Zamperla’s Luna Farm


Guest Experience Culture Design and Training




Bologna, Italy

Project Goal

Creating a signature Guest Experience for Zamperla’s Luna Farm


• Guest Experience Design
• Guest Experience Training
• Management Consulting

Zamperla’s Luna Farm

Guest Experience Culture Design and Training

Pressroom: ABC7 NewsParksmania

Guest Experience Design & Training

From the opening of a brand new park, doitwell has designed the culture of service and trained the opening team. The Zamperla Group, is an Italian company with more than a century experience in the entertainment industry and 50-year experience in the realization of rides. The Group has realized rides for the most important players in the amusement industry: Disney, Universal, Six Flags, Merlin, and Warner Bros. It now manages two parks in New York City: Victorian Gardens in Central Park and Luna Park at Coney Island. We visited the HQ in Vicenza, met with the owners Antonio, Alberto Zamperla, and their HR Director Lara Facchinetti.

The HR Department contracted Doitwell for designing the service culture and training for their opening park in Bologna, Luna Farm. Luna Farm is the first Farm Theme Park in Italy, created and realized by Zamperla for FICO Eataly World. We have supported the opening team to prepare for the opening happening after only 2 months working in a fast paced and dynamic environment. While the park was under construction, we worked remotely with the marketing, operations, and HR team, interviewing stakeholders and the management team to create their signature training and support with the implementation of Guest Experience Management tools. We created the Zamperla’s Story, Guest Service Playbook, and Lunafarm’s service values.

We also supported the opening team by identifying the needs of their target audience (families and children) and suggesting guest engagement opportunities. In addition to pre-park opening projects, we supported hiring and training what would become the opening leadership team of the park that included supervisors, team leaders for attractions, entertainment, guest relations, ticketing operations, and special events and their front-line team ( over 50). One of our favorites initiatives was creating an award recognition program and working closely with the HR team to get it approved and implemented.

The training sessions hosted key speakers with robust experience in theme park and guest experience management. During the training, the staff of Luna Farm learned from international best practices. Dr Dickson – University of Central Florida – leader in Theme Park Management and Hospitality – talked about Guestology, Elis Salamone, veteran in the armed forces, dealt with the topic of team building, Julia Elle, a notorious Instagram influencer, connected and interacted with the audience to represent the category of moms. Psychologists, an obstetrician and the largest community of dads in Italy shared their experience when visiting a park to help the trainees to understand their needs and guest expectations. Through role-playing sessions and the interactions with experts, Luna Farm staff had the opportunity to get in touch, deeply and professionally, with the needs of each target market in order to make the experience of the guests unique, emotional and unforgettable.

This was such a fun project to work with, especially with such a diverse team. The project team is excited to see when the park will open and see where everything goes post COVID-19.

How do we design a guest service culture?

As Guest Experience Experts, we perform the critical research and analysis necessary for successful guest experience in our Client’s products, services, experiences, and develop cohesive guest experience strategies that allow the company to become a service-driven organization.
  • Definition and setting of international standards for managing interaction with the Guest
  • Created a signature training and guest service values for the Company
  • Created Guest Service Playbook
  • Created the Zamperla’s story
  • Designed a management system to inspire and motivate the daily execution of guest service standards
  • Luna Farm Guest Experience Training Days
  • Guest Experience Opening Team


The following Consultants worked on this project

Guest Experience

Nicole Cutrufo (Module 2) – profile
Christina Chuchara (Module 2) – profile
Rafael Medina (Module 2)
Alessandra Bertuzzi (Module 2) – profile
Amandine Della Vecchia (Module 2) – profile

Selenia Morgillo (Module 2) – profile

Training Speakers

Graduating with an Ed.D. from the University of Central Florida focusing on Education Leadership, Dr. Duncan Dickson has an excellent history of guest services management. Along with this education experience he completed his M.P.S. at Cornell University, School of Hotel Administration. He has taught an array of guest experience courses including Theme Park Management and Hospitality Communication. During his 20 year tenure as the Director of Disney University and Casting at Walt Disney World, Dr. Dickson led the way to a new era of attractions. Dr. Dickson assisted in the opening of EPCOT, Tokyo Disneyland, and Disneyland Paris providing him the experience of managing teams overseas. He developed the staffing strategies for the build-up of the Disney Hotels and for the opening of the Disney/MGM Theme Park including two water parks. Dr. Dickson’s extensive involvement within the theme park attraction industry has prepared him with the vast knowledge that will enhance all aspects of guest and team members’ experience.

Elis Salamone retired from the Air Force as a Lieutenant Colonel and Nurse Practitioner. She completed several overseas tours to include a combat tour to Afghanistan with Army Special Forces in 2011. In 2007 she graduated from Regis University in Denver, Colorado with a Master’s in leadership. Since her military retirement, she continued to work as a speaker, a nursing leader and Nurse Practitioner in Washington state. Ms. Salamone recently started a consulting business to empower others to see the best in themselves while continuing her mission to advocate, mentor and coach transitioning veterans and women into their next chapters.
Born in Turin and raised in Ireland, Julia is a singer who, after becoming a mother at 25 of her beautiful daughter Chloe, gave up singing to take care of her baby. From that moment on, she decided to tell her story of a single and unemployed mother, opening a blog that made her very famous. Thus was born the web series Desperately Mum, which from the publication on Facebook of the first episode (all musical in honor of her past work) has reached almost 2 thousand followers. After the first two videos, Julia continued to post her stories, passing to 20 thousand followers, and after the first month of video, she reached 70 thousand. Today there are more than 800 thousand people following the desperate life of this incredible mom, who has decided to publish her story in a Desperate & Happy book, a mom’s secret diary.
Andrea Brancalion lives in Ferrara and is the father of Martina and Valentina. He is part of the Superpapà community, which since 2010 defends and spreads the value of Paternity online, with the motto “being a Father is really Super!” The intent is to re-evaluate the figure of the Father, to talk about fatherhood on the internet as never before. Superpapà represents all the dads who face their life mission with commitment, an entire generation of men in search of their educational role. The social pages of Superpapà have reached a large number of followers, counting over 319,000 likes on the Facebook page, over 18,600 Instagram followers collected under the hashtag, # tvbpapà, which presents photos of dads from all over Italy, and over 5,800 followers on Twitter
About Make-A-Wish: Today, the Make-A-Wish has been granting life-changing wishes for children and families for 40 years. After the start of Make-A-Wish in the United States in 1980. In 1993, Make-A-Wish International was officially formed to serve five countries outside the U.S. – and now helps to serve children outside the United States in nearly 50 countries on 5 continents through its 39 affiliates. With the help of donors and more than 43,000 volunteers around the world, Make-A-Wish has collectively granted more than 500,000 wishes worldwide.
Graduated in obstetrics in 2005 at the Catholic University of the Sacred Heart, she gained more than 10 years of work experience at the Mater Dei Clinic in Rome. To date she continues her professional career at the Mater Dei clinic as a freelancer, ranging from operational activities to those of coordination, consultancy and training. Sara also organizes training courses at the same time as delivery room and first aid assistance for obstetric consultancy, problem-solving and one-to-one assistance for women and families, touching on all the psychophysical aspects and the objectives they seek to achieve.
Graduated in Child and Adolescent Psychology at the Pontifical Faculty of Development and Education Sciences “Auxilium” in Rome, in 2013 she qualified as a Psychologist at the “La Sapienza” University of Rome, with subsequent enrollment in the Register A of the professional Psychologists. For more than 6 years she has dealt with communication applied to the management of educational groups of children. After attending a Training and Practical Course directed by Dr. Vincenzo Riccio, Miriam is also engaged in the support and support of children who have specific learning problems. Her mission is to offer families a service that allows them to understand which are the most suitable compensatory tools for the difficulties of their children, supporting not only children / young people but also their parents and reference schools.

Project Manager

Nicole Cutrufo (Module 2) – profile

“Thanks to our collaboration with Doitwell we succeeded in adding an international touch to our message, to make it universal in its simplicity.”
Lara Facchinetti
HR Director Gruppo Zamperla