You’re convinced your attraction needs to go digital. The board is on board, the budget conversation has started, and now someone has to actually make it happen. This is where many attractions stall — overwhelmed by the scope, paralyzed by choices, and unsure where to start.
Here’s the good news: you don’t have to do everything at once. The most successful digital transformations in the attractions industry follow a phased approach that delivers value quickly and builds momentum for larger initiatives.
Phase 1: The Foundation (Weeks 1-4)
Start with the two things that have the highest immediate impact and lowest implementation complexity: a mobile app with an interactive map and your daily schedule.
These two features alone solve the most common guest complaints at every attraction: “I couldn’t find anything” and “I didn’t know that show was happening.” With a platform like Attractionator, you can be live in days, not months. Upload your map, enter your show schedule, configure your branding, and you have a working app.
This phase also establishes the organizational habit of managing content digitally. Your team starts using the dashboard to update schedules and post announcements. By the time Phase 2 arrives, the tool feels natural rather than foreign.
Phase 2: Communication (Weeks 5-8)
With the foundation in place, add push notifications and real-time updates. Start conservatively — schedule change alerts, weather notifications, and one weekly highlight. Measure engagement rates and guest feedback before expanding.
This phase is where you start seeing behavioral data. Which notifications get the highest engagement? What time do guests typically open the app? Which exhibits get the most map views? This data will inform every decision that follows.
Also during this phase, enable the contact form and basic feedback collection. Even simple feedback mechanisms provide operational intelligence that transforms how your team responds to guest needs.
Phase 3: Engagement (Months 3-4)
Now layer in the features that deepen the guest relationship. Exhibit information pages with animal stories, conservation content, and educational material. Event listings for upcoming seasonal programming. Member-exclusive content and notifications.
This phase transforms the app from a utility into an experience. Guests start opening it for reasons beyond navigation — to learn about the animal they just saw, to check what’s coming up next month, to feel connected to your organization between visits.
If your attraction offers premium experiences, this is also when to introduce in-app discovery. Feature your behind-the-scenes tours, feeding encounters, and special events where guests can find and book them.
Phase 4: Optimization (Months 5-6)
With three to four months of data, you have enough information to start optimizing. Analyze foot traffic patterns and adjust map suggestions. Review notification performance and refine your messaging strategy. Identify which exhibits are undervisited and experiment with featured content to drive traffic.
This phase is also where accessibility enhancements and wayfinding refinements happen. You’ve observed how guests actually use the app, so you can make targeted improvements based on real behavior rather than assumptions.
Phase 5: Integration (Months 7-12)
The final phase connects your guest-facing platform with your operational systems. Ticketing integration for seamless entry, food service partnerships for mobile ordering, analytics dashboards for staff, and CRM connections for personalized marketing.
By this point, your organization has six months of digital experience, a clear understanding of what works, and the confidence to make larger investments. Each integration builds on a proven foundation rather than a theoretical plan.
The Key Principle: Start, Don’t Plan Forever
The biggest risk in digital transformation isn’t starting too small — it’s not starting at all. We’ve seen attractions spend eighteen months evaluating vendors, writing RFPs, and conducting feasibility studies while their competitors go live and start learning.
A good app today is better than a perfect app next year. Start with the foundation, learn from your guests, and build from there. The roadmap isn’t a commitment to a specific destination — it’s a commitment to moving forward.