Planning for data when building a new attraction
- In Blog
- construction, launch, new build, opening
- 5 min read
Building a new attraction?
There’s a lot of scrutiny on the data when doors open for the first time, especially as demand and design hypothesis are tested out in the real world.
We’ve partnered with iconic new cultural and commercial attractions around the globe. Talk to us about your vision and we’ll share what we’ve learned.
If you’re building a new cultural institution or commercial attraction, here’s a few tips on what you’ll need data wise:
🗓️ Aim to start your data program about 12 months out. You want to have everything go ready by 6 months and counting, so you’re not thinking about data in the final lead up. You’ll also want data in mind as you make decisions about other software, hardware and procedures.
🔮 One of the things we’ll help with is converting your market analysis number into a daily visitation forecast (based on similar, nearby and like new builds). You’ll need this for strategic and operational planning, plus setting goals. Sometimes this also means resetting visitation expectations if times have changed since the original research was done.
🔌 For your footfall, ticketing, POS, CRM, etc, make sure you choose software that has a decent API (not just a pretend one!). If you’re not sure, ask us – we’ve seen it all and can suggest great vendors.
⚡️ Speaking of plugs, you’ll want to be purposeful about where to put your footfall cameras (or RFID access points etc if you’re doing them) that will help with the insight you need later. Planning these to make sure their wiring needs can be met before the paint dries is important when in construction! We can make suggestions here.
📏 You’ll need to make calls about policies like how you count visitors and recognize revenue, plus how you configure your products such as in ticketing and membership. We can suggest best practice here for clean and insightful data.
🍽️ If you’re using a third party operating partner or reseller such as for your shop, cafe or ticket sales, remember to negotiate in full access to data and ideally collection of member/pass IDs at purchase (usually with a discount). We can make suggestions on how this partnership should work between you and your partner when it comes to data.
📺 If you’re doing digital interactives, think about how the data in the design. For example, if it’s a touch screen, how will the data determine when one user has finished and another started?
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