Heather

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[0:00] Hi, it's Ian from Attractions Insight

[0:02] and I am here with Heather. Hello,

[0:04] Heather.

[0:05] Big fan.

[0:06] Thank you. [laughter]

[0:09] How is your so far?

[0:11] My is amazing. Uh I can still feel my

[0:13] feet.

[0:14] Um good start.

[0:16] I I have not had any dip in dots yet.

[0:18] Okay.

[0:18] Um or um mini donut. So, uh I'm looking

[0:22] forward to all of that. I've got a lot

[0:23] of meetings today. So, all is good.

[0:26] That's excellent. Yeah. And uh I mean

[0:28] are you here basically to meet some meet

[0:30] some new friends, meet some old friends?

[0:31] Is that the game plan here?

[0:32] 100%. And we're just talking to people

[0:35] who want to measure emotion.

[0:38] Okay.

[0:38] Using uh an app that works on your

[0:40] smartwatch or a Fitbit.

[0:43] Okay. So this this is a fascinating kind

[0:46] of like concept here. Yeah. So

[0:49] it's an app. anybody can go pick it up

[0:52] and any you know it's it's using uh the

[0:54] the tools that people probably already

[0:56] have available to them

[0:57] and so I mean how's how is it well

[1:00] how does it work to the point of

[1:02] describe it to us I mean absolutely

[1:04] we're tracking fear

[1:05] yeah so scream score tracks fear

[1:08] okay

[1:08] uh we also have experience score which

[1:11] measures uh engagement contentment and

[1:14] frustration which can be good for

[1:16] operations

[1:17] okay

[1:17] I I I know I was frustrated in

[1:20] operations. So, we can use it for um

[1:22] like beta testing. Sure.

[1:24] We can use it for focus groups, but you

[1:28] can compete with each other. So, for

[1:30] Scream Score, people can get the app

[1:32] when they're in line and then they can

[1:34] like smack talk. All right, you're going

[1:36] down.

[1:37] I'm more brave. You're more scared. And

[1:39] then they actually we measure their

[1:42] biometrics to see for real who is the

[1:45] most scared and they get the score.

[1:48] this. No one has this, my friend.

[1:50] We can tell this is born out of love of

[1:52] the industry.

[1:54] Yeah.

[1:55] So many haunts that I know of will have

[1:58] a red card lottery or a score system or

[2:02] whatever. And their goal absolutely is

[2:05] to see how many people they can get to

[2:07] wet themselves. Absolutely. If you get

[2:08] somebody to actually exit your premises

[2:10] because they're just too scared. I mean,

[2:13] for a lot of people

[2:14] that that's a like ongoing thing. Like

[2:16] actors will 100% keep track of that. Oh

[2:19] yeah.

[2:19] And there's usually like a huge awards

[2:21] ceremony at the end.

[2:22] That's right.

[2:23] Across the board. So this is so funny

[2:25] that you're you're like really No, no,

[2:27] no, no, no. Their heart I got you. The

[2:30] heart rate was up by like 3 BBM. Okay.

[2:32] Oh yeah. And we've used it with um

[2:34] horror films. Um we used it in Haunt. Uh

[2:38] we're excited to talk to the roller

[2:40] coasters. Call me. Um and it's super

[2:43] simple. They just download the app. They

[2:45] start playing and then the owner gets

[2:48] all the data. So at the end of the night

[2:51] Yeah. Yeah. If we're talking about a

[2:52] haunt at the end of the night, they can

[2:55] see like the hay maze versus the zombies

[2:59] and what scores are the highest and and

[3:02] like have competitions and awards.

[3:05] There's so much you can do.

[3:06] Yeah. I mean, okay, so now I mean I I

[3:08] see the bigger picture because this is

[3:10] just fantastic. Insight.

[3:12] I mean, data is data is everything. And

[3:14] then Yeah. the concept of kind of

[3:16] starting to uh move out of the haunt

[3:19] industry. fear obviously a very uh good

[3:22] emotion to track very relevant but yeah

[3:24] excitement

[3:25] sure engagement

[3:26] engagement I mean that's actually

[3:28] incredible that we can now have this

[3:31] third party data line and it's and it's

[3:33] native right it's it's like no really

[3:36] we're tracking your heart we're tracking

[3:38] your excitement uh that that's so cool

[3:40] yeah yeah and the gamification like if I

[3:43] went to a hunt with my my 16-year-old he

[3:46] would say that he's braver

[3:47] sure

[3:47] well now let's really see Yeah. Yeah.

[3:49] Like,

[3:49] come on.

[3:50] Yeah. Put it on the table then.

[3:51] No joke. Let's see. It's meant just for

[3:53] fun. And I feel like being at AAPA,

[3:56] we're brand new. We're the only ones

[3:57] that have it. Uh I hope people see this

[4:00] and and call us and and

[4:03] that

[4:05] is some insight. I mean, I I did not

[4:07] know the full intent of this.

[4:10] Yeah.

[4:10] But that's so cool. And I mean, we're in

[4:14] the place for it, right? This is thrill

[4:16] thrills, chills, and excitement uh

[4:18] everywhere.

[4:19] What does a heart rate look like when

[4:21] you're going on a roller coaster?

[4:23] Oh, yeah.

[4:24] That

[4:25] I'd love to see the technical side of

[4:27] that because it's so fascinating.

[4:28] We'll show you behind the scenes.

[4:30] I got the inside look. Sorry, nobody

[4:31] else.

[4:31] We'll show you the owner's portal and

[4:33] where all the data goes. Um, and we're

[4:36] we're doing heart rate. We're also doing

[4:38] nervous system. So for those who really

[4:41] want to scare people, call me because

[4:44] this is even deeper than heart rate.

[4:46] Yeah, I mean I think uh data as usual,

[4:48] feedback of any kind is always valuable.

[4:51] Anybody who's really trying to perfect

[4:52] their craft, especially in the

[4:53] entertainment industry, uh you know, we

[4:56] want to be able to just make it the best

[4:58] we can and every little bit like this

[5:00] definitely helps. I mean, how are you

[5:02] going to know which way on the map

[5:04] you're traveling if you have no, you

[5:06] know, sense of direction? We can measure

[5:08] frustration. And I think the most

[5:10] important thing is you can play with the

[5:13] data uh to make yourself better,

[5:15] but you can also just make it a game. If

[5:18] you just want to give somebody something

[5:20] new for your haunt or your roller

[5:21] coaster just for fun.

[5:23] Yeah.

[5:23] It's a two-day turnaround. You call me

[5:25] today.

[5:26] Yeah.

[5:26] You have it by Thursday.

[5:28] Yeah. And I think it's I think it's

[5:29] pretty cute in that regard. I agree

[5:31] because there are going to be people who

[5:33] are you know we're talking about the

[5:35] logistical maybe business aspect of it

[5:36] but yeah there's definitely going to be

[5:38] people who are haunt enthusiasts and you

[5:40] know it's again something that they can

[5:42] they can acquire too right just as a

[5:44] casual

[5:44] so we are coming out with a direct to

[5:46] consumer uh right now we're going

[5:48] through owners but the direct to

[5:50] consumer is coming

[5:52] the other thing hot off the press

[5:54] okay

[5:55] we're talking about integrating this

[5:57] into show control

[5:59] oh wow

[5:59] so that when a group comes into a room,

[6:02] depending on how their biometrics are,

[6:04] different things can happen in the room.

[6:06] Holy moly.

[6:08] Oh my god.

[6:08] Listen, [laughter] if you want to talk

[6:10] to me about doing that for an immersive

[6:13] space, doesn't have to just be fear. It

[6:16] can be

[6:17] or engagement,

[6:18] that's where we're going.

[6:20] Yeah. I mean, the concept of

[6:22] adaptability in these attractions is

[6:24] always talked about it is very difficult

[6:26] to achieve. And one of the things that's

[6:29] always difficult to achieve about it is

[6:31] the live response. Yeah. Right. Because

[6:33] otherwise the alternative if you're not

[6:35] automated is to have one of your

[6:37] employees or whatever sitting there

[6:39] flipping a switch, right?

[6:41] Obviously that's super unreliable and

[6:43] you know we don't want to dampen the

[6:45] overall experience just to kind of pull

[6:47] off this gimmick,

[6:48] right?

[6:49] But you're saying, "Okay, whoa, hold on,

[6:50] hold on, hold on. We can take this

[6:54] information, parse it out in real time.

[6:57] in real time.

[6:57] And then now your very very cool

[7:01] multiple experience, you know, all in

[7:03] allin-one works the same time every

[7:06] time. And it's adaptive for who it's

[7:08] meant to work for, too.

[7:10] Yes.

[7:10] That that's so cool,

[7:12] right? And this means every single

[7:14] experience would be customtailored to

[7:17] exactly the experience that that group

[7:19] is having. And you could give them

[7:21] challenges. Yeah.

[7:22] Like you got to get up to this, you got

[7:23] to get down to here. The countdown is

[7:25] coming. If you don't do it, something's

[7:27] gonna happen. We're talking about

[7:29] personalized, customized to biometric

[7:32] response. This is huge.

[7:35] Yeah. I mean, and I I'm going for the

[7:36] tech side, so obviously you had me as

[7:38] soon as you're like, "Yeah, I can plug

[7:39] it into a microcontroller."

[7:40] Yeah.

[7:41] Uh but uh yeah, there was this one

[7:43] stealing from pop culture media here. In

[7:46] the escape room movie, there was

[7:47] actually a puzzle that involved you

[7:50] raising ants, lowering your heartbeat.

[7:52] This is real now. I mean, yeah, that's

[7:54] so cool that even that may be a

[7:56] possibility for real

[7:57] because yeah, that

[7:59] it's always pushing kind of what's

[8:01] available and then obviously from the

[8:03] designer side, it's like, okay, well,

[8:05] really cool idea. I can't make it work.

[8:07] I can't make it reliable and that's

[8:09] going to cost me business so I'm just

[8:10] not going to do it.

[8:11] We can now.

[8:12] Yeah, that that is so cool.

[8:15] So, I'm excited to meet everybody. I can

[8:17] tell that you guys are on the cutting

[8:19] edge and uh we just want to partner. So,

[8:22] that's our goal.

[8:23] I I can't wait for that to roll out and

[8:25] for people to really start buying in. I

[8:27] I mean, I know at least they're going to

[8:29] have a couple early adopters who are

[8:31] going to be all over that. And that's

[8:33] just going to be so exciting to see

[8:35] what you do when you're given the the

[8:38] data to really push yourself.

[8:41] It's the next threshold, right? The next

[8:44] tier, man. That that's awesome. Thank

[8:45] you so much for your time. Appreciate

[8:47] it.