institute for attractions managers iaapa operations and safety marketingleadershipfinance revenue...
TRANSCRIPT
Institute for Attractions Managers
IAAPA
Operations
and Safety
Marketing LeadershipFinance
RevenueOperations
ATTRACTIONS PARCS: Operations & Entertainment
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Attraction park and operation overview
Operation organisation
The key success factors
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Operations and entertainment
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Attraction park and operation overview
Operation organisation
The key success factors
3
Operation and entertainment
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Definitions
• Funfair carnival: travelling show composed of rides, games…
• Pleasure gardens: outdoor park in a natural environment (trees, lakes…) that offers some gaming activities.
• Amusement park: a fixed location that offers some type of entertainment (zoos, water parks…) where visitors pay in token or money, for individual rides.
• Attraction park : amusement park that offers rides, shows and some entertainment , with a single fee to enter.
Themed park: an attraction park which is designed around a common theme.
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Focus on themed parks
• They are a fixed, “enclosed” location with a mixture of attractions and/ or entertainment ( shows, parades etc.. )
• They offer a fun, family experience in a safe and secure environment.
• They offer an overall day experience
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Tivoli - Copenhagen Europa Park Disneyland Paris
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An overall fun experience
Why do people come to a themed park ?
What do they expect to find in a themed park ?
5 minutes workshop per table
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An overall fun experience
Attractions
Some entertainment: Shows Parades, Musical atmosphere, Characters, streetmosphere
Food and Beverage experience
Merchandise products and souvenirs
An overall atmosphere and ambiance : décor , costumes
Green environment: flowers , trees, water features
Story telling
Quality Service
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What is an attraction?
An attraction is a ride surrounded by a decor, a story, a theme…
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Ride Attraction
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Types of ride / attraction
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Roller coaster Flume ride
Rotating ride
WalibiParc Astérix
‘Drop’ ride
Port Aventura
‘Guest controlled rides’
Nigloland
‘Themed walk’
Liseberg
Disneyland Paris
Dark rides
Disneyland Paris
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Type of Entertainment
2 main entertainment strategy and tactic , which can be
a vital added value to any park
•Core product : parades , stage shows, atmosphere events , characters meet and greet, musicians and interactive bands
•Seasonnal events : Halloween, Christmas, Summer
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Entertainment core product
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Interactive band
Visible bands
Atmosphere show
Regular daily parades
Permanent shows
Characthers meet and greet
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Entertainment seasonal product / events
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Day time Halloween
Christmas Night time Halloween
Spring season Summer seasonWinter celebrations
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Rides + entertainment = higher satisfaction
Shows , character meet and greet , parades , musical entertainment is a garantied increase of overall visitors satisfaction and increase of attendance
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Satisfaction rating Park 1
Satisfaction rating park 2
Attendance increase after introduction of entertainment and Shows
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An overall fun experience
Restau-tainment and the food and beverage experience
Merchandise and souvenirs
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Attraction park and operation overview
Operation organisation
Safety from design to operation
What to remember
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Operations
Identify all divisions and departments that you can think of in a typical themed / attraction park
Participation from all to answer the question
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Main divisions of an attraction park
Purchasing
HR
Safety
Quality
Communication
Finance
Legal
Risk Management
SUPPORT OPERATIONS
First Aid
Access road & parking Ticketin
g
Information Guest Relation
office
Attractions
General Operations(transport, restroom)
Live show, parade,Street entertainment
Food & Beverage
MerchandiseVisitor flow
control
Maintenance Engineering
Cleaning
Landscaping
Animal care
SecurityEmergency response
Resort Hotels
IT
Environnement
Marketing
Sales
New development
Labor management
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The success in operations
•An organisation where everybody knows what to do and who is doing what
•An attraction park has to be managed in synergy: it is a team work
•Strong communication
•The heart of the success: Operations, Operations, Operations
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Work Group
What are the 5 main success factors / strategic priorities of
any attraction park ?
Preparation: 10 minutes
1 reporter per table
Restitution: 2 minutes per table
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Key success factors of an attraction park
1. A safe environment
2. A quality product & service
3. A recognized theme or brand
4. An efficient execution in excellence
5. A human resource and operational strategy
focused on people
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1. A safe environment
• Safety is the first of any park visitor expectation.
• Even if the attraction industry is safer than most of other forms of entertainment (boating, cycling, motor-sport), every park should promote, enhance and have Safety as a N°1 priority.
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2. A safe environnement
• Visitors expect to have fun and not worry about Safety:
• They trust the operators and do not understand the risks
• They consider that it is the park responsibility to insure safety
• During an incident investigation, operator and employees responsibility is always looked first,
before visitor’s behaviour is even considered.
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2. Quality of product & service
Perceivedquality
Expectedquality
Deliveredquality
Designed quality
Guest satisfaction rating
Product conformity rating
ExperienExperiencece
Offer
VISITOR PARK
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4. An efficient execution
• Operating efficiently allows companies to make the most of their resources (human, financial…).
• In Administration, Human Resources or Operations, all employees have to maximize the utilization and the capacity of their respective area.
• It is essential to use supplies and equipments wisely minimizing waste.
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5. A strategy focused on people
• Any companies in the hospitality industry relies on their employees for their success .
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“You can design, create, and build the most wonderful place in the world. But it takes people to make the dream a reality”.
Walter Elias Disney