Family events that parents and kids can enjoy together.

IAAPA Attractions Expo 2008
Aggressive Business Practices
With Creative Flair
Cincinnati, Ohio
Background
• 1867 Known as
Parker’s Grove
• 1886 Renamed
“Ohio Grove,
Coney Island of
the West
• Park grew into a regional attraction
• 1.3 million in attendance
• Known for beautiful landscape,
cleanliness, quality customer service
• Offered a wide a variety of attractions
and promotional events
1984 - Rebirth
• Coney Island donated land to the
Cincinnati Symphony
• Riverbend Music Center opened
• Rebuilding of Coney Island began
Challenges
1. Name: Old Coney
2. Facility
• Numerous derelict buildings
• Old ride queues and walkways
• Infrastructure issues
• Very small attractions package
Opportunities
• 6 original buildings to rehab or convert
• Sunlite Pool and Zoom Flume
continued to operate
• Mini Golf, Pedal Boats, Picnic Grove,
Pavilion and 4 Kiddie Rides
• 100 acres located 10 miles from
Cincinnati on an interstate highway
• Market was still emotionally attached to
the park
• Crazy staff was willing to try anything
Issues
• Limited product
• Slim capital budget
• Inadequate marketing budget
Coney Island’s Mission Statement …
“to be the premier choice for family
entertainment, by delivering exceptional
customer service and outstanding product
and memorable experiences.”
Facility Improvements
• Removed all
unusable elements
• Renovated key
buildings
• Softened grounds
with landscaping
and meandering
walkways
• Paint, paint, paint
First Steps
• Focused on families with young children
• Provided exceptional customer service
• Offered economical pricing
• Created a clean and wholesome
environment
Marketing Efforts
• Changed name back to
Coney Island
• Positioned as
Cincinnati’s Summer
Place
• Re-introduced to the
market
Focus on Sunlite Pool
Family-Friendly Attributes
• Zoom Flume water slide
• Silver Bullet water slide
• 7 diving boards
• Over an acre of shallow
water
Concentration on Memberships
Membership Sales
• Direct marketing
• Retail sales partnerships
– Families with young children
– 10 mile radius
– Priced and positioned as a membership
Promotional Events
We tried every event / stunt possible to jump start
the process.
•
World’s Largest Cheese
Coney which was 400’ long
•
Cannonball contests in
Sunlite Pool
•
Worlds largest kazoo band
•
High wire acts at the pool
Typical radio promotions evolved into events that added
value to our members and ala carte customers.
Family events that parents and kids can enjoy together.
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Safety Day
All Dolled-up Day
Kids’ Nite Out
Kids Kamp
Harry Potter Day
Pirates of the
Caribbean
Group Sales
• Concentrated on
specific day catered
picnics
• Positioned the
“Picnic” as the
product, not a side
element
Old Fashioned Group Picnics
• Grilled at your
own private shelter
• All you can eat
and drink (soft
drinks) menus
• Team building
Games
Softball
Sand Volleyball
Horseshoes
Labor Day AFL-CIO
The largest union picnic in the Midwest is held at Coney Island.
Includes AFL-CIO and 20 affiliated unions.
Themed Picnics
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State Fairs
Carnivals
Luaus
Western
Barbecues
• Fifties
Special Events
Established parks normally introduce a new marketable product.
Coney Island staged special events like Summerfair.
Strategy
• Used park grounds as an event venue
• Staged established city-wide events
at Coney Island
• Brought event customers to the park
• Reintroduced to the community at
large
• Launched each operating season with
a public event
• Promoted Coney
Island as the best
location in the city for
major events
• Specifically targeted
pre-season dates
Appalachian Fest
Senior Expo
Cincinnati Flower Show
Packaged Various Ways
Rent equaled services rendered
Traffic management
Electrical needs
Clean-up service
Shared Revenues
• Split of parking fees
• Split of food and beverage sales
• Park held rights to sell all liquids
and basic fare
• Festival limited specialty food
vendors
Coney Island Events
Balloonglow
Our first hot air balloon race was held on Memorial Day weekend.
It eventually morphed into Balloonglow, which is held on July 3.
September - Fall-O-Ween
• Petting zoo
• Hay maze
• Pumpkin painting
• Hay rides
• Trick or treat trail
Event is timed to keep us ahead of the highly competitive “Haunt”
time period and allows us to do a family friendly event.
Adult Events
• Charity Walks & Runs
• Minimum of 4 fundraising events annually
• Corporate meetings
• Banquets
• Weddings
Dances
Weekend Hot Wax Hops and Big Band Dances
Coney Island Today
• Renovated Sunlite Pool
and grounds
• 22 Rides
• Paddle boats and canoes
on Lake Como
• Outdoor concert halls
Two event facilities which are the site of
nearly 60 wedding and private events
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Kid’s Town
Live shows
Arcade/games of skill
Numerous food and beverage outlets
Picnic grove hosts 350 corporate picnics
Gross Revenue Performance Breakdown
(as a percent of gross revenues)
(Mean)
Rides/Admissions/
Parking
F&B
Merchandise
Games
Other
Coney
Island
48.0%
39.8%
2.1%
2.0%
3.4%
2002 IAPPA
Abstract
2007 IAAPA
Abstract
62.2%
17.8%
5.9%
3.6%
4.5%
58.6%
26.3%
2.3%
6.4%
6.4%
Gross Revenue Performance Ratio
(as a percent of gross revenues)
TOTALS
2005 - 2007 AVERAGE
Cost of Sales
12.6%
Concession Expense
10.7%
Total Expenses
61.7%
EBITDA
15.0%
TOTAL EXPENSES
AS A PERCENTAGE OF GROSS REVENUES
Full-time Staff
Seasonal Staff
Total Fringes
Marketing
Utilities
Insurance
Repair/Maintenance/Other
14.4%
16.3%
5.1%
4.4%
3.5%
4.2%
13.8%
Average Capital Expenditures for Plant Integrity $375,000