New Business Strategy
Minimize risk and get it right the first time with objective analytics and visualization tools.
Featured Case Studies
Meow WolfMeow Wolf is an arts and entertainment company that creates large-scale immersive art installations, and also produces arts and music festivals, music videos and streaming entertainment. Meow Wolf engaged Integrated Insight to evaluate expected capacity and operational flow of future expansions. A detailed agent-based simulation was developed for each proposed installation. With this information, the Meow Wolf management team was able to determine maximum throughput to maintain structural capacity and identify critical pinch points and guest experience impacts as attendance increased.
St. Louis Union Station
Lodging Hospitality Management engaged Integrated Insight to prepare a pricing strategy prior to opening several attractions including an aquarium, mirror maze, ropes course, a giant wheel, and mini-golf. The strategy provided consumers flexibility and LHM a number of levers to use to respond to competitive initiatives and/or market conditions. Key components included simplifying the structure and establishing more consumer-friendly pricing, addressing membership value, and developing science around the marketing of price to pull consumers into higher spending. Promotional pricing guidelines were established and specific promotions developed to provide levers for periods of soft demand. and third-party distribution pricing recommended to provide a win for consumers, partners, and LHM.
Mote Marine Aquarium
Integrated Insight was engaged to assess operational reasonableness of the new aquarium in Florida. Through agent-based simulation, the guest experience was visually depicted, representing different sized groups arriving at the aquarium, queuing for elevators and being transported to event space. Within the event space, room configuration was simulated to highlight where pinch points would occur and how long it would take to service guests with the anticipated number of stations. The simulation allowed Mote Marine to make structural changes in the design phase, avoiding costly re-work.
Wynn engaged Integrated Insight to work hand-in-hand with experience designers, architects, interior designers, and show producers, to simulate a new end-to-end experience using agent-based simulation software. Pinch points, bottlenecks, and opportunities for more creative use of space were discovered through the simulation. Rapid exit by all guests, in the case of an emergency, was also simulated to plan for unforeseen events. Models required on-site observation of area venues to assess how local guests used the facilities and iterative updates as changes were made to design.
Mercedes Benz Stadium
The management team for Mercedes Benz Stadium in Atlanta engaged Integrated Insight during the construction process to help design the front entrance sequence. Guests must pass through bag check, magnetometers, and ticket validation as they enter with delays at any station creating a bottleneck. Through capacity planning analysis, we were able to identify the number of stations for each function, where they should be located, required communication for guests to find their way to the closest entrance, and levers to pull to increase or decrease capacity as demand warrants.
Baha Mar is a luxury, destination resort and casino located in Nassau, Bahamas. During the construction phase, Baha Mar engaged Integrated Insight to conduct several qualitative and quantitative research studies to better understand the high-end luxury market, particularly destination gamers, and properly position media creative and communications. The research helped size the market of interested, qualified consumers, and profile potential visitors relative to how they would use the resort and its amenities.
Game of Thrones
The John Hogg Group engaged Integrated Insight to develop a pricing strategy for the new Game of Thrones Studio Tour in Bainbridge, Ireland. Much of the series was filmed at the Hogg Group’s Linen Mill Studios and in the surrounding countryside. Through an examination of the competitive landscape, expertise in attractions pricing, and an understanding of the Game of Thrones experience, Integrated Insight developed an overarching pricing strategy, distributor pricing, and an annual promotional plan. Recommendations for VIP experiences were provided to further improve ticket yield and established the framework for marketing the tiered pricing strategy both online and at the box office.
Spaceport America was the world’s first purpose built, commercial spaceport, designed to enable affordable, efficient and effective space access and unlock the potential of space travel for everyone. To accommodate visitors and families of space travelers at the spaceport located near Las Cruces, New Mexico, Integrated Insight partnered with several other firms to develop the Spaceport Visitor Center. Integrated Insight’s role included preliminary market assessments, concept and demand research among US residents with an interest in New Mexico and/or space, pricing strategy, demand and revenue forecasts, capacity planning and pro forma development.
To deliver on consumer and travel trade expectations, and “get it right the first time,” Virgin Voyages engaged Integrated Insight to conduct both qualitative and quantitative research and assist with capacity planning and optimization. Research included potential guests, crew members, and travel trade partners – both qualitative and quantitative – to develop a cruise product that is both consistent with the Virgin brand and capable of meeting the expectations of discerning travelers. Throughout the design process, Integrated Insight lent their vast experience with cruising and port experiences to help Virgin Voyages design ships that are both state-of-the-art and functional, and port experiences that provide a seamless transition from ship to shore.
Fantasy of Flight
Fantasy of Flight, located mid-way between Tampa and Orlando, FL, has long been known for world renowned aircraft enthusiast and aerobatics champion, Kermit Weeks’ extensive collection of historic aircraft. Integrated Insight partnered with design and story based themed entertainment firms to envision, design, and implement the next phase of Fantasy of Flight. Efforts included project analytics to prepare the industry overview and local market assessment; conducting qualitative and quantitative research among potential visitors; developing demand and revenue projections; and working hand-in-hand with designers to ensure sufficient capacity exists to meet expected demand.
IDEAS Orlando engaged Integrated Insight to assist with the development of Korala, a planned attraction for the Dominican Republic. A market and feasibility assessment and primary consumer research were leveraged to assess the resident and tourist markets and determine supportable demand the experience could accommodate. Financial feasibility models were also created to provide supportable investment under desired return on capital.
Florida Dept. of Environmental Protection
Moore Agency engaged Integrated Insight to assist the Florida Department of Environmental Protection in the production of a new website to inform constituents about water quality in South Florida. The quantitative research included the importance of water quality relative to personal health, tourism and the environment; awareness of water quality issues; ease with which they can obtain water quality information; and what information they want and expect to find on a water quality dashboard.