A day at the pier, ready in your wallet.
How Morey’s Piers made ride access and guest value easier to use.
Illustrative compositions include redacted screens from the Morey’s Piers Wallet experience.
From purchase to pier
For a season-pass holder, a day at Morey’s Piers once began with an extra stop. Guests showed a physical pass at an admission booth to collect the ride tickets they needed. At busy times, the process added to lines and kept staff occupied with a task that happened before the guest could get to an attraction.
Morey’s wanted guests to carry their access on the phones they already had. A digital pass could give them the right benefits at ride and other scanners, removing the booth visit for eligible uses. It also offered a way to bring admission, season passes, ride credit, and loyalty into a more connected guest experience.
Sunset Sky Creative designed and built the guest application and wallet experience end to end, guided by Morey’s priorities. The work connected with the venue’s existing admissions systems and added the support needed to issue, manage, and update digital passes.
A clear path from purchase to wallet
A guest can open a personalized link or find a purchase with an order ID and barcode. The application shows the passes attached to that purchase and explains when one needs attention—for example, if it has expired, been refunded, or is not yet active. Guests can see what they have before trying to use it at a scanner.
The steps adapt to the pass. A season pass may need the holder’s details, a photo, or acceptance of terms; other tickets can take a shorter route. Guests can correct their information, upload and preview a photo when required, and then add an eligible pass to Apple Wallet or Google Wallet. The application explains each step so a guest knows what is needed to get ready for a visit.
A pass that works throughout the visit
Each pass is made for the way it will be used. It can show the holder’s photo when required, use artwork and colors that make the product recognizable, and present a barcode or QR code for scanning. At Morey’s, eligible passes bring ride access directly to scanners, so the guest can move from purchase to the attraction with fewer stops.
The layout can do more than display a code. Morey’s Apple Wallet passes can use a poster-style presentation that gives the ticket a distinctive visual identity while keeping the pass type, holder, and relevant dates or status easy to find. A custom layout can also include additional information beneath the main ticket, a venue map, and links to useful details such as operating hours, parking, and accessibility. The content and artwork can be chosen around what a guest needs at that venue.
Location cues can help Wallet surface a Morey’s pass on a guest’s Lock Screen near a pier. For other venues, a pass can also be designed around a relevant date or time, so it is easier to find as an event or visit approaches. Wallet decides when to show a relevant pass. Eligible Apple passes can also be tapped at NFC readers, giving guests another quick way to use them at the point of entry or a ride.
Security matters when a phone becomes a ticket. For eligible Apple passes, Sunset Sky Creative implemented iCloud Binding, which associates a guest’s pass with the Apple Account used to add it to Wallet. A pass intended for one person cannot simply be forwarded to another Apple Account and used as that person’s access. This helps protect season-pass entitlements, gives guests greater confidence that their access stays with them, and reduces the need for staff to resolve improper sharing.
Sunset Sky Creative is one of a very select number of partners authorized by Apple to implement iCloud Binding passes. The capability is not a standard option available to every Wallet developer: Apple reviews the use case and grants additional entitlements before it can be implemented. That approval makes it possible to offer stronger controls for individual passes while keeping other products flexible. For example, a shareable stored-value card can still be passed to another named guest when the venue permits it.
More than admission
A wallet pass can keep helping after entry. Morey’s stored-value cards show available ride credit, giving guests a convenient way to see what they have left. Morey’s Fam Club loyalty cards can also live in Apple Wallet and Google Wallet.
The application checks for changes to stored value and prepares affected passes for an updated balance. An update time gives the guest context for the amount shown; the timing of an update appearing on a phone depends on the wallet and device. This turns the pass into a useful companion during a visit, where access and available value can change over time.
Sharing and support
For eligible products, a cardholder can enter another guest’s details and send a private sharing link. The venue can set rules for each product, keeping shareable value distinct from passes intended for one person.
Guests need a simple experience; staff need answers when a pass is not working as expected. Morey’s team can search for a pass, check its status and holder information, review photo and wallet details, and investigate errors. They also have statistics and tools for handling pass exceptions. This makes it easier to resolve a specific issue without sending a guest through a chain of disconnected systems.
The same application supports passes with different needs: a photo season pass, an admission ticket, a changing ride-credit balance, or a loyalty card. Each follows its own rules, while guests and staff get a consistent place to manage them.
What changed at Morey’s
Nearly 200,000distinct pass identities processed across Apple and Google Wallet workflows
The application has recorded nearly 200,000 distinct digital wallet pass identities across Apple and Google Wallet workflows. That is a count of passes processed by the system, rather than confirmed wallet saves or unique guests.
Morey’s has seen fewer guest-service issues, less work at booths, and faster use at rides and games. Families have fewer paper vouchers and tickets to carry. Those are practical changes for both sides of a busy venue: guests spend less time waiting, and staff can spend less time on routine ticket handoffs.
“Families love the convenience of not having to carry multiple paper vouchers and tickets.”
What this could mean for other venues
The same approach can be shaped around the journeys and costs that matter at another venue. An attraction might connect admission, ride access, stored value, and loyalty. An event space might focus on entry, different levels of access, and purchases during a visit. A membership venue might make recurring benefits easier to carry and recognize. The specific pass, sharing rules, and staff tools can fit the operation.
The business opportunity starts with everyday friction: booth visits that can be avoided, tickets that must be printed or replaced, staff time spent resolving access questions, and stored balances guests cannot easily see. Reducing those steps could generate significant operational and financial savings at scale. The amount depends on the venue’s volume and current processes; Morey’s experience shows what to design for, while a new project should measure its own results.