How Digitized Is Your Water Park?
How do you schedule your staff?
I forecast based on historical data and weather reports to ensure I have enough staff working. I can get alerts when wait times get too long and move staff to where they need to be.
I have a pretty good idea of attendance based on day of the week, season, and weather.
I run gate and sales reports to compare year over year to ensure I have enough people in the park.
How much demographic information do you get from a season pass sale?
I have some information from online when my pass is processed.
All the demographic info is automatically inputted, I can make the fields I need required, plus I reward guests for filling out more data.
It depends, sometimes they fill out the paper form when they come to the counter, we do our best to input it, but if the line is long, probably not much.
Do you know how many guests are in your park at any given time?
I just peak out my window and can make a pretty good guess.
My ticketing software will tell me how many people have come through the gate today.
I know exactly what demographics are in my park. I know when they entered, how long they stayed, and when they left.
Who are your guests and how do you know what they do when they’re in your park?
My ticketing and POS are connected, plus my park uses cashless, so I can see how much a ticket holder spends while they’re on site. I can use this information to set my per caps.
My ticketing software asks for some information, if they buy a ticket online, I get a little more. I have a pretty good idea of who comes to my park. I can then look at F&B and retail reports and draw conclusions—it gives me an estimate into what they’ve done in my park.
All of my park’s systems are integrated so that I can see what a specific holder spends, what attractions they ride, who’s in their group, and how long they stay in the park.
How do you personalize guest experiences?
We’ll know season pass holders’ names, so we’ll greet them with their names, when we can.
Via their guest app profile, guests can book ride times, see their points totals, and receive custom offers.
Guests can pick their own music and colour themes when riding attractions.
How are you dispatching slides?
We have stop/go lights which can be changed at the top and bottom of the slides by our guards.
Our slides have a dispatch system that has riders tag in, so we know when they’ve entered and exited a flume, which updates our stop/go lights.
Our lifeguards use visual cues to know when a flume has been cleared.
Are you able see live park analytics?
Yes, but I have to go to separate systems to see the information.
No, I can see this at the end of the day.
Yes, I can see all of my real-time data in one dashboard.
How are you reaching your audience?
Targeted marketing based on highest per caps personas.
Retargeting from web site visits, digital ads, and paid social.
Direct mail, billboards, and radio ads.
How are you communicating with guests in your park?
We have a dynamic guest app and in-park kiosks with wayfinding, in-park promos, and wait times, which are also posted around the park.
We have signage, announcements, plus a guest app where guests can see park information.
We have park maps and signage around the park.
Does your park have an app?
No, but we have a web site where guests can buy their tickets.
Yes, guests can purchase day pass tickets, see park info, and leave reviews.
Yes, guests can purchase day and season passes, book front of line tickets, and set parental controls for their kids.
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