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Park Update


to meet the needs of changing markets. Randy explains that that the larger parks and resorts are


used to having digital – driving consumers online, but what they have found with museums and smaller attractions is, is although guests can book memberships online they don’t really have those capacity limits in place because they have never had to – “so we are finding more attractions in that space and we are helping them out by moving to timed ticketing and capacity management”


Dynamic pricing Using price to manage capacity is key. “At Gateway, one of the advantages we have is that our technology has always had a core functionality or a solution for quite some time – we’ve done a lot of education on this portion of the functionality that many of the attractions have never used before, such as selling a limited quantity of tickets to a time and date spot as well as the flexibility to price differently, this is something not of a lot of attractions are doing at the moment but that in the future this technology is going to help enable,” says Matthew. “More and more attractions are trying to take on that pricing functionality that they see in hotels and airlines –that up to this point has been difficult when we generally sold a ticket that is good any time of the year, now we are looking at how can we price that differently so they can increase revenue or influence consumer behaviour in a way that makes the overall experience better. “An example of how I think that works now in this


time is, I might have slots from 8 am to 5pm for my zoo or museum and there is a high likelihood that my time slots at 8am and 4pm are under – utilised with peaks in between, but one of the things I could do is price those time slots a little bit differently so that I can spread that out and create a better experience for everyone. A year later when this is all behind us and we never have to worry about it again hopefully, I’m able to then take that infrastructure in place and to leverage it to maximise my attraction.” Randy continues: “Once you know when and who is


JUNE 2020


coming you can plan for their visit and as Matthew says, that’s something our software has been doing for a long time, but we have a lot of customers that never used those features in the past that are now learning how they can use it to do things like send people pre arrival messages; safety information seems to be changing on an almost daily basis so, not only can you can communicate with guests but you can give them some very important information about what to expect upon their arrival and what requirements might be in place or what restaurants are open etc.”


Maximise throughput Admission control provides a number of functions. When designed properly, it provides a welcoming, efficient and secure way of admitting guests. Gateway’s ticketing solution validates and collects usage information in real- time from any of an attraction’s admission-controlled entrance and exit points for tickets, annual passes and membership cards. “It’s a gamechanger to know what your true attendance


and capacity is so you can get a true in park number and can make interpretations about the stay,” says Matthew, adding that “you can easily compare revenue collected from ticket sales with revenue earned from ticket usage.” Commenting on the power of this data, Randy


continues: “We generally have operators and business folk asking tough questions like what is the peak of this, how many people have we got in the park each hour…as we utilise more features and have more technology what that is amounting to is more data that we are ultimately able to use to make smarter business decisions with. They are looking at how they grow that dwell time, increase sales of food and beverage and merchandise…it’s one of the by-products, to be able to understand food and beverage caps not only at a daily level but an hourly level.” What is clear is that with many parks forced to operate


at reduced capacity for the foreseeable, increasing per capita spend has never been more important.


37


As we


utilise more features and have more technology what that is amounting to is more data that we are ultimately able to use to make smarter business decisions with.


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