Brevard Zoo Case Study: How Transforming Your Product Lineup Can Lead to A Deeper Connection with Arriving Guests

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Brevard Zoo Offers Refreshed Memberships,

Packages with New Sales Initiative

 

They conducted thorough research on all that we currently offered to our guests and how we sold it to them, and then came back with a comprehensive report identifying how to package our products better and even add more packages, in order to provide the best customer service and zoo experience for our guests.

Andrea Hill
Marketing Director

revard Zoo is a 75 acre, not-for-profit zoo located on the Space Coast in Central Florida.  The zoo is home to a collection of more than 650 animals and features an array of unique and exciting adventures from kayaking to ziplining.  The zoo is a regional zoo with guests coming from as far as away as 100 miles.  The zoo’s ticketing staff was not proactive in selling memberships and packaged admission products and the revenue growth at the front gate was modest at best.  Their leadership team wanted to find a way to encourage more arriving guests to participate in the kayaking and ziplining adventures as well as other special experiences.
In September of 2015, Brevard Zoo contracted with Operation: Pineapple to implement BLOOM, a comprehensive front gate sales program, designed to raise the guest experience while driving higher revenue.  Phase One of the program began with a comprehensive analysis of the zoo’s current product lineup including membership products, animal feedings, and other ancillary products and offerings. “It has been an extremely positive experience working with Operation: Pineapple,” said Andrea Hill, the zoo’s marketing director. “They conducted thorough research on all that we currently offered to our guests and how we sold it to them, and then came back with a comprehensive report identifying how to package our products better and even add more packages, in order to provide the best customer service and zoo experience for our guests.”
In addition to the zoo’s revamped product lineup, Operation: Pineapple advised the leadership team on ways in which they could refine the front gate sales environment. These actions included:
  • Removing the front gate’s electronic microphones and changing the ticket windows to be open-air as a way of encouraging face-to-face engagement with arriving guests.
  • Modifying the digital signage that was positioned above the ticket windows, removing the pricing information and replacing it with messaging to highlight the value of the zoo’s special experiences.
  • Relocating the zoo’s ticket menu information onto Operation: Pineapple’s eaSel S3, a digital tablet solution that aids the ticket seller in focusing guest attention to one product at a time—always presenting value first followed by price.
 
Brevard Zoo’s admissions and membership teams participated in BLOOM Sales Training, a revolutionary way of transacting front gate sales. “Our program teaches sellers to have a real conversation with arriving guests, to assess their needs, and to recommend the best-suited product,” says Marty Desrochers, President of Operation: Pineapple. “When guests are not influenced immediately by pricing signage, they are more likely to make their choice based on the value of experience.”
 
Brevard Zoo has reaped the rewards of this program, enjoying a 20% increase in package sales and an 8.3% increase in memberships sold. Andrea Hill raves, “Their outsider perspective was exactly what we needed!”

Their outsider perspective was exactly what we needed!

Andrea Hill
Marketing Director

Sell more of your premium experiences, improve guest satisfaction, and generate more revenue with our BLOOM Growth Formula—our unique process for connecting more of your arriving guests
with the best-suited admission product.

From the intuitive eaSel S3, our tablet-based visual sales tool
to our powerful and in-depth Dynamic Accountability Dashboard,
Operation: Pineapple can bring your front gate admissions operation to a new level of service, efficiency, and sales.

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