“Unlimited”… a good idea for your park?

Perhaps you've already seen it with some competitors: an unlimited pass or subscription allowing access to 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 overwhelm my business or cause me to lose sales at full price?"

These concerns are understandable. Many operators worry that subscribers will monopolize their facilities (bowling alleys, laser tag, VR, action games, etc.) to the detriment of other customers.
But the reality on the ground is quite different… and much more positive than one might imagine.

Subscribers are coming in smaller numbers than expected… and that's good news

A surprising fact, but verifiable in all sectors (parks, gyms, swimming pools, ropes course …): users of unlimited offers under-use 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 the most” of each visit, which relieves congestion during peak periods .

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

An optimized customer experience

By removing the constraint of having to “do everything” in a single visit, the subscription makes the experience more pleasant for the customer… and simpler for you.

• Less stress for visitors : no need to "fit everything in" one day.
• Less pressure on unforeseen events : a VR breakdown, a delay to a laser game session… Subscribers accept it better because they know they can come back.
  
• Better flow management : visits are spread out over time, which improves the quality of service.

A subscriber 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 upselling

The figures are clear: subscribers spend more in restaurants, shops, and other services .
Why? Because their entry ticket is already "paid" through their subscription. This frees up their daily budget for other expenses.

Concrete examples:

• Purchases in restaurants (menus, drinks, premium snacks)
• Souvenirs and related products
• Customized experiences (workshops, photo shoots, exclusive activities)
• Additional services (locker, reserved parking…)

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

Customer loyalty and reduced acquisition costs

One of the biggest advantages of subscriptions is their ability to build lasting customer loyalty.

• Automatic renewal : many subscribers do not have the reflex to stop 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 revenue

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

• +13% to +25% increase in revenue
• A increase in attendance , better distributed throughout the week
• An increase in additional sales per visitor

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

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

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

Unlimited access is therefore perfectly compatible with activities with reduced capacity , provided that it is calibrated:

• The number of passes available
• Booking slots for certain activities
• Prices vary depending 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.

Why? Because:

• Recurring payments ensure financial predictability .
• Visitors prefer to spread out the expense rather than pay a large amount all at once.
• Regular engagement creates a stronger bond with your brand.

For the moment, few parks dare to take the plunge. But those that have done so do not go back.

The keys to success for your unlimited offer

1. Position the price correctly : attractive enough to entice customers, but designed to remain profitable.
2. Limit the number of passes to keep control over attendance.
3. Include exclusive benefits (in-store discounts, priority access, invitations to events).
4. Communicating about freedom : visits without constraints, more flexibility, improved experience.
5. Implement data tracking to adjust the offer according to actual usage.