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Safety is good for business, conference hears


® Yann Coatsaliou
Reinhart Viane, business development director, KCC
Fri Forjindam, chief development officer, Mycotoo


CONSUMERS are more attracted to destinations that provide clear safety protocols as the desire to go back to normal life has been tempered with caution over personal safety in the aftermath of the pandemic, MAPIC delegates were told this afternoon.
Speaking at the LeisurUp session Restarting Your Business, Fri Forjindam, chief development officer at theme-park and immersive-experience design company Mycotoo, said: “As things started opening up, anything that advocated safety helped boost sales.”
She also noted that Gen Z is the largest growing group in terms of leisure spend, with millennials not that far behind, as she concluded: “The more we know about consumer behaviour, the more we can target demographics.”
Forjindam said of post-lockdown behaviour: “There was a clear desperation for connection and initially you could see that with anything that was COVID-safe, like the popularity of drive-in events, for example.”
Reinhart Viane, business development director, KCC, added that many more leisure options had come online because operators had found lower-risk and cheaper ways of bringing concepts to market. “The model today is to believe [in the concept] and then test, which is less risky, for example by starting with small pop-ups and looking for differentiation.”
Forjindam agreed and said that the model was to “trust and verify by firstly trusting that a leisure concept would work and then achieving verification through producing profits”.
Viane added that technology and digital would be increasingly integrated into the storytelling around leisure and that this also meant that many leisure schemes would need less physical investment, as the technology could change the space.
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