KCA London Operations Services - Mishkat case study

Supporting the performance of visitor experiences

The Mishkat case study

KCA London LLP 55 Riding House Street, London W1W 7EE United KingdomTel: (+44) 20 7928 6482Email: [email protected]

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By combining creative thinking with strategic planning, we support the delivery of memorable visitor experiences


We are a collaborative of highly experienced practitioners who deliver operational solutions to our clients. With primary experience of managing popular destinations, exhibitions and visitor programmes on an international scale, we can help you set up your operational framework, enhance your visitor experience through staff and resources, and be commercially robust.

Our services include: Visitor flow analysis Operational design guidanceBrand and communications planning Governance planningPolicy planning Standard operating proceeduresTicketing options appraisals RFP delivery and appraisalsRetail set up and training Product licensingStaff recruitment Staff training Visitor programmes Learning resourcesWebsite development Marketing plansSecondary revenue planning Commercial viability consultancy


1. The Energy Futures gallery, Mishkat, Saudi Arabia 3. The Energy Playground, Mishkat, Saudi Arabia 2. Training of the Mishkat Facilitators

The Operational Design Journey of Mishkat, Saudi Arabia


Mishkat is a 4,200 square metre science discovery centre in Riyadh, Saudi Arabia. A first of its kind in the region, the client aspiration was for Mishkat to be a model of international best practice whilst being considerate of its unique cultural context. Our initial challenge was to guide the operational development of the destination from concept design through to build.

We interfaced with the design and build team to ensure Mishkat's back and front of house facilities were operationally sound and visitor focused. We responded on the design drawings and exhibit concepts, commenting on space planning and anticipated maintenance provisions. We detailed the services and technology needed to run the Centre smoothly and efficiently. We ran workshops with local audiences to better understand their needs. We took the client on a visitor journey, profiling how audiences may flow through the space and anticipating what challenges may arise and engineering how they will be overcome. We planned how Mishkat's offer could grow in the future, and advised on what provisions were needed to enable this to happen.

By combining our scientific approach with creative problem solving, Mishkat was designed to be functional, visitor focused and operationally sustainable.


Developing Mishkat's identity


As Mishkat was a new type of offer for the people of Saudi Arabia, its branding, market positioning and communications were critical in capturing the imagination and interest of its intended public.

Managing a team of talented designers and communication specialists, we guided the client through the brand development process so they could independently determine its final iteration with their stakeholders.

We also advised on how the spirit of this brand should be represented through all of Mishkat's communication medias. This included the website, stationary, staff uniforms, branded retail products and onsite resources such as maps and visitor guides.

We also devised a detailed marketing plan, advising on market positioning and vehicles of communication such as social media, traditional advertising and press management.


1. Mishkat Energy Trail Visitor Guide 3. The homepage of the Mishkat website 2. Mishkat business cards artwork

Guiding contract service agreements, policy planning and standard operating proceedures


As with any visitor destination, it is essential that Mishkat provides exceptional visitor service – from the standard of the cafe offer, through to how staff respond in the case of an emergency.

We authored Mishkat's request for proposals for catering, cleaning, security an ticketing. These proposals were drafted in consultation with a specialist panel including decision makers from the O2, London Transport Museum and the Science Museum, and advised the clients on what response offered the most security and value.

We authored Mishkat's policy and proceedural documents. This included the customer care policy, evacuation proceedures, disaster plans, handling complaints, staff management and lost visitors, amongst many others. We took an iterative approach with the client, running a workshop with the management team in Riyadh and ensuring that the documentation was considerate of its cultural context and the mission of Mishkat.


Mishkat Retail


Drawing on our team members specialism in setting up retail environments, branded products and licensing, we advised on the shop design and EPOS system, and delivered a range of content related retail products that will both appeal to the audience and be on message. We also advised on pricing, managing the supply chain and levels of stock.

We also developed a line of branded items that not only related to Mishkat's content but also advanced and promoted the Mishkat brand.

Training was delivered onsite in Riyadh, including product knowledge and shop operations.


1. Mishkat retail bags 3. Branded Mishkat T-shirts 2. The Energy Store, Mishkat

Mishkat Visitor Programmes


An exciting programme of events, shows and workshops encourage repeat visits and enhance the visitor experience by creating a new offer that is social, fun and educational. We were commissioned to develop a hands on workshop and an energy packed science show, and train the Mishkat Facilitator team on how to perform these programmes to a large audience.

Drawing from our inhouse experience and content expertise, we worked with Techniquest to augment their workshop Bright Sparks and created a brand new show with the Science Museum. Our role was to manage the content, ensure they were appropriate for their cultural context and manage the logistics of the props and training delivery.


The Mishkat Energy Show trialled at the Science Museum, London

Planning Mishkat's workforce, recruitment and training


A visitor destination designed to engage and inspire its audiences are reliant on enthusiastic, informed and motivated staff to manage and facilitate the visitor experience.

We authored the Governance plan for how Mishkat is managed, and the staffing structure defined Mishkat's departments and their functions. Job descriptions were authored, and we interviewed over 65 candidates. We advised on the levels of staffing, and how they should be rostered and managed.

It was important the client that all levels of staff were orientated to their new roles, learning from international best practice and being guided on how it can be adapted for their operations. We managed this process, connecting the Senior Mangement with their equivalents at Britain's first purpose built science centre in Techniquest. The Facilitator staff, charged with engaging the visitors through interaction and performance, received a week of intensive training at the Science Museum, London which was followed by onsite training in Riyadh delivered by KCA London. The onsite training included disability awareness, health and safety, managing difficult visitors, learning theory, working with children, working with families and science communication training.

We are also providing maintenance support, drawing on our team of experienced exhibit engineers.


1. Mishkat onsite training 3. Presntation skills training at the Science Museum2. Mishkat osite traing

Mishkat onsite training

Business

KCA London Operations Services - Mishkat case study