The Future is Now: Spatial Computing, AI, and The Future of Attractions ft. Steve Smith 

Overview:

In this crucial episode of “Live with Sondra,” Sondra Shannon, CEO of Gatemaster Technology, welcomed Steve Smith, CEO and President of Tollanis Solutions Inc., a leader in digital transformation. They explored the most exciting space in technology today: Spatial Computing, Artificial Intelligence (AI), and Virtual Reality (VR).

Insights from This Live

• Technology is Worthless Without the Human:
  All technology, including spatial computing and AI, is fundamentally worthless unless it delivers something tangible for the human guest. Every strategy, like the “virtuous circle” at Amazon, must start and circle back around the customer.
• The Digital/Physical Blur Will Accelerate:
  The industry is at an inflection point as the blend of physical and digital, termed the “fidgetal,” accelerates. Steve highlighted that 60% of Gen Z already prefer a virtual experience over a physical one, making the mastery of mixed reality a non-negotiable for future success.
• Hyper-Personalization is Accessible to All:
  Smaller attractions can gain a competitive edge by focusing on hyper-personalization. This involves tailoring the entertainment, dining, and stay, combined with using technology to create a complete digital presence that makes the guest the center of the universe.
• AI is an Extension, Not a Replacement:
  AI should be seen as an augmentation tool. An AI voice agent can handle 24/7 calls (one attraction missed $10,000 a week in sales due to unanswered night calls), allowing human staff to be freed from routine tasks and refocus on delivering a truly premium experience and resolving in-park issues.
• AI Bots Need Personalities:
  To be effective, AI must be trained to match the attraction’s brand. Tollanis Solutions created an AI for a Renaissance Festival that speaks in medieval language (“Good sir, how art thou today?”), proving that AI can maintain the universe of the guest experience.

Notable Quotes

• “The other part smaller attractions can get into, and I think we’re underestimating and we’re starting to scratch at it is hyper-personalization. Creating experiences for our guests where they are the center of the universe.”
  — Steve Smith [19:00]
• “And, you know, for a long time [at the big companies I worked for], 60% of IT projects failed out there. And the reason they fail is because of user adoption; It’s not technology. It’s because people didn’t do the leg work and the homework to make sure that the application or the tool set or whatever it was, is going to work with the consumer, end user, and with the guest.”
  — Steve Smith [6:32]
• “[To ensure AI has the answers], you’ve got to have the APIs, the real-time data, and the connectivity.”
  — Steve Smith [42:45]
• “Making your platform highly flexible and open, I think, is going to be critical because the glue that’s going to push all this stuff together in the future is going to be AI.”
  — Steve Smith [42:01]
• “Technology by itself is spectacular, but it’s worthless unless it actually delivers something tangible for the human.”
  — Steve Smith [7:22]

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.

Tollanis Solutions’ Approach

Tollanis Solutions helps C-suite executives navigate the complexities of digital transformation. They focus on finding the right AI solution to solve specific business problems, such as seizing missed revenue opportunities by automating call centers. They encourage smaller attractions to leverage existing AI platforms for a few hundred dollars a month to automate the 80% of routine questions, giving them the leverage to reinvest in premium experiences and not spend a fortune.

Steve Smith’s Preferences and Technology

Drawing on his personal life, Steve shared that he maintains his balance and creativity through his journal and his passion for music. He demonstrated AI’s creative power by detailing how the technology helped him write an entire 12-song album and generate the cover art in just 10 days while on a trip, illustrating how AI will allow us to put the human at the very center of the creative process.

Improving Guest Experience

The key lesson from the travel industry is the power of infrastructure and self-service. Steve cited Princess Cruise Lines’ use of a digital tracker (like a Magic Band) that automatically opens cabin doors and allows the bartender to know the guest’s favorite drink without being asked, emphasizing that a robust foundation of APIs, Wi-Fi, and real-time data is required to build a truly immersive digital experience.

Creating Memories and Guest-Centric Culture

The future of attractions is creating a premium experience built on human connection. Steve noted that when AI agents are used for recruiting, they hire better, more retained candidates because the process is completely unbiased. By automating the routine, attractions empower their most valuable asset—their human team—to focus on the tough issues and deliver an unforgettable memory for the guest.

Sondra’s Perspective

Sondra stressed that innovation is inevitable, comparing the current debate over AI taking jobs to how candlemakers had to evolve when electricity was invented. She fully endorsed the need for a strong infrastructure (the “plumbing”) and Gatemaster for already providing the robust API interfaces and real-time data necessary to connect to this new era of AI. Her main point: the job of a leader is to ensure their team has the tools to better serve the guests.

Connecting with the Speakers

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