Online Ticketing: One Attraction s s Success Story

Transcription

1 Online Ticketing: One Attraction s s Success Story By: Jay Judal San Diego Zoo/San Diego Zoo s Wild Animal Park & Alan Suchodolski Advanced Reservation Systems, Inc. (ARES)

2 Outline Discussion Topics The Zoological Society of San Diego (ZSSD) & ARES Online Ticketing Hotel Reservations Packages, Promos & Partnerships Coupon Opportunities Ongoing Enhancements ARES Extranet - Features & Benefits Revenue & Growth

3 ZSSD & ARES Important Launch Dates Contracted with ARES Dec 2002 Selling Ticket Products Online Jan 2003 Integrated Call Center Mar 2004 Creature Comforts Preferred Hotels Nov 2005

4 Online Ticketing Ticketing Technology Features Hard Ticket & E-Ticket Fulfillment Print on Demand Premium Products Promotional Offers Partner Advertising Discounts (ex: Rock N Roll Marathon/Radio Stations Online) Corporate Employee Discounts - Promo Codes Short-Term Promotions In-Park Promotions Food and Beverage Merchandise Premium Product Awareness Membership

5 Sample of E-Ticket Online Ticketing

6 Online Ticketing Customized Page for Online Sales Provide the buyer the option to book online or call the toll free number to book or ask questions See:

7 Online Ticketing Customized Landing Page See:

8 Hotel Reservations Creature Comforts Preferred Hotel Program Featured Placement and Exposure via Custom Landing Page In 2004, 12 properties In 2006, 14 properties In 2007, 16 properties Benefits Revenue Share Call Center (Toll Free Number) Dynamic Packaging Sales Opaque Pricing Promotional Packaging (ex: Kids Free Month) Marketing Media Promotion

9 Hotel Reservations Past: Creature Comforts Preferred Hotels Landing Page

10 Hotel Reservations Current Creature Comforts Preferred Hotels Landing Page See:

11 Packages, Promos & Partnerships Partnership Co-Op Marketing Partnership with other Attractions with the ability to bundle different products Ticket packages Corporate ticketing Collateral Easy to offer promotions online (promo codes)

12 Packages, Promos & Partnerships Premium Product Promotion Highlight specialty tours to enhance visitor experience Increase incremental sales through awareness

13 Coupon Opportunities Sample of a Coupon

14 Ongoing Enhancements Donations Rounding for Non-Profit Organizations increments Targeted donation area Redirect larger donations to our development pages See:

15 Ongoing Enhancements Event Ticketing Promote events and sell tickets online Ex: Celebration for the Critters Ability to track sales by promotions and events Ability to track call sales and create a toll-free number for the event Ability to give the option to receive marketing s with opt-in prompts

16 Packages, Promos & Partnerships Sample Opt-In Prompts Creating Opt-In questions give consumers the choice to opt-in to your database for information regarding future promotions and updates

17 Ongoing Enhancements Sell Multiple Products under one Transaction Additional Products after purchase, confirmation

18 ARES Extranet Features Sales Selling through the ARES distribution system is inexpensive and flexible ARES incurs all costs (credit card fees, refunds, etc.) Ability to sell car and flight reservations Ability to create dynamic packages

19 ARES Extranet Features Booking Engine Template Desirable features and flexible booking engine Maintain Look and Feel of your website You pick the products you want to sell on your website Single Point of Sale for all products Customizable Content Search Engine Friendly (SEO Marketing) User-Friendly Interface See:

20 ARES Extranet Features Booking Engine Template Ability to book car rentals and flights (See:

21 ARES Extranet Features Booking Engine Template Ability to customize interstitial

22 ARES Extranet Features Ability to customize individual Site ID San Diego Zoo/WAP has internal controls to manage hotel rankings

23 ARES Extranet Features Real time reporting tool via the ARES Extranet Ability to track sales & promotions with promo codes and dedicated Site ID s

24 Revenue & Growth Online Ticket Sales Online ticketing for both the San Diego Zoo and Wild Animal Park grew from only 1% of overall wholesale ticket revenue in 2003 to 30% in 2007 Comprised of 27% of wholesale ticket volume

25 Revenue & Growth Online Ticket Revenue Growth Booking Engine Ticket Sales Growth from 2003 Percentage 600% 500% 400% 300% 200% 100% % % % % Growth from % (Q1-3) Year

26 Revenue & Growth Online Hotel Revenue Growth Booking Engine Hotel Sales Growth from % 120% % % Percentage 100% 80% 60% 40% 42.94% Growth from % 0% 10.93% (Q1-3) Year

27 Revenue & Growth Creature Comforts Preferred Hotels Online Hotel and Package Sales Increased growth over the years Cost for a hotel participation has grown 167% since program introduction In 2006, Creature Comforts Preferred Hotels had a ROI of % Q1 Q3 2007, Creature Comforts Preferred Hotels had an ROI of % Current participants are: Lafayette Hotel Town and Country Resort & Convention Center Ramada Inn & Conference Center Holiday Inn San Diego Bayside The Lodge at Torrey Pines Radisson Suite Hotel Rancho Bernardo Inn at Mission Bay San Diego Welk Resort San Diego Holiday Inn Express Wild Animal Park Days Inn Hotel Circle Holiday Inn Zoo Best Western Island Palms Hotel & Marina Hyatt Regency Island Hotel & Marina Harbor Vacations Club The Dana on Mission Bay Ramada Plaza Hotel Circle

28 Revenue & Growth Google Analytics on ARES Booking Engine Ability to track growth and trends on booking engine with Google Analytics

29 Revenue & Growth Google Analytics on ARES Booking Engine Ability to analyze traffic sources and online marketing efforts

30 Questions? Jay Judal Thank you! Our Contact Information: Alan Suchodolski Advanced Reservation Systems, Inc. (ARES)