Front Gate
parkworld-online.com
BigQuestion What is your approach to discounting? Does it devalue the product?
Matt Eckert, Holiday World & Splashin' Safari, USA: The use of coupons and, more recently, promo codes is a great way to drive trackable traffic to the front gate. We set the discounts at a level that gives potential guests a great deal, without undercutting our ticket price. Plus with free soft drinks, free parking, free sunscreen and free WiFi, parents know they’re going to get a day of fun at Holiday World & Splashin’ Safari without breaking the bank.
Norman Wallis, Pleasureland (Southport), UK: This season we introduced a new e-card token system – the Fun Card – with a special early bird offer on tokens if guests arrive between 10 and 11 in the morning. This helps us and because it makes the park look busy, and it benefits the visitor because they get bonus tokens on their card. Other than that, we believe we offer great value for money and so do not discount. We have seen what happens when other parks flood the market with discount vouchers – it doesn’t help anyone.
Ilya Girlya, Sahara Sam's Oasis (Las Vegas), USA: We offer discounts continuously during the year and adjust the amount of the discount based on seasonality of our business. Discounting does not devalue the product if used properly. There is always a consumer looking for a deal and a consumer who does not deal shop and is content with the gate fees.
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Figures of Fun
400
feet (122m) – height of Orlando Eye, whose main wheel structure was completed just before Christmas
2,599
US dollars – price (not including park admission) for a group of three to enjoy an 8-hour customised guided tour of both parks at Universal Orlando
30,500
attendance at November's IAAPA Attractions Expo in Orlando – the second busiest event in its history (see show report, p30)
600,000
extra guests welcomed as part of recent Halloween season at Parques Reunidos' Spanish theme parks, including Parque de Atracciones and Parque Warner Madrid.
2,500,000
combined attendance in 2014 across the Heritage Great Britain attractions portfolio, including Land's End, John O'Groats, Lightwater Valley, Snowdon Mountain Railway and The Needles, Isle of Wight. Visitor numbers were up by 5% and revenues by 8% over 2013
JANUARY 2015
5
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32 20 3841
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