Funworld January 2012

Tremendous Takeaways

Industry experts shared their insights with more than 8,800 conference participants across 123 Expo education sessions

Waterpark Per Caps
Instead of abstract pie-in-the-sky advice on how to increase income at their parks, attendees at the "Revenue-Generating Ideas" session for waterpark operators were privy to some specific real-world success stories from the seminar speakers. Scott Carothers, general manager at Wild Island Family Adventure Park, talked about how parks can get the most out of cabana rentals by offering different-sized cabanas at varying prices, which makes them attractive to a greater number of groups. He also advised featuring very large cabanas because they attract mini-group business like birthday parties.

Andy Maurek, general manager of Hyland Hills Water World, suggested offering an early-entry option to guests for a fee because guests like to get into the park before it opens and grab the best spots to set up. He also discussed his park's "Tube Valet" program, where guests pay an extra fee not to have to carry their own inner tubes through the queues.

George Rohman, operations manager at Morey's Piers, talked about his park's premium breakfast excursion on the park's Ferris wheel gondolas. Guests pay from $40 to $85 per person for an hour-long upscale breakfast served on the ride. He said it's a great experience that has generated much positive media coverage but cautions that it's labor-intensive, weather sensitive, and has limited capacity.

Other ideas included a suggestion by Chris Perry, general manager of Wild Wadi Waterpark, that parks do all restaurant grilling outdoors for visual and aromatic benefits; and Mike Bengtson, general ­manager of Splish Splash waterpark, said after consulting an experienced games operator, the park's per caps increased from 14 cents to 40 cents on the same games. 

—Keith Miller

Group Sales, Social Media Highlight FEC Education

Sessions on maximizing group sales and social media marketing kicked off Expo's full family entertainment center (FEC) track of education sessions.

"Group business is everywhere—even where you least expect it," said Courtney Bourdas-Henn, executive director of Mountasia Family Fun Center, during "The Ups and Downs of Group Sales." "Open your eyes and ears."

Top groups to target include:

• Schools
• Nonprofits
  
• Networking, trade, and religious organizations
  
• Traditional businesses
  
• Day camps
  
• Scouts
  
• Teams and clubs
  
• Fraternities and sororities
  
• Film groups
  
• Travel planners
  

Bourdas-Henn advised operators to attend events open to the public or area businesses as a crucial way to find and connect with groups.

"You have to get out into the community," she said. "Build up that familiarity."

Victoria Bourdas Martinez, marketing and community relations director for Northridge Skateland, also suggested "cause marketing," or aligning yourself with a need in the community.

For example, her "Skate for Schools" program provided cash-strapped local schools with a roller skating party and allowed them to keep 100 percent of the admission. In 2010, Northridge donated $24,110 to schools; the FEC's attendance rose by 68 percent and increased revenue by 36 percent—thanks in part to "outstanding" food and beverage and glow novelty sales.

—Mike Bederka

Sold-out Rookies and Newcomers Program Provides FEC Industry Building Blocks

Solid advice, candid conversations, and detailed questions highlighted the day-and-a-half Rookies and Newcomers program at this year's Expo. The sold-out Institute covered the spectrum of opening and running a successful FEC, including business plans, insurance, marketing, food and beverage, and group sales. Seventy-eight people attended from as far away as Australia, Poland, and Venezuela.

"Well-rounded curriculum prepared by seasoned operators and professionals, together with access to IAAPA Attractions Expo, makes this program an experience like no other," said Dorothy Lewis, president of Maxx Fun of PA and faculty for Rookies and Newcomers.

Its value lies in the "unvarnished presentation" of the opportunities and challenges new operators face, added Richard Sanfilippo, president of Sam's Fun City and program faculty.

"We expect these students to get a taste of the collegial nature of our industry and to forge their professional relationships from which to build a strong network of support in the IAAPA family," he said.

—Mike Bederka

Astrid Lindgren's World's Local Approach

When Mikael Ahlerup became general manager of Astrid Lindgren's World in Sweden a few years ago, one of the first things he did was show photos to the park's owners of some beautifully themed signs at another park in Europe, then compared them to Astrid Lindgren's World's more mundane signs. After suggesting the signs be improved, he received a shocking response: "In our park, a sign is supposed to be a sign, not an experience."

Ahlerup said the lesson was the attraction should be true to the theme and heritage of Astrid Lindgren. With this in mind, the park realized that it sold loads of branded products, yet no such products exist in the books of famous Swedish author Astrid Lindgren. The facility proceeded to eliminate branded food items, but the move didn't generate more positive feedback from guests.

So in 2009 the park hired a famous Swedish chef as a consultant, then converted all of the food offerings to products that are locally grown to remain true to the setting of Lindgren's books. This required some extraordinary steps, like buying a $15,000 meat slicer for a local pork producer who couldn't keep up with the park's demand because he sliced all of his pork by hand.

The results have been positive. Guest feedback and media coverage have been positive. And revenue and per-cap sales increased from 2009 to 2010.

—Keith Miller

Birthday Party Boosters

Family entertainment center (FEC) experts engaged in lively conversation (including laugh-inducing game demonstrations) about growing and fine-tuning party business during the Expo.

FECs should be marketing heavily inside their own buildings

"Behind every party room door, opportunity is knocking, and it should be pretty loud," said Dorothy Lewis, president of Maxx Fun of PA. "If you're selling something, show it." She shared several tips with participants:

• Make an announcement on the PA system that the birthday child has arrived for his party. This touch helps him to feel special.
  
  
• Let the birthday child spin a prize wheel; announce this, as well.
  
  
• Always follow up with the customer after the party. A thank-you note goes a long way to create repeat business.
  
  
• Take time out to analyze party successes and failures. Do you know the average age of attendees? Are they boys or girls? Are some party package busts? (If they are, eliminate them.)
  
  
• Strive for consistency from the first party of the day to the last.
  
  
• Have a kids' club, where young guests can sign up for special savings and receive invites to members-only events.
  

Lewis also emphasized the value of opening up the facility to teen and adult parties. "Extend your market and extend your day," she said.

—Mike Bederka

Museum and Science Center Trends

The session "Global Perspectives for Museum and Science Centers 2011" kicked off the museums and science centers track at the Expo. The session's topics concentrated on how museums and science centers around the world are striving to work hand-in-hand with their communities to gain support and offer more benefits to members.

That global focus continued throughout the session, with panelists sharing their perspectives on the state of the industry in their respective parts of the world—primarily the United States, Europe, and Asia. Tit Meng Lim, chief executive of the Science Centre Singapore, said a "boom in a knowledge-based economy" has spawned a "bigger and better" trend in expansive new science centers opening throughout China, Korea, and Singapore. In addition to an "edutainment" approach that Lim says has proven highly successful, immersive, experiential exhibitions and events have also helped draw a large number of visitors.

"Entertainment and education is a powerful combination," said Lim, but added, "There must be a balance. Science is everywhere, and it can help drive economy in big ways."

Museum Revenue Strategies
Silva Raker, director of business development for the Exploratorium in San Francisco, California, identified three ways to achieve commercial success:

• Maximize opportunities, such as retail, for on-site revenue.
• Reach beyond the museum walls, whether it's increasing marketing efforts or turning a "threat" into an opportunity through a strategic partnership.
  
• Take advantage of your center's knowledge and expertise by offering consultancy services.
  

Meanwhile, Cathy Fischer, senior director of merchandise and licensing at Universal Parks and Resorts, shared insight from last year's opening of The Wizarding World of Harry Potter (WWOHP) at Universal's Islands of Adventure in Orlando.

"Merchandise is usually an afterthought, but with WWOHP the retail experience was a game changer," said Fischer. "We knew guests would want to shop like Harry did."

She shared a few tips to help keep merchandise "immersive" and make it "relate back to the experience":

• Know your guests—consider their age, where they're from, and especially their budget.
  
  
• Make sure the product is authentic and ties back to the experience.
  
  Don't overload guests with too much retail; offer just the right amount. Location is also key; make sure the product has the exposure it needs. 
  

—Jennifer Dienst

New Trends in Design

Hans Gubbels, director of Discovery Center Continum Kerkrade, discussed trends in exhibition design through these four museums from around the world:

• The National September 11 Memorial & Museum in New York, NY
  
• The Mind Museum in Taguig, Philippines
  
• Discovery Center Continium in Kerkade, Netherlands
  
• Science Gallery in Dublin, Ireland

"What I find special is the financing—they made it possible for companies and individuals to afford sponsorship exhibits and pieces of the museum, making it accessible to everyone," said Gubbels.

Speakers also emphasized that trends for zoos and aquariums in 2011 focused on deeper, more immersive experiences, multispecies exhibits, and the blurring of lines between attractions and exhibits. For example, the Kolmården Wildlife Park in Sweden recently introduced a new gondola safari ride that takes visitor into the heart of animal habitats via ski lift technology, which is quiet enough not to disrupt the animals. The Grand Aquarium in Ocean Park Hong Kong lets visitors get up close with more than 400 species in a four-story "bubble dome."

Steve Forbes, an architect for the San Diego Zoo, spoke about the team choosing a Southern California-influenced habitat for the zoo's Elephant Odyssey exhibit—and how that theme turned out to be more a natural habitat than he initially thought.

"A few days before the exhibit opened, a mammoth skeleton was uncovered nearby," he said. "This gave us a great story line."

Incorporating statuary and completely transparent housing—allows the feeding and care of the elephants is done completely in the open—the visiting public is able to interact with the animals, the caretakers, and the exhibit, in a multitude of ways.

"It's about breaking down the barriers; we have nothing to hide," said Forbes.

During "Film Do-It-Yourself: Time, Technology, and Talent"—attendees received a real-world rundown on how to create professional short films from Cynthia Sharpe, director of exhibitor development for Dramaturge and researcher-at-large for ThinkWell, along with Roberta Perry, vice president of business development for Edwards Technologies, and Phil Lindsey, who has created award-winning short films for a number of museums and cultural institutions.

Presenters shared advice on how museums and science centers can produce their own films—even if the staff has little to no experience. First step? Hire a team of college-age, or just graduated, interns with experience in digital media, said Lindsey.

"This is going to be a growth industry," Lindsey said. "They can't all be James Cameron, so it's our job to get them interested [in our industry] and passionate about what we do."

For museum/center staff who don't have the budget to shell out for pricey video equipment, freeware and cameras with video capability can produce quality material.

—Jennifer Dienst

Smart Marketing, Promotions Enhance Operations and Save Money

Most facilities today don't have armfuls of cash to dedicate to traditional marketing and promotional efforts. A pair of Expo seminars showed that venues can effectively spread the word on a tight budget.

For instance, community tie-ins offer ample opportunities to generate meaty press coverage prior to a ride or attraction launch, explained Ron Gustafson, public relations and educational programs director at Quassy Amusement Park, during "Taking It to the Streets—Marketing Your New Attraction Big or Small."

With his new family roller coaster, he held a ride-naming contest, bringing the promotion to the area schools. The park received more than 90 entries, with "Wooden Warrior" coming out on top. The winning students received a special T-shirt and an exclusive invitation to the ride.

Gustafson also held an auction to be the first on the coaster. The park raised $2,000 for charity, with seat No. 1 being sold for $700. The winner, an 81-year-old coaster enthusiast, became another popular story for the press.

Speaker Julie Dion had similar success with the "Undertow," a water slide that earned its moniker in a public naming contest as well.

Months prior to the opening, Dion—marketing specialist for Dion Marketing Company, released renderings and clever slide factoids to the media. In addition, she held a "splash-breaking" (instead of groundbreaking) ceremony, which featured local celebrities and officials.

To continue the buzz, she held a preopening party with an area radio station two nights before the launch, and the next day, she hosted a VIP night, inviting media and people from the hospitality industry and corporate world as well as their families.

Dion delved further into smart promotions and marketing in her next seminar "Work Your Promotions So Your Promotions Work for You!"

Creative events, like the recent "Dog Lovers Day," expanded her target audience and helped to generate off-season excitement, traffic, and revenue, she said. Four-legged aficionados flocked to Adventure Landing for the pet adoption fair, Frisbee dog show, and dog food drive. As a bonus, folks who brought in food received two free games of miniature golf.

—Mike Bederka

Time to Get Mobile

The Mobile Marketing Symposium, a four-hour education program geared toward both newbies and experienced mobile marketers, proved facility operators are more interested than ever in using mobile technology, tools, and techniques to reach guests quickly and effectively.

Opening the program, director for wwdonline Katie Bruno talked about why the communication landscape is changing and how mobile technology and strategies are a key part of the future picture of marketing. "If you don't have a mobile presence, you miss an opportunity to connect with guests when they're considering [what to do and where to go]," adding that parks need to communicate to their guests throughout the decision making process (when they're deciding whether or not to visit your park), during the visit (what to do at the park, where to eat, etc.), and even after the visit (close the loop through social media platforms).

Beyond the visitor experience, she believes a new growth area for mobile technology is operations: reservations, couponing, staffing, and more. "Anything you were using a clipboard or a piece of paper for…this is your clipboard," she said.

Mobile Websites

Josh Lovison, principal of Digital Strategy Consulant, talked about the difference between apps and mobile sites, stressing that a park's dollars are best spent on a robust mobile site rather than an app. "They don't play well with others," he said about apps, adding that they can't deep link to specific information and a user can't share an app on Facebook or other social networking sites.

He shared other tips for those new to mobile sites:

• Develop a web app, which can look and function like a native app, but has the added benefit of being sharable between users and through social media, e-mail, etc.
  
  
• Focus on e-mail, not SMS texting communication.
  
  
• Display ads are a burgeoning industry (example: iAD is a rich ad experience using html 5).
  
  
• Leverage social media; it's the number one activity on smartphones.
  
  
• Keep up with new technology; new devices are always coming out and technology moves fast.
  
  
• Explore HTML 5 Geo, which can help you market to your customers once they're inside your park.
  
  
• Invest in one site that can communicate with multiple devices (tablets, phones, etc.).
  
  
• Leverage site through multiple touch points—e-mail, social media, QR codes, apps, etc.

Mobile Technology: HR Uses

Missed a Session?
IAAPA members can download session handouts free of charge at www.IAAPA.org/expos/attractions/2011/education/Handouts.asp and audio recordings are available for purchase at http://IAAPA.peachnewmedia.com/ store/provider/provider09.php#blank.