Exceeding Expectations: Culture & Experience Design

Overview:

On this episode of Live with Sondra, Gatemaster CEO Sondra Shannon spoke with Phil Bruno, Chief Experience Officer of Treat ’em Right Experiences, about the vital connection between culture, employee satisfaction, and guest experience. With 45+ years in tourism and hospitality, including 17 at Anheuser-Busch, Phil shared insights from training over 100,000 graduates and offered practical steps for anticipating guest needs, reducing turnover, and creating unforgettable moments that drive loyalty.

Insights from This Live

• Anticipating guest needs begins before they arrive.
  Attractions must align marketing promises with frontline delivery, ensuring teams act as “brand promise keepers.”
• Employee experience drives guest experience.
  Higher employee satisfaction consistently correlates with better guest ratings, revenue growth, and stronger loyalty.
• Culture reduces turnover.
  A healthy workplace culture keeps good people longer, reducing the high costs of training and inconsistency.
• Training must evolve with generations.
  Gamification, online learning, and flexible delivery methods are now essential to engaging today’s workforce.
• Inclusion is the future.
  Designing experiences with accessibility in mind benefits all guests, preparing attractions for multi-generational and diverse audiences.

Notable Quotes

• “Everyone needs to know the brand promise because You have to keep the promise of what the brand has said.”
  – Phil Bruno [6:30]
  Elaboration: Phil explained that while marketing sets expectations, it’s frontline staff who ultimately deliver on those promises. If teams aren’t aligned with what’s being advertised, guests will feel the disconnect.
• “There is no such thing as an SOP anymore… We are now using current best practices. The current best practice is something that as a team we all agree upon is the best way to get this done today, and until we find another and better different way, we’ll all agree to live with this one.”
  – Phil Bruno [10:56]
  Elaboration: Phil emphasized that rigid manuals can’t keep up with guest expectations. Instead, organizations should commit to continuous improvement— updating “best practices” as needs and trends evolve.
• “The employee experience actually drove the guest experience higher.”
  – Phil Bruno [13:41]
  Elaboration: Phil described how his teams achieved a 97% guest satisfaction rating after raising employee satisfaction to 87%. He highlighted that investing in staff morale and culture directly translates into happier guests and higher revenue.
• “Low turnover is the strongest indicator of a successful culture.”
  – Phil Bruno [16:51]
  Elaboration: With turnover averaging 70% in the attractions industry, Phil underscored that a stable team signals a healthy culture. Guests don’t see who’s new or who’s been there for years—they just experience consistency, warmth, and care.
• “When we design to include everybody, what you’re really thinking about is all of our future selves.”
  – Sondra Shannon [36:02]
  Elaboration: Sondra reinforced the importance of accessibility and inclusivity in experience design. She shared examples of attractions like Morgan’s Wonderland, where training every staff member to recognize and assist families with special needs creates a more welcoming environment for all.

Treat ’em Right’s Approach

Phil Bruno shared his methodology of discovery visits, where he evaluates cities and attractions from a guest’s perspective. By observing hospitality touchpoints and interviewing staff at all levels, he uncovers cultural strengths and training gaps. His philosophy is simple: the employee experience drives the guest experience.

Training & Technology Preferences

Phil highlighted how younger generations prefer online, bite-sized learning, paired with gamification. This keeps teams engaged, confident, and better equipped to exceed expectations. He also stressed that training should be constant, consumable, and professional.

Sondra’s Perspective

Sondra Shannon emphasized the importance of aligning marketing promises with frontline execution. Marketing sets expectations, but staff are the “promise keepers.” She also noted how inclusivity—like quiet spaces or special training—enhances guest satisfaction for families of all backgrounds.

Improving Guest Experience

Both leaders agreed: the path to guest loyalty begins inside the organization. When staff feel confident, trained, and supported, they deliver consistent, memorable service that directly impacts revenue through food, retail, and repeat visits.

Creating Memories & Guest-Centric Culture

Attractions that empower their staff to anticipate needs, reduce friction, and offer personalized moments set themselves apart. Phil reminded leaders that fun workplaces create fun guest experiences—making culture the true differentiator.

Gatemaster’s Commitment to Guest Value

At Gatemaster Technology, we believe technology should support culture and guest experience. Our mobile ordering platform increases food & beverage revenue by up to 40% while reducing wait times, ensuring staff have more opportunities to create lasting guest memories.

Connecting with the Speakers