Challenge

A theme park had been open for less than three years and was dealing with perceptions of it not being a fun place to go – despite great awareness of its existence. Customers who visited the theme park were lackluster in their satisfaction and perception of a positive value for price paid. As a result, this theme park wasn’t meeting its financial goals.

Solution

In partnership with marketing experts, we executed the following:

• Conducted a series of interviews/focus groups with external guests and internal employees to clarify and pinpoint key market issues and challenges of delivering a positive guest experience
• Facilitated a series of work sessions with top executive leadership who: 1) reestablished the strategy in an enhanced brand that better aligned with the strengths of the theme park and guest desires; and 2) set long-term strategic goals to reinforce the brand

Result

Within a year, the theme park was in the black. Key measures such as attendance, guest spending, guest satisfaction and perceived value dramatically improved. A by-product of our work was the increase in employee engagement, satisfaction and retention. This theme park became the benchmark for the parent company.