Change is constant in pop culture, and for a wax museum to remain relevant, it must keep up. At Madame Tussauds Las Vegas, Cole Kouvaris is the marketing manager who helps the business stay fresh. “ ‘Vegas’ means many different things to many different people — gambling, shows, nightlife, dining, shopping, etc., so staying current is challenging,” he says. The attraction, which opened over 200 years ago in London, came to Las Vegas in 1999 and remains an endearing part of the entertainment landscape.
What have been the greatest accomplishments in your career?
I am exceptionally proud of a few moments with Madame Tussauds and with other Merlin (parent company) attractions. Two that stand out are launch events we had in the first quarter of 2015.
We opened the Hangover Experience and two months later, debuted a wax figure of Miley Cyrus on her wrecking ball — clothed, don’t worry. The former was an extensive two-room expansion and the latter, a project that entailed closing down the Strip and hiring a crane to which the wrecking ball was attached. Combined, we garnered more than 1 billion media impressions in the first quarter of 2015.
How much preparation goes into deciding what figures come to Las Vegas?
It’s a long and arduous process into which we put a great deal of thought and effort. We take our most requested figures from our guests’ feedback, look at the longevity and field of work of each potential candidate, future viability as a superstar and many other factors. Toss all of the factors into a battle royal and may the best candidate win.
How did you get into your field?
I was recruited onto Merlin Entertainment’s rotational leadership development program. I took on a new role in a new city every six months, moving across the country and the globe. At the end of the program, I landed in Las Vegas to look after consumer marketing and advertising.
How do you keep up with what is iconic in Las Vegas?
We stay current by developing relationships across businesses, monitoring social media activity, reading Las Vegas business blogs and talking to other professionals in the industry.
What is the most challenging part of your job?
I’d say it’s the balancing act of keeping the attraction current, but also timeless. Madame Tussauds attractions appeal to a broad range of demographics. We aim to please 8-year-olds and 80-year-olds simultaneously.
What has been the most rewarding part of your job?
It’s the entire figure creation process — to see something go from merely an idea to a completed wax figure. It’s our version of the new product development cycle.
And the moment I get to see a guest in the attraction freaking out because they get to take a selfie with their favorite celebrity, that’s the cherry on top.
What are you reading right now?
Adweek.com is how I keep abreast of what the major players in advertising and marketing are doing. It helps me challenge “the way we do things” mindset, particularly in the creative production and digital spaces.
What do you do after work?
I’m an avid volleyball player. Growing up in Florida, I spent countless hours on the beach and on the court. It’s a great way to decompress after work and take my mind away and focus on something completely different. It’s my happy place.
Blackberry, iPhone or Android?
iPhone. For me, it just works. It syncs to my iPad and my MacBook and everything just works together. Every system has its challenges, but the Apple ecosystem works for me and my life.
Describe your management style.
It’s clichéd, but I’d like to think I lead by example. By keeping a positive outlook and approaching tasks as challenges rather than obstacles, the team and I are forging on in 2015 with a renewed enthusiasm. To me, leadership is about developing a shared vision for the future and letting everyone grow into that vision, rather than forcing a specific path that doesn’t fit for some.
Where do you see yourself and your company in 10 years?
I see Madame Tussauds fully evolved into an attraction enhanced by digitally integrated experiences. I don’t think our process of crafting the figures by hand would ever change, as the artistry is a core tenet of what we do, but I imagine within the next few years, we will have fully integrated mobile and wearable tech into the experience to enhance the consumer journey. How that translates to technology in 2025, I can’t even imagine. The first iPhone didn’t even exist a decade ago; imagine what we can do in the next decade.
What is your dream job, outside of your current field?
I think I’d like to run a small B&B in the Greek Isles somewhere — that’s where my family comes from. I’ve always been fascinated by photography and design as well, so maybe a professional photographer or graphic designer. Or be the next Anthony Bourdain. Yet, all of those have aspects of what I do already, so I must be doing something right.
Whom do you admire and why?
From a business standpoint, there are lots of great leaders and innovators out there to admire and be inspired by. Jeff Bezos, Tim Cook, Richard Branson, Elon Musk — all leaders who 1) are not afraid to push the boundaries of possible and 2) don’t treat letdowns as failures but as lessons.
What is your biggest pet peeve?
Emails. The inbox is not the be-all and end-all in the workplace. While it helps us all manage tasks at our own pace in the order we see fit, it’s allowing us all to use it as an excuse. It distracts us from doing the work that matters. I like to have five things I want to accomplish in a day and the triple-digit inbox count shouldn’t affect that. However, easier said than done.
What is something that people might not know about you?
I’m a total language nerd, both native and foreign. I love talking about talking — I could talk about phonemes and morphemes and syntax and language registers and code-switching and etymology for hours on end.
I’m particularly fascinated by how culture and language interact, influence each other and develop over time. I’ve studied (and speak, to varying degrees) five foreign languages, and I’m just getting started.