Ep 291: How She Turned Her Disney Obsession Into a Successful Business - with Amanda Richardson

How Amanda Turned a Fun Disney Hobby Into a Thriving Business 

I love getting to share real stories from real women building something amazing—and Amanda Richardson’s story is a perfect example of what can happen when you pursue your dream, listen to your customers, and stay open to evolving your business as you go.

Amanda is the founder of When in the Park, a business that started from a simple love of discovering hidden details in Disney parks. What began as a fun tradition with her husband—entering and winning scavenger hunts at Disneyland five years in a row!—has turned into a thriving company that’s now helping families and theme park lovers experience Disney (and more) in a whole new way.

Here’s what I love most: Amanda didn’t force her business to stay in its original form. She let it grow into what it wanted to be.

When COVID changed the theme park landscape and the traditional scavenger hunts went away, Amanda and her husband started looking through the thousands of park detail photos they had collected over the years. At first, they turned those images into themed merchandise. But when they paid close attention to customer feedback, they realized people weren’t just excited about the products—they were excited about the experience. The joy of noticing what most people overlook. The fun of discovering something new—even in a park they’ve been to ten times.

So they shifted. They created self-paced "seek and find" games you can take with you to the park. And the response? Incredible. Today, When in the Park offers over 60 different experiences across 18 theme parks—and they’ve truly hit their sweet spot.

Amanda’s story is such a powerful reminder that your first idea isn’t always your final idea. And that’s okay.

She also shared some behind-the-scenes lessons about choosing the right platforms. They started on Etsy, which was a great low-cost way to test the waters. Then they moved to Square, and eventually to Shopify—where they finally felt like they found the right fit for an e-commerce business that occasionally sells in person. (Her advice? If you're selling products, Shopify’s worth the upfront investment.)

But maybe the most important piece of their growth was getting clear on their messaging. At first, they called their products “scavenger hunts.” But people misunderstood—they thought it was just for little kids or that you’d be digging around the park looking for hidden objects. Through customer feedback and trial and error, they refined it. Now, they describe it as a “self-paced seek and find experience”—and that small shift in language has made a huge difference in how clearly their value comes across.

And let’s talk about Amanda’s customer experience approach for a minute. It’s all about human connection. She sends personal follow-up emails. Adds handwritten notes to every package. Tracks customer visits and follows up after their park trip. She delights her customers—and that’s a huge reason why people come back (and tell their friends).

Now, Amanda’s even launching a podcast to tell the backstories behind park details—and it just makes sense. When you find your zone of genius and build something people truly love, it creates momentum. Confidence and clarity compound.

Her advice to anyone struggling with imposter syndrome? “It’s great that you’re not them, because you’re providing something different.” YES. That part. You don’t need to be like everyone else. You just need to show up with your unique perspective and keep moving forward.

Amanda’s story is a beautiful example of something I say all the time: Clarity comes through action. Not through perfect plans or months of prepping. But through taking the next step, listening, tweaking, and growing.

So if you’ve been stuck in “getting ready to get ready,” let this be your nudge. Start where you are. Take the step. And let your business evolve.

Connect with Where In The Park:
FB Group: facebook.com/groups/whereinthepark/

Instagram: instagram.com/whereinthepark/

Website: whereinthepark.com