Milestone Presentation
CS 410 Blue Team
Spring 2007
Presented by: Jody Hughes
April 5, 2007
CS 410 Blue Group
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Brief Overview
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Introduction
Thrill Tracker Overview
Management Plan
Marketing Plan
Evaluation Plan
Phase Breakdowns
Financial Summary
Conclusion
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Patrons come to amusement parks
looking for a thrill…
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…but overcrowding and
standing in line can be a
real buzz kill.
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Blue Team Survey
Members of the Blue Team surveyed 40
people that have been to a major theme
park in the past 10 years.
In visiting an amusement park, what has
been the one element that has taken away
from the overall experience?
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Blue Team Survey
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Blue Team Survey Observation
While waiting in line may be expected on
behalf of the patron, it is obvious from our first
question that it takes away from the overall
experience of going to a theme park.
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Professional Opinion
Our domain expert agreed with our findings, stating:
“Avoiding lines is a fundamental desire for people
who attend public venues. Recent news articles
would support your presumption as well, regarding
the willingness of patrons to pay for it [the
ThrillTracker].”
- Mr. Doug Stagner
Director of Operations,
Busch Gardens Europe
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The Problem
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Poor real-time data collection and feedback on
park patron habits leads to inefficiencies in
park utilization, causing a failure to maximize
patron satisfaction and park revenue.
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The Goal

Our goal is to provide a system utilizing
real-time data collection methods that both
increases the satisfaction of the patrons
and the revenue of the parks.
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Turn real-time data
collection via RFID…
…into satisfaction by
offering an enhanced
patron experience!
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Make coming to your amusement park
a real “thrill!”
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Old Flow
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New Flow - Through The Door
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Major Functional Components
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What Thrill Tracker Will Do
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Provide real-time attraction data and statistics
Create additional revenue for the park
Allow patrons to customize a multiple ride
itinerary online or from one of our convenient
kiosks
Enhance patron tracking
Provide information services through kiosks
Provide additional means for targeted marketing
Provide web-based preplanning solution
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What Thrill Tracker Won’t Do
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Show real-time where every patron is anywhere
in the park
Ensure maximum efficiency of all attractions
Eliminate lines at attractions
Eliminate congestion throughout the park
Allow patrons to schedule an unlimited number
of attractions
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Pros
Accurate attraction data
 Attraction flow control
 Data analysis
 Asset management
 Better park experience for patrons
 Ease of use for patrons
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Cons
Patron acceptance
 Potential hardware malfunction
 Potential network outage
 Initial setup cost
 Remodelling cost to the park
 Equipment durability
 Technology longevity
 Potential for vandalism
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Management Plan
Management Plan
Development Plan
Risk Plan
Funding Plan
Marketing Plan
Evaluation Plan
Staffing Plan
Resource Plan
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Management Plan
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Team Yahoo! Groups page
General discussions
 File posting
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Regular communications
Email
 IRC
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Bi-weekly team meetings using IRC
Sunday and Wednesday 7:30 PM
 Summary posted to Yahoo! Groups page
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Additional meetings as necessary
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Management Plan
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Microsoft Project (2003)
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Used to help manage the project
Tasks
Discussed and assigned at team meetings
 Posted to Yahoo! Groups page
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Development Plan
Start
Start
Thrill-Tracker
•Hardware
•Software
•GUI
Database
• MS SQL
Operations
& Maintenance
Integration
&
System
Testing
Project
Analysis
Software
•Web interface
•RFID Interface
•Kiosk Interface
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Implementation
& Unit Testing
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Project
Design
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Risks Probability and Impact Matrix
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Risk Management Plan
Identify risks
 Categorize risks based on type, severity
and probability
 Reduce risks
 Evaluate risk level
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Risk Reduction Methods
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Avoidance
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Acceptance
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Accepting the consequences of the risk
Transference
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Eliminate causes of the risk
Shifting the risk to a third party
Mitigation
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Finding ways to reduce the impact and
probability of the risk
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Funding Plan
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Phase 1 - NSF SBIR Grant of Up To $100,000
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Phase 2 - NSF SBIR Grant of Up To $750,000
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Phase 3 - Investment By Venture Capital Firms
Including:
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FBR Technology Venture Partners, L.P
Valhalla Partners
GTCR Capital Partners, L.P
Dunluce Investors III, LLC
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Marketing Plan
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Market Need
 “Avoiding lines is a fundamental desire for
people who attend public venues.”
Primary Target
 Large scale theme parks.
Secondary Target
 Smaller theme parks and other attractions.
Research Competition
Advertising Strategy
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Blue Team Survey
For a small fee, no more than $5.00, would
you be willing to pay for a customized
itinerary whereby you could shorten your
wait for selected attractions?
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Blue Team Survey
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There are over 40 major theme parks in the
continental United States.
Anheuser-Busch Theme Parks (Busch Gardens,
Sea World, Adventure Island/Water County)
 Six Flag Theme Parks (18 different locations)
 Paramount Theme Parks (Kings Dominion)
 Universal Theme Parks
 Disney Theme Parks (Disney World, Disney Land)
 Cedar Point
Busch Gardens Europe is our case study.
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Secondary Markets
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Dollywood
Cypress Gardens
Knotts Berry Farm
Knoebels
Guntown Mountain
Santa Claus Land
Libertyland
Ski Resorts
Water Parks
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Marketing Plan
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Target Market Roll-Out
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Initial: Busch Gardens Europe, VA
Secondary: nationwide
Final: worldwide
Advertising Mediums
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IAAPA website & journal
Websites
Direct marketing
IAAPA = International Association of Amusement Parks and Attractions
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Evaluation Plan
Frequency of Evaluation:
Each phase will be
evaluated based on its
respective evaluation
check list.
1. Weekly
2. As needed
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Evaluation Plan
Our project will be evaluated based upon:
 Time
 Cost
 Scope
 Quality
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Phase 0 – Conception
Milestones and Deliverables
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Phase 1 Org Chart
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Phase 1 Budget
Staff
Quantity
Hours
Rate
Total
Student Team members
5
640
$15
$48,000
Database Consultant
1
200
$32
$6,400
Web Application
Consultant
1
200
$29
$5,800
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Total
$60,200
Overhead
$24,080
Total Phase 1
Staff Budget
$84,280
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Phase 1 Budget
Item
Part Number
Quantity
Price
Cost
RFID Reader
GAO2407
3
$98
$294
RFID Writer
GAOF5
1
$80
$80
RFID Cards
Mifare 1K
100
$0.70
$70
Application Server
Dell 2950
1
$3,200
$3,200
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Total Phase 1
Equipment
Budget
$3,644
Total Phase 1
Budget
$87,924
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Phase 1 – Proof of Conception
Milestones and Deliverables
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Phase 2 Org Chart (Zak)
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Phase 2 Budget
Staff
Quantity
Hours
Rate
Total
Project Manager
1
960
$42
$40,320
Software Engineer
4
960
$35
$134,400
QA Engineer
2
960
$32
$61,440
Web Developer
1
960
$29
$27,840
Database Specialist
1
960
$32
$30,720
Technical Writer
1
960
$28
$26,880
Network Engineer
1
960
$33
$31,680
IT Specialist
1
960
$32
$30,720
GUI Developer
1
960
$32
$30,720
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Total
$414,720
Overhead
$165,888
Total Phase 2
Staff Budget
$580,608
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Phase 2 Budget
Item
Part Number
Quantity
Price
Cost
RFID Antennae Gates
Envision Ware
6
$2,000
$12,000
RFID Writer
GAOF5
2
$80
$160
RFID Cards
Mifare 1K
100
$0.70
$70
Development Servers
Dell 2950
5
$3,200
$16,000
Application Servers
Dell 2950
5
$3,200
$16,000
RFID Kiosk
Slab X2
3
$3,000
$9,000
Routers
Cisco 2611
5
$365
$1,825
Notebook Workstations
HP nx6325
11
$875
$9,625
MS SQL Developer Toolkit
1
$50
$50
MS Visual Studio Pro
4
$799
$3,196
MS SQL 2005
5
$13,819
$69,095
Total Phase 2
Equipment and
Software Budget
Total Phase 2
Budget
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$137,021
$717,629
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Phase 2 – Critical Design
Milestones and Deliverables
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Phase 3 Org Chart (Zak)
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Phase 3 Budget
Staff
Quantity
Yearly Salary
Total
Project Manager
1
$80,640
$80,640
Software Engineer
4
$67,200
$268,800
QA Engineer
2
$61,440
$122,880
Web Developer
2
$55,680
$111,360
Database Specialist
2
$61,440
$122,880
Technical Writer
1
$53,760
$53,760
Network Engineer
2
$63,360
$126,720
IT Specialist
2
$61,440
$122,880
GUI Developer
2
$61,440
$122,880
Finance Manager
1
$89,000
$89,000
Marketing Director
1
$85,000
$85,000
Attorney
1
$105,000
$105,000
Customer Support Rep
2
$41,000
$82,000
Total
Overhead
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Total Yearly
Phase 3 Staff
Budget
$1,306,800
$522,720
$1,829,520
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Phase 3 Budget
Item
Part Number
Quantity
Price
Cost
Development Servers
Dell 2950
2
$3,200
$6,400
Routers
Cisco 2611
5
$365
$1,825
Desktop Workstations
HP xw4400
13
$829
$10,777
Printe/Copier
HP Laserjet 2800
2
$699
$1,398
2
$799
$1,598
Total Phase 3
Equipment and
Software Budget
$21,998
MS Visual Studio Pro
Total Phase 3
Budget (First
Year)
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$1,851,518
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Phase 3 – Production
Milestones and Deliverables
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Budget Recap
April 5, 2007
Phase 1
$87,924
Phase 2
$717,629
Phase 3 (First Year)
$1,851,518
Implementation Cost
$2,657,071
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Break Even Analysis
$9,000,000
$8,000,000
$7,000,000
Revenue
$6,000,000
$5,000,000
Revenue
Implementation Cost
$4,000,000
$3,000,000
$2,000,000
$1,000,000
$0
0
1
2
3
Year
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Per Park Revenue By Year
Yearly
Attendance
Season
Days
ThrillPass
Royalties
RFID Pass
Royalties
Revenue By
Park
Year
Park
1
Busch Gardens Europe
2,600,000
162
$405,000
$548,750
$953,750
1
Busch Gardens Africa
4,310,000
364
$1,092,000
$804,500
$1,896,500
2
Cedar Point
3,100,000
162
$405,000
$673,750
$1,078,750
2
Paramount's Kings Dominion
2,500,000
162
$405,000
$523,750
$928,750
2
Universal Orlando
6,100,000
365
$1,095,000
$1,251,250
$2,346,250
3
Universal Hollywood
4,700,000
365
$1,095,000
$901,250
$1,996,250
3
Six Flags Great America
2,860,000
162
$405,000
$613,750
$1,018,750
3
Paramount's Kings Island
3,300,000
162
$405,000
$723,750
$1,128,750
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Return On Investment
 Pilot customer amortized cost of $148.6K per year
over five years
 Cost per season day is $900 for a 162 day season
 Only 180 passes required to break even at $5 each
 If an average of 2000 passes are sold per day,
realized profit is $1.5 Million for the customer
 1000% return on the initial investment
 ThrillTracker Inc. will receive a $1 royalty on each $5
ThrillPass sold and $.25 on non-ThrillPass RFID
tickets
 Estimated first year revenue of $2.85 Million
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Return On Investment
The less time patrons spend in line….
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More time to visit shops and concessions (and
spend money)
Better experience at the park
More likely to return to the park
Better distribution throughout the park
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Conclusion
Let Thrill Tracker collect real-time data on major attractions
throughout your park and increase the thrill for your park
patrons!
“It's been my experience that real time data is a good
thing... I do see value, from the facility operator's
perspective, of having real time data; especially if
reporting can be automated and formatted to meet
specific needs.”
- Mr. Stagner
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References
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http://www.safetzone.com/
http://en.wikipedia.org/wiki/RFID
http://www.themeparkinsider.com/reviews/
http://en.wikipedia.org/wiki/Busch_Gardens_Europe
http://www.rcdb.com/pd20.htm
http://blog.tmcnet.com/wireless-mobility/rfid-vs-wifi-for-hospitalinventory-tracking-systems.asp
http://www.tech-faq.com/rfid.shtml
http://www.envisionware.com/gates
http://www.dell.com/content/products/features.aspx/pedge_2950?c=
us&cs=04&l=en&s=bsd
http://www.smartcardworld.com/mifare1k.asp
http://www.techdefenders.com/productcart/pc/viewPrd.asp?idcategor
y=8&idproduct=2047
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References cont.
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http://www.slabb.com/public/x2/overview.html
http://www.microsoft.com/industry/hospitality/solutions/guesttechnolo
giesarticle.mspx
http://www.informationweek.com/story/showArticle.jhtml?articleID=4
7208448
http://www.safetzone.com/stz_product_reporting.htm
http://www.allbusiness.com/technology/computer-hardware-radiofrequency/10661-1.html
http://news.com.com/Theme+park+takes+visitors+to+RFIDland/2100-1006_3-5366509.html
http://www.pdcorp.com/crowd-control/
http://www.mousepal.com/
http://www.sptimes.com/2004/12/15/Columns/Busch_Gardens_buck
s_g.shtml
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Questions?
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Appendix
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Major Attractions at Busch Gardens
Europe (BGE)
Alpengeist
Apollo's Chariot
Griffon*
Loch Ness
Monster
Big Bad Wolf
Riders
per train
Number
of trains
Duration
Maximum
capacity
per hour
32
3
3:10
1820 riders per
hour
36
3
2:15
1750 riders per
hour
30
-
3:00
1400 riders per
hour
-
-
2:10
-
28
3
3:00
-
*NOTE: Information on this attraction is estimated, as it is still under construction. Due to its
being new this season, it is likely to be extremely popular.
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What is RFID?
RFID – Radio Frequency Identification
There are two types of RFID:
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Active
Passive
The main difference is that active RFID has its own
battery power source, where as passive RFID
achieves its charge from radio waves.
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Why RFID?
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Process Flow: Access Of Thrill Tracker Account
Via Kiosk
Patron
Places RFID
Pass Near
Scanner
Pass Detected
Can The
Pass Be
Read ?
No
Display
Error
Is The Pass
Valid ?
Run The
Account Setup
Routine
No
Is There An
Associated
Account ?
No
Yes
Retrieve
Account Data
From Data
Base
Store Account
Data In Data
Base
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Run The
Account
Access
Routine
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Process Flow: Ride Access Using Thrill Pass
Patron
Places RFID
Pass Near
Scanner
Pass Detected
Can The
Pass Be
Read ?
No
Red Error
Light
Yes
Is The Pass
Valid ?
Yes
Run The
Account
Access
Routine
No
No
Is The Ride
And Time
Correct ?
Retrieve
Account Data
From Data Base
April 5, 2007
Yes
Run The
Account
Update Routine
Green Light
Open Gate
Update
Account Data
In Data Base
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Estimated Cost Of Equipment and
Services Provided “In the Box”
Item
Part Number
Quantity
RFID Antennae Gates
EnvisionWare Renaissance
RFID Passes
Mifare 1K
Application Servers
Unit Cost
Total Cost
120
$2K
$240K
200,000
$0.46
$92K
Dell PowerEdge 2950
8
$3.2K
$25.5K
Firewalls
Juniper Netscreen 25
2
$2.7K
$5.4K
RFID Kiosks
Customized Slabb X2
60
$3K
$180K
Development Cost
1
$100K
$100K
Installation and Integration
1
$100K
$100K
Total
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$743K
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