The Royal Treatment How to deliver and develop a VIP guest program at your attraction 21 September Sponsored by:
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1 The Royal Treatment How to deliver and develop a VIP guest program at your attraction 21 September 2016 Sponsored by:
2 SANDY CLARK MBA ICAL Operations Director The View from The Shard Sits on the IAAPA EMEA Education Sub-Committee IAAPA EMEA Institute of Attraction Managers Faculty Chair IAAPA Certified Attractions Leader (ICAL) Trustee of the Museum of Carpet, Kidderminster Previous roles: Head of Visitor Services at the Natural History Museum, London Exhibition Manager at the Tower Bridge Experience, London Senior Rides Operator / Merchandising Supervisor, Chessington World of Adventures, Surrey
3 MELISSA LOCKWOOD Rides & Attractions Manager - Ferrari World Abu Dhabi Accomplishments Bachelor of Science & Master of Science Ellis & Associates Instructor Trainer National Recreation and Park Association Aquatic Facility Operator Certified Parks and Recreation Professional American Red Cross Water Safety Instructor Previous roles Operations Manager Yas Waterworld Texas and Missouri Parks and Recreation
4 BOB MONTGOMERY CEO Longleat Enterprises Previously board member for the Branson, Missouri and Carlsbad, California YMCA s, the Lowndes County Convention and Tourism Authority, and the Holy Land Experience in Orlando Florida. He has also served as Chairman of the San Diego North Convention and Visitors Association Previous employers: Paramount Entertainment The LEGO Group Canadian National Real Estate Herschend Family Entertainment.
5 CHRIS BATES Revenue & Distribution Director PortAventura World Previously, owner & consultant at Enrich Revenue, Barcelona. Before that, from 2004 to 2008, Chris was Regional Director of Revenue & Distribution at Morgans Hotel Group, in the USA and UK, with more than 20 years experience within the Hospitality Industry working with luxury properties. Chris has an BS from the Johnson & Wales University, in Providence (Rhode Island, USA) in Hospitality Management.
6 The Royal Treatment How to deliver and develop a VIP guest program at your attraction Melissa Lockwood, Rides & Attractions Manager Ferrari World Abu Dhabi 21 September 2016
7 What makes the UAE Unique? Elected Monarchy = Royal Family Large disposable income for many residents and tourists Neighboring GCC Countries: Saudi Arabia, Bahrain, Kuwait, Oman, Qatar & UAE VIP/bespoke services available at malls, movie theaters, restaurants, etc. 365 operation of most parks
8 Start at the Beginning Tiered ticketing options Add on for annual pass holders Bring a friend Upgrade for a day/fastpass Discounts on F&B, Retail Upselling to different levels
9 Cabanas
10 Lounges and Meeting Rooms
11 Bespoke Services Guest Escort personal escort to guide the guest around the park and take the group to each ride Fast Pass/skip the queue VIP lounges and privileges Unlimited food & beverage Discounted merchandise/experiences Cabanas F&B, safe for valuables
12 Bespoke Services Park rentals before or after regular operating hours Park buyouts for the entire day Ladies only events and rentals Royal Family requests
13 VIP Locker Room & Lounge
14 VIP Locker Room & Lounge
15 Next Steps Look for areas in your facility you can dress up or customize for rental or special groups Seek out those VIP guests who may be interesting in visiting your facility Everyone wants to feel like a VIP!
16 The Royal Treatment How to deliver and develop a VIP guest program at your attraction Bob Montgomery, CEO Longleat Enterprises 21 September 2016
17 Longleat Enterprises Our Mission: To provide unique, immersive and authentic experiences, while protecting and preserving our natural and built heritage
18 Define your VIP Offer The VIP Experience reflects your brand & cultural values: Brand Values Wondrous Real Pioneering Immersive Heritage Cultural Values Engage & Inspire Put People First Continuously Improve Act with Integrity Take Safety Seriously
19 Develop the VIP Program Compelling Memorable & enduring Emotional connection Exclusive The Royal Treatment! Worth every penny
20 Considerations A premium price requires a premium experience Capacity Physical/operational (i.e. animal welfare, vehicle capacity) Guest experience (risk of diluting VIP experience) VIP infrastructure & resources Dedicated staff both administration and delivery Dedicated facilities - parking, reception, vehicles etc. Staff connection and engagement cultural values Unique and value for money Continual development & improvement Distinct sales & marketing positioning and strategy
21
22 Longleat s VIP Development experiences 1700 guests 140K revenue Viewed as a ticket upgrade Modest resource allocation experiences Dedicated VIP branding Dedicated resources Team of staff VIP reception area Web pages Live availability online Gift vouchers & messages On the day upsells Revenue increase x5 vs 2011
23 Longleat s VIP Development
24 VIP Branding
25 On-site Communications
26 Social Media
27 Reviews
28 The Royal Treatment: How to deliver and develop a VIP guest program at your attraction Chris Bates, Revenue & Distribution Director PortAventura World Parks & Resorts 21 September 2016
29 What is PortAventura World?
30 VIDEO NON AVAILABLE
31 The Royal Treatment in 4 steps Target definition Development stage Product definition Marketing & distribution strategy Delivery stage Service delivery on spot
32 Target definition
33 Product definition
34 Marketing & distribution strategy
35 Service delivery on spot
36 PortAventura Hotels BENEFITS FOR REGULAR CLIENTS ADDITIONAL BENEFITS FOR UPGRADE ROOMS Express Premium wristband (Fast Track) giving unlimited access to attractions and the best seats at shows, with no waiting around. Personalized reception check-in. VIP amenities Special gift for children Minibar service Breakfast room service Buffet or à la carte breakfast at Hotel Restaurant Private restaurant (breakfast and lunch) Bathrobes and pool towels Lounge club Exclusive parking Luggage pick-up and drop-off service
37 Additional Premium Services Welcome Drink Transfer Service Guided visits Welcome minibar Fruit dish Bottle of Cava or Wine Premium Kit VIP breakfast Cirque du Soleil show tickets PortAventura Express: Max Max Gold Premium Premium Gold
38 Combo with iconic brands
39 Premium experiences
40 What s next?
41 VIDEO NON AVAILABLE
42 Thank you Connect with me!
43 The Royal Treatment How to deliver and develop a VIP guest program at your attraction Questions
A WORLD OF UNIQUE EXPERIENCES 1 hour by car from Barcelona Direct flights
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