• Guest Experience Design
• Guest Experience Training
• Management Consulting
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?
- 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
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.