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

Ever wondered how data powers the magic behind your favorite theme park experiences? Join Cindi Howson and Gavin Hupp, VP of Technology, Enterprise Architecture, Data and Martech, E-commerce and Analytics at United Parks and Resorts, as they explore the complex data ecosystem of a theme park, from e-commerce and guest experience to AI's role in shaping the future of entertainment.

Key Moments: 

• Theme Park Business Model (03:12): Theme parks are described as a mix of multiple businesses, including e-commerce for ticket sales, animal experiences, entertainment venues, culinary and restaurant services, and retail operations. This combination creates a complex ecosystem, similar to city planning, within a single physical location.  
• Data Ecosystem Challenges (03:37): Gavin highlights the challenge of managing data within theme parks due to the variety of business areas. Each area generates unique data, leading to disparate and sometimes siloed data sets across different business applications.  
• AI as an Innovation Driver (11:24): AI is viewed as a key driver of innovation within the theme park industry, capable of creating new products and services, such as augmented reality experiences, and enhancing personalization at scale.  
• AI for Process Optimization (11:24): Beyond guest-facing innovation, AI is also seen as a tool to optimize business processes, streamline operations, reduce costs, and identify opportunities for revenue growth through personalization and increased efficiency.  
• Data-Driven Decision-Making (17:30): United Parks and Resorts emphasizes the importance of guest feedback, collected through surveys and other means, and uses it to inform decision-making and guide the company's overall strategy.  
• Agile Development Approach (28:50): Gavin explains how the company employs agile development principles, using "skateboards" as a metaphor for quickly delivering initial solutions and value while simultaneously iterating and building more comprehensive and scalable solutions ("scooters" and "factories").

Key Quotes:

• "To become more data-driven, you have to break down silos. This requires making people aware of the silos, the challenges they create, and framing it as a data quality discussion. Getting business leaders to care about data quality isn't easy; they want end results and impact." - Gavin Hupp
• "There's product and service innovation, and business process innovation, where AI optimizes and streamlines operations, decreasing costs and increasing revenue through personalization." - Gavin Hupp
• “There's an agile concept, a principle where, at the end of the day, you need to get movement, you need to get going. And so you can use a skateboard to go from point A to point B.” - Gavin Hupp

Mentions

• Gavin Hupp, Forbes Article
• Penguin Trek: Seaworld Roller Coaster
• Conway’s Law
• 4 Values of Agile Development
• Scrum
• Diet & Eating Habits of Killer Whales

Guest Bio 

Gavin Hupp is currently the VP of Technology: Enterprise Architecture & Data, Martech, e-Commerce & Analytics at SeaWorld Parks & Entertainment (United Parks & Resorts). In addition, he is also a member of the Quartz CIO & CISO Advisory Board. Gavin’s expertise is helping shape the agenda to ensure it’s packed with actionable strategies and forward-thinking insights. Gavin Hupp has a strong background in technology, data, and marketing, with experience in various leadership roles in companies such as PetSmart, Denny's, and Transdev North America. Gavin has a strong educational background, with degrees from the Massachusetts Institute of Technology, Stanford University, and Western International University.

Hear more from Cindi Howson here. Sponsored by ThoughtSpot.