REOPENING from COVID 19
BENCHMARK DISNEY: How Theme Park Strategies Can Help You Rebuild Client Confidence & Regain Business
A PUBLICATION MIRACLE STRATEGIES LLC
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TABLE OF CONTENTS
Benchmark Disney by Miracle Strategies
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Disclaimer
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The Words of Disney’s Executive Chair
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Questions to Guide Your New Policies
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Social Distancing
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Increased Hygiene
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Communicate Your Plan...Again
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DISCLAIMER This E-book has a short shelf life. Ideas, Lists, and Examples herein are from Public Articles and Are Attributed via Hyperlinks. This document does not include recommendations or suggestions. It is Intended to Prompt Conversation, Strategic Thinking, and Preparation. 3
“Making people feel safe from getting the virus is the biggest obstacle, and it’s clearly complicated. It’s not just about — as far as we know — social distancing. It’s about taking a number of steps, implementing a number of procedures to make sure that people feel safe.” – Robert Iger, Executive Chairman, The Walt Disney Co. Barron’s April 10, 2020
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Theme Parks are Rewriting Their Procedures. Could These Questions Guide Your Policy Conversations? q
What is your State’s official position at this time? (Florida and California have announced drastically different reopening requirements.)
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Do you have the most recent CDC guidelines for Communities, Schools, Workplaces and Events?
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How are other organizations in your sector re-opening in your state?
Public expectations differ depending on client demographics, geography, and stickiness to your organization. Know your clients. q
Who owns your COVID-19 plan? Who is responsible for writing and regularly updating your plan based official guidance and customer feedback? Who’s ordering and stocking safety supplies?
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Do you have multiple buildings? Which are safest? Which are most profitable? Must all open now?
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Could you reopen in phases, or create a multi-day ticket? On May 1,
forecasters projected a reopening, starting with 50% of normal capacity and increasing to 75%, depending on initial outcomes. q
What is your policy for turning away a client? Have you printed it? Is it posted on your website? Educate before opening day.
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Does your typical client’s age impact your opening strategy?
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Should you continue virtual services to expand your reach? 5
Smaller Theme Parks May Open First. Their Crowd Mgt & Social Distancing Practices Could Become Standard. q Put tape on the floor (like Kroger; recommended for managing queues at smaller them parks) and limit the number of patrons who can enter. q Rotate small groups throughout large spaces. q Ask people who come together to stay together, and consider guests’ cars for waiting or dining. q Open in phases; Open part of the park; Open for resort clients only. q Take out/Remove pews, seats, tables, benches, or use ribbon or tape to block off seats or sections. q Using a clear product, protect your staff by separating them from clients while maintaining ease of operations.
Prepare ahead. Make physical separation as easy as possible.
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“Increased Hygiene” – at Disney These Measures Could Bring Comfort to Your Clients, Too. q Visible, scheduled disinfection of surfaces including doors, bathrooms, tables, and chairs. Remove waste regularly. (Who’s responsible for this?) q Providing and/or requiring masks and/or gloves to staff and guests. q Testing for staff. (Do you know where testing is provided, if needed?) q Taking staff temperatures prior to shift and guest temperatures at entrance. (Caution! Before you open , establish a written policy for denying entrance and providing a refund. Educate clients and staff.) q Providing a separate entrance or designated section for high-risk clients. q Adding handwashing and touch-free sanitizer stations in key places. q Using paper plates, paper menus and single-serve condiments. q Discourage previously accepted practices such as greeting with a kiss, hug, or handshake. Discuss what you can do instead to convey warmth.
“Unless Disney wants to wait until a vaccine is ready....It will require savvy marketing to make the public aware and confident of new procedures and 7
how they work in practice.” – Robert Niles, Theme Park Insider
Communication: Your Clients Need to Know What You’re Doing to Ensure a Safe Setting. q Prepare to Proactively Communicate q Compile guest lists. Buy a texting program. Use multiple communications channels. Say it, and repeat it. q Let guests know that you’re taking steps to ensure their safety and peace of mind, even before you define the steps! q Create, update, and share your master policy document with all staff. Client communication is then based on these policies. Clients hear a consistent message which builds confidence. q What to Avoid q Don’t wait until you’re asked what you’re doing. q Don’t overwhelm with too much information at once. q Don’t incite fear. (Show empathy. Comfort with facts and perspective by relating COVID-19 numbers to the total population.) q Print your policies. Keep hard copies. Post information in visible places. q Include your board and staff in policy development. Educate your team so that your employees feel good about their work environment.
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Phoenicia Miracle, President o
MiracleStrategies.com
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[email protected] o
To purchase, visit Miracle Strategies Nonprofit Ebooks on Shopify Opening is a very personal, very local decision. Organizations of all kinds will benefit from lookinat the questions asked by large companies like Disney, who will spend millions of dollars to reopen safely. If you have a Facebook account, please post to my business page and let me know how this book was helpful to you. Author Phoenicia Miracle, M.Ed. Miracle Strategies Fundraising & Marketing
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