Originally emanating from the Disney marketing department, theme and amusement parks carry connotations of the ‘Happiest Place on Earth.’
Synonymous with ‘fun’ they offer safe, enclosed spaces far removed from the real-world where excitement and exhilaration overwhelm the senses.
The colours, the characters, the movement, the sounds and the smells all combine to foster feelings of joy and delight – in children and adults alike.
This over-stimulation of the mind actually has a lot of clever psychology behind it.
Few stop to think about – or even know of – the use of scent machines and aroma diffusers in Disneyland and other parks to impart certain frames of mind upon patrons.
For example, artificial popcorn scents at entry points encourage patrons to adopt a carnival atmosphere. Strategically placed vanilla scents are designed to bring on hunger pangs and encourage food purchases.
The use of colour – or lack of it is another sleight.
Drab colours dubbed ‘no see-um grey’ and ‘go-away green’ divert the gaze and makes surrounding, more colourful buildings and attractions more enticing.
Even temperature control is used to keep people moving along, or encourage them to stay put for a period of time.
Dark pavement in full sun emanates heat, which keeps people moving along walkways and terraces.
Conversely, merchandise and gift shops are kept cool to encourage people to stay longer and increase likelihood to purchase – so cool that people are happy to buy pullovers and beanie’s in the middle of summer!
In fact Disney has been so successful at manipulating its brand and environments that sociologists use a term coined ‘Disneyfication’ to refer to cultural homogenisation, or a transformation of things and places into more safer, more family friendly, sanitised products for commercial consumption.
Clearly Disney and other theme parks are highly adept at eliciting positive feelings and mind sets.
Now this is all very clever.
Very clever indeed.
But not inherently smart.
The psychology of manipulation in marketing in a controlled environment is nothing new – it’s as old as commerce and entertainment themselves.
In the modern age of technology, Artificial Intelligence is pioneering industry and commerce forward into the future.
Now amusements and theme parks have a powerful new tool to enhance the patron experience, increase safety, and improve efficiency and profitability across all revenue streams.
That tool is Foresense Technologies.
Foresense Technologies is an industry leader in the collection of visitor presence data and the analysis of how people act – and interact – on-site in real world settings to provide real-time analytics of foot traffic inside and around any physical location.
In a similar way to how behavioural data is utilised online through careful analysis of aspects such as dwell time, session duration, and unique and return visitations the Foresense platform collects data through proprietary sensor arrays that integrate with visitors’ smartphones.
The Foresense platform offers an AI powered solution to gain an unprecedented level of insight into patron flow and density and how they utilise and interact with onsite facilities and attractions.
Because the platform is accessible in real-time, highly-informed, proactive decisions can be executed as trends are actually emerging.
Additional staff can be deployed when and where they are needed most to reduce waiting times at entrance points, security posts and other crowd bottlenecks to keep movement flowing and alleviate congestion.