5. IT Infrastructure
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Building your Activity & Attraction Business
5. IT Infrastructure
IT and digital will run through any experience or attraction regardless of how digital-heavy the content is. Once again – everything must centre around the Visitor Experience and the purpose of each and every Visitor Touchpoint.
The Project plan covers the following thinking and puts in timelines for the necessary projects and subject matter:
IT Hardware/Software Scoping
- IT services/Internal Systems/ERM etc
- Ticketing
- Apps
- Website
- Retail systems
- Staff support/HR and Training Systems
- Sales and Marketing IT requirements
- Social media
- CRM systems & integrations
- Sales Support
Once again – this list is not exhaustive, and care and attention to detail must be used when scoping and planning for this area of the business. Poor choice and poor planning will result in non-integrated systems which do not communicate with each other and will result in a poor experience or additional costs.
Example: KidZania London.
KidZania London – a Large Kids’ ‘Edutainment Attraction’ in Central London had many 3rd party sellers selling tickets for the attraction. The 3rd party sellers – e.g. Tour operators etc could book the DAY of the visit, but not the TIME of the visit, resulting in a very high number of calls in to the call centre every day, from visitors wishing to book their time slot for their already purchased ticket. This resulted in 4 employees being required in the call centre every day of the year. Integration and eventual connectivity to the Ticketing system (in this instance – Gateway), meant a much smoother transaction for the visitor, and lower call centre costs for the attraction.