Special Events, a Proven Formula

For years, I was always told,

a.     If it isn’t broke, don’t fix it

b.     If it works, do more of it

c.     Make the most of a good idea

d.     Build on the idea, keep improving it

e.     Give the prospect what they want, and chances are they will buy

I believed in these phrases of wisdom, and they have never let us down.   Halloween was a successful formula that proved itself immediately.   It gave everyone at Ocean Park great confidence in the idea of a special event and that it could drive attendance and revenues.   October was a low month, which incurred losses previously.  Halloween changed that dramatically overnight.

With the new confidence in special events, how can we develop more events and make each one as successful as Halloween?   Here are some guidelines that led to a new business strategy,

a.     Find periods during the year that had potential for strong attendance, like holidays and festivals.

b.     Find periods that may be slow and use the special event as a REASON to raise demand to visit the park and drive incremental attendance.

c.     Find periods where a specific theme could be developed

d.     Make the special event a product that can be communicated effectively via advertising, public relations, and word of mouth

e.     Make the special event a catalyst for promotions

f.      Make the special event a unique selling proposition (“USP”)

Together with the teams from various departments, we reviewed these guidelines in detail.   These are criteria that we must meet in developing more special events.  All the teams were encouraged, inspired, and enthusiastic.  The idea of special events will help improve business, and it was a great way to unite every member of the staff in a common belief.   To no one’s surprise, creating special events helped to unite the staff, greatly improved staff morale, and provided great motivation to everyone.

Understanding clearly the parameters set for special events, 4 new events were created during the year.   They were developed around Christmas/New Year, Chinese New Year, Easter, and Summer in addition to Halloween.   Including Halloween, Ocean Park created five (5) special events for the year, each providing what the market wanted,  and another reason to visit.  Before, there was one reason to visit Ocean Park.   Now there were 5 more reasons.  THERE WAS NO REASON NOT TO VISIT.   There was great value in the price of admission.

If it works, keep doing it.  With the implementation of the special events, which meant an event every other month, there were no longer pronounced peaks or valleys in attendance during the year.   Every month yielded strong attendance.  That strategy helped the park improve annual attendance from 3 million to 7.5 million in 15 years.  That is a story worthy of telling and re-telling.