Season Pass Holders/Members percentage by category


While the value in a membership or season pass is immense, that value promise may be slipping with customers. 2017 marked the lowest ratio of general admission to membership ownership, with just over a third of guests owning an annual pass. Tis lower annual pass rate couples understandably with the incidence of return visitation on the decline as well.


Teme Parks continue to have the highest rate of season pass usage in our study, although average membership utilization is down two percentage points over the previous year. However, Aquariums (27%) and Water Parks (23%) replaced 2016’s Zoos and Animal Attractions (20%) and Science Centers (18%) as the attractions second and third-most-likely to be visited with memberships. Millennials continue to make up the core market of pass holders, but the industry trend overall suggests that they – and their children – may be growing bored with the same- old same-old, and are exploring the flexibility and spontaneity that comes with general admission.


SPH/Members compared to non-members year by year


Members and Season Pass Holders can be the life-blood of an institution: they’re more likely to be powerful word-of-mouth marketers, visit more often than single-day guests, make more premium experience and gift shop purchases, and can be some of your strongest proponents if - and when - times get tough. Many cardholders say that it takes them on average four years of visiting before buying their membership; but with flat-lining or dropping membership sales, that timeframe may continue to lengthen – or even cease – for many attraction guests.


2015


2016


7


15


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