Wow, what a week! IAAPA Expo 2024 has come to an exhilarating close at the Orange County Convention Center in Orlando, and it was nothing short of spectacular. With over 41,000 attendees from around the globe, the energy was electric. Breaking attendance records once again, this year reaffirmed why IAAPA remains the premier event for the attractions industry.
We’ve put together a quick video to capture the energy and excitement of IAAPA 2024. Check out some of our favorite moments at the ROLLER booth in the video below.
Keep reading for event highlights, key takeaways, and industry insights from an incredible week.
Event recap
The show floor was buzzing with innovation, featuring over 1,100 exhibitors showcasing cutting-edge products and solutions. More than 27,000 buyers from 20,000+ companies explored the latest trends and technologies shaping the future of attractions. The industry’s growth, creativity, and passion were on full display—and we’re incredibly proud to be part of such a dynamic and inspiring space.
The ROLLER team, led by CEO and Founder Luke Finn, kicks off IAAPA Expo 2024 in style with a warm welcome from the IAAPA leadership team
Team ROLLER: Bringing the energy to Booth 5144
At ROLLER, we believe that trade shows are about more than just products—they’re about creating memorable experiences and forging meaningful connections. And this year, we pulled out all the stops!
The ROLLER team bringing energy and smiles to the booth during IAAPA Expo 2024
With 27 team members on-site, we turned Booth 5144 into a vibrant hub of connection, innovation, and fun. From engaging demos to lively happy hours, our booth buzzed with energy every single day. Visitors enjoyed coffee and snacks powered by our mobile food and beverage solution, adding an interactive touch to their visit.
Juliana Dragoni, Event Operations Manager, welcomes visitors to the ROLLER booth with coffee and a smile
We loved exploring the incredible exhibitor booths around the show floor, attending inspiring educational sessions, and participating in the Career Slam mentoring program, which brought together 300 enthusiastic young professionals eager to explore careers in the attractions industry.
The ROLLER team showing off their IAAPA shoes
The ROLLER team also embraced one of IAAPA’s most fun traditions—the #showusyourshoes social media trend. If you walk the entire IAAPA show floor you’ll cover an impressive 10 miles, so it’s no surprise that footwear becomes a hot topic during the week. From the first steps on opening day to the final farewells, our “IAAPA shoes” were put to the test, the perfect reminder of just how much ground we covered—both literally and figuratively!
Booth highlight: Smooth Operator Happy Hours
Our Smooth Operator Happy Hours were a highlight of the week, offering the perfect setting to unwind, network, and enjoy great conversations. Every evening from 4pm to 6pm, we brought industry professionals together over refreshing drinks and snacks, creating a relaxed space to share ideas and celebrate the incredible attractions community.
Visitors unwind with a drink during the Smooth Operator Happy Hour at the ROLLER booth
Solutions Spotlight Session
One of the standout moments of the Expo was the Solutions Spotlight Session presented by ROLLER’s General Manager, Brett Sheridan, alongside Greg Schmatz, VP Operations, Ex Nihilo Capital.
Brett Sheridan, General Manager at ROLLER, and Greg Schmatz, VP Operations, Ex Nihilo Capital, are all smiles after the Solutions Spotlight Session
Their session, "2025 Benchmarks: The Cheat Sheet for Business Growth," offered valuable insights and actionable strategies for improving venue performance.
Key takeaways from the 2025 Attractions Industry Benchmark Report
In the session, Brett unveiled findings from our 2025 Attractions Industry Benchmark Report. This report is filled with attractions industry data that helps you understand market shifts, adjust strategies, and ultimately grow your business.
The ROLLER team showcasing our powerful platform at Booth 5144
6 key takeaways from the report:
- Online conversion rates. Online conversion rates increased by 1.9% YoY, highlighting the importance of a seamless, mobile-friendly booking system to boost revenue.
- Online checkout basket. Online checkout basket sizes are 3x higher than in-venue, emphasizing the value of optimizing online booking for larger transactions.
- Mobile bookings. With over 83.3% of bookings made on mobile devices, ensuring your booking process is mobile-optimized is more crucial than ever.
- Online bookings. Over 43% of online bookings occur after 5 PM, showcasing the need for a 24/7 booking system to maximize revenue.
- Party bookings. While party bookings are down 3.1% YoY, strategic pricing has mitigated losses. Adjust your pricing strategy to make parties a key revenue driver.
- Digital wallets. Guests using digital wallets spend 43.5% more per transaction. Flexible payment options like Apple Pay and Google Pay are game-changers for revenue growth.
The energy at the ROLLER booth was incredible all week
Until next year…
As IAAPA Expo 2024 came to a close, Massimiliano (“Massi”) Freddi, founder and CEO of Wonderwood, stepped into his new role as IAAPA Chairman of the Board. We’re excited to see how he’ll bring his passion for education and over 20 years of industry experience to the role to inspire and elevate the industry in the coming year.
For us at ROLLER, this week was all about connection—whether it was sharing a laugh during happy hour, chatting over coffee, or demonstrating how our tools empower operators to thrive. IAAPA reminded us why we’re so passionate about what we do: helping operators deliver exceptional guest experiences, build stronger businesses, and create memories that last a lifetime.
To everyone who stopped by Booth 5144, thank you for making this week so special. We’re already counting down to IAAPA 2025! Until then, stay inspired and keep innovating.
If you missed us at IAAPA, don’t worry! We’d love to chat about how ROLLER can help your venue streamline operations, boost revenue, and enhance guest experiences. Book a demo to get started.
And don’t forget to join us at the IAAPA FEC Summit 2025 in New Orleans. Let’s keep the momentum going!
