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A Strategy for Low Seasons
Guido Muñoz, marketing and sales, Parque Diversiones, Costa Rica
We’ve all been there. The summer comes to an end, the kids are back in school, and we’re faced with the perennial challenge of keeping attendance and revenues up. Those of us who operate parks in especially warm climates are burdened further as we struggle to attract those same visitors year-round.
Low Seasons, Low Income
One of the main challenges faced by marketing personnel at some parks is covering the costly fixed investments during the off-season, when the park is receiving fewer visitors and therefore a lower income. When school starts, attendance is so noticeably reduced that we can only operate Friday through Sunday. Furthermore, the added competition from movie theaters, fast-food restaurants, and malls makes it that much harder to lure off-season visitors. Thus, we have been forced to reinvent our offerings from just rides and attractions to something that appeals to our students.
Creative Solution
At Parque de Diversiones in San José, Costa Rica, we have developed a marketing strategy that not only helps us to significantly increase attendance and income, but also to increase our corporate profile.
Determined to find concrete ways to increase our numbers a year ago, the park decided to implement Education with Amusement, a program targeted to students. Its purpose was to complement elementary and secondary school programs by offering fun but practical workshops.
Why Go It Alone?
After receiving approval from the Ministry of Public Education to administer the workshops, the park identified various needs to get this project going. Work spaces, technical support, writers, and other assistance were needed to execute the best possible workshops with educational and entertaining content. With a laundry list of things we needed in hand, we presented our goals to potential sponsors who, from the very beginning, understood the benefit of these workshops and the possibility of being part of this getting closer to the Costa Rican society. And little by little, local sponsors got involved. At present, every workshop we offer has its own sponsor. And thanks to them, it’s been possible to perfect each topic and to expand the project’s marketing efforts.
Tìo Conejo
Tìo Conejo, our park mascot, is used as a magical element during one of our interactive workshops aimed at making children better pedestrians. This program is endorsed by the Costa Rica Traffic Security Council, which has noted that too many children are being careless while crossing the street.
The Park Farm
At Parque de Diversiones, we have a themed rural area where we have re-created a farmer’s house. There a farmer teaches the children the difference between domestic and farm animals. He also teaches them how farm animals are fed and how they can be useful to humans. Children between four and seven can interact with oxen, cows, horses, ducks, goats, turkeys, and pigs. They can also enjoy a ride on a railway train across the Park Farm.
Internet Park
The Internet Park is an interactive experience whereby students learn all facets of the Internet: how to use it, how it came about, and its future uses.
Plays
My First Steps on Stage teaches preschoolers about the world of theater. Don Quijote is also offered, and it salutes the literary masterpiece while giving high school students another way to appreciate this famous work.
