Virginia Amusement Park boosts Group Sales & Customer Experience with Digital Signage
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Sterling, VA. September 27, 2017 -- Kings Dominion, Virginia's premier amusement park and home to the world's longest floorless coaster, has updated their Picnic Pavilion with digital signage powered by Mvix.
Located less than 30 miles north of Virginia's capital Richmond, the 400-acre amusement park is consistently ranked among the best in the country. The park receives over 2 million visitors annually and manages over 60 rides and attractions, including 13 roller coasters, a 20-acre water park, and an annual Halloween Haunt.
In addition to rides and attractions, Kings Dominion has a Picnic Pavilion that's popular for group activities and corporate events. It boasts five sheltered picnic spaces with a maximum occupancy of 100 guests, as well as a central amphitheater for concerts and performances.
For communication in the pavilion, Kings Dominion used reader boards with scrolling text. They, however, had a lot of limitations:
- they were small and couldn't be read from far
- they were difficult to read in direct sunlight
- messages were scrolling text only with no image or video options
- they did not add any visual appeal and made the pavilion look outdated
With these challenges in mind, Kings Dominion wanted a visual communication solution that was easy to update and customize:
- the Marketing team, who was responsible for content, wanted the ability to easily customize messages
- content changes needed to be reflected on the screens instantly
- the team also wanted to control the screens remotely from their offices across the park
- the digital signage system had to be weather resistant and easy to read in direct sunlight
The solution was to install 10 outdoor signage displays in the Picnic Pavilion.
At the main entrance, the digital signs welcome guests and show the day's picnic reservations.
Further down the pavilion, a second display lists the picnic spaces and directions, and shows current vacancies and occupancy.
Each of the 5 picnic areas has a display showing the current guests and any other information they may want to display e.g. a corporate group may want to display the picnic menu, a list of activities for the day, company logo and other branding elements, etc.
Native content integrations in the software allow the marketing team to easily display information such as weather, traffic, social media, news tickers, and time alongside picnic info. They also integrated their scheduling software with the signage software to automatically pull and display reservations. When the schedule is updated, the screens are automatically updated.
"The Mvix platform is exactly what we needed," said Ron Sprouse, the Lead of Tech Services at Kings Dominion. "In fact, this was an important milestone for the marketing team - with less effort, they are able to offer picnic guests elevated experiences that have resulted in repeat business, positive reviews and an enhanced brand image."
The Kings Dominion brand is clearly and powerfully expressed in the Picnic Pavilion and communication goals are now more fully achieved.
"Kings Dominion realized the impact an investment in digital signage would have on their revenue growth and we're honored they selected our platform to help them achieve their customer experience and revenue goals," said Mike Kilian, the Mvix Senior Director of Business Development.
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