Speaker Biographies
A guest experience deep dive … learn, see, and do program
Frank Price
President FL Price / Founder Birthday University
FL Price is consulting and training firm for the amusement and leisure industries. Frank Price personally challenges new starts; modernizations and current owners with over 25 years’ experience, to deliver high level, quality guest experience. He specializes in providing online accessible tools to build engaging teams, including Ferret personality online application, which places individuals in the right role for their personality Frank designs and customizes key revenue center processes, including remarkable commercial birthday parties and group events, as well as the development of guest experience cultures. He develops the systems and processes that mold your business beyond the design and build phase, by redefining the way you do business. Frank founded Birthday University in 2000 to answer the need to produce high quality, profitable commercial birthday parties. Birthday University continues to tour in its 21st successful year, teaching businesses like Disney, Hershey Park, Bam, Hollywood Park, Andretti Thrill Park, San Diego Ice Rink, Roseville Skate Town, Ontario Science Center, Florida Aquarium, Rev’d Up Fun and thousands of other family entertainment enterprises. Frank instructs at Foundations Entertainment University and various industry conventions including IAAPA (International Association of Amusement Parks), IATP (International Association of Trampoline Parks), Bowl Expo, National Association of Farmers Agritourism, Ice and Gymnastic conventions and World Waterpark Shows.
Brandon Willey
ICAE, co-founder of the LBX Collective and Premier LBX Group, co-host of The LBX Daily Show, and founder and CEO of Hownd
Brandon Willey, ICAE, co-founder of the LBX Collective and Premier LBX Group, co-host of The LBX Daily Show, and founder and CEO of Hownd, has an intense passion for the attractions industry and experience economy. He has an extensive knowledge of all things location-based entertainment as well as digital marketing, sales-driven revenue growth, retargeting and geotargeting, segmentation and personalization, automation and generative AI, blockchain, placemaking, and more. Brandon is the former chair of IAAPA’s FEC Committee and now sits on the North American Manufacturers and Suppliers Committee, and can be found at most IAAPA events around the world. You can connect with him at LinkedIn.com/in/bwilley.
Russ Van Natta
VP of Business Development, Creative Works
Since his first job in high school as a party host for a laser tag facility, Russ has worked to make people happier through memorable experiences. Over the last 15 years, Russ has worked as a consultant for small businesses and Fortune 500 companies alike, covering infrastructure, sales, marketing, and design. As Vice President of Business Development at Creative Works, he focuses on building relationships with operators all over the world to help them become more profitable. Russ has worked with over 400 entertainment facilities on attractions mix, staff development and training, operating best practices, and more.