increased per capita spending
DESCRIPTION
Richard Sanfilippo from Sam's City at the EAS 2011 Conference with the Play Providers Assocaition (PPA)TRANSCRIPT
By: Richard Sanfilippo, President
Sam’s Fun City, Pensacola, Florida, USA
Strategies to Increase In-park Spending at Your FEC
Strategies to Increase In-park Spending at Your FEC
• Following are several selected strategies some as simple as changing price packaging strategies and others require rebranding and major changes
• All have the goal of increasing $’s spent through extended length of stay, expanded appeal of attractions, or in park or outside marketing and product placement.
Strategies to Increase In-park Spending at Your FEC
• Pricing Structure • In Park Marketing• Target Marketing• Brand Named Products• Expanded Food Offerings• Product Placement• Attraction Integration• Structural Changes in Offerings
Strategies to Increase In-park Spending at Your FEC
•None of our wristbands include Premium Attractions.•We elected not to sell a go-kart wristband only, but included unlimited go-karts in a wristband for rides.• We do sell an indoor play wristband but also try to up sell all guests to a ride wristband by including indoor play in all our wristbands.
Pricing Structure
Strategies to Increase In-park Spending at Your FEC
•Providing a credit for $’s already spent towards an annual pass is a great per cap bolster•Promoting Gift Card Purchases also helps increase spending and repeat visits•Promote using signs, flyers, radio, and cashier training.
In Park Marketing
Strategies to Increase In-park Spending at Your FEC
Who is the
customer in
this photo ?
Target Marketing•Is your facility prepared to sell to everyone in the photo (increase from 2 sales to 6)•Who in this group will direct when the group leaves and stops spending money?•Can you provide an environment for adults to be comfortable (TV’s, Sofas , Wi-Fi, areas to relax)?•Can you provide attractions, products, services for them to participate?
Strategies to Increase In-park Spending at Your FEC
•Many novelty items will add $’s to you bottom line•Look for non-traditional relationships with suppliers.•When SFC added Dippin Dots to our menu Select products that will draw guests to your facility.•At SFC Dippin Dots added an average of $.85 cents to average guest spending or an 18% increase is F&B sales.•Add Products that will draw additional guests to your facility
Brand Named Products
Strategies to Increase In-park Spending at Your FEC
Expanded Food Offerings•Difficult way to drive in new business/good way to extent stay and spending•SFC added Buffet increased 10 thousand meals in summer season.•Expands potential for group sales•Typically Food sales are only 10% of US FEC market can easily be 2 times that, low margins but good synergy with other sales.
Strategies to Increase In-park Spending at Your FEC
Product Placement•Animals Stuffing Programs, and Facility Logoed items are a great add on sales.•Redemption counters will drive arcade sales and extend stays and other spending.•School groups, clubs, teams etc. most participants have small amount of spending money, make it easy and fast for them to spend it (package items, add temporary POS)
Strategies to Increase In-park Spending at Your FEC
Attraction Integration•Select new add on games and attractions to address guest service shortcomings. Remember its easier to sell to someone already in your facility as opposed to bringing in new guests.•MINI BOWLING- this example of an add on would address having an attraction with broad appeal for all ages, it has the potential of adding $35,000 to $50,000 per lane to your bottom line annually.•Lazer Frenzy- is a newer concept of a small footprint (250 sq ft) attraction which can be expected to increase sales to the 6-12yr crowd. Sales from this type of attraction are in the range of $250-$350 per sq ft.
Strategies to Increase In-park Spending at Your FEC
Structural Changes in Offerings
•Remember we are in the retail business and as such we are striving to achieve the highest and best use of our facilities.•Structural changes are the most expensive and long lasting, extensive research is a must.•Whenever possible it is best to add attractions which supplement existing offerings, creating new sources of revenue which increase utilization of existing facilities is a win/win scenario.•When big change is appropriate consider what type of shift is best.
Strategies to Increase In-park Spending at Your FEC
Structural Changes in Offerings
Children to
Adults
Impulse to
PlannedInside to Outside
Flat to Multisto
ry
Passive to Active Dry to Wet
Mini Bowling & Adult
Beverages
Mini golf, go-karts
Lazer Tag, Trampoline Center
Water/ Spray Park
Food, Wristbands,
Critical Mass
Ropes Course
Strategies to Increase In-park Spending at Your FEC
Summary• All facility owners should be constantly evaluating the
performance of their operation and all of its sub elements
• Maximizing $’s per facility is a must.• There are operational and structural changes which can
be made• Remember there is no such thing as the status quo, if
you are not changing and growing your going backwards!