr. Phillips Center for the Performing Arts.  I have a passion for the arts and spent many years as a performer at Walt Disney World. 

3. What is the most rewarding aspect of working in/for the attraction industry? 

My role is rewarding because I get to build relationships with both customers and industry colleagues.  I love to welcome groups to the Dr. Phillips Center, many who are visiting for the very first time. 

4. What do you enjoy doing in your leisure time?  

No surprise, I love to travel.  I love to experience new destinations and to explore nature.  I love to go hiking and frequent the mountains of Colorado. 

5. Aside from Florida, what is your dream vacation destination and why? 

I am about to head out on my first European vacation.  My wife and I will be visiting London and Edinburgh to enjoy some shows in the West End and to check out the sites where Harry Potter was created. 

The Florida Attractions Association is proud to look back on another successful Florida Attractions District Days this September. During the month, attractions across the state opened their doors to legislative delegations to emphasize the critical role of our industry in local economies, job creation, and community life.

Florida Attractions District Days is an advocacy initiative created to build relationships between attractions and their county legislative delegations. By inviting legislators on educational tours, attractions make their voices heard—not as political actors, but as local economic and cultural stewards. Sharing tax impact, employment numbers, cultural contributions, and community engagement helps legislators better understand our industry’s value ahead of session.

This year’s kickoff message reminded members:

“Sooner or later, government will make decisions that impact your attraction. Having your county’s Legislative Delegation know your business gives FAA and its lobby team a better platform for advocacy.”

To support each site-hosted visit, FAA provided a toolkit: a legislative database, sample invitation and press release templates, talking-point guides, social media resources, and FAQs answered by our advocacy team.

• Dozens of attractions around the state participated, inviting state representatives and senators to tour and engage.
• A webinar held September 11 featured FAA Chair Samantha Palmer, lobby team Liberty Partners of Tallahassee, and Rep. Rachel Plakon, discussing strategies and best practices for hosting legislative visits.

Feedback has been overwhelmingly positive. Many reported newfound or deeper relationships with local legislators, which will strengthen FAA’s advocacy capacity heading into the 2026 Legislative Session.

A heartfelt thanks to every participating attraction, every legislator who met with hosts, and FAA staff and lobby partners who made the month possible. Your efforts are shaping a stronger, more connected industry voice in Tallahassee.

Looking ahead:

• Use these connections to stay in touch with your delegation.
• Share insights and policy concerns with FAA so we can carry them forward.
• Begin thinking about next year’s District Days—how can your attraction make an even greater impact?

On September 30, nearly 60 leaders from Florida’s attractions community gathered in Miami for Expedition FAA–Miami: Where Art Meets Attraction—a full day of discovery, idea-sharing, and inspiration at the intersection of culture and guest experience.

We convened in the Rubell Museum for a fast-paced program featuring case studies, peer exchanges, and our popular “Seven for Seven” session. Conversations centered on practical ways attractions can weave arts and culture into their operations—co-marketing with local partners, pop-up activations, immersive storytelling, and smart funding strategies.

As the sun set, we moved to Wynwood Walls for an evening surrounded by world-class street art. Jessica Goldman Srebnick shared the compelling story of the district’s renaissance and how intentional cultural investment can transform a neighborhood and elevate visitor appeal. The setting—and the conversation—captured the spirit of the day: creative, collaborative, and actionable.

Thank You

To our Host Venues: Rubell Museum (special thanks to Juan Valadez and Ashley Thomas for exceptional hospitality) and Wynwood Walls (with gratitude to Jessica Goldman Srebnick and Daniel Pezet for welcoming our group and sharing their story).

To our Sponsors: Our sincere thanks to the Greater Miami Convention & Visitors Bureau (GMCVB), NetWeave Social Marketing, Global Sourcing International and VISIT FLORIDA for their generous support.

To our Attendees: Thank you to every member and future member who invested the day with us. Your questions, insights, and willingness to share best practices made this Expedition FAA memorable and meaningful.

What’s Next

Post-event feedback highlighted the value of sharing and networking, confirming Expedition FAA as a powerful forum for practical ideas you can take home and use. We’re already working on the next Expedition FAA—this time in Orlando—and will announce dates and theme soon.

This quarter, the Florida Attractions Association proudly spotlights the Cox Science Center and Aquarium in West Palm Beach — a premier destination where curiosity meets discovery!

The Center inspires learners of all ages through hands-on exhibits, a world-class aquarium, a state-of-the-art digital planetarium, and the brand-new Fellows Discovery Center currently under development as part of its major expansion. With interactive science demonstrations, STEM programs, and traveling exhibits, Cox Science Center and Aquarium continues to ignite curiosity and cultivate a lifelong love of science in visitors from across Florida and beyond.

We celebrate the Cox Science Center and Aquarium for its ongoing commitment to education, innovation, and community engagement — hallmarks of Florida’s thriving attractions industry.

The Florida Attractions Association is proud to spotlight Parrot Fish Studio, one of our valued Associate Members and a creative partner dedicated to helping attractions tell their stories in bold, memorable ways.

Based in Miami, Parrot Fish Studio specializes in design, branding, and storytelling for the attractions and tourism industry—from immersive exhibit graphics and signage to marketing campaigns and guest experience design. Their creative team brings a unique blend of artistry and strategy that helps destinations capture attention, inspire emotion, and drive engagement.

We’re grateful for Parrot Fish Studio’s partnership and continued contributions to our industry’s success.

Expedition FAA - Miami: Where Art Meets Attraction Revolutionizing Attractions Through Art, Experience & Partnership Expedition FAA Miami is a dynamic, one-day event presented by the Florida Attractions Association and explores the power of cultural collaboration in unexpected spaces. Discover how attractions across Florida are partnering with artists and arts and cultural organizations to reach new audiences, increase revenue, and elevate guest experiences. From pop-up exhibits to immersive installations, discover the business case for embracing the arts as a growth engine. Creativity will ignite as we gather at the Rubell Museum where bold ideas and artistic energy fuel an unforgettable day of inspiration. As the evening falls, we’ll move to the world-renowned Wynwood Walls district to witness how art lead to the revitalization of the area.  Tuesday, September 30, 2025 12:30 – 7:30pm Rubell Museum 1100 NW 23rd St. Miami, FL 33127  $95/each for FAA Member Attraction & DMO Representatives ACT NOW --- Space is limited! Registration Closes when capacity is reached. Full Details Register Now View the Agenda Your Registration Includes: Topical Roundtables & education sessions led by local Miami attraction and artistic event experts Q&A with panel led by Greater Miami Convention & Bureau's John Copeland, Director, Arts & Culture Tourism Group Dinner at the Rubell Museum An Evening at Wynwood Walls - Immerse yourself in Miami’s most iconic outdoor art experience during an unforgettable evening at Wynwood Walls Thank You to Our Sponsors!

VISIT FLORIDA has released its estimated quarterly visitation numbers, reporting Q2 year-over-year growth from 34.2 to 34.4 million visitors. As many of our members know, overall visitation to Florida does not always translate into increased attendance at attractions. We appreciate VISIT FLORIDA’s transparency in providing supplemental insights, noting that lower visitor spending and shorter lengths of stay continue to create challenging conditions. It is encouraging to see VISIT FLORIDA recognize these trends as they consider appropriate marketing responses.