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Ticketing & Capacity Management – Part 2 www.parkworld-online.com


Virtual queuing is


dynamic and takes into account real- time variables such as weather impacts, ride load times, ride cars being added or removed from a track, and more.


technology in place, such as The Experience Engine (TE2), our guest experience management solution, operators can track or map guest density and identify potential “hot spots” throughout their venue, all in real time. When operators do identify such pinch points, they can immediately deploy proactive, preventative measures by way of targeted communication with guests. For example, a theme park operator could reduce


traffic in an area by sending messages to select guests to notify them of a nearby ride with a shorter-than- normal wait time, or a live show taking place “right around the corner” from their current location. These strategic nudges allow operators to draw guests to less crowded areas of the park while enhancing their on-site experience. This type of technology offers what we call


“personalisation at scale” – the ability to give each guest their ideal park experience while allowing the park to continue operating safely, for both guests and employees.


Communication Communication is crucial, especially in times of change. With the implementation of any new initiative – tech-based or otherwise – clear and concise communication with your guests will be key to success. The methodology and reasoning behind your strategy must be communicated to customers. By being up front and implementing full transparency, you can work to counteract any concerns guests may have and explain what’s in it for them. While much of this information can be shared prior


to a guest’s visit, leveraging virtual queuing and guest experience management technology helps create new opportunities for targeted communication with guests during their time on-site, a benefit that is greatly heightened when both solutions are coupled together. This being said, there is always a fine line to toe


34


when leveraging targeted communication with your guests. If you send too many messages or prompts (especially if they aren’t personalized to the guest), you risk overburdening them and disrupting their on-site experience. The point of utilising technology in this way is to


empower guests with tools that help them safely practice physical distancing and, at the appropriate times, reminding or encouraging them to play a proactive role in the comprehensive efforts underway to keep both themselves and others safe.


 The comprehensive benefits of virtual queuing can be easily extended to food & beverage and retail operations throughout a venue, and it’s important to take a closer look at this potential for extended application. High-touch surfaces will be a thing of the past, as guests will expect theme parks and attractions to offer contactless solutions across all areas of the on-site experience. Outside of the tourism and travel industry, we’ve


seen the recent uptick in food delivery and curbside pickup. The same expectation will now apply to food & beverage service within theme parks and attractions. Theme parks will be expected to provide technology that enables guests to order food and pay ahead of pickup, such as accesso’s food & beverage mobile ordering solution, available through our TE2 guest experience platform. This extension is likely to reach more traditional,


in-park retail outposts, as well, as guests will also be wary of interacting with high-touch payment kiosks and of being in close proximity to retail employees. Operators can get ahead of these concerns by providing all-in-one contactless payment solutions that work across retail, food & beverage and other point- of-sale locations within the park.


SUMMER 2020


Credit: Holiday World


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