Ashley Gillam (right) is the general manager of the West Midlands Safari Park, located in Bewdley, Worcestershire. The 200 acre site is home to over 165 species of exotic animals. The full article originally appeared in Impact 7 (2008).

“With over 400 full time and seasonal staff and hundreds of precious animals to protect and look after, we have to maximise the number of visitors at every opportunity. We regularly advertise on television and billboards.

We send out mailshots to a quarter of a million loyal customers. We give away free return tickets with full price tickets to encourage repeat business.

There are special VIP packages where visitors can get up close to the animals with our keepers. And we’re always keen to develop corporate business by organising fun days for the families.

The Co-Op, Lloyds and Orange are three names that spring to mind who have brought thousands of guests to the site for special events where we set aside areas for lunch and entertainment.

Also this activity has to be monitored and controlled which is where the system provided by IBS proves to be so valuable as a business tool.”