WHY NOT JOIN THE CLUB?


Te Economic Policy Institute’s Family Budget Calculator “measures the income a family needs in order to attain a modest yet adequate standard of living.” Te median income in America for a family of four is $63,700. Based on our study, families not meeting that median income tend not to purchase season passes or memberships. 64% of non-SPHs have annual, household incomes below $75,000. Terefore, that median income serves as a clear bottom line benchmark for targeting, marketing to, and catering to potential members.


While we’ve stated that Millennials with families comprise the majority of season pass and membership holders, they’re also the generation in our study most likely to earn an annual income below $75,000; potentially due to the immense increase in student loan debt, it being the early years of their careers, slight underemployment, family leave, and a slowly rebounding economy, stated the H2R researchers. Tis creates a challenging hurdle for attractions to cater to their target generational demographic while keeping prices affordable and attainable for the average family.


For more on additional barriers to membership purchase, review the following two graphs.


Why Don’t People Buy Memberships?


didn’t visit enough too expensive


lines are too long nothing new there


our kids have grown up safety/security issues cleanliness issues we outgrew it


Years Attended Before Purchasing a Season Pass


0 years 9%


11+ years 9%


6-10 years 10%


4-5 years 18%


2-3 years 31%


1 year 23%


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Average Number of Years Attended Before Purchasing a Season Pass


4.18 yrs


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