From ‘Waiting in Line’ to ‘Worth the Wait’
How queues shape an experience before it starts
No one loves waiting in line (even Brits, despite the stereotypes). Queues are necessary evils: we endure them to stay orderly and because what’s at the end is (hopefully) worth waiting for. Every now and then, though, a queue becomes a story in itself. Think Wimbledon ticket resales, Supreme drops, Apple launches, TikTok-famous eateries.
The queue to see Queen Elizabeth II’s lying-in-state in 2022 was reportedly the longest in history. At its peak, it stretched ten miles, with waits of over 24 hours. Affectionately dubbed The Queue, it came to symbolise British queuing resilience and stoicism. There were tents, chairs, toilets, food stalls, even musicians. The queue wasn’t just a wait, it became part of how people paid their respects.
Experience makers should never overlook the queue. It isn’t an inconvenience, it’s part of the story. Unlike the Queen’s lying-in-state, if your event doesn’t have a moral purpose – if stoicism in a queue isn’t a badge of honour or imperative – then resentment can set in when people get bored or uncomfortable. It’s imperative to flip that script. A queue should be a mood-setter, a teaser, part of the overarching narrative.
The goal isn’t just to manage the wait, it’s to make it worth the wait. Here’s how…
1. A captive audience
A queue is the dream scenario for anyone designing experiences – you literally have a captive audience. They’re there for you, desperate for distraction. This is your moment to build anticipation, educate and entertain. So, plan accordingly from the get-go, incorporating the line into your design.
The trick is to treat the queue as the first chapter of the experience, not a logistical hurdle.
2. Pre-show entertainment and storytelling
A playlist can set the tone, audio snippets can reveal the backstory, live performers can mingle, staff can share facts, jokes or insider tips, and cleverly placed screens or projections can tell your brand’s story.
Theme parks are masters of this: Disney and Universal design their queues as mini-attractions, with sets, screens, and narrative breadcrumbs that pull you into the story long before you step on the ride.
3. Interactive diversions
People waiting in line will reach for their phones on autopilot. Why not give them something proper to look at? QR codes leading to exclusive content, AR filters that unlock hidden elements, or quick games that link to the event inside.
Low-tech solutions also work. Puzzles, trivia cards, photo boards – anything that keeps hands and minds busy will make the line feel shorter and people feel engaged. Nike has used in-queue QR codes to unlock resources, while many festivals turn wristbands into scannable entry points for games and giveaways.
The point isn’t to distract from the queue. It’s to make the queue feel like the fun has already started.
4. Comfort and convenience
If people are standing for a long time, the basics matter: shade in the sun, cover in the rain, water stations, decent flooring. Maybe even portable chargers. Apple, for example, is famous for sending staff out with umbrellas and water during iPhone launches. Small gestures don’t just solve discomfort, they generate goodwill and shared, positive memories.
And remember: your staff are part of the experience. A friendly hello, a bit of conversation, or just clear communication about wait times can transform the mood in a line. People are far more patient when they feel looked after.
Why it matters
Often ignored, queues are actually rare gifts to the experience maker. Handled well, this time builds energy and connection. Handled badly, it breeds irritation. The line is your first impression, and first impressions matter.
So, the next time there’s a queue snaking outside your event, don’t just pat yourself on the back for the turnout. Ask yourself: are they standing there bored or are they already having a good time? Make the wait part of the wow.