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Zoo and Aquarium DayIAAPA Orlando started in full swing with a series of workshops centered around zoos and aquariums. The hot topics included the American Zoological Association’s Dr. Bruce Carr’s even-handed discussion of conservation issues within the context of running a zoo or aquarium (“better business means better conservation”), Miami Metro Zoo’s Ron Magill’s empassioned and moving recounting of his experience with the prep and aftermath of Hurricane Andrew, and Disney’s Joe Rhode’s analysis of animal attraction design as a theatrical production.
Another highlight of Zoo and Aquarium Day were the special guests—several exotic animals,including a two-toed sloth and an eagle.
Dr. Carr began the session by pointing out the disconnect that exists between public perceptions of zoos and aquariums and the actual practices and concerns of such parks. People often assume the worst, he said, and zoos and aquariums sometimes inadvertently add to the problem by stressing the negative when providing educational information about the environment. He offered several ideas to improve the situation. “The AZA simply isn’t recognized by the public,” Carr said. “We need to let people know who we are and what we do. And we need to reconsider how we present information, especially to children. One thing common among almost all the adults who go into this industry is that they received positive messages about the environment and nature when they were kids. It is vital that we offer that kind of reenforcement to children today.” Carr suggested a “No Bad News Before Fourth Grade” rule that would allow young visitors to enjoy nature without doom-and-gloom scenarios. He also mentioned that the AZA is creating a SpokesCritter that should help raise awareness of the association and its mission. And he described the diversity awareness task force that is preparing for the upcoming demographic shifts that the industry must address in the near future.
The most moving part of this day was the session “What would you do if it happened to you?” Speakers from several facilities discussed a tragic or catastrophic event and how they dealt with damage control, employees, the psychological affects of an incident, the media, and more. Ron Magill’s slide presentation demonstrated the near total devastation suffered at the Miami Metro Zoo during Hurricane Andrew. He emphasized the importance being proactive with the media. He said that for years he’d made a point of inviting local reporters and their families to private tours of the zoo, and those connections paid off when the storm headed their way. Because they felt connected to the zoo, members of the press showed concern and tried to cooperate however possible during the catastrophe. John Hewitt of the Audubon Aquarium of the Americas in New Orleans talked about the collapse of a catwalk that overlooked its shark tank. Luckily no one was seriously hurt, but the event happened when the attraction was brand new, and it generated a lot of media coverage. Hewitt discussed how he dealt with the press, future guests, and the guests who were directly affected by the collapse. He stressed that being as open as possible with the media played a major role in the tone of the ensuing press coverage. “We let them know everything we knew,” he said, explaining that had they acted as if there was something to hide, the story might’ve taken on a sinister edge. Barbara Baker of the Pittsburgh Zoo discussed the psychological aftermath of the death of a zookeeper, stressing that staff can still be affected by tragedies for several months, or even years, after a death.
What Zoos Can Learn from Theme ParksThe zoo and aquarium industry is in the process of developing into “theme parks with a mission,” and this program examined how best to adapt to this change. Joseph Peczi of Anheuser-Busch reminded the audience that theme parks are popular because they promise relief from everyday life. So zoos and aquariums must consider how to initiate the non-ordinary—in other words, how to thrill and amuse. Responding to that challenge, Disney Imagineer Joe Rhode presented a bold vision of how zoos and aquariums should operate. What they must have, he argued, is a strong narrative thread—a story line—that runs through the site and provides airtight logic for what people are seeing. Nothing, not a trash can or restroom color scheme, can be randomly located or left open to interpretation. If every detail adds to the intended themes, visitors will be pulled into the story being told and, by definition, they will be entertained.
During the educational tour at SeaWorld Orlando, a tour guide took IAAPA members behind the scenes of SeaWorld’s food production, conservation, and research practices. Members took a glimpse of a water filtration system at the park, the polar bear tank during feeding time, and the inside of the penguin habitat, where visitors got to pet a penguin and watched them interact up close. The educational tour was then followed by the last session of the day, which instructed attendees how to use humor and fun at their facility. The night was capped off with the Beach Party at Discovery Cove.
Free Advertising
This revealing session tackled the sticky issue of talking to the media—what to say, how to say it, how to make friends with the media, how to write a press release, and much more.
Ted Molter, marketing director of the San Diego Zoo, gave members a run-down of the various types of media and how to adequately communicate messages with each. For example, while being interviewed on the radio, spokespeople should be descriptive so as to draw a picture with their words since listeners cannot see their facial expressions or hand gestures. And for television interviews, he stresses to always assume that you’re “on”; if there are cameras in the room, assume you’re being taped. And if you’re being interviewed online via chatrooms, typing skills and calculated responses are crucial. Most of all, be prepared, be honest, be polite, and get your main points across.
Courtney Simmons, media relations manager for Legoland California, gave a quick pep talk about how to write an effective press release. She stressed: “Write a press release as if you’re the reporter;” make it newsworthy, make sure your audience can relate to the information, and make sure you’ve got enough substance to issue a release. Most important, Simmons suggests the use of promotions and other news or special deals to generate free publicity. “Even job fairs can generate good press,” she says.
Jeffrey Siebert, spokesperson for Paramount Kings Island, centered his speech around the importance of connecting with reporters via special media events. Build relationships, credibility, and exposure for your facility, and the media will be your friend, especially if you have a crisis down the road, he says.
Access For All
One of the hottest buttons in our industry is access to rides and attractions for the disabled. Disability can refer to sight problems, hearing impairment, mental disability, and of course physical limitations. And all facilities are required by law to make their rides and attractions accessible for all.
In this session, Jerry Aldrich, head of Aldrich Amusment Industry Consulting, a company that assists parks with technical expertise on ADA compliance, new ride installation, and maintenance procedures, spoke to the audience about his company and its various services.
Mark Brisson of Fun Spot Action Park discussed, among other things, sign language, visual impairment, and how to accommodate the mentally challenged.
Brisson stressed that there are many versions of sign language, just as there are many dialects of the English language. American sign language is taken very literally, and the syntax is unique, so parks must bear these factors in mind when training staff and helping the hearing impaired.
As for the mentally challenged, parks that offer arcades, for example, sometimes offer discounts for homes or groups, because such groups often gravitate toward those types of games. It’s also good business to provide these extras for the family of a mentally challenged person. A relative often will give referrals to others with challenged children, says Brisson.
Food Security vs. Food Safety
This enlightening session dealt with the vast difference between food security and food safety, about which all parks need to be vigilant. Steven F. Grover, vice president of health and safety regulatory affairs for the National Restaurant Association, discussed a range of topics, including SARS (severe acute respiratory syndrome), terrorism, viral infections, and errant employees.
Food safety refers to the unintentional contamination of food, and thus making sure all food is property cooked and stored so as to not facilitate the growth of food-borne illnesses. When safety is compromised, it means bacteria or viruses have contaminated the food, causing customers to be sick.
Food security, on the other hand, deals with the intentional contamination of food. Grover says this could include anyone from a terrorist group trying to infiltrate the air ventilation system, to a disgruntled employee contaminating one person’s food. Both of these can be devastating for parks, Grover says, as it doesn’t take long before the media grabs hold of the story and disseminates it to the world. Grover also stresses that incidents involving food security in particular hold greater risks for fatalities and sicknesses.
To reduce your risks of any form of contamination, Grover offered some crucial pointers based on the three “P”s of control: people, property, and products. In the area of people, parks should have, among other things, a system in place to keep track of employees, restrict items employees may bring to work, restrict customer, contractor, and non-employee access, check references and identification for deception, and obtain references for employees. With property, parks should have control of the physical security of the building, limit ventilation system access, eliminate hiding places in food areas, restrict traffic in food prep, and secure food storage locations, and, of course, secure the area after closing. For products, have a system by which you can identify all food suppliers, keep an eye out for packages that have been opened or tampered with, have proper documentation and transportation for all products, use a surveillance system for food prep, storage, and entrances and exits for the kitchen, inspect all incoming food, and inspect and secure all food storage spaces.
Miniature Golf
This Best Practices workshop featured a panel of six seasoned miniature golf operators who shared insights on marketing and operational challenges facing the industry. Moderator Steve Hix began by noting the upcoming impact a new provision in the Americans with Disabilities Act might have on the industry. One certainty will be that all courses must be 50 percent accessible to customers—at least nine holes must be available to everyone.
Lou Nickanello, a course owner in Cape Cod, Mass., described the history and development of his family’s course, which went from being “the only game in town” in the early 1960s to facing a serious challenge from a national chain in the 1980s. The park remodeled its course, and recently it has undergone major renovations, though it left untouched several holes from its original, flat course when longtime customers requested that some history remain for sentimental reasons.
Rob McCauley of Mountasia of North Richland Hills, in Texas, spoke about marketing for groups and fundraising events. He emphasized that these kinds of special occasions often require little to no extra effort because the groups themselves often want to manage ticket sales and promotion.
Engineering of the Eye
Dr. John Hunsucker of the National Aquatic Safety Company addressed this session, which emphasized that lifeguard vigilance is greatly affected by the workings and mechanics of the human eye. The benefits of pool-scanning techniques and frequent chair rotation cannot be maximized without an understanding of the eye’s tendencies and limitations, Hunsucker said. And he provided data that suggested effectiveness of emergency search and rescue is greatly enhanced if lifeguards have been trained to understand these limitations. Hunsucker also addressed concerns about the long-term effects of exposure to glare and direct sunlight, saying that employees should be warned to protect their eyes as much as possible. For more, see this month's Waterpark Report.
Museums: Competition and RenewalMuseums and other education-based attractions are always looking for new ways to ramp up attendance and membership. In this session, attendees heard from three experts in the field: Steve Hamp, president of the Henry Ford Museum in Dearborn, Mich., Dan LeBlanc, CEO of Delaware North Companies Parks & Resorts at NASA’s Kennedy Space Center Visitor Complex, and Joe Urschel, excecutive director and senior vice president of the Newseum in Washington, D.C.
Hamp stressed during his speech that museums must continue to innovate and upgrade their facilities. One way he has led that effort at the Henry Ford museum is by launching a massive reinvention, which included revamping Greenfield Village, adding a gallery on flight, and including a huge factory tour project that takes visitors into the Ford Rouge, one of the largest manufacturing complexes in the world. Some of the museum’s other prized possessions include the bus Rosa Parks rode when she refused to obey segregation laws, and President Lincoln’s theater chair. “Be forward looking,” says Hamp, as he goes on to describe Bond James Bond, a new interactive attraction that chronicles 40 years of Bond films.
LeBlanc, in an effort to upgrade the Kennedy Space Center’s Visitors Complex, is currently undergoing a massive “re-masterplanning” and expansion endeavor that is valued at several million dollars. LeBlanc directs the finance, marketing, and operational efforts of projects such as these. Past projects include Miami Seaquarium, Sea World California in San Diego, and the Bronx Zoo.
Urschel of the Newseum discussed a different kind of expansion—physical expansion. The Newseum, which was once based in Rosslyn, Va., just outside D.C., is relocating to a new, bigger home in Washington, D.C., proper. The new accommodations will allow for 215,000 square feet just for the Newseum portion of the building.
Growing Your Sales... Not Your Prices
During this lively discussion, led by Ken Whiting of the Santa Cruz Beach Boardwalk, park and attraction members discussed what does and doesn’t work when trying to lure people to various food stands and kiosks.
One of the most important ideas for growing sales, Whiting says, is offering customers values and incentives. This is a cornerstone to good sales. Have discounts at certain times or on certain days. Or consider a refill program, whereby customers purchase a souvenir cup with the initial drink order, then for a small fee, those customers can get refills by bringing that cup to the kiosk.
You should also consider where you’re selling the food. Maximize your kiosk offerings on the park grounds; “bring the food to the people,” Whiting says.
Menu design is also crucial. While some clearly consider it an afterthought, many vendors go the extra mile to showcase their range of offerings. Some parks have adopted the digital menu, which is displayed on monitors inside the kiosk or restaurant for easy viewing.
If that kind of technology isn’t in your budget, however, consider some minor upgrades. Think about using a theme for your menus (western, jungle, etc.), to catch the eye of potential customers. Even a snappy beverage menu with cute, cartoony icons can be a nice addition to any food counter. Another winner with fast food counters is the three-dimensional sign. A giant 3D ice cream cone jutting out into the crowd will undoubtedly lure a hungry soul to your counter.
As for restaurants, bringing brand-name eateries to your park has proved successful in generating sales—customers respond to brands they trust.
These solutions aren’t right for everyone, but it’s just this kind of open and useful exchange of ideas that allows a park to maximize sales and increase its profile.
