Who We Are
A full-service destination entertainment solution
Destination Cinema, Inc. (DCI) is a pioneer in the destination theater™ industry and continues to develop innovative ways for tourism venues around the world to drive traffic, enhance the visitor experience, stimulate greater visitor satisfaction, and improve profitability.
Our vision is to create business opportunities by fulfilling visitor needs and aspirations at some of the world’s most important destinations. Our films, exhibits, and operations help visitors have a better experience and create opportunities for additional services and retail. We work to build mutually beneficial partnerships that add to the interpretive experience and improve profitability.
We also work to build mutually beneficial relationships with a diverse group of partners that share the goal of finding innovative approaches to improving the guest experience at some of the greatest destinations in the world.
What We Do
We aspire to “win-win” partnerships founded on integrity
Destination Cinema is the largest commercial operator of destination theaters™ in North America hosting over 2.5 million customers a year. Our strength lies in a deep understanding of what drives the motivations of a typical visitor and our ability to create partnerships with valued brands including IMAX®, Pizza Hut & Pink Jeep.
We weave together the complementary attributes and services of diverse organizations, helping destinations enhance the visitor experience in ways that most venues are not able to achieve independently.
National Park Services, State Parks, and government institutions that partner with Destination Cinema show a proven increase in profit and visitation. We are leaders in this category and have a very successful track record over the past 30+ years at destination locations hosting over 40 million tourists a year. Click to view more information about our partners.
Destination Cinema Services
Development of interpretive programs and exhibits
Design and operation of themed destination retail
Design and operation of food services and concessions
Film Distribution & Support
Provision of tourist information services
Retail Management
The majority of DCI theaters contain popular souvenir stores, providing an upscale consumer experience that is lacking in most museum and attraction gift shops. Furthermore, we have learned what motivates consumers at our theaters and which items they are likely to buy. These efforts are coordinated by our team who are responsible for selection of merchandise, in store merchandising, retail promotion, and yield management.
Marketing Management
The DCI management team has extensive knowledge of traditional advertising models paired with online marketing that provide cost effective, industry leading methods for motivating visitors to go through our gates. Key elements of our marketing management include:
- group sales including tours & schools
- marketing media management
- website best practices
- search engine optimization
- social media management
- e-commerce
- in-store digital sign development & management
F & B Management
DCI managers are experienced in food service operations ranging from “fast food” to typical theater concessions. Key elements of our food and beverage profit management include:
- Inventory management to avoid waste and spoilage
- Purchasing expertise to control costs
- Point-of-sale systems that provide standard costing
- Aggressive yet competitive menu pricing
Management Team
Over 100 years of industry experience in senior management
Bob Perkins
Chief Executive Officer
Mr. Perkins is responsible for the overall management of DCI’s theater and film operations, as well as new business development. He came to DCI in 1999 after a 30-year career in the hospitality and entertainment industries, holding senior management and marketing positions at Brunswick Corporation, Outrigger Hotels, Sands Hotels & Casinos, and Marriott Hotels.
Paul Nielson
Chief Financial Officer
With over 25 years experience in corporate finance and accounting, Mr. Nielson oversees DCI’s financing activities, budgets, financial reporting and analysis, taxes, payroll, accounts payable/receivable and contracts. Prior to joining DCI, Mr. Nielson worked in corporate and international accounting for a global training company.
Sean Nilsson
Director, Digital Marketing
Mr. Nilsson has over 20 years experience working with attraction based properties. He is responsible for online and in-theatre video display for the various Destination Cinema attractions. Social Media, email communications, online media and web development are also included within his portfolio. Prior to joining Destination Cinema, Mr. Nilsson worked at IMAX Corporation in a marketing management capacity for 10+ years.
Marie Zirk
APR, Marketing Consultant
Ms. Zirk joined Destination Cinema in 2000 and is responsible for assisting our theatre teams in positioning and marketing their theatres with traditional advertising as well as providing media and public relations services. Ms. Zirk held the position of Theatre Director in Victoria and has decades of experience in the newspaper industry.
Thomas Wyss
Film Distribution
Mr. Wyss joined DCI in 2018 . With over 18 years experience in large format film marketing and distribution he overseas the company’s library films and acts as an advisor on new film ventures. Prior to joining DCI, Mr. Wyss worked at IMAX Corporation as a film distribution executive in Canada and the United States.
Learn how we can help you better connect your destination to visitors
We invite you to let us show you how Destination Cinema can connect your venue to visitors in a more powerful and meaningful way.