Let’s rewind to 2009. It’s the middle of summer, and a nervous 7-year-old boy (me) is clutching a Mickey ice cream bar, inching through the queue for Big Thunder Mountain Railroad. I wasn’t thrilled about riding a “big” coaster, but my persuasive mom somehow talked me into it. That ride became a defining moment: life split into pre-Big Thunder and post-Big Thunder. 

From that day on, I was hooked. Rides, parks, immersive storytelling; it all became an obsession that followed me into adulthood. So when I was exploring majors in college, public relations stood out. It let me merge my love for writing and storytelling with my lifelong passion for theme parks. 

Through my involvement in Florida State University (FSU) and a networking trip with the Florida Public Relations Association (FPRA), I had the chance to meet Universal Orlando Resort’s PR team and learn how they manage campaigns behind the scenes. That experience made it clear: Florida theme parks are a master class in public relations. 

‍Florida Is a Communications Playground 

As a fourth-generation Floridian and intern at SalterMitchellPR, I’ve seen how complex Florida is as a communications environment. Tourists, snowbirds, multilingual families and lifelong residents, all in one market. There’s no one-size-fits-all message here. 

Working at a Florida-based PR firm showed me how nuanced messaging must be, even for global brands. Theme parks, in particular, master this complexity. They operate in the same diverse, fast-paced landscape, yet still craft campaigns that feel personal and effective. This makes them a perfect case study in segmentation and engagement. 

Segmenting Theme Park Audiences

One of the most impressive aspects of Florida theme parks is how seamlessly they cater to wildly different audiences at once, from teens and toddlers to grandparents and international tourists.  

Each group expects something different, and theme parks learned how to deliver. 

Their messaging for annual passholders (who are likely locals) is full of perks, and previews, while national ads highlight blockbuster Intellectual properties and one-of-a-kind thrills. It’s audience targeting in action, through messaging, experiences, and pricing. 

‍Storytelling, Timing and Real-Time Strategy

PR is all about crafting stories that resonate, delivering them to the right audience, and pivoting when needed. Theme parks do this constantly. 

During my FPRA networking trip, I had the opportunity to meet Alyson Sologaistoa, APR, CPRC, the Vice President of PR at Universal Orlando Resort. She shared insights into launching the VelociCoaster and how they’re preparing for the debut of Epic Universe, Universal’s next theme park. From press previews to fan expectations, every move is calculated but designed to feel effortless. 

Universal doesn’t just tell stories, they build entire worlds around them. 

But the work doesn’t stop after a launch. Through mobile apps, social media, influencer partnerships, and guest services, the PR team is constantly enhancing reputation and experience in real time. Whether it's responding to an unexpected ride delay or rolling out a summer campaign, timing and audience insights are everything. 

For PR professionals, the lesson is simple: strategy only works when it is catered to and adapts with your audience, whether they're in a boardroom or in line for a rollercoaster.  

‍Full Circle: From Fan to Pro

Growing up, I saw theme parks as pure fun. These were places to escape, ride, eat and repeat. But after studying PR, interning at SalterMitchell PR, and connecting with professionals like Alyson, I view them as living case studies of strategic communication.

Every sign, soundbite, and seasonal rollout is intentional. 

And now, I don’t just ride the rides, I study the message behind them. Whether it’s launching a new attraction or handling a mid-day crowd surge, Florida’s parks are running live campaigns every day. Theme parks used to be my playground, now they’re my PR textbook.