The Benefits of Increasing Technology At Your Park Or FEC

The overall success of a family entertainment business relies greatly upon the guest experience. People come into our centers and our parks to enjoy themselves and have a spectacular time! It is our job to continually try to exceed their expectations. The happier your guests are the more loyal they become.?

I’ve talked a lot about how important technology is in our industry. Technology empowers us to provide a stellar experience for our guests. As augmented reality, virtual reality, and artificial intelligence advances, it provides unique opportunities for us to succeed in this industry.?

Addressing & Reducing Common Complaints

The technological advances of today do not only apply to new video games and attractions. The aforementioned types of technology can assist a theme park and FEC in countless ways.?

?For instance, some of the most common customer complaints are:

• Long lines for rides and attractions.
• The fear of guests losing their children.?
• Broken or closed rides and attractions.?
• Weather-related concerns about the safety of rides and attractions.?

The good news is that these concerns can be removed, for the most part, using the technology of today. What does this mean exactly? It means that the overall customer experience can be positively enhanced by removing these types of concerns and issues.?

Wearable Technology

Wearable technology was introduced years ago at Disney theme parks. They noticed that their numbers were down and they needed to combat the common guest complaints. They introduced an RFID bracelet not only did this help people identify and locate lost parents and children, but it also allowed guests more convenience when it came to paying for food and merchandise. However, as with all new technology, it was expensive.? This billion-dollar investment was one that Disney could afford but not many other parks could.

Technology has come a long way since then. This is great news for other parks and FECs because it has made that technology more affordable. You might not be able to invest as much as you’d like into the technology that you want. But we all have to start somewhere.?

Don’t Underestimate Apps!

We all use apps on our smartphones each and every day. There are apps for just about everything! Once again, Disney leads by example. They have apps designed for their parks that can let you know what the wait times are for each ride as well as apps that will let guests make a reservation for a ride so they don’t have to wait in line.?

If you don't already have apps designed for your park or FEC, assuming you are busy enough to have a need for them, you might consider looking into this option to enhance your guest experience. For an added fee, your guests can reserve their place in line for any of your rides and attractions.? Time is important for people. Your guests are no different. Their time is valuable to them and this is a way to show them that you care.??

Artificial Intelligence

The benefits of using artificial intelligence are endless. The topics involving AI are also endless. One of the most important benefits that the family entertainment industry can take advantage of when it comes to AI, aside from a better guest experience, is reducing labor costs.?

Many parks will oftentimes have information booths. If you have AI kiosks strategically located throughout the park they can assist the guest with whatever query they have. This eliminates the need for staffed information booths.?

Some devices are being used that incorporate both AI and virtual reality. They are used for many things, but one way to eliminate the labor cost is using them in the dining areas.?

Even during your busiest times, your guests do not have to wait for a server to take their order. As soon as guests are ready, they can use the devices at the table to make an order. Then, the customer can be notified to pick it up when it is ready - or you can have a delivery staff member transport the food. But, you can eliminate lines and wait time.?

New Technology Provides Endless Possibilities

New technology is emerging each and every year. As I have mentioned before, it is important to keep your offerings fresh. Whether you are using new technology in the guest service area to improve the overall guest experience or you are bringing new VR games and attractions to your park or FEC, you are making a good investment that can be a game changer for your family entertainment business. Your guests want new, exciting things to enjoy. Don’t let your competition be the one to offer it to them.

Have you read an article I’ve published here on LinkedIn and want to talk about the topic a little more? If you’d like to book a call with me regarding the Family Entertainment Industry or Private Equity, please feel free. I enjoy connecting & collaborating with others in the same professional space.

Tim Murphy is CEO of APX Operating Company, dba Boomers Parks, under the ownership of Cerberus private equity ($60B assets). Boomers Parks owns six family entertainment centers and two water parks with locations in California, Florida, and New Jersey.

As CEO of Boomers Parks since 2020, Tim took these eight parks from bankruptcy to profitability in just a year – in the middle of a global pandemic. When Boomers acquired these parks, they were operating at a $10 million loss. Tim transformed the customer experience and added new revenue streams to generate a 180% increase in revenue in 2021 and on a similar trajectory in 2022.

Tim launched his 35+ year career at Walt Disney World and has since served more than 150 entertainment, restaurant, and food & beverage brands across more than 10,000 locations in C-suite and senior positions.

Additionally, Tim is a Board Director with Coney Park & Happy City - Family Entertainment & Amusement Parks, part of The Carlyle Group ($276B assets), a private equity firm that operates 150+ family entertainment centers and amusement parks in Latin America.?

Tim has worked with top-tier entertainment and restaurant brands including Disney, Rebounderz Trampoline Parks, Darden Restaurants (Olive Garden, Bahama Breeze, etc.), Red Lobster, Jimmy John’s, Applebee’s, Sonny’s Bar-B-Q, Denny’s, El Pollo Loco, Hardee’s, Golden Corral, and Firehouse Subs.

Tim has overseen more than 35 purchase transactions involving over 1,200 restaurants, stores, and park locations.? With extensive experience in buying and selling businesses, handling negotiations with buyers and sellers, and creating strategic partnerships to build strong brands, Tim has facilitated deals ranging from $11 million to $350 million+.

Tim is a member of International Association of Amusement Parks & Attractions (IAAPA), California Attractions and Parks Association (CAPA), Florida Attractions Association (FAA), American Amusement Machine Association (AAMA), National Restaurant Association (NRA), California Restaurant Association (CRA), World Waterpark Association (WWA) and International Franchising Association (IFA). He is a licensed commercial real estate broker in the State of Florida. Tim earned a BS/BA in Accounting from the University of Central Florida and an MBA in Finance from Orlando College.