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DEK Leadership

Results-focused, Front line training for the attractions industry.

We deliver personalized front line team training to leaders and staff.

With our Secret Shopper Service, you will get candid assessments about your operations…

Learn more about DEK Leadership.

Let’s talk! Contact us now to learn how we can help your business.

Ready to Make Your Attraction Site More Memorable and More Profitable?

We deliver powerful, front line training and coaching that gets immediate, measurable results- from boosting ticket sales to improving guest experiences.

Front Line Training

Every year, millions of families flock to zoos, theme parks, aquariums, and museums. And while they’re enjoying all the thrills, spills, and smiles your site offers, you may be looking to make their guest experience even better with proper front line training. Perhaps you want to:

  • Delight visitors with knock-their-socks-off service
  • Create amazing, social-media-worthy memories
  • Steer more guests to your site’s special events and exhibits
  • Groom staff to be superb site “ambassadors,” team players, and leaders

You’re not alone. Attraction locations of all sizes want these things and more…

As America’s premier consultant for front line training at attraction sites and family entertainment centers, DEK Leadership delivers powerful, customized coaching techniques that have immediate impact and sustainable results.

Who We Are

We have more front line training and coaching experience than any other attraction-site consulting business in the U.S.

For more than 15 years, DEK Leadership has delivered highly personalized coaching and training sessions that motivate staff, empower leadership, boost revenue, and increase guest satisfaction. And as clients will attest, our programs are as fun as they are effective.

Results are instant, measurable, and sustainable.




With nearly three decades under our belts, we have the knowledge, insight, and resources to take you where you want to be. Some of the most prestigious attraction sites in the country have benefited from our expertise.

Family-Owned Values With National Influence

Personal Attention, National Influence

Our clients range from small businesses to sites with more than a million annual visitors. We deliver to each of our customers the trust, integrity, and personal attention you’d expect from a family-owned business.

Immediate, Measurable Results

Immediate, Measurable Results

We’re 100 percent results-driven. Whether your goal is to increase revenue, provide stellar customer service, attract visitors, sharpen management skills—or all the above—we’ll help you get there quickly and painlessly. We promise.

Ready to transform your business? Sign up for a free consultation today. Schedule your call.

Front Gate Package Up-sells:  Average for Zoos (%)

National Average 12%
DEK Clients Average 24%
Top Performing DEK Clients 36%
Experience is everything. Getting your guests to see more and do more through package sales (up-sells) matters. Up-sells translate into higher revenue, more likes on social media, higher customer satisfaction, and greater customer loyalty.

Ready to transform your business? Sign up for a free consultation today. Schedule your call.

DEK has delivered training and evaluation programs to:

What’s new at DEK?

Numbers Don’t Lie

While guests are having a great time and seeing everything there is to experience at your site, most of us are watching our bottom line. For every site, no matter what your primary attraction is or what market you serve, staying profitable is key to keeping the doors open. It’s even more crucial at non-profits, which frequently operate on thin margins. How well do you [...]

Get To Know Your Customers Day

As someone who creates and facilitates a ton of training each year, “getting to know my customers” is a critical part of how I deliver training that works. One exercise I like to use starts by asking participants where they’ve had excellent customer service experiences. It’s always refreshing to hear so many stories of what shops, grocery stores, and even baristas people are fiercely loyal [...]

How to Find the Right Training Program for Your Team

When sites commit to a training program, they’re committed to improve some aspect of their site, making a tangible difference in survey scores, teamwork, solidify management skills or increase revenue. The expectation for training programs is that at their best, they address your goals and make them possible. Unfortunately, many sites find themselves frustrated, spending money on programs that don’t have the immediate or lasting [...]

Our Signature Training Programs

Creating Value
Powerful Coaching
Improving Business Practices

and more….

See what our clients are saying

I have worked closely with Deborah on our sales-training program for the last four years. She has a passion for excellence and finds true joy in helping institutions achieve and exceed their goals. Deborah identifies issues and opportunities and forms game plans that are strategic and well received by our partners.

Susan Schloeder, Senior Director, Attractions Development
SimEx-Iwerks Entertainment, Inc.

I first started working with Deborah of DEK Consulting Services when I was with the Wildlife Conservation Society and the Bronx Zoo. I ran Security and Admissions for the Prospect Park Zoo. Deborah was hired to conduct customer-service training. She is a dynamic trainer and great speaker and instilled in the employees a sense of pride in their jobs and ways to handle the most difficult guests. When I came to the Whitney, one of my first calls was to Deborah to do the same for my guards. The guards loved the program, and to this day, use her methods for dealing with customers. She also assisted other departments at the Whitney with customer-service training. I highly recommend her and her company.

John Balestrieri, Director of Security
Whitney Museum of American Art

Deborah and her team from DEK Consulting Services did a terrific job elevating the energy and enthusiasm of our sales staff. Even our seasoned and established employees found value in the positive coaching techniques Deborah introduced, and they use the techniques daily and effortlessly. We see the impact not only in sales, but also in customer service and internal communication. Whether you are just starting a sales-training program for the first time or are looking to re-energize and elevate an existing one, I would recommend DEK Consulting Services to any organization with a sales team.

Jonathan Burke, Vice President, Visitor Experience and Operations
Museum of Science, MA

I found DEK to be very easy to work with. They did not take a traditional sales route—rather they started with the guest-services element and the greeting of our guests. They were very patient with our staff and worked very well with us as a group and with individuals. Their listening skills were appreciated, as it helped staff overcome that initial feeling that comes with upselling. Great training! Great follow up! Great results!

Tim Savona, Vice President of Operations
Indianapolis Zoo

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