INTIX 2025’s Inspiration Stage workshops attracted a wide range of association members, eager to gain more knowledge on everything from developing new pricing strategies to increasing team productivity to improving one’s organizational skills. But it was the “tech heads” among the INTIX faithful who perhaps benefited the most with workshops like “Transforming Attractions Experiences With Mobile Wallet and Paperless Tech.”
This particular session was presented by Brendan Ciecko, founder and CEO of Cuseum, a Boston-based software company that has developed a suite of tools — everything from digital membership cards to member portals to mobile apps — for museums, science centers, aquariums and other similar venues. Attendees discovered how mobile wallet and paperless technologies are indeed revolutionizing consumer experiences at these places. The session was a lively one, and we sat down with Ciecko recently to look back on the lessons learned:
The Paperless Revolution
Even a few months removed from INTIX 2025, Ciecko was eager to talk about how paperless technologies have revolutionized the consumer experience at museums and other attractions. He says that paperless technologies have completely stepped up the standards of convenience and accessibility at these venues. Visitors no longer need physical tickets, plastic membership cards, printed maps or clunky guidebooks.
Brendan Ciecko
“Everything can be seamlessly accessed on their smartphones,” he says. “This not only simplifies entry and purchases, but also opens up more dynamic interactions, enhancing visitor satisfaction and reducing the friction points and physical inefficiencies that existed in the past.”
In particular, such tech is making strides in helping to develop highly effective loyalty programs. “Digital wallets and paperless tech make loyalty programs significantly more engaging and user-friendly,” says Ciecko. “They enable real-time updates, instant rewards and personalized communications directly through the visitors’ or members’ phones.”
Members can track benefits, unlock rewards, access exclusive content and generally feel more connected to the institution. According to Ciecko, “the result is a more meaningful, frictionless relationship that builds sustained loyalty and satisfaction over the long-term.”
Initiating the Uninitiated
For those INTIX members unfamiliar with what a "digital wallet" is and what makes it so cool, Ciecko explained the tech in basic terms. A digital wallet, such as Apple Wallet or Google Wallet, is essentially your smartphone's virtual equivalent of your physical wallet. It securely stores digital versions of tickets, membership cards, credit cards, loyalty passes, coupons and even IDs.
Ciecko states, “What makes your mobile wallet so great is its ease of use, as well as the fact it is secure, convenient and eco-friendly. Your mobile wallet lets you keep everything you need in one place and also opens up a world of new opportunities through personalized and contextual offers and benefits that pop up at the right time and place. Plus, you'll never have to fumble through your wallet or purse again or stress about forgetting or misplacing your membership card! It's always conveniently right on your phone!”
Of course, with all things technology, there will always be an intimidation factor among some when it comes to implementing any new innovation. How does a venue’s leadership overcome this? Ciecko was quick to reply: “The key is openness, thoughtful communication and gradual adoption. Offer simple and clear explanations, accessible tutorials and hands-on demonstrations that address fears or hesitations directly.”
He continues, “Engage staff first to build their confidence and enthusiasm. This cascades positively to visitors. Most importantly, highlight clear benefits to end users, reinforcing that the new technology is there to enhance their experience and make their lives easier.”
Other Pluses
Digital tickets can indeed improve everything from venue access to point of entry to wait times. Digital tickets streamline the entire visitor entry experience from end-to-end. “There's no waiting at the box office or long waits at the entrance, which dramatically reduces lines and crowding,” Ciecko says. “Digital tickets also allow for instance gratification as they’re delivered soon after the purchase takes place. This all ensures smoother operations and happier guests and visitors.”
Finally, there is always new and emerging technology on the horizon that industry professionals like Ciecko are excited about. Top on his list is the expanding potential of artificial intelligence (AI) and generative AI in creating highly personalized messaging and experiences. “And doing so with limited additional effort from museum staff who already have enough tasks on their to-do lists!” he concludes. “Imagine dynamically adapting content, storytelling and even interactive exhibits based on each visitor’s individual preferences and previous interactions. This level of personalization has the potential to fundamentally elevate visitor engagement and transform the way cultural institutions attract, engage and retain their audiences.”
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