The Secret to 60% Foot Traffic Growth ft. Chelsea Werner

Overview:

In this crucial episode of “Live with Sondra,” Sondra Shannon, CEO of Gatemaster  Technology, hosted Chelsea Werner, Director of Key Partnerships at Radius, to reveal the precise strategies attractions need to achieve substantial foot traffic growth.

Insights from This Live

• Mobile ID Tracking Measures True ROI:
  Unlike broad digital advertising, Radius uses mobile ID tracking to pinpoint the exact zip codes your visitors and competitors’ visitors are coming from. This data is leveraged to accurately measure the Return on Investment (ROI) of marketing campaigns.
• The Visitor Generation System is Key:
  Radius employs a three-part system to drive growth: Visitors (uncovering high-opportunity areas), Strategy (deploying a mix of digital and local grassroots efforts), and Impact (measuring growth by tracking visitor appearance from targeted regions.
• Grassroots Marketing Starts with a Yelp Review:
  Chelsea’s own career success story began with an organic Yelp review for an FEC, which led to an outreach role and eventual hiring. This demonstrates that authentic grassroots connections are the foundation for her professional powerhouse strategy.
• Community-First Profitability:
  Community involvement and profitability are not mutually exclusive. Chelsea detailed successful initiatives like a Halloween costume swap and exclusive morning hours for special needs families, showing that pouring into the community creates organic, loyal, and profitable groups for events.
• Mom Groups are Your Biggest Advocates:
  Local mom groups on Facebook are the most effective micro-influencers for FECs. Engaging with them, being open to hosting events, and providing value will cause new groups to come screaming to you for bookings, driving consistent foot traffic.

Notable Quotes

• “We encourage every owner to think like an owner that loves what they do. You know, if this is an industry for fun, let’s make it fun.”
  — Chelsea Werner [32:24]
• “Community involvement and profitability are not mutually exclusive. In fact, they strengthen each other.”
  — Chelsea Werner [20:49]
• “Basically, every brick-and-mortar place has two problems and it’s: they don’t know where the people are coming from, and they don’t know if they have a reliable marketing because they have no way to measure that ROI.”
  — Chelsea Werner [13:22]
• “Radius has a tagline of “we want a billion smiles”. We truly want a billion smiles.. it’s not that we’re here for the numbers, but we’re here for the smiles, too.”
  — Chelsea Werner [32:34]
• “I think that the more that we share with each other, our industry rises.”
  — Sondra Shannon [37:08]

Radius’s Approach

Radius specializes in solving the two core problems facing every brick-and-mortar attraction: not knowing where visitors come from and not having a reliable way to measure marketing ROI. They use Placer AI and mobile ID tracking data to identify competitor traffic and pinpoint high-opportunity zip codes for hyper-targeted marketing. To help operators begin, Chelsea offers a free custom report to any FEC, providing the essential data needed to see the most potential visits in their area.

Chelsea Werner’s Preferences and Technology

Chelsea shared that her remote team at Radius maintains their collaboration and trust by playing games like Call of Duty together. This pastime reinforces the teamwork mindset that influences her real-world approach to building strong partnerships Her personal journey, starting with a need for a job with flexible hours to care for her son,  demonstrates how an authentic, grassroots approach can build profound connections within the community.

Improving Guest Experience

By collaborating with local organizations like the Chamber of Commerce, nonprofits, and especially groups supporting special needs families, attractions can develop targeted outreach that enhances the guest experience. Chelsea designed sensory-friendly events and designated safe spaces (like a party room used as a sensory room) to cater to families who need a safe space to socialize, turning an essential community service into a source of profitable group bookings.

Creating Memories and Guest-Centric Culture

FECs are a critical part of family life, serving as the place where parents can both entertain their kids and continue to work, building lasting memories. Radius embodies this guest-centric view with its mission to create a billion smiles, prioritizing both the numbers and the joy that comes from successful attractions.

Sondra’s Perspective

Sondra Shannon highlighted that the attraction industry thrives on the consistent blend of relationship and innovation. Drawing on her personal background as a former FEC operator, she confirmed the enduring need for family entertainment centers to be a stable part of a family’s weekly routine. Sondra fully endorsed the philosophy of community collaboration, praising Radius for blending data-driven strategy with heart to help businesses grow. 

Connecting with the Speakers

We hope you enjoyed this insightful recap! For more deep dives into data, strategy, and the attraction industry, be sure to connect with our speakers: