Guest Article
www.parkworld-online.com
Holiday World and Splashin’ Safari Plymouth Rock
RWS Entertainment Group launched a new service, RWS Staffing, to help their clients fill the staffing gap with theatrically-trained workers. The result was not just a creative solution, matching displaced stage performers with frontline amusement positions, it had an immediate impact on guest satisfaction.
Creating a Connection
Holiday World and Splashin’ Safari Team Members
Theatrically Trained Another
employment strategy gaining popularity this year is outsourcing staffing, or entire departments, to a third party.
Six Flags deployed a robust advertising campaign that included social media ads promoting an invented National Hiring Week. Headlines included “Get Paid to Hang Out by the Pool,” Get a Free Family Membership 4 Pack,” and “Friends Don’t Let Friends Take Boring Jobs.” Much like a consumer advertising campaign, the ads included a strong “call to action” inviting viewers to “Apply Now” while implying a rush to apply by the May 2 deadline. Cedar Point also invested in digital advertising, promoting a potential $500 sign-on bonus, and Kings Dominion leveraged current team members in fun series of dance and music clips that make it look incredibly fun to work there.
At Holiday World & Splashin’ Safari a fleet of seven air- conditioned buses are dispatched to area communities to pick up seasonal team members. About half of the park’s seasonal work force takes advantage of this option and the park is adding an additional route in 2021. Boomers Parks in multiple cities, where consumer spending is up by nearly 60%, are also working hard to cater to both guests and team members, and looking to fill additional positions created to implement stringent safety standards by hosting “on the spot” interviews and extending employee discounts to friends and family. Another employment strategy gaining popularity this year is outsourcing staffing, or entire departments, to a third party. Outsourcing games, food service and entertainment are not completely new concepts. Experts in these areas often bring brand recognition, buying power and specialized expertise. Could this type of proficiency, bring sustainable immediate and long-term benefits to park operators?
After a successful 2020 pilot including Story Land amusement park and the new Cartoon Network Hotel,
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“When guests visit a theme park, or a museum, they are seeking an experience – not just an activity, but an experience,” said Ryan Stana, Founder and CEO of RWS Entertainment Group. “That experience starts with the staff that greets them, answers their questions, and brings the experience to life. By introducing theatrically-trained staff to the front of house team, RWS Staffing is able to not only help fill seasonal roles, but add entertainment and memorable guest interaction to the overall product mix.” SeaWorld has announced a move to outsource their games while other roles are being outsourced to technology. Six Flags’ installation of Evolv Technology screening not only moves guests through the admissions process quicker than traditional metal detection, it reduces the number of security personnel required. The industry is raising hourly wages across all seasonal positions, calling out pay rates in recruitment ads, offering bonus and incentive pay for new hires, and paying referral fees to current team members as a reward for recruiting their friends. Yet, the challenge to recruit persists. “Bringing our team members back is not just about offering them better benefits and more pay,” adds Heller. “We can’t fight money with money. Our competitive advantage is the emotional connection we make with employees, and we do this by understanding that their needs – safety/security, supportive environments, connection with other humans – are more important than their wants.”
Creating a connection starts with the very first interaction – both for guests and team members. “Make an effort to create an emotion connection with each applicant and employee,” says Heller. “Someone that already feels connected to the organization is much less likely to skip out on an interview or their first day of work.” Perhaps a bit of magic lies in the middle, where both guests and team members feel valued and connected; able to enjoy their experience with friends and family, and bond with each other to create lasting memories.
SUMMER PART 1 2021
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