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Could Ticketmaster Have The Key To Theme Parks Operating At Full Capacity?

Why is it important to have a system that allows theme parks to operate at full capacity? Many reasons. It will allow for more entertainment like live shows, utilizing every seat on an attraction (shorter lines), and allowing for the return of fireworks and parades. Most importantly? It means some parks can reopen (because of current restrictions) and it would be the return of thousands of jobs that have been obliterated in this industry.

As of the writing of this article, there is no clear path to reopening a theme park at full capacity in 2021. Sure, a vaccine is a step in the right direction. That being said, with roughly half of Americans willing to get the shot, it’s not a silver bullet. Hopefully once a vaccine is rolled out, the CDC will give more clear guidance on how to handle large capacity venues like theme parks and stadiums.

Ticketmaster is working on a program that relies on a third party to verify a user’s identity and if they have either received a COVID-19 vaccine or had a negative test result within a 24 to 72 hour window of the event. This vision could mean the return of sporting events, concerts and even theme parks.

This technology would link an individual to their tickets. This means no reselling tickets to someone else or buying through a third party seller. This naturally is good news for Ticketmaster (or other companies who fight fraudulent tickets constantly). In addition, the software can also accommodate to social distance groups depending on local laws of the venue the event is in.

The idea is to get tested before you arrive to the event. Therefore, the attendees would have to get tested at a partner facility (assuming they are not vaccinated) and send the results to Ticketmaster’s verification service.

The biggest road block is the Food and Drug Administration hasn’t yet approved a third party to link a verification COVID-19 test to a ticket of some sort. This is going to have to move forward as Disney, Six Flags and Universal are not going to get into the medical testing business anytime soon.

What are your thoughts? Would you take a test to verify that you’re COVID-19 to go to a sporting event, concert or theme park? If not, what is the answer? How do we get back to normal?

Put yourself in the shoes of a theme park executive. Forget what you personally think about the pandemic for a moment. How do you get back to “normal” as soon as possible and safely? Not only for the sake of your guests but employees as well as millions of potential customers who are skeptical to enter a theme park right now. How do we get out of this?

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