How to Maximize the Potential of Three Ticket Types

Varied ticketing options for single and multi-day use give your facility the chance to capture more entertainment market share.

We were recently asked to write a guess feature for Park World magazine to address admissions and ticketing needs for amusement and entertainment venues. We think a varied approach is the best way to provide attractive offers that keep your guests coming back for more. But you can’t just set and forget them!

Read the article now to learn about three valuable admission types and, more importantly, how to maximize every offering.

Previously published in Park World, July 2024.

It’s no secret that offering a variety of ticketing options can significantly widen your target audience. By catering to different visitor needs and preferences, you can attract a broader range of guests and boost your revenue. But more than just having unique ticketing options, the best venues also maximize the potential of every guest interaction.

Read on for three ticket types to consider and how to harness their revenue-building potential.

No: 1 Offer thoughtful day passes.

Single admissions or day tickets are the cornerstone of any entertainment venue’s ticketing strategy, appealing primarily to casual visitors who seek a single-day adventure. These tickets are perfect for tourists, families looking for a day out, or locals who visit occasionally. It’s crucial to offer day tickets both online and onsite to cater to the purchasing preferences of all potential visitors. Online sales provide convenience and allow for easy planning, while onsite sales capture spontaneous visitors.

Maximize the value of day tickets by always providing an upsell opportunity. For example, offer an add-on food combo or package that includes meals and snacks at a discounted rate, or add specialty drinkware or other merchandise. These strategies not only enhance the guest experience but also increase your average transaction value.

No. 2: Create value and loyalty through season passes. 

Season passes are an excellent option for guests who plan to visit multiple times throughout the year and want to take advantage of discounts or bonuses by paying up front. By purchasing a season pass upfront, guests can enjoy unlimited access for a fixed period, which encourages repeat visits and fosters loyalty.

Offering exclusive benefits to season pass holders, such as early access to new attractions, special events, or discounts on food and merchandise, further enhances the appeal. This not only incentivizes the initial purchase but also makes guests feel valued and appreciated, increasing the likelihood of renewals year after year. Before you launch your next season pass, consider how often you want to reach out to pass holders and brainstorm marketing messages so that you can take a proactive approach to increasing revenue.

No. 3: Build advocacy and recurring revenue with monthly memberships. 

Monthly memberships present a flexible and affordable option for guests who prefer to spread out their payments. This model is ideal for local visitors who might not commit to a season pass but are likely to visit regularly. Monthly memberships can be offered at lower price points, making them accessible to a wider audience.

From a business perspective, monthly memberships provide a steady stream of recurring revenue, which can be a terrific way to manage seasonality. Additionally, members are likely to visit more frequently since the cost is spread out over time. This increased frequency keeps your facility top of mind and encourages more in-park spending on food, beverages, and merchandise.

But like with any other program, don’t just set it and forget it. Make a plan for how you will engage members frequently to drive visits, engagement, and value.

How to Maximize Your Revenue-Generating Potential

Data is essential to fully leveraging anything you sell. By analyzing guest visit, demographic, marketing, and purchase data, you can better understand your business and begin to craft personalized offers and targeted marketing messages that resonate with your audience.

For example, if analytics show that a significant portion of day ticket buyers frequently purchase individual food items, you might create a special package that includes a discounted meal or combo with the purchase of a day ticket. Similarly, if season pass holders often attend special events, you could highlight exclusive event access or early bird pricing to encourage renewals and attract new members.

When gaining market share is the name of the game, diversified ticketing options,  intentional marketing, and savvy data use is a winning combination.