ATTRACTIONS MANAGEMENT
EDITOR’S LETTER
REFRESH AND REJUVENATE
ON THE COVER:
o ensure visitors keep coming
Madame Tussauds Hollywood, p22
back and also pass on recommendations to friends to ensure a fl ow of new
READER SERVICES
A
ttractions need to be regularly refreshed t
business. Those which are allowed to fossilise and stagnate eventually need
radical and extensive overhauls, which are far more costly and disruptive.
SUBSCRIPTIONS
Julie Albone +44 (0)1462 471915
The recession has left many operators unable or unwilling to risk large-scale invest-
ments, but with guests hungry for improvements and something new, we asked our
CIRCULATION MANAGER
panel of designers how upgrades can be done on a tight budget (see page 32).
Michael Emmerson +44 (0)1462 471932
In addition to larger capital investment programmes, operators are advised to iden-
EDITORIAL TEAM
tify the weakest area of the attraction every three to six months and formulate a plan
EDITOR
to improve it using available resources. This approach keeps a healthy, sustainable
Liz Terry +44 (0)1462 431385
level of energy focused on product development – evolution rather than revolution.
MANAGING EDITOR
Changes may involve nothing more than a really thorough spring clean and a
Kathleen Whyman +44 (0)1462 471918
lick of paint, a useful software upgrade or just a simple change in the way staff deal
NEWSDESK with specifi c issues or situations. However, even the most simple adjustments and
Tom Walker +44 (0)1462 471917
improvements can signifi cantly increase guests’ satisfaction and intention to return.
Pete Hayman +44 (0)1462 471931
Operators are also advised to take time to really dig into any complaints received
Sarah Todd +44 (0)1462 471927
– they’re invaluable and must be taken seriously. You may think some grumbles are
Martin Nash +44 (0)1462 471933
ADVERTISING TEAM The best advice is to re-energise your people. Staff with a great
PUBLISHER
attitude can transform a visitor’s experience and after a year of
Julie Badrick +44 (0)1462 471919
recession, some may be fi nding it harder to raise a smile
ADVERTISING SALES
John Challinor +44 (0)1582 607970
petty, but it’s amazing how little niggles can really bother people and undermine the
Jan Williams +44 (0)1462 471909
success of a visit. If you can remove the problem easily, it makes sense to do so.
ATTRACTIONS RECRUITMENT We can learn a thing or two from top retailers who use touch points with custom-
Annie Lovell +44 (0)1462 471901
ers to ensure things are going well, with questions like ‘have you found everything
ADVERTISING PRODUCTION you needed today?’ ‘Is there anything more we can do to help?’ and, most usefully,
Ed Gallagher +44 (0)1462 431385 ‘do you have any feedback which can help us improve our service?’. Responses
WEB TEAM
they get are logged, analysed and fed back into the business and action is taken.
INTERNET
In all my decades of visiting attractions, I don’t think I’ve ever
Michael Paramore +44 (0)1462 471926
been asked questions of this type, yet I clearly recall how
Dean Fox +44 (0)1462 471900
defensive staff can be when given, with the best possible
Tim Nash +44 (0)1462 471917 intentions, even the mildest of suggestions.
Katie Eldridge +44 (0)1462 471913
The best advice though is to re-energise your people
Emma Harris +44 (0)1462 471921
– staff with a great attitude can totally transform a visi-
FUN-KIT.NET/MUSEUM-KIT.NET tor’s experience. At this time of the season, with a year
PRODUCT SEARCH ENGINE
of recession behind us, some may be fi nding it harder to
Sarah Todd +44 (0)1462 471927
raise a smile. One of my favourite visits ever still has to be
Martin Nash +44 (0)1462 471933
one made to the Blue Planet aquarium near Chester. The
Mark Edmonds +44 (0)1462 471933
success of it was all down to the fantastic interaction with
DESIGN
the staff who were – without exception – welcoming, inter-
Andy Bundy +44 (0)1462 471924
esting, fun and engaging. It will stick in my mind forever.
Claire Toplis +44 (0)1462 471910
FINANCE
Liz Terry, editor,
attractions@leisuremedia.com
Sue Davis +44 (0)1395 519318
Denise Gildea +44 (0)1462 471930
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MUSEUM
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CHRISTIAN
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PERDRIER MADAME TUSSAUDS
HOLLY WOOD MICHAL KREJZA
Tel: +44 (0)1462 431385
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AM 1 2010
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