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Crisis Management

To focus on customer expectations and improve brand damage from the incident, the best

strategy would be to directly and transparently address safety concerns and our efforts to

improve procedures, policies, and training before the reopening. Freely providing this

information will reassure potential customers and overcome their misgivings due to the accident.

Being as transparent as possible, while at the same time not without dwelling on the accident,

should attract more parkgoers to reopening and increasing revenue. The alternative of not doing this could raise the risk of misinformation filling the void of information and potentially scaring

folks away.

Employees will most likely still be hyper-focused on safety having experienced the

accident that occurred. But if they are not given the tools to further ensure and improve safety

then this preoccupation could turn into anxiety which can be detrimental to work performance

and actually decrease safety. To counter this, the employees need to be informed of the root

cause, events leading up to, and details of the accident but only to the extent that the details are

needed. Subsequent training on new safety procedures must be given to all employees. This will

return a senses of control over their work environment and make for better attitudes and job

performance upon our reopening.

A fact of amusement parks is that rides have minor and usually non-dangerous

malfunctions relatively often. However, due to all of the safety measures built into the machines

as well as established procedures for our well-trained staff to follow in dealing with them, these

hiccups rarely turn into anything more than a minor inconvenience. However, on the heals of an

accident employees and guests may be a bit edgy and apprehensive as is natural. A small but

unexpected ride issue in this sort of atmosphere could be trouble. For instance, a train getting

stuck due to the designed response of a mechanical safety measure engaging due to a momentary

loss of power or disagreeing sensors (Young, 2015) could cause complete and utter panic with

the possibility of negative publicity under these circumstances. This further points to the need to

empower our technicians and all employees through extensive safety and crisis response trainingwhich involves properly inspecting the rides on a very regular basis to identify things such as

electrical faults or bad sensors which could cause such a situation.