Make the Most of Your Season: Strategies to Unlock New Revenue Opportunities in Venues. Presented by Vantage

Aaron’s expertise in building world-class guest experiences that drive operational insight has been acquired through a combination of hands-on experience and product vision. Starting with a degree in science and technology, he served in a leadership role at Universal Orlando’s entertainment division. From there, Aaron spent over 10 years creating technology-driven experiences within the hospitality industry at Marriott Hotels as the Director of Special Events and Entertainment. In this position, Aaron was responsible for the strategy, execution, marketing, operation, and financial success of each entertainment event. Using RFID, Bluetooth Low Energy, and interactive video, Aaron created a themed attraction that helped cement his ability to blend guest journey with operational excellence. Since 2012, Aaron has been part of the WhiteWater family to successfully drive technology across multiple product lines, with each one of them contributing to the client-focused product vision and stability that Vantage enjoys today.

Mr. Vargas presently serves the San Antonio Zoo as its Chief Operating Officer, overseeing Capital Projects & Planning, Conservation, Education, Facilities, and Animal Care.  He has more than 25 years of experience in park management, having started right here in San Antonio as a seasonal Goodwill Ambassador at Fiesta Texas while earning his Bachelors of Business Management from UTSA.  After spending his first 14 years working with Six Flags (TX, OH, KY and CA) in various progressive capacities, Jesse was appointed as the Chief Operating Officer of the San Francisco Zoo.  There, he coordinated the finalization and implementation of their $250m master plan and carried out 38 refurbishment and new construction projects inclusive of Hearst Grizzly Gulch, the largest grizzly bear exhibit in the lower 48 states.

Following his time in San Francisco, Jesse moved overseas and, over a 12-year period, led teams responsible for opening, expanding, or operating innovative parks and educational attractions in the Bahamas and the Middle East. Notable achievements during this time include guiding Ferrari World Abu Dhabi through 5 years of consecutive record growth to include the implementation of a $650m master plan expansion.  Jesse also spearheaded the opening of the world’s first STEM-based, experiential learning and entertainment facility, an attraction that utilized innovative mediums to showcase teachings ranging from paleontological biomechanics to interstellar physics. 

Jesse spent two years as the Assistant Director, Parks & Recreation for the City of Austin managing hundreds of recreational areas to include parks, recreational facilities, and programming.  Jesse’s most recent assignment was as Vice-President at Atlantis Dubai where he was responsible for the resort’s three world-class animal attractions to include Lost Chambers Aquarium, Sea Lion Point, and Dolphin Bay.  While in this role, his team achieved AZA accreditation, the first facility in the Middle East and North Africa to have done so.  Jesse also established a Conservation & Education Department, and campus-wide sustainability program.

Melissa Lockwood is the General Manager of Baha Bay at Baha Mar, located in Nassau, Bahamas. Opening in July 2021, Baha Bay is set on 15 lush beachfront acres and is home to several region’s first attractions, impressive culinary experiences and the world’s first gaming pavilion inside a waterpark. Prior to joining Baha Mar, she spent 7 years with Miral Experiences in Abu Dhabi, where she was on the pre-opening team at Yas Waterworld and worked at Ferrari World Abu Dhabi in both operations and guest services. Her experience also includes working in parks and recreation for several municipalities in Texas and Missouri. She has been a frequent speaker at industry conferences and trade shows and is on the World Waterpark Association Board of Directors. She is an IAAPA Certified Attractions Executive, a NRPA Certified Parks and Recreation Executive, and a PHTA Certified Pool Operator.

Una joined the WhiteWater family in 2015, already an international business to business marketing expert having enjoyed a broad 20-year career ranging across several market sectors from professional services to energy management SaaS.  Una started her career running B2B advertising campaigns and then consulted on direct marketing best practice for large financial services providers in the UK.

Since 2005 Una’s roles have involved building marketing teams to help organizations put customer understanding at their center and build meaningful brands which connect with employees and customers alike. As a literature graduate and MBA Una believes that Marketing merges storytelling, psychology, data analysis and common commercial sense to simplify ‘why?’ for customers.

A member of WhiteWater’s executive leadership team, Una leads the marketing for WhiteWater and all its brands; making sure each international market and business area has a voice which leads the industry. She also heads WhiteWater’s Sustainability initiatives.