This year’s IAAPA Expo Europe was a landmark show for the organisation. After two years of disruption, the London event was the first European IAAPA show post-Covid that took place with no restrictions related to the pandemic.
It’s a monumental task to put an event of this scale together and someone who played a part in that this year for the first time officially was Caitlin Dineen.
A regular at IAAPA shows for a number of years, Dineen took up the position of director, Global Communications, for IAAPA in May earlier this year. In her new role, she is responsible for the creation and execution of all external communications products targeting IAAPA members, the media, and the public.
Planet Attractions spoke to Dineen at this year’s show, where she shared insights into her new role, planning the event, the move to bring influencers to the show and more.
How are you finding your new role with IAAPA?
“Being officially part of IAAPA is pretty interesting. I've been linked to IAAPA in various capacities for the last few years, so the win for me is that I joined a team of people who knew me in different lives. I got to come in and everybody was like, 'Oh, but now you're with us'. It's like a one-of-us mentality and it's kind of awesome.”
How have you found this year’s show?
“The show is incredible on this side of things because you get the intrinsic insight to what it takes to build one. An experience as an attendee is so different because you just show up to the booths, and the fanfare, and the scripts.
On the IAAPA side of things, you get to see the effort and the love that goes into it. This event's been spectacular and knowing I'm part of the show and our recovery from Covid just makes it that much more valuable in my time and my efforts.”
How much planning have you put in?
“Oh, my gosh, so much. In my new role, I've had lots of support to bring in influencers, which I know is something the Planet Attractions team is so fantastic with. We are finally able to pivot and recognise that marketing and PR aren't only your traditional publications. There are alternative sources and sometimes you want to hear from a 'friend of the internet'.
We've full tilt leaned into influencers and the London show is our first global introduction to an influencer media programme. We opened applications. We set criteria. And then I reviewed everybody who came in to bring in the first ever IAAPA influencers this year in London.”
What surprised you at this year’s show?
“I think the thing that has surprised me is just how much the industry is leaning so heavily into VR. There's so much of it on the floor and it's not that it's not existed before, but I think we're seeing attractions realising that VR can enhance something that exists, either in a smaller footprint or in a financially prudent way.
I love seeing the industry all come together to keep us relevant and interesting without needing to tear down and rebuild. It just lets us enhance what we already have and that's been super cool to me.”
What’s your favourite attraction?
“My favourite attraction would be probably Times Square. I don't think you could call it an attraction, but it feels like it should be because it's a destination. I'm a big fan of people-watching and anything, where I feel almost overwhelmed with stimulation, is a win. Kind of like IAAPA Expo Europe.
To translate that into a theme park - I'm all about immersion, so you can find me hanging out in Diagon Alley at Universal in Orlando just because I want to feel like I'm not home, while not having travelled far from home.”
WATCH: Meet IAAPA’s director of global communications Caitlin Dineen | Planet Attractions
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WATCH: Meet IAAPA’s director of global communications Caitlin Dineen
IAAPA’s director, Global Communications, Caitlin Dineen, spoke to Planet Attractions at this year’s IAAPA Expo Europe about her new role and what goes into putting on an event of such magnitude Tom Anstey | Planet Attractions | 07 Oct 2022
This year’s IAAPA Expo Europe was a landmark show for the organisation. After two years of disruption, the London event was the first European IAAPA show post-Covid that took place with no restrictions related to the pandemic.
It’s a monumental task to put an event of this scale together and someone who played a part in that this year for the first time officially was Caitlin Dineen.
A regular at IAAPA shows for a number of years, Dineen took up the position of director, Global Communications, for IAAPA in May earlier this year. In her new role, she is responsible for the creation and execution of all external communications products targeting IAAPA members, the media, and the public.
Planet Attractions spoke to Dineen at this year’s show, where she shared insights into her new role, planning the event, the move to bring influencers to the show and more.
How are you finding your new role with IAAPA?
“Being officially part of IAAPA is pretty interesting. I've been linked to IAAPA in various capacities for the last few years, so the win for me is that I joined a team of people who knew me in different lives. I got to come in and everybody was like, 'Oh, but now you're with us'. It's like a one-of-us mentality and it's kind of awesome.”
How have you found this year’s show?
“The show is incredible on this side of things because you get the intrinsic insight to what it takes to build one. An experience as an attendee is so different because you just show up to the booths, and the fanfare, and the scripts.
On the IAAPA side of things, you get to see the effort and the love that goes into it. This event's been spectacular and knowing I'm part of the show and our recovery from Covid just makes it that much more valuable in my time and my efforts.”
How much planning have you put in?
“Oh, my gosh, so much. In my new role, I've had lots of support to bring in influencers, which I know is something the Planet Attractions team is so fantastic with. We are finally able to pivot and recognise that marketing and PR aren't only your traditional publications. There are alternative sources and sometimes you want to hear from a 'friend of the internet'.
We've full tilt leaned into influencers and the London show is our first global introduction to an influencer media programme. We opened applications. We set criteria. And then I reviewed everybody who came in to bring in the first ever IAAPA influencers this year in London.”
What surprised you at this year’s show?
“I think the thing that has surprised me is just how much the industry is leaning so heavily into VR. There's so much of it on the floor and it's not that it's not existed before, but I think we're seeing attractions realising that VR can enhance something that exists, either in a smaller footprint or in a financially prudent way.
I love seeing the industry all come together to keep us relevant and interesting without needing to tear down and rebuild. It just lets us enhance what we already have and that's been super cool to me.”
What’s your favourite attraction?
“My favourite attraction would be probably Times Square. I don't think you could call it an attraction, but it feels like it should be because it's a destination. I'm a big fan of people-watching and anything, where I feel almost overwhelmed with stimulation, is a win. Kind of like IAAPA Expo Europe.
To translate that into a theme park - I'm all about immersion, so you can find me hanging out in Diagon Alley at Universal in Orlando just because I want to feel like I'm not home, while not having travelled far from home.”
