RFID technology for an enhanced GUEST EXPERIENCE · 2020. 10. 29. · CONNECT&GO ff 4 ff ZOOS AND AQUARIUMS 2019 Eric Mertz, creative producer in charge of the guest experience at

- 1 -CONNECT&GO ZOOS AND AQUARIUMS 2019

Water parks have been around for many years and people of all ages still enjoy the thrill of zipping down a water-filled tube slide, splashing around a wave pool or drifting along a lazy river. The rides themselves have not evolved drastically over the last few decades, but the water park experience certainly has. Today’s water park guests are not simply looking for a fast ride or a colorful wave pool – they are tech-savvy consumers who want a frictionless, and personalized, experience that will truly wow them.

RFID technology for an enhanced

GUEST EXPERIENCEAT WATER PARKS


Guests will pay for high quality experiences and their expectations are growing exponentially.

As noted by Glenn O’Connor, Senior Director of water parks

for FORREC, “Guests will pay for high quality experiences

and their expectations are growing exponentially.”1 Water park

operators are making every effort to ensure their facilities offer

a compelling guest experience that will encourage consumers

to keep coming back for more. From themed rides to digital

solutions for access and payments, park operators are making

long-term investments to improve their offerings for guests.

“For the ever-growing waterpark industry, 2019 will be another

year for robust growth as over $1 billion in investment is slated

for indoor and outdoor waterparks and their related resorts.”2

“ ”

1 Waterparks: The Next Big Splash. Published in Attractions Management 2017 issue 2

http://www.cladglobal.com/architecture-design-features?codeid=31877&ref=n2 Waterparks: Growth Trends in 2019; By David J. Sangree, MAI, CPA, ISHC (April 2019)

https://www.hotel-online.com/press_releases/release/waterparks-growth-trends-in-2019


THE GUEST EXPERIENCEIn recent years, the focus within the leisure and entertainment industries has shifted towards

personalization of the guest experience. Guests appreciate the feeling of being recognized and

appreciated by the attraction or event they are attending. By incorporating RFID technology into

the guest experience, water parks are able to simplify the guest journey through their park and offer

features and services that are more personalized and targeted to each individual consumer.

When purchasing their waterpark pass, guests register

an online profile that is associated with their RFID

pass/wristband. Each time the guest scans; the system

recognizes their profile and the journey becomes more

customized for them. From a personalized welcome message

at the park entrance, to ride recommendations and discounts

on particular activities; the water park can establish a deeper

connection with each individual consumer.


Eric Mertz, creative producer in charge of the guest experience at Universal Orlando Resort,

highlighted the benefit of technologies such as RFID in an interview with Wharton professors

Christian Terwiesch and Nicolaj Siggelkow on the Work of Tomorrow radio show, “(Guests) get

into the parks and they’re anonymous to the operators. They’re just people coming through.

As much as through customer service and training you try to create those human moments and

engage with them, you still don’t know enough about them. That’s where, as an industry, we’re

hoping these technologies allow us to know more about the guests as they approach, as they

engage in our attractions, as they engage with the team members directly.”3

RFID technology can be used to streamline access to the park, facilitate cashless payments with

on-site vendors and even allow guests to play games, enter contests and take memorable photos

during their visit. Waterproof RFID wristbands are a simple solution that can be used and enjoyed

by guests of all ages. RFID solutions remove the hassle of carrying wallets and phones, allowing

water parks to offer guests a truly frictionless and enjoyable experience.

Technologies allow us to know more about the guests as they approach, as they engage in our attractions,

as they engage with the team members directly.“ ”3 When Fun Goes Digital: Creating the Theme Park of the Future. Wharton, University of Pennsylvania: Technology podcast (April 2018). https://knowledge.

wharton.upenn.edu/article/future-theme-park-innovation/


PUTTING SAFETY FIRSTAlthough water parks do everything they can to ensure their rides are safe for guests, accidents

do occur and it is crucial to have a quick response in emergency situations. By implementing

RFID solutions at their water parks, operators can offer guests an additional safety feature that

traditional parks do not have access to. As part of the registration process, guests can be asked

to include their emergency contact and any important medical or allergy information in their

profile. In the case of an emergency, water park employees can simply scan a guest’s RFID

wristband to learn the information they need in order to properly attend to that guest. This type

of quick emergency response is an invaluable added feature that parks can use to incentivize

guests to visit their park over others in the market.

By implementing RFID solutions at their water parks, operators can offer guests an additional safety feature that traditional parks do not have access to.

Another security feature available when using RFID is parent-child pairing. A parent’s pass

can be paired with that of their child so that, if the child gets lost, park employees can scan

the child’s pass to have the parent notified immediately by SMS. By demonstrating a real concern

for children’s safety, a water park can easily set itself apart from competitors, and become

the most desirable option for parents looking for a safe activity for their kids.

Waiver management can also be handled within the RFID registration platform. Guests can sign

their liability waivers directly at the self-serve wristband dispensers available at the park entrance.

Before receiving their RFID wristband, each guest will have agreed to the terms stipulated

by the park and a signed waiver will be stored within his or her personal profile.


ADDITIONAL REVENUE OPPORTUNITIESAs well as simplifying the experience for guests, RFID technology can be used to create

new revenue streams for water parks. Special park safety features (such as the aforementioned

parent-child pairing) can be offered at an additional cost. Meal packages can be offered with certain

entrance passes, allowing guests to load credit directly onto their RFID wristbands to be used

for a special food and drink package. Photo kiosks can be made available throughout the water park

and printing services can be offered, at an additional cost, at the end of the visit.

When integrated properly, these digital solutions can enhance

the guest experience and most consumers are happy to pay more

for a memorable day at the water park. Additional revenue was

one of the key motivating factors behind Disney’s integration of

the MagicBand (an RFID wristband for resort guests). “Disney

is betting that happier guests will spend more money. ‘If we can

enhance the experience, more people will spend more of their

leisure time with us,’ said Thomas O. Staggs, chairman of Disney

Parks and Resorts.” By offering an enhanced guest experience,

water parks can encourage guests to not only spend longer at

their facilities, but also to return for future visits.

If we can enhance the experience, more people will spend more of their leisure time with us-Thomas O. Staggs, chairman of Disney Parks and Resorts

“ ”

4 At Disney Parks, a Bracelet Meant to Build Loyalty (and Sales); By Brooks Barnes. (January 2013).

https://www.nytimes.com/2013/01/07/business/media/at-disney-parks-a-bracelet-meant-to-build-loyalty-and-sales.html


CONSUMER BEHAVIOR DATAAnother key benefit of using RFID technology to connect the guest experience at water parks

is that valuable consumer behavior data is acquired each time a guest scans their wristband.

Water park operators can review activity reports to determine how guests are using the park

services and features. Data can be analyzed to see which rides are most popular with which guests,

what times of day are the busiest, and even which snacks are best sellers.

Knowing who is at the water park and what they enjoy most during their visit, gives park operators

a definite advantage when it comes to planning for park developments and marketing strategies.

When guests purchase a paper ticket and then enter the park by simply scanning a barcode,

operators have no way of knowing how each guest has spent their time or money during the visit.

By using RFID to monitor access to rides and payments at vendors, park operators have a detailed

overview of all guest activity at their water park.

Knowing who is at the water park and what they enjoy most during their visit, gives park operators a definite advantage.


Targeted promotions can be sent to guests via personalized emails and changes to rides and other

park features can be made with a deeper understanding of consumer desires. Former Disney

executive Nick Franklin explains the importance of using knowledge of consumer behavior

to improve park offerings. “Ultimately, if you have the physical environment, the great people

to activate it, some level of predictive analytics and that contextual awareness, you now have

the platform for great experience creation. The companies that can pull those things together have

the ability to truly differentiate themselves.”5

While some guest preferences can be inferred by analyzing

acquired data, water park operators can go one step further

and use RFID gamification to actually ask consumers what they

like and what they want to see more of at the park. Trivia kiosks

and digital scavenger hunts encourage guests to move through

all areas of the park, and clues can be offered when guests

answer questions at the kiosk such as, “What is your favorite

theme character?” or “What do you prefer – Lazy River?

Or Turbo Snake Slide?” These informal guest surveys can go a

long way towards determining what works and what doesn’t

at busy water parks. Park operators save time and effort that

may otherwise be spent trying to determine guest preferences.

⁵ When Fun Goes Digital: Creating the Theme Park of the Future. Wharton, University of Pennsylvania: Technology podcast (April 2018). https://knowledge.wharton.upenn.edu/article/future-theme-park-innovation/


A DEEPER CONNECTION Establishing a lasting connection with consumers is one of the ultimate goals of any water park.

When welcoming thousands of guests each season, it can be challenging to make a connection

with each of them and to find a way to make that connection last. By personalizing the guest

experience at their water park, operators not only ensure guests enjoy the time they spend at the

park, but they also leave a lasting impression that will encourage guests to return for future visits.

We’ve seen play habits and expectations change dramatically among consumers of all ages.“ ”In a world with so many options for activities and entertainment,

customer loyalty can be difficult to build and retain. Water

parks looking to set themselves apart from competitors will

need to find innovative ways to grab the attention of their

consumers. RFID technology can be integrated with rides and

existing games to create a truly unique experience for the guest.

Shanley Hutchinson, Creative Manager at Waterplay Solutions,

identifies the unique challenge facing park owners today;

“As the world becomes more connected and digital technology

a more integral part of our lives, we’ve seen play habits and

expectations change dramatically among consumers

of all ages. Where before manufacturers were focused on

designing something fun, today’s consumers want and expect

more. They want to be delighted, thrilled and surprised by truly

immersive experiences that are engaging and unforgettable.”6

From trivia kiosks and scavenger hunts, to photo and video opportunities, social media sharing,

interactive games and contests; there are many ways that RFID technology can be integrated

into the water park experience to increase guest engagement. While the thrill of the ride may still

motivate crowds to come out to the park, it is essential for water parks to be ready to offer today’s

consumers an immersive experience that will meet their expectations.

6 Waterparks: The Next Big Splash. Published in Attractions Management 2017 issue 2 http://www.cladglobal.com/architecture-design-features?codeid=31877&ref=n


THE CONNECTED WATER PARK EXPERIENCEWITH THE PARKPASS BY CONNECT&GO

HERE’S HOW IT WORKS…

REGISTER

• Guests purchase their tickets online or in person. Each pass is associated with an online profile.

• At the water park, guests use self-serve dispensers to sign their liability waivers and get their waterproof Parkpass wristbands.

ADD-ONS

• Guest may choose to purchase add-on features such as parent-child pairing for additional security.

• Photo printing can be offered at additional cost at the end of the visit.

ENTER

• Guests scan their wristbands to enter the water park and various zones within it.

• Each time a guest scans; the system recognizes their individual online profile and employees can determine crowd capacity in real time.


PAY

• Guests either link a credit card with their Parkpass, or load credit onto their pass to be debited with each on-site purchase.

• Cashless transactions are quick and secure and a receipt for each transaction is sent directly to the guest via email.

PLAY

• Guests scan their wristbands to take photos, play games and enter contests at the water park.

• Each scan is recorded within the dashboard and park operators have a detailed overview of activity at their park.

CONNECT

• After the visit, the water park can send a personalized “Thank you” note and targeted promotions to each guest via email.

• Guests can check their online profile to see photos they took and review purchases they made at the water park.


Contact us or visit our website for more information on these and other RFID possibilities.

6600 Hutchison, Montréal, QC, CA H2V 1A5 • T 514-631-8282 • [email protected]

We can’t wait to connect the experience for you.

CONNECTNGO.COM >
https://connectngo.com/market/waterparks/

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RFID technology for an enhanced GUEST EXPERIENCE · 2020. 10. 29. · CONNECT&GO ff 4 ff ZOOS AND AQUARIUMS 2019 Eric Mertz, creative producer in charge of the guest experience at