Summer remains a relatively new arena for mountain resorts. There are lots of options for other-season activities, but they require some not-so-obvious changes in operations and marketing. Here’s a look at several of summer’s quirks and developments, gleaned from our sister publication, Adventure Park Insider. For more information on these items, head to adventureparkinsider.com.

ZIP-RAIL RIDES

Twisted-rail zip rides—or whatever they’re called—are the newest variation in the zip line/adventure park world. They combine the suspended-from-a-wire sensation of a zip line with the twisting, undulating path of a mountain coaster. Riders are suspended via harness from a trolley that travels along a metal track. Four or five different companies have developed this concept, and each product has unique features. Not unlike a mountain coaster, the descent can vary from sedate to speedy. Some designs are described as high-thrill “zip line roller coasters” while others are more leisurely “rolling canopy tours.” And like a zip line, riders can be in a sitting or superman position. Each layout is fully customizable; tracks can be suspended from trees, poles, or existing structures. For example, one existing ride starts in the trees and finishes in a cave underground; another is part of a ropes course built on the deck of a cruise ship—with the track extending out beyond the ship’s side. As these examples suggest, twisted-rail zips make efficient use of space, and are compatible with a variety of topographies.

For more on this topic: https://adventureparkinsider.com/new-twist-zips/

FREE FALL DEVICES

Another high-thrill option, Powerfan and QUICKJump free fall devices are gaining popularity in adventure parks and zip tours, either as freestanding attractions or as a grand finale, tour-ending means of exit. The “fall” is not completely “free,” of course: guests are in true free fall for only a few seconds. A variety of technologies can be used to slow the descent and provide a soft touchdown. The highest free falls involve a leap of faith from 75 feet above the ground; the most gentle, from about 26 feet. Is there such a thing as too much thrill? Perhaps. Jumping off a 70-foot-high platform “is pretty darn scary and pretty fun,” says one supplier. “But if free fall devices get too big and nobody wants to use them, we’ll start bringing them down in height.”

For more on this topic: https://adventureparkinsider.com/free-falling/

COMPACT ADVENTURES

Ropes courses can be compact, of course. But Kristallturm manages to pack more than 100 obstacles into a roughly 100 x 100 space. And RISE Gravity Towers put multiple climbing walls, rappels, free falls, and zip lines on a 20 x 20 footprint. Simply put, these are very elaborate and entertaining play structures for adults (and sometimes for kids, too) that occupy very little space. The Gravity Tower has a central staircase for those unwilling or unable to climb the tower sides. The Kristallturm courses pose a variety of ropes-course obstacles, often customized to suit specific themes. In acknowledgement of the varying levels of tolerance for excitement and adventure, it, too, provides a central staircase that leads to an observation deck at the top level.

For more on this topic: https://adventureparkinsider.com/a-peek-into-the-future/

SECRET SHOPPERS

Adventure park and zip line operators are finding that secret shoppers can provide valuable intel on both a park’s guest service and risk management operations. It often takes different shoppers to root out the details in these two areas, but the results more than justify the effort. Adventure parks are still relatively new, and most operators don’t have a chance to explore similar or competing operations. In addition, much of the interaction between guests and guides occurs out of sight and earshot of managers. That makes the perspective of an objective observer or two especially valuable. As with any secret shopper program, it’s best to let staff know at the start of the season that you will be using a secret shopper—but not alert them in any way as to who or when—and then share results and take corrective steps (if needed) once a shopper submits a report.

For more on this topic: https://adventureparkinsider.com/how-sound-is-your-operation/

MAXIMIZING THE VALUE OF TRIPADVISOR

Ninety percent of consumers say their buying decisions are influenced by online reviews. That number is impossible to ignore. From 2007 to 2013, consumers’ trust in online reviews grew, topping print ads, digital ads, email blasts—even newspaper editorials. This requires a shift in your marketing focus from traditional to TripAdvisor, especially given the steadily growing competition in summer. First, in order to get positive reviews, you must consistently deliver a memorable, quality experience. After a tour or activity is complete and your guests are at the pinnacle of excitement, staff should ask them to share their experiences on TripAdvisor. Your online presence should be as dialed as the physical experience, too: Claim your profile on TripAdvisor and make sure to have high quality images, up-to-date information, and an easy route for people to book. Most importantly: pay attention and respond to every review, good or bad.

For more on this topic: https://adventureparkinsider.com/leverage-free-channels-fullest/

KIDS′ PLAY AREAS

If you’re involved in summer operations, you probably know how critical it is to serve all ages in a family, particularly little kids. Adventure parks have learned this, too. Several have set up mini ropes courses scaled to their smallest customers, often just a few feet off the ground. At High Gravity Adventures, N.C., parents can either watch (and coach) from an adjacent observation deck or join the kids on course. Some essential details for a kids’ course: have liability waivers available online so parents can sign in advance, which is key for kids traveling with friends (more on that in #10); continuous belay systems provide security and make it easy for kids to navigate a course on their own; and bathrooms located close to the course can prevent a lot of “accidents.” Bristol Mountain, N.Y., requires a bathroom visit before kids don their harnesses. The latest innovation: using netting to enclose an aerial feature or play area to make harnesses and belay lines unnecessary. If an entire ropes course isn’t in the budget, incorporating a modest commercial playground set will also keep the little ones entertained.

For more on this topic: https://adventureparkinsider.com/kids-park-here/

THEME NIGHTS

Theme nights give guests a new reason to visit your adventure park. Haunts are a (relatively) common variation on this theme. These don’t have to be full-blown haunted houses, either. Two Outdoor Ventures parks have had success with Haunted Forest nights, one a tamer experience for kids, the other a scarier haunt for ages 10+. Others have used lights in trees to create adventures during the Christmas holiday, including a “flying elf” zip tour. Outdoor Ventures also hosts “glow nights” at two aerial parks. Competitions are another draw: two parks host a variation on the Ironman theme, called “Iron Monkey.” The parks tweak the competition courses to attract either extreme competitors or a broader, more fun-seeking audience. Bristol Mountain, N.Y., offered a one-day “Find Your Power” outing for women. It combined breakfast, yoga, climbing activities, and a farm-fresh dinner. Finally, Nashville Shores, Tenn., has created themed outings for Boy Scouts and its “hometown heroes”—EMTs, firefighters, and law enforcement.

For more on this topic: https://adventureparkinsider.com/fun-and-games/

MARKETING PARTNERSHIPS

In summer especially, you can benefit from a partnership promotion to reach a wider audience. But the partnership has to be mutually beneficial, and it will take time and effort to make it work. Done well, though, a partnership can drive revenue and increase visitors to both partners. It’s important to choose a complementary partner whose demographics match those of your activity (or activities) and make sure it has a solid reputation. One good source: TripAdvisor, which ranks businesses in a dozen different categories. Look for partners with the highest ratings. Then, divvy up the work of making the partnership happen in order to provide customers with a seamless experience. One partner or the other should take the lead in tracking reservations, accounting, marketing, transportation (if needed), and public relations. For example: Skyline Eco Adventures, a zip tour in Hawaii, partnered with Maui Downhill Bicycle Safaris to offer a one day zip-and-ride tour. Skyline took the lead on setting the details, logistics, creating the marketing, and handling the PR. The two companies split the costs and revenues. And both saw incremental visits as a result—which has inspired Skyline to seek other partnerships, involving snorkel tours, wine tours, and yoga.

For more on this topic: https://adventureparkinsider.com/the-partnership-playbook/

AUTOMATED PHOTOGRAPHY

Adventure parks and zip lines provide excellent photo ops, though personal cameras are not practical in most instances. The solution? Have guides or staff double as photographers, deploy automated photo systems, or provide a combination of the two. Snapsportz and Fotaflo both have numerous automated installations in adventure parks across North America, and the returns can approach $100,000 a season. A relatively new company, TapeMyDay, offers a fully automated video generating system that can be trained to recognize and film specific individuals. The videos can be up to 30 minutes long. The system can also be used to monitor safety and security.

For more on this topic: https://adventureparkinsider.com/get-the-picture/

SUMMER WAIVERS

Waivers play a much bigger role in summer ops than winter, and there are some key aspects to be aware of. Biggest, perhaps, is treatment of minors. While the degree to which any waiver is enforceable varies from state to state, most states require a waiver for a minor to be signed by the parent or guardian—not a friend’s parent. Make sure the child’s actual parent signs. To that end, encourage people to sign waivers electronically, before they arrive. To discourage lawsuits, be sure to specify jurisdiction and choice of law, and add an attorney fee provision to the waiver’s language. And finally, consult with a local attorney, who should know of any unique state or local laws or regulations that apply to your operations. For example: for a horseback riding release to be enforceable in Colorado, it must contain specific language from the state’s equine statute. 

For more on this topic: https://adventureparkinsider.com/five-tips-for-better-waivers/