Florida Attractions Association

What Florida Attractions Association does

The Florida Attractions Association (FAA) is a private, member-driven nonprofit trade association (501(c)(6)) founded in 1949 and headquartered in Tallahassee, Florida. It represents over 100 of Florida's family-friendly attractions and 250+ supplier associates, with member attractions collectively welcoming more than 116 million annual guests. The FAA organizes its value proposition around four pillars: advocacy (Tallahassee-based contract lobbying via Liberty Partners of Tallahassee, legislative alerts, Florida Tourism Day, District Days), empowerment (77-year Annual Conference, FAA Leadership Academy, virtual learning, scholarships), connection (Expedition FAA regional events, Mystery Connect networking, Peer Pods), and inspiration (the Florida Attractions Scholarship Foundation, a 501(c)(3) affiliate). Core products and services include tiered membership programs (Primary Attraction+ from $4,000/yr, Affiliate from $1,450/yr, Partner for non-profits/government at $1,150/yr, and Associate tiers for suppliers, tourism, and DMOs from $375/yr), the AttractionShare reciprocal admission program across 100+ attractions, the Code of Practices certification backed by secret shopper audits, and the FASF scholarship foundation. Technology is non-proprietary: the association operates FloridaAttractions.org on Wild Apricot membership software and a separate consumer-facing FloridaAttractions.com directory.

The FAA's go-to-market is sales-led and event-driven: direct outreach to Florida attractions, suppliers, and tourism organizations, with the Annual Conference, Expedition FAA events, and Florida Tourism Day functioning as flagship recruitment and retention touchpoints. Revenue is generated through recurring annual membership dues (the largest stream) and event registration fees from the Annual Conference and Expedition FAA. Membership is segmented horizontally across attraction categories (theme parks, zoos, aquariums, museums, historical sites) and stakeholder types (attractions, suppliers, tourism operators, DMOs, government attractions). The association is governed by a volunteer Board of Directors composed of attraction industry professionals, with marquee operators including Walt Disney World Resort, Universal Orlando Resort, SeaWorld, ZooTampa, and The Florida Aquarium represented at the board level. As of June 2026, Chrissy Schwartzman of Sawgrass Recreation Park chairs the Board and Bill Lupfer serves as President & CEO.

Name

Florida Attractions Association

Legal name

Florida Attractions Association

Website

https://floridaattractions.org

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1–10 employees

Short description

The Florida Attractions Association is a member-driven 501(c)(6) trade association founded in 1949, representing over 100 Florida family-friendly attractions and 250+ supplier associates serving 116 million annual guests through advocacy, professional development, networking, and the AttractionShare reciprocal admission program.

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Amusement and Theme Parks (71311), Amusement and Theme Parks (713110), Nature Parks and Other Similar Institutions (712190), Museums, Historical Sites, and Similar Institutions (7121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Wildlife Sanctuaries, Conservation Parks & Reserves (Visitor Operations) (THAAAAAG)

akta.pro secondary industry

Travel & Adventure Shows (MPAGAFAD)

Keywords

• Trade association services
• Industry advocacy
• Membership programs
• Professional development
• Tourism networking

Headquarters

HQ city

Tallahassee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: The FAA generates primary revenue through annual membership dues from attraction members and associate members. Attraction members pay based on tier (Primary, Affiliate, Partner) with annual fees ranging from $1,150 to $4,000+. Associate members (suppliers, tourism, DMOs) pay $375 to $550+ annually based on category and size.
2. Annual Conference and Events: Revenue is generated from attendee registration fees for the Annual Conference and Expedition FAA events. The all-inclusive conference registration covers sessions, meals, receptions, and networking events. Registration pricing varies with early bird discounts available.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Florida Attractions Association is a nonprofit trade association that serves Florida's family-friendly attractions industry through member programs, legislative advocacy in Tallahassee, professional development events, scholarships, and a reciprocal admission program (AttractionShare). It is funded by membership dues and event revenue from attraction members, supplier/associate members, and destination marketing organizations across the state.

Product overview

The Florida Attractions Association (FAA) is a member-driven trade association serving Florida's family-friendly attractions since 1949. Rather than a single product, the FAA offers a portfolio of membership-based services organized around four pillars: Advocacy (Tallahassee lobbying, legislative alerts, District Days), Empowerment (Annual Conference, Leadership Academy, virtual learning, scholarships), Connection (Expedition FAA events, Mystery Connect, networking), and Inspiration (Scholarship Foundation, workforce development). The association operates FloridaAttractions.org, a Wild Apricot-powered platform, and manages the AttractionShare reciprocal admission program across 100+ member attractions. Membership tiers serve Primary Attractions ($4,000+/year), Affiliate Attractions, Partner Attractions (non-profits/government at $1,150/year), and Associate Members including suppliers and DMOs.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 116 million annual guests served by FAA member attractions
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• Visit FloridacoreGTM or Marketing PartnerOfficial state tourism marketing organization and strategic partner. Visit Florida collaborates with FAA on promotional efforts, provides visibility opportunities for member attractions, and supports Florida Tourism Day advocacy initiatives.
• IAAPA (International Association of Amusement Parks and Attractions)coreStrategic or Co-development PartnerGlobal trade association for the attractions industry. IAAPA provides economic impact studies, educational programs, and industry standards that benefit FAA members.
• Liberty Partners of TallahasseecoreImplementation/ SI/ Consulting PartnerFAA's government relations firm providing contracted lobbying services. The firm advocates for the attractions industry during Florida Legislative Sessions and monitors bills affecting members.
• Greater Miami CVBsupportingGTM or Marketing PartnerListed as a strategic partner providing tourism marketing support and collaboration opportunities for FAA members in the South Florida region.
• Visit Tampa BaysupportingGTM or Marketing PartnerDMO Associate member and strategic partner providing tourism marketing support and collaboration for Tampa Bay area attractions.
• Florida Festivals & Events AssociationsupportingStrategic or Co-development PartnerState association for festivals and events that collaborates with FAA on industry programming, professional development, and member networking opportunities.
• Destinations FloridasupportingStrategic or Co-development PartnerState destination marketing organization that works with FAA on tourism advocacy and marketing initiatives at the state level.
• U.S. Travel AssociationsupportingStrategic or Co-development PartnerNational travel industry association providing advocacy, research, and marketing support for U.S. tourism including Florida attractions.
• Southeast Tourism SocietysupportingStrategic or Co-development PartnerRegional tourism marketing organization supporting travel to the Southeast U.S. including Florida attractions.
• NetWeave Social MarketingsupportingGTM or Marketing PartnerDigital marketing partner providing social media resources and support for FAA member communications and District Days initiatives.
• BlackDog AdvertisingsupportingGTM or Marketing PartnerMarketing agency partner and FAA associate member that redesigned and rebuilt the FAA's member website FloridaAttractions.org.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Others

• Visit Florida: Florida's official state tourism marketing organization. Not a trade association but a peer entity to FAA — they co-host Florida Tourism Day and partner on advocacy; an obvious functional peer given overlapping Florida-tourism mandate.
• American Society of Association Executives (ASAE): Membership association for association professionals. Not a competitor but a peer operating model — comparable in governance, dues-tier structure, conference revenue mechanics, and Tallahassee-style advocacy delivery.

Regional players

• Southeast Tourism Society: Regional tourism marketing organization covering the U.S. Southeast, including Florida. Comparable in advocacy/research mission but broader geography; listed as a FAA Supporting strategic partner.
• Greater Miami Convention & Visitors Bureau: Regional DMO serving Miami/South Florida. Member of FAA's DMO Associate tier and a Supporting strategic partner; comparable in tourism-promotion mission but restricted to a sub-state geography.
• California Attractions and Parks Association: California state trade association for theme parks and attractions. Closest structural analog to FAA outside Florida — same member mix (theme parks, zoos, museums), same state-level advocacy role, but operating in a different state.

Direct peers

• Themed Entertainment Association (TEA): International non-profit association representing the themed entertainment industry. Comparable membership-association model serving the same attractions design/supplier ecosystem, with overlapping conference and awards programming.
• International Association of Amusement Parks and Attractions (IAAPA): The global trade association for the attractions industry. IAAPA is a direct peer of FAA — both are membership-based industry associations serving amusement parks, zoos, aquariums, and family attractions — but IAAPA operates at global scale while FAA is Florida-specific. IAAPA is explicitly listed as a Core strategic partner of FAA.
• Destinations Florida: The state-level association for Florida destination marketing organizations (DMOs). Peer in structure and Florida geographic focus, with overlapping membership (DMO Associate members sit on both rosters) and overlapping tourism-advocacy mandate.
• Florida Festivals & Events Association: Florida state association for festivals and events. Direct peer in structure, geography, and member-base overlap; collaborates with FAA on programming and member networking.

Broad incumbents

• U.S. Travel Association: National trade association for the U.S. travel industry. Peer in advocacy and research delivery model but operates at the federal level across all travel segments; FAA lists it as a Core strategic partner for advocacy amplification.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/flattractions
• Facebookfacebook.com/FloridaAttractions

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Florida Attractions Association