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FEATURE ARTICLE
Birthdays for Fun and Profit
Look what has happened to birthday panics. Cake, fruit punch, pin-the-tail-on-the-donkey and a backyard game of drop the clothespin in the milk jar just don't cut it anymore. In fact, our children may be rated in their social circles by how much fun their party was. But parents often find they don't have the time, talent or resources to put together the special occasion their child deserves. What they need are birthday party services that require little or no effort on their behalf, but still allow them to be a hero to their child.
This dilemma has created the perfect opportunity for recreation professionals to provide a service that is fun for the youth of your community and hassle free for the parents. And really, who is better at providing service-driven FUN, than we are? Moreover, birthday parties bring in additional revenue and can enhance your daily use and customer retention. In essence, parties are a reason for people to come to your facility. If you are offering birthday parties, are they bringing in the revenue you had hoped for? If you aren't offering birthday parties, should you be? Servicing the Customer(s) Parties, as with all youth recreation services, bring you not one but two customers - parents and children. Birthdays are absolutely and completely emotion-driven. Parents get the opportunity but once a year to "create birthday memories" for their child. The party must be a positive experience for both the child and the parents. The Ps "If you make it easy.. .they will come." And they do come. Forty percent of all families hold their child's birthday party outside of their home. They will choose your facility if you offer a great birthday party package. Consider including invitations (with maps), food, drinks, cake, entertainment that allows guests to engage in the experience, goody bags and a staff person to run the party. For these kinds of services, many parents think nothing of paying $150. What's more, great birthday parties are one of the few services we offer that are not extremely price-sensitive and are not completely affected by the economy. Remember, most parents fall into two main categories: the "early bookers" (approximately 45 days out) and "the last minute guys" (calling a few days before the party, hoping you can "fit them in"). Your service must meet the needs of both types of parents. As your service becomes more in demand and party dates begin to fill earlier each year, more parents will become trained to be "early bookers." The more in-demand your service, the more revenue you will generate. The Honored Guest Other than the December holidays, children anticipate their birthday more than any day of the year. Making it personal for each child means using happy, fun staff members, who can give a party a kid can brag about. Nothing is worse for a child than to have to face his or her school mates the day after the party was a "bust." You must earn the reputation that your location is a cool place to party. Make the child feel special throughout the experience. Children love a "special gift" from you that none of their other party guests receive. At my child's recent party at a bowling alley, she got a wooden pin with her name and age painted on it. She now proudly displays it in her room, and she's asked to have her party at the bowling alley again next year. Some Ideas for Success Under-promise then over-deliver. Promise your customer the basic benefits you have to offer, and then "wow" them with your attention to personalized detail and incredible customer service. July/August 2003 | 37 BIRTHDAYS FOR FUN AND PROFIT
Create a buzz. Marketing is essential to getting your service started, but word of mouth will be your best sales technique over the long haul. Let's face it, parents talk to other parents about important things like birthday parties - they are without question your best sales people. Aim to have ten to twenty percent of party's guests book their birthday parties with you, too. Every party is a free marketing opportunity. No child should leave your party without becoming a walking promotional piece for your service. If they had a great time, chances an they will book their party with you. Use value-added services to increase sales and make the overall experience easier for mom and dad. For an additions fee, sell goody bags (with your marketing material inside, of course), have a costumed character make an appearance or sell additional food for parents who stay at the party. Train your booking staff. They must understand what a parent is looking for. They should be professional, personable, responsible, friendly, organized and accommodating. Try putting a compact mirror in front of their phones to remind them to smile when talking. Think sales. When a potential client
38 | Illinois Parks and Recreation BIRTHDAYS FOR FUN AND PROFIT calls, the booking staff should offer your most expensive option first. Accept credit card deposits and mail the blank invitations right to the parent's home so they never have to leave their home to do business with you prior to the party date. Be the host with the most. Your hosts make or break the party. Hire a great attitude and then train, train, train. Hosts must have a clear vision of the perfect party experience. Use an itinerary for staff so they know exactly what they are supposed to be doing and when. Hosts should treat party guests like long-lost friends, but should put the main focus on the birthday boy or girl. They should also record the gifts from each guest and have a thank you list ready to give the parents at the end of the party. To enhance performance, implement a contest for the staff and reward the staffer who gets the best evaluations each month. Consider all your facilities, programs and locations as potential party places. The Wheaton Park District offers parties at Cosley Zoo, Rice Pool & Water Park, the Lincoln Marsh Teams & Ropes Course, and "The Zone" Teen Center. Golf courses, gymnastic areas. Safety Towns, natural resource areas all can be unique party sites. Package all your party services in one attractive brochure that gives parents several clear options and a reason to come back to you year after year. Create a "bounce-back" promotion to give to each child attending a party. This can be any service you choose that will motivate party guests to return to your facility. Try a coupon good for your concession stand or a "one, two, FREE" promotion (with every two paid admissions, one is free). Don't forget the older crowd. Parents host parties for teens, too. A solid marketing plan and word-of-mouth have made the Wheaton Park District teen center, "The Zone," one of the hot spots in town for teen birthday parties. The revenue generated by these parties helps offset operational costs of the center.
Keep Your Mission in Mind In the world of public parks and recreation, we often think of ourselves as altruistic providers of services for our constituencies. This is good, and we should believe and follow through with that thought. However, we should also put on the hat of an entrepreneur, viewing our work from a business standpoint. Birthday parties allow us to generate revenue and make a difference in the lives of others, which really is the best of both worlds. Providing a great service, with unique features, quality staff and attention to detail will make your birthday parties the absolute best. So.. .let's party!
CARRIE A. HAUPERT
July/August 2003 | 39 |
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