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Business acumen shapes future of Visitor's Center as an attraction and industry hub
$130 million expansion gets rave reviews

by Kathy Hagood
Brevard Technical Journal

Dan LeBlanc, Chief Operations Officer for Delaware North Companies Parks & Resorts shown standing at the end of the SRB and external tank on display at the KSC Visitor's Center. Photo by Michael R. Brown, © 2004.

When Dan LeBlanc smiles these days, it's a big one.

Maybe it's because the Delaware North Companies chief operation officer has super-size plans for the Kennedy Space Center Visitor Complex and for this year's Space Congress.

LeBlanc intends for the Visitor Complex, which opened in 1967, to become better than ever. He knows the destination must continue to compete with Disney and Universal to thrive.

"We have to keep offering people new reasons to come here," he said.

Leblanc also has taken steps to spice up this year's Space Congress.

"We've tried to get more nationally recognized speakers. We hear from our local experts all during the year, so we thought people would like to get a different perspective," said LeBlanc, who is serving as the general chairman for the 41st Space Congress.

The congress is being held by the Canaveral Council of Technical Societies April 27 through 30 at the Radisson Resort at the Port in Cape Canaveral.

LeBlanc's leadership has contributed to assembling an impressive line-up of speakers both during the day and for the evening receptions, said NASA's Jack Fox, who's serving as program chair for the event.

"Getting good speakers is the key and Dan supported that," Fox said.

Chuck Yeager, the first aviator to fly faster than the speed of sound, has confirmed he will attend as have some of the nation's top space policymakers and space exploration advocates.

Major topics to be addressed include:

• challenges the space program is facing as it gears up for the Space Shuttle's return to flight,
• plans for a new vehicle to replace the Shuttle and
• President George Bush's mandate for going to the Moon and Mars.

Visionary space topics such as the search for intelligent life in the universe will also be discussed.

"Space Congress is held is to serve the space program workforce, so we're trying to offer a diverse program that addresses a broad range of current thinking about space exploration," LeBlanc said.

LeBlanc in 2002 was named COO of Delaware North Companies Parks & Resorts at KSC Inc., which operates the Visitor Complex for NASA.

Dan LeBlanc, Chief Operations Officer for Delaware North Companies Parks & Resorts, plans more features for the Visitor's Center to attract revenue, including a launch simulation experience. Photo by Michael R. Brown, © 2004.

He took the position after his mentor Rick Abramson was promoted to another post with Delaware North Parks & Resorts. The corporation, which generates revenues of $250 million annually, manages a variety of destinations, including Yosemite and Sequoia national parks.

Originally from Purchase, N.J., LeBlanc's 20-plus-year journey in the tourism industry began when he was hired as public relations manager for the Bronx Zoo. He later worked at Sea World in San Diego, then came to Florida to become director of marketing for Florida Leisure, owners of Silver Springs and Weeki Wachee. His next position was as director of marketing for the Miami Seaquarium.

LeBlanc has a bachelor's degree in recreation management from St. Thomas University and a graduate degree in communications from Fordham University.

While working with Sea World, LeBlanc began visiting the Central Florida area and became intrigued by the area's destinations, wildlife and the space program. He became further enamored after moving to the area.

When he learned Delaware North was going to take over managing the Visitor Complex in 1995, he began to campaign for a position there. He was hired in 1996.

"I'm a space junkie and I knew they would transform this place," he said.

The operation worked with NASA to realize a six-year $130-million expansion, beginning with the $37-million Apollo/Saturn V Center. The new and improved Visitor Center has received rave reviews.

But now it's time to add some additional features, LeBlanc said. Because the Apollo/Saturn V Center is almost paid for, that money stream soon will be available.

The next project scheduled will be a launch simulation experience. LeBlanc promises it will be the most realistic Space Shuttle launch simulation available to the public.

Weighing it against Walt Disney World Resorts's new Mission: Space launch simulation at Epcot isn't comparing apples to apples, he said.

"Our simulation and exhibit will be based on today's science, not science fiction, because that's what the Visitor Complex is all about," he said.

LeBlanc's other plans for the complex depend on his ability to get additional monies for his proposals.

"My plans are for another expansion of the Visitor Complex on the scale of the first one," he said.

LeBlanc has used his business acumen to trim some fat out of the Space Congress budget.

He also nixed the traditional trade show to save aerospace businesses the cost of having to put up exhibits at the congress.

"It had become more like trick or treat" with the various vendors giving out promotional items, he said.

Companies instead will be able to promote themselves through corporate sponsorships and accompanying signage at the event.

Another change LeBlanc made for the congress was to move the science fair exhibition to the Visitor Complex. The exhibition is being set up at the Debus Conference Facility there this year vs. on-site at the Radisson.

"I know from managing the Visitor Complex that reigning in your budget on nonessentials is important," LeBlanc said. "That way you're able to put the money where it has the most impact.

"For Space Congress, I think it's more important to spend the money on bringing in the best speakers."