2017 EAS

The Royal Treatment: How to Develop and Deliver a VIP Guest Program at your attraction

Date    Wednesday, 21 September 2016                               
Time    15:15 - 16:30                                                          
Location    Fira Barcelona Gran Via Convention Centre
   Room CC 5.2

Luxury, trading-up

Session Description

When each day at your park is special how do you create the extra special experience? Discover how to develop a VIP Guest Programme at your attraction and how to deliver it to your guests. Learn all about the ways a VIP experience can command a premium price and add to your brand and bottom line.

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Sponsored by

 Van Egdom logo
 WW Full Logo no tagline - Blue (002)


Sandy Clark is the moderator of The Royal Treatment.





Sandy Clark
Sandy Clark, Operations Director The View from the Shard, UK
(member of Iaapa Emea Education sub-committee, Head of the Faculty of  the Institute for Attractions Managers)

Sandy is the Operations Director of The Shard in London, the viewing gallery in the European Union’s tallest building, since it opened in 2013. Sandy has worked in the Attractions industry since 1988, when he first joined Chessington World of Adventures just outside of London. From there, he went to the Tower Bridge Experience in 1993, where he was the Exhibition Manager, in charge of all the operational aspects of the tourism offer at the Bridge, until 2001. Then he became Head of Visitor Services at the Natural History Museum, for 10 years, where visitors numbers increased from 1.8 million to 4.8 million per year.

Melissa Lockwood
Melissa Lockwood, Rides & Attractions Manager Ferrari World Abu Dhabi, UAE

Melissa Lockwood recently joined Ferrari World Abu Dhabi as Rides & Attractions Manager. Prior to joining the Ferrari World team, she was an Operations Manager for Ferrari World’s sister park, Yas Waterworld Abu Dhabi, and a member of the park’s pre-opening team from 2012-2016. Before relocating to Abu Dhabi, Melissa worked for municipalities in Texas and Missouri in parks and recreation. She is an Ellis & Associates Instructor Trainer, National Recreation and Park Association Aquatic Facility Operator and Certified Parks and Recreation Professional, and an American Red Cross Water Safety Instructor. Melissa holds a Bachelor of Science from the University of Missouri and a Master of Science from the University of North Texas.

Bob Montgomery
Bob Montgomery, CEO Longleat Enterprise, UK

Bob Montgomery has enjoyed a long and varied career in Entertainment and Attractions management for more than 30 years. Originally from Toronto, Canada, he has been directly involved in the planning, launch and management of more than a dozen new entertainment- based projects across three continents. He has also served as a senior executive for Paramount Entertainment, The LEGO Group, Canadian National Real Estate and Herschend Family Entertainment. Bob has worked for Longleat Enterprise, since the end of 2013 and has overseen a record revenue and attendance growth in the first full year of operation in 2014. He has served as a board member for the Branson, Missouri and Carlsbad, California YMCA’s, the Lowndes County Convention and Tourism Authority, and the “Holy Land Experience” in Orlando Florida. He has also served as Chairman of the San Diego North Convention and Visitors Association.