Roarr!
ROARR! is the UK’s largest dinosaur themed adventure park in the UK. Attractions include Dippy’s Splash Zone, Predator High Ropes, Valley of The Dinosaurs (new for 2022) and Dippy’s Theatre. Outdoor excitement or indoor play, this is an immersive, fun-packed day out for the whole family. Throughout the year, the park also offers some memorable events – such as Dinos At Night, Dippy’s Halloween Days and Dippy’s Christmas Celebration. Check out ROARR! Dinosaur Adventure’s website for all the latest ROARR-some events here.
The Brief:
ROARR! was looking for alternative ways to support increased visitor volume, reduce staff costs and improve the visitor journey.
This included reviewing:
the current visitor journey on site for admissions
the current enforcement of height restrictions and options for a “turnstile” approach
the data capture elements of the current visitor journey online and on site
a Direct Debit set up to offer solutions for membership
We were also required to work with ROARR!’s stakeholders and suppliers to:
understand what data collection was required for audience analytics and future growth
ensure the business is ready to handle significant visitor growth in the coming years
build a new admissions facility to improve the customer flow and allow for increased admissions capacity in peak periods
The Proposal:
• An initial two-day scoping meeting to review current onsite processes and layout
• Review of online ticketing journey and membership purchase
• Creation of an in-depth report with actions, recommendations and pricing for future projects
The Process:
The project began with an initial workshop to review the aims of the attraction and uncover the requirements of the wider business, ensuring that the outcome provides the right solution to meet ROARR!’s needs.
This required two days on-site with the ROARR! team to lead workshops and meetings and gather insightful information regarding the company’s requirements. The meetings included key stakeholders in the business and current users of the systems in place i.e. ticketing, webstore, retail and food and beverage, IT and CRM high level users.
We then worked closely with Katapult to review the current admissions area with a view to changing the layout and process for admission. The outcome was a series of options for these new layouts to be worked on between us and the Katapult team.
We also spent time reviewing the current systems in place for other areas -assessing their limitations, integrations and the Park’s plans for growth, with an overview of longer-term improvements to be made with suitable software and hardware providers i.e., turnstiles, webstore, app integrations etc.
The Outcome:
At the end of these sessions, we delivered a report containing:
options for improving the customer journey long term
quick wins to improve the customer journey prior to the 2021 summer season
our recommendations and plans for further project work dependant on choices made by the business
This allowed ROARR! to plan where to invest their time and money to accommodate their growth plans.