SONIC SONIC Dreamland Crisis Dreamland Crisis CommunicationCommunication

Anthony AngeloniAnthony AngeloniIgnacio FantesIgnacio Fantes

Pierce McKennaPierce McKennaAdam BowserAdam BowserPeter MikhilPeter Mikhil

Crisis Occurrence at Crisis Occurrence at Dreamland HawaiiDreamland Hawaii

At our Dreamland Hawaii location, a At our Dreamland Hawaii location, a disgruntled ex-employee disguised disgruntled ex-employee disguised himself in a Dreamland costume and himself in a Dreamland costume and proceeded to shoot and kill several other proceeded to shoot and kill several other Dreamland employees who were working Dreamland employees who were working in costume as well at the timein costume as well at the time This occurrence has created an outcry among This occurrence has created an outcry among

the general public, including parents who the general public, including parents who have gone as far as to boycott all Dreamland have gone as far as to boycott all Dreamland facilities out of fear for their families’ safetyfacilities out of fear for their families’ safety

Crisis Communication Crisis Communication Objectives…Objectives…

Quickly address the public’s concerns about safetyQuickly address the public’s concerns about safety Public television address by SONIC’s CEO & President on Public television address by SONIC’s CEO & President on

multiple news stations. He must express his sympathy to multiple news stations. He must express his sympathy to those families directly affected by the incident, include an those families directly affected by the incident, include an apology to the public, and make the media and public apology to the public, and make the media and public aware of the written statement that will be made available aware of the written statement that will be made available to all media. He must advise that the statement also will to all media. He must advise that the statement also will be sent to our valued customers, and will be available on be sent to our valued customers, and will be available on the internet at the internet at www.sonic.com/DreamlandSafetywww.sonic.com/DreamlandSafety

Written statement addressed to our valued customers Written statement addressed to our valued customers apologizing for the trauma this may have caused, while apologizing for the trauma this may have caused, while presenting the changes SONIC plans to make to prevent presenting the changes SONIC plans to make to prevent this from ever happening again (changes outlined in this from ever happening again (changes outlined in coming slides)coming slides)

Shift the blame to the convicted ex-employeeShift the blame to the convicted ex-employee We must try to use examples of other past shootings such We must try to use examples of other past shootings such

as Columbine. This will allow the public to think back to a as Columbine. This will allow the public to think back to a prior occurrence, where the unforeseen act was beyond prior occurrence, where the unforeseen act was beyond the scope of anyone’s imagination, yet the organization the scope of anyone’s imagination, yet the organization took measures in the aftermath to prevent a similar took measures in the aftermath to prevent a similar occurrence.occurrence.

Crisis Communication Crisis Communication Objectives…Objectives…

Exercise Corrective ActionExercise Corrective Action The best way to improve and restore The best way to improve and restore

SONIC and Dreamland’s image will be SONIC and Dreamland’s image will be achieved through corrective actionachieved through corrective action

SONIC will create a SONIC will create a Prevention PlanPrevention Plan that that will include changes to the Dreamland will include changes to the Dreamland facilities, including the operating norms at facilities, including the operating norms at each facility with regards to security, faculty, each facility with regards to security, faculty, and other pertinent issues.and other pertinent issues.

** It is important to note that in order to try to ** It is important to note that in order to try to fully shift the blame onto the guilty party, we fully shift the blame onto the guilty party, we must explain to the public that we are making must explain to the public that we are making these changes in the aftermath of an these changes in the aftermath of an unpredictable event. Prior to this event, this unpredictable event. Prior to this event, this occurrence was unimaginable, and therefore occurrence was unimaginable, and therefore very hard to plan for. However, we realize that very hard to plan for. However, we realize that changes must be made to prevent a similar changes must be made to prevent a similar occurrence from happening in the future.occurrence from happening in the future.

Outline of Corrective Action: Outline of Corrective Action: Preventative Plan – Security Preventative Plan – Security

OperationsOperations Facility Operations AlterationsFacility Operations Alterations

Increase Security PersonnelIncrease Security Personnel This could include any combination of the following:This could include any combination of the following:

Hiring of new SONIC employed security Hiring of new SONIC employed security personnelpersonnel

Contracting with a 3Contracting with a 3rdrd party Security Agency to party Security Agency to work with current management to create a more work with current management to create a more secure, safe environmentsecure, safe environment

Request an added armed police presence from Request an added armed police presence from towns and cities in which Dreamland Resorts are towns and cities in which Dreamland Resorts are locatedlocated

Increased surveillance, especially in “Employee Increased surveillance, especially in “Employee Only” areasOnly” areas..

Outline of Corrective Action: Outline of Corrective Action: Preventative Plan – Employee Preventative Plan – Employee

RegulationRegulation Employee RegulationsEmployee Regulations

More in-depth employee screeningMore in-depth employee screening Periodic employee evaluationsPeriodic employee evaluations

Employees should be evaluated periodically Employees should be evaluated periodically by management and a hired or contracted by management and a hired or contracted Psychologist who could effectively analyze the Psychologist who could effectively analyze the employee and recognize warning signs that employee and recognize warning signs that could help weed out any unstable employeescould help weed out any unstable employees

Change Post-Firing ProceduresChange Post-Firing Procedures Photo Access ID’s will be confiscated Photo Access ID’s will be confiscated

immediately upon terminationimmediately upon termination It will be standard practice for terminated It will be standard practice for terminated

employees to be escorted out of the facilities employees to be escorted out of the facilities by security officers.by security officers.

Outline of Corrective Action: Outline of Corrective Action: Preventative Plan – Facility Preventative Plan – Facility

AlterationsAlterations Facility AlterationsFacility Alterations All Dreamland facilities will be internally “re-zoned” All Dreamland facilities will be internally “re-zoned”

and Employee Only access points will require card-and Employee Only access points will require card-swipe access.swipe access.

All employees will be issued a Photo Access ID that All employees will be issued a Photo Access ID that will have a magnetic strip that must be swiped in will have a magnetic strip that must be swiped in order to enter any Employee Only areas.order to enter any Employee Only areas.

Change of Employee EntranceChange of Employee Entrance Employees will enter through a separate entranceEmployees will enter through a separate entrance

Employees will be required to first use the card-swipe to Employees will be required to first use the card-swipe to enter the door and proceed into a secure, enclosed enter the door and proceed into a secure, enclosed security areasecurity area

Employees must show their ID to one of the security Employees must show their ID to one of the security personnel to match the photo ID to the individualpersonnel to match the photo ID to the individual

Employees must then place all of their belongings (bags, Employees must then place all of their belongings (bags, misc. items) on the X-ray baggage screening machine, and misc. items) on the X-ray baggage screening machine, and proceed through a metal detector, while only being proceed through a metal detector, while only being allowed through once all objects are revealed and they are allowed through once all objects are revealed and they are instructed to proceed by securityinstructed to proceed by security

Summary of Prevention Summary of Prevention Plan MetricsPlan Metrics

We plan to increase our security presence from 2,400 We plan to increase our security presence from 2,400 man-hours per week (60 security personnel working man-hours per week (60 security personnel working staggered 40-hour work weeks) at each facility to staggered 40-hour work weeks) at each facility to 5,000 man-hours per week at each facility (125 5,000 man-hours per week at each facility (125 security personnel working staggered 40-hour work security personnel working staggered 40-hour work weeks)weeks) *staggered work weeks are to ensure that there is 24 hour/7 *staggered work weeks are to ensure that there is 24 hour/7

day per week securityday per week security The compensation cost per security person is on average The compensation cost per security person is on average

$19.20 (according to the U.S. Bureau of Labor Statistics – $19.20 (according to the U.S. Bureau of Labor Statistics – http://www.stat.fi/voorburg2005/page.pdfhttp://www.stat.fi/voorburg2005/page.pdf))

This would bring the total annual cost of security per facility to This would bring the total annual cost of security per facility to approximately $4.99 Million, an increase of about $2.6 Million approximately $4.99 Million, an increase of about $2.6 Million per facility.per facility.

Other costs including the cost of the card-swipe Other costs including the cost of the card-swipe technology, added surveillance, and the added technology, added surveillance, and the added employee entrance security technology is expected to employee entrance security technology is expected to cost about $250,000 per facilitycost about $250,000 per facility

Total Cost SummaryTotal Cost Summary

Four SONIC Dreamland Locations to AlterFour SONIC Dreamland Locations to Alter Dreamland World Resort, Honolulu, HawaiiDreamland World Resort, Honolulu, Hawaii

Tokyo Dreamland Resort, Urayasu, ChibaTokyo Dreamland Resort, Urayasu, ChibaDreamland Resort Italy, Venice, ItalyDreamland Resort Italy, Venice, ItalySuncity Dreamland, Capetown, South AfricaSuncity Dreamland, Capetown, South Africa

Total Cost SummaryTotal Cost Summary Security - $2.6 M Security - $2.6 M x x 4 facility locations = $10.4 4 facility locations = $10.4

M M Other Costs - $250k Other Costs - $250k x x 4 facility locations = 4 facility locations =

$1.0 M$1.0 M Total Cost = Total Cost = $$11.4 Million11.4 Million

ConclusionConclusion

“…“…prevention is the best image prevention is the best image insurance.”insurance.”

Questions??Questions??