Given global trends, how should attractions best reinvest in themselves to ensure maximum growth?
Dan Martin, Market & Feasibility Advisors, LLC: Own your market
Location is the key asset of all attractions. Direct and convenient access to a mass of people (real ones, with time and money and a willingness to part with both) are critical when deciding what to invest in.
You uniquely have a shot at owning your home market. Convenience tops all. Owning your local market means identifying and then targeting slices of your market through well-chosen channels with smart messages, then adding more slices of that local market by tinkering with your product to increase its appeal to them.
When you build a personal relationship, customers will bring visiting friends or relatives. Social media, technology upgrades, hours, seasonality, pricing schemes, and new stuff are tools. You use them to build friendly and embracing relationships with locals who will come as often as they can afford. They’re looking for real places just like the old bar their grandfather loved.