May03GameRoom

Many amusement facilities are well-known for their game operations; some are even legendary, but only a handful of them are zoos and aquariums. The most notable operations in animal-based attractions are the Anheuser-Busch parks Sea World and Busch Gardens. These animal adventure parks have had successful game operations for decades. More recently, Walt Disney’s Animal Kingdom added a midway game operation to increase its guest entertainment offering. Granted, it could be argued that these animal attraction facilities also cross into the realm of amusement parks with extensive ride offerings. But undeniably, they are committed to animal welfare with bona fide research and animal breeding programs.

These parks have recognized the guest entertainment value of a game operation, but can games benefit those aquariums and zoos that do not have ride offerings, or those that have smaller animal attractions and do not host large crowds? The key is to tailor a game operation to the uniqueness of the attraction. A game operation can be as small as a single game, if placed correctly and targeted to the guests you attract.

You must first evaluate the primary guest demographic, their average length of stay, group size or average daily attendance, percentage of repeat attendance, and your goals. The game type and difficulty must match the skill of your guests. A game operation doesn’t make sense if your patrons don’t have time to play, if the game’s difficulty is beyond their skill level, or if the attendance is too small to keep a game active.

However, even a small animal park, zoo, or aquarium can support some type of game operation. In smaller attractions, a game or a group of games should be located together in an area where guests have the time to observe and play the games. Areas adjacent to picnic areas or featured attractions have the greatest potential.

For instance, a petting farm that caters to elementary school trips or other children’s groups can operate simple games like cat rack, bushel basket, goblet toss, or pick-a-pop. Tie-ins like a duck pond game near the—you guessed it—duck pond, or a milk bottle game near the cow-milking exhibit can offer fun marketing opportunities for the facility. The game’s name, theme, and prize offering can complement the adjacent attraction or the park’s identity. The experience of taking home a plush toy twin of the cow they milked would make any child, and any parent, happy. Undoubtedly, the family will identify the toy with your specific facility and/or attraction. A prize-every-time duck pond or pick-a-pop game can offer a variety of prizes ranging from free park passes and logo drink sippers to plush animals and novelties. The prizes offered should identify with the park in some way. These types of games are simple to maintain, and the prize stock commitment is minimal.

Prize cranes are another way to market your park and gain revenue. The prize mix can offer the park’s featured animals, or prizes celebrating a park event, such as an animal birth. Cranes are mobile, allowing you to move the equipment to complement a park event. Locate the crane near the attraction exit, but not where traffic flow discourages play or impedes guest movement.

Operations with larger attendance can utilize group games like Water Race and Derby Race. These games appeal to a wide demographic and are versatile as a marketing tool. A dynamic operator in character offering prizes that tie into park animals creates an entertainment experience. Group games should offer a variety of prizes, not a single prize family—all monkeys, for instance. Some park operations offer prizes that are linked to endangered animals or are made by the indigenous people of the animals’ home, which helps to promote a cause.

The keys to success in a small game operation are:

• Pick the game and location to match the guests’ skill and ability to play—small children versus mixed groups, plenty of leisure time versus rushed tour groups.

• Match the game type to your operation—low cost, low maintenance games versus electronic equipment.

• Offer prizes that appeal to your guests’ experience and enhance the memory of their visit, thus providing a form of ongoing marketing.

• Be committed to continuously tweaking the game operation to maximize
its potential—it’s not enough to buy a game and a two-year supply of your favorite stuffed animals and let the operation stagnate with a hands-off approach.

With the right game type, prize, and operational approach, even small operations can offer games as a viable way to market their parks and generate additional revenue.



	Monkey Business Weimar Tudela, director of sales/design consultant, Bob’s Space Racers, Inc. Many amusement facilities are well-known for their game operations; some are even legendary, but only a handful of them are zoos and aquariums. The most notable operations in animal-based attractions are the Anheuser-Busch parks Sea World and Busch Gardens. These animal adventure parks have had successful game operations for decades. More recently, Walt Disney’s Animal Kingdom added a midway game operation to increase its guest entertainment offering. Granted, it could be argued that these animal attraction facilities also cross into the realm of amusement parks with extensive ride offerings. But undeniably, they are committed to animal welfare with bona fide research and animal breeding programs. These parks have recognized the guest entertainment value of a game operation, but can games benefit those aquariums and zoos that do not have ride offerings, or those that have smaller animal attractions and do not host large crowds? The key is to tailor a game operation to the uniqueness of the attraction. A game operation can be as small as a single game, if placed correctly and targeted to the guests you attract. You must first evaluate the primary guest demographic, their average length of stay, group size or average daily attendance, percentage of repeat attendance, and your goals. The game type and difficulty must match the skill of your guests. A game operation doesn’t make sense if your patrons don’t have time to play, if the game’s difficulty is beyond their skill level, or if the attendance is too small to keep a game active. However, even a small animal park, zoo, or aquarium can support some type of game operation. In smaller attractions, a game or a group of games should be located together in an area where guests have the time to observe and play the games. Areas adjacent to picnic areas or featured attractions have the greatest potential. For instance, a petting farm that caters to elementary school trips or other children’s groups can operate simple games like cat rack, bushel basket, goblet toss, or pick-a-pop. Tie-ins like a duck pond game near the—you guessed it—duck pond, or a milk bottle game near the cow-milking exhibit can offer fun marketing opportunities for the facility. The game’s name, theme, and prize offering can complement the adjacent attraction or the park’s identity. The experience of taking home a plush toy twin of the cow they milked would make any child, and any parent, happy. Undoubtedly, the family will identify the toy with your specific facility and/or attraction. A prize-every-time duck pond or pick-a-pop game can offer a variety of prizes ranging from free park passes and logo drink sippers to plush animals and novelties. The prizes offered should identify with the park in some way. These types of games are simple to maintain, and the prize stock commitment is minimal. Prize cranes are another way to market your park and gain revenue. The prize mix can offer the park’s featured animals, or prizes celebrating a park event, such as an animal birth. Cranes are mobile, allowing you to move the equipment to complement a park event. Locate the crane near the attraction exit, but not where traffic flow discourages play or impedes guest movement. Operations with larger attendance can utilize group games like Water Race and Derby Race. These games appeal to a wide demographic and are versatile as a marketing tool. A dynamic operator in character offering prizes that tie into park animals creates an entertainment experience. Group games should offer a variety of prizes, not a single prize family—all monkeys, for instance. Some park operations offer prizes that are linked to endangered animals or are made by the indigenous people of the animals’ home, which helps to promote a cause. The keys to success in a small game operation are: • Pick the game and location to match the guests’ skill and ability to play—small children versus mixed groups, plenty of leisure time versus rushed tour groups. • Match the game type to your operation—low cost, low maintenance games versus electronic equipment. • Offer prizes that appeal to your guests’ experience and enhance the memory of their visit, thus providing a form of ongoing marketing. • Be committed to continuously tweaking the game operation to maximize its potential—it’s not enough to buy a game and a two-year supply of your favorite stuffed animals and let the operation stagnate with a hands-off approach. With the right game type, prize, and operational approach, even small operations can offer games as a viable way to market their parks and generate additional revenue.