If McDonald's can turn a $3 coffee customer into a breakfast regular, why can't you turn your "stroller brigade" into lunch customers?

In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with TJ Christensen, CEO and Founding Partner of BlueGator, a Salesforce consulting firm helping zoos, museums, aquariums, and theme parks turn guest data into unforgettable experiences.

With over 20 years in attractions—including roles at Disney, Wyndham, and a decade leading product strategy at Accesso—TJ has seen firsthand why most attractions are drowning in data but starving for insights. His solution? Apply the RFM (recency, frequency, monetary) framework—the same scoring methodology that powers loyalty programs at retail giants—to the unique challenges of zoos, museums, and theme parks.

From identifying high-frequency, low-spend members to building tech stacks that put operators in control, this conversation explores why your ticketing system isn't a CRM, how AI will change guest engagement, and what attractions can learn from an English Premier League membership box.

You'll hear about:

• The RFM framework explained: how McDonald's turns coffee buyers into breakfast regulars—and how attractions can do the same
• Why your ticketing system is not a CRM (and what to do about it)
• The "stroller brigade" strategy: turning high-frequency, low-spend members into lunch customers
• Why less than 10% of attractions are using data well—and what separates the leaders
• How to assess your tech stack: is it ready for the next five to ten years?
• The Edmonton Zoo's Twitch experiment that generated $60,000 in donations from a red panda
• Where AI fits: SDR agents, service chatbots, and content engines
• Why human connection still matters—and where technology should (and shouldn't) replace it

Timestamps:

(01:35) — TJ's journey: from Disney to BlueGator

(05:02) — From French fries to fundraising: the RFM framework explained

(10:28) — Why attractions are behind on data—and what's changing

(13:00) — Your ticketing system is not a CRM (here's why it matters)

(16:11) — World-class operators, not world-class data people—until now

(22:07) — Flash sales without cannibalization: targeting with CRM data

(25:08) — The photo that sold for $5 after five years—and what it teaches

(27:01) — Extending brand beyond four walls: the EPL membership box story

(28:21) — Edmonton Zoo's Twitch experiment: $60K from a red panda

(33:05) — Why operators hesitate to automate—and how to build trust

(34:04) — What's broken in most tech stacks (hint: it's the silos)

(43:44) — Building in-house capability vs. outsourcing everything

(45:00) — Why BlueGator exists: family memories and life-changing experiences

(49:50) — Where AI fits: SDR agents, service bots, and content engines

(54:27) — Human connection vs. AI: where's the line?

(59:37) — The one thing operators should do after this episode

(1:00:07) — Lightning round: McRib, dynamic pricing, and the metric nobody tracks

About TJ Christensen

TJ Christensen is the CEO and co-founder of BlueGator, a Salesforce consulting firm that helps zoos, museums, aquariums, and theme parks turn guest data into unforgettable experiences. With a background that began at Disney and more than 20 years of hospitality experience, TJ brings deep expertise in how technology can power guest experience.

Through BlueGator, TJ now partners with some of the country's largest cultural attractions to unify ticketing, membership, and fundraising data. He's passionate about using technology to drive impact, elevate guest engagement, and help mission-driven organizations grow.

Connect with TJ on LinkedIn.

🔗 Links & Resources

• Connect with TJ Christensen on LinkedIn
• Learn more about BlueGator
• Learn more about RocketRez
• Follow John and Tim on LinkedIn

About Signal

Signal is the podcast for attraction leaders shaping the future of guest experiences. Hosted by John Pendergrast and Tim Samson, we bring you candid conversations with industry innovators who are building the experiences that bring people together.

Subscribe to Signal wherever you get your podcasts, and visit signal-podcast.com for more episodes and resources.

This episode of Signal is brought to you by RocketRez - powering the world's most successful attraction operations.