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Theme Parks Offering Floridians Deals To Spur Business

Associated Press file photo (2008)

Admission to SeaWorld's Aquatica water park, which opened in 2008, is part of a package deal available to Florida residents.

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By TED JACKOVICS | The Tampa Tribune

Published: January 14, 2009

TAMPA - Discount and Disney. Busch without free beer samples. The Macy's Thanksgiving Day Parade at Universal Studios in Orlando.

If none of the above sounds quite right, it's time to take another look at what's happening at Florida's theme parks these days - especially the bargains the three major operators in Tampa and Orlando offer as they contend with the bad economy.

Florida residents generally become pretty good at determining the better times to visit the state's theme parks, based on their understanding of when the attraction lines are shorter and when hotels offer the lowest rates.

Because of the bad economy, however, 2009 is shaping up to be a year when it might be wise to check out pricing opportunities year-round.

While regional amusement parks have been minimally affected by the current economy, destination resorts such as those in Central Florida have seen enough of a drop in attendance that they are offering attractive packages to prospective guests, said Paul Ruben, North American editor for Park World Magazine and Park World Online, London-based trade journals.

"I don't recall such generous offers before, so if people are thinking about visiting the parks there are bargains to be found for hotel rates, food prices, and airfares," Ruben said. "Even gas prices have dropped."

Variety of Discounts Expands

The state's major attractions are rethinking their business strategies to contend with the year's predominant trend: People will continue to seek vacations in 2009, but they seek value.

None of the major theme parks have become heavy discounters. Annual price increases remain part of most business plans, recession or not.

But there's more of a variety of discounts than ever, and the Orlando visitors bureau has taken a step beyond the efforts by individual parks and hotels by compiling more than 50 offers good through June at bundlesoffreesmiles.com that could be relevant for a long weekend getaway.

Even Disney, with a longstanding policy of eschewing discounts for the most part, has created some new bargains in 2009. The two main ones offer free admission on birthdays and a "buy four nights - get three nights free" Disney resorts offer.

"The free admission to Disney parks is helpful, but it's even better if everyone in your family was born on the same day of the year," Ruben cheerfully pointed out.

Ruben's appraisal notwithstanding, a look at recently announced offers shows that it's now as important to carefully study pricing options at theme parks as it is to study air fare details to ensure you are getting the best deal available.

The difference is that airlines have multiple add-ons with a la carte charges for baggage, aisle seats and such, while theme parks now offer myriad deals that can subtract a little here and there.

Some of the business changes in strategy are subtle, but theme park operators are counting on repeat customers to find them and appreciate them.

Beyond the Theme Parks

The theme parks are not the only ones to take new steps to counter the economy.

The Orlando/Orange County Convention & Visitors Bureau followed its Endless Summer campaign to draw more visitors last year with a new advertising concept called "Orlando Makes Me Smile. It includes an "Orlando Smile Card" with deals that have grown to more than 50 on the bundlesoffreesmiles.com Web site.

"It is one thing for a theme park or hotel to focus on an offer, but we had to find a way to play across the entire destination," said Danielle Courtenay, chief marketing officer for the Orlando visitors center.

Among the offers are Boggy Creek Airboat Rides with a buy-two get-one ticket free; Pirates' Dinner Adventure with a free ticket along with an adult admission; and Orlando Balloon Rides with a free kids' ride along with an adult admission.

What's new this year:

Busch Gardens/SeaWorld

"Florida residents certainly have a lot of options and we make sure we are one of them," said Joe Couceiro, Busch Entertainment Corp.'s executive vice president of sales and marketing.

Couceiro regards Busch's longstanding "Pay For A Day, Come Back All Year" deal for Florida residents as the premier deal available, but said Busch plans to provide variety to its entertainment event series so repeat visitors can get a new experience when they return to the parks. The Florida resident adult price is $69.95.

Last year, Busch opened its Aquatica water park attraction adjacent to SeaWorld in Orlando and its Jungala attraction at Busch Gardens Tampa Bay.

This year, Busch is planning to open its Manta coaster ride at SeaWorld that will provide near 60 mph dives that skim water.

Busch has an ongoing plan with Orlando competitors Universal and Wet 'n Wild for a flex ticket that includes a $279.95 admission to six theme parks: Busch Gardens Tampa Bay, Adventure Island in Tampa, SeaWorld, Aquatica, Universal Studios and Wet 'n Wild.

Florida Aquarium

The Florida Aquarium in Tampa will use its website, Flaquarium.org, for the "deal of the day."
"We have added value to our annual memberships through partnerships with other area businesses," spokesman Tom Wagner said.

"In this economy, finding deals and discounts will continue to be on everyone's mind. We are looking at ways to offer more flexible and affordable options to schools that are still trying to provide high quality educational experiences for their students.

A half dozen restaurants in Channelside, including Tina Tapas and Thai Thani now offer a 20-percent discount to Aquarium members.

The Aquarium is doing month-long promotions based around coupon offers, with the current program a buy-one get a free admission deal coupon placed in print media, including The Tampa Tribune.

The Aquarium will partner in February with the Florida State Fair to put coupons on the back of fair tickets that get children into the Aquarium for free.

Universal Studios

Universal is scheduled to open its "Hollywood Rip, Ride, Rockit" inversion coaster later this year, while Disney's Hollywood Studios will open its American Idol Experience.

The Rockit will top out at 65 mph and 167 feet, and riders will be able to select a theme song for the trip and purchase a personal video of their the ride.

In addition, Universal's CityWalk this year appears to have the night club/attraction clientele to itself as Disney rebrands its Pleasure Island district in Downtown Disney with family restaurants and shops.

Disney World

Free admission on a visitor's birthday – advance registration required – and the buy four nights, get three nights free at select Disney resorts are the new big deals. The next new draw will be the American Idol attraction at Disney's Hollywood Studios scheduled to open Feb. 14 where guests can audition for fun and a shot at the TV show.

"We are…putting in place new marketing initiatives and accompanying pricing incentives, designed to stimulate bookings and attendance during the first half of 2009," Walt Disney Co. president and chief executive Bob Iger said in the company's year-end financial review.

By early November, Disney already had gained more than 1 million registrants for a free birthday admission.

Reporter Ted Jackovics can be reached at (813) 259-7817.

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