zoOceanarium Group, a specialist in the new generation of aquarium and zoological facilities, is dedicated to creating fun, educational, interactive experiences that connect guests with animals. The firm, which operates both the St. Louis Aquarium at Union Station and the Children’s Aquarium Dallas, is an expert at balancing one-on-one personal interactions with technology-enriched interactives.
Tech-based interactives
St. Louis Aquarium offers a range of technology-based exhibits to engage its guests and connect them with the Aquarium’s mission, including the 2020 THEA Award-winning entrance experience, which sets the tone for the fantastical experience the guests are about to embark on. There is also an augmented virtual reality sandbox where visitors can see first-hand how changes in topography impact waterways; and Tommy Talk, a live 3D digital animated river otter, operated by an actor/puppeteer.
Technology was critical in 2020 when, shortly after opening, the Aquarium was closed due to local stay-at-home orders as a result of the pandemic. The attraction offered live-streaming events so that it could continue connecting with guests.
The Children’s Aquarium Dallas features a giant virtual aquarium with fish brought to life by guests – animals are coloured by guests, scanned into the system, and then projected into the virtual aquarium, where they swim around.
At the same time, both facilities have robust and well-trained teams of guest experience associates who guide guests through their journey. This interaction allows the operator to create unique, personalised experiences as the aquariums connect with guests based on their interests.
Team members are key
Even with all the technology, the diversity of species, and “wow” moments in both institutions, guests consistently comment on the positive impact the personal interactions had on their experience.
Whether showcasing the accuracy of archerfish as they shoot a stream of water at prey, introducing guests to any of the amazing ambassador animals, leading behind-the-scenes tours and sharing their favourite facts about aquarium operations, or simply providing assistance in a moment of need, the team members are the most important contributors to a positive guest experience.
While technology can enhance the guest experience in educational and conservation-based organisations, such as zoos, aquariums, and science centres, and can even build connections if chosen intelligently, the importance of the public-facing team should not be forgotten.
Turning the guest experience from good to great
“When we read the reviews and speak with our guests, we consistently hear about our ‘friendly and knowledgeable’ team members. Those personal interactions lead to the “wow” moments that stick with our guests long after their visit ends, says Tami Brown, ZoOceanarium Group’s executive director of the St. Louis Aquarium at Union Station.
“While the newest gadgets and technology bring out the child in every guest and grab their
attention, time and time again the ultimate factor that pushes a guest’s experience from good to great is interaction with your team. It’s the personal touches, the one-on-one conversations, that make the guests feel like they are “in the know”,” adds Ruston Hartdegen, ZoOceanarium Group’s executive director of the Children’s Aquarium Dallas.
“That’s what turns them from a guest to a member of the team, supporting your mission,”
“When giving tours to representatives from other organizations, two of the most frequent questions I am asked surround sources for the technology and the high number of team members interacting with guests,” says Erin Clark, director of animal projects for zoOceanarium Group. “The latter still surprises me a bit, as it has become so natural for us, but I think now more than ever, we can all appreciate the positive impact human interaction can have on us.”
Last month, zoOceanarium shared details about its award-winning training program. Implemented at The Green Planet in Dubai in 2016, the comprehensive program won zoOceanarium Group an IAAPA Brass Ring Award for Best Innovation in a Training Program.
