Amusement and theme parks feature adrenaline-pumping rides and augmented reality (AR) experiences. Water parks, cruises, zoos and museums are also part of the U.S. amusement and theme park industry, which is expected to grow from $23.77 billion in 2024 to $28.15 billion by 2029, according to analyst company Mordor Intelligence.

As the world becomes more digital, these parks are doing the same, and the need for integrators and installers is significant. According to Jakob Wahl, president and CEO of the Global Association for the Attractions Industry (IAAPA), conferences where deals are made in the industry have a common theme: the need for technology installation support.

With a focus on improving access, amusing visitors with a shorter attention span and even providing safety options, parks and brands are deploying wireless networks, internet of things (IoT) and sensor technology, and employing apps and digital wrist bands. All of that requires long-term upgrades to facilities’ low-voltage and networking backbones.

Today’s accelerating technology adoption falls in two general categories: back and front of house, Wahl said.

In the back of house, connectivity can be used to simplify operations and processes—from ticketing to ride management to managerial decision-making. That can include monitoring traffic, using sensors to track ride equipment maintenance needs and virtual ticketing.

Front-of-house connectivity is about improving guest experience. One trend centers around advanced use of technology to increase the sensations of rides. Consider examples such as Universal Studios’ Mario Kart ride, which uses VR to supercharge the guest experience.

Overall, though, the best experience and flow is a common interest across all facets of today’s parks.

Demand for technology installers

As an industry, Wahl said, “we are always looking for qualified people [or companies]. We are always happy to have others join our business.” The IAAPA organization recently met with 1,100 attraction­-based companies in Orlando, Fla., and during that time, Wahl estimated, “more than 75% of those exhibitors are in need of people such as installers.”

“I can only encourage everybody who wants to know more about it to see what our industry has in terms of jobs, in terms of suppliers,” he said.

For one thing, existing parks need to update their technology on a regular basis.

“We always say that to stay relevant [they should] invest approximately 12%–15% of their annual turnover to keep people coming into attractions,” Wahl said. “That means more electronics, more sensors, more wireless networking. All of these upgrades need IT infrastructure, whether the park is 5 years old or 100. They are all experts in entertaining guests, and whatever it takes, they will make sure that it has the right infrastructure to be able to do so.”

One example: Tivoli Gardens amusement park in Copenhagen, Denmark, which opened in 1843 and continues to strive to be state-of-the-art, has invested in contemporary lighting innovations to help connect past and present.

Accommodating the short attention span

The need for constant upgrades is being driven by changes in human behavior. Park operators must contend with shortened attention spans and the phones in visitors’ pockets. Several decades ago, entertainment in the attraction lines and waiting areas might require actors or performers. Wahl recalled working in a German park that offered a singing class in the queue to teach the visitors how to yodel while they waited to access the attraction.

 “You don’t need that anymore today, because as soon as people have to wait for two to three minutes, they definitely open their phone,” Wahl said. 

So parks must find new ways to engage, including apps and Bluetooth systems that connect the experience and users’ phones.

Many parks today leverage Bluetooth beacons around their site to watch the movement of traffic. They can then view details about what is happening and step in to solve problems digitally. For example, if the queue at the pizza place is too long, a message can be sent to all phones detected in the area offering a 10% discount if they choose to come back later.

Disney is leading a trend toward prolonging the experience for users as well, offering its wristband to serve as room key, park access and payment method.

The kinds of amusement parks opening are diversifying as well, with theme parks that offer targeted entertainment that lasts hours rather than full days or longer.

Digital joins physical on the golf course

Puttshack, Chicago, a technology-infused mini golf experience with food and beverages, is expanding. Its venues combine miniature golf courses powered by Trackaball technology with immersive social experiences. The company opened its first site in the United Kingdom in 2018, and the first U.S. venue in 2021, said Ben Shepherd, Puttshack’s chief information and technology officer. Puttshack’s 20th global location recently opened in the greater Atlanta area.

Puttshack is mini golf reimagined. 

“Our technology has allowed us to take the game you remember from childhood and lean into some of that nostalgia, while enhancing the game and introducing fun and interactive elements,” he said.

Its “Putt The Question” hole tests putting skills and pop culture knowledge. A digital screen on the course prompts a question, and players putt to answer “True” or “False” and score bonus points. 

“We see unique features like these resonating with guests of all ages, whether they’re joining us for a family occasion, a date night or a company event,” Shepherd said.

The company’s Trackaball technology is used in the golf balls on the nine-hole courses. Each ball comes with wireless connectivity and “basically a small computer,” Shepherd explained, which links each ball to an individual player during the game, enabling hands-free scoring and tracking. Leveraging area sensors, the ball knows what hole players are on, how many strokes they have and whether they hit a hazard or a “Supertube” bonus. 

“This technology also allows us to tally up scores for guests to display on an in-venue leader board, and email to them after their game,” he said.

With its Challenge Hole, which is a separate section in the venue of dedicated mini golf suites, guests can play a series of games by putting toward a 65-inch digital screen. The Challenge Hole was developed by Puttshack in-house and uses optical sensors to link the digital interface and scoring systems with the physical design.

“We’ve been pleased with how it has performed since then, and we find the tech-infused mini golf suites are especially popular for date nights—though they’re designed with enough space for larger groups to enjoy as well. We’re excited to bring that technology to more venues in the coming year,” Shepherd said.

Similarly, Altitude Trampoline Parks, a trampoline and sports venue based in Dallas, uses IoT technology to better manage guests and their play time. Beacons installed throughout the space communicate with wristbands worn by children, and can locate the wristband and send a vibration and light emission to it when the time limit is approaching.

Beyond that operational benefit, however, the system is intended to gamify the experience for “jumpers.” Sensors in the wristband track the wearer’s activity levels and post their accomplishments on a leader board. The solution is provided by Intelliplay Inc., an Upper Arlington, Ohio-based technology startup, and aims to bring the latest generation of children into the physical park-like setting.

“We want to gamify active play,” said Greg Spittle, Intelliplay’s co-founder. He recalled the enthusiasm his own son had when he brought him to an Altitude Trampoline Park with Intelliplay technology. The combination of competition, jumping and digital screen made it a place to return to.

Ultimately, Shepherd said, “people love experiences that combine interactive elements with a little friendly competition, and we don’t see that going away any time soon.”

stock.adobe.com / auttapong // Puttshack