Semnox’s Leinad Borman shares both operator and supplier perspectives in relation to ticketing trends, the future of Point-of-Sale (POS) technology and the Tixera platform
interview by Martin Palicki
According to Leinad Borman, Sales Partner – Parks, for Semnox Americas, “Evaluating and selecting ticketing and operations systems is a daunting task.” She knows this from experience. Prior to joining the Semnox team, she spent over 20 years on the operations side, including roles at Palace Entertainment and Apex Parks Group. Her unique perspectives from both the operator and vendor sides give her insight into the special challenges faced by theme parks, waterparks and other large attractions when seeking ticketing and POS systems that meet their unique needs. InPark asked Borman about Semnox’s Tixera platform as well as other trends and technologies impacting the marketplace.
What makes Semnox products unique?
Ultimately, every system has pros and cons, features you like and options you long for. As a former operator, I understand the struggle and stress that goes into selecting a system. What makes Semnox different are our core values, and that starts with our customers coming first in all of our plans. We’re not in the business of selling systems; we’re in the business of providing a solution that will enhance your location and empower you with the tools needed to continue growing.
How is Tixera optimized for theme parks and waterparks?
Semnox’s Tixera platform is an all-in-one solution built on the module premise. This allows for flexibility in implementation, which is a frequent concern for larger parks and attractions. While we can run all aspects of a park location, we can also come in and focus solely on admission sales if a location is, for instance, satisfied with their current F&B system. This also makes it possible to plan a strategic rollout over time which often can ease the struggle of training staff for the season along with training everyone on a location-wide new platform.
Can you give us an example of a successful integration of Tixera in a park setting?
We recently deployed Tixera at Jenkinson’s Boardwalk and Casino Pier in New Jersey. Both locations were done in a phased rollout which allowed for implementation and training to begin during their quieter off-season time. We converted their arcades in early winter, then returned to install and assist with their ride park opening in early spring. Visits in April ensured their midway games were ready for the season. And we’ll be on-site for the opening of their waterpark, Breakwater Beach, this summer.
Tixera is used in parks around the world. How do you handle localization, language preferences, and different compliance needs across regions?
Having offices around the world (including in Europe, the USA, the UAE, China and India) helps us stay abreast with varying regional and compliance needs. Our developers have spent a lot of time ensuring the Tixera software has the capability to accommodate language preferences by including many default languages but also includes functionality for the regional teams to work with their clients to add or edit as needed. Because we focus on building strong client relationships, our clients work closely with us to ensure we’re also kept up to date on changing needs.
Cashless is quickly becoming an industry norm, but some facilities still want to accept cash. How do you handle that?
Cash acceptance is always an available option for operators. Our Form of Payment options are configurable by device. Our POS stations can run with or without a cash drawer; our kiosks can come with or without bill acceptors. In parks that want to be primarily cashless, we’re still seeing them set up one POS to accept cash at a Guest Service booth and a bank of cash- accepting kiosks at the front. Then clients are utilizing our location-based currency system within the location so guests can spend the value from their cards or wristbands throughout the location.
What are some of the potential challenges with moving to an integrated multi-channel ticketing solution like Tixera?
I have been reviewing and implementing systems for close to 20 years now, and the challenge I see most often is attempting to implement everything all at once. Systems come with lots of bells and whistles and sometimes those distract from first focusing on the critical components needed for day-to-day operation. We work closely with locations to evaluate the implementation plan that will be most effective for their unique situation. Each location is unique, and it is important to acknowledge that. We spend time meeting with the different departments; plan training based on strategic factors; visit before, during, and after implementation; and continue touch base sessions after go-live to plan the expanded use of the system.
What are some of the current trends in ticketing?
The biggest trend continues to be self- service options for guests. We meet regularly with our current clients for feedback as well as study trends emerging in various markets. Recently we’ve deployed outdoor-rated kiosks, so clients can now place units in more locations throughout their facility. Our latest software package also includes the ability for guests to convert cards from a legacy system to a new Semnox RFID card on their own, when a client has decided to switch operating platforms.
How do you encourage clients to evaluate systems?
I always tell potential clients to start first by creating a list of their top 10 critical system needs in order to keep their business operating. Make sure as you navigate through that you stay true to that list. After you’ve narrowed things down to a few system options, then discuss the additional options and “would like to have” features. Every system is unique with different features, so it’s critical to make sure you go back to your list and compare your options.
What kind of scalability does Tixera offer for parks that are expanding or adding new attractions or locations?
Because Tixera is built in a modular manner, it is easy for us to grow and change with location. Hardware devices for new attractions or revenue centers are simple to add to an existing platform. With our Cloud/On-Premises Server solution, it is easy to add additional locations that can then be managed independently or from a Corporate standpoint. We have many multilocation chains already in our client portfolio.
How does Tixera use guest data and analytics to improve the in-park experience and increase return visits?
This is a tricky question. The Semnox Tixera platform has many attributes that it can collect, collate and report on. But increasing return visits comes down to what the operator is going to do with that information in order to achieve their goal. We’ve developed options for our SmartFun App to keep guests engaged with a location, along with tools for clients to use in the app to keep guests connected to it. Our goal is to provide the tools for our clients to help them process, interpret and understand all the raw data our systems collect, so that they can build the best guest experiences.
Along these lines, we also have several platform options available for Season Pass, Membership or Loyalty Programs. An example of one would be our Recurring Billing program that allows locations to sell Season Passes Online or at the location for a low monthly rate. With Tixera, it is easy to manage guest profiles, ever-changing payment methods, configure varying payment programs and offer great passholder benefits.
How do you support parks in handling high guest volumes during peak seasons or special events?
There are different functions that we’ve built from real-time monitoring backed by our 24/7 support teams across the globe to allow for bulk activations of event cards or wristbands. Part of our evaluation and implementation process includes discussing those historical peak times or, for first-time operators, those anticipated high volume events. Through those discussions we then walk through different server options to assist with volume needs, staffing pitfalls they’ve seen in the past, and whether or not a client would like a member of the Tixera team to be on-site during those special times. We work to be more than a software provider, so a partnership in success mentality is the path we choose to follow.
How do you see AI or machine learning (ML) shaping the future of ticketing in this space?
AI and ML are set to play a transformative role in the future, and it’s an area Tixera is actively exploring. Right now, we’re still strategizing on how this part of technology will best suit our clients. We see immense potential for AI/ML to enhance various aspects.
From a customer experience standpoint, AI can enable hyper- personalized recommendations, dynamic pricing models based on demand patterns, and intelligent queue management, better resource planning, and more revenue opportunities through data-driven insights. So yes, AI is very much on our radar, and we’re carefully evaluating how best to harness it to drive smarter, more agile ticketing solutions for the future. •
