Thea Blog

26 January 2015

Using research data to improve guest experience: TEA Summit panel March 19 with speakers from NBC Universal, Integrated Insight & Strategic Leisure

Trends and insights in guest research - Themed Entertainment Association (TEA) Summit session March 19, 2015

  • Bill Hayden, Senior Vice President, Strategy, Insights and Brand Management, NBC Universal
  • Joni Newkirk, President and CEO Integrated Insight
  • Michael McCall, President, Strategic Leisure

How are parks and attractions gathering and using guest feedback today? This panel discussion will provide important insights into the latest approaches being used and the direct impacts the data being collected can having on the guest experience. The panel of experts will explore methodologies and technologies currently being employed with perspectives on design and operation of parks, museums, science centres and other visitor attractions. [Scroll down for speaker bios]

Christine Kerr

"Trends and insights in guest research" is part of the curriculum for Day One of the TEA Summit (March 19-20), the annual business conference of the Themed Entertainment Association (TEA). "TEA Summit Day One will be focused on numbers, insights and trends that will give experience creators and owner operators the tools and understanding they need to make the right decisions for the future," says Christine Kerr of BaAM Productions, who is co-chairing Day One with Ann Hathaway. "Topics will include a look at global trends presented by AECOM, a panel discussion of what the emerging trends mean to the future of the industry, and a report on how owner operators are employing visitor data to improve guest experiences."

MORE DETAILS - Click here for 2015 TEA Summit & Thea Awards overview

The second day of the TEA Summit (March 20) is Thea Case Studies Day, showcasing some 15 projects and people set to be officially honored with Thea Awards at the Gala the following evening at the annual Thea Awards Gala (March 21) at the Disneyland Hotel in Anaheim, Calif. 

Ann Hathaway

Tickets for each day of the TEA Summit (March 19 & 20) and for the Thea Awards Gala (March 21) can be purchased at Hashtags: #TEAsummit, #TEAtheas

Joni Newkirk


Joni Newkirk, CEO, Integrated Insight, Inc.

Joni Newkirk is CEO of Integrated Insight, Inc., a consulting firm helping organizations out-behave the competition through data-driven insights and analytics. Prior to founding Integrated Insight, Joni was SVP of Business Insight and Improvement for Disney Parks & Resorts worldwide, and is recognized as one of the leading experts in the dynamics of attraction and resort performance. Through expertise in market research, forecasting, feasibility, pricing and revenue optimization, capacity planning, and operational efficiency, Integrated Insight has assisted many well-known brands with development of new products and businesses, optimization of existing businesses, and improved customer and employee experiences.  

Bill Hayden

Bill Hayden, Senior Vice President, Strategy, Insights & Brand Management, Universal Orlando

Bill leads the functions responsible for segment, product & event marketing, marketing & sales strategic planning and analysis, and collecting and analyzing consumer insights/market research.  He leads Universal Orlando’s efforts to explore, identify, and evaluate growth, process, and development opportunities for the business and create aligned channel and marketing strategies to address these opportunities. Prior to joining Universal his career includes marketing executive roles with Royal Caribbean International and Walt Disney Parks & Resorts. Bill is driven by a passion for leveraging deep insights and analysis to create simple, compelling stories that both influence and inspire. 


Michael McCall

Michael S. McCall - President, Strategic Leisure

Before founding Strategic Leisure in 1992, Michael was Vice President of Development for landmark developer James W. Rouse, learning and applying strategic “placemaking” around the world. In a joint “Rouse/Mouse” venture with The Walt Disney Company, he helped strategize and conceptualize the future of urban entertainment and authored the repositioning strategy for Pleasure Island. Michael also led the repositioning strategy for Chicago’s Field Museum. Strategic Leisure serves private sector clients such as Disney Development Company, Sony, Transamerica and SearsTower - and governmental, cultural, and institutional clients as the Columbus America Discovery Group, Chicago Navy Pier and the City of Scottsdale, Arizona. 


Posted by Judith Rubin



TEA Members please log in to comment

More Thea Blog

05 May 2022.
Photos and Media Coverage: 2022 TEA Summit & Thea Awards Gala

Disneyland Hotel, Anaheim - The Themed Entertainment Association (TEA) reported success and attendance numbers in line with a standard event year for its annual big weekend of events, April 21-23, 2022, consisting of the two-day TEA Summit conference, followed by the 28th Annual TEA Thea Awards Gala presented by Chimelong. #TEAsummit #TEAtheas