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AttractionPros PodcastAuthor: AttractionPros
AttractionPros brings you into the room with the top leaders, executives, and influencers in the attractions industry, to gain the widest possible perspective of all areas of the industry. Most people are only exposed to the practices of their own organization without seeing how the rest of the industry operates. By following AttractionPros, you will gain the skills and knowledge needed to succeed and learn from the best of the best, whether you are the CEO or just beginning your career. Language: en Genres: Business, Leisure, Management Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Episode 436: Josh Henderson talks about being a student of the industry, community dictating the business model, and emerging natural attractions
Episode 437
Tuesday, 13 January, 2026
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning. Every year, millions of attraction visitors lose hours in line instead of making memories. Since its inception, accesso’s virtual queuing has saved more than 4.5 billion minutes of wait time, freeing guests to pack their day with more rides, eats, and excitement. The result? Happier guests who spend more and a better bottom line for you. Ready to turn waits into wins? Visit accesso.com/ROIClinic. The queues are virtual. The results are real. Josh Henderson is the CEO of Bonnet Springs Park in Lakeland, Florida. His career path spans the for-profit attractions world, starting as a lifeguard and expanding through roles across water parks and major operators like Six Flags and Great Wolf Lodge, along with leadership in privately funded public parks. Today, he leads a nonprofit natural attraction designed to deliver a high-quality experience without a gate fee, supported by donations and mission-driven revenue. In this interview, Josh talks about being a student of the industry, community dictating the business model, and emerging natural attractions. Being a student of the industry “I think being a student of the industry is starting out in one particular sect and then continuing to move on, and try and learn as much about each discipline as I can, really served me well and helped me grow in my career.” Josh frames his growth as a willingness to expand beyond his original lane. Early on, he was convinced aquatics was his forever path, but as his interests evolved, he leaned into learning disciplines he once avoided, such as food and beverage. That mindset now shows up in how he spends time in outlets, looks for new revenue opportunities, and stays curious about parts of the business he doesn’t claim to have mastered. He also shares how he learned by putting himself in rooms where he wasn’t the expert: “going into the uncomfortable situations where you're not the smartest person in the room, and and being humble enough to accept that.” Conferences, peer conversations, and surrounding himself with specialists became his playbook for continuous learning, especially in fast-changing areas like marketing. Community dictating the business model “We've allowed the community to dictate part of our business model.” Bonnet Springs Park wasn’t designed in a vacuum. The founders conducted focus groups and asked residents what they wanted most. One clear answer shaped a major revenue and experience driver: an event venue that could host hundreds, where people could choose their own caterer. That choice reflects a deeper clue about the park’s role: it’s meant to serve community needs, not just operator preferences. That same philosophy shows up operationally. Josh describes a difficult mindset shift from maximizing yield to creating shared opportunity, like bringing in authentic food trucks for festivals even when it hurts his margins: “when you're a community park and you're doing something for the betterment of the community, that means giving somebody else a chance to make a dollar as well.” In his view, the park succeeds when the community feels ownership, champions the mission, and participates in sustaining it. Emerging natural attractions “It barely existed when I got into it back in 2017.” Josh positions Bonnet Springs as part of a growing sector that blends nature, placemaking, and attractions-grade operations. He calls it something you almost have to see to understand: a free park that aims to deliver “a paid level experience for free,” with immaculate restrooms, interactive exhibits, and accessibility features like a free internal tram system so guests with mobility challenges can fully enjoy the property. He also links this sector’s growth to professionalization: daily inspections, strong documentation, and applying paid-attraction standards to a free environment because attendance and wear-and-tear are so intense. The opportunity, he suggests, is for leaders to think of the attractions world as an umbrella where “good business is good business,” and where creating “family experiences” can look different than building roller coasters while still delivering the emotional outcomes the industry is known for. Josh shared that people can learn more at BonnetSpringsPark.com. He can also be found on LinkedIn or by email at josh@bonnetspringspark.com. This podcast wouldn't be possible without the incredible work of our faaaaaantastic team: Scheduling and correspondence by Kristen Karaliunas To connect with AttractionPros: AttractionPros.com AttractionPros@gmail.com AttractionPros on Facebook AttractionPros on LinkedIn AttractionPros on Instagram AttractionPros on Twitter (X)
