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Guest Services Professionals — a team we rely on

By Kayla McKinley posted 10-23-2012 09:17

  
The duty of a Guest Services Professional was once about overseeing admission into the venue, giving directions, and welcoming guests. While these components are all still valid duties, in today's world, the Guest Services Professional has a much more involved role. They are fully integrated into the safety and security operations of their venue and are a venue's first line of defense, protecting the guest's experience and safety. 

Guest services teams are required to handle crowd management and guest safety situations, in addition to providing exceptional customer service. The upcoming 2012 International Crowd Management Conference (ICMC) Nov. 10–14 in Phoenix, AZ, provides the education, tools and resources Guest Services Professionals need to excel in their career and take their venue's Guest Services to the next level. 

We spoke to Randy Vogel, CFE, theater director at Mesa Arts Center and vice chair of the ICMC committee about the Guest Services Professional program at the 2012 ICMC. Vogel's venue won IAVM's 2012 Venue Excellence Award – Performing Arts Complex, so we are confident that when it comes to excellent guest services teams, the Mesa Arts Center represents the best in the country. 

We asked Vogel how attending ICMC can benefit Guest Services Professionals, and what they can expect from the experience. "ICMC provides a better understanding of what quality customer service is. Security and Customer Service are now fully integrated and part of the experience in today's venue world," Vogel says. "This year, ICMC attendees will be able to attend an NBA game at US Airways Center and experience how another venue operates in real-time. The best way to improve our skills is to watch others." 

By joining together in these types of active learning experiences, industry professionals will have a chance to contribute their own unique perspectives on situations. "ICMC is a specific opportunity for the Guest Services staff on the front-line of the venues, so they can learn and grow," Vogel notes. The opportunity to observe and analyze an event, rather than reacting to a situation as it happens, makes it easier to see the broader perspective. It is hoped that through these exercises, industry professionals will find solutions they otherwise wouldn't recognize and be able to approach situations at their own venue with newfound skills and techniques. 

The roles and responsibilities of a Guest Services Professional are continuously changing and developing. Recently, the NFL, MLB, and NBA have recognized the importance of the family audience, and are looking for ways to create a more family-friendly environment in their team's venues. With this goal in mind came a need to create an atmosphere where both young and old can feel safe and enjoy the game. So now, in addition to greeting, ticketing, welcoming, and ensuring the safety of all fans, Guest Services Professionals have been assigned a new task — cultivating a new generation of fans and helping to ensure the long-term success of our industry. 

Vogel closed by saying, "the drama and entertainment of running a venue belongs on the stage," and we couldn't agree more. 

Join us for the 2012 ICMC, Nov. 10-14, in Phoenix, AZ. Registration prices increase after Oct. 31! 

Click here to register your Guest Services Teams today!
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