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Park People www.parkworld-online.com


point of delivery. As I mentioned, nobody would have wished for this pandemic, but this is an opportunity to prove our worth and put even more weight behind our commitment to partnership and support of the industry,” he says. A great example of accesso’s approach to partnership


is Holiday World & Splashin’ Safari, a family-owned theme park and water park in Santa Claus, Indiana, which welcomes over 1.1 million visitors annually. For over two decades, the operator has used the accesso Siriusware point-of-sale ticketing platform to power fast on-site transactions. In 2014, the park added the accesso Passport online ticketing system to its portfolio, allowing operators to increase online conversions and overall revenue through online sales of daily tickets, season passes, cabanas and meal vouchers. This empowered Holiday World to offer a more seamless on-site experience for guests, allowing them to easily redeem benefits and perks associated with their tickets and season passes. When the COVID-19 pandemic brought park


operations to a screeching halt in 2020, after careful planning and consideration, Holiday World decided to launch a plan for reopening safely that centred on offering virtual queuing to all visitors through the solution provided by accesso. Holiday World worked closely with the accesso team to roll out its inLine Reservation platform, a custom- branded implementation of the accesso LoQueue virtual queuing system, to be provided as a complimentary offering to every guest entering the park. The platform is easy and intuitive for guests to use,


and accessible directly from a guest’s smartphone via accesso’s Qsmart platform or through a wristband device. Upon arrival, guests receive a unique code and are prompted to register each person in their group. At that point, they can begin making reservations through their device (alternatively, they can visit a gift shop to make a reservation). After making a reservation, guests are placed into a virtual queue and a countdown begins. When it’s their turn to ride, guests are notified to proceed to the attraction, where park operators conduct a contactless scan of the QR code on the guest’s mobile device or wristband in order to redeem the reservation. Matthew Blumhardt, vice president, park operations


at Holiday World & Splashin’ Safari is delighted with the results: “Accesso’s virtual queuing technology provides our guests with an easy way to observe social distancing requirements while visiting our park, and guests love the freedom and flexibility that virtual queuing provides. They can experience other attractions, shows, dining and shopping instead of waiting in a long physical queue.” Aside from happier guests and the ability to reopen


safely, Holiday World has discovered another key benefit to virtual queuing – increased guest spending. With guests spending less time physically standing in line, the park has seen a lift in guest per capita spending metrics in retail, food and beverage, and games, which Blumhardt believes can be attributed to the implementation of virtual queuing. And, as partners, Holiday World and accesso continue


to work together to refine the virtual queuing offering. Initially, the park started with virtual queuing for all of their rides, but, as they learned more about how guests


AUTUMN PART 1 2020 31


were spending their time, were able to gradually remove less popular attractions from the system, enabling guests to enjoy a variety of other rides while they wait for the park’s signature attractions. “We have found that this hybrid queuing approach works well for our guests and it has resulted in higher customer satisfaction scores,” says Blumhardt. While virtual queuing technology was a critical part of


the park’s plan for reopening in the wake of COVID-19, Blumhardt also believes it will have a lasting impact on the guest experience. “We believe virtual queuing has changed the park experience for the better,” he says.


Andrew, accesso and the future Prior to his appointment as CCO in June this year, Andrew held the dual role as president, accesso LoQueue, and managing director, Europe from 2016. “I have always been focused on queuing, which is why I’m so passionate about it!” he says. In Europe, he was pleased to introduce some of the


offerings accesso acquired in 2014 and 2015 to the European market: “When I started, we were establishing our way as a ticketing provider; now, we provide many millions of tickets in the European marketplace. “Also, while the queuing business was long established


as a premium offering, together with the team we have been able to really have a look at the opportunities around queuing – not just premium queuing, but all aspects of managing the flow of guests through an attraction, to enable us to provide a ‘100% virtual queuing’ experience. At accesso, we spend a lot of time working with operators to improve the guest experience, linking queuing to the larger in-park experience, with the goal of delighting guests and boosting those revenue streams.” Andrew has also been pleased to help accesso


increase its footprint in Europe and beyond: The company now operates in over 30 countries, “which presents us with a wonderful opportunity to understand the nuances of guest and operator experiences across continents. We now have an office in the Asia-Pacific region, furthering our position as an international business that is responsive to an international market.”


Accesso’s virtual


queuing technology provides our guests with an easy way to observe social distancing requirements while visiting our park, and guests love the freedom.  virtual queuing provides.


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