Creative Grouping
Group sales can turn a soft day profitable; here are some ideas for bringing in more crowds
by Lisa Anderson Mann
GROUP SALES CAN MEAN A WHOLE NEW BUSINESS MODEL for some attractions, increasing revenue and attendance numbers. But it’s not easy. Many facilities report group sizes appear to be getting smaller, particularly corporate groups. “We are booking more and more groups but selling fewer tickets proportionately,” says Keith Hood, general manager of Kennywood in West Mifflin, Pennsylvania. “The groups tend to be getting smaller, as the large companies either outsource or close down,” agrees Michael Wald, group sales director of Martin’s Fantasy Island, in Great Island, New York.
And many are seeing a decline in school groups. Ron Gustafson, marketing director at Quassy Amusement Park in Middlebury, Connecticut, says some recent school groups to visit his park discovered bussing the kids to the park can cost more than the admission. “I think everyone may see a slide in school groups because of slashed budgets and increased transportation costs,” he says.
So savvy salespeople think outside the classroom to boost their group sales numbers. Certainly, there are obvious groups to target: corporate, scouts, day camps, and church groups. But some parks are targeting specific interest groups: karate schools, dance schools, senior groups, sports teams, family or class reunions, weddings, grad nights, unions, community or ethnic groups, bus tours, fraternities, multiple birth groups, or movie promotions. Cedar Point in Sandusky, Ohio, even attracted lighthouse enthusiasts with its on-property lighthouse.
Here are some tips for maintaining those corporate groups and reaching out to several more demographics:
Corporate Groups
Corporate groups can bring hundreds or even thousands of additional people into a park on any given day. Sales Director Mike Johannes says corporate picnics are a huge business for Holiday World & Splashin’ Safari in Santa Claus, Indiana. He reaches corporations through direct mail to human resources departments in a five-state area and exhibits at both local city meetings and statewide meetings of the Society for Human Resource Management. “I’ve been able to reach people that I don’t think I would have reached by direct mail at these shows,” he says. “Some of my largest customers have come from this strategy.” Group picnics have ranged from 15 to 11,000 people at Holiday World in a single day.
 Kerry Graves, vice president of marketing and sales for Medieval Times Entertainment, says trade shows are a big part of his lead generation plan, too. “We attend shows for human resources, youth sports, fraternities, and several for the tour and travel industry, like the American Bus Association show.”
Bryan Edwards, public relations manager at Cedar Point, says the park actively markets corporate meetings, as well as picnics. Being able to combine hotel rooms, catering, and group meeting rooms with access to the park makes it easy for a company to hold meetings in the mornings and then let everyone unwind in the afternoons. It is an attractive option for busy executives who can combine work-related meetings with a family vacation.
Corporate Sales in Lean Times
Gustafson says when corporations stop holding events at the park (something he sees more frequently due to budgetary concerns), he offers them an online consignment program. Corporations are given a discount code that allows their employees to buy tickets at a discounted rate. It feels like a benefit to the employee but doesn’t cost the corporation anything. “There is no money or tickets for the company to handle; it is very user friendly. Even for a small park, online ticketing is becoming essential,” he says.
“In a tough economy, you have to be nimble,” says Graves. “We’re seeing companies pull back—they don’t want the expense of an elaborate party this year. So we’re offering matinee lunches during workdays. They can still host a party for staff but don’t have the added expense of spouses and dates.”
Religious Groups
Safety and a wholesome environment are especially important to religious groups, so events that attract many religious groups on one day help provide the sense of safety in numbers as well as a fellowship opportunity.
Alabama Adventure in Bessemer, Alabama, hosts a Christian Music Day featuring concerts with top national Christian recording artists and local church choirs, as well as Gospel Music Days on select Sundays throughout the year when local gospel choirs perform. Marketing Manager Brian McDuff says these events are very popular with church groups.
Some religious youth groups prefer to attend off-hours when they know their group alone has the run of the park. Dave Johnson, director of marketing of Golfland Sunsplash in Mesa, Arizona, says church youth groups sometimes use the park from 11 p.m. to 5 a.m. “They enjoy the waterpark under darkness—which, in Arizona, can be a real benefit,” he says.
“Amusement parks always draw church youth groups— why stop there?” asks Sylvia Danz, group sales manager of Dutch Wonderland in Lancaster, Pennsylvania. “Invite the regional church affiliate, which could have 40-60 churches that will participate—it works!”
Scouting Groups
Michigan’s Adventure holds a Scouting Day early every season, which includes a catered meal. Camille S. Jourden-Mark, vice president and general manager, says the scouts are easy to reach and are usually repeat visitors. “We contact the local scouting councils, do some direct mail, and call scout leaders who have attended in the past,” she says.
In spring, Dutch Wonderland holds a Brownie and Daisy Camp-O-Ree sleepover weekend, which Danz says is one of her largest group events.
Events to Draw Niche Groups
“We always get a ‘kick’ out of our annual Karate Day, and it brings in some huge crowds,” quips Gustafson. Quassy also has several dance events during the season, bringing in thousands of dancers (and their parents, grandparents, and siblings) from regional dance schools, as well as the Irish Dance Competition, which draws more than 600 dancers from throughout New England.
“Pittsburgh was settled by many ethnic groups who came here to work in the steel mills and on the railroads,” says Kennywood’s Hood. “Almost all of these ethnic groups have a ‘day’ at Kennywood. Italian Day is one of our bigger days where Italians come to celebrate their heritage with Italian entertainment, food, and dancing. We typically draw about 10,000 people.” Other ethnic days include Greek, Polish, Slovene, Slovak, Serbian, Hungarian, Scottish, and Croatian.
Mine Databases for Informal Groups
Look for “informal group” ringleaders—individuals who have bought multiple tickets on more than one occasion, group sales experts say, as these people often organize informal group outings and should know about a park’s group packages or events.
Group sales efforts often outlast the initial sale, says Johannes: “Corporate business tends to be repeat business. Eighty-five percent of our corporate picnic customers return every year. Another 10 percent return regularly—either every other year or every three years.
“In fact, we don’t consider that we made a sale until a customer returns for a second time,” he says.
Lisa Anderson Mann is a freelance writer specializing in travel/hospitality, marketing, technology, and food and wine. She is based in Northern California and can be reached at lisa_mann@comcast.net.
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