Active Network shares key tips on ticketing in parks and attractions

Leading global ticketing and access software providers the Active Network have released a free 'how-to' guide sharing insight into the most important elements of a ticketing system.

The downloadable guide Ticketing System: 7 Key Elements for Parks and Attractions covers areas including getting more customers; managing ticketing and data; and building loyal communities.

An Active Network spokesperson explains "a ticket can be a plain piece of paper or a vital source of data.

"A ticketing software system can be standalone or it can be the hub that ties together your organisation.

"With a system that allows you to sell tickets anywhere at any time and capture crucial visitor information, you can be in the enviable position to use customer insight to generate even more commerce."

Ticketing System: 7 Key Elements for Parks and Attractions is a useful guide for park and attraction operators explaining the process of ticketing system research and planning.

The full document can be downloaded by clicking on the link below.

Ticketing System: 7 Key Elements for Parks and Attractions

These days, a ticket is much more than a piece of paper with a name, date and a few more details.

A ticket can serve as a way for visitors to enter your park and as a vital source of data for you.

And not only has the function of a ticket changed, so has the way visitors purchase them.

From the teenager who buys on her smartphone, to the dad who buys online, and his brother who only buys on-site, you need to be able to sell your tickets everywhere at any time to capture the most revenue.

Systems that allow you to sell tickets everywhere your visitors naturally want to purchase

Them - and capture crucial visitor information at the same time - provide the best commerce potential and customer insight. To make sure that you have the right system for your park or attraction, check for these seven key elements:

1. Visibility

Do you know who is coming to your park, what they are purchasing and how they are using your venue? This kind of insight empowers your management team to make smart business decisions quickly.

2. Reporting

Information is valuable. Being able to quickly and easily organise data can help you understand more about your customers and find ways to increase revenue.

For example, when a father takes his two daughters to your park and buys tickets that day, do you also know that they spent $30 at lunch and $50 on souvenirs?

Having the ability to analyze trends in your operation allows you to quickly react to changes, and the increased data visibility can help you find opportunities for targeting marketing efforts, which can lead to increased visitation and yield per customer.

3. Scalability

It makes it hard for your management team to understand how your park or attraction is operating if there are multiple software systems for different parts of your business. And if you only have one system, it's important to know that it can grow with your business. As you grow the number of visitors and your lines of business, make sure that your system can easily meet your changing needs. That way, you can keep all of your information in one place and grow without adding another stand alone system.

4. Business growth

As you grow your operation with a new restaurant, a new service, or different packages, can your system grow with you? For example, if today you need a new way to offer mobile ticketing, what will your business needs be next year? Make sure that your technology is flexible enough to meet your anticipated needs and potential for growth.

5. Social loyalty

As ironic as it may sound, tickets can now be social. When a customer registers in advance, ticketing software can help you suggest other activities and services based on what that specific person might like. With those timely and targeted suggestions, your visitors will be more likely to spend more and share their experience socially. This is one of the best ways to attract new visitors.

6. Automated access

Do you want visitors to be able to automatically enter your venue and certain areas based on time and capacity restrictions? RFID (radio frequency identification) technology allows visitors to do exactly that without taking tickets out of their pockets. An RFID signal is automatically sent from the ticket to the system to verify the information and grant or deny access accordingly. This helps speed up your lines, decrease fraud and understand more about how your visitors use your park or attraction.

7. Mobile connection

People want to buy everywhere, including from their smartphones. But mobile technology should include more than just a ticket that shows up on the phone's screen. With mobile ticketing, you should be able to communicate with that individual visitor before, during, and after their day at your park through mobile coupons, promotions and social media. It's convenient for your customers and easier for you to offer timely deals throughout their experience.

The days of paper tickets are not gone by any means, but new technology has made ticketing a more powerful tool for businesses and consumers. If you're considering a new ticketing system, make sure it positions your operation for success this season as well as in the future.

With improved reporting and visibility, social integration and mobile communication, your operation will be poised to please customers as well as the bottom line.

The Active Network's ticketing solutions are used at Australian ski resorts and are set to be introduced at several Australian attractions.

Active Network can be contacted on 02 9006 1381 (in Australia) or 0800 446 927 (in New Zealand), E: apac-support@activenetwork.com

Click here to view the full version of Ticketing System: 7 Key Elements for Parks and Attractions.

3rd July 2012 - ACTIVE NETWORK LAUNCHES SKI RESORT APP, ACQUIRES EVENTDIRECTOR