One of the riskiest decisions park operators make is adding a new ride or attraction. Not only does such a project typically tie up a large amount of capital, but there is always the possibility the new ride will not live up to expectations or will be rejected by customers. This risk can be magnified if a facility seeks to broaden its customer base by adding an attraction that falls outside its traditional lineup.

Many facilities probably wish they could take a potential new attraction for a “test drive” before committing to the purchase. This scenario worked out perfectly last year for Pennsylvania’s Waldameer Park, but it isn’t the industry norm by any means—for a variety of reasons, on both sides of the transaction.

Why It Worked at Waldameer
Last July, Waldameer, located in Erie, Pennsylvania, was offered the opportunity to try out a drop tower from ARM Inc. of Wintersville, Ohio, for 10 days prior to committing to a purchase. Waldameer has had a long relationship with ARM and had expressed some interest in the drop tower. However, there was some hesitation to make such an investment since it was a stretch from Waldameer’s family focus. Because ARM makes portable as well as permanent towers, the company offered to let Waldameer test a portable version it had in stock. “(ARM’s Eric) Bates wanted me to buy it and came in with the offer,” recalls park owner Paul Nelson. “I wasn’t even looking (for a new ride) and Eric showed up!”

On the morning of July 5, ARM’s portable tower arrived. The company set up the ride, and trained the operators, and by evening it was ready for customers. To take full advantage of the opportunity, Waldameer teamed with a local radio station to promote a naming contest. People could complete an entry form at the park or online via the park’s web site. In addition, respondents were asked for their addresses and their opinions about how tall the ride should be. By a reported 100 to 1 margin, they selected ARM’s 140-foot-tall model over the 90-foot version on display.

Although ridership figures were not tracked, Nelson says the ride’s queue was consistently full. “It’s a lot of fun to watch; [it was] a showpiece,” he says. “It’s almost as good as a coaster, but cheaper. You can advertise it well.”

Waldameer received more than 3,000 entries during the 10-day naming contest, with ballots even cast from out of state. The winning name, “X-Scream,” was submitted by a local 12-year-old girl, who won a complete picnic for 20 at Waldameer in 2007 and a ride for her and 11 friends during the ride’s special preview weekend last November.

Not only did the tryout give Waldameer a nice midseason marketing and attendance boost, but it provided an excellent opportunity to begin generating a buzz for 2007, as Nelson says there was definitely talk around town: “That’s the best publicity you can get.”

By the time the trial was over on July 16, Waldameer was convinced the tower was a good fit with its existing attractions lineup and customer base. The park immediately put down a deposit for a 140-foot-tall park model and erected a sign on the site of the new ride announcing its arrival. Because the park placed an order in July, ARM was able to deliver the ride in late fall. This allowed Waldameer to get a second promotional boost when it opened the ride on Nov. 4 and 5 for the special preview, offering rides for $2.50 with proceeds benefiting Children’s Miracle Network. As an added bonus, Waldameer started depreciating the ride in 2006.

Mike Gill, president of ARM, also saw the advantage in booking an early order from Waldameer, as it allowed ARM to manufacture the ride during a typically slow period for his company.

Given the impact of the experiment on Waldameer’s ultimate decision, Nelson feels offering a tryout can be a very effective marketing strategy for a manufacturer. “I would do it if I were a manufacturer and had a customer who was interested,” Nelson says. “If a ride goes over as you say it will, you will have a [sale].”

Gill agrees offering a free trial can be an effective way for a manufacturer to close a sale. It has been a common practice with the company’s portable rides, as ARM often sets them up at fairs. “It’s like a mini trade show,” he says.

Pros and Cons of Previews
While this strategy can work in a permanent facility, the situation has to be the right one. “It’s not necessarily something that works with every ride. The ride has to be easily transitioned from portable to park,” according to Gill, citing the real estate limitation at many facilities along with the park’s ability to accommodate a trailer-mounted ride. But he does see the Waldameer trial as a great illustration of the company’s flexibility and believes the strategy will be “an ongoing thing that will feed other sales.”

Like ARM, most other manufacturers do not see offering trials to potential customers as a key marketing strategy, but they do see its value if the opportunity is right. Mark Rosenzweig, sales manager for Zamperla Inc., says his company has not done it but sees the value in certain instances. Since Zamperla’s rides are built in Italy, the company typically does not keep a large supply available for loan. “We have a couple of portables in stock, as carnivals sometimes need something on quick notice,” says Rosenzweig, noting the company only stocks rides it knows will sell, such as the popular Rockin’ Tug.

Wisdom Industries, on the other hand, a manufacturer of Sizzlers, Tornados, and Himalayas, among others, frequently conducts previews. “It has been done in the past with great success,” says Vice President Carol Wisdom. However, she notes this strategy is used primarily with carnivals, given the company’s focus on portable rides. To date it has offered tryouts to more than 100 carnivals, compared to only about a dozen fixed-site facilities. Wisdom estimates sales have resulted in more than 80 percent of the company’s trials.

Some manufacturers don’t view tryouts as ever becoming part of their marketing strategies. Sara Julian, marketing manager for Chance Morgan Inc., says the company has never offered a trial period because it has been cutting back production of portable rides, limiting the availability to offer a ride on a temporary tryout. Furthermore, all of its rides are custom built upon request, so there is no extra hardware to offer potential customers.

And though Wisdom offers frequent trials to certain customers, she maintains it is not considered a key strategy; the situation has to be just right.

“You have to be selective,” she says. “It depends on our relationship [with the customer] and the reputation of the owner.”