Episode 403: Increasing dwell time minisode
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When attractions look for ways to enhance guest satisfaction and drive revenue, they often focus on major offerings like rides, shows, or food. But sometimes, it’s the unexpected and simple additions that can create memorable moments, extend dwell time, and increase spend. In this episode, Matt and Josh talk about how a casual encounter with baby goats at a distillery unexpectedly revealed key lessons about guest engagement, dwell time, and storytelling that apply directly to the attractions industry.
Extending Dwell Time Through Unexpected Encounters
“Here come the baby goats...and everybody goes crazy. Everybody goes nuts, right? They're going to play with the baby goats... And of course, in my AttractionPros mind, I'm thinking he just got us to stay longer.”
Matt shares a personal experience while visiting a distillery where the surprise appearance of baby goats prompted his group to stay longer, enjoy more offerings, and ultimately spend more. This spontaneous addition extended their visit and enriched their experience, demonstrating how small, unexpected moments can slow guests down and deepen their engagement.
Cost-Benefit of Non-Revenue Experiences
“If you want people to stay longer, think about things that may or may not generate revenue… recognize the cost-to-benefit analysis with that.”
Not all guest touchpoints need to be direct revenue drivers. Experiences like interacting with animals—or offering a quiet lounge space—may carry costs but can result in guests lingering longer, increasing spending in other areas, and creating a stronger emotional connection to the venue.
Reading Guests and Curating Moments
“Reading your guests, understanding what they need and being able to provide something that extends their stay.”
Operators have the opportunity to read their guests in real time to identify opportunities for engagement. Whether it’s by offering an unexpected encounter or slowing down the pace of the experience, curating these moments can elevate the guest journey while driving both satisfaction and revenue.
Surprise and Delight Leads to Stories Worth Sharing
“It was something you had not expected... and ultimately, that became the story.”
The power of surprise and delight can create memorable stories that guests will share long after their visit. Even small, obscure moments—like interacting with baby goats—can become the most talked-about part of an experience, reinforcing the importance of designing elements that give guests something remarkable to talk about.
Storytelling as Part of the Guest Experience
“When told in a very engaged and genuine way… it heightens the experience of what you're experiencing.”
Matt ties the distillery’s storytelling to the themed entertainment industry, underscoring how sharing authentic stories enhances immersion. Whether it’s the history of a distillery or the backstory of a ride, embedding guests into the narrative enriches the overall experience and fosters a deeper connection.
What are some of the creative ways you extend dwell time and create shareable moments? Join the conversation by sharing your stories and experiences on social media or by emailing AttractionPros directly.
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Audio and Video editing by Abby Giganan
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