Four months after starting as president and CEO of Colonial Williamsburg, Mitchell Reiss touted plans Tuesday to boost technology spending, introduce tiered ticket prices and begin selling fresh-baked gingerbread in the Historic Area.
Reiss appeared Tuesday before a room full of business people and government officials at the latest Williamsburg Economic Development Authority luncheon, where he repeatedly stressed the need to better cater to young people — the average age of a Colonial Williamsburg visitor is 58 — and to make Colonial Williamsburg a place where the latest technologies are employed without compromising the 18th century aura.
The changes, part of a slew of reforms proposed by Reiss since he started, are meant to revitalize Colonial Williamsburg as a relevant institution in the 21st century. He said Colonial Williamsburg needs to attract more visitors to be sustainable.
But that is a challenge measured in years.
“How do you deal with [younger audiences] who have an attention span of 30 seconds before [they turn to their cell phones]?” Reiss asked. “We know we can’t sit and lecture them. We’re still trying to figure that out.”
In the next few years, Reiss said Colonial Williamsburg is investigating adding an archaeological dig for kids to serve as a fun and engaging activity. Chowning’s Tavern is in the midst of being converted to a full-fledged alehouse, a move that better aligns it with the burgeoning demographic of craft beer connoisseurs.
He also created a guest experience team composed of employees from throughout Colonial Williamsburg to implement changes to improve the guest experience. The first change from the group is a simplification of the map and schedule of activities for all of Colonial Williamsburg.
Technology is at the forefront of several of the changes Reiss outlined, with plans calling for implementation of the initiatives through 2016.
He identified social media as a place where the institution could do more to get people to promote and talk about Colonial Williamsburg on their own. Technology like the official app are “one or two cycles behind,” lacking features as accepting payment via smartphone.
Reiss hired a new vice president for strategic communications three weeks ago to help address issues like those. Plans are in the works for a comprehensive virtual tour of Colonial Williamsburg, which would serve as a showcase for national and international audiences to learn more about what is offered.
Colonial Williamsburg already has a limited virtual tour, which allows users to explore the streets of the historic area in 3D, but it lacks context for visitors who are not already familiar with the various buildings.
Reiss said he wants to make changes to Colonial Williamsburg’s website, with an eye on making booking trips and hotel rooms easier. He also mentioned adding RFID codes to landmarks throughout Colonial Williamsburg, which would allow guests to scan the code with their smartphones, calling up information about the particular landmark.
“I don’t want people to walk down Duke of Gloucester Street and just see pretty buildings,” he said. “I want them to know what they are.”
Plans are also in the works to change the way Colonial Williamsburg is marketed.
He wants to focus more on hotels and restaurants, noting the various offerings at Colonial Williamsburg are “world class.” He also wants to play up how much fun guests can have.
An increased emphasis on showcasing the potential to have fun at Colonial Williamsburg would be in step with 2015’s marketing campaign for the area by the Williamsburg Area Destination Marketing Committee, though Reiss said to “ask me in a year” about the ultimate direction marketing Colonial Williamsburg will take.
This year will mark the introduction of a new pricing system for tickets. Previously, one-day admission to Colonial Williamsburg cost $43.99. Effective March 17, that ticket will be $40.99. The multiday pass, which previously allowed visitors to come for up to three consecutive days, will now allow guests to visit Colonial Williamsburg as much as they would like through Dec. 31.
Colonial Williamsburg is also introducing the Sampler, a new ticket for 2015. It will go on sale for $25.99 on May 1 and allow guests to experience a slice of Colonial Williamsburg to get a flavor of what is offered. It allows guests to use the bus service and to access any two of the trade shops — the most popular attractions in the Historic Area — the public jail and one of the family homes.
The Sampler is being added to appeal to customers who wanted something besides an all-or-nothing ticket, who may not want to spend $40.99 on a full-day ticket or who have limited time to spend at Colonial Williamsburg, said Skip Ferebee, Colonial Williamsburg’s director of consumer strategy and sales.
Colonial Williamsburg staff is working to find a way to offer fresh-baked gingerbread in the Historic Area. Gingerbread cookies have been a staple dessert in the Historic Area for many years, and were once fresh baked on site but are now made elsewhere, packaged and brought to the premises to be sold.
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