Park Operations
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Thrill Seeker app in use at Thorpe Park
(Image courtesy Theme Park Nerd)
PARK IN YOUR POCKET
Mobile applications to keep your guests on the go
Nowhere is the interactivity offered my mobile phones more suited than the world of outdoor entertainment, says Jeremy Scheinberg. Here he gives us his vote for the next big thing in guest interaction
T
here is an extremely high rate of mobile phone penetration in many countries. In the US alone, the trade group CTIA estimates that in 2009 nearly 90% of the population subscribed to a cell phone service. That’s nine out of 10 of your guests carrying a device that, in many cases, let’s them do more than simply make calls. It lets them interact with the world around them – and your park or attraction should be no exception. High-end gaming systems allow users to engage in immersive environments with players all over the world. TV shows such as American Idol or the Eurovision Song Contest let audiences vote for their favourite performer. Therefore it should come as no surprise that theme park audiences also want to play a more active role in determining the nature of their day out. Voting technology has been around for decades. Typically, this technology revolves around hard-wired systems that allow audiences to vote for a specific outcome, usually limited to between two and four responses. These systems are expensive to install, difficult to maintain and subject to abuse. So how about offering your guests a voting system using mobile phone SMS (“text”) technology? You may be asking, “What would you use a voting system for in an amusement park or other themed attraction?” Let me offer a few suggestions:
1) Choose your own ride. Much like some children’s books, a ride, a show or a pre-show can branch into entirely different areas. This has already been achieved in some interactive dark rides according to player’s scores, but a more direct alternative can be offered. Prior to boarding the ride, pre-show media could prompt guests to choose their destination by sending a text message. Based on the decision of the majority, the ride profile and media could be adapted accordingly. This variety encourages repeat riders, and provides a sense of ownership in the collective experience.
2) Interactive queues and pre-shows. Throughput is an issue in many attractions. Popular rides and shows may have extensive queue lines,
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with guests becoming restless. The previous approach has been to bombard waiting guests with looping audio or video until they reach the end of the queue. Adding vote-by-text provides a number of ways for guests to interact with the environment and guests around them. For example, they can compete with others in vote-offs to hear specific music or effects triggered during the ride.
3) Talent contests. There are plenty of opportunities to bring a talent competition to any themed entertainment venue. From large-scale band competitions to small venue karaoke contests, the addition of vote-by-text mechanism gives every member of the audience a role in the final outcome.
4) Retail environments. Lessons leaned from themed entertainment environments are rapidly finding their way into the retail industry as brands seek to promote their products in new and more interesting ways. By using interactive elements, such as vote-by-text, brand managers can create real, repeatable engagement between their brand and potential consumers.
The Alcorn McBride V16 Pro show controller handles all elements of a vote-by-text system, including the prompt to vote, collection and tabulation of SMS votes, and the control of a show or display based on those results.
As entertainment, commercial and educational venues look for new ways to engage with guests, there is an ever-increasing need to provide a two-way experience. It is not enough to simply speak to a guest, it is important to make them a part of the experience. New technologies such as vote-by-text are one way to do that. The promise of a unique experience with multiple outcomes encourages your guest to return in order to find out what will happen next time.
Alcorn McBride’s V16 Pro show controller
Jeremy Scheinberg is the chief operating officer of Alcorn McBride, which provides the sight, sound and control systems behind-the-scenes of many of the world’s leading theme park shows and experiences. Clients include Knott’s Berry Farm, Parque Warner Madrid, Port Aventura, SeaWorld Orlando, Universal Studios and many more.
www.alcorn.com
MAY 2010
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