Signal is a podcast for leaders in the attractions industry who are shaping the future of guest experiences. Hosted by RocketRez CEO John Pendergrast and industry veteran Tim Samson, each episode brings candid, forward-looking conversations about the challenges and opportunities facing operators today.
From the evolution of the experience economy to the role of technology, shifting consumer behaviors, and the operational realities of running attractions, Signal goes beyond surface-level commentary. John and Tim draw on their unconventional paths—from roller coasters and reservation systems to scaling enterprise software—to uncover what really matters for the next decade of attractions.
Expect stories from operators, insights from thought leaders, and honest discussions that cut through the noise. Signal isn’t just about trends—it’s about helping attractions leaders navigate change with clarity, connection, and a guest-first mindset.
👉 New episodes drop regularly. Subscribe and join the conversation on the future of attractions.
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Pricing Science, Walk-Up Revenue, and Why Attractions Undersell Themselves with Harry Tomasides & Tom Chiarella of Digonex
Season 1 · Episode 8
Monday, December 22, 2025 • Duration 01:05:56
If you're not dynamically pricing your walk-up window, you're probably leaving money on the table.
In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with Harry Tomasides, Chief Revenue Officer, and Tom Chiarella, Chief Product & Technology Officer, at Digonex—one of the industry's most established names in pricing science.
With a team of PhD economists who don't just run algorithms but provide human-supervised price recommendations, Digonex has spent over a decade helping attractions, performing arts venues, and live entertainment organizations rethink their approach to pricing. What makes their approach different? Operators can approve, reject, or override every recommendation. It's pricing science with a human touch.
Harry and Tom break down what dynamic pricing actually means (hint: it's not the same as rules-based pricing), why the walk-up window is chronically underpriced, and the biggest mindset shift attractions need to make: stop underselling yourselves.
You’ll hear about:
What pricing science actually looks like in practice—from booking data to weather to price elasticity
Why "rules-based pricing" isn't the same as dynamic pricing (and why that distinction matters)
The walk-up pricing problem: why there's "no daylight" between online and gate pricing at most attractions
How one client went from "we'll never charge $40" to comfortably pricing at $45—with no guest blowback
Why attractions consistently undersell themselves compared to performing arts and live entertainment
The role of AI in pricing: where it helps, and why human oversight still matters
How OTA distribution fits into a dynamic pricing strategy—and why commercial agreements often get in the way
Timestamps:
(00:45) — Introduction: Meet Harry Tomasides and Tom Chiarella from Digonex
(01:51) — How the pricing conversation has evolved over the last decade
(03:04) — Tom's journey from Gateway Ticketing to Digonex
(04:19) — What pricing science actually looks like in practice
(07:06) — Keeping humans in the loop: why recommendations beat black-box algorithms
(09:05) — The data inputs that drive price recommendations
(10:59) — Why Tom made the career shift to dynamic pricing
(12:42) — The generational perception problem: is dynamic pricing a "money grab"?
(15:08) — The optics of pricing and why it's deeply personal for clients
(17:01) — Execution matters: How Shedd Aquarium messages dynamic pricing
(20:24) — Guest experience and crowd smoothing through pricing
(22:48) — Comfort levels: from "never $40" to $45 without blowback
(27:48) — Defining dynamic pricing vs. rules-based vs. variable pricing
(31:45) — Where AI fits—and why it won't replace economists yet
(35:11) — Walk-up dynamic pricing: why it's essential, not optional
(38:25) — Why so many operators aren't doing walk-up dynamic pricing
(42:05) — OTAs and distribution:...
Activating Guest Data with the RFM Framework for Attractions with TJ Christensen, CEO & Founding Partner of BlueGator
Season 1 · Episode 7
Wednesday, December 10, 2025 • Duration 01:05:54
If McDonald's can turn a $3 coffee customer into a breakfast regular, why can't you turn your "stroller brigade" into lunch customers?
In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with TJ Christensen, CEO and Founding Partner of BlueGator, a Salesforce consulting firm helping zoos, museums, aquariums, and theme parks turn guest data into unforgettable experiences.
With over 20 years in attractions—including roles at Disney, Wyndham, and a decade leading product strategy at Accesso—TJ has seen firsthand why most attractions are drowning in data but starving for insights. His solution? Apply the RFM (recency, frequency, monetary) framework—the same scoring methodology that powers loyalty programs at retail giants—to the unique challenges of zoos, museums, and theme parks.
From identifying high-frequency, low-spend members to building tech stacks that put operators in control, this conversation explores why your ticketing system isn't a CRM, how AI will change guest engagement, and what attractions can learn from an English Premier League membership box.
You'll hear about:
The RFM framework explained: how McDonald's turns coffee buyers into breakfast regulars—and how attractions can do the same
Why your ticketing system is not a CRM (and what to do about it)
The "stroller brigade" strategy: turning high-frequency, low-spend members into lunch customers
Why less than 10% of attractions are using data well—and what separates the leaders
How to assess your tech stack: is it ready for the next five to ten years?
The Edmonton Zoo's Twitch experiment that generated $60,000 in donations from a red panda
Where AI fits: SDR agents, service chatbots, and content engines
Why human connection still matters—and where technology should (and shouldn't) replace it
Getting Guests to Do One More Thing at Morey’s Piers with Tyler Jacobs
Season 1 · Episode 6
Wednesday, November 26, 2025 • Duration 01:02:16
What if loyalty wasn't about coupons—but about getting guests to do just one more thing?
In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with Tyler Jacobs, Director of Guest Engagement & Analytics at Morey’s Piers & Resorts, to break down how one of America’s most beloved seaside destinations is modernizing guest engagement without losing its soul.
In just four months with a core team of three, Tyler and his colleagues launched Morey’s FAM Club—Morey's first-ever loyalty program. They integrated multiple systems, cleaned years of guest data, and rolled out a points-based program that delivers real-time offers within five minutes of a guest stepping off a ride.
What makes this story remarkable? Morey's has always been known for its no-discount philosophy. Loyalty at Morey's isn't about giving things away—it's about creating value, nudging behavior, and enhancing the guest experience.
You’ll hear about:
Why Morey's talked about loyalty for two decades before finally launching—and what changed
How competing with pizza stands "just feet away" across the boardwalk drove the need for loyalty
The "make it dumb" philosophy that unlocked years of stalled innovation
Why offers have to be valuable—and how "buy one chips, get one free" failed
Building a guest 360 view without massive budgets or giant tech teams
The edge case that almost broke the system—and how Tyler refused to admit defeat
Why technology should enhance the experience, not replace it ("What is grandma going to do?")
How five years of data infrastructure groundwork made a four-month launch possible
Timestamps:
(02:27) — Tyler and Tim's working relationship: why they still talk (almost) dailyy
(07:00) — Why loyalty had been talked about at Morey's for 20+ years
(10:52) — What made "now" the right time to finally launch
Building Culture That Lasts by Design with Shaun McKeogh, CEO & Founder of Attractions Academy
Season 1 · Episode 5
Wednesday, November 12, 2025 • Duration 01:07:55
Every operator knows culture matters—but few know how to design one that survives when half the team turns over every season.
In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with Shaun McKeogh, ICAE, Founder and CEO of Attractions Academy. With more than two decades leading organizational development and cultural transformation across 30-plus countries, Shaun has helped brands like Ferrari World Abu Dhabi, Gardens by the Bay Singapore, Village Roadshow Theme Parks, and the Saudi Vision 2030 initiative turn culture from a slogan into a system.
Shaun shares what most leaders overlook about culture, why investing in seasonal staff pays long-term dividends, and how simple, repeatable frameworks can make service excellence part of daily operations—not an afterthought.
You’ll hear about:
Why most operators fail at culture (hint: they treat seasonal staff like they're "just temporary")
How Ferrari World built world-class culture from scratch across 32 nationalities
The difference between "great job today" and recognition that actually changes behavior
Why employee engagement surveys are underutilized (and how to fix that)
How to make seasonal workers fall in love with your company—even if they're only there for six weeks
Why "hiring for attitude" isn't enough without strategic onboarding systems
Timestamps:
(01:49) — From clown to consultant: Shaun's unconventional path to attractions training
(06:45) — Building Ferrari World's culture from a blank canvas across 32 countries
(13:02) — The fatal mistake: treating seasonal staff as "only here for six months"
Pricing Confidence, Parity, and Behavioral Strategy with Evan Reece, CEO of Truest.me, former CEO Liftopia, Catalate
Season 1 · Episode 4
Wednesday, October 29, 2025 • Duration 01:12:02
What if pricing wasn’t just about numbers—but about shaping behavior?
In this episode of Signal, hosts John Pendergrastand Tim Samson sit down with Evan Reece, best known as the former CEO of Liftopia and Catalate, where he pioneered dynamic pricing and ecommerce strategies that transformed how attractions and ski resorts sell experiences.
Now CEO of Truest.me and a retained advisor to attractions, marketplaces, and reservation technology platforms, Evan shares why pricing hygiene—consistency, transparency, and organizational alignment—matters more than any algorithm. With over $1.2B in bookings powered by his pricing models, he’s learned that good pricing starts with trust.
From avoiding self-sabotage to preparing for an AI-powered retail landscape, this conversation explores how data, psychology, and behavior intersect to drive revenue—and confidence.
You’ll hear about:
Why bad “pricing hygiene” undermines even the smartest dynamic pricing systems
How to regain control of price parity across OTAs, marketplaces, and direct channels
Lessons from Liftopia and Hotwire on consumer behavior and data-driven decisions
Why fear-based pricing still limits many attractions—and how to move past it
The right way to test pricing boundaries without alienating your audience
Why transparency, UX, and timing build long-term pricing confidence
How AI and agentic search could disrupt pricing—and what to do about it now
Timestamps:
(00:00) — Parity & hygiene: the fastest way to boost conversion and trust
(03:17) — What bad pricing hygiene looks like (and why it kills your strategy)
Turning Viral Videos into Waterpark Visitors with Alex Ojeda, TIME100 Creator & Attractions Consultant
Season 1 · Episode 3
Wednesday, October 15, 2025 • Duration 01:05:27
What does it take to turn viral content into real-world revenue for attractions? In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with Alex Ojeda, a first-generation Mexican-American creator, consultant, and industry superfan whose high-energy content reaches over 15 million followers and generates more than two billion annual impressions every year.
Named to the TIME100 Creators list as one of the world’s most influential digital voices, Alex is best known for his thrilling first-person videos spotlighting the planet’s most cutting-edge waterparks and attractions—from the U.S. and UAE to China, Brazil, and beyond. Now, he’s helping operators and brands translate viral storytelling into business impact.
Alex shares what it’s like to bridge both worlds—creator and consultant—and how attractions can thrive in the age of short-form video, influencer partnerships, and social-first guest engagement.
You’ll hear about:
How Alex turned his passion for waterparks into a global creator career
The moment that landed him a consulting role with Royal Caribbean International
Why “authenticity” isn’t just a buzzword—it’s a brand strategy
What most attractions get wrong about social media and influencer partnerships
The physical reality behind “riding for the shot” (and what it teaches about storytelling)
How to future-proof your brand through creator collaborations and C-suite alignment
Timestamps:
(00:00) — Why Alex's content drives real turnstile clicks, not just views
(08:28) — How social-first thinking is reshaping attraction marketing budgets
(14:00) — What attractions get wrong with social media hiring
Building Joy at Scale with Sara Schiller, Co-CEO of Sloomoo Institute
Season 1 · Episode 2
Wednesday, October 1, 2025 • Duration 01:09:20
In this episode, John and Tim sit down with Sara Schiller, co-founder and co-CEO of Sloomoo Institute — America’s beloved slime museum and sensory experience. What started as a spark of joy between friends has grown into a national phenomenon: five flagship locations, 2 million guests, and over $40M in revenue.
Sara shares her remarkable journey of transforming adversity into creativity and explains why immersive experiences are reshaping both attractions and retail. From redefining “play” for adults to pioneering an inclusion-first workforce, Sara and her team are proving that joy is not just a feeling — it’s a business model.
You’ll hear about:
The origin story of Sloomoo and how slime became a medium for healing and connection
Why immersive experiences are the future of retail and family entertainment
The role of trust and partnership in doing something that’s never been done before
Lessons from navigating a pandemic launch and pivoting to virtual experiences
How Sloomoo integrates accessibility, neurodiversity, and inclusion into its DNA
Expanding the Sloomoo-verse through licensing, IP, and media
Timestamps:
(00:00) – Sara’s darkness-to-light story: adversity, hope, and discovering slime
(07:09) – Finding optimism as an entrepreneur and the first 3,000 guests at Sloomoo
(11:12) – Falling in love with slime and the origin of the name “Sloomoo”
(14:36) – Designing immersive spaces that feel elevated for adults *and* kids
(18:10) – New exhibits, disco slime, and translating digital trends into analog play
(26:16) – Pivoting through the pandemic with virtual camps and corporate activations
The Experience Economy, Tech’s Role, and the Biggest Blind Spot in Attractions
Season 1 · Episode 1
Tuesday, September 16, 2025 • Duration 01:00:54
In this debut episode of Signal, hosts John Pendergrast and Tim Samson set the stage for what this podcast is all about: candid, forward-looking conversations for leaders in the attractions industry.
John and Tim share their unconventional journeys—from roller coasters at Cedar Point to early software builds for reservation systems—and why operators today need more spaces to talk openly about the challenges shaping guest experiences.
This conversation covers four key industry trends and digs into why technology must serve guests first, why standardization matters, and where operators are most at risk of falling behind.
What you’ll learn in this episode:
Why the experience economy isn’t just maturing—it’s evolving
Where tech adds value vs. where it breaks immersion
How high demand is colliding with operational headwinds (and what VIP pricing means for access)
How economic uncertainty is reshaping consumer behavior and shortening stay patterns
The industry’s biggest blind spot: misalignment between guest-first business models and order-first technology
Timestamps
(00:00) Intro: Why start this podcast?
(01:35) Tim’s journey from roller coaster ops to tech
(05:32) John’s path from wannabe pop star to software entrepreneur
(10:05) The experience economy: maturing or evolving?
(15:35) Why technology is foundational—but not the magic
(21:22) Balancing guest nostalgia with digital tools
(23:05) High demand meets operational headwinds
(32:21) Economic uncertainty and the “one-and-done” guest
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(05:02) — From French fries to fundraising: the RFM framework explained
(10:28) — Why attractions are behind on data—and what's changing
(13:00) — Your ticketing system is not a CRM (here's why it matters)
(16:11) — World-class operators, not world-class data people—until now
(22:07) — Flash sales without cannibalization: targeting with CRM data
(25:08) — The photo that sold for $5 after five years—and what it teaches
(27:01) — Extending brand beyond four walls: the EPL membership box story
(28:21) — Edmonton Zoo's Twitch experiment: $60K from a red panda
(33:05) — Why operators hesitate to automate—and how to build trust
(34:04) — What's broken in most tech stacks (hint: it's the silos)
(43:44) — Building in-house capability vs. outsourcing everything
(45:00) — Why BlueGator exists: family memories and life-changing experiences
(49:50) — Where AI fits: SDR agents, service bots, and content engines
(54:27) — Human connection vs. AI: where's the line?
(59:37) — The one thing operators should do after this episode
(1:00:07) — Lightning round: McRib, dynamic pricing, and the metric nobody tracks
About TJ Christensen
TJ Christensen is the CEO and co-founder of BlueGator, a Salesforce consulting firm that helps zoos, museums, aquariums, and theme parks turn guest data into unforgettable experiences. With a background...
(12:22) — Competing without gates: the boardwalk challenge of pizza stands and t-shirt shops
(15:15) — Disagree and commit: how speed forced better decisions
(17:11) — Why offers must be valuable (and why "buy one chips" failed)
(22:28) — Guest experience impact: real-time offers five minutes after riding
(26:58) — The personalization line: when knowing your guest becomes creepy
(39:08) — Season pass holders vs. new visitors: the 50/50 surprise
(43:08) — The free soda trade-off: giving real value in exchange for engagement
(47:02) — The edge case that almost broke everything (and why hope isn't a plan)
(53:05) — Agile development in attractions: it's OK if it's not perfect
(53:41) — The FAM Club name origin: awkward family photos that almost never saw light
(59:28) — Final advice: small scrappy teams can deliver enterprise-level innovation
About Tyler Jacobs
Tyler Jacobs is a seasoned amusement industry leader specializing in Customer Experience, Analytics, and Marketing. With a comprehensive background spanning guest experience, hospitality, food & beverage, and sales, he has built a reputation for elevating multiple facets of attraction operations.
Tyler’s ability to interpret data, influence cross-functional teams, and design guest-centric strategies has made him a trusted voice at Morey’s Piers & Resorts, where he currently serves as Director of Guest Engagement & Analytics. His work focuses on transforming insights into action—optimizing loyalty, improving guest satisfaction, increasing revenue, and redefining how attractions understand their audience.
(17:11) — How to make employees fall in love with your company (and why it matters)
(21:56) — Building culture with limited time: the strategic roadmap approach
(25:20) — Making employees real stakeholders: the Warner Brothers bakery experiment
(35:31) — The "no written plan" test: if service delivery isn't documented, it's not important
(40:44) — Managing toxic team members in family-like departments
(45:12) — Ferrari World's suggestion box system that actually worked (and paid employees)
(52:33) — From "great job today" to specific recognition that changes behavior
(1:02:39) — The one thing operators should do next week to start building better culture
About Shaun McKeogh, ICAE
Shaun McKeogh is CEO and Founder of Attractions Academy, providing specialist training, organizational development, and consultancy worldwide. With over two decades transforming cultures and elevating leadership within the global attractions, tourism, and entertainment industries, Shaun has partnered with premier brands including Vinpearl Group Vietnam, Gardens by the Bay Singapore, Manchester United China, IAAPA, Village Roadshow Theme Parks, and the General Entertainment Authority on transformational people strategies—contributing to initiatives like Saudi Arabia's Vision 2030.
His expertise spans organizational development, cultural transformation, leadership development, and Service Excellence Quality Management Systems across theme parks, museums, cultural centers, and destination resorts.
Career highlights include leading the award-winning cultural program at Ferrari World Abu...
(05:23) — Finding lower prices on five websites in eight minutes
(11:29) — Why price parity is a long-term investment in consumer confidence
(17:42) — Fear-based pricing: Why operators are afraid to test
(33:01) — AI & LLMs will expose your gaps—how to prepare now
(43:40) — Product ≠ price: why "commitment" (timing/terms) is your real lever
(45:57) — Disney’s lesson: finding your true upper limit—and why it matters
(56:21) — UX moves the money: McDonald’s kiosks, add-ons, and smarter flows
(1:02:15) — The one pricing metric every operator should track
About Evan Reece
Evan Reece focuses his time between retained advisory work with attractions, marketplaces, and reservation technology platforms, and as CEO of Truest.me — a professional wellness company helping people grow by acting as CEOs of their own careers.
He is best known for co-founding Liftopia and later leading Catalate, pioneering dynamic pricing and reservation technology for medium and large-scale attractions. Starting in the ski industry, his work set the global standard for dynamic pricing and ecommerce best practices across more than 250 ski areas and attractions, powering over $1.2B in bookings.
Whether helping attractions modernize pricing strategy or helping individuals invest in their own growth through Truest, Evan’s career centers on changing consumer behavior for the benefit of both people and businesses.
For the latest on what Evan’s working on, visit
(16:27) — Why every attraction already has an audience—you just need to engage them
(24:05) — How to leverage hate comments to your advantage
(38:48) — How to build sustainable in-house content capabilities
(42:02) – Global insights: what the next generation of guests expect
(53:53) — Lightning Round: biggest mistakes, favorite platforms, and what's next
About Alex Ojeda
Alex Ojeda is a first-generation Mexican-American creator, consultant, and industry superfan whose high-energy content reaches over 15 million followers and generates more than two billion annual impressions. He’s widely recognized for spotlighting the world’s most cutting-edge waterparks and attractions—often among the first to experience and share headline-grabbing openings across the U.S., UAE, China, Brazil, at sea, and beyond.
Named to the TIME100 Creators list as one of the most influential digital voices globally, Alex partners with brands like Royal Caribbean International, where he serves as a global creator ambassador and design consultant for their groundbreaking new waterpark in Mexico.
Beyond content creation, Alex works with attraction industry clients as a social media strategist and consultant, helping them better understand the evolving digital landscape—from short-form video and influencer strategy to in-house content systems—bringing a creator’s perspective to C-suite strategy.
(32:01) – Scaling the “Sloomoo-verse” through licensing, media, and IP
(36:16) – Building a profitable business while driving social good and inclusion
(46:04) – Marketing Sloomoo to adults while delivering joy for kids
(53:13) – Why immersive experiences are the future of retail
(59:39) – Lightning round: advice for attraction operators and the future of play
About Sara Schiller
Sara Schiller is the co-founder and co-CEO of Sloomoo Institute. Since opening in 2019 with her best friend Karen Robinovitz, Sloomoo has grown into a multi-location immersive brand, welcoming millions of guests and earning accolades including EY’s Entrepreneur of the Year and a spot on the Inc. Female Founder 250. Sara leads Sloomoo’s inclusion initiatives, including a 10% neurodiverse workforce commitment. Previously, she reinvented corporate meetings through her company Meet and co-founded the Wooster Collective, a pioneering street art platform. Sara holds an MBA from NYU Stern and is a proud mom of two daughters — Sloomoo’s own “Chief Creative Kids.”
