Skip the Queue

In this episode of Skip the Queue, host Andy Povey is joined by Robbie Jones from Katapult to discuss how guest insights and psychology shape the design of modern visitor attractions. Robbie shares how Katapult works with IPs, theme parks and destinations to create experiences that focus on guest behaviour, emotions and expectations.

The conversation centres on a groundbreaking four-year research project with University of Birmingham and Drayton Manor Resort exploring how attractions can better support neurodivergent guests. The project aims to develop a global blueprint for neuroinclusive design that improves accessibility while maintaining exciting and immersive experiences.

Key Topics Discussed:

Insights-led design in themed attractions

Neurodiversity and inclusion in theme parks

A four-year research project with the University of Birmingham and Drayton Manor

Breaking misconceptions around sensory experiences and neurodivergence

Personalisation and guest autonomy in attractions

Reducing friction in queues and guest journeys

The role of analogue, interactive experiences in museums and parks

The commercial and social impact of inclusive attraction design

 

Show References:

 

Robbie Jones, Insights Director at Katapult

https://www.katapult.co.uk/

https://www.linkedin.com/in/mrrobbiejones/

https://blooloop.com/katapult-neuroinclusion-research/

 

Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.

If you like what you hear, you can subscribe on Apple Podcasts, Spotify, and all the usual channels by searching 'Skip the Queue' or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

 

Credits:

Written by Emily Burrows (Plaster)

Edited by Steve Folland

Produced by Emily Burrows and Sami Entwistle (Plaster)

Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

In this special International Women’s Day episode of Skip the Queue, guest host Claire Furnival brings together four leaders from across the global visitor attractions industry to discuss progress, challenges and what comes next.

Joining Claire are Emily Popovich of KMI International, Rachael Hamilton of Rise AV, Liz Sanchez Rasking of Looking Glass Strategies and Entertainment SHE-nanigans, and Ruth Read of blooloop.

They share personal career journeys and discuss the ongoing barriers women face, including pay gaps, unconscious bias, burnout, safety at trade shows and confidence in leadership. The episode highlights practical initiatives driving change, such as mentoring programmes, representation in awards and panels, pay transparency advocacy and grassroots networking groups.

The conversation reinforces the importance of community, allyship, visibility and self advocacy in accelerating equality across the sector, while recognising there is still work to do before women focused initiatives are no longer needed.

Key Topics Discussed

Career pathways in attractions, AV, media and themed entertainment

Confidence gaps and self advocacy

Burnout and workplace pressures

Gender pay transparency

Safety and inclusion at trade shows

Mentoring and leadership development

Representation on boards and industry awards

The role of allyship

Building safe and supportive networks

Priorities for the next five years

 

Show References:

 

Claire Furnival, Client Success Manager of JP Showsystems & previously Head of Engineering of Merac

http://www.jpshowsystems.com

https://www.linkedin.com/in/claire-furnival-exec/

 

Emily Popovich, Director of Global Business Development of KMI International

https://www.kmiintl.com/

https://www.linkedin.com/in/emilypopovich/

 

Rachael Hamilton, Managing Director of Rise AV

https://www.rise-av.com/

https://www.iamrachael.co.uk/

https://www.linkedin.com/in/rachael-hamilton-836a5825/

 

Liz Sanchez Rasking,  Founder | Director of Business Development, Looking Glass Strategies

https://www.looking-glass.pro/

https://www.linkedin.com/in/lizsanchezrasking/

 

Ruth Read, Director of blooloop

http://www.blooloop.com/

https://www.linkedin.com/in/ruthread/

 

There's an incredible line-up of events taking place for this year's #IWD that you can be a part of:

📅 5th March | 2:00pm EST & 7:00pm GMT

Live Chat: Empowered voices: Celebrating Women who Lead and Inspire hosted by IAAPA. 
https://iaapa.org/event/live-chat-empowered-voices-celebrating-women-who-lead-and-inspire

📅 6th March | 1:00pm EST 

The Power of Connection Webinar brought to you by MUSE and the Female Leaders of Amusement Parks and Attractions.
https://events.teams.microsoft.com/event/b47d6a8c-57f5-4e75-b0bc-ffc33c415d11@9ce37703-53e8-441e-8fba-26704215ed39

📅 12th March | 3:30 - 8:00pm GMT 

Rise AV International Women’s Day 2026 | Give to Gain hosted by Rise AV. 
https://www.eventbrite.co.uk/e/rise-international-womens-day-2026-give-to-gain-tickets-1982282957688

 

Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your guest host is Claire Furnival.

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn.

Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

In this episode of Skip the Queue, Andy Povey is joined by Ray Hole of Ray Hole Architects for a wide-ranging and thought-provoking conversation about strategy, storytelling and the true economics of experience design.

Key Topics Discussed

The “Camelot” collaboration model in attraction development

Experience economy vs. pure economics

Primacy and recency effects in guest psychology

Designing the departure experience

Turning operational cost into experiential value

Storytelling through architecture

Instagrammable design and generational behaviour

Empathy in ticketing and security

Integrating accommodation into attraction strategy

Converting capex into revenue-generating experiences

 

Show References:

 

Ray Hole, Managing Director of Ray Hole Architects

https://www.rayhole-architects.com/

https://www.linkedin.com/in/ray-hole-a6b7396/

 

Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.

 

Credits:

Written by Emily Burrows (Plaster)

Edited by Steve Folland

Produced by Emily Burrows and Sami Entwistle (Plaster)

Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

In this live episode of Skip the Queue, recorded at the Association of Cultural Enterprises Conference, Andy Povey is joined by Richard Paterson, Chief Operating Officer at the Shakespeare Birthplace Trust, to explore the delicate balance between commercial performance and heritage protection.
Richard shares practical, real-world strategies for running sustainable cultural attractions in a challenging post-Covid landscape from improving ticket yield to rethinking discount strategies.
Key Topics Discussed:
Post-Covid financial pressures on cultural attractions 
Increasing income yield without increasing footfall
Simplifying ticket structures at the Shakespeare Birthplace Trust
Reducing and rationalising discounts
Encouraging online booking vs on-the-door sales
Using ticketing data to test and track performance
Re-engaging local audiences within drive-time markets
Growing repeat visitation
Communicating conservation impact to visitors
Turning restoration work into part of the experience
Leveraging cultural moments like Hamnet to refresh storytelling
Show References:
 
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey
 
Richard Paterson, Chief Operating Officer at the Shakespeare Birthplace Trust
https://www.shakespeare.org.uk/
https://www.linkedin.com/in/richardpaterson1/
 
Cultural Enterprises Conference
Birmingham on 9-11 February 2026
https://culturalenterprises.org.uk/conference/
 
Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.
 
Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwistle (Plaster)

Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here

In this episode of Skip the Queue, Andy Povey is joined by Mark Lofthouse, Creative Director and Business & Client Strategy Manager at RWS Global, a global entertainment company delivering experiences across attractions, live events and destination design.
Mark shares his journey into the attractions industry, from starting out in haunted attractions as a teenager to leading creative strategy on IP-led experiences around the world. Andy and Mark talks about how brands and attractions can create meaningful emotional connections, why guest-first design is critical to commercial success, and how IP partnerships can help venues reach new audiences when done thoughtfully. The conversation also looks ahead to the future of immersive experiences, personalisation, and what regional and family attractions can learn from projects that are thriving today.
Key Topics Discussed:
Emotional connection as the core of great attractions
How IP and brands can attract new audiences
Why guest-first design matters more than visuals
What makes IP partnerships succeed or fail
Lessons for regional and family attractions
The future of immersive and personalised experiences
 
Show References:
 
Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey
 
Mark Lofthouse, Senior Manager, Business & Client Strategy at RWS Global
https://www.rwsglobal.com/
https://www.linkedin.com/in/markloftcd/
 
Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.
 
Credits:
Written by Emily Burrows (Plaster)
Edited by Steve Folland
Produced by Emily Burrows and Sami Entwistle (Plaster)

Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey

We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.

Download your FREE copy here