Skip the Queue

What happens when museums stop giving answers and start asking questions instead - Donna Speed

In this episode of Skip the Queue, Andy Povey is joined by Donna Speed, CEO of We The Curious, to explore how curiosity can transform visitor experiences. Following major challenges, including COVID-19 and a devastating fire in 2022, the organisation rebuilt with a strong community-first approach, taking science directly to people through outreach while the venue was closed. The conversation focuses on a shift from traditional, answer-led exhibitions to question-led experiences, highlighted by the “Project What If” exhibition built from over 20,000 public questions. Donna shares how co-creation, inclusivity, and audience-led design are reshaping engagement, and how attractions can balance education and entertainment, remain relevant, and inspire curiosity in new ways. Key Topics Discussed Designing visitor experiences around curiosity rather than content The transformation and rebrand of We The Curious Community-led decision making and co-creation Recovery and resilience after the 2022 fire Outreach strategies during closure and post-pandemic recovery Project What If and question-led exhibition design Differences between interactive science centres and traditional museums Inclusion and representation in science and learning spaces The role of curiosity in lifelong learning Balancing entertainment and education in attractions Building trust and relevance with audiences Collaboration across the attractions and museum sector The evolving role of museums in society Leadership through crisis and change Inspiring future generations through engagement and accessibility   Show references:   Donna Speed - CEO of We The Curious https://wethecurious.org/ https://www.linkedin.com/in/donna-speed-15252916/ https://www.wethecurious.org/news-blog/we-curious-reopening-project-what-if 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

Dark Universe at Epic Universe: Design Secrets from Universal Creative and Framestore - Greg Hall and Max MacEwan

In this episode of Skip the Queue, Andy Povey speaks with Greg Hall from Universal Creative and Max MacEwan from Framestore about the creation of Dark Universe at Universal Epic Universe. Inspired by the legacy of Universal Monsters, they explore how storytelling, technology, and psychology come together to create a thrilling yet re-rideable attraction. The conversation highlights the importance of anticipation, immersive queue design, creative collaboration, and balancing innovation with guest experience. Key Topics Discussed Creating Dark Universe at Universal Epic Universe Reimagining Universal Monsters for a modern audience Designing immersive queues and building anticipation Balancing storytelling with new technology Collaboration between Universal Creative and Framestore Using cinema techniques in attraction design Guest psychology and re-rideable thrill experiences The role of experimentation and creative risk in theme park design     Maximilian Guy McNair MacEwan, Head of Strategic Partnerships - Immersive of Framestore https://www.framestore.com/ https://www.linkedin.com/in/maximilian-guy-mcnair-macewan-64809824/   Gregory Hall, Assistant Director, Creative Design of Universal Creative https://linktr.ee/universalcreative https://www.linkedin.com/in/gprodigy/   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 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. 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

Why neuroinclusion needs to be top of mind for themed attractions - with Robbie Jones

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

The Leaders Redefining the Visitor Attractions Industry - Emily Popovich, Rachael Hamilton, Ruth Read, Liz Sanchez Rasking & Claire Furnival

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

Master Planning the Future: How to Build Visitor Attractions That Last - Ray Hole

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