Conference World Tour 2017 - Exploring Asia with Chloe Hausfeld

July 12, 2017

For the latest installment of our Conference World Tour 2017, Chloe Hausfeld shares the sights and sounds of Singapore (and Malaysia and Thailand) as she recaps the IAAPA Asian Attractions Expo. 

Sunday, June 11

After a very busy weekend of wedding festivities for my great friend Renee (CONGRATS!!!), a very early flight out on Sunday morning was not exactly the way I wanted to recover…but, what’s a girl to do?? Keith, Patti (Dad & Mom) and I headed to the airport for the long journey to Singapore. We all absolutely love Singapore, so it wasn’t that bad having to wake up.

Left – If you’re going to travel…travel in style. Dad has over 7 million miles with Delta, so the three of us were lucky enough to be graced with the red carpet (aka the Red Porsche) treatment from plane to plane.
Right – It’s crazy that we live right down the road from these guys, and only see them at airports…posing with fellow jet setters, Rodney Heiligmann and Bret Woodbury (LifeFormations).

Monday, June 12

While sitting in the lounge at the Narita International Airport, I received a text informing me that our good friend Lexi Liu (Premier Rides) was also waiting on her next flight. Although we weren’t on the same airline, it was nice to catch up with her before heading into the crazy IAAPA week.

After arriving in Singapore, and getting settled into the Marina Bay Sands Hotel, I went exploring to see who might be around already. Lucky me, I was able to track down Jim and Sara Seay, Lexi Liu, and Sophie Liu (Premier Rides), Tim Timco, Pete Barto, and Gerald Ryan (S & S Worldwide), Bret Woodbury (LifeFormations), Jeroen Nijpels (JNE&LC), and Lauren Weaver and John Wood (Sally Corp).

Tuesday, June 13

Bret Woodbury and I joined Phillip and Jeff Wilson (Extreme Engineering) for breakfast as they waited for their rooms to be ready. It was the perfect way (not to mention view) to begin such a busy day.

Not many views can compare to the top of the Marina Bay Sands.

KJ and I headed to Science Centre Singapore for a press conference celebrating the opening of the JRA-designed “The Mind’s Eye,” and, “Professor Crackitt’s Light Fantastic! – a Mirror Maze experience,” exhibitions. The exhibitions are located at the entrance gallery, and are fantastic additions to celebrate the museum’s 40th anniversary. The press conference was lead by a panel of its creators, Mr. Augustus Peh (SPACElogic Pte Ltd), Mr. Adrian Fisher (Adrian Fisher Design Ltd), Associate Professor Lim Tit Meng (Science Centre Singapore) and Keith James (JRA).

"The Minds Eye" at Science Centre Singapore

After the press conference, KJ set out for the blooloopLIVE Asia event, and I headed back to the convention center to check on the JRA booth. ARTS FUZION does a fantastic job on our booth, so, after unpacking all of the booth collateral, doing a little booth supply shopping, and checking in on a few last minute tweaks, I walked a bit of the trade show floor to get my bearings for the week. Registration went smoothly, and things were moving along, setting up the week in good fashion.

Alan Mahony (Pinnacle International Enterprise Limited) speaks on the evolution of waterparks in Asia at blooloopLIVE Asia. Along with a nice bouquet of flowers from ARTS FUZION, the JRA booth making moves to be “show ready”, and IAAPA’s schedule of the crazy next few days to come.

Evening events began with the Science Centre Singapore Launch Party. It was an incredibly well attended event, where guests learned about the planning, and were able to interact within the new exhibitions.

Friends from IAAPA and the TEA attended the event, and turned into kids again (as if they ever grew up) while enjoying the new exhibitions.

The infamous JNE&LC Party has become a staple as the way to get IAAPA AAE rolling. It’s always a fabulous time, with the best people, and provides time to visit with friends and colleagues prior to the crazy next days. Jeroen and Mika Nur Faezah certainly know how to show the crowd a good time.

Top – KJ and PJ hanging out with the host, Jeroen Nijpels (JNE&LC), and fellow guest, Greg Eccles (SALLY Corp.)
Bottom – Smiling with IAAPA COO, Doug Stagner.

Wednesday, June 14

I have to say that this year’s AAE Opening Ceremony was one of the best IAAPA Opening Ceremony events that I have seen in a long time. It was engaging, the performers were fantastic, and the crowd got into all of the songs more so than the usual. It was a fun way to get Day 1 started.

Day 1 at the JRA booth began with another press conference for Science Centre Singapore. The event was again, well attended, and was very informative to the crowd. It was nice to start Day 1 off with such a buzz.

IAAPA Officer members join the crowd for the press conference at the JRA Booth.

The Themed Entertainment Association (TEA) and AECOM collaborate to create the Theme Index and Museum Index every year. This free resource, is a calendar-year study of global attractions attendance numbers, and identifies trends throughout the industry.

Top – Members of the JRA team welcome IAAPA AAE attendees at the booth.
Bottom – Attending the presentation of the TEA/AECOM Theme Index.

The Opening Reception was held at Universal Studios Singapore, and they certainly outdid themselves. The service was immaculate, the rides were a blast (as always), and the performers were so fun to watch. I might have made groups ride Sesame Street with me three different times (NO COMPLAINTS WHATSOEVER…it’s absolutely adorable) to get a little hit of the air conditioning on such a hot evening, but it was a top night nonetheless.

Fabulous industry event held by IAAPA. I got to ride Puss in Boots with the one and only Diane Williams (IAAPA), and enjoyed every moment of Sesame Street the most while riding with Emily Colombo (WhiteWater West).

The guys from S&S Worldwide couldn’t let us pose with Big Bird, Oscar and Cookie Monster without doing so; so Pete Barto, Tim Timco and Gerald Ryan followed suit. The JRA men; Dan Schultz (COO), Shawn McCoy (VP), Mark Amos (Project Manager) and Keith James (Owner/CEO), “manned up,” and enjoyed a ride on Cyclon. Also, KJ and PJ couldn’t walk by another minion without posing with them in honor of the grandchildren.

Thursday, June 15

Day 2 of the show began with the Leadership Breakfast featuring Andrew Kam, VP of Wanda. It will be very interesting to continue to read regarding Wanda’s next steps in the entertainment industry. After the breakfast, I headed to IAAPA Central for a Membership presentation. Gotta love the IAAPA Officers for all of the support that they give, no matter how busy their schedules may be.

Thanks for “taking me seriously” Phil (Extreme Engineering). Also pictured (and laughing at me); Hank Salemi (Treasurer of IAAPA, and Six Flags Great America), Ryan Strowger (Senior VP, Exhibitions, Conferences, and Sales, IAAPA), David, Rosenberg (Second Vice Chair of IAAPA and VP of Monterey Bay Aquarium), Greg Hale (Chairman of IAAPA, and VP and CSO Walt Disney World Resort), and Paul Noland (President and CEO, IAAPA).

Enjoying some of my favorite things on the show floor; “breaking rules” with Andrew Lee (Six Flags), running from zombies with Lauren Weaver (SALLY Corp.), and smiling with dragons while posing with Dan Schultz (JRA).

Day 2 on the show floor finished up for me at the Young Professionals Forum. As a member of the IAAPA YP Task Group, it was great to see how well attended the forum was, and how engaged the attendees were in the speakers. The YP Reception was then held at DC Comics Super Hero Café. Well done Mika (JNE&LC), fellow YP Task Group member, for such a great find!

Things that make you smile as a YP!!

While I was busy at the Young Professionals events, the rest of the JRA group attending both the TEA Party, at Boulevard Bayfront, and, the Kingsmen Party, at Aura Sky Lounge.

KJ & PJ ready to head to the TEA Party with Michael Thayer and Jennie Nevin.

Top Left – KJ enjoying host, Anthony Chong’s (Kingsmen) company
Top Right – KJ and PJ can’t smile enough when they have the company of Andrew Lee (Six Flags)
Bottom – Vernon McGugan (DreamCraft), Mark Amos (JRA), Matt Brown (Nassal), Shawn McCoy (JRA), Dan Schultz (JRA), Rob Wyatt (ACM/Nassal), and Rodney Heiligmann (LifeFormations) enjoying the “Kingsmen hospitality”.

My evening concluded with an incredible dinner, organized by Andrew Lee (Six Flags), celebrating the newly married, Mr. and Mrs., Jim and Sara Seay. The company was amazing, the food was exquisite, and no one could think of a better reason to be celebrating.

Our friends from ProSlide were sitting at the table next to us, so it wouldn’t have been right for Hank (Six Flags) and I to not get a picture with Rick Hunter (ProSlide).

Friday, June 16

While Day 3 was still full of good meetings, we were able to sneak away to take a break, and check out the traveling exhibit being produced by our friends at Imagine Exhibitions and Kingsmen. While Downtown Abbey: The Exhibition was not yet open, what I saw gave me enough reason to begin watching the show.

Rose and I are obviously kindred spirits.

Once those bells ring, signifying another close to a show, we packed up the booth, and a group of us headed over to the hotel to celebrate. It’s always bittersweet when the trade shows are finished. You’re exhausted, and ready for it, but you know that it’s going to be a while until you see friends again.

Can’t wait to see this group again soon!

Next, it was time for KJ, PJ and I to travel to Malaysia for the IAAPA Post Tour. The group was treated to evening cocktails at the TOP of the Komtar upon arrival to get things started off on the right foot.

Saturday, June 17


IAAPA Post Tours are always jam packed, and this one was not going to disappoint. We began our day at The Komtar, with a Behind the Scenes Tour of the Jurassic Research Center, the Rainbow Skywalk and the Observation Deck. Dato Sri Richard Koh could not be a better host, and we were off to an unforgettable start.

We left Penang, and headed for the Lost World of Tambun to Tour the Theme Park, Waterpark and Zoo.

A mix of the day with some of my favorites!!!

Although the weather was not what we were hoping for, it was easy to make the most of such an amazing landscape. Tambun is a place that everyone should have the opportunity to visit.

Our dinner was held at Kepura Cave, and will go down as one of my favorite meals (especially watching friends experience durian fruit for the first time). Seeing the park at night was almost as magical as it was during the daytime.

Sunday, June 18

It was bittersweet having to leave Tambun behind. We had such a fabulous time there, and in questionable weather; one can only imagine what it would have been like on a nice day. “Glamping” is at an entirely different caliber when it’s done there.

Just a few more rainy pics of an incredible landscape.

Next, we were headed to Genting, to tour Resort World Genting, along with seeing the development of the Twentieth Century Fox World Malaysia Theme Park. The easiest way for us to see the development of the theme park was to take a ride on the cable car. Unfortunately, the weather was sub-par, but the group was able to “get the gist” of where the plans were moving. With the weather that they have to deal with on a day-to-day basis, it’s impressive what they have been able to accomplish.

All of the necessities: Starbucks, LED screens, cable cars, and Christmas lights…

It wouldn’t be a true IAAPA Post Tour without a little bit of additional adventure. After making it back to the hotel safely, and with time enough to get ready for the evening events, a group of us decided to push our luck, and check out the market. We’re so happy that we did, but it’s not to say that making it there (and back) wasn’t questionable at times.

WHODEY!!!! I even found a “Bengals fan” in Malaysia!!!

The IAAPA Post Tour ended with a beautiful evening hosted again by Richard Koh. The ambiance, food, hospitality, and fun, is insurmountable. You outdo us, every time!

No matter where Richard takes us, we are always pampered. However, the true pampering was given to the right group that evening. Although I may miss events due to work, I am lucky enough to rarely miss Father’s Day with my dad because of IAAPA AAE. Thanks for making it an especially memorable evening, Richard!

Monday, June 19

Time to say “goodbye” to the beautiful Malaysia, but not before a quick visit with former Director of JRA Malaysia, Shahryn Azmi.

That Monday, a group of us, dubbed, “The Neverendas,” traveled to Phuket, Thailand. We spent the next several days visiting different attractions and sites throughout the island. I couldn’t have asked for better company to finish off such an eventful trip.

As always, a huge “THANK YOU” to IAAPA for a great couple of weeks ☺

And….I’m HOME!

With Skyline in hand, and the best smile a girl could ask for!!!

Tags: JRA Journeys , JRA Team , Outside the Studio

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Mars, Cars, Photography and Illusion: JRA's 2017 So Far

July 05, 2017

Greetings, readers! Hard to believe that 2017 is already halfway done. It's been a great six months for JRA - opening new projects, celebrating milestones for "old" ones, and dropping a little knowledge on some of our favorite topics. But, as always, our favorite part has been visiting friends, clients and colleagues all over the world. Here's a look at the year so far:


Photo Courtesy Space Center Houston

After celebrating our award-winning collaboration on Independence Plaza last year, we opened our latest project with Space Center Houston: Mission Mars. The multi-million-dollar exhibit offers visitors the opportunity to peer inside an Orion spacecraft research model, stand close to a giant model rocket and walk on a virtual Mars environment. According to Ars Technica, "now anyone can get as close to Mars as any human will, any time soon, by visiting [Space Center Houston]."

The JRA Studio gets a facelift! After 10 years of "tough love", visitors to the studio now see new paint, carpeting and artwork, all providing what JRA Art Director David Ferguson calls a "more jubilant look in our workplace, making our work environment as cutting edge as our attitude."


LaunchPAD Executive Director, Bob Fitch, and board member, Regina Roth, celebrate the museum's first birthday with a superhero-themed party. 

LaunchPAD Children's Museum celebrates its 1st anniversary. The Sioux City, Iowa museum, which anticipated 50,000 visitors in its inaugural, enjoyed attendance of over 93,000! It also positioned itself as a cultural anchor for the community, providing a much needed source of family fun for the Siouxland area. "LaunchPAD is improving the quality fo life for families in Sioux City and the entire region," said Bob Fitch, Executive Director. "LaunchPAD is proud to be Siouxland's champion for educational play and discovery!"

JRA Director of Communications, Clara Rice, enjoys a mini-speaking tour for the Themed Entertainment Association, moderating a panel on "Working in China" at the inaugural TEATalks LIVE in Orlando and presenting "Breaking Barriers: How to Attract and Retain Creative Talent" at the Creative Economy Conference in Schenectady, New York. 


The 23,000-square foot Motorsports Hall of Fame of America (MSHFA) crosses the finish line at the Daytona International Motor Speedway. MSHFA is the only hall fame that encompasses the full spectrum of American motorsports, from cars to motorcycles, powerboats to airplanes.  The sports attraction celebrates the "Heroes of Horsepower" and the core values embodied in racing. Designer Rachel Daheim offers a unique perspective on seeing her designs for MSHFA come to life. 

Photo Courtesy King Abdullah Foundation

The "King Abdullah: Values and Wisdom" traveling exhibit begins its tour of Saudi Arabia. The exhibit, a collaboration between JRA the King Abdullah Foundation, the History Factory, and Brand Experience, features artifacts, photographs and videos honoring the late ruler and his virtues of justice, peace and humanity. Welcoming 5,000 visitors daily, the 50-square-meter traveling exhibit provides a glimpse of the preparations underway for a major exhibition in 2018. 


Keith James, Chloe Hausfeld and dozens of other attraction industry delegates travel to Washington, D.C. as part of IAAPA's US Advocacy Days. The event enables US-based members to meet with members of the US Congress and advocate for or against pressing issues affecting the US attractions industry. Check out Chloe's recap. 

The Eastman Kodak Company selects JRA to provide complete planning, design and project management for its new Kodak Experience Center, located at Kodak's corporate headquarters in Rochester, New York. The Center, scheduled to open mid-2018, will feature a refreshed lobby, an exhibit area highlighting many of Kodak's innovations, a cafe featuring new Kodak products alongside vintage artifacts, and a retail space offering the latest Kodak products. 

Photo Courtesy SPAM Museum

The SPAM Museum celebrates its first anniversary, and a wedding! SPAM fanatic and Liverpuddlian Mark I Love SPAM Benson and his fiancee Anne Mosley said 'I do' at the Austin, Minnesota museum, surrounded by iconic canned meat memorabilia. The reception featured SPAM colored roses, a SPAM-themed wedding cake, and of course, SPAMatizers. 


JRA Designer Rachel Daheim (2nd from right) poses with recipients of the ACM Small Museums Scholarship.

"Fun is serious business" at the 2017 InterActivity Conference in Pasadena, California. For the ninth year in a row, JRA sponsors the Association of Children's Museums' Small Museums Financial Aid Program. The program, founded by JRA in 2008, provides small museum professionals with complimentary registrations to ACM's InterActivity Conference. Meet this year's recipients here


"The Mind's Eye: An Exhibition on Illusions and Human Perception" opens at Science Centre Singapore during the week of IAAPA's Asian Attractions Expo. This entry gallery to the Centre features dozens of enigmatic exhibits that reveal just how the human mind and senses can deceive, with illusions of sound and sight carefully selected to delight, engage and confound visitors. JRA and Science Centre Singapore celebrated the opening with a lavish launch party at the Centre and a packed press conference in JRA's booth at the IAAPA Asian Attractions Expo. 

Phew, what a year! This is only the beginning of an exciting 2017 for JRA as we celebrate 30 years of planning, designing, and implementing entertainment, cultural and branded experiences all over the world. So be sure to visit this blog for the latest updates, and we look forward to seeing you on the road!

Tags: JRA Journeys , JRA Team , Outside the Studio , Project Spotlight

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The Mind's Eye Generates Buzz, Press Coverage at Asian Attractions Expo

June 19, 2017

"The Mind's Eye", an exhibition on illusions and human perception, opened at Science Centre Singapore this week just in time for the IAAPA Asian Attractions Expo. The gallery launched with great fanfare via two press conferences and a public launch party and is already generating plenty of media buzz. 

"The Mind's Eye" features 30 exhibits that capture the imagination of the visitor and explore the science behind optical illusions. The curated pieces, featuring artists from around the globe, manipulate how humans observe and make sense of objects and environments and challenge them to reconsider what is real and unreal. JRA provided planning, concept and schematic design for the gallery. Also featured in the exhibiton is "Mr. Crackitt's Light Fantastic", a mirror maze attraction produced by Adrian Fisher Design Limited that is touted as the largest mirror maze in Asia. 

L-to-R: Augustus Goh (SPACElogic), Adrian Fisher (Adrian Fisher Design Ltd.), A/Prof Lim Tit Meng (Science Centre Singapore) and Keith James (JRA)

Keith James welcomes the crowd at "The Mind's Eye" Launch Party.

Dozens of friends, fans and colleagues attended "The Mind's Eye" Launch Party at Science Centre Singapore. 

Over a dozen media outlets attended Tuesday's press conference, with many dozens more attending the evening launch party. Wednesday morning, the JRA booth and surrounding aisles of the Asian Attractions Expo show floor were packed with press representatives, IAAPA board members, curious onlookers and even Singapore's Senior Parliamentary Secretary, Ms. Low Yen Ling. Members of the creative team, including JRA's Shawn McCoy and Keith James, as well as Science Centre Singapore Chief Executive, Lim Tit Meng, welcomed the crowd and spoke to the educational message behind the entertaining exhibition. "Understanding that you can learn if you play is a critical function," said James.

IAAPA Board Executives, "The Mind's Eye" team members, and even Singapore's Senior Parliamentary Secretary pose for a group photo before the press conference at the Asian Attractions Expo.

Media and curious onlookers packed the booth and filled the aisles for "The Mind's Eye" press conference at the Asian Attractions Expo. 

The various events have led to over two dozen articles published in local, national, and international news outlets, and according to the Science Centre, The Mind's Eye and Mr. Crackitt's Light Fantastic "are drawing immense interest from the media, and we are getting flooded with requests and inquiries." Here's a small sampling of the press had to say, but don't take our word for it. Come see for yourself! 

Want more pics? Check out our Facebook page for photos from all three of this week's "The Mind's Eye" events. 


Tags: JRA Journeys , Outside the Studio , Project Spotlight

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Announcement - Viewing Our Latest Project Through the Mind's Eye

May 19, 2017

Viewing Our Latest Project Through The Mind’s Eye

Suspend your disbelief. Challenge your senses. Question what is real.

On Tuesday, 13 June, Science Centre Singapore opens its latest collaboration with JRA – “The Mind’s Eye: An Exhibition on Illusion and Human Perception.”
在6月13日星期二,新加坡科学中心与JRA合作的最新项目 - “心灵之眼:幻觉与人类感知展览” 将开幕。

This gallery will be one of the first exhibitions that visitors encounter when they visit the Science Centre. It is through this exhibition that visitors will be shown the joys of observation - of paying closer attention to what’s around them, and realizing that perhaps all is not as it seems.
这将会是游客在科学中心游览的第一个展厅。通过这个展览,游客将感受到观察的喜悦 - 更加关注他们周围的环境,并用全新的眼光审视一切。

As visitors grapple with the enigmatic exhibits, they reveal just how their mind and senses can fool them into believing. The interactive experiences here portray the difference between what we experience/sense and what is actually perceived. Poised on the edges of real and unreal, illusions of sound and sight will delight, engage and confound the visitor. JRA provided complete planning and design for The Mind’s Eye exhibition.
游客将通过这些神奇的展项体验到他们的思想和感官是如何骗使他们信以为真的。这里的互动体验描绘了我们的体验/感觉与实际感知之间的差别。沉浸在真实和虚幻的边缘,声音和视线的幻觉会让观众感到愉悦、融入和混淆。 JRA为“心灵之眼”展览提供了完整的规划和设计。

Included in The Mind’s Eye Exhibition is “Professor Crackitt’s Light Fantastic,” an immersive mirror maze experience like no other. Specifically created for Science Centre Singapore by Adrian Fisher Design, Ltd., the world’s leading and most prolific creator of mirror mazes, this attraction features 105 mirror cells and numerous interactive exhibits, making it Asia’s largest maze yet.
心灵之眼展览中包括“Crackitt教授的光之幻想”,这是一个独一无二的沉浸式镜像迷宫体验。这个引人入胜的迷宫由世界领先的镜子迷宫创作者Adrian Fisher Design公司为新加坡科学中心量身打造,这个项目拥有105个镜面单元和众多互动展项,使其成为目前为止亚洲最大的迷宫。

Visitors will get the chance to experience the magic as they journey through a compelling storyline and help the eccentric and forgetful Professor Crackitt find his pet parrot, Wattnot, in his vast laboratory of a mirror maze – while fixing some of their experiments along the way.

The Mind’s Eye Exhibition and Professor Crackitt’s Light Fantastic will challenge the way that visitors see their world, while preparing them for the wonders that await as they journey through Science Centre Singapore.

Science Centre Singapore is located at 15 Science Centre Road. For more information on the Centre, please visit To find out how you can be a part of the Exhibition’s opening celebration, click here.


Tags: Outside the Studio , Project Spotlight

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Experience an Evening of Illusions

May 19, 2017

Experience An Evening of Illusions

In Singapore for AAE17? Join Science Centre Singapore, JRA, Adrian Fisher Design Ltd., and Spacelogic as we celebrate the opening of
来新加坡只为AAE17? 与新加坡科学中心、JRA、Adrian Fisher Design公司和Spacelogic一起庆祝开幕式吧!

The Mind’s Eye: An Exhibition on Illusion and Human Perception


Professor Crackitt’s Light Fantastic! – A Mirror Maze Experience
Crackitt教授的光之幻想! - 镜子迷宫体验

Where: Science Centre Singapore, 15 Science Centre Road
When: Tuesday, 13 June 6:45 p.m.
Dress Code: Party!
Programme: The evening will feature addresses from the Centre and members of the creative team, as well as refreshments, dinner and free and easy exploration of both exhibitions.
时间:6月13日,星期二6:45 pm

RSVP: Email Jenny Leong at by 9 June 2017.
回覆:于2017年6月9日前将申请发至Jenny Leong的电子邮箱。

Don’t miss out on an evening guaranteed to challenge the mind and delight the senses!



Tags: Outside the Studio , Project Spotlight

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