In preparation for the Gateway Arch grounds expansion, Metro who operates the trams to the top of the Arch, and Gateway Riverboat Cruises along with the National Park Service knew that their guest service expectations would be at an all-time high. With frontline staff servicing more than 2.6 million guests annually, Metro needed to challenge and motivate the staff to engage with guests through effective communication and address visitor concerns.

Metro needed help, and made the decision to engage Phil Bruno with Treat ‘Em Right to design and deliver an effective customer service training program.


Bruno created a customer service training program after the completing stakeholder interviews that involved all levels of staff. Bruno developed and delivered the “Looking UP!” program that consisted of 16 three-hour training programs. The customer service training program introduced behaviors that raised the quality of guest interactions while including specific functional area scenarios.


The “Looking UP!” program met both the needs of the organization and the employees. An estimated 400 frontline employees completed the training program that not only challenged the staff but interested both employees that held 25+ years of experience and new members of the organization. Bruno exceeded expectations receiving a 99.7% rating from attendees.

National Park Service logo
Gateway Arch logo

Phil took the time to conduct stakeholder interviews involving all levels to determine needs. Our expectations were high and Phil exceeded them.

– David N. Sanders, Strategic Business Development Manager, Metro St. Louis