How to Manage Long Queues at Water Parks
Nothing frustrates a water park guest more than encountering long queues for rides. The combination of heat, sun, and tired feet from outdoor visitors, along with the boredom and irritation of indoor guests who can see other less crowded attractions, leads to one outcome: complaints. We certainly want to avoid this, especially in an age where social media amplifies every grievance.
So how do we turn those frowns upside down?
During peak seasons, we understand that you are already stretched thin. You’ve likely already considered the most straightforward solution: optimising staffing. By adjusting the number of staff and ensuring that those present during peak times are well-trained, you can make ride operations (loading and unloading) swift and efficient. We know you’ve already ticked this off your list while adhering to your regular ride safety protocols. You’re savvy enough to know better.
You also have long-term capital plans aimed at expanding and enhancing ride capacities. This could involve adding more attractions or replacing those that no longer cater to your audience’s needs.
While these ideas are exciting and marketable, they can also be costly and time-consuming. Regular upgrades to any park are essential, but rides cannot be altered on a whim, despite what some enthusiastic sales representatives might suggest.
The reality is that these water park upgrades will help but won’t resolve the queue issues if they exist today. I doubt that telling guests to return in three years is the response they wish to hear!
So, what strategies can we adopt from our entertainment and theme park counterparts who excel in this area? While we cannot eliminate complaints from those guests who will voice their dissatisfaction regardless, we can certainly assist the majority.
Lessons from theme parks
Technology can be a fantastic ally in alleviating some of the headaches associated with queue management. Whether it’s through RFID wearable devices, virtual queuing, live tracking via cameras, or diversion through applications, there are numerous options available.
Guests can virtually queue using their devices or in-park kiosks, and they can even pre-book timeslots for rides. Both of these innovative ideas, while not inexpensive, can significantly reduce lines for those eager guests who embrace technology.
It seems prudent to consider advance planning, where guests are pre-informed of off-peak times to enjoy certain rides and are instead directed to other activities based on their age and interests.
Alternatively, for a larger investment, live updates could be sent to guests already in the park. We all know that mobile devices are ubiquitous, even amidst a pile of towels or while capturing every moment.
A pre-planning or live update information-sharing model also offers additional sales opportunities for operators. Providing coupons and other in-park upsells as a reward for taking advantage of these alternative activities not only reduces queues but also makes guests feel like they’ve received something special!
Expanding upon peak hours is another strategy to consider; offering early entry, off-peak day promotions, night-time access, and more can help balance guest loads, although this may not suit every visitor.
What other creative ideas might we consider for water park queues?
Theme parks often design queues to keep guests “entertained” (or distracted) while they wait for a ride. It’s all about the perception of time; anything that makes the wait feel faster, more comfortable, or more enjoyable will enhance the experience.
Of course, we need the basics to ensure queues are comfortable. Providing shade and possibly misting, depending on your environment, is essential. A few benches wouldn’t go amiss either. If your park boasts beautiful natural vistas, showcase them to create memorable moments. Share interesting facts about your culture or venue through signage or audio announcements. Tell your guests something remarkable about your fabulous park, town, city, country, or brand!
If you’re indoors, let’s move away from the concrete and rusty steel boxes and instead decorate those platforms.
In this era of “instant access to everything”, the ability for people to entertain themselves without a device seems to be diminishing. We must consider how we can enhance the queue experience to make it less painful.
Theme parks often feature thematic entrances to queues, complete with themed elements and timers displaying approximate wait times. While there are pros and cons to using a clock, the general idea is that enhancing the entry can create excitement and perceived value for the ride, thereby lessening the impact of long lines or wait times.
We’ve seen water guns along queues, which can be entertaining for those in line (when functioning correctly) but annoying for those in the firing zone!
Thinking outside the box
But let’s push the envelope further. What about introducing a quick dance stop in the queue? All you need is music and some flashy lights, perhaps with a unique floor finish. This could bring smiles to faces for a few minutes without breaking the bank.
Now, how do we monetise this? Social media “moments” are ripe for the taking! Add a backdrop or themed railing, set up a camera, and let guests strike a pose!
The reality is that queues are here to stay, but we can be inventive in how we approach them. I’ve always enjoyed those amusing funhouse mirrors. Wouldn’t one with a selfie opportunity along a queue line be fun… and potentially profitable?
Consider incorporating some low-tech carnival-style games. How about having your park mascot available for photos? I recognise there are safety considerations regarding spacing and crowds, but those tower landings and long winding outdoor paths are perfect for a bit of enhancement.
It’s time to think outside the box; often, the simplest ideas are the most effective. Let’s stop constructing unattractive, rusty steel towers and instead utilise those expansive footprints in our parks to continue our theme, story, show, and entertainment.
We won’t let water park queues defeat us. Let’s tackle this challenge!
