UBCNews - Business - Attraction Business Leadership & Revenue Growth | Live with Sondra

Episode Date: March 2, 2026

Welcome back to Live with Sondra! I'm thrilled you're joining us today. We're tackling something that every attraction owner thinks about constantly - how to actually lead in this industry and grow your revenue without losing your mind. And honestly, who better to talk about this than someone who's been in the trenches? Today we're examining what it really takes to build a successful attraction business in 2026. Gatemaster Technology City: Arvada Address: 5610 Ward Road, Ste 300 Website: https://gatemaster.com/

Welcome back to Live with Sandra. I'm thrilled you're joining us today. We're tackling something that every attraction owner thinks about constantly, how to actually lead in this industry and grow your revenue without losing your mind. And honestly, who better to talk about this than someone who's been in the trenches? Today, we're examining what it really takes to build a successful attraction business in 2026. Thanks for having me. You know, I think a lot of people assume running an attraction focuses in

entirely on the fun stuff, the rides, the experiences, the happy families. And sure, that's part of it. But the reality? You need to understand your operational gaps and have the leadership skills to fill them. I started as an operator myself, and I remember this one summer where we had lines backing up because our ticketing process was a nightmare. That's when I realized technology and leadership go hand in hand. That's such an important point.

So many operators deal with friction in the guest experience, right? Long lines, confused staff, guests leaving unhappy. How do you even begin to identify where those friction points are? Management by walking around is vital. You can't lead from an office. You've got to be out there watching how guests move through your park, listening to what your frontline teams are saying. Often the biggest issues are invisible until you see them firsthand.

Maybe there's a bottleneck at food service or cashiers who aren't confident because they haven't been trained properly. Right, exactly. And training. That's something we hear about constantly. Poor training leads to high turnover, doesn't it? Exactly. Consistent and early training is vital. When your team feels confident, they communicate better, they're more helpful, and they stick around longer.

We've seen attractions transform just by investing in ongoing education, in sales, training. A well-trained team doesn't just reduce turnover. They actually drive revenue because they know how to upsell, cross-sell, and create memorable moments. Or, put another way, confident employees become revenue generators. That's fascinating. So leadership goes beyond just managing people. You're setting them up to succeed. That point about employee confidence sets up our next piece, leveraging data to personalize guest experiences. But first, a quick word from our sponsor. This episode is brought to you by Gatemaster Technology,

the premier provider of all-in-one point-of-sale and ticketing solutions for the global attractions industry. With a 30-year legacy powering theme parks, water parks, zoos, and family entertainment centers in 16 countries, Gatemaster integrates ticketing, retail, food and beverage, and party bookings into one, unified platform. Their solutions have processed over $3 billion in transactions, helping venues grow revenue by up to 40%. Learn more at gatemaster.com. Picking up on employee confidence, how do you use data analytics to actually personalize the guest experience and optimize revenue? Because I know a lot of owners collect data, but don't really know what to do with it. That's the million dollar question. Data helps you understand buying patterns,

peak times, and what guests are actually purchasing. You can then repackage existing offerings, like creating family bundles or theme packages, without adding new costs. We've seen parks increase revenue by 20% in the first year just by analyzing their product lineup and optimizing their systems. Meeting modern expectations for convenience and personalization is key.

Today's guests expect an Amazon-level buying experience. Mm-hmm. Interesting. and that's where technology really comes in. Digital transformation, cashless systems. These aren't optional anymore. Guests expect it. Absolutely, and technology serves a real purpose here.

It removes friction. When you streamline the buyer's path, whether that's online ticketing, mobile ordering, or automated upselling at checkout, you create happier visitors and more revenue. Plus, you free up your team to focus on service instead of wrestling with clunky systems. Though I have to say, convincing some old school operators to go cashless

can feel like convincing my grandmother to text. It takes patience. Ha! I love that. So to everyone listening, have you thought about where friction exists in your guest experience? Because that's where the revenue opportunities are hiding. Totally. And here's another thing. Creative value ads can set you apart. Look at parks that offer free drinks or sunscreen.

Those small touches build loyalty and differentiate you in a crowded market. Charging more isn't always the answer. Sometimes giving more strategically makes the difference. That's brilliant. I mean, we're in an era where geopolitical uncertainty, shifting capital flows and evolving consumer expectations are all converging. How do you stay ahead? You adopt the trends.

Accessibility, inclusivity, immersive experiences. These aren't buzzwords, their necessities. Attractions that invest in special effects, personalized service, and inclusive design are the ones thriving. And you need leaders who can manage risk, secure owner wealth, and scale responsibly. Multi-unit strategies, for example, require a completely different mindset.

So we've established that leadership and revenue growth are intertwined. You can't have one without the other. Any final thoughts for our listeners? I'm just this. Stay curious, invest in your people, and don't be afraid to adopt technology. The attractions industry is moving fast, and those who stay competitive are the ones constantly learning and adapting. Oh, and one more thing, surround yourself with the right partners and advisors. You can't do it alone.

Wise words. And, uh, here's something for everyone out there. Are you ready to look at your operations with fresh eyes? Because sometimes the biggest breakthroughs come from asking the hard questions. Thank you so much for joining us today. This has been incredibly valuable. And to everyone listening, thank you for tuning in to live with Sandra. We hope today's conversation sparked some ideas for your own attraction. Until next time, keep innovating and leading with purpose.