Letter from the Editors — Fall 2019

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The Serious Business of Fun

Been to Gatlinburg lately? We were there in September for the SAM (Adventure Park Insider’s sister publication) Summer Ops Camp—a hands-on experiential and educational event through which mountain resort operators learn how to expand their summer business opportunities. And boy, this Tennessee town has a lot going on. Not just moonshine tastings and museums, either. It’s basically ground zero for the latest in aerial adventure technology and modern approaches to theming, storytelling, branding, and marketing. Connecting these dots helps draw 12 million annual visitors to Gatlinburg and The Great Smoky Mountains. (There’s more on all this in Park Briefs, p. 6.)

At every stop during Summer Ops Camp, we learned how each of the unique attractions, and many more, fit into their surroundings. The various operators spent time researching and analyzing trends and data to ensure their investments would succeed. And that’s key: To reach your full potential, you must utilize available resources, including this Fall issue.

If You Can’t Measure It, You Can’t Improve It

Another such resource is the State of the Industry Report. The data it contains can help operations of any size understand what’s needed to reach, attract, and serve a broader audience. And its usefulness multiplies with every operation that participates in the State of the Industry Survey.

Don’t just take our word for it, though: “Greater participation will increase the value and precision of the data and present a clearer overview of the entire industry,” says ACCT executive director Shawn Tierney. “Please take a moment to fill out the survey—and then sit back and reap the benefits of great knowledge when the results are in!”

If you or the leadership at your park have yet to complete the survey, please put the magazine down, go to www.adventureparkinsider.com/state-of-the-industry-report, and answer as many questions as possible. The results of your effort will benefit you as an operator, and the industry as a whole. Plus, survey participants are rewarded with a free digital version of the State of the Industry Report.

In addition, we’ll share some of the aggregated data during a Tech Talk at the ACCT Conference in Raleigh, N.C., as well as in a workshop during the event.

Help us help you by participating in the State of the Industry Survey.

The Editors

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