Maximizing Water Park Profits: Three Effective Strategies
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It’s widely recognised that water parks are seasonal attractions, with July and August marking the peak sales period. During these months, the revenue generated can account for a significant 70% to 80% of the annual income for a water park. Consequently, marketing efforts during this time are crucial for boosting sales and ensuring water park profitability.
For water park operators, the peak season is akin to the harvest period for farmers. Every day counts, and none should be squandered. So, how can a water park distinguish itself amidst fierce competition and maximise water park profitability during these short operating cycles?
Creating a Distinctive Brand
The core value of a brand is its essence, representing the most central and timeless aspect that allows consumers to understand its benefits and personality. Much like a product, to captivate customers, you must provide a compelling reason for them to purchase, making them feel it’s a “must-have.” This is essential for standing out in a crowded market.
◎ A brand’s core value should possess a unique personality. Just as a distinctive individual leaves a lasting impression, a brand with a strong personality can deeply resonate with people. In today’s diverse society, consumer preferences vary, and no brand can cater to everyone. A lack of distinctiveness can make a brand appear as an “imitation,” quickly getting lost in the vast sea of brands. Only with a high degree of differentiation can a brand’s core value shine and attract attention cost-effectively.
◎ The core value must resonate with consumers. When a brand’s core value aligns with consumers’ hearts, it can evoke their emotions and foster a liking for the brand. To refine this core value, it’s crucial to understand consumers’ inner worlds, including their values, aesthetics, and preferences.
◎ Inclusivity is key. When establishing a brand’s core value, consider its ability to adapt. If the brand needs to evolve with the company’s growth, and the original core value can’t accommodate new products, it may lead to significant waste if rebranding is necessary.
Unique Thematic Elements
All aspects of a water park, from buildings and facilities to landscapes and merchandise, should align with the theme being conveyed. Performing arts, a vital component of creating a water park atmosphere, offer a direct way for visitors to enhance their experience. Currently, many water parks in China feature “three-piece performing arts”: parades, road shows, and theatre performances, often following traditional interaction methods where actors engage with tourists.
While some interaction is included, the overall experience remains one-sided, lacking active engagement from tourists. To meet visitors’ desires for a deeper experience, they should be allowed to participate in performances, becoming part of the story and even influencing its development. This participation satisfies personalised interaction needs, providing an unforgettable “immersive” experience.
By crafting an “immersive” performing arts environment, water parks can encourage tourist participation, ultimately enhancing their experience and bolstering the park’s reputation.
Adapting Innovation to Current Trends
Understanding tourist demand dynamics and identifying key innovation and development points is crucial. Water parks should analyse relevant information to innovate products, update equipment, and increase customer revisit rates, thereby improving water park profitability.
◎ Every segment of the water park industry chain seeks upstream and downstream market opportunities, with cross-border operations becoming increasingly evident. The strong leverage of “IP” in boosting water park derivative sales has attracted more local game companies to explore this avenue.
◎ The diversity of demand drives product innovation. As living standards rise, the need for personalised tourism, leisure, and entertainment experiences grows. By adapting to this trend, diverse products can meet varied needs, maintaining their appeal to specific markets.
