2019 was a record year for most parks and even though trouble was brewing overseas no one could fathom what was coming. “Disinformation” was being spread regarding rumors of a national quarantine coming. Tuesday, March 10, 2020 I boarded a flight from Cincinnati to Orlando to take, in my mind, a victory lap as part of new client visitation after a successful installation in the LBV resort area. Had client meetings, lunch with a professional colleague, talked about my next visit- which would be in approximately 6 weeks. There appeared to be storm clouds developing- but this was the US… these sorts of things don’t happen here… right? I boarded a flight later that evening to Raleigh/Durham to continue a lighting-round trip of meetings: 6 meetings and 2,000 miles in less approximately 36 hours. I returned home, exhausted, on Wednesday night. Storm clouds were closer Thursday, but it was back to business in preparation of things to come. Less than three days later the state of Ohio began to shut down in what would eventually become a near national shutdown of all but “essential” operations through April 30.
The only thing close to this was the 1-7 day closures that occurred as a result of September 11, 2001. This was, minimum six weeks. Barring 9/11 and the occasional hurricane- most parks have never unexpectedly shut down in their history for a day… let alone 6 weeks.
Reopening was a long and tedious process requiring new safety protocols, training on new procedures, not to mention sweet-talking staff into returning.
One of the sad casualties of COVID was Guest Experience. For basics- given the choice, even the most immunocompromised person would rather not wear a mask- especially in the summer heat. Not only was this a requirement to “enjoy” this new reality- but park staff had been tasked with being “mask police.” And because no park wanted the press of an outbreak tied to their venue and the prospect of having their opening revoked for not following guidelines- they were VERY stringent on enforcement. But because of this alternate universe we found ourselves in, most were very willing to put up with it.
Near-Universal masking continued until Summer 2021 for most and as the masks fell park attendance began to spike. To attract crowds- most only needed to switch the sign from “closed” to “OPEN.”
- Most venues still required some safety measures
- Experiences were scaled down when compared to the 2019 versions
- Parks were short staffed
- And all the ancillary effects of the above
Guest Experience was still decisively not a focal point.
Fast forward to 2022.
- Masks worn voluntarily by <1% of individuals
- Most parks/venues have “back-to-normal” operating hours and schedules
- Celebrations and special events are back
- Those line queues aren’t sanitized every 15 minutes anymore
- The “little things” that parks did– didn’t return.
- Prices are WAY up
- Guest expectations have begun to return
Guest Experience post-COVID
This is article #1 in… maybe 11 areas that Attractions Industry venues can address going forward to bolster Guest Experience:
- Attention to Detail
- Training, Re-Training, Train more…
- Know your guest, know thyself – Data
- Thrills Fade- Make Memories
- Eye to the Future
- Don’t Discount the Undercard
- Get Feedback, Take Action
- Stay in Character
- Efficiency is key
- Over and Above
