A system and method of wirelessly managing the loading of patrons to an attraction in an entertainment environment is disclosed. A patron can register with the entertainment environment utilizing a wireless device owned by the patron. An electronic entry ticket for the attraction is allocated to the patron through the wireless device, the electronic entry ticket includes a time and a patron identifier in short messaging service format. The electronic entry ticket can also be provided in multimedia messaging service format. The patron can be provided with promotional information through the wireless device, wherein the promotional information can be related to the attraction. Finally, the patron can redeem the entry ticket at the time provided for the allocated entry ticket and allow the patron to enter the attraction utilizing the patron identifier.