MELBOURNE, Fla., February 3, 2016 – Brevard Zoo is home to unique and special experiences from kayaking around Africa to ziplining high above the Florida Wetlands. In partnership with Operation: Pineapple, the zoo has launched the BLOOM Growth Formula, a sales initiative designed to connect more arriving zoo guests with special experiences while simultaneously growing revenue.
Operation: Pineapple began working with Brevard Zoo last August to redefine the zoo’s many product offerings including day passes and memberships. Operation: Pineapple made several key recommendations that the zoo implemented in early January. Now, the zoo’s most frequent guests can choose from three different levels of membership all year long. Another exciting change is the zoo’s new Day Pass packages. Further, when arriving guests purchase any of the zoo’s combination tickets (admission plus special experiences), they get a bonus day of zoo admission. “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. Their outsider perspective was exactly what we needed.”
Once the new product lineup was established, Operation: Pineapple advised the zoo on ways in which they could refine the front gate sales environment. Some of these actions included removing traditional ticket windows, electronic microphones, and pricing signage from the ticket booths. “Removing the pricing signs from above the ticket windows is a critical component of our BLOOM Growth Formula,” said Marty Desrochers, President of Operation: Pineapple. “Whenever we can effectively promote a premium product’s value and benefit before sharing price, people are more likely to buy—even when it’s significantly more expensive than, say basic admission.”
Following BLOOM sales training in early January, the zoo’s admissions and membership teams have also changed the way in which they engage with arriving guests. Instead of catching sales by asking ‘How can I help you?’ the staff now has a conversation with arriving guests, assesses their needs, and then recommends the best-suited product for the guest based on the information they’ve learned during the conversation.
While Operation: Pineapple removes traditional pricing from the signage above the ticket windows, prices haven’t disappeared altogether. The eaSel S3, a proprietary tablet-based sales solution, serves as a visual aid for the Concierge Sales Agent. The eaSel S3 makes it easier for guests to first understand a product’s value and benefits before showing the price. The zoo uses the eaSel S3 to share Day Pass and Membership options in small, bite-sized pieces, starting with the best product and moving down to basic.
This initiative changes the entire dynamic of the ticket sales process. “With BLOOM, the traditional ticket seller has been replaced with skilled Concierge Sales Agents who assist arriving guests in selecting the zoo experience that’s right for them,” explained Desrochers. “We’re not just selling tickets here, we’re creating memories!”
Brevard Zoo is a not-for-profit organization and a leader in wildlife conservation and education. The Zoo is home to more than 732 animals representing 180 species located in Florida, South America, Africa, Asia and Australia and accredited by the Association of Zoos and Aquariums. The Zoo features many extraordinary animal experiences including giraffe and lorikeet feedings, African kayak tours, paddle boats in the wetlands and a train ride.
Brevard Zoo is open daily from 9:30 a.m. to 5 p.m. The last admission is at 4:15 p.m. Treetop Trek is open daily at 8 a.m. The last admission is 3 p.m. for the Treetop Challenge course and 3:30 p.m. for the Canopy Walk and Chutes and Ladders courses. Parking is always free. Twenty-five cents of every admission to Brevard Zoo supports the Zoo’s conservation projects through Quarters for Conservation. Group discounts and adventure packaging are available. Brevard Zoo and Treetop Trek are a half-mile east of I-95 at exit 191 on Wickham Road in Melbourne – 25 minutes from the Melbourne International Airport and 45 minutes from the Orlando International Airport. For more information, please call (321) 254-WILD.
Operation: Pineapple is a limited liability company based in Orlando, Florida. The firm specializes in maximizing revenue while generating higher levels of guest satisfaction at an attraction’s point of sale. Operation: Pineapple has implemented their sales tools and methods in zoos, theme parks, and entertainment complexes throughout the United States in such locations as the Museum of Science and Industry in Chicago, Jungle Island in Miami, and at the Children’s Museum of Indianapolis. The firm provides an array of services including revenue analysis, product assessment, comprehensive analysis of the sales environment, and sales training and coaching. For more information, please call (321) 401-4489.