Rovaniemi, the Official Hometown of Santa Claus

One of the benefits of being in the attractions industry is to visit and learn from many attractions around the world. There is always something to learn from other attractions. As good as you are, there is always something better. We share and learn best practices from other attractions which is perhaps why this industry is so tightly knit. We compete, but we also help each other.

During my career, I was very fortunate to visit many theme parks and attractions around the world. Some were big, some were small, and each offered a learning experience. One of my most memorable experiences was a visit to the Arctic Circle near Rovaniemi in Finnish Lapland. In mid-summer, the sun shines and never sets while in the winter there are only a couple of daylight hours each day. It is where the reindeer run wild through miles and miles of snow-covered wilderness.

Rovaniemi is said to be the official hometown of Santa Claus.   “Come visit Santa’s hometown.  His workshop is nearby, not far from the center of town.   It is where he spends his time throughout the year preparing toys for children around the world.   His team of reindeer, led by Rudolph, anxiously awaits each year for Christmas to guide Santa’s sleigh delivering toys and presents to children around the world.”   I am always eager to learn the sales pitch from an attraction.   This was Rovaniemi’s pitch.   It was simple, direct, and clear.   If there was not a need to visit, this certainly is creating the perception of a need.  A sales pitch need not be long and complex.  The message should be easy to deliver and even easier to understand.  

We learn along the way throughout our careers.   If you set your goal to learn from others, you will be able to learn. The first impression is what people remember and the pitch is usually the first impression of the product for the prospect.

1.      Review your sales pitch.   Does it emphasize a need or create the perception of a need?

2.      Would you buy the product if it was pitched to you this way?

3.      How can you improve your pitch, and make it more compact and direct?

4.      If the product does not sell, is it the fault of the product, or a less-than-successful pitch?

We did not have a chance to meet Santa,  but  I left him a note before leaving Rovaniemi and invited him to visit Ocean Park Hong Kong.   Though I did not get a formal reply, I know he accepted and he did visit us every Christmas.

Upon departure, I received a certificate to commemorate the visit to the official hometown of Santa Claus.  What a thrill!