New Business Strategy

Meow Wolf

St. Louis Union Station

Lodging Hospitality Management engaged Integrated Insight to prepare a pricing strategy prior to opening several attractions including an aquarium, mirror maze, ropes course, a giant wheel, and mini-golf. The strategy provided consumers flexibility and LHM a number of levers to use to respond to competitive initiatives and/or market conditions. Key components included simplifying the structure and establishing more consumer-friendly pricing, addressing membership value, and developing science around the marketing of price to pull consumers into higher spending. Promotional pricing guidelines were established and specific promotions developed to provide levers for periods of soft demand. and third-party distribution pricing recommended to provide a win for consumers, partners, and LHM.

Mote Marine Aquarium

Integrated Insight was engaged to assess operational reasonableness of the new aquarium in Florida. Through agent-based simulation, the guest experience was visually depicted, representing different sized groups arriving at the aquarium, queuing for elevators and being transported to event space. Within the event space, room configuration was simulated to highlight where pinch points would occur and how long it would take to service guests with the anticipated number of stations. The simulation allowed Mote Marine to make structural changes in the design phase, avoiding costly re-work.

Wynn

Wynn engaged Integrated Insight to work hand-in-hand with experience designers, architects, interior designers, and show producers, to simulate a new end-to-end experience using agent-based simulation software. Pinch points, bottlenecks, and opportunities for more creative use of space were discovered through the simulation. Rapid exit by all guests, in the case of an emergency, was also simulated to plan for unforeseen events. Models required on-site observation of area venues to assess how local guests used the facilities and iterative updates as changes were made to design.

Mercedes Benz Stadium

The management team for Mercedes Benz Stadium in Atlanta engaged Integrated Insight during the construction process to help design the front entrance sequence. Guests must pass through bag check, magnetometers, and ticket validation as they enter with delays at any station creating a bottleneck. Through capacity planning analysis, we were able to identify the number of stations for each function, where they should be located, required communication for guests to find their way to the closest entrance, and levers to pull to increase or decrease capacity as demand warrants.

Virgin Voyages

To deliver on consumer and travel trade expectations, and “get it right the first time,” Virgin Voyages engaged Integrated Insight to conduct both qualitative and quantitative research and assist with capacity planning and optimization. Research included potential guests, crew members, and travel trade partners – both qualitative and quantitative – to develop a cruise product that is both consistent with the Virgin brand and capable of meeting the expectations of discerning travelers. Throughout the design process, Integrated Insight lent their vast experience with cruising and port experiences to help Virgin Voyages design ships that are both state-of-the-art and functional, and port experiences that provide a seamless transition from ship to shore.

Korala

IDEAS Orlando engaged Integrated Insight to assist with the development of Korala, a planned attraction for the Dominican Republic. A market and feasibility assessment and primary consumer research were leveraged to assess the resident and tourist markets and determine supportable demand the experience could accommodate. Financial feasibility models were also created to provide supportable investment under desired return on capital.