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Hyde Park Winter Wonderland Intros NFC-Enabled Season Pass
Any of the event's 3.7 million attendees who want to try out the 70 amusement park rides can purchase NFC-enabled passes that will allow them to simply tap a card at each ride to gain entrance, rather than buying and handling paper tokens.
The solution provides multiple benefits for visitors, Guest-Gornall says. For one thing, they can purchase gift cards for others as a Christmas gift for friends or family members, or as a corporate gift. "It's a nice thing to be able to give to your team, saying 'Here's a Ride Pass,'" he states, without requiring the purchase of paper tokens. What's more, the card can provide a tool for budgeting; a family can purchase cards for children, with each child's spending limit loaded onto his or her card. It can also encourage people to return to the site multiple times, since the pass can be used and reused throughout the season.
In the future, other features could include a free hot chocolate or other beverage for season pass-holders, which visitors would redeem by presenting the card to a vendor. Operational metrics provided by the system could track customer behavior, Palermo adds, as well as help operators view and understand their ridership and bill guests accordingly.
"We have a longer-term vision in which we could start putting other features on the pass" for non-ride activities, Guest-Gornall says. "We're a long way from where it's valid in every single outlet." With hundreds of independent vendors on site for food and beverages alone, the deployment by each vendor would be ambitious, requiring a new point-of-sale solution alongside existing payment systems. Initially, he states, "We want to keep it simple."
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