Building Culture That Lasts by Design with Shaun McKeogh, CEO & Founder of Attractions Academy

Signal

Every operator knows culture matters—but few know how to design one that survives when half the team turns over every season.

In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with Shaun McKeogh, ICAE, Founder and CEO of Attractions Academy. With more than two decades leading organizational development and cultural transformation across 30-plus countries, Shaun has helped brands like Ferrari World Abu Dhabi, Gardens by the Bay Singapore, Village Roadshow Theme Parks, and the Saudi Vision 2030 initiative turn culture from a slogan into a system.

Shaun shares what most leaders overlook about culture, why investing in seasonal staff pays long-term dividends, and how simple, repeatable frameworks can make service excellence part of daily operations—not an afterthought.

You’ll hear about:

• Why most operators fail at culture (hint: they treat seasonal staff like they're "just temporary")
• How Ferrari World built world-class culture from scratch across 32 nationalities
• The difference between "great job today" and recognition that actually changes behavior
• Why employee engagement surveys are underutilized (and how to fix that)
• How to make seasonal workers fall in love with your company—even if they're only there for six weeks
• Why "hiring for attitude" isn't enough without strategic onboarding systems

Timestamps:

(01:49) — From clown to consultant: Shaun's unconventional path to attractions training

(06:45) — Building Ferrari World's culture from a blank canvas across 32 countries

(13:02) — The fatal mistake: treating seasonal staff as "only here for six months"

(17:11) — How to make employees fall in love with your company (and why it matters)

(21:56) — Building culture with limited time: the strategic roadmap approach

(25:20) — Making employees real stakeholders: the Warner Brothers bakery experiment

(35:31) — The "no written plan" test: if service delivery isn't documented, it's not important

(40:44) — Managing toxic team members in family-like departments

(45:12) — Ferrari World's suggestion box system that actually worked (and paid employees)

(52:33) — From "great job today" to specific recognition that changes behavior

(1:02:39) — The one thing operators should do next week to start building better culture

About Shaun McKeogh, ICAE

Shaun McKeogh is CEO and Founder of Attractions Academy, providing specialist training, organizational development, and consultancy worldwide. With over two decades transforming cultures and elevating leadership within the global attractions, tourism, and entertainment industries, Shaun has partnered with premier brands including Vinpearl Group Vietnam, Gardens by the Bay Singapore, Manchester United China, IAAPA, Village Roadshow Theme Parks, and the General Entertainment Authority on transformational people strategies—contributing to initiatives like Saudi Arabia's Vision 2030.

His expertise spans organizational development, cultural transformation, leadership development, and Service Excellence Quality Management Systems across theme parks, museums, cultural centers, and destination resorts.

Career highlights include leading the award-winning cultural program at Ferrari World Abu Dhabi (IAAPA Brass Ring Award for World's Best Industry Training Program), serving as past Chair of IAAPA's Global Human Resources Committee, and co-authoring the leadership book 'Reasons 2 Reward'. He's been honored with the IAAPA APAC Service Award and World Water Park Association Best Speaker of the Year.

Connect with Shaun on LinkedIn.

🔗 Links & Resources

• Connect with Shaun McKeogh on LinkedIn
• Learn more about Attractions Academy
• Learn more about RocketRez
• Follow John and Tim on LinkedIn

About Signal

Signal is the podcast for attraction leaders shaping the future of guest experiences. Hosted by John Pendergrast and Tim Samson, we bring you candid conversations with industry innovators who are building the experiences that bring people together.

Subscribe to Signal wherever you get your podcasts, and visit signal-podcast.com for more episodes and resources.

This episode of Signal is brought to you by RocketRez - powering the world's most successful attraction operations.