Small Park Marketing: Bright Ideas

[CoastersRZ]

From IAAPA`s (International Association of Amusement Parks and Attractions) Funworld Magazine November/December 2010 edition: http://www.iaapa.org/industry/funworld/2010/nov/features/BrightIdeas/index.asp

Towards the end of the article is a mention of Coney Island. It includes a quote by Vic Nolting, the President of Coney. What the article talked about is essentially Coney`s "Deal of the Day"

This summer, Coney had a "Deal of the Day" everyday on their website (Coneyislandpark.com). The deal changed everyday. Guests could print out the coupon and get some great deals. Some of those deals included rides admission for $5.95 (normal price is $11.95!). Other days, the deal was for free parking, or free drinks at LaRosa`s. I know that the deal of the days on ride admissions were used quite a lot.

[The Interpreter]

And not even one of those deals of the day was a free soft drink when buying two large pizzas and three large soft drinks. Nor a free salad with the same purchase required.

Terp, just notin'

[CoastersRZ]

Well, I believe that the deal of the day for the free drinks at Larosa`s required one thing. That the guests buy ONE pizza. It was a far better deal than the proclaimed "family meal deal" at KI`s LaRosa`s. Not to mention that if you are a regular pass holder at Coney, you automatically get 10% off food purchases (its 20% if you are a Platinum Pass holder).

[CedarPointer]

I can think of one BIG reason why a deal of the day would be a huge pain for Food & Beverage:

"WHAT DO YOU MEAN I CAN'T USE YESTERDAY'S COUPON?!"

[CoastersRZ]

Well, every single day was a different deal of the day. And the day was clearly marked on the coupons (which were printed right off of peopl`s printers. The bigger issue was that we didn`t necessarily know ahead of time what the deals were going to be. When the deal of the day was the reduced price for Eurobungee, that attraction often would get slammed, and we would only have the bare minimum staffing on it.

[CedarPointer]

Oh, yeah, being clearly marked doesn't help. The price of the kids meals (yes, they *are* actually $8.99) is clearly marked, the beverages we serve are clearly marked, the restrooms and smoking areas are clearly marked on the map... and yet people still ask about these things on a regular basis. From what I've heard, people try to use chain restaurant coupons at KI quite often ("I'm sorry, but Jukebox Diner can't accept Steak and Shake coupons..."), so I don't see how this would be different...

[Coney Islander]

Success in the Amusement Industry has a direct connotation to how progressive you tend to be. People love to experience what's new! What's exciting! What's merry- making! Smaller Amusement Parks have (in recent years) done an amazing job at this. The two largest US chain companies have both become rather stagnant. Roller Coasters were originally the bees-knees in Amusement Park entertainment, but you've got to admit they've lost quite a bit of luster, due largely to over- use. Every few years, the park gets a new "best" coaster. Same old, same old...

Does Coney Island publicly release attendance figures? I'd love to know what effect The Wallenda Family Stunt Show may or may not have had on attendance, in- park spending, etc. (I myself was a little disappointed by the marketing aspect of this. I hoped television and radio advertisements would be in more abundance... Still, attendance appeared better than ever.)

I also must chime in that the "Deal of the Day" was a wonderful idea. My mother made sure to it she visited the Coney Island website, the first time she heard the radio advertisement. Many are like that, about saving money... And with website clicks, come visitors.

[CoastersRZ]

No, Coney does not release attendance figures. In part it is hard to guage attendance figures. Why? While Sunlite Pool is a gated attraction (there is a west and east pool gate), the park grounds are not gated. While one must pay for parking, there is absolutely no charge to walk around the park grounds at Coney. As such, there is no realy way to accurately guage the number of people that visit Coney. Based on what I`ve seen, 2010 was a better year than 2009 for Coney. Although 2009 was a very soft year for Coney.