How Theme and Amusement Parks Can Increase Revenue and Customer Satisfaction
Operators of theme and amusement parks are continually challenged to provide engaging customer experiences for patrons while generating a profitable revenue stream year-round.
The right combination of technology and innovative enhancements to the visitor experience helps to increase customer satisfaction and revenue.
Strategies to increase revenue
Here are several strategies theme and amusement parks have used to generate satisfied customers that come back time and again:
Gain visibility of all your revenue streams
Theme and amusement parks provide various opportunities for patrons to spend, including admission fees and ticketing, dining options (from quick serve to fine dining), and merchandise. One problem many of these parks face is differentiating what works from what doesn’t. Bringing all your revenue data into a single location gives visibility of what appeals to your customers. It will also let you view customer behavior by demographics, seasonality, income range, etc. This visibility will allow you to optimize your park experience for each market segment that enters your gates.
Upsell with technology
Most of your patrons enter the park with a mobile device. Tapping into that technology provides multiple avenues to communicate with visitors while they are in the park. Park operators can use mobile apps, digital kiosks, and QR codes to offer special services and deals, such as meal discounts, photo packages, and special event pricing. Self-service kiosks can reduce wait times for ticket purchases or placing food and beverage orders. In addition, providing personalized offers while the patrons are in the park often leads to increased purchases.
Offer premium park experiences
Customers enjoy being pampered and made to feel special. Long wait times at restaurants or popular rides can diminish the customer experience and discourage return visits to the park. Offering visitors a VIP treatment can increase customer satisfaction for a premium price. These types of experiences can include extra perks, discounts on purchases in the park, behind-the-scenes tours, fast passes, and exclusive after-hours access to the park.
Guest loyalty programs
Return visitors are profitable visitors. Encouraging loyalty among your customers encourages patrons to return again and again, bringing friends and family with them both on- and off-season. By offering loyal patrons exclusive perks and discounts through loyalty programs, season passes, and discounts, guests will be encouraged to come back and spend more each time they return.
Targeted marketing
Visibility of your customers allows you to segment them and create personalized offers. Parks can create tailored marketing campaigns using various media, including social media, print, direct mail, and email marketing, to reach specific demographics, such as families, young adults, and empty nesters, to raise awareness and generate more ticket sales.
Bundling products and services
Customers enjoy the convenience of paying a single price for the park experience. Providing packages that combine admission with food and beverage options, discounts on merchandise, fast passes, and more can increase the amount of money spent by each individual entering the park.
The right technology makes all the difference
By combining these strategies, many theme and amusement parks have dramatically increased their revenue while improving the overall guest experience, leading to higher customer satisfaction and loyalty.
It starts with having the right technology in place.
Contact ArcherPoint and see how Dynamics 365 Business Central can offer you end-to-end visibility of your guests while providing them with a superior experience.