Jun03GameRoom

As technology continues to improve, the opportunities for utilizing a cashless system in your small park or entertainment facility increase. Features grow, reliability improves, and system costs decline. The benefits of cashless systems are multifold for a variety of operations and are primarily used by larger operations rather than smaller facilities. However, regardless of facility size, it’s worthwhile to consider looking at the benefits—the increased revenue efficiency in your operation over the long term could outweigh short-term start-up costs.

In most operations, attended sales kiosks provide guest services while strategically located self-service stations allow patrons easy access to financial transactions. This type of monetary system is user-friendly in our debit-card society and familiar across all demographics. Parents can one-stop-shop to provide a day of fun with ease and control. Cashless systems eliminate the hassle of a pocketful of tokens and separate money for snacks and admissions, and people tend to spend more freely when using a debit-type cashless system, with operators benefiting from the float of any unused cash value credits.

The basic concept and features are similar from manufacturer to manufacturer. Patrons add cash value to a magnetic strip or bar-code debit card, or a wristband or key fob debit system, and then redeem cash value credits at arcades, vendors, admissions, rentals, restaurants and kiosks, and retail point-of-sale opportunities. The operator has the ability to combine data from all these sources to better manage the revenue stream and customer marketing.

The most frequent use of these debit systems has been in the arcade business. The operator has great control over pricing with cash value play, time play, player classifications, and restricted play features. Bonus game play can be added to higher value cards as a buyer incentive. With cash play, extra revenue is generated when the system automatically increases game play cost as player volume increases. In sensitive markets, mature or violent games can be classified and restricted by type to certain age groups, making these systems family friendly.

Time play allows unlimited play for a preset session opening up simple marketing opportunities. Customer appreciation cards can be offered to frequent players allowing unlimited play for a time. Slow traffic times can be targeted with unlimited time play. Time play cards provide groups and parties lower cost access to your offerings with cards good for only a specific time frame versus cash value cards usable any time. Redemption games or merchandisers can be restricted from time play, only recognizing cash value debit cards if needed.

Available redemption center management programs can provide inventory, cost, and sales reports that identify product trends quickly. Automatic decreases in game play cost on less popular games can stimulate additional play. This real-time access to all aspects of your arcade operation allows you to react to a slow-moving redemption item or a needed game adjustment when it matters.

Rides, shows, and attractions also benefit with a single type of admissions payment system. Automated turnstiles control access and provide capacity data while reducing staffing and ticketing costs. Debit systems can even help screen for height/age restrictions through the sale of cards classified for a specific patron type. Admission price adjustments can have finer graduations and are quicker to implement with a debit system than with ticketed operations. Time-of-day pricing differentials and unlimited-ride time sessions are easy to manage.

Water operations also benefit when patrons can carry more cash value in a simple way. At waterparks, patrons tend to leave their wallets at remote locker banks, taking with them only a minimal amount of cash. The on-hand cash value per patron tends to be less and return trips for additional funds become less frequent with high attendance or a long walk to a locker-protected wallet. A cashless system allows patrons to carry a higher cash value, easily distributed and accessible among family members and good for all offerings; vending, arcade, concessions, or rentals. The easier the access to money, the more likely it will be spent.

More and more operations are turning to the revenue management and reporting benefits of a debit system; these systems are almost a requirement for successful larger operations. As costs decline and system features increase, smaller operations will find ways to implement these systems in their operations. Often the beneficial impact is greater for a small operator, as reduced inefficiencies and greater cash control increase productivity, reduce labor by a greater percent, and maximize revenue-generating opportunities and security. Familiarize yourself with these systems and stay current. The time may come for your location to take advantage of a cashless society.