An innovative leisure consultancy specialised in assisting leisure operators and destinations to 'add value' through a

1. An innovative leisure consultancy specialised in assisting leisure operators and destinations to 'add value' through a unique model driven consultancy The Visitor Experience

2. Founded in 1993 Representation in 6 countries, head office near Oxford in UK Specialist consultancy service advising leisure and attraction operators, destinations and developers internationally Vision XS provides a unique scientific approach to evaluating and shaping the visitor experience Vision XS offers a multidisciplinary team of highly skilled consultants, psychologists and researchers Who we are… Introducing Vision XS

3. Clients and projects

4. Theme Parks Blackpool Pleasure Beach UK Crealy Adventure Park, Devon & Cornwall UK UK Freej Park UAE Gold Reef City SA Legoland Germany Paulton’s Park Southampton UK Portugal Fantasia Portugal Six Flags Dubai  UAE Universal Studios UAE Clients and projects

5. Clients and projects Sports EDAW – legacy planning London Olympics 2012 UK Newbury Race Course UK Hamburg Football Club Germany The Tote (betting experience analysis) UK Soccer City 2010 Johannesburg South Africa Fan Park Planning 2010 South Africa 2012 Olympic Mountain Biking Legacy Plan UK 2012 Olympic White Water Legacy Plan UK ISPO Sport Exhibition Munich Germany

6. Clients and projects Bletchley Park UK Urquhart Castle Scotland

7. Pressing the Psychological Buttons for Maximum Experience

8. Benefits – Strengths and Weaknesses through metrics • WHAT ARE THE KEY PARAMETERS OF A VISITOR EXPERIENCE. HOW CAN THEY BE MANAGED FOR OPTIMUM RESULTS • What are the Key Parameters • How can they be measured and then managed • What are the Key Dynamics to achieve optimum results • What is the relationship between the Visitor Experience and Revenue

9. The Visitor Experience Visitor Flow Learning Capability Experience Quantity Experience Quality Experience Value for Money Capacity Effectiveness Psychological Appeal The Experience

10. Psychographic data base Vision XS works from the basic premise that all human experiences can be dissected into a sequence of qualitative and quantitative psychological elements. These elements are used to model psychological profiles of potential customers in markets that focus on attitudes, interests, personal opinions and preferences.

11. Psychographic data is data that links objective demographic characteristics like age and gender with more abstract characteristics related to ideas, opinions and interests. Psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviour. Psychographic data can be gathered first-hand through personal interviews, focus group interviews or questionnaires, or purchased from research companies. Psychographic data base

12. Psychographic Element Groupings Skills and Senses Emotion or Reaction Motion Learning The Surroundings Action and Activity

13. The world’s largest experiential database meets the most sophisticated modelling software. X-Mod is driven by three types of data: General population psychographic data collected in each target market country. Data is already collected in: ♦United Kingdom ♦UAE ♦USA ♦Russia ♦Germany ♦Iran ♦South Africa ♦India ♦Portugal ♦Pakistan ♦China ♦Holland ♦Poland ♦Egypt ♦Singapore ♦Romania ♦Australia ♦Finland Tracking studies data base. Benchmarking data base that incorporates results data from the analysis of over 110 projects. Our unique data base

14. Component elements - example • For example the Olympic way in Athens contained the following elements: • On or near water • Passion for your country • or region • Emotional • Inspiring • Themed area • Visual Effects • Sounds Effects Olympic Way, Athens

15. X-MOD is an experience modelling tool developed by mathematicians, psychologists, statisticians and market researchers. It is operational in 16 countries and has already been used by over 110 facilities and two destinations. X-MOD offers a clear picture of the strengths and weaknesses of the visitor experience on offer, along with analytical evidence to define, direct, and support a dynamic solution. It measures eight parameters of visitor enjoyment: What is X – MOD? • Visitor flow • Experience intensity • Experience quality • Experience quantity • Capacity effectiveness • Experience value • Learning capability • Psychological appeal

16. How easy is it to predict the visitors route through your attraction?

17. Do you manage the visitors journey time in any way?

18. How much of your experience changes each year?

19. TThe How to improve visitor flow. • Minimise queue times. • Better navigation of the site. • Position toilets, restaurants, kiosks. • Direction for stra - tegies and plans for any future additions to the attraction.

20. Typical visitor journey for age 41 - 65

21. Typical visitor journey for age 17 - 25

23. Active time Active time * The time ‘active’ i.e. in exhibits, rides, talks etc is fairly close to the ideal. This should be maintained through and after the future planned developments. *Survey data is the world’s largest database of its kind, storing vast amounts of data on psychological and leisure needs of different populations and age groups (8 age groups, 16 countries, 25,600 surveys),

24. Active Time: Major theme park in Dubai Before Project After Project Here this major new theme parks first design was only delivering 14% of a visitors day ‘Active’ (on the rides and in shows) whereas after design changes around 28% was achieved. Result – much happier customers

25. Do you measure average dwell time?

27. Learning Styles Learning styles The mix of learning styles offered by a day out at XXX does not reflect how the UK population want to access the experience. Whilst the amount of learning via reading is perfect, the most popular method of creative learning is barely reflected and needs rectification in future plans.

28. Experience Quality EQS * The psychological quality of the experience offered is in the red ‘unacceptable’ band and is below the zoo benchmark quality for all but the 3-5 year olds. Adding the elements in the next table will make a big difference to this result. *Benchmark data is the data taken from 100+ real attractions across the globe; their quality of experience

29. Psychographic elements to add The list identifies the missing psychographic elements and should be use in design phase to create new experiences that will psychologically appeal to young age groups.

30. Key capacities The indoor capacity at 81% is fine, although many of these experiences are very similar. The repeatable capacity is very low and will need to improve to 30+% in order for the zoo to reach its desired market penetration. As water remains popular with all ages and all populations, the Water capacity needs improving to 10+% to be in line with modern zoo experiences. The demonstration (show) capacity is very low and requires increasing to 10-15% of the total capacity on the site. The spend capacity should never go above 5%. Key capacities

31. Experience value Experience value Currently XXX represents reasonable value for children and very poor value for adults.

32. Benefits – Strengths and Weaknesses through metrics • Master Planning • Analysing Concepts • Capital Investment Appraisal • De-risking by modelling different ideas • Shaping even more detailed briefs to designers • Operational Quick Wins • Capacity Effectiveness • Benchmarking

33. THANK YOU Chris Webster Chief Executive Vision XS Ltd Abingdon, Oxford, UK OX14 3YS +44 (0)1235 420327 M: +44 (0)7787 563392 chrisw@visionxs.co.uk www.visionxs.co.uk