Dear Mr. Theme Park,

I run an entertainment center in Florida.  Recently, we have seen a downturn in attendance.  What’s happening?

Terry

Dear Terry,

A good question.  I have spoken to other colleagues in the industry and they too have seen somewhat of a slowdown in attendance.  In discussing this recent slowdown, it is my belief that all of the shootings of police and innocent people by lone wolves and terrorists all over the world have unnerved some people, and have caused them to stay closer to home.

I saw recently where Universal Studios in Orlando removed blackout dates for lower tier season pass holders.  The blackout dates will resume from December 21, 2016 through January 3, 2017.  Typically, revisions like this are not activated when attendance is running at peak.  This would indicate that attendance is soft.

I have also spoken to other attractions in the Orlando market, who have indicated some softness during the last three weeks.  Prior to the Orlando club shooting, the Baton Rouge incident, and the Dallas police officer sniper shootings, attendance across the industry was on track with projections made by most of the attraction operators.

Soon, the regional parks will be announcing attendance and revenues.  I believe we may see an uptick in attendance and revenues at regional parks, due to people staying closer to home and not venturing out as they were earlier in the season.  In other words, the “staycation” could benefit regional parks.

I also spoke with a major travel marketer who told me that they are seeing a lot of cancellations of trips abroad and domestically.

No question, Terry, these perilous situations and times we are currently experiencing are having an impact on travel and, as a result, some of our attractions.  We will bounce back due to our resilience, but for now, we have to “market” our way out of this slight downturn.