Can digital signage improve queue management in theme parks?

Perhaps the single most pivotal concept underpinning the whole concept of these parks is simply this: fun. They are places designed top to bottom for guests to have a fun day out, often with their family in tow. Unfortunately though, queues are the one element of the day that don’t quite meet that definition – even if (thankfully) most guests understand that they’re a necessary evil. However, sometimes patience can have limits, and though long waits are sometimes unavoidable at popular rides and shows, and the way you manage them can have a direct effect on the quality of the guest experience.

That’s exactly where digital signage comes in – it can serve as an immensely valuable resource to help you to improve queue management by shaping visitor expectations, providing entertainment, and communicating directly to guests. With more than 40 years of experience to our name here at Scanlite, we know all about some of the best ways to use theme park digital signage – so here’s our advice on how to use it to mitigate queue times.

How digital signage can reduce perceived wait times

Guests tend to judge their day by two main metrics: the quality of the ride they enjoy, and how much time they’ve spent waiting in boring queues throughout the day. Again, while queuing itself is unavoidable to a certain degree, you can really influence their perception by using digital signage to keep guests entertained in the queue. For example, you can show ride previews, short films, themed animations, or trivia about the park – any (or all) of which can make the queue feel like an extension of the attraction itself.

You can also change the way guests feel about their wait by displaying real-time information on your screens. Accurate updates on queue lengths, ride status, or delays can go a long way to helping extend the patience of your guests. Somewhat counter-intuitively, sometimes fifteen minutes can feel like an eternity when you don’t know how much longer you’ll be waiting for, whereas twenty minutes can pass comparatively faster if you know you’ll be on the right five minutes after that.

Both inside and outside the queues, your digital signage can also be used to provide updates about other nearby attractions, which can encourage guests to move towards rides or shows with shorter queues. There are a number of advantages to this – it helps distribute visitors more evenly, reduces overcrowding at popular points, and eases the strain on your staff while making better use of the park’s resources.

The role of interactive features, and how they can help

Interactive signage can make queues more engaging in ways that directly assist both your guests and your staff. For example, smaller touchscreens can be used to provide themed games, puzzles, or quizzes to capture the attention of families as they pass, and reduce the monotony of standing in line. Younger visitors in particular can benefit from playful distractions that keep them occupied and positive, while older guests may enjoy trivia, leaderboards, or challenges that build anticipation for the ride ahead. (Disney Parks have been known to use these – such as in the wait for Space Mountain.)

Large-format displays can also be programmed to create collective experiences, such as park-wide contests or live polls, which spark interaction between groups and transform queuing into something memorable in its own right. They’re great for generating excitement before the attraction begins, giving your guests the sense that entertainment has started the moment they step into the queue.

As well as fun distractions, interactive signage can also be used for practical advantages. For example, you can give your guests the option to access ride details, dining options, showtimes, and live maps while waiting, which can help them make informed decisions before they leave the queue. Some systems can allow food pre-orders or time-slot bookings for other attractions, which can (as we’ve covered) can reduce congestion at dining areas and spread demand more effectively across the park. Your staff can benefit as well, since fewer visitors need to ask routine questions about directions, wait times, or schedules. Freed from repetitive enquiries, employees can then focus on safety checks, customer service, and operational tasks that keep the park running smoothly.

4 ways digital displays can support staff and operations

So, we’ve already touched on one of the main ways that digital displays can be useful for staff – namely, by helping to optimise traffic flow throughout the park. There are a couple of other key ways too though – these include:

• Providing real-time staff communication
• Delivering emergency messaging
• Reinforcing health and safety guidance
• Driving sales through targeted promotions

So, for starters, using screens for staff communication and emergencies can give your team a tool they rely on during busy or stressful moments. Internal displays can send out live updates about ride status, shift changes, or urgent safety information so everyone reacts in the same way and at the same time. In emergencies, the same screens can switch to evacuation routes, weather alerts, or ride stoppage messages. That means your guests have clear visual guidance to follow, and your staff know that the right information is being shared, and the whole process can run more smoothly in high-pressure situations.

Health and safety reminders can add another layer of value. Displays placed at queue entrances or near rides can list rules, height checks, or hygiene messages so guests know what to expect before they reach your staff. It can be a great way to cut down on disputes and save time at loading points. It also means that hopefully your staff won’t not need to repeat the same instructions to every group, which leaves them more time to focus on keeping rides more efficient – and crucially, safe.

Promotional content can give your signage a financial role as well as an operational one. Queue-side screens can show offers for food, merchandise, or upcoming events while visitors are waiting – so guests who see these messages might choose to buy more once they finish the ride. All that extra spending can add up over a season and provide a clear return on the investment in your displays.

These are of course just a couple of idea for digital signage in theme parks – if you need some creative inspiration to kickstart your ideas for your own creative displays, our team is always happy to help here at Scanlite! With more than four decades of experience to our name and our very own on-site manufacturing facilities here at Scanlite, we’ve got all the expertise and resources we need to make your vision a reality. To find out more how we can help you, feel free to give us a call today on 01253 302723!