Yesterday, California’s Great America made their official announcement on Winterfest – a holiday-themed event that will extend the season nearly to the end of the calendar year.
And yet, the park appears to have missed out on a major marketing and event opportunity…New Year’s Eve.
For decades, the South Bay has tried to find its identity, beyond the shadow of San Francisco. For those of you not from the area, it’s actually a big deal to South Bay people, especially considering we’re the larger population area. One only has to look at the coverage for the recent Super Bowl for evidence of that. San Francisco also has a tradition of a massive fireworks show at midnight to commemorate the New Year.
In sharp contrast, the South Bay does not have a marquee New Year’s Eve show. Instead, we have to remind our residents not to shoot their firearms into the sky.
So, it was a bit shocking to me to see in the park press release yesterday that Winterfest festivities will end the day before New Year’s Eve, which this year falls on Saturday night.
Are you catching my drift yet?
Simply put – how can you put on a first-time holiday event and not throw a New Year’s Eve celebration – especially if you’re already open the day before and more importantly, in an area DESPERATE to find such a tradition? Just imagine for a moment: an evening of fun capped off with one of the coolest new traditions in the South Bay – falling into 2017.
You heard me right. New York says they “drop the ball” in Times Square, when in reality a computer controlled winch slowly lowers that ball down a flagpole. Why can’t California’s Great America use the park’s tallest “flagpole” – Drop Tower – and give 24 lucky people the opportunity to leave the ground in 2016, and “drop in” to 2017, all at the stroke of midnight?
But Kris – how are you going to ensure they drop precisely at midnight?
Easy! The ride has a manual mode – which allows the operator to release the cabins manually from the ground. When the clock strikes 12, all they have to do is push the button on the control panel and wheeeee here comes 2017, complete with fireworks going off in the distance (or even better – off the top of the tower itself).
And here’s the best part – the 24 seats could be auctioned off, with the benefactor being local charities.
Okay Kris, but what if the weather isn’t conducive to riding Drop Tower and what about families who may want to come? (I.E. rain and wind)
No problem – you simply move to the other “ball drop” – or in this case – “ball raise” – the Star Tower. It’s enclosed, also able to do manual modes and breaks down maybe once every other season.
That same auction could take place, albeit with more participants – and anyone can ride (with chaperone, of course).
To me, this seems like a no-brainer, probably because I proposed this very event all the way back in 2003. I was much younger then; a wide-eyed, new employee of the park who didn’t understand how corporations worked. The idea never made it past the suggestion box and I didn’t make it past my second season.
Nonetheless, if you’re going to make a new event stick in this industry, you have to go big that first year to make it beyond memorable. Otherwise, it won’t warrant additional capital for the next year and worse – people won’t come back.
Discovery Kingdom did it their first year by bringing in the world’s largest Christmas tree – what will CGA’s big selling point be?
To sum up – without a New Year’s Eve celebration to cap it off, Winterfest at California’s Great America isn’t really as good of an event as it could or more importantly SHOULD be.
Oh and since I’ve been giving away so much free advice in this article, CGA folks – you may want to A.) just hire me to do this full time for you or B.) check out several other ways how you can score big points for your 40th anniversary.