www.parkworld-online.com
DEEL Media
Why digital signage is the revenue solution for theme parks this summer
W
ith summer in full swing and families flocking to theme parks, attendance at major attractions is spiking, and
so are the opportunities for brands and park operators to boost revenue. But with visitors constantly on the move, distracted by crowds, lines and rides, cutting through the noise requires more than static signage or one-size-fits-all marketing.
Bill Clapes, president of DEEL Media, a digital building end-to-end signage networks for clients actively looking for what to eat, what to buy and what to do next. The key is delivering that information in the right place, at the right time, in
An unlikely career path spans decades and industries. With a background in visual communications, he began his career from analog filmstrips to digital video training. He later became an early pioneer in the IT world for franchise communication at AFC Enterprises,
first companies deploying digital menu boards that set Clapes on the path to reimagining how organizations communicate with their audiences DEEL Media and created Carbon, a proprietary content management system (CMS) designed to power digital menu board networks at scale.
used not only to modernize visual merchandising but to turn real-time conditions like weather, crowd size and visitor demographics into revenue- driving opportunities.
Real-time relevance drives real revenue flexibility in how they merchandise products and
SUMMER PART TWO 2025
automatically start promoting cold drinks and highlight ponchos and indoor attractions. Relevant messaging makes it more likely that
months comes from its ability to instantly tailor messages to current conditions. Unlike static signs, digital displays adapt by time of day or specific guest segment. Take digital menu boards, for instance. Parks
can deploy entirely different menus or product mixes based on the time of day, day of week, or season. Promotions for summer-specific items, like lemonades or grilled fare, can be scheduled in advance and rotated automatically. And for large group visits, personalized welcome messages and tailored offers can be triggered based on the guest itinerary.
Smarter signage through sensors and machine learning Looking to the future, DEEL is pushing digital signage even further with advanced technologies like augmented reality, machine learning and customer engagement sensors. These tools allow screens to adjust based not only on macro-level data like temperature or crowd size, but on micro- level cues like how far a visitor is from the display or their likely demographic profile. They also provide the ability to analyze the performance of the signage and messaging being shown.
walking by and can shift its message to be more which messages actually lead to purchases, giving This data-driven engagement is crucial as parks
aim to maximize guest experience and revenue. Digital signage guides visitor choices across food, retail and experiences, while also providing parks with insights for future campaigns
The summer surge is a strategic moment With guests eager to make the most of every critical window for operators and advertisers alike. According to Clapes, the difference between a good summer and a great one may come down to how effectively parks use technology to meet the moment.
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leveraging digital signage to unlock new revenue across every square foot of their property.
Bill Clapes
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