Park People
- you can send a message promoting the show via phone or wearable device,” explains Noland. “It helps make the guest experience better, because you can craft unique journeys specific to each guest.”
accesso Prism
Products for the people accesso’s management and queuing technology solutions are all designed with the guest in mind, and the company has made a number of acquisitions in recent years with the aim of expanding its product portfolio to cater to the wider needs of the growing leisure industry.
“Although we are
clearly a technology company, we are more a part of the leisure industry itself,” Noland says. “We offer a suite of products that are really, at their core, about the guest experience.”
The accesso Passport® ticketing suite allows guests to
purchase their tickets across a range of channels - whether at the front gate, on computers at home or from a mobile phone. “When clients begin to utilize Accesso Passport, the percentage of guests who purchase tickets and other items in advance goes up dramatically,” reveals Noland. “In some cases, there is a 20% gain in pre-arrival purchases.” Whilst this obviously adds value to the customer, as they don’t have to stand in line to buy a ticket, it is also great news for the venue. “A lot of the time, the differentiator between you and the venue down the road comes down to convenience and time,” says Noland. “If a guest has purchased tickets in advance from your venue, they’ve made a commitment and that's a really powerful plus point.” For a case in point, accesso has been working with Six Flags Entertainment Corporation for many years providing virtual queuing technology. This has been financially beneficial for the operator, but also enhances the guest experience. “It offers guests who opt-in a way to bypass the line, but because of the science behind it and our understanding of guest flow, it doesn't have a negative impact on guests who don’t take advantage of the technology. With queuing, there is a challenge to ensure that all guests are enjoying their experience, whether they are taking advantage of your premium offerings or not.”
The Experience Engine (TE2), which was acquired in July
last year, allows guests to share their buying and consumption preferences with the venue, meaning it can then customise its guests’ experiences accordingly. “Historically, when someone attended a park, all operators knew was they had turned up with a ticket and had been granted admission. With TE2, venues can help guests plan their day at the park in ways that are uniquely suited to them. For example, if you have a family of four and know the ages of the children, and there’s a particular show that comes on at three that the family would probably really enjoy
AUGUST 2018 51
Trending topics A shift away from queuing is on the horizon, according to Noland, who believes the move is a key upcoming trend in guest management and ticketing. “Everywhere you look in our society today, it’s evident that people do not want to wait in lines,” he maintains. “Consumers are seeking an experience that is hassle-free and efficient. If a family has finally figured out a day when everyone’s available, they don’t want to arrive and spend twenty minutes in a queue buying tickets. They want to buy tickets in advance and plan their day in advance, so they can spend their in-park time waiting less and enjoying more. It’s definitely a developing trend and one that accesso is well positioned to meet.” Is it possible to eliminate queuing in theme parks
altogether? “There are a number of parks around the world where that situation is close to becoming reality.” It depends on the park’s guest profile, Noland believes, plus there are some design implications, as parks can’t just decide overnight that they’re not going to have queues any more. “The science behind our Accesso LoQueue solution has evolved to the point where you can virtually eliminate queues.” Queuing can also be a powerful value driver: some parks include queuing options in the price of admission, for others it’s an upgrade or an enhancement to the experience. Noland’s number one goal in his new role at accesso is to
support the great community the company already has in place following a period of growth and success. More specifically, he aims to further integrate accesso’s existing suite of products. “Each one serves as a healthy, stand-alone product, but there is great power in bringing them together as an integrated and synergized system.” “For us it’s not just about the technology,” he concludes.
“Every conversation we have is centred on how to improve the guest experience. We don’t simply create technology for technology’s sake; our solutions empower venues to redefine the guest experience, and that’s what makes us stand out.” The accesso team will be exhibiting at the Euro Attractions Show in Amsterdam in September.
accesso Passport The Experience Engine
accesso Prism
accesso Passport
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