Looking for daily inspiration?  Get a quote from the top leaders in the industry in your inbox every morning.

Tired of outdated systems holding your attraction back? Gatemaster believes technology is part of the experience, transforming every touchpoint into an opportunity. Imagine seamless online booking, effortless mobile ordering, and data-driven insights at your fingertips. Ready to revolutionize your guest journey and maximize revenue? Power your attraction with Gatemaster. Discover the future at Gatemaster.com.

Sondra Shannon is the Chief Executive Officer, and Jake Shannon is the Chief Growth Officer of Gatemaster Technology. With decades of combined experience in operations, business strategy, and technology, Sondra and Jake lead a company that has supported attractions for over 30 years. Gatemaster started as a point-of-sale software provider and has evolved into a full-service solutions partner for attractions of all sizes. In this interview, Sondra and Jake talk about performance coaching, revenue strategy, and technology integration.

“Success is your duty to make sure that your business is protected and that you are growing so that you have generations to pass this on to.”

Jake shares how his exposure to performance coaching through Grant Cardone led to a transformational shift in both his personal and professional life. After becoming Cardone’s top-ranked coach out of 700 worldwide, Jake applied high-performance business principles to Gatemaster, helping nearly double its revenue. Sondra was so inspired by the results that she and COO Tiffany Blair began their own coaching journey to better serve the attractions they work with. They believe that coaching—more than managing—is the key to unlocking growth, developing leaders, and driving revenue across the industry.

“We increased revenue by $150,000 between March and May with no new capital investment or labor investment—just strategy.”

One of the most impactful themes discussed was helping attractions rethink their revenue opportunities by packaging what they already offer in new ways. Sondra explains how creating family bundles, date night deals, and themed packages for a mini-golf client led to a major uptick in revenue with no added cost. By reframing how products are presented and communicating availability clearly (without feeling like an “upsell”), Gatemaster helps clients personalize the guest journey and maximize spend from the first interaction.

“We’re now asking ourselves all the time—who’s got the kind of problems we can help solve, rather than who can I sell this system to?”

As a company that’s been serving attractions since 1994, Gatemaster combines technical expertise with operator experience. Sondra and Jake explain how the company has evolved beyond traditional software, adding managed services to help clients navigate staffing shortages, tool fatigue, and operational complexity. Their technology is grounded in business logic and human-centered design—something that traces back to founder Steve, a chiropractor who built systems around ergonomic functionality. With many clients staying on for over a decade, the long-term relationships reflect Gatemaster’s philosophy of service, customization, and genuine partnership.

You can connect with Sondra and Jake on LinkedIn, or learn more about Gatemaster Technology by visiting gatemaster.com.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

To connect with AttractionPros: