Park News
www.parkworld-online.com
RIDE PHOTOS THE NEW FRONTIER
A new USB wristband is credited with increasing photo sales at a number of theme parks across Europe, capturing a section of the market previously considered off limits
The system has been developed by leading ride photography
specialist Picsolve. Users buy the wristband and can then purchase digital versions of ride photos or videos throughout the day, typically at a 40% discount over the cost of a regular printed souvenir shot or DVD.
“The great thing is that guests don't have to worry about carrying photos with them around the park,” notes Picsolve sales director Ben Thomas, “all they have to do is wear the wristband.”
Industry estimates suggest that a typical park can expect around 8% of visitors to buy a ride photo, and most only buy one shot. Trials of the USB wristband over the past year have proved that users buy an average of four shots which, even accounting for the price difference, amounts to an impressive boost to the bottom line. Furthermore, guests pay an additional fee for the wristband itself, and there are no costs for paper, ink or other media.
“Each wristband comes with one free download, which users can share with friends and upload directly to Facebook or YouTube etc,” adds Thomas. “They can even print the photos out at home if they want.”
Such an approach is a mature response to the realisation that certain guests will not buy ride photos in existing formats: “You can either ignore that section of the market or do something for them,” says Thomas. “One group that traditionally does not buy photos are schools; either they have prepaid for their visit or they don't have much money to begin with. With this system we can offer special deals to groups at a much lower unit cost.”
Another option is a VIP wristband which venues can upsell to season pass holders and hotel guests, offering unlimited annual photos for a set fee of around £50.00 ($75/€58). Wristbands can be reused at participating venues, although Picsolve hopes that by producing bespoke designs for each park they will become collector's items.
Now in use at all of Merlin's major parks in Europe, the system is available on a revenue share basis to any existing Picsolve customer, large or small.
A photo booth at Chessington World of Adventures, one of the parks participating in the wristband system
MAY 2010
11
A Picsolve USB wristband
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68