Industry Insider
www.parkworld-online.com
Transforming the guest experience
Flannery Higgins, Director of Marketing at accesso, speaks to Park World’s Matt Broughton about accesso’s BIG 2023 and how 2024 is shaping up so far.
Flannery Higgins
Matt Broughton: Please tell us about your background and what ultimately led you to accesso. Flannery Higgins: I have a diverse background in marketing and communications, spanning enterprise and cloud-based software, manufacturing, real estate, and retail. Most recently, I served as Chief Marketing Officer at Pig Works, the organization that produces the Flying Pig Marathon and before that,
I was VP of Global Marketing at Flooid, a global retail software company. experience. accesso's innovative solutions and commitment to transforming guest experiences resonated with me, making it a good fit for my skills and background.
MB: What would you say has changed most about the industry since your first experiences? FH: transformation across all sectors. When I started, marketing was more about traditional channels. I spent some of my early career in direct mail catalogs, which were the original data driven marketing. Now, everything is driven by data, personalization, and multi-channel strategies. The ability to adapt to change and leverage new technologies like AI has become crucial.
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“Client service and putting clients at the center of everything we do at accesso is the key”
MB: What for you is the key criteria that creates an amazing ride for people to enjoy? FH: The truth is it's all about high performance. When we design a water ride, it needs to have pace, it needs to have an entertainment value, be fast, smooth and exceed expectations. Every ride that we've ever done, that's the criteria - It's got to be top performance, it's got to be an incredible experience, and it has to differentiate from other rides as well. It also has to have the highest capacity throughput because that truly is value for the operators - and is also a great thing for the guests themselves; the more rides (what we call 'entertainment units') that you can get in a day, the more fun you have and the better experience you have.
MB: Can you tell us about your proudest career moment to date? FH: When I was at Flooid, we totally rebranded, transforming the company from PCMS to Flooid. The project was about strategically showcasing the company in a new way. I was so proud of the great creative and messaging work my team did and how it united our global company, ultimately making us stronger and more resilient, especially through the pandemic.
JULY 2024
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