Tuesday, October 26, 2021

JRA’s Clara Rice on the company’s 30th anniversary

During IAAPA I spoke with JRA’s Director of Communications, Clara Rice, about the company’s recent accomplishments and plans for the future.

What notable projects are opening soon?

The National Comedy Center is expected to open in August in Jamestown, New York. It’s important to note the project is not just about the museum itself, but it’s also about making the city of Jamestown the “Cooperstown of Comedy” and spurring economic development. The city and state are committed to providing Jamestown with the infrastructure to become a true tourism destination.

In addition, this January, the Appleton Estate Rum Experience will be opening in Jamaica. You can read more about our upcoming openings in my recent story for InPark.

What sort of projects are coming down the pipeline?

It’s interesting. We’ve noticed the pendulum swing in the last few years. From 2010 (when Ferrari World opened) until about a year ago, a lot of our work had been in museums and science centers. Now we’re seeing more and more of our work coming from parks and attractions, primarily in Asia.

We are also still seeing a lot of brand work. Many institutions are seeing the benefits of elevating their brand and creating an experience around it. Some are consumer-oriented and others are internal, elevating employee pride and providing stakeholders with a deeper emotional connection to the company.

You’ve also done some quirky projects lately, like the SPAM museum.

Yes, we love these kinds of projects. They are fun to work on and allow our designers to let loose a bit. In some ways they are like children’s museums, which are also in our wheelhouse. They both encourage great creativity and whimsy.

Any other news from the office?

We were so thrilled to see Chloe Hausfeld receive IAAPA’s Young Professional of the Year Award at the Expo. We think IAAPA made the perfect choice.

 

-Martin Palicki

Martin Palicki
Martin Palicki owns and publishes InPark Magazine. Started in 2004, InPark Magazine provides owners and operators the perspective from "in"side the "park." Martin has also written for publications like Sound & Communications, Lighting & Sound America, Attractions Management and others. Martin has been featured in Time Magazine, CNN.com and Folio. Martin lives in Milwaukee, Wisconsin, USA.

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