More tech, fewer technicians. That’s the new normal. And it’s forcing us to rethink everything.
by Koen Van Belle
Theme parks are built on magic, but behind every magical moment is a complex web of technology and operations. And increasingly, that web is under pressure. Our global survey of theme park professionals revealed a pressing challenge: nearly 41% of parks struggle to find qualified AV technicians, and 25% report shortages in general service staff. This is a structural shift that’s reshaping how parks operate.
A post-pandemic reality
The COVID-19 pandemic didn’t just disrupt attendance; it reshaped the entire talent ecosystem. During extended closures, many skilled technicians left the industry altogether, seeking more stable employment in adjacent sectors. Others retired early or shifted to freelance work.
As parks reopened, they faced a new reality: the demand for technical expertise had grown, but the supply had shrunk. Attractions had become more complex, more digital, and more immersive - yet the people needed to run them were harder to find. Many remaining staff were reassigned to customer-facing roles, leaving a gap behind the scenes.
In our global survey, 21% of respondents identified finding skilled people as one of the top challenges in the theme park business. And right alongside that, 33% pointed to the rapid introduction of new technologies as a major pressure point.
That combination – more tech, fewer technicians – is reshaping how parks operate.
Operational excellence as a brand promise
This talent gap is one of the most significant challenges facing the industry today. Attractions still need to run smoothly. Shows still need to start on time. Guests still expect polished, professional environments.
That’s why I believe operational excellence isn’t just a back-office concern. It’s a brand promise. Downtime is a direct hit to revenue and reputation.
And with technology evolving faster than ever, something nearly a third of our survey respondents flagged as an industry challenge, parks are now looking for ways to ensure that rides and shows operate reliably, even with limited technical oversight. And that’s prompting a broader rethink of technology strategy. The answers I’m seeing? Automation, simplification and smart infrastructure like wristbands for flow control, apps for navigation and payment, and systems that reduce operational complexity.
Technology strategy
When I speak with product experts and park operators, three words come up again and again:
- Ease of use. It is no luxury, it’s a necessity. Visualization systems must be easy to install, monitor, and maintain, operable by generalists, not just AV specialists.
- Resilience. Parks operate in demanding environments – humidity, temperature fluctuations, vibration. Systems must be tested and proven to perform under these conditions, maximum uptime, day in and day out.
- Future-proof. Parks need to plan for the full lifecycle of their technology – from installation to predictive maintenance to eventual replacement. This means choosing systems that offer long-lasting performance, modular upgrades, and predictable service models.
And here’s where the connection to immersive trends becomes clear: technology that is simple, robust, and modular doesn’t just solve operational headaches; it empowers creative teams to deliver media-based attractions and interactive spaces without adding complexity behind the scenes. Projection systems, for example, can be designed to blend invisibly into environments, enabling rapid content updates and thematic overlays without rebuilding physical sets. This flexibility is what allows parks to keep experiences fresh and personalized, even in a talent-strapped world.
Technology isn’t just a tool, it’s a response to a staffing reality that’s reshaping how parks operate.
Creativity over technology
One of the most honest takeaways from our survey was this: the thrill of technology alone isn’t enough. Visitors are becoming more discerning. What captivates them is creativity, the ability to tell compelling stories, evoke emotion, and create memorable moments.
This is a critical insight for park designers and operators. Technology should never be the star of the show; it should be the enabler. The real magic lies in how it’s used to support storytelling, character development, and thematic immersion.
The most successful parks I’ve seen are those that blend media formats, such as projection, sound, lighting, and physical sets, into cohesive experiences. They use technology not to impress, but to express.
Final thoughts
The skilled labor shortage isn’t going away. But with thoughtful planning, smart technology choices, and a commitment to operational excellence, parks can adapt and thrive.
In this new landscape, operational excellence means choosing partners who understand the pressures of park management, and who build solutions that work with, not against, your staffing realities, while enabling the creativity that today’s guests expect. Learn more about the Barco theme parks offerings here.
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