a scientific approach to leisure an innovative leisure consultancy specialised in assisting leisure...

A scientific approach to leisure

An innovative leisure consultancy specialised in assisting leisure operators and destinations to 'add value' through a unique

model driven consultancy

The Visitor Experience


• Founded in 1993

• Representation in 6 countries, head office near Oxford in UK

• Specialist consultancy service advising leisure and attraction operators, destinations and developers internationally

• Vision XS provides a unique scientific approach to evaluating and shaping the visitor experience

• Vision XS offers a multidisciplinary team of highly skilled consultants, psychologists and researchers

Introducing Vision XS

Who we are…


Clients and projectsShows/EventsArabian Show UAEHit Entertainment UAEScooby Doo UKWalsall Illuminations UKErlebniswelt GermanyFashion Hotel UAE

Floriade 2012 NetherlandsGlobal Village UAEOrca Whale watching UKTable Mountain Cableway South-Africa

Family Entertainment CentersDunes Project UAEJump UKKids Play UKNoah’s Ark UK

Zoos/Aquaria2 Oceans Aquarium South-AfricaBristol Zoo Gardens UKColchester Zoo UKDetroit Zoo USA

Dudley Zoo UKEdinburgh Zoo UKLiving Coasts UKMarwell Zoo UKNational Aquarium Baltimore USAParadise Wildlife Park UKPort Lympne Zoo UKPretoria Zoo South-AfricaShedd Aquarium USASlimbridge UKUshaka Marine World South-AfricaWoburn Safari Park UKZoo Hannover GermanyTwycross Zoo UK


Clients and projects

Historic Visitor AttractionsStirling Castle UKWarwick Castle UK

Theme Parks

Blackpool Pleasure Beach UKCrealy Adventure Park, Devon & Cornwall

UKUK

Freej Park UAEGold Reef City SA

Legoland GermanyPaulton’s Park Southampton UKPortugal Fantasia PortugalSix Flags Dubai UAEUniversal Studios UAE

Farm ParksAlice in Wonderland UKBarleylands UKBig Sheep UKBucklebury Farm UKCantref UKCotswold Farm Park UK

Fishers Farm UKGreenwood Forest Park UKMarsh Farm UKObst-Erlebnis-Garten, Baltic Farm Park GermanyOdds Farm Park UKPennywell Farm Park UKSpring Barn UKTulleys Farm UK

Union Farm UKWild Britain UKWillows Farm Park UKWindmill Farm Park UKYork Maze UK



SportsEDAW – legacy planning London Olympics 2012UKNewbury Race Course UKHamburg Football Club GermanyThe Tote (betting experience analysis) UKSoccer City 2010 Johannesburg South AfricaFan Park Planning 2010 South Africa2012 Olympic Mountain Biking Legacy Plan UK2012 Olympic White Water Legacy Plan UKISPO Sport Exhibition Munich Germany



Museums/Science CentresAmerican Museum of Natural History USABallinstadt Auswandererwelt GermanyDornier Museum GermanyFrazier International History Museum USAImperial War Museum UKMTN Science Centre Cape Town South-Africa

Museum of Science & Industry, Air & Space UKNational Needlework Museum Redditch UKNatural History Museum (Antarctica exhibition) UKNatural History Museum (Dino Birds exhibition) UKOld World Wisconsin USAPendon Museum UKWallingford Museum UK

Bletchley Park UKUrquhart Castle Scotland


Pressing the Psychological Buttons for Maximum Experience


WHAT ARE THE KEY PARAMETERS OF A VISITOR EXPERIENCE. HOW CAN THEY BE MANAGED FOR OPTIMUM RESULTS

• What are the Key Parameters

• How can they be measured and then managed

• What are the Key Dynamics to achieve optimum results

• What is the relationship between the Visitor Experience and Revenue

Benefits – Strengths and Weaknesses through metrics


The Visitor Experience

Learning Capability

Experience Quality

Capacity Effectiveness

Psychological Appeal

Experience Value for Money

Experience Quantity

Visitor Flow

The Experience


Vision XS works from the basic premise that all human experiences can be dissected into a sequence of qualitative and quantitative psychological elements.

These elements are used to model psychological profiles of potential customers in markets that focus on attitudes, interests, personal opinions and preferences.

Psychographic data base


• Psychographic data is data that links objective demographic characteristics like age and gender with more abstract characteristics related to ideas, opinions and interests.

• Psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviour.

• Psychographic data can be gathered first-hand through personal interviews, focus group interviews or questionnaires, or purchased from research companies.

Psychographic data base


Skills and Senses Emotion or Reaction

Motion Learning

The Surroundings Action and Activity

Psychographic Element Groupings


The world’s largest experiential database meets the most sophisticated modelling software. X-Mod is driven by three types of data:

◘ General population psychographic data collected in each target market country. Data is already collected in:

♦United Kingdom ♦UAE ♦USA ♦Russia ♦Germany ♦Iran ♦South Africa ♦India ♦Portugal ♦Pakistan ♦China

♦Holland ♦Poland ♦Egypt ♦Singapore

♦Romania ♦Australia ♦Finland

Tracking studies data base.

◘ Benchmarking data base that incorporates results data from the analysis of over 110 projects.

Our unique data base


For example the Olympic way in Athens contained the following elements:

• On or near water

• Passion for your country or region

• Emotional

• Inspiring

• Themed area

• Visual Effects

• Sounds Effects

Olympic Way, Athens

Component elements - example


• X-MOD is an experience modelling tool developed by mathematicians, psychologists, statisticians and market researchers. It is operational in 16 countries and has already been used by over 110 facilities and two destinations.

• X-MOD offers a clear picture of the strengths and weaknesses of the visitor experience on offer, along with analytical evidence to define, direct, and support a dynamic solution.

• It measures eight parameters of visitor enjoyment:

Visitor flow Experience intensity Experience quality Experience quantity Capacity effectiveness Experience value Learning capability Psychological appeal

What is X – MOD?


How easy is it to predict the visitors route through your attraction?

0%

44%

56%

Impossible Difficult Easy


Do you manage the visitors journey time in any way?

59%25%

16%

Yes No Sometimes


How much of your experience changes each year?

3%

80%

17%

Always the same A little A lot


TThe How to improve visitor flow.

Minimise queue times.

Better navigation of the site.

Position toilets, restaurants, kiosks.

Direction for stra -tegies and plans for any future additions to the attraction.


A typical psychological journey for visitors age 41-65

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Typical visitor journey for age 41 - 65


Typical visitor journey age 17-25

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Typical visitor journey for age 17 - 25


Dwell Time vs Experiences per Hour

1

1.5

2

2.5

3

3.5

4

4.5

5

5.5

6

0 1 2 3 4 5 6 7 8 9 10

Experiences per hour

Dw

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Boredom

Burnout

Optimal


Active time

Active time

0

10

20

30

40

50

60

0-2 3-5 6-10 11-16 17-25 26-40 41-65 66+

Age group

Act

ive

tim

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)

Active time(%) Survey data

*

Age grou

p

Survey active time

Benchmark active time

Site active time

0-2 40.8 40.8 48.7

3-5 40.1 42.1 49.9

6-10 41.6 44.1 49.4

11-16

41.9 40.7 39.6

17-25

39.4 44.4 38.6

26-40

41.1 49.1 42.5

41-65

39 48.4 42.4

66+ 34.4 48.3 38.7

The time ‘active’ i.e. in exhibits, rides, talks etc is fairly close to the ideal. This should be maintained through and after the future planned developments.*Survey data is the world’s largest database of its kind, storing vast amounts of data on psychological and leisure needs of different

populations and agegroups (8 age groups, 16 countries, 25,600 surveys),

*

Active time


Active28%

Queuing25%

Spectating14%

Transient16%

Amenities inc. queues17%

Active14%

Queuing33%

Spectating15%

Transient25%

Amenities inc. queues13%

Active Time: Major theme park in Dubai

Before Project After Project

Here this major new theme parks first design was only delivering 14% of a visitors day ‘Active’ (on the rides and in shows) whereas after design changes around 28% was achieved. Result – much happier customers


Do you measure average dwell time?

56%

44%

Yes No


Average Catering Spend vs Average Dwell Time

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

£3.00

£3.50

£4.00

£4.50

£5.00

0 1 2 3 4 5 6 7

Average dwell time (hours)

Ave

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teri

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sp

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Learning styles

Learning styles

0

10

20

30

40

50

60

70

Creative Reading Talking Practical

Sty

le (

% o

n s

ite)

The mix of learning styles offered by a day out at XXX does not reflect how the UK population want to access the experience. Whilst the amount of learning via reading is perfect, the most popular method of creative learning is barely reflected and needs rectification in future plans.

Learning Styles


Experience quality

0

20

40

60

80

100

120

140

160

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200

0-2 3-5 6-10 11-16 17-25 26-40 41-65 66+

Age group

Quality

Quality Benchmark data World class

The psychological quality of the experience offered is in the red ‘unacceptable’ band and is below the zoo benchmark quality for all but the 3-5 year olds. Adding the elements in the next table will make a big difference to this result.*Benchmark data is the data taken from 100+ real attractions across the globe; their quality of experience

*

Experience Quality

EQS


The list identifies the missing psychographic elements and should be use in design phase to create new experiences that will psychologically appeal to young age groups.

0-2 3-5 6-10 11-16

1 Visual effects Push buttons and pull levers

Physical activity Rides / machines that you control

2 Sound effects Physical activity Futuristic Physical activity

3 Push buttons and pull levers

Relaxing Spending money Extreme motion

4 Physical activity Touching something rare

Fast motion Fast motion

5 Touching something rare

Futuristic Push buttons and pull levers

Relaxing

6 Staff who talk to you Visual effects Artistic activities Going round and round

7 Themed areas Spending money Relaxing Spending money

8 Tasting Themed areas In water or getting wet Simulated motion

9 Relaxing Sound effects Being close to or on water Learning by being creative

10 Viewing something rare

Interactive computer displays

Extreme motion Futuristic

11 Artistic activities Smelling Going round and round Fantasy

12 Smelling Artistic activities Rides / machines that you control

In water or getting wet

Psychographic elements to add


Key capacities

Percentage oftotal capacity

(%)

Indoor capacity 81.4

Repeatable capacity

9.5

Water capacity 3.7

Show capacity 1.9

Spend capacity 3.1

The indoor capacity at 81% is fine, although many of these experiences are very similar.

The repeatable capacity is very low and will need to improve to 30+% in order for the zoo to reach its desired market penetration.

As water remains popular with all ages and all populations, the Water capacity needs improving to 10+% to be in line with modern zoo experiences.

The demonstration (show) capacity is very low and requires increasing to 10-15% of the total capacity on the site.

The spend capacity should never go above 5%.

Key capacities


Experience value

Experience value

0

2

4

6

8

10

12

0-2 3-5 6-10 11-16 17-25 26-40 41-65 66+

Age group

Valu

e(G

BP)

Value(GBP) Ticket price Benchmark data

Currently XXX represents reasonable value for children and very poor value for adults.

Experience value


• Master Planning

• Analysing Concepts

• Capital Investment Appraisal

• De-risking by modelling different ideas

• Shaping even more detailed briefs to designers

• Operational Quick Wins

• Capacity Effectiveness

• Benchmarking

Benefits – Strengths and Weaknesses through metrics


Chris Webster

Chief Executive

Vision XS Ltd

Abingdon, Oxford, UK OX14 3YS

+44 (0)1235 420327

M: +44 (0)7787 563392

[email protected]

www.visionxs.co.uk

THANK YOU

a scientific approach to leisure an innovative leisure consultancy specialised in assisting leisure...

Documents

visitor experience slide

leisure clients

unique scientific approach

leisure operators

maximum experience slide

leisure skills

leisure psychographic

leisure vision xs