Area 51 is scaling to 19 venues. That kind of ambition needs a partner that can match it.

Area 51 is building towards 19 venues by 2028. From day one, the team knew that ambition would live or die by the platform underneath it.

Michael had seen what the wrong technology does to a growing business in previous roles. The workarounds, the inconsistencies, the years lost to a bad decision. 

He wasn't going to let it happen at Area 51, because consistency across every venue is a cornerstone of their growth plans. Every booking, waiver, party package, and café order needed to work identically at venue one and venue 19. Without that, the guest experience fractures, operational costs balloon, and the expansion plan starts to fall apart.

Area 51 needed one platform that could hold it all together.

Before the first venue even opened its doors, Michael knew he was choosing the operating foundation for a national brand.

The product was one part of the decision, but it wasn’t the complete picture. The relationship behind the technology was just as important to the Area 51 team. They didn’t want anything slowing them down, especially support when it matters. 

Now they have a technology partner that keeps pace with their ambitious growth plans, supporting key areas of Area 51’s business, from guest interactions to behind-the-scenes operations.

The same experience, everywhere: Every Area 51 location runs on the same foundation, so guests get the same booking and in-person experience no matter which state they're in. And the easy-to-use platform doesn’t just make things smoother for guests. As Michael puts it, "ROLLER's intuitive interface means I can teach someone reception in five minutes."

New venues launch faster: Opening used to mean rebuilding the platform from scratch. ROLLER's HQ feature eliminates that entirely because their technology is online in just a few clicks. So, the team can focus on what actually matters, building incredible attractions.

Parties are a low-touch revenue backbone: Michael speaks plainly on this, "If you haven't got parties, you haven't got a business." ROLLER makes party management seamless for guests and staff. When their Castle Hill location opened, 136 party bookings came in within 24 hours. The systems were ready before the doors were.

Every guest becomes an asset: At Area 51, every guest completes a digital waiver. With ROLLER, that's more than just a formality. Every waiver creates a record that feeds straight into segmentation tools, building marketing lists that reach the right families in the right postcodes at the right time.

Revenue across the whole week: Area 51 uses ROLLER's smart pricing tools to reward off-peak visits and group bookings by offering different prices across the week. It turns quiet days into busy ones, so the business earns across the full week, not just on weekends.

A platform that grows with you

Area 51 is building something big, and the platform has to match that energy. The more venues they open, the sharper the operation gets, and ROLLER keeps pace with every step.

Ready to scale your venue like Area 51? We’d love to chat