4 Ways Water Parks Can Boost Ancillary Revenue To Stay Successful

4 Ways Water Parks Can Boost Ancillary Revenue to Stay
Successful

Waterparks, given their investments and fixed costs are always on the lookout to find alternate
streams of revenue to boost their profit margins.
Regular attendance does not always necessitate a profitable park. Usually, ticket sales comprise
just above half of the total revenue generated at water parks over the world. The rest of the
revenue is generated with day-to-day sales at eateries, shops, entertainment centers, and other
ancillary functions on the premises.
Water park investors and operators have to collaborate to develop these ancillary revenue
streams so as to maximize their profit margins. In this post, we summarize 4 different ways
water park owners can provide more options for their customers to bring about larger profits.
1) A Well-Designed Master Plan for Multi-Use

• For Entertainment, the Master Plan Should Factor in Local Preferences

A park’s master plan is one of the most vital aspects that drive its usability throughout the
calendar year. The waterways and water bodies will be useful through the peak season. But the
land use of the surrounding park zones is what will drive traffic in off seasons. Due to travel
issues, a large component of a water park’s consumer base is of the local area. Park owners will
have to analyze the consumer behavior of the locals to improve profit margins.

Analyze the amenities in the local area.

For example, some local areas could be in need of sporting amenities. In that case, a part of the
water park can be zoned for this purpose, with futsal turfs, football fields, basketball rinks,
squash courts, or other athletic facilities. These facilities can generate revenue off hours as
locals pay for their usage on a timed basis. This could even function during park hours if the
plan is compartmentalized with strategic separators such as walls and fences.

• Compartmentalize the Park’s Master Plan

This helps the load fall lightly on the management’s shoulders, as they can close off unused
sections of the park after hours, and keep open the sections that are being used into the night,
such as family entertainment centers, spas, and food courts. This also enables the park to
accrue revenue from the late evening to midnight slot.

One of the better ideas for all-day usage is an entertainment center that is complete with
gaming arcades, a laser tag or paintball zone, and miniature golf courses. Or you could even
propose a multi-purpose theater that can host local comedians, drama groups, schools, and
musicians, as well as screen movies. Amphitheaters can enable an open-air setting of the same,
which younger age groups will love. Commercial units can be leased to other businesses in the
area, such as fast food brands.

• The Layout Should Support Varied Visitor Movement Options

A good plan is one whose navigability is seamless and which has clear zoning concepts to help
its guests. Land use will have to be decided in such a way that the park can also hold standalone
functions, such as parties, themed events, weddings, or even concerts.

A concert area might need to include a large expanse of open space with no breaks and
separators. These event areas will have to be cordoned off from the regular water park area, or,
if water-themed parties are an idea, there can even be a designated party area with pools and
slides. They layout should support alternate routing options for your park guests during such
special events.

2) Simplify Transactions Using Technology

One of the recurring problems at water parks is the danger of water damaging electronic
devices, wallets, and credit cards. For this, there are lockers provided, but that still does not
solve the problem of impulse purchases. What if a guest, wet off a ride, wants to buy an
artwork-imprinted towel, but does not have his wallet on his person at that moment?

RFID bands can solve this problem, allowing guests to even make purchases while wet. All you
need to provide is the facility to load money onto these bands at credit card booths or kiosks
designed for this purpose.

3) Create a Higher Perceived Value with Different Service Packages
• Diversify into Ticket Tiers

Customers will want to spend more money on your services if you give them a valid reason to
do so. One foolproof system is of ticket tiers. Provide Regular, Premium, and VIP tiers to your

tickets. Each ticket opens guests to widely unique services, allowing the ones who can pay more
the leeway to use their money for small luxuries like private locker rooms.

• Create Service Packages Within Each Tier

You can further diversify the options available to your guests with Fast Track Packages, Food-
Inclusive Packages, Children-Discount Packages, and more. The idea is to provide a higher
perceived value vs. the actual value of each ride, food item, and merchandise.

4) Monetize with Unique Memories and Experiences
• Allow Your Guests to Make Lasting Memories

Memorabilia is a standard facility that most amusement parks provide to their guests. Toy stalls
with customization options such as imprinted names can always make a mark on the target
audience. You can also pepper photo booths around the park, ones which are capable of
seating two or more park-goers at a time. During rides, events, or games, there can be laser-
triggered cameras placed at strategic points to capture a funny or embarrassing moment. At
the end of the day, park-goers can collect these at the exit for a small price.

• Personalize Services for Groups and Families

One of the most common needs in a park is that of personal privacy. There are certain groups
or families that prefer to enjoy their holidays away from the crowd, within their own company.
For this reason, it is also imperative that park owners think of cordoning off certain private
areas and VIP zones at premium prices to increase their monetization opportunities.

• Devising a Central Attraction will Raise Merchandising Power

Understand that the modern park is an “Experience Center.”In the experience economy of this
microcosm, this means park owners will have to entice customers with multiple experiences
over the course of the year.

One of the most effective ways of garnering revenue is by constructing a stand-out central
attraction that sells your park’s reputation far and wide. Not only do people from distant towns
hear about you, but opportunities for brand merchandising — toys, apparel, souvenirs —will
open up and your park’s consumer play value skyrockets.

Water parks generally include 4 aquatic hardware elements — rides, a children’s area, a
capacity holder, and a central attraction. The central attraction is what can make or break a
park’s value. Designers and engineers will have to brainstorm over a suitable theme for this
central attraction to stimulate imaginative play and build narratives that go beyond just the
mere function of water equipment.

Arihant Water Slides has devised several of these central attractions to help water parks all
over the world. One of our products, the Treasure Ship recently won the 2020 CII Design Award.
Its self-sufficient design can not only hold hundreds of park-goers, but also has a pirate theme
with so much potential for brand merchandising and ancillary functions like parties and themed
shows.

Once target audiences are researched and these competitive ideas are analyzed, designed, and
implemented, water parks become a booming business for any curious investor. Contact us to
learn more about the financial and technical nuances that will make your water park the new
attraction in your locality.

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