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Saturday Night Fever
Attractions look to prom and after prom events for additional revenue streams
by Mike Bederka
HIGH SCHOOL STUDENTS IN THE TULSA, OKLAHOMA, area can go to new depths for the popular “under the sea” prom theme. The Oklahoma Aquarium in Jenks hosted about a dozen proms this year, drawing rave reviews from kids, parents, and school administrators alike.
 “When you’re in a traditional venue, there’s the DJ, dance floor, and then what?” says Teri Bowers, the aquarium’s chief operating officer/executive director. “Here, if you want to escape with your date, you can go walk through the shark tunnel or sit in front of the coral reef. There are amazing fish and exhibits to look at. The entire aquarium is open for them.”
The facility realized in 2005 its “great hall” could be used for more than holiday parties and corporate events, Bowers says. Soon, proms became another strong revenue source to help fund their many exhibits and programs. Cost for schools is comparable to other typical prom venues in the region, she says, with a flat $500 fee for facility use and maintenance, and a reduced admission per person. From there, the bill varies on whether the school opts for food, music, a dance floor, special lighting, etc., she explains. It can go anywhere from a couple thousand dollars on up. The aquarium handles the setup of tables, chairs, and linens. If students want more elaborate touches, like a balloon arch in the school’s colors, the facility puts them in touch with a vendor.
“We don’t have enough staff to do all of those details,” Bowers says.
A Night to Remember
Other facilities have tapped into the prom audience, but they look to the late-night crowd with after-prom events.
Making the most of the space at all hours of the day inspired the Fast Lane Family Entertainment Center in Chillicothe, Missouri, to open the doors from 11 p.m. to 3 a.m. Like most FECs, Fast Lane had nothing else going on during this off-peak time, says Debbie Jenkins, marketing director. Schools jumped at the opportunity, she notes. In her area, students traditionally held after-prom events in either their own gym or the YMCA.
Aware her facility serves a variety of economic groups, Jenkins uses discretion with pricing. Fast Lane generally charges $8 to $10 per head and may go down to $6. In addition, groups can bring in their own food, although the snack bar stays open. “We try to be fair to those schools that don’t have a lot of money,” she says. “All we care about is getting the kids in here. We want them to have fun, and we want them to come back.”
With the price, kids get unlimited bowling, shoes included. Fast Lane has a full arcade and redemption center as well, but students must pay separately for that. For other sources of entertainment, schools bring in video game systems, karaoke, or a projection screen to watch movies. “The kids can just mosey around,” Jenkins says.
Safety First
The Wow Zone Family Entertainment Center in Mankato, Minnesota, also offers after-prom guests an assortment of activities, says co-owner Pam DeMarce. Prices range from $24.95 per person for a three-hour party with unlimited bowling, laser tag, miniature golf, and soft drinks, to $39.95 per head for a four-hour event with unlimited attractions, plus food and a game card.
To make it a viable financial move, the FEC does have a minimum requirement for the number of guests. “We can’t be open for 25 kids,” DeMarce says. “Our goal is 150, if we can. We have done it for 100, but once you go below 100, it’s questionable if it’s worth being open.”
They have to pay the staffers, of course, who work in tandem with school chaperones to keep everything in check. To prevent any issues with drugs or alcohol (providing a safe environment is one of the primary goals for official after-prom parties), the Wow Zone maintains a lock-in atmosphere. If students leave, they can’t come back. Their parents also receive a phone call if students decide to leave early.
Luckily, in the first year open and through six after-prom events, the 40,000 square foot facility didn’t have any incidents.
“We only received positive feedback,” she says. “We’re booking appointments for next year already.”
FUNWORLD Contributing Editor Mike Bederka can be reached at mbederka@IAAPA.org.
| QUICK TIP: Contact schools as early as possible about holding a prom or afterprom event at your venue. Schools may book a place a year out. |
Flip-Flops and Fancy Dresses
FOR THE PAST SIX YEARS, HYLAND HILLS WATER WORLD in Denver, Colorado, has held Water World Prom, a special treat exclusively for staffers at the end of the season.
“We were looking for a replacement event for Wallystock,” says lifeguard manager Andy Maurek of the overnight camp the park previously hosted. “And it was the kids who came up with the idea for a prom.”
“It’s a fun twist to the traditional farewell party or typical corsage-boutonnière prom,” says Mike Gawel, a lifeguard lead who has worked at the park for five years. Water World workers formed a prom committee to manage details and raised funds by auctioning 20 to 30 lifeguard leads as prom dates to other staffers, with bids climbing as high as $200.
“Winners not only get bragging rights to which “lead” they won, but they get a gift basket and recognition at the prom,” Gawel says.
Making the evening truly authentic are end-of-year superlative awards in categories like “Funniest Guard,” “Best Tan Lines,” “Biggest Flirt,” and “Slowest Rotator,” and even a prom king and queen. Gawel, who has won “Best Smile” in the past, says it boosts the confidence of the lifeguards when they win an award.
“The event is like any other prom, with everyone dressing up—some in long gowns and tuxedos—and snacks and refreshments for everyone,” says Joann Gomez, communications director at the park.
Maurek’s advice for operators hosting year-end events like Water World Prom focuses on scheduling. “Do it on the Friday night before school starts,” he says. “Because once school begins, activities and homework become the priority for our staff.” |
Higher Learner and Earning
FACILITIES SHOULDN’T JUST TARGET HIGH SCHOOL DANCES FOR BUSINESS. Reef HQ Aquarium in Townsville, Australia, hosted six university balls last year, says Olivia McKenna, marketing coordinator.
Prices start from $11 per person and include venue hire and staffing, with catering, entertainment, and theming available at additional cost.
Students get their money’s worth, she says. “I think the venue says it all. You have the Great Barrier Reef as your backdrop.”
The aquarium, a nonprofit organization, benefits as well, McKenna says. All admissions and funds generated from functions such as student balls go toward the care and conservation of its marine environment.
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