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PROMOTION
Giving the Gift of an experience has limitless benefits
29 Nov 2021
TOR Systems ticketing and CRM solution "Maxim" has the functionality to support experiences such as gift vouchers
As we emerge from the clutches of Covid and our freedom of movement is fully restored, giving the gift of an experience is more appealing than ever before.

Whether it’s for a family member or friend’s wedding, a birthday, or even Christmas, deciding what to give a loved one on their special day can be often extremely challenging.
Put simply, when it comes to buying something meaningful, a unique gift of an experience is a wonderful surprise. A diverse range of items can be gifted and priced at a premium, because customers love something bespoke and different.

Anna Prior, head of Marketing & Trade Sales at Brighton-based visitor attraction BA i360, said: “We offer an e-gift voucher through MaximWeb for nearly all of our experiences, the latest one being the BA i360 Tower Top Climb, which is the perfect gift to give a ‘difficult to buy for’ teenager.

“The gift of a voucher for the BA i360 Tower Top Climb provides the recipient with a unique and exhilarating experience which they can then book on a date that is suitable for them.”

Gifts of an experience are meaningful and impactful, giving the recipient something to look forward to and firing their imagination. In an age of buy less, throw away less, they are also sustainable, with no postage, delivery or wrapping paper involved.

Anna added: “When we launch a new experience we consult with TOR Systems to ensure we can also offer the new experience as an e-gift voucher. Vouchers have always been an essential part of our business in terms of delivering great customer service and providing additional revenue streams.”

Customers are prepared to pay more for the privilege of having a tangible voucher, sometimes with a gift box, whilst the immediacy of e-vouchers are also very popular with shoppers who have left it a bit late.

Having established that a gift of an experience is a fantastic idea for customers, it is also hugely beneficial for visitor attractions. It provides:

- Regular cashflow (buy now, may not visit for several months)

- Attracts a different audience through the door

- Increases secondary spend (upselling) – as the guest isn’t the person who spent the money

- Repeat visitors - those that come on an experience may want to come back to explore a different part of the attraction

- Customer data – gifters are different to the general consumer

- Huge range of price points, what you’d spend on a wedding gift may differ greatly to what you’d spend on a friend’s birthday

- Groups of friends/work colleagues pull money together

- Different to gift memberships, they shouldn’t be mistaken as an either/or. A different type of audience and guests receive a completely different benefit.

Sarah Bagg, TOR Systems’ business development director, said: “BA i360 is an excellent example of a visitor attraction which was earning long before opening its doors.

“Gift vouchers went on sale in autumn 2015 and it didn’t open until summer 2016, so it was a great way of gauging a level of interest in product/attraction, engaging with marketing and bringing an immediate income stream.”

Key things to remember when creating experience-based gift vouchers:

- Who is your target audience?

- Think outside the box to your usual admissions audience

- Think about price points, as spend per head may vary dependant on ‘experience’ or who/what occasion the customer is buying for.

- Ensure the process for booking and redeeming is easy, with little need for manual intervention.

- Ensure gift vouchers expiries can be extended to provide the best customer service.

- If there are 3 different prices when compared to just 2 it’s proven that the consumer will opt for the middle-priced option, think about the benefits £ that will bring.

- Ensure the options are clear and not overly confusing in terms of £ and offering.

- How can you up sell, or add value?

- If your experience is an online gift voucher, how about offering a gift box with a unique retail product. People often want that something extra to present their voucher in, as a stylist present.

- Who is your competition for this audience? Consider this being not your normal admissions market competition.

- What is your competition doing? Who’s doing it well?

- What’s worked for you in the past, and how can you leverage this?

- How useful is your reporting/CRM in supporting your gifting strategy?

- Can you ensure the whole guest experience is maximised for this audience online and onsite?

- The recipient may not know too much about where the voucher has come from, so make a good job of packaging the information which accompanies it.

What are pricing strategies?

Pricing strategies refer to the processes which attractions use to set prices for their products and services. If pricing is how much you charge for your products, then a pricing strategy is how you determine what that amount should be.

Having an effective pricing strategy helps solidify your position by building trust with your customers, as well as meeting your business goals.

Here are three factors which form the basis of a winning pricing strategy:

1. Portrays Value

The word cheap has two meanings. It can mean a lower price, but it can also mean poorly made. There's a reason people associate cheaply priced products with cheaply made ones. Built into the higher price of a product is the assumption that it's of higher value.

2. Convinces customers to buy

A high price may convey value, but if that price is more than a potential customer is willing to pay, it won't matter. A low price will seem cheap and get your product passed over. The ideal price is one that convinces people to purchase your offering over the similar products that your competitors have to offer.

3. Gives your customers confidence in your product

If higher-priced products portray value and exclusivity, then the opposite follows as well. Prices that are too low will make it seem as though your product isn't well made.

Sarah added: “If the pandemic has taught us anything, it’s that spending time with our loved ones is a higher priority for most that material gifts, so when you’re considering your offering, how about giving your experiences a priority?”

TOR Systems ticketing and CRM solution "Maxim" has the functionality to support experiences such as gift vouchers, which can be sold and redeemed through all sales channels.
It provides an excellent commercial opportunity to maximise the gift market, without any additional administration cost incurred by the attraction. Vouchers can be personalised with the inclusion of individual messages.

It also provides opportunities to upsell during the online customer journey, whilst promotions allow attractions to offer a variety of discounts to customers.

Visit www.torsystems.co.uk for more information and guidance on its solutions and services.
TOR Systems Ltd
Address: 58 Longton Road
Trentham
Stoke on Trent
Staffordshire
ST4 8YZ
United Kingdom
PRODUCT NEWS
Vietnam Van Gogh exhibition uses VIOSO-powered immersive installations
Twenty-five cameras, nine servers, 70 projectors and a range of AV technologies are being used to bring the art of Van Gogh to life in Ho Chi Minh City, Vietnam.
SpongeBob’s Crazy Carnival Ride opens at Circus Circus in Las Vegas
Sally Dark Rides has celebrated the opening of its newest interactive adventure SpongeBob’s Crazy Carnival Ride.
Triotech’s new Superblaster ride launches
Triotech has announced that its latest innovation, SuperBlaster, is ready to ship worldwide.
Gantner rebrands to Vintia, joins Salto Wecosystem
Formerly known as Gantner Ticketing, Vintia is a state-of-the-art ticketing and booking solution for the leisure industry and the newest addition to the Salto Wecosystem.
HYPERVSN holographic display launched at MSG Sphere
Technology company HPERVSN has created its largest ever holographic display for music and entertainment venue MSG Sphere Las Vegas.
Zero Latency launches free roam VR zombie experience
VR technology company Zero Latency has launched its immersive free-roam VR zombie game Outbreak.
Maurer Rides introduces Spike Waterfight
Rollercoaster and ride designer and manufacturer Maurer Rides has announced its latest concept, the Spike Waterfight, which allows spectators and rollercoaster riders to soak one another with water cannons.
Triotech launches new dark ride Primordial
Media based attractions creator Triotech has announced the opening of its latest attraction, a next generation interactive dark coaster installed at Lagoon Park in Salt Lake City, Utah, US.
Maurer Rides presents new Speed Chaser concept
Rollercoaster designer and manufacturer Maurer Rides presented its new Speed Chaser coaster concept at IAAPA Expo Europe.
Merlin Entertainments and Immersive Gamebox announce global partnership
Merlin Entertainments has announced a multi-million pound and multi-territory partnership with immersive group gaming platform Immersive Gamebox. 
Small Footprint, Big Significance: Studio City Water Park
Long known for its fancy casinos, Macau realized within the past decade that it must diversify its tourism scene to attract new crowds. With the ambition of becoming the leisure hub of China’s 72-million strong Greater Bay Area, the city began adding shows, attractions, and family-friendly hotels. But the offering that truly stands out with fun for everyone is Studio City Water Park – Macau’s first stand-alone water park, with all the water slides and aquatic play structures supplied by WhiteWater.
How surf simulators are transforming the experience economy
The experience economy, driven by evolving consumer trends, is poised for continued growth in the coming years. Millennials have been at the forefront of this shift, favouring memorable experiences over material possessions. This preference has extended to other generations as well, indicating a broader adoption of experience-focused spending habits in the attractions sector.
+ More products  

COMPANY PROFILES
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Taylor Made Designs

Taylor Made Designs (TMD) has been supplying the Attractions, Holiday Park, Zoos and Theme Park mark [more...]
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
+ More profiles  
FEATURED SUPPLIER

Red Raion expands global presence with new Riyadh office
Red Raion, the CGI studio for media-based attractions, has announced the opening of its new office in Riyadh, Saudi Arabia. [more...]
CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

18-22 May 2024

Eco Resort Network

The Ravenala Attitude Hotel, Mauritius
23-24 May 2024

European Health Prevention Day

Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
+ More diary  
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ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024
Get Attractions Management digital magazine FREE
Sign up here ▸
Jobs    News   Products   Magazine   Subscribe
PROMOTION
Giving the Gift of an experience has limitless benefits
29 Nov 2021
TOR Systems ticketing and CRM solution "Maxim" has the functionality to support experiences such as gift vouchers
As we emerge from the clutches of Covid and our freedom of movement is fully restored, giving the gift of an experience is more appealing than ever before.

Whether it’s for a family member or friend’s wedding, a birthday, or even Christmas, deciding what to give a loved one on their special day can be often extremely challenging.
Put simply, when it comes to buying something meaningful, a unique gift of an experience is a wonderful surprise. A diverse range of items can be gifted and priced at a premium, because customers love something bespoke and different.

Anna Prior, head of Marketing & Trade Sales at Brighton-based visitor attraction BA i360, said: “We offer an e-gift voucher through MaximWeb for nearly all of our experiences, the latest one being the BA i360 Tower Top Climb, which is the perfect gift to give a ‘difficult to buy for’ teenager.

“The gift of a voucher for the BA i360 Tower Top Climb provides the recipient with a unique and exhilarating experience which they can then book on a date that is suitable for them.”

Gifts of an experience are meaningful and impactful, giving the recipient something to look forward to and firing their imagination. In an age of buy less, throw away less, they are also sustainable, with no postage, delivery or wrapping paper involved.

Anna added: “When we launch a new experience we consult with TOR Systems to ensure we can also offer the new experience as an e-gift voucher. Vouchers have always been an essential part of our business in terms of delivering great customer service and providing additional revenue streams.”

Customers are prepared to pay more for the privilege of having a tangible voucher, sometimes with a gift box, whilst the immediacy of e-vouchers are also very popular with shoppers who have left it a bit late.

Having established that a gift of an experience is a fantastic idea for customers, it is also hugely beneficial for visitor attractions. It provides:

- Regular cashflow (buy now, may not visit for several months)

- Attracts a different audience through the door

- Increases secondary spend (upselling) – as the guest isn’t the person who spent the money

- Repeat visitors - those that come on an experience may want to come back to explore a different part of the attraction

- Customer data – gifters are different to the general consumer

- Huge range of price points, what you’d spend on a wedding gift may differ greatly to what you’d spend on a friend’s birthday

- Groups of friends/work colleagues pull money together

- Different to gift memberships, they shouldn’t be mistaken as an either/or. A different type of audience and guests receive a completely different benefit.

Sarah Bagg, TOR Systems’ business development director, said: “BA i360 is an excellent example of a visitor attraction which was earning long before opening its doors.

“Gift vouchers went on sale in autumn 2015 and it didn’t open until summer 2016, so it was a great way of gauging a level of interest in product/attraction, engaging with marketing and bringing an immediate income stream.”

Key things to remember when creating experience-based gift vouchers:

- Who is your target audience?

- Think outside the box to your usual admissions audience

- Think about price points, as spend per head may vary dependant on ‘experience’ or who/what occasion the customer is buying for.

- Ensure the process for booking and redeeming is easy, with little need for manual intervention.

- Ensure gift vouchers expiries can be extended to provide the best customer service.

- If there are 3 different prices when compared to just 2 it’s proven that the consumer will opt for the middle-priced option, think about the benefits £ that will bring.

- Ensure the options are clear and not overly confusing in terms of £ and offering.

- How can you up sell, or add value?

- If your experience is an online gift voucher, how about offering a gift box with a unique retail product. People often want that something extra to present their voucher in, as a stylist present.

- Who is your competition for this audience? Consider this being not your normal admissions market competition.

- What is your competition doing? Who’s doing it well?

- What’s worked for you in the past, and how can you leverage this?

- How useful is your reporting/CRM in supporting your gifting strategy?

- Can you ensure the whole guest experience is maximised for this audience online and onsite?

- The recipient may not know too much about where the voucher has come from, so make a good job of packaging the information which accompanies it.

What are pricing strategies?

Pricing strategies refer to the processes which attractions use to set prices for their products and services. If pricing is how much you charge for your products, then a pricing strategy is how you determine what that amount should be.

Having an effective pricing strategy helps solidify your position by building trust with your customers, as well as meeting your business goals.

Here are three factors which form the basis of a winning pricing strategy:

1. Portrays Value

The word cheap has two meanings. It can mean a lower price, but it can also mean poorly made. There's a reason people associate cheaply priced products with cheaply made ones. Built into the higher price of a product is the assumption that it's of higher value.

2. Convinces customers to buy

A high price may convey value, but if that price is more than a potential customer is willing to pay, it won't matter. A low price will seem cheap and get your product passed over. The ideal price is one that convinces people to purchase your offering over the similar products that your competitors have to offer.

3. Gives your customers confidence in your product

If higher-priced products portray value and exclusivity, then the opposite follows as well. Prices that are too low will make it seem as though your product isn't well made.

Sarah added: “If the pandemic has taught us anything, it’s that spending time with our loved ones is a higher priority for most that material gifts, so when you’re considering your offering, how about giving your experiences a priority?”

TOR Systems ticketing and CRM solution "Maxim" has the functionality to support experiences such as gift vouchers, which can be sold and redeemed through all sales channels.
It provides an excellent commercial opportunity to maximise the gift market, without any additional administration cost incurred by the attraction. Vouchers can be personalised with the inclusion of individual messages.

It also provides opportunities to upsell during the online customer journey, whilst promotions allow attractions to offer a variety of discounts to customers.

Visit www.torsystems.co.uk for more information and guidance on its solutions and services.
TOR Systems Ltd
Address: 58 Longton Road
Trentham
Stoke on Trent
Staffordshire
ST4 8YZ
United Kingdom
PRODUCT NEWS
Vietnam Van Gogh exhibition uses VIOSO-powered immersive installations
Twenty-five cameras, nine servers, 70 projectors and a range of AV technologies are being used to bring the art of Van Gogh to life in Ho Chi Minh City, Vietnam.
SpongeBob’s Crazy Carnival Ride opens at Circus Circus in Las Vegas
Sally Dark Rides has celebrated the opening of its newest interactive adventure SpongeBob’s Crazy Carnival Ride.
Triotech’s new Superblaster ride launches
Triotech has announced that its latest innovation, SuperBlaster, is ready to ship worldwide.
Gantner rebrands to Vintia, joins Salto Wecosystem
Formerly known as Gantner Ticketing, Vintia is a state-of-the-art ticketing and booking solution for the leisure industry and the newest addition to the Salto Wecosystem.
HYPERVSN holographic display launched at MSG Sphere
Technology company HPERVSN has created its largest ever holographic display for music and entertainment venue MSG Sphere Las Vegas.
Zero Latency launches free roam VR zombie experience
VR technology company Zero Latency has launched its immersive free-roam VR zombie game Outbreak.
Maurer Rides introduces Spike Waterfight
Rollercoaster and ride designer and manufacturer Maurer Rides has announced its latest concept, the Spike Waterfight, which allows spectators and rollercoaster riders to soak one another with water cannons.
Triotech launches new dark ride Primordial
Media based attractions creator Triotech has announced the opening of its latest attraction, a next generation interactive dark coaster installed at Lagoon Park in Salt Lake City, Utah, US.
Maurer Rides presents new Speed Chaser concept
Rollercoaster designer and manufacturer Maurer Rides presented its new Speed Chaser coaster concept at IAAPA Expo Europe.
Merlin Entertainments and Immersive Gamebox announce global partnership
Merlin Entertainments has announced a multi-million pound and multi-territory partnership with immersive group gaming platform Immersive Gamebox. 
Jump into Summer with Taylor Made Designs’ new grip socks
Taylor Made Designs has developed a range of generic and custom-branded grip socks, perfect for use in trampoline parks and indoor play areas.
Design Silver Fish teams up with Christie to deliver spectacular visuals at immersive South Korea art exhibition
Christie laser projectors have been used at an experiential art exhibition designed by media production firm Design Silver Fish to celebrate the history, culture and ecology of Damyan in South Korea – known for its strawberries and bamboo products.
+ More products   
 
COMPANY PROFILES
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Taylor Made Designs

Taylor Made Designs (TMD) has been supplying the Attractions, Holiday Park, Zoos and Theme Park mark [more...]
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
+ More profiles  
FEATURED SUPPLIER

Red Raion expands global presence with new Riyadh office
Red Raion, the CGI studio for media-based attractions, has announced the opening of its new office in Riyadh, Saudi Arabia. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

18-22 May 2024

Eco Resort Network

The Ravenala Attitude Hotel, Mauritius
23-24 May 2024

European Health Prevention Day

Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS