With Disney and Universal each spending billions to expand their theme park businesses, what are competitors to do?

No one else in the industry has the money to build new attractions and parks on the same scale as these leaders. So how can they protect, or even expand, their businesses when Disney and Universal are working so aggressively to expand their own market share?

Here are three phrases that I believe can be a north star to guide any hospitality business that faces a big capital deficit to its competition. Each guides a different segment of the organization, but a business that commits to them can provide top-quality customer experiences that not even Disney and Universal can beat.

For the front-line operators, the phrase is: “What time is the 3 p.m. parade?”

I love this question because it illustrates the importance of understanding guests’ needs. The real question here is: “What time does the parade that starts at 3 p.m. someplace else in the park get to where I am standing now?”

Great customer service employees understand that and respond with the answer the guest wants. Organizations that embrace the 3 p.m. parade question train their employees to look beyond what guests might be saying to instead anticipate and understand what those guests really need.

For the creatives who design the attractions and spaces in a park, the phrase is: “The most important thing is authenticity, and if you can fake that, you’ve got it made.”

Attributed to multiple people from Jean Giraudoux to George Burns, this declaration reminds creators that while their stories may be fictional, they must feel real to convince their audiences.

You do not need a nine-figure budget to create an authentic space. You just need to know some basic principles of story and spatial design — principles that can enhance projects on any budget.

Do not fall into the trap that says because theme parks are “fake,” you do not need to work to make their experiences feel real to guests.

A little thoughtful decoration and backstory can go a long way to make even a basic carnival ride feel like something wonderful. If you want an example, Herschend’s Silver Dollar City provides a master class in this.

For management, the phrase to remember is: “Feed the goose.”

If you are running a park where employees are designing authentic experiences and anticipating and meeting guests’ needs, you have a golden goose. Your only job, then, is to keep feeding it.

Some consultants and analysts may insist that you forget about future golden eggs and instead feed your investors an immediate, and tasty, goose dinner. But they will move quickly on to their next meal elsewhere, leaving you, your employees and customers with nothing but bones.

Do better. Invest in training and retaining the employees who deliver for your customers. Challenge, support and reward them. Do whatever they need for them to keeping laying those golden eggs for years to come. Do that, and you do not need to worry about losing to big competitors such as Disney and Universal.

Robert Niles covers the themed entertainment industry as the editor of ThemeParkInsider.com.