The indoor trampoline park is not like the outdoor entertainment items that need to depend on seasons entirely, but the passenger flow wave exists all the time.
Especially in summer, weekday or other “natural low seasons”, if you lack a targeted strategy, your trampoline park is very easy to appear some problems such as your areas are vacant and income has reduced.
If you want a stable income and improve the annual utilization rate, the key lies in knowing the high and low season patterns, and you need to meddle it actively through the product designs and marketing mixes.
The patterns of high and low seasons passenger flow
Before you set a strategy, you need to clear “when is no people, when will your trampoline be full”:
In terms of seasons: The outdoor activities are rich in summer, and the appeal of the indoor items is reduced, so it belongs to the typical low seasons.
Weekly distribution:
From Friday afternoon to Sunday → peak period
From Monday to Thursday morning → off-peak period
The differences of time period:
Workday daytime: Cold and cheerless(go to work or go to school)
Workday evening: Improve
Special time points:
School holidays → close to the weekend passenger flow
Sunday morning → gap period
Summary: “Workday morning + non-holiday period” is the key activation target.
The core ways for getting new users and changing them during the low seasons
Now, we already know “when it is low season”, so next we need to know “how to improve the number of visitors during the low seasons”.
1. Price strategy: Use the “perceived advantage” to drive spending
The most direct and effective way is price incentives during the off-season, but the key lies in “design rather than simply reducing price”:
Family package tickets(one parent free)
The second child can have a discount
Offer the jumping socks/drink vouchers
Combo packages(ticket + catering)
The core logic: Improve the per customer price at the same time, and let the users feel more cost-effective.
2. Product refactoring: Change the “time gap” into the “course product”
Aim at a problem of low passenger flow on workday daytime, you can design a type of product with “entertainment + hosting”:
Summer camp or holiday camp
Half-day or full-day children hosting
Structured courses(basic bounce + fun games + physical fitness training)
Other elements:
Need a professional coach to lead the team
Offer catering(add the additional income)
A fixed time-table(improve repurchase)
The essence of this type of product is: Turn the “entertainment spending” into the “service spending”.
3. Period activation: An exclusive ticket type design on weekdays
Aim at the low usage period, you offer a differential ticketing:
A workday exclusive ticket(1h / 2h / 3h)
Session card or stored-value card(limit to one use every day)
A special morning ticket(Early Bird)
The goal is not reducing the price, but: Lead the users to spend at the time when "your trampoline park needs users the most".
4. Team activity: Use “population density” to make up for the shortage of single passengers
Very suitable for group customers during the low seasons:
Birthday party(more than 10 people)
School group activities
Community or interest class team building activities
Can pack contents:
Area + activity organization
Catering(pizza or drink)
Return visit coupon(improve secondary spending)
Group advantages: Can lock many users at once + can improve the atmosphere at the area + can reduce the customer cost
5. B2B expansion: Work with businesses and schools
During the morning period, you need to focus on developing B2B customers:
Business team building activity
School Physical Education class/sports meet
Work with training institutions(physical fitness course)
You can offer:
A customized course
Coach guidance
A group discount price
The essence is: Sell the free time in bulk to organization customers.
6. Low-threshold product which can attract passenger flow: Attract the people in first
You don't need to sell the tickets at full price right away, and you can design an “exploratory product” first:
First experience ticket(such as 9.9/19.9 time limit)
An exclusive coupon for new customers(only for first-time play)
A specific free trial day for a community or a school
The key logic: Reduce the first decision-making cost → improve park visit rate → do a second conversion again
Why the off-season plans must be systematic
The off-peak period not only has a problem of "few people", but also a key problem to decide your trampoline equipment park's overall profit ability and operational quality throughout the year. If you lack a clear plan, these times are often wasted, and can directly reduce the overall income.
1. Improve the overall operational efficiency and reduce the resource waste
The costs are continuously occurring such as rent, labor, utilities, and others, rather than just occurring in the peak period. If not have passenger flow during the off-season or off-peak periods, it means that the resources is running useless.
Setting a plan(such as courses, team activities, and special tickets)can:
Improve the site utilization rate
apportioned fixed cost
Improve income per unit of time
2. Let passenger flow more balanced and optimize the user experience
If all of the passenger flows focus on weekends or holidays, it will bring:
The long wait time
Reduce the user experience
Add the safety management pressure
And through attracting passenger flow during the off-season, it can achieve:
The peak period is not overly crowded
The off-peak period is no longer cold and cheerless
The overall experiences are more stable
The essence is: Spread the passenger flow out, and not purely "adding”.
3. Reduce the operational risk, and it is easy to maintain and manage
If you have a plan during the off-peak period, and you can arrange it more flexibly:
Equipment inspection and maintenance
Area cleaning and adjustment
Staff training and schedule optimization
Avoid some device failures or service issues during the peak period to reduce the operational risk.
4. Offer a time window to upgrading and innovation
When the passenger flow is fewer, very suitable for:
New item testing(such as ninja obstacle courses and interactive games)
Area renovation and upgrading
Try a new activity or a new play way to operate
The low seasons are not the “lag period”, but an optimal period to optimize and iterate your trampoline park.
5. Build a long-term customer relationship and a repurchase system
The off-season is more suitable for creating a deep service, for example:
A member system (session card and monthly card)
Children's course or training camp
Work with corporate team-building in the long term
Different from the one-time single visitors, this kind of users are more stable and have better repurchase value
Can add other advanced operational plans
1. Data-driven operation
Analyse the entry time, per customer price, and repurchase rate
Precisely put in discount(rather than blindly discounting)
2. Member system
Monthly Card/quarterly card/annual card
Point exchange system
Improve the long-term dwell time, rather than one -time spending
3. Content marketing
Use the short video to show your gameplay
Create a “challenge item” to attract young people
The low seasons are not scary, then the really scary part is “the low seasons without any plans”. Through precisely knowing the off-peak period, and combining the price design, product restructuring, team operation, and work with B2B, your trampoline park can totally turn the off-season period to a new growth chance.
So when the passenger flow is more balanced and the operation is more controllable, your trampoline park can not only make money, but also become more relaxing. Come set a plan for your trampoline park now.
