A park’s commercial plan is worked out alongside its design. Three of the tools we use are covered here: the 7P planning process, a target market review and corporate sponsorship.
From vision to execution: the 7P planning process
As C-TEC continues to refine its pre- and post-opening operations, the management team has adopted the 7 “P” Planning Process as a guiding philosophy to enhance every aspect of the guest journey.
- Product focuses on understanding what guests truly value and ensuring that C-TEC’s attractions and experiences meet or exceed their expectations.
- Pricing examines the balance between affordability and premium quality across retail and food and beverage offerings, helping determine whether to prioritize higher margins or greater sales volume.
- Place considers how and where tickets are made available, from online platforms to retail partners, maximizing accessibility and market reach.
- Promotion explores the most effective ways to connect with local residents, domestic tourists, and international visitors through advertising, public relations, and direct engagement.
- People emphasizes the importance of equipping employees with the right training and skills to deliver outstanding service.
- Processes ensure that efficient systems and procedures are in place, creating a seamless and consistent experience for every guest.
- Physical Evidence highlights the impact of staff presentation, cleanliness, and attention to detail in shaping guests’ perceptions and reinforcing C-TEC’s commitment to excellence.
Together, these seven principles provide a strategic framework that supports operational success and helps create memorable experiences for every visitor.
Getting to understand your target market
Review
- Market past, present and future
- Review changes in market share, leadership, players, market shifts, costs, pricing and competition
- Identify systems to capture and maintain market share
- Identify systems to increase market share
Competition
- The competitive landscape
- Position each competitor’s facility against our new and proposed facility or product
- Overview of product competitors, their strengths and weaknesses
- What are our competitors’ anchor attractions?
- How are our competitors perceived in the market?
Positioning
- Positioning of your product or service
- What distinctly defines our theme park in its market and against its competition
- Consumer promise: what will we promise them?
- Messaging by audience
- What is the market saying about us?
- How are we perceived by the market?
- Target consumer demographics: location, age groups and spending trends
Understanding the opportunities of corporate sponsorship
Behind every world-class attraction is the potential for world-class partnerships. Corporate sponsorship offers businesses the opportunity to support the creation and operation of entertainment destinations while gaining premium brand exposure through attraction naming rights, themed experiences, and strategic marketing collaborations.
With sponsorship tiers ranging from Diamond to Crystal, partners can play a key role in bringing projects to life, from funding signature attractions to supporting daily park operations. Whether it’s an airline sponsoring a 4D theatre, a tourism board showcasing its destination through a themed zone, or global brands aligning with unforgettable guest experiences, the possibilities for meaningful and mutually beneficial partnerships are endless.
The highest-revenue attractions aren’t always the largest
Redemption games and compact interactive attractions often generate strong returns due to repeat play and broad appeal.
Commercial planning sits alongside the design disciplines in our theme park design and consultancy services.
More from our Insights series:
- Theme Park Master Planning and Zoning: From Vision to Master Plan
- From Design to Reality: How Theme Park Attractions Are Designed and Delivered
- Storytelling in Theme Park Design: The Foundation of Thematic Design
Planning a theme park, water park or integrated destination? Talk to the Sanderson Global team.