Funworld October 2010

The Importance of Sponsorships and Partnerships
When it comes to generating additional revenue, operators may feel like they’ve tried every trick in the book. But the well has not been tapped dry yet—many attractions are turning to sponsorships with outside companies and vendors as a way to gain additional product and earn more profits. At IAAPA Attractions Expo 2010, operators from waterparks to family entertainment centers will share their successful tactics.

The Power of Negotiating Your Advertising Assets
Monday, Nov. 15, 11:30 a.m.-12:45 p.m.
Participants interested in promotions and sponsorships will be interested in this session on media buying. “Both courses touch on the importance of negotiation, whether that be media buying or securing a partner,” says Julie Dion, a speaker at the session and marketing director at Adventure Landing in Jacksonville, Florida. A panel of marketing representatives from FECs, waterparks, theme parks, zoos, aquariums, and resorts, will share experiences and answer questions.

Sponsorship Programs: Valuing Your Assets
Monday, Nov. 15, 4-5:15 p.m.
John Seeker of Turnstile Advertising will explore how attractions can place a value on sponsorship and promotional products. They will also walk participants through the steps of effective negotiation and planning.

The Power of Promotions and Sponsorships
Wednesday, Nov. 17, 8:30-9:45 a.m.
Facilities of every size and specialty can make use of promotional programs and corporate relationships, and this session features industry professionals in marketing, sales, and public relations to explain how to get the most from those programs.

“Companies in our industry have a lot to offer potential sponsors and promotional partners,” says Dion. “The first step prior to even contacting potential partners is assigning values to your park components. Potential partners want to see what you can offer them and how the partnering will benefit them.”

Dion explains that attractions should offer their partner’s product for a discount; for instance, Adventure Landing partners with Blue Bell Ice Cream to offer guests $1 ice cream cones once a week during the summer. “The volume sold during that time far exceeds the volume typically sold without the discount, so the revenue is more than made up for,” she says.

Education session participants will learn the logistics behind these examples and gain insight into how to provide high visibility for their attraction.

Human Resources
One of the most important, long-term assets a manager can invest in is his or her employees. Their satisfaction with work will make all the difference in quality of operations. Several HR-focused sessions at the Expo will address on boosting morale and motivating the team.

On Tuesday, you won’t want to miss Ruby Newell- Legner, a dynamic speaker and trainer who will lead the group in a lively discussion about promoting and motivating staff for future success during the session “Coaching Your Staff: Motivating Your Team to High Performance,” Tuesday, Nov. 16, noon-2 p.m.

Newell-Legner will ask key questions of attendees on how they inspire their employees and effectively promote their success.

“We’re going to discuss some key ingredients necessary to create a productive work environment at each company so everyone there can excel at the job,” says Newell-Legner.

While the qualities of a professional coach may not come naturally to all, these are learned skills that will help managers develop the employees reporting to them. Communication and feedback are also necessary in building a mentor-mentee relationship. Newell-Legner says these will ultimately increase the performance and independence of the worker and ease work stressors in the life of the supervisor, creating a more productive work environment overall.

Don’t miss these sessions within the HR track:

The “Generation Jeopardy” Game Show
Monday, Nov. 15, 8:30-9:45 a.m.
The irreverent but thought-provoking game show- style format of this session will explain the differences between generations. Baby Boomers, Generation Xs, and Generation Ys all have different work styles. Participants will walk away equipped to better relate to their employees.

HR: Where the Thrills Begin
Monday, Nov. 15,
11:30 a.m.-12:45 p.m.
Building a great team begins at the recruiting stage, and this HR primer will teach attendees how to target the right market and find employees who will work hard and grow within the company.

Closing the Gaps: Improving Guest Service, Retention, and Morale
Monday, Nov. 15, 3:30-4:45 p.m.
Expanding on latest dynamics of today’s workforce, this session focuses on effective leadership and how to address misunderstandings and differing work styles.

Building a World-Class Service Culture
Monday, Nov. 15, 4 p.m.-5:15 p.m.
Building a service-based culture takes time, but once established, staffers will succeed by knowing which role they play in the organization’s success. This session will equip participants with the steps to create that environment.