Social Media and Your Amusement Park
Arguably, the biggest change in terms of marketing in the past decade has to be the meteoric rise of social media.
In the past (referred to as web 1.0), parks and attractions had fan pages or message boards that covered daily events or changes. In some cases, these outlets also promoted the park in a positive light, but that wasn’t always guaranteed.
Today (in web 2.0), parks now have the ability to schedule and control messages to potential and repeat customers on an ongoing, daily basis. Even the best television campaign could not reach such a targeted audience.
But, being relatively new to the game, many parks don’t quite understand how to use social media properly to benefit them. Sadly, in many cases, parks are shooting themselves in the digital foot.
So how then can your park or attraction avoid the most common pitfalls of social media?
1.) Social media means just that – BE SOCIAL!
The point of social media is to start (or maintain) a conversation. Whether it’s between you and your customers, or your customers and potential customers – once a story or idea starts online it can quickly lead to revenue, if it gains enough traction and virality.
However, simply throwing up a daily update on something cool about the park is not going to reach most of your audience. Just because you have 50,000 likes on Facebook, does not mean all 50,000 are seeing your post.
Not everyone enjoys pretty pictures – some are more engaged with a “What’s this Part” or “Flashback Friday” post. Create a weekly checklist of specific post types so that you can reach a greater majority of your online audience.
2.) Always promoting an item or product is social media poison.
Yes, we’re all looking for a quick return on investment, but consider this: If you throw away junk mail whenever it comes in your mailbox at home, why wouldn’t you do the same if presented with the same situation on your social media channels?
While a thinly veiled call to action is okay every now and then, it’s not good to fill your feed up with “BUY THIS!” in each and every post you put out. Simply put, lose the 1960’s “Mad Men” advertising jargon that we all have had been beaten into our heads over our lives, and be more, “real.”
That being said, don’t forget that your social media posts are a major (and instant) public-facing outlet that has the potential to reach millions if something goes awry.
Simply put, social media is not something you assign your seasonal marketing intern as a fun project. It should be a full-time position, as it can actually keep your audience engaged (and spending money) even in the off-seasons.
3.) While your park or attraction may close for the night, your social media feeds don’t.
Remember that the internet is on 24/7/365. While a majority of posts are made between 8:00am and 8:00pm, that can change depending on your audience and operating hours. Responding to posts, both good and bad, in a timely manner can mean the difference between closing a sale and losing a customer for life.
In addition, the larger your social media audience becomes, the more susceptible you become to nefarious postings, such as links to pornography on your public facing wall or feed. The faster you can pull them down, the less people will have seen it.
4.) Negative feedback on your social media feed is an opportunity, not blight.
The absolute, worst behavior a park could do when managing negative feedback on social media is to simply ignore it. There are very limited circumstances where a deleted comment or all-out ban from the page could be necessary, but if managed properly, these situations are rare.
Nothing will make an angry guest feel better than to know that someone is listening or trying to rectify the situation. Even if it’s simply re-iterating a policy that the guest does not agree with, it’s still better to show the effort to others on the feed than to delete it or worse, ignore it altogether.
5.) Stir (and track) conversation with park centric hash tags, but don’t make it too complicated
Remember the old “Kodak Photo Spot” in your park? Hash tags are the new photo spot. Create a simple one to see what people are doing and saying in your park, along with mentions of things that people may talk about, such as new attractions.
Because you’ll be tracking mentions and hash tags, you’ll quickly discover that a good majority of your social media content literally writes or creates itself. You can share guest photos, positive experiences and interact directly with them. I guarantee they’ll want to share with all their friends and family that, “…’So and So Park’ re-tweeted my pic!” That’s social media at work.
6.) Use cell phone photos only when absolutely necessary – have a DSLR with you.
Cell phone cameras are convenient, yes – but they have limitations in terms of quality. While it’s easy to post an update from inside your park via phone, try to resist. A higher quality photo – from a SLR style camera – will allow you to add logo watermarks back in the office. A higher quality photo will also encourage people to save it on their desktop or share it with others – where it will always be in front of them at work, home or their mobile device. And your logo is right there next to it.
Shares and re-tweets, however can be cell phone shots – as these are directly from guests. A higher quality photo automatically sets the parks’ content above the guests, so it becomes more recognizable.
7.) Use the outlets that work the best for your skill and for your park.
While it’s not a bad idea to get your feet in the water on as many of the popular social networks as possible – beware that they all have different audiences and content requirements. Google+ tends to be a more educated, affluent crowd. Instagram requires only photos, while Pinterest is weighted heavily towards women.
Don’t try to overreach when you first start off – go with the outlets that make most sense to you and your audience. Once you’re comfortable, slowly begin to expand. Sometimes too much of a good thing is well, too much!
Review my prior posts about “Social Media and the Amusement Park” here.
About the Author:
Kris Rowberry has been following the amusement industry for over 15 years. He is the creator and host of both “The Lost Parks of Northern California” and “Great American Thrills®“
Gold Striker *ACTUAL REVIEW* at California’s Great America
“Wow.”
That’s the word most people were saying after they got off Gold Striker this evening. While not open to the public yet, California’s Great America invited people, including yours truly, to come out and participate in a promo shoot for commercials and still advertising.
Gold Striker looms large over Carousel Plaza and the front entrance to the park.
Folks, this ride is the REAL DEAL and is setting up to be a real “sleeper hit” across the country. Most people know Great America as a park that seems to enjoy removing rides rather than building them. Gold Striker might just make you forgive them (maybe).
The fun starts before you get to the lift hill (that’s right, BEFORE you get to the lift hill!) Folks in the rear seats will appreciate the incredible whip of the turnaround out of the station, which could be the tightest I’ve ever seen taken at speed before on a woodie) and those in the front seat will appreciate the airtime (yes, I said AIRTIME) on the bunny hill before the lift.
After ascending the lift, riders enter the “initial descent tunnel” and that’s where all hell breaks loose. The ride is fast, noisy and the effect of blasting out fo the tunnel is impossible to describe.
From there the ride does a VERY close flyby of the station stairs, giving wonderful photo / video opportunities. A floater hill and a few head choppers later, the ride finds it’s speed…and keeps it until the brake run.
I don’t want to completely ruin the ride for you, but know that there are many “pops” of air on this ride, usually to set you up for another element. Call it a “tag team coaster” because they work perfectly together.
Coming into the final turn, you hit the magnetic (it’s Silicon Valley, gotta have some technology) and then back to the station. Pictorium fans will be saddened to learn that two of the entrances have been demolished, but the building itself still stands.
“Millennium Flyer” trains harken back to the “Golden Age” of coaster design. The trains are Gold / Red, Red Gold – in 49ers shades.
To quote my ride mate for this marathon session, “Airtime is back with GCI.”
We squeezed in nine (9) rides before the park shut down the line. Average wait times were 15 minutes, shrinking as more and more of the general public left. This ride is NOT EASY to marathon, but for all the RIGHT reasons. It is INTENSE, BREAKNECK PACED and to be quite honest, many of us in attendance were pinching ourselves, wondering how we got this ride to come here in the first place.
So, in conclusion…
This is a winner all-around for a park more recently known for REMOVING rides than ADDING them. Be prepared for sharp transitions, “set up” surprises and well-timed elements. The ride is smooth with little attitude. This is not an, “airtime machine” but it has well over 8-10 (I kept losing count) pop airtimes. There are moments when you’re riding only on up-stops.
Now, you can take your kids on Grizzly as a warm up and test their (and your) mettle on Gold Striker.
In my opinion, this coaster could EASILY take on El Toro in national polls and in many cases it should WIN.
The ONLY thing missing from this ride…is YOU!
To learn more about Gold Striker or to purchase tickets to the park, visit www.cagreatamerica.com
Why Buy New – When You Can Buy USED?
Fans of the Santa Cruz Beach Boardwalk should recognize this coaster “under construction.”
Yep, it’s the former Hurricane, with a new coat of paint and in a MUCH LESS salty environment (Not to mention drier, too!)
When old roller coaster or thrill ride eventually gets retired (Woodies are the lone exception – as they’re constantly being replaced) many of them are actually sold to smaller, “mom and pop” parks where they’re appreciated for many years after their first installation.
There’s even websites, such as this one, which could be considered the “Craiglist” of the Coaster – where all sorts of new and used rides are bought, sold and traded between parks.
So unless your favorite ride was completely torn down…
…there’s a good possibility that it was just “re-located.”
Now, the thrill of the chase is on!
The art of the on-ride photo
In a way, they’ve become more than just part of the amusement park experience – they have become attractions in their own right…
The on-ride photo – a way for parks to make more money off you – and a way to prove to Grandma and your friends that you really did ride “The Comet” after all…
The magnum opus of these cameras is surely mounted upon Disney’s Splash Mountain. Just about everyone has heard of “Flash Mountain” a place where fans (and even Disney employees) would post photos of ladies showing off their “Zip a Dee Doo Dahs” during the climactic final plunge on the flume.
Sadly, showing your “Briar Patches,” – while hilarious – can get you kicked out of the park. And the photo it took? Deleted forever before anyone could see or print it.
Unfortunately, some of these stunts (as funny as they can be) are also quite dangerous. Loose objects in the past decade have contributed to significant injuries or even malfunctions of rides. Plus, parks’ aren’t huge fans of saddling more liability insurance because you and your dumb little buddies decided to sneak a RAZOR aboard the ride…
So, here now are some of the best (SAFE) on-ride photos from around the web:
Why not get the whole family involved?
Space Mountain never looked so…interesting?
Ah yes – the singular “group” pose – always a classic!
The eyes tell the story!
Now if only they were on Ghostrider – this would be totally in theme with the ride!
I really don’t know where to start with this one – it’s perfect in every way! DeNiro battles the Russians on his namesake, with press and fans behind them! (Even the ref has GLOVES on!)
Don’t you wish your girlfriend was as awesome as her?
No, this is NOT photoshopped – talk about timing!
Well, the Beast IS the longest roller coaster in the US – over 30 years after it opened. Is it really that boring, though?
(I certainly don’t think so!)
Continuing with the “boring” theme – here’s my good pals the LaPutka’s doing their best on-ride pose via Splash Mountain!
“Dad, whatever you do – please don’t embarrass me in front of my friends!”
“Just catching up on the news while we plummet down to the Briar patch…”
And finally – what better way to finish this post than with a Tebow Tower of Terror!
“Ride at your own risk!”
The ornate, Orleans-inspired entrance to the bumper cars that are at the heart of the lawsuit.
Today was a victory for amusement parks and fans alike – the California Supreme Court has ruled in favor of amusement parks and ride operators, by throwing out a lawsuit against (then) Paramount’s Great America that involved their bumper cars.
At issue was the “assumption of risk” associated with going to an amusement park and whether or not one could sue a park if you were injured on a ride through no fault of the park. (I.E. the rides were maintained properly, but you still became injured.)
According to court documents, Smriti Nalwa, a local OB-GYN was on the “Rue le Dodge” bumper cars at Paramount’s Great America back in 2005, with her son, who was maneuvering the vehicle. To say you “drive” a bumper car is a bit of a misnomer…
Continuing through the court documents, near the end of the ride cycle, which generally lasts for about a minute, “(the) plaintiff’s bumper car was bumped from the front and then from behind. Feeling a need to brace herself, (the) plaintiff put her hand on the car’s “dashboard.” That’s when she realized her wrist was fractured.
The lawsuit originally claimed that the park was negligent in preventing injuries to riders and that the park knowingly operated a ride that caused injuries. A lower court found the park not liable, but upon appeal, the decision was reversed.
According to the dissenting judge in the original appeals case, “Low-speed collisions between the padded, independently operated cars are inherent in—are the whole point of—a bumper car ride.”
Even Nalwa agreed with industry experts and fans, when in her deposition said, “The point of the bumper car is to bump…you pretty much can’t have a bumper car unless you have bumps.”
The court found that while these impacts were not highly dangerous, but that sudden changes in speed and direction do carry an inherent risk of minor injuries. To change this portion of the ride would be eliminating the very character of the ride itself.
The dissenting judge continued, “Imposing liability would have the likely effect of the amusement park either eliminating the ride altogether or altering its character…the fun of bumping would be eliminated, thereby discouraging patrons from riding. Indeed, who would want to ride a tapper car at an amusement park?”
In a small portion of cases such as these, our understanding of technology and safety is improved. For instance, after several situations where people were falling or being pushed onto loading tracks in stations, parks installed the ubiquitous “air gate” preventing soon-to-be riders from falling or getting shoved into the path of an oncoming train.
But because the industry is self-policed (I.E. a “killer” ride no longer has the appeal of the 1920’s), most of these lawsuits have done nothing but drive up the cost of business and removed (or renovated for the worse) attractions.
People DO get injured at parks, yes. But they also get injured at home, in their beds and in the shower, too. Yet, you don’t see lawsuits from those events. Why should a park be any different?
Even the court said, “Head-on bumping was prohibited on the Rue le Dodge ride, a safety rule the ride operators were to enforce by lecturing those they saw engaging in the practice and, if a guest persisted in head-on bumping, by stopping the ride and asking the person to leave.”
What was not discussed in the court papers was the possibility of a pre-existing condition. For all we know, Nalwa could have already had a hairline fracture that was aggravated by riding the bumper cars. This is not unheard of, as a child with a pre-existing heart condition died on Mission: Space at Epcot in Florida several years ago.
So clearly, someone broke the rules, they rammed a car head-on. So how, exactly is that the parks’ responsibility? If you or a member of your family was rear ended on the freeway, would you sue the state for providing the venue for the crash?
Let’s face it, more people are hurt or die DRIVING to amusement parks each year than inside them.
So, did someone get needlessly injured?
Rue le Dodge at Paramount’s Great America (2004)
Yes.
Do I feel bad that she was injured?
Of course.
Should the park be responsible for other’s behavior in the park, or even a pre-existing condition that Nalwa may have not been unaware of?
Absolutely NOT!
I applaud the decision of the California Supreme Court, because by making this decision, they have re-affirmed our right to have traditional fun, without needless lawsuits ruining it for everyone else.
REVIEW – Halloween Haunt 2012 at California’s Great America
First off, my apologies for the delay in updating lately. Unlike some others in the theme park fandom community – I actually hold down full-time employment in a separate career…
In only it’s fifth year of existence, California’s Great America has taken their “Halloween Haunt” from a paltry offering that used “long retired” mazes from other parks – to a bona fide, macabre extravaganza worthy of a separate gate admission.
After parking the car and meeting up with my group for the night, I immediately noticed the attention to theme and detail. Carousel Plaza was lit up (and so were the teenagers I was surrounded by).
In Hometown Square my fellow “scared-y cats” and I gathered, awaiting the Overlord (the de facto leader of the monsters) to rise up from the depths and “plug” all the fun activities for the evening (literally as if he was plugging a product on the Howard Stern show) as well as command his minions to go forth, “…and terrorize!” The ropes were dropped and the night of fright officially began.
HAUNTED ATTRACTIONS:
Figuring the front mazes would be crowded at first, I made my way to the back of the park, where the familiar sounds of “Toy Factory” could be heard.
“Toy Factory” is set in it’s namesake – a not so abandoned factory inhabited by deranged dolls and other toys, who were more than willing to help unsuspecting guests join their ranks. Some of the best effects are found in the the strobe rooms, but if you’re claustrophobic – this is not the maze for you.
“Werewolf Canyon” was sadly at the bottom of my list this year, mostly because it was practically empty by all standards. While most of the mazes will will up nicely as we get closer to Halloween, I didn’t get one good fright out of the entire attraction – which is a sharp contrast from last years maze in the same location.
Next up was arguably the best of the mazes at this event, for several years now, “Cornstalkers”. Set in the back of the park, through the Picnic Grove and under the Grizzly, this maze had the best scares of the night, by far.
Not only does it feel like the longest of the mazes, but it’s use of open air and lack of soundtrack gives you the false sense of safety – which the talent in the maze use perfectly to their advantage. The addition of actors blending perfectly into the corn maize walls towards the end of the attraction adds to the suspense and fright.
“Madame Marie’s Massacre Mansion” is a new addition to the maze lineup this year. Built into it’s own building (ironically next to First Aid) “Mansion” is one of the best themed mazes I’ve walked through in quite some time. It also commanded the longest line of the night.
It was clear there was attention to detail at every level – it truly made you FEEL as though you were in a 1920’s (or so) mansion, that is, if you didn’t look up to the ceiling and see the shed you were actually in! This is in sharp contrast to most of the mazes at events like this, where it’s just painted particle board.
The effects were nothing short of impressive and the costumes were excellent, to boot. It’s clear that this maze took some serious investment to get it right – and in my opinion it was well worth the time and effort put into it. One can only hope we see it return next year.
Vegans beware! “Slaughterhouse Annihilation” just might make you sick. Based around an abandoned meat processing facility, this maze is one of the more gruesome of the bunch – and rightfully so. Expect to be thrown in a meat grinder in this maze at some point – and whatever you do – don’t show the pigs any fear!
“CarnEvil” is the reigning patriarch of the mazes at this event. Originally a maze down at Knott’s Berry Farm, “CarnEvil was the first maze to make it’s way to Great America when the Halloween Haunt debuted five years ago.
This maze is by far, the most light-hearted of them all, which attracts the multitude of fans to it. That is, of course, if you’re not afraid of clowns.
Built into the Rue le Dodge bumper car arena, “CarnEvil” is also a 3D maze – used to brilliant effect in the opening room. Just don’t walk too quickly or you just might run into a wall or three.
Herein again, I found the lack of talent inside to be the only disappointment. At previous events, it would have been impossible to throw a pie and NOT hit a homicidal clown. Instead, I was hard pressed to see more than 7-10 actors inside!
“Club Blood ReVamp’d” was sadly the one maze I was unable to get to in my time at the park. Though, from the scantily-clad zombie and vampire ladies that were going inside – I’m certainly regretting not making the time to get in!
As the night progressed and the temperature dropped, the scare zones (and the fog) only warmed up in terms of action. The purposely dimmed lighting certainly did its part as well. Nothing beats walking through the arbor arch at the back of the park and seeing about three feet in front of you!
ENTERTAINMENT:
“Blood Drums” is a high energy, outdoor show that’s best described as “Stomp” meets “zombie apocalypse.”
Set in the premium venue at the park (directly behind the Carousel Columbia) “Blood Drums” is a 3-4 member band in full zombie attire that uses metal objects and “industrial tools” to create music.
If you’re into loud, ear-splitting music – this is definitely the show for you. If you’re not – steer clear, hombre. Many times, I found myself reaching to plug my ears, as the volume was up so high it physically hurt – and I was standing about 100 feet away from the stage. How the guests standing at the front of the stage are not deaf today, is beyond me.
In fact, the best music the team played during their set, again in my opinion, was when they TURNED OFF the backup bass and drumbeats – and simply played live.
“CULTure Pop” is in the Showtime Theatre – and can best be described as “The Hanging” without the blood, stunts or punch of the actual hanging.
Cedar Fair Entertainment certainly seems to have a fascination with pop culture, to the point of being painful to watch. Expect to see pop culture “icons” appear throughout the show, with many of them that just don’t work. Cedar Fair also seems to have a fascination with effeminate men playing the supporting role to the “straight man” in the show…go figure.
There were some good moments though, including a cameo by a hairy “Honey Boo Boo” and a dismissal of the band, “New Direction.”
But the lack of a “finale” (I.E. someone has to die at these types of shows) and several VERY adult themed dance numbers (We’re talking full on groping and humping!) really hurt the overall entertainment value, especially for an event marketed to kids ages 13+. Have your scantily clad ladies, that’s fine – but tone down the sexual overtones – it’s shock value and really does not add to the show.
But what REALLY shocks me, is something that’s completely out of the parks’ control – the lack of understanding about what these events are all about. I’m talking about how I lost count of the number of STROLLERS and CHILDREN who were clearly too young to be at such a mentally-intense event as this.
The park certainly does their part to curb this; warnings abound on park literature and signage. Heck, even the security guards were warning parents – but it didn’t seem to dissuade the “Parents of the Year” from continuing their march towards the inevitable child psychologist appointments.
So, overall – I see nothing but good things for this event in the future. While it may not have the star power of the original Halloween Haunt at Knott’s Berry Farm, if it continues on this path that it’s on, I see no reason why it should not have the same staying power and clout as it’s namesake does.
If you have not already purchased a Season Pass for this park, what exactly are you waiting for? In addition to admission to Halloween Haunt (depending on the level of pass you purchase) you can receive free parking, free admission to Gilroy Gardens, as well as merchandise and food discounts in-park. (We saved $20 collectively on our dinner!)
Oh, not to mention Gold Striker, CGA’s first roller coaster in over a DECADE (yes, it’s been that long, people) and second wooden coaster!
Top Tips:
- If you don’t like being scared – save yourself the trouble and don’t go.
- Friday nights tend to be a younger crowd than Saturday nights.
- Arrive at the front gate at opening to maximize your stay. You’re going to need as much time as possible to experience everything.
- Take on the outdoor mazes AFTER the sun sets, focus on indoor mazes during the twilight.
- Try to find the pockets of people and then avoid them – to keep lines to a minimum.
- Go in late September or early October to avoid the expected, larger crowds as Halloween approaches.
For more information, visit: www.cagreatamerica.com/haunt2012
The Day Finally Arrives!
It’s here! It’s here! After all your pre-planning, hype and waiting – the big day has finally arrived! You’ve walking up to the entrance right now and you’re ready for a day of fun and excitement. But, like all good theme park fans, you’ve also got a plan to execute. It starts with when you’re going to refuel your body…
“When should we eat?”
The traditional eating times (11am – 2pm, 5pm – 7pm) are some of the best to ride the park’s bigger and more popular attractions. If you can offset your meals by a few hours you’ll find yourself going on more attractions and having much more fun.
Your host is no fan of "extreme water effects"
Water rides traditionally get large lines during the hottest part of the day. If you don’t mind it being a little cooler, you can hop on these attractions just as the park opens. Night time or the half-hour before closing is also a perfect opportunity to tackle the water rides…but just be mindful that you might be driving home a bit moist!
“What should we ride when?”
This can vary with each park, and when you visit. Check out each individual park’s section for a more detailed plan on tackling the, “big ticket attractions” of each park. General rule of thumb is that the newest, latest and greatest ride is best to ride at the start or very end of the day.
Should I purchase a season pass or just purchase my tickets at the gate?
Season passes are best to purchase at either the very start or very end of the season. (Photo illustration by Six Flags, Inc.)
A season pass is a good idea only if you’re going to visit the park multiple times a year (or are planning a trip to several parks in a national chain).
One of the best ways to save time and money at amusement parks is to check their website. Most now offer the option to purchase discounted tickets online, which will almost always save you money versus paying for tickets at the main gate. Be sure to also check if any promotions are being run, such as bring a soda can in for discounts.
Well, there you have it. The complete pre-planning guide to all theme parks, regardless of location. If you follow these steps and suggestions, you will not only save yourself money, but also get more for your money.
With all that generic planning complete, let’s now take a weekly look at the California parks, starting in the North and working our way down South…
Be sure to check Great American Thrills each week for these updates. You can even send us your ideas or thoughts too via WordPress!
Staycation Planning Beings NOW!
With gasoline expected to hit $5 a gallon this summer, it’s no surprise that that smaller, regional theme parks will see a significant jump in their attendance this year, while the larger, destination parks will see a hit (a la 2008, when gas spiked over the summer as well).
The difference between these two scenarios, however is the cost and fragility of the economy. Sure, we all want to give our families a good time, but in the back of our heads, we’re all still worried if our job is going to be there when we return from our vacation (Funny story – back in 2009, I went on vacation and returned to find out I had been laid off…so I know what I’m talking about here.)
So how then, does a family of four save money at their local amusement park while not skimping out on the experience?
Our host on the Looff Carousel in Santa Cruz
Plan ahead.
Sounds simple, right? but when you’ve got a few caffeine-filled kids running amok down the midway, it can be difficult to pace yourself. So start your planning NOW for trips, especially if you plan on driving any significant distances to visit a theme / amusement park.
I calculated that back in 2008, when gas was (at that time) a record cost, I ended up SAVING the amount I spent in gas for my 1400 mile road trip just by thinking ahead and purchasing season passes “with benefits,” most notably, a parking pass.
Because I visited several parks owned by the same chain, I never once paid for parking or admission at full price.
So with prices as low as they’ll be at the start of the season, my first tip to save you money at your local park is to seriously consider those season passes, especially if you’re planning on staying close to a park this year. It could save you a ton of dough! Don’t forget about adding extras too, such as meal plans or parking. Yes, it’s more money up front, but consider this: it’s an investment in six months of fun up front. Spread that out over that time and you end up saving money over paying for items (such as parking) individually.
In my next post…
“Is packing sandwiches in the car REALLY saving you money on theme park food?”
Great American Thrills® 