And The Winners Are…
Shoppers’ Critique International, the largest Florida-based consumer marketing/intelligence company, and the leading provider of consumer data to the theme park and attractions industry, has announced the 2010 Super Six winners as follows:
New England Region: The Great Escape Six Flags Entertainment Corporation
Mid-Atlantic Region: Kings Dominion Cedar Fair Entertainment Company
Southeast Region: Disney’s Animal Kingdom Walt Disney Parks and Resorts
Midwest Region: Holiday World Koch Family
Southwest Region: Disney’s California Adventure Walt Disney Parks and Resorts
Northwest Region: California’s Great America Cedar Fair Entertainment Company
The Super Six recognition was created as an output of Shoppers’ Critique International’s annual self-commissioned study of the top 65 theme and amusement park attractions (by turnstile volume) in the United States, Mexico and Canada. The study takes place between May and September and involves multiple on-site observations, including evaluations of the parking lots, front end ticket purchase and gates, attractions, shows, food and beverage, and other facilities. Using a set of objective criteria, the evaluations include measurements of cleanliness, friendliness, efficiency and accuracy, among other variables. The total evaluations are scored and compared within each of the six geographical territories.
The study also incorporates SCI’s Neuro-Economic Evaluations which measure subjective reactions to the evaluator’s experiences. These measurements capture present impressions as an indicator of the likelihood of a guest spinning a positive halo of their experience in the park to their sphere of influence and through social media, as well as the factors which impact the depth of their loyalty to the brand and scaled likelihood of generating future revenue for the company directly and indirectly through that particular guest’s recent experience at the park.
“Cast members went out of their way to make me feel special and welcome; they were pleasant, helpful, well-groomed and caring. I couldn’t have had a better day”, reported an evaluator following a visit to Disney’s Animal Kingdom, winner of the Southeast Region, during a July 1 evaluation.
Another evaluator reported from Holiday World, winner of the Midwest Region, on July 16, “Everyone was incredibly nice, the park was very clean???º??¼food was priced right and delicious, (the) parking (lot) sun tan lotion and drinks were free and I could not have expected any more from my visit. This park definitely has customer service at a premium.”
In several positive industry signs, 91.5% of all evaluators reported that they agreed or strongly agreed with the statement This is a park that cares about its guests and guest experience. More than half of the evaluators also strongly agreed with the statement Even in tough economic times, it is important to save money to come to places like this, validating that North America’s top park’s still provide a vital and valued escape for consumers, even in a difficult financial era.
“We congratulate the top winning management staffs and employees of the 2010 Super Six parks,” said Shoppers’ Critique International COO, Rich Bradley. “These leaders represent an industry that clearly as a whole spends considerable resources to ensuring the highest levels of customer satisfaction among all its guests.”
The complete study of the 2010 evaluations, including the neuro-economic industry data, will be released in mid-January.