Opportunities can be overlooked because
the exhibition design, public program and web groups don’t cooperate closely with operations and fi nance
NEW SEASON PASS SYSTEM LAUNCHED
RADIO FREQUENCY IDENTIFICATION (RFID)
RFID is an automatic identifi cation method, relying on storing and remotely retrieving data using devices called RFID tags or transponders. An RFID tag is an object that can be attached to or incorporated into a product, ticket or person for the purpose of identifi cation using radio waves. Chip-based RFID tags contain silicon chips and antennas. For an attraction to implement a Virtuous Circle deployment, then its tickets and membership cards need to be RFID. Then interactive kiosks, exhibits, touch tables and entrances and exits need to be
equipped with an RFID reader that will augment the interaction by bringing the users preferences to the fore. Exhibits can be equipped with a labelled ‘touch point’ where the RFID cards can be touched to trigger personalised content and interactions.
The fi rst challenge is that the operations
team, the facilities people and the exhibit and design groups all need to agree on the implementation. In many cases, the oppor- tunity is overlooked because the exhibition design, public program and web groups don’t cooperate closely with operations and fi nance. The second is an information technology problem – an area we regularly see as being weak in the attractions world. The principle is that we need to collect some very basic information about our visi- tors, or encourage them to want to give it. To do this we must issue every visitor with a unique identity in technology terms that can be recorded and tracked in a data-
AM 2 2010 ©cybertrek 2010
base. This can be done in three ways: The issue of a CD or DVD with barcode cover, together with a paper ticket to every visitor; the issue of a unique barcode ticket with the website address printed on it; and the issue of an RFID enabled ticket with the web address printed on it. The actual ticket media can be a tradi- tional credit card shape or, in the case of RFID, the ticketing or membership ID can be embedded in a wristband.
TRACKING VISITORS
The Visitor Management System (VMS) for attractions is an integrated ticketing and visitor tracking system. Ticketing embraces
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