James True, Operations Director

A spotlight series on professionals in the entertainment industry.

As part of our initiative to bring together the water park community in the Middle East and North Africa, we are showcasing the people who work in our incredible industry. We are continuing this series by chatting with coaster enthusiast James True, the Operations Director at Ferrari World Abu Dhabi.

Q: Tell us about yourself.

A: I often reflect on my humble beginnings, having grown up on a North London council estate. Coming from a low-earning family, I grew up with theme park adventures and short breaks over far-flung vacations, a childhood that played a pivotal role in my deep affection for them. Thorpe Park, nestled in Surrey, emerged as our nearest theme park haven where many cherished family memories were created out of our visits there, etching a special place in my heart.

As the schooling in the UK goes, I debated about going into sixth form, but they had a requirement of studying three subjects and there was only one that really stood out to me. So, after high school, I dove directly into the workforce in February 2004, two days before my 17th birthday. I joined Thorpe Park's ride operations team, igniting my journey in the themed entertainment industry.

Over the years, I've progressed through various roles within the operations world, and I'm excited to say that next year will be my 20th year in the industry.

Q: Can you tell us about your decision to transition from theme park operations in the UK to the Middle East? What factors influenced this move?

A: Working at Ferrari Abu Dhabi is my second opportunity in the Middle East. In 2015, I was selected to relocate from KidZania London to assist in the pre-opening phase of the IMG theme park in Dubai. Intrigued by the UAE and the Middle East in general, I embarked on this journey with a one-year plan to set up the department and team, before returning to the UK to continue life in London.

I ended up sticking to my plan of staying for a year, but a year after returning to the UK, I found myself missing the region. Fortunately for me, I received a message in my LinkedIn inbox from a talent acquisition team member offering me to interview for a role with the Ferrari World team, and the rest they say is history.

Q: Your career has always been in the themed entertainment industry; did you know from a young age this is what you wanted to do? What made you interested in this sector?

A: The emotional connection drove me towards this career path. As we chatted about earlier, the cherished memories with my family at theme parks really cemented my interest in doing this for a living. One of the last photographs that I have with my grandmother comes from a family vacation at Thorpe Park, there’s just something special in knowing the work we do is something that can impact people for the rest of their lives and can create a legacy that they continue through to the next generation. I find it gratifying to support guests in their emotional journey through the park, whether it's encouraging a child to face their first coaster or celebrating a parent's joy as their child conquers a fear.

Q: How do you approach enhancing the guest experience in a theme park?

A: I think the biggest part of enhancing guest experience is recognizing that it cannot be done on your own, you need a solid team in place to make a difference. We try and motivate the team to consider how they can make an influence on the people around them and foster positive interactions.

In addition to working as a team, we often will also pull from past experiences and benchmarking trips to other parks. By gauging our offerings against those of others, we refine our approach and can identify other opportunities where we can elevate the guest experience. I find that the key lies in enabling frontline operators to grasp why visitors come to the park and how their role fits into guests' experiences.

Q: If you had an unlimited budget, what new attraction or experience would you create in a theme park?

A: I struggled with this question as there are so many opportunities for incredible rides to be built! If I had my own plot of land and an endless budget, I think I'd gather major manufacturers in a room and challenge them to create their most exceptional attractions within the parameters of the feasibility study. Designers must have their own aspirations of what they would want to build if the budget was undefined, and I would love to give them that opportunity to see what they would come up with.

The other idea I had would be for two stories to come together while riding two individual attractions but could also make complete sense on their own. Something where guests could ride one ride and understand the story and be mesmerized by the ride experience, but if they rode both rides sequentially, they would get even more of the story or the same story from different perspectives. Plus, this "ride within a ride" concept would optimize wait times because in a sense you’re not just waiting for one ride, you’re waiting for two.

Q: Do you have a theme park food item that you simply can't resist?

A: I love a burger and have always enjoyed observing the diverse interpretations parks around the world take on such a traditional theme park concept. While there have been both stellar and questionable concept burgers, you can’t go to a theme park without having a good ‘ol burger.

Another iconic food for me is the M&M cookie ice cream sandwich. Eating one of those just takes me back to being at Universal Studios Orlando in Florida (specifically in their Jurassic Park section of the park) as that seems to be the only place where I could find them.

Q: Throughout your career, have you had any mentors who significantly influenced your professional journey? How did their guidance impact your approach to theme park operations and your growth within the industry?

A: I have been lucky to keep the best of my leaders in my life in some capacity, either as a good friend or in some sort of leadership support role. Their leadership methods taught me to holistically evaluate situations, extract the best from any circumstance, and lead through empathy. I'm a perpetual learner, absorbing knowledge and avoiding assumptions. I try my best to take what I have learned from past leaders and lead by example, encouraging my team to embrace curiosity, ask questions, and seek clarity. I strive to nurture a new generation of leaders with a positive attitude, visionary thinking, and problem-solving prowess. The people I have valued working under have always been positive in their attitude, colleague-centric, visionary thinking outside of the box people, and solution-finders. I try to emulate that in my day-to-day role in operations.

Q: Lastly... Wooden coaster vs. steel coaster?

A: Steel. While I do love a good wooden coaster, I just find there’s more versatility and potential for innovation behind what steel can do.

Q: Favourite coaster?

A: Nemesis at Alton Towers holds a special place in my heart. It's more than just a ride but is an attraction that was born out of a need to innovate. I understand that Alton Towers is under a rule that they cannot build above the tree line, so the minds behind Nemesis worked to build the coaster into the ground and tell an exciting story. The integration between the landscape, storyline, and impressive construction continues to make it a remarkable attraction even 30 years after its original creation.

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Thank you, James, for sharing your story! If you have someone you would like to nominate to be featured on the page, please reach out to?[email protected], and remember to?register for our newsletter?to keep up with the latest news in the region.