Michael Madding is the Chief Operating Officer of Lucra. Prior to Lucra, Michael earned his MBA and worked on Wall Street.
Your local minigolf course isn’t the minigolf course of your parents’ generation, even if it looks similar. Behind the scenes, many entertainment brands are using a digital flywheel to help drive the customer journey—from targeted social posts to real-time offers to app-driven check-ins.
Through my company’s work providing a social competition platform, I’ve seen how many entertainment venues are prioritizing their digital infrastructure, not just great food or fun activities. The numbers show how big this shift really is. The smart venue market is set to hit $38 billion by 2033, while DoorDash’s May 2025 acquisition of SevenRooms for $1.2 billion signals that some brands may see hospitality customer relationship management technology as valuable as the physical space itself.
The Economics Of Loyalty
Retaining customers costs less than acquiring new ones, making business loyalty an imperative for entertainment companies. Operators who successfully engage guests boost their odds of not just winning repeat business but also creating ambassadors. One step brands are taking to help build this engagement is using tools that aim to help optimize customer experiences and allow staff to focus on fostering social connections, making memorable in-person experiences and curating a community—like a double-date at the bowling alley or a family pickleball match over Thanksgiving.
For example, festival organizers use technology to track crowd movement in real time, so they can direct guests, add staff or open concessions where needed. Some sports stadiums are using tools like “digital twins” to identify busy lines or security checkpoints and make on-the-spot tweaks, while analytics tools reveal fan attention and demographics live during games. Every experience creates actionable data and contributes to the modern flywheel, which results in increasing guest convenience while providing business insights.
Practical Tips: Building A Successful Digital Flywheel
I’m finding that many guests expect mobile-first, personalized and frictionless experiences. However, brands must approach tech adoption thoughtfully for it to be a success. Here’s how to get started:
1. Think like your ideal guest. Humbly and ruthlessly assess pain points in your specific guest experience. Don’t just add tech for tech’s sake. Only invest in tech that directly solves these issues, creates new opportunities and supports your overall business goals.
2. Integrate. Don’t isolate. Choose software and digital tools that work together seamlessly, from point of sale to digital signage to marketing automation. If the journey isn’t seamless, adoption will stall and customers will feel the pain.
3. Prioritize team and guest buy-in. Staff need clear training and support to use new systems confidently. Good tech should effortlessly enhance the guest experience and enable the staff to focus their efforts on the human elements inherent in stellar service.
4. Measure, adjust, repeat. Roll out technology in stages, collect feedback, analyze usage data and don’t be afraid to pivot or iterate. The landscape is evolving quickly. Use analytics to understand what drives repeat business and refines experiences.
The Road Ahead
The technology to support more seamless, engaging guest experiences exists, but leadership and deliberate strategy are what make it a true flywheel for loyalty and growth. Tech cannot replace the humanity inherent in the hospitality and entertainment experiences we love. Venues that master this digital convergence can not only survive but also thrive. The flywheel is already spinning. Now is the moment to power it with purpose.
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