The Flash Pass
December 2, 2009
The Flash Pass
Whenever I speak to groups about marketing their products or services, I always stress that, ultimately, it’s about the experience people have when interacting with the company as much as it’s about what they’re actually buying.
And it’s equally important to note that customers are often willing to pay more for a better experience, whether buying something in a store, planning a trip, or retaining professional services. Hey, even my kids – college students both on very limited budgets – hate Walmart so much they’re willing to pay a bit more to shop at other stores with better service.
Ignoring this basic fact of human nature can cost you a small fortune in lost business. So with that in mind, here’s an example of one company that understands this: the Six Flags theme park company.
Six Flags owns and operates 20 locations in the US, Canada, and Mexico, and is working to establish an international presence over the next few years. And one of the keys to their success is recognizing and meeting the needs of guests willing to pay more for a better experience.
And they do this with two different programs. I’ll explain them both in a minute, but first, let’s have a brief review of what happens when you go to a theme park – any theme park.
You get up early, drag the family out of bed so you can be there right when the gates open. You pay more for parking than you thought the park tickets were going to cost, and then you buy the tickets themselves.
As soon as the clock strikes eight, and they let everyone in, there’s a mad dash – kids in tow, their feet barely touching the ground, as you try to get in line for the “premium” rides – the ones everyone wants to get on. And – good for you – you get a good place in line! But what happens next? You go on to the next great ride, where you’re greeted by a line that will eat up at least 45 minutes of your day. And you have five other big rides to go on. Plus you have to get lunch at some point. Sounds like a fun vacation, doesn’t it?
So recognizing this, Six Flags introduced the Flash Pass. When you get to the ride you want to go on, the Flash Pass holds your place in line electronically so you can go on other rides instead of waiting on line. When it’s almost your turn, the Flash Pass device notifies you. The process doesn’t put you at the front of the line, but it lets you go on other rides instead of waiting in line.
The cost? $34.99 per person for the regular Flash Pass, or $64.99 for the Gold Flash Pass that cuts your wait time by approximately 75%. And that’s on top of the $44.99 per person admission price ($29.99 each for children).
But if that’s not enough, they also have VIP Tours that include front-of-the-line ride privileges, valet parking, reserved show seating, meals and snacks, and a private autograph session with some of the characters.
The cost? $249.00 per person. At least this one includes the park admission fee. Still, for a family of four, that’s $1,000.00 of revenue to attach a minimum-wage teenager to your group for the day.
Not a bad return on investment, and certainly a fantastic illustration of offering premium products and services for people willing to pay for a premium experience.
The question on your mind right now shouldn’t be, “Who in their right mind would pay that much money?!” It should be, “What can I offer that would deliver superior value at a higher price?” Answering that question can be as much fun as a trip to a theme park!
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To the contrary, while in Walmart the other day, I asked a clerk where the christmas light fuses were and she walked me over several aisles and pointed them out to me. Maybe not the norm but reminded me of Ritz Carltons and Nordstroms.