July 2011 - Parks & Recreation - 68

parks & recreation at work

percentage of what is sold.
Some sites, like Groupon, will only
make the deal official if a certain number
of people purchase it, while LivingSocial
and others offer the deal regardless of
how many people buy it. Even if readers
of the deal don't buy, you've created an
awareness of your product in their minds,
says Clark.

observed it inadvertently created an
awareness that even at full price those
passes were a good deal. After the deal
ended, pass sales continued.
Consider not only the sales themselves, but other revenue that those deals
bring in. At the Austin Zoo, it's $3 for parking, and visitors generally buy popcorn,
ice cream, or food in the restaurant.

Unexpected Benefits

Ask Questions

Sellers on group buying sites sometimes
encounter unexpected benefits above
and beyond the number of sales their
deal generates. " Friends " reposted both
Cleveland Metroparks deals on their
Facebook pages, which helped get the
word out, notes Rotatori.
When the City of Spokane, Washington, sold aquatic season passes on Groupon, Mike Aho, the recreation supervisor,

When deciding which site to post your
deal on, Clark recommends asking how
many subscribers the site reaches, when
you will be paid, and what percentage of
the income you'll get. Also, read the contract thoroughly.
" I wouldn't sign a contract that includes an exclusivity clause that says you
can't offer a deal on another group buying
site, " Clark says.

Debby Dodson, assistant manager of
Riverfront Park in Spokane, suggests being very cautious about offering a product
like food when you don't have the inventory to meet your buyers' needs. She also
says if your business is seasonal, offer
a deal early in the season so that those
deals will be spread out over the length of
the season and not all redeemed within a
few days. You need to have the resources
to handle the numbers you may generate.

Should you or shouldn't you
offer a deal?
" The deal has to feel right for the individual organization. Do your homework
on what other offers are being made on
Groupon or what other deal concepts are
out there in your area, " Rotatori says. " We
think uniqueness still plays an important
part in the campaign. " 

Get a front row seat on the latest NRPA buzz. Connect with staff and fellow industry
colleagues, engage in conversation, and spread the word about parks and recreation!

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July 2011 - Parks & Recreation

Table of Contents for the Digital Edition of July 2011 - Parks & Recreation

July 2011 - Parks & Recreation - 1
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