Before peak season hits, focus on building your database. This is the most valuable window to gather clean, actionable data that can power the rest of your year.

Why it matters: 

• Every email address unlocks audience profiling, targeted advertising, and personalised follow-ups.
• Email lists aren’t just for newsletters, they’re your retargeting base, an insight engine, and direct sales channel.
  

What to do now: 

• Use every available touchpoint - website popups, booking flows, Wi-Fi portals, acquisition campaigns (we can help there), onsite QR codes, scavenger hunts, post-visit surveys.
• Make the exchange of value clear. Offer entry into a prize draw, a free coffee, exclusive content, or priority access to upcoming events.
• Ensure you're collecting permission-based, segmented data where they signed up, how, and what they showed interest in.

Done right, this sets up your entire summer for better return on your investment, more efficient media spend, and higher conversion on your offers.

The difference between a good summer and a great one could lie in how many people pre-book. 

Why it matters: 

• When visitors book in advance, they mentally separate the cost of admission from their in-person experience.
• This improves the likelihood of higher onsite spend (on food, drink, retail, and add-ons) because the psychological “cost” of the day has already been absorbed.

How to do it:

Introduce a tiered early bird model. Borrow from conference pricing:

• 25% off if you book 2+ weeks in advance
• 10% off 1 week in advance (in exchange for joining your mailing list)
• 5% off within 48 hours of visit 

Consider limiting walk-up pricing to full price only, positioning advance booking as the smart, value-savvy option.

Promote these offers clearly and consistently across all channels, especially social, PPC, and partner sites.

The result: more predictable footfall, better conversion planning, and more spend on-site. 

Most attractions run the same offer all summer. That’s a mistake.

The most effective commercial events, from music festivals to business expos, understand how to structure audience engagement over time.

• Tiered, time-sensitive offers create urgency and give different audiences the nudge they need to act.
• Structured messaging gives your marketing rhythm and purpose.

• Map your summer timeline now; early bird, standard, and final push.
• Use your email list to send automated nudges based on offer expiry or visit proximity.
• Layer on added-value bundles or exclusive event days to refresh interest across the summer weeks.

This approach builds a reason to act at every stage of the funnel, maximising total conversion without needing to offer blanket discounts.

4. Plan your upsells early, then optimise on the go 

Once bookings are flowing and footfall builds, your next priority should be to optimise revenue per head. But upsells aren’t just about adding products, they’re about planning the moments where value feels right.

Why it matters: 

• Your margins don’t come from "the gate", they come from the extras.
• A well-timed upsell feels like a bonus, not a burden. 

What to do: 

• Set up targeted upsell messaging pre-visit. Food vouchers, car parking, VIP tours, or digital guides.
• Trial different bundles at checkout. A £5 picnic bag add-on, £3 wristbands for faster entry, or £2.50 for early-access parking.
• Use automated follow-ups post-booking to suggest upgrades or event add-ons (especially if weather looks promising that week).

Keep testing, if one bundle underperforms, swap it out. This is where your real-time insight loop starts to pay off.