Episode 392: Tony Sanders talks about Wild West entertainment, immersion without technology, and the 4 P’s of leadership

2025-03-11

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Where will the attractions industry go next? Find out at IAAPA North America Summit, March 30 – April 1, 2025, at Disney’s Grand Californian Hotel. Join executives, innovators, and thought leaders to build connections, explore trends through exclusive EDUTours, and gain strategic insights to put into action tomorrow. This Summit offers a unique opportunity to learn and grow alongside the industry’s best. Don’t miss the chance to shape the future of the attractions industry. Register Today!

Tony Sanders is the General Manager of Old Tucson. With a career spanning multiple operators in the attractions industry, including Six Flags, Merlin, and Fun Spot, Tony has held leadership roles in operations, HR, and revenue management. Old Tucson, a unique combination of a working movie studio and an immersive Wild West attraction, has a deep-rooted history in the film industry and a strong connection to the local community. In this interview, Tony talks about Wild West entertainment, immersion without technology, and the 4 P’s of leadership.

Wild West Entertainment

“We call ourselves a Wild West entertainment park because most of the attractions that you will see or experience are live entertainment-based.”

Old Tucson is unlike traditional amusement parks, as its core experience is centered around live entertainment rather than rides. Guests are immersed in a true Western setting with gunfight stunt shows, can-can performances in the Grand Palace Saloon, and interactive experiences. Tony describes how the park’s authenticity is enhanced by horse-drawn wagons, period characters, and even livestock roaming the dirt streets, bringing the Old West to life in a way that is both theatrical and historically rooted. This unique entertainment model makes Old Tucson stand out from traditional theme parks, offering an experience that feels like stepping onto the set of a classic Western film.

Immersion without Technology

“We have a thing called road apples here. That’s where the animals who walk leave a little something on the road as they go by. That’s immersive. You’re going to smell it. You’re going to see it.”

Unlike many modern attractions that rely on screens and digital elements to create immersive experiences, Old Tucson relies entirely on its physical environment. Tony explains that the goal is to make guests feel like they’ve stepped back in time, using sensory immersion rather than technology. The sights, sounds, and even smells of the Old West contribute to a level of authenticity that can’t be replicated with virtual reality or augmented reality. Characters roam the park engaging with guests, forming relationships before they even step into a live show. The emotional connection is so strong that when a beloved character meets their fictional demise in a performance, audience members audibly react, proving that true immersion is about storytelling, not screens.

The 4 P’s of Leadership

“If I live these four P’s, I’m trying to believe in this philosophy for my team.”

Tony describes his leadership philosophy through the 4 P’s:

Professionalism – Treating guests, employees, and vendors with respect and maintaining a high standard of conduct.
Proactive – Anticipating challenges before they arise and instilling a mindset of forward-thinking in his team.
Positivity – Keeping an optimistic outlook and encouraging the same in others, even during difficult times.
Passion – Leading with enthusiasm and sharing a love for the industry that inspires his team.

Tony emphasizes that leadership is not just about giving direction but about building trust. He believes in strong, honest communication and encourages his team to voice concerns directly to him. He also conducts “proactive Tony walks,” where he challenges his team to identify areas for improvement in the park, helping them develop an instinct for anticipating and solving problems before they escalate.

For those who want to learn more about Old Tucson, visit oldtucson.com or follow them on social media. Tony can be contacted via LinkedIn for industry discussions and networking.

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