We know how hard it can be running a theme park, and finding your competitive edge can take some time. Building a loyal local customer base can significantly impact your bottom line, ensuring a steady stream of visitors who can help sustain and grow your business.
By improving local engagement, you can not only attract local visitors to your theme park, but become a cherished part of the local culture for years to come.
This comprehensive guide will provide practical insights and actionable tips on how to drive more local visitation to your theme park. Read on to learn how to keep residents coming back for more, season after season.
1. Understand the local audience
To increase your number of local visitors, it's essential to understand the preferences and expectations of your local audience. Conducting market research through surveys, social media interactions and even focus groups can provide valuable insights into what local visitors want in their theme park experiences.
One significant factor for local visitors is the perception of value for money. For example, locals are more likely to visit regularly if they feel they are getting good value, which can be achieved through annual passes, discounts, and special promotions targeted at residents.
Local visitors also value convenience, so making sure your theme park is easy to access through ample parking and public transportation can make a significant difference.
By tailoring your business to meet the preferences of your local audience, you can create a more appealing and personalized experience for local visitors and keep them coming back again and again.
Read this next: Expanding Your Venue: Knowing When and How to Add a New Location
2. Consider community partnerships and collaborations
Forming partnerships with local businesses and organizations can significantly enhance local visitation to your theme park and help you create a network of support that drives continuous engagement.
Collaborating with nearby hotels, restaurants and retail stores can create mutually beneficial promotions and packages that draw in local customers. For example, offering discounted admission to guests who dine at a partnering restaurant or stay at a nearby hotel can drive traffic to both businesses.
Collaborative events with local organizations can also boost community engagement. Hosting charity events, school fundraisers or local sports team celebrations at your theme park can create positive associations and encourage locals to visit.
Read this next: A Guide to Local Partnerships for Small Entertainment Businesses
3. Host local events and festivals
Local events and festivals are fantastic opportunities to attract nearby residents. Consider organizing themed events, holiday celebrations and community-focused entertainment that resonate with local traditions and interests. These events not only draw visitors but also help build a sense of community and increase brand awareness.
Plan themed events around local holidays or significant dates. Think about what specific themes or events would be most appreciated by your local audience.
- Host seasonal celebrations like a summer splash fest, spring flower festival, or a cozy winter wonderland with holiday markets and seasonal food
- Highlight your community’s history or cultural traditions with local heritage festivals or events, such as food festivals and cultural fairs
- Invite local artisans, food vendors, and craftspeople to sell their goods at a farmers market or craft fair
- Partner with local nonprofits for charity fundraisers or awareness days, like fun runs, charity auctions, or themed walks
- Celebrate local sports teams or host friendly competitions that get the community involved, such as mini-golf tournaments, obstacle courses, or outdoor games
By offering a variety of events throughout the year, you can keep the local audience engaged and eager to return to see what's new and exciting at your theme park.
4. Offer discount and membership programs for locals
Implementing special discount programs for local residents can drive repeat visitation and foster loyalty. By offering discounted admission rates, exclusive deals and loyalty programs, you can incentivize locals to visit more frequently. For example, annual passes that provide unlimited access for a fixed price can be particularly appealing to families who live nearby.
You can also use ROLLER to help analyze and grow your current memberships by fine-tuning your marketing efforts, strategize for better retention and identify the causes of membership churn. Membership programs that offer additional perks such as exclusive offers, discounts, and VIP treatments can further enhance the value of membership for local visitors.
5. Create localized marketing campaigns
By focusing on localized marketing efforts, you can create a buzz within the community and attract more local visitors. Targeted advertising through social media platforms, local newspapers, radio stations and community websites can raise awareness of your theme park and help you connect with the local audience on a more personal level.
Collaborating with local influencers and bloggers can also amplify your reach. These influencers can share their experiences and endorse your theme park to their followers, generating interest and encouraging visits.
- Run Geo-targeted social media ads with a message, or offering, that appeals to local residents
- Partner with local influencers or bloggers who can share their authentic experiences at your park
- Advertise events, discounts, and special deals in community Facebook groups or local forums
- Partner with popular local radio stations to run targeted ads that highlight upcoming events or exclusive deals for residents
- Sponsor or advertise through local events, like town festivals or sports tournaments, by offering exclusive discount codes or special promotions for attendees
6. Boost community engagement through social media
Social media platforms offer powerful tools for engaging with the local community. Using these platforms to highlight local events, special offers and community stories can help you build a strong online community presence.
- Encourage visitors to share their experiences, photos and videos and tag your park to build a loyal online following
- Create interactive content like polls, contests and user-generated campaigns can increase engagement and foster a sense of community
- Regularly update your social media channels with news, promotions and behind-the-scenes content can keep the local audience informed and excited about upcoming events and attractions
- Engage with followers through comments, messages and shares to create a more personal connection to the local community
7. Introduce family and educational programs
Family and educational programs can be appealing attractions for local visitors. Partnering with schools to provide educational workshops, field trips and themed learning experiences can attract students and their families.
- Partner with local schools to offer educational workshops and field trips that tie into your park’s attractions
- Develop themed learning experiences that are both fun and informative, catering to local families and school groups
- Host family-focused events like family fun days with activities that cater to all age groups
By providing valuable and enriching experiences, you can establish your theme park as a go-to destination for family outings and educational adventures.
8. Add seasonal and localized offerings
Tailoring your offerings to local seasons and preferences can enhance the appeal of your theme park to the local audience. Seasonal promotions such as summer water park discounts, autumn harvest festivals, and winter festivals can create excitement and draw in visitors looking for seasonal fun
Themed experiences tied to community traditions and cultural celebrations can also attract locals. For example, hosting a Lunar New Year celebration with traditional performances, food stalls with QR ordering, and cultural activities can appeal to local residents who celebrate the holiday.
Incorporating local food and beverage options into your park's dining options can also help build community by supporting local vendors.
9. Implement feedback mechanisms and community input
Regularly soliciting feedback from your visitors can help you understand what locals enjoy and what areas need improvement. By actively seeking and incorporating community input, you can create a park that truly reflects the desires and needs of the local audience.
You can read online reviews or use ROLLER to gather feedback directly from visitors using guest satisfaction surveys and get the data needed to improve your operation and further build relationships with guests. You can get all the data you need in one place with ROLLER’s guest experience score tool, which can help you better understand your customers and drive repeat business.
10. Consider environmental sustainability
By adopting sustainability practices that connect with your local community, you can make your theme park even more appealing. It’s also a great way to show that you care about the environment and are doing your part for a greener future.
Eco-friendly initiatives such as recycling programs, energy-efficient operations and conservation efforts can reduce your park's environmental impact and attract environmentally conscious visitors. For example, Greenwood, an eco-friendly family adventure park, created an energy-efficient roller coaster that feeds electricity back to the national grid, along with a solar-powered splash ride. Similarly, in 2021, Lisberg became the first amusement park in the world to be certified according to ISO 20121, an international standard for event sustainability management systems. The Swedish theme park uses 100% renewable energy and conducts energy audits to further optimize energy usage.
Highlighting your park's sustainability initiatives on social media and in marketing materials can also raise awareness and encourage locals to support your environmentally-friendly efforts. By involving the community in your sustainability efforts through volunteer programs, educational workshops and conservation projects, you can also foster community involvement.
11. Adapt to changing community dynamics
Communities are always changing, so it’s important to keep up with local trends and adjust your theme park offerings to match. Pay attention to shifts in demographics and preferences so you can stay ahead of new opportunities and challenges. For example, if more young families are moving into the area, it might be a great time to add more family-friendly attractions and events.
By being proactive and flexible, you can ensure your theme park remains in the hearts and minds of your local community.
What's next?
Getting more locals to visit your theme park takes a mix of strategies that focus on engaging with the community and paying attention to what they want. Building a strong connection with the local community helps create a loyal customer base, which is key to your park's long-term success and sustainability.
ROLLER's platform can give you the tools better manage memberships, collect feedback, and provide insights that fuel marketing strategies, all in one place. Embrace your community and watch your local visitation numbers soar.
Not a ROLLER customer? Book a demo and see how ROLLER can help you increase revenue, delight guests, and streamline operations.
