Price Leisure Group brings together the talent, technology and experience to support the unique needs of developers, designers, operators and owners in the entertainment and attractions industry.
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The Price Leisure Group Team has the resources and experience to manage a multi-phased process of creating and developing attraction projects (theme parks, water parks, visitor centers, museums, aquariums, etc.). This process is similar to that followed by architects, engineers and contractors in developing commercial real estate projects.All of the disciplines involved in traditional commercial development are a part into the process of developing attraction projects.The differences involved in designing and developing attraction projects are found in the integration of attraction, show and exhibit design and production disciplines into the traditional development process.When properly directed and managed, the attraction development process results in an efficient facility program, an intelligent aesthetic and functional design and an effective, people-pleasing attraction experience.
Market Research is spearheaded by Price Leisure Group's "Strategic Partner" Integrated Insight which focuses on helping organizations strategically and operationally out-behave the competition through the use of data-driven insights and sophisticated decision analytics.
Key services include Market Research and Consumer Insights, Forecasting and Feasibility Analysis, Capacity and Operational Efficiency, Marketing and Sales Strategy, and Pricing and Revenue Optimization.
"Guessing is dysfunctional, ignoring prior experience is denial. Using valid numbers to project performance is rational." - Quote from Harrison "Buzz" Price
Best known as the man who did the first viability studies for Walt Disney's projects, including Disneyland, Harrison "Buzz" Price is credited with founding the feasibility analysis segment of the attractions industry. The Price Leisure Group applies the Roller Coaster Math approach learned from David Price's father who was the acknowledged dean of recreational economics consultants, having conducted all of the site location and economic feasibility studies of Disneyland and Disney World.
The Price Leisure Group's master planning approach for Attraction Projects (be they visitor centers, museums, cultural centers, them parks and other forms of themed destinations) often involves utilization of a productive and cost effective technique which explores concepts and opportunities called the ATTRACTON CHARRETTE. The term “attraction” is any destination intended to attract people to it.
The charrette is normally a two-day brainstorming session, and its purpose is to fully explore the visitor experience / exhibition / recreation / attendance potential of a development opportunity.The result of the charrette is a multi-disciplined overview of a proposed project – its objectives, its themes and attraction / exhibition / presentation elements, its target audience, its location and market area.In addition, the charrette establishes rough order of magnitude development parameters including annual attendance, design-day attendance and project sizing and capacity requirements; and, as may be necessary, a rational investment target based on estimated operating revenues and expenses.
The Price Leisure Group believes that the foundation for a successful attraction and quality experience for the guest in terms of show value and guest service is a strong operating and management program. As such, it is essential that all planning, design, construction and operational activities are closely linked. The Price Leisure Group works closely with the Owner to organize and develop an Operating Plan that includes: Operations, Merchandise, Entertainment, Finance, Marketing, Administration & Personnel and Maintenance & General Services.
Extensive operational planning includes reviewing design from an operational viewpoint, developing operating and labor budgets, analyzing the "guest experience", determining operational equipment requirements, determining labor requirements, development of employee orientation and training program requirements, safety planning issues and safety design review, development of maintenance programs and consideration of growth and evolution of the facility after opening to ensure continued success and repeat visitation.
The discipline of design research is based on the view that design has its own things to know and its own ways of knowing them. There exists a "designerly" way of thinking and communicating that is both different from scientific and scholarly ways of thinking and communicating, and as powerful as scientific and scholarly methods of enquiry when applied to its own kinds of problems.Implicit to design research practice is the artistic, intuitive processes which interactive designers bring to situations of uncertainty, instability, uniqueness and value conflict.The emergence of design research as a core discipline of the entertainment and attractions industry grew out of an expanding research base within many design schools and the emergence of interaction design as a key factor in shaping places of compelling places and experiences.
Master Planning and Design
The Price Leisure Group is committed to supporting the critical role of the attraction designer whose responsibility is to evolve and mature attraction/exhibition concepts.The personality and character of the project is largely determined during the master planning and schematic phase.The importance of getting the master plan right cannot be overstated.
After the attraction concept is thoroughly and rigorously defined, it is expressed in the form of a Concept Master Plan.This process requires the attraction designer and facility architect to closely coordinate their work and, at the same time, maintain active involvement from the Owner.
A comprehensive Master Plan Design Package provides the attraction menu, development program (food and beverage, retail, guest services, administrative, back-of-house) and architectural character of the project.Schematic plans, sections and elevations of facilities and site development requirements incorporating construction systems and materials, local constructability conditions and local code and regulatory requirements will be prepared.In addition, an integrated preliminary project cost estimate and schedule are prepared.
Architecture & Engineering
Price Leisure Group provides Design Assist Services to Owners, Developers and Public/Private Partnerships. Architect David Price, Founder and President of the Price Leisure Group and David A. Price Architects, Inc., also works closely with Design Studios and other Architectural Firms to support their attraction project initiatives.
The success of an attraction development hinges on the critical need for comprehensive architectural, engineering and site development drawings that are translated into biddable documents for construction.The Facility Architect has a lion’s share of work to complete.The Attraction Producer/Designer’s primary responsibility is to provide technical assistance to the Facility Architect and to review all CDs for show/exhibit design approval prior to releasing the documents for construction.The Construction Manager’s task is to coordinate completion of the CDs, finalize the procurement strategy, confirm the project budget and schedule, and pre-qualify construction trade contractors.
The Owner is looking ahead in earnest to recruiting senior members of the operating staff and developing the marketing and promotions strategy for opening the project.
The Price Leisure Group and its key Principals - David Price, Mike Lee and Pat Scanlon - has the background experience to support and direct critical Construction Management Services. During the construction phase, the project site and facilities are being constructed and all attraction, show and exhibit elements are being fabricated and produced. The On-site Construction Manager or General Contractor has the lead responsibility for all on-site project coordination and scheduling.The Facility Architect is responsible for providing construction administration services (i.e., processing contractor requests for information (RFIs), reviewing contractor submittals and conducting building and site inspections).The Attraction Producer/Designer also has site representation to provide attraction/show/exhibit construction administration services.
Off-site, the Attraction Producer/Designer is responsible for overseeing the production and fabrication of all attraction elements.As the facility approaches completion, the Attraction Producer/Designer assumes a more prominent role on-site as manager and coordinator of the show/exhibits installation and “test and adjust” sequence.
In addition to overseeing construction activities and making periodic trips to review off-site show and exhibit production progress, the Owner spends increasing amounts of time and resources recruiting and hiring the project’s management and operating staff, including the senior maintenance manager(s) having responsibility for facility and show/exhibit systems.These managers and their key staff will participate in “test and adjust” and training requirements associated with all building and show technical system installations.In addition, the Owner finalizes and executes the project’s marketing, promotion, public relations and grand opening plans.