What if loyalty wasn't about coupons—but about getting guests to do just one more thing?

In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with Tyler Jacobs, Director of Guest Engagement & Analytics at Morey’s Piers & Resorts, to break down how one of America’s most beloved seaside destinations is modernizing guest engagement without losing its soul.

In just four months with a core team of three, Tyler and his colleagues launched Morey’s FAM Club—Morey's first-ever loyalty program. They integrated multiple systems, cleaned years of guest data, and rolled out a points-based program that delivers real-time offers within five minutes of a guest stepping off a ride.

What makes this story remarkable? Morey's has always been known for its no-discount philosophy. Loyalty at Morey's isn't about giving things away—it's about creating value, nudging behavior, and enhancing the guest experience.

You’ll hear about:

• Why Morey's talked about loyalty for two decades before finally launching—and what changed
• How competing with pizza stands "just feet away" across the boardwalk drove the need for loyalty
• The "make it dumb" philosophy that unlocked years of stalled innovation
• Why offers have to be valuable—and how "buy one chips, get one free" failed
• Building a guest 360 view without massive budgets or giant tech teams
• The edge case that almost broke the system—and how Tyler refused to admit defeat
• Why technology should enhance the experience, not replace it ("What is grandma going to do?")
• How five years of data infrastructure groundwork made a four-month launch possible

Timestamps:

(02:27) — Tyler and Tim's working relationship: why they still talk (almost) dailyy

(07:00) — Why loyalty had been talked about at Morey's for 20+ years

(10:52) — What made "now" the right time to finally launch

(12:22) — Competing without gates: the boardwalk challenge of pizza stands and t-shirt shops

(15:15) — Disagree and commit: how speed forced better decisions

(17:11) — Why offers must be valuable (and why "buy one chips" failed)

(22:28) — Guest experience impact: real-time offers five minutes after riding

(26:58) — The personalization line: when knowing your guest becomes creepy

(39:08) — Season pass holders vs. new visitors: the 50/50 surprise

(43:08) — The free soda trade-off: giving real value in exchange for engagement

(47:02) — The edge case that almost broke everything (and why hope isn't a plan)

(53:05) — Agile development in attractions: it's OK if it's not perfect

(53:41) — The FAM Club name origin: awkward family photos that almost never saw light

(59:28) — Final advice: small scrappy teams can deliver enterprise-level innovation

Tyler Jacobs is a seasoned amusement industry leader specializing in Customer Experience, Analytics, and Marketing. With a comprehensive background spanning guest experience, hospitality, food & beverage, and sales, he has built a reputation for elevating multiple facets of attraction operations.

Tyler’s ability to interpret data, influence cross-functional teams, and design guest-centric strategies has made him a trusted voice at Morey’s Piers & Resorts, where he currently serves as Director of Guest Engagement & Analytics. His work focuses on transforming insights into action—optimizing loyalty, improving guest satisfaction, increasing revenue, and redefining how attractions understand their audience.

Connect with Tyler on LinkedIn.

🔗 Links & Resources

• Connect with Tyler Jacobs on LinkedIn
• Learn more about Morey’s Piers & Resorts
• Learn more about Morey’s FAM Club
• 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.