Top Tips to Sell More Gifts at Waterparks

By Karen Appold

When looking to sell more gift items, Ron Gustafson, director of marketing and public relations at Quassy Amusement & Waterpark in Middlebury, Conn., seeks out merchandise that will sell across demographics, such as tie-dye T-shirts sporting the park’s logo on the front. Kids like bright colors such as pinks and bright blues; the Hispanic market—a growing demographic—gravitates toward red, white, and blue; and silver and black works well for adults. Moms like to buy matching shirts with their daughters.

Michael Hays , general manager at Epic Waters Indoor Waterpark in Grand Prairie, Texas, wants guests to feel like they receive more value with their purchase. “We have found great revenue growth integrating more retail items with our daily admissions,” he said. “Coupling towels, Tshirts, and other keepsakes with admission tickets has helped grow our retail revenue by more than 60 percent year-over-year.”

A tip from Michelle Phy , revenue manager at Alabama Adventure and Splash Adventure in Bessemer, Ala., includes creating outfits and displaying items together so guests don’t have to look around for matching items. The two shops are 1,680 and 1,350 square feet.

Staff at Wet ‘n’ Wild Las Vegas are encouraged to not stand behind the counter unless a sale is being made. “They should be out on the floor, promoting products,” said Johnny Swager , manager of guest services and admissions. To boost gift item sales, Christine Simon , manager of retail, games, and attractions at Six Flags Great Escape Resort in Queensbury, N.Y., asks staff to create eye-catching, monochromatic displays that include promotional products or “this just in” items. Sim-