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Ticketing
New direction

By Kath Hudson | Published in Attractions Management 2013 issue 2


With technology moving at such a pace, what’s the next direction for ticketing and how will this improve both the bottom line and the guest experience? We talk to the people who are making it happen



Steve Brown President/COO North America Lo-Q

 

Steve Brown
 

“Ticketing systems are in the midst of a significant evolution to keep pace with the changing needs of venues and guests.

Mobile ticketing is one of the biggest trends. Last season three to five per cent of a venue’s overall online ticket sales came from mobile devices and we expect this number to continue to grow substantially over the next few years.

Operators also want mobile point-of-sale solutions, so they can deploy staff to their front entrances on busy days to help cut queues.

Integration with Apple’s Passbook application is a recent development, which allows iPhone users to collect and easily access digital versions of boarding passes, loyalty rewards and even tickets in one iPhone app. This solution enables guests to import ticket purchases from a number of attractions.

The tradition of waiting at the gate to buy a ticket or enter a park will quickly become obsolete. Disney is making some bold moves with its MyMagic+ initiative.”




David Goldman President Ideal Software Solutions

 

David Goldman
 

“The shift to online, hosted services has made a big impact on how facilities can serve their customers while creating a better way for owners and managers to keep costs down and create a more secure environment.

Guests want a seamless experience, from the moment they buy a ticket to how they enter the facility. It should be easy and intuitive. Customers don’t want to buy a ticket online and then have to stand in line at the ticket counter so an attendant can exchange it for a gate pass. They want bar-coded tickets, which can be printed or sent to a mobile phone and scanned directly at the gate.

Maintaining security on admissions is an ongoing challenge, especially when a facility is using two systems that aren’t communicating. Relying on an attendant to reconcile a ticket purchased online with a gate pass, whether through a separate computer programme or by keeping track in a notebook, makes a facility vulnerable to loss. Having one system to do it all in an integrated manner increases security, gives a better guest experience, saves on labour costs and enables accurate reporting.”




Scott Lobaugh Business solutions manager
Gateway Ticketing Solutions

 

Scott Lobaugh
 

“Operators want ways to be more innovative with tools in order to drive revenue. Many operators are looking at integrated solutions, where one system is used to sell tickets, passes, memberships, educational programmes, retail, food and more. This provides them with the ability to cross promote across their outlets and drive overall cap revenue.

Many operators are asking how they can get their passholders and members to spend more when they visit. Creating innovative packages, which include stored value, retail and food items, as well as having the ability to incentivise through a custom loyalty programme, are tools that drive revenue.

Also, collecting spending trend data through one solution allows operators to make educated business decisions and takes the guest experience to a new personalised level.

Guests want convenience and to spend more time on rides than in lines. They also want one-stop shopping – to buy their admission ticket, event ticket and stored-value card in one go, increasingly from their computer or phone.

The full implementation of chip and pin payment technologies (EMV) in the US by 2015 presents a huge, potentially costly, challenge for operators, who will have to implement chip and pin readers, or face a shift of liability.

There’s a vibrant conversation around cloud ticketing: how it can benefit operators and how it can be made more reliable and safe. For large facilities, I’m not sure they’re ready to bank on the speed of a cloud ticketing system to get 10,000 people or more through their gates quickly. For smaller facilities, it’s a great option to weigh against their overall maintenance and running costs of a local application. I predict a hybrid approach for those who need speed customer facing transactions and a cloud/web based approach for back office functions.”




Peter Ferguson Managing Director Gamma Dataware

 

Peter Ferguson
 

“Operators are looking at introducing as many sales channels as possible, to ensure visitors have every opportunity to purchase tickets from a variety of sources – web from kiosks, mobile devices and third party outlets.

We’re finding that operators are keen to introduce promotional items on tickets. These could be in the form of tear off vouchers for discounts in the retail or catering areas on the day of the visit to encourage third party spend, or to provide incentives to promote repeat visits.

More recently, we’ve seen an increase in operators seeking a fully hosted software solution, where in-house staff are accessing software and data held on remote serviced and managed servers. This allows operators to implement systems quickly and efficiently, with much reduced initial capital costs.

An area where we see potential for growth is in tracking visitors within an attraction to see what areas, exhibits and rides are being used and when. One way of achieving this is by use of RFID tickets, which can provide real time feedback as visitors move around an attraction.”




John Davies
Director of UK operations Omni Ticket

 

John Davies
 

“Operators biggest ticketing concern is getting as many guests into an attraction as possible, in the shortest period of time, while capturing the maximum amount of demographic data for future marketing campaigns, and at the same time controlling all finances.

Guests want the ability to glean as much information as possible about their upcoming visit during the pre-booking process, so they can make an informed decision on their ticket purchase. On arrival, they want their entry experience to be smooth and trouble-free.

One of the challenges for ticketing companies is second-guessing the next emerging technology, which will require integration into ticketing. I think the next major step will be greater use of NFC (Near Field Communications – or RFID) capability in mobiles, which lends itself perfectly to contact-less ticketing technologies.”




Owen Gleadall
Managing director Merlin Software

 

Owen Gleadall
 

“The key move in ticketing is the change from box office to online purchasing. Many attractions operators are now looking at their social media strategy and how it relates to these changes.

Attractions operators also want increased functionality, especially in the area of visitor analysis, to inform promotions and marketing initiatives. We’re constantly enhancing and upgrading our solution to meet these requirements.

The biggest challenge at the moment is related to new communication technologies and how we keep abreast of all that’s happening, particularly regarding smartphones and even intelligent televisions, where the ability to obtain any type of goods and services is going to be almost predominantly electronic. We can envisage this happening, but don’t know within what timescale, so our development work has to be very much a suck-it-and-see process and then hope that we’re ready when the big changes come.

With new electronic forms of communication, physical tickets may eventually cease to exist. Cloud based computing will continue to develop and suppliers will have to move to this method of delivery or be left behind.”



Ticketing news
In line entertainment

To alleviate the boredom of queuing, Thorpe Park is getting the crowd singing. Karaoke club operator Lucky Voice is building a bespoke karaoke unit, following the success of a pilot last year at one ride.

This season, Queu-eoke is appearing at multiple locations around the theme park. Two employees act as hosts, manning the song list and getting the crowd involved. Customers sing together in a chorus, with the help of on-screen karaoke lyrics shown on a big screen mounted to a wall facing the queue and inflatable microphones as props. Customer feedback has been overwhelmingly positive.


Ticketing news
Virtual queuing for waterpark

Pennsylvania’s largest waterpark, Camelbeach Mountain Waterpark, is introducing the Q-band virtual queuing wristband at 10 of its top slides this summer. The RFID wristband allows guests to queue virtually, after selecting their desired ride from self-service kiosks. They’re notified when it’s their turn and use a separate entrance to skip the line. l


Ticketing news
Virtual queuing for waterpark

Pennsylvania’s largest waterpark, Camelbeach Mountain Waterpark, is introducing the Q-band virtual queuing wristband at 10 of its top slides this summer. The RFID wristband allows guests to queue virtually, after selecting their desired ride from self-service kiosks. They’re notified when it’s their turn and use a separate entrance to skip the line. l

Up to five per cent of ticket sales are now done from mobile devices
COMPANY PROFILES
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
TechnoAlpin

TechnoAlpin is the world leader for snowmaking systems. Our product portfolio includes all different [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
+ More profiles  
FEATURED SUPPLIER

Attractions industry to reunite this September at IAAPA Expo Europe in London
For the first time in more than a decade, industry leaders from across the global attractions industry will once again gather in London as part of the annual IAAPA Expo Europe, the sector’s premier international event. [more...]
VIDEO GALLERY

Red Raion Showreel 2021
Another year has passed, and we’re definitely happy with what we have accomplished in 2021! Find out more...
More videos:
IAAPA Expo Europe Promo – International Association of Amusement Parks and Attractions (IAAPA)
Keynote | Moby Dick - Friends to the rescue! – Red Raion
Red Raion TV - Testimonial: Leolandia – Red Raion
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

27-29 Sep 2022

International Congress on Thermal Tourism

Ourense, Ourense, Spain
13 Oct 2022

VAC 2022

The ICC Birmingham, Birmingham, United Kingdom
+ More diary  
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©Cybertrek 2022
Jobs    News   Products   Magazine
Ticketing
New direction

By Kath Hudson | Published in Attractions Management 2013 issue 2


With technology moving at such a pace, what’s the next direction for ticketing and how will this improve both the bottom line and the guest experience? We talk to the people who are making it happen



Steve Brown President/COO North America Lo-Q

 

Steve Brown
 

“Ticketing systems are in the midst of a significant evolution to keep pace with the changing needs of venues and guests.

Mobile ticketing is one of the biggest trends. Last season three to five per cent of a venue’s overall online ticket sales came from mobile devices and we expect this number to continue to grow substantially over the next few years.

Operators also want mobile point-of-sale solutions, so they can deploy staff to their front entrances on busy days to help cut queues.

Integration with Apple’s Passbook application is a recent development, which allows iPhone users to collect and easily access digital versions of boarding passes, loyalty rewards and even tickets in one iPhone app. This solution enables guests to import ticket purchases from a number of attractions.

The tradition of waiting at the gate to buy a ticket or enter a park will quickly become obsolete. Disney is making some bold moves with its MyMagic+ initiative.”




David Goldman President Ideal Software Solutions

 

David Goldman
 

“The shift to online, hosted services has made a big impact on how facilities can serve their customers while creating a better way for owners and managers to keep costs down and create a more secure environment.

Guests want a seamless experience, from the moment they buy a ticket to how they enter the facility. It should be easy and intuitive. Customers don’t want to buy a ticket online and then have to stand in line at the ticket counter so an attendant can exchange it for a gate pass. They want bar-coded tickets, which can be printed or sent to a mobile phone and scanned directly at the gate.

Maintaining security on admissions is an ongoing challenge, especially when a facility is using two systems that aren’t communicating. Relying on an attendant to reconcile a ticket purchased online with a gate pass, whether through a separate computer programme or by keeping track in a notebook, makes a facility vulnerable to loss. Having one system to do it all in an integrated manner increases security, gives a better guest experience, saves on labour costs and enables accurate reporting.”




Scott Lobaugh Business solutions manager
Gateway Ticketing Solutions

 

Scott Lobaugh
 

“Operators want ways to be more innovative with tools in order to drive revenue. Many operators are looking at integrated solutions, where one system is used to sell tickets, passes, memberships, educational programmes, retail, food and more. This provides them with the ability to cross promote across their outlets and drive overall cap revenue.

Many operators are asking how they can get their passholders and members to spend more when they visit. Creating innovative packages, which include stored value, retail and food items, as well as having the ability to incentivise through a custom loyalty programme, are tools that drive revenue.

Also, collecting spending trend data through one solution allows operators to make educated business decisions and takes the guest experience to a new personalised level.

Guests want convenience and to spend more time on rides than in lines. They also want one-stop shopping – to buy their admission ticket, event ticket and stored-value card in one go, increasingly from their computer or phone.

The full implementation of chip and pin payment technologies (EMV) in the US by 2015 presents a huge, potentially costly, challenge for operators, who will have to implement chip and pin readers, or face a shift of liability.

There’s a vibrant conversation around cloud ticketing: how it can benefit operators and how it can be made more reliable and safe. For large facilities, I’m not sure they’re ready to bank on the speed of a cloud ticketing system to get 10,000 people or more through their gates quickly. For smaller facilities, it’s a great option to weigh against their overall maintenance and running costs of a local application. I predict a hybrid approach for those who need speed customer facing transactions and a cloud/web based approach for back office functions.”




Peter Ferguson Managing Director Gamma Dataware

 

Peter Ferguson
 

“Operators are looking at introducing as many sales channels as possible, to ensure visitors have every opportunity to purchase tickets from a variety of sources – web from kiosks, mobile devices and third party outlets.

We’re finding that operators are keen to introduce promotional items on tickets. These could be in the form of tear off vouchers for discounts in the retail or catering areas on the day of the visit to encourage third party spend, or to provide incentives to promote repeat visits.

More recently, we’ve seen an increase in operators seeking a fully hosted software solution, where in-house staff are accessing software and data held on remote serviced and managed servers. This allows operators to implement systems quickly and efficiently, with much reduced initial capital costs.

An area where we see potential for growth is in tracking visitors within an attraction to see what areas, exhibits and rides are being used and when. One way of achieving this is by use of RFID tickets, which can provide real time feedback as visitors move around an attraction.”




John Davies
Director of UK operations Omni Ticket

 

John Davies
 

“Operators biggest ticketing concern is getting as many guests into an attraction as possible, in the shortest period of time, while capturing the maximum amount of demographic data for future marketing campaigns, and at the same time controlling all finances.

Guests want the ability to glean as much information as possible about their upcoming visit during the pre-booking process, so they can make an informed decision on their ticket purchase. On arrival, they want their entry experience to be smooth and trouble-free.

One of the challenges for ticketing companies is second-guessing the next emerging technology, which will require integration into ticketing. I think the next major step will be greater use of NFC (Near Field Communications – or RFID) capability in mobiles, which lends itself perfectly to contact-less ticketing technologies.”




Owen Gleadall
Managing director Merlin Software

 

Owen Gleadall
 

“The key move in ticketing is the change from box office to online purchasing. Many attractions operators are now looking at their social media strategy and how it relates to these changes.

Attractions operators also want increased functionality, especially in the area of visitor analysis, to inform promotions and marketing initiatives. We’re constantly enhancing and upgrading our solution to meet these requirements.

The biggest challenge at the moment is related to new communication technologies and how we keep abreast of all that’s happening, particularly regarding smartphones and even intelligent televisions, where the ability to obtain any type of goods and services is going to be almost predominantly electronic. We can envisage this happening, but don’t know within what timescale, so our development work has to be very much a suck-it-and-see process and then hope that we’re ready when the big changes come.

With new electronic forms of communication, physical tickets may eventually cease to exist. Cloud based computing will continue to develop and suppliers will have to move to this method of delivery or be left behind.”



Ticketing news
In line entertainment

To alleviate the boredom of queuing, Thorpe Park is getting the crowd singing. Karaoke club operator Lucky Voice is building a bespoke karaoke unit, following the success of a pilot last year at one ride.

This season, Queu-eoke is appearing at multiple locations around the theme park. Two employees act as hosts, manning the song list and getting the crowd involved. Customers sing together in a chorus, with the help of on-screen karaoke lyrics shown on a big screen mounted to a wall facing the queue and inflatable microphones as props. Customer feedback has been overwhelmingly positive.


Ticketing news
Virtual queuing for waterpark

Pennsylvania’s largest waterpark, Camelbeach Mountain Waterpark, is introducing the Q-band virtual queuing wristband at 10 of its top slides this summer. The RFID wristband allows guests to queue virtually, after selecting their desired ride from self-service kiosks. They’re notified when it’s their turn and use a separate entrance to skip the line. l


Ticketing news
Virtual queuing for waterpark

Pennsylvania’s largest waterpark, Camelbeach Mountain Waterpark, is introducing the Q-band virtual queuing wristband at 10 of its top slides this summer. The RFID wristband allows guests to queue virtually, after selecting their desired ride from self-service kiosks. They’re notified when it’s their turn and use a separate entrance to skip the line. l

Up to five per cent of ticket sales are now done from mobile devices
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+ More news   
 
COMPANY PROFILES
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
TechnoAlpin

TechnoAlpin is the world leader for snowmaking systems. Our product portfolio includes all different [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
+ More profiles  
FEATURED SUPPLIER

Attractions industry to reunite this September at IAAPA Expo Europe in London
For the first time in more than a decade, industry leaders from across the global attractions industry will once again gather in London as part of the annual IAAPA Expo Europe, the sector’s premier international event. [more...]
VIDEO GALLERY

Red Raion Showreel 2021
Another year has passed, and we’re definitely happy with what we have accomplished in 2021! Find out more...
More videos:
IAAPA Expo Europe Promo – International Association of Amusement Parks and Attractions (IAAPA)
Keynote | Moby Dick - Friends to the rescue! – Red Raion
Red Raion TV - Testimonial: Leolandia – Red Raion
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

27-29 Sep 2022

International Congress on Thermal Tourism

Ourense, Ourense, Spain
13 Oct 2022

VAC 2022

The ICC Birmingham, Birmingham, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS