But here's the twist: with some slight tweaks, ideas and plans, you can turn the "summer madness" into a surefire way of driving even more revenue in uncertain times. I'll be honest with you; this summer will be unpredictable. Not only will we be post-general election (let's see if the national service idea convinces the masses), but with a mixed bag of weather (to say the least), who knows if people will be gambling on a UK break or flocking to cheap sandy shores across the sea. The short of it is you'll need to put some work in to ensure this summer is one to remember.

Let's dive into how you can implement some ideas this summer...

Back when we had lockdowns, restrictions and limitations of visiting (thankfully a distant memory), the public's ethos when online shopping, QR code checking in and Zoom quizzes with friends revolutionised the way society used tech. We all became prebooking experts, and it's a habit we shouldn't let go of. Getting your visitors to commit in advance is a game changer. Why?

Weather-Proofing: They've booked. They're coming. A little rain won't deter them. Without a booking they'd probably be off to the beach at the first sign of a grey cloud.

Upselling: More on that later!

Data Collection: When visitors pre-book, you can perform research on drive time, booking time (what time of the day is your key booking window?), and demographics of your customers. 

If done right, you'll names, addresses, and maybe even a GDPR-compliant email address opted into your mailing list if you're a lucky so-and-so. This isn't just data; it's gold. You can send personalised offers, reminders, and surveys to visitors. You dig deep into who's visiting, why they're visiting and how to get more people like them to visit. It's your chance to delight, inspire, and turn them into repeat customers with just a few keystrokes.

Didn't you hear? Stuff is out. Experiences are in, if last year's Christmas presents are anything to go by anyway. People will part with their hard-earned money for something memorable. So, why not make the most of this?

Take something mundane (to you) and wrap it up in a VIP bow. If you're feeding animals at 11 am, why not let a family join in? They'll pay for the privilege. A behind-the-scenes tour? Yes, please. Of course, charge for it. They get a story to tell, photos for social media; you get extra revenue in a key time of year. More and more people want to pay for experiences as long as they're high-quality. If you can't deliver value and quality experiences, this might not be one for you, but in my experience, if you work for a visitor attraction, a quick group planning session and you'll be able to do something fantastic.

Do you have a quality ticketing system? 

If you said "no," there are plenty out there, and you'll probably want to switch to them ASAP. But if you said, "I do indeed, Olly!" then it's important to use it.

Offer extras during the booking process. Think of it like booking a flight. "Would you like some extra legroom? A checked bag? A life jacket?" Throw in cuddly toys, guidebooks, and behind-the-scenes tours when people are booking and you can deliver their extras when they arrive on site.

People love to feel like they're getting everything sorted in one go. And when they do, they spend more. Why not use this approach to upsell offers, products and experiences they can collect and enjoy when they visit? 

It doesn't have to be a physical product, audio tours, digital trails, what can you get in place?

Now, when I mention dynamic pricing, I can hear the gasps of horror already. "Oh no, we can't possibly do that! It's unethical!" Relax, I'm not suggesting you fleece people like getting a G&T at the 02 Academy (how much?!).

Instead, think strategically. If you're overrun from 11 am to 2 am, offer reduced tickets for the quieter times. Encourage the night owls or early birds. If August is a madhouse, entice them with lower rates in July and September. See? Not so evil. Just smart. 

And with the right ticketing software this can all be done relativity quickly, explore the options you have with yours. 

You've set up your campaigns, bought the ad space, and printed the leaflets. But if you're not tracking this stuff, what's the point? You need to know what's working and what's a waste of time. It's 2024, people. Track your marketing spend! Know which ads convert into ticket sales. Cut the dead weight and double down on what works.

"But Olly, what about brand awareness?" If you have a marketing budget like Nike and Jeff Bezos, make a TV advert and hire a PR genius to mock up a silly billboard to go viral on LinkedIn. But, chances are, if you've got this far into this article, you have to make your marketing budget go far and wide. If you want to raise brand awareness, why not use channels that can also convert to visitors and purchases, like Meta? Once you've maximised your conversion channels and you've got too much money to know what to do with, invest into rewilding, nature, or positive impact, and then, and only then, waste money on your other stuff.

I've spent fourteen summers in the trenches of visitor attractions (not literally trenches, but cleaning tables, selling tickets, doing shark talks, etc.). It's chaotic, but it's crucial. The more you earn in these busy months, the smoother your year will be. These strategies can be simple; you just need your marketing team to take the reins. And who knows, your success might inspire bigger plans next year.

Need a hand or want to brainstorm? Drop me a line at olly@navigate.agency. Here's to a record-breaking summer!