TICKETING TICKETING NEWS
JOHN DAVIES Director of UK operations Omni Ticket
“Operators biggest tick- eting concern is getting as many guests into an attraction as possible, in the shortest period of time, while capturing the maximum amount of demographic data for future marketing campaigns, and at the same time controlling all fi nances. Guests want the ability to glean as much information as possible about their upcoming visit during the pre-booking process, so they can make an informed decision
on their ticket pur- chase. On arrival, they want their entry experi- ence to be smooth and trouble-free. One of the challenges
for ticketing compa- nies is second-guessing the next emerging technology, which will require integration into
ticketing. I think the next major step will be greater use of NFC (Near Field Communications – or RFID) capability in mobiles, which lends itself perfectly to contact- less ticketing technologies.”
“One of the challenges for ticketing
companies is trying to second-guess the next emerging technology, which will require integration into ticketing”
OWEN GLEADALL Managing director Merlin Software
“The key move in ticket- ing is the change from box offi ce to online purchasing. Many attractions operators are now looking at their social media strategy and how it relates to these changes. Attractions operators
also want increased functionality, especially in the area of visitor analysis, to inform pro- motions and marketing initiatives. We’re constantly enhancing and upgrading our solution to meet these requirements. The biggest challenge at the moment is related to new com- munication technologies and how we keep abreast of all that’s happening, particularly regard-
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ing smartphones and even intelligent televi- sions, where the ability to obtain any type of goods and services is going to be almost predominantly elec- tronic. We can envisage this happening, but don’t know within what timescale, so our devel-
opment work has to be very much a suck-it-and-see process and then hope that we’re ready when the big changes come. With new electronic forms of
communication, physical tick- ets may eventually cease to exist. Cloud based computing will con- tinue to develop and suppliers will have to move to this method of delivery or be left behind.”
Read Attractions Management online
attractionsmanagement.com/digital
Lucky Voice’s Queu-eoke is a hit In line entertainment
To alleviate the boredom of queuing, Thorpe Park is getting the crowd singing. Karaoke club operator Lucky Voice is build- ing a bespoke karaoke unit, following the success of a pilot last year at one ride. This season, Queu-eoke is appearing at multiple locations around the theme park. Two employees act as hosts, manning the song list and getting the crowd involved. Customers sing together in a chorus, with the help of on-screen karaoke lyrics shown on a big screen mounted to a wall facing the queue and infl atable microphones as props. Customer feedback has been over- whelmingly positive.
Fullers Group chooses Gateway
The New Zealand-based Fullers Group, which operates ferries in Auckland, has chosen Gateway’s fl agship product, Galaxy, for its ticketing and access control soft- ware. By printing tickets on demand, rather than using pre-printed tickets, there’s less opportunity for ticket theft or loss. Galaxy allows F&B products to be inte-
grated, so products can be sold on a single integrated platform. Pass renewal on the eGalaxy Consumer Web Store means regu- lar users won’t have to stand in line every month for a ferry pass and the print at home tickets will reduce queues.
Virtual queuing for waterpark
Pennsylvania’s largest waterpark, Camelbeach Mountain Waterpark, is introducing the Q-band virtual queuing wristband at 10 of its top slides this sum- mer. The RFID wristband allows guests to queue virtually, after selecting their desired ride from self-service kiosks. They’re noti- fi ed when it’s their turn and use a separate entrance to skip the line. ●
AM 2 2013 ©Cybertrek 2013
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