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Jeroen Nijpels, international sales & marketing director, FAB Luxembourg
It is generally accepted that one of the better ways to draw more people to your attraction is to add a new, preferably spectacular, ride, animal, show, or parade. While some of these additions could be arranged or produced in-house, the majority will likely be obtained from a supplier, in one way or another. But is there more to this relationship than just the purchasing activity? Suppliers might have more up their sleeves than just providing you with a new addition and, in turn, helping you generate the maximum return on your investment.
New Rides
One of the most obvious steps theme parks can take to get involved with their suppliers is to create a completely new ride, rather than just buying something right off the factory shelves.
When Tivoli Gardens in Copenhagen was looking for a new ride to replace the Flying Carpet ride that had been successful in the park for many years, it turned to the ride’s manufacturer, the German company Zierer, to discuss alternatives. The request was quite simple. Could the manufacturer come up with a ride that was new, thrilling, and able to attract the teenage market, but still provide a point of recognition to parents and grandparents who have likely visited the park before? In a joint effort between the park’s creative team and the engineers in the factory, the Suspended Flying Carpet was created. It was something familiar, but completely new.
The Marketing Opinion
Another way to strengthen the bond with your supplier when a new ride is being considered is to include input from the marketing department.
As a supplier, we often see more owners, managers, and engineers involved in these decisions. Often the marketing department is only confronted with the issue when the decision has been made. However, there is a wealth of knowledge within these departments about what would and would not go over well with customers.
For example, a supplier could inform a facility’s marketing department about all available products, as well as new developments, to be included in a survey about new attractions.
Similarly, a park’s marketing department can provide input about the development of new rides, which the supplier can then develop into a viable product. Additionally, in order to facilitate the exchange of information and networking among companies, suppliers can also provide contact information at other parks that have purchased similar products.
Sponsorships
Another popular marketing solution is ride sponsorship. Rides such as the Pepsi Max Big One in Blackpool Pleasure Beach, U.K., as well as hundreds of other rides around the globe, are examples of how companies can become associated with a pleasant, family-centric surrounding.
Remember, many suppliers keep contact information and can prove to be a useful resource for generating ideas on what kind of companies to approach for potential sponsorships.
These are just a few examples of on how to make the most of marketing. Perhaps these ideas could motivate your department to further explore its relationship with your suppliers.
For more information and inside tips on attraction marketing, be sure to attend the marketing workshops at this year’s IAAPA conference in Orlando, Fla., at the Orange County Convention Center November 17-21.
The IAAPA Marketing Committee has planned a variety of hands-on sessions designed to help you develop highly successful marketing plans, award-winning advertising, attention-getting media relations, and revenue-generating sales programs and promotions.
For more information on workshops, or to sign up, visit www.iaapaorlando.com.
© Copyright 2003 International Association of Amusement Parks and Attractions. All rights reserved under copyright. Use of any content contained herein prohibited without the expressed consent of the publisher.