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!