Amusing business

As a media and entertainment professional with more than 10 years of experience, I must say I am used to trade fairs. I've had the chance to visit dozens of them, each one with a different focus. Management, media, law, music, you name it: I've been there. But last year I had the chance to go to a trade fair like none I've seen before, because it introduced me to a very interesting trade association: the IAAPA.

The acronym stands for International Association of Amusement Parks and Attractions. The IAAPA holds an annual Expo with lectures, panels and hundreds of booths where you can see what's new in technology, arts, marketing, food and everything else you can think of that might have a place in an amusement park. Which is, pretty much, everything. The IAAPA Expo that I went to had representatives from music orchestras to zombie makeup manufacturers. There were also roller coasters, lighting designers and performers. And, of course, pop corn. Take a quick look at the business opportunities that were made possible by this event.

The business of amusement parks is to immerse people in experiences they will never forget. They deal with the concept of "rides", a mash-up kind of experience that may or may not make use of video, actors, singers, moving seats, sometimes water and smell. After the ride, you go through a gift shop where you can buy themed-toys and clothes. And, after you leave the gift shop, you are still inside a parallel world where you can end up meeting your favorite cartoon character. The sky is the limit, and amusement parks are willing to get the best professionals in their areas in order to provide the best for their customers. It is a very interesting source of work for a professional like me, one who offers a variety of services that include music, sound design, performing and stage design. I found the IAAPA Expo a very enriching experience and I might as well keep a close eye at this trade association movement from now on.