The Data Chief

How SeaWorld Uses Data to Create Unforgettable Guest and Marine Life Experiences

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Apr 23, 2025
Join Gavin Hupp, VP of Technology at United Parks and Resorts, as he shares insights on how data shapes unforgettable experiences at theme parks like SeaWorld. He discusses the challenges of managing diverse data sets across various operations and how AI drives innovation, enhancing personalization and optimizing processes. Gavin also touches on the importance of integrating legacy systems and the impact of weather on guest experiences. Plus, enjoy fun anecdotes about favorite theme park rides and snacks!
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INSIGHT

Theme Park Data Complexity

  • Theme parks operate as a complex ecosystem combining e-commerce, animal experiences, entertainment, culinary, and retail services in one physical location.
  • Each business area generates unique data, creating challenges like data silos that require integration to unify guest experience insights.
INSIGHT

Centralizing Diverse Data

  • Different theme park business units have varying technology maturity levels but follow a centralized data and analytics platform.
  • Standardizing integrations and data management is key to providing insights despite legacy or new applications.
INSIGHT

Weather Impacts Guest Experience

  • Weather profoundly impacts theme park operations, guest behavior, and revenue.
  • Strategies adjust based on guest proximity to the park, weather conditions, and intraday changes to optimize guest experience and operational efficiency.
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