Tag Archives: Great Wolf Lodge

The (Interactive) Experience that is Great Wolf Lodge, Pt. 2

Great Wolf Lodge

Yesterday, I wrote my initial post on the technology I experienced at Great Wolf Lodge. Today, after talking with the head of IT, I’m able to give more detailed information and insight on the operation. Thanks to Keith for meeting with me this morning. Here’s what I learned:

1. The technology in the wand is NOT RFID. It behaves a lot like RFID, but it’s a proprietary technology that includes infrared and a chip. The chip is programmed to the user and keeps an ongoing history of the user, not the wand. This is important because if someone loses their wand, they can easily get a replacement and have it re-programmed to their user history. According to my discussion this morning, the primary reason that RFID was not used in the wand was proximity. The game-makers wanted the wand to work within proximity, not through touch. Infrared has a wider range than RFID.

The technology here isn’t important. What is important is what the technology enables – a personalized experience that continually drives you deeper into the brand (in this case, the game). This particular technology is smart enough to keep a running history of personal achievement. That’s cool. And that’s the power of what any sort of interactivity provides in this blank canvas called Out-of-Home.

2. Active RFID is a whole different ballgame than passive RFID. All of the RFID that I experienced at Great Wolf Lodge is passive RFID. In yesterday’s post, you can see how powerful it is. Active RFID enables some cool things in this environment, particularly around tracking and safety. If those wristbands were active RFID, they would essentially become tracking beacons that could show where anyone was on the property at any given time. At a resort like this, can you imagine how easy it would be to find a lost child or a lost parent? It has a lot of advantages and it’s something that GWL continues to explore. Thing is, active RFID requires large antennas to pick up the signals. So, you can imagine what kind of operational challenges this presents.Being a theme-park, they have options. Turn them into large trees? It could happen.

3. They are always looking to innovate. But they don’t want to add something on that doesn’t utilize the existing technology. They want to make sure it works with what’s already going on. I was glad to hear that they are constantly looking for ways to innovate, but this whole thing didn’t surprise me. A large business like this would be foolish to not filter additional technology through what they’ve already got. And for GWL, who purposefully wants to provide an unparalleled level of convenience to their guests, they don’t want to risk complicating the experience by latching on to the latest, greatest.

4. Digital signage is not important to them. There are posters everywhere. They line the hallways. They’re in the usual places like elevators, the lobby, and the waterpark. I think digital signage could help in some places – menu boards or waiting in lines (for rides) – but other than that, I don’t think it makes sense. GWL is obviously a closed-in space, so they don’t advertise anything other than what’s going on in their own house. What they have now – lots of static posters – is just fine for them. I think if they felt confident in a way they could use digital signs with their existing technology, and it added a tremendous difference in value to what they already have – they’d explore it even more.

All of this technology and the entire experience it enabled just inspires me even more about the potential of creating solutions outside of the home. There are many ways to achieve different levels of interactivity, but the interactivity is the thing. It can make experiences easier, or better, or more convenient, or more fun. Thing is – it’s an experience.

And if you’re into this sort of thing, you can find one at Great Wolf Lodge.

How Great Wolf Lodge Uses RFID for Utility AND Experience, Pt. 1

Great Wolf

RFID technology is great for utility. Walmart uses it to track inventory. Companies use it to allow employees access to parking garages and office buildings. Hotels use it for the same, and even enable purchases through it (more on that in a bit). For utility, it’s a smart & efficient technology. But how many times have you actually seen RFID used to create experiences? The only two I can think of are Mini’s customized billboard messages and The Great Piggy Bank Adventure at Epcot Center. For whatever reason, it’s a hard technology to implement at scale. (The technology is relatively cheap now – not a huge barrier – but it requires multiple pieces of hardware to work. And proximity plays a part, too.) But it sure can do some cool things. Right now, on my family vacation, I’m seeing, firsthand, another one of those examples.

My family and I are vacationing at Great Wolf Lodge in Grapevine. I’ve heard stories about how they use RFID for everything here, but I’ve never made my way out to check it all out myself. Until now. Those stories are true. They use it for everything. And it fulfills a utility need as well as an experience one.

First, on the utility – they use it for any sort of transaction you need to make. I say that literally. Anything. Here are specific examples of how they’re using it:

1. Room keys – this wristband is our room key. You see that little chip there, behind the “M”? Well, that’s the thing that gives us access into our room.

RFID wristband at Great Wolf Lodge

My wife has said to me a couple of times, “man, I love this key thing.” I start telling her about the technology and her eyes glaze over. She doesn’t care about that. She just cares about the fact that she doesn’t have to carry a key around with her all the time, and even more, worry about what all she’d have to go through if she actually forgot a key at some point during our stay. Our in-laws have joined us on the trip and are staying in the room next door. My wife went next door to get something and our door shut behind her. As I’m getting the kids ready for bed, I look over at the door and realize I didn’t prop it open with the latch. A second later, she walks in thanks to her handy dandy wristband. She said it again, “man, I love this key thing.” She called it, “brilliant.”

2. Locker keys – this place is an indoor waterpark more than it is a hotel. So, anytime you want to reserve a locker, you don’t have to carry around yet another key that comes with all of the same anxiety as the room key. You just use your wristband. Done and done.

3. Payments – want to pay for food? Souvenirs? Arcade games? No problem. Just put some money on your wristband via a kiosk and a credit card and viola, you don’t have to carry around any cash. Everything is tied to this wristband. Literally, everything. If you want to carry cash around with you or for whatever other reason, you don’t want to put cash on the wristband, you don’t have to. You can do it old school. But through this technology, you have the option of ultra convenience.

These three things encapsulate everything I’ve had to do throughout the course of our day here, and it has afforded us an extra piece of mind that we didn’t know existed. We haven’t had to carry around and/or keep track of anything all day long. It’s attached to our wrist.

Now, here’s where it gets really interesting. And it’s how they create experiences through the technology:

They have this game called MagiQuest inside the resort and when people aren’t playing at the waterpark, they’re running around the hotel playing this game.

MagiQuest sign at Great Wolf Lodge

It seems to be a cross between an adventure game and a scavenger hunt and all it requires is a wand and a book, like these:

MagiQuest wand and book

The wand is where the technology comes into play. It’s programmed to your “account” and as you make your way through the game, you build up points and achievements. This is not only important because it adds a level of personalization to the game right off the bat, but since this is an ongoing game, this technology enables an ongoing history. As long as the wand stays with you, regardless of how long you play the game, it’s going to build upon what you’ve already done.

I’m sure the kids playing this game (and even most of the adults) could care less about the technology (much like my wife). No one ever hardly does. But the important thing here revolves around expectations. With the proliferation of platforms like Facebook and Pandora that allow you to personalize your experience down to the T, I feel like the millennial generation expects a certain level of personalization in everything they do. Although these kids could care less about the technology, I would argue that many of them would feel like it’s “lame” if it didn’t keep track of everything they did along the way. This level of personalization is table stakes. This technology enables that personalization for them.

This is an ideal 11th screen example – an Interactive Out-of-Home (IOOH) homerun, if you will. RFID is the enabling technology that serves a critical function in the resort and patron operation (utility). It saves everyone time, money and anxiety that you didn’t even know you had. In addition, it enables a deep and rich experience – one that is personalized – through this wand, other objects (static) and screens (digital) throughout the resort.

MagiQuest screens at Great Wolf Lodge

Disclosure – Great Wolf Lodge is actually a client of Fleishman-Hillard’s (my company). However, I do not work on the account and in fact, our office doesn’t service any piece of the account. Our account team and the kind people at Great Wolf Lodge have been gracious enough to set up a meeting for me with the resort’s IT director tomorrow morning where I’m sure I’ll get many more details. Which will be Part 2 of this story…