IAAPA (the International Association of Amusement Parks and Attractions) is the global organization that brings together museums, theme parks, cultural sites, and visitor attractions of all kinds. Last month at IAAPA Expo 2025, Sarah Clarke (Director of Gateway Arch Operations) participated in several education-focused initiatives, including serving as Chair of the North American Amusement Park and Attractions Constituency Committee and supporting nine educational sessions. She also taught a Facility Operations course at the Institute for Attractions Professionals, covering guest experience, accessibility, training, risk management, and safety, drawing on her experience at the Gateway Arch.
Supporting the Attractions Industry
Every year, IAAPA Expo brings together approximately 40,000 professionals from around the world who work in museums, parks, cultural sites, and attractions of all kinds. It’s an opportunity to learn from each other, exchange ideas, and explore tools and practices that help improve how organizations operate and serve guests.
Understanding IAAPA’s Role
IAAPA, the International Association of Amusement Parks and Attractions, is the industry’s leading global association and is based in Orlando, FL. It brings together a wide variety of organizations, including:
- Amusement and theme parks
- Museums and cultural institutions
- Zoos and aquariums
- Family entertainment centers
- Historic and national landmarks
While the Gateway Arch is not a theme park, it faces many of the same operational challenges as other attractions: guest safety, accessibility, staffing, visitor flow, training, and delivering consistent experiences. More public urban parks and park facilities are getting involved with IAAPA, as the conferences and educational programs offer useful resources that support ongoing improvement in the overall guest and team member experience.
The Gateway Arch welcomes millions of visitors each year, and staying connected to the broader attractions community helps ensure that its operations remain strong and forward-looking. IAAPA involvement supports the Arch in maintaining up-to-date safety and operational practices, continually enhancing the guest experience, strengthening staff training and professional development, and staying aware of emerging industry trends and technologies that can benefit visitors and team members alike.
BSD’s Involvement and ICAE Certification
Sarah holds IAAPA’s ICAE (IAAPA Certified Attractions Executive) credential, which reflects her professional development in guest experience, operations, and leadership. She also serves on the North American Amusement Park and Attractions Constituency Committee and has been Chair since 2023. The committee helps shape educational content for members attending the Expo.
At this year’s event, Sarah and her committee supported nine educational sessions, each designed to strengthen operational knowledge across the attractions industry. She also presented a Facility Operations course at the Institute for Attractions Professionals, focusing on practical approaches that attractions of all sizes can use—such as designing positive guest experiences, improving accessibility, building effective training programs, managing day-to-day operational risk, and supporting safe environments for visitors and staff. The course blended broad industry practices with real examples that reflect the everyday operational realities of visitor-serving organizations like the Gateway Arch.
Connecting the Learning Back at BSD
Insights from IAAPA help inform ongoing improvements at the Arch. Whether it’s training, communication, guest service, operational planning, or safety practices, the lessons shared at the Expo help the Gateway Arch team continue to refine their approach.