Guest Article
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Signs and struggles of COVID-19 recovery, by Debbie Evans, Evans Marketing Partners
or US parks that are open, or just about to open, signs are pointing to a quicker than forecasted recovery from 2020’s industry-wide COVID-19 related shutdowns. While many parks were able to open (or re-open) in 2020, dozens of parks did not open at all due to stringent local orders, or because by the time they were cleared to open, there were not enough days left in the season to make opening economically feasible.
Strong Spring Break
Hospitality industry veteran Debbie Evans has more than 25 years of training, marketing, public relations, and crisis communications experience. Her career has taken her from the floor of Germany’s largest travel trade fair to the top of Spain’s tallest roller coaster. She is the Principal, Evans Marketing Partners at website:
evansmarketingpartners.com.
This year, from coast to coast, visitors are returning, purchasing annual passes, and even beginning to inquire about group bookings. While large corporate and group business is likely to take several years to recover due to a cautious approach to large gatherings as well as economic factors, operators seem encouraged by the early signs. Families stuck at home with distance learning and work from home mandates are anxious for fresh air, physical activity and social interaction. As some of the first to receive vaccines, older fun-seekers are more confident to go out and heady with the possibility of in-person interaction. Visiting an amusement park, water park, family entertainment center or museum is an affordable luxury and consumers appear to be enthusiastic about spending their leisure dollars.
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The Capital Wheel at National Harbor suspended operations in March 2020, remaining closed for 100 days. The giant observation wheel operates 365-days a year and ridership has been strong since the first week guests were able to return. Attendance has outperformed forecasted numbers each month, and record revenue was achieved in March 2021. Similarly, Rapids Water Park in South Florida opened for the 2021 season with good weather, declining COVID-19 rates in the region, and a robust vaccination rollout resulting in strong attendance and some “sell-out” days based on current 50% capacity restrictions.
According to Tim Murphy, CEO of Boomers Parks, which includes water parks and family entertainment centers, their properties are exceeding expectations and back to either at the same or better than 2019 attendance numbers across all parks.
At the Arizona Boardwalk and OdySea Aquarium, things are also looking up. “We saw a very strong spring break season that continued through the months of March and April with both local and out-of-state visitors,” said Greg Charbeneau, OdySea Aquarium Vice President and General Manager. “The increase in visitation has been positive for us as a business, as well as for the morale of our team.”
SUMMER PART 1 2021
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