🎠 IAAPA Expo 2025 BRASS RING Awards

🌐 IAAPA’s BRASS RING Awards BACKGROUND & HISTORY

Join us as we explore the latest winners and highlights from the IAAPA Brass Ring Awards 2025, a prestigious celebration of excellence in the attractions industry. From thrilling rides to cutting-edge marketing, find out who’s making waves in the world of amusements! Check out highlights from the IAAPA Expo, including all stories involving #IAAPA!

The International Association of Amusement Parks and Attractions (IAAPA) Brass Ring Awards honor the best and the brightest in the attractions industry. They’re a major event that draws professionals, visionaries, and innovators from around the world to celebrate their contributions and achievements.

Like #IAAPA itself, the Brass Ring Awards have a rich history and tradition. IAAPA first established the awards in 1986 to recognize excellence across a wide range of categories within the attractions industry, including live entertainment, marketing, food and beverage, human resources, and more.

2022 marked the first in-person Brass Rings event IAAPA has held since COVID-19’s global spread postponed it. IAAPA shifted these celebrations to a standalone event called IAAPA Honors in 2024, which rotates through different global cities.

Before that, the premier accolades—including the Brass Ring Excellence Awards, the IAAPA Hall of Fame inductions, and the prestigious Applause Award—were spread across the massive November IAAPA Expo week in Orlando, FL.

How did the BRASS RING Awards get its name?

The term “brass ring” has historical roots that harken back to the origins of carousels and amusement parks. The brass ring was originally part of carousels, which were popular amusement rides in the late 19th and early 20th centuries.

Carousels featured a rotating platform with various wooden or metal animals for riders to sit on. As the carousel spun, riders could try to grab an iron ring hanging on the outside. Among these rings, one or two were often special and made of brass.

Winning the brass ring was a coveted achievement for carousel riders. It was not only an accomplishment, but often came with a reward like a free ride or other prizes. The brass ring became a symbol of excellence and distinction within the amusement industry.

The IAAPA Brass Ring Awards adopted this historical reference to symbolize excellence and recognition within the attractions industry. Just as the brass ring symbolized success for carousel riders, the Brass Ring Awards celebrate and acknowledge success and innovation in the attractions industry.

The annual awards ceremony is the highlight of the attractions industry calendar. It’s a holiday of sorts for industry professionals, a time to come together and recognize outstanding work in their field. The event is marked by excitement and camaraderie, much like the anticipation of a traditional holiday gathering.

🏆 WHO are the BRASS RING Winners?

The IAAPA Brass Ring Awards are IAAPA’s highest professional accolades, symbolizing excellence across the global attractions industry. These awards acknowledge outstanding achievements in amusement & water parks, zoos & aquariums, museums & science centers, family entertainment centers (FECs), and location-based entertainment & attractions. They also include equipment suppliers across food & beverage, games & retail, live entertainment, human resources, marketing, new products, and floor exhibit booths.

Wow, they’ve given out more awards since we started covering the Brass Ring Awards 26 years ago! Here are highlights from this year’s award ceremonies celebrated at IAAPA Honors at Xcaret México in Playa del Carmen, Mexico.

💙 Best NEW PRODUCT Exhibitor Awards

• Best New Product – Impact Award:
  The Rocking Boat – Mack Rides GmbH & Co. KG, Waldkirch, Baden-Württemberg, GERMANY
• Best New Product Concept – Major Ride or Water Ride:
  HEXaPOT® Dark Ride – Simtec Systems GmbH, Braunschweig, Lower Saxony, GERMANY
• Major Ride/Attraction costing more than $3 million USD:
  The Rocking Boat – Mack Rides GmbH & Co. KG, Waldkirch, Baden-Württemberg, GERMANY
• Water Park Ride/Attraction costing more than $2 million USD:
  Wiegand SLIDE COASTER – Wiegand Waterrides GmbH, Rasdorf, Hesse, GERMANY
• Family Ride/Attraction:
  Sundancer Galaxy – Sunkid GmbH, Imst, Tyrol, AUSTRIA
• Patron Participation Ride/Attraction:
  KristallTurm® PlayLetter – KristallTurm GmbH & Co. KG, Lenggries, Bavaria, GERMANY
• Technology Applied to Amusements (Consumers):
  SmarteLocke™ Locker – Smarte Carte Inc., White Bear Lake, Minnesota, USA
• Technology Applied to Amusements (Facilities):
  Blue Mar Basins – Martin Aquatic, Orlando, Florida, USA
• Games & Devices:
  Hot Wheels Ultimate Speedway – Coastal Amusements, Lakewood, New Jersey, USA
• Best New Product Concept (Major Ride or Water Park Ride):
  HEXaPOT® Dark Ride – Simtec Systems GmbH, Braunschweig, Lower Saxony, GERMANY
• Best New Product Concept (Attraction):
  EatX – Mack Rides GmbH & Co. KG, Waldkirch, Baden-Württemberg, GERMANY
• Best New Product Concept (Other Product/Service):
  Build Alive – Breeze Creative, Miami, Florida, USA
• Exhibitions, Thematic Displays and Supplies:
  RAKU Tool EZ-PZ® Light Sculpting Epoxy – RAMPF Group, Inc., Wixom, Michigan, USA

💙 Best EXHIBIT Booths

• Image Award Winner:
  The Deluxe Group, Portadown, Northern Ireland, UK
• Best Exhibit 400 square feet:
  AI SketchBot, Blue Bell, Pennsylvania, USA
• Best Exhibit 600 – 1200 square feet:
  Splashtacular, Paola, Kansas, USA
• Best Exhibit 1300 square feet and larger:
  DOF Robotics, Istanbul, TURKEY

💙 LIVE Entertainment Excellence

• Most Creative Christmas/Winter Holiday Production:
  Universal Winter Holiday: This Time of Year Is – Universal Beijing Resort, Beijing, CHINA
• Most Creative Halloween Production:
  Once Upon A Time… To Die – Universal Studios Singapore, Sentosa, SINGAPORE
• Most Creative Theatrical Production (Limited Operation):
  The Enchanted Golden Egg – Kolmården, Kolmården, SWEDEN
• Most Creative Theatrical Production (Year-Round Operation):
  Disney Treasure: Disney The Tale of Moana – Disney Cruise Line, Celebration, Florida, USA
• Most Creative Spectacle:
  Disney Tales of Magic – Disneyland Paris, Marne-la-Vallée, FRANCE
• Most Creative Atmosphere Production:
  Melting Pot – Universal Studios Japan, Osaka, JAPAN
• The Showstopper:
  MLB All-Star Game: Hank Aaron Tribute Home Run Comet – Image Engineering, Baltimore, Maryland, USA

💙 GAMES & MERCHANDISE Superiority

• Best Individual Visual Merchandise Display:
  Sky Pirates of Mermaid Bay, Kraken Merchandise Display – Pigeon Forge, Tennessee, USA
• Best Collective Visual Merchandise Display:
  Xcaret Park, Main Plaza: Raíces de México – Playa del Carmen, Quintana Roo, MEXICO
• Best Custom Retail Souvenir:
  Beach Park, Parque Arvorar, Arvorar Magic T-Shirt – Aquiraz, Ceará, BRAZIL
• Best Customized Game Prize:
  Dollywood Parks and Resorts, Cinnamon Bread Plush – Pigeon Forge, Tennessee, USA

💙 FOOD & BEVERAGE Distinction

• Best New Food & Beverage Build:
  Prime Materia – Meow Wolf, Grapevine, Texas, USA
• Best New F&B Special Event or Festival:
  Cherry Jubilee – Gilroy Gardens Family Theme Park, Gilroy, California, USA
• Best New Menu Item (Limited Operation):
  The Peacock Float – Lagoon Amusement Park, Farmington, Utah, USA
• Best New Menu Item (Year-Round Operation):
  All Day Souvenir Cup Vending Machine – Hersheypark, Hershey, Pennsylvania, USA

💙 MARKETING Mastery

• Most Creative Digital Marketing Campaign:
  The Weather Game – Liseberg, Gothenburg, SWEDEN
• Most Creative Social Media Marketing Campaign:
  Baby Capybara Yoga Campaign – Jungle Island, Miami, Florida, USA
• Most Creative Integrated Marketing Campaign:
  Discover Your Quest Self – Doha Quest, Doha, QATAR
• Most Creative Outdoor Advertisement:
  Jaws Will Drop – Morey’s Piers, Wildwood, New Jersey, USA

💙 HUMAN RESOURCES Merit

• Best Innovation in Training:
  Guest U Connect Training – The Entertainment and Education Group, Sydney, AUSTRALIA
• Best Health and Well-Being Strategy:
  Taking Care of You – Beach Park, Aquiraz, Ceará, BRAZIL
• Best Reward, Recognition, and Retention Program:
  WOW Service Program – Parques Reunidos, Madrid, SPAIN

💙 Top ENTERTAINMENT CENTERS in the World

• FEC (Family Entertainment Center):
  Zap Zone XL – Lansing, Michigan, USA
• LBE (Location-Based Entertainment):
  Deutschlandmuseum – Berlin, GERMANY

💙 SUSTAINABILITY Stewardship

• Best Sustainability Program:
  Efteling, A Sustainable World of Wonders – Kaatsheuvel, NETHERLANDS

Why we L💜VE the IAAPA BRASS RING Awards

The Brass Ring Awards are significant because they spotlight businesses that have excelled in the amusement sector, pioneering remarkable innovations that enhance public enjoyment. This year’s awardees and their contributions showcase their success and offer valuable insights to help the industry grow.

These fresh innovations not only inspire others to discover new ways to improve the amusement industry but also contribute to the sector’s collective growth. It’s a day that unites the attractions industry, celebrates its achievements, and fosters an atmosphere of continuous improvement and innovation.

1. Exciting ANTICIPATION & TRADITION

   The anticipation leading up to the awards and the excitement during the ceremony are much like the anticipation and joy of holidays. People love the element of surprise and celebrating winners.

   Over the years, the awards have become a tradition within the industry. People love ’em, and it’s good to look back and see how far the industry has come!

2. INSPIRATION

   The Brass Ring Awards inspire professionals and enthusiasts in the field. They showcase the best practices, cutting-edge innovations, and creative solutions that drive the industry forward. This inspiration fuels further innovation and progress.

3. EDUCATION

   The awards offer valuable insights and lessons. By learning about the winners and their achievements, industry professionals gain knowledge they can then apply to their own work. This ongoing education keeps the industry vibrant and continually evolving.

4. COMMUNITY & NETWORKING

   The awards bring together a diverse and passionate community of individuals and organizations from around the world. Attendees and participants can connect, network, and share their love for the industry, fostering a sense of belonging and camaraderie.

Network With The WINNERS!