Canadian Strategy: Pricing, People & Park Profit

Overview:

Host Sondra Shannon (CEO, Gatemaster Technology) welcomed Bob Williams, General Manager of Calaway Park, for an insightful discussion on leadership, pricing, and guest experience in the attractions industry. Bob shared decades of wisdom on how Canadian parks balance affordability, culture, and innovation to thrive in a competitive market.

Insights from This Live

• Pricing Should Empower Guests:
  Bob believes pricing should never become a barrier. Free parking and allowing guests to bring their own food are simple yet powerful ways to make families feel welcome and respected.
• Designing Memorable Experiences:
  Guided by the peak–end rule, Calaway Park creates awe at arrival and ends on a high note to ensure guests leave with lasting positive memories.
• Culture Beats Strategy:
  A mission statement alone won’t deliver results. Bob emphasizes that values must translate into behaviors—daily briefs, coaching, and clear standards to keep teams aligned.
• Digital Transformation Matters:
  E‑commerce and mobile ticketing aren’t optional anymore. Bob shared how moving from printed season passes to digital cards saved thousands in costs and improved guest convenience.
• Tourism Advocacy Is Critical:
  Bob highlighted how trade policies and sentiment between Canada and the U.S. impact billions in tourism revenue. Industry leaders must keep advocating for accessibility and collaboration.

Notable Quotes

• “Leaders have to be technical and humanistic, but they also need to be conceptual and have an end in mind. The number one thing leaders need to do is care for their people. That’s where great leadership starts.”
  – Bob Williams [32:12]
  Great leadership requires a balance of technical expertise, empathy for people, and big picture thinking—with caring for team members as the foundation for success.
• “[After building a recurring charge system 15 years ago], it wasn’t the customers who usually paid in full switching to monthly plans; it was an entirely different demographic. It really opened my eyes to the fact that sometimes you do need these different options to get around that barrier to entry that some families have.”
  – Sondra Shannon [29:45]
  This quote means that offering flexible options like monthly payment plans can make experiences accessible to a broader demographic and remove financial barriers for families.
• “Tangible plus the intangible equals the total product service experience… your biggest intangible is your people.”
  – Bob Williams [22:06]
  Bob reminds us that employees are the heartbeat of guest satisfaction and the ultimate differentiator.
• “If the rate of change on the outside is faster than the rate of change on the inside of your park, the end is near.”
  – Bob Williams [25:44]
  A powerful warning for operators to embrace innovation and avoid complacency.
• “Culture kicks strategy any day out… you create the right culture, you’ve won over half your business concerns.”
  – Bob Williams [38:09]
  Bob champions culture as the foundation for long-term success, outlasting any strategic plan.

Calaway Park Approach

Calaway Park operates on a behavior-first framework: values → standards → behavior → outcomes. This isn’t just theory—Bob invests in mid-season coaching sessions, daily team briefs, and strict safety protocols. These practices ensure clarity and consistency, creating an environment where employees feel empowered and guests feel cared for.

Bob’s Preferences and Technology

Bob favors strategic pricing over dynamic models, citing trust and predictability as key to guest loyalty. At the same time, he embraces digital transformation. Moving from printed season passes to mobile access streamlined operations, cut costs, and aligned with modern guest expectations for convenience.

Improving Guest Experience

Bob’s formula for success includes peak–end design and eight experiential touchpoints per visit. He also emphasizes simplicity: “The number one deliverable is answers.” Guests want products and services that are easy to use, timely, and reliable—principles that guide every operational decision at Calaway Park.

Creating Memories and Guest-Centric Culture

Shared connection and laughter define attractions. Bob remains confident on in-person experiences, noting that guests crave authentic, transformational moments that virtual alternatives can’t replicate. This belief drives his commitment to culture and service excellence.

Gatemaster’s Guests’ Appreciation and Value

Sondra reinforces the importance of e-commerce and transparent pricing. Families invest in experiences, and online booking flexibility meets them where they are—anytime, anywhere. Gatemaster.com continues to lead in providing tools that simplify operations and elevate guest satisfaction.

Closing

Culture, clarity, and innovation remain the pillars of success in the attractions industry. Want to share your story? Apply to be a guest at livewithsondra.com.

Connecting with the Speakers