This month, Ellen sat down with Ivey, Sales Operations Manager at Magnolia Gardens, and Alex and Davey from Filoli Garden’s guest services team to discuss what digital transformation means for their gardens, its challenges, and how mobile apps have played a pivotal role in their journey.
Ivey: Magnolia was behind on digital adoption. Pre-COVID, we primarily relied on walk-ups and tour groups to drive revenue, making forecasting or planning staff rotas difficult. Post-COVID, we realised this impacted how guests experienced our 500-acre garden, with its rich history and diverse wildlife. We had long queues at admissions while our team processed each group, and guests frequently got lost. This led us to introduce online ticketing through Gateway Galaxy and later seek out GPS-enabled maps, which brought us to Attractions.io.
Davey: At Filoli, about 90% of our guests already purchased tickets online, so our motivation was different. Our primary goal was to enhance the guest experience by showcasing our seasonal displays and improving wayfinding across our extensive nature trails. A mobile app was the best solution to keep guests informed about what's blooming and guide their exploration.
Ivey: By enabling online ticket purchases and mobile ticket scanning, we’ve dramatically reduced wait times—which previously reached 30 to 45 minutes during peak times. Guests are now more self-sufficient, navigating our property easily without needing a printed map, which also supports our sustainability goals. Around 70% of guests now use the app during their visit.
Davey: At Filoli, the app encourages guests to explore the gardens more. They venture further into our trails because the app highlights pathways, seasonal blooms, and points of interest. It makes exploration more intuitive and engaging.
Davey: We're a very high-touch organisation, so the app hasn't replaced people—it's enhanced our conversations with guests. We believe high-tech will never replace high touch; it only accentuates and improves their experience.
Ivey: We share that viewpoint. The app helps us bring our team's expertise to the forefront of the guest experience. For example, guests wouldn't naturally discover our Director of Horticulture's favourite photo spot without it. It also allows us to share unique historic and horticultural features. If there's a beautiful alligator sunbathing in a pond, we can send a message to let guests know where to find it. Only someone who spends a lot of time here would know these things.
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Alex: Definitely! One of my responsibilities is updating seasonal content, including What's in Bloom and our free talks and tours, which guests can add to their day planner in the app. We also ensure facilities are updated if they change seasonally. For example, our pop-up bars and snack areas shift locations based on the season, so the app must reflect those changes. We don't want hungry guests walking halfway across the property looking for food that was there three months ago! We can update the map instantly instead of reprinting paper maps with the app.
Ivey: Our guests come in the spring to see tulips, daffodils, camellias, and magnolias. We have a huge member base—some visit daily, while others come just once—so we want to cater to both groups.
Our camellia collection dates back to the 1840s and is a major draw. We're now working with IrisBG, a plant collection software, to integrate detailed plant information into the app over the next six years. This will allow guests to pinpoint specific blooming camellias and learn about their history.
Our Director of Horticulture, Jim Martin, is an incredible horticulturalist. He wants guests to see what he finds exciting; sometimes, it's an obscure but stunning plant tucked away in a corner. With the app, we can guide guests to these hidden gems.
Alex: At Filoli, we introduced themed map overlays for special events like our Halloween 'Nightfall' and holiday festivities. This summer, we're adding interactive map icons for our 'Trolls' exhibition, encouraging more exploration of our natural landscapes.
Ivey: Magnolia uses the app to enrich our 'Indigo and Bloom' textile installation. We've embedded our Spotify podcast and will add insights using the new audio tours feature to provide deeper context. Our upcoming 'Nature Pop' LEGO sculpture installation will also be featured prominently with custom map illustrations and narrated tours.
Davey: Don't rush into the tech. Start by defining your primary need. GPS mapping was essential for Filoli, so it guided our vendor selection and approach. From there, we started small, tested internally, and gradually expanded our features. We're not doing ticketing yet, but it's coming. We recently introduced Chinese and Spanish translations. You don't need to launch with everything at once—focus on what will have the most impact.
Ivey: My biggest recommendation is to have one or two dedicated people lead the process and ensure you have an accurate map. Magnolia has been around since 1679, and the gardens opened in 1871. We didn't have a comprehensive map of every pathway and building, which extended our implementation timeline. It still only took four months but having a well-documented map from the start will make a big difference.
To learn more about Magnolia and Filoli’s experiences implementing their mobile apps. Check out the webinar here.
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