Variable Program Types

VARIABLE PROGRAM

TYPES

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There are different types of Variable Programs with different objectives and targets. KidZania’s Variable Program is divided into five types:

Periodical

National Holidays

Visitor recognition

Kamps

Seasonal

PERIODICAL

Periodical variable programming refers to activity changes programmed throughout the year. The purpose of variable programming is to drive repetition, and to continuously offer new or updated experiences. It is very important to consider variation costs and implementation require ments for each activity in relation to how often the changes are programmed.

Annual

Semester

Quarterly

Monthly

These require changing fixed elements or giveaways linked to the product or consumable supplied by the Purpose Partner.

These usually require changes in fixed elements and therefore require a higher budget.

These usually require more time to design and implement, as well as higher resources.

These usually require fewer resources and design time.

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What is an example of a change needed for a monthly activity?

The flight simulator mission

Art project

Script at the Radio Station

VISITOR RECOGNITION

Visitor Recognition refers to unique activity content or giveaway upgrades offered to visitors that are part of our loyalty program B•KidZanian or that are celebrating their birthday at KidZania.

B•KIDZANIAN

Differentiated activities for B•KidZanian are offered only to Distinguished and Honorable CitiZens. The objective is to increase memberships growth within the program (level upgrade), higher repetition, and offer special recognition.

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BIRTHDAY PARTIES

Another type of visitor recognition is for birthday parties. Visitors that celebrate their birthday at KidZania are also offered unique and upgraded experiences. There are two types of variations:

Bithday Recognition

Themed parties

True or False

SEASONAL

Seasonal programming refers to the activities and events designed for special occasions and seasons. Seasonal programming can be adapted to local culture, celebrations, and traditions.

Seasonal

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Local Seasons Local seasons refer to the programs that may not apply for global implementation due to cultural differences.

Global Seasons Are the signature programs designed by Central Government Experience team, that can be implemented globally, and adjusted according to the local market. .

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What is the PRIMARY purpose of KidZania's Global Seasons program?

To encourage school field trips and educational programs during specific seasons.

To celebrate local traditions and cultural events.

To offer a standard set of seasonal activities across all KidZania locations.

National holidays

KidZania’s National Holidays are festivities that are directly related to our Ztory and that are celebrated globally.

INDEPENDENCE DAY

This holiday commemorates KidZania’s Independence (September 10th), the day kids gained freedom from the adult world. To celebrate this historical event, special activities are offered in KidZanias worldwide during the month of September. Programs such as National Pride or World Fair, which focus on celebrating our Ztory and multinational spirit, are implemented during this period to promote KidZania as a Nation.

RIGHTZKEEPERS’ BIRTHDAYS

Each year we host a special party to honor our RightZKeepers’ birthdays.

Foundation Day

Children´s Day

Labor Day

Which of the following best describes the purpose of celebrating RightZKeepers' birthdays at KidZania?

To showcase different cultures and traditions around the world.

To encourage visitors to learn about the history of KidZania.

To promote specific rights associated with each RightZKeeper character.

SHOWZ

Streetmosphere ShowZ

Theatre ShowZ

A collection of shows that combine different types of street theatre

A collection of plays that combine different theatre types

Which of the following best describes the difference between Theatre ShowZ - Traditional and Streetmosphere ShowZ - Performances?

Traditional Theatre ShowZ feature elaborate sets and costumes, while Performances are more minimalistic.

Traditional Theatre ShowZ always involve audience participation, while Performances are purely observational.

Traditional Theatre ShowZ have a pre-defined storyline, while Performances can be more improvisational.

KAMPS

KidZania Kamps are special programs designed to offer weeklong workshops for school’s vacation periods. There are two clear seasons to promote camps summer vacations, and year-end vacations. Implementing camps during vacation periods is an excellent way to increase weekday attendance during high seasons.

There are different types of camps to fit different interests and match local school curricula

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Labor Day

This holiday recognizes all the hard-working professionals that make KidZania the great city that it is. It also recognizes KidZania’s Government workers, those who administer and operate the city. This holiday is celebrated on dates which local communities commemorate their work force offering higher kidZo salaries and a special event for Government workers to honor their service

• Traditional: members function as passive observers

• Interactive: involves the audience in more active roles

• Sensorial: engages the audience through their senses and promotes awareness of one or more of the five senses

• Puppet & object: uses different puppet types and manipulation techniques
• Shadow & blacklight: uses different lighting and projection techniques

When developing recognition activities for B•KidZanian program it is important to keep in mind the program’s objectives, these are:

• To increase membership by developing a sense of belonging to KidZania
• To increase membership repetition by motivating curiosity and offering new learning experiences

• To provide membership recognition by rewarding loyalty through unique experiences and upgrades

Children´s Day

This holiday is dedicated to celebrating children all around the world. This holiday is celebrated on different dates, depending on when local communities celebrate their children. On Children’s Day, visitors are paid higher salaries and receive special kidZo discounts to purchase products or services.

Foundation Day

This holiday is celebrated on the date each KidZania city was founded, it honors the day a city first ignited its eternal flame and opened its borders to tourism. On this special day Governments awards citizenry with special events and honors its neighbors by creating a social responsibility program that will benefit their local community.

These are the seasons in which extra-shifts apply, under our KidZania NightZ program:

• InKluZion (inclusion & diversity)
• Halloween (chills & fun)
• Christmas (family & sharing)

The main objectives are:

• Drive repetition in existing visitor targets

• Attract new visitor targets
• Increase visitor expenditures

• Utilization of existing capacity (extra shifts)
• New category for Purpose Partners

The benefits include worldwide PR, consistency in the implementation of events, promotion of kool practices among State Governments, reduction of costs for production design, music, and multimedia.

Their main purpose is to dissolve the distance between the audience and the performers, offering entertainment as a tool to usher visitor crowds according to operating needs. There are 3 main types of performances: ensemble acting performance, ensemble musical performance and solo performances

Performances

Combine elements of dance, music or improvisation as a live action. It main characteristic is to happen unexpectedly and without warning. There are 3 main types: flash mobs, parades and mascot interactions

Happenings

VS

Recognition activities can have different types of variations such as special roles, products, upgrades or add-ons. Some examples are:

• Special roles

• Special products
• Giveaway upgrades
• Additional giveaways