On my recent trip, I was fortunate to receive an upgrade to First Class. Not only did I get to board with the first group, but as soon as I got on the plane, the service just felt different. The flight attendants were just a bit nicer and friendlier to the First Class customers.  

Their “good mornings” and “Hi’s” were a bit more genuine and less robotic. As soon as we settled in, while the flight attendants still shuffled everyone else onto the plane, they offered us a drink. They served the drink not in a paper cup but rather in a porcelain mug or glass. When the flight was about to take off, they were supposed to collect all the drinks (so you don’t spill them on the guy next to you during takeoff). I wasn’t finished with my drink yet. The flight attendant told me she had to collect all the drinks. She also said that if I promised not to spill on the guy next to me, I could keep mine. What was this? Bending the rules? That is something that I have never experienced on an airplane in coach.  

Flying coach feels very militant and by the book compared to what I experienced in First Class. Later on the flight, they served us a meal, but they brought warm washcloths to clean our hands before serving the meal. And as the flight ended, I noticed something else that was very different. Due to the atmosphere created, the other passengers were more considerate of each other and the flight attendants. There were many more ‘please’s,’ thank you’s, and more thoughtfulness for one another. Men offered to get bags down for ladies and older folks, and everyone took turns getting off the plane. There was no rush or pushing. The experience was pleasant, and I realized it was one of the first times I enjoyed flying.  

You may be wondering what this has to do with my amusement center; actually, quite a lot. These airlines provide a service for you, just like you give a service to your guests. The actual cost for airlines to give you an extra drink is not much different from what they spend in coach. Serving it in a glass and offering a warm towel before your meal also have similar costs. The value they create by offering a VIP experience is much greater. This experience brings strong feelings and justifies a higher ticket price. 

Now, if everyone received the same treatment, it wouldn’t be special and would then become expected.  

Top Tips to Offer a First-Class Experience

Tip #1: Offer various levels of service that feel considerably different. This doesn’t have to cost you a lot more money. Ensure that your VIP area stands out and feels distinct. Treat all your guests kindly and respectfully, but ensure that your VIP guest receives the added attention and a more personalized experience, such as the “warm towel type service” and a friendlier greeting. Consider upgrading your dishware from the basket to porcelain plates. 

Tip #2: Discounts, Comps, and upgrades should occur, but not so frequently that they become expected. Make the person feel special when they receive a complimentary item, upgrade, or discount. Don’t just offer these to calm upset customers. Instead, give something that makes them feel special. 

Consider offering a complimentary upgrade to a higher package at select birthday parties. I taught my party hosts to offer extra time in the party room for my guests. This didn’t cost us anything if we didn’t need the room for something else. For example, if it was the last party of the day in that room, my hosts were encouraged to let them stay. They should also make the guests feel special by doing this.

One example they might say to the party parent would be, “Mr. or Mrs. Smith, your party room time ends in about 15 minutes. We charge an additional $50 for an extra hour in the room. I have asked my manager and received permission to waive that fee and allow you some extra time in the room tonight, so take your time and have some fun.” 

Offering this did three things:

First, the party host would appear to be a hero, and they would receive better tips. This spin sounds like the party host is “hooking up” or offering a comp to the guest.

This small compromise would cost us nothing. It would create a better experience for our guests. We would get more return visits and better online reviews. 

Third, we saved ourselves labor by cleaning up two spaces because if we kicked the party out of the room, they would relocate to tables in our dining room if they were still playing. I would have to clean up after them twice, so allowing them to stay creates more benefits for my team.   

Engage Parents to Enhance Their Experience

Another “comp” that I would teach my staff to offer was occasional free attractions for parents. 

If I had four bumper cars about to operate and a parent was standing nearby, my team would often offer to let them drive the fourth car. It didn’t cost anything more to run a ride with 3 or 4 cars, but it made a VIP impact on that parent. Parents often don’t pay for a ticket for themselves anyway, so you aren’t losing any revenue or income by offering this little perk. The trick here is to teach your staff to do this “occasionally” and not every time. If they receive this comp every time they come in, it becomes expected and is no longer an upgrade or VIP perk.  

Larger amusement parks do an excellent job of offering a VIP package at a premium price through their Fast Pass-type programs, which allow you to wait in shorter lines. Waterparks do it with their cabana rentals. What are you doing, or what can you do in your center to offer a First-Class ticket or upgraded experience? If you offer a “first-class” service experience, do you give it to everyone? Or do you make it special by adding a premium value and price?  

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