Has it not! And what we are seeing now is an exciting rush to high tech, using bar codes and scanners, magnetic stripes, integrated microchips, radio relays and laser beams. The technology is catching ticket cheats, delivering messages to skiers, accumulating mountains of database marketing data, automatically debiting customers, rewarding frequent skiers—and incidentally performing the functions of the traditional low-tech paper ticket.
How are these systems working? We focused on six new systems installed at six U.S. areas which installed new systems this past year and asked an executive at each to give a brief rundown for our readership—write a review. These systems range from a new, computer-based ticketing system installed at Red River, New Mexico, with no pretensions to access control, on through to a system that appears to be ticketing, marketing and accounting departments all rolled into one packet of electronic wizardry. Readers should also remember that five of the six systems described were previously untested in the field, and a lot of “debugging” was assumed.
There are other systems; we cannot cover them all here. We chose to give the readership a broad sampling. SAM’s editorial columns will be exploring these technologies further.
At Red River, New Mexico, the decision to automate ticketing was made (thank goodness) a while back. We tried one of the available programs being sold at that time and found the sales interface was cumbersome and time-consuming; furthermore, that the reporting, though better than all the stacks of paper we had in the old manual days, still wasn’t giving us what we needed. After two seasons of testing, we began the search for an alternative.
The hardware-intensive systems were too pricey, over-the-counter POS software too generic. We thought about writing an application using currently owned database software: too time-consuming. Still, the latter seemed like the best idea, but since we don’t have an MIS department (what ski area our size does?), we needed a programmer.
Enter Business Support Services (BSS) located in Taos, which is essentially our neighbor around the corner. Principals Mark Dannemann and Mike Yaeger, both with intensive backgrounds in programming and familiar with most of the available hardware, they also have an affinity for the ski industry. Mike had even been a professional ski instructor at one time.
We first discussed how to make the sales interface as easy and intuitive as possible while still capturing the kinds of information we needed. We talked about our current hardware capacity, the existing network, the projected number of stations needed, security, and, of course, the flexibility of selling tickets and reporting we wanted.
Several weeks later, TIX was introduced to us. Not wanting access control at this time, what we got is essentially a computer-based system for managing ticket sales and generating the sort of information and organized sales data that management needs.
There are two separate programs: Tix, the ticket sales module, and Tix Manager, the “control center” and report generator. In the Tix sales screen, types of tickets are arranged in a logical hierarchy of major “departments”—adults, juniors and seniors with appropriate subordinate departments—also one-day, two-day packages and so on. These selections are made from a windowed menu, using single key strokes that provide speed and ease of use. A clerk is able to follow the progress of the sale from the “invoice” window, and can edit the quantity, type and/or amount of discount, or date at any time. As the sale is finalized, the amount due is calculated and the clerk enters the type of payment being made.
Tix even figures the right amount of change.
At the sales window, as with anything new, there is a learning curve to contend with, but with a little practice we found that sales go more smoothly, quickly and with fewer errors than with the old manual system. But the best part is at closing. Time spent in cash drawer reconciliation has been easily cut in half, and frustration has disappeared almost totally. In addition, most guests are fascinated by the system and are disappointed if they can’t watch the screen during the sale.
Reporting and program configuration is exceptionally easy through Tix Manager. At first a separate program, it has now been combined with Tix, and access to the management menu is gained by having security clearance.
Support from BSS has been exceptional, with Mike and Mark correcting bugs (actually very few) and making changes either on-site or by modem. A future addition we would like to see incorporated into Tix is the ability to access a zip code database and tie it to specific ticket sales, allowing us to point an accurate picture of guest origins.
Tix comes in several flavors, ranging from a stand-alone that requires only two high-density floppy drives (great for remote sales), on up to the full-blown version capable of being networked.
For areas interested in only software to track ticket sales, Tix just can’t be beat.
