The Sky’s the Limit When it Comes to Visitor Attractions and Technology.

Many people are fascinated by space and the cosmos. This enduring interest is evident in the growing trend of dark sky gazing, with the UK alone boasting 16 designated Dark Sky Places. These locations not only offer opportunities to understand the cosmos but also highlight the impact of light pollution on our environment and human well-being.

However, access to areas with minimal light pollution is not universal. This is where planetariums and observatories play a vital role, attracting young people to STEM subjects and educating everyone about the universe. The UK currently has 17 permanent planetariums or observatories, with a new one due to open in Nottinghamshire by late 2024.

Technology for Visitor Attraction Recovery and Growth

The visitor attraction industry, including planetariums and observatories, faced significant challenges during the pandemic. As the sector recovers, these centres are well-positioned to embrace new technology to:

• Provide fully immersive visitor experiences, both on and off-site.
• Encourage repeat visits.
• Extend their reach to new audiences.

The renewed interest in space, fueled by ventures like SpaceX and Blue Origin, presents further opportunities for attractions to innovate their visitor experiences.

Beyond Independent Apps: Driving Engagement and Revenue

While independent smartphone apps like Stargazer, Night Sky, and Sky View are excellent for identifying celestial objects, they don't directly assist visitor attractions with revenue generation or promoting deeper learning experiences.

The solution for attractions lies in robust 'audience engagement' – a concept far more detailed than mere website or app interaction. True audience engagement involves collecting extensive data points on how visitors interact with an attraction, then analysing this information to gain insights that enhance the overall experience.

Many attractions currently rely on labour-intensive manual processes to gather operational data and offer limited digital interaction, often stopping at downloadable fact sheets. There is a clear need for technological enhancement.

The Power of Audience Engagement Platforms (AEPs)

An audience engagement platform (AEP), combined with a dedicated audience experience app, offers a transformative solution. This system can provide a more engaging and interactive experience that keeps visitors connected to the subject matter, even when they are not physically present, and can also promote conservation efforts.

Crucially, AEPs deliver continuous data and insights that can be segmented for personalised communication, enhancing the visitor journey.

Enhancing Planetarium and Observatory Offerings

For planetariums and observatories, an AEP can significantly extend their reach by:

• Enhancing both on-site and off-site experiences with interactive tools.
• Keeping visitors informed about upcoming shows, talks, and events via push notifications.
• Providing additional information on topics, which is particularly beneficial for STEM students and educators (though not all AEPs are designed for rich learning).

Operational Benefits and Revenue Generation

Beyond visitor experience, AEPs offer curators valuable insights through features like location finding and heat mapping, showing which displays are most popular. They also integrate seamlessly with other platforms, simplifying operations such as e-ticketing, meal pre-ordering, and merchandise sales.