What is your approach to discounting?

Matt Eckert, Holiday World & Splashin’ Safari, USA (pictured): The use of coupons and, more recently, promo codes is a great way to drive trackable traffic to the front gate. We set the discounts at a level that gives potential guests a great deal, without undercutting our ticket price. Plus with free soft drinks, free parking, free sunscreen and free WiFi, parents know they’re going to get a day of fun at Holiday World & Splashin’ Safari without breaking the bank.

Norman Wallis, Pleasureland (Southport), UK: This season we introduced a new e-card token system – the Fun Card – with a special early bird offer on tokens if guests arrive between 10 and 11 in the morning. This helps us and because it makes the park look busy, and it benefits the visitor because they get bonus tokens on their card. Other than that, we believe we offer great value for money and so do not discount. We have seen what happens when other parks flood the market with discount vouchers – it doesn’t help anyone.

Ilya Girlya, Sahara Sam’s Oasis (Las Vegas), USA: We offer discounts continuously during the year and adjust the amount of the discount based on seasonality of our business. Discounting does not devalue the product if used properly. There is always a consumer looking for a deal and a consumer who does not deal shop and is content with the gate fees.