Alcatraz Cruises, LLC is affiliated with Hornblower Cruises. As Alcatraz is no longer operating as a federal prison or military fort, it is now known has a popular tourist destination in San Francisco.  Alcatraz Cruises is the main concessioner for Alcatraz Island and the official source for tickets, guest services, and group services to the island. The company also organizes many of the special events on Alcatraz and manage many services on the island including potable water, wastewater, fuel, electricity generation, operation of the tram and the delivery of goods and supplies.  The company works hand in hand with the National Park Service to educate visitors of Alcatraz's past. From the ferry ride to the tours offered, the experience is really a one-time thing, and their shared goal is to educate and create a memorable experience for its visitors so that they will tell others about it.  To provide innovation and refresh the visitor experience, the partnership redesigns tours, offers an array of additional exhibits, and oftentimes invites guest speakers or authors to the island to share their knowledge. However, the ferry ride is where the visitors’ excitement begins. 

 

                 

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Respect Management System (RMS) — sets measurable objectives and targets for their business to track

• ISO 14001 Environmental Management Systems Standard — commitment to the environment.

• ISO 9001 Quality Management System Standard — commitment to quality and customer service

• OHSAS 18001 Health & Safety Management System Standard — commitment to a safe workplace

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I want to focus my case study on Alcatraz Cruises’ business strategies and their commitment to sustainability.  Alcatraz Cruises started and implemented the Respect Our Planet organization to promote their green initiatives. The initiative’s objectives are to conserve natural resources and ecosystems, prevent pollution, reduce waste, conserve water and energy, and educate guests and employees on environmental stewardship. Management and all employees are invited to support innovation towards sustainability involving offering organic and local food options, new vessel engines, recycling programs, and guest education.  I learned that Alcatraz Cruises also introduced the nation's first hybrid ferry called the Hornblower Hybrid which is powered by wind, solar, and other hybrid technologies to reduce their carbon footprint. While on the ferry, I got the chance to talk about this hybrid creation with a few crew members on deck. The team explained that the carpet, countertops, and fixtures are made with recycled and sustainable materials.

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From my research and interviews, I have learned that the partnership between the National Park Service and Alcatraz Cruises is a great combination due to both their efforts to educate and conserve. Alcatraz Cruises’ main focus is on protecting the water and the ecosystems in which it travels on, while the National Park Service focuses on protecting the island’s bird sanctuary and gardens for example.

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Amongst partnerships, the company is also very involved within its memberships including BAPTA (Bay Area Professional Ticketing Association), CalTravel (California Travel Association), NPHA (National Park Hospitality Association), and the Student Youth Travel Association. The company awards include the 2016 Tourism for Tomorrow Finalist voted by the World Travel & Tourism Council, and the Trip Advisor Travelers’ Choice Award in 2013, 2015, and 2016. Some other awards include the Significant Boats award in 2009, the Virgin Holidays Responsible Tourism Award in 2009, and Third-Party Certifications of ISO 9001, 14001, OHSAS 18001.