Speakers Bio’s

The Vision XS conference is renowned for its top quality speakers year on year and this year is no exception. Tony Sefton worked hard to fill the day with excellent content from honest, up-front people. Vision XS is hosting an event which aims to bring together leisure attraction operators and owners from all over the world to discuss the relative strengths and weaknesses of various elements of visitor attractions. Annually, a new subject is chosen for debate and for 2018 this subject is entertainment, shows, talks and demo’s and the importance that these hold for operational/economic/experience performance.


Ray Hole, MD Ray Hole Architects

Ray Hole is an international, award winning architect with over 30 years’ experience gained in highly creative, multi-disciplinary design environments as; strategist, master planner, architect, structural engineer and designer. This background ultimately led him to start his own design and consultancy practice in order to provide expression to ‘experience economy’ philosophy.

Completed projects include; Snowdon Summit Visitor Centre, Hannover Rainforest House, Ripley’s – Believe It Or Not Museum, Volkswagen’s Autostadt, ZSL London Zoo (Land of the Lions, London Paramount, Kidzania London plus design development on museums for Saudi Aramco, and the Collaboration Centre for the Kuwait Oil Company. This demonstrates a diversity of clients, cultures and business sectors (public and private) where the belief that ‘architecture’ is but one of a range of important mediums by which greater ‘value’ can be realised for clients, stakeholders, end-users, society in general and the environment, is being realised.

Tony Sefton – MD and founder of VisionXS ltd

Realising there was a real lack of science behind major ride and show investments, Tony Sefton, Director of Vision XS, began researching into what visitors really want. Over many years, he devoted himself to understanding how visitor experiences can be broken down into measurable parameters, which led to the development of Vision’s current analysis software, X-MOD. Alongside developing his core business of understanding the science of experience, Tony also administers business recovery packages for attractions whilst being a strategic advisor to several globally significant leisure masterplans. He has also played a key part in the initial planning stages of The Paramount Theme Project in Kent.

Tony has over 25 years on Leisure Industry experience including structural dynamics, psychographic analysis for key markets, master planning, content mix advising, business planning and business recoveries. International Speaker on linking experience to economics. A true project leader or client advisor.

  • 140 leisure strategies worldwide including the new MX1 business plan for a leisure attraction built within a KL transport hub & shopping mall, Sentosa Island, Dubai Parks, LEGOLAND California, Magic Mountain (Six Flags), Taronga Zoo, Soccer City FIFA 2010 Stadium, National History Museum London, Floriade, Meraasland – Dubai and Paramount London
  • Strategic Advisor to the National Trust & RSPB
  • 15 business recoveries including Gold Reef City, SA and Blackpool Pleasure Beach, UK


Brad Shelton – Creative Director, Project Development of BRC Imagination Arts

Brad Shelton is a creative leader who transforms the aspirations of clients into exceptional projects. As an expert at practical, hands-on project development, Brad has overseen the project development of entire theme parks, entertainment resorts, attractions, media and sports experiences, and urban retail/entertainment/dining districts, while, at the same time, serving as a writer and Creative Director on projects in the United States, China, Dubai, South Korea, Lebanon, Saudi Arabia, Ukraine, and the United Kingdom.

Brad has created work for the Milwaukee Brewers including The Selig Experience at Miller Park, Madison Square Garden, The Music Box for the Ravinia Festival in Chicago, The World Food Center in the Netherlands, The Ryman Auditorium, the Dreamworks Animation Park, Hainan Space Park, Royal Caribbean Cruise Airlines, Magic Planet, The Grand Ole Opry and more.

Brad’s experience comes in many different entertainment forms from story structure and screenwriting to live production and theater to management and fundraising. In the theater, Brad worked as a producer and director around the world for over a decade, including productions in Arezzo, Italy and Cairo, Egypt, with the Lincoln Center Directors Lab in New York City, and award-winning productions in Chicago, New York City, North Carolina and Los Angeles.

A native of East Tennessee, Brad is a graduate of Rhodes College and the American Repertory Theater’s Institute for Advanced Theater Training at Harvard University.


Mark Pawsey – Associate Producer of The Imagination House 

Mark trained at the Royal Academy of Dramatic Art in London, where he won the Liverpool Playhouse Award and an Honors Diploma in Stage Management. His RADA alumni include Ralph Fiennes, Clive Owen and Joely Richardson. He has worked in Entertainment for over 30 years. He spent 15 years in London’s West End working on over 40 productions such as “Steel Magnolias”, “Taboo – The Boy George Musical”, “South Pacific”, “The Woman in Black” and the original productions of “The Phantom of the Opera” and “Buddy – The Buddy Holly Story”.

Mark Stage Managed Cameron Mackintosh’s “Hey Mr. Producer” in the presence of Queen Elizabeth II and the Opening/Closing Ceremonies of the 2002 Manchester Commonwealth Games in front of a live TV audience of 1 billion. His theater shows have enabled him to work alongside many legendary entertainers including Bob Hope, Julie Andrews, Helen Mirren, Chita Rivera, Carol Channing, Joanna Lumley, Judi Dench, Albert Finney and Hugh Jackman.

In 1998 Mark was asked to join the acclaimed “Cirque du Soleil” troupe, touring nearly 50 cities in Asia, Europe and the Americas with “Alegria”, “Quidam” and “Amaluna”. He remained with Cirque for 16 years residing in Las Vegas on their adult themed “Zumanity” and in Japan on “ZED” at Tokyo Disney. His varied skills within this organization engaged him as Tour Manager, General Stage Manager and more latterly as Artistic Director. While at Cirque, Mark was asked to present a Ted Talk in Edmonton, Canada, on “The Future of Inspiration” and he MC’d 2 dance shows for the Lamondance Dance Company in Vancouver, Canada. He left Cirque in 2014 to write, travel and explore new opportunities but never unpacked his boxes. He spent the following 2 and a half years working for Norwegian and Regent Seven Seas Cruise Lines as Company Manager, Project Manager, Entertainment Production Manager and Production Stage Manager. Now, Mark lives in Orlando, Florida where he is Associate Producer for The Imagination House, a boutique Production Company that has a wide range of prestigious clients including Universal, The Discovery Channel, Sea World, Disney and most of the leading Cruise Lines.

Bala McAlinn- Director of Boo Productions 

Over the past 15 years Bala has gained a great deal of experience performing and producing many international shows and tours as far and wide as London, Russia, USA, Romania, Dubai and Abu Dhabi. He has written and directed shows for London Zoo and the Science Museum, helped to create tours for the Olympic venues and recruited, trained and managed hundreds of staff for shows, promotions, events as well as the in-house teams for many visitor attractions. He is passionate about creating unique, engaging and exciting experiences that inspire and entertain a diverse range of audiences. He is a partner at Boo Productions where he leads their promotions and training.



Electrosonic is an international audio visual company with a strong reputation for working on complex projects, both large and small. Electrosonic specialises in interpreting client requirements, meeting budgets and turning audio visual and media needs into integrated systems that engage, excite, and operate reliably in every environment. Electrosonic also provides a comprehensive scope of services including design consulting, maintenance and operational support.

Rebecca Foy – Director of Public Engagement

Rebecca leads the visitor-facing teams at Bletchley Park, including Visitor Operations, Communications, Exhibitions & Collections, and Learning, to ensure one cohesive public offer. With visitors’ expectations of what makes a great day constantly on the rise, Rebecca is keen to ensure every aspect of the visitor experience is as good as it possibly can be!