ROLLER’s latest community webinar brought together three exceptional operators to unpack the key findings from our 2025 Pulse Report. I had the pleasure of sitting down with Ed Golebiowski (Zero Gravity Mounds View), Caroline Cannon (Thrillz), and Mike Whincup (Do The Beach Franchising) to explore what’s shaping guest expectations right now.
Watch the full webinar below, or keep scrolling for a recap of the key takeaways from our conversation.
Meet the speakers
- Ed Golebiowski: Owner of Zero Gravity Adventure Park and Summerland Family Fun Park, and President of Cheap Skates. Ed also serves as a Board Member of the Roller Skating Association International.
- Caroline “CC” Cannon: Vice President of Strategic Growth at Thrillz High Flying Adventure Parks, a family-owned FEC brand known for elevated obstacle challenges over giant airbags. CC also serves on the IAAPA FEC Committee.
- Mike Whincup: COO of Do The Beach Franchising and Chief Ride Designer at Galaxy Multi Rides, a global manufacturer of interactive attractions and inflatables.
- Alyse Sklover: Senior Events & Partnerships Manager at ROLLER. I host these conversations to share industry insights and celebrate innovation among operators worldwide.
10 key takeaways from the webinar
1. Experiences drive visitation
The Pulse Report revealed that attractions themselves remain the number one reason guests visit. Ed shared how his strategy focuses on experiences that can’t be found elsewhere. At Zero Gravity, he’s transformed traditional offerings into one-of-a-kind moments, such as immersive “Northern Lights” glow nights and interactive party rooms complete with lighting and fog effects.
His philosophy is simple: make the experience unique, and guests will return. “Whether it’s a human claw machine or an automated candy dispenser,” he noted during the discussion, “it’s about delivering something that feels new and special every time.”
2. Social media is today’s word of mouth
Seventy-four percent of guests discover attractions through social media, and CC has built her entire marketing strategy around that reality. Thrillz shifted from paid ads to an organic-first approach, investing in internal marketing talent and authentic content.
By leaning into TikTok trends, behind-the-scenes storytelling, and professional video production, the brand has seen measurable boosts in engagement and attendance after viral moments.
Ed echoed the importance of local reach (using micro-influencers and AI-powered geo-fencing to target audiences cost-effectively) while Mike reminded operators that each platform has its own audience. “Your Facebook followers are not your TikTok followers,” Mike said, encouraging operators to tailor content to each medium.
3. Premium means personal
While many associate “premium” with luxury, the group agreed that the best venues focus on making guests feel valued.
CC shared how Thrillz has redefined premium experiences by perfecting the fundamentals: clean environments, warm greetings, and consistent hospitality. Her team now trains staff to personally welcome each guest—small details that shape first impressions.
Ed’s version of “premium” involves giving guests control over their experience, from glow-party upgrades to high-impact birthday moments that deliver tangible value without overwhelming costs.
4. Pricing and value go hand in hand
According to the Pulse Report, food and beverage pricing is a top frustration for guests. Mike’s solution has been to focus on perceived value, pairing popular items strategically and pricing them in ways that build goodwill. The goal isn’t just to discount but to balance the offer so guests leave feeling respected.
“It’s about being profitable while creating trust,” he explained, noting that perception often matters more than absolute price.
5. Memberships are gaining traction
While general admission still dominates, more guests are embracing memberships as a way to save and feel connected. Ed’s membership program includes short-term and monthly options, perks like swag bags and VIP arcade discounts, and even members-only nights.
The recurring revenue provides stability during slower periods and builds loyalty over time, something the data suggests is only becoming more important.
6. Operations: design for flow and communicate clearly
Overcrowding and long waits were major guest concerns in the Pulse Report. Mike emphasized the role of facility design in reducing friction—ensuring each attraction interacts logically with others and that guest flow is intuitive.
CC and Ed reinforced that staff communication plays an equally vital role. Training employees to set expectations, keep lines moving, and engage waiting guests can dramatically improve satisfaction. Ed also shared that offering separate queues for advance versus day-of ticket holders has helped him encourage online bookings and speed up entry.
7. Digital-first booking is now expected
With 90% of guests preferring to book online, the operators highlighted how critical a frictionless digital journey has become. Ed creates event-specific ticket pages packed with clear expectations and media, ensuring guests arrive informed and excited.
CC uses repetition and visual cues to reduce confusion—duplicating key information across confirmations, texts, and signage—and even adding emojis to Roller’s checkout pages to make packages easy to identify at a glance. Mike added that pre-visit waivers streamline check-ins and allow for targeted follow-up communication, turning digital convenience into a better on-site experience.
8. Self-service and human connection can coexist
All three operators agreed that automation and hospitality are not opposites, they’re partners.
Mike described how Do The Beach uses integrations with Roller and IntelliPlay to let guests extend time, order food, or buy tickets from their phones. At the same time, his team trains younger staff to be proactive, confident, and approachable—bridging generational gaps in communication.
CC echoed that self-service tools free up staff to focus on the human touches that matter most, like creating memorable interactions rather than managing transactions.
9. Sustainability: start small, stay consistent
Nearly 80% of guests say sustainability influences their decisions. For CC, that’s meant rethinking operations, such as installing pizza warmers in party rooms to eliminate disposable boxes.
Ed shared a simple yet impactful initiative: collecting trampoline socks at the end of each day and donating them to local shelters. “It’s easy to do, and it actually makes a difference,” he said.
10. Innovation and technology: use digital tools to amplify real experiences
While new technologies continue to emerge, the panel agreed that the goal isn’t to replace physical play, it’s to enhance it. Mike noted that modern guests crave active, immersive experiences after years of screen saturation.
At Do The Beach, that philosophy shows up in everything from themed “day at the beach” environments to wearable wristbands that track time and activity through color-coded lights and digital leaderboards. The result: a seamless blend of play, safety, and motivation.
CC and Ed both highlighted how sensory design, from lighting to sound to tactile materials, can deepen engagement and make attractions feel more alive.
Final thoughts: focus on fundamentals and community
As the discussion wrapped, each operator shared a key takeaway for their peers.
CC emphasized returning to the basics of hospitality and culture building. Mike encouraged operators to use the Pulse Report data to self-audit and find small, consistent improvements that compound over time. Ed underscored the value of learning from peers: “Networking, experimenting, and staying curious,” he said, “is how you keep growing.”
Across every theme, one message was clear: success in 2025 comes from balancing digital innovation with human connection, and using data-driven insight to keep guests at the heart of every decision.
Thinking about how ROLLER can help you put these ideas into action? Book a free demo and we’ll show you what’s working for venues like yours.
