Combos & Packages: 6 Tips to Maximize Guest Experiences

Do you give your guests options, combos, or provide entertainment and food option packages? Packages are a well-sought-after deal for your guests. But, you have to plan them efficiently. Today, we’ll talk about 6 ways to plan your combos and packages to maximize the guest experience while boosting your sales.

Your visitors are going to spend money in many different ways when they get to your theme park or FEC. From the games and attractions to the food and VIP passes, they are ready for a great time and want to spend those dollars. After all, this is what they work for... a great time! Customer desire = fantastic experiences and the best memories they can possibly make!

The trick is to make your guests want to spend more money than they intended to, it doesn’t hurt to make them smile when they do it either! Getting it formulated, then sold ahead of time to reduce the time they spend in line is all important to the overall guest experience. 

1. No customer wants to stand in long lines for each attraction they want to enjoy. Always make sure that you can promote and sell these packages ahead of time. Online or over the phone; however you are best prepared to promote and handle pre-ordering and packaged arrangements. 

1. Food & Drink Options- Some guests have never been to your facility. They aren’t sure what they want to enjoy most. Having a deal just on food is a smart way to attract newcomers. Even something simple such as charging full price for a large pizza but throwing in a free 2 liter of soda pop and or a pitcher of beer can seem like an awesome deal to a first-timer. Don’t ever underestimate “free food or drink” vouchers. 

Let’s say you make fresh baked large pretzels in your facility. Offering one free to a first-time customer is amazing to them. If you have strategically placed your food and bar locations, offering something cheap that you sell for free, can entice them to wander around that section of your establishment and spend money on the various attractions or games you have nearby.

1. Ride & Food Packages- Create a gimmick. One package could be water attractions and a free drink at your bar or meal at your eateries during the summer. Or, capitalize on the higher-priced rides such as roller coasters (other extreme attractions), while throwing in a free (for an individual) or ½ price lunch (per couple or family/group).
2. Entertainment (comedian, concert, show) Packages: a.) Some people come from far away to see quality entertainment. Providing a discount on a hotel stay is beneficial for those guests. b.) Getting your visitors to want to stay and enjoy your other attractions could be as simple as providing a free popular ride or attraction tickets for after the show. c.) Perhaps you want to cater your show or event to make extra money with the convenience of having food readily available and/or an open bar. Selling event tickets with vouchers or discounted meals and drinks is a plus for those who attend!
3. Coordinate with your local restaurants just like you do with hotels. 1/2 price meals or a free drink if a guest chooses that establishment can make a great deal for the customer but also provide an ongoing partnership between your park or FEC and the local businesses.
4. Deals for slower days of the week: This is a fantastic opportunity for you to do what you can to direct traffic into your facility. Only you know where you want more traffic on slow days and which days of the week are the “slow days” for your establishment.

How can you pull these packages off with success? This is another prime example of where your analytics come in. What are the demographics of your facility? What rides, attractions and restaurants are utilized the most? How can you provide an optimal package that people are going to want to purchase while generating a solid profit?

Creating a deal that encompasses some of the “best” aspects of your business is going to drive the customer to want to indulge in it. You’re trying to inspire each person to purchase the highest-priced package. How? Use your data to see what they keep coming back for! You’ve got to do a little upselling too. The goal is always to optimize the guest experience in order to maximize profit.

07-09-22

 Tim Murphy is CEO of APX Operating Company, dba Boomers Parks, under the ownership of Cerberus private equity ($55B assets). Boomers Parks owns six family entertainment centers and two water parks with locations in California, Florida, and New Jersey.

As CEO of Boomers Parks since 2020, Tim took these eight parks from bankruptcy to profitability in just a year – in the middle of a global pandemic. When Boomers acquired these parks, they were operating at a $10 million loss. Tim transformed the customer experience and added new revenue streams to generate a 180% increase in revenue in 2021 (and on track to be a 250% increase in 2022). 

Tim launched his 35+ year career at Walt Disney World and has since served more than 150 entertainment, restaurant, and food & beverage brands across more than 10,000 locations in C-suite and senior positions.

 Additionally, Tim is a Board Director with Coney Park, Happy City, and YuKids - Family Entertainment & Amusement Parks, part of The Carlyle Group ($275B assets), a private equity firm that operates 150+ family entertainment centers and amusement parks in Latin America. 

 Tim has worked with top-tier entertainment and restaurant brands including Disney, Rebounderz Trampoline Parks, Darden Restaurants (Olive Garden, Bahama Breeze, etc.), Red Lobster, Jimmy John’s, Applebee’s, Sonny’s Bar-B-Q, Denny’s, El Pollo Loco, Hardee’s, Golden Corral, and Firehouse Subs. 

Tim has overseen more than 35 purchase transactions involving over 1,200 restaurants, stores, and park locations. With extensive experience in buying and selling businesses, handling negotiations with buyers and sellers, and creating strategic partnerships to build strong brands, Tim has facilitated deals ranging from $11 million to $350 million+.

 Tim is a member of IAAPA, CAPA, FAA, AAMA & WWA. He is a licensed commercial real estate broker in the State of Florida. Tim earned a BS/BA in Accounting from the University of Central Florida and an MBA in Finance from Orlando College.