Thrill Makers
Exploring the trends, challenges, and stories of industry leaders
"Technology gives us an opportunity to enhance safety and park operations in ways we couldn't before, not to replace people, but to support them"
INTERVIEW | AMUSEMENT PARKS
01-MAY-2025
In this interview we hear from Anna Danau. Anna is the Director of Strategic Engagement at International Ride Training, a risk management partner in attractions operations including training support, auditing, and post-incident support.
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Question 1: Tell me about a defining moment or experience early in your career that set you on a path of becoming who you are today. In other words, how did you end up in this industry?
I actually started in a completely different industry, U.S. Intelligence for the government, while my husband Victor was working in the amusement industry. My last role before switching was in the defence sector.
When my husband was offered a role in Vietnam, I was ready for a change. We had a friend who owned an ice-skating rink in storage and wanted to get it up and running. My husband immediately said, "Anna can do that!" and just like that, I found myself operating an ice-skating rink. That was the start of my journey into this industry.
At the same time, my husband had built strong connections with International Ride Training through his work with Six Flags. They needed some help on the international side, so I started with small administrative tasks, assisting with documents. Over time, that role grew into something much bigger.
Looking back, there wasn’t one singular defining moment, but rather a series of opportunities, the challenge of running that first ice skating rink and the relationships that developed along the way, that ultimately set me on this path.
Question 2: You have this unique vantage point across the industry. Are there any under discussed challenges that concern you?
One of the biggest ongoing challenges is that, at its core, this industry is all about people. We rely heavily on young employees to operate massive pieces of equipment and interact with guests, which comes with a lot of responsibility.
The most important advice we give to our certified parks is to practice MBWA (Manage by Walking Around) and CBWA (Coaching by Walking Around). It’s easy for managers to get stuck in their offices, but the real work happens on the front lines. While technology is essential for monitoring operations, it complements the invaluable experience of being out in the field, engaging with teams, coaching them, and celebrating their successes.
I encourage parks to follow the 80/20 rule, 80% of the time should be spent recognising and celebrating wins, while 20% focuses on identifying challenges. When managers are present and actively supporting their teams, it creates a stronger, more motivated workforce. That’s something I think about every day, how do we ensure leaders are spending more time with their people?
"I’m excited by the idea of AI helping us train faster and more consistently, it means every team member starts with the same strong foundation"
Question 3: What technology is shaping guest experiences? What's a piece of emerging tech that you believe could fundamentally change the industry in the next few years?
AI is a hot topic right now, and while it won’t replace ride operators or the human element in our industry, it has the potential to enhance safety and efficiency in significant ways.
One exciting development is automatic restraint checks. Ride manufacturers are designing restraints that automatically adjust to fit a guest’s body, improving safety beyond the current light-based locking indicators. Proper rider positioning is crucial, so while this technology is advancing, currently we need human oversight to ensure guests are seated correctly.
AI is also transforming staff training through simulated evacuations and scenario-based learning. Right now, it’s challenging to conduct realistic evacuation drills, but AI-powered simulations could revolutionise how we prepare teams for emergencies.
Another game-changer is predictive maintenance. Technologies like heat mapping and AI-driven diagnostics help detect ride issues that the human eye might miss, improving safety and reducing downtime.
AI-powered communication tools are also making strides, offering real-time translations for safety messaging and training materials, ensuring clarity for both guests and staff. Some innovations even use augmented reality to show guests how to secure their restraints or what to do in an evacuation.
While I see the value in these advancements, I also believe in the power of human engagement. We know from the airline industry that people respond better to safety instructions when there’s direct interaction. So, while AI and automation will continue to enhance operations, the personal connection between staff and guests will always be an essential part of the experience.
"When we use tools like heat mapping, it’s not just data, it’s a way to keep our guests and staff safer in real time"
Question 4: Have any companies or parks caught your attention for pushing the boundaries, and which parks specifically?
One park that immediately comes to mind is Morgan’s Wonderland in Texas. It’s a truly groundbreaking park designed to be fully inclusive for guests with disabilities. What makes it remarkable is that it’s not just about accessibility, it’s about creating an environment where everyone can enjoy the experience together.
Their innovative approach to inclusivity is extraordinary. They’ve developed creative solutions to accommodate all guests, setting a new standard for the industry. From a business perspective, it’s also a crucial step forward, there’s a huge segment of the population that has historically been excluded from amusement parks, and Morgan’s Wonderland is leading the way in changing that.
It’s also inspiring to see that many ride manufacturers are stepping up to support these efforts, working on ways to make rides more accessible, such as developing systems that allow wheelchairs on roller coasters. This shift signals an exciting transformation in the industry, one where inclusivity isn’t just a goal, but a fundamental part of park design and operations.
Morgan’s Wonderland’s impact extends beyond just rides. They also focus on education and training, helping industry professionals understand how to create positive interactions with guests with disabilities. They provide tangible insights, how to communicate effectively, what to say (or not say), and even the best ways to offer assistance.
Their work is truly inspiring, and they continue to set an example for parks worldwide.
Morgan's Wonderland
Question 5: Fast Forward to hopping in a time machine, which amusement park would we find you at, and what ride would you be going on over and over again?
You'd find me at Lake Winnepesaukah near Chattanooga, Tennessee, my very first amusement park. The ride that stands out the most? The Cannon Ball, a classic wooden coaster.
The day I was finally tall enough to ride it was a huge celebration, one of those unforgettable childhood milestones. It wasn’t just about the ride itself; it was a family affair, a moment of pure excitement that still brings a smile to my face.
Even now, revisiting The Cannon Ball as an adult brings back that same sense of nostalgia. It may not be the most extreme ride, no loops or massive drops, but its magic comes from the memories it holds.
Cannonball Roller-coaster, Lake Winnepesaukah (also known as Lake Winnie)
"I always say, the best tech doesn't just serve the staff or the guests, it bridges the gap between them. Build with both in mind"
Question 6: What advice would you give someone joining the amusement park industry as a supplier. What should they do to hit the ground running?
The first piece of advice I'd give is to talk to people. Human connections are everything. It’s about engaging with others, building relationships. Don’t just stay in your own bubble, even if you're at a conference like IAAPA, make sure to introduce yourself to the person sitting next to you. You never know what kind of meaningful connection it could lead to. And don’t expect anything in return right away. It’s about the long-term relationships you create.
Another piece of advice would be to get involved with industry associations like IAAPA or AALARA. There are regional events, and even committees you can volunteer for. Some of my closest friends in this industry came from working together on committees, often not related to our jobs, but with a shared passion for the industry. It creates special connections that go beyond business.
In the end, it’s about being genuine, not seeing every interaction as a chance to make a sale but to build relationships. You plant seeds, and sometimes it may take time before those connections grow into something meaningful.
Thanks for reading! Brought you by Nola, a crowd analytics platform for attractions and amusement parks.
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