Once known only for childhood fun, theme parks are now becoming serious business. With immersive environments, built-in entertainment and expanding event infrastructure, they’re turning meetings into unforgettable experiences.

That shift was on full display when PCMA opened its Convening Leaders conference last year not in a ballroom, but at SeaWorld San Diego in California. More than 5,000 business events professionals kicked off the week with an under-the-sea-themed reception. From exclusive access to animal exhibits and rides to custom food and décor, the evening set the tone for the rest of the event, and demonstrated the power of experiential design in a nontraditional setting.

SeaWorld also has locations in San Antonio and Orlando offering a wide variety of meeting spaces for an out-of-the-box meeting experience.

Creating Magic Moments

Walt Disney World Resort in Orlando, FL is doubling down on its corporate offerings. The Swan and Dolphin Resort complex is expanding with 120,000 additional square feet of meeting space, and all guestrooms in the Swan have recently been remodeled. The resorts are an easy boat or bus ride to all parks and attractions. Guests get the opportunity to buy lightning lane passes and choose experiences and arrival windows, making it much more convenient to visit the parks.

Walt Disney World has become a premier destination for world-class meetings and events. It offers four theme parks and two water parks.

Mashable’s conference included a scavenger hunt at EPCOT. Photo credit: Michael Cummings

At EPCOT, meetings can be held in an exotic setting. The Great Hall of China is a perfect place to hold a banquet event. The space can accommodate up to 180 attendees sitting down and 225 for a reception. Attendees can have an undersea experience at Living Seas Salon, which fits up to 100 attendees, who can dance the night away while over 6,000 sea creatures swim by a large wall of panoramic windows. For those preferring a more European flair, they can have an Italian themed reception outside at Italy Isola on the world showcase lagoon. If they are feeling like something more historical, they might choose the American Adventure Pavilion with its outdoor courtyard and animatronic stage show showcasing American history as told through 35 Audio-Animatronic figures of U.S. presidents and other dignitaries, large projection screens and a rotating stage system.

The place for large scale events there is the World Showcase Pavilion. It can fit up to 2,000 people with its 40,000 sf of flexible function space. It is the world’s largest indoor group facility with a theme park.

All of these options are just what is available at EPCOT alone. Each park has its own unique venues to explore. Walt Disney World offers more than 700,000 sf of meeting and event space overall.

When Karen Hartline, CMP, who is now executive producer of live content for Zillow, was director of events at Mashable, the company hosted an invite-only, multi-day conference at the Contemporary Resort in Walt Disney World. There were 300 attendees who were thought leaders in the digital and social media spaces.

The event kicked off with speed networking, which allowed attendees to meet each other in a formalized way. “We went into dinner after and people were able to grab tables with people they just met and wanted to connect with more,” says Hartline.

The first evening, there was a surprise and delight moment. “While attendees were in the opening session, a room drop was happening that included milk and warm cookies, as well as a set of Mickey Mouse ears. Quite a few people came to the session the next morning wearing their ears,” she says.

Getting a glimpse at how the magic is made makes Walt Disney World special. Hartline says, “We had a chance to have a behind the scenes conversation with an Imagineer who worked on Tower of Terror and then had private rides for just our attendees.”

A dessert reception in EPCOT preceded the fireworks show where the group watched from a private pavilion.

Another highlight was an EPCOT scavenger hunt. “This was more self-serve in an app called Gowalla but the teams had a great time going through EPCOT to take team pics and enjoy rides,” she says.

The gathering was a great success. “This was the first time a lot of the attendees had been to a conference at Walt Disney World and they were blown away by how magical it was! People still mention it to me today,” says Hartline.

She was impressed as well. “Working with the Walt Disney World Events team was so easy! I felt like I could breathe a little easier knowing all the details were being taken care of. While my goal was to provide an excellent experience for the attendees, I was also able to enjoy myself,” she says.

No matter what type of meeting or which space at Walt Disney World planners choose, they can collaborate with Disney experts to co-design event programming to ensure it is magical. Disney Meetings & Events is adding signature team-building experiences and more to ensure your meeting or event is everything you hoped it would be.

For those wanting meetings on the west coast, Disneyland Resort in Anaheim, CA is another great choice. It has 170,000 sf of meeting and event space and is home to three world-class hotels and two theme parks — Disneyland Park and Disney California Adventure Park. Disneyland is also celebrating its 70th anniversary this year with a year-long Platinum Jubilee. There is special entertainment, new attractions and exclusive food and beverage offerings to commemorate this momentous occasion.

JR Global Events held a successful exclusive nighttime event at SeaWorld for 1200 attendees.

Theme Parks are Flexible

Planners are not only noticing that certain theme parks offer meeting space, but also that they are flexible. Jennafer Ross founder & CEO of JR Global Events, has a great deal of experience booking events in theme parks. She has even done a full buyout of SeaWorld for one client’s 5,000 attendees. “You don’t have to buy out the entire park, but that is always an option,” says Ross, who most recently said she brought a group of 500 to Orlando.

That’s the thing about theme parks, they can meet the needs of almost every size group. They help streamline the planning events professionals must do. “Depending on the nature of the group, you may want to add some signage, some lighting,” says Ross. “The rest of the decor is done. The food and beverage, entertainment, all taken care of. With all the elements in place, a theme park really can be affordable for a group.”

There is also the opportunity to elevate the experience if that’s what the group would like. “I’ve worked with the caterer to elevate the food and beverage at times,” adds Ross, who continued that she also added some themed living statues and costumed entertainment, such as jellyfish for her SeaWorld event to add some extra pizazz.

Although the planning may not be overly complex, the benefits are immense. Ross says, “There is such exclusivity of being in a theme park without the masses. It’s a true VIP experience. To have access to theme parks like Disney or SeaWorld without the crowds of people is extraordinary.”

The opportunity brings out the carefree spirit of many. “Adults are kids at heart. To have the opportunity to ride a ride eight times in a row is awesome,” she says.

For Marcy Manley, executive producer at WPI Event Partners, Six Flags Great America has become a go-to option for inclusive, family-friendly events. She has booked the 300-acre park for more than 15 years, offering a day of rides, food and entertainment to executives and their families.

The experience not only builds camaraderie but creates shared memories outside of formal work environments. Because the infrastructure is already in place, parking, food, staffing, execution is seamless. “It’s hassle-free,” she says. “Everything is established and proven. I don’t have to reinvent the wheel.”

Plus, her group loves it. “These execs are on the road a lot, and it’s wonderful for them to be able to do something with their families, as well as their colleagues,” says Manley.

More Than Rides: Meeting Infrastructure Built In

Theme parks also bring with them built-in infrastructure that continues to evolve.  Today’s top parks offer turnkey packages tailored for business events.

Just like Manley uses Six Flags Great America in Illinois, outside of Florida or California, another popular park is Dollywood in Pigeon Forge, TN. Dollywood offers a range of entertainment and team-building options tailored specifically for corporate groups.

Scavenger hunts can be arranged either throughout the resort grounds or inside Dollywood Theme Park, encouraging teamwork as groups race to complete challenges and find “Dolly-isms” and unique features. In addition, private roller coaster experiences, such as exclusive early-morning access to Dollywood’s top rides just for your group, help build camaraderie and excitement.

Dollywood offers more than 32,000 sf of meeting and event space nestled in the Smoky Mountains, including meeting rooms, elegant ballrooms, welcoming porches, verandas and other unique event spaces. The park encompasses 165 acres and includes more than 50 rides and attractions. The nearby DreamMore Resort and Spa and HeartSong Lodge & Resort offer a total of 600 guestrooms.

Also on the east coast, In Hershey, PA, Hershey Hotel offers 25,000 sf of flexible meeting space and has 20 meeting rooms accommodating 10 to 450 people. It also offers 326 guestrooms. Attendees can have a sweet reward, when not in meetings, at Hershey Park. Hershey’s Chocolate World allows guests to make their own candy bar, go on the chocolate tour, have tastings and more. Planners will find turnkey packages and customizable experiences available. Attendees can also go wild at ZooAmerica.

The Incentive Edge

For incentive programs, theme parks offer a high-value mix of exclusivity and entertainment. VIP tours, early park access, behind-the-scenes experiences and curated dining elevate the offering and create memories that extend long beyond the event.

Plus, the family-friendly nature of theme parks allows companies to offer incentive travel that includes spouses and children, boosting loyalty and satisfaction in the process.

The experience can be elevated by arranging for photo opps for attendees with characters unique to the park you are gathering in. This offers a true VIP experience.

Overcoming Challenges

Planning a meeting or incentive trip in a theme park does come with challenges. Crowd flow, timing and coordination with venue event teams are key to success. And for some brands, the informal nature of a park might not align with company culture. But when thoughtfully executed, the return on emotion and engagement can be as powerful as any keynote or incentive gift.

In today’s experience-first business environment, theme parks offer more than a change of scenery, they offer a change in mindset. For planners looking to deliver measurable motivation with a side of magic, it might be time to swap the boardroom for the rollercoaster. Because sometimes, the best business outcomes begin where the fun begins. C&IT