Episode 397: Burton Heiss talks about brand-led businesses, disconnect to reconnect, and the future of escape rooms

2025-04-15

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning. This episode of AttractionPros is brought to you by our friend Eric Fluet at Get it Done Marketing. With 30 years of experience in the attractions industry, Get it Done Marketing offers freelance marketing insight, strategy, and execution—at a fraction of the cost of a full-time hire. Partnering with over 30 parks and resorts from family water parks to large mul...

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

This episode of AttractionPros is brought to you by our friend Eric Fluet at Get it Done Marketing. With 30 years of experience in the attractions industry, Get it Done Marketing offers freelance marketing insight, strategy, and execution—at a fraction of the cost of a full-time hire. Partnering with over 30 parks and resorts from family water parks to large multi-location organizations, Get it Done Marketing fills leadership voids on property and corporate marketing teams, assists with resource allocation and supports emerging marketing professionals. Learn more at getitdonemarketing.com.

Burton Heiss is the CEO of Escapology. With a rich background in the restaurant industry, including leadership roles at Baja Fresh, Wagamama, Nando’s, and Buddy’s Pizza, Burton brings a business-savvy approach to the world of escape rooms. His career has been centered around high-growth, brand-led companies, which made Escapology—a fast-growing escape room franchise with a strong emphasis on brand identity—a natural next step. In this interview, Burton talks about brand-led businesses, disconnect to reconnect, and the future of escape rooms.

Brand-Led Businesses

“I always want to work someplace where when I get on the airplane, I don’t put a piece of paper in my pocket to cover up the logo.”

Burton explains that brand-led businesses have a distinct identity that resonates emotionally with consumers, unlike commodity-driven models. He points out that a brand like Disney evokes excitement and emotional connection, while a commodity might be viewed as interchangeable or forgettable. From a leadership standpoint, he emphasizes that it’s easier to rally a team around a brand that stands for something. Employees feel a sense of pride when the brand on their shirt is something others recognize and admire. That internal passion, he says, is contagious and helps permeate enthusiasm throughout the organization.

Transitioning from restaurants to attractions, Burton notes that although the escape room industry is relatively new, the foundational leadership principles remain the same. “Leadership is leadership,” he says, emphasizing that strong team culture and strategic planning are transferable across industries when they’re rooted in purpose and clarity.

Disconnect to Reconnect

“What escape rooms offer you is the opportunity to disconnect from your device and reconnect with your friends and family.”

Burton describes a key differentiator of escape rooms: the opportunity to truly unplug and engage in a meaningful, shared activity. At a time when screens dominate daily life, Escapology encourages people to step into immersive environments that demand teamwork, communication, and critical thinking. This idea of “disconnect to reconnect” isn’t just a catchy phrase—it’s central to the guest experience.

He also addresses common misconceptions that may prevent people from trying an escape room, such as fears of being physically locked in. Escapology aims to overcome that barrier with inviting locations in mainstream retail environments and licensed IP like Scooby-Doo and Batman. These approachable themes lower the intimidation factor and encourage first-timers to take the leap. Once they do, he says, most guests are hooked by the joy and adrenaline of the experience.

The Future of Escape Rooms

“We want to continue to make things feel seamless, that they just happen… Technology is a great way to do that.”

Looking ahead, Burton sees the future of escape rooms becoming increasingly immersive and emotionally resonant. He notes a shift from puzzle-centric gameplay to experiences that prioritize atmosphere and storytelling. Recent games like Haunted House and Pirate’s Curse focus heavily on set design and narrative, offering guests more than just a mental challenge—they’re stepping into a different world.

Innovation will also come in the form of technology integration, but with intentionality. Escapology uses tech to support the story rather than distract from it, aiming for those moments of awe and surprise—like a magic trick that leaves guests wondering how it all worked. As the industry grows, Burton predicts greater consolidation and sophistication, with larger players like Escapology leading the charge by investing in high-quality game development and expanding their franchise model worldwide.

To learn more about Escapology or to get in touch with Burton, visit escapology.com. Burton can be reached directly at burton.heiss@escapology.com.

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