WHO WE SERVE
Theme Parks, Amusement Parks & Water Parks
Universal Parks & ResortsIntegrated Insight has contracted to provide consulting and research services to Universal Parks and Resorts over several years, including venues in Orlando, Hollywood, and Japan. Our primary focus included demand generation, strategic and promotional pricing, and channel management. Many discrete choice pricing studies have been completed at all three locations to inform pricing strategy, the first being just before the launch of The Wizarding World of Harry Potter. Universal was well positioned to achieve success through both stronger demand and higher rate, and Integrated Insight designed a new pricing strategy that would still encourage multi-day stays, but produce significantly stronger yields. Other projects have included pricing research in support of new hotel and water park development, food and beverage and merchandise. Ongoing advisement included consultation on promotional and discount offers, channel distribution, nets and commissions, hotel occupancy and rate assessments. Tracking research studies helped inform the pipeline of demand and behavioral factors of current guests.
SeaWorld Parks & Entertainment
SeaWorld Parks and Entertainment engaged Integrated Insight to conduct strategic revenue assessments for attractions in Texas, Virginia, and Pennsylvania. Primarily through the creation of tiered pricing structures that pull guests into desired behavior, and the recommendation to eliminate rich “Buy a Day, Get the Year” offers that forced aggressive pricing on single-day tickets, the parks would be positioned to offer better value to all guests, not just those looking for multi-day visits. For San Antonio in particular, uncoupling the water park from the theme park to capture the full value of the new Aquatica Water Park was critical. In addition to tickets, recommendations were made for establishing bundled food and beverage products to incent buy-up and provide better value. Merchandise revenue and margin was improved through the evaluation of SKU level data that resulted in both price increases and decreases, and packaged product recommendations. Additional recommendations for marketing, sales and distribution ensured key messages would be imbedded to quickly allow consumers to find the products and services that best fit their needs.
Integrated Insight has also partnered with Sea World Parks and Entertainment on feasibility studies for site selection for international expansion of their product line. Through a combination of secondary research and primary demand and pricing research, we were able to ascertain the most promising markets and narrow the list for further evaluation.
Cedar Fair Entertainment
Cedar Fair Entertainment Company owns several regional theme parks in the United States and Canada and has engaged Integrated Insight for numerous projects to help improve overall profits. Strategic Revenue Assessments were conducted for Knott’s Berry Farm in Los Angeles and Cedar Point in Sandusky, Ohio. The assessments required a holistic evaluation of all revenue drivers including product offering, marketing, sales, pricing, packaging and distribution and included not only amusement park and water park admissions, but hotels, food and beverage and merchandise as well. Through the assessments, Integrated Insight identified significant net income improvements that was achievable with little risk.
In addition, to better understand the respective target markets to improve acquisition and retention, Integrated Insight conducted custom Barriers and Motivations research and Post-Season Revenue Optimization studies among amusement park interested consumers, leading to the realignment of creative marketing, re-evaluation of new attraction investment, and changes in pricing and packaging. For the past several years, Integrated Insight has conducted brand and advertising tracking studies for several Cedar Fair parks to help the company realize a greater return on marketing spend and market sizing studies to identify potential opportunities..
Located on the Gold Coast of Australia, Dreamworld theme park offers a variety of attractions and animal experiences and also has an adjacent waterpark, WhiteWater World. To fully realize the potential of Dreamworld, Integrated Insight was engaged to conduct brand research and develop a holistic pricing strategy. Research informed awareness, perceptions and knowledge of the park, as well as primary motivators and barriers to visitation. The pricing strategy leveraged the unique assets of Dreamworld to provide guests choice and deliver an excellent value for price paid. Included were structural pricing, promotions, and distribution strategy.
Darien Lake Theme Park and Resort
Darien Lake Theme Park and Resort is a popular destination outside of Buffalo, NY. The park engaged Integrated Insight to conduct a strategic revenue assessment on its theme park and resort operation to improve operating income while maintaining or exceeding the guest experience, and to design, implement and report on ongoing guest satisfaction metrics.
Results of the revenue assessment indicated an opportunity to unbundle the resort and theme park tickets to realize the full value of each. This also improved the value proposition for parties of less than four guests, and eliminated confusion around entitlements. Integrated Insight also assisted with setting rate structures for the now individually priced rooms, and implementing revenue management practices to optimize average daily rate.
To enable timely reporting of guest satisfaction data, emails were collected in the parks daily, surveys sent, and reports compiled monthly. Operators could log onto the system to view responses, including feedback through open ended questions in real time, thus being able to respond immediately to situations that needed to be addressed.
Enchanted Kingdom is a 41 acre, beloved theme park located near Manila, Philippines. Management was interested in developing a strategy to grow attendance, reinforce and strengthen the park’s reputation as the most highly regarded family theme park attraction in the Philippines, and create a long-term plan for making Enchanted Kingdom a premier integrated attraction destination.
Integrated Insight conducted a thorough market assessment and feasibility study to estimate demand and financial performance for the proposed expansion plan. Models were developed to understand the changes in attendance and financial performance for the different initiatives, incorporating development objectives, existing themes and attraction elements, target audiences, and location and market area. Development parameters including annual attendance and project sizing requirements were estimated and a rational investment target identified based on estimated operating revenues and expenses.
As part of future park development, Hersheypark was redesigning the front entrance and arrival processes to ensure the operational design would provide a great guest experience as well as meet the needs of back of house systems and security. Integrated Insight conducted a benchmarking exercise to identify viable technology solutions for ticketing, magnetometers, and biometric solutions, and developed capacity planning requirements for each component of the guest entry sequence. In addition, a playbook was established to guide operations through various levels of demand.
Dollywood Parks & Resorts
A Strategic Revenue Assessment of the Dollywood theme park, Splash Country water-park, DreamMore hotel, and cabins, included admissions pricing and bundling, food and beverage, merchandise, resort room rates, and ancillary pricing. This holistic approach to revenue strategy enabled Dollywood’s owners to capitalize on the brand’s value proposition and provide pricing that met the needs of multiple constituencies, resulting in double-digit improvement in EBITDA. A Feasibility Assessment to understand the potential impact of expanded park and resort operations was also conducted. Primary research was fielded among Dollywood’s current target audience as well as expanded reach into new, more distant markets to understand awareness, motivations, and barriers to visiting, and to test new concepts. This information, coupled with secondary market and competitive data, led to determining the level of incremental attendance and resort occupancy that could be achieved with additional build.
Integrated Insight also supported Dollywood with operational studies to understand operational efficiencies and identify ways to improve the guest experience while managing overall costs. Through analysis of transactional data and on-site data collection, we were able to build demand-based labor models, optimize schedules and staffing levels, and better fit labor needs with expected visitor volume. Additionally, we analyzed and optimized processes for various lines of business, resulting in opportunities for increased revenue, throughput, and guest satisfaction.
Merlin Entertainments operates attractions worldwide. As the owner of LEGOLAND, Florida and with three new Midway attractions about to open in Orlando, Merlin engaged Integrated Insight to develop a portfolio pricing strategy to best leverage all properties. The recommended pricing strategy called for cluster tickets that allows guests to bundle the four attractions in whatever way worked best for them. Strong savings messages were built into the structure to incent buy up. The structure ensured price integrity between channels, and provided attractive, multi-visit options for Florida residents to encourage trial and build advocacy. Imbedded within the structure were easy to execute promotional offers for slower demand periods.
Subsequently, Integrated Insight completed strategic revenue assessments for several other Merlin owned properties including LEGOLAND Discovery Centers throughout the United States and Madame Tussauds in New York City. In London, Integrated Insight conducted a revenue assessment to better align several Merlin properties – The Coca-Cola London Eye, SEA LIFE, Madame Tussauds, Shrek’s Adventure, the London Dungeon, and Big Bus London. Recommendations included pricing, packaging and cross-selling to optimize all properties.
Village Roadshow Theme Parks
Village Roadshow Theme Parks (VRTP), operates Warner Brothers Movie World, Sea World, Wet ‘n’ Wild, Paradise Country, an authentic Aussie farm experience, and Australian Outback Spectacular, an action-packed dinner show located in Australia’s Gold Coast. VRTP’s core experiences create a strong collective product offering that naturally generate multiple days at the parks. To better optimize revenue and profits, VRTP engaged Integrated Insight to conduct a holistic revenue assessment.
Through a detailed analysis of historical, transactional level detail and a review of marketing and sales efforts, Integrated Insight was able to identify significant revenue upside. Recommendations included creating more price stratification by adding new ticket product to help highlight the strong value in the higher priced products, creating more customer value while allowing for inherent price increases, and spreading demand to shoulder periods to help improve the guest experience and capture more peak period volume.
Integrated Insight was contracted by Herschend Family Entertainment, for whom we have executed several research, pricing, and feasibility projects for, following their acquisition of Kentucky Kingdom in 2021. Coming out of the COVID pandemic, leadership requested a strategic revenue assessment and market research to help optimize the guest experience and improve profitability. Thorough online market research of the Louisville market was conducted and analyzed, identifying key opportunities to improve visitation and awareness. The strategic revenue assessment identified revenue upside opportunity through ticket structure modification and a stratified season pass product. Since this initial project, Integrated Insight has worked with Herschend and Kentucky Kingdom on additional research projects, including measuring concept appeal and projected demand for a seasonal festival at the theme park.
Silver Dollar City
Integrated Insight was engaged by Silver Dollar City, a Herschend Family Entertainment company, to conduct a strategic revenue assessment of the existing theme park, water park, and Branson Belle Dinner Showboat. In addition, a feasibility assessment for the Branson, Missouri-based theme park was completed to determine the potential for expansion of the theme park and the opening of resort hotels. The strategic revenue assessment included admissions pricing and bundling, food and beverage, merchandise, campground rates, and ancillary pricing. This holistic approach to revenue strategy enabled the organization to meet unique customer needs and leverage price to pull visitors into desired behaviors. The feasibility study identified motivations and barriers to visiting, tested new concepts, and informed demand and pricing assumptions when modeling incremental lift from expansion.
ICON Park 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. Revenue recommendations included an overall pricing strategy. effective marketing of pricing, realignment of nets and commissions to incent channel partners, and a year-round events and promotions strategy to drive incremental demand. Integrated Insight has also worked closely with management to provide day to day consultation and establish measurement and reporting tools to help inform business decisions.
Both qualitative and quantitative research was conducted to test new entertainment concepts and forecast demand and revenue associated with expansion. Both residents and tourists were surveyed to understand how ICON Park fit into their agenda, and which concepts were most likely to incent visits.
Game of Thrones Studio Tour
The John Hogg Group in Bainbridge, Ireland engaged Integrated Insight to develop a pricing strategy for the Game of Thrones Studio Tour. 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. We also provided recommendations for VIP experiences to further improve ticket yield, and developed the framework for marketing the tiered pricing strategy both online and at the box office.
Meow Wolf is an arts and entertainment company that creates large-scale immersive art installations and produces arts and music festivals, music videos and streaming entertainment. Meow Wolf has engaged Integrated Insight to help with strategic advisory, market and competitive assessments, site selection, concept and demand research, project feasibility, and capacity planning.
Market and competitive assessments help inform which markets to consider for future installations of a Meow Wolf product and includes a deep dive into both resident and tourist populations and demographics, and competitor offerings and pricing. Once markets are narrowed, our site selection work identifies where in a market Meow Wolf is most likely to build off of synergy with other entertainment, but compete effectively. Concept and demand research presents the Meow Wolf concepts to residents and tourists within a given market to assess product appeal, interest and willingness to pay.
Once design work is underway, Integrated Insight builds detailed agent-based simulations for the proposed schematic design. The simulation allows Meow Wolf to understand guest flow given expected arrival rates, transaction time variability, guest interaction duration by element, and navigation decisions. The simulation dynamically adjusts for guest decisions impacted by congestion and crowding. The Meow Wolf team is then able to adjust for critical pinch points and guest experience impacts before construction begins. The model also estimates maximum throughput to maintain structural capacity.
Warner Bros. Studio Tour
Warner Bros. Studio Tour is a guided tram and walking tour at one of the oldest and renowned movie studios in Hollywood and has engaged Integrated Insight to assist with pricing, feasibility, operational reviews and branding and guest satisfaction research.
Initial brand research helped inform the strategic pricing assessment that recommended price and product stratification to offer affordable options for residents and more price sensitive tourists, while harvesting more from peak operating days and times for those willing to pay. In addition, recommendations for how the product is conveyed and sold were made to better align marketing messages with the actual experience and provide a reason to “must see!” now. Group, trade, and promotional pricing were also addressed in the strategy.
A few times a year, Integrated Insight conducts a brand tracking study. Guest satisfaction research is reported weekly and monthly. Ad hoc research is performed on special events such as Halloween and new products and services under consideration.
Fantasy of Flight
Fantasy of Flight, located mid-way between Tampa and Orlando, FL, has long been known for its extensive collection of historic aircraft and self-guided user experience. Integrated Insight partnered with design and story based themed entertainment firms to envision, design, and implement the next phase of Fantasy of Flight. Integrated Insight was responsible for project analytics including preparing the industry overview and local market assessment, conducting qualitative and quantitative research among potential constituents to determine new concept appeal, interest and intent to visit, and willingness to pay. Subsequently, demand and revenue projections were estimated and capacity studies performed to ensure sufficient content exists to meet expected demand.
Empire State Building Observatory
The Empire State Building Observatory substantially improved the experience and retained Integrated Insight to understand strategic pricing opportunities. Recommendations were made for both regular and VIP tickets, sold through both direct and indirect channels. In addition, Integrated Insight conducted primary market research among both residents of the metro area and tourists to NYC to understand awareness, product knowledge, and intent to visit.
The Willis Tower offers The Skydeck Experience with its infamous Ledge in the heart of downtown Chicago. The management team retained Integrated Insight to conduct research to test additional concepts for the Skydeck experience. The online study helped size the market of Chicago visitors and residents interested in an ‘observation tower’ type experience, understand how the Willis Tower experience stacks up against competitors, and determined pricing expectations for the existing experience and new 91st floor expansion.
The Hudson Yards management team retained Integrated Insight to help understand appeal and pricing potential for paid for entertainment at Hudson Yards, including the observation tower. Custom quantitative research helped determine the appeal of the concept and potential demand. A pricing strategy was developed that optimized revenue and net contribution through competitive pricing and packaging.
St. Louis Union Station
Lodging Hospitality Management engaged Integrated Insight to prepare a pricing strategy prior to opening several attractions including an aquarium, maze, ropes course, giant wheel, and mini-golf. The strategy provided consumers flexibility and LHM a number of levers to use to respond to competitive initiatives and market conditions. Key components included simplifying the number of price points and establishing more consumer-friendly pricing, establishing tiers of membership to help incent repeat visitation, developing science around the marketing of price to pull consumers into higher spending, and suggesting promotional guidelines and specific promotions to have levers to pull in times of soft demand. Stratified pricing for corporate, school and birthday groups were recommended to provide options for niche consumers, and a framework for third-party distribution established to leverage additional channels to drive demand.
Korala is a planned attraction for the Dominican Republic which will appeal to both land and sea visitors. The attraction will have immersive entertainment, rides, a beach area and restaurants and shops. Integrated Insight was engaged to determine the project’s feasibility including estimated demand, pricing and capacity planning. An online, quantitative research study was conducted to test the concept’s appeal, identify the target audience, and provide input to demand forecasts and pricing. In addition, a market and competitive assessment was completed to understand current entertainment offerings and price ranges. Based on the final design, a capacity planning exercise was conducted to understand throughput, pinch points, and how well the planned activities could accommodate demand.
Zoos & Aquariums
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. The zoo is located near many iconic Hollywood establishments, but is tucked away and easy to miss. However, special events and limited engagement exhibits have helped the zoo gain more exposure and new audiences.
Through our research and assessment, we identified the need for more basic marketing efforts – who, what, where, and when – as many thought they had heard of the zoo, but had difficulty pinpointing the exact location. Others assumed it would be an hour drive or more, when in fact, it was not for many. Examination of pricing and messaging resulted in recommendations for better integrating membership and daily admission sales, and streamlining promotions.
Mote Marine engaged Integrated Insight for analytical support for their new aquarium in Sarasota, Florida. A peer-to-peer review of two estimates of forecasted demand was conducted to provide assurance regarding visitation and revenue potential. Leveraging current operations data, a market and competitive assessment, and our expertise in new attraction build and burn-off, we were able to calibrate the different estimates into a reasonable range of demand and revenue.
Subsequently, Integrated Insight was engaged to assess operational reasonableness. Through agent-based simulation, we were able to visually depict the guest experience as different sized groups arrived at the aquarium, queued for the elevators and were transported to various levels. Within the floor space, we simulated room configuration to highlight where pinch points would occur. We also depicted the mix of regular day guests with group guests for anticipated mix-in events. The simulation allowed Mote Marine to make structural changes in the design phase, avoiding costly re-work.
Integrated Insight also conducts a brand tracking survey for Mote Marine.
Audubon Nature Institute
The Audubon Nature Institute engaged Integrated Insight and design and architectural firms to conduct a feasibility assessment and long range plan for the three main attractions in New Orleans: The Audubon Zoo, Aquarium of the Americas, and the Audubon Butterfly Garden and Insectarium. Integrated Insight prepared a market assessment of leading zoos and aquariums relative to size and capacity, attendance, unique features and benefits, reinvestment patterns, and sources of funding. The long range impact of new venues and entertainment were estimated, including new animal exhibits, an expanded water park, and special events. Proforma financial models were developed to understand how the different initiatives would impact attendance and financial performance.
In addition to demand estimation, Integrated Insight developed an overarching pricing strategy incorporating single day admissions, multi-day, multi-venue tickets and memberships. Recommendations included relocating the Insectarium to the Aquarium to better leverage joint marketing, increase traffic flow and gain significant operational efficiencies.
Jungle Island is an attraction in Miami, Florida that is home to many animal experiences and adventure attractions. Along with design firm IDEAS, Integrated Insight was engaged to develop a plan to significantly renovate the attraction and add new resort level experiences. Integrated Insight conducted a market and competitive assessment and developed preliminary attendance estimates to help inform potential capacity requirements. Primary research was then executed to test new concepts, understand appeal, and inform willingness to pay.
Simultaneously, Integrated Insight conducted a strategic revenue assessment to identify short term pricing, packaging and promotional opportunities which the new phases of expansion are being developed.
Subsequently, the team was engaged to implement the strategy. Integrated Insight is responsible for pro forma development and capacity planning. Agent-based simulation is used to depict the end-to-end guest experience and recommend any design changes to ensure a great guest experience.
Discovery Cove is a premium sea animal experience provided by Sea World. Integrated Insight was engaged to conduct market and competitive assessments, concept and demand research, and feasibility analysis to inform future expansion opportunities.
Clearwater Marine Aquarium
Clearwater Marine Aquarium (CMA) is a non-profit organization in Clearwater, Florida, dedicated to the rescue, rehabilitation and release of injured marine animals, public education, and animal-assisted therapy and research. CMA is also home to Winter, the now celebrated dolphin with a prosthetic tail and upon whom the movie Dolphin Tale is based. After the movie was released, attendance to Clearwater Marine Aquarium skyrocketed and the organization engaged Integrated Insight to conduct a revenue assessment that could value the newly found intellectual property, and provide recommendations for improving the guest experience while awaiting construction of a new facility.
Integrated Insight conducted a holistic assessment of product, pricing and packaging, inclusive of ticket and event products, food and beverage, and merchandise. Recommendations called for higher pricing and improved packaging of tickets, F&B, and merchandise. Also recommended was reduced discounting during peak demand periods and higher pricing and penetration of premium experiences.
To improve the guest experience, Integrated Insight conducted site visits to capture data on utilization, guest distribution, guest flow, and wait times at attractions, F&B, retail, and other guest areas such as ticketing and parking. Through this analysis and operational data provided by CMA, we identified areas of opportunity and potential avenues for improving guest flow, increasing capacity, and enabling stronger capture of discretionary spending.
Oklahoma City Zoo
To optimize attendance, revenue and profitability associated with new product or activity additions, Integrated Insight conducted a strategic revenue assessment for the Oklahoma City Zoo. Recommendations included raising the admission price, moving to seasonal pricing, and developing packages that included admission plus individual rides (carousel, train, boat ride, etc.) to reduce perceptions of nickel and diming. Reducing discounts on child and senior pricing was also recommended given the low market price for the zoo overall.
Historic & Cultural Experiences
Shakespeare 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. While the organization is supported in part by donors, the management team desired to better understand pricing potential to further solidify the sites and ensure long-term stability. Integrated Insight developed a new pricing strategy, including strong, inherent marketing messages to encourage guests to partake of as much of the heritage site as they choose. The strategy was warmly embraced by consumers who can now find the product that best suited their needs, and drove significant revenue improvement for the Trust.
Fair Oaks Farms
Guests at Fair Oaks Farms can enjoy a variety of activities including the Cow Adventure, the Pig Adventure, the Crop Adventure and Mooville, a children’s play area. In addition, the property is home to a hotel, the Farmhouse restaurant and the Cowfe restaurant and deli. To help improve demand and revenue, the management team engaged Integrated Insight to conduct qualitative research, a market and competitive assessment and a strategic revenue assessment.
To improve demand, substantial changes in marketing were recommended to address the distinctly different businesses and how each is consumed by their respective visitors, including increasing awareness by being where consumers are looking for information and allowing people to see Fair Oaks Farms as a place for them. Mapping out an approach to STEM programs, implementing a mom-friendly birthday program, and defining specific events to help drive demand were also recommendations. Ticketing wise, price per individual attractions was reduced and bundled products leveraged to pull guests into higher spend.
Integrated Insight has also assisted Fair Oaks Farms with sourcing vendors to integrated disparate IT systems and implement a property-wide loyalty program.
Spaceport America is a purpose built, commercial spaceport, designed to enable affordable, efficient and effective space access. Located near Las Cruces, New Mexico, Spaceport is the home for Virgin Galactic and other private venture organizations leading the next generation of space travel. To accommodate visitors and families of space travelers, and help tell the story of past and future space exploration, Integrated Insight partnered with several other firms to design and build the Spaceport Visitor Center.
Integrated Insight conducted preliminary market assessments and concept research among US residents with an interest in New Mexico or space exploration to help feed the design process. Subsequently, demand research was fielded to quantify visitation and determine willingness to pay. A ticketing strategy was established for both individual travelers and groups (particularly New Mexico school groups) and demand and revenue projections prepared. Final analytical efforts conducted by Integrated Insight included capacity planning to ensure a smooth guest experience and recommendations for operating days and hours, and pro forma development.
Colonial Williamsburg, the world’s largest outdoor, living history museum, contracted with Integrated Insight, Inc. to develop a pricing strategy that accounted for unique circumstances. Given attractions are spread throughout the historic, but livable city, there are no “gates”. Guests can wander through the streets, engage with costumed performers, and at times, believe they’ve experienced all Colonial Williamsburg had to offer. However, the rich stories and more immersive content was contained in over thirty locations, all requiring ticketed admission to experience.
Integrated Insight developed a holistic revenue strategy that leveraged price to not only heighten awareness of the content “beyond the street”, but also moved guests along the purchase continuum into higher yield ticket media.
In addition to the revenue strategy, Integrated Insight provided recommendations for streamlining the Colonial Williamsburg website to better communicate the overall product offering. The ability to quickly understand all there is to do, and realize the need to spend several hours if not a couple of days, is paramount in improving the overall guest experience and capturing stronger per cap spending.
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 under consideration, and measure potential demand and revenue. Through a combination of secondary research of activities and attractions in the New York City area, and primary concept and demand research, Integrated Insight determined 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.
Subsequently, Integrated Insight worked with New York Botanical Gardens to determine capacity for the Holiday Train Show. An agent-based simulation model was built, taking into account arrival rates, group demographics, overall length of stay, operational flow, and dwell times. The simulation highlighted potential areas of high congestion, and resulted in recommendations for rearrangement of specific exhibits to balance the experience to improve daily capacity and increase potential revenue while still maintaining a great guest experience.
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. BILTMORE engaged Integrated Insight to evaluate optimal routing structures for the property-wide bus service for each period of seasonal demand. Integrated Insight developed an agent-based simulation model for different operational routing methods, taking into account variables such as guest arrival rate, guest destination, loading and unloading time, and bus capacities. These assumptions were based on in-person data collection, systems 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. The result was a reduction in the number of buses required to maintain low average and maximum wait times, resulting in direct operating savings.
Portsmouth Historic Dockyard
The National Museum of the Royal Navy engaged Integrated Insight to prepare a pricing and packaging strategy to maximize revenue and profitability at the Portsmouth Historic Dockyard. Pricing recommendations identified the need for more price and product stratification to focus on value and pull guests into desired behaviors and a better alignment between day tickets and memberships. To improve sales, improved leverage of distribution channels through a better nets and commission structure was recommended. Marketing recommendations included presenting the dockyard as a cohesive experience, clearly communicating it’s breadth and scale with segmented messages to appeal to different audiences.
Polynesian Cultural Center
Located on the North Shore of Oahu, the Polynesian Cultural Center showcases the culture of numerous Pacific Island nations in a tranquil and authentic environment. However, the remote nature of the Center made visitation a challenge as did the structured full day program of exhibits, luau and the spectacular evening show. Integrated Insight was engaged to better understand core customer segments and develop a compelling pricing and ticketing strategy to encourage stronger visitation.
Through qualitative and quantitative research among both consumes and travel trade partners, Integrated Insight profiled potential guests to understand motivations and barriers to visitation. This insight was then used to develop a revenue strategy that addressed the barriers, creating a win for both the guests and the Center. Using discrete choice quantitative research, the potential strategy was tested and final recommendations made.
Integrated Insight was subsequently engaged to establish capacity planning criteria for future development and design transportation flow models for easy ingress and egress of numerous buses bringing groups to the Center.
Kennedy Space Center Visitor Complex
The Kennedy Space Center Visitor Complex (KSC) is located in Brevard County, Florida. Integrated Insight partnered with IDEAS to develop immersive, hands-on experiences of varying lengths for STEM programs. Integrated Insight conducted primary concept research to measure appeal and interest for both proposed and current education programs among several distinct audiences, including educators and families with children in various age groups. Aspects of each program were examined to determine what was most and least appealing and why. Demand projections were established leveraging both the research and secondary analysis of field trips, summer programs, and individual travel to KSC.
Airbus is an aviation leader and was interested in establishing a visitor’s center at the manufacturing plant in Mobile, AL IDEAS design group was chosen to develop the center and retained Integrated Insight for assistance with forecasting and capacity planning. Attendance and key visitation metrics were estimated leveraging market and competitive information. Capacity requirements were established based on overall attendance and when demand was expected to materialize (both transient and group guests).
AMB Sports & Entertainment (“AMB”) engaged Integrated Insight for assistance with capacity planning during construction of the Mercedes-Benz stadium in downtown Atlanta, Georgia, primarily used by the Atlanta Falcons. The stadium also hosts major league soccer, NCAA football, concerts, and other events. AMB desired to take guest service and fan engagement to a new level.
By working closely with designers and developers on an iterative basis, Integrated Insight was able to conduct capacity and design analysis, and develop operational process flow for various aspects of the operation including the front entrance sequence (bag check, magnetometers, ticket scanning), ticketing, and food and beverage service. Understanding impacts on space, wait times, and guest comfort, helped frame the possibilities for developing exceptional guest experiences. Assumptions and proposed layouts were then tested in real world conditions during the NFL season at the Georgia Dome.
TopGolf combines the thrill of a driving range with the relaxation and social atmosphere of lively restaurant and bar. The company called on Integrated Insight to identify revenue opportunity within existing venues across the US and United Kingdom. The scope of work included bay pricing, food and beverage pricing, special events, and market and competitive analysis to better understand untapped demand.
Through discrete choice pricing research, Integrated Insight identified upside potential for pricing through stratification and clearer marketing of pricing, particularly deciphering between per person versus bay pricing. Recommendations also included establishment of promotional pricing offers and packages for groups, frequent visitors and birthday parties. Integrated Insight also conducted an operational study to understand long waits, leading to a reservation system to alleviate balking.
The iconic Original Harlem Globetrotters, a Herschend Family Entertainment business, was founded in 1926 and continues to entertain fans worldwide today. Teams play hundreds of shows annually, many in venues visited year after year. The management team engaged Integrated Insight to understand market potential and how to optimize revenue across the franchise holistically.
Through market by market analysis, we were able to identify where pricing opportunity was present and streamlined the categorization of markets and the number of tiers for seat pricing. A targeted reduction in discounts and promotions, coupled with a pricing structure that incented buy-up, resulted in significant improvement in net income. Recommendations were also made for marketing and distribution to increase demand, and organizational structure to facilitate subject matter experts and improve decision making.
Major League Baseball
To help determine the impact of new front and food and beverage technology, a major league baseball team engaged Integrated Insight. For front entrance capacity, a simulation model was developed for all gates and assumptions regarding throughput and distribution of fans were made to depict the overall time for entry.
An app for pre-sales of food and beverage created a new queuing and fulfillment process. Integrated Insight simulated likely scenarios of the mix of pre-sale and at game purchases to determine the capacity required for all F&B locations within a concourse. An interactive model was then developed to allow the management team to input attendance levels and proportion of guests using the pre-sale app to determine staffing levels needed.
New York Racing Association
The New York Racing Association operates Aqueduct, Belmont Park, and Saratoga raceways. Each track is unique in its opportunities and challenges, including disparate seating capacities, different racing days and seasons, varying popularity in premier horse races, and dissimilar demand patterns for products and purchase behavior. NYRA hired Integrated Insight to develop a pricing strategy that would optimize the current revenue base of each, and create opportunities for incremental revenue growth.
Through a detailed analysis of historical, transactional level detail, a review of marketing and sales efforts, and examination of non-admission generating revenue such as food and beverage, Integrated Insight was able to identify significant revenue upside. Recommendations included combining clubhouse and grandstand general admission, and seat stratification to match capacity and revenue to demand. Both efforts provided more customer value while allowing for inherent price increases. In addition, the Belmont Stakes, the biggest NYRA race and last of the Triple Crown series, benefits financially during years of a potential Triple Crown winner, while struggling with waning excitement in other years. To help optimize revenue in both possible situations, an advance purchase pricing structure was recommended for reserved seating. The structure created a strong incentive and only a small price increase for guests to purchase in advance, while allowing larger pricing increases to be realized in the case of a potential Triple Crown winner.
iFLY operates dozens of indoor sky-diving facilities both within the United States and internationally. Integrated Insight was engaged to conduct a strategic revenue assessment to identify opportunities across the portfolio. Discrete-choice research was leveraged to study the potential to improve both demand and rate in each market. Recommendations included a tiered pricing strategy that encouraged trial and incented repeat visitation, and packaging and promotional strategies.
In addition, a market and competitive assessment helped inform additional growth prospects. Dynamic models were developed to determine incrementality of new tunnels to a market and the resulting impact on existing iFLY locations nearby.
International Speedway Corporation
The International Speedway Corporation engaged Integrated Insight to define requirements for improved access control. The company manages a dozen tracks throughout the United States and operates in a unique environment where each track hosts only a few events a year. Still, thousands of fans, drivers, sponsors, vendors, and local officials need access to the track, and many require pre-event credentials.
Integrated Insight sourced potential vendors, developed requirements, evaluated responses to the RFP and provided top vendor recommendations to ISC. Once the final vendor was chosen, Integrated Insight helped project manage implementation.
In addition, recommendations were made for process changes and organizational alignment opportunities to help streamline access control operations.
Urban Legacies is in the early stages of developing a new real estate concept. The indoor facility will have activities such as canyoning, ice climbing and surfing. The development will also feature food, beverage, and retail. Urban Legacies engaged Integrated Insight to perform a peer review of business plans and proformas.
Urban’s assumptions for market size, attendance and spending were reviewed to identify risks and opportunities. Subsequently, we provided an objective estimate for target market, attendance, revenue and EBITDA. Projections were provided for the first operating year through steady state.
Wynn Resorts has engaged Integrated Insight with help on capacity planning at existing locations and new experiences under consideration. At Wynn Las Vegas, to better accommodate strong demand for The Buffet restaurant, Integrated Insight conducted a site visit over the busiest time period to study lines and processes at various points. Key insights, learnings and recommendations included potential enhancements to the current wait time app, specific recommendations for queue management technology, process recommendations, and additional tactics to drive reduced wait times and improve revenue.
With an interest in expanding the entertainment offering at a Wynn location, the company engaged Integrated Insight to provide capacity planning and simulation services to the project. Working hand-in-hand with experience designers, architects, interior designers, and show producers, the end-to-end experience was simulated using agent-based simulation software to identify pinch points, bottlenecks, opportunities for more creative use of space, and how much demand could be accommodated before the experience begins to suffer.
Wyndham Destinations has engaged Integrated Insight for both research and workforce management analysis. Research studies have included club owner attitudes and usage of benefits, and concept testing to obtain feedback on proposed programs.
With hundreds of resorts worldwide, Wyndham Destinations has significant operational labor expense. Integrated Insight was engaged to study the operation and identify potential cost reductions while maintaining or improving the overall guest experience. Reductions in cost were identified for front desk operations, housekeeping and maintenance, leveraging deployment of demand-based scheduling, time-saving process improvements, and a balanced mix of part-time and full-time labor. By balancing labor with demand, the guest experience is actually improved.
In addition, Integrated Insight was engaged to develop opportunities for improved hospitality revenue through a segmented analysis of Wyndham properties worldwide.
Baha Mar Resort
Baha Mar is a luxury resort and casino located in Nassau, The Bahamas. The management team engaged Integrated Insight to conduct qualitative and quantitative research to better understand the high-end luxury market, particularly destination gamers. Subsequently, Integrated Insight conducted studies to gauge awareness and intent to visit.
Integrated Insight also consulted with Baha Mar on capacity planning for the grand opening event. Enabling as many guests as possible to enjoy a dinner and show in addition to tours of the property required a site visit and evaluation of several potential on-site venues. Recommendations included pros and cons of each venue and the optimal solution to meet all event objectives.
Holiday Inn Club Vacations
Holiday Inn Club Vacations has engaged Integrated for a number of qualitative and quantitative research studies. Both focus groups and online surveys were conducted to explore new ownership concepts and benefits, resort amenities, and brand positioning. Secondary research was leveraged to better understand travel trends among select demographics.
Subsequently, Integrated Insight conducted a robust segmentation study of both current timeshare owners and prospects to help inform marketing and sales positioning and prioritization.
Six Flags Great Escape Lodge and Indoor Water Park
Six Flags engaged Integrated Insight to conduct a strategic revenue assessment for Six Flags Great Escape Lodge and Indoor Water Park in upstate New York. Through a detailed analysis of historical data, assessment of the market, and understanding of guest visitation and barriers to entry, we were able to provide a holistic recommendation for Six Flags and its investment partners. Key components included unbundling the water park from the resort to more clearly convey value and enable water park visits without a resort stay, re-setting price tiers by room category and season and more aggressively revenue manage bookings, establishing a promotional pricing plan for low demand seasons, and improving yield on group business.
Great Wolf Lodge
With locations throughout the U.S., Great Wolf Resorts caters to families interested in an indoor waterpark, overnight getaway. Integrated Insight was contracted to conduct strategic revenue assessments at ten properties to identify potential topline opportunities. The revenue assessments included a comprehensive and holistic review of marketing, sales, pricing, product offering and packaging. Typical packages included a bundled room and four water park tickets, which made the value proposition difficult for parties of less than four or those not wanting an overnight stay. Integrated Insight recommended unbundling the experience to allow guests choice. In addition, how the many and varied experiences within the resort were packaged and sold was restructured to help move guests along the continuum of spending.
The revenue assessment also included a segmentation study, in which six viable segments were identified, leading to a more targeted approach to marketing and promotional offers. Subsequently, real time tests were conducted to improve upon an already sophisticated revenue management strategy, and develop a more stratified approach to pricing offers. This helped frame upside opportunity during periods of high demand and demonstrated how price could help motivate movement to non-peak periods or stimulate demand. Several promotional pricing offers were developed and executed, outperforming pricing offers executed in the past.
Grand Traverse Resort and Spa
The Grand Traverse Resort and Spa in Michigan offers golf, tennis, spa, health and fitness, and beachfront activities. The management team engaged Integrated Insight to identify strategic opportunities to maximize profitability in the short term, holistically leveraging all Resort offerings, and to position the Resort for sustainable long term growth.
Primary research was conducted among target consumers to understand perceptions and where there may be gaps. A strategic revenue assessment was conducted to identify elements that are well-structured and supportive of the overall revenue strategy and those that present some opportunity for improvement. Recommendations included more aggressive revenue management of lower rated group business during peak travel periods and alignment of sales incentives to revenue, leveraging events to drive demand throughout the year, and modest increases in pricing. Recommendations were also made relative to marketing messages and website functionality.
Vail operates resorts in the United States, Canada, and Australia. The company engaged Integrated Insight to help redesign the Ski and Snowboard experience. The project included end-to-end analysis and recommendations – from the time guests book a reservation online, by phone or in person, to the completion of their instruction, return of equipment, and post-instruction communication. The process was analyzed for operational improvements, introduction of technology solutions to improve processing time and guest flow, scheduling of specialized instructors in both group and private instruction, and special care for children as young as three (and their parents) as they take their first ski instruction.
Recommendations were presented using personas to describe various student’s journey through the process (from novices to experts), process maps to depict the flow of work for employees and the experience for guests, and detailed requirements for implementing a technology solution for what was a highly manual process.
Vidanta operates luxury hotels, golf courses, parks and entertainment at some of the most coveted beach locations in Mexico. The company’s ownership product (membership) requires owners to pay a usage fee each visit rather than the traditional timeshare annual maintenance fee. In addition to the base of owners, Vidanta has many guests who are frequent visitors.
To better service owners and convert more frequent visitors to members, Vidanta engaged Integrated Insight to develop a loyalty program. The recommended program creates a tiered structure to provide the highest level of benefit to the most loyal members, delivers high perceived value to guests while minimizing revenue dilution, shows strong value for ownership to improve conversion of frequent guests, and is sustainable over time and easily adaptable as new products and services are added.
Vistana Signature Experiences
Vistana Signature Experiences (formerly Starwood Vacation Ownership) operates resort hotels and timeshares throughout the United States, in Mexico and the Caribbean. The complexity of timeshare ownerships, coupled with numerous channels for rental inventory, required a fresh look at how revenue could be optimized. Integrated Insight developed scoring algorithms to segment owner and rental databases to target those most likely contribute to overall profit. Time itself was an important consideration given the cadence for purchasing more ownerships, as was type of units owned, number of weeks, resort location, time of year, etc. Likewise, renters were profiled based on channel, length of stay, propensity to tour and/or buy, and other factors. The resulting segmentation and scoring provided the Starwood management team and sales force with a tool to help manage inventory to the best and highest use.
In addition to inventory analysis, Integrated Insight conducted the annual Owner Satisfaction research study and other ad hoc research studies.
Callaway Gardens engaged Integrated Insight to conduct multiple research studies and a strategic revenue assessment to determine future growth potential of the destination. Located in western Georgia, about an hour from Atlanta, Callaway operates a botanical garden, a golf course, lakeside water activities, and provides hotel and cabin accommodations. Research was conducted to understand the opportunity to expand the resort destination’s target audience to more distant tourists and to test the appeal of live animals and immersive experiences with story-based content. The revenue assessment identified upside opportunities through more stringent revenue management, pricing, and packaging.
With a focus on improving the customer experience, Carnival Corporation engaged Integrated Insight to conduct ethnography studies aboard ten sailings on four different cruise lines: Carnival, Princess, Holland America, and Seabourn. Panelists were invited to participate via a personal email invitation and pre-interviewed by phone about two weeks prior to their trip. Questions regarding past cruise behavior, other vacations enjoyed, specific motivations, and the general planning and decision making process for this particular cruise itinerary and ship were probed.
During the cruise, participants met with the Integrated Insight team daily, either in-person or by phone to determine wat was working well and where they saw need for improvement? Daily contact eliminated the potential for one single study event – typically toward the end of the cruise – to dominate their thoughts. Post cruise, guests were interviewed again by phone to capture thoughts on debarkation and overall perceptions of the cruise. The research helped inform factors influencing choice and satisfaction, and future product improvements.
Integrated Insight has also been engaged by the Carnival Corporation strategy and innovation teams, conducting numerous research studies – both qualitative and quantitative – in support of new products and services, enhanced technology, and a better understanding of individual guests. In addition, Integrated Insight regularly assists with optimization studies to improve guest flow, both shore side and onboard, reduce burdensome or unnecessary processes, and make maximum use of limited ship space.
Carnival Cruise Line
Carnival Cruise Line operates casinos on all of their ships, but did not have a formal loyalty rewards program. To develop the program, Carnival engaged Integrated Insight to understand the main drivers of behavior among casino passengers. A discrete choice research study was executed to understand passenger trade-offs and identify the optimal mix of benefits. With a broad range of casino players, benefits were customized by level of play. Integrated Insight developed a model to account for costs and dilution associated with potential benefits to derive the net profit for each program alternative. In addition to specific program recommendations, an interactive simulator was developed that allowed Carnival to run an almost limitless number of operation scenarios.
Carnival Cruise Line also engaged Integrated Insight to conduct research in key destination marketing areas to provide data critical to annual marketing planning. For each market, demographic and psychographic profiles painted a picture of the consumer and their travel motivators. Past experience, attitudes towards cruising, and future cruise intent helped size the potential of each market.
Princess Cruise Line
Carnival Corporation engaged Integrated Insight to evaluate operational strategies for leveraging newly implemented MedallionClass technology in the Princess Cruise Line fleet. Integrated Insight took a multi-pronged approach, first starting with detailed industry case study analysis to understand how technology has disrupted shore-side industries along with the actionable takeaways for Princess. A multi-voyage study was completed to observe operations and interview guests that allowed for a quantitative and qualitative analysis focused on how MedallionClass technology has changed the guest and crew experience. Finally, Integrated Insight provided a comprehensive strategy for implementing demand-based labor models, with step-by-step processes demonstrated in multiple applications and validated with simulation.
The World Residences at Sea
The World Residences at Sea is a unique cruise ownership model that redefines luxury at sea. Annually, Integrated Insight conducted an Owner Survey for The World management team. The survey was a mechanism to measure how well the staff and crew met the needs of owners, and to inform future investment decisions as it pertains to onboard amenities and services provided.
In addition, Integrated Insight conducted the annual Crew and Employee Excellence survey for The World. Results of the survey helped define standards of service for crew, shore side staff, and leaders, to ensure an experience luxury travelers expect.
To deliver on consumer and travel trade expectations, Virgin Voyages engaged Integrated Insight to conduct both qualitative and quantitative research and assist with capacity planning and optimization during design and development of the first ship. Research included potential guests, crew members, and travel trade partners – both qualitative and quantitative research – 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. Both guest and crew components are taken into consideration when optimizing limited onboard space.
Royal Caribbean Cruise Line
Royal Caribbean Cruise Line hired Integrated Insight to conduct research to test concepts to improve the guest experience. Qualitative research was conducted among past RCCL cruisers as well as other lines, and also among cruise ‘intenders’ or those with an interest, but still contemplating their first cruise. Results provided clear direction on product investment to maximize appeal and differentiation in the highly competitive cruise segment, as well as effectiveness of proposed marketing messages.
Celebrity Cruise Line engaged Integrated Insight to conduct a segmentation study among past and future cruisers, and a brand perception study among travel agents. The research identified perceived strengths and opportunities of the Celebrity brand, and where the brand is positioned relative to Royal Caribbean, Princess, and Holland America. Also identified was the extent to which Celebrity cruisers were brand loyalists versus cruise loyalists. Among travel agents, Integrated Insight uncovered insights around brand perceptions and what initiatives would incent more bookings.
Integrated Insight was engaged Crystal Cruises to conduct both qualitative and quantitative research to understand the potential for expansion of the Crystal brand worldwide. Qualitative research was conducted among both consumers and the travel trade, and quantitative research among luxury cruise interested respondents worldwide. Results of the research helped inform the appeal of new product offerings under consideration and the size of the potential audience.
Holland America Cruise Line
Integrated Insight was retained by Holland America to better understand pricing and revenue opportunity, Specific objectives included ease in finding product and pricing information, how products and services, were packaged and positioned, and the presence of upselling and ease of booking compared to other lines. Select, upcoming sailings to the same destinations for both Holland and competitors were evaluated. Recommendations outlined the relative strengths and opportunities for Holland’s positioning.
To stay ahead of the competition, Seabourn engaged Integrated Insight to conduct competitive benchmarking with other all-inclusive brands. All aspects of the cruise experience were documented through pictures, observations, and discussions with both other guests and crew members. Every aspect of the onboard and shore excursion experiences were included. The final output was 130 page plus report in PowerPoint, a catalog of additional information and photos, and a meeting with leadership to discuss the results.
Health, Education & Religion
Healthy West Orange
Healthy West Orange provides tools and social connections to help residents of the West Orange area of Orlando to eat well, stay active and enjoy life. The management team engaged Integrated Insight to conduct in-person, quantitative research among residents. Insights were derived around awareness and knowledge of services provided; perceived gaps in services within the district and how constituents are currently filling the need; and barriers to service delivery.
Orlando Health is a not-for-profit healthcare network operating several hospitals in the Central Florida area, as well as Orlando Health Physicians. The organization engaged Integrated Insight to design, develop, execute, and report on a quarterly tracking study. The online survey delved into awareness, brand perceptions, and preferred facilities for various types of healthcare needs, and covered both Orlando Health and key competitors.
The StoryCare ® Performance Improvement System is designed to facilitate on-the-job continuous improvement. Through the power of story, the web-based library of case studies can be used individually or in team meetings to learn, practice, and “hard-wire” new behaviors for patient care. Through qualitative research, Integrated Insight helped the management team understand the current competitive landscape of products that are being used for learning and development and to continually improve HCAHPS scores. Also tested was the viability of StoryCare ® as a standalone product with specific emphasis on the patient experience and patient satisfaction. Results diagnosed current barriers to engagement as well as design and marketing specifications to make the product more viable in a highly competitive environment.
North Point Community Church
Headquartered near Atlanta, North Point Community Church is the largest campus of North Point Ministries, and one of the most well-attended churches in the Southeast. Desiring to better understand attenders and those without a church home in the Atlanta area, North Point Ministries commissioned Integrated Insight to conduct quantitative research to explore evolving engagement patterns. The research discerned the differences in demographics, psychographics and religious perceptions across attender types in painting a portrait of the local religious landscape. Engagement dynamics among attenders and non-attenders led to insights for the church on growing and reaching the area.
From Casey Ross, Director at North Point Community Church:
“Integrated Insight came so highly recommended I was skeptical. In addition to that, we were not their typical client. But they lived up to the hype and actually exceeded our expectations. They did everything you would want them to do. They listened to us. They asked the right questions; some questions we did not know to ask. They learned about our context. They understood us. And that was before they delivered their results. The real win for us in working with Integrated Insight was being handed data on our “current customers” and our community (potential “future customers”) that we could not have obtained on our own. Now we don’t have to make decisions and create strategy based on what worked in the past and our assumptions. We can move forward with facts and feel confident about our next steps. And we feel like we have a friend and ally we can call any time.”
Halstrom Academy operates campuses throughout California, serving middle and high school age students in grades 6-12 from the United States and other countries. Halstrom is accredited through the Western Association of Schools and Colleges and sets itself apart from other private or public schools through one-to-one instructor to student learning. Educational goals are tailored to students’ particular needs both in terms of learning style and the flexibility needed to achieve other life goals.
The management team at Halstrom engaged Integrated Insight to develop a pricing strategy that would take into account where parents place value and provide incentive for enrollment at Halstrom throughout their middle and high school years. The new, simplified strategy leverages price and product stratification and eliminates nuisance charges, while still being competitive in the private education space in Southern California.
University of Florida Tourism Crisis Management Institute
The University of Florida Tourism Crisis Institute retained Integrated Insight to develop course material for online tourism crisis management instruction. Modules developed informed specific crisis management requirements for attractions, resorts, and cruise lines.
Full Sail University
Full Sail University offers both undergraduate and graduate degrees, on-campus and online, with a specialization in entertainment, media, and the arts. The university has a stellar track-record for placing new graduates in industry related positions, and an extensive list of alumni who have been recognized with prestigious industry awards.
To better understand student success rates and target marketing and programming appropriately, Full Sail engaged Integrated Insight to conduct a segmentation study among both current students and prospects. Segments were identified based on demographics, past work history, and the psychology behind seeking their respective degree. In addition to profiling the segments and developing deeper insights, a short set of questions were developed that enabled Full Sail to pinpoint which segment likely fit prospective students, enabling more meaningful communications.
Subsequently, Integrated Insight conducted Barriers to Enrollment research to better understand what impedes potential students. Sub-samples included those who recently enrolled, those who started the enrollment process but did not finish, and those that inquired about information but did not act. Both students and parents or prospective students (where appropriate) were interviewed. This research identified several operational opportunities and potential refinements to the sales process to help close the sale.
Strayer University, a for-profit endeavor, provides higher education to students throughout the United States. The university offers courses online, on-campus, and through a blended approach, and engaged Integrated Insight to conduct research to fully understand student preferences by type of student. This research was subsequently used to inform future operating strategies.
In addition, Integrated Insight was engaged to conduct time studies to better leverage human resources and improve the student experience.
Government & Associations
Florida Department of Education
Integrated Insight was engaged by Moore Communications Group to conduct research for the Florida Department of Education to help determine key issues in education today, as perceived by parents of elementary and secondary school students. Specific objectives included determining awareness, perceptions, and understanding of initiatives in the educational arena such as school grading, assessment, and performance standards. An understanding of which issues and platforms are most important to parents was also developed, enabling the Department to assess which of the primary and priority DOE ‘messages’ were getting through, and via what media sources.
Florida Department of Agriculture
Moore Communications Group developed an outreach strategy and provided creative services related to Florida’s implementation of the National School Lunch Program (NSLP), the School Breakfast Program (SBP), and the Farm to School initiative (F2S). In turn, Moore Communications Group retained Integrated Insight to conduct pre and post quantitative research to develop an understanding of awareness and perceptions, barriers to participation, and appeal and potential effectiveness of two campaign strategies.
British Virgin Islands Tourism Board
The British Virgin Islands Tourism Board engaged Integrated Insight to assess current infrastructure and assess needs to position the island for tourism growth. To meet the objectives, Integrated Insight prepared an assessment of current infrastructure by component and its ability to accommodate current demand – what is working well and where do gaps exist. A forecast was prepared of capacity requirements by component to meet stated tourism goals over the next decade and prioritized into short-term, mid-term, and long-term to align with projected demand by segment. Included were hotel and conference facilities, cruise ports and docks, airport and flight capacity, land and sea transportation, entertainment and activities (including beaches, historic and cultural venues, and other activities), and dining and shopping.
Integrated Insight partnered with design agency ideas and public relations firm TWSquared to design, research, and implement a new brand identity for CareerSource Florida. Through extensive, custom quantitative research with employers, government agency officials, and consumers both unemployed and those looking for career and job changes, we were able to identify the naming convention and brand design that best conveyed the essence of CareerSource Florida. Subsequently, Integrated Insight has partnered with Moore Communications and CareerSource Florida to conduct website usability research, and track the progress of the CareerSource brand initiative.
For CareerSource Central Florida, Integrated Insight was engaged to conduct primary market research. Niche customer research was deployed online among job seekers to understand awareness, knowledge and perceptions of what CareerSource Central Florida has to offer. Among current clients, Customer Satisfaction research developed by Integrated Insight identified what measures were working well and where there was opportunity for CareerSource to improve.
Alabama Workforce Council
The Alabama Workforce Council engaged with design firm IDEAS and Integrated Insight to develop potential branding concepts including names and logos. The result is AlabamaWorks! Specific objectives included evaluating potential names and logos for the workforce system and understanding appeal of each, and any negative or offensive messages. Online studies were conducted among key constituents including employers seeking to hire and consumers in the job market or influential to others.
Visit Orlando is responsible for marketing the hospitality community in the most visited destination in the United States. The company engaged Integrated Insight to assist with a number of efforts including membership pricing, advertising revenue, capacity planning and operational efficiency of the official Visitor’s Center, and to embark on a best-in-class research effort to better serve Visit Orlando members.
The research included daily intercepts of visitors to Central Florida, followed by a more in-depth, online survey. In addition, Florida residents living within a short drive to Central Florida were surveyed monthly. The survey provided a comprehensive overview of vacation and business trip behaviors, from arrival to departure, and in a timely manner to affect change.
Advertising revenue was assessed through all channels to understand contribution and where there was opportunity for stronger yield. Recommendations were made for stratifying web space and reducing the amount of unsold inventory each month.
Greater Miami Convention and Visitor Bureau
Integrated Insight was engaged by the Greater Miami Convention and Visitor Bureau to conduct the ongoing Visitor Profile survey for Miami-Dade county, and to estimate visitor volume. The in-house Integrated Insight field team conducts surveys daily at MIA and FLL as well as area attractions and tourist hot spots and full survey results are reported monthly. Quarterly, an estimate of visitor volume by major geographic origins is developed, and triangulated against secondary data (occupancy, airport arrivals, transfers, etc.). Florida residents are surveyed monthly to capture their visitation behavior to South Florida. Annually, Integrated Insight produces a comprehensive report for distribution to members of the bureau.
National Restaurant Association
The National Restaurant Association (NRA) engaged Integrated Insight to holistically examine the association for revenue opportunity. Phases of work included pricing for the Chicago Trade show (both participants and exhibitors), training and certification through the ServSafe, Food Handler, and Food Safety courses, and NRA membership pricing. Recommended called for higher pricing, packaging and bundling of key products and services, and better articulation of the price-value proposition versus competitor products.
Subsequently, the NRA engaged Integrated Insight to assist with merging pricing and packaging for new acquisitions such as the National Registry, which specializes in stores and alcohol training.
AAA Carolinas is part of the American Automobile Association network serving North and South Carolina. Primary products and services include insurance, travel planning, car repair, and roadside service. AAA Carolinas engaged Integrated Insight to conduct an Employee Engagement survey with over 1,000 employees. Topics of workplace productivity, inclusiveness, opportunities for doing meaningful work, inter-team dependencies and cooperation, leadership support, and intent to recommend AAA as a place to work, helped the organization focus on factors most critical to improving the employee experience and subsequently, customer service. Integrated Insight was integral in defining the linkage between employee engagement and company profitability.
British Columbia Automobile Association
British Columbia Automobile Association is a member services organization serving one in four households in British Columbia. Key services include home, auto and travel medical insurance as well as roadside assistance. The Association had recently undergone a renovation of its service center near Vancouver and hired Integrated Insight to help improve customer and employee flow, and ultimately overall customer satisfaction.
Transactions ranged from quick services such as acquisition of travel documents to more involved processes including insurance applications and claims. Further, given the nature of some of the transactions being conducted, privacy was of paramount importance. Integrated Insight conducted a capacity planning and operational flow assessment to provide recommendations for future service center renovations. The work entailed studying daily and hourly transactions and time requirements, implementing data collection to capture information not currently tracked, studying the facility layout and usage patterns, and observing the flow at the center relative to customer comfort, wait time activities, and employee work-around. Recommendations led to staffing suggestions to reduce wait time and a realignment of space to keep waiting areas separate from work areas, manage perceived wait time, enhance privacy and reduce sound levels.
Subsequently, Integrated Insight conducted a similar study for the BCAA Contact Center, identifying several initiatives to improve first call resolution, reduce unnecessary calls and improve sales conversion.
Brightline, the fast transit train in South Florida, has engaged Integrated Insight for multiple research projects. Prior to launch, both segmentation and pricing research studies were completed to help inform routes between Miami and Ft. Lauderdale, and Ft. Lauderdale and West Palm Beach. Post implementation, personas were developed to bring consumer segments to life.
Other studies have been conducted online, onboard the trains, and in terminals to inform food and beverage offerings, connections with other transit systems, and to gain insight into awareness and knowledge.
Amtrak retained Integrated Insight to review the revenue management process to identify potential opportunities for further study. The work effort included interviews with key stakeholders from analysts to senior executives to understand current processes, policies, and procedures and begin to identify areas of opportunity. Current reports depicting trends in rate and demand and subsequent impact on overall revenue were reviewed along with customer facing product, pricing, and packaging.
Recommendations focused on organizing around shared accountability, developing customer focused goals and objectives. moving from an abundance of rich data to actionable insights, and replacing task forces with processes for a continuous, holistic approach to revenue generation.
Rocky Mountaineer, the world’s largest privately held tourist train, travels by day, showcasing the beauty of the western Canada and the Rocky Mountains. The company operates five distinctive routes with three levels of train car service, and engaged Integrated Insight to help with both research and pricing.
To optimize company value, Integrated Insight conducted a holistic revenue assessment, evaluating the pricing, packaging, promotions, marketing, sales, and distribution of Rocky Mountaineer experiences. The effort included a comprehensive Planning and Purchasing research study to better understand consumer motivations and barriers and enable consumer-centric strategies. In addition, Integrated Insight optimized the route schedule to reduce labor and other costs associated with dead-heading.
Rocky Mountaineer also engaged Integrated Insight to conduct ongoing Guest Satisfaction research. The research involved “just in time” feedback after each trip, monthly reporting, and an annual deep-dive report to draw out insights that subsequently helped inform broader strategies.
LaGuardia Gateway Partners
LaGuardia Gateway Partners was selected by the Port Authority of New York and New Jersey to undertake redevelopment and operations of Terminal B at LaGuardia Airport. To deliver on expectations, the company engaged Integrated Insight, Inc. to hear first-hand from airport guests relative to the amenities, services, and brand experiences to offer. Specifically, food and beverage offerings, merchandise, and desired amenities and special services were studied. Respondents represented a mix of local residents who use LaGuardia airport and travelers from other states who frequently use the airport.
Subsequently, Integrated Insight conducted an ongoing customer satisfaction study for the company, with passengers intercepted daily in the airport.
Retail & Financial
480 Holdings was developing a water bottling plant located in the Republic of Fiji and engaged Integrated Insight to evaluate capacity and resources needed. Space constraints required a careful balance among different functions such as receiving and moving raw materials, work in progress and dunnage within the factory, and the loading and shipping operations (pallet staging, container loading, truck operations). Discrete event simulation was used to conduct a material flow review of the proposed facilities and determine capacity for each stage. The simulation mirrored real-world conditions and identified potential bottlenecks.
Accesso provides ticketing solutions to attractions and entertainment venues worldwide. The company engaged Integrated Insight to understand user wants and needs for assigned seating in a reservation based environment. Specific objectives included identifying the gap in the marketplace between existing products and client needs and determining perceived opportunities for Accesso systems, as well as key strengths. To support the effort, Integrated Insight conducted qualitative, in-depth interviews with current, past and prospective system purchasers provided by Accesso.
Foundation Partners owns and operates funeral homes and cemeteries in the United States. The industry had remained somewhat static for many years, but the introduction of low cost cremations put downward pressure on revenue. In addition, the Baby Boomer generation and those that follow are often seeking alternative products and services not yet embraced by long time funeral home operators.
Integrated insight was hired to conduct a strategic revenue assessment and an operational efficiency study for four homes and two cemeteries owned by Foundation in Columbia, South Carolina. Recommendations included price increases and decreases, re-structured packaging, new marketing and sales materials, and the introduction of new products to bring relevancy to today’s consumer.
Cost savings were identified through an end-to-end process evaluation, leveraging back of house capabilities among homes and consolidating training.
Live Nation produces live music concerts in both owned and operated venues, and represents artists across all music genres ranging from new artists to established superstars. Integrated Insight was engaged to help grow revenue per show through more effective ticket pricing, broader strategic ticketing distribution, and more targeted promotional marketing. Through analysis of historic data and a robust discrete choice research study among thousands of concert fans, a holistic pricing strategy for several multi-city tours across four genres was developed. A dynamic optimization model was developed to enable Live Nation to extend the analysis further.
4 Rivers Smokehouse
4 Rivers operates several restaurants in Central Florida and engaged Integrated Insight to conduct qualitative research. Focus groups were held with area residents who dine out and enjoy BBQ restaurants. Results of the research identified motivations and barriers for dining at 4 Rivers restaurants and tested new concepts for marketing and promotions.
Lowe’s Home Improvement
Lowe’s engaged Integrated Insight to consult on developing strategic initiatives for the customer experience. Efforts included advisement on managing large scale change projects, development of business plans and proof of concept testing, and organizational alignment.
Subsequently, Integrated Insight supported specific change initiatives through customer qualitative and quantitative research. Examples include focus groups with front line employees and leaders to ascertain reactions to newly designed Purpose and Values, quantitative research to determine patterns of behavior for holiday décor purchases, qualitative and quantitative research to test maintenance support concepts, and in-store ethnography studies to understand browsing and shopping behavior. In addition, Integrated Insight conducted ethnography research with realtors, transportation planners, ethnic experts, and consumers to help plan future store development.
Chuck E. Cheese
Chuck E. Cheese (CEC) contracted with Integrated Insight to conduct research to better understand recent trends in visitation. Qualitative focus groups were held among the target audience to provide a ‘deep dive’ on the brand’s position within the competitive set by identifying motivations for a category visit and reasons for selecting CEC; determining barriers to visiting CEC and reasons for selecting a competitor instead; assessing why category users are visiting less than in the past, and what are they doing instead; and developing an understanding of the key brand attributes for CEC and key competitors, and how they may have changed in recent years. Following this, we conducted a quantitative study to size the barriers and test potential brand positioning.
Marilyn Monroe Spas
Niki Bryan Spas launched the Marilyn Monroe Spas brand and engaged Integrated Insight to conduct research with current and potential customers. A series of focus groups were held in Orlando, Florida among those who had visited a Marilyn Monroe salon or were frequent users of nail salons and spas in the area. Insights from the research helped inform creative execution for marketing and advertising campaigns, strategic direction for packaging and promotional offers, and future naming conventions.
The Fresh Market competes in the high-end grocery market and is known for fresh meat, seafood and produce, as well as exceptional customer service. The Fresh Market commissioned Integrated Insight to conduct quantitative research to size the market and better understand potential customer appeal, wants and needs, and barriers and motivations to shopping at The Fresh Market. Awareness and knowledge, as well as perceptions of product quality, variety, and customer service were studied among consumers who live within easy access to The Fresh Market. The market was sized relative to how they use The Fresh Market and where the greatest opportunity for increased market share lies.
Celebrity Financial engaged Integrated Insight to conduct qualitative and quantitative research to understand consumer banking behavior and where and how they develop their personal financial knowledge.