InPark Magazine: Approaching the entrance to Cedar Point, guests’ eyes are drawn to the new $25 million dollar coaster flying over the front gate every few minutes. They might not even notice the brand new entry plaza, or the sleek ticketing building tucked off to the side. Interestingly named The GateKeeper, the ride actually gave the park the opportunity to open up the front gate area, allowing guests more freedom and mobility. The very architecture of the park’s entrance has changed, thanks in large part to advancing ticketing technology and evolving guest trends.
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Having visiting Cedar Point this season just days after the opening of the new ride, the Gate Keeper, this article was very interesting. The article makes a good point: with the change in technology of ticketing and purchasing, the physical space in which the technology exists (or used to exist) must change with it. If cameras are now counting the number of guests entering the park, then the turnstiles are no longer necessary, so why should the be kept there? Opening up the front entrance of Cedar Point and having the main attraction rollercoaster be the first thing the customer sees makes a large impact.
As technology surpasses our current status, we must learn to change with it. The RFID technology is a great idea for theme parks and similar attractions. Guests can link money and other information to their card or ID bracelet and won't have to worry about carrying anything on them in the park. This will lead to a safer environment, since the chance of theft will decrease with the use of bracelets as compared to cash. The most important thing, however, is to make sure that the technology doesn't drive up the price so much that it will deter customers from coming.
Disney is already doing the very thing with the RFID bracelets. They call them "Magic Bands". I have friends that were the original Beta Testers of this new technology and system. Magic Bands serve as you ticket into the park as well as your hotel key and, if you attach a credit card to it, can make all your in park purchases. But the interesting thing about the Disney system is that they actually use it for cast members as well. These Magic Bands are also a way to clock in and out of work everyday and check out costuming pieces as well.
But with it being a Disney system, they have to take it one step farther. These bands will also allow them to track purchases and rides that you go on and allow them to make a more personal experience. They are taking about being able to have animatronic characters interact and talk with you by name based on the information collected throughout your vacation. For example, as you walk up to meet Mickey, Mickey would be able to greet you by name and ask you how you enjoyed eating at Casey's Corner and if you were scared when you rode Tower of Terror yesterday. The world of theme parks is changing and the interactive parts are becoming more and more crucial.
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