Ticketing & Access Control
www.parkworld-online.com
Cutting the queues
ID&C explains the many benefits of using RFID wristbands for resorts & attractions
E Disney’s Magic Band
RFID (radio frequency identification) is a form of wireless communication that incorporates the use of electromagnetic or electrostatic coupling to uniquely identify an object, animal or person.
ver since Disney's MagicBand burst on the scene in 2013, the theme park industry has rapidly adopted RFID technology. Age-old paper wristbands and tickets
are being replaced with cutting-edge, state-of-the-art contactless passes, in the form of wristbands or cards. RFID tags are nothing new in the leisure industry: whilst
hotel key cards have utilized RFID since the early aughts. attractions are now starting to roll out RFID technology across multiple functions, placing it at their heart of their operations.
Super-fast check-in
RFID technology can be used to make guest entry as smooth and efficient as possible. As well as reducing staff costs and improving first impressions, RFID cards or wristbands can be pre-authorised and sent out in the mail, allowing guests to self check-in on arrival.
Going cashless is another great benefit - RFID can be used to work like a contactless credit card, so when it’s fitted into wristbands, it enables cashless payments. Guests can pay for drinks, food, and merchandise with a quick and easy 'tap'. All without having to worry about handling soggy cash or carrying around a wallet. The disassociation with cash that comes from using RFID wristbands results in an average increase spend per-head of between 15-30%, according to a case study by lifestyle brand SFX at Mysteryland festival. A ‘hands free’ experience will be a welcome addition at
any kind of attraction. Freeing-up people from having to carry cash, keys, and credit cards allows them to enjoy resort facilities to their fullest. What’s more, alleviating these inconveniences can increase impulse spending on rides, restaurants, and retail. The TapuTapu wristband at Universal Studios’ Volcano Bay, Florida, for example, brings a new level of convenience with Virtual Line technology designed to go a step further than the ‘fast pass’ method by virtually holding your space in line. The RFID band then alerts the user when it’s time to ride, leaving guests with as much time as possible to enjoy their stay.
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TapuTapu wristbands at Universal Studios Volcano Bay. Also bottom left.
Safety and fraud prevention RFID systems also offer ways of increasing child safety. A parents' RFID wristband can be linked to their child's, preventing minors from gaining access to certain areas or leaving a perimeter without their parents. RFID technology also eradicates the chance of fraudulent
passes that can negatively impact revenues. The unique ID contained on an RFID wristband is practically impossible to duplicate, with most RFID platforms adding further layers of encryption beyond the wristband itself. The opportunity for theft and fraud is reduced when guests only need to wear a wristband. There's no need to carry cash, credit cards or even a wallet. And, just like a credit card, if an RFID wristband is lost or stolen, an RFID system allows easy cancellation and reissue.
Marketing made easy RFID wristbands can be harnessed to reach wider audiences online. By integrating RFID technology and social media, your guests can share their experiences with a tap of the wrist. With certain RFID systems, visitors can choose to link their RFID wristbands to their social profiles and open-up a whole world of fun experiences, all the while promoting your park. With RFID present at your resort, you'll have the ability to collect intelligent data and deep analytics. This can help to determine traffic patterns, dwell times for rides, and tap into other undiscovered operational efficiencies. With the data derived from cashless payments, operators will learn more about purchases, allowing for optimized merchandising and concessions. Ultimately, a deeper understanding of resort operations can be gained, providing the remit to improve the experience for future visits. RFID systems are advancing. More companies than ever
are offering these solutions to the leisure industry, and this helps drive prices down for operators looking to take steps towards an RFID solution. From cashless payments to line- busting access control, RFID wristbands at attractions are not the future… they're the 'right now'. ID&C is a leading provider of custom wristbands and credentials, specializing in RFID and barcode technologies.
APRIL 2018
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