VISITOR SERVICES SPOTLIGHT

Mark Morgan, Assistant Director of Visitor Services

We welcomed more than 340,000 visitors last year to The Ringling. This past season, our numbers continued to climb as the cold winter weather ushered our beloved Snowbirds and other visitors southward earlier than normal. We also experienced a tremendous increase of children and families visiting in response to the installation of The David F. Bolger Playspace.

The “wow factor” of our collection, buildings, and grounds provides years of lasting memories. But I believe we must also provide an equally positive visitor experience in order to foster repeat visits and generate word-of-mouth awareness.

The visitor experience often begins long before the actual visit. But for most, it starts with a beaming smile and a resounding, “Welcome to The Ringling!” Whether we are putting on wristbands, driving trams, offering directions, or giving tours, those on the front line play a vital role in creating a lasting, memorable experience.

This past year, we conducted hospitality training for our volunteers (Ambassadors, tram drivers, and Docents), and staff

(admissions, box office, Museum store, restaurants, and Museum attendants). We assessed visitor flow and streamlined the process by eliminating wristbands and creating a separate check-in area for visitors on Mondays when the Museum of Art is free. We also established reduced admission for Museum Members’ guests. This Summer, we will be updating estate signage, identifying areas for additional training, and seeking ways to further improve the experience.

I recently became a Member to support the Museum, but also to experience first-hand the registration and check-in processes our Members encounter when visiting. Through this experience, we have already identified ways in which we can enhance the Membership process in the Visitors Pavilion including ways to fine tune check-in for special events.

What

our visitors say is important to us.

We have been rated the #1 attraction in Sarasota consistently on TripAdvisor®, and we were recently voted the second best Florida attraction by USA Today readers.

It is our goal to shape the visitor experience in such a way that every guest—whether young, old, Member or international traveler—feels welcome, and has enjoyable memories for years to come.