A 100-year-old well-known amusement park had put a focus on increasing the number of season pass memberships in recent years. A Calico customer for 37 years, the park’s mission is embodied by two mottos: “Fun for all" and “We take fun seriously.”
The park, one in a North American chain of unique destination attractions which has ranked in the top 10 amusement parks by attendance, places great importance on maximizing per capita spending (dollars spent per guest). This key metric requires category buyers in this industry to apply a no-nonsense rigor when selecting merchandise for their stores and concessions to achieve their financial goals and optimize per capita spending.
It’s All About Per Cap Spending
With the goal of increasing season passes in mind, the park looked to balance repeat visitor growth with steady per capita spending. The park's buyers began evaluating the product mix and came up with a new focus: to highlight products that would continuously drive per capita spending to repeat guests throughout the season, and minimize the risk of product overexposure.
Asking More From The Product Mix
When selecting items to meet this objective, additional key criteria were considered, including:
- Incorporating their values of creating fun that’s larger than life, and producing enduring family and social connections
- Creating signature items that visitors cannot purchase anywhere else
- Capitalizing on current consumer tastes and trends