Exclusive conversation with Chloe Hausfeld, Global Director of Strategic Partnerships for the Themed Entertainment Association (TEA) in anticipation of the 2024 TEA Thea Awards Gala and TEA INSPIRE Conference, taking place in Los Angeles March 14-16.
For sponsorship opportunities at TEA INSPIRE and the Theas, contact Chloe.
For last-minute ads in the TEA Thea Awards Program, contact Martin.
Interviewing Hausfeld for this story was InPark Editor Judith Rubin, who was on staff at TEA for 15 years as publicist and director of publications.
Chloe Hausfeld recently joined TEA’s executive leadership team, reporting to Executive Director Lindsey Nelson. Hausfeld is responsible for the generation and growth of non-dues revenue stream and plays a critical role in helping identify and prioritize key partnerships and industry alignments for this leading association serving the attractions sector.
“Chloe understands TEA’s unique value proposition and will be the best person to tell our story to the rest of the world,” says Nelson. With a long tenure in the entertainment and attractions industry, many remember Hausfeld serving JRA (now part of RWS Entertainment Group) as Vice President. Prior to joining TEA, her most recent position was with Baynum, where she cultivated key client and vendor relationships for Amusement Solutions.
Hausfeld grew up in the themed entertainment business and is well on her way to being as familiar and visible a face in the industry as her father, Keith James, who is JRA President, a TEA Past President and recipient of Thea lifetime honors.
What drew you to take this position with TEA?
When Lindsey and Melissa first approached me with the opportunity, I was humbled and honored to have been thought of. I was fully supported, and in a great place with Baynum Amusement Solutions, but just couldn’t ignore the opportunity they were throwing my way. Having the chance to serve as the staff liaison between TEA and our global partners, both internally, and industry-wide drew me to continue conversations, and really create the position along with them.
You’re part of a leadership dynasty via your connections to Keith James and JRA. TEA has been around for some 35 years now, a full generation, so you’re “2nd generation.” What does that signify to you?
This signifies EVERYTHING to me. I’m literally alive because of this industry. Keith (Dad) and Patti (Mom) James met at Kings Island, and the rest is history. Lex and I were born while they were circling the globe due to Dad’s job opportunities. One of my earliest memories is visiting Dad in the trailers at Universal Studios, while the park was being built. Having the ability to start my career in the industry with my family (that includes the rest of the staff, not just Keith) at JRA is something that I will forever hold dear. Being able to learn the ins-and-outs of the industry, from one of the best (a little biased, but I dare someone to challenge that!) is not something I take lightly. Joining the TEAm felt like coming full circle. It gave me the ability to assist in building a legacy for the people that helped to create it all. People I’ve known, respected, and cared for, for as long as I can remember, and that’s pretty special. Not everyone gets this chance.
The creators of TEA and the Thea Awards realized a vision and filled a need. They could see and feel the difference it made. Thirty-five years later, there are many in the industry for whom TEA has simply always been there to serve them. What would you point out to help foster appreciation across all generations of what TEA does for its members and the industry?
What insight those founders had! There is no shortage these days of industry awards ceremonies. But the creators of the Thea Awards formed a very specific, innovative vision and model, all those years ago – a model that has distinguished TEA and the Thea Awards and continues to do so.
It’s imperative that these experiences, attractions, parks, etc. be celebrated, but it’s also essential that the companies and individuals who participated in their creation be just as celebrated. The TEA created a platform to do just that. What started out as an idea on a cocktail napkin culminated into an elegant affair, rewarding excellence for the creation of compelling educational, historical, and entertainment projects across the globe.
In many cases, due to non-disclosure agreements, companies and individuals are not able to market the projects that they took part in developing. With the Thea Awards, TEA has gone a long way in making it possible for owner/operators, creatives and suppliers to share the stage – both at the INSPIRE Conference and the Theas Gala. The industry needs to continue showcasing these relationships, cultivating awareness and respect for the process it takes to produce breakthrough contributions, year after year, in visitor attractions.
What are some of your favorite memories from the Thea Awards weekend of events?
INSPIRE week has always been a great networking event to meet new people, but also to connect with old friends. Having the opportunity to learn about the creation of the Thea Award recipients, while sitting next to long-time colleagues and friends (and form new relationships as well) has always been an occasion of excitement, reinforcing our love for the industry and enthusiasm to take part in it.
The memories are endless, but I’d be lying if I said I didn’t have a favorite. Being a member of the group that introduced Dad when he was presented The Buzz Price Award for a Lifetime of Distinguished Achievements in 2016, will never be topped.
Please give us your thoughts about the value of the INSPIRE conference paired with the Gala – the totality of these events and why it is important to try to be there for the full weekend?
While all of the events are closely linked, there are definite delineations to their programs. The INSPIRE Conference has grown from the fan-favorite Case Studies, into a fully immersive networking and educational signature event that inspires all levels and disciplines within the industry.
Back by popular demand, the addition of the Leadership Forum; a half-day event, programmed specifically for C-suite attendees, features three presentations, and group roundtables. This continues to show TEA’s emphasis on creating events that are mutually beneficial to our members, potential members, and the industry as a whole. The Theas Awards Gala, the grand finale of the week, is the most elegant affair of our industry’s entire year, and is a celebration of the endless hard work of our members across the globe. The event is unmatched, showcasing experiences and their creators, from all sizes and budget parameters. TEA has continued to produce an exceptional event throughout the years providing well-deserved excellence to the recipients of excellence.
One of your responsibilities is cultivating sponsorship. Is there special value for sponsors in this 30th year of the Thea Awards, considering that TEA is a mature organization and the Thea Awards and INSPIRE are likewise established, mature events with a solid international presence?
These events can’t happen without the support of TEA’s sponsors. The association can’t survive without the support of TEA’s sponsors. So, yes, these relationships are inexpressibly important. TEA was founded to bring together like-minded individuals in a common cause. Supporting TEA through partnership opportunities is how these connections continue to happen.
Regarding INSPIRE Week specifically, there is a wide range of opportunities to support the event with exclusive benefits for global industry visibility before, throughout, and after. INSPIRE Week is an ever-evolving program that TEA does our best to develop year-after-year; instilling our vision and mission through a conference based on our core values.
In regard to the Thea Awards and TEA INSPIRE, why is it important to attend every year? Why THIS year in particular?
Based on widespread appeal, the Leadership Forum, added in 2023, will be returning to the INSPIRE program, now including a Welcome Reception the evening before. Further add-ons to INSPIRE Week include Pop-Up Production Sessions and INSPIRE the Night.
There’s something new and different every year, but there’s certainly been an enormous change this year, specific to location. It’s been some time since TEA has moved venues, and heading to the glamour of Hollywood seemed like the right move to celebrate such a milestone. Apart from the fresh inserts to the INSPIRE program, we’re amping up our red carpet entrance to the gala with Hollywood style photo ops, and after-party. We’d like to promote the new VIP tables as well, but they sold out immediately! So, yes, people should be reserving EVERYTHING now!
We’re thrilled to continue celebrating and honoring 30 years of the Theas!
What do you find most valuable about TEA? How can members get the most out of their membership?
Most valuable? The people. It seems cliché, but it is typically the answer I have for most questions that involve value, and this industry (thank you for teaching me that awareness…you know who you are). TEA has managed to develop a credo of recognizing both owner/operators and the complete credits list of contributing vendors and individuals to the creation of specific attractions, and I find that to be legitimate and necessary.
Get involved! In any, and as many, capacity that you can. The more you give (and I’m not speaking on a monetary value), the more you gain, and the relationships that you will make, professionally, but more importantly personally, will help pave the path to the rest of your career.
What else would you like to say about how TEA and the Thea Awards have transformed and enriched the industry?
THANK YOU!
Thank you to the ones who came before us.
Thank you to the ones who continue to assist, support, and participate throughout the year to make everything TEA does a successful possibility.
And, thank you to a team that strives to adapt to what our members expect, and endeavor to champion future opportunities.
Looking beyond the Gala and INSPIRE, what are some opportunities members and sponsors can look forward to later in 2024?
I’ve really hit the ground running since joining the team, and while INSPIRE Week has caused a bit of “Blitz Mode,” I’m really looking forward to what Q2 and Q3 have in order for me. Some of my immediate targets are leaning into tertiary markets that are mutually beneficial to our members, their members, and the association as a whole, aligning event planning both globally, and with our regional support, and working with our amazing volunteers to support our members where they feel they are needing subsidized value.
I’m truly excited to see where we can go, and look forward to continued partnerships with long-time and new friends, to get us to that mountaintop.
But, to get things started, I can’t wait to see everyone during INSPIRE Week!
