“Unlimited”… a good idea for your park?

Perhaps you've already seen it from some of your competitors: an unlimited pass or a subscription that allows you to access the park as many times as you want, by the day, month, or year. And perhaps you've asked yourself: "Is this model really profitable? Won't it saturate my business or cause me to lose sales at full price?"

These concerns are understandable. Many operators fear that season ticket holders will monopolize their facilities (bowling, laser tag, VR, action games, etc.) to the detriment of other customers.
But the reality observed on the ground is quite different... and it's much more positive than one might imagine.

Subscribers are coming in less than expected… and that’s good news

A surprising fact, but one that can be verified in all sectors (parks, gyms, swimming pools, ropes course , etc.): users of unlimited offers underuse their subscription .

• The majority do not come as often as they could .
• Visits are often shorter , but more frequent .
• Subscribers do not feel the pressure to “make money” from each visit, which eases congestion during peak periods .

Result: your fleet is not saturated, your operating costs remain under control and you benefit from a source of recurring and stable income .

An optimized customer experience

By removing the hassle of having to “do everything” in one visit, the subscription makes the experience more enjoyable for the customer… and easier for you.

• Less stress for visitors : no need to “fit everything in” in one day.
• Less demand for unforeseen events : a VR breakdown, a delay to a laser tag session... Subscribers accept it better because they know they will be able to come back.
  
• Better flow management : visits are spread out over time, which improves the quality of service.

A member perceives your park as a holistic experience , not a series of timed activities. This perception reduces pressure on your teams and contributes to lasting customer satisfaction.

Additional income through additional sales

The numbers are clear: subscribers spend more in restaurants, shops, and related services .
Why? Because their entry ticket is already “paid” through the subscription. Their daily budget is freed up for other expenses.

Concrete examples:

• Restaurant purchases (menus, drinks, premium snacks)
• Souvenirs and derivative products
• “À la carte” experiences (workshops, photo sessions, exclusive activities)
• Additional services (locker, reserved parking, etc.)

These secondary sales increase the overall profitability of the unlimited offer, even if access to the park is included.

Loyalty and reduction of acquisition costs

One of the biggest benefits of subscriptions is their ability to customer loyalty

• Automatic renewal : Many subscribers don't automatically cancel their subscription, which ensures a revenue base without additional marketing effort.
• Reduced acquisition costs : less need for expensive campaigns to bring these customers back.
• Ambassador effect : Satisfied subscribers talk about you and bring family and friends, generating word of mouth and new sales.

In the long term, this model builds an engaged community around your park.

Measurable results: up to +25% in turnover

We monitored three customer parks (multiplexes combining karting, bowling, action games, trampolines, laser tag, VR, climbing, etc.) that had integrated a subscription or unlimited access system.
The results observed over 12 months:

• +13% to +25% turnover
• A regular increase in attendance
• An increase in additional sales per visitor

These figures confirm that unlimited is not a risk, but rather a growth accelerator .

“What if I have too many subscribers?”: Quota management

The fear of your park being overcrowded can be alleviated by implementing a maximum number of subscribers .
This is already being done by some major players, such as Disney, who are temporarily suspending sales to preserve the experience and reinforce the feeling of exclusivity.

Unlimited is therefore perfectly compatible with activities with reduced capacity , provided that you calibrate:

• The number of passes available
• Booking slots for certain activities
• Prices based on demand

The future of leisure is… monthly

The market is moving towards unlimited access plans with monthly payments . Netflix
did it for video, Spotify for music, gyms for fitness… and amusement parks are starting to follow suit.

Why? Because:

• Recurring payment provides financial predictability .
• Visitors prefer to spread the cost rather than pay a large amount at once.
• Regular engagement creates a stronger connection with your brand.

For the moment, few parks dare to take this step. But those that have done so are not turning back.

The keys to making your unlimited offer a success

1. Position the price well : attractive enough to seduce, but designed to remain profitable.
2. Limit the number of passes to maintain control over attendance.
3. Include exclusive benefits (in-store discounts, priority access, event invitations).
4. Communicate about freedom : unconstrained visits, more flexibility, improved experience.
5. Implement data tracking to adjust the offer based on actual usage.