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Image Credit Boston University Hospitality Review
In the hospitality industry, crafting unforgettable experiences is not merely a goal; it is essential for success. Stacy Moscatelli, CEO of Original X Productions, leads her company in creating immersive experiences centered around beloved brands and properties. From the world of television shows to iconic brands like Hershey, Moscatelli offers insights on how exceptional hospitality and experience innovation drive guest engagement and loyalty.
How do you describe Original X Productions?
Stacy Moscatelli (SM): Original X Productions creates immersive experiences that facilitate memorable moments for our guests. By partnering with renowned brands and licensing their intellectual property, we transform beloved franchises into engaging, immersive experiences. This approach allows fans to connect deeply with the worlds they love.
Can you provide specific examples of the experiences you offer?
SM: We collaborate with Warner Bros. on experiences such as “Friends” and “Harry Potter: Magic at Play.” The “Friends Experience” immerses guests in iconic locations, such as Central Perk and Monica’s apartment, allowing them to relive their favorite scenes. Our new Hershey Experience turns guests into “sweet seekers” exploring the world of Hershey through fun, hands-on activities.
What can guests expect when participating in these experiences?
SM: Each experience is uniquely tailored to its audience. In the “Friends” and “The Office” experiences, guests engage with iconic settings and relive memorable scenes that they have only seen on-screen. The Harry Potter experience is designed to be family-friendly, enabling parents to introduce their children to the franchise in an enjoyable way. We recognize that parents often want to share their love for franchises with the next generation, so we ensure the environments are accessible and engaging for all ages. The Hershey Experience, for instance, offers interactive stations where guests can learn what makes candies like Twizzlers and Jolly Ranchers special, tying education with entertainment.
How have guests been responding to the experiences you’re providing?
SM: Feedback has been overwhelmingly positive. Many guests arrive with varying expectations but leave impressed by the depth and engagement of the experiences. We saw this firsthand with the Hershey Experience. Initially, many visitors thought it would be either a retail experience or just about eating candy. However, once they engaged with the interactive elements and understood the narrative, they left feeling surprised and delighted.
How do you define hospitality, and why is it critical for Original X Productions?
“Hospitality, at its core, is about making guests feel something. They want to feel seen, valued, and appreciated.“
SM: Even when things don’t go as planned, our “Champion the Guest” philosophy ensures every guest feels seen and understood, enhancing their overall experience. Hospitality involves both emotional and physical care, and we strive to excel in both.
Could you elaborate on your hospitality strategy?
SM: Our “Champion the Guest” philosophy places the guest at the forefront of every aspect of our operations. This philosophy emphasizes that every team member, from those who develop the experiences to those who engage directly with guests, plays a critical role in enhancing guest satisfaction and enjoyment.
SM: We train our staff to anticipate and meet needs proactively by offering assistance and creating friendly connections. Regular feedback loops help us measure satisfaction and refine our experiences, making hospitality a continuous commitment. We believe anticipating needs and addressing them before guests even ask is a hallmark of exceptional hospitality.
How does your hospitality strategy apply to internal audiences, including staff?
SM: We place a strong emphasis on hiring individuals who embody a positive disposition.
“Our recruitment process focuses not only on skills but also on finding those who genuinely enjoy helping others.“
Continuous training is vital in empowering our staff to create memorable experiences for guests, such as recognizing significant occasions or needs during their visit. When our staff is fulfilled and engaged, it directly translates to an enhanced guest experience.
What does Experience Innovation signify in your organization?
SM: Experience Innovation transcends merely integrating technology; it involves strategically employing data and insights to inform our offerings and their evolution. For example, we learned that in the Harry Potter experience, children often rushed through the linear environment, missing key elements. Based on this feedback, we created the Hershey Experience as a more flexible environment that allows for free exploration. Guest feedback, including surveys and Net Promoter Scores, plays a key role in refining experiences, ensuring they’re engaging and adaptable.
What counsel would you say to executives who may be skeptical of the importance of hospitality?
SM: Neglecting hospitality isn’t a sound business strategy. In today’s competitive market, where consumers have so many choices, if they don’t feel valued, they’ll go elsewhere.
“A strong hospitality strategy fosters loyalty, repeat visits, and positive reviews.”
While some worry about the cost, evidence shows that prioritizing customer experience leads to better financial performance and revenue growth.
How do you ensure the guest experience is consistent across different locations?
SM: Consistency is achieved through rigorous training and established operational protocols that all staff adhere to across locations. We conduct regular evaluations to reinforce hospitality standards and ensure that every guest interaction aligns with our brand values. Additionally, we implement a system of checks and balances to monitor guest experiences, enabling us to quickly identify inconsistencies and address them.
Does sustainability play a role within your experiences?
SM: Sustainability is increasingly important in our strategy. We evaluate our operations to minimize waste and incorporate eco-friendly materials when possible. For instance, in some of our experiences, we utilize digital elements to reduce paper usage and promote recycling. We are focused on not only providing amusing experiences but also ensuring that we are conscientious stewards of the environment.
Stacy Moscatelli’s insights illuminate the critical importance of hospitality and experience innovation in the hospitality sector. By prioritizing a “Champion the Guest” philosophy, Original X Productions effectively fosters guest loyalty and enhances overall satisfaction. The company’s commitment to creating meaningful experiences empowers staff to engage proactively with guests, ensuring they feel valued at every turn.
Incorporating feedback into strategic decision-making illustrates their dedication to continuous improvement, allowing for adaptability and responsiveness to guest needs. The integration of experience innovation—rooted in data and insights—further ensures that offerings remain relevant and engaging for diverse audiences.
Moreover, the focus on sustainability reflects a growing awareness of corporate responsibility within the hospitality sector, connecting consumers with brands that align with their values. Moscatelli demonstrates that a strong commitment to hospitality goes beyond merely meeting expectations; it is fundamental for achieving sustained success in building lasting relationships with guests.
As the industry continues to evolve, the principles exemplified by Original X Productions serve as a compelling model for hospitality professionals worldwide. By emphasizing genuine connections, memorable experiences, and a holistic approach to guest satisfaction, the organization sets a standard that not only drives profit but also fosters authentic engagement in an increasingly competitive landscape.
This article originally appeared on Boston University Hospitality Review.
