An innovative leisure consultancy specialised in assisting leisure

An innovative leisure consultancy specialised in assisting leisure operators and destinations to 'add value' through a unique model driven consultancy The Visitor Experience A scientific approach to leisure

Who we are… Introducing Vision XS • 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 A scientific approach to leisure

Clients and projects A scientific approach to leisure

Clients and projects Theme Parks Blackpool Pleasure Beach Crealy Adventure Park, Devon & Cornwall Freej Park Gold Reef City Legoland Paulton’s Park Southampton Portugal Fantasia Six Flags Dubai Universal Studios UK UK UK UAE SA Germany UK Portugal UAE A scientific approach to leisure

Clients and projects Sports EDAW – legacy planning London Olympics 2012 Newbury Race Course Hamburg Football Club The Tote (betting experience analysis) Soccer City 2010 Johannesburg Fan Park Planning 2010 2012 Olympic Mountain Biking Legacy Plan 2012 Olympic White Water Legacy Plan ISPO Sport Exhibition Munich A scientific approach to leisure UK UK Germany UK South Africa UK UK Germany

Clients and projects Bletchley Park Urquhart Castle UK Scotland A scientific approach to leisure

Pressing the Psychological Buttons for Maximum Experience A scientific approach to leisure

Benefits – Strengths and Weaknesses through metrics 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 A scientific approach to leisure

The Experience The Visitor Experience Visitor Flow Learning Capability Experience Quantity Experience Quality Experience Value for Money Capacity Effectiveness Psychological Appeal A scientific approach to leisure

Psychographic data base 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. A scientific approach to leisure

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. A scientific approach to leisure

Psychographic Element Groupings Skills and Senses Emotion or Reaction Motion Learning The Surroundings Action and Activity A scientific approach to leisure

Our unique data base 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 ♦Germany ♦Portugal ♦Poland ♦Australia ♦UAE ♦Iran ♦Pakistan ♦Egypt ♦Finland ♦USA ♦South Africa ♦China ♦Singapore ♦Russia ♦India ♦Holland ♦Romania Tracking studies data base. ◘ Benchmarking data base that incorporates results data from the analysis of over 110 projects. A scientific approach to leisure

Component elements - example 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 A scientific approach to leisure

What is X – MOD? • 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: Ø Visitor flow Ø Experience intensity Ø Experience quality Ø Experience quantity Ø Capacity effectiveness Ø Experience value Ø Learning capability Ø Psychological appeal A scientific approach to leisure

How easy is it to predict the visitors route through your attraction? A scientific approach to leisure

Do you manage the visitors journey time in any way? A scientific approach to leisure

How much of your experience changes each year? A scientific approach to leisure

TThe ü How to improve visitor flow. ü Minimise queue times. ü Better navigation of the site. ü Position toilets, restaurants, kiosks. ü Direction for stra tegies and plans for any future additions to the attraction. A scientific approach to leisure

Typical visitor journey for age 41 - 65 A scientific approach to leisure

Typical visitor journey for age 17 - 25 A scientific approach to leisure

A scientific approach to leisure

Active time * Age group Survey active time Benchmark active time Site active time 0 -2 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 age groups (8 age groups, 16 countries, 25, 600 surveys), A scientific approach to leisure

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 A scientific approach to leisure

Do you measure average dwell time? A scientific approach to leisure

A scientific approach to leisure

Learning Styles Learning styles 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. A scientific approach to leisure

Experience Quality EQS * The psychological quality of the experience offered is in the red ‘unacceptable’ band 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 A scientific approach to leisure

Psychographic elements to add 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 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 A scientific approach to leisure

Key capacities The indoor capacity at 81% is fine, although many of these experiences are very similar. Key capacities Percentage of total capacity (%) Indoor capacity 81. 4 Repeatable capacity 9. 5 Water capacity 3. 7 Show capacity 1. 9 Spend capacity 3. 1 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%. A scientific approach to leisure

Experience value Currently XXX represents reasonable value for children and very poor value for adults. A scientific approach to leisure

Benefits – Strengths and Weaknesses through metrics • 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 A scientific approach to leisure

THANK YOU Chris Webster Chief Executive Vision XS Ltd Abingdon, Oxford, UK OX 14 3 YS +44 (0)1235 420327 M: +44 (0)7787 563392 chrisw@visionxs. co. uk www. visionxs. co. uk A scientific approach to leisure