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Improving the customer journey and user experience

Fårup Sommerland has taken the customer journey to a new level with a digital solution designed to improve the overall customer experience and increase the commercial opportunities. Venue Manager together with our sister company Combine, has entered into an exciting collaboration with Fårup Sommerland, which has a desire to transform the digital customer journey throughout the park. The collaboration has already resulted in an exciting solution, including a web shop and a new app to improve the overall experience.

“It's not a secret that a digital focus is a must if you want to do business today - and in the future. That is why, in recent years, Fårup Sommerland has undergone a comprehensive digital transformation, which we try to consider in every aspect of the business. It is a comprehensive and resource intensive process, but we see it as a solid investment in creating a better experience for our guests”, emphasizes Rasmus Mortensen, Marketing Manager, Fårup Sommerland

Venue Manager has created a new web shop for Fårup Sommerland where it is possible to buy annual passes, different kind of tickets and gift cards. Through an interactive calendar it is possible to see opening hours and days – while purchasing the chosen ticket type. The newest shot on the tribe is an app that includes a number of features which will both enhance the experience for the guests and increase the commercial opportunities for Fårup. In the app the guests will have the opportunity to purchase and store digital tickets and annual passes. An automatic flow ensures that visitors receive push messages with good offers, for example purchasing extra days or upgrading their day ticket to an annual pas – which all can be handled from the app. At the same time, guests have the opportunity to use the app to plan their way through the Fårup Sommerland using a map of the park, information about the various rides and also current queue times.

Several new features are already proceeding. The success criterion is a solution that supports information, online service, sales, booking and other communication and gives guests a consistent experience before, during and after a visit in Fårup.

“We have managed to create an intelligible customer experience across sales of tickets and annual passes, hotel booking and the websites other content. The solution gathers and presents the data from different underlying systems in a user-friendly expression. We are proud and happy with the result. And with the app, new business models and new services have been created for users.” comments Jakob Norgaard Mortensen, CEO, Venue Manager A/S.



Fårup Sommerland is an amusement park in the Northern part of Denmark.

Fårup Sommerland compromises a total of 110 hectares, of which the park itself with rides, pedestrian areas, dining areas and parking lot fills approx. a quarter. This amounts to nothing less than 55 soccer fields.

The largest one-day attendance was when 18,842 guests visited Fårup Sommerland. In 2015, 2016 and 2017 they have been the second-best amusement park in Europa (Kirmes) and the third best service in the world in 2015 (IAAPA).

In 2007 Fårup Sommerland went from being a 4-star to be 5-star attractions the Danish Tourist Attraction's classification of Danish attractions. This is the maximum number of stars, and that means that Fårup Summerland is "a sterling attraction at the international level".

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