Vision XS Leisure Operators’ Conference 2012 Vision XS founder Tony Sefton
The afternoon programme began with a session on
Pricing models – science or art, introduced by Jeremy Prowse of conference sponsor Infinity Insurance, in which three speakers explored varying pricing models. Louise Emerson, head of business and commercial strategy at the natural History Museum in London, covered Parameters for Pricing, in which she explained some of the commercial challenges of being a free to enter attraction and how they price touring exhibitions, how they choose which exhibitions to bring in and how they survey/research visitors to help determine what people would pay to see.
Vision XS chairman Julian Bagwell with keynote speaker Joseph Pine II and Ray Hole from Ray Hole Architects
The third speaker in this session was Glenn Phillips, tourism development
and marketing, South African
National Parks (SANParks), who spoke about the evolution of tourism in SANParks. He described the development of the organisation’s Wild Card pricing programme in the national park following a funding crisis in 2000 and how they implemented the commercialisation strategy, and talked about the benefits of Wild Card membership for both members and SANParks itself. He also outlined the lessons learnt from the data collected by the scheme. Competitive advantage through Branding was the title
looked at
Duncan Phillips, managing director of 360 Play FECs, the Added value Model, noting that
if you
charge a fair price for what the experience costs to deliver, guests will keep coming back, while also explaining his no discount policy and the reasons behind this. He described the development of 360’s membership pricing scheme and the day visit pricing method, advising that operators should deliver a great product to entice people to return, not use discounted prices to achieve this.
of the subsequent session, with Gary Booker, general manager consumer of 02, sharing successful strategies to leverage brands, while Vision XS founder and director Tony Sefton brought the day to a close with a session entitled Maximise ticket yields and Benchmarking. Here, Sefton looked at how attractions can maximise their ticket yields and how these can be improved and also covered areas such as admission pricing policy and its impact on the business, annual investment at venues and the percentage of staff who deliver the experience to guests. The conference day was followed by an evening dinner
highlighted by some excellent, surprise entertainment in true Vision XS style!
Tourism photography experience company Magic Memories took part in the conference exhibition area
www.InterPark.co.uk 21
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88