​​​​​​Product & Experience Development

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Developing new experiences and products is crucial for attractions to remain competitive, attract new and repeat visitation, and drive sustainable growth.  Understanding visitor trends, identifying unmet needs, and brainstorming innovative concepts are all key steps in the development journey.  It's also important to conduct thorough market research, analysing visitor feedback, identifying emerging trends and developing a realistic budget and profit projection.  Over my career, I have developed, tested and implemented many products and experiences for varied attractions, including:

• Developing the Visitor Journey and experience blue print for the planned Twelve Apostles Visitor Centre opening in late 2026.  

• The Green Planet including 'A night in the rainforest' and their animal adoption program, both a financial success and still part of the experience offerings today. 

• ‘The Explorers Pack’ for The Green Planet Dubai with an annual revenue generation of over $56,000 USD, and only initial investment of $5,000USD, achieving  profit margins of over 80% and increasing guest length of stay by 10 - 15minutes 

• Dubai Aquarium and Underwater Zoo, first internship & volunteer program, aquarium membership program, incentive plan and bringing all Emaar Retail assets together to create The Dubai Mall Summer Camp (Time Out Dubai’s ‘Best Summer Camp’ 2010) 

• Phillip Island as the first sensory inclusive island in the world, gaining sponsorship and support from Kulture City to certify up to 50 businesses.  I have also partnered with Destination Phillip Island to improve access and inclusion for businesses across the island.

• Leading the Phillip Island Nature Parks team during the impacts of COVID-19 and developing critical initiatives focusing on financial sustainability, health & wellbeing and guest experience. In 2021 the Nature Parks team were winners of  VTIC Tourism Awards: City of Melbourne Innovation & Resilience Award for Regional Victoria for Penguin Live TV, which reach millions of people across the world during lockdowns. 

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