INBOUND found 10 simple and free pieces of advice posted on the LinkedIn page of Dan Rogoski, president and partner of Experience the Ride* in New York City for any new attractions planning to open in New York City. Many visitors to the page read and liked what he had to say. We liked the openness and brevity of Rogoski’s insights.
- No, you will not do 1 million people in Year One (definitely not Year Two and probably not Year Three either).
- No, you will not average $30 SPH (Spend per head)
- Yes, Pass programs need to be part of your customer mix from day one.
- Your business plan needs to be reworked the day you open your doors.
- No, it’s not the sales and marketing team or the GM’s fault after only 6 months. Blame the unrealistic goals that were set.
- No, there are not swarms of people waiting with baited breath for your Attraction to open.
- Listen to people who have done this before and hire a local team who know the market!
- No one wants your t-shirt with a logo on it, no matter how neat you think it is. Your commercial SPH will not be $5.
- No, you do not need an advertising or public agency from Day One. They burn through much needed cash, and local team should have the right contacts to do on your own.
- You will not break even for 3-5 years so be prepared to fund the business for this long or don’t bother opening.
* Experience the Ride operates both THE RIDE and THE DOWNTOWN in Manhattan. INBOUND’s editor has experienced THE RIDE and enjoyed it immensely. Rogoski has considerable experience in the attractions segment of the tour and travel industry He has been a part of management at Experience the Ride for nearly five years. Previously, he held senior sales positions with Merlin Entertainments Group and Liberty Helicopters