Access Control
www.parkworld-online.com
Double your money
The rise of smartphone technology and its on-demand purchasing ability has brought the expectation of instant gratification into every aspect of consumption - and amusement parks and vistor attractions are no exception. A comprehensive ticketing system will revolutionise access control, and the benefits continue far beyond the turnstile… Park World reports
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hilst a bit of anticipatory waiting can be just what you need to whet your appetite for adrenalin, standing for hours in queues continues
to be unwelcome part of the amusement park experience. However, the numerous access systems designed with the specific aim of eliminating the need for excessive queuing suggest that long waits are no longer a necessary evil of theme parks and visitor attractions. Whether its via booking apps for smartphones or RFID wristbands, parks are increasingly integrating access systems for entry queues, ride queues, payments and more, and are reaping both the operational and financial benefits. “Waiting in queues is the worldwide number one guest complaint,” maintains Kees Albers, CEO at Unlimited Leisure. With Unlimited Leisure’s Experience Ticket, visitors can book all the attractions online or on-site through their smartphone, and receive an itinerary with their alloted time slots. “If all visitors used the system, nobody would have to wait any more. As guests are better spread throughout the park, the actual capacity may increase by 15%. And as waiting is eliminated, guests have more time for spending on food and beverages and in merchandising shops. A win-win situation if ever there was one.”
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Rise of the wristband RFID (radio frequency identification) contactless passes, in the form of wristbands or cards, can vastly simplify the payment and access control process. Magic Memories, for example, in a partnership with ZSL London Zoo, has integrated its wristband association technology with the aim of combatting long queue times and enabling a “seamless and connected” retail experience for guests. Guests scan their wristbands at a Magic Memories retail location and gain access to a host of personalised digital content that can be accessed via mobile and shared on social media in real-time. Ben Thomas, CEO of Europe and Middle East at Magic Memories, explains: “Continuing to place the guest at the centre of the experience, the wristband technology will also provide guests with greater flexibility to access attraction photography from the comfort of their own homes. They no longer have to wait around to redeem their memories, they can input a personal code online to collect any still or moving images at a time that suits them after their visit.” It is well-suited to attractions with high footfall, allowing guests to be identified with speed and ease, dramatically reducing queuing times and enhancing the overall retail experience for the time-conscious consumer. A smart wearable device, for example the accesso Prism, can go beyond ticketing, giving theme parks and attractions the power to schedule ride bookings without kiosks or cell phones. It also allows operators to provide in-the-moment marketing and operational messages to guests to enhance their experiences. This can translate to encouraging guest spending, or influencing park traffic with meaningful offers and recommendations. “While custom membership cards and RFID bands may seem
like a heavy upfront cost, the data they capture on the backend is essential to your park’s success,” says CenterEdge’s Sherry Howell. “With reporting and analytics, operators can analyse guest activity and spending habits to gather insights and make informed decisions to improve their business' performance.”
accesso Prism in use
Continued on page 34 MAY 2018
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