Redefining Visitor Engagement: How Thanksgiving Point Transformed Its Mobile App Into a Must-Have Tool
Thanksgiving Point’s Commitment to Connection
Nestled in the heart of Utah, Thanksgiving Point Institute is a nonprofit treasure, offering world-class gardens, a butterfly biosphere, and interactive museums. Its mission is clear: to inspire transformative family learning by connecting visitors to the wonders of the natural world. Staying true to this vision in today’s fast-paced, digital-first world required bold innovation.
In just one year, Thanksgiving Point reimagined its mobile app, evolving it from a basic ticketing tool into a robust engagement hub. The results speak for themselves: downloads skyrocketed by an astonishing 1,433%, active users surged, and visitor satisfaction hit new heights.
“We knew our app had potential, but it wasn’t living up to it. It was time to refocus, innovate, and make it a tool we could be proud of”
More Than Tickets
When Thanksgiving Point launched its mobile app in 2017, it served as a ticketing-only solution, a helpful first step in digital transformation. However, by mid-2022, it became clear the app could deliver far more value for guest engagement.
Challenges included:
Limited awareness among visitors, with only 4,089 downloads recorded by June 2022.
Narrow functionality focused primarily on digital tickets.
Opportunities to expand features and enhance the overall guest experience.
Visitor feedback and survey insights highlighted an exciting opportunity: with the right enhancements, the app could transform from a transactional tool into a central hub for connection, discovery, and engagement.
A Vision for Digital Engagement
Thanksgiving Point partnered with InstantEncore in May 2022 to rethink its app strategy. Guided by a commitment to connect visitors with learning and discovery, the team focused on creating a platform that could center the visitor experience at every stage.
“We knew our app had potential, but it wasn’t living up to it. It was time to refocus, innovate, and make it a tool we could be proud of,” says Spencer Gregory, Digital Communications Manager at Thanksgiving Point.
The Solution: Building Connections Through Engagement
Thanksgiving Point’s app overhaul was driven by three key strategies:
Content Redesign: An updated interface highlighted time-based content like daily schedules, program details, and event guides.
Enhanced Features: New tools were added, including interactive maps, audio tours, dining reservations, and mobile ordering.
Comprehensive Promotion: Thanksgiving Point utilized email campaigns, SMS reminders, on-site signage, and incentives (like a hot chocolate giveaway during Luminaria) to drive app downloads.
From Tickets to Transformation: A Seamless Visitor Experience
The revamped app isn’t just functional—it’s transformational. Key features include:
Interactive Venue Guides: Custom maps and schedules help visitors explore attractions like the Butterfly Biosphere and Ashton Gardens.
Real-Time Communication: Automated push notifications tailored to ticket types and visitor preferences ensure guests are always informed.
Membership Management: By March 2023, Thanksgiving Point went fully paperless, with members accessing entitlements and digital cards seamlessly through the app.
These updates have made the app a central hub for guests, whether they’re planning their visit, exploring exhibits, or discovering new events.
A Season of Success: Luminaria
The app’s impact was most visible during Thanksgiving Point’s signature holiday event, Luminaria. By focusing communications on app downloads for ticket access and offering exclusive perks like free hot chocolate, Thanksgiving Point recorded over 20,000 new downloads during November and December alone.
“The app allows us to connect with visitors not just before or after their visit, but during. It’s a game-changer for engagement,” Gregory shares.
Results That Speak Volumes
Between May 2022 and April 2023, the results were remarkable:
62,752 total downloads—a 1,433% increase from the prior year.
129,000 digital membership scans, streamlining access and saving time for guests.
Significant improvement in visitor satisfaction, with the net promoter score rising steadily in 2023 and 2024.
What’s Next for Thanksgiving Point
Thanksgiving Point isn’t stopping here. Future plans include expanding app interactivity, incorporating even more visitor feedback, and adding innovative features like AR-enhanced guides and scavenger hunts to surprise and delight guests.
“Our goal is simple: to make every visitor’s experience unforgettable. The app has become a critical part of that vision,” says Gregory.
Your Partner in Digital Transformation
Thanksgiving Point’s journey is a testament to how thoughtfully designed digital tools can transform visitor engagement. With InstantEncore’s InstantApps Advanced, they’ve not only enhanced the guest experience but also strengthened their mission to inspire discovery and connection.
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