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This article was based on 'Back to Human connection' which was originally presented at TEA (Themed Entertainment Association) SATE Europe in 2024 by Robbie Jones.
Technology seems to be inspiring us and scaring us in equal measure. From the moment we awake, we tap away on our phones sending our thoughts, opinions and money into the depths of the internet - fuelling customised content and advertising, of course.
In the attractions industry, technology is a fundamental part of the experience. Ticketing systems process our online requests to visit, rides feature screen-based content to enrich the storylines, wayfinding is predominantly hosted on guest cell phones and downloadable apps.
But there's a real problem on the horizon. A problem that spans beyond a visit to a theme park. People are glued to devices for most of their lives, detrimenting the reason why we exist - to live.
Here's some stats
The average person has...
The average person spends daily...
Everyday, the average person...
Is technology benefitting our lives?
In our industry, we would say that the guest has taken control of their experience within a visitor attraction, by empowering them via their cell phone. But like a sharing bag of Doritos (or cylinder of Pringles) are we in fact empowering guests to move their attention away from the magical lands we've created while guests dive into their work emails and Facebook notifications?
Below is a great example of this conundrum. Every red dot you see on this image is a guest with a phone. Yes, they're collecting a moment in time when Frozen opened at Hong Kong Disneyland, but are they detrimenting both their own, and the experience of guests around them? How many of them are using their phone for more than just the camera app?
Guests want more high-touch
Counter to the growing use of technology in visitor attractions, is the demand from guests for more human connection. We're seeing a push towards a more selfish consumer base, seeking self-gratification and digital respite.
Guests are also seeking an antidote to the deepset daily schedules they follow. Fuelled by the Covid-19 pandemic, life has become more scheduled. Zoom calls, haircut appointments, takeaway deliveries, museum visitation slots... it's becoming boring. Guests want spontaneous and they want it when they least expect it themselves.
We're also seeing a clear rejection of technology usage, despite guest's uncontrollable addiction. Research we conducted last year found only 24% of visitors believe cell phones make for a better visitor attraction.
Examples to follow
There are some wonderful ways that technology has (and hasn't) been used to the benefit of the guest. Check out:
Secret Cinema - locking every guests' cell phone during the experience
Sloomoo Institute - encouraging multi-generational hands-on play
Eatrenalin - using unbeliable tech to keep cell phones in guest pockets
Nintendo World - using RFID to empower discovery and challenges
Reflecting of our digital society
Artifical intelligence is the current buzzword that's inspiring and scaring. While in its infancy, it's ability to spit out homogonised creativity is more of a reflection of our digital society, rather than our future.
However, I couldn't help but ask a generative AI tool to create a visual that shows "back to human connection". Below is the result. A deeply distopian view of (what I presume) to be rush-hour, where three strangers are disconnected with themselves and the world around them.
If this is what AI believes this image defines "back to human connection", I think we're all screwed.
Where's the hand-holding?
Where's the eye-to-eye moment when the pupil sparkles? Where's the high-fives, the child shoulder rides, the playing with strangers, the micro moments of creation that bring us life? In fact, where's the one smile of hope?
I believe, we have a responsibility. A responsibility, not just as industry-leaders, but citizens of the natural world, to challenge and change things for the better. Right now, our hard-fought, well-designed, significantly invested attractions are being gobbled up by the attention economy - the device that saps our eyes, mind and heart from what matters.
Our visitors want connection. Connection with their family and friends - that is why they visit. This is their opportunity to say to loved ones:
I want to share this experience with you because I love you, I miss you, I think often about how we pass by like ships in the night, without having those deep moments of connection that become lifelong memories.
Whatever barriers we think are in the way of guests fulfilling this heart-felt message, we are obliged to smash with our hands and feet.
Theme Park Fans Survey
It's been an absolute pleasure to work alongside theme park influencer Parkineer, on a new theme park fans survey. Together, we have delved into the thoughts, feelings and emotions of our select superfans. The results have been incredibly surprising. You can join the waitlist for the results coming later in the Summer.
