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Key Result #1 50% increase in online sales at SkyWheel Panama City Beach location. |
Key Result #2 Photo package add-ons boost average order value for online sales. |
Key Result #3 Operational improvements are driven by customer feedback from ROLLER’s Guest Experience (GX) Score. |
The Challenge
SkyWheel is a prominent landmark and family entertainment center with locations in Myrtle Beach, South Carolina, and Panama City Beach, Florida. Offering a unique, deluxe Ferris wheel experience with enclosed gondolas that reach 200 feet in height, SkyWheel is a favorite destination for families, tourists, and special event seekers. Guests enjoy breathtaking 360-degree views and experiences ranging from sunrise flights to proposals.
We want the SkyWheel to be the place for major life events for people of all ages and abilities.
Sean Bailey
Marketing Manager
Before adopting ROLLER, the team at SkyWheel struggled with managing multiple venues and creating effective time-based products, like special sunrise and sunset flights, which required a dynamic scheduling system. Additionally, SkyWheel aimed to optimize its ticketing process to improve online sales and enhance the overall guest experience. Sean Bailey, Marketing Manager at SkyWheel, and the team needed a flexible, intuitive system to streamline operations, enhance the customer experience, and track key performance metrics.
The Results
When SkyWheel opened its Panama City Beach location in 2018, it transitioned to ROLLER as its primary ticketing platform. ROLLER provided the flexibility to manage complex, time-based products, streamline the user experience, and track key performance metrics.
In addition to meeting the current needs of SkyWheel’s business, what drew the team to ROLLER was the commitment to continual enhancements and improvements to the platform. “Especially within the past two or three years, the product development happening at ROLLER has been incredible. There have been so many enhancements to the guest interface, venue interface, and venue manager, which has been really impactful for our business,” explained Sean.
ROLLER’s checkout increased online sales at the SkyWheel Panama City location by 50% year-to-date
Since implementing ROLLER’s progressive checkout in late 2022, SkyWheel has seen a marked improvement in online sales, particularly at their Panama City Beach location, where sales increased by 50% year-to-date. The switch from legacy to ROLLER's new progressive checkout, coupled with marketing efforts and a redesign of their website, contributed to this success.
With this success, Sean credited ROLLER's user-friendly features, including its transparent pricing and date-led checkout process.
Guests can click 'next available date,' and it will automatically show them the next available sunrise flight. It’s very user-friendly.
Sean Bailey
Marketing Manager
SkyWheel uses photo package add-ons to increase average order value from online sales
To further enhance guest experience and increase revenue, SkyWheel introduced photo package add-ons through ROLLER’s online checkout system. These packages allowed guests to pre-purchase discounted photo experiences, boosting the average order value.
"In Panama City Beach, we’ve had success with the online photo sales because we’re able to give them that discount ahead of time... it makes the process much easier for the guests."
The guest experience is effortless from the moment they book online with ROLLER’s booking reminder email
Before guests arrive at the venue, they receive an automated booking reminder email. This helps Sean and the SkyWheel team set clear expectations so guests know what to expect from their visit. This ensures they arrive prepared and on time and reduces phone or email inquiries in the lead-up to their booking.
I also really like the pre-booking email that can be sent automatically from the ROLLER platform after someone books online because that's been really helpful to remind people what day and time they booked, instructions for getting to the venue, and get them excited about their upcoming visit.
Sean Bailey
Marketing Manager
The Guest Experience Score helps SkyWheel make strategic operational decisions that improve the guest experience
In addition to ticketing, SkyWheel has found value in ROLLER's Guest Experience (GX) Score feature. This feature sends guests a feedback survey after their visit. Sean and the team then have all the necessary information, including name, email, and ticket information, to follow up with guests directly.
When a guest sees we’re willing and able to respond to their feedback, it provides a better experience overall for them and encourages them to make a return visit.
Sean Bailey
Marketing Manager
ROLLER’s third-party integrations open up additional revenue-generating channels
Groupon is a key revenue channel for SkyWheel. With ROLLER’s out-of-the-box Groupon integration, SkyWheel doesn’t have to manually manage and reconcile bookings across the two platforms. This saves staff time and provides guests with a more seamless purchasing and check-in process. The team is looking into additional ways to streamline their operations further with ROLLER integrations.
ROLLER's flexible and customizable platform has helped SkyWheel manage complex products, improve sales, and enhance the guest experience. Through features like the GX Score and advanced scheduling tools, SkyWheel continues to delight its customers, whether booking a VIP sunrise flight or simply enjoying a family day out.
ROLLER has helped us not just capture more guests but give the next guest an even better experience.
Sean Bailey
Marketing Manager
As SkyWheel plans to expand its offerings and enhance its operations, ROLLER remains a trusted partner, supporting its ongoing growth and helping it achieve new milestones.
To learn more about how ROLLER could help you reach your growth goals, book a chat.
About SkyWheel
- Founded: 2011
- Location: Myrtle Beach and Panama City Beach, Florida, US
- Number of locations: 2
- Venue Type: Visitor Attraction
- Website: https://skywheel.com/
- Years Using ROLLER: 6
- Favorite Features
