September 2005 - HOW TO INCREASE ATTENDANCE AT YOUR TRACK
Opinion By Peter F. Olesen
Have you ever asked yourself the question: “How can I increase attendance at my track?” I bet you have. But without knowing why your track attendance is less than you expect, it is difficult to be real specific. However, the following dozen or so suggestions should help whether you have new facility or have been around for sometime.
- Review your site — Does it appeal to visitors or drive them away?
- Review your staff personalities and approach to your guests. Establish neatness and friendliness guidelines to govern day-to-day appearances.
- If you have competition eroding your expectations, consider developing marketing packages that create a more appealing price structure for bundles of rides. Don’t reduce single ride prices unless your present price structure is out of line. (Remember, competition is not just another kart rack, but other amusements and sports.)
- Check the competition’s pricing and marketing strategy. Adjust your approach accordingly.
- If your competition is a track, take note of the track design and karts used. You may find it necessary to make revisions to your facility to improve your comparative image.
- Be creative in your marketing. It isn’t always the amount spent, but rather how you spend it that counts.
- Poll your guests to identify how they came to know of your existence. You may well find that your major spending doesn’t have a viable return.
- Drop ineffective advertising.
- Set up cross-marketing agreements with other businesses such as theaters, fast food restaurants, parts stores, etc.
- Market to groups such as churches, schools, day camps, community groups and other local organizations.
- Consider offering discount packages.
- Consider track modifications—reverse direction of travel on the track on certain nights or upgrade the karts.
- Seek ways to attract local media coverage: Media night, pitting station personalities or newspapers against the other.
Be creative and think out of the box. By following some or all of these suggestion, you may find your attendance increases as does your bottom line.
About the author: Peter Olesen is a Licensed Professional Engineer in eight states and President of Peter F. Olesen and Associates, Inc. 500 West Central Road, Suite 205, Mount Prospect, Illinois 60056 USA. The firm provides consulting services to concession go-kart and Family Entertainment Center clients. Services range from preliminary site evaluations, feasibility studies, concept development, master planning, design and construction engineering services for project that include concession go-kart tracks, miniature golf courses, indoor and outdoor family entertainment centers and theme parks. For more information, see www.olesen.com or call 847-253-1515.
