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KidZania adds Sarah Marsh, former Virgin America exec to head up loyalty programs; major expansion underway

Photo: KidZania

See InPark’s recent article about the KidZania expansion: click here.

SAN JOSE, Calif., Dec. 7, 2011 /PRNewswire/ — KidZania, global leader in children’s location-based edutainment, announces the appointment of Sarah Marsh to the newly created position of Vice President Customer Loyalty. Recruited from Merkle Inc. and hailing from Virgin America where she successfully built a model customer strategy and loyalty program, Marsh now has her sights set on KidZania’s rapid global expansion and creating a new standard in loyalty programs.

“Sarah has an innate talent for understanding what motivates people,” explains Cammie Dunaway, US President and Global CMO, KidZania LLC. “KidZania is an incredibly special place and as we expand globally and prepare to launch multiple parks into the U.S. market, her ability to build a large-scale, innovative program will be invaluable.”

Dunaway notes that Marsh’s title as vice president of customer loyalty denotes the attitude KidZania has toward its valued customers, both kids and their parents. KidZania has two goals – to always provide a rich and engaging experience for young visitors and to ensure that experience is available to more children around the world.

“Kids are naturally creative, and our approach is to develop a global program that embodies kids’ choice and continuously invites new ideas from the very people who make KidZania special,” describes Marsh. “Ultimately it’s about demonstrating loyalty to our guests through exceptional experiences, and facilitating the connections that inspire kids not only at our parks, but in their everyday lives. And that excites me.”

Under Dunaway’s leadership, KidZania is building a team in their San Jose, CA headquarters. KidZania has had more than 20 million visitors in its 8 parks, and is growing at a brisk pace, embarking on multiple new territory entries, including multiple parks in the U.S., the first slated for 2013.

Marsh joins KidZania from Merkle Inc., where her hands-on experience in customer engagement strategy, program development, and marketing analytics enabled global brands to build direct relationships with customers. She also has advised and held several management posts across the travel, hospitality, retail, and entertainment industries in the past 11 years, including Virgin America, Discovery Communications and Ms. Marsh holds a Bachelor of Arts in Economics and Chemistry from Swarthmore College and an MBA from Harvard Business School.

About KidZania:
Much more than a children’s museum or theme park, KidZania takes interactive entertainment and learning to an entirely new level by combining role playing with real life in a kid-sized environment. KidZania creates a kid-centric city experience for 4- to 14-year olds. From arriving at the airport, to visiting a city center to exploring the city streets complete with vehicles and real-world establishments, kids experience the real world in a safe and contained 75,000 square foot kid-sized city. At KidZania, kids are in control and choose a “real world” job, earn and manage “kidZo” currency, and purchase goods and services.

KidZania, Inc., headquartered in Mexico, is privately held. This award-winning concept is recognized globally for its unique blend of entertainment and education for children. The first KidZania opened in Mexico City in 1999. There are seven other locations including Monterrey, Mexico; Tokyo; Jakarta; Osaka; Lisbon; Dubai; and Seoul. To date, more than 20 million kids and parents have visited the parks globally. The trajectory continues with 13 parks in development, including a new park in Mexico City where kids can drive from point-to-point. KidZania will come to the U.S. in 2013.

For more information about KidZania and the park locations, visit

Judith Rubin
Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, publicist, strategist, blogger, content marketing specialist and connector in the international attractions industry. She excels at writing about all aspects of design and technical design, production and project management. Areas of special interest include AV integration and show control, lighting design and acoustics, specialty cinema, digital video and world’s fairs. Judith has ties to numerous industry organizations. From 2005-2020 she ran communications, publications and social media for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA, and co-chair of the 2014 IMERSA Summit. She was publicist for the Large Format Cinema Association in the 1990s, now part of the Giant Screen Cinema Association (GSCA) and has also contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Already making her mark as a magazine and book editor, Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. Launching as a freelancer in the mid 1990s she has contributed to dozens of publications and media outlets including Funworld, Lighting&Sound America, Sound & Communications, Urban Land, The Raconteur and The Planetarian. She joined InPark in 2010. Judith earned a Bachelor of Fine Arts from Pratt Institute. She has lived in New York City and the San Francisco Bay Area, and now makes her home in Saint Louis, where she is active in the local arts and theater community.

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