November 21, 2019

Dark Rides Help Theme Parks Meet Evolving Expectations

The best route to success is to meet customer demands. And, today’s consumers understand what they want, far more so than previous generations. More importantly, they are far more vocal about it – if not with their words, with their dollars.

Simply put, today’s largest consumer group which includes Millennials and Gen Z are seeking experiences in everything they do. The plus side? When companies are able to deliver experiences, it ultimately results in higher levels of loyalty. In fact, 60 percent of Millennials stay loyal to brands who meet their expectations. However, 74 percent will look elsewhere when a brand fails to deliver a positive experience.

However, as stats show, it’s not just Millennials who are craving experiences. A staggering 74 percent of Americans prioritize experiences over products. The focus on experiences is closely related to the growth of the sharing and experience economy.

How does this trend relate to dark rides?

When theme parks embrace dark rides, it provides an expansive avenue to deliver dynamic experiences. Sure, traditional roller coasters provide a thrill – perhaps better than any other attraction. However, a true experience – the type today’s consumer desires – goes well beyond the fleeting excitement commonly associated with a fast-moving ride.

Delivering an experience needs to go much further. After all, today’s consumer has far greater expectations. This new consumer expects an experience that tells a story, relates to other experiences and provides opportunities to engage in new and exciting ways.

This is where dark rides thrive. Often interactive and customizable to guest preferences, dark rides are unparalleled in their ability to create and capitalize on captivating environments. They type of experience where guests get to enter into new worlds and make choices that ultimately guide their journeys. Think mystical environments, gaming spaces, the things that are central to successful fantasy worlds.

Dark rides deliver here by making creative use of a wide array of audiovisual (AV) technologies and content to immerse consumers into memorable experiences. Experiences that they want to revisit. Experiences that guests want to share with their friends and family members.

Interested in learning more about how you can build dark rides that will grab guest attention? Electrosonic has built a solid reputation with its ability to design and build award winning attractions for some of the most successful theme parks in the world. Click here to learn more.


This post is part of a six-post series taking a deeper dive into the dark ride trend. We will address the reasons behind the trend, the technology involved and why they make sense for today’s theme parks. Be sure to check out the entire series of blogs focused on the role Dark Rides can play for the modern theme park. 

Dark Rides Create Extension Opportunities

Dark Rides Make the Most of Today’s AV Technology

Dark Rides Provide Continued Growth Opportunities

Dark Rides Help Theme Parks Meet Evolving Expectations

Dark Rides Expand Branding Opportunities

Dark Rides Protect Your Park’s Future

Maurizio Capuzzo

Maurizio Capuzzo, Electrosonic’s Chief Marketing Officer, fuses the science of data with the art of visual and verbal communication to explain how technology adds value and helps foster innovation. Maurizio writes from a wealth of experience, holding leadership roles in global technology companies as well as possessing a deep understanding of how technology contributes to business growth.