If You Discount, Will They Come?
Summer’s here and entertainment and recreation destinations are hoping for the best, despite the economy. Some venues, like Six Flags, have already succumbed to bankruptcy. But that doesn’t mean the company won’t be promoting summer fun. A recent press release indicates the company plans to increase advertising this year.
And Six Flags is not alone. Even the National Parks Service, typically seen as an affordable destination, has begun to market discounts to increase traffic. In general, ThemeParkInsider notes that theme parks are discounting “more aggressively” than they have in the past. All of this activity means consumers will have their choice of a range of summer activities. And since at least 50% of consumers plan to vacation closer to home and 32% are planning ‘staycations’, they might be looking around for location entertainment destinations.
Take a look at your marketing plan and make sure you’re reaching out effectively, discounts or not, to local residents and visitors this year.[Sources: Tirrell, Meg. Six Flags Bankruptcy, Bloomberg.com, 6.15.09; Yancey, Kitty. National parks. USA Today, 6.19.09; Harris Poll, 5.19.09]