Kings Dominion

Taylor Kostal, Eric Najjar, Jo-Yee PangServ: 325 Prof. Bau

Outline

OverviewResearchDashboards

Overview

Kings Dominion:

Amusement parkOwned by Cedar FairLocated in VirginiaEntertain 1.5+ Million guests each year

Client

Rides and attractions•Family•Thrill

Waterworks•Family •Thrill

Planet snoopyDinosaurs Alive!Live entertainmentDining ShoppingLodging

Brand Offerings

Stephen Yung - Systems Engineer

Help from Karl Traeger - Promotion Manager

Point Person

We used an array of processes to understand the client.

Research:•Primary Research (Interviews)•Secondary Research of Kings Dominion (Desktop)

Tools:•Service Blueprint•Persona of Kings Dominion Manager•Systems Map of Kings Dominion•System Journey Map•Task Flow Chart of Kings Dominion•CriticalSuccessFactorAffinityMap

Understanding Kings Dominon

Cedar Fair:“We strive to provide every guest with an unforgettable day filledwiththrills,laughter,andfun.”

Mission

To be the best amusement park in the world.

Vision

Give guest their best day of the year.

Goal

•Service•Safety•Cleanliness•Courtesy•all bound by Integrity

Values

Research

Blueprint- First Draft

•Accesso •Gate Central•Micros •Food Trak

Existing Systems

•Online ticketing•Ticket purchase web portal•App

Accesso

•At park ticketing•Ticket scanning

Gate Central

•Overall park POS system

Micros

•Food inventory

Food Trak

Blueprint- Second Draft

THOMAS JENSEN

AGE: 42

HOMETOWN: Long Island, NY

CURRENT LOCATION: Mechanicsville, VA

MARITAL STATUS: Married, Sandy

KIDS: 2 Kids, Charlie (16) and Zoey (12)

PET: Chocolate Lab, Moose

TRANSPORTATION: Drives to work

HOBBIES: Rock climbing, mountain biking,

reading, family vacations

FAVORITE RIDE: Grizzly, brings back

memories from childhood

Tom drives into work every morning in his Honda Accord. He started as a Ride Manager and worked his way up to Director of Operations. He has been working for Kings Dominion for 12 years now. In his spare time, Tom travels across the country with his wife, Sandy and two kids, Zoey and Charlie. He enjoys creating new life experience and thrives on excitement. He uses his android phone to browse the web and to check his work email daily. In the office, he manages the overall operations of the park. On a daily basis, he inspects each facility and their equipment to insure safety and authorize repairs and renovations when needed. He spends a lot of time working on budgets and reports, but makes time to stroll through the park and oversee employees and visitors. While overseeing the park, he occasionally gets stopped by customers for help and complaints that visitors come in contact with. He works long hours to ensure that the park meets its deadlines, but works in time to go mountain biking with the family and occasionally brings them into the park to test out the new attractions. He believes this balance is important to leading a happy life.

“I like to hold my meetings on roller coasters.”

Experience Goals:To navigate and comprehend information about King’s Dominion easily. To easily access/ respond to incidents and emails.To know when there is a need for concern or ac-tion to be taken in any area of the park.To easily and effectively communicate with staff across King’s Domion.

DIRECTOR OF OPERATIONS

Bio:

A DAY IN THE LIFE OF:

Work Goals:To make King’s Domion the best amusement park in the world.To create an experience at King’s Dominion that is the best day of the year in the life of a guest. To make King’s Dominion the best place to work in the world for it’s employees.

End Goals:

To be an effective, knowledgable manager of King’s Domion.To have the information necessary at all times to execute daily operations quickly, effectively, and successfully.To be informed of any and all high risk problems which may be occuring in the park at all times.

To lead a long, happy, healthy life surrounded by the people and things he loves.To maintain balance between work and family life.

Life Goals:

Persona

User Journey Map

Systems Maps

Consolidated Systems Maps

ACCESSO

Park opensPark closes

GATECENTRAL

MICROS

TIME & ATTENDANCE

SOCIAL MEDIA (FACEBOOK/TWITTER/INSTAGRAM/BLOGS/REVIEWS)

RIDE OPERATIONS

WEATHER SYSTEM

Checks for weather daily

Test ride/Ride checkup

Employee sign in

Ticketing/upgrading

Online ticketing

Purchasing food or souvenir

When customer updates

System Journey Map

CSF Map

•Profitmargins•Attracting & keeping more loyal guests•Reducing wait times•Ride operations• Improving safety & security•Recruiting & sustaining key employees•Having the cleanest and tidiest park•Offering thrill, laughter, & fun•Experienced & motivated staff• Identifying new revenue streams

Critical Success Factors

CUSTOMER ACTIONS

FRONTSTAGE

BACK STAGE

SUPPORT SYSTEMS

Decompress/ Plan/purchase Drive to Kings

Dominion Enter parking lot Park carRemember

parking Upgrade Enter Kings Dominion

Look for Ride

305Purchase photo Find food Eat at

Johnny’sPlay Ring Toss

gamePurchase

Emporium

LeaveKings

DominionRecieve

re-entry stamp Drive home Share experience

Sweeps & WarehouseSecurity

Ride and Game OperatorFood & Beverage

Stamping

Security

Time &

System

Accesso Online Gate Central Onsite

Gate Central

System

IndependentRoller

CoasterSystem

MicrosPOS

System

MicrosPOS System Micros

POSSystemFoodTrak

Inventory

AccessoWebsite

Social Media

TANGIBLE/PHYSICALEVIDENCE Website

Computer Kings Dominion signage TicketMusic

Souvenir Stamp

LINE OF INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

TRIGGER PRE-ARRIVAL DURING

Signage RingsStuffed animal

AFTER

Checking

SHARING

Processing Processing

Serving

ObservingSweeps & Warehouse

Cleaning

Cleaning

Processing

Photo Setup

Monitoring

Preparing CleaningFood & Beverage

Inspector inspects rides ride

Observing

Ride operator tests ride

Ride operator tests ride

Processing

Review Parks Research Tickets Select Tickets Review

PurchaseEnter

Credit Card Print Out Tickets

Call Customer Service With

CUSTOMER ACTIONS

FRONTSTAGE

BACK STAGE

LINE OF INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

SUPPORT SYSTEMS

Kings Dominion Website

Accesso Ticket Purchase PortalAccesso Ticket Purchase Portal

Customer Service Phone

System

Answers Inquiries

Website Maintenance

Upgrade Ticket Pay Walk Through Metal Detector

Enter Actual Theme ParkScan Ticket

CUSTOMER ACTIONS

FRONTSTAGE

BACK STAGE

Process Upgrade

Process Payment

Watch Metal Detector/

Check BagsScan Ticket

LINE OF INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

SUPPORT SYSTEMS

Gate Central Voids Accesso

Ticket

Gate Central Payment Proccess

Scan For MetalGate Central Ticket Scanner

Website Maintenance

CUSTOMER ACTIONS

FRONTSTAGE

BACK STAGE

LINE OF INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

SUPPORT SYSTEMS

Verify Speedpass

Operate Rollercoaster

Manually Check Guest

HarnessUnlock

Harnesses

Secure Ride Harness

Independent Rollercoaster

System

Camera System

Find Use Speedpass to

skip lineSelect Ride Secure All

Belongings

Get on Ride/ Secure

Harness

Try Not to Look Scared When Falling

300+ Feet

Smile For Camera

Operate Rollercoaster Operate Rollercoaster

Go to Johnny’s Get in Line PayPlace Order

Process PaymentTake Order

Select TicketsCall Customer Service With

Sit and EatReceive Food

Maintain Give Order

Prepare FoodMaintain

CUSTOMER ACTIONS

FRONTSTAGE

BACK STAGE

LINE OF INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

SUPPORT SYSTEMS

Micros P.O.S. System

Food Trak Food Inventory

System

TICKET PURCHASE TICKET PROCESSING RIDE EXPERIENCE FOOD EXPERIENCE

BLUEPRINTEXPANDED

1 2 3 4

1 2 3 4

Kings Dominion signage Parking pass New ticket MapApp

Storage binsSeat harness

Music

PhotographTV screens Signage

SmellFood Kings Dominion signage

Blueprint- Final

Dashboards

•KPI•KRI•Service Recovery / Failure

Dashboards

First Screen

Second Screen

Short term information, integral to day to day operations.

KPI Dashboard

KPI

KPI

KPI

Longterm,givesanoverviewofthefinancialhealthofthecompany.

KRI Dashboard

KRI

KRI

Long and short term, keeps an eye on key services whose failure and recovery is integral to maintaining the quality of the company.

Service Failure / Recovery Dashboard

Service Failure / Recovery

Our metrics have validity.

Metrics

Park Attendance- Gate Central ticket scanner

Overall Sales- Micros, Accesso, and Gate Central information

Ride Wait Time- Line Markers within lines

Ride Capacity- How many seats remain empty on every run

Ride Use- Turnstiles in line collect how many guests compared to total visitors within park

KPI Metrics

Secret Shoppers- Secret shoppers

Operating Hours- Sundial / Park clock and calendar.

Guest Spend- Micros, Accesso, Gate Central (Accounting)

Weather Impact on Sales- Compare weather report with total Sales

Reputation Monitor- Employee monitoring

KPI Metrics- Continued

Revenue- Gate Central, Accesso, Micros (Accounting)

Cost- Accounting division (across all depts.)

Ride Downtime- Independent ride system

Ride Capacity- Number of seats remaining on attraction run

Ride Wait Time- Line Markers, manually updated

Profitability-Comparecostsvs.revenue

KRI Metrics

Guest Happiness- Surveys

Employee Happiness- Surveys

Brand Equity- Customer surveys

Season Pass Purchase- Gate Central and Accesso tally

Investment in New Rides- Accounting division

Community Projects- Total amount raised (Accounting division).

Employee Investments- Accounting division

KRI Metrics- Continued

Park Incidents- Number of reported incidents

Guest Incidents- Number of reported incidents

Complaints vs Resolutions- Compare open and closed complaints

Secret Shopped Scores- Secret shopper

Incident Report- Email system of each incident

Failure / Recovery Metrics

Ride Breakdowns- Independent ride system

Recovery Time- Technicians clock in and out

Weather- Third party weather system

Weather Effect on Downtime- Overlay weather data with ride downtime.

Failure / Recovery Metrics- Continued

Thank You

Taylor Kostal, Eric Najjar, Jo-Yee Pang