BUSINESS OPTIMIZATION

Dreamworld

Vidanta Resorts

Vidanta operates luxury hotels, golf courses, parks and entertainment at some of the most coveted beach locations in Mexico. An ownership/membership product operates on a usage fee per visit versus the traditional timeshare purchase model. To better service owners and convert more frequent visitors to members, Vidanta engaged Integrated Insight to develop a loyalty program that creates a tiered structure to provide the highest level of benefit to the most loyal members and high perceived value to guests while minimizing revenue dilution on a per stay basis.

New York Botanical Garden

To assist with strategic planning, NYBG engaged Integrated Insight to determine the market potential for future visitors, both locals and tourists, test concepts to incent demand among all audiences, and measure potential demand and revenue from said concepts. Through a combination of secondary research of activities and attractions in the New York City area, and primary concept and demand research, we were able to determine the most promising new concepts among several studied. The research also highlighted the need to speak to both tourist and resident audiences to expand reach and generate new demand. Subsequent research support has been provided to understand visitor profiles. 

Integrated Insight worked with New York Botanical Gardens to determine a capacity for their Holiday Train Show that would be safe to operate during the pandemic.  We built a detailed agent-based simulation model that took into account arrival rates, group demographics, overall length of stay, operational flow, and dwell times throughout the attraction.  The simulation allowed us to identify areas of high congestion and work together with the operations team to rearrange exhibits to balance the experience. Through making design changes to the layout of exhibits, we were able to recommend a daily capacity that was higher than would have been safe with the original layout.  These layout changes allowed them to increase their total potential revenue while still maintaining enough space for guests to socially distance themselves. Additionally, we identified areas of high guest density where further measures such as signage, ground markings, a designated pass pathway, or an employee monitoring guest flow would be needed to mitigate congestion. 

Biltmore Estate

The Biltmore Estate is an extensive 8,000+ acre property in North Carolina with multiple attractions available for guests including the largest privately owned house in the United States, a Winery, a Museum, multiple hotels and restaurants, and an award winning garden. The Biltmore asked Integrated Insight to evaluate optimal routing structure for their property-wide bus service for each period of seasonal demand. Integrated Insight developed an agent-based simulation for different operational routing methods, taking into account variables such as guest arrival rate, guest destination, loading/unloading time, and bus capacities. These assumptions were based on in-person data collection, system data, automated data collection, and previous project experience. The simulations provided key insight to The Biltmore Estate to optimize costs such as staffing, routing method by season and demand level, and number of buses while maximizing guest experience by maintaining low average and max wait times. 

Topgolf

Topgolf engaged Integrated Insight to identify revenue opportunity within existing venues by optimizing price and product offerings. The scope of work included bay pricing, food and beverage pricing, special events, and market and competitive analysis to better understand untapped demand. Discrete choice pricing research was conducted with consumers from major markets across the United States. Research informed a customized pricing model that estimated price elasticity and measured the revenue, sales volume and net contribution impacts of changes to pricing and products.

Mote Marine Aquarium – Mote SEA

Mote Marine engaged Integrated Insight to craft a go-to-market plan to launch Mote SEA, a new state-of-the-art aquarium in Sarasota, Florida. Leveraging market data and demand forecasting, Integrated Insight created a tactical marketing and sales plan to launch and sustain the aquarium and achieve attendance goals. The tactical plan included timing and messaging for activations on owned, earned, and paid channels among key market segments. The holistic strategy created optimized campaigns and purchase funnels for residents, tourists, members, groups, schools, and events. Recommended investments were outlined, including pre-launch and post-launch marketing expenditures and personnel with pro forma modeling to assess the impact of varying levels of investment. 

Dollywood Resort

Dollywood engaged Integrated Insight or help with both revenue growth and cost containment initiatives. Integrated Insight leveraged a market and competitive assessment and primary research among Dollywood’s target market to develop a pricing strategy that gave guests choice and helped improve sales of longer duration tickets, supported with clear communications. Promotional offer strategy was also established.

To better manage labor, analysis was conducted across multiple lines of business to determine savings opportunities without negatively impacting the guest experience or revenue. Data was collected on-site and combined with analysis of historic transactions to form the basis of demand-based labor models. These models informed optimized schedules and staffing levels which better aligned labor needs with expected visitor volume. Ultimately, this led to an improved guest experience by reducing wait times and streamlining processes.

Merlin Entertainments – London

Merlin Entertainments is a worldwide entertainment attractions operator. Integrated Insight conducted a revenue assessment to better align several Merlin properties in London – The Coca-Cola London Eye, SEA LIFE, Madame Tussauds, Shrek’s Adventure, the London Dungeon, and Big Bus London. Through more effective pricing, packaging and cross-selling, the attractions were able to achieve stronger penetration of the market and higher per capita spending.

ICON Park

ICON Park in Orlando, Florida engaged Integrated Insight to conduct a strategic revenue assessment to inform short term revenue and profit opportunities, and in conjunction with design firm IDEAS, to conduct a feasibility assessment for future expansion plans. Recommendations included an overall pricing strategy, marketing of pricing, and distribution/channel recommendations. Day to day consultation was provided to establish measurement and reporting tools to track the impact of marketing and pricing changes.

Shakespeare’s Birthplace Trust

The Shakespeare’s Birthplace Trust is the independent charity that cares for the world’s greatest Shakespeare heritage sites in Stratford-upon-Avon, Warwickshire, England. The trust maintains five homes and sites – Shakespeare’s Birthplace, Mary Arden’s Farm, Anne Hathaway’s Cottage, Shakespeare’s New Place, and Hall’s Croft – promoting the works, life and times of William Shakespeare. Integrated Insight was engaged to develop a new pricing and distribution strategy that would better leverage the available assets, and provide strong, inherent marketing messages to encourage guests to partake of as much of the heritage site as they can.

Los Angeles Zoo

The Greater Los Angeles Zoo Association engaged Integrated Insight to conduct brand awareness research and a strategic revenue assessment to better position the zoo for future growth. Research identified the need for more instructional marketing to provide an understanding of where the zoo is located and the time it takes to get there. Examination of pricing and messaging showed the opportunity for revenue improvement by better integrating membership and daily admission sales, and streamlining promotions.