If you’ve ever enjoyed the magic of Disney or marveled at an interactive exhibit, you’ve experienced global-themed entertainment (GTE) firsthand. But behind every magical moment is a well-oiled machine of revenue operations that ensures these experiences are not only unforgettable but also profitable.

I’m Allison Niedermeier Lee, Founder and President of Evie Productions, and I’ve spent over 20 years immersed in the world of entertainment, from film and TV to large-scale events and experiential experiences.

In this article, we’ll explore how RevOps can be the secret ingredient in making entertainment experiences both impactful and profitable. We'll dive into the world of GTE and LBE (location-based experiences), the consumer journey, and the different ways RevOps helps optimize revenue streams. 

Ready to see how we can turn entertainment into not just a great experience, but also a long-term business success? Let’s get started.

What is global themed entertainment?

If you haven’t heard of global-themed entertainment (GTE) before, don’t worry – you’ve probably experienced it without realizing it. GTE refers to entertainment experiences built around a specific theme, narrative, or franchise. 

Think about places like Disney World, Universal Studios, or any of the major theme parks you’ve visited – they’re all examples of GTE. But it doesn’t just stop there; GTE spans across multiple categories:

  1. Theme and amusement parks: Disney, Universal, Six Flags, and others. These iconic parks dominate the industry and are massive revenue generators. The scale and reach of these parks make them household names.
  2. Themed resorts and restaurants: Places like Hard Rock Café, Rainforest Café, and even LEGO Land, where the theme carries through to every detail of the environment.
  3. Live entertainment shows: Cirque du Soleil, Blue Man Group, or Broadway performances. These shows often take place in immersive environments, where the experience goes beyond just watching a performance.
  4. Attractions and exhibits: Museums, aquariums, and zoos – where technology, storytelling, and the environment come together to engage visitors in unique ways.
  5. Location-based experiences (LBE): This is where it gets particularly interesting for me. LBEs are entertainment experiences designed to take place in specific physical locations. Think escape rooms, interactive exhibits, and even the immersive Color Factory in New York, where the entire experience is built around the concept of color.
Revenue in plain sight: What’s really hurting growth
In this live session, you’ll hear from Curtis Schroeder, Head of Research & Insight, Varicent, and Zach Faithful, Sales Performance Management, Deloitte as they walk through what is really hurting your revenue growth.
Revenue Operations AllianceRevenue Operations Alliance

The role of RevOps in GTE and LBE

Now that you know what GTE is, let’s talk about how RevOps fits into all of this. RevOps isn’t just for SaaS or tech companies – it’s incredibly valuable in the entertainment world too.

One of the core elements that makes RevOps so effective is cross-functional collaboration. In the entertainment industry, you have development, marketing, operations, and customer service teams all working together to bring an experience to life. But these teams don’t always speak the same language, and this is where RevOps steps in. It breaks down silos and ensures everyone is aligned, working towards the same revenue-generating goals.

For example, my experience in GTE has shown me how important it is for the creative teams to collaborate with marketing and operations. As a producer, my job isn’t just to create something that looks good or sounds good – it’s to ensure that we can make money off of it. 

RevOps helps us figure out the best way to bring a product to market and generate sustainable revenue streams. And it doesn’t stop once the product is launched; RevOps continues to optimize and improve revenue potential throughout the entire lifecycle of an entertainment experience.

Let’s take ticketing as an example. With RevOps, we’re able to analyze data, optimize pricing, and identify the most profitable ticket types. It’s not just about the number of people attending the event – it’s about understanding their behavior and adjusting pricing and offerings in real time.

How customer journey testing can improve your CX
Discover how customer journey testing can transform your customers’ experience through iteration based on data. And why RevOps should manage this process.
Revenue Operations AllianceRebecca Stewart