The Science of Attractions

The state is hoping to convince amusement parks and attractions of something many lodging property owners already know: Bundling attractions and overnight accommodations is good for business.

Two years ago, NH instituted a statewide online reservation system for booking vacations in NH. Now boasting hundreds of lodging properties, the system is expected to add 20 more summer and winter attractions or activities available for bundling.

It's how visitors book their vacations now, says Jayne O'Connor, president of White Mountain Attractions, of bundling vacations and booking online. White Mountains Attractions represents 16 attraction members and about 300 lodging and camping members. It's expected so that's the way businesses need to go. If you get them to stay another day, they are more likely to visit another attraction.

Catering to vacationers is big business in NH, where tourism is the second largest industry, generating $127.8 million in fiscal year 2007 in meals and rooms taxes. The state started recruiting attraction sites to the system last year, but it has been slow going since those places, unlike hotels, often don't have as much experience with online ticketing, says Lori Harnois-, marketing director for the NH Division of Travel and Tourism. She adds many also have individualized needs when it comes to printing and distributing tickets and passes.

To date, the online reservation system has booked 1,000 hotel rooms worth $125,000 and 40 tickets worth $600 for area attractions in the White Mountains, according to Charyl Lavigne, operations manager for White Mountains Attractions. Statewide the system has sold about 500 tickets, Harnois says. Lavigne expects more attractions to sign on the more success the online system has. This is all very new and fresh, Lavigne says. Many attractions don't have online ticketing so they are not as familiar with online reservations.

One attraction owner already convinced of the value of bundling is Jeffrey Woodward, owner of Woodward's Resort Motel and managing owner of the Whale's Tale Waterpark, both in Lincoln. Three years ago Woodward sold $3,000 worth of tickets to the Whale's Tale through packages at the motel; last summer those sales soared to $14,000.

Woodward, who has signed onto the state system, will also sell tickets online and through packages at other area lodging properties. The water park sells the tickets to lodging properties with a $3 discount. At his resort, he adds a dollar back to the price to make up for credit card processing fees. Still, he says people get a $2 discount per ticket, and since the ticket is barcoded, they can bypass what is sometimes a 40-minute wait to get in.

He hopes those deals, combined with other special packages he will offer, will boost both businesses. While business at the water park has increased 54 percent in the last five years, he is concerned gas prices could have a negative effect. All of the attractions are cautiously optimistic, says Woodward, who is also a board member of White Mountain Attractions.

Besides Whale's Tale, other attractions on the statewide reservation system include the Conway Scenic Railroad, Lost River Gorge and Bouldercaves, The Loon Mountain Gondola and Seacoast Fun Rides (Segway rentals). Harnois says representatives for the online company managing the system are actively recruiting new attractions as each new tourist season approaches. The state directly markets itself and the Web site, though not specific attractions, in the Boston area, New York, internationally and the rest of New England.

But not all attractions are jumping on board. At Water Country in Portsmouth, Assistant General Manager Andy Nitschelm is aware of the online system but hasn't signed up. Water Country, marketed as your daycation destination, has its own online ticket system and most visitors come from within a two-hour radius of Portsmouth. Nitschelm says prices have increased $1.99 this year similar to previous increases and expects a strong season as long as the weather cooperates.

At Storyland, Business Coordinator Jim Miller says the park sells tickets to area lodging establishments but that hotels and motels use the tickets as a marketing tool. Miller says park attendance typically grows 1 percent to 2 percent a year and he is optimistic about this summer. As we talk to people and we hear from people, we don't see any drop off in terms of phone calls and e-mails. Storyland also sells tickets online in a program launched last year and working well.

O'Connor of White Mountain Attractions says about 88 percent of her members experienced increased attendance last year. And she says past periods of high gas prices have resulted in increased attendance at family amusement parks. Local attractions charge about $20 to $24, which is far less than a trip to Disney World or a day of skiing during the winter, she points out. Tickets at some of the region's attractions even start as low as $12 a person.

But making the online reservation system work for more attractions could prove challenging. While Woodward is happy with his experiences working with lodging properties, he admits it is laborious, including distributing tickets, tracking tickets, collecting money and reconciling unused tickets.

And that last part can be a deal breaker. The Franconia Inn in Franconia stopped offering packages as it got harder and harder to track ticket sales. More attractions sold tickets at full price instead of at a discount and some attractions required minimum ticket purchases without the ability to refund unused tickets. We've had a lot of people who were turned off by the fact we're not doing it any more but in the long run we'll save more money than the handful of guests we lose, says Serret Samson, bookkeeper and the front desk person at the inn. The inn lost about $300 last year from unsold tickets it couldn't return.

The state hopes to add as many attractions as possible to the online reservation system, but for now, it is continuing its marketing efforts to attractions while also holding seminars on the benefits of the system. Just how popular it will be is yet to be seen, however Michelline Dufort of the NH Lodging and Restaurant Association (NHLRA) hopes it will take off. It makes us competitive with other states and keeps us updated, Dufort, president of the NHLRA says of the system. For those who package, it's a good benefit.