In the hospitality business, creating memorable experiences isn’t just a goal. They are essential to success. Stacy MoscatelliThe CEO of Original X Productions leads her company to create immersive experiences centered on beloved brands and properties. Moscatelli shares insights from the world of TV shows to iconic brands such as Hershey on how hospitality and innovation in experience drive guest engagement.
What is your opinion of Original X Productions?
Stacy Moscatelli (SM): Original X Productions produces immersive experiences for our guests that will make them remember their stay. By licensing intellectual property from renowned brands, we can transform beloved franchises and turn them into engaging immersive experiences. This approach allows for fans to feel a deep connection to the worlds they enjoy.
Please provide examples of experiences that you offer.
SM: Warner Bros. and we collaborate on such experiences as “Friends,” “Harry Potter Magic at Play,” and “Friends.” The “Friends Experience”, immerses guests into iconic locations such as Central Perk, Monica’s Apartment, and allows them to relive favorite scenes. The new Hershey Experience transforms guests into “sweet-seekers” who explore the world of Hershey by engaging in fun, hands on activities.
What can guests look forward to when they participate in these experiences
SM: Each experience is tailored specifically to the audience. The “Friends”, “The Office”, and other experiences allow guests to interact with iconic settings, and relive unforgettable scenes they only saw onscreen. Harry Potter’s experience is family-friendly and allows parents to introduce children to the franchise. We know that parents want to share the love of franchises with their children, so we make sure the environments are engaging and accessible for all ages. The Hershey Experience offers interactive stations that allow guests to learn about the unique qualities of candies such as Twizzlers or Jolly Ranchers. This combines education and entertainment.
What kind of feedback have you received from guests about the services and experiences that you provide?
SM: Feedback has been positive. The experiences are engaging and deep. Hershey Experience was a great example of this. At first, visitors assumed it would either be a candy-eating experience or a retail one. After engaging with the interactive features and understanding the narrative, visitors left feeling delighted and surprised.
What is hospitality and why does it matter to Original X Productions?
At its core, hospitality is about making guests experience something. “They want to feel valued and appreciated.”
SM: Our “Champion the Guests” philosophy makes sure that even when things do not go according to plan, every guest is seen and heard, which enhances their experience. We strive to provide both physical and emotional care.
What is your hospitality strategy?
SM: The “Champion the Guests” philosophy puts the guest in the center of all aspects of our business. This philosophy highlights that each team member plays a vital role in enhancing the guest’s satisfaction and enjoyment, whether they are those who create experiences or those who interact directly with them.
SM: We train our employees to anticipate and meet customer needs by providing help and creating friendly connections. Feedback loops allow us to measure satisfaction, refine our experiences and make hospitality a constant commitment. Our hospitality is marked by anticipating guests’ needs, and responding to them before they even ask.
What is your internal audience strategy for hospitality?
SM: We put a lot of emphasis on hiring those with positive attitudes.
“Our recruitment process does not just focus on skills, but also those who enjoy helping others.”
Our staff must be trained continuously to provide memorable experiences for our guests. This includes recognizing important occasions or needs. Our staff’s satisfaction and engagement directly impacts the guest experience.
What does Experience Innovation mean to your organization?
SM: Experience Innovation goes beyond merely integrating new technology. It is about using data and insights in a strategic way to guide our offerings and evolution. We learned, for example, that children rush through the Harry Potter linear experience and miss key elements. This feedback led us to create the Hershey Experience, a flexible environment that encourages exploration. Feedback from guests is important, and includes surveys and Net Promoter Scores. This helps to refine experiences and make them more engaging and adaptable.
What would you advise executives who doubt the importance and value of hospitality?
SM: Neglecting the importance of hospitality in business is not a wise strategy. In a competitive market with so many choices for consumers, if you don’t make them feel valued, then they’ll leave.
A solid hospitality strategy will encourage repeat business, positive reviews, and loyalty.
While some may be concerned about cost, the evidence shows that prioritizing customers’ experience leads to improved financial performance and revenue.
How can you make sure that your guests experience is consistent in all of your locations?
SM: Consistency can be achieved by ensuring that all employees adhere to the same operational protocol and training across all locations. We perform regular evaluations in order to reinforce our hospitality standards and make sure that each guest interaction is aligned with our brand values. In addition, we use a system of checks-and-balances to monitor the guest experience, which allows us to identify and correct any inconsistencies.
Do you consider sustainability to be important in your life?
SM: Our strategy is becoming more and more focused on sustainability. We try to reduce waste and use eco-friendly products whenever possible. In some of our activities, we use digital elements to promote recycling and reduce the amount of paper used. We strive to provide amusing experiences while also being responsible stewards for the environment.
Stacy Moscatelli reveals the importance of innovation and hospitality in the hospitality industry. Original X Productions’ “Champion the Guests” philosophy is a great way to increase guest satisfaction and loyalty. The commitment of the company to create meaningful experiences empowers its staff to engage with guests and ensure they feel valued.
Incorporating guest feedback into strategic decision making shows their commitment to continual improvement. It also allows them to be more responsive and adaptable to the needs of guests. The integration of experience innovation—rooted in data and insights—further ensures that offerings remain relevant and engaging for diverse audiences.
The focus on sustainability also reflects the growing awareness in the hospitality industry of corporate social responsibility, connecting customers with brands that share their values. Moscatelli shows that a commitment to hospitality is more than just meeting guests’ expectations. It is essential for building long-lasting relationships with them.
Original X Productions is a leading example of hospitality professionals in the world. As the industry continues its evolution, Original X Productions principles serve as a powerful model. The organization’s focus on genuine connections, memorable guest experiences, and an holistic approach to customer satisfaction sets a standard for a competitive environment that is increasingly competitive.
The original version of this article appeared on Boston University Hospitality Review.
