Attractions: Discover the Secret to an Out of Season Income

by Streetspace Group in Leisure Industry | 0 comments

Whether a wild animal park, a white-knuckle thrills theme park or a castle with acres of natural beauty, you’ve experienced the challenges of the dreaded out of season period.

As your peak season ends and your visitor numbers start drop don’t let the seasonal slumps get you down! Instead of sitting around and waiting for your season to start again; read Streetspace’s ideas on how you can continue to bring visitor numbers in.

Focus on Your Locals

By offering discounts to local residents, you can not only bring in some business after the crowds have dispersed. This will also help maintain a good relationship throughout the entire year. Adapt your marketing efforts to target local residents instead of seasonal tourists; lower entry rates, dedicated days and discounted food and beverages could all work. Focusing on your local community during your off-season is vital; if your locals embrace and support your business, your slow months are sure to be less of a struggle.

Promote You Are Quiet

As a business going public with the news your attraction is quiet can seem daunting, but that’s exactly what your visitors want to hear. For them no queues, sights without the crowds and potentially discounted rates are the dream! Take to social media to share your 5 minute queue times or the beautiful quiet, crisp winter walks. It may seem uncomfortable at first, but sharing your resort is quiet is exactly what your visitor wants to hear.

Weather Proof Your AttractionAttractions bad weather income

With Winter 2015/16 becoming a record breaking season for the UK; the wettest in the record series for Wales, Scotland and Northern Ireland and the second-wettest for the UK as a whole just behind the winter of 2013/2014. Weather proofing your attraction has to be a high priority!

Constructing a building to offer your visitors a place to escape the rain is not only impractical, but expensive too. But adding valuable space, comfortable year round and suited to a wide range of short- duration uses that add real value should be considered.

In terms of customer experience and increasing visitor dwell times at your outdoor attraction, Streetspace can help you transform entrance areas or courtyards with an architecturally significant, progressive covered space that offers long term value.

Many leisure organisations across the country have found Streetspace steel framed canopies to be a very cost-effective method of delivering space that is suitable for use in all weathers. Particularly when combined with radiant heaters and also removable fabric/aluminium side screens for those exposed locations.

Create Events and Activities

Research what is going on in your industry and host specific events / days.

This quieter time of year is not only great for charity events, but also it’s an ideal time to show your appreciation to your loyal members. If your attractions holds annual card holders, use this period to hold exclusive events especially for them. This will not only drive visitor numbers and spends, it will also encourage annual sign ups.

20150408_090733Case Study Example

When looking to increase covered space around their key attractions whilst minimising encroachment on walkways and viewing areas, Colchester Zoo needed a canopy design that could combine design flexibility and great looks. Streetspace worked closely with the team at Colchester Zoo to ensure that each canopy was designed to maximise both weather protection and clear space for viewing together with clean, flowing style.

Colchester Zoo’s CEO Dr DA Tropeano commented on the project. ‘The recently-completed covered area outside our Southern Fried Chicken restaurant is the 6th canopy structure that Streetspace have completed at Colchester Zoo, integrating perfectly with our ongoing programme of developing quality dining spaces across the Zoo, and thereby increasing visitor dwell times and ultimately customer spend.’ Read more and the full case study here.

If you are interested in seeing how Streetspace can help you transform your outdoor space. Contact us via the form below for a free no, obligation quote.

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