EPISODE · Feb 25, 2026 · 50 MIN
Master Planning the Future: How to Build Visitor Attractions That Last - Ray Hole
from Skip the Queue · host Andy Povey, Ray Hole
In this episode of Skip the Queue, Andy Povey is joined by Ray Hole of Ray Hole Architects for a wide-ranging and thought-provoking conversation about strategy, storytelling and the true economics of experience design. Key Topics Discussed The “Camelot” collaboration model in attraction development Experience economy vs. pure economics Primacy and recency effects in guest psychology Designing the departure experience Turning operational cost into experiential value Storytelling through architecture Instagrammable design and generational behaviour Empathy in ticketing and security Integrating accommodation into attraction strategy Converting capex into revenue-generating experiences Show References: Ray Hole, Managing Director of Ray Hole Architects https://www.rayhole-architects.com/ https://www.linkedin.com/in/ray-hole-a6b7396/ Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey. Credits: Written by Emily Burrows (Plaster) Edited by Steve Folland Produced by Emily Burrows and Sami Entwistle (Plaster) Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth. Download your FREE copy here
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What this episode covers
Today on Skip The Queue, Andy Povey is joined by Ray Hole, an architect with decades of experience shaping visitor destinations worldwide. Ray has been at the forefront of master planning, iconic projects and long-term tourism strategy, and he’s not afraid to challenge how our sector thinks about growth. They're going to explore what really makes a project iconic, whether we’re designing for the wrong future, how weather can become a strategic asset rather than a risk, and what visitor attractions might look like in 2040.
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Master Planning the Future: How to Build Visitor Attractions That Last - Ray Hole
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