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Ticketing Profile
“We have found that most clients have a bias of some
sort,” notes Davies. “For example it may be the finance
department which implements the system and therefore
that is the section which is made full use of. The front of
house requires it for speed, but other departments, often

Next time a
supplier offers
you access to
sales and marketing, may make less use of the system’s
“Our team works with the client to determine their
member mailing
specific needs,” promises Brown, “and full training is lists, ask yourself
provided. What many attractions might not know is that
how that data
electronic solutions are very affordable. We offer a
subscription model, so clients aren’t required to
got there. The
An employee prints out tickets for waiting guests at the Eye
purchase expensive hardware in order to utilise the
chances are that
on Malaysia in Kuala Lumpur (Image courtesy of RefTech)
breadth of services available to them.”
you’re being
But Povey would baulk at talk of such charges: “It’s
A number of ticketing systems also allow operators to your data, you should have access to it and be free to
asked buy your
continue the guest relationship outside the park. “Our use it whenever and however you want. We also work
own guests’
direct mail application can be used to reach guests with with a number of conferences and exhibitions, and there
e-mail with future marketing offerings or even to send the exhibition organiser always owns the data without
them a ‘thank you’ message for visiting,” details Brown. question. So next time a supplier offers you access to Andy Povey, RefTech
“We are now working on an application that allows multi-million member mailing lists, ask yourself how that
the guest to take more of their visit home,” says Povey. data got there. The chances are that you’re being asked
“By logging onto a secure area of the facility’s website buy your own guests’ details.”
they will be able to see where they have been, upload
content and share this with their friends through social Ticket Termination?

networking sites. The end result, hopefully, will be an Just as the internet threatens to kill off CDs,
increase in attendance and return visits.” Yet, he adds, newspapers, camera films and many other tangible
“most operators don’t make full use of the software or products, is there a chance technology will also make
the data applications available to them.” paper tickets redundant before long?
FEBRUARY 2009 37
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