Theme Park Chain Motivates Employees with On-the-Spot Branded Gift Cards
The Challenge
A nationally known theme park chain (U.S. & Canada) needed a reliable way to drive three guest-critical behaviors at scale: warm greetings, timely upsells, and sincere thank-yous. Complexity came from multi-location operations, shifting kiosks and attractions, mixed prize tiers, and weekend/weather variability that demanded continuous support and fair, consistent execution.
The Objective
Partner with Confero to:
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Launch a motivational mystery shopping program using branded, on-the-spot gift cards
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Track and reward the three target behaviors across all parks
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Provide transparent reporting for managers and leadership
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Ensure employees feel recognized in real time (not weeks later)
Our Approach
Confero built a flexible, incentive-driven program tailored to park operations:
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Branded Rewards: Co-branded Amazon® gift cards with the park’s logo for instant recognition
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Expert Guidance: Survey design, prize structures, comms playbook from a dedicated client services manager
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Operational Agility: System flags for kiosk moves, weather disruptions, and other on-the-ground changes
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24/7 Shopper Support: Direct line to Confero during weekends and after hours
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Fair Distribution Controls: Balanced award allocation by manager, location, and time period to maintain trust
The Results
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Baseline (2007): ~26% success on greet + upsell + thank-you
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Steady Growth: +50–100 shops each year as training focused on the three behaviors
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Major Improvement (2016): 76% success rate
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Outstanding Results (2019): 86.4% success across 1,700+ shops
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Program Evolution: Added advertising audits and non-revealed shops while keeping real-time recognition at the core
The Success
Real-time, branded recognition changed daily habits. The parks built a culture of consistency, with measurable lifts in greeting, upselling, and thanking—delighting guests and strengthening revenue moments across U.S. and Canadian locations.
Key Takeaway
On-the-spot, branded rewards + clear measurement = behavior change at scale. Confero helps entertainment and hospitality brands energize seasonal teams, improve guest experience, and grow revenue—even in complex, weather-dependent environments. (Subsequent rewards programs have utilized QRcode prize codes eliminating the need to manage gift card inventory and shipping.)
👉 Contact Confero to design a branded gift card mystery shopping program that motivates your workforce and elevates guest satisfaction.
Read more about more thoughts on frontline customer service reviews – 25 Recommendations for Customer-focused Organization.
