About Apex

About 


Apex Parks Group is a privately held operating company based in Aliso Viejo, California. We were founded in 2014 when the company acquired 14 Family Entertainment Centers in multiple states, and the Big Kahuna’s water park in Destin, Florida. The company’s goal is to continue to acquire similar family entertainment venues and through investment in people, products, and efficient processes, grow the profitability of each park while maintaining our core values of safety, guest satisfaction, and employee teamwork.

According to a 2011 International Association of Amusement Parks survey, 25% of Americans surveyed visited an amusement park within the last 12 months, with 43 percent of Americans indicating they plan to visit in the next 12 months. Consumers have a desire to get out of the house for fun, but want their entertainment dollars to represent a good value for the entire family. In America, people visit amusement parks nearly 300 million times each year and generate more than $12 billion in revenue.

 

Our Mission


Apex Parks Group was created to focus on the “new frontier,” the highly fragmented amusement parks, water parks, and family entertainment center space. The company’s mission is to provide a place to escape, have fun, and create memories with friends and family. To achieve this mission Apex has five core beliefs:

  • Safety—The safety of our guests and team members is the most important aspect of our business
  • Team—We work together, develop our skills, take action, and enjoy making a positive difference in the peoples’ lives.
  • Integrity—As a company and as a group of individuals, it is important to be fair, honest, trustworthy, and always “do the right thing.”
  • Quality—Our parks must be consistently clean, friendly, and well-maintained.
  • Guest Satisfaction—We must provide service that delivers more than our guests expect. As an industry leading company, we are committed to excellence, to the communities we serve, and to delivering value that exceeds expectations.

 

Leadership

 


John Fitzgerald - Chief Executive Officer

 

 

 

 

 

 

 

 

 


 


Brenda Morris - Chief Financial Officer

"I thrive on energy and excitement, which is a perfect partnering with what Apex parks brings to our guests each day.  I love that here at Apex work and fun become blurred lines because I work with great people who have the same vision of creating a fun experience for our customers.  My mission is to give our team the information and tools they need to drive their businesses while empowering them with processes and analytics that allow them to be more successful." - Brenda Morris

Brenda is an operationally focused executive, with extensive experience as a CFO/COO in public and closely held companies including entrepreneurial start-ups, high-growth and mature organizations. Brenda has acquired deep experience in the areas of M & A, FP & A, accounting and treasury functions, process optimization, systems development, financings and IPOs. An energetic and fun-loving executive who understands the business issues beyond the financials and focuses on leading by building relationships and collaborating at all levels.

She is successful at managing and growing public, privately held and private equity owned companies with a strong execution record. Brenda loves to build, develop and nurture an organization for high performance and success.  Brenda has been with several top-notch retailers, consumer products and lifestyle organizations, with revenues from $60 million to $1.2 billion and up to 1,200 locations. She has been able to drive results at companies such as Hot Topic, Torrid, 5.11 Tactical, Zumiez, K2 Sports and Icicle Seafoods.  Brenda is on the Board of Directors of Duluth Trading Company and Boot Barn Holdings, where she chairs the audit committee and the advisory board of Asarasi Water.  A graduate of Pacific Lutheran University, Brenda earned her MBA from Seattle University and is a CPA, CMA and CGMA.


 


Gregg Borman - Senior Vice President, Operations  

“The out-of-home entertainment business gets in your blood. Each year is filled with lessons on how to successfully help our amazing team of employees create memories for our guests and for each other. My commitment to help our team and the industry remains strong. There is no better feeling than to see the people around you grow and develop as professionals.” - Gregg Borman              

Gregg Borman began working in the attractions industry in 1979 when he accepted a position with Malibu Grand Prix Corporation in Orlando, Florida as the Assistant Complex Manager. He rose through the ranks to become General Manager and worked at ten of their 43 sites over the next several years. He went on to become Regional Manager for the Northwest area and then Vice President of Operations for the West Coast Region. He joined a group of seasoned FEC developers that formed the Camelot Park chain. In 1998 Camelot became part of Palace Entertainment and Gregg became Senior Vice President of Operations.

Gregg is very active within the industry. He has served on the IAAPA Board of Directors, has been Chairman of the IAAPA FEC Committee which includes oversight of the IAAPA FEC Education Sub-Committee and FEC Insurance Sub-Committee. He also served previously on the IAAPA Facilities and Operations Committee. Gregg has been a speaker at several IAAPA Expo Education sessions. He is a member of the American Amusement Machine Association. In addition, he is a member of ASTM, serves on the ASTM F24 Committee for Ride and Attraction Standards and holds AIMS certification as an Operations Technician.


 


Rebecca Tortorelli - Vice President Marketing and Sales

“Over all the years and at many different venues, I’ve seen a lot of changes in the amusement industry. But I’m most passionate about what has never changed: The need to create a memorable  experience. The importance of offering a good value. The fun everyone can have serving the guests. These constants guide me in all I do.” - Rebecca Tortorelli            

Rebecca brings an extensive background in strategic planning, branding and product development, as well as valuable experience in all aspects of traditional, direct and online marketing, including e-commerce, web development, social media and email marketing.

 

Having served for ten years as Director and VP of Marketing for Palace Entertainment, Rebecca became thoroughly familiar not only with our industry, but with many of our individual parks. This experience is a critical asset to help us move forward.

Rebecca is a graduate of San Diego State University, and received an MBA from the University of Southern California, Marshall School of Business.


 


Ken Kobane - Vice President Business Development

“I have always loved being in the business of helping create fun and lasting memories for people of all ages. The responsibilities and the opportunities that come with my position will lead to new growth in many new markets; where our team of veteran professionals will build those special moments across America.” - Ken Kobane

Ken Kobane brings over 25 years of management experience in the family entertainment center and water park industries. Prior to joining Apex, Ken held senior sales & marketing and business development positions with Huish Family Fun Centers, Palace Entertainment, Celebration Station, Malibu Grand Prix, Zuma Holdings, and DealerMall. In his role as CEO of DealerMall, a company providing marketing services to hundreds of auto dealerships, Ken was responsible for creating long- and short-term strategic plans as well as day-to-day management decisions.

Ken has been awarded four IAAPA Brass Ring awards which annually recognizes creativity and excellence in marketing in the amusement parks and attractions industry. Ken received a B.S degree from Eastern Michigan University and began his career as an educator and athletic director in Grosse Pointe, Michigan.

 



 

A Tribute To Our Founder

 


Al Weber, Jr.
Died Nov. 8, 2016


A man of vision, an uplifting leader and a dynamic spirit, Al Weber was more than our founder. He was a mentor to many of us, a man whose love for this business infected those around him.

Al started in the amusement industry as a ride operator at the age of 16 and he never looked back. His career took him to many high-profile management positions. He created Apex right after leading Six Flags through the stress of a change of ownership. Troubles and challenges did not hold him down, nor could they prevent him from seeing the possibilities ahead.

Al once said his goal was to create a strong culture where people could grow to be successful industry leaders. He meant it, and he did it. We are grateful we knew him.