This is very common. You want to check out the competition, see what they are doing, see if there are any "best practices" to "borrow". When I was an attractions manager at Disney we would often go visit the other theme parks in the area to see how they were operating, managing queues, check out cleanliness, how their employees interacted with guests. Lots of things to observe. If you don't do this on a fairly regular basis, you are not going to improve and be better. You need to know what the competition is doing. Universal management does the same thing. And if we had some fun while we were at it...