Episode 453 - Melissa Felder talks about purpose-driven organizations, people-powered experiences and future of cultural attractions

Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning. Melissa Felder is an executive leader in cultural attractions with more than three decades of experience across consumer packaged goods, technology, financial services, and mission-driven organizations. She has held senior leadership roles at the California Academy of Sciences and most recently served as interim Executive Director at CuriOdyssey. Her career reflects a progression from marketing and product leadership into full organizational oversight, with a focus on experience, revenue, and purpose alignment. In this interview, Melissa talks about purpose-driven organizations, people-powered experiences, and the future of cultural attractions. Purpose-driven organizations “I am a purpose-driven cultural attractions executive leader with over three decades of professional experience developing and growing public-facing brands.” Melissa emphasizes that purpose is not just a statement but an evolving framework that guides decision-making and experience design. She shares how mission statements at the California Academy of Sciences evolved from “explore, explain, protect” to a more forward-looking focus on regeneration, reflecting broader societal shifts. These changes were not cosmetic. They influenced how teams communicated, how experiences were designed, and how success was measured. She also highlights the importance of alignment between organizational purpose, team purpose, and individual purpose. When these are in sync, teams can execute with clarity and conviction. Without that alignment, even well-crafted missions can fall flat. For leaders, the challenge is not defining purpose but operationalizing it in a way that is both meaningful and actionable. People-powered experiences “When a person is involved in the interaction, it greatly increases the entire visit satisfaction.” Melissa stresses that while exhibits and environments matter, it is people who bring experiences to life. At Cal Academy, her team embedded the mission into both physical design and human interaction by equipping staff with prompts and conversation starters that encouraged guests to think, reflect, and connect with nature. These small moments of engagement became critical touchpoints in the overall experience. She explains that people-powered experiences require intentional design, continuous training, and feedback loops. Staff were not only trained but also involved in refining messaging based on guest interactions. This created a sense of ownership and improved outcomes. The result is a virtuous cycle where stronger interactions lead to higher satisfaction, which in turn drives repeat visitation and advocacy. Future of cultural attractions “The shift is from being a passive spectator to being an active participant.” Looking ahead, Melissa identifies a major shift in how guests engage with cultural attractions. Experiences are moving away from passive observation toward active participation, where guests interact, question, and immerse themselves in meaningful ways. This trend is paired with a move toward personalization, where visits are tailored to different audiences rather than designed for a single “average” guest. She also points to broader changes, including increased focus on conservation in zoos and aquariums, evolving ethical considerations, and the integration of technology in ways that enhance rather than replace physical experiences. While digital tools will play a role, she believes the power of real-world, sensory engagement will remain central. The future will be defined by organizations that connect purpose, participation, and personalization into a cohesive guest experience.   Melissa can be reached on LinkedIn, as well as by email at [email protected]. This podcast wouldn't be possible without the incredible work of our faaaaaantastic team: Scheduling and correspondence by Kristen Karaliunas   To connect with AttractionPros: AttractionPros.com [email protected] AttractionPros on Facebook AttractionPros on LinkedIn AttractionPros on Instagram AttractionPros on Twitter (X)