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At B��Ԫ, we know that the key to creating memorable experiences for millions of guests around the world begins with our people. The passion, energy, and commitment of our teams are what bring every attraction, show, and magical moment to life across our parks.

That belief was at the heart of our participation in Tech Show Madrid 2025, where Beatriz Peña, Director of People & Organization at Parque Warner Madrid, represented B��Ԫ in the HR & Learning Technologies program. Her session, “The Human Factor at the Heart of the Fun at Parque Warner,” explored how unifying people management through technology allows us to simplify processes, enhance the employee experience, and strengthen engagement, the foundation of both safety and guest enjoyment.

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Your talk focused on the “human factor.” What does that mean within Parque Warner and the whole the B��Ԫ Group?

Across all our parks, we share one vision: fun starts with people. The “human factor” is about putting our teams at the center: listening to them, empowering them, and giving them the tools and environment they need to grow. When our employees feel connected and motivated, our guests feel it too.

What’s the role of technology in creating better employee and guest experiences?
Technology is an enabler of culture. It helps us make smarter decisions, enhance collaboration, and design experiences that reflect our values. But it never replaces the human side. it amplifies it. Our goal is to connect technology and people so that both work together to deliver joy, safety, and excellence.

What’s the link between employee engagement and guest satisfaction?
It’s a direct connection. Engaged employees create engaged guests. When our teams feel connected to our purpose, they radiate authenticity and warmth guests feel it instantly. That’s why every initiative we design for our employees ultimately aims to enhance the visitor experience.

Fun is part of our DNA. How do you bring that spirit into the employee experience?
We want our people to experience the same sense of joy we create for our guests. From onboarding moments to internal celebrations, we infuse fun into our culture. Whether it’s small gestures of appreciation, recognition through our WOW Cards, or themed events, these experiences foster belonging and pride, essential ingredients for great service.

How do you keep the fun alive while managing operational and safety priorities?
Fun and safety are two sides of the same coin. When employees feel well-trained, supported, and confident, they can focus fully on creating joyful moments for our guests. A well-managed, engaged team can maintain the highest standards while spreading genuine enthusiasm. That’s what makes our parks special.

B��Ԫ’ purpose is to create memorable experiences. How does that translate internally?
For us, “creating memories” isn’t just for our guests, it’s also about the people who make those moments possible. We strive to make every employee’s journey a memorable one, from their first day to their growth within the company. Every learning experience, every team success, every recognition moment becomes part of their own story with us.

What does “creating memorable experiences” mean to you personally?
It means making an impact that lasts beyond a single visit or workday. For me, it’s about creating moments that people remember, whether it’s a guest who leaves smiling or an employee who feels proud to be part of something bigger. That’s the legacy we build every day.