Continuum Attractions in York announces a leadership change and reveals ambitious plans for the future.
- Andrew Pawson steps in as Acting CEO, succeeding Juliana Delaney after 16 years of leadership.
- Pawson aims to expand and enhance visitor engagements using innovative, data-driven technologies.
- The company’s portfolio includes notable attractions like Coronation Street Experience and Emmerdale Village Tour.
- Continuum is set to integrate GenAI and augmented reality to enrich its storytelling while maintaining human-led narratives.
Continuum Attractions, based in York, has taken a significant step forward by appointing Andrew Pawson as the Acting CEO. This leadership change coincides with the company’s announcement of daring expansion ambitions that promise a transformative future. Pawson, a seasoned executive with a deep-rooted history in the company, steps into the role following Juliana Delaney’s departure after a notable 16-year tenure. Delaney, who has significantly shaped the company’s trajectory, moves on to explore personal interests.
Andrew Pawson expressed excitement about his new role and outlined plans to grow Continuum’s offerings. His vision includes expanding the company’s portfolio and enhancing visitor engagement through the use of innovative, data-driven, immersive technologies. Pawson stated, “We specialize in bringing history to life and curating memorable and enjoyable experiences for our guests.” His enthusiasm for the role is evident as he reflected on nearly four decades in the business without losing passion or drive.
Highlighting the company’s existing lineup, Continuum Attractions boasts popular sites such as The Real Mary King’s Close in Edinburgh – recently crowned TripAdvisor’s Best of the Best UK Visitor Attraction for 2024 – alongside the Coronation Street Experience and Emmerdale Village Tour in partnership with ITV. These partnerships showcase Continuum’s commitment to leveraging high-profile collaborations and historic themes to draw in visitors and enrich their experiences.
Pawson emphasized a strategic pursuit of new attractions ripe for rejuvenation. He noted that owners can rely on Continuum to honor their brand and drive impactful commercial results. This strategy is reinforced by their history of increasing visitor numbers to sites like the Jorvik Viking Centre and Coronation Street The Tour, demonstrating an effective formula for attraction management.
Sue Garland-Worthington, recently joining the board as chair, reinforced the company’s dedication to integrating GenAI and augmented reality into its storytelling techniques. These technological enhancements aim to deepen the narrative layer of each attraction while preserving the company’s valued human-led storytelling approach. “We’re committed to investing in data-driven insights,” she added, illustrating a forward-thinking approach that blends technology with tradition.
Continuum Attractions is gearing up for a transformative era, blending new leadership with cutting-edge technology to enhance visitor experiences.
