Content Contributed by CenterEdge
The world changes daily during the COVID-19 pandemic and entertainment and leisure businesses need to be ready to meet new standards and manage evolving guest expectations.
But even with so much uncertainty right now, one thing is certain: Our industry has always been reimagining itself, with every new attraction, every unique experience.
That hasn’t changed and it never will.
The question is, then, how can your business evolve faster than ever before, with a landscape that appears to have changed overnight? Our varied amusement industry experience tells us that each amusement sector, from water park to FEC to adventure attraction, has already unearthed unique facility management needs in their everyday operation. It’s time now to bring those insights together and develop your newly imagined operational plan.
Whether you need to implement first-time capacity management systems or expand your recently discovered takeout business niche, CenterEdge is here to help. Read on for some of the ways to rethink your facility management approach in the days and weeks to come.
It’s likely that you may need to manage capacity differently for a period of time. Many FEC’s currently need to manage attraction capacity but the short term may see a need to manage entrance capacity. You may wish to create an admission bundle to sell online that includes entrance, attractions, gameplay, and even food and beverage combos for a specific amount of time. Guests benefit from knowing they have secured their place at your facility at good entertainment value while your business benefits from securing revenue in advance and managing traffic flow.
Once in the facility, attraction capacity needs still come into play as you decide how to sell and schedule laser tag, jump or VR attraction tickets to manage throughput in the way that makes the most sense.
In a time where every minute will count if guests may not stay as long, it’s essential that you deliver value for them while maximizing revenue potential.
Guest Interaction Management
Maintain stronger social distance measures by allowing guests to purchase online, on a mobile device, or even at self-service kiosks, which would allow you to manage staffing and provide guests more control over their interactions with team members. For even more transparency, configure your online store to show remaining ticket capacity and a heatmap so guests can select the time that best meets their needs. In addition to helping you manage capacity, you’ll also be able to manage throughput peaks and valleys in new ways.
Consider how you might need to adjust your party room map to maintain new social distancing measures with different area configurations. Easily update the number of guests and items included in party and event packages so that you can manage the numbers, experience and revenue.
Once you’ve established any new capacity, sanitization or employee management processes, you’ll want to automate reminders and communication between shifts as much as possible. Use shift notes to communicate between shift leaders, and set up automatic report notifications to help manage headcounts, remind shift leaders to perform cleaning checks, or to remind team members at POS stations to sanitize their stations.
Unique products such as memberships with recurring billing and season passes that auto-renew offer guests a way to “keep the fun going” at a low cost of entry and potentially lower monthly costs. Your facility has the benefit of ongoing revenue, and the ability to boost revenue with targeted marketing offers, such as family picnic takeout bundles, that can be sent to members and passholders.
Use guest data to send targeted marketing messages to drive new guest behavior. Segment into smaller lists for time-sensitive campaigns aimed at driving guest flow and purchase behavior in ways that make the most sense for your capacity and revenue goals. Unique loyalty programs allow you to get to know your guests so you can find new ways to reward your most loyal fans.
Your community will need your business more than ever before in the times ahead. But you don’t have to prepare for it alone.