On this episode of Destination on the Left, I talk with Sondra Shannon, CEO of Gatemaster Tech. Sondra and I discuss the art and importance of creating exceptional visitor experiences and how technology can help attractions remove friction for guests, increase revenue, and stand out in a competitive landscape. She also shares why keeping guests informed leads to happier experiences and how, just by walking around their attraction, leaders can turn firsthand insights into an improved guest experience.

What You Will Learn in This Episode:

Why removing friction from the guest journey is essential for happier visitors, bigger revenue, and more memorable family moments at attractions
Strategies Sondra and her team use to identify and solve friction points at attractions
How operational leaders and frontline staff benefit from "management by walking around" and being directly involved in the guest experience
Why consistent and early training is critical for attraction teams, and how lack of confidence and poor communication can impact employee retention
What creative value adds can set attractions apart and drive guest loyalty
How digital transformation and going cashless are shaping visitor expectations

An Invisible Engine Powering Seamless Experiences

Technology is a part of the experience, and it shouldn't be a friction point. When technology is thoughtfully integrated, it dissolves many of the small frustrations that can sour a family's day at a theme park or museum.

From ticket-purchasing workflows that set clear expectations to mobile ordering that eliminates long food lines, the right tech doesn't just improve operational efficiency, it actively enhances the experience. Surveys consistently show that informed guests are happier guests. Providing clear, early information about all options (from all-inclusive passes to extra add-ons) allows families to prepare and enjoy every moment together.

Value-Adds That Show You Care

Some of the most memorable attractions go the extra mile, sometimes in unexpected ways. Sondra highlights parks like Holiday World and Dollywood, where providing free drinks and sunscreen isn't just a marketing gimmick—it's a proactive way to care for guests' comfort and health. People once thought these "extras" were crazy, but these amenities have built tremendous goodwill and loyalty while distinguishing the park from competitors.

Social media culture and shifting guest expectations have raised the bar even higher. Today, digital ticketing, contactless payments, and mobile access aren't just perks, they're de facto standards.

Empowering Teams and Elevating Operations

Guest satisfaction isn't just about what happens at the turnstile, it's deeply connected to operational excellence behind the scenes. One key theme that emerged from Sondra's experience, well-trained teams are more confident, more helpful, and much less likely to quit.

Rapid, seasonal hiring makes this challenging, but ongoing education, especially incorporating communication and even sales training, equips staff to handle guest needs with confidence and empathy. Parks with strong training programs set a standard of excellence that's felt at every touchpoint. Giving staff practical communication tools is really vital, because your frontline people have tremendous insight into what guests really need.

Resources:

Website: https://gatemaster.com/
LinkedIn Personal: https://www.linkedin.com/in/sondrashannon/
LinkedIn Business: https://www.linkedin.com/company/gatemastertech/

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461. Using Tech to Create Exceptional Visitor Experiences, with Sondra Shannon