The Georgia Aquarium announced today that, though they pull from a trade radius that spans several states, their true objective for the coming years is...
Frequency of Visit. You'd think that a significant percentage of people have never been to the aquarium, and that a campaign to "get more customers" would be the thing to do. But bucking conventional wisdom, and actually understanding they dynamics of their business, the new CEO made the right move. Get repeat visitors.
The thinking is pretty simple: if you live nearby, and you enjoy your visit, you're likely to tell friends. You're likely to bring friends and family when they come to visit. You're more likely to come for just a few hours (with a season pass, instead of dedicating a day to it all).
That may lower the check average, but it's a relationship the aquarium is seeking. If they play their cards right, they're on track to get one.
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