David Cromwell, Busch Gardens’ new president, is after service reputation

New Busch Gardens Williamsburg and Water Country USA President David Cromwell wants the two local amusement parks to be known for the personality of their service.

“We have a beautiful park, an astounding portfolio of attractions and shows — this great canvas, if you will,” Cromwell said. “One of our great opportunities as a whole is to evolve in a service-oriented style and culture.”

That style of service comes out in little personal touches, such as an employee taking a photo for a family, giving directions or helping a parent with a stroller take food to a table, Cromwell said during a recent sit-down interview.

Cromwell pays attention to online TripAdvisor reviews and visitor feedback from social media and both internal and third-party surveys. TripAdvisor lists more than 5,100 reviews for Busch Gardens with 86 percent of users rating it “very good” or “excellent.” Both parks won top TripAdvisor Travelers’ Choice awards last year.

Online reviews are particularly important in attracting millennials, who research peer reviews when making decisions for shopping or traveling, according to hospitality industry reports.

Cromwell, 36, credits effective listening and problem solving — for both visitors or employees — as a reason he’s been able to work his way up through the company after starting as a teenager with a summer job at SeaWorld in San Diego in 1997.

“My style has tended to be more collaborative in terms of engaging as many people or groups as I can,” Cromwell said. “Ultimately, when a decision needs to be made, I make a decision, but not without seeking input first.”

Cromwell started in his new role April 4 after previous Busch Gardens president Carl Lum left to head parent company SeaWorld Entertainment’s parks in San Antonio. Cromwell had been vice president for SeaWorld’s Aquatica San Diego water park, but he isn’t new to the Historic Triangle as he managed Water Country USA as vice president from 2010 to 2012.

“The collaboration between both parks was one of the key things that drove me to want to come back to this area and this market,” Cromwell said, adding that Water Country staff help with Howl-O-Scream and Christmas Town.

Like Lum, Cromwell plans to foster relationships with local business, community and state leaders to further tourism and marketing efforts for the destination and the region.

“I think one of the things that Carl did so well — he created a really great environment of collaboration and a great environment that brought the region, I think, together,” Cromwell said. “That’s something I’m excited about having the opportunity to do as well.”

Cromwell holds the Busch Gardens seat on the Greater Williamsburg Chamber and Tourism alliance board and is the board treasurer for the Williamsburg Area Destination Marketing Committee, said Alliance President and CEO Karen Riordan.

“He’s been at several of our events already and is hitting the ground running,” Riordan said. “He is very collaborative and has impressed me with his approach so far to learning about the destination. We are lucky to have him here in greater Williamsburg.”

While it’s early to articulate a long-term vision, Cromwell plans to spend his first several months on event execution, including with a new “All for One” Musketeers show starting July 1 in Busch Gardens’ Royal Palace Theatre.

Consumer events, such as the food and wine festival weekends, will be a key focus going forward to provide meaningful experiences for both locals and tourists throughout the year, Cromwell said. He also plans to play an active role in launching Busch Gardens’ first wooden roller coaster, InvadR, next year.

Still, to show he’s supportive of staff and is committed to a “culture of quality,” Cromwell also walks around with a dust pan and broom sweeping the park.

“If there is anything I ask a team member to do, I need to make sure I’m doing those things first,” Cromwell said.

So what’s new for Busch Gardens and Water Country visitors this year?

To speed up the arrival process, the parks are moving away from the fingerprint scan entry, he said. Instead, staff will take photos of pass members and multi-day ticket holders upon their first entry to the park at the turnstiles. Those photos will pop up to staff on future visits.

“It’s important in a theme park you provide a seamless arrival experience because that sets the tone,” Cromwell said.

Both parks are also using a new keyless locker system this year where visitors order codes at a kiosk. The code can be shared with everyone in a group so no one worries about who has the key, he said.

At Water Country, the park is testing a new made-to-order system at the Launch Pad that enables customers to use touch screen kiosks to order hot or cold sandwiches and wraps, Cromwell said. Water Country is also adding more shade and chairs with additional umbrellas and misting fans for folks waiting in lines.

Busch Gardens also is featuring more local fare. Look for a kiosk serving Virginia staples such as ham, she-crab soup and pork rinds during the Food and Wine Festival, according to the website. The new Brauhaus Craft Bier Room at the Busch Gardens Festhaus will serve a rotating selection of 30 craft beers on draft.

Bozick can be reached by phone at 757-247-4741. Sign up for a free weekday business news email at TidewaterBiz.com.