Operations
Launching an adventure park: the first 90 days of marketing
Oct
You have built the park. Now people need to know it exists, want to visit and come back with friends. The first 90 days set the tone for years, so treat them as a campaign, not a ribbon-cutting followed by hope.
Days minus 30 to zero: build anticipation
Start marketing before the gates open. Set up your website, booking system and social channels, and make sure your location appears correctly on maps. Share construction progress, behind-the-scenes clips and first looks at attractions. People enjoy watching something being built, and it gives them a reason to follow you before they can visit.
- Founding-visitor or early-bird offers to capture interest
- Outreach to schools, colleges and corporate HR teams
- Invitations to local creators and media for a preview day
- Partnerships with nearby hotels, cafes and travel operators
Days 1 to 30: open strong, listen closely
Make the opening an event. Live music, a silent disco evening or a themed weekend gives people a reason to come on a specific date. Make sure staff are ready for crowds, because first impressions travel fast. Ask every guest for a review and make it easy, with clear signs and a simple link.
Watch reviews and comments every day. Respond to complaints quickly and politely. Guests forgive teething problems far more readily when they see that someone is listening.
Days 31 to 60: fill the weekdays
Weekends will often take care of themselves in the early months. Weekdays will not. This is the time to sell actively to groups: school excursions, college clubs, corporate team days and birthday parties. Build packages with clear inclusions and a named person who answers enquiries the same day.
- Create school and corporate packages with fixed itineraries.
- Offer weekday pricing that rewards groups without undercutting weekends.
- Run birthday packages with decorations, food and a host.
Your best marketing channel in month two is the family that had a great time in month one.
Days 61 to 90: build habits
By now you have data. Look at which attractions are busiest, which hours are quiet and where guests come from. Launch a loyalty offer, a season pass or a monthly theme to give people a reason to return. Plan your first event calendar around festivals and school holidays.
Measure what matters
Track footfall, revenue per visitor, booking sources, review ratings and repeat visits. Advertising reach is nice to know, but it does not pay salaries. Shift your budget towards the channels that actually bring paying guests through the gate, and drop the ones that only bring likes.
Ask every booking how they heard about you, even if it is a single question at the counter. Within a few weeks you will see which channels work in your city. Review the numbers every week during the first 90 days, and make one change at a time so you can tell what actually made the difference.
Collect contact details at the ticket counter with consent, and send one useful message a month: a new attraction, an event or a seasonal offer. A small, permission-based list of past visitors is often your cheapest source of repeat footfall. To plan event-ready attractions like silent disco for launch, talk to our planning team.
FAQ
How much should I spend on launch marketing?
It depends on your market and footfall targets. Many parks set aside a dedicated pre-opening and launch budget, separate from ongoing monthly marketing.
Should I use influencers for the launch?
Local creators can help, especially for a preview day. Choose people whose audience matches your target visitors, not just the biggest follower counts.
What if the first month is slower than expected?
Look at the data, talk to guests and adjust offers and messaging. Early months are for learning, and steady improvements usually matter more than one big campaign.
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