Up to fi ve per cent of ticket sales are now done from mobile devices
SCOTT LOBAUGH Business solutions manager Gateway Ticketing Solutions
“Operators want ways to be more innovative with tools in order to drive revenue. Many operators are looking at integrated solutions, where one system is used to sell tickets, passes, mem- berships, educational programmes, retail, food and more. This provides them with the ability to cross pro- mote across their outlets and drive overall cap revenue. Many operators are asking how
they can get their passholders and members to spend more when they visit. Creating innovative packages, which include stored value, retail and food items, as well as having the ability to incentivise through a custom loyalty programme, are tools that drive revenue. Also, collecting spending trend
data through one solution allows operators to make educated busi- ness decisions and takes the guest experience to a new personalised level.
Apple’s Passbook application gives users a variety of options for ticket purchases
AM 2 2013 ©cybertrek 2013 Guests want conven-
ience and to spend more time on rides than in lines. They also want one-stop shopping – to buy their admission ticket, event ticket and stored-value card in one go, increasingly from their computer or phone. The full implemen-
tation of chip and pin payment technologies (EMV) in the US by 2015 presents a huge, potentially costly, challenge for operators, who will have to implement chip and pin readers, or face a shift of liability. There’s a vibrant conversation
around cloud ticketing: how it can benefi t operators and how it can be made more reliable and safe. For large facilities, I’m not sure they’re ready to bank on the speed of a cloud ticketing system to get 10,000 people or more through their gates quickly. For smaller facilities, it’s a great option to weigh against their overall maintenance and running costs of a local application. I predict a hybrid approach for those who need speed customer facing transac- tions and a cloud/web based approach for back offi ce functions.”
PETER FERGUSON Managing director Gamma Dataware
“Operators are looking at introducing as many sales channels as possible, to ensure visitors have every opportu- nity to purchase tickets from a variety of sources – web from kiosks, mobile devices and third party outlets. We’re fi nding that operators are
keen to introduce promotional items on tickets. These could be in the form of tear off vouchers for discounts in the retail or catering areas on the day of the visit to encourage third party spend, or to provide incentives to promote repeat visits. More recently, we’ve seen an
increase in operators seeking a fully hosted software solution, where in- house staff are accessing software and data held on remote serviced and managed servers. This allows opera- tors to implement systems quickly and effi ciently, with much reduced initial capital costs. An area where we see potential for growth is in tracking visitors within an attraction to see what areas, exhibits and rides are being used and when. One way of achiev- ing this is by use of RFID tickets, which can provide real time feedback as visitors move around an attraction.”
Read Attractions Management online
attractionsmanagement.com/digital 87
PHOTO: SHUTTERSTOCK/KOSTENKO MAXIM
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