Spreading the Word
For businesses, sports groups, or other organizations looking for team-building training beyond climbing, the park also offers three different packages that provide various levels of team bonding and development. “We recognize that people are looking for this sort of thing,” says Geroux. “Our primary focus is pay-to-play, but if you want to augment your climbing with a program that can help you meet specific objectives, we can create that for you.”
Still, Geroux estimates that 90 percent of visitors are there to play. The park is located just five minutes from the Virginia Beach boardwalk, which is a boon for business, especially during the tourist-heavy summer season. Park marketers have been diligent in reaching vacationers before they arrive, via strong relationships with the Chamber, the Convention and Visitors Bureau, and the local hotel/motel association.
The park promotes repeat visits via ticket options and special events. In addition to three season-pass products—two punch card options and an unlimited day pass, of which only 50 are sold—the Adventure Park has made an effort to create events that provide variety and encourage return visitors.
Lights are strung throughout aerial trails, providing the perfect atmosphere for night climbing fun. (Photo by Robbie Hickman.)
“We want to be the answer to the question on Wednesday night, ‘what are you doing this weekend?’” says Geroux. The park has also had success with midweek events like Glo in the Park, a twice-monthly Thursday night party that may include DJs, live performances, special lighting, and other attractions.
All that helped the Adventure Park at Virginia Aquarium draw approximately 41,000 visitors from May through December 2014. Geroux predicts only more success. “When you’re launching something, there are always going to be surprises and questions that pop up. But when you’re surrounded by passionate people, nothing is insurmountable.”
